The paper presents a detailed description of the place marketing planning takes in marketing everyday life and the overall marketing planning process, including all the steps and sub-stages that this process implies. At the beginning the reason for choosing this topic as well as its importance for today's economic entities is explained in the form of an introduction. It follows an overview of the work methodology including the research goal, spatial, temporal and subject delimitation as well as the data source and the methods applied. The beginning of the theoretical part of the paper shows the basic definition of marketing and marketing planning as well as the main guidelines for marketing planning and its benefits. Then, each phase of the planning process is explained in detail in a separate sub-chapter. As part of the situation analysis, tools such as SWOT analysis, BCG matrix, GE matrix, benchmarking process, product life cycle, PESTLE analysis and the basic four market research methods were presented. Thereafter, the difference between qualitative and quantitative marketing goals, including market segmentation processes, is explained. After setting goals, the main groups of marketing strategies such as porter's generic strategies, growth strategies, marketing mix strategies, and product life cycle strategies are exposed. At the very end of the theoretical part the importance of marketing budgeting is explained in the form of financial plan design and financial indicators monitoring, as well as the importance of marketing organization and implementation of the plan itself. The acquired knowledge of this work is then applied in the practical part at the example of the business entity Bobi Snacks Ltd. A basic overview of the business entity as well as a summary for the administration was offered. After that follows an exhaustive analysis of the situation by applying SWOT analysis, competition analysis and online surveys. The goal of further brand development will be achieved by applying the listed and argumented marketing strategys and tactics of this work. At the end of the practical part of the work, a financial and time schedule of the foreseen activities was created. The end of the work shows a conclusion where the most important parts of the overall work are summarized.