Here we provide an overview of the most important parts of this work, and meet with that what expect us. At the beginning of this section we meet with the aim of the research. This goal applies to all business activities to be taken in order to come to the realization of the set target. We study the very concept of a marketing plan and experiment with all the elements that must contain. The purpose of the marketing plan is to define the market, finding consumers and competitors, design a strategy that will attract and retain customers and to anticipate upcoming changes. Due to this, the marketing plan is of utmost importance. Plan should be as concise as possible and include all analysis and strategic decisions. We have to meet with tactics and strategies which company can use the on the basis of which should focus on business activities, and financial indicators that you should pay attention which would have resulted that a plan was productive and a company was successful. If you have a clear set targets and a time frame, budget and forecasting then the plan will be achieved. Whether marketing plan concise or was expanded, must be critically analyzed each year, and the goal should be maintain it. With the assistance of uses of internet sources and books, aims of this study were successfully implemented, in which we can assure the basis of discussions that we have completed with practical example of the fashion company "Zara".