The subject of this thesis is the creation of a marketing plan for the Stric driving school. A marketing plan is very important in the process of defining the market, consumers, and competitors. It enables a business entity to anticipate upcoming changes and deal with them with ease. Given that today practically everything that surrounds us is marketing, many companies pay more and more attention to it. By creating a marketing plan, companies implement various strategies to create their image and achieve greater recognition on the market. In the theoretical part of the thesis, the role and importance of marketing planning in business will be highlighted and the elements of the marketing plan will be listed, while in the empirical part of the work, a marketing plan will be developed through the example of Stric driving school. Considering that the business entity has been present on the market for 30 years, to gain insight into the position of the business entity, the results of the primary market research will be presented, and goals and strategies will be defined based on the results obtained. Today, a lot of people live in a hurry, and they need a driver's license for work, shopping, driving children to school, or for long trips. Therefore, having a driver's license is a necessity, not a luxury, and the presence of driving schools is important to create a safe traffic environment for all traffic participants. Furthermore, the paper will show the financial profitability of promotional activities for the Stric driving school. The marketing plan aims to ensure the recognition and growth of the company in order to survive on the market.