The strategic approach to marketing is extremely important for a business that wants to grow and thrive. The marketing plan significantly helps the company cope with the uncertain and turbulent business environment characterized by a high degree of competition, and a good marketing plan must be short, clear, precise and consistent in performing numerous tasks and activities that contribute to the achievement of organizational goals such as growth, market expansion. or increasing profits. Businesses must have a well-crafted mission, vision and purposeful, smartly-defined, clear, timed goals that they will achieve with careful strategy and tactical ways to plan pricing, distribution, promotion and products. The company must also place great emphasis on monitoring competition and analyzing the market situation. Planning is carried out in the long, medium and short term, in all functions of the company, including in marketing. This paper deals with the marketing plan based on the example of INA d.d. According to a survey of 82 respondents, the goals created relate primarily to increasing the perceived quality of the product and the number of users of INA petrol station value cards, and the strategies and tactics for fulfilling these goals focus on the use of promotional activities that improve the perception of quality.