Small and medium-sized enterprises play an important role in driving economic growth and innovation. Marketing includes competitor analysis, market and consumer behavior analysis, including studying consumer profiles, defining market segments, creating a marketing plan, and making decisions related to pricing, product, distribution, and promotion. Marketing is a planning and execution process that includes the formation, budgeting, promotion, and distribution of product and service ideas to achieve a satisfactory, goal-aligned business-customer exchange. The marketing mix, which consists of product, promotion, distribution and price, plays a key role in achieving marketing success, for which it is necessary to adapt to the needs of customers, create a competitive advantage, effectively balance all elements of the marketing mix and harmonize them with available resources. In today's competitive business environment, a well-developed marketing plan is important to the success and sustainability of small and medium-sized businesses. A marketing plan is a document that succinctly describes the marketing activities and operations of a company in order to achieve its goals. It contains information about the company's operations,competition and the overall business environment. A marketing plan consists of various elements, such as executive summary, business mission and purpose, situation analysis (which includes SWOT analysis, PEST analysis and competitor analysis), marketing objectives, marketing strategy, financial budget and control of marketing activities.