Marketing strategies and a marketing plan are closely related because strategies tell a business entity where to go, while the plan is the roadmap guiding the business on how to get there. Through planning, a business entity can respond to various changes. An entrepreneur today cannot rely on past data but must plan for the future, which is why marketing planning emerges. The topic of this thesis is a marketing plan for the business entity Gold Caffe. Gold Caffe is a modern newly opened hospitality establishment in Višnjevac that offers beverage preparation and serving services. With a defined vision, Gold Caffe aims to become a key gathering place in Višnjevac where every generation can find its place. The main goal of this paper is to discover how to improve the current operations of the business entity. Primary research was conducted to showcase customer satisfaction with the services at Gold Caffe. The majority of respondents (84.7%) are completely satisfied with the overall service. The results revealed areas for improvement, and strategies were defined to contribute to enhancing service quality and customer satisfaction, such as: expanding the offer, organizing events, and advertising on social media. This should achieve the six-month goal (increasing the number of regular customers by 20%). By providing quality service, a loyal customer base is created that spreads recommendations, thus retaining current customers and attracting new ones with this strategy.