The centre of this thesis is the marketing plan of the online fishing and camping store Kapitalac. The marketing plan is the result of the marketing planning process and indicates in which direction of marketing activities the company should go on the path to become successful. Marketing plan as a written document that describes all marketing activities that are necessary in a certain period in business. It is very important because it is an image of how company is represented on the market. The main purpose is to set goals that are achievable. In the theoretical part it seeks to explain all segments of the marketing plan in a general and from the point of view of the Kapitalac store and their customers. In the practical part of the paper, an analysis is made through primary research using online survey. The examination analysed in detail the target group that is important for the company. Based on the information obtained through market research, the goals and marketing strategy of the business entity were defined. Since the store does not have a fully developed plan for advertising on social networks, the survey included the opinion of customers about this type of advertising and improvement strategies. In addition to advertising, a very important factor in a marketing plan is the cost plan and media plan. These are important activities in order to achieve the defined goals. Given Kapitalac good position in the field of fishing equipment sales, it is not necessary to make a big effort to achieve recognition, but more activities that will focus on advertising on social networks and achieving high functionality of web trade and creating a network of loyal customers.