Marketing is a key segment in managing any type of product or service. There are a large number of definitions that describe marketing, but what all definitions agree on is the successful satisfaction of the wishes and needs of potential groups of customers and long-term business. Through marketing strategies and techniques, customer behavior can be predicted, and based on this research, it is possible to choose a business strategy that will be targeted at the selected market of the company. The final paper conceptually defines the meaning of marketing, as well as the marketing mix and its elements: product, price, promotion and distribution. Thus, the basic characteristics of an individual element of the marketing mix and the fundamental characteristics of environmental factors that affect the elements and thus condition their existence and understanding are highlighted. Furthermore, in accordance with the selected example, the current state of The Pine Resort is analyzed and based on this information about the current state of the company, the basic elements of the marketing mix for this object are created. The service policy, pricing policy, distribution and sales policy and promotion policy are specified and created.