The paper analyzes the concepts of strategic management and strategic marketing plan, and a detailed description of the strategic marketing plan, ie. strategic analysis of Atlantic Group. Strategic analysis is a prerequisite and necessary analytical process designed to collect and analyze data on external and internal business environment. Strategic analysis is an important part of developing a strategic marketing plan. It is very important to address three strategic questions: Where are we, where are you and where are we going? The purpose of the analysis was to evaluate the competitive position of the company. It is important to build a common understanding of where the company is, to know the attraction of business areas, and possible threats and opportunities. Theoretical analysis showed that all activities and processes necessary to develop a strategic marketing plan. The study of strategic marketing plan for Atlanta group has proven that quality marketing plan necessary dimension that determines success in a competitive market. Results of the analysis indicate that the successful strategic marketing plans and develop appropriate marketing strategies in line with the goals and mission of the company