The aim of the Master thesis is to emphasize the issue of marketing mix in planning a marketing strategy in the company. The first part of the work is focused on the theoretical approach to marketing, marketing environment and to the process of marketing planning. This section describes in more detail all the elements of the basic marketing mix, including product policy, pricing policy, distribution policy and marketing communication. The theoretical part results in the processing of the practical part of the work, which contains an evaluation of the above areas of the marketing mix in the selected company. For the analysis was chosen the company DEICHMANN-OBUV SK, s.r.o., which offers mainly footwear and accessories. The practical part of the work contains a SWOT analysis, which evaluates the strengths and weaknesses of the company as well as opportunities and threats. The next part of the work contains an evaluation and description of individual areas of the marketing mix of the selected company. The last part evaluates the satisfaction of customers of DEICHMANN-OBUV SK, s.r.o. The data needed for the analysis were obtained using the questionnaire research method, and based on the information obtained, suggestions and recommendations for improving individual areas are provided at the end of the work.