Thinking about marketing planning within a company is an action that requires understanding and mastering techniques that can bring positive results for organizational development as a whole. It is necessary to think in this case that the way a company is constituted is fully related and segmented with the actions that can be performed within this scenario, understanding that the planning must be coherent with the needs for growth and the fulfillment of stipulated goals within a Action model. In this context, this work focuses on discussing the importance of developing a marketing plan for companies that need to develop specific strategies to reach their customers and maintain their loyalty. This work arises from the analytical perception to consider this type of action for companies that act as service clubs, recognizing the need to validate actions that represent a differentiated and effective way of acting, also consistent with the model. of action required within the scenario that is becoming more digital every day.