The difficult economic situation in the global economy entails new challenges for businesses and the need for new business planning tools. The article discusses the current methods of business planning in difficult crisis conditions. The use of such methods can significantly increase the chances of a company to succeed and make a profit. An important component of business planning is marketing and its tools, so they are also given special attention in the article. In modern conditions, there is a need to use new marketing tools, so modern tools are considered, including digital marketing tools. The practical application of the marketing tools and business planning methods described in the article is considered on the example of the market for cut precious and jewelry stones, as a market that is significant for Russian export activities.