The survival and development of Croatian companies for the cultivation and processing of medicinal plants contributes to the strong potential of this sector for the development of the Croatian economy. Namely, Croatia has a favorable climate for the growth of medicinal plants and is home to a diverse range of plant species. In addition, it has a well-developed agricultural sector, which could be used to help grow and process medicinal plants. Furthermore, it is located in a geographical region with a high demand for medicinal plants, which allows Croatian companies access to a large customer base. However, there are some challenges that Croatian companies face in this sector. First, the cultivation and processing of medicinal plants is strictly regulated, requiring companies to follow strict rules and regulations. In addition, there is a need for investment to develop the necessary infrastructure to support the sector. This includes developing the necessary research and development capabilities, as well as investing in production and processing facilities. Furthermore, Croatian companies must invest in marketing and promotion in order to build a strong customer base. In this context, the aim of this work is to analyze from a macro aspect and with the help of financial data analysis of selected companies from this sector, the necessary steps for the survival and development of such companies. In Croatia, around 160 to 170 indigenous species of medicinal and aromatic plants are cultivated and harvested. The ecological cultivation of medicinal plants throughout the Republic of Croatia is highly favorable due to natural geographic conditions, especially climatic, pedological, and hydrographic factors. Before the Homeland War, chamomile (Matricaria chamomilla) and lavender (Lavandula angustifolia) were the two species that dominated medicinal plant cultivation. At that time, Croatia was one of the world's leading producers of chamomile and lavender.