Kraš d.d. represents the main Croatian manufacturer of confectionery products that has been operating for many years. Apart from Croatian, Kraš is also known in numerous foreign markets where it is constantly strengthening its position. Over the years, this company has achieved a very enviable position and daily expands the range, invests in new machinery and equipment and produces new products. During its business, this company is influenced by various internal and external factors, which is why it constantly conducts various analyzes. Also, in accordance with the analysis and discovery of the needs of its customers, finding new suppliers, hiring new people and increasing competition, the company introduces many changes and adapts to them. Although Kraš cannot influence most elements of his environment, a detailed strategic analysis of his business environment can improve his business. Although he has been very successful so far and has achieved a position that many companies envy, Kraš d.d. it should continue at this pace in the future and continue to invest in all its segments. It must also continue to strategically analyze all elements of its business environment in order to maintain, if not strengthen, its position.