Marketing is a business function that deals with identifying and satisfying consumer needsand desires. It encompasses various activities aimed at promoting, distributing, and selling productsor services. The goal of marketing is to create value for customers, build long-term relationships, and achieve profitability for the company. Marketing strategy, as a key aspect of marketing, involves planning and executing activitiesthat enable a company to achieve its marketing goals. It includes market analysis, identifying the target audience, and positioning products or services in the market. A well-designed marketing strategy allows a company to differentiate itself from the competition, communicate effectivelywith customers, and successfully meet their needs, thereby achieving a competitive advantage and long-term business success. The analysis of the business of an individual company can be measured using individualtools. Based on the analysis, the current state of the company is assessed, all data on liquidity, financial stability, indebtedness, business efficiency and profitability are summarized. At the same time, the symptoms and causes of financial problems within the company are observed. The basisfor the analysis are financial reports: balance sheet, profit and loss account, cash flow report, reporton changes in capital and notes to financial reports, which are defined by the Accounting Act. The subject of analysis of this thesis is "Polleo Adria d.o.o.", and the research will be carried outthrough the analysis of financial statements and a survey.