Strategic analysis is actually a prerequisite for strategic planning. Strategic planning is a pretty simple task. The company analyses the current and expected future situation and defines the course of action and development means for the realization of its mission. Namely, this is actually an extremely serious and complex issue that requires systematic identification and analysis of factors outside the company and their comparison with the weaknesses of the company itself. In the course of writing work through theoretical part, concepts of strategy, marketing strategy, strategic analysis, SWOT and TEST analysis of Dukat d.d. were analysed. The history of Dukat d.d. and the current state of the company are presented. The paper also highlights the financial summary of Dukat d.d.'s operations through underlying financial statements such as balance sheet, profit and loss account and cash flow statement presented in indirect method. The company invests noticeably in R&D and in its employees. Dukat d.d. created a diverse production program and thus gained leadership in the dairy industry in Croatia with a hundred-year tradition. The company is firm both economically and financially. Therefore, there were no models in the business that would have made it possible to undermine the efficiency, efficiency and flexibility of the business.