In today's turbulent environment when the bid far exceeds the demand, it has become much harder for companies to run on the market and resist all the pressures of competition. In addition, customers negotiating power is stronger than ever before because the range of products / services offered to them is large, and their cost of switching to another supplier is almost negligible. It is therefore very important today to keep each buyer and to create loyal customers. With this goal, businesses are increasingly investing in their marketing activities, and given that consumers are generally overcrowded with numerous marketing actions, companies have to plan their marketing activities very carefully if they want to achieve the desired results, and they are mostly reduced to creating competitive edge on the market . Generally speaking, successful strategic marketing plans and appropriate marketing strategies are being developed in line with the set goals and mission of the enterprise, which is not an easy task. But regardless of the many problems involved in building a marketing strategy (eg engaging managers, expert teams, costs, time, etc.), strategic thinking and decision-making in today's time is inevitable. In accordance with the foregoing, the subject of research in this paper is precisely the marketing strategy and appearance on the market of the Kandit company and its assortment of chocolate products. Namely, the aim of the research was to get the overall picture of the marketing activities of the company, how well these activities are adequate in relation to the target market and the public, whether a successful company is different from the competition and what opportunities should be used to retain and increase the market cake.