Dynamic changes in the business environment have led to the fact that business entities must adapt more and more in order to make the most of current market opportunities. The saturation of the market, the growth of competition and the ease of entry of business entities into foreign markets through the simplest forms of internationalization have led to the fact that the importance of business strategies in international business is increasingly significant. Rapid changes in the markets and the constant growth of the market have led to the fact that business entities have to be more and more creative in order to disperse risk, maximize profit and ultimately survive. Globalization has made it easier to distribute products intended for the domestic market to foreign markets. For a business entity to successfully prepare for internationalization, it is not a rule, but if the market situation allows it, it would not be bad if it first proved to itself that it can do business successfully on the domestic market, and then start thinking about internationalization. Motives for business internationalization can be proactive and reactive. Of course, there are also numerous obstacles to internationalization that are manifested in the lack of management experience, the lack of necessary skills, government barriers and the like. The business entity must analyze each of the possible obstacles and adjust its internationalization strategy in order to minimize its risks and put itself in a better position when accessing the foreign market. The business entity Asia does well on the Croatian market, but it saw an opportunity for internationalization and started the process of exporting books intended for the Croatian market to foreign markets. Before implementation, this process is preceded by numerous analyzes of the business entity, its possibilities and future plans, which will be presented in the paper.