In this final paper, the topic "Analysis of the marketing mix on the example of Cedevita" will be dealt with. Cedevita is a Croatian business entity engaged in the development, production and sale of instant drinks, teas and products intended for healthy nutrition. Cedevita developed its range of products within Pliva, until their brand was bought by Atlantic Grupa. Cedevita products, which with their well-known flavors enrich the tables of homes not only in the region, but also in more than 30 countries around the world, have been produced for more than 50 years, and it can be said that it is a combination of tradition and high quality of the pharmaceutical industry. Cedevita has several types of drinks with different flavors and additives, while the prices of the drinks vary depending on the type of product and packaging. The promotion of Cedevita is focused on the positioning of the drink, which is being innovated to fit into new trends. Cedevita's distribution network is very developed - the product is mostly bought in retail and wholesale, as well as in cafes, restaurants and hotels. The marketing mix refers to a concept that includes four key elements, known as the 4Ps because they all begin with the letter "P" in the English language: product, price, promotion and distribution. Through the marketing mix, companies determine their activities and strategies to achieve desired goals. By using marketing activities aligned with this concept, a business entity can in a certain period of time expand its audience, increase sales or improve its position in the minds of consumers.