Today, there are various products and services on the market, which is why it is very important to form an appropriate marketing strategy for the company in the order to achieve success and be competitive. The marketing strategy aims to create a product that will stand out among consumers and satisfy their needs and desires. By choosing an appropriate marketing strategy, the company can develop and achieve the set goals. Before creating a marketing strategy, the vision, mission and goals are set, the analysis of the internal and external environment is carried out, and the segmentation strategy is determined. The paper will describe the concept of marketing strategy and what it represents and what needs to be analyzed in order to create a successful marketing strategy. In addition to the theoretical part, the paper also consists of a practical part based on a questionnaire about Franck teas. The research was conducted on subjects aged 15 to 60 in the area of Slavonia and Baranja. The purpose of the paper is to analyze and explain the concept, meaning and importance of the marketing strategy of an economic entity and its components and processes. Furthermore, the aim of the paper is to analyze the existing marketing strategy of the selected product, Franck tea, and to recommend a marketing strategy depending on the results of the primary research. The paper will elaborate on the mission, vision and goals of the company Franck, and will analyze its market and competition. Primary research will also be conducted, on the basis of which existing marketing strategies of the selected product, Franck tea, will be analyzed and possible changes will be proposed.