The paper deals with marketing strategy and aims to present it as a key element of business. The theoretical part of the paper begins with defining general concepts about marketing and terms that further explain marketing strategies. Furthermore, the types of marketing strategies are listed, as well as the means that entities use for more precise analysis of internal and external factors that affect business. After the theoretical part, the marketing strategy is analyzed using the example of the company Podravka. This section primarily deals with secondary data, largely taken from Podravka's annual business report and the company's website. Through the use of a questionnaire, primary research was also conducted in the paper. The aim of the primary research was to obtain information about the respondents' attitudes and preferences towards the company Podravka and the Vegeta and Lino Lada brands. By carrying out the research, the required information was obtained, following which suggestions were made for improving business in the observed segments. The research determined that Podravka aims to be competitive in the pricing of its products while also maintaining and improving their quality. This means that pricing positioning does not negatively impact the development and placement of products. Additionally, consumer requirements and needs have been identified, which, as determined, the company successfully meets, and its competitive advantage is based on business tradition, Croatian product origin, and a high level of quality.