Sales organizations are focused on creating long-term relationships with profitable customers. In order to achieve this relationship, it is necessary to implement a strategy for their retention, which requires market research, collection of key information, timely notification of customers, communication, distribution and maintenance of constant relations with clients, etc. In order for sales to be successful, it is necessary to follow modern trends and invest in new technologies related to sales. For example, the CRM system is one example of a modern trend in sales that is an indispensable part of every ambitious company because it unifies all business processes in this way. Business today is impossible to imagine without the Internet and electronic business and social networks in the role of marketing. The purpose of the work is to identify the characteristics according to which it is possible to monitor the position and sales efficiency of producers on the market of non-alcoholic beverages, and thus to spot the market leaders according to different business characteristics. The research is focused on the analysis of secondary data on the soft drinks market in Croatia. For the analysis of sales efficiency, internal data of the market leader and data of the independent agency AC Nielsen were used. In order to test the hypotheses, indicators of the market share of the leading energy drinks, the volume sales of energy drinks of the largest brands and the volume sales of energy drinks according to the criteria of the sales channel on the Croatian market are used. The indicators are based on the company selected for the business case. The research results showed that the analyzed business case is the market leader in Croatia with a range of monthly sales from 645.50 thousand pieces in January 2022 to 1,295.44 thousand pieces sold in March 2021. The research showed the business potential of the leading manufacturer in the summer months and emphasized the so-called inelasticity of the company to seasonal fluctuations. The research confirmed the usefulness of conducting analyzes with a combination of internal and external reports and established their necessity for creating future brand development strategies.