This master's thesis delves profoundly into the subject of marketing management from the vantage point of a market follower, specifically focusing on the cases of Kraš, acting as a market leader, and Kandit, functioning as a market follower. The importance of this topic in contemporary business operations is indisputable, given the ceaseless evolution and alteration of market conditions, coupled with the perpetually escalating market dynamics and competition. Market followers, despite perhaps not occupying a dominant position in the market, play a crucial role within the business ecosystem. They meticulously observe the manoeuvres of leading competitors, tailoring their marketing endeavours to both capitalize on the leaders' triumphs and evade their missteps. Concentrating on leveraging extant trends and market opportunities, rather than the pursuit of innovations, market followers aspire to achieve growth and profitability. In the theoretical portion of the work, an array of strategies that market followers can utilize to attain competitive advantages are examined. The paper demonstrates the practical application of these strategies, while highlighting the ways a market follower adapts to market fluctuations and responds to the actions of the market leader. This master's thesis incorporates in-depth interviews with the business entities Kandit and Kraš, furnishing authentic examples from the field and facilitating a comprehensive analysis of their marketing strategies and approaches. The ultimate aim is to provide beneficial guidelines for other organizations finding themselves in similar market positions, so they can adeptly manage marketing and secure competitive advantages. The study shows that market followers, notwithstanding their non-leading position in the market, possess the potential to achieve substantial success through the exploitation of suitably selected marketing strategies. Using the examples of Kraš and Kandit, it is demonstrated how companies occupying diverse market positions apply distinct, yet equally effective, marketing approaches to accomplish their objectives.