The topic of the final paper is related to the strategic analysis of Heineken Croatia. Strategic analysis is conducted in accordance with the goals of strategic management. Strategic management is a set of managerial decisions and actions that determine the long-term performance of an enterprise. Strategic management consists of five stages, analysis of the environment, setting the direction of the organization, formulating a strategy, implementing the strategy, controlling and evaluating the strategy. Environmental analysis is conducted to serve the management of the enterprise for timely response in certain situations. External and internal environments are analyzed when analyzing the environment. The external environment is represented by parts located outside the company and is divided into a general and business environment. The internal environment is one that is fully influenced by the enterprise. Both environments are equally important and affect the business of one company. Depending on the analysis of the general, business or internal environment, we use different methods such as environmental scanning, ETOP profile creation, vulnerability analysis, competition analysis etc. Strategic analysis is carried out on the example of Heineken Croatia, and general environment analysis, technology assessment, business environment analysis, competition analysis, enterprise stakeholder analysis, and a SWOT table were created.