The aim of this paper was to investigate in what way and how successfully the drugstore Müller uses situational factors in the selected store. The aim of the work was to use the observation method to see and analyze each of the situational factors used in the store. From all the factors, it can be concluded that location plays a very important role for several reasons. It is supported by the location within the shopping center, a very busy part of the city and a couple of larger parking lots near the shopping center. Interior design has also proven to be one of the more successfully used situational factors primarily because of its simplicity and tidiness. The next important factor that has proven to be very successful and positive is the atmosphere in the store. The atmosphere is one of the factors that are difficult to influence and control, and several items are involved in its formation. In this example, this proved to be successful, that is, a pleasant and relaxing atmosphere was achieved and maintained. Of course, proper lighting, optimal temperature, as well as a pleasant and light smell throughout the store also contributed to this. In addition to all the well-used situational factors, there are a couple of them to which the retailer should pay more attention, ie introduce some small changes in order to improve their impact. At the end of the paper, the marketing implications are given, ie the way in which certain situational factors could be corrected and improved.