The application of strategic analysis is a prerequisite for business improvement, but also for constant monitoring of the company's internal and external environment. Without carrying out strategic analyses, the company cannot have a 100% insight into its weaknesses and flaws, that is, into all the good sides that the company has. With the correct use of numerous analyses, the company can remain competitive on the market. By creating various analyzes that were applied in the work, the company „Ivija prom d.o.o.” is on the right track for the development of the company. The analyzes that were used in the preparation of this paper show that the company has a constant growth in income from year to year and that by introducing new products it can remain competitive on the market (good product quality at a good price). The company highlights long-standing customers and tradition as its strongest strength, as well as an excellent location near the highway. Marketing can be mentioned as the weakest side of the company. The company should invest in marketing development and creating a website in order to remain competitive and more accessible to current and potential customers.