The Croatian confectionery industry is one of the most successful branches of the Croatian industry. The confectionery industry is an example of successful use of the potential of its own domestic raw material. This, in addition to the fact that it employs a significant number of people, indirectly enables the employment of a large number of people in agriculture, distribution and trade. This paper will analyze in more detail the state of the Croatian confectionery industry on the example of two, currently the most important Croatian confectionery companies, Kraš d.d. and Kandit d.o.o.. Strategic analysis of the company will come to the conclusion of those components representing opportunity or threat, strength or weakness and how to best focus and exploit them for the purpose of strengthening business and raising the competitive advantage on the Croatian, as well as the global market. Analyzes carried out have shown that these two are successful companies with many years of production, innovation, market competition and competitiveness behind them. By focusing on what is important, namely customers, employees, constant investments and timely response to environmental demands and ever-changing changes, Kraš d.d. and Kandit d.o.o. can retain high positions on the Croatian confectionary scene and spread their work to the fertile ground of the global market. Strategic analysis of concrete examples precedes theoretical foundations of strategy, strategic management and analysis. It can be said that by strategic management, the management determines the vision, mission and goals of the company, analyzes the environment and risks, decides on the activities and for the same uses of the company's resources. It represents the starting point of a successful enterprise by linking internal abilities and external opportunities.