Strategic analysis is the process of collecting and analyzing data on the internal and external business environment. Businesses are especially in these times, marked by technological progress that brings many challenges, but also opportunities for strong development, forced to quickly and timely adapt to changes. Indispensable is the conceptual meaning and definition of the concept of strategy and its historical source. Strategy is mentioned as an expression in ancient Greece, as the art of leading the army. Something that emerged in the military sphere "moved and projected onto the business world." The strategy is recognized in the key activities of the company, market positioning, business model, in the thinking of management about the future of the company, the degree of innovation, the speed of adaptation to changes in the environment. The management problems of a company are becoming more and more complex and the work of management is becoming more and more demanding. Strategic management implies activities that are aimed at achieving the goals of the organization, where its capabilities match the opportunities and threats from the environment. Businesses need to be innovative, flexible and constantly improve their business. They must have a strategy by which they can achieve a better position. It is necessary to be different in order to be better. „A reasonable man adapts to the time in which he lives, while an unreasonable man persistently tries to adapt the world to himself. All progress therefore depends on unreasonable people“. Bernard Shaw