This paper deals with the analysis and overview of a very crucial part of the company's business - business strategy and market positioning of the company's products/services. Strategy represents the central part of the company's operations. It shows the direction and the way in which business processes should be established and organized to achieve business objectives. Strategy is defined based on the analysis of the company's internal and external environment, with the aim of defining strengths and weaknesses, as well as opportunities and threats. Through this analysis, the company's competitive advantages and those of its products/services can be identified, which should serve as a basis for defining the product/service strategy and its market positioning. Market positioning is used for the successful integration of the product/service into the market, defining the target market segment. To successfully analyse the internal and external environment, an analysis of the environment and industry, as well as an analysis of the company, are conducted. For the analysis of the environment, this paper uses industry analysis methods using the five forces, which analyse the industry based on five comprehensive factors and strategic group analysis, which defines the key competitors of the company in question. Additionally, this work will examine the general state of the industry, the most important trends that are shaping the industry, and popular forms of business collaboration. Then, the focus shifts to analysing the company itself, starting with the identification of the organizational structure and key components of the company. The value chain analysis of the company and its current strategy and its alignment with trends are examined. Subsequently, using the theory of generic strategies and market positioning, along with price positioning analysis and business performance analysis, an attempt is made to determine the success of the company's strategic and market orientation and brand. Lastly, financial analysis is used to provide insight into the economic aspect of the business and the impact of the strategy on it. In the end, an overview of the company's future will be given, along with a conclusion about the entire work. The subject of this study is the Volkswagen Group. As one of the largest manufacturers in the automotive industry, it has been a longstanding representative of the industry. Through its acquisitions, it has created a conglomerate in which its components cooperate and share technology and resources. While they operate in the same industry, they are focused on different market segments. This analysis aims to determine the proficiency of the Volkswagen Group in defining and maintaining such a business and market strategy.