The main definition of a franchise according to the IFA is: "In franchising, franchisor (person or company that gives permission for a third party to conduct business under their own labels) not only offers specific products and services that will be offered by the franchisee (person or company which have been licensed to do business under the brand labels), but also provide them with operating system, brand and support."3 According to Hisrich and colleagues, licensing is defined as an agreement between two parties in which one party has ownership rights over certain information, process or even technology being hedged through patenting, copyright or trademark.4 Business through franchise has certain advantages and disadvantages for all participants of such operations, the donor and the recipient of franchise.In Croatia, the franchise has a very large potential for improvement. The thesis analyzes and deals with the most important definition of marketing strategy that serves as a basis for all practical analyzes in the following chapters (competition analysis, macroeconomic factors, SWOT analysis, analysis of company'smission and vision, and analysis of the existing marketing mix). The research carried out on a suitable sample confirmed the author's assumptions on the necessary re-modification of marketing and advertising. The results of the research have been analyzed in detail but can not be taken as a generalizationin regards to a sample of 62 individuals. Concrete suggestions for improving strategy and tactics are presented at the very end of thesis and represent the end result of all the previously conducted analyses. It is recommended to increase distribution goals, but most importantly - to have clear goals in regards to positioning on the market.