The main activity of the analysed industry is manufacturing of moulds that are used for production of different types of glass packaging for the food, chemical, pharmaceutical, and primarily beverage industry). The economics has not been dealing with this industry so far because of its specific properties. Glass mould market in Europe is the largest in the world and is rapidly expanding and developing primarily due to the emergence of manufacturers from Asia. It is therefore of great importance to establish a strategy of competitiveness of the European glass moulds manufacturers in order to allow for the retention of their market share in the domestic market. This thesis deals with research of competitiveness determinants of glass moulds industry. The thesis first describes glass mould industry, its specific properties, and its historical development. It also gives an overview of main market participants in Europe. The significance of the automation of the production process is explained and stressed out together with its impact on the overall manufacturer's competitiveness. The aim of this paper is to answer the following questions: 1) What are the influential factors of the company's competitiveness in this industry branch? 2) How do different forms of innovative activities affect the company's market position on the European market? 3) What is the impact of automation of production process on company competitiveness and market position? 4) How does local self-government and national policy affect the company's competitiveness in the analysed industry? The thesis is based on the available professional literature, scientific articles, reports and available internal company data. The questionnaire study has been conducted, which is based on 22 questions that are answered by 70 stakeholders of the added value chain of this industry branch. For the purposes of research that could not be conducted by the questionnaire study, the method of interviewing has been applied. A total of 10 people were interviewed within the value chain related to this industry branch.