All these years, and even today, every new company or existing company is trying to create a product or service that will become number one in the market and "sweep" the competition in the same market. Every company for its products or services strives to always be unique, somewhere at the very top, to try to create some popularity and high demand that leads to a new brand in a particular business market of a company. For such an achievement, it is necessary to have a well-designed company plan and the idea of the product or service, as well as the work of the entire company and competent people for certain positions. In addition, of course, the most important staff is the promotion, which is carried out in various ways in order to attract as many people as possible and find out about the company and the product or service. Strategies help very well in achieving competitive advantage, in this case the implementation of a strategy of focus and differentiation in order to successfully achieve a competitive advantage in existing or new products or services in a company in a particular market. The company Glazbene usluge Kvirin d.o.o. is a very specific, small, company that has been operating for over 25 years in the Sisak-Moslavina County, Zagreb County and the City of Zagreb, as well as in some surrounding counties. The company deals with music at the last farewells and wedding ceremonies, as well as some other occasions related to the veterans of the Republic of Croatia or the administration of the city or county. Regardless of the fact that the business is so strange in nature and many people do not even know that it exists, let alone that it is a company that counts employed people indefinitely, they have been struggling with loyal and disloyal competition from the beginning until today. With all the efforts of these years, they have managed to create fame or brand of their name and the work they do, but also the fact that they were among the first to start with this type of work and create for years to be what they are today.