In extremely turbulent business conditions with strong strategic shocks, such as the war in Ukraine and the COVID-19 pandemic, it is extremely important to design a company's strategy well in order to ensure the company's survival in the long term. Analysts and planners have at their disposal a number of methods and models that diagnostically and prognostically analyze and plan the development of the company's internal and external environment, and their advantages and disadvantages will be shown in this paper using the example of the company Podravka d.d. Thanks to high-quality business plans and business analyses, many companies manage to strengthen their operations and compete on both domestic and foreign markets. This work will deal with planning, analysis and strategies both in theory and in practice. On the example of the company Podravka d.d. the conclusion will be based on the conclusions of the individual work segments. The subject of the work is research into the importance, place and role of planning and analysis of the company's operations in order for it to deal with changes in its environment in today's dynamic market times. The aim of the paper is to give an overview of different approaches, methods and models of strategic analysis and planning and to apply them on the example of the company Podravka d.d. The expected professional contribution is in the identification of the factors of long-term success and survival of the company on the example of one of the largest Croatian companies. The sources will be secondary data collected through a search of professional literature and articles, as well as annual company reports. The methods that will be used in the paper are the method of analysis and synthesis, the method of compilation, the method of induction and deduction, and the method of comparison. In addition, selected methods of strategic and financial analysis will be used.