Thanks to quality, tradition and strong brands, Kraš has been a leading confectioner for years manufacturer of Southeast Europe. Kraš's business plans are aimed at further strengthening competitiveness in domestic and foreign markets, as well as strengthening all business activities after financially and strategically demanding settlement process with the Agrokor concern. The subject of this paper is the strategic analysis of the company Kraš d.d., which includes the analysis of internal and the external environment of the enterprise. Accordingly, the aim of this thesis is grounded diagnostic analyzes to determine the possibilities for the development of the company Kraš d.d. in the future within associated industries. This conclusion will be based on the partial conclusions of the conducted analyzes, which belong in the field of strategic, business and financial analysis. The research will be conducted by analysis scientific articles and books, as well as other data sources in the field relevant to research, such as financial statements. The methods to be used include the methods descriptions, deductions, generalizations, analyzes and syntheses.