Entrepreneurship is the economic activity of an individual or several partners who, by investing capital, enter into a business venture and hereby take over the risk, all in order to gain profits. The entrepreneur is a person, most often the owner of a company, who is taking risks in time, money and reputation to gain profits. Organization implies certain social relationships, i.e. individuals interacting within the organization. In present times of crisis, successful development and survival of an organization, too, depend on high level of efficiency in many areas of business despite competition. One of the main sources of competitive advantage of successful organizations is manifested in consumer satisfaction. The purpose of this Master Thesis is to analyze the business of Auto Centar Ladić d.o.o. / (Ladić Auto Centre Ltd.). The company's business analysis refers to the analysis of the underlying financial statements, balance sheets, profit and loss accounts, and the analysis of the company's environment by means of various tools. By choosing one of the three generic competitive strategies, the competitive advantage of the company in the market is achieved. Business analysis also refers to consumer satisfaction analysis. The research conducted by the questionnaire survey is measured by the satisfaction of consumers, and the results of the survey strive to get closer to the wishes and needs of the customers.