This thesis researches into Global Marketing Strategies (GMS) and investigates factors that influence the way a certain strategy is chosen. The aim of the thesis is to show how, the way one strategy is chosen, can influence the very process of running a business and managing a company. The importance of knowing well the strategies of global marketing as a basis for achieving the advantage is highlighted throughout the work. Thus, a strategy is perceived as a result of the process of recognition of compatibility of the resources and company's capacity and environmental opportunities. It was significant to highlight the importance of correct implementation of international marketing research, analysis of market segments alongside continuous evaluation, monitoring and reaction to market changes. The implementation of a such strategy mainly relies on the support and correct organizational structure implementation as well as the process of organization.