ARY Market research is the process of gathering information that helps in making decisions. It consists of six phases. First, the problem is defined and research goals are set. Then data that can be primary (we collect it ourselves "on the ground") and secondary (already collected in another research) are collected. There is also a newer organizational format used to collect data: the marketing information system or MIS. It represents the systematic and constant collection, registration, processing, analysis and presentation of information (internal and external) that serve to make marketing decisions. The final stage of the market research is the preparation of a report that summarizes and clearly presents all the basic results of the research and proposes solutions to the identified problems. The term strategy originated around 508 BC and denoted the Athenian war council that had political and military power. The word itself was created by combining the words "stratos" (army) and "agein" (to lead), and in the original sense it would mean "the art of leading an army". In the 1960s, this word began to be used in the business world as well, and its definition reads: the determination of the fundamental long-term goals of the company and the adoption of the course of action and the allocation of resources necessary for the creation of these goals. In other words, the strategy can be described as the way in which the company fights with the competition by determining the competitive advantages of the company and the way of realizing the strategy. We divide competitive advantage into two types: low costs and differentiation. By combining these two elements, a business strategy is achieved. There are several main characteristics of strategic management. The first characteristic is continuity, so strategic management is a continuous process that persists. Another characteristic is theengagement of managers through the stages of environmental analysis, organizational guidance, strategy formulation and implementation, and control and analysis of the existing strategy. The third characteristic is making decisions and taking actions by managers. The fourth characteristic includes the organization of the company with the aim of properly meeting the requirements of the changing environment. The last feature is the fact that the process of strategic management is "iterative", which would mean that it always starts with the first stage and ends with the last, and this process repeats cyclically. The bodies responsible for strategic management are the board of directors, top management and the planning department