The aim of the Bachelor Thesis is to analyze and to design the marketing strategy of ONDERWOOD, s.r.o. The first part focuses on the basic characteristics of defined marketing terms such as, marketing, marketing environment, marketing strategy. The second, practical part, consists of the basic information about the company. Models such as, BCG Matrix and SWOT Analysis have been applied in the thesis. Based on the gained information, we have created BCG Matrix, and this helped us to figure out the business portfolio of the company, focused on subscribers. The SWOT Analysis is a study of strengths and weaknesses, as well as external opportunities and threats. Based on this analysis, we have proposed a diversification strategy.