Current competitive environment requires an active approach of the company to create, set and implement business marketing strategies. The aim of this diploma thesis is to identify the marketing strategy of PRP, s.r.o.(PRP, Ltd.) and determine the factors that affect it. The diploma thesis defines the basic characteristics of marketing, strategic marketing, strategy, marketing strategy, the process of its creation, general and other principles of marketing strategy development. It brings closer interpretation of the creation of a marketing strategy according to the marketing mix and the SWOT analysis. It deals with the factors of the internal, external micro-environment and the macro-environment of PRP, s.r.o. which influence its strategic direction. The diploma thesis is done in the form of a case study and applies qualitative research using the enterprise environment as a research sample.In order to complete the Study the form of personal and written inquiry was used. The empirical part of diploma thesis focuses on identifying the marketing mix of PRP, s.r.o. based on which specific marketing strategies has been identified. Within the product PRP, s.r.o. uses a market modification strategy and a product modification strategy. The company applies a so-called " Discriminatory pricing strategy - site-based price differentiation, target group based and price differentiation strategy for different product variants. The company uses a selection strategy and a selective distribution strategy for distribution purposes. In relation to the promotion PRP, s.r.o. uses the Pull strategy. These strategies represent the general strategic orientation of the business. Business strategies according to the marketing mix are completed by the strategies determined by marketing strategies typical for DSP and SWOT analysis. As a result of the SWOT analysis, the strengths and weaknesses, opportunities and threats in the enterprise has been defined, these evaluatedto the diversification strategy.Based on the named and defined strategies diploma thesis describes relevant factors from the macro-environment and the micro-environment that affect them - the STEEP analysis has bee used within it. The conclusion of the diploma thesis includes discussion and evaluation of the results.