The aim of the diploma thesis is identify the marketing strategy of the company CHRIEN spol. s.r.o. on the basis of theorethical knowledge. The thesis is divided into the theoretical and practical part and it is divided into five chapters. Marketing situational analysis is a basic step in the marketing process, i.e. the marketing strategy planning step. A SWOT analysis, meaning the analysis of strengths, weaknesses, opportunities and threats, is needed in order to identify your marketing analysis. Therefore, the empirical part of the thesis deals specifically with CHRIEN spol. s.r.o. and includes the analysis of the macro-environment, micro-environment, internal analysis and SWOT analysis. Results of our research are recommendations for company Chrien spol. s.r.o. in the area of marketing strategy creation.