The diploma thesis contains analysis and evaluation of selected areas of strategic management of Obalprint, a.s. The essence of managing an enterprise lies in the ability to know how to use opportunities faster and better than competition. The theoretical analytical part describes the basic principles and process of strategic management, vision, mission and goals. The diploma thesis analyzes external and internal environments with using SWOT analysis. It defines the formulation and implementation of a suitable strategy. We analyze individual areas of the strategic management process In the practical part of the diploma thesis. We determine a company's market position, a type of business strategy, and product portfolio strategy with using analytical methods. We propose measures in the synthetic part which is based on analysis and confrontation with theory.