This paper presents the characteristics and application of models that have influenced the design and operation of the banking system of the Republic of Croatia. The importance of the banking system within the economy is based on its intermediary role between the monetary surplus and deficit units, which defines its main role as the manager of most of the national savings. In the recent past, the focus of bank owners, shareholders and managers has been on maximizing profits, while today bank management is geared towards proactive risk management, whereby they are fulfilling their new role of risk allocator. To avoid the high social and private costs of bank failures, a sound banking system should be based on adequately capitalized and profitable banks. The paper presents the market in which banks in Croatia operate through its development, structure and main determinants, describes the consolidation process, the reasons for mergers and the role of small banks, and gives a description of the market through the SCP paradigm. The last chapter is dedicated to the economics of interest margins, assumptions and definitions of efficiency while the conclusion on business performance is based on ROA and ROE indicators of profitability and comparison with the corporate sector.