In this paper, a SWOT analysis was performed on the example of the company Koestlin d.d. Internal and external effects on the company were taken into account. Within the company, strengths and weaknesses were analyzed, while in the external environment, opportunities and threats to the company were analyzed. The concept of competitiveness is analyzed and the characteristics of a company that is considered competitive in the market are defined. The concept and characteristics of the confectionery industry in the Republic of Croatia and the world and their competitiveness are explained in more detail. For Koestlin d.d. its role in industry, historical development, mission, vision, continuous product development and technological development of the enterprise are analyzed. The quality indicators of Koestlin d.d. are also analyzed. Which are the various certificates, awards and recognitions that the company has won over the years, the intellectual property it owns, and the EU project it is currently working on. Additionally, the main competitors in the domestic market were analyzed, which are Kraš d.d., Kandit d.o.o. and Zveĉevo d.d .. The internal strengths of these companies were analyzed and defined what makes them competitive in the market.