This paper will deal with the analysis of the food and beverage distribution channel at the strategic level in the wholesale segment. The portfolio analysis will show the interdependence of the elements key to the success of the business strategy in the HoReCa sector, determine the current and define the desired portfolio. The analysis of the environment will be followed by strategic factors which will identify the positive and negative aspects of the internal and external environment and on that basis form a SWOT matrix. Optimization of strategic decisions related to the assessment of the growth potential of individual strategic units of the company in profit generation and the selection of priorities in the allocation of company resources will be presented using the BCG matrix. Industrial attractiveness and business strength will be demonstrated through the McKinsey model. Due to the inadequate inclusion of the industrial evolution of the GE matrix, the ADL matrix covering the life cycle of the industry and the competitive position will also be included. In analyzing the industry and the factors that affect the company's operations, Porter's model of five forces will be used, which can improve the competitive position and achieve a sustainable competitive advantage. Due to the lack of subjectivity in the selection of criteria and in the evaluation process for other matrices, Porter’s generic strategies will develop a competitive advantage. The use of these tools will enable a clearer vision of the strategic priorities of the company, the evaluation of individual strategies and the achievement of the ultimate goal, long-term competitive advantage in the market with growth potential.