Jamnica plus d.o.o is the market leader in the production of mineral waters and refreshing drinks based on mineral waters. The company, which has been present on the market for decades, today operates within the Fortenova group, and is made up of Janica plus d.o.o. in Croatia, Sarajevski kiseljak d.o.o. in Bosnia and Herzegovina, Mg Mivela d.o.o. in Serbia, Janica d.o.o. in Slovenia and Jamnica Water Kft in Hungary. Considering the long business tradition and the continuous business success achieved by the company on the domestic and regional market, the subject of this final paper is to present the basic elements of the business strategy from a theoretical perspective, and then analyze these elements using the example of Jamnica plus d.o.o. in order to conclude on the importance of the business strategy in achieving the goals that the company sets for itself. The paper analyzes the basic elements of business strategy, as well as key analyzes that are carried out in order to determine the current position of the company and its direction in the future (SWOT and PESTLE analysis) using secondary data collected from relevant sources, and the overall approach to the design and implementation of the strategy is determined. Jamnice d.o.o. based on the available data, and within the framework of the most commonly used models, namely Porter's 5 forces model and differentiation strategies that the company implements in its strategic planning and strategic implementation. In order to draw conclusions about the basic elements of Jamnica plus d.o.o.'s strategy, in addition to secondary data sources, methods of induction and deduction, then methods of analysis and synthesis, and generalization and specification, as well as the method of description, are used. At the end, a conclusion is drawn which confirms the importance of strategy in achieving business success and the competitive position on the market of Jamnica plus d.o.o.