Competitiveness is the foundation that determines the success or failure of a company. A competitive strategy is defined as a long-term plan for a particular company to achieve a competitive advantage over its competitors in the industry in which it operates. Strategic management is one that achieves and maintains a competitive position through a competitive strategy. The dairy industry is an important branch of the food industry of the Republic of Croatia, employing about 30,000 people. The biggest strength of the dairy industry are manufacturing companies and the biggest weakness are the milk producers who, due to their small size, can not compete with the imported products. Two analyzes were used. Porter's five forces to estimate the attractiveness, industry profitability and SWOT analysis to assess the strengths, weaknesses, threats and opportunities available to Dukat. The largest 3 companies in the dairy industry of Croatia are Dukat, Vindija and Meggle. Only Dukat records positive financial indicators over the recent years, while Vindija and Meggle record the negative ones that are mostly related to the general decline in business volume.