Due to the fact that there is a high level of supply of various products and services in the market, companies are facing an increasingly difficult task of how to attract new and retain existing customers. With the desire to achieve the best possible market position, as well as to penetrate the consciousness of consumers, creativity and successful use of marketing activities become a common factor of success. The market is an extremely important resource, and a quality and fair relationship with customers is the most valuable asset of the company. The task of the company is to constantly listen to market demands and the wishes and needs of customers. Achieving a sustainable competitive advantage in the industry is crucial for a company's success in the market. With competitive positioning, the company achieves a better industrial position, which further enables the realization of a high level of profit in the long term. There are a number of competitive factors, some of which are the growing importance of international trade and investment, increasing global mobility of production factors, strong technology development, the growing role of knowledge-based industries, market size and many other factors. To achieve a competitive advantage of the company it is necessary to make an analysis of the internal and external environment, and some of the methods are PEST analysis, SWOT analysis, Porter's model of 5 competitive forces and others. Strategies for achieving competitive advantage are cost leadership, differentiation and focusing and they will be presented in more detail in this paper.