Pricing strategy can be broadly divided into three categories: cost-based pricing, competition-based pricing, and value-based pricing. In addition to this broad division, there are a number of other pricing strategies. Which strategy the company will choose depends on a number of factors, such as the overall business strategy, activities, customers, market and competitors. The pricing strategy in the electricity supply industry is specific and varies by country. In this paper, the focus is on the electricity market in the Republic of Croatia, price determination, bodies that participate in price regulation and determination of tariff items, and analysis of Hrvatska elektroprivreda d.d. which deals with various activities related to the production, supply and distribution of electricity. Energy prices have been at the center of world policy debates for several years. All countries are recording the growth of energy sources, which endangers a large number of households and entrepreneurs. The European Union influences its member states in adopting measures to make it easier for citizens to overcome the energy crisis as easily as possible, and encourages states to turn as much as possible to renewable energy sources and to liberalize the electricity market as much as possible so that consumers have a choice. Croatia liberalized its market by introducing new laws, by amending the existing ones and by a series of decrees and regulations, which attracted some companies to the Republic of Croatia that have had a very difficult time sustaining themselves or are still maintaining a small percentage of the market in the electricity market. Although some steps have been taken, such as the separation of some companies from the HEP group, it still seems that HEP has a monopoly because it covers more than 85% of the market share in the supply of electricity to Croatian citizens.