All the individual phases of activities and strategies in marketing are described, starting with analysis ofinternal factors to the external marketing situation, selection of targetmarkets and positioning to the final selection of certain marketing strategies and theirintroduction, application and evaluation.It is established that the company in the context of achieving a clearly defined goalsembedded in its vision and mission pays special attention to sustainable business in a way thatthey proactively work in the local community by protecting natural resources and encouraginga healthy lifestyle of consumers of their products. Coca-Cola HBC is the company that highest profit earns from the sale of the original beverage, Coca-Cola.From one side, the company is a seriously enterprise that all of its attention and business, and the way that it works, directs in to the environment and its protection, employees, customers, consumers, suppliers, market, and the community, while on the other side it is producing and encourages the product that affects negative on health.