U današnjem poslovnom svijetu ključno je imati kvalitetan proizvod koji je moguće plasirati na različita tržišta. U skladu s time cilj rada je pojmovno definirati strategiju te prezentirati koje se strategije koriste nakon odluke o nastupu na inozemno tržište. Nije svaka strategija primjenjiva za svaki proizvod. Strategija predstavlja svojevrsnu garanciju uspjeha, ali odabir pogrešne strategije može dovesti do neuspjeha. Sukladno tomu rad nastoji sažeti teorijska razmišljanja ekonomskih stručnjaka navedenog područja i objasniti važnost primjene strategije u poslovanju, naročito kod nastupa na inozemno tržište. Sukladno temi rad objašnjava genezu strategije i menadžmenta te objašnjava razvojne strategije poduzeća. Uz spomenuto definira motive odnosno zapreke koje poduzeće zatiče pri nastupanju na inozemna tržišta te misiju i viziju kao temelj poduzeća. Zatim definira pojedine strategije ulaska na strana tržišta od izvoza, strateških saveza i dr. Nadalje rad pojašnjava hrvatsku državnu strategiju plasmana proizvoda domaćih proizvođača na strana tržišta te promatra utjecaj članstva u Europskoj uniji na takvu trgovinu, odnosno navodi pozitivne i negativne strane. Rad implementira teoriju na analizi slučaja, odnosno poslovanju pivovare Carlsberg Croatia.

In today's business world it is of key importance to have a high-quality product, which can be presented in various markets. The goal of this paper is to define the term of strategy and to present which strategies can be implemented in order to enter a foreign market. Not all strategies are applicable to every product. A strategy should guarantee success, however choosing the wrong strategy can lead to failure. Furthermore, the paper wants to summarize the theoretic thesis of field experts and explain the importance of implementing a strategy in business, especially when extending business to foreign markets. The paper explains the genesis of the terms strategy and management and further explains the companies' strategies of development. Furthermore, the paper defines the motives, that is, the obstacles that a company can stumble upon while attempting to extend its business to a foreign market. It also includes and recognizes the mission and the vision of a company as its foundation. Later it defines all the possible foreign market race strategies such as export, strategic alliances etc. Furthermore, the paper observes and defines the Croatian state strategy for export of domestic products, its success, and flaws. It also defines the influence of Croatia's membership within the European Union on Croatia's import and export politics, including both the positive and negative sides. In its last chapter, the paper implements the spoken theory on the case analysis of the brewery Carlsberg Croatia.