Strategy is a way of using resources to achieve the desired effect. That is, the strategy represents the achievement of set goals. Strategic management is most often seen as a process in which various decisions are made by which managers want to strengthen the company's position or perform a complete repositioning, all in order to meet goals and results. Strategic analysis serves to give a specific overview of business performance, to define the company's competitive advantages and which aspects of business need to be improved and changed. It is a condition and a necessary analytically designed process of collecting and analyzing data on the external and internal business environment. The internal environment is also called the “company environment” because, unlike the external environment on which the company cannot regularly operate, it is completely influenced by the company. The external environment includes those dimensions or parts of the environment that are outside the company, and which indirectly affect the company. In order to determine the impact of the external and internal environment of the company even better and more accurately, SWOT analysis is used. SWOT analysis is a method used to evaluate a company's strategy and includes four key factors: strengths, weaknesses, opportunities and threats. The strategic analysis was conducted on the example of Split Airport and defined strengths, weaknesses, opportunities and threats, and the impact of the environment on business.