The SWOT analysis is an analytical framework used to obtain relevant information about the organization itself and the environment in which it operates. This means doing business wisely and allows management to develop a strategy based on relevant information. Through SWOT analysis, it is possible to determine the internal and external environment of the company, as well as the realization of the company organization. The SWOT analysis provides data on the advantages and disadvantages that are associated in the external and internal environment of the company, which allows to bridge the differences where the current company is and where it would like to be. The SWOT analysis is an extremely productive analysis, but it must be flexible in order to provide its efficiency. Apsolon d.o.o. is company for business consulting, trade and services. SWOT table of Apsolon d.o.o. has pronounced strengths, while weaknesses, on the contrary, are very few. There are threats, but they are not widely represented, while opportunities, although few, with smart targeting, can ensure a strong positioning and sustainable competitive advantage of the company. Clear mission and vision, clearly set goals and strategies, strong organizational culture, quality and strong way of running the company, integration and development processes, competent human resources and ability to adapt, all the strengths that the company has and thanks to which it is the leading regional business consulting company. Weaknesses represent undefined organizational structure, high prices of products and services and the absence of an integrated quality system. The threats identified are competitors and rivalry, high tax liabilities and high bargaining power of EU funds that provide funds. Opportunities that can be seized are a quick reaction to competitive activities and the expansion to other markets. Given all the above, the company will surely take advantage of the opportunities provided to it in the near future and further strengthen its position.