The topic of this work is „Business negotiation on the example of the Tommy d.o.o. enterprise" within which author tries to explore and analyze the importance of business negotiation as the basic function of the communication process and the means for achieving competitive advantages. Company Tommy d.o.o. deals with trade and services. From its founding till today, the company has gone through various phases and survived in the competitive market and today it's among the top five retail chains in the Republic of Croatia. Retail facilities are geographically widespread throughout the country, and their largest number is located in Dalmatia and southern Croatia. To be able to analyze the performance (failure) of a company's business, it is really important to have an insight into the negotiation characteristics of the company both inside and outside it. Namely, the negotiating abilities of responsible persons, their knowledge and skills, and the strategies they serve are of great importance to business. Using the techniques of business bargaining, insight into the business of the other company with which negotiations are entered, the goals to be negotiated are set, as well as the BATNA (the best possible solution to which the company will agree). Tommy negotiates with it's employees on daily basis. Outside the company, Tommy negotiates with customers and suppliers as well as strategic partners. Depending on the size and importance of the negotiation problem, the company conducts spontaneous negotiations or prepares it in detail with the help of experts. Regardless of what negotiations are involved, the company interacts with the opposite side trying to cooperate and not competitively and achieve a win-win outcome of the negotiations, which would mean satisfaction for both sides.