The topic of this paper is the BCG matrix of industrial growth and market share. The paper deals with strategy as a concept, characteristics, process, and stages of strategic management development. Also, the study includes five generic competitive strategies which are of extreme importance for successful competition and achieving a competitive advantage over its competitors. Furthermore, it is important to point out that based on the three basic levels of management, we also distinguish three levels of strategy, that are: corporate strategy related to the level of the company, business strategy related to the level of business units of the company and functional strategy related to the level of business functions. The paper deals with the unit that deals exclusively with portfolio strategy, allocates and distributes the group's assets between different business units with the basic goal of accelerating the achievement of the group's strategic entrepreneurial goals. The BCG matrix of industrial growth and market share was processed as a separate unit, and the company Podravka d.d. was analyzed in detail, as well as the portfolio analysis of the BCG matrix of the company Podravka d.d.