Retail plays a key role in the economy, and the success of retail businesses depends on their ability to meet consumer needs in order to gain competitive advantages in the marketplace. Increasing variety of business units and changes in sales methods indicate the dynamic nature of retailing. Processes have become faster, customers have become more demanding, competition has become stronger, and investments in technology and development have increased to expand the impact on target consumers. As part of this thesis, the trade and its division into wholesale and retail, as well as retail business units and the viewpoints of their formation, that is classification, will be analysed. The paper is based on the positioning of the company, so basic concepts such as strategy and competitive advantage are also defined. Special emphasis will be placed on different types of retail strategies. The basis was analysed as well as the possibility of choosing an appropriate retail strategy in practice. The purpose of the thesis would be to analyse the strategies used, evaluate the development so far and clarify the needs and possibilities of the future development of the selected business entity. Small independent retailers, faced with strong competition from large retail companies, have to rethink their strategic approach in order to survive and win their share of the market. To achieve this, they should focus on developing and highlighting their unique characteristics or strengths. The main task is to meet the needs of consumers through a diverse range of products, appropriate prices and quality sales service. The paper considers numerous strategies, and a wide and deep assortment and promotional prices are exactly what characterizes the retail company KTC (joint-stock company). In this context, in order for companies to remain competitive in the market, they should emphasize differentiation, specialization, association, finding profitable market niches, personalization and gaining customer loyalty.