The olive is a fruit that can be used in many ways. It is used in cooking, olive oil production, the cosmetics industry, not to mention a myriad of reasons for the use and consumption of olives for the purpose of human health and a better life. Growing olives on Croatian territory has a centuries-old tradition and is transmitted from generation to generation. Over the past decade olive is at the center of interest of farmers and in a certain way reaches its boom. Olive is the only Mediterranean fruit crops, which in the last ten years there has been an increase in production areas and the increase in production of planting material. The Croatian olive recent years there has been increasing interest in planting new olive trees, rehabilitation of old and burned olive groves, modernization and increase of processing capacity and improve the quality of olive oil. This paper will present an analysis of the factors that affect the industry of olive growing in Croatia and trends such as organic olive growing as one of opportunity for increasing the competitiveness of Croatian olive growers. Through the first part of the theoretical work will be handled assumptions strategic analysis of industry (Porter's five competitive forces model, SWOT analysis, analysis of industry and competitors, and an analysis of the external environment) that will eventually apply to the strategic analysis of olive industry. In the last chapter will be interpreted the results of the analysis. The whole purpose of this paper is to explain the importance of the olive industry, provide insight into the present situation and highlight the opportunities for further development of olive growing and olive oil production