The thesis is divided into 5 sections: the introduction, theoretical section relating to strategic planning, theoretical section regarding the SPACE matrix, the practical section and conclusion. The second section of the thesis defines the concept of strategy and the strategic planning process, as well as the history of strategy development. The third section discusses the SPACE matrix which is the basis of the entire thesis, its structure and the characteristics of its strategic areas. The beginning of the fourth section presents basic information on society, business themes, organizational structure and its vision and mission. Furthermore, the theoretical hypotheses are applied in the context of Euroherc insurance d.d. The external and internal environments of the company are analyzed and the SPACE matrix is used to diagnose the strategic area of the chosen company. The aim of this thesis is to predict future strategic situations of the chosen company using the SPACE matrix. The final section of the thesis summarizes theoretical knowledge and the practical analysis of the chosen company.