To analyze the importance of strategic management, we will perform a comparative analysis of two competing companies throughout the international market: H&M and Zara. We chose these companies because they are strong standing companies despite all the problems and economic downturns encountered during their work history and what attracted us most to the selection of these companies is that, although companies are worldwide recognized, they have completely different models of strategic buisness. H & M has always been a major competitor of Zara, although H & M entered the fashion business since 1947, while Zara started the business in 1975. However, the experience can play an important role in business, but only strategy was the thing that helped Zara to achieve a competitive advantage in business.