In the article the results of analysis of marketing milieu are summed up. The marketing milieu concerns bakery products and their largest producer in South Bohemian region, the bakery ,,Pekast", Ltd. The way how to obtain primary information about business market was marketing research in České Budějovice 95 respondents provided information and the distribution network of the firm ,,Pekast, Ltd was mapped in details - and also its competitive milieu. Worked out data enabled to define the position of the firm ,,Pekast", Ltd at the market, its competitive abilities and possibilities of further development of services toward to the customers. The results of marketing research are used in forming the marketing aims of this firm.