Entering new markets is a critical challenge for organizations seeking further development and growth at the point when taking over market share from competitors in the local market becomes too expensive. To navigate this complex process successfully, organizations can benefit from employing analytical management techniques, which enable them to make informed strategic decisions. This thesis provides an example and highlights the significance of implementing chosen analytical management techniques in order to optimise the way in which Automotive Aftermarket d.o.o., a company from Croatia operating in the automotive aftermarket industry, should enter the market in Hungary. The objective of this thesis is to present the process of applying analytical techniques for the purposes of making business decisions, before and during the entry into a new market. The process includes four key stages: selection of preferred analytical techniques, analysis and research of the target market, analysis of the operating environment and definition of possible outcomes and scenarios resulting from making various business decisions. Through the aforementioned key phases, qualitative and quantitative research methods were used and selected analytical techniques were applied, including PESTLE and SWOT analysis of the company's external and internal environment, followed by mental mapping, fractioning and problem reformulation for the purpose of generating ideas about possible outcomes of certain situations. In the final phase, the techniques of utility analysis, analysis of alternative futures, analysis of competing hypotheses, and the technique of generating multiple scenarios were used to describe the possible outcomes of making certain business decisions. The results of applying analytical management techniques are more detailed and narrowly defined possible outcomes of making certain business decisions, which is an unquestionable advantage for the company’s management compared to empirical assumptions. The conclusion of this thesis is that accessing the new market in Hungary would be a feasible option for Automotive Aftermarket d.o.o., as the market shows a growing trend with competition that does not act proactively. This thesis can be used as a template for implementing analytical management techniques for the purpose of successfully entering new markets.