Globalisation and internationalisation leads to the usage of more effective tools to place the products on international markets. Each country is trying to predominate their national products in foreign markets. One of the products, which have the special position in export are national specialties and typical products, where Bryndza is one of the most important representatives .The European Union attributed the exclusive right of the Slovak Republic to this dairy product. Its unique taste and the production tradition gives Bryndza its specific place in the market and altogether with its quality and extraordinary taste this makes it a special cheese wanted well beyond the Slovak market. The paper outlines the marketing strategy of this typical product for the distinct target market — Italy, with the respect of external environment factors and determines its successful establishment on the market.