The main topic of this work is an analysis of business and marketing activities of Osijek Taxi, a brand that operates within the company Klobučar transfers. On the example of the Osijek Taxi, the intention is to show how a good and positive entrepreneurial idea can generate multiple benefits both for the entrepreneur himself and for the local as well as the wider community. Since the company has been in the market for less than a year, this work will present a kind of chronology of action from the initial idea to today's market position. Given that the company has a clear vision of its business as well as a strongly articulated mission called "let’s wake up the city", this work will try to analyze the business and marketing activities of Osijek Taxi for reaching its goals. Particular attention will be paid to the orientation of the leadership of Osijek Taxi towards socially responsible business, which takes into account both internal and external marketing, as well as the creation of a positive environment through creative action in all segments of business. The business of Osijek Taxi will also be analyzed in the context of the occasional passenger transport market, including legal regulation, with a focus on recent market liberalization, through the adoption of a new Road Transport Act. This work will briefly analyze the development of taxi services through history, current regulations in the world and similarities or differences in selected markets. Marketing service and service activities is a special discipline within marketing as a dynamic area, which is primarily concerned with analysis and market conditions. This work will analyze the marketing mix and operations of the Osijek Taxi through various marketing tools, focusing on the specificity of marketing in service activities.