The company's environment consists of a number of elements that directly and indirectly affect the business of the company, affect the strategy set and ultimately the success of the company. The paper deals with two types of environment of the company internal environment and external environment. The main characteristics of the internal environment that have been addressed in this work are the strengths and weaknesses of the company and the characteristics of the external environment that have been addressed are the opportunities and threats to the environment of the company. The two key questions I will seek to answer through the final work relate to the impact of the environment on the company and the company's response to this impact. Which environment for the company is more important and which environment managers of a particular company should pay more attention to ?. The final paper explains the key parts of the environment of the company external and external and internal and internal environments. The final work explains what a good strategy means for a particular company, what strategy is and what ultimately matters. The empirical part of the work includes an analysis of the environment in which the " Vukovar brewery " exists through the application of tools such as the matrix of influential stakeholders and PEST analysis of the macro environment, explained which branch of the Vukovar brewery industry belongs to, which is its main activity, how it responds to competition as it attracts potential buyers and consumers, and the goal, mission and vision of Vukovar brewery.