The environment is made up of controlled and uncontrolled forces. It is the environment that determines the favorable or unfavorable conditions, and thus provides opportunities, threats and challenges. The degree of success largely depends on the performance of the marketing environment and the ability of the company to respond effectively. The international marketing environment encompasses all relevant global forces influencing international marketing decisions. The forces can be internal (such as resource capabilities and governance attitudes), domestic (such as government policy toward international business and facilities), and global (such as international business environment of the relevant part of the world). However, the discussion of global powers is more relevant because they are the main considerations in international marketing. The international marketing environment consists of global forces, such as economic, social, cultural, legal, geographical and environmental forces, influencing international marketing decisions. They are looking for ways to introduce their products to international markets. Unfortunately, the international marketing environment presents many opportunities and threats to foreign participants. The cultural, economic, social, political and technological environment acts as a decisive factor of entrepreneurial success in global markets. The aim of this final paper is to discover the effects of the elements of the international marketing environment on the example of the business of an international company. The empirical part of the paper studies the international business of the Croatian company Podravka d.d. on the international market, in this case on the Hungarian market.