The topic of this paper is Analysis external marketing environment on the example of company Tele2 d.o.o. In today's fast-paced lifestyle, numerous and dynamic, often unpredictable changes, take place every day. In the business world, they are manifested as factors of the external environment to which companies must continuously pay attention if they want to succeed in the market. This is especially true of marketing activities. The external marketing environment includes micro and macro external environment. The external micro marketing environment includes suppliers, customers and intermediaries. The external macro marketing environment includes political and legal, economic and cultural social forces, as well as technology and competition. Companies must respond to the external marketing environment in a timely and adequate manner, and an example of good practice is the company Tele2 d.o.o. which is engaged in the business of wireless telecommunications. This paper deals with an analysis of the external micro and macro environment of the company. Tele2 is successfully adapting its marketing to the external environment, as evidenced by the fact that in recent times it has been the only competitor to record a slight increase in the number of users of its services. The company faces a number of opportunities and threats in the external environment and is able to take advantage of opportunities and turn threats into opportunities.