In recent years, social media marketing has become more developed and more popular. It can be defined as a social and managerial process that, through the creation, supply and exchange of valuable products with others individuals and / or groups get what they want. Marketing planning is a natural sequence and series of activities that lead to setting marketing goals and formulating plans to achieve those goals. It's main role is to respond to social needs with profitable opportunities and to gain a satisfied customer by providing him with exactly what he is looking for and wants. The development of the term „risk management“ has prompted the realization that nothing is certain in today's modern world. It is a process of reducing risk and managing the operation of the system and it's main purpose is to observe the effectiveness of operations. PEST analysis is an abbreviation of the business environment analysis method. It analyzes the environment of new or existing markets and outlines external circumstances that may affect the entire industry or companies in the observed industry. The paper presents two PEST analyzes on the examples of the company Kraš d.d. and Apple Inc.