DEMOGRAPHIC ENVIRONMENT IN THE CONTEXT OF BUSINESS AND MARKETING

The task of every business enterprise is to establish itself on the market and to be able to offer consumers its product.In order for a business enterprise to be able to properly focus on end consumers, it is an integral part to know the environment, in which the business enterprise operates, or plans to do company.Business environment is composed of the micro-environment and the macro-environment.By monitoring these environments, the business enterprise can respond in time to possible opportunities or threats that may arise.The aim of the paper is to create prerequisites for successful segmentation of the retail market based on the analysis of the demographic environment in selected districts of eastern Slovakia in a time horizon of five years.The contribution will allow analyzing the demographic environment of eastern Slovakia for individual business enterprises, that want to expand their business activity and establish themselves in new markets, but also for emerging business enterprises that are considering the suitability, of the district for their business.Based on the facts determined in the paper, individual businesses enterprises will be able to appropriately segment the market in selected districts based on this paper's contribution.