METHODOLOGICAL ASPECTS OF THE BUSINESS ENVIRONMENT SEGMENTATION BASED ON THE PEST ANALYSIS METHOD

The article considers the importance and role of the business environment on the basis of generalization of theoretical and practical research. The purpose of the study is to analyze the business environment for different segments; identify indicators and characteristics of the business environment; study the impact of the business environment on the profitability of an economic entity. The essential characteristics of the business environment are considered, as well as the following segments of the business environment: economy, demography, technology and legal regulation. The most significant indicators and performance characteristics of each segment of the business environment are grouped. In the segment of the economy, indicators of trade turnover, average monthly income of the population were revealed; in the segment of demography – consumer behavior: in the segment of technology – the virtual possibilities of the functioning of the enterprise; in the segment of legal regulation – the political situation and events. The main research method was PEST analysis. To substantiate the macroeconomic indicators of the business environment, an expert assessment was applied. In conclusion, the author evaluates the cumulative impact of business environment segments on the functioning of the enterprise.