The subject of this paper is to investigate the impact of the external environment on the implementation of the exit strategy and to demonstrate the implementation of the exit strategy of the Adris group. Tobacco Factory Rovinj is a company whose business is a part of Adris Group. Adris group took over Tobacco Factory Rovinj precisely because to have the foundation to enter into other businesses. Liberalization of the Republic of Croatia market and joining the European Union has caused major changes in the external environment in the tobacco factory Rovinj (TDR). The changes that took place led to the acquisition of TDR by British American Tobacco (BAT) in 2015, namely the sale of TDR by the Adris group. The aim of the paper is to find out whether the changes that had taken place around the company were so strong that the Adris group left the tobacco business. By analyzing the macroenvironment using primarily using the PEST analysis and the case study method, it will be determined whether the sale of the Rovinj tobacco factory has been justified according to strategic management, namely whether the analysis of the business environment indicates the correctness of such a decision despite the fact that TDR was actually the main revenue channel of the Adris group.