Hospitality and Tourism Marketing


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In order for a business to create a competitive advantage, it is imperative to analyze both the internal and external environment that might affect the business. Analysis of the business’ environment is crucial as it allows the management to develop competitive strategies which are based on the facts in the market and industry (Westwood, 2013). A business should first seek to understand the environment upon which it operates and the environmental forces that affects the industry so as to be successful in its endeavor. In this section both internal and external business environment will be analyzed with the intention of getting first hand information that will guide the business in making informed decisions.