Even though Now Larimar Resort believes in its kind of market, there is the possibility of new competition entry the all- inclusive market. The company must analyze its markets and environment to find attractive opportunities and identify environmental threats. (2013). Also, must analyze business strengths and weaknesses as well as current and possible marketing actions to determine which opportunities they must chase at the same time removing the gap and reducing any threat such as competition or the climate change (2013, p. 75)). It is necessary for the resort to evaluate its strengths and weaknesses frequently. Using an outside professional consultant to review the business’s marketing, financial, manufacturing, and organizational capability
