The research problem of this paper is the analysis of the marketing environment as a precondition for the competitiveness of the company. The external environment includes strengths and variables that the company cannot change or control by its actions. The macro environment affects all companies and consists of six elements. Demographics help marketers get to know the characteristics of consumers. The economic forces acting on firms are a reflection of the stages in the business cycle in which the economy, inflation and interest rate policy find themselves. Marketing professionals need to be well acquainted with the different forms of competition to which companies may be exposed, and to plan and implement a marketing program in accordance with the structure of competition in the market. Cultural and social forces have a strong influence on marketing. Political and legal forces also place demands on a company’s marketing behavior and operations. The microenvironment affects an individual, specific company and includes: the market in which the company operates, its suppliers and intermediaries; it forms part of a company’s marketing system. The internal environment consists of strengths and variables that the company can act on and control. It consists of all the resources that the company has at its disposal. The design of the marketing program and activities is most significantly influenced by the forces of the internal environment, which include elements of production management, human resources and finance. The paper emphasizes the intensity of changes that affect the readiness and adaptability of companies in tourism. It is also the impetus for the emergence of modern supply tools. This issue is presented in the first part of the paper. The dynamics of change that all forces encourage in the environment affect the competitiveness of companies define challenges but also constantly act on the modeling of modern tools that are answered through detection and quality production information through tools and creating.