Identify the firm’s major competitors (brand, product, generic, and total budget).
Identify the characteristics of the firm’s major competitors with respect to size, growth, profitability, target markets, products, and marketing capabilities (production, distribution, promotion, pricing).
What major strengths and weaknesses do these competitors possess?
List any potential future competitors not identified above.
Technological Advancements
How have recent technological advances affected the firm’s customers with respect to needs/wants/preferences, access to information, the timing and location of purchase decisions, the ability to conduct transactions more effectively and efficiently?
Have customers embraced or rejected these technological advances? How this issue related to customers’ concerns over privacy and security?
How have recent technological advances affected the firm or the industry with respect to manufacturing, process efficiency, distribution, supply chain, effectiveness, promotion, cost-reduction, or customer relationship management?
What future technologies offer important opportunities for the firm? Identify any future technologies that may threaten the firm’s viability or its marketing efforts.
