A clear description of our product or service, the features it offers, and the problem it solves
The status of your competition including sales volume, market share, key product attributes, pricing, target market segments, distribution strategy, positioning, key customers, customer perceptions, etc.
Current marketplace trends and their impact on your product or service
Market dynamics including changing motivations, unmet needs, and emerging segments that have strategic importance
The competitive advantage of your product and brand as compared to your competitors