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Who are the competitors to the company (actual and potential)?
What are their objectives and strategies, strengths and weaknesses, market shares, size and profitability?
What are our current marketing objectives?
How do we currently segment the market?
What is our competitive advantage (if any)?
What are our core competencies?
How are our products positioned d in the marketplace?
How are products placed in terms of market attractiveness and company strength (portfolio analysis)?
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