Industry:
1. What business are they in?
2. What are the trends in this industry?
3. What is the reputation of the industry with consumers?
4. What is the condition of the industry?
5. Is there a cyclical nature of this industry?
6. What are the dynamics in this category?
7. What general strategy is used to reach targeted customers in this category?
Market
8. Examine the size, growth, and trends of the overall market and any relevant segments of the total market or category in detail.
9. What major societal trends (cultural, political, and socioeconomic) affect this category? Positively and/or negatively
10. What major demographic trends (ethnicity, generational shifts) affect this market?
Competitors
11. Who are the competitors?
12. What are the competitive products?
13. Who is succeeding/failing and why?
14. Describe direct competitors in terms of:
o Target markets served, product attributes, promotions
15. Evaluate how customers might perceive either clients product in relation to competitors' products
16. Discuss competitor's strengths and weaknesses
17. What does the future hold in the way of competition?
Brand
18. What is The BOKA GROUP'S brand image?
19. How might this brand be leveraged?
20. What could they do to strengthen their brand?