7. Customers Market size and growth Market segments Retail channel- where does the customer actually purchase the product? Consumer information sources â where does the consumer obtain information about the product? Trends- how consumersâ needs and preferences change over time
8. Competitors Actual or potential Direct or indirect Products Positioning Market shares Strengths and weaknesses
9. Climate or context Political and regulatory environment -- governmental policies and regulations that affect the market. Economic Environment -- business cycles, inflation rate, interest rates and other issues of economic nature Technological environment â new ways of satisfying needs, the impact of technology on the demand for existing products.