• who are your competitors?

• what products or services do they sell?

• what is each competitor's market share?

• what are their past strategies?

• what are their current strategies?

• what type of media are used to market their products or services?

• how many hours per week do they purchase to advertise through the media used in this market?

• what are each competitor's strengths and weaknesses?

• what potential threats do your competitors pose?

• what potential opportunities do they make available for you?

with this evaluation, you can establish what makes your product or service unique--and therefore what attributes you play up in order to attract your target market