Patagonia clothing company

a. Identify the target customer

i. What are the defining characteristics of your company's target customers (demographic and lifestyle factors, geographic location, etc.)?

ii. Size and growth rate of the market.

b. Define customer needs

i. What customer needs does your company's product offerings seek to satisfy?

c. Customer decision factors

i. What product characteristics are important in consumer brand choice?

1. How important is price relative to other product characteristics?

ii. Will the consumer engage in an extended search/decision process in choosing a brand?

iii. What information sources are consumers likely to consult in making their decision?

2. Company analysis: Assess your company's competitive position

a. Assessment of the current situation

i. How well is your company's strategy working?

1. From a qualitative standpoint: Completeness, internal consistency, suitability for market conditions/demands, etc.

2. From a quantitative standpoint: The strategic and financial results the strategy is producing.

ii. What are your company's strengths and weaknesses? What external forces present opportunities and/or threats to your company?

b. Competitive Advantages/Disadvantages

i. Is your company competitively stronger or weaker than its key rivals?

1. How does your company match up against key rivals on industry key determinants of competitive success?

2. What are your company's key competitive advantages and/or disadvantages?

c. Key Strategic Challenges and Prospects for Success

i. What strategic issues and problems must management address to ensure your company's future success?