Successful strategy formulation also requires taking into account:

Order qualifiers- Characteristics that customers perceive as minimum standards of acceptability for a product or service to be considered as a potential for purchase

Order winners - Characteristics of an organization's goods or services that cause it to be perceived as better than the competition

Order qualifiers and winners: What are qualifiers that any smart phone must have in order to be considered?And then depending on what u own, what are the winners for that unit which drove ur own purchase decision?