You need to know everything obtainable about your customers. This list will get you started. You will need their age, sex, marital status, income levels, education levels, geographic locations, where they shop, if they go to church, if they have kids, ages of children, political affiliation, what they like about your company, what they don't like, why they shop with you, what they value about your products/services, what they like the most/least about products/services, and whether prospects are unaware of your brand or products/services. Customers want you to know certain things about them and if you do, they will remain loyal to you as you take time to know them.
SWOT Analysis: the company's strengths and weaknesses and environmental threats and opportunities for the company, this is the basis for defining the marketing objectives and strategies. Objectives: the goals that the company plans to achieve, that can be classified based on their characteristics as quantitative or qualitative. Marketing Strategies: based on the objectives, a marketing strategy is the roadmap to success.