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Competitive Edge: It's important to define your competitors too. One should know, what strategies are being used by the competitors to reach to the potential customers. If you know what your competitors are doing, you will be able to modify the plan and maybe your marketing analyst will come with something more innovative that can capture the mass attention.

Customer Segment _ this is talked about most of the time, but let's accept the fact that today's customers are fragmented to smaller niches. Your product and service will not be consumed by only one segment and at critical mass. it is likely to be consumed by smaller segment and multi. No more critical mass, but rather a solid spread of niches. For example, who buys iPod's today? If Apple only think about yuppies they are making a big mistake because apparently iPod is also used by women and people with active lifestyle. Another example, who buys from hypermarket? If hypermarket only focuses on households they may not survive or be successful like today. Hypermarket main segment is actually small business restaurant operators that buy in larger quantity compare to households and on daily basis. I've been there, I know! LOL

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