You must know your competition in and out. Keep your friends close, but keep your competitors closer. You need to know all the things that you learned about your customers except fill in the blank for each competitor on all of those above items. Learn how you are the same/ different. Learn the similarities/differences about each product and service you offer. Learn how they sell or promote their products /services.
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.