1) What does our firm currently stand for in the minds of current and potential customers?
2) What customers do we serve now, and which ones would we like to target in future?
3) What is value position for each of our current service products, and what market segment is each one targeted at?
4) How does each of our service products differ from competitors?
5) How will do customers in chosen target segments perceive our service products as meeting their needs?
6) What changes must we make to our offerings to strengthen our competitive position?
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