Sample content Area Under Analysis Things to be considered in the analysis Advantages of this analysis type while creating a marketing strategy Disadvantages of this analysis type while creating a marketing strategy Product positioning Opinion of the consumers on product and brand name, product features, brand image, competitors, possible customers, buyers, business to business customers, quality, cost, distribution, communication tactics, target market, opportunities. Helps the company in determining where the product exists and where it should exist. Helps to compare and contrast old products with newly developed products. Assists in distinguishing the product. Provides a clear view of what the product offers. Time consuming, expensive, influenced by personal opinions, not always measurable. Competitive positioning Sales, opinion of the consumers on product and brand name and competitor’s product and brand name, product features, brand image, competitors, po