Who are the current customers/users? Include information related to demographics, psychographics and buying behavior, price sensitivity, customer satisfaction and loyalty What changes can the company/brand expect in the future? How can the company/brand better serve its customers? Include information about potential opportunities and threats. Identify strengths and weaknesses of the company/brand as it exists today. What does the company/brand do well and not so well at this very moment? How can the company/brand improve its weaknesses and maintain or grow its strengths? Suggest how the company/brand can improve upon the things it does well and not so well. Define the current business environment. Include information about political, legal, economic technological and societal factors that may influence sales.
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