!Raison d'etre * What is the reason for the existence of the company? Is our company mission realistic and well communicated? * Who are the primairy stakeholders that our marketing executives and personnel must interact with? Who are the internal customers of the marketing plan? What is need to sell a plan convincingly in our company? !Sustainability * //Superior resources//: Our product line is the result of distinctive competences that enable us to outperform competing firms * //Durable demand//: Our skills and know-how will offer us a competitive advantage for at least another five years. * //Imitatability//: Our competitive advantage is based on assets and processes that are extremely difficult to imitate by rival firms * //Non-substitutability//: At present, there are no substitue products or resources that pose a serious threat for our product line strategy * //Operational efficiency//: Comparing ourselves with industry average for this product line, our cost efficiency is (for worse, worse, equal, better, a lot better) * //Appropriability//: Our competitive advantage is based on resources that are strongly linked to the company. !Company vision * What should be the big, hairy, audacious goal of the company (BHAG)? What is it that we truly want to accomplish in the mid-range and long-range future? What do we want to achieve three & five years from now? What are our commercial goals for next year? * Is our BHAG bold but also realistic? Is everybody in the organization passionate about it? * Does the ambition of the company overstep ethical boundaries? * Does our company have marketing leadership need to inspire the organization to create and accomplish the BHAG? Are changes introduced successfully and is the business being prepared for the future?