Answers the following questions:
- What are consumer's needs?
- How do consumers perceive the client’s product relative to key competitors?
- Who are key industry competitors and what is their strategic intent?
- What are the company’s relative strengths, weaknesses, opportunities, and threats?
- What opportunities exist for improving the company's market Position?
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Provides the following benefits:
- Reveals how the client's online messaging performs versus its competitors according to the target-audience's decision making criteria
- Uncovers ways to increase brand equity and credibility in ways specific to the online medium
- Ensures the target will accept or use site features or other elements
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