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o Objectives. What are realistic goals given 5C conditions? 

o Strategic considerations

          – Target market(s)

                   – Is firm pursuing right target market?’

                   – Are there ways the firm needs to understand the target market better?

           – Value proposition

                   – Does the value proposition align with the job customers want done?

                   – Are there ways POP and POD should be made more compelling?

           – Positioning

                  – Should positioning be kept the same or altered?