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the competitive analysis is a thorough analysis of both direct and indirect competitors. It identifies strengths and weaknesses of competitors. Indirect competitors may not provide the same service, but they may be competing for the same dollars. Describe your competition's service What is/are their point(s) of differentiation? What real value do they deliver to the customer that others do not? What is their marketing/advertising approach? What are the opportunities or threats to your organization? III. Marketing Mix-Promotional Strategy What are the key messages you want to convey in your marketing materials about your organization? How are you positioning your service/organization? What mix of vehicles will you use? What are the objectives? IV. Marketing Mix-Place Where will the service/product be delivered (location, hours, technology utilized)? What are the costs associated with this manner of distribution? What is the marketing importance/advantage of the location? Does the location/distribution approach provide any competitive advantages? V. Marketing Mix-Pricing Labor costs of FTEs (full time employees) Overhead costs? Margin costs?