... product? how is the product used? o Product positioning Evaluate how customers perceive the product in relation to competitor’s products or to other solutions they use to solve their ... the distributor’s business? o How important is product within the distributor’s strategy? o How is product positioned? e.g., how does distributor view product in relation to competition ... Due to results Due to research Due to competition Other Describe planned changes Objectives e.g., customer analysis, market analysis, competitor analysis, exploratory...