All the information included in Table 8.1 can then be utilized to formulate the market positioning strategy of the new venture. Will the new venture imitate a particular company? This analysis will enlighten entrepreneur and provide a solid basis for any
marketing decision making discussed in the marketing plan. If a more formal data collection process is being considered, the following paragraphs will help explain the steps in gathering primary data as well as some of the secondary sources that can provide data to the entrepreneur.