What drives the competitor
Future Goals
At all levels of management and in multiple dimensions
What the Competitor Is Doing and Can Do
Current strategy
How the business is currently competing
Competitor’s Response Profile
Is the competitor satisfied with its current position?
What likely moves or strategy shifts will the competitor make?
Where is the competitor vulncrable?
What will provoke the greatest and most effective retaliation by the competitor?
Assumptions
Held about itself and the industry
Capabilities
Both strengths and weaknesses