Who is the competition? To position a firm within a market, it is essential to know as
much as possible about the competition. What other architects work in this market?
How are they perceived? What is their positioning? Is another firm the clear leader
in the market? (If so, you may want to redefine the market and try a new “ladder.”)
Are there any weaknesses in the competition against which a firm could position
itself? For example, “We’re just as good as RST, but we are cheaper!”