Where are we? This question involves analyzing the current business situation of a company in order to know where the company fits into the business environment. It requires an analysis into both internal and external environment of the company.
2) Where do we want to go? This questions looks ahead and sets out the goals that the company aims to achieve.
3) How are we going to get there? This question, according to Thompson et al. (2014) is the strategy part involving the plan of action required to achieve the goal the company targets to achieve.