Which competitors are of greatest concern?
What is driving the decisions they are making?
What are recent trends in brand, product and financial performance?
What are their key strategies? How are they executing those strategies?
What are their key strengths and weaknesses?
What opportunities and threats do those present for you?
To what extent do they target the same customers?
Who are emerging competitors?
What are emerging competitive substitutes?
How should you protect company information from your competitors?