The strengths of players as well as weaknesses/areas of improvement are needed to combat the onslaught in a marketing warfare.
Strength and weakness include brand equity, geographic presence, strong management/leadership, technological edge, and patent/copyrights.
Emerging Opportunities should be identified which could make the market grow faster/larger or acquire business more easily.
These could be due to regulatory guidelines, changes in fashion trends, consumer preference, macro economic events like currency crisis, import/export, war, natural calamity, or demographic shift; Business Continuity Plan: While planning for market share analysis, the worse must be planned for to ensure continuity of the concern in the event of a calamity.
Companies which have a continuity plan usually sustain shocks better and ensure achievement of targeted market share.