I only accept a job if I am convinced that the path is right, can be walked together and is reasonable for both parties
What are your company goals?
Development of sales and financial growth? Your position on the market - what should your company stand for in the future? How do you want your personal employment relationship in the operative sector to look like - today, and in the future? What are your personal goals, which satisfaction factors for yourself, for your employees and for your customers are on your agenda?
Who are the competitors of your company and (how) do they influence you and your clients?
Positioning with a focus on uniqueness
What is it that makes your company / your product / your service unique, or respectively, how can uniqueness be attained in the future?
To my mind, this is the most important factor in a competitive environment.
Production, distribution, price, communication, sales promotion: Do you serve the right partners? Are your prices calculated correctly and are they coherent to business habits? How do end-consumers and other trade partners know that your brand is "in"? How are you positioned in the shops in contrast to your competitors?
Strategy, tactical elements and budget
This point is made up of marketing-mix-factors (see above) and conditions of your company. Which distribution channels are stressed, which media chosen? What prices dictate the market and what prices can you suffer? Is everything monetised (budgetised)?
Verification - (S-M-A-R-T)
With influence on further divisions like production, R&D. Were the goals of the strategy specified, made measurable, did the ones responsible accept, are the goals, set according to existing data, realistic and - most importantly - is everything scheduled (operating plan with milestones)?
If there are answers to the points described above, we can now proceed in practice.