When setting up an enterprise it is important to have a clear understanding of:

•the goods or services to be provided

•how these will meet customers’ needs.

These could include the core features – that is:

● what the product is

● what the product does well

● any additional features

These are what the customer can expect to get from owning the product.

These are what make the product different from its competitors – that is, its unique features.

The needs that customers may have are:

• Convenient location
• Reasonable price
• Good product range
• Good quality
• Friendly customer service
• The ways in which different products can be linked to different kinds of customers according to age, gender, income, lifestyle and location. (market segments)