Indentify competetitors.
What is your position in the market?
Do you have some exclusive strength over your competitors?
Your profit margin which determines how much budget you can spend
on building your brand image.
Key factors of competitions between you and competitors, like
price, quality of product/service, brand image, effectiveness of
salesmen.
And your real plan of marketing activities. Like ads on TV/Mag,"
Dai yan ren"(if you can afford), roadshows, getting trademark for
some of your product technology etc....