Refinement of options uses marketing research and analysis -- internal and external-- to give specificity and clarity to the decision choices.
At this point our goal is to reduce the number of decision options so that we have 2 to 4 solid options. Refinement calls for hard looks at execution and implementation choices. Additional marketing research and analysis may be needed. The end result is a set of solid options to enhance competitive advantage -- any of which would work to achieve the objectives.
To link marketing research tools to this decision stage, go to