Competitive Insights · Knows the market positioning and strengths/weaknesses of key competitors. · Identifies key recipients of marketing intelligence and information Customer Insights · Understands the primary and secondary customer groups. · Describes the offerings of a product line and their primary features. · Understands the various reasons (variables) of why customers buy the product or service. Customer Centric Development · Identifies critical customer needs and preferences. · Provides customer feedback to marketing leadership. Developing the Strategy and Marketing Plan · Contributes specific analyses to aid in the construction of the marketing plan using the marketing plan template · Understands the components of the Stryker marketing strategy framework and how they fit into strategy and marketing plans. · Understands the purpose of a marketing plan and the components of the Annual Marketing Plan template. Understands all aspects of the marketing plan template. · Provides metrics and updates back to the larger group on applicable individual segments of the process.