Exhibit xx
Saxonville SWOT Analysis
Strengths
Weaknesses
Capabilities (e.g., Product, Channels, Communications, Price, CRM): Capabilities (e.g., Product, Channels, Communications, Price, CRM):
1.
1.
2.
2.
3.
3.
4.
4.
Resources
1.
Resources
1.
2.
2.
3.
3.
Opportunities
Opportunities focus on (Quantify the Italian Sausage opportunity):
1. Customers:
Threats
Threats focus on (Quantify the Italian Sausage threats):
1. Customers:
2. Collaborators:
2. Collaborators:
3. Competition:
3. Competition:
4. Socioeconomic, technological, legal, product life cycle… context
4. Socioeconomic, technological, legal, product life cycle…context
Exhibit xx
Summary Marketing Strategy for Family Connection & Clever Cooking Positioning Concepts
Family Connection
Clever Cooking
Objectives
Customer Targets
Use focus group detail
Key Competitors’ Strategy
Objectives
Product-Market Strategy
*Competitive advantage
Core capability 
Weaknesses
Likely response?
____________________ based on
Saxonville Growth Strategy (K&P Ex. 1.2)
Branding Strategy (K&P 149-51)
*Competitive advantage
Core capability 
____________________ based on
Positioning Statement
Key Marketing Mix Elements
Does Saxonville possess requisite
capabilities?
If it is not currently a Saxonville strength (see SWOT), then the answer is NO.
* Competitive advantage can be based on Cost Leadership (i.e., lower costs and price) or Product Differentiation (product-centric advantage achieved through innovation &
product development capabilities that creates clearly superior products) or Marketing Differentiation focusing on superior relationships with the customer (customer-centric
advantage achieved through CRM capabilities) or superior image (brand-centric advantage achieved through positioning & advertising capabilities).
Developing the One-Page Recommendation
First paragraph:
Alternative selected
Product-Market Strategy:
Brand Name & Type of Branding
Strategy (see K&P 149-51)
Mkt. penetration, Mkt. development,
product development, diversification?
Objective achieved?
Saxonville’s & competitors’
competitive advantage?
Customers & Positioning?
Second paragraph:
Key marketing mix elements?
Fit with current capabilities?
Fit with current opportunities/threats?
Will this elicit positive or negative
response from customers, collaborators
or competitors? Address only if
important.
Additional paragraph:
Assessment of alternative positioning
concept
Same criteria as above & a quantitative
assessment of the changes in
assumptions required for the alternative
positioning concept to be chosen.
Product packaging, advertising &
promotion details