Exhibit 9
Harrington SWOT Analysis
Strengths
Capabilities (e.g., Product, Channels, Communications, Price, CRM):
1.
Weaknesses
Capabilities (e.g., Product, Channels, Communications, Price, CRM):
1.
2.
2.
3.
3.
4.
4.
Resources
1.
Resources
1.
2.
2.
3.
3.
Opportunities
Opportunities should focus on:
1. Customers:
Threats
Opportunities should focus on:
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
There should be NO REFERENCE to Harrington in the Opportunity and Threat sections.
Exhibit 1
Summary Marketing Strategy for Harrington Collection Active-Wear
Objective
Quantified & measurable,
challenging & realistic
w/time frame
Target customer profile
Likely to be loyal?
Key Competitors 
Objectives (Share or Profit?)
Product-Market Strategy
*Competitive advantage
Core capability 
Weaknesses
Likely response?
based on…
Product-Market Strategy (see K&P
Ex 1.2)
*Competitive Advantage
Core capabilities 
based on…
Key Marketing Mix Capabilities
Product?
Communications?
Channels/Location?
Price?
CRM?
Does Harrington possess requisite marketing capabilities? If it is not currently a 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 or product development capabilities that creates 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: 
Mkt. penetration, Mkt. development,
product development, diversification?
Objective achieved?
Company & 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.
Third paragraph:
Assessment of other alternatives
Same criteria as above & a quantitative
assessment of the assumptions required
for the unchosen alternative to be better.
Why not?