Exhibit xx Saxonville SWOT Analysis Strengths Capabilities (e.g., Product, Channels, Communications, Price, CRM): 1. 2. 3. 4. Resources 1. 2. 3.

Opportunities Opportunities focus on (Quantify the Italian Sausage opportunity): 1. Customers: 2. Collaborators: 3. Competition: 4. Socioeconomic, technological, legal, product life cycle context Weaknesses Capabilities (e.g., Product, Channels, Communications, Price, CRM): 1. 2. 3. 4. Resources 1. 2. 3. Threats Threats focus on (Quantify the Italian Sausage threats): 1. Customers: 2. Collaborators: 3. Competition: 4. Socioeconomic, technological, legal, product life cyclecontext

* 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).

Exhibit xx Summary Marketing Strategy for Family Connection & Clever Cooking Positioning Concepts Family Connection Objectives Customer Targets Use focus group detail Key Competitors Strategy Objectives Product-Market Strategy *Competitive advantage Core capability Weaknesses Likely response? Saxonville Growth Strategy (K&P Ex. 1.2) Branding Strategy (K&P 149-51) *Competitive advantage Core capability Positioning Statement ____________________ based on Clever Cooking

____________________ based on

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: Objective achieved? Saxonvilles & 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 Brand Name & Type of Branding Strategy (see K&P 149-51) Mkt. penetration, Mkt. development, product development, diversification?