Exhibit xxx Rosewood SWOT Analysis

Strengths Capabilities (e.g., Product, Place, Communications, Price, CRM): 1. 2. 3. 4. Resources 1. 2. 3. Opportunities Opportunities focus on what is going on in the external environment: 1. Customers: 2. Collaborators: 3. Competition: 4. Socioeconomic, technological, legal, product life cycle Context

Weaknesses Capabilities (e.g., Product, Place, Communications, Price, CRM): 1. 2. 3. 4. Resources 1. 2. 3. Threats Threats focus on what is going on in the external environment: 1. Customers: 2. Collaborators: 3. Competition: 4. Socioeconomic, technological, legal, product life cycle Context

There should be NO REFERENCE to Rosewood in the Opportunity and Threat sections.

Exhibit xx Recommended Summary Marketing Strategy for Rosewood Objective Quantified & measurable, challenging & realistic w/time frame Customer Profile See VALS Key Competitors Objectives Product-Market Strategy *Competitive advantage Core capability Weaknesses Likely response? Product-Market Strategy (see K&P Ex 1.2) Branding Strategy (K&P Ch. 5) *Competitive Advantage Core capability Positioning Statement (K&P 146-47) Key Marketing Mix Capabilities Product? Communications? Channels/Location? Price? CRM? Does Rosewood possess requisite capabilities? If it is not currently a Rosewood strength (see SWOT), then the answer is NO.

based on

based on

* 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: Branding strategy selected Product-Market Strategy: Objective achieved? Rosewood & competitors Competitive advantage? Customers & Positioning? Second paragraph: Key marketing mix elements? Fit with current capabilities? Fit with current capabilities? Will this elicit positive or negative response from customers, collaborators or competitors? Address only if important. Third paragraph: Assessment of key alternative Same criteria as above & a quantitative assessment of the assumptions required for the unchosen alternative to be better. Why not? Mkt. penetration, Mkt. development, product development, diversification?

* 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).