Exhibit xx Springfield Noreasters 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: 3. Competition: 4. Socioeconomic, technological, legal, product life cycle Context 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:

There should be NO REFERENCE to Springfield Noreasters in the Opportunity and Threat section.

Exhibit xx Summary Marketing Strategy for Springfield Noreasters Objective Customer Targets Use research information Key Competitors Objectives Product-Market Strategy *Competitive advantage Core capability Weaknesses Likely response? Noreasters Strategy Pricing Strategy (Iaco p. 100, Penetration, Value, Prestige) *Competitive advantage Core capability Positioning Statement Key Marketing Mix Elements

Does Springfield possess requisite capabilities?

* 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 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: Pricing strategy selected Objective achieved? Customers & Positioning? Noreasters & competitors competitive advantage? Second paragraph: Pricing plan & other marketing mix details? Fit with current capabilities? Fit with current opportunities? Will this elicit positive or negative response from customers, collaborators or competitors? Address only if important. Additional paragraph: Assessment of key alternative Same criteria as above & a quantitative assessment of could the alternative be better. Penetration, Value, or Prestige