Function and Purpose of the Model The Model is provided to enable Redbow Consulting Group Clients to capture narrative items relating to their specific market, their own Brands and their capabilities relative to competitors' Brands.

The Model displays that information in a graphical format, that allows Clients to make comparisons between narrative items, to draw and capture conclusions and to display and combine them in various ways.

In so doing, the Model allows Clients to make various strategic decisions. The overall process is known as the Directional SWOT®, now converted into a proprietary web application (the Model) developed by Redbow Consulting Group

Use of The Model
The Model and the information contained therein may only be used by persons or organisations who have been given access by Redbow Consulting Group or its employees, and only under the terms of the License. The model may not be reproduced or passed to any other person.
The Model is not intended for use by the Client of for supply to third parties for any estimation of market potential or otherwise in respect of its products or any other product.

The model is used under License only by The Client of Redbow Consulting Group. Any uncertainties as to how to use the model should be directed to Redbow Consulting Group.

Interested Persons should not construe the contents of The Model, or any prior or subsequent information or memorandum from Redbow Consulting Group as legal, business or tax advice. Redbow Consulting Group will not regard any person (whether or not a recipient of The Model) other than the Client as its client.

Model Construction and Content
Redbow Consulting Group has made best efforts to verify the coding, formulae and assumptions contained in The Model, but assume no responsibility for the accuracy of any information entered into the Model.

Redbow Consulting Group has originated the Model using its own proprietary modelling techniques and recipients of The Model may not copy or modify The Model or create derivative works based upon it, and may not rent, lease, or otherwise transfer rights to the Model or remove any proprietary notices or labels on or in the Model.

Nothing contained in the Model or generated by the Model shall be relied upon as a promise or representation regarding the historic or current position or performance of the Client's or any other company or any future events, performance of The Client's or any other company or present or future stock price of The Client's or any other company.

Confidentiality
The Model and information contained herein are furnished on a strictly confidential basis for the use of The Client’s staff and the Model should not be passed on, nor access given to any third party without the prior written notification of Redbow Consulting Group.

Computer Viruses
Whilst every endeavour is taken to ensure that files are free from computer viruses and similar defects, Redbow Consulting Group (including its Directors, Officers, Employees and Agents) does not accept any liability to any person for any computer virus or similar defect which might have gone undetected, nor for corruption, damage or other loss (whether direct, indirect or consequential) howsoever caused in connection with the disk, or other medium or the recipient's use thereof. The recipient is requested to use their own virus checking software.to identify computer viruses and similar defects.

Definitions
"The Model" is the entire computer program known as the Directional SWOT® Web Application V 1.0, which consists of a database, computer program and user interface.

“The License”
The agreement between The clients and Redbow Consulting Group that describes the specific intended use of the model, (Agreed Scope). Only within the agreed terms of the License, is said License deemed “Current”.

"Client" means those companies and individuals to whom Redbow Consulting Group has periodically given access using a User Account and or Login, covered by the License.”

"Current Permission" means the Client has the rights to use and or access the model based on the License agreed between them and Redbow Consulting Group, subject to the License being Current.

"User Account"is a login to The Model given to The Client which allows use and or access to the Model. Redbow Consulting Group reserves the right to suspend access to a User Account should the use of the Model outside the Agreed Scope and Current Permissions. The Client is responsible for the security of their Password to their User Account.

“User Account" is a login identity to The Model given to The Client which allows permission to use and or access the Model. Redbow Consulting Group reserves the right to suspend access to a User Account should the Client use or wish to use the Model outside the Agreed Scope and Current Permissions.

"Agreed Scope" represent the specific areas of use of the model agreed between the Client and Redbow Consulting Group, and covers the following.
1. Agreed Access Period
2. Number of Planning Cycles covered
3. Number of Brands

Trademarks
The name Directional SWOT® and the four-box logo are registered trademarks of Redbow Consulting Group Limited, the registered company name of Redbow Consulting Group.