MARKETING PLAN – CORE ASSESSMENT RUBRIC

Criteria

Ratings

Points

Excellent

Exceeds Expectations

Meets Expectations

Does Not Meet Expectations

Insufficient

Section 1: Executive Summary

Provides an excellent overview of the critical elements of the marketing plan. Reads as a standalone document. No more than 2 pages.

Pts: 40 to >35.6

Gives an accurate overview of the critical elements of the marketing plan. Reads as a standalone document. No more than 2 pages.

Pts: 35.6 to >31.6

Gives a mostly accurate overview of the critical elements of the marketing plan. Document cannot stand alone.

Pts: 31.6 to >27.6

Does not include all of the elements of the marketing plan. Unnecessary or trivial information.

Pts: 27.6 to >23.6

Too short (less than 1 page) or too long (more than 2 pages. Mostly unnecessary or trivial information. Elements not covered.

Pts: 23.6 to 0

40

Section 2: Current Marketing Situation

• The Product
• Company
• Market
• Industry
• Product Review
• Competition
• Channels and Logistics Review

• Exceptional description of product story, history, plc, design, brand name, logo, packaging, price, features, competitive advantage.
• Comprehensive information about the company to include, mission, company history, strengths and weaknesses, identified keys to success.
• All inclusive description of definition, location, characteristics, identified market segments, market needs and desires, market potential and demand. Necessary assumptions are made. Plans for Marketing Research.
• Very thorough information about the industry including market size, growth rate, regulation emerging technologies (using citations.)
• Majority of competitive products identified with very clear advantages and disadvantages relative to specific target markets.
• Comprehensive identification, strengths, weaknesses, product features, pricing and distribution strategies, advertising and promotion strategies.
• Wide-ranging identification of channels, very accurate identification of positives and negatives of each.

Pts: 40 to >35.6

• Includes product story, history, plc, design, brand name, logo, packaging, price, features, competitive advantage.
• Information about the company to include, mission, company history, strengths and weaknesses, identified keys to success.
• Good definition, location, characteristics, identified market segments, market needs and desires, market potential and demand. Necessary assumptions are made. Plans for Marketing Research.
• Full information about the industry including market size, growth rate, regulation emerging technologies (using citations.)
• Most of competitive products identified with clear advantages and disadvantages relative to specific target markets.
• Complete identification, strengths, weaknesses, product features, pricing and distribution strategies, advertising and promotion strategies.
• Identified most of the channels accurately; good identification of positives and negatives of each.

Pts: 35.6 to >31.6

• Most product information available. Elaboration somewhat limited relative to various aspects of the product.
• Mostly clear and concise report with most critical information.
• Adequate definition, location, characteristics, identified market segments, market needs and desires, market potential and demand. Necessary assumptions are made. Plans for Marketing Research.
• Brief information about the industry including market size, growth rate, regulation emerging technologies (using citations.)
• Many of competitive products identified with fairly clear advantages and disadvantages relative to specific target markets.
• Acceptable identification, strengths, weaknesses, product features, pricing and distribution strategies, advertising and promotion strategies.
• Identified many of the channels accurately; identified positives and negatives of each.

Pts: 31.6 to >27.6

• Limited information available. Elaboration limited relative to various aspects of the product.
• Unclear and in concise report. Some critical information missing.
• Depiction of the market is missing or unclear. Assumptions are not stated or explained.
• Provides some information about the industry, but lacks depth. Limited citations.
• Only obvious competitive products identified with limited analysis of advantages and disadvantages to specific target markets.
• Only obvious competitors not identified. Information not clear or missing.
• Only obvious channels identified, with spotty analysis.

Pts: 27.6 to >23.6

• Very limited effort made to describe the product features and competitive advantage.
• A great deal of potentially important information missing.
• Very limited depiction of the market. Necessary assumptions are not provided.
• Information is vague. Limited or no citations.
• Obvious competitive products missing with little to no analysis of advantages and disadvantages to specific target markets.
• Few if any identified channels with little to no analysis.
• Clear that only minimal efforts were made toward obtaining and reporting competitive information

Pts: 23.6 to 0

40

Section 3: SWOT Analysis

• Strengths, Weaknesses, Opportunities, Threats
• Objectives, Issues

• Far-reaching identification of SWOT, strongly defined.
• Objectives and goals are very clearly identified including goals relative to sales, share of market and distribution.

Pts: 40 to >35.6

• Majority of SWOT identified and good definition.
• Objectives and goals are clearly identified including goals relative to sales, share of market and distribution.

Pts: 35.6 to >31.6

• Many of SWOT identified and fair definition.
• Objectives and goals are identified with some clarity, including goals relative to sales, share of market and distribution.

Pts: 31.6 to >27.6

• A limited number of SWOT identified and definition was weak.
• Unclear linkage of objectives to mission. Goals and objectives not clear.

Pts: 27.6 to >23.6

• Very few or inaccurate SWOT identified with unclear or inaccurate definition.
• No linkage to mission. Objectives not quantified or inappropriate.

Pts: 23.6 to 0

40

Section 4: Strategy

• Product, Price, Place, Promotion
• Positioning, Marketing Research, Marketing Organization

• Excellent marketing strategy in terms of the 4 Ps, relative to specific target markets. Relates strongly to objectives.
• Excellent marketing strategy in terms of positioning, product differentiation, relative to specific target markets. Relates strongly to objectives.

Pts: 40 to >35.6

• Good marketing strategy in terms of the 4 Ps, relative to specific target markets. Relates clearly to objectives.
• Good marketing strategy in terms of positioning, product differentiation, relative to specific target markets. Relates clearly to objectives.

Pts: 35.6 to >31.6

• Fair marketing strategy in terms of the 4 Ps, relative to specific target markets. Relates to objectives.
• Fair marketing strategy in terms of positioning, product differentiation, relative to specific target markets. Relates to objectives.

Pts: 31.6 to >27.6

• 4 P strategy weak or illogical relative to specific target market.
• Strategy weak or illogical in terms of product positioning and product differentiation given marketing objectives and goals.

Pts: 27.6 to >23.6

• Missing, minimal or illogical strategy relative to 4 Ps.
• Missing or minimal strategy in terms of product positioning and product differentiation given marketing objectives and goals.

Pts: 23.6 to 0

40

Section 5:

Strategic Implementation

• Action Programs
• Measurement and Control
• Social Responsibility

• Exceptional identification of tactics for managing product , to include product plans, pricing, distribution, and communication plans.
• Measures that will identify company performance relative to specific goals are extremely clear and relevant.
• Excellent description of how you will integrate social responsibility into marketing plan.

Pts: 40 to >35.6

• Strong identification of tactics for managing product , to include product plans, pricing, distribution, and communication plans.
• Measures that will identify company performance relative to specific goals are very clear and relevant.
• Good description of how you will integrate social responsibility into marketing plan.

Pts: 35.6 to >31.6

• Fair identification of tactics for managing product , to include product plans, pricing, distribution, and communication plans.
• Measures that will identify company performance relative to specific goals are mostly clear and relevant.
• Fair description of how you will integrate social responsibility into marketing plan.

Pts: 31.6 to >27.6

• Plans relative to product, pricing, distribution, and/or communication are unclear or limited.
• Measures are unclear, nonspecific.
• Description unclear.

Pts: 27.6 to >23.6

• Plans relative to product, pricing, distribution, and/or communication are missing or inappropriate.
• Measures are missing or illogical.
• Description missing or inappropriate.

Pts: 23.6 to 0

40

Total Points

200

Format and Presentation

Meets slide number requirements. Bullet points, charts and graphs are excellently used to clearly summarize the research. All slides are excellently organized, well formatted, and logically presented.

Pts: 40 to >35.6

Meets slide number requirements. Bullet points, charts and graphs are used well to summarize the research. All slides are excellently organized, well formatted, and logically presented.

Pts: 35.6 to >31.6

Meets slide number requirements. Bullet points, charts and graphs are used to facilitate summarizing the research. Most slides are well formatted, and logically presented.

Pts: 31.6 to >27.6

Does not meet slide number requirements. Some use of bullet points, charts and graphs to summarize the research. A few slides are not well formatted and not logically presented.

Pts: 27.6 to >23.6

Does not meet slide number requirements. Little use of bullet points, charts and graphs to summarize the research. Most slides are not well formatted, and/or not logically presented.

Pts: 23.6 to 0

40

PowerPoint Content

Content is comprehensive, accurate, and persuasive; yet not a copy and paste of the paper. All major points are stated clearly, and are well supported.

Pts: 40 to >35.6

Content is accurate, and persuasive; yet not a copy and paste of the paper. Most major points are stated clearly, and are well supported.

Pts: 35.6 to >31.6

Content is accurate, and persuasive; yet not a copy and paste of the paper. At least half the major points are stated clearly, and are well supported.

Pts: 31.6 to >27.6

Content is accurate, but with some copy and pasting of the paper. At least half the major points are stated clearly, but not well supported.

Pts: 27.6 to >23.6

Content is inaccurate, or incomplete. Is mostly copied and pasted from the paper.

Pts: 23.6 to 0

40

Writing Mechanics

Presentation is free of grammatical, spelling, and/or punctuation errors. The style of writing facilitates communication.

Pts: 20 to >17.8

Presentation has one or two grammatical, spelling, and/or punctuation errors. The style of writing facilitates communication.

Pts: 17.8 to >15.8

Presentation has three or four grammatical, spelling, and/or punctuation errors. The style of writing facilitates communication.

Pts: 15.8 to >13.8

Presentation has five or six grammatical, spelling, and/or punctuation errors that distract the reader. The style of writing does not facilitate communication.

Pts: 13.8 to >11.8

Presentation has more than six grammatical, spelling, and/or punctuation errors that distract the reader. The style of writing does not facilitate communication.

Pts: 11.8 to 0