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iRubric: Marketing Plan Group Project Presentation rubric

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Marketing Plan Group Project Presentation Marketing Plan Group Project Presentation DRAFT Evaluation criteria for Group Marketing Plan Presentation Rubric Code: GXBC8B6 By cookcm Ready to use Public Rubric Subject: Business Type: (Other) Grade Levels: Undergraduate

Criteria Maximum Grade for Assignment: 100 Points
	Needs Significant Improvement 5 pts	Satisfactory 7 pts	Excellent 10 pts
Executive Summary 10 pts. Brief but comprehensive synopsis of a business plan or an investment proposal, which highlights its key points and is generally adapted for the external audience.	Needs Significant Improvement The executive summary contains mostly unnecessary or trivial information, therefore, it is inadequate. (5)	Satisfactory The executive summary includes most, but not all of the critical elements of the marketing plan. Some of the information provided in the summary is unnecessary or trivial to understanding the plan. (7)	Excellent The executive summary clearly communicates the critical elements of the marketing plan so that it reads as a stand-alone document. The length of the executive summary is sufficient to cover the critical information. (10)
Mission & Corporate Purpose 10 pts. The raison d'etre of a firm that describes the scope of the firm and its dominant emphasis and values. The purpose (or mission) of an organization is a function of five elements: (1) the history of the organization; (2) the current preferences of the management and/or owners; (3) environmental considerations; (4) the resources of the organization; and (5) the distinctive competencies of the organization.	Needs Significant Improvement Has no mission statement or statement is not distinctive. (5)	Satisfactory Mission statement is brief, memorable, and distinctive. The purpose of the of the program is stated but it lacks clarity or does not include the primary functions or activities of the plan. (7)	Excellent Mission statement is brief, memorable, and distinctive. The purpose of the of the program is clearly stated and it indicates the primary functions or activities of the plan. (10)
Environment/Market Situation 10 pts. The collection of non-marketing influences that have an impact on a marketing manager's success in forming and keeping favorable relationships with desirable customers. The overall market environment for a business is made up of the macro environment that consists of broader societal influences and the microenvironment which includes company related influences.	Needs Significant Improvement Little or no detail provided. (5)	Satisfactory Defines size of market, share among relevant players, positioning of competitors and advantages/disadvantages of competing brands. (7)	Excellent A definitive assessment that defines size of market, share among relevant players, positioning of competitors and advantages/disadvantages of competing brands. Utilizes key insights from primary and secondary sources. Provides qualified estimates, even in situations where limited data exists. (10)
Competitive Activity & Dangers 10 pts. The rivalry among sellers trying to achieve such goals as increasing profits, market share, and sales volume by varying the elements of the marketing mix: price, product, distribution, and promotion. It is the product of vying for customers by the pursuit of differential advantage, i.e., changing to better meet consumer wants and needs.	Needs Significant Improvement Little or no detail provided. (5)	Satisfactory Provides a general assessment of competitive activity, competitor strength, and potential strategic actions that these competitors could take against you. (7)	Excellent An exceptional assessment of competitive activity, competitor strength, and potential strategic actions that these competitors could take against you. Utilizes primary and secondary sources. Shows insight into possible strategic actions that capitalize on inherent strengths. (10)
Market Penetration Strategy 10 pts. A move by management to increase its market share held by current products in currently serviced markets. Market share may be increased by some combination of (1) attracting users of competitive brands, (2) persuading current users to increase usage, or (3) attracting nonusers of the product category.	Needs Significant Improvement Little or no detail provided. (5)	Satisfactory Shows a general understanding of strategy formulation based on company strengths and weaknesses. Demonstrates a general ability to assess the industry, determine areas of growth and how they can be exploited over the next 5+ years. (7)	Excellent Shows a profound understanding of strategy formulation based on company strengths and weaknesses. Demonstrates exceptional ability to assess the industry, determine areas of growth and how they can be exploited over the next 5+ years. Generates thought provoking strategy, supported by a demonstarble understanding of the company's financial and non-financial assets. (10)
Group Dynamics 10 pts.	Needs Significant Improvement Poor coordination/preparation. Easy to distinguish contributors from non-contributors among group members. (5)	Satisfactory Good coordination/preparation. All members actively participate and appear comfortable with the subject matter. (7)	Excellent Outstanding coordination/preparation. All members actively participate and appear very comfortable with the subject matter. Engages audience with outstanding diction/grammar. (10)
Target Market 10 pts. The particular segment of a total population on which the retailer focuses its merchandising expertise to satisfy that submarket in order to accomplish its profit objectives	Needs Significant Improvement Little or no detail provided. (5)	Satisfactory Provides a general assessment that identifies the position of each brand and its target market. (7)	Excellent An outstanding assessment that identifies the position of each brand and its target market, utilizing a combination of primary and secondary sources. (10)
Market Positioning 10 pts. Positioning refers to the customer's perceptions of the place a product or brand occupies in a market segment. More often, positioning involves the differentiation of the company's offering from the competition by making or implying a comparison in terms of specific attributes.	Needs Significant Improvement Objectives for positioning are missing. More than one obvious tactic is missing. Very little detail on specific tactics is provided. Tactics are unclear and hard to understand. (5)	Satisfactory The objectives of positioning are stated, but somewhat unclear. Most of the tactics are thoroughly and clearly identified, but one obvious tactic is missing. Some detail on tactics is missing, hindering understanding. (7)	Excellent The objectives of positioning are clearly stated and appropriate. Tactics for managing price are thoroughly and clearly identified and reasoned. Sufficient detail about tactics is provided. (10)
Marketing Mix 10 pts. The mix of controllable marketing variables that the firm uses to pursue the desired level of sales in the target market. The most common classification of these factors is the four-factor classification called the "Four Ps"-price, product, promotion, and place (or distribution).	Needs Significant Improvement Marketing strategy and positioning is missing, or, if identified, does not seem appropriate given the product/service description and. Positioning statement(s) is missing. (5)	Satisfactory Based on the product/service description the marketing strategy is identified but not described in enough detail. Positioning statement(s) is provided but not explained. (7)	Excellent Based on the product/service description, the marketing strategy is appropriately identified and described. A positioning statement is identified and explained. (10)
Perceived Value Pricing 10 pts. A method of pricing in which the seller attempts to set price at the level that the intended buyers value the product. It is also called value-in-use pricing or value-oriented pricing.	Needs Significant Improvement Financial (i.e. pricing) projections missing or not clear or realistic. (5)	Satisfactory Financial (i.e., pricing) projections provided but not in alignment with product/service description. (7)	Excellent Financial (i.e., pricing) projections provided in detail. Align with product/service description and make sense. (10)

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