iRubric: Marketing Strategy Paper rubric

Little or no detail provided.

Detail provided, but of limited relevance in assessing size, revenue/profit, growth, product offerings, and non-financial resources.

Provides a general assessment that covers size, revenue/profit, growth, product offerings, and non-financial resources.

An outstanding assessment that covers size, revenue/profit, growth, product offerings, and non-financial resources. Detail provided includes primary and secondary sources.

Little or no detail provided.

Detail provided, but of limited relevance.

Defines size of market, share among relevant players, positioning of competitors and advantages/disadvantages of competing brands.

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.

Little or no detail provided.

Detail provided, but of limited relevance.

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.

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 demonstrable understanding of the company's financial and non-financial assets.