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iRubric: Marketing Plan/ Business Plan for company rubric

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Marketing Plan/ Business Plan for company Marketing Plan Evaluation criteria for Group Marketing Plan Presentation. Students develop a business and marketing plan for a business they created. Each student will be responsible for all portions of the comprehensive plan that covers everything, including Executive Summary, Business Description, writing a mission statement, developing the marketing plan, etc. Rubric Code: W224337 By jersey1032 Ready to use Public Rubric Subject: Education Type: Project Grade Levels: Undergraduate

Criteria
	Poor 1 pts	Satisfactory 3 pts	Excellent 5 pts
Executive Summary (100 word min)	Poor 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. (10)	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. (15)
Mission statement (10 word min)	Poor 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. (10)	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. (15)
Environment/Market Situation	Poor Little or no detail provided. (10)	Satisfactory Defines size of market, share among relevant players, positioning of competitors and advantages/disadvantages of competing brands. (15)	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. (20)
Competitive Activity & Dangers	Poor 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)
Strategy Recommendation	Poor 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	Poor 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)
Objective	Poor Marketing goals and objectives are missing or those that are identified are not quantified or are inappropriate. (5)	Satisfactory Linkage of marketing objectives and goals to company/organization mission is not clearly stated. Some of the objectives and goals are unclear and/or not appropriately quantified. (7)	Excellent The marketing objectives and goals are clearly related to the company/organization mission. Objectives and goals are clearly stated and appropriately quantified. (10)
Product/Service Description	Poor Service and/or product description is missing. (5)	Satisfactory Service and/or product description is stated, but somewhat unclear. (15)	Excellent Service and/or product description is clearly stated and appropriate. Actual samples either in person or visually shared during presentation. (15)
Target Audience/Segment	Poor Little or no detail provided. (5)	Satisfactory Provides a general assessment that identifies the position of each brand and its target market. (10)	Excellent An outstanding assessment that identifies the position of each brand and its target market, utilizing a combination of primary and secondary sources. (15)
Pricing & Positioning Strategy	Poor Objectives for pricing and 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 pricing management 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. (10)	Excellent The objectives of pricing management are clearly stated and appropriate. Tactics for managing price are thoroughly and clearly identified and reasoned. Sufficient detail about tactics is provided. (15)
Marketing Strategy	Poor 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. (10)	Excellent Based on the product/service description, the marketing strategy is appropriately identified and described. A positioning statement is identified and explained. (15)
Financial Projections	Poor Financial projections missing or not clear or realistic. (10)	Satisfactory Financial projections provided but not in alignment with product/service description. (15)	Excellent Financial projections provided in detail. Align with product/service description and make sense. (20)
Proposal	Poor Proposal not provided or very little detail on specific tactics is provided. Proposal is unclear and hard to understand. (10)	Satisfactory Most of the proposals are thoroughly and clearly identified, but one obvious tactic is missing. Some detail about the proposal is missing, hindering understanding. (20)	Excellent Tactics for a proposal are thoroughly and clearly identified and reasoned. When necessary, sufficient detail about proposal is provided, making it easier to understand the scope of the proposal. (30)
Business Description (100 word min)	Poor Basic description of company	Satisfactory Basic Description of Business Product Type of business, Hours, and Number of employee.	Excellent Basic Description of Business Product Type of business, Hours, Number of employee, or Service, the Legal structure, Location and Facilities. Company Motto, Services,
SWOT Analyze	Poor none of the SWOT analyze is listed	Satisfactory visible aid listing the company internal strengths and weakness	Excellent visible aid listing the company internal strengths and weakness, as well as its external opportunity and threats
Financial Plan	Poor basic cost are listed	Satisfactory Cost, Personal, Legal fees, Licenses Permits, and equipment supplies	Excellent Cost, Personal, Legal fees, Licenses Permits, equipment supplies Insurance Advertising Salaries, Wages utilities Rental fees
Organization and Management	Poor some staffing is listed	Satisfactory Organization chart with no job description	Excellent Organizational Structure (Organization chart), staffing, and brief job descriptions.
Standard operating procedure and code of ethics	Poor	Satisfactory	Excellent
website	Poor	Satisfactory	Excellent
Enter Title commercial	Poor	Satisfactory	Excellent

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