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iRubric: Marketing Plan/ Business Plan for company rubric

iRubric: Marketing Plan/ Business Plan for company rubric

 
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Marketing Plan/ Business Plan for company 
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
Ready to use
Public Rubric
Subject: Education  
Type: Project  
Grade Levels: Undergraduate


Powered by iRubric 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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