Marketing Plan Rubric

Evaluation of Final Written Strategic Marketing PlanThe following scoring guide will be used to evaluate your final paper.Title PageFormatCriteria 5 4 3 0Report includes atitle page with thefollowinginformation: reportname, coursename, student(s)name, organizationname, instructorname, and dateReport is formattedcorrectly withHeadings in bold,no numbers orletter bullets, andno widow headingsAll criteria ispresent but not inthe correct order orin an eye pleasingmannerReport hasheadings that arenot in bold or thereis 1 widow heading.Some of the criteriais missingReport has noheadings in bold,number or letterbullets, and morethan 1 widowheadingNo Title Page10-9 8-7 6 0Executive SummaryDescription of whatis in the MarketingPlan. Describes themain points of eachsection. Both inparagraph formNot a cleardescription of eachsection of themarketing plan. Notin paragraph form.1 or 2 sections ofthe marketing planare not described.No ExecutiveSummaryCompany DescriptionA completedescription of thecompany is givenin paragraph form.Description shouldhighlight recenthistory andsuccesses of theorganization andinclude the currentaddress.Description ofcompany is lackingor not in paragraphform.Description islacking and is notin paragraph form.No CompanyDescription isgiven.Strategic Focus and PlanThe organization’smission/visionstatement, at least3 goals, andcompetitiveadvantage aregiven in paragraphform.All 3 elements arelisted but not inparagraph form orless than 3 goalsare given.Missing 1 or moreelements needed.No strategic focusan plan is given.Situational AnalysisMarket-Product FocusA detailed analysisof the organization,the industry,competition, andcustomers is givenin paragraph form.A SWOT analysisis also given.A detaileddescription of theorganization’smeasurableobjectives for itsproduct is given.The target market,points of difference,and positioning isalso included inparagraph form.Analysis is lackingdetail or not inparagraph form.Section is lackingdetail or not inparagraph form.Analysis is lackingdetail and not inparagraph form. 1or more elementmay also bemissing.Section is lackingdetail and not inparagraph form. 1or more elementmay also bemissing.No situationalanalysis is given.Market-Productfocus is missing.

Marketing ProgramA detaileddescription of theorganization’smarketing mix isgiven in paragraphform.Section is lackingdetail or not inparagraph form.1 of the marketingmix strategies ismissing.No MarketingProgram is given.Financial Data andProjectionsThe organization’spast salesrevenues as wellas the futureprojections aregiven. Futureprojections includethe next 3-5 years.Revenues areexplained in detail.Past or futurerevenues are notexplained in detailor missing.Financial data isnot given. But asection headingexists.No financial datasection.OrganizationOrganizationalchart oforganization isgiven along withdescriptions ofcurrent andprojected positionsin paragraph form.Organization’spositions are onlygiven in paragraphform. Positionsmay be lackingdetail.Organization’spositions are givenin paragraph formand lacking detail.No organizationsection is given.Implementation PlanDetaileddescriptions of howthe organizationwill turn plans intoresults are givenalong with a tablewith deadlines andresponsibilities aregiven.Description islacking details ornow table is given.Only a table isgiven.No implementationplan is given.Evaluation and ControlDeductions:A detailed analysisof how themarketing planproposed iscompared to whatis actually done.Deviations orchanges are alsogiven in paragraphform.Analysis is lackingdetail or none ofthe deviations orchanges isaddressed.Not in paragraphform or the analysisis lacking and thedeviations orchanges are notaddressed.No evaluation andcontrol section isgiven.Gross TotalDeductionsNet Total / 100⎯ 5 points for each typing error⎯ 10 points per each school day late