Critical Thinking Assignment
Repositioning Assignment
1. All students are required to complete the below assignment on an individual basis (50 points). Think ‘big picture’ (cultural, environmental factors, etc.) when answering the question. The deadline for submission is April 18th through Turnitin. Paper should be at least 4 pages, double-spaced; more detailed answers are preferred so don’t feel limited by a page count.
2. Choose one of the following failed brand extensions that have been marketed or positioned poorly in the past. Create a new strategy to revitalize the marketing of this product to the same target market or an alternative one. Elements of target marketing, repositioning, product management, promotion, distribution, and price need to be addressed.
Cosmopolitan yogurt Bic underwear Diet Coke Plus BenGay aspirin Coors Rocky Mountain Spring water Cheetos lip balm
Please make sure to use Critical Thinking Rubric below as a guide for your submission.
Not Proficient Some Proficiency Proficient Highly Proficient Points Received
Identified & Explained
Issues
Fails to identify, summarize, or explain the main problem or
question, or represents the issues inaccurately
or inappropriately.
Identifies main issues but does not
summarize or explain them clearly or
sufficiently.
Successfully identifies and summarizes the
main issues, but does not explain why/how they are problems or
create questions.
Clearly identifies and summarizes main issues and
successfully explains why/how they are problems or questions
and identifies embedded or implicit issues, addressing their
relationship to each other.
Recognizes Stakeholders & Contexts
Fails to accurately identify and explain any empirical or theoretical context for the issues or
presents problems as having no connections to other conditions or
contexts.
Shows some general understanding of the
influences of empirical and
theoretical contexts on stakeholders, but does not identify any
specific ones relevant to situation
at hand.
Correctly identified all the empirical and
most of the theoretical contexts relevant to all the
main stakeholders in the situation.
Not only correctly identifies all the empirical and theoretical
contexts relevant to all the main stakeholders, but also finds
minor stakeholders and contexts and shows the tension or
conflicts of interests among them.
Takes
Intellectual
Risks
Stays strictly within the
guidelines of the
assignment.
Considers new
directions or
approaches without
going beyond the
guidelines of the
assignment.
Incorporates new
directions or
approaches to the
assignment in the
final product.
Actively seeks out and follows
through on untested and
potentially risky directions or
approaches to the assignment in
the final product.
Evaluates Assumptions
Fails to identify and evaluate any of the
important assumptions behind the claims and
recommendations made.
Identifies some of the most important
assumptions, but does not evaluate
them for plausibility or clarity.
Identifies and evaluates all the
important assumptions, but not
the ones deeper in the background—the more abstract ones.
Not only identifies and evaluates all the important assumptions,
but also some of the more hidden, more abstract ones.
Innovative
Thinking
Merely restates existing
ideas.
Experiments with
creating a novel or
unique idea, format,
or product.
Actually creates a
novel or unique idea,
identifies a new void,
or proposes a new
product.
Extends a novel or unique idea,
question, format, or product to
create new knowledge or
knowledge that crosses
boundaries.