|
|
Level
|
of Achievement
|
|
|
Criteria
|
Excellent
(3-4 pts)
|
Satisfactory
(1-2 pts)
|
Unacceptable
(0 pt)
|
|
Content
|
|
|
|
|
1. First paragraph
|
The first paragraph identified and clearly presents the business, its focus, and a brief description of what will be covered in the full Market Analysis chapter
|
The first paragraph identifies the business plan, but lacks information about what the business is, its focus, and/or what will follow in the full Market Analysis chapter.
|
The first paragraph does not identify the business, its focus and a brief description is completely lacking.
|
|
2. Introduction
|
The introduction clearly and concisely introduces the purpose of the marketing plan.
|
The introduction is somewhat unclear and/or not concise in stating the purpose of the marketing plan.
|
There is no introduction that states the purpose of the marketing plan.
|
|
3. Company Analysis
|
Information about the company or organization is thoroughly and clearly reported, including such things as the type of product or service, employees, company history, previous and current marketing efforts, current knowledge about customers and competitors, etc.
|
Information about company or organization is, for the most part, thoroughly and clearly reported. But some information that may be critical to the marketing plan is missing.
|
Company or organization information is provided, but there is a great deal of potentially important information missing.
|
|
4. Market Definition, Potential, & Demand
|
A visual depiction and verbal description of the market definition is provided that is reasonable and based on the company or organization. Reasonable estimates or calculations of market potential, market demand, and company demand are provided and clearly stated. Any necessary assumptions used in calculations are clearly explained.
|
Either the visual depiction or verbal description of the market definition is missing; both may be provided but not clear or reasonable. One of the estimates/calculations for market potential, market demand, and company demand are missing or clearly miscalculated. Assumptions are stated, but not explained.
|
There is no visual depiction of the market definition. More than one estimate/calculation of market potential, market demand, and company demand are missing or clearly miscalculated. Necessary assumptions are not provided.
|
|
5. Competitor Analysis
|
Information about all major competitors or strategic groups is thoroughly and clearly reported. Source(s) of the information is provided. Any information that is considered to be important to know, but that has not been obtained with reasonable effort is identified.
|
Information about most of the major competitors or strategic groups is provided. Not all of the information is as clearly reported as possible. The report does not explain missing data.
|
Some information about competitors is provided, but the analysis lacks thoroughness and clarity. There appears to have been little effort given to obtaining competitor information and there is no explanation for missing information
|
|
6. Customer Analysis
|
Information about customers is thoroughly and clearly reported. The source of data is clearly reported (i.e., secondary or primary data, company information or new data collected for the development of this plan. If new data has been collected, the method of collection, including sample size, description of sample, and data collection instrument is provided. Any information that is considered to be important to know, but that has not been obtained with reasonable effort is identified.
|
Most of the important information about customers is reported, although not as thoroughly and clearly as possible. For example, data collection information may not be fully reported, data collection instrument may be missing. The report does not explain missing data.
|
Although some customer information is reported, it is clear that only minimal efforts toward attaining this data have been made. The information that is reported lacks clarity. The report does not recognize that data are missing.
|
|
7. Marketing Objectives & Goals
|
The marketing objectives and goals are clearly related to the company/organization mission. Objectives and goals are clearly stated and appropriately quantified.
|
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.
|
Marketing goals and objectives are missing or those that are identified are not quantified or are inappropriate.
|
|
8. Marketing Strategy
|
The marketing direction that will frame marketing tactics of the marketing plan is clearly and specifically stated in 3-5 sentences. The marketing strategy is logically linked to the marketing objectives and goals.
|
Marketing strategy is identified but is unclear or unspecific in some aspects. The marketing strategy is logically linked to the marketing objectives and goals.
|
The marketing strategy is missing or is illogical given the marketing objectives and goals.
|