Marketing Plan, Alphabet Inc, Marketing Segmentation and Targeting and Competitive Environment

BUS 351 Marketing Team Final Project Criteria Exceeds Expectations Meets Expectations Progressing toward

Expectations Needs Improvement Unacceptable / Did

not complete 10 points 8 points 6 points 4 points 0 points

Introduction/Conclusion

Introduction/Conclusion includes name of product/service and explicitly describes product features (what the product/service is) and benefits to customers (what the product/service does).

Introduction/Conclusion includes name of product/service and adequately describes product features (what the product/service is) and benefits to customers (what the product/service does).

Introduction/Conclusion includes name of product/service and minimally describes product features (what the product/service is) and benefits to customers (what the product/service does).

Introduction/Conclusion alludes to the name of product/service and omits product features (what the product/service is) and benefits to customers (what the product/service does).

Section was not addressed.

10 points 8 points 6 points 4 points 0 points Situational Analysis Situation Analysis

explicitly identifies the industry/industries within which the product is associated, information on the size and growth of the industry, competitors’ strengths, weaknesses, opportunities, and threats, and the strength and weaknesses of the company selected for this project.

Situation Analysis adequately identifies the industry/industries within which the product is associated, information on the size and growth of the industry, competitors’ strengths, weaknesses, opportunities, and threats, and the strength and weaknesses of the company selected for this project.

Situation Analysis minimally identifies the industry/industries within which the product is associated, information on the size and growth of the industry, competitors’ strengths, weaknesses, opportunities, and threats, and the strength and weaknesses of the company selected for this project.

Situation Analysis explicitly alludes to the industry/industries within which the product is associated, information on the size and growth of the industry, competitors’ strengths, weaknesses, opportunities, and threats, and the strength and weaknesses of the company selected for this project.

Section was not addressed.

15 points 13 points 11 points 9 points 0 points Target Market

Target market is explicitly identifies (Who are your customers? Demographic? Psychographic? Geography/behavior characteristics?), customer needs, and evaluation criteria for purchasing the product.

Target market is adequately identifies (Who are your customers? Demographic? Psychographic? Geography/behavior characteristics?), customer needs, and evaluation criteria for purchasing the product.

Target market is minimally identifies (Who are your customers? Demographic? Psychographic? Geography/behavior characteristics?), customer needs, and evaluation criteria for purchasing the product.

Target market is vaguely identifies (Who are your customers? Demographic? Psychographic? Geography/behavior characteristics?), customer needs, and evaluation criteria for purchasing the product.

Section was not addressed.

10 points 8 points 6 points 4 points 0 points Positioning Based on the situational

analysis explicitly discusses how the product/service will be perceived by customers relative to competition.

Based on the situational analysis adequately discusses how the product/service will be perceived by customers relative to competition.

Based on the situational analysis minimally discusses how the product/service will be perceived by customers relative to competition.

Based on the situational analysis vaguely discusses how the product/service will be perceived by customers relative to competition.

Section was not addressed.

10 points 8 points 6 points 4 points 0 points Product Strategy The product strategy

supports positioning and is explicitly explained including branding (logo, brand extensions, and product lines.

The product strategy supports positioning and is adequately explained including branding (logo, brand extensions, and product lines.

The product strategy supports positioning and is minimally explained including branding (logo, brand extensions, and product lines.

The product strategy supports positioning and is vaguely explained including branding (logo, brand extensions, and product lines.

Section was not addressed.

10 points 8 points 6 points 4 points 0 points Promotion Strategy

The promotion campaign is explicit and supports positioning and media habits of the target market.

The promotion campaign is adequately and supports positioning and media habits of the target market.

The promotion campaign is minimal and supports positioning and media habits of the target market.

The promotion campaign is vague and supports positioning and media habits of the target market.

Section was not addressed.

20 points 18 points 16 points 14 points 0 points References Your sources are all

present, credible academic sources are used and correctly cited using APA 7 with no errors; and you have acted ethically in crediting all your sources.

Your sources are all present, credible academic sources are used and correctly cited using APA 7 with a few minor errors at most; and you have acted ethically in crediting all your sources.

Your sources are all present, credible academic sources are used and correctly cited using APA 7 with several minor errors; and you have acted ethically in crediting all your sources.

Your sources are all present, credible academic sources are used and correctly cited using APA 7 and often cited or used incorrectly; you have acted ethically in crediting all your sources.

Section was not addressed, or you did not adhere to Academic Honesty Policy.

15 points 13 points 11 points 9 points 0 points Mechanics and Formatting

Spelling, capitalization, use of headings and subheadings, punctuation, grammar, word choice, and sentence structure with no errors.

Spelling, capitalization, use of headings and subheadings, punctuation, grammar, word choice, and sentence structure with few minor errors.

Spelling, capitalization, use of headings and subheadings, punctuation, grammar, word choice, and sentence structure with several minor errors.

Spelling, capitalization, use of headings and subheadings, punctuation, grammar, word choice, and sentence structure with major errors.

Spelling, capitalization, use of headings and subheadings, punctuation, grammar, word choice, and sentence structure with several major errors.