Marketing Case Study

Rubric for Case Analysis Criteria Excellent (4) Good (3) Needs Improvement (2) Unacceptable (1)

Identification of the

Main Problem(s)

25%

Clearly identifies the main problem(s), demonstrating ability to prioritize problems. Reports this in a concise (1-2 sentence) manner.

Problem identification is clear, but prioritization is not. Reporting is longer than necessary. Symptom is reported in lieu of a problem.

Problem identification and prioritization are not clear. Reporting is longer than necessary, or incomplete.

Problem identification and prioritization are not clear or misidentified. Reporting is longer than necessary, or incomplete. Section is missing entirely.

Application of Marketing Concepts

25%

Clearly identifies several complexities of the main problem(s). The analysis appropriately incorporates strategic marketing management concepts and financial analysis.

Identifies complexities of the main problem(s). Some statements are unsupported by analysis/ calculations. Assumptions are stated, but some are not justified.

The list of complexities is incomplete or unclear in some aspects, and includes items that are not reasonably linked to the problems and issues. Analysis is too narrow and does not identify a broad strategic direction. Some analysis is included, but it is not very detailed. Many statements are not supported by analysis/calculations. Most of the stated assumptions are not justified.

Either the list of complexities is missing or the list is very incomplete or there is no linkage of the alternative actions to the problems/issues. None of the alternatives identifies a broad strategic direction. Shows lack of thorough consideration. Analysis is trivial or missing, lacking any depth.

Conclusions & Recommendations

25%

A clear action plan is given, logically derived from complexity analysis, that provides optimal solution for identified problems/issues and that further makes sense; the recommendation is based on only one of the strategic alternative actions. Assumptions, caveats, ongoing considerations concerning recommendation are provided. The likely benefits/disadvantages of each action are clearly identified and supported by the analysis.

An action plan is given, which is mostly, but not completely, logically derived from alternative analysis. There may be a better solution to the problems/issues than the one recommended. Most, but not all, assumptions, caveats, and ongoing considerations are provided. Most, but not all, benefits/disadvantages are clearly identified and supported by the analysis.

A solution is recommended, but logical derivation from analysis is unclear, and there is clearly a better optimal solution. The recommendation is based on more than one alternative action. No identification of assumptions, caveats, or considerations that might affect the recommendation is provided. Several benefits/ disadvantages are missing and/or not clearly identified or unsupported by the analysis.

A solution is recommended, but it is not derived from the alternative analysis at all; or the recommended solution is clearly not viable; or the recommended solution does not address the problems/issues; or there is no recommended solution. No assumptions are stated (and are needed). Likely benefits/disadvantages are not provided at all or are unsupported by the analysis.

Organization,

Grammar, Spelling, and Formatting

25%

Written work is well organized and easy to understand. There is a brief introduction. Sections of case analysis are marked with appropriate headings. The work has been thoroughly spell- checked and proofread. There are none to almost no grammatical or spelling errors. There are no formatting errors.

The organization is generally good. There is a brief introduction and section headings. But some sections seem out of place or mislabeled, diminishing the ease with which the case reads and is understood. There are a few spelling and grammatical errors and one to three formatting errors.

The organization is unclear; headings are missing. The introduction is not succinct. There is more than one spelling, grammatical, and/or formatting errors.

The case analysis is disorganized to the extent that it prevents understanding of content. There are no headings. There is no introduction. There are frequent misspelled words, serious grammatical errors, and formatting errors, indicating that time was not taken to spell-check and proofread the report.