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.