Katharine Becks-Marketing Plan
rbgriff
MarketingPlanRubric1.docx
1 – excellent; exceptional; demonstrates mastery
2 – good; acceptable; satisfactory; average
3 – unacceptable; weak; poor
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Executive Summary 5% |
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Internal Analysis 20% |
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Current Situation Explanation |
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Organizational Overview |
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Values, Vision, Mission |
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History (overview) |
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Organizational Goals |
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Organizational Objectives |
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Products and Services |
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Differentiating Features |
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Financial/Other Resources |
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Sales and Profit History |
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Organizational Culture |
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Internal Strengths and Weaknesses Summary |
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External Analysis 20% |
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Nature of Demand |
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Current/Potential Markets (by segment) |
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Collaborative Relationships |
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Industry Analysis and Trends |
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Structure |
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Growth Rates |
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Cyclicity/Seasonality |
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Forecasts |
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Comparable Products/Services |
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Nature of Competition |
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Competitor Analysis (by competitor) |
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Substitutes |
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Technological |
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Legal/Regulatory |
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Political |
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Ecological (natural environment) |
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Economic |
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Social/Cultural/Demographic |
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Opportunities and Threats Summary |
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Proposed Marketing Program 25% |
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Marketing Plan Goals |
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Marketing Plan Objectives |
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Strategies |
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Proposed Tactics/Marketing Mix |
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Creativity of Recommended Strategies and Tactics |
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Comprehensiveness and Detail of Recommended Strategies and Tactics |
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Implementation 15% |
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Detailed Action Plan/Timeline |
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Evaluation Process for Implementation |
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Contingency Plans |
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Other 15% |
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Professional Written Communication / Proofread |
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Organization of Marketing Plan |
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Use of Tables, Charts, Diagrams, & Images |
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