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MKT 228 Planet Blue Short Paper Guidelines and Rubric Overview “Leading the way as the lifestyle and fashion destination of Southern California, Planet Blue encompasses all that is fashion, braided with the colorful threads of bohemian beach culture” (Planet Blue). In a short paper, address the following issues:

 Identify the marketing channels/supply chains that Planet Blue utilizes.

 What “virtual presence,” other than its website, does Planet Blue maintain?

 What other multichannel venues should Planet Blue pursue in order to increase its market share? Format: This case analysis should follow these formatting guidelines: 1–2 pages, double spacing, 12-point Times New Roman font, 1-inch margins, and a minimum of 2 sources.

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Market Channels Meets “Proficient” criteria and uses clear and relevant examples

Identifies and explains the market channels and supply chains that Planet Blue uses

Identifies the market channels and supply chains that Planet Blue uses, but fails to explain them

Does not include market channels

30

Virtual Presence Meets “Proficient” criteria and also provides unique suggestions to enhance the virtual presence

Evaluates the virtual presence and provides varied examples beyond the website

Evaluates the virtual presence, but does not provide sufficient examples

Does not include virtual presence

30

Recommendations Meets “Proficient” criteria and justifies the recommendations with examples from research

Recommends multichannel venues that Planet Blue could pursue and connects these to increasing the market share

Recommends multichannel venues that Planet Blue could pursue, but there is no clear connection to increasing the market share

Does not include recommendations

30

Articulation of Response

Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to-read format

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

10

Total 100%