g a

A

Product Descriptions [maximum 2 points]

Score: 2

Outlines what it is, its functionality (1), what it does specifically (1)

B

Core Competencies [maximum 2 points]

Score: 2

Plans address both sustainability (1) and the unique differentiator (1)

C

SWOT Analysis [maximum 2 points]

Score: 2

Each element (0.5) is correctly specified

D

Competitors in the market [maximum 2 points]

Score: 2

Competitors are identified (1)

Additional analysis (e.g., perceptual map, grouping, comparison) rather than a mere listing of competitors (1)

E

Target Market [maximum 2 points]

Score: 2

Target market is clearly specified (1)

Additional analysis (e.g., chain ratio, TAM) to specify the target market (1)

F

Marketing Mix [maximum 4 points]

key point: whether the team applied theories/analysis with proper rationale to drive so-called “strategy”

Score: 4

Product strategy: additional analysis (1) rather than the mere description

Distribution strategy: provide rationale (1) rather than the mere suggestion

Promotion strategy: at least one promotion idea is specified (1)

Pricing strategy: additional analysis (1) rather than a merely provide the actual price

G

Overall Evaluation [maximum 6 points]

Score: 6

Internal consistency (2): –1 per violation

Originality/Use citations properly (2): –1 per violation;

– 2 if the reference is not provided

No key frameworks missed out (2): –1 per violation

In Total

Score: 20