strategic marketing recommendations

Grading Criteria

Proficient

Maximum Points

Describe the company you chose and industry they are in; include an overview of one of their products/services and the markets they serve. Present their current marketing strategy.

Description of company, industry, product/service, and market is clear, complete, and specific. The current marketing strategy is presented in a comprehensive manner.

24

Using Porter’s Five Forces framework, evaluate the profitability of the current market. Analyze the strengths and weaknesses of the strategies currently used to market the product/service.

Evaluation of market profitability is accurate, clear, and specific. Identified strengths and weaknesses of current strategies are analyzed appropriately.

48

The proposed marketing strategy describes how the proposed marketing strategy aligns with the goals of the company.

Description of alignment is accurate, specific, and clear. The proposed strategy appropriately aligns with the company’s goals.

20

The proposed marketing strategy examines areas in the marketing strategy that could provide a competitive advantage based on current marketplace competition.

Areas examined are appropriate, clear, and likely to hold a competitive advantage in the marketplace.

36

The proposed marketing strategy is based on an analysis of market segmentation, differentiated points of value, message(s), and product positioning.

The analysis of market segmentation, differentiated points of value, message(s), and product positioning is comprehensive and supported by literature.

48

Writing Standards

Write in a clear, concise, and organized manner; demonstrate ethical scholarship in accurate representation and attribution of sources (i.e., APA); and display accurate spelling, grammar, and punctuation.

Wrote in a clear, concise, and organized manner; demonstrated ethical scholarship in accurate representation and attribution of sources; and displayed accurate spelling, grammar, and punctuation.

24

Total:

200