internation marketing

Criteria Achievement Level

  Unacceptable(0%) Needs

Improvement (33%)

Good (67%)

Excellent (100%)

SWOT Analysis (10% Weighting)

0 percent The SWOT analysis is either very poorly done (>5 things wrong with it) or missing, and/or the explanation is missing.

3 percent A SWOT analysis is presented and explained, but there are 3­4 things wrong with the analysis and/or the explanation is very unclear.

7 percent A SWOT analysis is presented and explained, but there are 1­2 things wrong with the analysis— e.g., at least one major item is missing, or an item is inappropriately categorized, or an opportunity is written as a tactic. Alternatively, the explanation of the SWOT may be unclear.

10 percent A thorough SWOT analysis is presented and explained. There are no major strengths, weaknesses, opportunities, or threats missing. In addition, items under each category are appropriately categorized and written

Identification of Problems/Issues  (20% Weighting)

0 percent The problem identification is missing or not based on SWOT analysis at all. In addition, there is no attention given to relationships among and prioritization of problems. Shows lack of judgment.

7 percent Problem and issue identification is unclear in some aspects and is not wholly based on SWOT analysis. Prioritization is confused. Relationships and the key underlying problem/issue are either misidentified or missing.

13 percent Problem and issue identification is clear, based on the SWOT analysis, and prioritizations have been made. Most, but not all, judgments about priorities are appropriate. Relationships and the key underlying problem/issue are identified.

20 percent Clearly identifies problems/issues, based on the SWOT analysis. The problems/issues are prioritized, differentiating those that are important from those that are routine. Relationships among the problems are identified, with the underlying, primary or key problem/issue clearly designated.

Identification and Analysis of

0 percent Either the list of alternative actions is missing or the list is very incomplete or there is no linkage of the alternative actions to the SWOT or to the problems/issues. None of the alternatives identifies a broad strategic direction. Shows lack of thorough consideration.

10 percent The list of alternative actions is incomplete or unclear in some aspects, and includes alternatives that are not based on the SWOT and/or are not reasonably linked to the problems and issues. More than one alternative is too narrow and does not

20 percent Identifies alternative actions that can be taken to address problems/issues. Most, but not all, alternative actions are linked to the SWOT and problems/issues. Alternative actions is very narrow (tactical) and does not identify a broad strategic direction. Analysis of alternative actions is

30 percent Clearly identifies several alternative actions that can be taken to address problems/issues. The list of alternatives is complete and linkage to the SWOT and problems/issues is clear, providing clear reasoning for inclusion as an alternative action. Analysis of alternative

Alternative Actions 

(30% Weighting)

Analysis is trivial or missing, lacking any depth. No assumptions are stated (& are needed). Likely benefits/disadvantages are not provided at all or are unsupported by the analysis.

identify a broad strategic direction. Some analysis is included, but it is not very detailed. Many statements are not supported by analysis/calculations. Most of the stated assumptions are not justified. Several benefits/ disadvantages are missing and/or not clearly identified or unsupported by the analysis.

detailed, but some statements are unsupported by analysis/ calculations. Assumptions are stated, but some are not justified. Most, but not all, benefits/disadvantages are clearly identified and supported by the analysis.

actions is detailed. Any necessary assumptions are stated and justified. The analysis appropriately incorporates strategic marketing management concepts and financial analysis. The likely benefits/disadvantages of each action are clearly identified and supported by the analysis.

Recommendation (30% Weighting)

0 percent A solution is recommended, but it is not derived from the alternative analysis at all; or the recommended solution is clearly not viable, given the SWOT analysis; or the recommended solution does not address the problems/issues; or there is no recommended solution.

10 percent A solution is recommended, but logical derivation from alternative analysis is unclear, and there is clearly a better optimal solution, given the SWOT analysis. The recommendation is based on more than one alternative action. No identification of assumptions, caveats, or considerations that might affect the recommendation is provided.

20 percent An action plan is given, which is mostly, but not completely, logically derived from alternative analysis. There may be a better solution to the problems/issues than the one recommended, given the SWOT analysis. Most, but not all, assumptions, caveats, and ongoing considerations are provided.

30 percent A clear action plan is given, logically derived from alternative analysis, that provides optimal solution for identified problems/issues and that further makes sense, given the SWOT analysis; the recommendation is based on only one of the alternative actions. Assumptions, caveats, ongoing considerations concerning recommendation are provided.

Organization (5% Weighting)

0 percent The case analysis is disorganized to the extent that it prevents understanding of content. There are no headings. There is no introduction. There are no page numbers.

2 percent The organization is unclear; headings are missing. The introduction is not succinct. Page numbers may be missing.

3 percent The organization is generally good. There is a brief introduction and section headings; there are page numbers. But some sections seem out of place or mislabeled, diminishing the ease with which the case reads and is understood.

5 percent Written work is well organized and easy to understand. There is a brief introduction. Sections of case analysis are marked with appropriate headings. There are page numbers.

0 percent 2 percent 3 percent 5 percent

Integration of Business Writing (5% Weighting)

Writing is unacceptable.

The writing fails to comply with all six criteria for business writing as discussed in the on ANGEL.

The writing complies with some of the criteria for business writing as discussed in the handout on ANGEL.

The writing complies with all six criteria for business writing as discussed in the handout on ANGEL.

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