marketing plan outline

Marketing Plan

Below Standard 30 points

Average 33 points

Above Average 36 points

In-depth 40 points

Description of product or service

Below Standard

The product or service is not original and is not targeted to a specific market.

Average

The product or service is original, could be marketable and may reach its target market.

Above Average

The product or service is original and will reach its target market.

In-depth

The product or service is original, very marketable and has a high probability to successfully reach its target market.

Rationale for Chosen product

Below Standard

Some conclusions are drawn but no real reasons are given.

Average

Conclusions are pointed out but no reference to research as to why it might be a success.

Above Average

Conclusions are drawn and references to research clearly show the evolution of the idea.

In-depth

Conclusions are clear. They point specifically to the research with references to why, what and HOW the product/service should be successful.

Organization & Information

Below Standard

The information is disorganized and difficult to understand.

Average

The information is organized, but not easy to understand.

Above Average

Information is organized with well constructed concepts that build on each other and follows the outline.

In-depth

The information is extremely well organized with concepts that work extremely well together and moves towards a successful outcome.

SWOT Analysis

Below Standard

The plan attempted to develop a SWOT analysis.

Average

The plan contained a SWOT analysis, however it was unclear in inconclusive.

Above Average

The plan clearly identifies most Strengths, Weaknesses, Opportunities and Threats of the product or service.

In-depth

The plan clearly identifies almost all Strengths, Weakness, Opportunities and Threats of the product or service.

Promotional Elements

Below Standard

Although attempted, does not clearly communicate the product or service.

Average

Report attempts to communicate a promotional campaign.

Above Average

Uses one or more persuasive techniques that present the product/service to an intended audience.

In-depth

Uses a variety of persuasive techniques that clearly presents the product/service to the target market.

Overall Presentation of Report

Below Standard

Overall the report was poorly planned and did not look professional.

Average

Overall the report is well designed and professional - however did not have graphics, tables and other visual aids.

Above Average

Overall the report is well designed and very professional with a good use of graphics, tables, charts and other visual aids.

In-depth

Overall the report is extremely professional with an excellent use of graphics, tables, charts, color and other visual aids.