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The executive summary clearly communicates the radical elements of the marketing plan. The executive summary clearly and effectively communicates the critical elements of the marketing plan so that it reads as a stand- alone document. The length of the executive summary is sufficient to cover the critical information, but no more than two pages long The executive summary provides an outstanding encapsulation of the marketing plan in a one to two page stand-alone document. 2) Introduction (5%) Introduction does not provide a clear statement of the background and purpose of the marketing plan.
The introduction provides some background and includes a statement of the purpose of marketing plan. The introduction provides a clear and concise background and a clear statement of the purpose of the marketing plan. The introduction provides a succinct and effective background and a convincing statement of the purpose of the marketing plan. The introduction provides an outstanding statement of the background and purpose of the marketing plan. 3) Situation analysis (Research and analysis) (30%) Not attempted or entirely or significantly plagiarisms trot other sources.
Research ND/or analysis is insufficient, incomplete and/or unclear. Basic research and analysis of all elements (macro, micro and internal factors and SOOT) that is organized and mostly clear. Comprehensive good quality research and/or analysis of all elements that is well organized and clear. Comprehensive high quality research and analysis of all elements that is well organized and clear. Extensive high quality research and analysis of all elements with sophisticated organization and expression. 4) Objectives Not attempted or entirely or significantly plagiarisms from other sources.
Objectives are unclear and/or there is no quantification. Objectives are clearly stated with some quantification. Objectives are clearly stated and mostly quantified. Clear objectives that are realistic and fully quantified. Clear and logical objectives that are clearly driven by the implications of the situation analysis, with extensive quantification. 5) Target market Not attempted or entirely or significantly plagiarisms from other sources. No clear identification of the target market and/or inadequate link to the situational analysis and/or no positioning statement.
Based on the situation analysis, the target market(s) is identified but not described in enough detail. Positioning statement(s) is provided but not explained. Clear identification and adequate description of target market. Positioning statement is provided and adequately explained. Clear identification and comprehensive description of target market. Appropriate positioning statement is well explained. Outstanding identification and description of target market. Highly appropriate positioning statement with strong Justification. 6) Marketing mix strategy
Not attempted or entirely or significantly plagiarisms from other sources. Insufficient linking of objectives with marketing mix strategies and/or insufficient identification/ specification of strategies and/or insufficient links to research. Adequate marketing mix strategies with some links to the objectives and research, but detail may be lacking. Adequate marketing mix strategies with clear links to the objectives and good quality research. Comprehensive marketing mix strategies likely to achieve the objectives with strong links to good quality research.
Outstanding marketing mix strategies that ill clearly achieve the objectives with extensive strong links to research. 7) Budget, implementation and evaluation Not attempted or entirely or significantly popularized from other sources. Incomplete budget and/or implementation plan and/or insufficient control measures and/or contingency actions and/or insufficient evaluation metrics. Budget and implementation plans are provided, but one to two details are not addressed. Overall control measures are included and contingency actions are identified, but they lack thoroughness.
Basic metrics to evaluate the plan are identified. Fully detailed budget and implementation plans are provided. Control measures are included and contingency actions are identified. Good metrics to evaluate the plan are identified. Comprehensive and realistic detailed budget and implementation plans are provided. Effective control measures are included and contingency actions are identified. Effective metrics to evaluate the plan are identified. Outstanding budget and implementation plans are provided. Highly effective control measures are included and comprehensive contingency actions are identified.
Highly effective trice to evaluate the plan are identified. 8)Conclusion/future recommendations Not attempted or entirely or significantly popularized from other sources. Insufficient summary of the marketing plan and/or insufficient future recommendations. Basic summary of the marketing plan with some future recommendations. Good summary of the marketing plan and appropriate future recommendations. Comprehensive summary of the marketing plan with comprehensive and appropriate future recommendations. Outstanding summary of the marketing plan with outstanding appropriate future recommendations.