CHOSEN COMPANY IS CVS : Submit your completed milestone as a Microsoft Word file with double spacing, 12-point Times New Roman font, and one-inch margins. The recommended length for this milestone is 8 to 10 pages (plus a title page and references). The final project will be about 30 to 40 pages. Sources should be cited according to APA style, with a reference section and in-text citations. Critical Elements Proficient (100%) Needs Improvement (70%) Not Evident (0%) Value Context: Brand Description Describes the key features of the company's brand and how these features drive business decisions Describes the key features of company's brand and how they drive business decisions, but response omits key features, contains inaccuracies, or connections between brand and decisions are perfunctory Does not describe key features of company's brand and how these features drive business decisions 8 Context: Fit Assesses how new idea fits with company's existing brand and how that impacts business plan, supported by relevant research and analysis Assesses how new idea fits with company's existing brand and impact on business plan, supported by research and analysis, but response is cursory, omits key details, contains inaccuracies, or support is not relevant Does not assess how new idea fits with company's existing brand and how that impacts business plan, supported by research and analysis 8 Context: Effectiveness Evaluates effectiveness of existing branding efforts, including implications for new product or service, supported by relevant analysis Evaluates effectiveness of existing branding efforts, including implications for new product or service, supported by analysis, but response is cursory, omits key details, contains inaccuracies, or support is not relevant Does not evaluate effectiveness of existing branding efforts, including implications for new product or service, supported by analysis 8 Critical Elements Proficient (100%) Needs Improvement (70%) Not Evident (0%) Value Need: Target Market: Basic Demographics Defines key demographic features of target market and analyzes why they are a good choice, supported by relevant research Defines demographic features of target market and analyzes why they are a good choice, supported by research, but response is cursory, omits critical features, contains inaccuracies, or support is not relevant Does not define key demographic features of target market and analyze why they are a good choice, supported by research 8 Need: Target Market: Psychographics Defines other behavioral or psychographic characteristics of target market, and analyzes why they are a good choice, supported by relevant research Defines other behavioral or psychographic characteristics of target market, and analyzes why they are a good choice, supported by research, but response is cursory, omits key characteristics, contains inaccuracies or support is not relevant Does not define other behavioral or psychographic characteristics of target market, and analyzes why they are a good choice, supported by research 8 Need: Want or Need Analyzes how new product or service meets a specific want or need of target market, supported by relevant market research Analyzes how new product or service meets a specific want or need of target market, supported by market research, but response is cursory, omits key details, contains inaccuracies, or support is not relevant Does not analyze how new product or service meets a specific want or need of target market, supported by market research 8 Need: Why Defends choice of target market relative to product success, based on analysis of target market's characteristics, needs, and wants Defends choice of target market relative to product success based on analysis of target market's characteristics, needs, and wants, but defense is cursory, illogical, contains inaccuracies, or is not well-supported Does not defend choice of target market relative to product success, based on analysis of target market's characteristics, needs, and wants 8 Pricing: Costs Determines fixed and variable costs associated with new good or service and how costs fit with company objectives, supporting narrative with table showing calculations and assumptions Determines fixed and variable costs and how fit with company objectives, supporting narrative with table showing calculations and assumptions, but response omits key details, contains inaccuracies, or is based on faulty assumptions Does not determine fixed and variable costs associated with new good or service and how costs fit with company objectives, supporting narrative with table showing calculations and assumptions 8 Critical Elements Proficient (100%) Needs Improvement (70%) Not Evident (0%) Value Pricing: Pay Judges how much target market is willing and able to pay for product or service, using target market analysis and research on close competitors' prices to justify response Judges how much target market is willing and able to pay for product or service, using target market analysis and research on close competitors' prices to justify response, but response is cursory, contains inaccuracies, or is not well-supported by research and analysis Does not judge how much target market is willing and able to pay for product or service, using target market analysis and research on close competitors' prices to justify response 8 Pricing: Preferences Evaluates whether targeted consumers are willing and able to pay more for product or service if it aligns with their preferences for corporate social responsibility, justifying response with evidence Evaluates whether targeted consumers are willing and able to pay more for product or service if it aligns with their preferences for corporate social responsibility, justifying response with evidence, but response is cursory, contains inaccuracies, or is not wellsupported by evidence Does not evaluate whether targeted consumers are willing and able to pay more for product or service if it aligns with their preferences for corporate social responsibility, justifying response with evidence 8 Pricing: Strategy Justifies pricing strategy and price selection for new product or service in light of analysis Justifies pricing strategy and price selection for new product or service in light of analysis, but justification is cursory, illogical, contains inaccuracies, or is poorly-supported Does not justify pricing strategy and price selection for new product or service in light of analysis 8 Writing Submission has no major errors related to grammar, spelling, organization, or citation style Submission has some errors related to grammar, spelling, organization, or citation style that negatively impact readability and articulation of main ideas Submission has critical errors related to grammar, spelling, organization, or citation style that prevent understanding of ideas