Marketing Plan Rubric and Guideline IBM 260 Total Level of Outstanding Developed Developing Emerging 100 Achievement/Domain Cover Concise and all required items Most required items present Some required items Cover sheet not included or 5/ included: cover sheet with team present most required items not members' names, countries present entered, and date Authentic, concise, and well Mostly relevant description Some relevant research Mostly irrelevant strategy 15/ Executive Summary supported description of of strategy implementation description of implementation description, strategy and relevant to and related to Marketing implementation strategy not corresponding Marketing Marketing Plan Plan relevant to Marketing Plan Plan Situation Analysis Opportunities and threats included Brief analysis of opportunities Limited analysis of Poorly described, missing 15/ and thoroughly supported and threats present and opportunities and threats situational analysis supported present and supported Market Entry The countries you plan to enter, The countries you plan to enter, The countries you plan to The countries you plan to 15/ and the sequence and timing of and the sequence and timing of enter, and the sequence enter, and the sequence and entry included and described. entry included and somewhat and timing of entry timing of entry not included, Attractiveness analysis present described. Attractiveness somewhat included, not not described, or missing. and correctly presented. analysis present and correctly described. Attractiveness Attractiveness analysis presented analysis present, incomplete/incorrect. incomplete Manufacturing Location and Identified and thoroughly Most key point identified and Some key point identified Location not identified; or 15 Sourcing discussed thoroughly discussed and discussed identified but poorly supported and /or discussed Target Market Strategy Present and well analyzed for Present and somewhat Present and not analyzed Not present and not 20/ each country you plan to enter. analyzed for each country for each country you plan analyzed for each country Demographics and benefit you plan to enter. to enter. Demographics you plan to enter. analysis included and thoroughly Demographics and benefit and benefit analysis Demographics and benefit supported analysis somewhat insufficientot present. analysis insufficientot included and supported. present. 10/ Positioning and Appropriate format; clear, easy- Appropriate format; structure Inconsistent format and Inappropriate format, not Marketing Mix Strategies to-follow structure throughout; clear in some, but not all parts; structure, often difficult to well structured and difficult almost no grammatical, spelling several grammatical, spelling follow; many grammatical to follow; grammatical nor punctuation error and punctuation errors spelling and punctuation spelling and punctuation errors errors throughout 5/ Appendix Appendix containing all Appendix containing most Appendix containing some Appendix incomplete referenced Exhibits referenced Exhibits referenced Exhibits incorrect. Total: R. Kobe - May 2021 Marketing Plan Rubric and Guideline IBM 260 Guideline and Instructions Marketing Plan Your Marketing Plan should not exceed 7 pages of text (double-spaced, 1" margins, 12-point Times New Roman font). You may add as many exhibits as you like. All exhibits must be referred to in your text. Your plan may be entirely or partially in outline form. Organize your Marketing Plan as follows. 1.Cover sheet with course code and section, team members' names, countries you plan to enter, your instructor's name and date. 2. Executive Summary - one page description of your overall strategy (see #4, #5, #6 and #7 below). 3.Situation analysis (opportunities and threats). 4. Market entry (the countries you plan to enter, and the sequence and timing of entry). Use the Country Attractiveness Analysis spreadsheet and include it in your Appendix (refer to Appendix 2 of your CM manual). 5. Manufacturing location and sourcing (including any changes you plan to make and when). 6. Target marketing strategy (for each country you plan to enter). Each target market should represent a combination of
