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MKTG7512
Student Name: ID:
Criteria
7 (High Distinction)
85-100%
6 (Distinction)
75-84.9%
5 (Credit)
65-74.9%
4 (Pass)
50-64.9%
<=3 (Fail)
0-49.5%
SATISFACTORY UNSATISFACTORY
Background
(10 points)
• Information in the background
section is very clear and follows a
very logical structure.
• Excellent introduction of the
company and its background, the
products and the focal product, and
motivation or reasons behind the
choice of the firm/brand/product.
• Information in the background
section is clear, follows a logical
structure, and somehow generates
interest from the readers. Both
academic and non-academic
information is used appropriately to
describe the scope, nature, current
situation, and potentially relevant
theoretical underpinnings of the
phenomenon.
• Information in the background
section is somewhat clear and
somehow follows a reasonable
structure that helps readers navigate
the contents. Both academic and
non-academic information are used,
although some are used
inappropriately, that provide
sufficient coverage of the
phenomenon.
• Information in the background
section follows an acceptable
structure, although readers may
struggle to understand the flow of
the statements. Some references are
used, although some are irrelevant
or used inappropriately. Overall,
the background section provides
satisfactory coverage of the
phenomenon.
• Information in the background
section is not organized
appropriately. Readers are
constantly baffled when reading
through the paragraphs. Very few
references are used and fail to
provide an acceptable coverage of
the phenomenon; some important
elements are missing.
Competitive position
(Situational analysis)
(16 points)
• Excellent analysis of the focal
product (or product line)’s
competitive situation.
• Demonstrates a highly developed
ability to identify key issues and
synthesize your ideas with those of
researched sources to strengthen
your argument.
• Very good analysis of the focal
product (or product line)’s
competitive situation.
• Demonstrates a well-developed
ability to identify key issues and
synthesize your ideas with those of
researched sources to strengthen
your argument.
• Good analysis of the focal product
(or product line)’s competitive
situation; more explanations are
needed for some items listed for
some of the SWOT components.
• Demonstrates a developed ability to
identify key issues and synthesize
your ideas with those of researched
sources to strengthen your
argument.
• Satisfactory analysis of the focal
product (or product line)’s
competitive situation; more
explanations are needed for some
items listed for some of the SWOT
components.
• Demonstrates a developing ability
to identify key issues and
synthesize your ideas with those of
researched sources to strengthen
your argument.
• Unsatisfactory analysis of the focal
product (or product line)’s
competitive situation; substantially
more explanations are needed for
some items listed for some of the
SWOT components.
• Demonstrates little to no ability to
identify key issues and to
synthesize your ideas with those of
researched sources.
Industry
competitiveness
(16 points)
• Excellent identification and
explanation for each force, with
overall competitiveness assessed
for each force as well as for the
whole industry.
• Demonstrates a highly developed
ability to identify key issues and
synthesize your ideas with those of
researched sources to strengthen
your argument.
• Very good identification and
explanation for each force, with
overall competitiveness assessed
for each force as well as for the
whole industry.
• Demonstrates a well-developed
ability to synthesize your ideas with
those of researched sources to
strengthen your argument.
• Good identification and explanation
for each force, with overall
competitiveness assessed for each
force as well as for the whole
industry.
• Demonstrates a developed ability to
synthesize your ideas with those of
researched sources to strengthen
your argument.
• Satisfactory identification and
explanation for each force, but
lacks an overall competitiveness
assessment for some forces or for
the whole industry.
• Demonstrates a developing ability
to identify key issues and
synthesize your ideas with those of
researched sources to strengthen
your argument.
• Unsatisfactory identification and
explanation for each force; lacks an
overall competitiveness assessment
for individual forces and overall
industry competition.
• Demonstrates little to no ability to
identify key issues and to
synthesize your ideas with those of
researched sources.
Segmentation
(16 points)
• Excellent identification of the
consumer characteristics, with their
relevance and importance very well
and clearly explained or justified.
• Excellent judgment of each
segment’s market attractiveness
based on the size and growth rate of
the market.
• Demonstrates a highly developed
ability to synthesize your ideas with
those of researched sources to
strengthen your argument.
• Very good identification of the
consumer characteristics, with their
relevance and importance well
explained or justified.
• Very good judgment of each
segment’s market attractiveness
based on the size and growth rate of
the market.
• Demonstrates a highly developed
ability to synthesize your ideas with
those of researched sources to
strengthen your argument.
• Good identification of the
consumer characteristics, with their
relevance and importance
satisfactorily explained or justified.
• Good judgment of each segment’s
market attractiveness based on the
size and growth rate of the market.
• Demonstrates a developed ability to
synthesize your ideas with those of
researched sources to strengthen
your argument.
• Satisfactory identification of the
consumer characteristics, with
some but inadequate explanation of
their relevance and importance.
• Satisfactory judgment of each
segment’s market attractiveness
based on the size and growth rate of
the market.
• Demonstrates a developing ability
to synthesize your ideas with those
of researched sources to strengthen
your argument.
• Unsatisfactory identification of the
consumer characteristics, with little
to no explanation of their relevance
and importance.
• Poor judgment of each segment’s
market attractiveness.
• Demonstrates little to no ability to
synthesize your ideas with those of
researched sources.