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Strategic Fit and Business Portfolio Evaluation

27 Oct
Assessment
Criteria
Introduction (5%)
Strategic Fit and Business Portfolio Evaluation (10%)
Statement of Marketing Objectives: Clear, Concise and Measurable (5%)
Target Markets clearly defined and justified, using marketing theories and models
(20%)
Marketing Strategy outlined: all elements of the marketing mix detailed and justified
using marketing theory and models. Links to
Customer needs, wants and demands (30%)
Marketing Positioning outlined and discussed (10%)
Implementation and Action Plan (5%)
Measurement and Controls (5%)
Conclusion (5%)
Executive Summary, Reference(APA style), Report Format, Structure,
Grammar (5%)
• See next pages for the marking rubrics

 

Assessment
Title:
Global Marketing Plan (individual)
Assessment
Guideline
All marketing programs commence with a through situation and a SWOT analysis, i.e.
evaluation of the current marketing situation, and an understanding of the opportunities
that exist. Keeping this information in mind, a formal marketing strategy and action plan
must be devised.
You are required to complete a comprehensive Global Marketing
Plan to exploit the opportunity identified in your earlier Situation and Opportunity Analysis
for which you will have received feedback.
Instructions
The assessment should be written in report format
Commence with an introduction, stating the marketing objective/s of the plan
according to
(previously identified opportunities). Be specific,
detailed and measureable as possible (you will need to explain this in a later
section, whether the objectives have been fulfilled). Briefly discuss how the
opportunity fits with the company’s overall mission and current business portfolio.
Elaborate on the strategic fit between the company’s capabilities, resources and
opportunity being exploited
Define, describe and elaborate on the target market/s. Consider all aspects
(cultural, demographics, consumer behaviour and industry structure where
relevant)
Elaborate on aspect of the each of the marketing mix strategy linking customer
needs and positioning
Create a brief implementation / action plan with a timeline
Outline measurement criteria- determination of achievement of objective and
control strategies that have been employed.
Conclusion
Assessment Length 4000 words (excluding executive summary, appendices and references)

RUBRIC: MARKETING PLAN – FINAL REPORT

Criterion FAIL PASS CREDIT DISTINCTION HIGH DISTINCTION Weight Mark
Introduction Minimal or no evidence
is demonstrated:
The Introduction is
missing or does not meet
its purpose for its
intended audience, i.e. it
does not state the
purpose of the report.
Some evidence is
demonstrated:
Some attempt at
introduction, but is
somewhat unclear and/or
not concise in stating the
purpose of the report.
Lack of an overriding topic
sentence or otherwise
incomplete. Other
sentences within the
Introduction do not cover
all of the report.
Adequate evidence is
demonstrated:
The Introduction introduces
the purpose of the report in
a satisfactory fashion.
The Introduction uses a
clear topic sentence first
that covers most of the
report. Other sentences
cover most elements of the
report.
Thorough evidence is
demonstrated:
The Introduction clearly
introduces the purpose
of the report.
Uses a clear topic
sentence that covers the
report adequately. Other
sentences cover all
aspects of report.
Excellent evidence is
demonstrated:
The Introduction clearly and
concisely introduces the
purpose of the report.
Clear evidence of a summary
topic sentence. All other
sentences clearly outline
each aspect of the report.
5%
Strategic Fit
Evaluation and
Business
Portfolio
Evaluation
Not attempted or done
very poorly. No or
minimal identification of
marketing opportunity
with no or little
justification provided.
Some identification of
marketing opportunity, but
poorly argued and with
little rationale provided on
the strategic fit between
the company’s
capabilities, resources
and opportunity being
exploited. Minimal
evidence of linkage has
been made to prior
completed analysis.
Satisfactory identification of
marketing opportunity with
adequate justification
provided on the strategic fit
between the company’s
capabilities, resources and
opportunity being
exploited.
Some linkage has been
made to prior completed
analysis. Few major points
are missing or categorised
inaccurately.
Good identification of
marketing opportunity
that is well justified
regarding the strategic fit
between the company’s
capabilities, resources
and opportunity being
exploited. Logical
linkages have been
made to prior completed
analysis. No major
points are missing or
categorised incorrectly.
Excellent identification of
marketing opportunity that is
well argued and succinctly
written regarding the
strategic fit between the
company’s capabilities,
resources and opportunity
being exploited.
Insightful and logical linkages
have been made to prior
completed analysis.
No points are missing or
inaccurately categorised.
10%

 

Statement of
Marketing
Objectives
– Clear, Concise
and
Measureable
Not attempted or done
very poorly. The
marketing objectives
provide an
incomplete summary of
goals partly based on the
information presented in
the situation analysis, or
those that are identified
are not quantified or are
inappropriate.
The marketing objectives
provide a range of goals
that are largely logical and
practical based on the
information presented in
the situation analysis (in
Assignment 1).
Some of the objectives
are unclear and/or not
appropriately quantified.
The marketing objectives
provide a range of goals
that are largely logical and
practical based on the
information presented in
the situation analysis (in
Assignment 1).
The objectives are clearly
stated, though some may
not be appropriately
quantified.
The marketing
objectives provide a
range of logical
and practical goals
based on the information
presented in the
situation analysis (in
Assignment
1). The objectives are
clearly stated and
appropriately quantified.
The marketing objectives
provide a range of logical
and plausible goals based on
the information and the
critical insights presented in
the situation analysis (in
Assignment 1).
The objectives are clearly
stated and appropriately
quantified.
5%
Target Markets
Clearly
Defined and
Justified, using
Marketing
Theories and
Models
Not attempted or done
very poorly. The
information is
inaccurate or elements
are missing. The target
market does not seem
appropriate given the
marketing strategy and
SWOT analysis.
Insufficient information to
inform evaluation.
No use of marketing
theories and models.
Adequate information on
target markets provided,
although not sufficiently
comprehensive to inform
understanding of the
possible impact on
marketing strategy.
Adequate use of
marketing theories and
models.
Satisfactory information on
target markets provided.
There may be some
omissions of key areas not
adequately explained.
Sufficiently comprehensive
to inform understanding of
the possible impact on
marketing strategy.
Satisfactory use of
marketing theories and
models.
Good, concise
information on target
markets provided. No
omissions of key areas
and most adequately
explained.
Comprehensive
treatment that informs
understanding of the
impact on marketing
strategy. Good use of
marketing theories and
models.
Excellent information on
target markets provided.
Very high standard of
accuracy and succinctness
in presentation of
information. Evidence of
higher level linkages to
marketing strategy.
Excellent use of marketing
theories and models.
20%
Marketing
Strategy
Outlined –
All
Elements of
Marketing
Mix Detailed and
Justified with
theory. Links
Established to
Customer Needs,
Wants & Demands
Not attempted or done
very poorly.
Some strategies are
generated and partly
justified that demonstrate
a partial synthesis of
theory and issues
analysis to achieve
targeting and positioning
requirements.
Some plausible strategies
are generated and
justified
that are linking to
customer needs and
demonstrate a reasonable
synthesis of
theory to achieve
targeting and positioning
requirements.
Plausible and mostly
insightful strategies are
generated and justified that
are linking to customer
needs and demonstrate
synthesis of
theory and issues analysis
to achieve targeting and
positioning requirements.
Insightful and plausible
strategies are generated
and justified that are
linking to customer
needs and demonstrate
perceptive synthesis of
theory and issues
analysis to achieve
targeting and positioning
requirements.
Insightful and plausible
strategies are generated and
justified that are linking to
customer needs and
demonstrate an extremely
perceptive synthesis of
theory and issues analysis
to achieve targeting and
positioning requirements.
30%

 

Market
Positioning
Outlined and
Discussed
Not attempted or done
very poorly. Positioning
statement(s) is(are)
missing.
Adequate description of
the positioning
statement(s) is(are)
provided but not
explained.
Satisfactory description of
the positioning statement(s)
is(are) provided.
Good description of the
positioning statement(s)
is(are) provided.
A positioning statement
for each target market is
identified and most are
explained.
Excellent description of the
positioning statement(s)
is(are) provided.
A positioning statement for
each target market is
identified and explained and
reasonable.
10%
Implementation
and
Action Plan &
Measurement and
Controls
Not attempted or done
very poorly. No
implementation/
action plan with timeline
provided. Limited/no
evaluation (measurement
and control) processes
applied to any strategies.
An adequate
implementation plan is
identified, but more than
two tactics are not
addressed, and the plan
and timeline generally lack
specificity.
Some evaluation
processes applied to some
strategies.
A satisfactory
implementation plan is
identified, but one to
two tactics are not
addressed.
Specificity of some of the
plan and timeline could be
improved.
Some evaluation processes
applied to most strategies.
A good implementation
plan is identified, with all
tactics addressed.
Specificity of one to two
tactics of the plan and
timeline could be
improved.
A structured evaluation
framework is applied to
most strategies is
provided.
An excellent, thorough and
specific implementation plan
is clearly identified for every
tactic. Both the plan and
timeline are specific and
detailed.
A structured evaluation
framework is applied to all
strategies.
10%
Implementation
and
Action Plan &
Measurement and
Controls
Not attempted or done
very poorly. No
implementation/
action plan with timeline
provided. Limited/no
evaluation (measurement
and control) processes
applied to any strategies.
An adequate
implementation plan is
identified, but more than
two tactics are not
addressed, and the plan
and timeline generally lack
specificity.
Some evaluation
processes applied to some
strategies.
A satisfactory
implementation plan is
identified, but one to
two tactics are not
addressed.
Specificity of some of the
plan and timeline could be
improved.
Some evaluation processes
applied to most strategies.
A good implementation
plan is identified, with all
tactics addressed.
Specificity of one to two
tactics of the plan and
timeline could be
improved.
A structured evaluation
framework is applied to
most strategies is
provided.
An excellent, thorough and
specific implementation plan
is clearly identified for every
tactic. Both the plan and
timeline are specific and
detailed.
A structured evaluation
framework is applied to all
strategies.
10%

 

Conclusion
Clear reiteration of
main issues.
Either draws no
conclusion or draws an
inappropriate conclusion
with a lack of
alignment to the preceding
information.
Draws appropriate
conclusions, reiterating the
main issues. There is
consistency with the
analysis, but it could be
improved. The conclusion
attempts to unify the
report.
Draws appropriate
conclusions and clearly
reiterates the main issues.
The conclusions are
accurate, logical, and
consistent with the
analysis.
The conclusion brings unity
to the report.
Draws appropriate
conclusions and clearly
reiterates the main
issues.
The conclusions are
accurate, logical, and
consistent with the
analysis. The conclusion
unifies the report
successfully.
Draws appropriate, strong
conclusions and clearly
reiterates the main issues.
The conclusions are
accurate, logical, and
consistent with the analysis.
The conclusion draws the
report into a fully constructive
analysis.
5%
Report Format –
includes
referencing,
structure,
grammar
Poor overall writing
quality, structure clarity
and formatting. Writing
sometimes coherent with
some marketing-specific
academic language.
Acknowledges some
sources. Some
referencing conventions
followed.
The report has not been
proofread, spell-checked
or edited. The large
number of grammar,
punctuation and spelling
errors impede the
audience’s
comprehension of the
report.
Adequate overall writing
quality, structure, clarity
and formatting.
Writing generally coherent
and in marketing-specific,
academic language.
Acknowledges most
relevant sources.
Reasonably accurate
referencing.
The report has been
spellchecked, but several
spelling, grammar, and
punctuation errors are
evident. These mistakes
do not interfere with the
report’s content,
comprehension or ease of
reading.
Good overall writing quality,
clarity and formatting. Well
organised writing, mostly
logical, concise and
coherent, and in marketing
specific, academic
language.
Acknowledges all
relevant sources.
Mostly accurate
referencing. The report
has editing and spell
checking evidence. A
few minor mistakes are
evident which in no way
detract from the report’s
content or ease of
comprehension.
Very good overall writing
quality, structure, clarity
and formatting.
Logical structure and a
coherent, concise and
well-developed writing
style in marketing
specific, academic
language.
Acknowledges all
relevant sources.
Accurate and consistent
referencing. The report
has been edited, spell
checked and proofread,
and has minimal errors.
All grammar and
punctuation are correctly
applied.
Excellent writing quality,
structure, clarity and
formatting.
Logical structure and a
coherent, concise and fluent
writing style in marketing
specific, academic
language.
Acknowledges all relevant
sources. Accurate and
consistent referencing.
The report has been edited,
spell-checked and proofread,
and has no errors.
All sentences are complete
and grammatically correct
with punctuation correctly
applied.
5%
Total 100%

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