Marketing Plan Rubric
MKT 131-PRINCIPLES OF MARKETING
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Submit a completed marketing outline or plan
Present a PowerPoint presentation to the class
Marketing Plan OutlineCategories
1-Company/Industry Overview
a. Profile/History
b. SBU’s
c. Mission & Vision
d. SWOT Analysis
e. Goals and Objectives
2-Market Analysis/Environmental
Audit
a. Environmental Audit
b. Product Life Cycle Identified
3-Competitive Analysis-Identify:
a. Competition-Direct/Indirect
b. Market Share Breakdown
c. Competitive Advantage
d. Product Positioning
e. Industry Analysis
4-Consumer Analysis/Profile
a. Market Segmentation
b. Consumer Demographics
c. Target Audiences
d. Market Research
Existing Co.
New Product
20
New Co.
New Product
30
Includesthe following
Brief description of the company
Strategic Business Units
Mission & Vision statements
Strengths, Weaknesses, etc.
Resources to achieve goals?
10
20
6 Factors Identified
Where is your product/service in
the Product Life Cycle?
20
Who/where are the competitors?
What/who is the market?
What is your advantage?
Perception of product by consumer
Describe the industry
20
20
How did you segment this market?
Age, education, gender, income?
What is the target market?
What type of research to do?
5-Strategy-Ansoff’s Matrix
10
10
6-Market Mix Analysis-5 P’s
a. Product
b. Place
c. Price
d. Promotion
e. People/Customer Service
7-Recommendations/Conclusion
10
10
Which strategy will you use & why?
How does your product or service
fit into the Market Mix?
Did you explain each?
5
5
Conclusion
Technical Elements
5
5
PPTS, Citations, Outline
Team Presentation
50
50
PPT presentation of key elements
150
150
Total Possible: 150 points
Team Score
TOTAL POINTS