1
| Criteria | Fail | Pass | Credit | Distinction | High Distinction | Weighting % |
| Executive Summary Summarises the whole report – is not an introduction. Approx. 150 words (not counted in word count). |
Minimal or no evidence is demonstrated: The summary information provided does not align to the report, information and structure is missing or inaccurate. The Executive Summary is missing or does not meet its purpose for its intended audience. |
Some evidence is demonstrated: Executive Summary summarises the majority of the report. Several errors may be evident. |
Adequate Evidence is demonstrated: The summary has enough detail completed so as to enhance reader situational familiarity. |
Thorough evidence is demonstrated: Executive Summary includes an effective overview of each element of the report. |
Excellent evidence is demonstrated: Executive Summary very clearly and effectively summarises the entire report. The summary has exceptional detail completed so as to enhance reader interest and situational familiarity. |
5 |
| INTERNAL ANALYSIS The Strengths & Weaknesses of the firm. Description: 1. The company/product line overview. 2. The controllable elements inside the firm that influence how well the firm operates. |
Not attempted or very poor. |
Some attempt to overview the product line but too brief and lacking in description or reasoning. Some analysis of other internal elements such as distribution, communications or price, but too brief and lacking justification. |
Adequate attempt to overview the product line with some descriptive elements. Good information on distribution, communications or price situation provided. There may be some omissions of key areas not adequately explained however. Sufficiently comprehensive to inform understanding of possible links with other mix elements. Few errors evident. |
Good product line overview with good description of delimitations. Concise information on distribution, communications or price situation provided. No omissions of key areas and most adequately explained. Comprehensive treatment which informs understanding of links with other mix elements. No errors evident. |
Very good overview of product line, very well described and with sound rationale provided for delimitations. Very high standard of accuracy and succinctness in presentation of information. Most controllable elements have been analysed and their implications justified. Evidence of higher level linkages between elements. Error free. |
20 |
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| EXTERNAL ANALYSIS The Opportunities and Threats are developed. a. Market Situation Description: The total market identified; size and growth trends from past years. |
The information is inaccurate or elements are missing. Insufficient information to inform evaluation. |
Adequate information on target markets provided although not sufficiently comprehensive to inform understanding of possible impact on marketing strategy. Some errors may be evident. |
Good information on target markets provided. There may be some omissions of key areas not adequately explained. Sufficiently comprehensive to inform understanding of possible impact on marketing strategy. Few errors evident. |
Concise information on target markets provided. No omissions of key areas and most adequately explained. Comprehensive treatment which informs understanding of impact on marketing strategy. No errors evident. |
Very high standard of accuracy and succinctness in presentation of information. Evidence of higher level linkages to marketing strategy. Error free. |
5 |
| b. Competitor Situation Identify and describe major competitors in terms of their size, goals, market share, product quality and strategies. |
Not attempted or very inaccurate. The reader cannot determine the rationale for inclusion. |
Introduces and describes details of competitors’, identified markets and product to the reader with minimal errors. Some elements may be missing. |
Introduces and describes the competitor’s markets, and product and minimally compares and contrasts. |
Introduces the details of competitors’ markets and product completely and in a concise manner. Good comparison between competitors. Good use of marketing models to analyse with links to customer perceived value. |
Introduces the competitors’ marketing situations accurately and succinctly, enhancing the report’s impact. The reader has specific details of the organisations identified markets and product. Very good use of marketing models to analyse with links to customer perceived value. |
10 |
| c. Macro environment Situation Brief summary of broad trends that may bear on product line |
Not attempted or too brief & inadequate detail to impact on analysis. |
Some attempt but not all elements adequately addressed to inform analysis. |
Good attempt with all relevant elements included. Attempt to justify by links to analysis. |
Very good section includes all relevant elements with several links to impact on analysis. |
Concise and well written. Includes all relevant elements with excellent justification provided for inclusion. |
15 |
3
| SWOT Summarise the key issues. |
Poorly attempted, difficult to understand. |
Attempt to pull together and synthesize key issues. Some omissions evident. |
It includes a neat SWOT table, which summarises the main issues. Some attempt at justification of their relevance to company situation. |
The SWOT table includes a very good summary of key issues with good justification of their relevance to company situation. |
The SWOT table is easy to understand. The issues identified are consistent with the internal and external analysis presented in the previous sections. The issues are prioritised and justified using appropriate marketing theory. |
20 |
| MARKET SEGMENTATION Description: 1. Build a segmentation profile of all segments that might be targeted. |
Poorly attempted, or not attempted at all. |
Some attempt at describing potential target markets, but they are poorly described or not well justified. |
It identifies and describes potential target markets using appropriate segmentation bases. It advances good rationale for selecting the target markets. |
It successfully identifies, describes and justifies novel target markets. It appropriately uses segmentation bases to describe the target markets and it draws on marketing theory to justify them. |
Successfully and with good insight identifies, describes, justifies and prioritises selected target markets. Effectively uses marketing theory to develop a persuasive argument to justify the selected target markets and to prioritise them. |
20 |
| Report Format/References/Language |
The report is inconsistent in structure which impedes the interpretation and unity of the report for the reader. The analysis does not follow a logical or organised structure. |
The report reflects minimal structure flaws. Information has been organised to convey meaning to the reader. Titles/subtitles are included. Most references in-text and list are correctly identified and |
The report reflects consistent structure. Information is organised and sequenced to convey the intended meaning to the reader. Titles/subtitles are organised and included to assist reading. Formatting elements do |
The report is well structured. Information is logically organised and sequenced to convey the intended meaning to the reader allowing ease of reading. Titles/subtitles chosen influence the report’s consistency. Formatting elements |
The report is very well structured. Information is very well organised and sequenced to convey the intended meaning to the reader allowing ease of reading. Titles/subtitles chosen enhance the report’s consistency and |
5 |
4
| Insufficient or incorrect citations for many sources with frequent errors in format and style. No bibliography or list of cited sources. No evidence of the report has been proofread, spell checked or edited |
referenced in APA format, with errors in format. Evidence of grammatical, punctuation and/or spelling errors. |
not always support main points. The majority of references are correctly identified and referenced in APA format, with minor errors in format. Some punctuation and grammatical errors may be evident. |
are organised. All references in-text and list are cited in APA citation style with virtually no errors in format. Possible minor grammatical, punctuation and/or spelling errors evident. |
accuracy. The report correctly cites all sources in-text and list referencing according to APA citation style with no errors, supporting any further inquiry required. Evidence of high level linguistic ability. Punctuation where relevant is used skilfully and correctly. Free of grammatical and spelling errors. |
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