Global Marketing PROJECT

MBA613 Global Marketing Final Project Rubrics

Evaluation Criteria

Unacceptable (1-3)

Acceptable (4-7)

Excellent (8-

10

)

Possible points

Points Earned

Part 1. Title page, table of content, and executive summary

Title page, table of content, and executive summary (synopsis and key aspects of the marketing plan)

Miss any one of these parts: title page, table of content, and executive summary, or any of these parts is shoddily written or structured.

Title page, table of content and executive summary are well written and structure with minor mistakes.

Title page, table of content and executive summary are neatly and well written and structured.

Part 2. Market analysis (Select a country and a product)

Perform a country screening process with your selected product. Justify why this country is selected in terms of its market size, economic situation, consumer analysis (readiness and demand), culture, and infrastructure (such as physical infrastructure and communication infrastructure if necessary).

Market is selected, but the market size, economic situation, consumer analysis (readiness and demand), culture, and infrastructure (such as physical infrastructure and communication infrastructure if necessary) are not properly justified with three or more mistakes.

Market is selected. The market size, economic situation, consumer analysis (readiness and demand), culture, and infrastructure (such as physical infrastructure and communication infrastructure if necessary) are properly justify with one to two areas with one to two minor mistakes.

Market is selected, and the reason for why this country is selected in terms of market size, economic situation, consumer analysis (readiness and demand), culture, and infrastructure (such as physical infrastructure and communication infrastructure if necessary) are well justified with no mistakes.

Part 3. Market strategy

SWOT Analysis, Goals and Objectives

SWOT analysis is appropriately provided and justified. Goals and objectives are clear and appropriate.

SWOT analysis is provided, but there are three or more missing points; Or, there is no reasoning provided for some of the items; Or, three or more strengths/weaknesses or opportunities/threats are inappropriate or misclassified. Goals and/or objectives are missing, or if not missing, they are unclear and inappropriate.

SWOT analysis has one to two errors, or reasoning for one to two items are not thorough or logical. Goals and/or objectives are appropriate but is somewhat unclear and inappropriate.

A thorough and correct SWOT analysis is provided and reasoning for each item in the SWOT is provided and logical. Goals and objectives are provided, and are clear and appropriate.

Target Market and Positioning

The target market(s) is appropriately identified and described. A positioning statement for each target market is identified and justified.

Target market(s) is missing, or, if identified, are not appropriate given the above market analysis (part 2), or the positioning strategy is missing and/or positioning statement is not provided.

Based on the market analysis (part 2), the appropriate target market(s) is identified and positioning strategy and statement for each target market are provided, but either target market or positioning is not appropriately justified.

Based on the market analysis (part 2), the target market(s) and positioning strategies for each target market are appropriately identified and justified. Positioning statement is provided and is appropriate.

Product Management

The objectives of product management are clearly stated and appropriate. Tactics for managing the product/service/brand are thoroughly and clearly identified and reasoned.

Two or more obvious tactics are missing, wrong, or hard to understand and insufficient supporting detail is provided.

Most tactics are thoroughly and clearly identified and details are provided; however, details for one tactic is unclear and hard to understand.

Product management tactics are thoroughly and clearly identified and sufficient details are provided for all tactics.

Pricing Management

The objectives of pricing management are clearly stated and appropriate. Tactics for managing price are thoroughly and clearly identified and reasoned.

Pricing management tactics are thoroughly and clearly identified and sufficient details are provided for all tactics.

Distribution Management

The objectives of distribution management are clearly stated and appropriate. Tactics for managing distribution are thoroughly and clearly identified and reasoned.

Distribution management tactics are thoroughly and clearly identified and sufficient details are provided for all tactics.

Communication Management

The objectives of communication management are clearly stated and appropriate. Tactics for managing communications are thoroughly and clearly identified and reasoned.

Most tactics are thoroughly and clearly identified and details are provided; however, details for one tactic is unclear and hard to understand.

Communication management tactics are thoroughly and clearly identified and sufficient details are provided for all tactics.

Part 4. Market entry (Entry mode strategy)

Discuss your entry mode strategy and justify your choice.

Entry mode strategy is poorly chosen and not well justified.

Entry mode strategy is well chosen but not thoroughly justified.

Entry mode strategy is well chosen and thoroughly justified.

Writing quality and Overall professional appearance

Writing quality (grammar, sentence structure, punctuation, capitalization, etc.) is poor. Overall professional appearance of the paper (such as headings/sub-headings, graphs, charts and tables, neat, correct spelling of words, free of typographical errors, etc.) and use of proper references if applicable (facts/figures properly referenced) are poor.

Writing quality (grammar, sentence structure, punctuation, capitalization, etc.) is acceptable. Overall professional appearance of the paper (such as headings/sub-headings, graphs, charts and tables, neat, correct spelling of words, free of typographical errors, etc.) and use of proper references if applicable (facts/figures properly referenced) are acceptable with some but not major mistakes.

Writing quality (grammar, sentence structure, punctuation, capitalization, etc.) is excellent. Overall professional appearance of the paper (such as headings/sub-headings, graphs, charts and tables, neat, correct spelling of words, free of typographical errors, etc.) and use of proper references if applicable (facts/figures properly referenced) are excellent with very minimal mistakes.

Total Point: