BUS 223You Are the Teacher! OUTLINE HEADINGS I. Executive Summary CRITERIA Clear, concise, complete and Powerful.

It must sell and convey confidence and enthusiasm. Free of spelling and grammatical errors. Your comments: The executive summary is grammatically awkward and lacks cohesion paragraph to paragraph. However, it did partially address the strengths and ways Crave could capitalize on its current market standing as well as summarize the purpose of the marketing proposal. Unfortunately the ideas for improvement were very generic and could have been verbalized more specifically for Crave. Clarity, flow, easy to read and understand. Covers marketing situation where plan will be implemented. Must include market segments currently being served by the business. Your comments: Overall flow of this section was awkward and included some grammatical errors. The supporting details and outside source material were present but did not flow logically. Covers overview of history and operations structures important to understand the business. Where is the company now? How are sales? Your comments: The history of the bakery is glossed over and there is very little detail regarding the baking industry or how Crave compares to others within its industry. Lots of grammatical errors. The tone of the section was geared towards the instructor as opposed to being helpful to Crave. Clearly identifies at least one key competitor and compares and contrasts it to the business. Your comments: This section is much better put together and informative but the writer still did not capture the flow and professional tone the section should have. POSSIBLE POINTS 5/3.5

II. Current Marketing Situation **should include opening paragraph summarizing key findings III. Business Review **should include opening paragraph summarizing key findings

5/3

5/3

IV. Competitive Review **should include opening paragraph summarizing

5/3

key findings

It met the basics of what was required and included marketing terminology that demonstrated a basic understanding of the requirements. Clearly identifies at least four from each category. Your comments: Did not meet the requirements for each category of the SWOT analysis and the summarizing paragraph focused mainly on location without addressing the other issues of the SWOT. Goals and objectives are clearly stated and easy to understand. They are both measurable and timely. Your comments: Objectives: only partially measurable and timely. Goals: too general. Issues: Addresses something that isnt an issue yet. Marketing strategy is clearly defined for the stated target market. The target market includes at least four variables. The positioning statement is clearly stated and is appropriate for the target market. Your comments: Many components missing; summarizing paragraph, positioning statement, and doesnt clearly define 4 variables for target market. 5/2.5

V. SWOT Analysis **should include opening paragraph summarizing key findings VI. Objectives and Issues **should include opening paragraph summarizing key findings VII. Marketing Strategy **should include opening paragraph summarizing key findings

5/3

5/2

VIII. Integrated Marketing Communicatio ns Plan

Activities are associated and connected to a promotional plan. The plan is well thought out and is creative, utilizing a variety of mediums (promotional/sales events, social networking, oneto-one marketing, print advertising, website development, etc.) **If this section was separated from the rest of the plan, it would be like an instruction manual for the marketing manager (owner) of the business. Your comments: This section should be fleshed out more and list more specific ideas related to the ones mentioned. Action steps are timely and clearly identified. Your comments:

5/4

IX. Action Programs

5/4

Meets the basic criteria for the sections and shows thought in ordering of priorities. X. Budget The estimated cost of implementing the plan is accurately summarized. Your comments: A little hard to follow in the table but overall the budget is logical. It is clear how the plan will be monitored and evaluated. Your comments: The table clearly shows the tasks but does not offer a means of evaluation. It also had several grammatical errors. 5/4

XI. Controls/Evalu ation

5/2

Total Points

55/34

Rubric for Each Section of the Marketing Plan:

Objective/Criteria Needs Improveme nt 2 Organization Writing lacks organization al structure or is too short to demonstrate understandi ng of course material. Average Above Average 4 Order and structure are clear and easy to follow. A broad understanding of course material is demonstrated. Exceptional

3 Organization al structure is present but a bit unclear. A general understandin g of course material is demonstrate d.

5 Order and structure are easy to follow and move the reader through the text easily. A keen understanding of course material is clearly demonstrated.

Marketing terminology is used appropriately.

Support

Developmen t is insufficient. Most supporting details are irrelevant or repetitious.

Supporting details are relevant, but are limited or rather general information. Support may be based on clichs.

The main ideas are well developed and include supporting details. When appropriate, use of outside sources provides credible support. Occasional errors, but content is still understandabl e.

Main ideas are well developed by strong support and rich details. When appropriate, use of outside sources provides strong, credible support.

Spelling/Punctuation/G rammar

Several errors leading to lack of clarity.

Minor errors resulting in minor content understandin g issue.

No errors.