marketing plan outline

Marketing Plan
	Below Standard 30 points	Average 33 points	Above Average 36 points	In-depth 40 points
Description of product or service	Below Standard The product or service is not original and is not targeted to a specific market.	Average The product or service is original, could be marketable and may reach its target market.	Above Average The product or service is original and will reach its target market.	In-depth The product or service is original, very marketable and has a high probability to successfully reach its target market.
Rationale for Chosen product	Below Standard Some conclusions are drawn but no real reasons are given.	Average Conclusions are pointed out but no reference to research as to why it might be a success.	Above Average Conclusions are drawn and references to research clearly show the evolution of the idea.	In-depth Conclusions are clear. They point specifically to the research with references to why, what and HOW the product/service should be successful.
Organization & Information	Below Standard The information is disorganized and difficult to understand.	Average The information is organized, but not easy to understand.	Above Average Information is organized with well constructed concepts that build on each other and follows the outline.	In-depth The information is extremely well organized with concepts that work extremely well together and moves towards a successful outcome.

SWOT Analysis	Below Standard The plan attempted to develop a SWOT analysis.	Average The plan contained a SWOT analysis, however it was unclear in inconclusive.	Above Average The plan clearly identifies most Strengths, Weaknesses, Opportunities and Threats of the product or service.	In-depth The plan clearly identifies almost all Strengths, Weakness, Opportunities and Threats of the product or service.
Promotional Elements	Below Standard Although attempted, does not clearly communicate the product or service.	Average Report attempts to communicate a promotional campaign.	Above Average Uses one or more persuasive techniques that present the product/service to an intended audience.	In-depth Uses a variety of persuasive techniques that clearly presents the product/service to the target market.
Overall Presentation of Report	Below Standard Overall the report was poorly planned and did not look professional.	Average Overall the report is well designed and professional - however did not have graphics, tables and other visual aids.	Above Average Overall the report is well designed and very professional with a good use of graphics, tables, charts and other visual aids.	In-depth Overall the report is extremely professional with an excellent use of graphics, tables, charts, color and other visual aids.