Rubric for Marketing Plan:

Criteria: 1 – Needs 2- Acceptable 3 – Acceptable 4 – Highly

Improvement with Limitations 87 – 97% Acceptable
70 – 75% 76 -86 98 – 100%
Executive The company’s The attempt to The company’s The company’s
Summary (10% ) goal and the include company’s goal and the goal and the
proposed course of goal and the proposed proposed course
actions are not proposed course course of of actions are
clearly stated. of actions are actions are clearly stated and
The key problem noticeable. clearly stated. strongly coherent.
stated is vague and However, there The key The key problem
generalized. may be some problem stated stated is relevant
missing pertinent is clear and and applicable.
parts or vaguely specific.
discussed.
There may be
problems on
coherence.
Situation Analysis The company The attempt to The company The company
(10% ) overview, which include company overview, overview, which
outlines the overview, which which outlines outlines the
company’s outlines the the company’s company’s
strategic goals, its company’s strategic goals, strategic goals, its
core competencies, strategic goals, its its core core
and strategic core competencies, competencies,
assets, and its competencies, and strategic and strategic
portfolio of and strategic assets, and its assets, and its
offerings is not assets, and its portfolio of portfolio of
clearly stated. portfolio of offerings is offerings is clearly
There is no offerings is stated. stated and
identification of noticeable. The strongly coherent.
markets in which it However, there identification of The identification
will compete. may be some markets in of markets which
missing pertinent which it will it will compete is
parts or vaguely compete is concrete and
discussed. There specifically and realistic.
may be problems clearly stated.
on coherence.
The identification
of markets in
which it will
compete is not
clearly discussed.

Metric-Driven The company The attempt to The company The company

Marketing goal/objective is include the goal/objective goal/objective is
Goals/Objectives not clearly stated company is stated and clearly stated and
(10% ) or missing; and or goal/objective is complete; the strongly coherent;
cannot be noticeable. measure used is the measure used
measured. However, there logical and is significantly
might be practical. logical,
problems on reasonable and
coherence. The realistic.
measure use may
not be
logical/practical.
Marketing The target market The target market The target The target market
strategies (20%) and value and value market and and value
proposition were proposition are value proposition were
not clearly defined both present proposition clearly defined
or missing. though vaguely were defined and strongly
discussed. and complete. coherent.
Action Plan (20%) The offering tactics The attempt to The offering The offering
which define the include the tactics which tactics which
product, service, offering tactics define the define the
brand, price, which define the product, product, service,
incentives, product, service, service, brand, brand, price,
communication, brand, price, price, incentives,
and distribution incentives, incentives, communication,
aspects are not communication, communication, and distribution
clear or there is a and distribution and distribution aspects were
missing item/s. aspects is aspects were clearly defined,
noticeable. defined and complete and
However, there complete. strongly coherent.
might be
problems on
coherence.
Implementation & The execution plan The execution The execution The execution
Result Tracking and action is not plan and action is plan and action plan and action is
Guidelines (15%) define therefore, vaguely define is define clearly stated and
tracking of results therefore, therefore, strongly coherent
cannot be done. tracking of results tracking of therefore,
will be more results will be tracking of results
difficult. easy. will be a lot
easier.
Contingency Plans There are no clear The attempt to There are clear The guidelines are
(15% ) guidelines as to provide guidelines guidelines as to well-defined, easy
what to do if the as to what to do if what to do if to follow and
implementation of the the strongly coherent
the tactics became implementation implementation as to what to do if
problematic or of the tactics of the tactics the
have face some became became implementation
difficulties. problematic or problematic or of the tactics
have face some have face some became
 difficulties is difficulties. problematic or
noticeable. have face some
However, there difficulties.
might be
problems on
coherence.

Prepared by:

Dr. Maria Lutgarda Manuela B. Punay

CBA – Chairperson