MARKETING ESSENTIALS

Assignment Part One – Situation Analysis Rubric

Team member names:

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Section Description Comments Grade

Introduction Research your client and point
out key things from their
background that are impacting /5
or happening with their
business currently. This
requires a great amount of
analytical ability to present key
issues to focus the proposal.
Also key issues here will set
the tone for the entire proposal
and will be related to later on.
Value Define value proposition. Apply
Proposition this concept with the company
you are analyzing. Explain the /10
connection between what your
company makes, and the price
it asks in return.
SWOT Analysis & Complete a SWOT analysis,
Summary presenting your researched
information in a matrix (point-
form), followed by a full
analysis in paragraph form. /20
Target Market Analyze the target segment for
Analysis the company’s product,
providing a full analysis of its /15
demographic, psychographic,
geographic and the behavioral
characteristics.  Define the
company/product’s position
relative to competitors
Conclusion & Provide an overview of the key
Recommendation findings amongst the SWOT
and Target Market Analysis.
Referencing the Strategic
Opportunity Matrix, recommend /10
one strategic alternative for
your client’s growth.

1 School of Business
© 2016, Southern Alberta Institute of Technology
 MARKETING ESSENTIALS

Professionalism Include a proper and complete

title page, table of contents and
reference page. Eliminate
spelling, punctuation,
grammatical, structural, and /10
formatting errors.

Total /70

2 School of Business
© 2016, Southern Alberta Institute of Technology