Marketing Plan Report Rubric
Criteria Excellent
10 9 8
Format (10%) This report is very well
structured. The information
is very well organized and
sequenced to convey its
intended meaning to the
reader which allows easy
reading. Selected
headings/subtitles improve
report consistency and
accuracy.
Writing (10%) The plan has a writing style
that is uniform throughout
the paper and appropriate
for this type of written
project. There is no
indication that the paper
involved multiple authors.
There is no spelling and
grammar errors.
Market Summary (15%) Description of market
environment is supported
with facts and figures
(statistical data). Market size
Satisfactory Need improvement
7 6
General (20%)
The report reflects
consistent structure.
Information is organised and
sequenced to convey the
intended meaning to the
reader. Titles/subtitles are
organised and included to
assist reading. Formatting
elements do not always
support main points.
The plan has a writing style
that is uniform throughout
the paper and appropriate
for this type of written
project. There is no
indication that the paper
involved multiple authors.
Current Situation Analysis (25%)
Description of market
environment is supported
with facts and figures
(statistical data). Market size
Unsatisfactory
5 4 3 2
The report reflects minimal
structure flaws. Information
has been organised to
convey meaning to the
reader. Titles/subtitles are
included.
The writing style lacks
uniformity at times and is
not always appropriate for a
marketing plan. There is
some indication of multiple
authors (e.g., different
fonts, different paper, etc.).
The description of the
supported market
environment is explained
without the support of facts
1 0
The report is inconsistent in
structure which impedes the
interpretation and unity of
the report for the reader.
The analysis does not follow
a logical or organised
structure.
Plan is clearly the work of
multiple authors with
different writing styles,
margins, printer fonts, paper
types, etc.
Description of the
supported market
environment, market
trends, market needs, and
 (in measurable number) is
assessed and explained.
Market trends is identified
to show the tendency of
market changes in
consumer behaviours based
on preceding analysis.
Market needs is identified
and explained based on
market trend analysis.
Market growth is assessed,
and provide TAM, SAM and
SOM for the next 3 to 5
years.
Competition and SWOT The competitive advantage
Analysis (3%) (differentiation or
uniqueness) of the
product/service is presented
and compared to what
competitors have. A
thorough SWOT analysis is
provided, based on the
previous analysis.
Product Offering (5%) Provide an overview of the
product/service value(s)
offered to customers and
these values indicate
(in measurable number) is
assessed and explained.
Market trends is identified
to show the tendency of
market changes in consumer
behaviours based on
preceding analysis. Market
needs is identified and
explained based on market
trend analysis. Market
growth is assessed.
The competitive advantage
(differentiation or
uniqueness) of the
product/service is presented
but not compared to what
competitors have. A
thorough SWOT analysis is
provided, based on the
previous analysis.
Provide an overview of the
product/service value(s) in
accordance with the
characteristics and features
and figures (statistical data). market growth were poorly
Market trends, market explained and were not
needs, and market growth relevant to the topic of the
are identified and explained marketing plan.
but are not interrelated.
Competitive analysis is Poor competitive and SWOT
explained without analysis
mentioning the competitive
advantage (differentiation
or uniqueness) of the
product/service.
Competition analysis only
compares the company's
products/services with
other competitors'
products/services. A
thorough SWOT analysis is
provided but not based on
the previous analysis.
Provide an overview of the Poor overview of the
product/service value(s) but product/service values
these values are not related
to the characteristics and
features of the

Keys to success and critical
issues (2%)
Mission (2%)
Marketing objectives
(In this report, you must
provide strategic marketing
objectives not operational
marketing objectives) (3%)
Segmentation (10%)
uniqueness (differentiation),
creative and attractive.
Provides the key success
factors that most influence
the company's plans to
achieve its marketing
objectives. Describe any
market problems or risks
that may arise during the
preparation and execution
of the marketing plan
The mission statement
describes the
product/service value of the
offered to the market,
customer benefits and
company benefits. All
mission statements have
these three elements:
Cause, Action, and Impact.
Mission slogan is included.
Strategic marketing
objectives are clearly stated
and linked to the mission of
the company/organisation.
Market segments are clearly
identified and exhibit
homogeneity among the
segment's key needs,
uniqueness, and general
of the product/service
offered to customers.
Provide the key success
factors that most influence
the company's overall plans.
Describe general market
problems or risks that may
arise during the preparation
and execution of the
marketing plan.
Marketing Strategy (30%)
The mission statement
describes the
product/service value(s)
offered to the market,
customer benefits and
company benefits. Mission
slogan is included
Strategic marketing
objectives are clearly stated.
Market segments are clearly
identified and exhibit
homogeneity among the
segment's key needs,
uniqueness, and general
product/service offered to
customers
Provide key success factors Poor or no attempt to
and describe market identify the right keys to
problems or risks that are success and critical
not related to the topic of problems.
the marketing plan.
Provide a mission statement Poor a mission statement.
but do not describe the
product/service value(s).
Poor marketing objectives No marketing objective.
are stated.
Market segments are Market segments are poorly
identified but lacks the identified.
existing cluster
homogeneity.
 reactions to marketing
tactics. Market segment
cluster names are clearly
defined and stated.
Target markets (5%) One or more target markets
are identified and selected
from the previous
segmentation analysis. The
reasons for choosing the
target market are provided
and logical. Target market
tagline provided. (5 points)
Positioning (10%) Identify an attractive and
relevant positioning strategy
related to the target market
and the product/service
value(s) as described in the
Product Offering related to
the brand image. Positioning
tagline provided.
Product Strategy (5%) Develop a product strategy
that delivers
product/service value(s) as
described in the previous
product offering. Describe
packaging, labeling, product
features and specifications
according to the target
market and positioning
(uniqueness) as described in
the previous section.
reactions to marketing
tactics. Market segment
cluster names are not
clearly defined and stated.
One or more target markets
are identified and selected
from the previous
segmentation analysis.
There is no reason to
choose the target market
provided and logical. Target
market tagline provided.
Identify an attractive and
relevant positioning strategy
related to the target market
and the product/service
value(s) as described in the
Product Offering related to
the brand image.
Marketing Program (20%)
Develop a product strategy
that delivers
product/service value as
described in the previous
product offering. Explain
packaging, labeling, features
and product specifications
according to the target
market.
One or more target markets Target market not identified
are identified but not
selected from the previous
segmentation analysis
Identify an attractive and Poor positioning strategy
relevant positioning strategy analysis and explanation
related to the target market
but the product/service
value is not explicitly stated
in the positioning
description.
Describe packaging, Does not provide
labeling, product features description of product
and specifications but not strategy.
related to the target market
and positioning
(uniqueness) as described in
the previous section.
Pricing Strategy (5%) Develops detailed list of the
costs involved in
determining the prices of
the product/service.
Explains the pricing
strategies that are suitable
to the target market(s),
positioning and marketing
objective(s).
Communication and Implement logical
Influence Strategy (5%) integrated marketing
communications (IMC)
(promotional mix) in
accordance with the
communication strategy
consistent with the target
market, and positioning
strategy (brand image) and
to achieve marketing
objectives.
Channel Strategy (5%) Choose the right distribution
channel(s) according to the
target market(s), positioning
strategy (brand image) and
marketing objectives.
Implementation and Marketing Control (5%)
Implementation, Marketing Provides a detailed
Organisation and Implementation, marketing
Contingency Plan (5%) organisation, and
contingency plan over the
next 5 years.
Explains the pricing
strategies that are suitable
to the target market(s),
positioning and marketing
objective(s).
Implement logical
integrated marketing
communications (IMC)
(promotional mix) according
to a consistent
communication strategy
with the target market and
to achieve marketing
objectives.
Choose the right distribution
channel(s) in accordance
with the target market(s)
and marketing objectives.
Provides a detailed
Implementation, marketing
organisation, and
contingency plan over the
next 3 years.
Pricing strategies are
described but do not match
the target market,
positioning, and marketing
objectives.
Explain the application of
the promotional mix
without relation to the
marketing objectives of the
target market.
Explain the distribution
channel but not in
accordance with the target
market and marketing
objectives.
Provides a broad and
ambiguous Implementation,
marketing organisation, and
contingency plan.
No objectives and poor
strategy.
Do not consider
advertising, sales
promotion,
PR, or personal selling
promotion strategy.
No objectives and poor
strategy
Does not provide a
contingency plan and
marketing plan control.