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Criteria: I.

Executive Summary (10%) Marketing and financial objectives and expected results are clearly identified and classified.

II.

Situation Analysis (20%) There is a clear and specific description of the target segment/s. Strengths, weaknesses, opportunities, and threats (SWOT) analysis is properly presented and carried on. Competitors and market position are evaluated appropriately. Main features of the product are illustrated.

III.

Marketing Strategies (20%) Marketing and financial objectives are defined in specific terms. Marketing strategy and implementation are clearly defined and discussed. Market segmentation, targeting, and positioning strategies are specifically stated. Marketing mix is specific, measurable, and deemed effective.

IV.

Financials (20%) Budgets, sales forecast, and expenditures are included in the marketing plan. It includes projected break-even analysis for the time period covered by the marketing plan.

V.

Control (20%)\ Implementation plan is clearly demonstrated. Marketing organizations is included in the plan.

VI.

Overall Marketing Plan Evaluation (10%) Marketing plan is simple, specific, realistic, and essential complete. Marketing plan is promising and poses industry acceptability.

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