Report Names x…………………………………………….Student #.......................……… x……………………………………………Student #…………………………… Element Marks Available Introduction / Background • Introduction clearly outlines the purpose and scope of the report • Clear explanation of opportunity / solution 5 Market Analysis • Clear and evidence based analysis of the industry • Clear and meaningful competitor analysis - including how the product/service better meets customer needs than available alternatives 15 Target Market • Clearly identified and quantified where possible – supported with evidence • Are suitable segmentation terms used? • Are the primary needs/benefits identified? 10 Marketing • Clearly explains the product / service in sufficient detail? • Is brand and packaging clearly described (if relevant)? • Are ideas original and do they provide a suitable solution to the need identified? • Are promotion, Delivery and pricing clearly explained in sufficient detail? 10 Strategies and Tactics • Are they logical for the solution, the target market and the funds available? • Is a 1 page mock-up of a print ad or other promotion image included? • Is it original and does it sell the product/service in a meaningful way? • Is it clearly based on the message map? 20 Financial Plan • Within budget? • Covers all logical expenses? • Realistic given the market etc.? 10 Critical Risks • Are the critical risks identified and explained clearly and logically? 5 Research • Are ideas supported with any evidence? • Is the evidence sourced from appropriate sources? 10 Presentation • Professionally presented as per assessment task • References presented correctly as per Harvard system and student guides • Written communication is clear – spell checked, proof-read and grammatically correct 15 Total 90 Report Total Marks