INTERNAL ANALYSIS

1

Criteria Fail Pass Credit Distinction High Distinction Weighting
%
Executive Summary
Summarises the whole report –
is not an introduction. Approx.
150 words (not counted in
word count).
Minimal or no
evidence is
demonstrated:
The summary
information
provided does not
align to the report,
information and
structure is missing
or inaccurate. The
Executive
Summary is
missing or does not
meet its purpose
for its intended
audience.
Some evidence is
demonstrated:
Executive Summary
summarises the
majority of the report.
Several errors may be
evident.
Adequate Evidence
is demonstrated:
The summary has
enough detail
completed so as to
enhance reader
situational familiarity.
Thorough evidence is
demonstrated:
Executive Summary
includes an effective
overview of each
element of the report.
Excellent evidence is
demonstrated:
Executive Summary
very clearly and
effectively
summarises the entire
report. The summary
has exceptional detail
completed so as to
enhance reader interest
and situational
familiarity.
5
INTERNAL ANALYSIS
The Strengths & Weaknesses
of the firm.
Description:
1. The
company/product line
overview.
2. The controllable
elements inside the firm that
influence how well the firm
operates.
Not attempted or
very poor.
Some attempt to
overview the product
line but too brief and
lacking in description
or reasoning.
Some analysis of other
internal elements such
as distribution,
communications or
price, but too brief and
lacking justification.
Adequate attempt to
overview the product
line with some
descriptive elements.
Good information on
distribution,
communications or
price situation
provided. There may be
some omissions of key
areas not adequately
explained however.
Sufficiently
comprehensive to
inform understanding
of possible links with
other mix elements.
Few errors evident.
Good product line
overview with good
description of
delimitations.
Concise information on
distribution,
communications or
price situation
provided. No omissions
of key areas and most
adequately explained.
Comprehensive
treatment which
informs understanding
of links with other mix
elements. No errors
evident.
Very good overview
of product line, very
well described and
with sound rationale
provided for
delimitations.
Very high standard of
accuracy and
succinctness in
presentation of
information. Most
controllable elements
have been analysed
and their implications
justified. Evidence of
higher level linkages
between elements.
Error free.
20

2

EXTERNAL ANALYSIS
The Opportunities and
Threats are developed.
a. Market Situation
Description:
The total market identified;
size and growth trends from
past years.
The information is
inaccurate or
elements are
missing.
Insufficient
information to
inform evaluation.
Adequate information
on target markets
provided although not
sufficiently
comprehensive to
inform understanding
of possible impact on
marketing strategy.
Some errors may be
evident.
Good information on
target markets
provided. There may be
some omissions of key
areas not adequately
explained. Sufficiently
comprehensive to
inform understanding
of possible impact on
marketing strategy.
Few errors evident.
Concise information on
target markets
provided. No omissions
of key areas and most
adequately explained.
Comprehensive
treatment which
informs understanding
of impact on marketing
strategy. No errors
evident.
Very high standard of
accuracy and
succinctness in
presentation of
information. Evidence
of higher level
linkages to marketing
strategy. Error free.
5
b. Competitor Situation
Identify and describe major
competitors in terms of their
size, goals, market share,
product quality and strategies.
Not attempted or
very inaccurate.
The reader cannot
determine the
rationale for
inclusion.
Introduces and
describes details of
competitors’, identified
markets and product to
the reader with
minimal errors.
Some elements may be
missing.
Introduces and
describes the
competitor’s markets,
and product and
minimally compares
and contrasts.
Introduces the details
of competitors’ markets
and product completely
and in a concise
manner. Good
comparison between
competitors. Good use
of marketing models to
analyse with links to
customer perceived
value.
Introduces the
competitors’
marketing situations
accurately and
succinctly, enhancing
the report’s impact.
The reader has
specific details of the
organisations
identified markets and
product. Very good
use of marketing
models to analyse with
links to customer
perceived value.
10
c. Macro environment
Situation
Brief summary of broad trends
that may bear on product line
Not attempted or
too brief &
inadequate detail to
impact on analysis.
Some attempt but not
all elements adequately
addressed to inform
analysis.
Good attempt with all
relevant elements
included. Attempt to
justify by links to
analysis.
Very good section
includes all relevant
elements with several
links to impact on
analysis.
Concise and well
written. Includes all
relevant elements with
excellent justification
provided for inclusion.
15

3

SWOT
Summarise the key issues.
Poorly attempted,
difficult to
understand.
Attempt to pull
together and synthesize
key issues. Some
omissions evident.
It includes a neat
SWOT table, which
summarises the main
issues. Some attempt at
justification of their
relevance to company
situation.
The SWOT table
includes a very good
summary of key issues
with good justification
of their relevance to
company situation.
The SWOT table is
easy to understand.
The issues identified
are consistent with the
internal and external
analysis presented in
the previous sections.
The issues are
prioritised and
justified using
appropriate marketing
theory.
20
MARKET
SEGMENTATION
Description:
1. Build a segmentation
profile of all segments that
might be targeted.
Poorly attempted,
or not attempted at
all.
Some attempt at
describing potential
target markets, but they
are poorly described or
not well justified.
It identifies and
describes potential
target markets using
appropriate
segmentation bases. It
advances good
rationale for selecting
the target markets.
It successfully
identifies, describes
and justifies novel
target markets. It
appropriately uses
segmentation bases to
describe the target
markets and it draws on
marketing theory to
justify them.
Successfully and with
good insight identifies,
describes, justifies and
prioritises selected
target markets.
Effectively uses
marketing theory to
develop a persuasive
argument to justify the
selected target markets
and to prioritise them.
20
Report
Format/References/Language
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.
The report reflects
minimal structure
flaws. Information has
been organised to
convey meaning to the
reader. Titles/subtitles
are included.
Most references in-text
and list are correctly
identified and
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
The report is well
structured. Information
is logically organised
and sequenced to
convey the intended
meaning to the reader
allowing ease of
reading. Titles/subtitles
chosen influence the
report’s consistency.
Formatting elements
The report is very well
structured.
Information is very
well organised and
sequenced to convey
the intended meaning
to the reader allowing
ease of reading.
Titles/subtitles chosen
enhance the report’s
consistency and
5

4

Insufficient or
incorrect citations
for many sources
with frequent
errors in format
and style. No
bibliography or list
of cited sources.
No evidence of the
report has been
proofread, spell
checked or edited
referenced in APA
format, with errors in
format.
Evidence of
grammatical,
punctuation and/or
spelling errors.
not always support
main points.
The majority of
references are correctly
identified and
referenced in APA
format, with minor
errors in format.
Some punctuation and
grammatical errors may
be evident.
are organised.
All references in-text
and list are cited in
APA citation style with
virtually no errors in
format.
Possible minor
grammatical,
punctuation and/or
spelling errors evident.
accuracy.
The report correctly
cites all sources in-text
and list referencing
according to APA
citation style with no
errors, supporting any
further inquiry
required.
Evidence of high level
linguistic ability.
Punctuation where
relevant is used
skilfully and correctly.
Free of grammatical
and spelling errors.