SITUATION ANALYSIS CHECK LIST
To help you ensure your situation analysis is complete, here is a list of items the grader will look for
when grading your papers. I highly recommend that you use this as a check list. Please note
however, the mere presence of the topic in your paper is not enough to warrant a good grade. It is
the quality of the coverage and the clarity of your work that matters. All the items shown on this
checklist will be graded.
COMPANY
Recommended number of pages for this section:2
Company description
Mission and Goals
SWOT
Recommended number of pages for this section:3
SWOT Table (Strengths, Weaknesses, Opportunities, Threats) -Text in the tables could be single spaced
SWOT Description
COMPETITOR ANALYSIS
Recommended number of pages for this section:3
SWOT Table for at least 2 competitors -Text in the tables could be single spaced
State your “educated” opinion regarding “gaps” in the market and trends at industry level
CUSTOMER ANALYSIS
Recommended number of pages for this section:3
Define the segment(s) at the industry level (be specific with your segmentation variables)
Identify the Needs and Wants for the segment(s)
MARKETING & PRODUCT OBJECTIVES
Recommended number of pages for this section:3
Current market and Target Markets (Be specific)
New product/Service (Present your new/revised product(s)/Service(s) here)
Positioning (Perceptual map required)
EXECUTIVE SUMMARY (Write ES only after you have completed all sections of the paper)
Maximum 2 pages
Two-page, double space, executive summary is given at beginning
Summarizes the whole document CLEARLY AND CONCISELY
MKT304 – Prof. Sean Keyani
Last Revised: 9/13/18
SA Checklist: Page 1 of 3
SITUATION ANALYSIS CHECK LIST
FORMAT OF THE PAPER
Does not exceed the page limits
(Max 16 pages excluding cover page, table of contents, references pages and appendixes)
Pages have numbers (Page X of Y format)
Appropriate 12 point font size, double-spaced, one-inch margins
MUST CITE ALL INFORMATION (otherwise = plagiarism = F) - Style= APA
Provide a reference section at the end of the paper in correct style/format - Style= APA
Edit/proofread and use correct Spelling and Grammar
Use tables/charts/graphs effectively to present information
(SWOT tables must be in the body of the paper; the rest of the tables/charts/graphs could be
included in the appendixes)
Use an appropriate tone and write clearly
Be consistent with your in-text citations and your references page (APA style).
I would highly recommend using the automatic “References\Citations and Bibliography – \Table
of Contents” in MS Word (“Reference tools” for Macintosh computers). For web reference
guidance for APA format, you may look to: http://owl.english.purdue.edu/
For library resources; please use the following links:
http://library.calstate.edu/northridge/databases/subject/business-economics
http://library.csun.edu/ResearchAssistance/AskUs
When using web sources, remember to reference the actual source of your data or information, not
the search engine you used to get to the source. GOOGLE, for instance, is NOT a source, nor is
library.csun.edu. They are the vehicles you used to find your source. Any web citations should include
the full URL address as well as the date you received information from that URL address. Sources
should also be CREDIBLE. For instance, Wikipedia should not be used as a source in your paper – it
is not a credible source for information (this doesn’t mean that you can’t use it, you just need to go
to the direct source to find the credible information).
MKT304 – Prof. Sean Keyani
Last Revised: 9/13/18
SA Checklist: Page 2 of 3
SITUATION ANALYSIS CHECK LIST
Important Reminders:
• Be sure to cover all the items on the SA checklist. You may want to use items of the checklist as a
headings/sub-headings in your paper.
• Refrain from adding definitions from your textbook to “fill” the paper. Also, DO NOT include
random information in the appendixes (e.g. general financial/stock information that are unrelated
to topics discussed in the paper)
• Your feelings, perceptions and experiences as a consumer are not necessarily facts. This is a
research-based paper so, it cannot be based on what you feel or assume is true. It MUST be
based on research and facts. In other words, DO NOT ASSUME because you and/or your team
have a certain perception about a product, market, company, etc. all consumers will have the same
perceptions as you do.
• Your paper MUST have in-text citations throughout the paper and a reference page at the end of
the paper.
• Be sure to follow the formatting guidelines listed on page 2 of the SA checklist.
• Be sure NOT to copy and paste material from internet or other teams' work(s) into your paper.
Please note that you will submit this paper on Turnitin too and note that “plagiarism=F"
• Your paper does not have to be 16 pages, 16 is the maximum number of pages allowed for this
paper.
• If you have problems within your team, I expect you to be able to resolve any conflict as adults.
It is important that you focus on the goal, work together and complete the paper in time. All
students in this class will have a chance to review their teammates and provide a peer evaluation
to me at the end of the semester. I take peer evaluations very seriously.
• Tone of the paper: you may want to assume that your group is a consulting firm creating this SA
for the CEO of company you're working on. DO NOT attempt to market your hypothetical
marketing firm, be sure to focus on the topics you need to cover according to the checklist.
• Please refer to syllabus for important information regarding late submissions.
• Each team needs to submit ONE copy of the SA paper on Turnitin and ONE copy of the paper for
grading. There are two separate links for these two on Canvas and their deadlines are different.
Only ONE person per team will upload the two copies of the paper into Canvas.
• Files MUST be in .pdf format.
• First upload, into Turnitin, must to be done by 11:00 p.m. the day before due date.
• Second upload, for grading, must be done by on the due date (Please refer to syllabus for due
dates)
MKT304 – Prof. Sean Keyani
Last Revised: 9/13/18
SA Checklist: Page 3 of 3
MARKETING PLAN CHECK LIST
This checklist should help you ensure you include every area necessary for a thorough plan. Note
that just inclusion of a topic will not necessarily lead to a good grade. Evaluation of each area is
based on your clarity and quality of your information and your discussion of that information.
SITUATION ANALYSIS
REVISED 16 pages max- Situation Analysis (use the feedback from grader). YOU MUST make
the appropriate corrections to your SA paper or 2x points will be deducted!
PRODUCT (ADD TO WHAT YOU HAVE AT THE END OF YOUR SA PAPER)
Recommended number of pages for this section:2
Points of difference of your new/revised product or service
Unique product quality, attributes and benefits to target market
Consider branding the potential impact on other products in the portfolio
PRICING
Recommended number of pages for this section:2
Pricing Strategy
Specific Price for the new/revised product/service
Demonstrate pricing is consistent with company brand equity & product’s positioning
PROMOTION
Recommended number of pages for this section:6 (Provide all the details)
Choose a combination of promotion mix elements and explain WHY they are appropriate
Provide detailed information about the message conveyed via EACH ELEMENT CHOSEN
Describe how the promotion mix is integrated: all elements reinforcing each other (consistency &
complementarity)
PLACE (DISTRIBUTION) STRATEGY
Recommended number of pages for this section:2
Describe your recommended distribution strategy; show its consistency with target market
Demonstrate distribution is consistent with product positioning
ORGANIZATION
Recommended number of pages for this section:1
Existing org chart and any recommended Changes (New Position(s), Business Units etc.)
IMPLEMENTATION PLAN
Recommended number of pages for this section:1
Describe a time line for implementation and main tasks and evaluation method
Gantt Chart showing the implementation plan (In the appendixes)
MKT304 – Prof. Sean Keyani
Last Revised: Thursday, September 13, 2018
MP Checklist: Page 1 of 4
MARKETING PLAN CHECK LIST
EXECUTIVE SUMMARY
Maximum 2 pages
Two-page, double space, executive summary is given at beginning
Summarizes the whole document CLEARLY AND CONCISELY
FORMAT OF PAPER
Does not exceed the page limits
(Max 32 pages excluding cover page, table of contents, references pages and appendixes)
Pages have numbers (Page X of Y format)
Appropriate 12 point font size, double-spaced, one-inch margins
MUST CITE ALL INFORMATION (otherwise = plagiarism = F) - Style= APA
Provide a reference section at the end of the paper in correct style/format - Style= APA
Edit/proofread and use correct Spelling and Grammar
Use tables/charts/graphs effectively to present information
(SWOT tables must be in the body of the paper; the rest of the tables/charts/graphs could be
included in the appendixes)
Use an appropriate tone and write clearly
MKT304 – Prof. Sean Keyani
Last Revised: Thursday, September 13, 2018
MP Checklist: Page 2 of 4
MARKETING PLAN CHECK LIST
Be consistent with your in-text citations and your references page (APA style).
I would highly recommend using the automatic “References\Citations and Bibliography – \Table
of Contents” in MS Word (“Reference tools” for Macintosh computers). For web reference
guidance for APA format, you may look to: http://owl.english.purdue.edu/
For library resources; please use the following links:
http://library.calstate.edu/northridge/databases/subject/business-economics
http://library.csun.edu/ResearchAssistance/AskUs
When using web sources, remember to reference the actual source of your data or information, not
the search engine you used to get to the source. GOOGLE, for instance, is NOT a source, nor is
library.csun.edu. They are the vehicles you used to find your source. Any web citations should
include the full URL address as well as the date you received information from that URL address.
Sources should also be CREDIBLE. For instance, Wikipedia should not be used as a source in your
paper – it is not a credible source for information (this doesn’t mean that you can’t use it, you just
need to go to the direct source to find the credible information).
MKT304 – Prof. Sean Keyani
Last Revised: Thursday, September 13, 2018
MP Checklist: Page 3 of 4
MARKETING PLAN CHECK LIST
Important Reminders:
• Be sure to cover all the items on the SA+MP checklist. You may want to use items of the
checklist as a headings/sub-headings in your paper.
• Refrain from adding definitions from your textbook to “fill” the paper. Also, DO NOT include
random information in the appendixes (e.g. general financial/stock information that are
unrelated to topics discussed in the paper)
• Your feelings, perceptions and experiences as a consumer are not necessarily facts. This is a
research-based paper so, it cannot be based on what you feel or assume is true. It MUST be
based on research and facts. In other words, DO NOT ASSUME because you and/or your team
have a certain perception about a product, market, company, etc. all consumers will have the
same perceptions as you do.
• Your paper MUST have in-text citations throughout the paper and a reference page at the end
of the paper.
• Be sure to follow the formatting guidelines listed on page 2 of the MP checklist.
• Be sure NOT to copy and paste material from internet or other teams' work(s) into your paper.
Please note that you will submit this paper on Turnitin too and note that “plagiarism=F"
• Your paper does not have to be 32 pages, 32 is the maximum number of pages allowed for this
paper.
• If you have problems within your team, I expect you to be able to resolve any conflict as adults.
It is important that you focus on the goal, work together and complete the paper in time. All
students in this class will have a chance to review their teammates and provide a peer evaluation
to me at the end of the semester. I take peer evaluations very seriously.
• Tone of the paper: you may want to assume that your group is a consulting firm creating this SA
for the CEO of company you're working on. DO NOT attempt to market your hypothetical
marketing firm, be sure to focus on the topics you need to cover according to the checklist.
• Please refer to syllabus for important information regarding late submissions.
• Each team needs to submit ONE copy of the SA paper on Turnitin and ONE copy of the paper
for grading. There are two separate links for these two on Canvas and their deadlines are
different. Only ONE person per team will upload the two copies of the paper into Canvas.
• Files MUST be in .pdf format.
• First upload, into Turnitin, must to be done by 11:00 p.m. the day before due date.
• Second upload, for grading, must be done by on the due date (Please refer to syllabus for due
dates)
MKT304 – Prof. Sean Keyani
Last Revised: Thursday, September 13, 2018
MP Checklist: Page 4 of 4
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