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Get it written →Write an individual report that answers the following questions for the Vincor Project Twist Case:
- Using the results of the initial (Phase 1) qualitative research, what unmet needs exist?
- From the Usage and Attitude Study, identify the target market Vincor should pursue and articulate some relevant characteristics of this target market.
- Choose 1 product concept Vincor should pursue and use case facts/evidence to provide justification for your decision. Do NOT discuss packaging, bottle, or price issues.
Your written report should use 12 point font, 1.5 spacing, and no more than 3 pages, exclusive of any exhibits.
Vincor Project Twist Case Write-up Rubric (1)
Vincor Project Twist Case Write-up Rubric (1)
| Criteria |
Ratings |
Pts |
|
This criterion is linked to a Learning OutcomeKey ElementsMax 10 Points
|
| 10 pts
Above Standards
Address all of the questions (3) required for the assignment
|
8 pts
Meets Standards
Address some (2) of the questions required for the assignment
|
6 pts
Below Standards
Address 1 of the questions required for the assignment
|
0 pts
Not Evident
Does not address any of the questions required for the assignment
|
|
10 pts
|
|
This criterion is linked to a Learning OutcomeNumber of and Appropriate Needs IdentifiedMax 15 Points
|
| 15 pts
Above Standards (12-15)
Identified all relevant needs from appropriate qualitative research
|
11 pts
Meets Standards (9-11)
Identified some relevant needs from appropriate qualitative research
|
8 pts
Below Standards (6-8)
Identified few relevant needs from appropriate qualitative case research
|
0 pts
Not Evident
No identification of any relevant needs from the appropriate qualitative research
|
|
15 pts
|
|
This criterion is linked to a Learning OutcomeIdentify Target Market and CharacteristicsMax 15 Points
|
| 15 pts
Above Standards (12-15)
Identified appropriate target market and all relevant characteristics
|
11 pts
Meets Standards (9-11)
Identified appropriate target market and some relevant characteristics
|
8 pts
Below Standards (6-8)
Identified part of target market and a few characteristics
|
0 pts
Not Evident
Misidentified target market and no characteristics
|
|
15 pts
|
|
This criterion is linked to a Learning OutcomeProduct Concept Choice and Support for DecisionMax 20 Points
|
| 20 pts
Above Standards (15-20)
Clear product concept choice and strong, relevant support for choice
|
14 pts
Meets Standards (10-14)
Clear product concept choice and moderate, relevant support for choice
|
9 pts
Below Standards (5-9)
Clear product concept choice and weak support for choice
|
0 pts
Not Evident
Unclear product concept choice and little or no support for choice
|
|
20 pts
|
|
This criterion is linked to a Learning OutcomeWritingMax 10 Points
|
| 10 pts
Above Standards
Write clearly and concisely with no errors related to organization, grammar, style, and citations
|
8 pts
Meets Standards
Write clearly and concisely with 1-2 errors related to organization, grammar, style, and citations
|
6 pts
Below Standards
Write clearly with 3-4 errors related to organization, grammar, style, and citations
|
0 pts
Not Evident
Does not write clearly with more than 4 errors related to organization, grammar, style, and citations
|
|
10 pts
|
|
Total Points: 70
|
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