the company is Starbucks and its in the coffee market, my idea is to use healthy food as a new way for the company to generate revenue. so the new product or service would be Healthy foodsthere are milestone 1, 2 and 3 so i will need 3 papers please
mba560_milestone_three_guidelines_and_rubric.pdf
mba560_milestone_two_guidelines_and_rubric.pdf
mba560_milestone_one_guidelines_and_rubric.pdf
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MBA 560 Milestone Three Guidelines and Rubric
This milestone establishes a system to evaluate the ongoing success of a product or service as the marketplace and company dynamics evolve. This involves
establishing measurable criteria of specific activities and mechanisms to assess current systems and branding efforts as well as provide feedback to the proper
departments and individuals so that needed changes can be implemented. This relates to the final project because it is a means to ensure the mission of the
organization is continually pursued and that product or service offerings are both aligned with the mission and provide customer value. The mechanism enables
the planning process to maintain its dynamic nature while staying on the course to follow the mission of the organization.
Specifically, the following critical elements must be addressed:
Refinement. Using the idea that you have chosen, write a short paper covering the following:
How and when will you evaluate the success of the new product or service and its branding? Be sure to suggest processes that occur at regular intervals
and extend across the business, explaining how results will impact decisions on whether to continue or to initiate exit strategies.
What regular, business-wide feedback loops and processes will you implement to support the new idea, keep it on track, and make mid-course
corrections as needed? For example, will you adjust business functions and/or facilitate regular communication across departments? How will you collect
relevant information and ensure its accuracy?
In planning for the future, how will you identify and integrate other factors that might affect implementation of the new idea into your business decisions
and planning? In other words, what other things do you need to consider when moving forward?
Guidelines for Submission: Milestone Three should utilize double spacing, 12-point Times New Roman font, one-inch margins, and discipline-appropriate
citations. It should be 8-10 pages in length and follow APA formatting requirements.
Instructor Feedback: This activity uses an integrated rubric in Blackboard. Students can view instructor feedback in the Grade Center. For more information,
review these instructions.
Critical Elements
Refinement: Evaluate
the success
Proficient (100%)
Establishes business-wide procedures for
evaluating success of new product or
service at regular intervals, explaining
how results will impact decisions on
whether and how to continue or exit
Needs Improvement (70%)
Establishes procedures for evaluating
success, explaining how results will impact
decisions to continue or exit, but
procedures do not extend across business,
do not occur at regular intervals, or are
not reasonable for making business
decisions
Not Evident (0%)
Does not establish procedures for
evaluating success of new product or
service, explaining how results will impact
decisions on whether and how to
continue or exit
Value
30
Refinement: Feedback
Loops
Specifies regular, business-wide feedback
loops and other processes to support the
new idea, keep it on track, and make midcourse corrections as needed
Refinement: Other
Factors
Determines procedures for identifying
other factors that might affect new idea
and integrating them into decision making
and planning
Writing
(Mechanics/Citation)
Minor errors related to organization,
grammar, style, and citations
Specifies feedback loops and other
processes to support the new idea, keep it
on track, and make mid-course
corrections as needed, but procedures do
not extend across business, do not occur
at regular intervals, or are not reasonable
for making business decisions
Determines procedures for identifying and
integrating other factors that might affect
new idea into decision making and
planning, but procedures suggested are
cursory, illogical, or are not well-suited for
improving performance
Some errors related to organization,
grammar, style, and citations
Does not specify feedback loops and
other processes to support the new idea,
keep it on track, and make mid-course
corrections as needed
30
Does not determine procedures for
identifying other factors that might affect
implementation of new idea and
integrating them into decision making and
planning
30
Major errors related to organization,
grammar, style, and citations
10
Earned Total
100%
MBA 560 Milestone Two Guidelines and Rubric
This milestone defines an organization’s core competencies, key strengths, and key weaknesses to provide strategic viability for it in the marketplace. These are
important because they impact the strategic management process. Business decisions are made to capitalize on strengths, while avoiding potential dealings in
which organizational weaknesses could compromise success. Core competencies are defining capabilities that provide strategic advantages because the
competition cannot easily duplicate them. These relate to the final project because they provide the foundation for continued growth and success in the dynamic
marketplace. They provide guidance that will go beyond the current product or service being presented in the business plan.
Specifically, the following critical elements must be addressed:
Section Four: Strengths and Weaknesses
For the company you have chosen, identify and assess at least four, but no more than eight, of each of the following: strengths, weaknesses, opportunities, and
threats that may affect new business activities or offerings. You may use topics listed in the Module Four discussion or others that you deem important. Then,
identify emerging consumer trends and explain how they impact branding and success of your new product or service. Additionally, analyze how perceived
ethics violations might affect branding and success. Finally, assess how all of the SWOT and ethics factors affect branding and operations within the organization.
Section Five: Core Competencies
Continue your paper by identifying and explaining three to five core competencies for the company you have chosen. Explain how and why they are not easily
duplicable by the competition. Explain how these core competencies dovetail with your new product or service offering. Upon which competency or
competencies will the new business offering benefit and why? What strategic implications will/could this have on the new offering?
Guidelines for Submission: Milestone Two should utilize double spacing, 12-point Times New Roman font, one-inch margins, and discipline-appropriate citations.
It should be 8–10 pages in length and follow APA formatting requirements.
Instructor Feedback: This activity uses an integrated rubric in Blackboard. Students can view instructor feedback in the Grade Center. For more information,
review these instructions.
Critical Elements
Strengths,
Weaknesses,
Opportunities, and
Threats: Assess
Proficient (100%)
Identifies and analyzes at least four, but
no more than eight of each of the
following: strengths, weaknesses,
opportunities, and threats that may
affect new business activities or offerings
Needs Improvement (70%)
Identifies and analyzes two to three of
each of the following: strengths,
weaknesses, opportunities, and threats
that may affect new business activities or
offerings
Not Evident (0%)
Identifies and analyzes only one to two
of each of the following: strengths,
weaknesses, opportunities, and threats
that may affect new business activities or
offerings
Value
18
Strengths and
Weaknesses:
Opportunities:
Consumer Trends
Assesses how emerging consumer trends
impact branding and success of new
product or service in current global
marketplace, identifying most relevant
trends and how they apply to target
market in justifying response
Strengths and
Weaknesses:
Opportunities: Ethics
Analyzes how perceived ethics violations
might affect branding and ultimate
success of new product or service in a
global environment, supported by
specific examples
Strengths and
Weaknesses: Affect
Assesses how factors identified affect
branding and operations across different
departments, including how business
plan takes this into account
Core Competencies
Assesses aspects of company or new
idea that set it apart from the
competition and provide long-term
sustainability in the market, including
how those competencies affect business
plan
Minor errors related to organization,
grammar, style, and citations
Writing
(Mechanics/Citation)
Assesses how emerging consumer trends
impact branding and success of new
product or service in current global
marketplace, identifying most relevant
trends for target market in justifying
response, but response contains
inaccuracies or omits key details, or links
between trends and impact are tenuous
Analyzes how perceived ethics violations
might affect branding and success of
new product or service in a global
environment, but analysis is cursory,
illogical, contains inaccuracies, or is not
supported by specific examples
Assesses how factors identified affect
branding and operations across
departments, including how business
plan takes this into account, but
response contains inaccuracies or omits
key details, or link between factors, their
impact, and business planning is tenuous
Assesses aspects of company or new
idea that set it apart from competition
and provide long-term sustainability,
including how those competencies affect
business plan, but response is cursory or
illogical or contains inaccuracies
Some errors related to organization,
grammar, style, and citations
Does not assess how emerging consumer
trends impact branding and success of
new product or service in current global
marketplace, identifying most relevant
trends and how they apply to target
market in justifying response
18
Does not analyze how perceived ethics
violations might affect branding and
ultimate success of new product or
service in a global environment
18
Does not assess how factors identified
affect branding and operations across
different departments, including how
business plan takes this into account
18
Does not assess aspects of company or
new idea that set it apart from the
competition and provide long-term
sustainability in the market, including
how those competencies affect business
plan
Major errors related to organization,
grammar, style, and citations
Total
18
10
100%
MBA 560 Milestone One Guidelines and Rubric
This milestone establishes your chosen organization’s direction within the marketplace. This is important because it drives the subsequent activities, milestones,
and the final project. Without a strong sense of the organization’s purpose within the marketplace, knowledge of consumer trends, and how to meet target
market needs at the appropriate price, management is less likely to maximize the efficiency of business activities and more likely to miss fully meeting the needs
of its chosen target market. This milestone establishes how the organization will differentiate itself from its competition through branding with a unique product
or service offering designed to meet specific consumer needs or desires that are shaped by their demographics, personality, or buying style.
Specifically, the following critical elements must be addressed:
Section Two: Branding and Idea Context
Building on your project idea from MBA 515, write a short paper that addresses the following:
Corporate mission and how the new product or service aligns with it
Defining features of the product(s)/service(s)
o How the product will be marketed internally and externally
o How the company is differentiating from competition
o Alignment of pricing with market position and corporate mission
Your substantiated opinion of brand effectiveness
Section Three: Defining Product or Service Need
For your idea, continue your paper by addressing the following:
Behavioral and/or lifestyle demographics of the targeted consumer or buying style of organizational buyer and why they are a good choice
What unsatisfied need the product/service fulfills
How the customer/buyer seeks information to fill the need
How the product is purchased (characterize the buying situation)
Why your chosen target market is the best choice
Section Six: Pricing
Using the idea that you have chosen, finish your paper by covering the following:
Explain the fixed and variable costs and how these fit with the company’s short- and long-term goals. Use a narrative with a table to show calculations for
cost categories. Provide reasonable estimates for each of the categories. Specific or in-depth financial analysis is not necessary.
Examine competitors’ pricing and explain reasoning for differences.
Estimate how much you think the target market is willing to pay for your product/service. Is this due to preferences for social responsibility, ethical
behavior, or other intangibles?
What pricing strategy (skimming, penetration, economy, or premium) is most appropriate and why?
Guidelines for Submission: Milestone One should utilize double spacing, 12-point Times New Roman font, one-inch margins, and discipline-appropriate citations.
It should be 8-10 pages in length and follow all APA formatting requirements.
Instructor Feedback: This activity uses an integrated rubric in Blackboard. Students can view instructor feedback in the Grade Center. For more information,
review these instructions.
Critical Elements
Context: Defining
Features
Context: Fits
Context: Effectiveness
Proficient (100%)
Lays out the key defining features of
company’s brand and how these features
drive business decisions
Assesses how new idea fits with
company’s existing brand and how that
impacts business plan, supported by
relevant research and analysis
Evaluates effectiveness of existing
branding efforts, including implications
for new product or service, supported by
relevant analysis
Needs Improvement (70%)
Lays out defining features of company’s
brand and how they drive business
decisions, but response omits key
features, contains inaccuracies, or
connections between brand and decisions
are perfunctory
Assesses how new idea fits with
company’s existing brand and impact on
business plan, supported by research and
analysis, but response is cursory, omits
key details, contains inaccuracies, or
support is not relevant
Evaluates effectiveness of existing
branding efforts, including implications
for new product or service, supported by
analysis, but response is cursory, omits
key details, contains inaccuracies, or
support is not relevant
Not Evident (0%)
Does not lay out defining features of
company’s brand and how these features
drive business decisions
Value
8
Does not assess how new idea fits with
company’s existing brand and how that
impacts business plan, supported by
research and analysis
8
Does not evaluate effectiveness of
existing branding efforts, including
implications for new product or service,
supported by analysis
8
Need: Target Market:
Basic Demographics
Analyzes key demographic features of
target market, supported by relevant
research
Need: Target Market:
Other
Analyzes other behavioral or
psychographic characteristics of target
market, supported by relevant research
Need: Want or Need
Analyzes how new product or service
meets a specific want or need of target
market, supported by relevant market
research
Need: Why
Defends choice of target market relative
to product success, based on analysis of
target market’s characteristics, needs, and
wants
Pricing: Costs
Determines fixed and variable costs
associated with new good or service and
how costs fit with company objectives,
supporting narrative with table showing
calculations and assumptions
Pricing: Pay
Judges how much target market is willing
and able to pay for product or service,
using target market analysis and research
on close competitors’ prices to justify
response
Analyzes demographic features of target
market, supported by research, but
response is cursory, omits critical
features, contains inaccuracies, or support
is not relevant
Analyzes other behavioral or
psychographic characteristics of target
market, supported by research, but
response is cursory, omits key
characteristics, contains inaccuracies or
support is not relevant
Analyzes how new product or service
meets a specific want or need of target
market, supported by market research,
but response is cursory, omits key details,
contains inaccuracies, or support is not
relevant
Defends choice of target market relative
to product success based on analysis of
target market’s characteristics, needs, and
wants, but defense is cursory, illogical,
contains inaccuracies, or is not wellsupported
Determines fixed and variable costs and
how fit with company objectives,
supporting narrative with table showing
calculations and assumptions, but
response omits key details, contains
inaccuracies, or is based on faulty
assumptions
Judges how much target market is willing
and able to pay for product or service,
using target market analysis and research
on close competitors’ prices to justify
response, but response is cursory,
contains inaccuracies, or is not wellsupported by research and analysis
Does not analyze key demographic
features of target market, supported by
research
8
Does not analyze other behavioral or
psychographic characteristics of target
market, supported by research
8
Does not analyze how new product or
service meets a specific want or need of
target market, supported by market
research
8
Does not defend choice of target market
relative to product success, based on
analysis of target market’s characteristics,
needs, and wants
8
Does not determine fixed and variable
costs associated with new good or service
and how costs fit with company
objectives, supporting narrative with
table showing calculations and
assumptions
8
Does not judge how much target market
is willing and able to pay for product or
service, using target market analysis and
research on close competitors’ prices to
justify response
8
Pricing: Preferences
Pricing: Strategy
Writing
(Mechanics/Citation)
Evaluates whether targeted consumers
are willing and able to pay more for
product or service if it aligns with their
preferences for socially responsible and
ethical behavior, justifying response with
evidence
Justifies pricing strategy and price
selection for new product or service in
light of analysis
Minor errors related to organization,
grammar, style, and citations
Evaluates whether targeted consumers
are willing and able to pay more for
product or service if it aligns with their
preferences for socially responsible and
ethical behavior, justifying response with
evidence, but response is cursory,
contains inaccuracies, or is not wellsupported by evidence
Justifies pricing strategy and price
selection for new product or service in
light of analysis, but justification is
cursory, illogical, contains inaccuracies, or
is poorly-supported
Some errors related to organization,
grammar, style, and citations
Does not evaluate whether targeted
consumers are willing and able to pay
more for product or service if it aligns
with their preferences for socially
responsible and ethical behavior,
justifying response with evidence
8
Does not justify pricing strategy and price
selection for new product or service in
light of analysis
8
Major errors related to organization,
grammar, style, and citations
Earned Total
12
100%
…
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