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
