Category

Mark scale 0-2 3-4 5-6 7-8

Company Profile

Max mark = 8 Lack of adequate representation of the company

Completely inadequate profile and lack of understanding of company’s position in industry

Multiple major elements or key categories of information missing

Major omission of key information

Significant omission of information to describe adequately company’s position in industry

Major omission of elements or key categories of information

Minor omissions of important information

Some information missing to fully understand company’s market position

Some elements or key categories of information absent

Good, clear and thorough profile

All necessary information to understand position in market

Thorough elements or key categories of information present

Mark scale 0-2 3-4 5-6 7-8

Research Depth

Max mark = 8 Inadequate depth and focus in research

Lack of any research depth or impact in terms of information generated

Limited use of resources for research

Merely adequate in terms of significance

Appreciable scope of resources and verified sources

Reasonably up-to-date information that impacts the company

Using multiple, respected sources of information

Concise, significant and current information that is strategic

Mark scale 0-1 2-4 5-7 8-10

Analysis and referencing

Max mark = 10 Analysis of company is lacking in logical judgement or depth of analysis

Inappropriate statements and inadequate analysis

References almost completely missing

Some important areas not adequately dealt with in analysis

Meaningful statements with hardly any justification

Major deficiencies in list or technique of referencing

Analysis is adequately logical and most major areas are covered

Appropriate statements with some justification

Some references of minor deficiencies in referencing technique

Analysis is logical, thorough and appropriate to the level expected

Appropriate statements, clearly backed by referencing

Appropriate list of references with good referencing technique

Mark scale 0-2 3-4 5-6 7-8

Industry position and strategy

Max mark = 8 Poor logical flow to forming conclusions or lack of conclusion

Lack of any adequate description of Company A’s position or strategy

Discussion lacking in depth or thought or no reference to Company B

Conclusions formed but not closely aligned to research or well referenced

Position and strategy mentioned with unclear links to research and analysis

Omissions in discussion areas of inadequate reference in Company B

Satisfactory conclusions based on adequate research

Position and strategy described with links made with research and analysis

Adequate discussion with reference to Company B

Well thought out conclusions aligned to research

Clear description of Company A’s position and strategy aligned to research and analysis

Well explained discussion including reference made to Company B

Mark scale 0-2 3-4 5-6

Language, readability, conciseness

Max mark = 6 Major grammatical errors

Major errors in structure or flow

Severe issues in more than one area in terms of coherence or ideas

The information is not made interesting or relevant to the reader

Some grammatical errors

Minor but significant errors in structure or flow

Clear and coherent writing with decent economy, vague or incoherent in certain areas

The information has only moderate appeal to the reader

Free of any grammatical errors

Good structure and logical flow of writing

Concise and communicates ideas very clearly

Written in an engaging manner that draws the reader in