Section 2: Current Marketing Situation: Internal Factors:
Team’s marketing plan provides fair coverage of all relevant internal factors affecting the company and its relevant products as it prepares to move forward with a strategic marketing plan for the product under consideration.  More depth needed on the Internal Factor Analysis as noted in the paper.  Plan does not include an analysis of irrelevant business units or global operations that may not impact the product or markets under consideration. Competitive analysis needs more depth as well.
Section 2: Current Marketing Situation: External Factors: Team identifies and discusses in sufficient detail all the external factors important to the strategic planning for the product under consideration and documents same.  More depth needed overall as noted in the paper.  Does not attempt to cover those external environments not impacted by the product category.  
Section 2: SWOT Analysis:
Team is able to disseminate information from the analysis of the environments to prepare a comprehensive SWOT analysis focusing on critically assessing the information and categorizing the major strengths, weaknesses, opportunities and threats impacting the company in its attempt to prepare a strategic marketing plan for the product under consideration.  More depth needed on Weaknesses and Threats.
Section 2: Summary of Current Situation: Team is able to provide an executive summary of its findings and project the main findings of its analysis including any major restrictions that have been taken into consideration in the preparation of the strategic marketing plan.  More depth to the analysis is warranted.