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3
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4
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Company overview
and competitive analysis
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One or more major topics
were not addressed. Depends on over generalizations
for support. General summarizing rather than analysis.
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Analysis fails to build
an understanding of Apple's product mix and/or competitive
forces which threaten product success.
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Analysis builds an
understanding of Apple's product mix and the competitive
forces which threaten product success.
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Analysis builds a thorough
and accurate understanding of Apple's product mix and
the competitive forces which threaten product success.
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SWOT Analysis
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Analysis fails to adequately
identify Apple's external and/or internal environments
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Analysis excludes some
of the important elements of Apple's external and/or
internal environments.
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Analysis includes significant
elements of Apple's external and internal environments.
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Analysis comprehensively
describes the elements of Apple's external and internal
environments.
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____
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Strategy Review:
Discussion of problems and solutions
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Assessment and/or business
strategy recommendations are incomplete.
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Review does not fully
describe Apple's competitive strategy. Convincing evidence
to support recommended strategic action is missing.
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Significant discussion
and conclusions from the analysis are delivered. Presents
good evidence in support of recommended strategic proposals.
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Review provides a comprehensive
description of the competitive strategy used by Apple
in the marketplace. Excellent discussion and strong
conclusions are drawn from the analysis.
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____
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Writing Style
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The information appears
disorganized and poorly written. Many grammatical, spelling,
or punctuation errors
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Information is organized
but not clearly and concisely written. A few grammatical,
spelling or punctuation errors
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Information is organized
and is articulated in a generally direct style. Almost
no grammatical, spelling, or punctuation errors
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Information is very
organized and clearly articulated in a direct and persuasive
style. No grammatical, spelling or punctuation errors
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Use of Sources
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Sources are not properly
documented. Depends on over generalizations for support.
General summarizing rather than analysis
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All sources are documented,
but many are not in the proper format. Often uses generalizations
to support thesis. Examples may not be relevant.
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All sources are documented
but a few are not in the proper format. Begins to offer
reasons to support thesis by interpreting information
and explaining connections. Provides relevant examples.
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All sources are accurately
documented in the proper format. Uses supporting documentation
appropriately and effectively, providing sufficient
evidence and explanation to convince.
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Total---->
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