. Provides some analysis of individual elements of SWOT

Criteria Level 1 (dismal writing: reader hates reading the piece, works hard at making sense out of it; author missed the point of the section entirely. I would be ashamed if a client saw this.)
(0-59%) Level 2 (poor writing: many technical errors, reader gets lost…; missing more than one key element of the theory. It would be unfortunate if a client saw this.)
(60-69%) Level 3 (fair writing: some technical mistakes, but the reader can read it without getting lost, fair understanding of theory, missing a key element. I might present it to a client as a rough publish.)
(70-79%) Level 4 (good writing: organized, no grammar or spelling errors; good understanding of theory including main points, limited critical thinking. I could charge a client for this work but would worry about future business.)
(80-89%) Level 5 (well written: well organized, rhythmic, concise and pleasant; demonstrated thorough understanding of theory and displayed critical thinking skills: linking ideas together giving interesting solutions. I would feel good charging a client for this work.)
(90-100%) Points
Introduction Introduces the organization and situation in a limited manner. Introduces the organization and situation. Introduces the organization, situation and key player/stakeholders. Introduces the organization and key player/stakeholders and prepares for following sections. Gives reader a firm understanding of the situation and the reason why a SWOT analysis is now necessary and what we hope to gain from the exercise. 12
Strengths Fails to demonstrate understanding of organization’s strengths. Demonstrates limited understanding of organization’s strengths. Limited research and referenced, reader understands some strengths of the organization and their importance. Researched and referenced, reader understands the main strengths of the organization. Well researched and referenced, reader understands the main strengths of the organization and which strengths are the most important. 20
Weaknesses Fails to demonstrate and understanding of the theory. Demonstrates limited understanding of organization’s weaknesses. Limited research and referenced, reader understands some weaknesses of the organization and their importance. Researched and referenced, reader understands the main weaknesses of the organization. Well researched and referenced, reader understands the main weaknesses of the organization and which weaknesses are the most important. 20
Opportunities Fails to demonstrate and understanding of the theory. Demonstrates limited understanding of organization’s opportunities. Limited research and referenced, reader understands some opportunities of the organization and their importance. Researched and referenced, reader understands the main opportunities of the organization. Well researched and referenced, reader understands the main opportunities for the organization and which opportunities are the most important. 20
Threats Fails to demonstrate and understanding of the theory. Demonstrates limited understanding of organization’s threats. Limited research and referenced, reader understands some threats of the organization and their importance. Researched and referenced, reader understands the main threats of the organization. Well researched and referenced, reader understands the main threats to the organization and which threats are the most important. 20
Strategic Analysis Fails to demonstrate and understanding of the theory. Provides a limited analysis of individual elements of the SWOT analysis. Provides some analysis of individual elements of SWOT and how they might connect with other elements. Connecting the dots. Demonstrating how important elements work together. Connecting the dots. Demonstrating how the most important elements work together producing synergies… 45
Recommendations Fails to demonstrate and understanding of the theory. Leaves organization with some hints at what to do next. Gives the organization a path forward. Gives the organization a clear path forward with priorities. Gives the organization a clear path forward, with priorities and actionable items. 55
Total 190

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