Rubric for Case Notes: Kindle Fire: Amazon’s Heated Battle for the Tablet Market
Skill Development
Case Analysis Tasks
Learning Outcomes
Concepts and Analytical Tools
Stellar:
Mastery demonstrated by full
engagement in task, original ideas, and
value-added discoveries
Score
D C B B+ A- AA+
Review and synthesize facts of
the case
Discussion of business-level strategy
Exceeds expectations and successfully
identifies the factors in the business-level
strategy that have an impact on the
company‘s future.
Demonstrate command of
relevant concepts and analytical
tools applicable to the case
Discussion of competitive rivalry and
identify competitors
Exceeds expectations and reveals the scale
differential between the company and its
larger rivals.
Evaluate and discuss the
organization’s current situation or
existing industry conditions
Describe the entrepreneurial
characteristics of Amazon
Exceeds expectations and heralds the
founder’s success at fostering internal
innovation and an entrepreneurial mind-set
amongst the employees.
Identify conclusions that can be
drawn from the analysis
Identify Amazon’s current strategy for
the Kindle Fire and make
recommendations
Exceeds expectations and assesses how the
company‘s strategy stands up against
industry rivalry and offers excellent
recommendations.
Deliver conclusions (written, oral,
or discussion)
Discussion and communication of
analysis results through written report,
oral presentation, and/or team
participation
Exceeds expectations and delivers insightful
contributions from the analysis that
demonstrate mastery of skills and concepts.
Identify viable strategic options
Identifies strategic measures to grow
the business and maximize performance
Exceeds expectations and purposefully
addresses the questions.
Weigh relevant decision-making
factors
Specifically factors important variables
into strategic decision making
Exceeds expectations and conducts an
intricate weighted analysis of the factors
relevant to Amazon’s strategic decisions.
Build a position in support of
recommended strategic action
Presents convincing evidence to back
strategy selection and recommendations
Exceeds expectations and proposes an
integrated strategy that sustains the
company‘s competitive advantages and
performance levels.
Deliver conclusions and
Uses written report, oral presentation,
Exceeds expectations and delivers insightful
Analysis thoroughly describes the relevant
factors in the business-level strategy that
have an impact on the company‘s future.
Scoring Criteria for Levels of Performance
Thoroughly describes important factors that
should be weighed in the strategic decision-
making process.
Presents strong and meaningful evidence in
support of recommended strategic proposals.
Below Expectations:
Shows no evidence of or significant gaps
in understanding
Meets Expectations:
Demonstrates acceptable level of
understanding and competency
Exceeds Expectations:
Demonstrates high level of
understanding and competency and
makes relevant contributions
Includes important factors that should be
weighed in the strategic decision-making
process.
Analysis is an insufficient comparison of the
industry‘s major competitors and/or expose
of the threats posed by the rivals.
Analysis is a sufficient comparison of the
industry‘s major competitors and expose of
the threats posed by the rivals.
Description extensively imparts the
entrepreneurial character of the company and
the entrepreneurship promoted by the
founder within the organization.
Analysis is a strong comparison of the
industry‘s major competitors and expose of
the threats posed by the rivals.
Review does not fully describe the
company‘s competitive strategy and fails to
offer doable recommendations.
Review describes significant components of
the company’s competitive strategy offers
some recommendations.
Review provides a comprehensive
description of the competitive strategy used
by the company and offers good
recommendations.
Analysis excludes some of the relevant
factors in the business-level strategy that
have an impact on the company‘s future.
Situation Analysis
Excludes important factors that should be
weighed in the strategic decision-making
process.
Presents good evidence in support of
recommended strategic proposals.
Does not establish adequate strategic
proposals for consideration.
Establishes adequate strategic proposals for
consideration.
Description fails to impart the
entrepreneurial character of the company
and/or the entrepreneurship promoted by the
founder within the organization.
Description imparts the entrepreneurial
character of the company and the
entrepreneurship promoted by the founder
within the organization.
Analysis includes significant factors in the
business-level strategy that have an impact
on the company‘s future.
Convincing evidence to support
recommended strategic action is missing.
Discussion and/or conclusions from the
analysis are absent or incomplete.
Significant discussion and conclusions from
the analysis are delivered.
Excellent discussion and strong conclusions
are drawn from the analysis.
Establishes a strong set of strategic
proposals for consideration.
Weight
Evaluator Comments
Total Score