Rubric for Case Notes: Keurig: From David to Goliath: The Challenge of Gaining and Maintaining Marketplace Leadership
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 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
Conduct SWOT analysis and offer
insights
Exceeds expectations and manipulates
available options to suggest future
positioning for the company
Identify conclusions that can be
drawn from the analysis
Integrate the results of the analysis into
recommendations to maximize
performance
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
Identify challenges confronting Keurig
and offer recommendations
Exceeds expectations and emphasizes the
potential challenges confronting Keurig as
the company strives for future success.
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 Keurig’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 can help Keurig
remain a market leader.
Deliver conclusions and
recommendations (written, oral,
or discussion)
Uses written report, oral presentation,
and/or team participation to
communicate assessment and proposed
business strategy
Exceeds expectations and delivers insightful
contributions from the assessment that
demonstrate mastery of skills and concepts.
Analysis identifies the strengths,
weaknesses, opportunities, and threats in the
current environment and suggests future
positioning for the company.
Analysis does not significantly identify the
strengths, weaknesses, opportunities, or
threats prevailing in the current environment.
Analysis identifies the strengths,
weaknesses, opportunities, and threats
prevailing in the current environment.
Does not adequately identify the potential
challenges confronting Keurig as the
company strives for future success.
Identifies the potential challenges
confronting Keurig as the company strives
for future success.
Fully and accurately identifies the potential
challenges confronting Keurig as the
company strives for future success.
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.
Excellent assessment and strong business
strategy recommendations are delivered.
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.
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.
Analysis thoroughly describes the relevant
factors in the business-level strategy that
have an impact on the company‘s future.
Situation Analysis
Strategic Options and Decisions
Excludes important factors that should be
weighed in the strategic decision-making
process.
Presents good evidence in support of
recommended strategic proposals.
Significant assessment and business strategy
recommendations are delivered.
Analysis includes sufficient factors in the
business-level strategy that have an impact
on the company‘s future.
Convincing evidence to support
recommended strategic action is missing.
Assessment and/or business strategy
recommendations are incomplete.
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.
Weight
Evaluator Comments
Total Score