Case Discussion– Marketing Tag Heuer
Please read the case and analyze it by answering these case analysis questions.
- You may answer each case discussion question in each paragraph and separate different paragraphs for different questions. You don’t have to copy the discussion questions in your answer.
- Although quantity is not quality, however I do not accept 1-2 sentence answers to each question. Please make a thorough case analysis, post 300 to 500 words’ case analysis (roughly 1.5-3 pages double spaced with12-font), and post it in the text entry format online.
Case Discussion questions
- What is the SWOT of TAG? What does a Swiss luxury watch brand stand for?
- What was the situation at TAG Heuer when Biver took over as CEO? Which of Biver’s actions do you agree/disagree with? Why?
- How has Biver been able to turn around so many companies? What does he do for a marketing perspective?
- Was GAT Heuer right to go after the digital watch market? Why?
GRADING RUBRIC for REFLECTION PAPER
Page 1 of 4
CRITERIA FAILS TO MEET EXPECTATIONS
0
NEEDS IMPROVEMENT
5
MEETS EXPECTATIONS
8
EXCEEDS EXPECTATIONS
10
YOUR SCORE
ORGANIZATION
Clearly organized
introduction, body,
conclusion
Fails to meet this criteria by obvious
disregard for the
expectations stated in
the criteria;
Disorganized and the
reader can not follow
the paper at any
length
Disorganized, leaves reader wondering
what is being said;
abrupt ending
Paper has intro, body, and conclusion
but may take a re-
reading to understand
Easy to read, topic introduced, organization
clearly evident with
proper introduction,
body, conclusion
Does this paper address the prompt
or the topic?
The topic of the paper is not addressed at all;
Fails to stick to the
topic therefore fails to
meet the criteria
Student does not clearly identify his/her
reflections about the
topic; may veer from
topic
The entire paper’s content relates to the
prompt or topic; the
student explains his/her
reflections about the
topic but may take a re-
reading to
understand
The student’s reflection about the topic is
explained in clear
language; immediately
interesting and supported
with detail
Paragraph Organization and
Writing Style: Ideas
are clearly
connected and
make sense
Fails to meet this criteria by obvious
disregard for the
expectations stated in
the criteria
Paragraphs are disorganized; ideas are
included which do not
relate to the main idea;
ideas are not connected
and have little or no
supporting details; one
sentence paragraphs
Each paragraph has a central idea that is
supported with details;
ideas are connected and
important points make
sense
Each paragraph has a central idea; ideas are
connected and
paragraphs are
developed with details;
paper is easy to read and
“flows” naturally in an
organized pattern
GRADING RUBRIC for REFLECTION PAPER
Page 2 of 4
CRITERIA FAILS TO MEET EXPECTATIONS
0
NEEDS IMPROVEMENT
5
MEETS EXPECTATIONS
8
EXCEEDS EXPECTATIONS
10
YOUR SCORE
ORGANIZATION
Fails to meet this criteria by obvious
disregard for the
expectations stated in
the criteria
Paper is shallow and does not present
detailed evaluation of
reflection about the
topic; little use of
business literature to
support thought
The paper shows that the student has
thought about the topic
although the written
presentation may
appear weak or lack
clarity; use of business
literature to support
thought
Paper provides evidence (through the use of
description, details, and
use of business
literature) that the
student has examined
his/her own belief
systems and related this
to their current views
about the topic; use of
business literature to
support thought
GRADING RUBRIC for REFLECTION PAPER
Page 3 of 4
CRITERIA
FAILS TO MEET EXPECTATIONS
0
NEEDS IMPROVEMENT
5
MEETS EXPECTATIONS
8
EXCEEDS EXPECTATIONS
10
YOUR SCORE
GRAMMAR
Basic writing expectations:
mechanics,
spelling,
grammar, or
punctuation
errors
More than 8 grammatical ,
punctuation, or BWE
errors
4-7 grammatical, punctuation , or
BWE errors
Between 1-4 grammatical,
punctuation, or
BWE errors, but
they are minor and
do not detract from
the paper
No errors whatsoever!
Use of transitions to connect
sentences and
ideas
Fails to meet this criteria by obvious
disregard for the
expectations stated in
the criteria
Choppy; sentences do not connect or
transition well; ideas
do not connect
Paper expresses the ideas of the author;
sentences relate to
one another; may
take a re-reading to
understand
Paper is easy to read and makes sense the first
time it is read. It is
interesting and well
written; sentences
connect and flow.
Correct choice of verb tenses, words, Avoidance of wordy phrases, correct use of pronouns
Fails to meet this criteria by obvious
disregard for the
expectations stated in
the criteria
Improper use of language or slang;
wrong word choice;
appears “padded”
Occasional wrong word choice;
somewhat wordy
but not enough to
detract from the
summary; May
occasionally use the
wrong tense.
No wrong word choice or slang; uses correct
verb tense and pronouns.
Well written and use of
words convey meaning
GRADING RUBRIC for REFLECTION PAPER
Page 4 of 4
CRITERIA
FAILS TO MEET EXPECTATIONS
0
NEEDS IMPROVEMENT
5
MEETS EXPECTATIONS
8
EXCEEDS EXPECTATIONS
10
YOUR SCORE
FORMATTING
Follows APA professional
writing style of
using 12 point
Times New
Roman font,
1inch margins all
around, correct
APA headings
Fails to meet this criteria by obvious
disregard for the
expectations stated in
the criteria; 3 or more
errors
Meets the criteria with 2 errors
Meets the criteria with 1 error
Exceeds this by completely meeting all
of these requirements
with NO exception!
Correct format of title page
including
running head,
page numbers,
correct page
justification
Fails to meet this criteria by obvious
disregard for the
expectations stated in
the criteria; 3 or more
errors
Meets the criteria with 2 errors
Meets the criteria with 1 error
Perfect title page, running head, page
numbers, and page
justification!
Correct use of citations within
paper according
to APA; Correct
APA reference
page
Fails to meet this criteria by obvious
disregard for the
expectations stated in
the criteria; 3 or more
errors
Meets the criteria with 2 errors
Meets the criteria with 1 error
Perfect use of citations within paper per APA
format; Correct reference
page!
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