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MGMT627 Project Management
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MGMT627 Project Management
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Course Code: MGMT627
University: Australian Catholic University
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Country: Australia
Question
You are the Project Manager for a large Multinational Food Company responsible for the successful launch of a new range of pour-on cooking sauces.
As the Project Manager you are accountable for the on-time launch into market of the new range. You have already established the Project Charter and The Project Plan.
You have also identified all the key stakeholders (which are internal to the company unless otherwise stated) including:
Research and Development (the product developers);
Manufacturing (the team responsible for in-house manufacture and in-house packaging of the product);
Procurement (responsible for sourcing all new raw materials and externally-made packaging for the range);
Marketing (the team responsible for establishing the advertising campaign);
Sales (the team responsible for selling the product); and,
Retailers (the external customers responsible for retailing the product to the end consumer throughout their external supermarkets).
The timeline for delivery of the product to the retailers is known to all stakeholders and you are having regular team project meetings with representatives of all the stakeholders to ensure this on- time delivery of the product.
However, at the team project meeting held today (3 months before the planned launch), you are alerted to an unexpected and unwelcome issue: Procurement advise you that – due to the external packaging supplier factory going bankrupt and ceasing all future trading – the 100,000 standard jars ordered to package the cooking sauce in-house for your product launch will not be available.
Using the available Communication Strategy Template and a selection of sufficient & appropriate tools (which are deemed present on the Week 6 page), develop a clear communication strategy that will help you, as Project Manager, deal with this unexpected delay and deliver the new launch successfully and with minimal or no delay and maximise the value to the company.
Answer
Communications objectives:
This section will highlight the main objectives of the communications that are a part of this project, which can be briefly summarized as mentioned in, the below points:
This project is mainly targeting the homemakers as well as the students of hotel management as well as hospitality management, since these are the people who are more interested about food and cooking, and will generally be more interested about launch of new cooking products in the market.
The time frame needed for launching the new cooking sauce in the market will be around another 2 months from now that is 60 days.
The budget will increase to up to another 2500000 AUD, considering the wholesale price for each jar around 25$ from another third party packaging company from which the remaining 100000 standard jars have to be now purchased.
A SWOT analysis of the present as well as the future scenario of the company will be performed which will help in identifying the threats, risks as well as the advantages and the disadvantages. This will involve the risk management as well as the leadership teams within the company so that they can participate in the proper implementation of the plan within the company.
Target audience:
As discussed above, the target audience of the project are mainly the homemakers and the students of hospitality and hotel management in Australia, who are more into the cooking field and regularly stay updated with the launch of the new cooking materials in the market. They are the primary target audience. Secondary target audience are the restaurant owners who can often try out new products launched in the market (Condrasky et al. 2013). This study aims to help the different leadership managers as well as the concerned project departments to come up with an effective communication strategy so the successful launch of the new product is possible without any problems, despite the unavoidable circumstance that the company is presently facing (Anti? and Bogeti? 2015).
Key message to target audience:
The parents as well as the homemakers who are generally leisure cooks can try out experimenting with this all new pour in cooking sauce in the innovative dishes they try cooking in every day of their lives. This new sauce has an all in one ingredient that they can generally try in any new dish they wish to cook.
The students of hotel management who have cooking activities as a part of their assignment should definitely try out this new sauce since they have taste preferences as well as markings based on the quantity and the quality of cooking sauce they use in their assignments (Burke 2013).
Communications mix:
A 12 months communication time will be needed in order to properly communicate the launch of the new product. It is of two types: internal and external communication mix. The components are described below:
Internal mix:
The company sales people and the product representatives can visit the colleges as well as homes and interact with the users and educate and inform them about the new product and also offer them initial free sample s of the product for testing purposes just to market their product.
External mix:
Press:
A press release, which will describe the features of the product as well as periodic advertisements in the radio, will be needed.
Online:
Online advertisements as well as promotions in social media will play a crisis role in the marketing of the product.
Advertisements:
Radio, televisions will play an important role in advertising the product.
Prints:
Newspapers, hoardings and leaflets can be used and distributed in homes and among students to increase their awareness about the new product (Rothaermel 2015).
Email newsletters:
Email notifications can be sent to the users regarding the same.
SWOT Analysis:
Strength:
Project charter and plan has already been developed.
Different teams such as sales, marketing as well as research and development teams have already been identified.
The company has a good brand name (Gold, Hahn and Seuring 2013).
Weakness:
No proper back up plan as of now for the requirement of 100000 jars.
Managers do not have a fixed set of strategies or guidelines presently to follow within the organization regarding the launch of the new product (Beske, Land and Seuring 2014).
Opportunities:
The company can purchase the jars from a vendor that offers the best price in the market.
It can come up with more customer engaging promotion plans in the market (Turner 2014).
Threats:
High cost of production (Bohari, Hin and Fuad 2017).
Sudden shortage of 100000 standard jars which can delay the entire process ot a large extent.
Promotion:
The product has to be promoted both internally i.e. within the organization as well as to the external users. Promotion can be done using social media, leaflets as well as face-to-face meetings with the customers wherein the sales representatives can explain the products to the users in details in person. The Dartmouth website will also be used to market the product (David, Broquetas and Volm 2013).
Budget:
The budget as discussed above will be around 2500000 AUD for 100000 jars, considering the price for each jars of around 25$. There will be other cost factors such as website maintenance and printing leaflets as well as internet handling charges for the online promotion of the product as well as conducting promotion events in different parts of Australia. Free samples also have to be distributed in the initial phase of the product promotion, which will again involve cost to the company (Grimm, Hofstetter and Sarkis 2014). The overall budget is expected to shoot up to 3500000 AUD.
Timeline:
The expected time for the entire project to be successfully completed and the product to be launched into the market will be around 12 months.
Being on the brand:
The new pour in sauce is an interesting new product from the company that will inspire new cooks to learn and experiment different styles of cooking using the cooking sauce. It will also inspire the students as well as the traditional homely cooking styles and newer varieties of the existing dishes will come up. It is a challenge for the cooks to make optimum use of the cooking sauce to come up with more tasty variants of the same preexisting dish. It can also be a challenge to the other sauces from the different other companies (Marchewka 2014). This will also ensure a better brand image of the company as a whole.
References:
Anti?, Z. and Bogeti?, S., 2015. Food industry workers’ attitudes on the importance of factors affecting foodstuff quality managament. Journal of Engineering Management and Competitiveness (JEMC), 5(1), pp.29-39.
Beske, P., Land, A. and Seuring, S., 2014. Sustainable supply chain management practices and dynamic capabilities in the food industry: A critical analysis of the literature. International Journal of Production Economics, 152, pp.131-143.
Bohari, A.M., Hin, C.W. and Fuad, N., 2017. The competitiveness of halal food industry in Malaysia: A SWOT-ICT analysis. Geografia-Malaysian Journal of Society and Space, 9(1).
Bryde, David, Martí Broquetas, and Jürgen Marc Volm. “The project benefits of building information modelling (BIM).” International journal of project management 31, no. 7 (2013): 971-980.
Burke, R., 2013. Project management: planning and control techniques. New Jersey, USA.
Condrasky, M.D., Baruth, M., Wilcox, S., Carter, C. and Jordan, J.F., 2013. Cooks training for Faith, Activity, and Nutrition project with AME churches in SC. Evaluation and program planning, 37, pp.43-49.
Gold, S., Hahn, R. and Seuring, S., 2013. Sustainable supply chain management in “Base of the Pyramid” food projects—A path to triple bottom line approaches for multinationals?. International Business Review, 22(5), pp.784-799.
Grimm, J.H., Hofstetter, J.S. and Sarkis, J., 2014. Critical factors for sub-supplier management: A sustainable food supply chains perspective. International Journal of Production Economics, 152, pp.159-173.
Lee, J. and Park, S., 2016. Management of Sodium-reduced Meals at Worksite Cafeterias: Perceptions, Practices, Barriers, and Needs among Food Service Personnel. Osong public health and research perspectives, 7(2), pp.119-126.
Marchewka, J.T., 2014. Information technology project management. John Wiley & Sons.
Rothaermel, F.T., 2015. Strategic management. McGraw-Hill Education.
Turner, J.R., 2014. Handbook of project-based management(Vol. 92). New York, NY: McGraw-hill.
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