At a recent Marketing Management meeting at Starbits it was determined that a project should be...

 

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At a recent Marketing Management meeting at Starbits it was determined that a project should be initiated to introduce the company's new coffee drink into stores in Canada. You are selected as the project manager for this initiative and you will need to get approval from the senior management team that includes the Chief Marketing Officer (Samantha Bell), the Chief Financial Officer (Lana Rubin) the Chief Operations Officer (Manny Blick) and the Senior Vice President of Customer Relations (Eric Ziggy). Results are slowing in Canada due to increased competition from other coffee competitors, increased at-home self-brew solutions as well as the growing popularity of drinking tea and stores specifically focused on selling herbal teas. As the results are taking a downward slide, it is imperative that this product is launched as quickly as possible. To expedite the launch, the team has been told that they must leverage as much as possible from the US launch the year prior. No new advertising campaign will be developed, the same print advertising will be used, the name of the drink will remain the same, as well as the packaging. However, to address the requirement that communications and packaging in Canada must be bilingual with both French and English, the labels on the drink need to be revised and the ads need to be translated and created in French for the French Canadian market. The US launch increased the company's market share by 10% and similar results are expected in Canada within one year following the launch. The budget for the launch will be $1,000,000 and this will have to cover all changes to the labels as well as the print and TV ads. This will also need to pay for the promotions that the individual stores are expected to run in-store to encourage customers to try the new product. The expectation is that the product will be launched in Canada prior to Christmas and there is a lot to complete before then if the team is to meet that date. PROJECT JUSTIFICATION Describe the business need, opportunity or problem that the project was undertaken to address-le, the project justification, the reason for the project 2 PROJECT DESCRIPTION Provide a high-level description of what the project is and a general statement about what the project is expected to accomplish. Describe the project outcomes using action words (verbs) such as 'deliver, provide, create, research", etc Outcomes should be measurable, so the Project Sponsor and Team can determine whether the outcome has been successfully completed at the project's conclusion 3. SCOPE DEFINITION Measures of Performance Driver. A single statement that describes the business result that must be achieved. It avoids "how" statements and focuses on what needs to be achieved as the project's impact on business results. Restrictions (1-3): A boundary you must work within in order to succeed. What must you not sacrifice in order to achieve the outcome described in the Driver statement? Restrictions are limitations on how you go about delivering project results, and they always relate to the result of the project. Avoid mentioning time and cost constraints in these statements 4. PROJECT MILESTONES identify the significant project milestones, for example required end date, final invoicing date or other similar must-do timelines 5. ASSUMPTIONS, RISKS & DEPENDENCIES List any risks (potential factors that will impact the delivery or make it difficult to manage the project) on the project or dependencies on resources or funding to the project Consider time, cost, dates and regulatory issues as risks of dependencies to the project. List any other assumptions-conditions we assume to be true in order to execute the project. At a recent Marketing Management meeting at Starbits it was determined that a project should be initiated to introduce the company's new coffee drink into stores in Canada. You are selected as the project manager for this initiative and you will need to get approval from the senior management team that includes the Chief Marketing Officer (Samantha Bell), the Chief Financial Officer (Lana Rubin) the Chief Operations Officer (Manny Blick) and the Senior Vice President of Customer Relations (Eric Ziggy). Results are slowing in Canada due to increased competition from other coffee competitors, increased at-home self-brew solutions as well as the growing popularity of drinking tea and stores specifically focused on selling herbal teas. As the results are taking a downward slide, it is imperative that this product is launched as quickly as possible. To expedite the launch, the team has been told that they must leverage as much as possible from the US launch the year prior. No new advertising campaign will be developed, the same print advertising will be used, the name of the drink will remain the same, as well as the packaging. However, to address the requirement that communications and packaging in Canada must be bilingual with both French and English, the labels on the drink need to be revised and the ads need to be translated and created in French for the French Canadian market. The US launch increased the company's market share by 10% and similar results are expected in Canada within one year following the launch. The budget for the launch will be $1,000,000 and this will have to cover all changes to the labels as well as the print and TV ads. This will also need to pay for the promotions that the individual stores are expected to run in-store to encourage customers to try the new product. The expectation is that the product will be launched in Canada prior to Christmas and there is a lot to complete before then if the team is to meet that date. PROJECT JUSTIFICATION Describe the business need, opportunity or problem that the project was undertaken to address-le, the project justification, the reason for the project 2 PROJECT DESCRIPTION Provide a high-level description of what the project is and a general statement about what the project is expected to accomplish. Describe the project outcomes using action words (verbs) such as 'deliver, provide, create, research", etc Outcomes should be measurable, so the Project Sponsor and Team can determine whether the outcome has been successfully completed at the project's conclusion 3. SCOPE DEFINITION Measures of Performance Driver. A single statement that describes the business result that must be achieved. It avoids "how" statements and focuses on what needs to be achieved as the project's impact on business results. Restrictions (1-3): A boundary you must work within in order to succeed. What must you not sacrifice in order to achieve the outcome described in the Driver statement? Restrictions are limitations on how you go about delivering project results, and they always relate to the result of the project. Avoid mentioning time and cost constraints in these statements 4. PROJECT MILESTONES identify the significant project milestones, for example required end date, final invoicing date or other similar must-do timelines 5. ASSUMPTIONS, RISKS & DEPENDENCIES List any risks (potential factors that will impact the delivery or make it difficult to manage the project) on the project or dependencies on resources or funding to the project Consider time, cost, dates and regulatory issues as risks of dependencies to the project. List any other assumptions-conditions we assume to be true in order to execute the project.

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1 Results have been slowing in Canada due to increased competition from other coffee chains the introduction of selfbrew options and an increased popu... View the full answer