Mini Project Case: Willmontts is a small OKC general contractor with

$5$

$-$

$1$

$5$

$$

$$

employees depending on how busy they get. The company has engaged in a number of construction projects which have required them to perform a wide range of routine to innovative business practices. They have decided to diversify their revenue and look for a new field to move to and expand their business within the OKC metroplex area. Therefore, they already performed a feasibility study to assess the possibility of expanding into the field to help the company expand into mainly House services including

$1$

$.$

$$

Garage Door services

$2$

$.$

fence,

$3$

$.$

$$gates

Willmont

$$

s have chosen the field that they want to move on

$.$

$$At this point they have to define a marketing strategy. The Operations officer and the business co

$-$

owner

$($

George Cranston

$)$

$$of Willmott

$$

s has discussed

this subject with Henry Willmont, the company

$$

s CEO and they have decided to employ a consulting company to

$1$

$-$

$$design a marketing study project

$2$

$-$

$$manage the marketing study project

Mr

$.$

$$Cranston has made an agreement with your team as the consulting company to achieve those three goals. Willmont

$$

s will customize its systems, practices, and business processes to conform to the project requirements defined by you. The team leader will be the CEO of the consulting company and lead this project. The team expects to

$1$

$-$

manage the project which is mainly done through mini

$-$

projects.

Generally, from Willmont

$$

s perspective, the project will likely need to accomplish the following

$($

all information should be collected for OK and OKC unless it is mentioned otherwise

$)$

:

$1$

$.$

$$Market outlook for OKC

a

$.$

$$Available market segments

b

$.$

$$List of top ten competitors

c

$.$

$$The market size in terms of dollar value

d

$.$

$$Demographic study of customers

$2$

$.$

$$Develop a marketing strategy to penetrate the requested market in OKC

$3$

$.$

$$Communication strategy

a

$.$

$$Advertising strategies currently being used by the companies in the field and the problems that you can identify with current advertising strategies in the field.

b

$.$

$$Suggest a promotional slogan

$/$

motto that communicates the major benefits of the business

c

$.$

$$Suggest a medium of advertisement and provide an estimation of the cost

d

$.$

$$Suggest an advertising strategy to penetrate the market

$4$

$.$

$$Managing the firm

$$

s physical evidence

a

$.$

$$Your team suggestion over a truck wrapping.

b

$.$

$$Develop strategies that enhance the firm

$$

s touch and taste appeal.

Willmont is considering offering its services in the following cities.

i

$.$

$$North of Oklahoma City

$1$

$.$

$$Edmond

$2$

$.$

$$Guthrie

$3$

$.$

$$Nichols Hills

$4$

$.$

$$village

ii

$.$

$$East of Oklahoma City

$1$

$.$

$$Del City

$2$

$.$

$$Midwest City

iii. South of Oklahoma City

$1$

$.$

$$Valley Brook

$2$

$.$

$$Moore

$3$

$.$

$$Norma

iv

$.$

$$West of Oklahoma City

$1$

$.$

$$Mustang

$2$

$.$

$$Yukon and El Reno

$3$

$.$

$$Minco and Union City

Willmont

$$

s has allocated a maximum of $

$2$

$0$

$,$

$0$

$0$

$0$

$$for this market study project. Each team member

is paid

$4$

$0$

$$USD per hour. Use these numbers to calculate the maximum hours of work that you will

be paid to work on it

$.$

$$This hour should cover both managing the project and doing the marketing

study. You have been asked to ensure that your project does not go over this figure, and, if possible,

that the total project cost is under that amount. Willmont

$$

s and consulting company

$($

your team

$)$

agreed that they would like to have the market study project by the due date mentioned on D

$2$

L

$.$

$$

Summary of Wilmont

$$

s Personnel Involved in the Project

$($

name initials are in brackets

$)$

:

$1$

$.$

$$George Cranston

$($

GWC

$)$

$,$

$$Co

$-$

owner Operations VP

$2$

$.$

$$Henry Wilmont

$($

HW

$)$

$,$

$$CEO

$3$

$.$

$$Mary Pearson

$($

MJP

$)$

$,$

$$Project Lead, Business Operations Team

Other stakeholders includes creditors and suppliers

a

$.$

$$Please identify resources

$($

people

$,$

$$materials$,$ equipment, etc.

$)$

$$required for each

element in the project schedule. Please follow the guidelines in section

$9$

$.$

$1$

$$of the

chapter for selecting appropriate resources. Please focus on your team, which is

the consulting group. List the resources you are using to do this research.

b

$.$

$$Develop the responsibility assignment matrix

$($

RAM

$)$

$$and RACI table as

explained in Chapter

$9$

$.$