1st writing part:; need to write paragraphs of current situation on overall portfolio (whole project)2nd writing part: (1 page writing)The Portfolio of Projects (individual) – summarize from my written marketing business caseThis section is to provide a ‘high level’ statement for each project (to be written by the respective project owner on the ‘Project Team.’)Project Name: ScopeGoal(s)Deliverables (stated in objective terms)DependenciesOrganizational Impact
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Enterprise Project Management
MSPM1-GC4000
Edward Kleinert
1
The EPM Master Project Portfolio
Marketing
Whole Food China
Margaret Wang
04-29-2020
Enterprise Project Management
MSPM1-GC4000
Edward Kleinert
2
Table of Contents
1.0 Project Charter ………………………………………………………………………………………………………….. 7
1.1 Project Executive Summary ………………………………………………………………………………………… 7
1.2 Project Scope ……………………………………………………………………………………………………………. 7
1.2.1 Project Goals and Objectives ……………………………………………………………………………………. 8
1.2.2 Project Deliverables ………………………………………………………………………………………………… 9
1.2.3 Organizational Impacts ………………………………………………………………………………………….. 10
1.2.4 Out of Scope ………………………………………………………………………………………………………… 13
1.3 Project Conditions……………………………………………………………………………………………………. 13
1.3.1 Estimated Duration ……………………………………………………………………………………………….. 13
1.3.2 Project Expenses …………………………………………………………………………………………………… 14
1.3.3 Project Assumptions ……………………………………………………………………………………………… 14
1.3.4 Project Risks ………………………………………………………………………………………………………… 14
1.3.5. Project Constraints ……………………………………………………………………………………………….. 15
1.4 Project Communications Management ……………………………………………………………………….. 16
1.4.1 Internal Stakeholders …………………………………………………………………………………………….. 16
1.4.2 External Stakeholders ……………………………………………………………………………………………. 16
1. 5 Project Change Management ……………………………………………………………………………………. 17
1.5.1 Project Integrated Change Management …………………………………………………………………… 17
1.5.1.1 Change Management Process Steps and Flow………………………………………………………… 19
Enterprise Project Management
MSPM1-GC4000
Edward Kleinert
3
1.6 Project Team …………………………………………………………………………………………………………… 20
1.7 Project Structure and Approach …………………………………………………………………………………. 21
2.0 Subsidiary Plans ………………………………………………………………………………………………………. 23
2.1.0 Scope …………………………………………………………………………………………………………………… 24
2.1.1 Project Deliverables ………………………………………………………………………………………………. 25
2.2 Stakeholders ……………………………………………………………………………………………………………. 27
2.2.1 Stakeholder Management……………………………………………………………………………………….. 27
2.2.2 Identify Stakeholders …………………………………………………………………………………………….. 28
2,3 Staffing…………………………………………………………………………………………………………………… 30
2.3.1 Staffing Management …………………………………………………………………………………………….. 31
2.4 Work Breakdown Structure (WBS) ……………………………………………………………………………. 33
2.4.1 The Project Work Plan …………………………………………………………………………………………… 33
2.4.1.1 Planning ……………………………………………………………………………………………………………. 34
2.4.1.2 Analysis…………………………………………………………………………………………………………….. 34
2.4.1.3 Implementation ………………………………………………………………………………………………….. 35
2.4.1.4 Completion………………………………………………………………………………………………………… 36
2.5 Budget ……………………………………………………………………………………………………………………. 38
2.5.1 Budget Management ……………………………………………………………………………………………… 38
2.5.2 Objective Budgeting Concepts ……………………………………………………………………………….. 39
Enterprise Project Management
MSPM1-GC4000
Edward Kleinert
4
2.5.3 The Project Budget Plan ………………………………………………………………………………………… 40
2.5.4 The Preliminary Budget …………………………………………………………………………………………. 41
2.6 Risk Management Plan …………………………………………………………………………………………….. 43
2.6.1 Risk Management …………………………………………………………………………………………………. 43
2.6.1.1 Risk Identification………………………………………………………………………………………………. 43
2.6.1.2 Risk Analysis and Evaluation ………………………………………………………………………………. 44
2.6.1.3 Risk Response Planning………………………………………………………………………………………. 44
2.6.1.4 Risk Mitigation ………………………………………………………………………………………………….. 45
2.6.1.5 Risk Monitoring and Reporting ……………………………………………………………………………. 46
2.6.2 Probability and Impact Matrix ………………………………………………………………………………… 46
2.7 Quality……………………………………………………………………………………………………………………. 48
2.7.1 Quality Management ……………………………………………………………………………………………… 49
2.7.1.1 Quality Planning ………………………………………………………………………………………………… 49
2.8 Communications ……………………………………………………………………………………………………… 51
2.8.1 Communications Management ……………………………………………………………………………….. 52
2.8.2 Strategic Messages ………………………………………………………………………………………………… 53
2.8.3 Communications Channels …………………………………………………………………………………….. 53
2.8.4 Communications Plan Matrix …………………………………………………………………………………. 53
2.9 Procurement Management Plan …………………………………………………………………………………. 56
Enterprise Project Management
MSPM1-GC4000
Edward Kleinert
5
2.9.1 Procurement Management ……………………………………………………………………………………… 56
2.9.2 Procurement Definition ………………………………………………………………………………………….. 57
2.10.0 Change Management Plan ……………………………………………………………………………………. 60
2.10.1 Change Management …………………………………………………………………………………………… 60
3.0 Statement-of -Work …………………………………………………………………………………………………. 64
3.1 Whole Foods Market Inc. …………………………………………………………………………………………. 64
3.1.1 Identification and Address ……………………………………………………………………………………… 64
3.2 Services Required ……………………………………………………………………………………………………. 64
3.2.1 Task Description …………………………………………………………………………………………………… 64
3.2.2. Scope of Work – ‘Statement of Work’ ……………………………………………………………………. 65
3.2.2.1. Description ……………………………………………………………………………………………………….. 65
4.0 References ………………………………………………………………………………………………………………. 67
Enterprise Project Management
MSPM1-GC4000
Edward Kleinert
6
Project Charter
Marketing
Whole Food China
The Project Solution
02.25.2020
Enterprise Project Management
MSPM1-GC4000
Edward Kleinert
7
1.0 Project Charter
1.1 Project Executive Summary
Whole Foods Market Inc. targets to open an outlet in Shanghai, China, which will be an effective
strategy of accomplishing profitability and competitiveness in the global whole food market. The
project majorly focuses on the marketing of whole food products in the Chinese market. Notably,
the marketing process will offer the company huge support during its penetration into the
Chinese whole food market. The marketing strategy will combine online and conventional
strategies to increase its reach within the Chinese whole food market. The company will
accomplish several objectives through its marketing project, including quality assurance, brand
positioning, and nutritional education. The project will also create a focus on the key features of
the Chinese whole food market, its supporting pillars, and existing niches that can be exploited to
maximize profit for the company. A consultation process will support the management of Whole
Foods Market Inc. in ensuring compliance with Chinese government regulations in its marketing
campaign. The project, therefore, will enable the company to overcome risks associated with its
penetration into the Chinese whole food market.
1.2 Project Scope
The establishment of a whole food outlet in Shanghai occurs as a complex project for
Whole Foods Market Inc. A good marketing plan will ensure that the whole food outlet for the
company is established effectively in the Chinese market. The preparation of a marketing
strategy, however, will involve thorough research of the Chinese whole food market. Market
research will enable the marketers to understand the Chinese consumer characteristics,
regulations on the whole food products, risks, technologies, and competitor profiles. The
Enterprise Project Management
MSPM1-GC4000
Edward Kleinert
8
consultants will be expected to travel to Shanghai to evaluate the nature of the whole food
markets and strategic locations for the store. The consultants will also determine the Chinese
government’s regulations on multinational whole food companies’ operations in the Chinese
market. Comprehension of the Chinese market characteristics will enable the company to align
its marketing goals with the overall goal of the company. The right tools and resources for the
marketing of whole food products will be selected at this juncture to ensure the effectiveness of
the process. The tools selected shall support a two-way communication process between the
company and potential consumers in the Chinese whole food market
1.2.1 Project Goals and Objectives
Project Goals
•To determine the Chinese whole food market
characteristics.
Project Objectives
•
The project will create understanding of
the Chinese whole food market
characteristics, including competition,
size, and growth characteristics.
•Describing an effective strategy of
•To determine marketing strategy for Whole
establishing a Whole Foods Market Inc. outlet Foods Market Inc. outlet in Shanghai, China.
in Shanghai, China.
• Ensuring competitiveness and profitability
• To increase brand awareness in the Chinese
of Whole Foods Market Inc. in Shanghai,
market through product promotion.
China.
• Mitigating risks associating penetration into
•To mitigate risks associated with penetrating
the Chinese market.
the Chinese whole food markets through
Enterprise Project Management
MSPM1-GC4000
Edward Kleinert
9
online and conventional marketing strategies.
1.2.2 Project Deliverables
Milestone
•
Product Deliverables: Product-related
Deliverable
•
Marketing software: The marketing
deliverables refers to the goods or services
software will be applied by the marketers
that the project aims to produce on
for communication purposes with
successful completion.
customers in the Chinese whole food
market. The software will act as a
reinforcement for other online marketing
tools, for example, social marketing
platforms like Youku Tudou, WeChat,
and Sina Weibo.
•
Process Deliverables: Process
•
The whole food marketing process: The
deliverables refer to the procedures that
company will combine online and
the project team looks to establish to
conventional marketing strategies in the
ensure the organization can deliver
popularization of its whole food products
products or services. An example is the
in the Chinese market. The marketing
marketing process.
process will also enable the company to
educate the residents of Shanghai about
the nutritional benefits of the new whole
food products.
•
Project Success Criteria: The success
•
Feasibility and effective teamwork
Enterprise Project Management
MSPM1-GC4000
Edward Kleinert
10
criteria in a project highlight the measures
process during whole food product
and approach the firm looks to utilize to
marketing: the efficiency and
enhance the success of the entire project.
effectiveness of the marketing team will
ensure that the marketing activity is
aligned with the goals and objectives of
Whole Foods Market Inc.
1.2.3 Organizational Impacts
Whole Foods Market Inc.
Impact to the Company Goals
Business Unit(s)
•
Marketing department
•
The marketing department will create
whole food brand in the Chinese
market hence mitigating risks and
ensuring profitability of the company.
•
Research and development department
•
The members of this department will
collaborate their colleagues in the
marketing department in obtaining
crucial market information including
competition, demographics, consumer
characteristics and risks.
•
The human resources department will
Enterprise Project Management
MSPM1-GC4000
Edward Kleinert
•
11
ensure that the right individuals are
Human resources department
hired for the marketing operation. The
department will create a conducive
environment for collaboration and
knowledge sharing hence ensuring
effectiveness of the marketing process.
•
The IT department will be involved in
the design of a marketing tool for the
•
company.
Information Technology (IT)
department
Workforce
•
The workforce strategy used in the
marketing of whole food products in
the Chinese whole food market will
include collaboration and innovation.
Two-way communication will be used
to promote collaboration and
engagement of all employees involved
in the marketing process.
Stakeholders
Internal Stakeholders
•
Employees
•
The innovation, communication and
collaboration skills will enable them
to create an effective and efficient
Enterprise Project Management
MSPM1-GC4000
Edward Kleinert
12
whole food product marketing
strategy.
•
The executive staff
•
The executive staff will guide the
employees in the marketing process by
nurturing innovation skills, teamwork
and effective communication strategy.
•
•
Owners
The owners will provide financial
resources required in the marketing
budget for the company.
External Stakeholders
•
•
Consumers will provide revenues for
the company by purchasing its whole
Consumers
food products. Customers will also be
used to inform other potential
customers about the company’s whole
•
The government
•
Shareholders
products.
•
The company has to comply with the
regulatory policies of the Chinese
government regarding safety and
quality of its products. The Chinese
government has to ensure that its
citizens always get safety and quality
whole food products.
Enterprise Project Management
MSPM1-GC4000
Edward Kleinert
13
•
The shareholders will provide
financial resources for the marketing
project and the entire project of
launching a whole food product outlet
for Whole Foods Market Inc. in
China.
1.2.4 Out of Scope
The marketing work processes beyond the scope of this marketing project includes:
•
Upgrade of the marketing website,
•
Acquisition of new technologies,
•
Changes in marketing techniques,
•
And hiring of new influencers.
1.3 Project Conditions
1.3.1 Estimated Duration
The estimated duration for the marketing project from the planning, execution and
completion is approximately one year. The implementation process within 4 months after
planning. The planning process, therefore, will take the marketing team around 4 months to
complete.
Enterprise Project Management
MSPM1-GC4000
Edward Kleinert
14
1.3.2 Project Expenses
The cost of the project will be approximately $635,400. However, the marketing project
will be assigned around $862,400 to cater for unforeseen costs, for example, associated with the
changes in the prices of resources.
1.3.3 Project Assumptions
Assumption 1: The project consultant will perform the Chinese market assessment effectively
within the allotted timeframe (2 months).
Assumption 2: The IT team will design the standard of marketing software expected by the
marketing department of Whole Foods Market Inc.
Assumption 3: The marketing strategy will address the risks in the Chinese whole food market
effectively.
1.3.4 Project Risks
No.
Risk Area
Likelihoo
Description
d
1. Competitiv
High
e pressure
The global whole foods market is highly competitive and
fragmented. In the Chinese market, the company will
experience stiff competitive pressure from multinational
and local Chinese companies operating in the Chinese
whole food market.
2. Cannibaliz
ation
Medium
Additionally, success in the whole food markets demands a
high level of investment in marketing and promotion, hence
Enterprise Project Management
MSPM1-GC4000
Edward Kleinert
15
leading to profit margin shrinkage. The company will incur
huge marketing costs during its operation within the
Chinese whole food market.
3. Culture
shocks
Medium
Multinational corporations have experienced challenges in
marketing their products effectively in the Chinese market
since Chinese have a strong culturally conservative c …
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