Changing the Marketing Strategy

Running head: CHANGING THE MARKETING STRATEGY
Changing the marketing strategy
Name of the Student
Name of the University
Author note

CHANGING THE MARKETING STRATEGY1
Table of Contents
1. Project Background.....................................................................................................................2
1.1 Project background................................................................................................................2
1.2 Project goal............................................................................................................................3
1.3 Project objective....................................................................................................................4
1.4 Project deliverable.................................................................................................................4
1.5 Strategic alignment of project................................................................................................5
2. Project Schedule..........................................................................................................................5
2.1 Milestones..............................................................................................................................5
2.2 Project Requirements.............................................................................................................6
2.3 Limits and Exclusions............................................................................................................7
2.4 Work/process Breakdown Schedule......................................................................................8
3. Risk Management........................................................................................................................8
4. Project Budget.............................................................................................................................9
5. Communication management plan............................................................................................10
6. Recommendations......................................................................................................................13
Bibliography..................................................................................................................................15

CHANGING THE MARKETING STRATEGY2
1. Project Background
1.1 Project background
The change of marketing strategy for Happy Campers Australia (HCA) would be
beneficial for the growth and productivity. The company has various kind of potential clients
who are highly interested in making use of new facilities that would be provided by HCA.
However, there are various kind of similar organizations who are employing the use of similar
techniques that would help them in gaining a broad foothold over the market. HCA is mainly
focused for the manufacturing of caravans that would be used by travel lovers in making their
trip. Hence the company needs to address each of the issues that would be generated based on the
development of new kind of ideas for the development of new marketing strategies.
With expand of the brand in the Australian market, they have a certain concern over their
potential for bringing in innovation within their products. The company has also faced some
issues based on marketing, operational and structure of the company. However, there are many
customers in the region of Western Australia and there is a wide density of customers over which
the company could concentrate. In the present times, the company also wishes to increase their
operational capacity in order to reach out to a wide number of customers. However there are
certain constraints in relation to the financial aspects of the project. External funding would be
highly required for the company in order to focus over the change of marketing strategy for the
company. The future of the company would mainly depend over the present defining of a rigid
and flexible marketing strategy for the company. Hence, it can be discussed the marketing
strategy of the company should be changed in order to help the company to reach out to a broad
number of customers and thus enhance the productivity of the business.

CHANGING THE MARKETING STRATEGY3
Based on the consideration over the present conditions of the market, it can be discussed
that many similar organizations are in the process of bringing in enhancement of their practices
within the business while outsourcing different critical elements. The development and change of
the present marketing strategy could be considered as an important beneficial factor for HCA.
The change of marketing strategy could also be described as to be important as it would lead to
change of strategic management for the project. It would also ensure that there is a high rate of
success in terms of growth of the company.
1.2 Project goal
The goal for the project that would be delivered to the company could be presented
according to the SMART acronym.
Specific – With the change of the marketing strategy, HCA would look into the various
needs of the customer and thus think about the specific ways in which the change of marketing
strategy would attract the customer. The company should be able to look into the specific forms
of target market in which they could make a big impact. The marketing team along with the
business analysts would decide over the best forms of marketing solutions that would help in
attracting the customers in making use of their services.
Measurable – The role of a new marketing strategy would be important for the growth of
the company. These marketing strategies would help the company in understanding the needs of
the customers and thus measure the rate of progress of their company within the next few years.
Achievable – Each of the resources that would be included within the project should
ensure that it would be achievable and be in an organized manner. HCA should also ensure that
the customers would be able to get attracted towards the company with the help of new forms of