PRM701 Report: Changing Business Strategy and Direction for HCA

This report details a project focused on changing the strategy and business direction of Happy Campers Australia (HCA), a caravan and campervan company. The project aims to address the company's need to adapt to new operational and marketing strategies, particularly in expanding its market reach. The report outlines the project's background, goals (defined using the SMART framework), and objectives, emphasizing the implementation of a business rental division and blogging for business development. It covers project deliverables, strategic alignment, a detailed schedule with milestones, and requirements, including limitations and exclusions. Risk management is addressed, focusing on potential challenges like executive support and scope management. The report includes a work breakdown schedule, project budget, and a communication management plan. Finally, it provides recommendations for the successful execution of the project, offering a comprehensive overview of the strategic changes proposed for HCA.

Running head: CHANGING THE STRATEGY AND BUSINESS DIRECTION OF THE ORGANIZATION
Changing the Strategy and Business Direction of the Organization
Name of the Student
Name of the Organization
Author note

1CHANGING THE STRATEGY AND BUSINESS DIRECTION OF THE ORGANIZATION
Table of Contents
1. Project Background.....................................................................................................................2
1.1 Background of the Project.....................................................................................................2
1.2 Project Goal...........................................................................................................................3
1.3 Project Objective...................................................................................................................4
1.4 Project Deliverables...............................................................................................................4
1.5 Strategic Alignment of Project..............................................................................................5
2. Project Schedule..........................................................................................................................5
2.1 Milestones..............................................................................................................................5
2.2 Project Requirements.............................................................................................................5
2.3 Limits and Exclusions............................................................................................................6
2.4 Work/Process Breakdown Schedule......................................................................................8
3. Risk Management........................................................................................................................8
4. Project Budget...........................................................................................................................10
5. Communication Management Plan............................................................................................11
6. Recommendations......................................................................................................................14
Bibliography..................................................................................................................................16

2CHANGING THE STRATEGY AND BUSINESS DIRECTION OF THE ORGANIZATION
1. Project Background
1.1 Background of the Project
Happy Campers Australia (HCA) is an Australian Caravan and Campervan industry,
which is highly varied, robust and has a hallmark in the Australian culture. The company is
responsible for building the best and best quality of caravans that would have a reputation in the
Australian market. They are primarily responsible for manufacturing high-end caravan units. The
manufacturing units of the company are mainly located in Sydney and Brisbane. The company
also owns various dealer agreements that are responsible for the selling of their product within
the eastern seaboard region.
With the growing popularity of the company, HCA has found itself to be highly lacking
in adapting to the new forms of operational strategies, marketing strategies and other aspects in
relation to the structure and planning of the new project. The company has highly expanded in
the eastern region of Australia but they have long seen that there is a major lack in reaching out
to the western side of the Australian market. A wide form of decision making and bringing
innovation in the thinking strategies would be highly critical in bringing out the best form of
business plans. This would eventually lead to gain better feedback from customers and ensure a
high form of customer satisfaction.
In order to deal with the various issues and thus reach out to a wide number of customers,
it would be highly beneficial for the company to change their operational and financial strategy
in order to gain a foothold over the caravan market. HCA has thus planned for the
implementation of a business rental division within the company. This kind of business strategy
would be of great help for the different international visitors who would be visiting Australia and

3CHANGING THE STRATEGY AND BUSINESS DIRECTION OF THE ORGANIZATION
then plan for their trips. The implementation of this kind of strategy would also require the
acquisition of new strategies that would promise improvement over the current business
functions.
The importance of blogging within the caravan industry is also highly recognised to be
important. The different reasons for which HCA could adopt the option of blogging within the
business strategy is that it can be considered as the most common form of search engine
optimisation (SEO) tool. With the help of blogging based business development, HCA would be
able to display the new deals and provide trip planning guidelines for the visitors. The business
strategic team within the business would also help the customers to gain a wide knowledge about
the best caravans that might suit their needs.
1.2 Project Goal
Based on the understanding of the brief idea of the project, it would be highly essential to
define the goals of the project. The goals of the project based on changing the business strategy
and direction for the business would be based on SMART. These include:
Specific – The goals for the company is based on defining a new business rental division
and blogging based business development that should be accomplished in order to help in
transforming the area of business.
Measurable – With the new forms of business strategies, HCA should measure their rate
of progress. A certain indicator should be dedicated in order to determine the rate of progress
based on tracking the goal. A specific goal should be set for the business strategy makers in order
to design the best form of business outputs for the company.

4CHANGING THE STRATEGY AND BUSINESS DIRECTION OF THE ORGANIZATION
Achievable – The SMART based goal should be attainable for HCA. This would help
them in making the best and high quality of caravans for the customers in order to attract
customers to purchase from their company. The resources that would be needed for designing the
quality caravans should be procured early. This would lower the risk of deficiency of resources
during the manufacturing time and also increase the business strength of the company.
Realistic – The strategy makers within the business should set these goals with the idea
of having proper availability of resources and time needed for the manufacturing of caravans.
The business decision makers at HCA should decide on the factors whether the set goals are
realistic and whether it could be achieved by the company within a particular period.
Timely – The goals set by the manufacturing unit should be bounded within a certain
time period. It would have a fixed start date and finish date. The goals set for manufacturing of
the caravans should have a fixed deadline and thus the manufacturing unit should also ensure
that there would not be any tight deadlines for the completion of the project.
1.3 Project Objective
The objective of the new project for Happy Campers Australia is to change their strategy
and direction of the business in order to bring in the best kind of outputs for the business.
1.4 Project Deliverables
The project deliverables that would be included within the project include:
1. A new business rental division
2. Blogging facility
3. Strategic plan documentation

5CHANGING THE STRATEGY AND BUSINESS DIRECTION OF THE ORGANIZATION
With the help of such kind of deliverables, HCA would be able to drive better kind of
quality outputs for the company and thus enable a strong form of business position.
1.5 Strategic Alignment of Project
The HCA should understand the link between their business goals and the new kind of
development that would be made with the project. The organisation should develop a clear vision
within them that would be able to describe their future state. The mission of the company should
also be accompanied by a proper kind of mission statement.
HCA should develop a certain strategy execution stack, which would help in laying out
the different kind of relationship between the mission, vision, objective and strategic goals of the
company. The strategy makers should understand the need for the development of a business
strategy that would be linked with the objectives of the company.
2. Project Schedule
2.1 Milestones
The milestones that could be included within the project are:
1. Completion of the project initiation and planning phase
2. Completion of documentation phase
3. Completion of the project implementation phase
4. Completion of the project completion phase
5. Making of payments
6. Completion of the project closure phase

6CHANGING THE STRATEGY AND BUSINESS DIRECTION OF THE ORGANIZATION
2.2 Project Requirements
The specification of requirements could be defined as a way in which the various
departments or project development teams would be working together for bringing out the best
form of benefits for the organisation. It can be defined as a form of documents that would list out
the major requirement that would be needed to achieve the success rate of the project. This plan
should also detail out the tasks that would be involved in the development phase of the project.
This would help in defining the ways in which the different resources would be allocated to
proper people and which would lead to the achievement of success within the project.
Based on focusing on the problems faced by HCA, it could be described that the
requirements for developing the project include a strategic team, which would be able to
understand the present market scenario. Based on a proper level of understanding of the present
market conditions of Happy Campers Australia, the strategy makers would design some plans
that would help in the enriching of the business platform. The section based on requirements
development typically describes the basic points. These include:
1. The process of management of requirements based on the needs of HCA.
2. The ways in which the business analysis would be done and the areas, which would be
covered under the business process.
3. The techniques for gathering of requirements, which might be available and the best
form of use of such requirements.
4. The development and detailing of requirements for the business, which would be
described for all levels.

7CHANGING THE STRATEGY AND BUSINESS DIRECTION OF THE ORGANIZATION
2.3 Limits and Exclusions
Some of the limitations and exclusions based on the project for the development of
strategy and changing the business direction for HCA organization are:
1. The limitations for the project include the fact the business strategy makers have no
access to the other markets in order to influence customers.
2. The project would not include system developers who might be responsible for
performing blog reports. Hence, the part of blogging would need to be done by the business
insiders and probably by the marketing team who would think about new ideas to be showcased
to the customers in order to gain their attention.
3. Another limitation that could be in relation to the development phase of the project is
that HCA might not have a proper marketing team who would be dedicated to the development
and creation of new strategies. A proper source of funding would also be highly required in order
to procure useful materials in relation to the project. Without the proper use of resources, HCA
might not be able to fulfil the objectives and goals that have been set for the project.

8CHANGING THE STRATEGY AND BUSINESS DIRECTION OF THE ORGANIZATION
2.4 Work/Process Breakdown Schedule
Changing the strategy and
business direction of HCA
Start Project Project Initiation and
Planning
Initiating the
requirement analysis
Developing a
feedback form and
understanding
customer
preferences
Analysing the
present business
market
Understanding the
gaps and discussing
over solutions
Completion of the
phase
Documentation of the
entire plan
Conducting a
meeting with
stakeholders and
business specialists
Choosing the best
business strategic
team
Documentation of
the entire plan
Completion of the
documentation
phase
Implementing the plan
Hiring a business
strategic team
Applying the chosen
strategies within
business
Implementing a
blogging platform
Completion of the
implementation
phase
Project Completion
Phase
Documentation of
the overall plan
Making of payments
Project Sign-off
phase
End Project
(Figure 1: The Work Breakdown Schedule for the Project)
(Source: Created by author)
3. Risk Management
The primary purpose of risk management is to understand the market scenario based on
the development of the project. Within this process, the risks involved in the project would be
identified. During the development of new strategies for the business and changing the business
direction of HCA, the business decision makers should be able to understand the possible risks
that might impact the project.
Based on the development of change strategy and change of the direction of the business
for HCA, some of the imminent risks that within the project can be discussed as:
1. Support from executives – Inconsistent or weak form of executive commitment from
the team members would lead to the biggest form of risk towards the project. Each of the

9CHANGING THE STRATEGY AND BUSINESS DIRECTION OF THE ORGANIZATION
commitment from the team members would be important for helping the business insiders of
HCA in order to develop the best form of facilities for the benefit of customers. There might be
some business executives who might not be able to understand the target market of the company
and thus might not be able to decide on strategies
2. Scope – The quality of estimates, scope management and dependencies would also be
defined within the concerned project. The estimates that need to be defined within the project
should be planned at a much earlier level. If the team involved within the project is unsure about
estimating a particular aspect, the company can document this activity as a type of risk. Without
a proper definition of scope, the project management team and the strategic team within the
business would not be able to plan the best possible ways based on providing a direction for the
business.
3. Change management program – There might be a different kind of change request
that might approach the project. Several kinds of issues based on a diverse range could get
escalated to the higher authorities. These could be defined as risks within the project. Hence, a
proper business group should be placed who would be responsible for handling each of the
scenarios of risks. The business management team should understand the concerns of customers
and thus decide on the best possible outcomes that might lead to the growth of the business. This
change management program would, in turn, lead to changes in the organisational scenarios and
would thus help in impacting the current scenario of the business.
4. Stakeholder management – Some stakeholders might have a negative attitude that
would lead to negative outcomes for the project. The anticipation of a lack of cooperation and
conflict areas within the project could be documented as risks. Without a lack of proper
communication and conflict between the team members, it could be a leading factor towards

10CHANGING THE STRATEGY AND BUSINESS DIRECTION OF THE ORGANIZATION
hampering of the project activities. This would further delay the activities of the project and thus
might lead to negative outcomes for the business. This should be sought early before the start of
the project. The stakeholders should be properly defined and they should have a positive
approach towards the development of the project. HCA should thus focus over the business
aspects and thus should plan for the betterment of the project. Hence, a proper team should also
be hired in order to gain positive feedback from them in relation to the business plans
5. Integration – Proper forms of processes, culture, environmental knowledge and
culture of the workplace if placed in a negative form could be leading to negative impacts for the
project. High form of integration strategies should be defined in order to lead towards the
betterment of integration of members within the project. The business culture within HCA
should have a proper working culture in order to handle the various scenarios of risks. They
should be integrated in order to help the business teams in realising the benefits with the
development of such kind of activities.
6. Communication – The gaps within the communication between the team members
might lead to risks that might approach the project. These gaps might lead to the team members
to keep in touch with the core team members and the customers. Without a proper understanding
of the Hence, a proper level of communication should be maintained in order to bring out the
best form of outcomes from the project.
4. Project Budget
Project Initiation and Planning 4800
Documentation of the entire plan 1520
Implementing the plan 1440
Project Completion Phase 2000
Total Cost for the project 9760
Total Cost for the project

11CHANGING THE STRATEGY AND BUSINESS DIRECTION OF THE ORGANIZATION
(Figure 2: The Total Budget for the Project)
(Source: Created by author)
Year of Project
year 0 year1 year 2 year 3 year 4 year 5 TOTALS
Net economic benefit $0.00 $4,000.00 $4,000.00 $4,000.00 $4,000.00 $4,000.00
Discount Rate 8% 1 0.9259 0.8573 0.7938 0.7350 0.6806
PV Of Benefits $0.00 $3,703.70 $3,429.36 $3,175.33 $2,940.12 $2,722.33
NPV of all BENEFITS $0.00 $3,703.70 $7,133.06 $10,308.39 $13,248.51 $15,970.84 $50,364.50
One Time Costs $6,320.00
Recurring Costs $0.00 $100.00 $100.00 $100.00 $100.00 $100.00
Discount Rate 8% 1.0000 0.9259 0.8573 0.7938 0.7350 0.6806
PV Of Recurring Costs $0.00 $92.59 $85.73 $79.38 $73.50 $68.06
NPV Of All Costs $6,320.00 $6,412.59 $6,498.33 $6,577.71 $6,651.21 $6,719.27 $39,179.11
Overall NPV $11,185.39
Overall ROI = (Overall NPV / NPV Of All Costs 0.29
Break-Even Analysis
Yearly NPV Cash Flow $0.00 $3,611.11 $3,343.62 $3,095.95 $2,866.62 $2,654.27
Overall NPV Cash Flow $6,320.00 ($2,708.89) $634.73 $3,730.68 $6,597.29 $9,251.57
Project break-even occurs between years 2 and 3
Use 1st year of positive cash flow to calculate break-even fraction 2.2050 years
(Figure 3: The Payback Period for the Project)
(Source: Created by author(
5. Communication Management Plan
The Change Management Strategy Project is an 80 days project designed to establish two
outcomes at Happy Camper Australia. The first is to put in place a governance framework for
data management at Happy Camper Australia.

12CHANGING THE STRATEGY AND BUSINESS DIRECTION OF THE ORGANIZATION
Version Control
Version Date Author Change Description
1 Fri 10-
05-19
Project Manager The project manager would be
responsible for looking into each of the
details of the project development stages.
2
Tue 11-
06-19 Project Sponsor
They would look into the financial
aspects of the project. They would also
ensure that each of the changes made
within the project should be made within
the budget.
3
Mon
22-07-
19 Business specialist
Each of the change management
strategies that would be helpful for the
project would be defined by the business
specialist. They would ensure that each
of the risks should be mitigated before
the final outcome for the project.
4
Mon
22-07-
19
Strategic and Blogging
team
They would ensure that the blogging
strategy would be effective and thus
attract a wide number of customers.
Based on the wide number of
strategically defined blogs, it would be
helpful for successful project
development.
Purpose of Communication Strategy – The proper form of communication would be
helpful for the project team to decide on the best possible measures that would help in
communicating with the team members involved within the project.

13CHANGING THE STRATEGY AND BUSINESS DIRECTION OF THE ORGANIZATION
To external stakeholders – With the understanding of challenges within the project,
there would be a high need to understand and develop certain strategies by the external
stakeholders who would not be directly linked with the project. They might be involved as a part
of the project.
To internal stakeholders – The internal stakeholders should map the entire idea of the
project and thus understand the effects that would be made over the stakeholders involved within
the project.
Disseminate information and engage the HCA community – Each of the internal and
external stakeholders should be highly aware of the various functionalities based on the
development of new strategies and change of business direction.
Disseminate information and engage support from HCA senior executive – The
higher level authorities should communicate with the business specialist and thus decide on
certain ideas based on deciding over the business growth. Based on such kind of discussion, it
might be possible that better outcomes might occur after the project development.
Engagement of Happy Campers Australia in a conversation
The HCA should be aware of the customer needs and changes that might be required to
be implemented within the business processes. Hence, they should decide on strategies that
might be developed in order to increase the success criteria of the project. The required exposure
for change in the organizational strategies and developing the blogging platform would be of
great help for the business. It would increase the chances of business growth.
Communications Strategy – Effective mode of communication platforms would be highly
needed for defining better forms of plans for the business. A communication plan would be able

14CHANGING THE STRATEGY AND BUSINESS DIRECTION OF THE ORGANIZATION
to integrate each of the team members would be highly essential to decide over the best kind of
measures that would help HCA in meeting up to the expectations of the customers and thus bring
in effective processes.
Internal Information Management Plan
Medium Activity Responsibility Frequency Comment
Seminars Presentations Project
manager
Daily mode For business owners
Workshop Real-time activities Business
Specialists,
blogging team
Weekly For business owners
External Communications Plan
Medium Activity Responsibility Frequency Comment
Email Audio files, business
reports and progress
reports
Stakeholders Weekly
reports
Business owners should
update the details to other
concerned team members.
6. Recommendations
Based on the discussed scenario, it can be recommended that Happy Campers Australia
should decide on the change of business direction. This would, in turn, bring about the changes
within the current scenario and thus attract a large number of customers. The company should
focus on the Western Australian market and thus understand the choice preferences of customers.
The company should also innovate their products by improving the design of the caravans and
thus improve the facilities that are provided within them. A certain rental division might also be

15CHANGING THE STRATEGY AND BUSINESS DIRECTION OF THE ORGANIZATION
included within the project that would help the customers in renting the caravans for a certain
amount after which they can make use of the facilities.
The company should also make use of a popular blogging platform based on which they
might be able to display their wide range of services that are offered. These blog reports should
be updated on a daily basis and thus a certain team should be dedicated in order to provide
regular inputs. Such kind of strategies would help in improving the sector of business and thus
would impacting for the success of the business.

16CHANGING THE STRATEGY AND BUSINESS DIRECTION OF THE ORGANIZATION
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