Project Management: Changing Marketing Strategy at Happy Campers

This project report outlines a strategy for changing the marketing approach of Happy Campers Australia (HCA) to enhance growth and productivity. It addresses issues related to competition, marketing, operations, and company structure. The project goals, aligned with the SMART framework, focus on specific, measurable, achievable, relevant, and time-bound objectives. Key deliverables include adapting to changing customer preferences, documenting the changed market plan, consultancy for change management, innovating caravan designs, and developing a new marketing plan. The report also covers project schedules, milestones, requirements, risk management, and a communication plan, emphasizing the need for innovation and strategic alignment to strengthen HCA's market position and improve customer satisfaction. External funding is deemed necessary for the successful implementation of the new marketing strategy.

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

1CHANGING THE MARKETING STRATEGY
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

2CHANGING THE MARKETING STRATEGY
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.

3CHANGING THE MARKETING STRATEGY
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

4CHANGING THE MARKETING STRATEGY
marketing strategies. There should also be an efficiency of services based on improving the
experiences of customers.
Relevant – With the change of the marketing strategy for HCA, it should also be kept
under consideration, that each of the goals set for the company should be in relevance with the
strategies and needs for the business. There should be a proper form of implementation of the
new marketing strategy that would help in addressing each of the major needs of the customers.
It can also be said that the business environment would be changing rapidly in order to ensure
that there would be maximum number of gains for the company.
Time-bound – The incorporation of new kind of marketing strategy should be highly
bounded within a certain period of time. The owners of HCA should also ensure that the project
based on the implementation of new marketing strategy would be helpful for the growth factor of
the organisation. The plans for implementation of the new strategy should also be set within a
certain time period. This is mainly due to the reason because after a certain point of time, the
company would require to gather maximum benefits and returns based on the made investment.
1.3 Project objective
The primary objective of the company is to understand the needs of customers and the
issues faced at HCA with the implementation of their operational strategy. Each of the current
systems would need to redesigned, which would help in bringing stability to the business sector.
1.4 Project deliverable
The deliverables that would be based on the implementation of the new form of
marketing strategy for HCA are:
1. Changing the customer preferences and meeting up to their raised expectations.

5CHANGING THE MARKETING STRATEGY
2. A proper documentation of their changed market plan.
3. Consultancy plan for the change management program.
4. Innovation plan of the new caravans
5. New marketing plan that would be developed.
1.5 Strategic alignment of project
There is a high need for the understanding and anticipating of the future customers and
their growing expectations from HCA. Thus the company would also have to look forward
towards bringing in innovation and changes in their various marketing strategies. The most vital
significance to bring in innovation within the sector is to put on the senior marketing executives
who would be responsible for deciding out proper plans based on manufacturing new products
and services. These kind of services should be highly innovative and thus provide better facilities
to the customers. Each of the innovative strategies that would be implemented for the business
should be aligned with the business model of HCA and thus should provide business strength.
2. Project Schedule
2.1 Milestones
The milestones that are defined with the development of new form of marketing strategy
are:
1. Completion of the Project Initiation and Planning
2. Completion of Documentation of Entire Project plan
3. Completion of Implementation Plan
4. Making of Payments

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5. End of Project
2.2 Project Requirements
The different forms of project requirements that would be helpful for the implementation
of the marketing plan are defined as follows:
1. Performing of a Situational Analysis – A proper form of SWOT analysis over HCA
might be helpful for understanding the strengths, weaknesses, opportunities and emerging
threats. With the help of this kind of method, the company would be able to identify their
competitors, understand the ways of operation and also become familiar with the strengths and
weaknesses of the company.
2. Development of a Target market Profile – The Company should also develop
strategies based on knowing the preferences of the customers and the ways in which they would
wish to afford the services offered by the company. There should also be a proper form of
demand based on a certain product that might be offered by HCA. A further research would also
need to be made based on the estimated demand for services or products. The rate of demand
should also be taken into consideration. This would help in building of confidence within the
various segments of the company and thus they would have an urge to bring in new customer
satisfaction strategies.
3. Setting of clear marketing objectives – The total share of the company within the
international markets should be estimated. The total number of the customer who make use of
the services offered by the company should be estimated and calculated. The retention rate of the
customers would be based on the innovation of strategies that would be defined by the
executives of the marketing team. The major proportion of the potential market should also be

7CHANGING THE MARKETING STRATEGY
taken into consideration. The amount of purchases that are made by the customers would be
helpful for the company to decide on the best kind of marketing strategies that would be defined
within the company.
4. Development of a financial plan – HCA should firstly determine the service that
would be provided by them to the customers. This kind of consideration would be based on the
need of the customers. Based on deciding over the design of caravans that would suit the
customers, the financial plan for the business would need to be planned and developed. The
expenses of operation and manufacturing should also be taken into consideration. Based on the
manufacturing of the new set of caravans, the company would be able to determine strategies
based on marketing their services to the customers. This would help the company in
understanding the needs of customers and thus plan over the next steps of developing innovative
ideas.
2.3 Limits and Exclusions
There are several kind of limitations and exclusions that might be a part of the project.
Based on implementing a new form of marketing strategy for the business, the company should
be able to consider the limits and exclusions that might be associated with the project
development strategies are:
1. The marketing platforms would not be discussed within the context of the marketing
strategy.
2. The project based on the development of the marketing strategy would be limited
based on the number of vendors who would be marketing the product that might be
manufactured.

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3. The project would not include the entire financial plan within defining of the
marketing strategy. These kind of matters are highly confidential in nature and hence would not
be disclosed.

9CHANGING THE MARKETING STRATEGY
2.4 Work/process Breakdown Schedule
Changing the marketing
strategy
Start Project Project Initiation and
Planning
Performing a requirement
analysis
Development of a
feedback form
Analysing the current
market
Understanding gaps and
focusing on new
marketing ideas
Completion of the phase
Documentation of the
entire plan
Conducting a meeting
with marketing team
Choosing best business
strategic team
Documentation of the
entire plan
Completion of the
documentation phase
Implementing the plan
Hiring a core marketing
team
Applying the chosen
strategies within business
Implementing the
marketing ideas
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 Structure for the Project)
(Source: Created by author)
3. Risk Management
There are various kind of risks that are in relation to the development of the project.
Happy Campers Australia would thus have to determine the best kind of possible methods based
on identifying and mitigating the risks. This would highly help the company in bringing in
efficiency of the business processes and thus improving the productivity of the organisation.
Some of the important steps based on the mitigation of risks for the development of the
marketing strategy are defined as follows:
Identifying the risk scenarios – During the development of the marketing strategy for
the company, the marketing executives and business specialists should be able to determine the
various risks that might approach during the development phase. The marketing department
should handle each of the aspects of the planning phase and thus ensure no confidential matters
would be leaked to competitors.

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Prioritization and classification of risks – Each of the risks that would be incurred for
the project, should be prioritized by the risk manager and the other teams involved within the
project. They should also prioritize the most critical aspects of the risks on a scale of 1 to 10.
This would help the other teams to understand the critical nature of the risks and thus ensure that
such kind of situations would not arise that might lead to affect towards the project.
Communicate and mitigate risks – Every kind of risk management strategy could be
initiated with the help of proper planning and communication methods. A proper form of
communication strategy would also be highly essential for the various team members to
communicate with various forms of ideas that would be helpful in mitigating of such kind of
issues.
4. Project Budget
Project Initiation and Planning 4800
Documentation of the entire plan 2080
Implementing the plan 720
Project Completion Phase 2240
Total Cost for the project 9840
Total Cost for the project
(Figure 2: The Total Budget for the Project)
(Source: Created by author)

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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 $6,880.00
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 $6,880.00 $6,972.59 $7,058.33 $7,137.71 $7,211.21 $7,279.27 $42,539.11
Overall NPV $7,825.39
Overall ROI = (Overall NPV / NPV Of All Costs 0.18
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 $6,880.00 ($3,268.89) $74.73 $3,170.68 $6,037.29 $8,691.57
Project break-even occurs between years 2 and 3
Use 1st year of positive cash flow to calculate break-even fraction 2.0241 years
(Figure 3: The Payback Period for the Project)
(Source: Created by author)
5. Communication management plan
Development of New Marketing Strategy for Happy Campers Australia