UTS Project Management: Alexandria's Fashion Retail Project Charter

This project charter outlines the plan for Alexandria's Fashion to revamp its retail stores in response to declining sales due to the success of its online store. The project aims to utilize technology and marketing to attract more customers, enhance staff productivity, and become a benchmark in the Australian fashion retail market. Key objectives include a 50% increase in retail sales by April 2022 and the opening of seven new stores by 2024. The charter identifies stakeholders, success criteria, constraints (budget, time, quality), and project scope, which encompasses technical upgrades, decor changes, and operational improvements. A work breakdown structure (WBS) is provided, detailing tasks and durations. Recommendations emphasize budget control, user-friendly technical upgrades, and beneficial operational changes. The document concludes with stakeholder approvals and a bibliography. Desklib provides access to this document and many more solved assignments for students.

32541 Project Management – Assignment 1
Due: 6.00pm, 16th April 2019
Alexandria’s Fashion
“Fashion Retail of the Future”
Project Charter
Submitted By:
[Student Id]
[Student Name]
[Class – Monday or Friday (please indicate your class)]
© Alan Sixsmith 2019

Table of Contents
1. DOCUMENT PURPOSE___________________________________________3
2. PROJECT BACKGROUND_________________________________________3
3. PROJECT OBJECTIVES___________________________________________3
4. PROJECT VALUE STATEMENT____________________________________3
5. PROJECT STAKEHOLDERS_______________________________________3
6. PROJECT SUCCESS CRITERIA____________________________________4
7. PROJECT CONSTRAINTS_________________________________________4
8. PROJECT SCOPE________________________________________________4
9. WORK BREAKDOWN STRUCTURE________________________________5
10. RECOMMENDATION(S) AND APPROVALS______________________7
BIBLIOGRAPHY______________________________________________________9

Alexandria’s Fashion Project Charter
1. Document Purpose
The purpose of this project charter is to develop a primary plan for the proposed
project by Alexandria’s Fashion. The charter explores the background of the proposed
project and looks to develop project objectives, value statement, schedule, work
breakdown structure and others that are essential components of a complete project
management plan.
2. Project Background
Alexandria’s Fashion, owing to huge success in retail business, decided to open online
store in addition to the retail business. Similar to the success of the retail business, the
online store was also instant success and for this reason, the online store grew rapidly
all over the country. However, as a side effect, the business of the retail stores
diminished rapidly and several stores were forced to shut down due to lack of sales.
The board of the company now wants to undertake this project to revamp the models
of the retail stores in order to gain back the customers as well as the strong market in
the country.
3. Project Objectives
The main objectives of the project are listed as follows.
 To utilize technology and marketing strategies in order to attract more
customers in the retail stores
 To revamp the operations at the stores to make them more cost efficient and
faster than before
 To enhance staff productivity at the stores with the assistance new operational
framework and technical updates
 To become the benchmark for Australian fashion retail market
4. Project Value Statement
As per the requirement set for the project, the main value of the project is reflected on
the projection of at least 50% increase in retail sales by the end of April 2022.
Furthermore, the project requires opening of 7 new stores that will help them gain
back the fashion retail market of the country that it used to have a few years back. The
initial project is set to continue till 2022 but the opening of new stores will need time
up to 2024 within which, it is expected that Alexandria’s Fashion is expected to gain
back the majority of share in the Australian fashion retail market.
5. Project Stakeholders
The main stakeholders of the project are identified and listed as follows.
Stakeholder Name Designation Contact Info
Christian Anderson Chief Technical Officer /
Sponsor
[e-mail]
Alexandria Grace CEO [e-mail]
David Cannon Flagship Store Manager [e-mail]
Jim Holder Head of Operations, IT [e-mail]
Andrew Neon Head, Legal Department [e-mail]
Mark Hector Head, Logistics [e-mail]
Alan Hart Marketing Manager [e-mail]
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Alexandria’s Fashion Project Charter
Mitchell Gross Head, Customer Care [e-mail]
6. Project Success Criteria
The main success criterion for the project is achieving increasing in the sales of the
company. It is expected that after the end of the first phase of the project, the sales at
the retail stores of the company will increase by at least 50% by mid-2022. Thus, the
project must be able to refurbish the retail stores of the company such that more
customers are attracted to come to the retail stores for purchasing fashion items.
7. Project Constraints
The main constraints of the project are listed as follows.
Budget Constraint – The project will take place for a significantly high period of time
and hence, it will require very high amount of investment. Although funds are not
problem for the company considering its size and annual revenue, it is to be noted that
during the refurbishment of the stores, they will remain non-functional and thus
revenue will be cut down for the time during the project.
Time Constraint – Considering a predetermined time period selected for the pilot
project, the project might be difficult to complete within such short period of time.
Quality Constraint – Due to rushing in the project for completing within the given
time, quality might be a constraint for the project.
8. Project Scope
The main scope of the project includes refurbishment of the retail stores of the
company. The scope incorporates three main changes in the retail stores:
 Changes in Technical Setup
 Changes in Decor
 Changes in Operations
The proposed project scope is reflected in the Gantt chart as shown as follows.
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Alexandria’s Fashion Project Charter
Figure 1: Gantt Chart of the Project
(Source: Created by Author)
9. Work Breakdown Structure
The work breakdown structure for the project along with the projected durations for
each work package as well as the entire project is shown in the following table.
WBS Task Name Duration
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Alexandria’s Fashion Project Charter
0 Alexandria’s Fashion Retail Restructuring
Project 323 days
1 Meeting, Discussion and Decision
Regarding Project 22 days
1.1 Host Staff Meeting for Project Discussion 2 days
1.2 Discuss Ideas Regarding "Fashion Retail of
the Future" Initiative 2 days
1.3 Discuss Possible Changes in the Existing
Store Infrastructure 2 days
1.4 Discuss Possible New Technical Upgrades
for the Stores 3 days
1.5 Discuss Changes in Operational
Framework 3 days
1.6 Submit Proposal for Project 10 days
1.7 Get the Proposal Approved 0 days
2 Preparations and Team Structuring for
Project 96 days
2.1 Develop Teams for Various Parts of the
Project 5 days
2.2 Create Project Charter 15 days
2.3 Determine Project Scope 3 days
2.4 Determine Objectives and Goals of the
Project 3 days
2.5 Estimate Overall Budget for the Project 10 days
2.6 Determine Risks 10 days
2.7 Prepare Risk Management Plan 15 days
2.8 Develop Work Requirements for Project
Teams 15 days
2.9 Determine Resources Required for the
Project 10 days
2.10 Prepare Final Project Plan 10 days
2.11 Validate the Project Plan by CEO 0 days
3 Project Initiation and Resource
Procurement 50 days
3.1 Procure Initial Budget from the Sponsor 5 days
3.2 Assign Purchase Requirements to
Procurement Department 5 days
3.3 Purchase Technical Equipments 20 days
3.4 Assign Technical Team 10 days
3.5 Set Up Final List of Requirements 5 days
3.6 Assign Store Designer Team 5 days
3.7 Proceed to Project Execution 0 days
4 Project Execution 120 days
4.1 Technical Upgrades 120 days
4.1.1 Replace Existing Technical Set Up 1 mon
4.1.2 Install New Technical Set Up 3 mons
4.1.3 Test the New Set Up 2 mons
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Alexandria’s Fashion Project Charter
4.2 Decorations and Refurbishment 95 days
4.2.1 Clean Up the Stores 15 days
4.2.2 Apply New Decorations 2 mons
4.2.3 Revamp the Internal Models and Design 2 mons
4.3 Operational Changes 55 days
4.3.1 Discuss Possible Changes 10 days
4.3.2 Discuss Implications of the Changes 10 days
4.3.3 Discuss Feasibility of the Changes 10 days
4.3.4 Design New Operational Framework 10 days
4.3.5 Develop Final Operational Plan 15 days
4.4 Project Handover 0 days
5 Closing, Sign Off and Future Planning 35 days
5.1 Develop Plan for Future Extension of
Project 15 days
5.2 Review the Current Status of the Project 1 mon
5.3 Sign Off 0 days
The work breakdown structure is further represented in simplified chart view in the
following diagram.
Figure 2: Work Breakdown Structure of the Project
(Source: Created by Author)
10. Recommendation(s) and Approvals
Based on the analysis of the initial plan for the project, the following
recommendations can be made for the company.
Budget Control – Since the project requires considerable period of time, it is
important to control the budget throughout the course of the project.
Technical Upgrade – The technical upgrades should be done such that it is easier for
the customers and the retail managers to resume smooth and efficient operations.
Operational Changes – The operational changes should benefit both the customers
and company.
The project charter is approved by the following stakeholders.
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Alexandria’s Fashion Project Charter
Stakeholder Name Signature
Christian Anderson
Alexandria Grace
David Cannon
Jim Holder
Andrew Neon
Mark Hector
Alan Hart
Mitchell Gross
© Alan Sixsmith 2019 Page 8

Bibliography
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university press.
Camillus, J.C., 2016. Taming Wicked Problems in Strategy Wicked Strategies and the
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Kerzner, H. and Kerzner, H.R., 2017. Project management: a systems approach to
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In Gower Handbook of Project Management(pp. 65-78). Routledge.
© Alan Sixsmith 2018