ITECH 7401 Leadership: IT Project Business Case - Port Fairy Park

This case study focuses on the Port Fairy Caravan and Camping Park and its digital marketing strategies. The project aims to evaluate these strategies and provide recommendations for attracting more customers and increasing engagement. It includes a SWOT analysis, problem/opportunity statement, assumptions, constraints, options, financial analysis (including ROI), preliminary project requirements, budget and schedule estimates, and risk assessment. The analysis covers evaluating digital marketing, examining customer profiles, reviewing digital presence and messaging strategies, and assessing marketing ROI. The project operates under the assumption that improved digital marketing will solve the company's issues, with funding being a major constraint. Recommendations include paid social media promotions and improved customer interaction. The ultimate goal is to enhance the company's profitability and customer reach through effective IT project leadership and digital marketing strategies. Desklib provides solved assignments for students.

Running Head: LEADERSHIP IN IT PROJECT MANAGEMENT
Port Fairy Caravan and Camping Park
Name of the Student
Name of the University

1LEADERSHIP IN IT PROJECT MANAGEMENT
Table of Contents
1. Introduction and Description of Project Background..................................................................2
2. Description of the Project Objectives..........................................................................................2
3. Description of the Current Situation............................................................................................5
4. Outline of Problem / Opportunity Statement...............................................................................6
5. Details of Critical Assumptions and Constraints.........................................................................6
6. An Analysis of Options and Recommendations..........................................................................7
7. Financial Analysis.......................................................................................................................7
8. Preliminary Project Requirements...............................................................................................8
9. Budget Estimate...........................................................................................................................8
10. Schedule Estimate....................................................................................................................14
11. List of Potential Risks..............................................................................................................18
Bibliography..................................................................................................................................19

2LEADERSHIP IN IT PROJECT MANAGEMENT
1. Introduction and Description of Project Background
In the coastal hamlet of Port Fairy in Australia, the Port Fairy Caravan Park is located
where tourists can come and experience caravan life and the thrill of camping in the wilderness.
In addition to the camping areas, it is also the venue for regular festivals including several
weekend events in the Australian winter. Furthermore, along with tent camps, there are also
deluxe rooms that are provided for the customers who search for some comfort within the
isolation of the camping park. The entire area is managed by Port Fairy Caravan and Camping
Park Pty Ltd whose director is Jerry Maguire. Currently, the company uses various digital
marketing techniques to attract more tourists and customers to come experience the caravan park.
However, the director is not entirely happy about the outcomes of the social media presence as
the customer count has not increased as expected. The return on investment is also significantly
lesser than the company expects after significant investment in digital marketing techniques.
This purpose of this report is to development of a project plan that looks to evaluate the
digital marketing strategies of the company and make suitable recommendations accordingly.
2. Description of the Project Objectives
The main objective of this project is to evaluate the digital marketing strategies utilized
by the company and make recommendations that will help the company to attract more
customers and increase customer engagement in their business.
Based on the objective set for the project, the work breakdown structure of the project is
developed and shown in the following table.

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WBS Task Name

4LEADERSHIP IN IT PROJECT MANAGEMENT
0 Port Fairy Caravan and Camping Park
1 Evaluate Digital Marketing
1.1 Call Meeting with the Company Management
1.2 Discuss Requirements of Evaluation
1.3 Discuss Existing Digital Marketing Strategies of the Company
1.4 Discuss Marketing Elements Utilised by the Company
1.5 Review Marketing Data from the Last Few Months
1.6 Review Marketing Trends in the Current Market
1.7 Evaluate the Feasibility of the Company's Marketing Strategies in the Current World
Setup
1.8 Analyse the Changes in Trends in Digital Marketing Every 5 Years
1.9 Analyse the Relevance of Current Marketing Strategies of the Company in the
Current Trend
1.10 Evaluate the Customer Reach for the Current Marketing Strategy of the Company
1.11 Evaluate the Profitability of the Current Digital Marketing Strategy
1.12 Prepare Report on the Digital Marketing of the Company
2 Examine Customer Profiles
2.1 Request Company for Access to Customer Profiles
2.2 Sign Non Disclosure Agreement
2.3 Sign Ethics Form Regarding Handling of Customer Data
2.4 Inform Customers Regarding the Analysis of their Data
2.5 Provide Privacy Assurance to the Customers
2.6 Receive Access to the Customer Profiles
2.7 Create Data Spreadsheet using the Customer Profiles
2.8 Collect Data from the Profiles
2.9 Classify the Data in the Spreadsheet

5LEADERSHIP IN IT PROJECT MANAGEMENT
2.10 Analysis of the Customer Data
3 Review Digital Presence
3.1 Review Digital Marketing Strategies of the Company
3.2 Analyse the Digital Presence of the Company
3.3 Analyse the Social Media Accounts of the Company
3.4 Evaluate the Fan Following of the Social Media Accounts of the Company
3.5 Evaluate the Feedbacks of the Social Media Followers
3.6 Analyse the Number and Popularity of the Marketing Posts Created by the Company
3.7 Analyse How Many Customers have been interested by the Company through
Social Media Posts
3.8 Detailed Review of Interactions of the Company with the Customers in the Digital
Media
3.9 Determine if the Interactions are aligned with the digital marketing strategies of the
company
3.10 Develop Digital Presence Report
3.11 Recommend New Strategies for Enhancing Digital Presence
4 Evaluate Messaging Strategies
4.1 Review if the Company Interacts with Customers in Messages
4.2 Determine the Types of Messages Generally Sent by the Customers
4.3 Determine the Replies Given to the Customers by the Company
4.4 Determine the Delay in Response Given by the Company
4.5 Determine the Positivity / Negativity of the Customer Feedbacks
4.6 Evaluate if the Customer Reviews are Constructive
4.7 Evaluate if the Customer Reviews Actually Reflect the True Nature of the Company
4.8 Analyse Collected Data
4.9 Prepare Report on Messaging Strategies

6LEADERSHIP IN IT PROJECT MANAGEMENT
5 Review Marketing ROI
5.1 Request Access to Business Data
5.2 Sign Non Disclosure Agreement
5.3 Sign Ethics Form Regarding Handling of Confidential Company Data
5.4 Receive Access to the Business Data As Requested
5.5 Prepare Data Sheet
5.6 Collect All the Data
5.7 Classify the Data in the Spreadsheet
5.8 Analysis of the Business Data
5.9 Calculate Marketing ROI
5.10 Determine if this ROI is As Per Company Expectations
5.11 Determine Future Plans Regarding Enhancement of ROI
5.12 Make Suitable Recommendations
5.13 Develop and Publish Final Analysis Report
3. Description of the Current Situation
The current situation of the company is described using SWOT analysis as follows.
Strength Weakness
The main strength of the business is that it is
located in a very popular region that is also
favorable for camping and caravan experience.
Another strength is that the company is able to
provide all types of amenities and luxuries as per
The main weakness of the company is the lack of
sufficient exposure in the community. In spite of
social media presence, due to the lack of suitable
marketing strategies, very few potential customers
come to know about the company.

7LEADERSHIP IN IT PROJECT MANAGEMENT
the customer needs.
Opportunity Threat
Owing to the location and the ability of the
company to provide amenities and luxury, the
business can be enhanced multifold with the proper
implementation of digital marketing strategies.
The main threat of the company is the lack of
sufficient profit in the business that may result in
bankruptcy of the company within a few years.
4. Outline of Problem / Opportunity Statement
The main problem of the company is the lack of sufficient customers and in turn the cash
inflow. However, there is a great opportunity to attract more customers as the company is present
in the social media platforms but this will only be possible if proper digital marketing strategies
are applied with sufficient investment.
5. Details of Critical Assumptions and Constraints
One of the main critical assumptions made for this project is that the digital marketing
strategy is the solution to the business problem faced by the company. This is because the current
marketing trend states that most of the successful business entities have enjoyed massive success
through social and digital media marketing.
One of the major constraints for the project is the funding for the company as the project
has to be internally funded without support of any sponsors. Hence, if the project fails, the
company may lose a huge amount of investment resulting in possible bankruptcy.

8LEADERSHIP IN IT PROJECT MANAGEMENT
6. An Analysis of Options and Recommendations
One option that is suggested for the company is to deploy a specific digital marketing
model that will ensure better customer reach. It is recommended for the company to indulge in
paid promotions in various popular social media platforms like Facebook, Twitter, Instagram and
others. With improved customer reach, the company also needs to interact with the customers
through personal messages and replies to comments in the posts. It is recommended to employ
social media handlers to manage the social media accounts as per the requirements of the
company.
7. Financial Analysis
Based on the costs and the cash flow data given, the financial analysis of the project is
shown as follows.
Project Cost-Benefit Analysis
Analysis Variables:
Discount Rate Used 9.00%
Annual Benefits $ -
Annual Operational Costs $ -
One-Time Development Cost $ -
Year of Project
0 1 2 3 TOTALS
Economic Benefit $0.00 $
90,000.00
$
130,000.00
$
150,000.00
Discount Rate 1.0000 0.9174 0.8417 0.7722
PV of Benefits $0.00 $82,568.81 $109,418.40 $115,827.52
NPV of all BENEFITS $0.00 $
82,568.81
$
191,987.21
$
307,814.73
$
307,814.73
One-Time COSTS $ -
Recurring Costs -$90,000.00 $
(20,000.00)
$
(20,000.00)
$
(15,000.00)
Discount Rate 1.0000 0.9174 0.8417 0.7722
PV of Recurring Costs -$90,000.00 $
(18,348.62)
$
(16,833.60)
$
(11,582.75)

9LEADERSHIP IN IT PROJECT MANAGEMENT
NPV of all COSTS $
(90,000.00)
$
(108,348.62)
$
(125,182.22)
$
(136,764.98)
$
(136,764.98)
Overall NPV $
171,049.75
Overall ROI
1.2507
It is seen that based on the data given, the ROI is 1.25 i.e. 12.5% that is exactly half of
the ROI expected from the project. Hence, it is recommended that the cash flow must be
increased further over time in order to reach the 25% ROI as expected by the company.
8. Preliminary Project Requirements
The main scope of the project is to examine and evaluate the digital marketing strategies
of the company. The project requires the team members to access to customer profiles, company
business data and others that can be accessible if the non-disclosure and ethics agreements are
signed by the project manager. The data will be collected and analyzed for reaching suitable
conclusions for the project.
9. Budget Estimate
The budget estimate for the project considering the wages of the human resources
involved in the project is shown as follows.
WBS Task Name Duration Resource Names Cost
0 Port Fairy Caravan and
Camping Park 55 days $51,424.00
1 Evaluate Digital
Marketing 12 days $7,264.00
1.1 Call Meeting with the
Company Management 1 day Project Manager $168.00

10LEADERSHIP IN IT PROJECT MANAGEMENT
1.2 Discuss Requirements of
Evaluation 1 day Project Manager $168.00
1.3
Discuss Existing Digital
Marketing Strategies of the
Company
1 day Project Manager $168.00
1.4
Discuss Marketing
Elements Utilised by the
Company
1 day Project Manager $168.00
1.5 Review Marketing Data
from the Last Few Months 1 day
Project Manager, Caravan
and Campaign Specialist
Consultant
$824.00
1.6 Review Marketing
Trends in the Current Market 1 day
Project Manager, Caravan
and Campaign Specialist
Consultant
$824.00
1.7
Evaluate the Feasibility
of the Company's Marketing
Strategies in the Current
World Setup
1 day
Project Manager, Caravan
and Campaign Specialist
Consultant
$824.00
1.8
Analyse the Changes in
Trends in Digital Marketing
Every 5 Years
1 day
Project Manager, Caravan
and Campaign Specialist
Consultant
$824.00
1.9
Analyse the Relevance of
Current Marketing Strategies
of the Company in the
Current Trend
1 day
Caravan and Campaign
Specialist Consultant,
Project Manager
$824.00
1.10
Evaluate the Customer
Reach for the Current
Marketing Strategy of the
Company
1 day
Caravan and Campaign
Specialist Consultant,
Project Manager
$824.00
1.11
Evaluate the Profitability
of the Current Digital
Marketing Strategy
1 day
Caravan and Campaign
Specialist Consultant,
Project Manager
$824.00
1.12
Prepare Report on the
Digital Marketing of the
Company
1 day
Caravan and Campaign
Specialist Consultant,
Project Manager
$824.00
2 Examine Customer 10 days $6,400.00

11LEADERSHIP IN IT PROJECT MANAGEMENT
Profiles
2.1 Request Company for
Access to Customer Profiles 1 day Customer Survey
Specialist $640.00
2.2 Sign Non Disclosure
Agreement 1 day Customer Survey
Specialist $640.00
2.3
Sign Ethics Form
Regarding Handling of
Customer Data
1 day Customer Survey
Specialist $640.00
2.4
Inform Customers
Regarding the Analysis of
their Data
1 day Customer Survey
Specialist $640.00
2.5 Provide Privacy
Assurance to the Customers 1 day Customer Survey
Specialist $640.00
2.6 Receive Access to the
Customer Profiles 1 day Customer Survey
Specialist $640.00
2.7 Create Data Spreadsheet
using the Customer Profiles 1 day Customer Survey
Specialist $640.00
2.8 Collect Data from the
Profiles 1 day Customer Survey
Specialist $640.00
2.9 Classify the Data in the
Spreadsheet 1 day Customer Survey
Specialist $640.00
2.10 Analysis of the Customer
Data 1 day Customer Survey
Specialist $640.00
3 Review Digital Presence 11 days $7,040.00
3.1
Review Digital
Marketing Strategies of the
Company
1 day E-Marketing Specialist 1 $640.00
3.2 Analyse the Digital
Presence of the Company 1 day E-Marketing Specialist 1 $640.00
3.3 Analyse the Social Media
Accounts of the Company 1 day E-Marketing Specialist 1 $640.00
3.4 Evaluate the Fan
Following of the Social
1 day E-Marketing Specialist 1 $640.00