ITECH7401 Assignment 2: Port Fairy Caravan Park Project Management

This project management assignment focuses on the Port Fairy Caravan and Camping Park, analyzing its current marketing strategies and proposing improvements. The assignment includes a detailed business case, outlining project objectives such as evaluating the park's e-marketing strategy and proposing a five-stage approach. It covers the current situation, including a SWOT analysis, and addresses the problem of expensive online advertising. The project's scope encompasses marketing strategy evaluation, customer profile examination, digital presence review, and ROI analysis. Financial analysis, including NPV and payback period, is presented alongside a budget estimate and a work breakdown structure. The assignment also identifies potential risks and recommends strategies for successful project implementation, aiming to optimize the park's marketing efforts and increase revenue. The assignment is a detailed analysis for the evaluation of e-marketing strategies.

Running head: PROJECT MANAGEMENT
Project: Port Fairy Caravan and Camping Park
Name of the Student
Name of the University
Author’s note

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PROJECT MANAGEMENT
Table of Contents
1. Introduction and description of project background...................................................................2
2. Description of project objectives.................................................................................................2
3. Description of the current situation.............................................................................................3
4. Problem/opportunity statement....................................................................................................4
5. Detailed critical assumption and constraints...............................................................................5
5.1 Assumptions...........................................................................................................................5
5.2 Constraints.............................................................................................................................5
6. An analysis of options and recommendation...............................................................................6
7. Financial analysis.........................................................................................................................7
8. Preliminary project requirements................................................................................................8
8.1 Project scope..........................................................................................................................8
9. Budget estimate...........................................................................................................................8
9.1 Cost estimation.......................................................................................................................8
9.2 Cost baseline........................................................................................................................13
10. Schedule estimate....................................................................................................................13
10.1 Work breakdown structure.................................................................................................16
11. List of potential risks...............................................................................................................17
Bibliography..................................................................................................................................25

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1. Introduction and description of project background
The paper mainly reflects on the organization “Port fairy Caravan and Camping park”
that is mainly located in the Coastal hamlet of port Fairy that generally has the jewel in the
crown of the south west. It is found that the company helps in boasting the love of festivals
including the weekend events. The company is managed with the help of the director Jerry
Maguire and for promotion, the director mainly utilizes different posts on a community website,
noticeboards, online newsletters as well as mobile app however the cost that is associated with
online advertising is much more and therefore the director of the company wants to review the
marketing strategy of the company. The review of the e-marketing will be helpful in properly
determining the most economical as well as impactful approach. The south west advertising
generally has applied one of the tender contract in order to properly undertake the project review.
It is analyzed that the main goal of the organization is to properly analyze as well as evaluate the
marketing strategy of the organization for properly investigating the current marketing channels
including the noticeboards, online newsletters as well as different social media sites.
2. Description of project objectives
The main objectives of the project as per the organizational mission are mainly listed
below:
 To analyze as well as evaluate the marketing strategy of Port Fairy Caravan and Camping
Park Pty Ltd.
 To investigate as well as review all the present marketing channels that the company is
using presently
 To propose a five stage approach that is mainly developed by Forbes

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PROJECT MANAGEMENT
3. Description of the current situation
It is found that presently the company “Port Fairy Caravan and Camping Park Pty Ltd”
will generally be managed with the help of the director Jerry Maguire. It is found that presently
the organization undertakes promotion with the help of website, mobile app, noticeboards,
mobile apps as well as advertising on different social media sites for promoting the park patrons.
It is found that the money that is required for undertaking the online advertising will be much
more and thus the organization generally wants to determine the most economical as well as
impact approach.
It is found that the current situation of the company can be effectively analyzed with the
help of the SWOT analysis. It is found that SWOT analysis is one of the study that is mainly
undertaken for determining the strengths as well as weaknesses, opportunities as well as threats.
The swot analysis for the organization “Port fairy Caravan and Camping park” is provided
below:
Strengths
 Proper brand image and is known as
the jewel in the crown of South West
 Utilizes online marketing strategies
Weaknesses
 Financial issue is considered as one of the
weaknesses the organization due to use of
online advertising
 Improper management of business
operations

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Opportunities
 Improved marketing strategies will
enhance the revenue of the
organization
 Proper marketing strategies helps in
increasing business opportunities
Threats
 Several of the employees are not agree
with the changes that are needed to be
implemented and therefore it is considered
as a threat
 Improper review of the marketing
channels can cause a number of issues.
4. Problem/opportunity statement
Presently the organization is utilizing online advertising methods as well as strategies for
marketing however it is found that the use of different marketing as well as promotion methods
like mobile app, community noticeboards, websites as well as online newsletters are considered
to be very much expensive and thus, it is quite difficult for the organization to manage the
financial issues and challenges that occurs due to the utilization of online marketing strategy.
Therefore, the company wants to adopt proper marketing strategies as well as methods that are
very much economical as well as impactful for the organization and for this they have provided
the work to review the present marketing strategies effectively. It is analyzed that proper
investigation as well as review of the present marketing channels is necessary for undertaking
marketing strategies that are beneficial for the business of the company. The company evaluates
the E-monkeying strategy in five different stages including evaluation of digital marketing,
examining customer profile, reviewing digital presence as well as evaluating the messaging
strategies as well as reviewing the marketing ROIs.

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PROJECT MANAGEMENT
5. Detailed critical assumption and constraints
5.1 Assumptions
The assumptions that are made by the project manager in order to successfully
completing the project are generally elaborated below:
Time: As per the initial assumption, it is found that around 12-week time is mainly
needed in order to complete the project successfully as per the objectives. In addition to this, it is
assumed that the project manager will be engaged with the project for executing and tracking the
schedule for E-marketing evaluation successfully.
Budget: As per the assumption that is made in the initial phase of the project, it is
analyzed that budget of around $145,000 will be enough for the successful completion of the
project. The entire project that undertakes marketing evaluation gets completed within the budget
that is allocated.
Proper evaluation of E-marketing strategies: It is assumed by the company, that the e-
marketing strategies that are utilized by the company will be successfully helpful in investigating
as well as evaluating proper marketing strategy as well as the present market channels with
appropriate report that provides details about the changes so that the objectives of the project can
be achieved.
5.2 Constraints
The factors that constraints or limits the success of the project are mainly elaborated
below:
Scope: It is quite necessary to manage the scope of the project quite effectively otherwise
scope creep will happen within the project that further will result in increased time, cost as well

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PROJECT MANAGEMENT
as resources which generally reduces the quality of the project and therefore it is analyzed that
scope creep can create risk during the delivery of the project.
Resources: If proper resources for the project are not present then it will quite difficult to
deliver the project on tight time which further enhances the project cost and if alternate resources
are being utilized within the project then they are very much expensive than planned. Thus,
presence of right resources is necessary for the project in order to avoid obstruction during the
project progress.
Cost: The money that is allocated for the project will be around $145,000 and if the
budget at each phase of the project are not managed then it generally can cause a lot of problems
and challenges in managing the project cost quite effectively. Thus, it is analyzed that proper
management of project is quite necessary for avoiding financial issues.
6. An analysis of options and recommendation
After proper analysis, it is quite important to properly analyze as well as evaluate the
marketing strategy of the Port Fairy Caravan and Camping Park Pty Ltd. Proper evaluation must
be provided for properly investigating as well as reviewing all the challenges of marketing
including community noticeboards, website posts, social media sites as well as online
newsletters. In addition to this, it is very much important to implement the evaluation of e-
marketing strategies in different phases including evaluation of the digital marketing, examining
customer profiles, reviewing digital presence, evaluating marketing strategies as well as
reviewing the marketing ROIs. It is recommended to use proper plan that not only reviews the
present information but also helps in conducting research for gathering new materials. The
deliverable of the project should include proper report that not only evaluates the e-marketing

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PROJECT MANAGEMENT
strategy as well as customer profiles. Proper ROI as well as appropriate recommendations of
marketing strategies including branding, Facebook ads, promotion of product awareness,
capitalizing local offerings as well as email marketing for presenting the strategies to the project
stakeholders.
7. Financial analysis
The financial analysis that is mainly undertaken for evaluating the marketing strategies of
Port Fairy Caravan as well as Camping park is mainly showcased in the figure below.
Furthermore, the calculations that are provided below reflects on the NPV, payback period as
well as the on the achieved ROI.
Created by: Date: 30-04-19
Discount rate 9.00%
Assume the project is completed in Year 0 Year
0 1 2 3 Total
Costs 90,000 20,000 20,000 15,000
Discount factor 1.00 0.92 0.84 0.77
Discounted costs 90,000 18,400 16,800 11,550 1,36,750
Benefits 0 90,000 1,30,000 1,50,000
Discount factor 1.00 0.92 0.84 0.77
Discounted benefits 0 82,800 1,09,200 1,15,500 3,07,500
Discounted benefits - costs (90,000) 64,400 92,400 1,03,950 1,70,750 NPV
Cumulative benefits - costs (90,000) (25,600) 66,800 1,70,750
ROI 125%
Payback in Year 3
Financial Analysis for Port Fairy Caravan and Camping Park
Figure 1: Financial analysis for port Fairy Caravan and Camping Park
(Source: Created by Author)

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8. Preliminary project requirements
8.1 Project scope
It is found that the following points are generally incorporated within the scope of the
project.
 Evaluation of the different types of marketing strategies
 Examining the profile of the customers
 Properly reviewing the digital presence
 Proper evaluation of the marketing strategies
 Proper reviewing as well as marketing ROI
 Implementing proper marketing strategies
 Development of report that reviews digital presence as well as customer profile
 Final presentation
9. Budget estimate
9.1 Cost estimation
The below table showcases on the project that evaluates the e-marketing strategies for the
company and generally determines that around 90 days are required for the project execution by
utilizing budget of around $145,500.
WBS Task Name Duration Start Finish Predecessors Resource Names Cost
0 Evaluation of e-
marketing
strategies for
Port Fairy
90 days Mon
02-07-
18
Fri 02-
11-18
$ 145,000.00

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PROJECT MANAGEMENT
Caravan as well
as Camping
park
1
Project
initiation phase
14 days
Mon
02-07-
18
Thu 19-
07-18
$ 9,160.00
1.1
Business
case
development
4 days
Mon
02-07-
18
Thu 05-
07-18
Business analyst $ 2,560.00
1.2
Feasibility
study
3 days
Fri 06-
07-18
Tue 10-
07-18
2 Financial manager $ 1,680.00
1.3
Project
charter
3 days
Wed
11-07-
18
Fri 13-
07-18
3 Project manager $ 2,520.00
1.4
Team
members
appointment
4 days
Mon
16-07-
18
Thu 19-
07-18
4 Hr. manager $ 2,400.00
2
Project
planning phase
19 days
Fri 20-
07-18
Wed
15-08-
18
$ 21,392.00

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PROJECT MANAGEMENT
2.1
Target
market
identification
6 days
Fri 20-
07-18
Fri 27-
07-18
5
Business analyst,
Consultant
$ 7,776.00
2.2
Analyzing
the competitors
4 days
Mon
30-07-
18
Thu 02-
08-18
7
Consultant,
Marketing
manager
$ 5,248.00
2.3
Setting
project goals
3 days
Fri 03-
08-18
Tue 07-
08-18
8
Consultant,
Project planner
$ 3,888.00
2.4
Outlining the
project strategies
4 days
Wed
08-08-
18
Mon
13-08-
18
9 Project manager $ 3,360.00
2.5
Setting
appropriate
budget for the
project
2 days
Tue
14-08-
18
Wed
15-08-
18
10 Financial manager $ 1,120.00
3
Project
execution phase
46 days
Thu
16-08-
18
Thu 18-
10-18
$ 106,608.00
3.1 Evaluating
and reviewing
the present e-
marketing
36 days Thu
16-08-
18
Thu 04-
10-18
$ 66,760.00

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PROJECT MANAGEMENT
strategies
3.1.1
Evaluating
digital marketing
10 days
Thu
16-08-
18
Wed
29-08-
18
11
E-marketing
specialist,
Marketing
manager
$ 12,560.00
3.1.2
Examining
customer profile
9 days
Thu
30-08-
18
Tue 11-
09-18
14
Marketing
manager
$ 5,904.00
3.1.3
Reviewing
digital presence
6 days
Wed
12-09-
18
Wed
19-09-
18
15
E-marketing
specialist, Social
media specialist
$ 6,960.00
3.1.4
Evaluating
marketing
strategies
5 days
Thu
20-09-
18
Wed
26-09-
18
16
E-marketing
specialist
$ 3,000.00
3.1.5
Reviewing
marketing ROI
6 days
Thu
27-09-
18
Thu 04-
10-18
17
Additional
cost[1],Business
analyst
$ 38,336.00
3.2
Implementing
new marketing
strategies
5 days
Fri 05-
10-18
Thu 11-
10-18
18
Marketing
manager
$ 3,280.00
3.3 Development
of report that
4 days Fri 12- Wed
17-10-
19 Marketing
manager, Social
$ 4,864.00