Project Management Report: Hook Norton Brewery's Expansion Strategy

This report provides a comprehensive analysis of a business project undertaken by Hook Norton Brewery, a small UK-based enterprise. The project focuses on launching a new product, a spicy sandwich, to expand the brewery's market reach, particularly within local retail outlets. The report covers several key aspects of project management, including initiation, planning, and execution. It includes a project management plan, critical path analysis, and work breakdown structure. The study employs qualitative research methods, using questionnaires to gather data from managers regarding market expansion strategies, challenges, and product improvements. Data analysis reveals that improving distribution channels and marketing strategies are crucial for local market growth, while franchising is seen as a viable strategy for global expansion. The report also highlights challenges such as consumer preference changes and language barriers. The findings are presented using frequency tables and mean/mode calculations, offering valuable insights into the brewery's expansion prospects. Overall, the report provides a detailed examination of the project's objectives, methodologies, and outcomes, providing a practical perspective on managing a successful business project.

MANAGING A SUCCESSFUL BUSINESS PROJECT
STUDENT NAME:
STUDENTS ID:
PROFESSOR NAME:

Table of Contents
Introduction..........................................................................................................................................3
LO1 .......................................................................................................................................................3
P1 .........................................................................................................................................................3
P2 .........................................................................................................................................................4
P3 .........................................................................................................................................................5
LO3 .......................................................................................................................................................7
P 4 .........................................................................................................................................................7
P5 .......................................................................................................................................................16
P6........................................................................................................................................................17
P7 .......................................................................................................................................................18
Reflective.............................................................................................................................................18

Introduction
Every business has to develop new projects for the better operation of the business
along with maintaining good competition in the competitive market. Managing the project
and execution of the project successfully is the major area of concern for the organisations
because it helps in enhancing the profit margin of the organisations. In order to understand
more about the benefits of the project management, the project management processes of
Hook Norton Brewery is discussed. The organisation is headquartered in Oxfordshire and it
is one of the small-sized enterprises of UK with 50 employees working under them. The
organisation is launching a new product named as the spicy sandwich so that Hook Norton
can deliver it while delivering beer it to their retail outlets. Since the business of the firm is
not widespread, the firm has to undergo various researches before incorporating the project
into their business. The study focuses on executing the project properly with the fewer funds
that the firm has.
LO1
P1
Background of study
Project Management is the process of managing the project in the stipulated time so
that the organisations will gain profit after the implementation of the project in their business
(Adler and Pittz, 2016, p.55). Hook Norton Brewery is launching a new product that requires
proper planning so that the manufacturing of the product and the handling of the limited
resources of the organisation is done accurately. The new project of Hook Norton Brewery
involves the process of proper initiation of the project, planning and executing the project
plan correctly. Finally, the monitoring and controlling the entire project accordingly is done
for better performance.
Hook Norton Brewery understands this fact and thus, works on the right path for
increasing their profit margin. Baptista et al. (2016, p.670) commented that the project is
required to be framed after setting the objectives of the business firm. Hook Norton has set
the objective of expanding their business in the supermarkets. The organisation has the scope
of expanding because the product is an entirely new type of snacks that can be eaten with a
beer. The main purpose of manufacturing the new product is that it can help in gaining good
market revenue for Hook Norton Brewery.

Their business is very small and they have struggled a lot to survive in such competitive
market. That is why; magnification of trade and commerce of this brewery is required to be
done in order to ensure profitable outcomes. Apart from this, this company, for successful
operation of business, also commit to maintain good quality of product.
Aim :- Aim of this project is to identify suitable ways for expansion of business of Hook
Norton Brewery in local market as well as global market.
Objective :-
 To evaluate various expansion methods in the context of brewery industry
 To analyse the suitable ways of expansion of Hook Norton Brewery in local market
 To evaluate the methods that could be used for expanding new business in local and
global market area.
P2
Project management plan

P3
Critical path
Interpretations:

From the above chart it show that activities which is highlighted in pink 1,2,4,7 and
11 are critical activities which are important and cannot delay. On the other side activities
which are highlighted in blue 3,5,6,8,9,10 are not much important as it can be delayed. All
the activities which are highlight in pink is not completed on tome then it can increase the
expense and cost

Source: Created by researcher
The work breakdown structure is provided for the organisation where it is seen that entire
process of producing beer is shown. The main ingredients that are required for the
preparation of the beer are sugar, yeast, hops and malt so that the quality beer is delivered to
the people. The equipment is also mentioned in the breakdown structure, which is required
for containing the beer in the bottles. Moreover, manufacturing of beer and procedure for
conditioning along with cooling of the beer is required in the brewery industries. Hook
Norton Brewery does the same but has to bring some changes in the beer quality.
LO3
P 4
Data analysis
Qualitative research methods are used for carrying out the analysis for identifying
methods that could be used for expanding the business in local and global market area. Data
and information will be collected by preparing questionnaire and on the basis of that response
from the 30 managers of Hook Norton Brewery should be taken -
QUESTIONNAIRE
Name :-
Illustration 1: Figure 1: Work breakdown structure of Hook Norton Brewery

Age :-
Gender :-
Designation :-
Q 1 What are the most suitable ways that could be used for expanding business in local
market area ?
 Offering discount on the products.
 Effective advertisement and promotional campaigns.
 Hiring more sales representatives
 improving the distribution channel
Q 2 Do you feel that there is need for making improvements in the quality of the Existing
products that are served by the company ?
 Yes
 No
 Can't say
Q 3 What are the most suitable ways that could be used by the firm for expanding business
in global market ?
 Franchising 1
 Merger and acquisition 2
 Creating joint ventures 3
Q 4 Which strategies needs to be improved by the firm for expanding their business in local
market.
 Marketing strategies
 Advertisement strategies
 Promotional strategies
 Growth strategies
Q 5 What are the challenges that are faced by the firm in expanding business in local market
?
 Lack of data and information
 Frequent changes in preferences of consumers
 Rivalry in market
 Changes in government policy
Q 6 What are the challenges faced by the firm for expanding business in global market ?

 Competitive rivalry
 Political barriers
 Language barrier
 Cultural barrier
Q 7 Do you believe that Online selling medium can be used by the firm for selling their
products and services in local as well as global market area.
 Yes
 No
 Can't say
Q 8 Connecting with the large and established firms will provide benefit to the company for
expansion of their business. Kindly mark your level of Agreement.
 Yes
 No
 Can't say
Theme 1 : Improving the distribution channel is the most suitable ways that could be used
for expanding business in local market area.
Response Frequency
Offering discount on the products. 4
Effective advertisement and Promotional
campaigns.
6
Hiring more sales representatives 5
Improving the distribution channel 15

Interpretation :- From the above table it can be analysed that 15 respondents have stated
that Improving the distribution channel is the most suitable ways that could be used for
expanding business in local market area. 6 respondents have stated about effective
advertisement and promotional campaigns and 5 have stated that Hiring more sales
representatives is the best most suitable ways that could be used for expanding business in
local market area. 4 participants have stated that Offering discount on the products is the
most suitable that could be used for expanding business in local market area.
0
4
8
12
16
4 6 5
15
Column C

Theme 2 : There is need for making improvements in quality of the Existing products that
are served by the company.
Response Frequency
Yes 16
No 6
Can't say 8
Interpretation :- It can be observed from the above table that 16 respondents have stated
that There is need for making improvements in quality of the Existing products that are
served by the company. 6 participants have given their response in No and 8 respondents
have stated their response in Can't say.
Yes No Can't say
0
2
4
6
8
10
12
14
16
18 16
6
8 Column C

Theme 3 : Franchising is the most suitable ways that could be used by the firm for expanding
business in global market.
Response Frequency
Franchising 18
Merger and acquisition 5
Creating joint ventures 7
Interpretation :- It can be observed from the above table that 18 participants have stated that
Franchising is the most suitable ways that could be used by the firm for expanding business
in global market. 5 participants have stated that Merger and acquisition is the most suitable
ways that could be used by the firm for expanding business in global market. On the other
hand 7 participants have stated that Creating joint ventures is the most suitable ways that
could be used by the firm for expanding business in global market.
Franchising
Merger and acquisition
Creating joint ventures
0
2
4
6
8
10
12
14
16
18
20 18
5
7 Column C