Project Management Report: Morrison Fruit Juice Launch Strategy

This report provides a comprehensive analysis of a project focused on launching a new fruit juice product by Morrison. It includes an overview of the project's background, objectives, scope, deliverables, and constraints, emphasizing the importance of aligning the project structure with the organization's existing one. The report details the Work Breakdown Structure (WBS), explaining its rationale and significance in the planning process. It also covers resource estimation, budgeting, and the essential skills required by a project manager. Furthermore, the report addresses risk identification, assessment, and management, highlighting their importance in project success. The project aims to leverage competitive advantages, expand market share, and meet customer needs through the introduction of this new product. The report uses tables and illustrations such as Gantt charts and network diagrams to present the project's activities, timelines, and budget. The report provides valuable insights into the strategic approach required for successful product launches, including market analysis, technical feasibility assessment, and the importance of adapting to external market changes.

PROJECT MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
QUESTION 1...................................................................................................................................1
Q.1 (A) Overview of the project background, objectives, scope, deliverables and constraints
................................................................................................................................................1
Q.1 (B) Identifying the manner in which project structure is related to the existing one of an
organization............................................................................................................................4
QUESTION 2...................................................................................................................................4
Q.2 (a) Presenting the work breakdown structure.................................................................4
Q.2 (b) Presenting the rationale for determining work packages.........................................10
Q.2 (c) Stating the importance of WBS in the planning process..........................................10
Q.2 (d) Project manager’s skills...........................................................................................10
QUESTION 3.................................................................................................................................11
Q.3 (a) Estimating the requirement of resources for the concerned project plan.................11
Q.3 (b) Presenting the budget that reflects cost associated with the delivering of work package
..............................................................................................................................................12
Q.3 (c) Stating the key skills of project manager.................................................................13
QUESTION 4.................................................................................................................................13
Q.4 (a) Risk identification and assessment...........................................................................13
Q.4 (b) Stating the extent to which risk management is essential and helps in assessing the
same......................................................................................................................................14
Q.4 (c) stating the skills that are required by the manager for managing project in a successful
manner..................................................................................................................................15
REFERENCES..............................................................................................................................16

Index of Tables
Table 1: Project charter....................................................................................................................2
Table 2: Activity plan......................................................................................................................4
Table 3: Budget..............................................................................................................................10
Table 4: Risk register.....................................................................................................................11

Illustration Index
Illustration 1: WBS..........................................................................................................................5
Illustration 2: Gantt chart.................................................................................................................7
Illustration 3: Network diagram.......................................................................................................8

INTRODUCTION
Project management is an important stream that covers various aspects which needs to be
considered in resolving all issues. Activities are properly displayed with the hep of WBS
structure prepared by a project manager. This report emphasises on taking project on the
launching of product in order to cater all the needs and expectations of all the customers in the
external business environment. On the basis of the given case situation, Morrison has been
selected which is planning to launch fruit juice in the market. Focus of the report also lies on
assessing all kinds of risks associated with a project as product development is one of the
important step taken by an entity in boosting their existing market share. Budgetary
requirements of a particular project will also get fulfilled as cost of all the tasks and activities are
properly analysed.
Aim- To analyse the impact of product launching on the business performance of an entity.
QUESTION 1
Q.1 (A) Overview of the project background, objectives, scope, deliverables and constraints
Background
Current project is based on launching new product in a similar market by satisfying
various needs and expectations of all the users of the external business environment. Existing
business resources are properly analysed in relation to the demands and wants of all the
customers as the success of product launch is highly depends on the tastes and preferences of the
customers (Eshete and Kimuyu, 2016). Project of product development requires consideration of
each and every factors by an entity as the primary focus of project manager is on catering all the
needs of an individual. Current attributes of products are judged in accordance with the trust and
confidence build up through offering all their services. External competition will be analysed by
an entity by various activities as their primary concern is to minimise all the risks associated with
a project. Successful implementation of a project is significant for the entire performance of an
entity as they can capture higher market share in the external market. Proper allocation of tasks
and resources are essential part of a successful project that enhances the existing quality of a
business project.
Project objectives
 To Get competitive advantage over external competitors due to affordable technology
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 To Provide additional services to customers through new product
 To Extend current market share
 To Satisfy higher customer's needs and expectations
 To Change according to the external market changes in terms of technology and cultural
changes.
Smart objectives
Specific-Goal of this product launch is to create competitive advantage over the external market
competitors on the basis of unique technology adopted by an entity which is reflected in terms of
product launch by firm.
Measurable-Analyse the profitability of current product in relation to the existing market share
capture by this product in the future.
Achievable- The success of current project will be identified by a project manager by comparing
its existing product and new product in order to identify all the gaps found in both the products.
This evaluation will be helpful for an entity in order to achieve all the targets and aim within a
given span of time.
Realistic- Objectives framed for a particular project are not vague as their identity will be
Timely- Time scale of current project will be determined in advance in the initiation of project as
this would help in achieving all the targets in short span of time.
Project Scope and charter
Table 1: Project charter
PROJECT CHARTER
Product Launch
19th June 2017
Project rationale
Product development is the basic concern of the current project in which new product has
launched in the market in order to create its unique identify. Customer's needs and expectations
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will get fulfilled with the help of current project. This project has categorised into various
segments that will be helpful for an entity. Task and duties are properly allocated among all the
personnel associated with the current project. Primary concern of this project is to achieve all
the desired objectives as all the aims framed by a project manager enhances the existing
efficiency of the business concern.
SMART GOALS
Specific-Goal of this product launch is to create competitive advantage over the external market
competitors on the basis of unique technology adopted by an entity which is reflected in terms
of product launch by firm.
Measurable-Analyse the profitability of current product in relation to the existing market share
capture by this product in the future.
Achievable- The success of current project will be identified by a project manager by
comparing its existing product and new product in order to identify all the gaps found in both
the products. This evaluation will be helpful for an entity in order to achieve all the targets and
aim within a given span of time.
Realistic- Objectives framed for a particular project are not vague as their identity will be
judged in relation to various parameters used by an entity owner. Goals and the objectives
develop by a project supervisor are not imaginary as this is related with the existing
performance of an entity.
Timely- Time scale of current project will be determined in advance in the initiation of project
as this would help in achieving all the targets in short span of time.
Exclusions
 Existing product's share will be ignored
 Competition faced by an entity on other business segments
Deliverables
 Launching new product in the market with new branding, grading and labelling
 Offering new pricing policy
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 Gathering large number of people through promotional campaigns.
Constraints
 Heavy competition in the existing industry
 Price sensitive customers created difficulties for the business
 Licensing and permission required for launching new product in an existing
environment
Team members
 Project head
 Technical supervisor
 Task allocator
 Researcher
 Budget monitor
 Strategy analyst
Q.1 (B) Identifying the manner in which project structure is related to the existing one of an
organization
By delegating the roles and responsibilities among the individuals project manager has made
efforts in relation to accomplishing projects on time by preventing the level of duplication.
QUESTION 2
Q.2 (a) Presenting the work breakdown structure
In project management, work breakdown structure is regarded as one of the important
approach that helps an individual in allocate all its resources appropriately among all the
personnel. Resources are allocated in order to achieve the desired aims and targets within a given
span of time. Complex project activities will be managed properly as they are displayed in form
of structure in which parent child relationship will be created among al he activities covered in a
project (Aregbeshola, 2016). Various activities falls under the category of planning will be
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helpful for an entity in focusing on the accomplishment of al the activities. Hierarchical
relationship formed between all the activities related with the given project as their common aim
is to achieve all the desired aims and targets within a given time span. Every project manager
prepared this structure that guides their action in order to mould their project in a right direction
as this defines al the responsibility of an entity in a proper structure. WBS structures are created
by an entity that emphasises on the role of all the team members in a team that will be able to
generate quality oriented deliverables from this particular project. Project activities are majorly
includes involves planning, implementation and closure stage. Various activities are segregated
into all these three major sections in each and every project.
In the current case scenario, Projects are developed for launching a new product in a
market that will satisfy all the needs and expectations of al the external market users. Several sub
activities will be created under planning stage will inspire all the users to the current project in
order to generate higher outcomes from this project. Deliverables of a project is regarded as the
basic motivation for an individual that helps in improving their existing conditions.
Work Breakdown structure
Table 2: Activity plan
Activities Task Time duration Preceding Costs or expenses
5
Launching fresh juice in the market
Idea and
screening
Testing
Designing
features of
the product
Develop
ment of
prototype
Launchi
ng
prototy
pe in
the
market
Taking
feedback
from
custome
rs
regardin
g
prototyp
e
Launching fruit juice
Organizing marketing
campaign
Monitoring and controlling

Planning stage
2317
A Generation of
idea through
market research
20 days - 250
B Screening of idea
in relation to
launching the
fresh fruit juice in
the market
10 days 1 163
C Testing of idea 15 days 1,2 264
D Business
analytics
12 days 2,3 362
E Marketability test
regarding fresh
juice launching
8 days 3,4 452
F Technical review
for feasibility
assessment
9 days 4,5 426
G Assessing
features of
products
7 days 5,6 240
H Creating
prototype product
for the purpose of
35 days 6,7 160
6

testing
Implementation Stage
880
I Introducing
sample product in
the market on a
selected people
20 days 7,8 560
J Taking feedback
from target
audience
regarding the
testing of fresh
fruit juice
8 days 8,9 320
Closure phase
1800
K Making changes
in fruit juice as
per the customer’
s needs, wants
and expectations
12 days 9,10 156
L Finalization of
fresh fruit juice
product.
10 days 10,11 632
M Doing marketing
campaigns for
developing
6 days 11,12 463
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awareness among
the customers
N Launching
product in the
market
2 days 12,13 360
O Monitoring
success and
taking corrective
actions.
6 days 13,14 189
Summation of costing 4997 GBP
Above activity has created in order to help a project manager in order to achieve all its
desired market aims and targets within a given span of time. The action of project manager will
be guided with the help of project activity plan through which Gantt chart or network diagram
will be created (Bronnenmayer, Wirtz and Göttel, 2016). Critical path analysis will be used by an
individual due to which overall tie duration of this particular project will be identified. Duration
of a project is essential to be know by a person as the product launch is regarded as the big
decisions which needs to be completed in short span of time. It is important to complete a project
in less time in order to get higher competitive advantage over its external market users.
Gantt chart
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