Project Plan: Samsung Print and Design Solution Expansion

This project plan outlines Samsung's strategic venture into the print and design market, focusing on 3D printing services for individual customers and small to medium-sized enterprises (SMEs) in the UK, USA, and Canada. The plan includes a detailed business case, project definition, objectives, and desired outcomes, aiming to expand Samsung's portfolio and increase market share. It covers project scope, constraints, and assumptions, along with a comprehensive project plan encompassing team structure, work packages, and monitoring and control procedures. The project aims to establish a design house and offer 3D printing services to various sectors, including medical equipment, industrial printing, architecture, personalized printing, and the automotive industry, with a target of achieving a 30% market share and a profitable return on investment within three years. The project also incorporates marketing strategies and financial projections, including an estimated budget of £10 million and a timeline of six months for completion.

PROJECT MANAGEMENT

TABLE OF CONTENTS
Chapter 1: Project Initiation Brief........................................................................................................
1) Outline Business Case.............................................................................................................1
2) Project Description..................................................................................................................1
3) Project Approach.....................................................................................................................2
4) Project management Team Structure.......................................................................................2
Chapter 2: Project Definition................................................................................................................
1) Project Definition....................................................................................................................4
2) Background..............................................................................................................................4
3) Project Objectives....................................................................................................................4
4) Desired outcomes....................................................................................................................5
5) Project Scope and exclusions..................................................................................................5
6) Constraints and Assumptions..................................................................................................5
7) Project Tolerance.....................................................................................................................6
Chapter 3: Project Description.............................................................................................................
Chapter 4: Business Case.....................................................................................................................
1) Executive Summary.................................................................................................................9
2) Reasons....................................................................................................................................9
3) Business options......................................................................................................................9
4) Expected benefits.....................................................................................................................9
5) Expected dis-benefits.............................................................................................................10
6) Timescales.............................................................................................................................10
7) Costs......................................................................................................................................10
8) Investment Appraisal.............................................................................................................11

Chapter 5: Project Plan.......................................................................................................................
1) Plan description.....................................................................................................................12
2) Plan prerequisites...................................................................................................................12
3) External Dependencies..........................................................................................................12
4) Planning Assumptions...........................................................................................................12
5) Lessons Incorporated.............................................................................................................12
6) Monitoring and control..........................................................................................................13
7) Plan Tolerance.......................................................................................................................13
8) Project Plan Descriptions......................................................................................................13
9) Schedule................................................................................................................................13
Chapter 6: Project Work Package.......................................................................................................
1) Date........................................................................................................................................16
2) Team Manager of Person Authorized....................................................................................16
3) Project Work Package Description........................................................................................16
4) Techniques, processes and procedures..................................................................................16
5) Operations and Maintenance.................................................................................................17
6) Reporting arrangements.........................................................................................................17
Chapter 7: Project Monitoring and Controls......................................................................................
1) Introduction...........................................................................................................................18
2) Issues and change control Procedure (ICC)..........................................................................18
3) Tools and Techniques............................................................................................................18
4) Audit and Risk procedures....................................................................................................18
5) Records..................................................................................................................................18
6) Scales.....................................................................................................................................19
7) Early Warning indicators.......................................................................................................19

8) Constraints.............................................................................................................................19
9) Problem handling and escalation...........................................................................................19
Chapter 8: End Project Report............................................................................................................
1) Project Managers Report.......................................................................................................21
2) Review of the business case..................................................................................................21
3) Review of Project Objectives................................................................................................21
4) Project Continuation plan......................................................................................................22
5) Summary of follow-on action recommendations..................................................................22
References..........................................................................................................................................

CHAPTER 1: PROJECT INITIATION BRIEF
1) Outline Business Case
Samsung is a South Korean Conglomerate Company that operates in wide range of areas
such as electronics, construction, financial services, ship building & Aeronautics, Medical and
Chemical, Marketing, IT and Machinery Services and hospitality. Looking at the economic
position of the company and its brand value in the market can easily set-up a base for
diversifying in the new area. One of the area is Samsung print management and printer
manufacturing. Further, Cheil is a marketing company that works under the Samsung group
(Samsung Print and Design Solution, 2016). Author has identified that company is not targeting
individual customers and small companies. Thus, this leads to a gap that author is planning to
fulfill by providing business idea to management of Samsung. Through the means of this,
company can enter into design and print sector with introduction design house that consist of
Graphic design, Logo design, Website design as well as 3D printing service that provides
designing and printing services to customer by utilizing all the resources in optimum manner.
Samsung cam provide designing and 3D printing services to different small health care
organizations for printing medical equipment, Industrial printing, Architecture, Personalized
Printing, Automotive industry etc.
Samsung needs to target small business enterprises and individual customers because big
organizations can purchase 3D printers but small business firm and individuals customers are not
capable enough to purchase these equipment because of tight budget. So, Samsung can offer
designing and 3D printing services of small business firm. For this project, author has estimated
the budget of around £10 million which is to be completed in 6 months period. However, for the
appropriate execution and completion of entire project manager is hired which focuses on
identifying several risks associated with strategic, operational, natural and financial that
Samsung is capable to manage by looking at the increasing growth opportunities in designing
and 3D printing services in near future.
2) Project Description
Description of the project can be determined on the basis of three different dimensions
that are as follows:
 Customer quality expectations: This criteria will be measured by participating in
corporate trade fairs and exhibitions within three market segment UK, US and Canada.
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By the means of this, professionals will be able to provide appropriate demo to the clients
such as B2B or B2C and evaluate the expectations of customers to generate demand in
the targeted market.
 User acceptance criteria: This criteria will be measured on the basis of feasibility and
reliability of the products offered to the user. However, brand name of Samsung will be
more than enough for the users to accept the reliability of the 3D printing services
(Bradley, 2005). Furthermore, feasibility will be based on the easy access to customers
and showcasing them the effectiveness and reliability of 3D printing services in different
areas such as school, laboratory, science colleges etc.
 Operations and maintenance acceptance: This criteria is to make sure that the activities
throughout the lifecycle of the project generates better results even after completion of
the project. Further, operations acceptance will be based on the sale, marketing and
demand of the services so that corporate aim and objectives of Samsung can be achieved.
3) Project Approach
Operating worldwide, the approach of Samsung regarding new venture of design and
print solution is to set-up a production house in South Korea and will distribute its products to
the target market. Starting from carrying out market research in all three countries UK, USA and
Canada top project team will identify the demand for such technology or innovation. On the
basis of this, different outlets will be setup in popular place of all three countries from where
customers can easily acquiring the 3D printing services.
4) Project management Team Structure
Role Number of
individual
Role Description
Project manager 1 Project manager will play important role in planning,
directing, managing, monitoring and control of the
entire project.
Senior manager 1 Role of senior manager is assuring about the
completion of each and every activity on time.
Manager 3 Responsibility of managing different activities of
designing and 3D printing business project.
Supplier 2 Suppliers will play important role in making
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availability of raw materials for Samsung printing
business.
Executive 1 Identifying necessary changes for attaining all quality
standards and final improvements.
Project support 3 Making arrangements of different supporting
facilities for completing main activities.
3
Corporate or programme management
Senior User(s)
User Assurance
Executive
Project
Manager
Team
Manager(s)
Project Support
Business
Assurance
Change
Authority
Senior
Supplier(s)
Supplier
Assurance

CHAPTER 2: PROJECT DEFINITION
1) Project Definition
According to the concept of project, appropriate marketing strategy planning is the basic
need of top level of Samsung for successful entering of design and print market in three different
countries. However, company has never been into such type of work thus, effective marketing
strategy will assist in creating awareness and generating demand for the portfolio. The base for
Samsung will be its outlets which are already established in all three countries. Marketers of
Cheil can make use of these outlets to promote the new venture’s products and services. Along
with this, use of trending marketing strategies will assist in spreading information about 3D
printing services to various target segments such as individual, SMEs in the areas of medical
equipment, Industrial printing, Architecture, Personalized Printing, Automotive industry etc.
However, in order to raise demand of 3D print and design services from these sectors it is
important for Samsung to also focus on its sales strategy. Further, being a reputed organisation
around the globe, Samsung will not face any major issues in entering into print and design
market and generate higher demand. In this regard, management needs to focus on expectations
and wants of target market so that they can initiate accordingly and establish in effective way.
2) Background
Samsung is leading organisation and operate in different sectors with the aim of
satisfying the needs and wants of customers. However, considering the present gap identified by
the management consultant, a business plan is being proposed to management of Samsung
regarding design and print solution in which they can offer 3D printing services to individual
customers and SMEs in different sectors. By the means of this plan company can grow its
business portfolio in another growing area and satisfy the increasing demand of 3D printing
services in UK, USA and Canada.
3) Project Objectives
Looking at the present condition of Samsung it can be said that, the sectors in which
company operates provides the best quality of products and services to achieve the utmost level
of customer satisfaction. However, considering the gap identified by the management consultant
the prior objectives of current business or project plan are as follows:
 To enhance Samsung’s portfolio.
 To fulfil the gap of quality design and print services for individual and SMEs.
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 To increase the market share in UK, USA and Canada.
 To enhance customer base for generating higher revenues.
4) Desired outcomes
According to the present project, researcher aims at delivering best possible business or
project plan to management of Samsung so that they can be convinced to invest in the idea and
enter into print and design solution sector. Following are the benefits that Samsung expects of
entering the 3D printing and design market.
 To achieve 30% share in Design and Print market share.
 To achieve profit margin 55%
 Introducing Premium product in addition to moderately price products.
 To attain the profitable return of initial investment in coming 3 years.
5) Project Scope and exclusions
Samsung is recommended to enter into print and design market with 3D printing services
in countries like UK, USA and Canada. Following are the things that will be included and
excluded in the new business venture:
Inclusions:
 Portfolio expansion in three major markets.
 Promoting the services to only individual and SMEs of medical equipment, Industrial
printing, Architecture, Personalized Printing, Automotive industry etc. as they are the
major target audience for the print and design services.
 Highlighting 3D printing services will ensure attracting large number of audience from
different sectors and assist in increasing demand and generate higher financial benefits.
Exclusions:
 Restricted to three markets only thus, Samsung needs to target only three defined market
because other markets will not generate higher demand.
 No home delivery services will be offered.
6) Constraints and Assumptions
Constraints:
 Samsung will be expanding its new venture with the name of “Samsung Design and Print
Solution”. With the aim of fulfilling all the design and printing need under one roof.
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 The product portfolio is only able to provide 3D printing services. Thus, further
advancement in technology may help in enhancing the level of services or more services
can be added.
Assumptions:
 3D printing services will be offered to individual as well as SMEs in all three target
market.
 With the brand name and quality of services, Samsung will be able to compete with its
competitors in effectively.
 Samsung expects to generate better financial profits and enhance its reputation through
new portfolio.
7) Project Tolerance
Tolerance Limitations, requirements
Time Print and Design Solutions will generate profitable returns on its initial
investment in coming 3 years.
Costs To market product in three different countries, Samsung will required
adequate amount of funds for the promotional tactics around £60000.
Risk High competition is the major risk that Samsung will face in all three
countries. Further risks are related to strategic, operational, hazard and
financial.
Benefits To explore in three powerful market with design house and 3D printing
services will benefits in expanding business to a great extent (Finch, 2010).
Scope Emerging trends of 3D printing services will provide suitable and reliable
scope for Samsung to generate higher demand in developed nations and
establish itself as print and design solution provider effectively.
Quality Marketing and promotional efforts from Cheil is expected to attract potential
customers either individual or SMEs so that long terms relations can be
maintained and initial sales targets can be achieved adequately (Henry,
2008).
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CHAPTER 3: PROJECT DESCRIPTION
Title Samsung Print and Design Solution
Purpose Main aim of this project is to expand Samsung business in potential markets
like UK, USA and Canada through new portfolio of design house and 3D
printing services which will be marketed by Cheil.
Composition - Formation of marketing campaigns.
- Performing marketing campaigns.
- Trade of services (Reese, 2015)
- Analyzing consumer and market trend towards the 3D printing services.
Derivation - Promotional needs will be evaluated by analyzing the customer behavior
towards new and innovative 3D printing service offerings.
- Market research will be conducted to identify the current need of 3D
printing services in all three markets.
Format &
presentation
The marketing campaigns will run online, on TV as well as in magazines
and newspapers, in form of an advertisement. The ads will contain images
of 3D print banners, posters, logos, as well as all the characteristics and
traits of innovative services will be defined to attract large number of
audience.
Development
and skills
required
- Graphical skills will be required to develop attractive ads for innovative
3D print services or solutions (Smith, 2016).
- Marketing skills will be required to properly promote the product, to right
audience at right location for right price.
Sales skills will be required to increase demand for design house and 3D
printing services.
Quality
responsibilities
Marketing manager – Responsible for marketing activities.
Sales manager – Looks at the sales or generating sales leads.
Finance officer – Managing inflow and outflow of funds.
Quality criteria Quality tolerance Quality method Quality check skills
required
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Return on investment
Customer responses
to design house and
3D print services.
Profitable returns in 3
years of
establishment of new
venture.
High demand within
target markets.
Market research for
evaluating the need
and expectations of
target audience
regarding design
house and 3D print
services.
Understanding
market needs and
expectations.
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