Project Proposal 6

PROJECT PROPOSAL 6 PROJECT PROPOSAL

Building Bear Workshop has experienced difficulties in its operations due to recent changes implemented by its new CEO. To revive its mission of engaging customers in building their own bears, the company aims to expand by launching online stores that offer the same engaging experience. As the project manager, I am committed to facilitating this transition, which will also enhance my understanding of the company's core values and help expand its reach to a larger online customer base (Spiegel & Assad, 2017).

The project focuses on reviewing recent store modifications for consistency with the company's mission, establishing a customer relationship management (CRM) system for improved customer insights, and ensuring online customers can actively participate in bear-building activities. The overarching goal is to align all store operations with the company's standards, operate within budget constraints, and develop a robust CRM to monitor and meet customer needs across physical and online platforms (Pevzner et al., 2017). Ultimately, the company seeks to deliver a uniform and joyful experience to all customers, regardless of location.

Key stakeholders include the company’s leadership, IT department, marketing team, store managers, and online customers. The IT team will develop and oversee the CRM system and monitor online customer interactions. The marketing team will craft strategies to promote online sales, while store managers will ensure operational consistency across locations. Building a strong online presence aims to serve both local and international markets, expanding the company's reach and enhancing customer engagement and satisfaction (Meredith et al., 2017).

Milestones for this project include conducting a comprehensive assessment of existing store operations, researching suitable e-commerce platforms, designing and implementing the CRM system, and developing marketing strategies. The transition period spans fifteen months. Initially, two months will be dedicated to store evaluation, followed by one month of research on online store technologies and cost assessments. The next two months will focus on selecting and installing the CRM system. The remaining ten months will encompass marketing plan development, logistics planning, and launching the online stores, ensuring operational readiness and strategic alignment (Swink et al., 2017).

The estimated total cost will be significant, accounting for data collection, software acquisition, consulting fees, transportation, and infrastructure upgrades. The company plans to hire a Chief Technology Officer (CTO) to manage the online operations and provide direct reports to the CEO. This investment aims to position Building Bear Workshop in the online global marketplace, leveraging digital tools for future growth. The projected expenses will roughly equal half of the company's current income, emphasizing the importance and scale of this digital expansion (Loch et al., 2018).

Paper For Above instruction

Building Bear Workshop’s transition into an online marketplace represents a strategic move to adapt to contemporary retail trends and meet evolving consumer expectations. This initiative is driven by the necessity to unify in-store and online customer experiences while expanding market reach. It highlights the crucial role of project management in orchestrating complex change, integrating technology, and maintaining brand consistency across multiple platforms (Harrison & Lock, 2020).

One of the primary challenges faced by Building Bear Workshop is ensuring operational consistency between physical and digital stores. Conducting a thorough assessment of existing store procedures is the initial critical step. This involves detailing current workflows, staff roles, and customer engagement strategies. The goal is to identify areas that require alignment with the company's mission of involving customers in the bear-building process. This assessment provides a foundation upon which to develop standardized procedures ensuring uniform quality and customer experience across all channels (Müller & Jugdev, 2012).

The research phase involves analyzing different e-commerce platforms capable of supporting interactive features such as custom bear-building activities. The company must evaluate options based on usability, scalability, security, and integration capabilities with existing infrastructure. Cloud computing services, such as Amazon Web Services or Microsoft Azure, present viable options for scalability and cost-effectiveness. A detailed cost-benefit analysis is essential to determine which platform aligns best with the company's strategic objectives while remaining within budget constraints (Lacity & Willcocks, 2018).

Subsequently, selecting a suitable Customer Relationship Management (CRM) system becomes paramount. The CRM system will enable the company to collect customer data, personalize interactions, and foster customer loyalty. For instance, Salesforce or HubSpot could be considered based on their ease of integration, analytical capabilities, and customization options. Implementation involves configuring the CRM, migrating existing data, and training staff. A phased approach ensures minimize disruptions and allows for iterative improvements based on initial feedback (Buttle & Maklan, 2019).

Marketing strategy development is a pivotal component of this transition. The marketing team must leverage digital marketing channels such as social media, search engine optimization, and email marketing to attract new customers and retain existing ones. Special online promotions, virtual events, and interactive content will enhance customer engagement and differentiate the brand in the competitive online space. An effective marketing campaign not only boosts sales but also communicates the company’s values and commitment to customer involvement and fun (Chaffey & Ellis-Chadwick, 2019).

Logistics and operational planning include establishing warehouses for online orders, deciding on delivery methods, and setting pricing strategies for products and shipping. The company must also explore international shipping options to reach global markets. These logistical considerations are critical to ensuring timely delivery, cost management, and customer satisfaction. Success depends heavily on integrating the CRM and inventory management systems to synchronize order fulfillment and improve overall efficiency (Christopher, 2016).

Throughout the project, careful change management is necessary. Engaging stakeholders through communication and training ensures smooth adoption of new processes. The project timeline, based on meticulous planning, provides structured milestones to monitor progress and address issues proactively. Continuous evaluation and feedback loops during implementation allow adjustments, minimizing risks associated with technological and operational uncertainties (Hiatt, 2006).

Financially, the project demands a significant investment, involving infrastructure upgrades, software procurement, consulting, staff training, and marketing efforts. Allocating nearly half of the company’s income underscores the project's importance but also necessitates rigorous financial oversight. The appointment of a Chief Technology Officer ensures dedicated leadership, accountability, and strategic decision-making for the online expansion (Kerzner, 2017).

In conclusion, Building Bear Workshop’s strategic move into online retail exemplifies comprehensive project management involving assessment, technology adoption, marketing, logistics, and change management. Through meticulous planning and stakeholder engagement, the company aims to replicate its in-store charm in the digital realm, fostering growth, customer loyalty, and brand recognition on a broader scale (PMI, 2017). This initiative underscores how dynamic project management practices are essential for organizational adaptation in the digital age.

References

  • Buttle, F., & Maklan, S. (2019). Customer Relationship Management: Concepts and Technologies. Routledge.
  • Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing. Pearson.
  • Christopher, M. (2016). Logistics & Supply Chain Management. Pearson UK.
  • Harrison, F., & Lock, D. (2020). Advanced Project Management. Gower Publishing.
  • Hiatt, J. (2006). ADKAR: a Model for Change in Business, Government and Our Community. Prosci.
  • Kerzner, H. (2017). Project Management: A Systems Approach to Planning, Scheduling, and Controlling. John Wiley & Sons.
  • Lacity, M., & Willcocks, L. (2018). Robotic Process Automation and Cognitive Automation: The Next Phase. Innovation & Strategy.
  • Meredith, J. R., Mantel Jr, S. J., & Shafer, S. M. (2017). Project Management: A Managerial Approach. Wiley.
  • Müller, R., & Jugdev, K. (2012). Critical success factors in projects. International Journal of Managing Projects in Business, 5(4), 806–843.
  • PMI. (2017). A Guide to the Project Management Body of Knowledge (PMBOK® Guide). Project Management Institute.

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