Brand Management Project on Exporting Basmati Rice

AMCY5.COM
Free Online Library

Projects	Reports	Proposals	Thesis	Letters	Free Courses

Marketing

Finance

HRM

Research

ENT

Economics

Brand Management Project on Exporting Basmati Rice

PROJECT MANAGEMENT

“Basmati Rice Export to the Emerging Market Place.”

Dedicated To:

Mr. TAHIR AZIZ KHAN

Submitted By:

Name Roll No.

Rana Imran Arshid 032

Nouman Mansur 124

M.Nasir Ali 065

Hafeez-ul-Rehman 029

COMSATS Institute of Information Technology

　

　

　

　

TITLE OF PROJECT:

“Promoting basmati rice to emerging markets.”

Date: November 9, 2006

1. Introduction:

Rice is consumed as a major food item after wheat. Rice, which is grown on a large irrigated area in Pakistan, is an important Kharif1 crop. During husking the rice is removed from the husk, while the rice is further refined through different machines, during the polishing process.

In Pakistan, the area under rice cultivation is the third largest after the area under wheat and cotton crops. Total area under rice cultivation was 2.5 million-hectare (6.175 million acres) during the year 1999-2000.

Rice is grown in all four provinces of Pakistan. The rice crop is sown in the months of

June/July and harvested in September/October.

Rice is a high water-intensive crop. It needs flood irrigation during the entire season. There are different varieties of rice grown in Pakistan, which differ in tastes and aromas. Two main variety of rice, i.e. Basmati and Irri, are most commonly grown in Pakistan. The average yield of rice is 14 mounds (40 kg) per acre for Basmati and 29 mounds (83 kg) per acre for Irri rice. Basmati is considered to be the most superior variety of rice.

Opportunity Rationale:

Pakistan produces good quality rice in the world. Basmati rice is the most superior variety of rice produced in Pakistan. The proximity of Middle East market has enabled Pakistan's rice to compete with the International rice. The market for coarse (low quality) rice i.e. Irri is decreasing in the Middle East as the consumer preferences have changed in Saudi Arabia and other Arab countries towards the quality Basmati rice.

So as the demand of Pakistani basmati rice is increasing it is better for a new company to focus on emerging markets of Pakistani basmati rice instead of focusing on saturated market.

Purpose:

The main purpose of this project is to find out the emerging markets for the Pakistani basmati rice for the export purpose instead of focusing on saturated markets.

Objectives:

Objective of this project includes:

v To find new markets for Pakistani basmati rice.

v Proving all the necessary information to a new rice exporter company including supplier’s information, government regulations and emerging market for basmati rice.

v Offering quality rice at right price in emerging markets.

v Creating the image of Pakistani basmati rice in the emerging markets.

v Increasing the market share and profitability of the company.

2. Strategies:

The organization overall plan and strategies in future is to increase the market share, profitability of the company and become the Pakistan’s largest basmati rice exporting company.

This project of finding emerging market for Pakistani basmati rice is very important because by focusing on saturated markets it is very difficult for a company to grow and increase its market share. Emerging markets can help a company to increase its market share and revenue.

3. Benefits:

Benefits to Economy:

v The revenues gained from the annual purchases of consumers of rice also bolster our economy.

v Exporting of Rice to different countries helps to build strong relationships between the Pakistan and these countries.

Benefits to Company:

v Its increase the sale of the company.

v Its increase the market shares of the company.

v Its increase the profitability of the company.

v This project helps company to enjoy first mover advantage by focusing on emerging markets.

4. Implication of not undertaking proposal:

Rejection of this proposal can affect the company in long term basis such as its sales, market share and revenue and it will become difficult for the company to compete in saturated market.

5. Alternatives:

The alternative of this project is to focus all the effort of company on saturated domestic market and international market.

6. Cost:

Registration fee of registering with EBP Pakistan and it issue Exporter Registration Certificates to the company.

Membership of trade organization, because an exporter has to be member of at least one trade organization recognized under the Trade Organization Ordinance 1961. E.g. All Pakistan Association of Trade.

Sales Tax Registration fee.

　

　

　

　

　

　

7. Time scaling/Phasing:

We will complete this project into two phases

Phase 1: Project definition	Phase 2: Project Planning
Ø Business case Ø Project brief Ø Stakeholder analysis Ø Risk analysis	Ø Budgets Forecasts Ø Schedules Ø Resources Ø Personnel Team Ø Risk management

We have started this project November 6, 2006 and the expected finish date for this project is December 27, 2006.

Implications of not undertaking Proposal:

· The purpose of PMO won’t be understood.

· The philosophy working behind the activities won’t be understood.

· Its importance in today’s organization won't be realized.

　

　

　

　

　

Organizational Areas Affected:

1. Departmental Level.

2. Stakeholders.

· Internal.

· External.

· Time & efficiency.

Risks:

1. Intensity of risk at:

· High.

· Medium.

· Low.

2. Impact of risk on:

· Time.

· Scope.

· Budget.

3. Types of risk:

· Residual.

· Avoidance.

· Transfer.

The declaration of the risks is strictly subjected to the nature of the Idea

Decision:

Prepared by:

DateRevisionInitial

12^{th, November, 2006.}

STATEMENT OF REQUIREMENTS:

^{Issue 1}

^{As the nature of this project is purely research, following are the
requirements for this project.

· Information about
Basmati Rice.

· Information about its
PMO.

· Information regarding the
stakeholders of Basmati Rice Industry & its PMO.

· Data regarding the projects
completed by the PMO.

· Data regarding any pending
projects at the PMO.

· Data regarding any projects
going on without any co-ordination of PMO.

· Information about the
clients of the PMO in Rice industry.

· Information about the
ongoing projects of the stakeholders of Rice Industry
conducted under direct supervision of its PMO.}

^{Prepared by:

The Responses Group.}

^{DateRevisionInitial}^{12th, November, 2006.}

^{^{Project Brief}
^{The Project Brief is a specific purpose document
outlining what is to occur in the Initiation Phase of a project. A
Project Brief is particularly useful where an output that will result in a
decision to proceed or not with the proposed project is to be delivered from
this initial phase. The Project Brief contains a brief description of the
objective and background/context for the overall project, and outlines the
project management framework to be adopted for the Initiation Phase
including:

· how the success of the phase
will be measured;

· outputs to be delivered;

· Budget and resourcing.

· project activities and
milestones;

· governance and reporting
requirements;

· approach to stakeholder, risk
and issues management;

· assumptions and constraints;

· related projects;

· guidelines/standards to be
used;

· level of reviews to be
undertaken (quality assurance); and

· How the lessons learnt will be
captured.

Needs before starting:

· Knowledge and understanding of
the proposed initiative(s), including copies of any documentation
defining the agreed proposal.

· Agreement to proceed with the
development of the Project Brief from the Project Sponsor.

· Knowledge of the Rice Brands
available in the market}

PROJECT BRIEF:

Issue 1

Project Title:

****

Project Manager:

Mr. Rana Imran Arshid

Project Sponsor:

Awais Arshad Sheikh (Advocate High court Lahore)

^{Background:

We are going to start a completely new business. So
we have no any specific business history. We are all fresh graduates but
we have the experience of many small and medium level projects at
University level. So we are hopeful that we will successfully complete
this project. We are going to introduce a new chain of Rice outlets in
the era of fragrance. This organization contains the all kinds of the
existing Rice brands in the market under one roof for the easiness and
the choice of the customer. It will provide the quality product Rice
brands to save the customer’s precious time.

Purpose:

The main purpose of this project is to find out the emerging markets for the
Pakistani basmati rice for the export purpose instead of focusing on saturated
markets.

Objectives:

Objective of this project includes:

v To find new markets for
Pakistani basmati rice.

v Proving all the necessary
information to a new rice exporter company including supplier’s
information, government regulations and emerging market for basmati
rice.

v Offering quality rice at right
price in emerging markets.

v Creating the image of Pakistani
basmati rice in the emerging markets.

v Increasing the market share and
profitability of the company.

Strategies:

The organization overall plan and strategies in future is to increase the
market share, profitability of the company and become the Pakistan’s largest
basmati rice exporting company.
This project of finding emerging market for Pakistani basmati rice is very
important because by focusing on saturated markets it is very difficult for a
company to grow and increase its market share. Emerging markets can help a
company to increase its market share and revenue.

3. Benefits:

Benefits to Economy:

v The revenues gained from the
annual purchases of consumers of rice also bolster our economy.

v Export of Basmati Rice to
different countries helps to build strong relationships between the
Pakistan and those countries.

Benefits to Company:

v Its increase the sale of the
company.

v Its increase the market shares
of the company.

v Its increase the profitability
of the company.

v This project helps company to
enjoy first mover advantage by focusing on emerging markets.

Implication not to undertake proposal:-

Rejection of this proposal can affect the company in long term basis such as
its sales, market share and revenue and it will become difficult for the company
to compete in saturated market.

Alternatives:

The alternative of this project is to focus all the effort of company on
saturated domestic market and international market.

Cost:

Registration fee of registering with EBP Pakistan and it issue Exporter
Registration Certificates to the company.
Membership of trade organization, because an exporter has to be member of at
least one trade organization recognized under the Trade Organization Ordinance
1961. E.g. All Pakistan Association of Trade.
Sales Tax Registration fee.

. Time scaling/Phasing:

We will complete this project into two phases}

Phase 1: Project definition

Phase 2: Project Planning

^{Ø Business case

Ø Project brief

Ø Stakeholder analysis

Ø Risk analysis}

^{Ø Budgets Forecasts

Ø Schedules

Ø Resources

Ø Personnel Team

Ø Risk management}

^{We have started this project November 6, 2006 and the expected finish date
for this project is December 27, 2006.

Strategy/Approach:

PMO works on a thorough timeline, which makes it an
active facility to both design & develop the “upcoming & ongoing”
projects. The Rice Outlet will be the market leader all the way for its
entire history which makes it to work harder to build its goodwill & lead baton.

　
The strategy of this project moves through the same lines as
that of the organization itself. To get the maximum knowledge about the Rice’s
in the minds of the customers, a complete study is going to be carried
about the organization to develop its image, its projects before & after the
launch of the Project Management Facilities.
This will help to summarize the behavior of the customers for the purchasing
of Rice brands.

Resources/Skills required:

　

1. Inside information & Insight about Rice industry.
2. Data regarding to projects handled by the Rice outlets.
3. Analytical Skills.
4. Local/Int’l studies on PM issues.
　

Relation with active projects:

There surely is going to be a relation between this project &
many ongoing projects at Rice outlets, as all the projects at the organization
are now being handled by its PMO.
So, one can’t simply put out that possibility of connection
between the active projects & such a project, where title suggests a clearly
visible connection between a number of projects.}

^{Prepared by:

The Responses Group.}
^{DateRevisionInitial}^{20th, November, 2006.}　

Project Sponsor:

The Responses Group.

Dated^{: 20th, November, 2006.}

Project Customer:

　
Dated^{: 20th, November, 2006.}

Project Manager:

　
Dated^{: 20th, November, 2006.}

^{SCOPE OF WORK STATEMENT:

　
Following are the SOP’s of PMO:

· The PMO is open
for all the initiatives.

· Work starts on
a project after it’s been given the approval by the department heads and
the sponsors.

· The third party
projects can only be carried out if it’s been approved by the
stakeholders.

· Projects must
be approved by the marketing department for its feasibility, either by
the CPD or by the Industrial Marketing Division. (For internal projects
only)

· The hiring for
the new projects has to be carried out by the IR department. (For
internal projects only)

· Any new project
being launched by the stakeholders won't be approved by PMO for
any further action until it’s been approved by the rest of the key
stakeholders/business line.

· New projects to
be summarized in order to its Duration & Budgets.

· Resource
allocation to be done at the departmental level or by the PMO.

· The project
team & resource allocation is the internal matter of the PMO and
has nothing to do with the initiator.

· PMO may provide
its own modifications in the feasibility after the study of the idea,
subjected to go through the process of approval.

· The lead times
of suppliers are to be managed by the PMO externally.

· Departmental heads are
subjected to check the status/progress of the project at any agreed time
along with the specific project manager.}

^{Prepared by:

The Responses Group.}
^{DateRevisionInitial}^{27th, November, 2006.}　

^{PROJECT STAKEHOLDER LIST:}

Project Title:

Role of PMO in co-ordinating PM initiatives across Packages LTD.

Project Manager:

Mr. Jack Schmitt.

Project Number:

XXX

CODE

STAKEHOLDER

TEL #

INT

EXT

HIGH

MED

^LOW

xxx

Packages LTD

xxx

^ü

　

^ü

　
　

xxx

AB Akerlund

xxx

^ü

　
　

^ü

　

xxx

Ruban Rausing

xxx

^ü

　
　

^ü

　

xxx

Mr. S. Baber Ali

xxx

^ü

　

^ü

　
　

xxx

Mr. S. Hyder Ali.

xxx

^ü

　

^ü

　
　

xxx

Tetra Pak LTD Pk

xxx

　

^ü

　
　
　

xxx

Nestle Pakistan LTD

xxx

　

^ü

　
　
　

xxx

Karachi Corrugated

xxx

^ü

　

^ü

　
　

xxx

Tri-pack Films LTD

xxx

　

^ü

　

^ü

　

xxx

DIC LTD

xxx

　

^ü

　

^ü

　

xxx

PACKAGES Lanka LTD

xxx

^ü

　

^ü

　
　

xxx

IGI Pakistan LTD

xxx

　

^ü

　
　
　

xxx

InterBank

xxx

　

^ü

^ü

　
　

^{Prepared by:

The Responses Group.}
^{DateRevisionInitial}^{20th, November, 2006.}　

PROJECT RISK LOG^Date
Version
Prepared by
　

^{Project TitleRole
of PMO in coordinating PM initiatives across Packages LTD.

Project ManagerMr. Jack Schmitt.

Project SponsorThe Responses Group.

Start Date20th Nov, 2006.

End Date25th Dec, 2006.}

^{DescriptionPriority

(Rank according to impact)CategoryEffectCounter-techsTypeCurrent
status

1Credibility of Suppliers
2MediumTimeCommunicationResidualPostponed
2Exchange Rate fluctuations.2MediumTime,
CostSummarizeResidual/AvoidanceActive
3Cold Storage.
4Political Risk.
5Logistic s Risk
6Change in demand.}

RISK Management Form 1

^{Project TitleRole
of PMO in co-ordinating PM initiatives across Packages LTD.

Project ManagerMr. Jack Schmitt.

Project SponsorThe Responses Group.}

Risk #^{: 1}

^{Risk Definition:}Inter departmental hurdles regarding communication & clearance.

^{Risk emergence:}Presently postponed.

^{Please Highlight.

probability
1 2 3 4 5 6 7 8 9 10

impact:
high medium low}

^{Effect on:

· Cost

· Time

· Scope}

^{trigger/Situation:

· Unusual lapses
in forwarding of the idea.

· Slow progress
of the project.}

^{Measures to be taken:

1.
Enhanced inter-dept communication.
2. Monthly meetings of the departmental heads.
3. Clear priorities to be set for projects.
4. Lead time for every department should be agreed upon.}

^{Prepared by:

The Responses Group.DateRevisionInitial}

Date:

^CurrentRanking

High

Medium

Low

^{RISK Management Form 2}

^{Project TitleRole
of PMO in co-ordinating PM initiatives across Packages LTD.

Project ManagerMr. Jack Schmitt.

Project SponsorThe Responses Group.}

Risk #^{: 2}

^{Risk Definition:}Lead time of projects not been met at departmental level.

^{Risk emergence:}Presently in existence.

^{Please Highlight.

probability
1 2 3 4 5 6 7 8 9 10

impact:
high medium low}

^{Effect on:

· Cost

· Time

· Scope}

^{trigger/Situation:

· Late forwarding
of the project from one to other department.}

^{Measures to be taken:

1.
Lead time of the project to reside with each department must
be agreed upon.
2. The procurement must be carried out entirely centralized
way.
3. It is essential to keep the flow going, to keep an
initiative live & current.}

^{Prepared by:

The Responses Group.DateRevisionInitial}

^{Risk Record}

Date:

^CurrentRanking

High

Medium

Low

ISK Management Form 3

^{Project TitleRole
of PMO in co-ordinating PM initiatives across Packages LTD.

Project ManagerMr. Jack Schmitt.

Project SponsorThe Responses Group.}

Risk #^{: 3}

^{Risk Definition:}Pending approval/s from the stakeholders regarding different
projects.

^{Risk emergence:

Presently in existence.}
^{Please Highlight.

probability
1 2 3 4 5 6 7 8 9 10

impact:
high medium low}

^{Effect on:

· Cost

· Time

· Scope}

^{trigger/Situation:

· Projects not
been approved at the right time.

· Projects being
rolled back for the lack of proper timing.

· Projects
shadowed by stakeholder’s interests.}

^{Measures to be taken:

1.
Before initiation, every idea must be looked in-depth for its
feasibility.
2. Stakeholders must be provided with comprehensive summary
of the project.
3. Stakeholders should be provided with ample information
about the impact of that project on the business.}

^{Prepared by:

The Responses Group.DateRevisionInitial}

Date:

^CurrentRanking

High

Medium

Low

^{Risk Record}

Date:

^CurrentRanking

High

Medium

Low

SK Management Form 4

^{Project TitleRole
of PMO in co-ordinating PM initiatives across Packages LTD.

Project ManagerMr. Jack Schmitt.

Project SponsorThe Responses Group.}

Risk #^{: 4}

^{Risk Definition:}Problems regarding cost & budget of the project.

^{Risk emergence:

Currently closed.}
^{Please Highlight.

probability
1 2 3 4 5 6 7 8 9 10

impact:
high medium low}

^{Effect on:

· Cost

· Time

· Scope}

^{trigger/Situation:

· Drought of
budget.

· Financial
bottlenecks regarding project.}

^{Measures to be taken:

1.
Smooth flow of budget.
2. Well planned & allocated financial resources.}

^{Prepared by:

The Responses Group.DateRevisionInitial}

^{Risk Record}

Date:

^CurrentRanking

High

Medium

Low

RISK Management Form 5

^{Project TitleRole
of PMO in co-ordinating PM initiatives across Packages LTD.

Project ManagerMr. Jack Schmitt.

Project SponsorThe Responses Group.}

Risk #^{: 5}

^{Risk Definition:}Impractical ideas, scathed ideas, ideas that could not be implemented
due to various reasons.

^{Risk emergence:

Currently closed.}
^{Please Highlight.

probability
1
2 3 4 5 6 7 8 9 10

impact:
high medium low}

^{Effect on:

· Cost

· Time

· Scope}

^{trigger/Situation:

· Ideas, not been
forwarded.

· Ideas or
initiative not been recommended by both stakeholders &
the PMO.}

^{Measures to be taken:

1.
Neglect & discourage such ideas in future.
2. Keep an eye on any such ideas in future.}

^{Prepared by:

The Responses Group.DateRevisionInitial}

^{Risk Record}

Date:

^CurrentRanking

High

Medium

Low

^PLANNING:

PLANNING:

Issue 1

^{Stakeholders
Marketing
IR
Initiator

PMO

Work Breakdown Structure:

　
　
　
　
Approval
Idea Generation
　
　
Not Approved
Approved
　
Stakes
Incubated Idea
Modified Idea
New Idea
　
　
No
Low
High
Marketing Dept
Screening
　
　
Non-Viable Idea
Pending Idea
Viable Idea
Risk
IR Dept
　
　
Forwarding
High
Medium
Low
Stakeholders

　
Market
Feasibility
Market Assessment

Feasibility
IR Dept

Incentives
Benefits
Salary/Wage Design

Compensation

Wages
Salary
Selection
Recruitment

Payroll
Recruitment
Marketing Dept
Marketing Plan

Target Market
Pricing
Promotion

Legend to WBS:

The following table demonstrates the legend to the Work Breakdown
Structure. The activities are further going to be included into the
Logic Diagram.}

Project

PMO

Key Stages

^{Initiator
IR Department
Marketing Department
Stakeholders}

Activities

^{Idea Generation
Idea Screening
Forwarding
Feasibility
Marketing Plan
Recruitment
Compensation
Payroll
Stakes
Risks
Approval}

Tasks

29 tasks ahead of the activities at the level 4 of
WBS.

^{The Logic Diagram:

　
　
　
　
　
Stakes
　
　
Risk
Idea Screening
Idea Generation
Forwarding

Start

Finish
Approval
Recruitment
　
Payroll
Compensation
　
　
Marketing
Plan
Market
Feasibility}

SCHEDULING:

^{Issue 1}

^{Scheduling is one of the most important steps in a project.
Let’s start with the Critical Path Selection & PERT.}

^{The Activities:}

^{ActivitiesPredecessorDuration (In weeks)}^{Idea Generation***1
Idea ScreeningIdea Generation2
ForwardingIdea Screening1
StakesForwarding1
RiskForwarding1
RecruitmentForwarding3
CompensationForwarding3
PayrollCompensation3
Market FeasibilityForwarding4
Marketing PlanMarket Feasibility4

　
ApprovalStakes
Risk
Recruitment
Payroll
Marketing Plan

　
6}

^PERT:}

Send Feed Back

About Us

Help