Project Management Plan - MBA 690 Milestone One

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Question Description

Please refer to the attached rubric to find the prompt. The chosen company is Kellogg's and please make sure all critical elements from the rubric including Significant Forces, Key Obstacles, Changes, Business Operations, Key Trends and Impact are all bolded headers within the paper. Please also make sure they are in the order listed above. Also, if possible, use website references when writing the paper. This paper is based on a made up product called Kellogg's Yo-Bran. Yo-Bran is a Greek yogurt based breakfast cereal that includes fresh fruit and organic granola. I included a paper describing the product and the marketing plan behind it. That paper will help you with this one. Let me know if you have any questions. Thank you!

a) Assess the significant forces that have shaped operations management in recent history. How did these forces impact the business operations of your company? If your company does not yet exist, how do you envision these forces will impact the business operations of your company?

b) Critique the key obstacles and issues that confronted company management during the evolution of operations management into the modern era. How did your company’s management handle these obstacles? If your company did not exist then, how do you think they would have responded to these issues?

c) Assess changes to operations management philosophies and organizational structures in response to the evolving complexity of business operations. In other words, what has changed and why?

d) Analyze the business operations of your selected company. Consider questions such as these in your response: What organizational processes does the company use? How do the business operations support the strategic plan, mission, and vision of the company? What factors affect productivity and profitability?

e) Determine the key trends in production, quality, resource, and information management with a focus on the business operations of your company.

f) Assess the impact of these key trends on the business operations of your selected company and on the business product, service, or other idea in your business plan.

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MBA 690 Milestone One Guidelines and Rubric The final project for this course is the creation of a project management plan. In Milestone One, you will submit the operations management section (Section I) of your project management plan. Assess the history and trends of operations management, focusing on the business or company from your business plan in the Marketing and Strategy course. Provide rationale for the selection of your business development opportunity. Detail initial estimates of demand based on your forecasts and justify your selection of forecasting methods. Determine site location(s) and provide specific quantitative rationale for your selection. Consider the underlying business information needs of the new business and what information requirements will be needed. Outline the management information structure of the proposed business information system for your new business opportunity as part of the overall proposal based on the feedback received from Module Two. Consider specific IS concepts in Chapter 12 to outline your proposed system. For example, what elements do you plan to incorporate into your management information system? What linkages in the information structure are proposed? Prompt: Assess the history and trends of operations management, focusing on the business or company from your business plan in the Marketing and Strategy course. Specifically, you should assess the significant forces that have shaped operations management in recent history and answer the following:       How did these forces impact the business operations of your company? If your company does not yet exist, how do you envision these forces will impact the business operations of your company? Critique the key obstacles and issues that confronted company management during the evolution of operations management into the modern era. How did your company’s management handle these obstacles? If your company did not exist then, how do you think they would have responded to these issues? Assess changes to operations management philosophies and organizational structures in response to the evolving complexity of business operations. In other words, what has changed and why? Analyze the business operations of your selected company. Consider questions such as these in your response: o What organizational processes does the company use? o How do the business operations support the strategic plan, mission, and vision of the company? o What factors affect productivity and profitability? Determine the key trends in production, quality, resource, and information management with a focus on the business operations of your company. Assess the impact of these key trends on the business operations of your selected company and on the business product, service, or other idea in your business plan. Note: If, for some reason, you cannot use the company and product, service, or other idea from your business plan, you will need to work with your instructor to select another company and corresponding business product, service, or idea. Specifically, the following critical elements must be addressed: a) Assess the significant forces that have shaped operations management in recent history. How did these forces impact the business operations of your company? If your company does not yet exist, how do you envision these forces will impact the business operations of your company? b) Critique the key obstacles and issues that confronted company management during the evolution of operations management into the modern era. How did your company’s management handle these obstacles? If your company did not exist then, how do you think they would have responded to these issues? c) Assess changes to operations management philosophies and organizational structures in response to the evolving complexity of business operations. In other words, what has changed and why? d) Analyze the business operations of your selected company. Consider questions such as these in your response: What organizational processes does the company use? How do the business operations support the strategic plan, mission, and vision of the company? What factors affect productivity and profitability? e) Determine the key trends in production, quality, resource, and information management with a focus on the business operations of your company. f) Assess the impact of these key trends on the business operations of your selected company and on the business product, service, or other idea in your business plan. Rubric Guidelines for Submission: Your paper should adhere to the following formatting requirements: It should be submitted as an APA-style Microsoft Word (or open source) document, 8–10 pages (not including title and reference pages), double-spaced, using 12-point Times New Roman font and one-inch margins. There should be a minimum of two references cited in APA format. Critical Elements Significant Forces Key Obstacles Changes Proficient (100%) Comprehensively assesses the significant forces that have shaped operations management in recent history or will shape it in the future, focusing on impact on business operations of selected company Accurately critiques the key obstacles or issues that confronted or will confront company management during evolution of operations management into modern era, focusing on management of selected company Comprehensively assesses changes to operations management and organizational structures in response to evolving complexity of business operations Needs Improvement (75%) Assesses the significant forces that have shaped operations management in recent history or will shape it in the future, but response lacks a focus on impact on selected company or is cursory or inaccurate Critiques the key obstacles or issues that confronted or will confront company management during evolution of operations management into modern era, but response lacks a focus on management of selected company, is cursory, or is inaccurate Assesses changes to operations management and organizational structures in response to evolving complexity of business operations, but assessment is cursory or inaccurate Not Evident (0%) Does not assess the significant forces that have shaped operations management in recent history or will shape it in the future Value 15 Does not critique the key obstacles or issues that confronted company management during evolution of operations management into modern era 15 Does not assess changes to operations management and organizational structures in response to evolving complexity of business operations 15 Business Operations Comprehensively analyzes business operations of selected company Key Trends Accurately determines key trends in production, quality, resource, and information management, focusing on business operations of company Impact Comprehensively assesses the impact of identified key trends on business operations of selected company and business idea Articulation of Response Submission has no major errors related to citations, grammar, spelling, syntax, or organization Analyzes business operations of selected company, but response is cursory or inaccurate Determines key trends in production, quality, resource, and information management, but response is not focused on business operations of company or has gaps in accuracy or detail Assesses the impact of identified key trends on business operations of selected company and business idea, but assessment is cursory or inaccurate Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas Does not analyze business operations of selected company 15 Does not determine key trends in production, quality, resource, and information management 15 Does not assess the impact of identified key trends on business operations of selected company and business idea 15 Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas 10 Total 100% Running Head: COMPREHENSIVE BUSINESS PLAN 9-1 Final Project Submission: Comprehensive Business Plan MBA 560 Jonathan Brannan Southern New Hampshire University 6/4/2017 1 Running Head: COMPREHENSIVE BUSINESS PLAN 2 Executive Summary Kellogg Company has always been renowned for its popular brands and its ability to keep up with the ever-changing trends in the breakfast food industry. With breakfast foods moving to a healthier and quick eating trend, it’s important for Kellogg’s to make sure they develop a product to stay ahead of this trend. The new Kellogg’s breakfast food, Yo-Bran, will help ensure Kellogg’s maintains its profitability and its market share within the industry, as well as giving their consumers what they want. Yo-Bran beats the competition by providing healthy ingredients in the product with nonfat Greek yogurt combined with fresh fruit and granola. Yo-Bran will give consumers a healthy and quick alternative breakfast food for those people living on-the-go lives looking for something quick and healthy to eat in the morning. Yo-Bran also isn’t just a breakfast food but can also be a healthy snack food alternative throughout the day. The rest of the Yo-Bran product concept and proposal is outlined in the following business plan. Context: Defining Features “America's leading cereal maker, Kellogg's, reported a 4% decline in its annual U.S. cereal sales Thursday, slashing its long-term growth forecast roughly in half. What's to blame for the soggy outlook? Kellogg's and other cereal makers face two big problems: Breakfast-skippers and changing tastes” (Linshi, 2015, p. 2). Kellog’s industry share over the years and has continuously reduced, resulting in the strengthening of competitors like General Mills. The biggest problems in the breakfast cereal industry have been brought about by their overdependence on genetically modified food materials, high sugar concentrations, and preference of fast foods for breakfast for convenience purposes. Commodity pricing pressures have forced many companies within the breakfast cereal industry to raise their prices (Rooney, 2012). As if the competition with other cereal brands Running Head: COMPREHENSIVE BUSINESS PLAN 3 wasn’t enough already for Kellogg’s, private label-cereals began to take shape and started to become an attractive alternative to price-conscious consumers (Rooney). As mentioned before, more people have been looking for healthier alternatives to the high sugar cereals. “Kellogg Co., maker of such iconic brands as Special K, Mini Wheats and Corn Flakes, is no stranger to these challenges, itself having to raise prices amid rising commodity costs and recently reporting a net sales decrease of 1.3% in the first quarter. Revenues are expected to increase only 2% to 3% in 2012 versus an average of 6% annually over the past decade. Most recently, consumers have taken to social media to voice their anger at Kellogg’s natural-cereal brand Kashi’s use of GMOs” (Rooney, p. 2). With that said, Kellogg’s most defining feature is their advertising, as well as their sponsorships. Despite all the competition and rising prices, Kellogg’s still remains one of the largest cereal makers by sales (Rooney, 2012). Amazingly enough, Kellogg’s spends “more than $1 billion annually on brand advertising and marketing and is an official sponsor of the U.S. Olympic and Paralympic Teams, is fighting back with product innovation, an expected purchase of Pringles that should expand its global footprint in the snacks category and now, a major brand overhaul” (Rooney, p. 3). Kellogg’s marketing efforts are one of the best in the industry. They spend more than any of their competition, but it has proved to be worthwhile. Another defining feature Kellogg’s has is their brand itself. In 2012 Kellogg’s went through a corporate rebrand, with the project being dubbed “Project Signature.” (Rooney, 2012). With this rebrand came a new logo which identified Kellogg’s core purpose, an incorporation of the “masterbrand” into all Kellogg’s marketing campaigns, consolidating 42 company websites into one, and the new tagline “Let’s Make Today Great” (Rooney). This rebrand was driven by an acknowledgement but Kellogg’s leaders that consumers want to be more engaged with the Running Head: COMPREHENSIVE BUSINESS PLAN 4 brands they care about. This is evidence that Kellogg’s is learning and wanting to keep pace with today’s consumers. Context: Fit “A strong focus on innovation is advantageous to the company while catering to the growing needs of its customer base. Kellogg’s R&D and innovation activities are carried out at its research center, W. K. Kellogg Institute for Food and Nutrition Research, in Battle Creek, Michigan, the US. The company considers a global approach to R&D and innovation, expansion and adjustment in its portfolio to meet consumer needs around the world. Innovation is one of the major driving forces of the growth of the company. For instance , In April 2016, the company's Pop-Tarts brand introduced Pop-Tarts, mashed-up with soda pop flavors. The company spent US$193 million on its R&D activities in FY2015. Strong focus on R&D helps the company in improving its competitiveness in the market” (MarketLine) Breakfast is widely considered the most important meal of the day and research seems to agree (Spector). “Study after study shows that breakfast boosts brainpower and helps to control cravings later in the day” (Spector, p. 1). With that said, Yo-Bran fits in with Kellogg’s shift to a healthier style of breakfast. Since Yo-Bran is of the breakfast variety it fits the mold of the current Kellogg’s brand portfolio. The nonfat Greek yogurt provides an extra boost of protein in the morning to go along with a healthy serving of fruit (Spector, 2014). Yo-Bran also fits in with Kellogg’s new tagline, “Let’s Make Today Great,” since you’ll be starting your day off with a healthy breakfast to give you the energy you need to make your day great. When it comes to Kellogg’s current business plan, Yo-Bran certainly fits the model. “Breakfast remains a growing meal occasion that generates more than $400 billion in sales globally each year. It also comprises about 45 percent of our global sales. We know that tastes Running Head: COMPREHENSIVE BUSINESS PLAN 5 and preferences for breakfast have been changing, which we view as an opportunity for our business. During the past year, we have focused on our four largest cereal markets, namely the U.S., Canada, U.K. and Australia. We have made strides in delivering foods our customers want, improving the relevance of the cereal category, and reinventing the in-store experience” (Kellogg’s, pg. 3). Kellogg’s core business model is to grow the breakfast cereal market and be able to dominate it at the same time. With a new and healthy product to introduce to their breakfast cereal portfolio, it will allow Kellogg’s to increase their market share in the breakfast cereal industry by providing consumers what they want, which is a healthy product. Kellogg’s business plan also involves becoming a global snack powerhouse (Kellogg’s). “The snack foods market has been another important focus of our strategy for very good reasons. Snacks generate $230 billion in total worldwide sales annually and represent almost 50 percent of our global sales” (Kellogg’s, pg. 3). The good news is that Yo-Bran can be consumed as a healthy snack alternative, as well as being a breakfast cereal. Through research conducted by Kellogg’s, it has been proven that 30 percent of all cereal in the United States is eaten as a snack (Kellogg’s). Yo-Bran’s nonfat Greek yogurt base with crunchy granola and a healthy serving of fruit will Kellogg’s in their quest in becoming a global snacking powerhouse. Of course, this will all depend upon the effectiveness of Kellogg’s ability to market the product. Context: Effectiveness In order to be more effective in the industry and to maintain their share in the breakfast cereal market, a rebrand was necessary to help truly understand the strengths and weaknesses of Kellogg’s. With that said, there were two major outcomes that came out of this rebrand for Kellogg’s, which allowed them to focus their strategy to remain effective. One outcome was to drive absolute clarity and alignment around the purpose of the Kellogg’s brand and what it stood Running Head: COMPREHENSIVE BUSINESS PLAN 6 for, and the other outcome was to create a fresh identity for the Kellogg’s brand (Rooney, 2012). Even though Kellogg’s remained one of the leaders in sales within the breakfast cereal industry, before the rebrand they felt their brand effectiveness was lacking and they weren’t connecting with their target audience like they wanted. After the rebrand, Kellogg’s began to spend more on digital platforms and tech to give the consumer a better brand experience (Rooney). With more people accessing information from mobile devices and online, it was imperative that Kellogg’s made a shift in their marketing efforts to reach more people and to be more effective as an overall brand. With a rebrand, it becomes easier to add and implement new products to fit a new brand strategy. With that said, when rebrands occur, many companies often add new products to their portfolios. Sponsorships, like the Olympics, have been a fantastic way for Kellogg’s to launch new products and to get across their message to their consumers. Yo-Bran would be a perfect product to add to Kellogg’s shift into a healthier product market and fits within their new brand effectiveness strategy. As stated by Mark Baynes, “a better breakfast leads to a better day” (Rooney, 2012, p. 8). At the end of the day, Kellogg’s rebrand has made their brand as a whole become more effective in the market. Need: Target Market: Basic Demographics Kellogg’s has recently adopted a new target market with their advertising campaign targeting young men (Bonigala). The age of the demographic will be 25-35 with a medium income of $35,000 - $70,000. The main geographic location for the Yo-Bran target market segment will be in the United States as there is a national shift to eat healthier. Initial targets will be in the Mid-Atlantic States. “Sometimes identifying and marketing to a previously untapped niche can mean incredible success. Kellogg’s is likely hoping that this will be the case with their Running Head: COMPREHENSIVE BUSINESS PLAN 7 new advertising campaign targeting young men, an audience that has been virtually ignored by high fibre cereal and breakfast food manufacturers up until now. The new campaign, called ‘Wake Up to Breakfast’, encourages young men to make healthy choices for breakfast and to make this meal a part of every morning” (Bonigala, p. 1). “Studies have shown that men between the ages of 16 and 24 generally stop eating breakfast. Kellogg’s hopes to entice them back to a favourite childhood brand with cereals that are branded to appeal to a slightly older palate and lifestyle” (Bonigala, p. 3). Yo-Bran will be a perfect product for this demographic as it is both healthy, with the nonfat Greek Yogurt, and tasty with the granola crunch and fresh fruit. It’s also easy to make as all you need to do is pour it into a bowl. With today’s fast pace lifestyle, this product will be perfect to grab, eat, and go. With that said, “A Kellogg's consumer is generally higher income, African American, and lower middle age. Kellogg's consumers are more likely to purchase Kellogg's during larger pantry stocking trips. Brands such as Quaker Chewy, Dannon Danimals, and Yoplait Go-Gurt also tend to be purchased in the same trip” (InfoScout). Need: Target Marke ...
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Tutor Answer

chemtai
School: Purdue University

please find the attached file. kindly go through and let me know if you have any issues or need adjustments done. it was a pleasure wrking with you. good bye

Running head: MILESTONE ONE

1

Milestone One
Name
Tutor
Institution
Course
Date

MILESTONE ONE

2

Significant forces that have shaped operations management in recent history
Efficient organizational operations have become one of the most vital tools for
companies to achieve competitive advantage. Today, operations management has grown in
scope as it relies on strategic elements of behavioral and engineering concepts. Management
science and techniques are utilized in decision making and problem-solving during the
production process. The actions taken by managers when producing a product influence; the
quality of the product, availability of the product to consumers, as well as its performance in
the market. As technology advances, better methods of production have been developed,
while the quality of products has improved tremendously over the years (Bayraktar, 2017).
Operations management is now closely linked with operating strategies, thus
functions such as engineering, marketing, IT, and finance are all involved in the production
process. The various functions interact closely in order to develop better solutions to complex
interdisciplinary problems. This has ensured more effective control of costs, has ensured
better product performance, improved delivery time, and better customer service. As various
functions interact, long-term business success has been ensured through the ability to
integrate customer needs, ability to cut cost, and the utilizing of more efficient technologies
in the production process. Through utilization of advanced technologies, most companies are
now able to make better products while using fewer resources. As technology advances, so do
products as their quality and performance increases.
Over the years, operations management has changed drastically, as customers now
demand better, affordable, and quality products which are delivered conveniently. Therefore,
for companies to succeed, they have to master basic operations management which involves
efficient coordination and delivery of products. Kellogg’s has embraced these changes in
operations management, by integrating its marketing department with the production
department, making it possible to factor in customer preferences when designing and

MILESTONE ONE

3

producing products, so as to meet customer needs. Kellogg’s also uses energy efficient
technology and processes meant to ensure energy saving, thus cutting cost.
Kellogg’s operations have become complex over the years as the company has had to
adopt various technologies in its manufacturing plants across the globe. The company has
new IT technologies, cloud based solutions, and utilizes advanced analytics in order to ensure
efficiency of operations and reduced overall support costs. In attempts to cut cost, the
company has outsourced necessary tasks, including its ERP needs. The company now applies
an engineering design process which aims at ensuring;


Reduced production time.



Reduced manufacturing cost.



Minimizing the risk of too much waste.



Fast validation of new product mix and new product lines.

Key obstacles and issues during the evolution of operations management into the
modernera
Operations management emerged in the mid-20th century, following the industrial
revolution of the 18th century which had a significant impact on how goods were being
produced. This revolution led to replacement...

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Anonymous
Thanks, good work

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