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Rebranding an organisation

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Rebranding an organisation




Rebranding an organisation   


A Vegetarian Fast Food Chain






Candidate No.:  (Please type yours here)

Word Court:

Due Date: 05/01/2016



A detailed explanation of the module assessments is available here: https://goo.gl/5eSzto



Description & justification

  • 1.3 Clearly explains what the project is about by presenting a clear and SMART project objective?
  • 1.2 Clearly justifies why the project is being carried out (using real data such as revenue projections and linking to the organization`s strategy)
  • 1.4 Explains in what organizational context the project is carried out and discusses the influence of the context?
  • 1.1 Introduces the organization in which the project happens?
  • 1.5 Discusses the project`s link to org`s strategy?
  • 1.6 Discusses the project`s link to org`s structure?

Stakeholders (Nikki)

  • 2.1 Identifies key stakeholders and discusses ways of managing them?
  • 2.3 Includes an appropriate communication management plan? (e.g., does the communication technology make sense, appoints only one owner for each task)?
  • 2.2 Discusses ways of influencing key stakeholders? (3 examples of key needs and key currencies to get what is needed)
  • 2.4 Includes a realistic project champion?



  • 3.3 Discusses some ways in which the project might suffer from scope creep?
  • 3.2 Defines the project`s scope (distinguishes included and excluded activities)?
  • 3.1 Defines the project`s key deliverables (compatible with included/excluded activity and also project objectives)?
  • 3.4 Includes a comprehensive WBS without any obvious omissions?
  • 3.5 Clearly names WBS elements, uses appropriate task numbering, and displays the WBS in a top-down view?

Schedule (Kristine)

  • Provides a realistic project duration estimation given the scope of the project?
  • Uses some realistic data or estimation techniques for a task duration estimation examples?
  • Defines appropriate task dependencies and explains an example?
  • Includes a Gantt chart with task names and task IDs (numbers) corresponding to the included WBS?
  • Includes a summarizing timeline (indicating milestones/deliverables)?
  • Highlights the critical path in the Gantt chart and discusses a task in the critical path and ways of ensuring their timely execution?

Budget and resource (Susanne)

  • Provides a sound and detailed bottom-up budget (cost/revenue) analysis without any obvious omissions (budget details are to be included in the appendix)
  • Includes different required resources (e.g. human resources) for work packages without any obvious omissions
  • Uses realistic project cost estimates given the scope of the project and compared to similar real-world projects
  • Explains one cost estimate using some real data (i.e. real costs of materials, salaries per hour) and estimation techniques
  • Considers realistic reserves (contingency and management) in the budget according to the riskiness of the project
  • Includes a project cash flow analysis with a constantly positive cash flow and a financial efficiency analysis


  • Identifies main project risk factors without obvious omissions
  • Reports on quantitative risk analysis (i.e. estimations of likelihoods and impacts) to prioritize risks
  • Proposes sound and effective risk response strategies for the top 2 risks

Evaluation and control

  • Identifies and discusses an important integration point in the project (specifies the related work packages and point in time) when a high level of work coordination is required
  • Plans two critical toll gate points (in time) to measure and review the progress of the project (e.g. for senior management to release funds or to evaluate project’s ‘go/not go’)
  • Discusses the success dimensions specific to the project and explains ways of measuring and demonstrating them at the end of the project





1.0 Description & Justification

            1.1 Introduction of McVeggie

            1.2 Justification of Change    

1.3 McVeggie’s Objective (SMART Analysis)

1.4 Organizational Context & Influences

            1.5 The project`s relationship with organisation’s strategy

            1.6 The project’s relationship with organisation’s structure


2.0 Stakeholders

2.1 Key Stakeholders & method of management

2.2 Influences to Key Stakeholders

2.3 Communication Management Plan

2.4 Project Champion


3.0 Scope

       3.1 Project Key Deliverables

            3.2 Project Scope

            3.3 Causes of Scope Creep

            3.4 Work Breakdown Structure (WBS)

            3.5 Elements of Work Breakdown Structure (WBS)


4.0 Schedule & Implementation

4.1 Project Duration Estimation        

4.2 Task Duration Estimation

4.3 Task Dependency & Example

4.4 Gantt chart

4.5 Milestone

4.5 Summarizing timeline

4.6 Critical Path & Execution


5.0 References





1.0 Description & Justification


            1.1 Introduction of McVeggie

We chose McDonald’s as our parent organisation. The company vision is to be the best quick service restaurant experience, which means providing outstanding quality, service, cleanliness, and value. The mission is to be our customer`s first choice, when it comes to, top quality products, outstanding service / cleanness and great value for money. Then, finally we can make every customer in every restaurant smile.

●     McDonald`s® Brand Vision & Mission

○   "To be the best quick service restaurant experience". Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.

■     https://www.mcdonaldsegypt.com/en/page/page/242

○     Our overall vision is for McDonald’s to become a modern, progressive burger company delivering a contemporary customer experience. Modern is about getting the brand to where we need to be today and progressive is about doing what it takes to be the McDonald’s our customers will expect tomorrow. To realize this commitment, we are focused on delivering great tasting, high-quality food to our customers and providing a world-class experience that makes them feel welcome and valued

■     http://panmore.com/mcdonalds-vision-statement-mission-statement-analysis


  • McDonald’s Mission Statement

○     Our mission is to be our customer’s favorite place and way to eat & drink. We’re dedicated to being a great place for our people to work; to being a strong, positive presence in your community; and to delivering the quality, service, cleanliness and value our customers have come to expect from the Golden Arches – a symbol that’s trusted around the world.

■     http://panmore.com/mcdonalds-vision-statement-mission-statement-analysis






            1.2 Justification of Change why the project is being carried out***


We like to introduce a new project within the McDonald’s chain called McVeggie. This project focus on developing a fast food chain for vegetarians and vegans. The new type of restaurant will produce some of the old fast food favorites like french fries and onion right, however the we will use a different type of oil that does not contain beef flavor. We will also like to keep the old fast food classic like burgers, however these will be meat free. Also new types of food will be introduced, like falafel and other exciting vegetarian options.


McDonald’s claim in their vision that they want to be “a modern, progressive burger company”. We think this project is the perfect way to stay modern as veganism and vegetarianism is really an up and coming movement, and by launching McVeggie, McDonald’s stay modern at the same time as they listen to their customers’ demand, wants and needs. 


1.3 McVeggie’s Objective (SMART Analysis)


The objective of this project is to be the vegan and vegetarian fast food chain with 150 departments in the UK by 2030 with a market share of 20%. 


1.4 Organizational Context & Influences


Functional structure in McDonald’s



            1.5 The project`s relationship with organisation’s strategy


            1.6 The project’s relationship with organisation’s structure


●     Rebranding an organisation

○   McDonald’s

○   Vegan/Vegetarian fast food launch

○   PESTLE(to find out where to test the project before launch)

○   Launch a new department like e.g. McCafe (McVeggie)

○   Make sure our strategy not against their vision



  • McDonald’s Strategy

○     Market Penetration. McDonald’s uses market penetration as its primary intensive strategy for growth. In applying this intensive strategy, McDonald’s grows by reaching more customers in markets where it already has operations. For example, McDonald’s opens new restaurants in North America and Europe by franchising, joint ventures or corporate ownership. A strategic objective connected to this intensive growth strategy is global expansion through new locations. McDonald’s generic strategy supports this intensive growth strategy because low costs and low prices empower the firm to easily penetrate markets.

○     Market Development. In its early years, McDonald’s used market development as its primary intensive strategy for growth. However, market development is now a secondary intensive growth strategy because McDonald’s already has restaurants in most regions around the world, except Mongolia, some parts of the Middle East and west Asia, and the majority of African countries. A strategic objective for this intensive growth strategy is to establish new locations in new markets, such as new McDonald’s restaurants in African or Middle Eastern countries where the company currently has no operations. Based on its generic strategy of cost leadership, McDonald’s supports this intensive growth strategy by using low prices to compete in new markets.

○     Product Development. McDonald’s uses product development as its tertiary or supporting intensive strategy for growth. In applying this intensive growth strategy, McDonald’s develops new products over time, such as new McCafé products. These new products may be variations of existing products, or entirely new products. The strategic objective for this intensive growth strategy is to capture more consumers by attracting them to new products. This intensive growth strategy agrees with McDonald’s broad differentiation generic strategy in terms of new products that make the company distinct.

■     http://panmore.com/mcdonalds-generic-strategy-intensive-growth-strategie




2.0 Stakeholders

2.1 Key Stakeholders & method of management

Key stakeholder




Info need

Idea behind the concept of Vegetarian

Sales and Revenue

  • Profit gain
  • Market share

Info value





Advertising (Social Media)

  • Social Media
  • Website
  • General Meeting
    • Email
    • Board
    • Face-to-Face











2.2 Communication Management Plan


2.3 Influences to Key Stakeholders

Key stakeholder

What do you need from them?

What key currencies will you use (give)?


  • Trust and interest
  • Money
  • Good WOM
  • Good quality products/service
  • Great value
  • Ease of use


  • Their strategy
  • Their Sales & Revenue








  • Legal documentation
  • Lawyers


  • Interest
  • Investment
  • Development
  • Financial growth



2.4 Project Champion

Green campaign

Niomi Smart https://www.youtube.com/user/niomismart/featured


Influence and power

Who is influenced by your project? - McDonald’s customer, especially people who are vegetarian/vegans,

Who can influence your project?

What is their power?

What is their interest?

Our main stakeholders: Government, Customers, Competitors, Managers and Shareholders (top right corner)


3.0 Scope

       3.1 Project Key Deliverables

4. Project Scope (5-7 Specific Project Objective)

  • Green campaign (Ads)
  • Start selling some of the Vegetarian options at normal McDonald’s (Gradually adapting the market segment to McVeggie’s)
  • Opening restaurants
  • New design of packaging and uniform (green & healthy)
  • Stands at vegetarian festivals
  •  (Collaborate with PETA?) 

            3.2 Project Scope

Project Schedule (Date & Duration)

❖    October 2016: Design of the package and brand image

❖    November 2016-February 2017: Start selling some of the vegetarian options at McDonald’s

❖    January 2017: Beginning of marketing research

-       Product

-       Pricing

-       Demographic (would be based on the trail of those products)

❖    September 2017: Open our first restaurant  - within 2017 we should open 10 new restaurants in the UK

❖    October- November 2017: Starting of the Green Campaign

-       Advertisement where we explain why you should eat and choose more “green options”.

-       McVeggie’s values, and the image we want to give out.

-       PR: Having a launching party with a lot of celebrities where they can try our products  

-       Free samples to people on the streets

❖    January 2018: Launching new products


            3.3 Causes of Scope Creep

            3.4 Work Breakdown Structure (WBS)

            3.5 Elements of Work Breakdown Structure (WBS)



6. Project Cost/Revenue/Resources

  • Human Resources
  • Advertisment

7. Project Risks

  • Ruining the image of the original McDonald’s?
  • Will the market be big enough? 



·          Personal customer service out in the restaurant

·          Any factors that slows down our efficiency

·          Dirty environment/restaurant

·          Small parking lots where possible

·          Real cutlery 


Outsourcing of work packages:

  • Build the restaurants: incentive contracts
  • Produce the uniforms and packaging: fixed-price contract



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