IntroductionWith the present day aging society in Korea, there are a few new residential schemes for the growing population of elderly, known as the ‘silver towns’. Silver towns provide specialised housing that also has social and health services for the elderly. JH Construction Company is planning a silver town project with 50 housing units for the elderly who can carry out daily activities independently and 10 smaller housing units for those who cannot. The silver town will include facilities like the gym and cafeteria, as well as provide social and recreational activities for the elderly. This project would be large scale and capital-intensive, so it is necessary to prepare thoroughly from the beginning. This paper is an attempt to apply project management knowledge for the silver town project. I will first discuss what successful project management involves, followed by what should be prepared in each phase of project life cycle.Successful Project ManagementA project is a set of acf the project. Along the way, project managers are in charge of planning and contingency planning, scheduling, communicating, coordination and supervision. All these must be carried out to ensure the proper and efficient execution of the work (ibid).Project Life CycleStuckenbruck (1981) points out that a project comprises sequential phases. He claims that these phases such as conception and definition, planning, execution and termination are extremely useful in planning a project since they provide a framework for budgeting, manpower and resource allocation, and for scheduling project milestones and reviews. Thus, the following segment will discuss how silver town project progresses through four stages of project life cycle.① Project Conception and DefinitionBefore starting the complex task of planning and execution, it is necessary to have clear objectives so as to provide the overall direction (Slack, Chambers and Johnston, 2001).The silver town project has the following objectivesTh (staff); construction workers; and customers (the elderly).② Project PlanningProject planning is the process of defining an orderly arrangement of activities and resources to deliver a unique product or service (Virginia Information Technologies Agency, 2002). It involves a work breakdown structure, estimation of resources and duration, project budget and project schedule and so on. However, other planning activities such as risk management plan, procurement plan, communications plan, change and configuration management plan and quality management plan can also help reduce discrepancy between the plan and the actual work carried out.Figure. 1 shows the work breakdown for the silver town project. The complex and abstract silver town project is broken down into simpler and specific scope units. To set up the silver town, capital and land are first acquired and designing work will be allocated to subcontractor through bidding. Activities in construction often involve many risks and complon Estimates For Silver TownActivityResponsibilityHuman ResourceDurationPreparing capitalCEO + Finance manager3 people18mAcquiring landCEO +Project director3 people9mDesigningDesign companyContract18mLegal processHead Lawyer3 people19mConstructionProject director +Project construction manager100 people + Subcontract12mPreparing openingProject director +Marketing manager20 people4mFigure 3. shows the detailed breakdown of expenses which totalled up to 31.5 billion won. Possible sources for this budget include banks and bonds, government subsidy and own corporate working capital.Figure 3. Project BudgetItemsExpenses (won)Land6bDesign subcontract2bLegal process0.5bConstruction20bHuman resources10bMaterial7bSubcontract work3bAdvertising1bOther activities2bTotal31.5bScheduling of work packages should take into consideration the relationships and dependencies between the activities as some will, by necessity, need to be executed in a particular order. Figure 4. shows the schedule of construcws a close to the project. Project team and manager review the project and settle all accounts. All responsibilities and authorities of the project director or manager are transferred to operators who will oversee the management of the completed building and facilities. People involved in the project would prepare for other task.SummaryWith the advent of aging society, new residential scheme for the elderly is essential. JH Construction Company is hence planning the silver town project targeting the growing population of the elderly. This project involves many professionals in different areas and requires a great amount of capital. To lead such a large-scale project to succeed, good project management is crucial. With the clear objectives and scopes of the silver town project, this complex project is broken into specific work packages. These work packages are budgeted, estimated, scheduled and executed under the supervision of each key stakeholder who is allocated the work package and .com
IntroductionUnderstanding consumers and their behaviour is at the heart of marketing (Harrison, 2003). Just as marketing ends with customer’s consumption, marketing management must begin with understanding consumer behaviour (Kotler, Armstrong, Saunders and Wong, 2002). However, it is not simple at all to understand customer behaviour because the human mind is too complex (Hill and O’Sullivan, 1996). Companies should try first to understand factors affecting consumer behaviour such as age, income, education level and cultural background and so on. On the basis of those factors, buyer decision processes should be understood so that company can prepare for a suitable strategy targeting their customer.This paper is an attempt to discuss consumer and consumer behaviour with respect to Blackwell’s Bookshop on the campus, focusing on the following:Characteristics of Blackwell’s main customers: university studentsBlackwell’s bookshop’s strategies at each stage of the buying decision processBlg to universal values and reluctant to do anything that constrains them (Brassington and Pettit, 2000) Let us assume that UK and French youths are similar both of them being from developed European countries. To discuss the characteristics of UK university students, I will apply some of the characteristics defined by De Parcevaux concerning French university students while adding some other characteristics.① Pragmatic and realistic: university students are likely to be pragmatic and realistic. They prefer to buy products which are perceived to be practical and necessary. For example, they obtain and read information on the Internet rather than books. They tend to read and copy only the necessary part of the whole book rather than buying a book. Books are expensive, and they may not be useful after a particular course.② Price sensitive: British university students are relatively independent economically so they are trying to shoulder their tuition fees with loans. Their financial statust moving.Blackwell’s Bookshop’s Strategies in Each Stage of the Buying Decision ProcessConsumers usually pass though five stages to reach a buying decision even though they often skip or reverse some of these stages in their more routine purchases (Kotler, Armstrong, Saunders and Wong, 2002). Marketers need to promote consumer’s activities at each stage on the basis of customer’s characteristics.The following section examines the buyer decision processes with respect to Blackwell’s bookshop.① Need recognitionThe first stage of the buyer decision process in which the consumer recognises a problem is need recognition stage (Kotler, Armstrong, Saunders and Wong, 2002). The need can be triggered by internal and external stimuli (ibid). At this stage, the marketer needs to determine the factors and situations that usually trigger consumer need recognition.The most important stimulus for Blackwell’s bookshop is probably recommendation by a lecturer. Even though a student does not need to buy good location. Blackwell’s bookshop in the university of Exeter is located opposite the library and near to Devonshire house so many students pass by everyday. It is hence highly accessible and convenient. In fact, Blackwell’s bookshop unlike neighbouring shops has two main doors: one for entrance; another for exit. Both doors are kept open so that students searching for information can move in and out more easily. In addition, Blackwell’s bookshop has a considerably well-designed web site which contains a lot of useful information for students. It also provides e-publicity related to books through e-mail.③ Evaluation of alternativesHow does the customer use the information obtained? Consumers evaluate products with the gathered information and compare them for a final purchasing decision. They see those products as a bundle of product attributes and each attribute has a different degree of importance to each consumer (Kotler, Armstrong, Saunders and Wong, 2002). Consumers may evaluateive that purchasing books is not worthy because they can borrow those books in library so students may hesitate. Blackwell’s bookshop should explain that it buys back books that it has sold to the students so that customers can feel better.⑤ Post-purchase behaviourThe final stage is the post-purchase evaluation of the decision. It is common for customers to experience concerns after making a purchase decision (www.tutor2u.com). This arises from a concept that is known as “cognitive dissonance” (ibid). The customer, having bought a product, may feel that an alternative should have been purchased (ibid). In these circumstances, the customer will not repurchase immediately, but is likely to switch brands next time. Beyond seeking out and responding to complaints, marketers can take additional actions to reduce consumer post-purchase dissatisfaction and to help customers feel good about their purchases (Kotler, Armstrong, Saunders and Wong, 2002).Blackwell’s bookshop has a customer servicet
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[project management] project management
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