Case Study : The Backcountry Brand

1474 Words Mar 21st, 2015 6 Pages
PROJECT CHARTER
<PROJECT NAME>

DATE

TABLE OF CONTENTS
EXECUTIVE SUMMARY 2
PROJECT PURPOSE/JUSTIFICATION 2
Business Need/Case 2
PROJECT DESCRIPTION 2
Project Objectives and Success Criteria 3
Requirements 3
Constraints 3
Assumptions 4
Preliminary Scope Statement 4
RISKS 4
PROJECT DELIVERABLES 4
SUMMARY MILESTONE SCHEDULE 5
PROJECT APPROVAL REQUIREMENTS 5
PROJECT MANAGER 6
AUTHORIZATION 7

EXECUTIVE SUMMARY

The Backcountry brand (company) has run the Annual Customer Appreciation Event (ACAE) for the past 10years but over the last four years, there have been a decline in total sales, participation, customer approval and revenue. This negative development had dented the reputation of the company which, in turn, lowered the company’s profitability. Aside the entertaining aspects of the ACAE project, the company’s executives want to use the event to educate its customers on best business practices, redevelop trust with customers, and increase revenue. Over the last four years, more priority had been given to entertainment than education. Therefore, it has become necessary to focus on its original purpose by rebranding the event. This project will include both entertainment and education whiles focusing on redeveloping the trust of our customers and increasing sales (revenue).

PROJECT PURPOSE/JUSTIFICATION

The purpose of the ACAE project will be to educate customers on the best business practices, encourage customer’s loyalty as well as increase sales…

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