) What risks can you identify? Why are they a risk to Global Green Books Publishing? b) What kind of impacts does each of your identified risks have? Can you categorize these as low impact, medium impact, or high impact? c) How probable are each of your identified risks? You can think about something simple like categorizing these as not very likely, likely, and highly likely to occur.

MARKETING 2018
19th Edition
ISBN:9780357033753
Author:Pride
Publisher:Pride
Chapter6: Target Markets: Segmentation And Evaluation
Section: Chapter Questions
Problem 4SC
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Global Green Books Publishing is a successful printing and publishing company. Just two years 
old, it has taken on a great new customer, a local college that needs customized eBooks. 
To deal with this new customer, they have hired several new part time employees to help them 
with their publishing business, some of them students at the college with flexible hours. 
As the new school year drew closer, the orders started coming in. They had been told how 
many different printing jobs the college would need, but they weren’t all arriving at once, and 
orders were quite unpredictable in arriving from the professors at the college. Some professors
needed rush orders for their classes. When Global Green Books finally got the orders, some of 
these jobs were much larger than they had thought they would be.
Printing these orders turned out to be very challenging. Not all of the new student hires were 
trained for all of the printing and binding equipment used to print and assemble to books. Some 
of them often made mistakes, some workers called off from work due to other demands, and 
there were often not enough people available to get all the work done before deadlines.
Quality was a serious issue, as they had to provide quality texts—if there were quality problems 
with the printed product, they would have to spend time and money to fixing defects in their 
products.
Deliveries started slipping past their requested dates and times. Global Green Books was 
unable to deliver eBooks to their customers on schedule.
The local university was unhappy as their eBook products reached campus late for use by 
professors and student. In some cases, the books were a week or two late. 
Samantha had been hired as a project management assistant. In her new role as a project 
manager, one of the processes she was trying to institute was risk management. She started 
looking at what was happening in the business, talking about it with the owners and employees, 
and heard about the college’s unhappiness. As she did this, she started identifying risks and 
potential risks. As she went along, she started doing more proactive risk analysis and risk 
response planning, and as she did surprises and issues were reduced. By talking with 
stakeholders and addressing their concerns, communication with stakeholders was also 
enhanced

 

Answer the following questions based on the case above

a) What risks can you identify? Why are they a risk to Global Green Books Publishing?
b) What kind of impacts does each of your identified risks have? Can you categorize these 
as low impact, medium impact, or high impact?
c) How probable are each of your identified risks? You can think about something simple 
like categorizing these as not very likely, likely, and highly likely to occur. 
d) What would you advise Global Green Books are their three most critical risks?

e) What would you suggest that they do about these three risks? Are there specific actions 
to deal with these risks? Have you identified a contingency plan to carry out if the risk 
occurs?

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