Assignment Task
Case Study: Green Grass Dairy
Jack White and his organisation, Green Grass Dairy have been in business for six years selling organic milk, butter, iced coffee, iced chocolate and yoghurt. Green Grass Dairy ensure that their producers are paid well for their products and they have a waiting list of dairy farmers and fruit growers who would like to supply the dairy. They have typically sold their products through speciality grocery stores and delicatessens in the Brisbane region. Around 18 months ago they came up with an idea that they would market their yoghurt as natural only, but you could also purchase single serve lower-sugar fruit add ins. The fruit add- ins were fresh and individual flavours were only available when the fruit was in season locally. This was a signal that the fruit was sourced locally and was a good companion product to the milk and butter products.
The milk has only come in full-fat and a 2% fat version as Green Grass Dairy is very concerned with keeping products as natural as possible. The organisation had been growing well at around 8% per year. Toward the end of 2019, Jack White had been thinking about also selling products to customers directly although he would need to increase his distribution network. He had been in discussions about potential websites, when the pandemic lock down occurred in March 2020 he got in touch with the web designers and the delivery contractors he had been talking to and asked that they proceed with the plans as quickly as possible. He also organised advertising
direct to customers on social media and demand was instant.
The demand still continued from the delicatessens and specialty stores but this demand was often for smaller serve items for a person’s lunch while the home delivery items were for larger quantities. Demand has been growing at the rate of 20% per month and Green Grass Dairy have attracted a lot of publicity as a success story during the pandemic and while Jack White has been exploring increasing their sales area to the Sunshine Coast and the Gold Coast. He has also been approached from diaries in New South Wales, Victoria and New Zealand asking to partner with Green Grass Dairy and use their branding and delivery model.
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Get Help Now!With so many competing opportunities and ideas, the management feels overwhelmed and has asked outside consultants Pace Consultants, to come and assist with project planning. You are one of the consultants. You are one of the consultants. The management team has decided the most important thing at this stage is that the projects meet organisational strategic goals and has decided to set no financial limits on this stage. They have asked each of you to choose ONE of the following project themes and collaborate with the Green Grass Dairy management team to outline a Project Charter to deliver value to Green Grass Dairy.
Project 1 – Increasing delivery area into the Sunshine Coast and Gold Coast areas
Project 2 – Increasing production facility
Project 3 – Investigating partnering opportunities within Australia
Project 4 – Investigating partnering opportunities from New Zealand
Project 5 – Customer ordering app
Your task is to prepare a project charter on your proposed project. Please include the following sections in the main body of the report. Standard report structure must be adhered to.
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