Introduction
The waterfall management method is the selected methodology for the airport marketing project. The airport expansion and supporting infrastructure aim to boost the tourism industry in Trinidad and Tobago and generate higher revenues for the airline. Marketing will play a crucial role in the success of the endeavor since the government and company aim to attract both local and international tourists. Waterfall project management is the most suitable approach for the undertaking due to its systematic approach to project implementation (Pawar & Mahajan, 2017). Project management is a complex process that requires the leader to consider various elements that make up the task. It entails applying knowledge, skills, methods, and tools that ensure the successful completion of a project (Guanchi & Bjork, 2019). The marketing plan requires a structured management approach to ensure it meets the deadline and achieves the intended goals.
Waterfall project management is a project implementation guideline aiming to ensure that the leader and everyone involved in a task achieve the established goals based on existing metrics. The approach recommends that leaders follow linear progression during projects to ensure holistic completion (Khoza & Marnewick, 2022). The leader must plan, document, and execute the implementation plan based on a linear approach (Aljamee & Naeem, 2020). The waterfall model requires managers to follow a linear path in every project whereby the team does not move from one phase to another before it fully completes the initial stage (Lawal & Ogbu, 2021). It is a plan-driven method that ensures the approved plan is followed to the letter to ensure the success of a project (Thesing et al., 2021). The process also ensures that project goals are clear to every member of the team and contribution towards their achievement is synonymous with everyone (Alshayeb et al., 2018). The waterfall approach helps to achieve the big picture when there are large projects with smaller subprojects that contribute towards the success of smaller projects (Thesing et al., 2021). In the case of ANR Robinson International Airport, the marketing plan is part of a large project that aims to boost tourism in the country.
Waterfall project management is easy to manage due to its rigidity. The model is based on several phases of a task. Each phase has specific deliverables that should be accomplished before the team moves to a new phase (Kirpitsas & Pachidis, 2022). It breaks down the implementation process into small achievable functions, which makes the project manager’s work easy (Ajam, 2018). The project management approach also allows for greater control and departmentalization of each phase, which is essential in enhancing the outcomes of the project (Fagarasan et al., 2021). Control is essential in the implementation of any project since it determines the level of success the project is likely to achieve (Jørgensen & Åsgård, 2019). Control also enhances the accomplishment of a project as the team members are knowledgeable about the expectations and deliverables of the project (Remus et al., 2020). Departmentalization of phases is also essential in project achievement as it ensures that the relevant departments within an organization take the lead to implement the phase and enhance the achievement of positive outcomes (Malagueño et al., 2020). Therefore, the waterfall project management is the most appropriate model for the marketing plan.
Supporting Methodology- PRINCE2
PRINCE2 is a project management method whose focus is to ensure that project managers have the requisite knowledge and skills to succeed in their tasks. PRINCE2 refers to PRoject IN Controlled Environment, which aims to ensure that project managers and their teams work within established guidelines to achieve their goals (Vaníčková, 2017). The project management model emphasizes the need for project managers to plan, delegate, monitor, and control every aspect of the project (Vaníčková, 2017). PRINCE2 also focuses on the human resource aspect of a project by motivating team members involved in the project to achieve the objectives. Performance targets are based on benefits and risks, scope, quality, costs, and time associated with the project (Vaníčková, 2017). The targets aim to provide teams with constraints within which they can operate.
PRINCE provides the team with clear definitions of the roles and responsibilities each team member is allocated. It ensures that everyone is focused on the goals the project should accomplish and that all efforts aim to achieve the objectives (Vaníčková, 2017). The project management method is structured to provide a guideline that covers various disciplines and roles associated with project management. PRINCE2 is a complete project management model which breaks projects into phases with guidelines on how each phase will be achieved (Vaníčková, 2017). The goal of the methodology is to achieve project delivery upon completion. Mastery of PRINCE2 implies that the project manager has the capabilities to achieve successful project implementation despite the nature of the project.
PRINCE2 offers a wide variety of benefits that the marketing plan will gain. One of the roles of project management is to best practices in project implementation (Guanci & Bjork, 2019). PRINCE2 is one of the leading project management methods, popular in private and public organizations (Savio, 2022). The emphasis of the model on control during project management remains a fundamental factor in the development and use of best practices by managers across sectors (Perrier et al., 2021). The model is responsible for ensuring successful project implementation. Another benefit of the management approach is its adaptability to any project, which is essential for leaders who work in evolving fields. PRINCE2 provides managers with a structured approach to tasks, which helps them to identify the most suitable ways of implementing any project (Islam & Evans, 2020). The model is suitable for implementing the marketing plan and can also be used in other sections of the overall project to boost tourism in the country.
Areas of Focus in the Airport Marketing Project
Communication and Stakeholder Management
Communication is a vital element in any organization or group due to the role of information flow between stakeholders. Communication determines the progress of a project, depending on the flow of information (Shakeri & Khalilzadeh, 2020). Good communication is noted to be essential for the success of projects in organizations (Lubis, 2021). It promotes sharing of ideas and facilitates teamwork. Good communication is vital in aligning the goals and objectives of the team members with those of the project (Hernández et al., 2019). Trust among stakeholders relies on the flow of information. However, these factors cannot be achieved without communication (Ma, 2019). Communication will be an area of focus in the marketing plan since it also influences stakeholder management (Lubis, 2021). Stakeholder management will entail controlling communication between all the stakeholders involved in the project (Pedrini & Ferri, 2019). It will also require frequent communication with the project sponsor to ensure that they remain updated. The primary stakeholders include the airlines, the core team, and the media. Communication will be a vital area of the project, given its role in coordinating the various elements.
Planning
Planning is the second area of focus in the project. The marketing project will entail different elements, including having several phases, resources, marketing launches, and deadlines. The multiple marketing campaigns entail the creation of hard copy brochures, billboards, TV and radio adverts, and online marketing campaigns. Planning is an area of focus due to the project goals that must be achieved (Naeem et al., 2018). The team responsible for the project implementation will receive roles and responsibilities for each member, which is an essential element in project management. It will require determining the most suitable roles for every member and delegating to ensure everything is implemented effectively. Planning will also require identifying the required resources and their allocation to facilitate the implementation of each project stage (Maritan & Lee, 2017). Planning for marketing launches will be done using the relevant stakeholders (Marier-Bienvenue et al., 2017). The launch will involve several stakeholders in the project, requiring their contribution and approval from some crucial stakeholders to ensure a smooth transition. Each project phase will also be implemented based on planning and the established deadline.
Project Risks
Project risks are an area of focus in the process due to the influence of risks on the overall completion of a project. Risks are a consistent factor for consideration in any organizational function, and the project will be subject to several risks. Risks were identified when the project began, and they will continue to be identified throughout the project (Ferreira de Araújo Lima et al., 2021). The marketing plan faces risks as a whole and will require mitigation by the team. Risk mitigation will also be done from the moment the project begins to ensure its success (Ahmadi-Javid et al., 2019). Each project phase will face risks that can hinder its successful implementation. Therefore, project risks are a crucial area of focus since risks determine the completion of phases and the entire project, demanding the adoption of risk mitigation measures to help avoid failures and improve the project’s success.
Quality
Quality is the other area of focus that interests the marketing plan. The project is of great significance to the country and has to be successful to ensure significant investments in the overall goal of boosting tourism. Quality is a crucial element that will draw significant attention as the message being shared determines the response the target market will have toward the project (Fakhravar & Ouabira, 2021). Based on current communication trends, the quality of the message is essential in determining the response from the targeted consumers. It makes it vital to ensure that the marketing material, design, and final product of the project are of high quality.
Application of Methodology to the Project
The marketing plan is vital to the overall success of PRINCE2 is the selected methodology for Trinidad and Tobago to boost their tourism. Expansion of the airline and all other efforts that have been made toward the large projects are significantly dependent on the success of the marketing campaign. While these efforts are being made to achieve the goal, people will not know about them and their goals without an effective marketing campaign. Therefore, the marketing campaign is crucial to the success of the whole project. The implementation of the project will be done through the waterfall approach and PRINCE2 methodology. PRINCE2 is based on a structured approach to implementing the various phases of the project. The project is hinged on the waterfall method, whose focus is to ensure that the project is implemented through a phased approach that enhances the overall success of the project. The vital elements that emerge from the PRINCE2 method align with the focus of the waterfall method.
PRINCE2 is a structured approach to project implementation whose focus is ensuring that the project manager has the requisite knowledge and skills to implement a project successfully. The process is focused on control over a project. Project managers are expected to plan, delegate, monitor, and control every aspect of the project. PRINCE2 achieves this by making it essential for managers to take control of their assigned tasks. It includes ensuring that every part of the project, from the planning to implementation, is effectively done. It also entails supervising the team members to ensure that their goals are aligned with the project and that their efforts effectively contribute towards achieving objectives.
Principles related to PRINCE2 will be used in the project for successful implementation. One of the principles is the justification of the business or project. PRINCE2 ensures that managers continue reviewing and revising the project to ensure continuity and validity. The principle will apply to the marketing plan through reviews and revisions in every phase. The reviews will focus on ensuring that the established marketing methods and messages are relevant and effective in achieving the desired goals (Zwikael & Meredith, 2021). Another relevant element in PRINCE2 is the clear definition of the roles and responsibilities of every team member. The model expects managers to ensure that the role of each member is clearly defined during allocation. The measure is vital in achieving project goals and responsibilities due to clarity and assurance in aligning objectives. It will be critical in the development of an effective marketing campaign
Limitations
The underlying limitation to PRINCE2 and its application through the waterfall approach is the need for project managers to have the experience to use the model. PRINCE2 requires a high level of control, which can be difficult for individuals who lack the requisite experience to run projects. It can be challenging for an individual who has never managed a project to have the necessary influence or control over it. The lack of experience will be a major drawback for high-value projects. In the case of the current project, the project manager has the requisite knowledge and experience. However, if the project manager is unfamiliar with specific elements of the project or the management model, a more competent manager will be brought in to assist or consult. The complementary manager can be drawn from one of the other projects.
Another significant limitation in using PRINCE2 is the need for consistent inclusion of top management in every project element, making progress slow and interfering with processes that should be completed fast. The model achieves complete control through checks and balances that are achieved through senior management. The involvement of senior management in every project step is crucial since their approval is essential in reducing barriers and the probability of failure (Ahmed & Philbin, 2022). However, their involvement tends to present a significant challenge to the progress of a project due to the slow reaction that is characteristic of most senior managers. For example, the senior managers in this project react slowly to phase implementations that require their approval, leading to slow progress of the project. The limitation will be significant in the marketing plan due to the involvement of various senior managers in the project. The solution to the issue is that the project manager will have to determine the most effective approach that will ensure that senior managers do not become a hindrance to the progress of the project.
Conclusion
Project management is a complex process that demands experience and excellence in every project phase. The marketing plan is a significant project that will play a crucial role in successfully boosting Trinidad and Tobago’s tourism sector. It has to be completed effectively to make it a success. The waterfall model provides the overall structure of project implementation. PRINCE2 is the selected methodology that will guide implementation in every phase and ensure successful completion. Barriers and challenges that emerge during the project will be addressed systematically, and reviews and revisions will be conducted to ensure objective achievement.
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