BM076 Business Impact and Practice

Project Plan

For Utsav Auto Spare Parts

Module Coordinator: Sohan Babu Khatri

Matriculation Number: 19011692

Word Count: 3300 (approx)

Submission Date: 10 September 2021

Abbreviation

UASP Utsav Auto Spare Parts

MPE Motor Parts Engine

MD Managing Director

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Table of Contents

Abbreviation..........................................................................................................................................2

1. Introduction to the Organization and Project.....................................................................................5

2. Project Purpose and Objectives.........................................................................................................5

3. Rationale and Focus..........................................................................................................................6

4. Deliverables and Milestones.............................................................................................................7

5. Limits and Exclusions.......................................................................................................................7

6. Project Priorities................................................................................................................................8

7. Conceptual Framework and Base......................................................................................................8

Measuring Variables........................................................................................................................10

8. Methodology...................................................................................................................................10

Data Collection Method..................................................................................................................10

Data Analysis Instrument................................................................................................................11

Frist Phase.......................................................................................................................................11

Second Phase...................................................................................................................................11

Third Phase.....................................................................................................................................11

9. Requirement and Resources............................................................................................................12

Technical Requirements..................................................................................................................12

Business Requirements....................................................................................................................12

User’s Requirements.......................................................................................................................12

Physical Resources Required\man Resources Required..................................................................12

Financial Resources Required.........................................................................................................13

10. Work Breakdown Structure (WBS)..............................................................................................13

Work Packages................................................................................................................................13

11. Project Timeline and Schedule......................................................................................................15

12. Stakeholder Analysis and Management........................................................................................17

13. Responsibility Matrix....................................................................................................................19

14. Communication Matrix.................................................................................................................21

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15. Risk Analysis and Management....................................................................................................22

16. Business Impact of Project............................................................................................................23

References...........................................................................................................................................24

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1. Introduction to the Organization and Project

Nepal government has categorized cars and jeep as a luxury goods and has imposed more then 230%
tax on vehicles imported. This has increased the value of passenger vehicles in Nepal. Moreover, the
availability of spare parts and cost of the maintenance has become a challenge for consumers.
Realizing the gap, Utsav Auto Spare Parts (UASP), a retail outlet was established in 2019 to offer
genuine and quality spare parts at reasonable price. UASP offers variety of spares of different car
brand at one place. Some of the major car brands it focuses are Hyundai, Suzuki, Ford, Volkswagen,
Skoda, Fiat, Chevrolet, Renault, Datsun and Nissan.

The retail outlet was struggling in sales in its introduction year. Moreover, the business was hit by
the pandemic and national wide lockdown. Not only, UASP was hit, but the entire automobile
industry was affected due to lockdown and restriction to use vehicle (Odd Even number plate rule).
In order to tackle the problem, UASP created social media platforms under a different name to
server customers from digital platform. However, this was not as successful as planned.

Consequently, UASP has planned to merge the current existing page with UASP and develop the
brand through digital marketing strategy to attract potential customers from Kathmandu Valley,
Pokhara, Chitwan, Butwal and Biratnagar.

2. Project Purpose and Objectives

This project is planned to create a group of specific targeted audience who can be potential customer
in the future through digital platforms. Moreover, this project will help UASP to increase digital
presence, develop brand and engage with audience through digital media. One of the main purposes is
to position UASP as a trusted supplier offering genuine and quality spare parts for customers of
different brand vehicles. And lastly, to increase online sales within and outside Kathmandu valley.
Statistics and result can be analyzed before and after the implementation of digital marketing
strategy.

Objectives

 Change and merge the current social media account of Motor Parts Engine Page with
UASP within first week of the project.
 Create and develop a specific targeted pool of audience in Facebook and Instagram to make
potential customer aware about the availability of spare parts of different vehicles.

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 Facebook Instagram Date

Current Followers 694 115 August 15 2021

Target 3000 and above 2500 and above December 30 2021

 Improve communication with customers outside the valley and target new customers in
Chitwan, Pokhara and Butwal.

3. Rationale and Focus

The traditional way of sales of spare parts of vehicles in Nepal go through importer to retail outlet to
garage and then at last to customers. Consumers are not aware about the availability of required
products making it challenging for vehicle owners and no other choice than purchasing from the
garage/mechanic. Similarly, analyzing the consumer behavior of vehicle owners, they usually dont
not have time to go in the market, purchase required spare parts and deliver in the workshop
(Brinkmann 2004). Moreover, the ongoing global pandemic has made negative impact in the entire
automobile industry in Nepal. This has developed the consumer behavior to purchase online as
recognized by the business (Laato 2020).

Taking into consideration of the above-mentioned aspects, this project’s plans to develop a digital
marketing strategy for UASP in order to increase digital presence, develop brand awareness and help
to tackle the on-going global pandemic. Many of the car owners does not have the knowledge about
the availability, brand and quality of spare parts and trust the mechanic for replacement parts. Hence,
digital presence of the store can help car owners to recognize and trust an auto spare parts retail outlet
for their requirement. Moreover, the digital marketing strategy helps to develop a pool of potential
customers by targeting specific population. This ultimately helps to attract customers and increase
sales.

The digital marketing strategy will be focused on social media marketing, brand awareness, content
marketing, common-man marketing and collaboration marketing with car-wash.

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4. Deliverables and Milestones

Deliverables Sub-deliverables Milestones

SD 1.1 Integrated social media page name from Motor Parts

Oct 01 – Oct 07
Engine to UASP and research for project

SD 1.2 Created posting calendar for social media and defined

D 1. Social Oct 08 – Oct 14
goals.
Media
Marketing SD 1.3 Photo shoot done of servicing spare bundle of Oct 15 – Dec 21
different vehicles.
SD 1.4 Posted and boosted the servicing spare Oct 21 – Dec 31
bundle.

SD 2.1 Brand Building Nov 01 – Dec 31

D 2. Brand
SD 2.2 Created and posted engagement posts Nov 15 – Nov 21
Building

SD 2.3 Google my business account created. Nov 22 – Nov 30

D 3. Content
D 3.1 Created content, focused on videos Dec 01 – Dec 15
Marketing

D 3.2 User generated content / Re shared (Collab with car Dec 08 – Dec 15
wash)
D 4. Common
D 4.1 Reached out to relevant targeted segment. Dec 15 – Dec 31
Man Marketing

5. Limits and Exclusions

 The project requires dedication from team members and does not facilitate work from home
except in unavoidable circumstances.
 This project does not include any traditional marketing tools.
 The maximum budget for boosting during entire project is USD 400.
 The project does not include hiring of new employee for photography.
 The project manager does not have the full authority to finalize outsoaring video
production team and should be consulted to management.
 The project manager does not have the sole authority creating contents.

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6. Project Priorities

Particulars Time Performance Cost

Constrain X

Enhance X

Accept X

There are three major aspects in terms of priorities for the project, i.e., time, performance and cost.
Priority matrix is completed by discussing with Managing Director and Manager of UASP. The
company has set performance as the high priority as the company aims this project to make effective
and positive impact in the company. Moreover, the cost of the project can be improvised according
to the need as the cost of production team is not fixed and can be varied depending upon the work.
And lastly, time should not have a strict deadline and can be extended to maintain performance.

7. Conceptual Framework and Base

The automobile industry of Nepal is growth rapidly, with the growth rate of 30 % per year (HNS
2020). In first half of 2017, the import of automobiles and spares had increased to Rs
46.9 billion from Rs 17.5 billion of previous year. The growth was 168 % from 2016 to 2017. The
growth of automobile industry is backed by increase in road network (Pandey 2017). Moreover, the
increasing purchasing power of people in capital city, easy availability of auto loans and
unavailability of reliable transportation system has contributed in the growth of automobile industry.
Furthermore, automobiles have become a necessity rather than a luxury in Nepal (Shrestha 2017).

However, with the increasing industry of automobiles, it is one of the major industries affected by
the global pandemic (Belhadi et. al 2021). The national wide lockdown and shut down has decreased
the use of vehicles and has affected the industry negatively. But, at present (2021) slowly the world
is recovering from the covid situation and so is the automobile industry (Shrestha 2021).

A major change in consumer buying behavior can be observed pre and post covid. Before covid,
people in Nepal did not prefer online purchasing which has been changed due to covid impact (Laato
2020). People in Nepal are slowly trusting online purchasing, especially in the Kathmandu Valley.
This has created an opportunity for businesses to adopt to online sales for the growth of business.
One of the easy and convenient way for online sales is

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through social media and e-commercial website.

In the recent year, the importance of social media marketing has grown rapidly. With the
increasing number of active social media accounts daily, it is one of the easy methods to target
consumer with minimum expenses.

Hence, analyzing the growth of the industry, covid situation and needs of changing behavior of
consumer, a framework of digital marketing for UASP.

Digital
Marketing

Faceebook | Instagram

Social Media Content Common Man

Marketing Brand Building Marketig Marketing

Awarness
Photos | Stories Video Video
Conent

Engagement
Mini Campaign
Post

Google My
Business

Boost | Promotion

Target Group

Built Customer Attract Potential Receive Online Order

Realtion Customer | Increase Sales

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Measuring Variables

Measuring
Variables

Social Media
Online Sales Engagement
Insights

Page Likes Facebook Comment

Followers Instagram Message

Reach Daraz Share

Impressions Likes

8. Methodology

The project aims to develop digital marketing strategy for UASP to build digital presence, brand
building and increase online/offline sales. Both qualitative and quantitative methods will be used for
effective and efficient implementation.

Data Collection Method

The project requires research materials related to digital marketing, social media, automobile industry of
Nepal and consumer behavior. Moreover, photos and description of products are required. The data will be
collected using both primary and secondary source.

Primary source of data includes experience of team member, product description in product packages, photo
shoot. Social media analytics and customers.

Secondary source of data includes includes journals, articles, newspaper and different websites.
Boodmo and Oriparts websites will be the source for spare parts information.

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Data Analysis Instrument

And, lastly, the project attempts to analyze the impact of digital marketing for UASP as well as
automobile industry.

Data available from social media analytics and online sales will be recorded in Microsoft Excel.
Effectiveness of social media and online sales can be analyzed using graphs and diagrams.

Frist Phase

 Integrate the current Motor Parts Engine Page with UASP in Facebook and
Instagram.
 Research about automobile industry and sub industry of spare parts in Nepal.
 Research the consumer buying behavior of four-wheeler spare parts in Nepal.
 Analyze the current digital presence of UASP and its competitors.
 Conduct meeting with MD and Operating Incharge of UASP with an objective to select
digital marketing strategies and discuss about the contents to be posted.
 Identify the target population in terms of demographics, location and preferences.
 Brainstorm for content creation including pictures, videos and creative posts for
customer engagement and high reach.

Second Phase

 Assign a team member for photoshoot of products.

 Conduct a meeting with an external production team for video contents and share the
requirement of the content required.
 Continuous content creation and posting in social media.
 Start implementing planned strategies for digital marketing.
 Create video contents in coordination with MD, Operation Incharge and Production team
to post in social media.
 Boost and promote page, story and contents with planning.

Third Phase

 Monitor and analyze data collected from social media insights including page like,
followers, reach and impressions.
 Improvise plan if necessary.
 Analyze post engagement through comment, likes and share.
 Analyze online and offline sales impact.

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  Analyze overall business impact of this project.

9. Requirement and Resources

The project requires many skills, knowledge and resources. These requirements are mentioned
below:

Technical Requirements

 Knowledge about client industry (automobile) and their products (spare parts of cars and
jeep)
 Basic mechanical knowledge.
 Basic knowledge about social media marketing and promotion mechanism.
 Creativity in content development.
 Basic editing skills using photoshop and other photo editing application.
 Able to write creative and attractive captions.
 Able to relate current trends in content creation.
 Basic mobile photography skills.

Business Requirements

 Effective communication between project manager and UASP.

 Provide detail about products for content creation.
 Coordination from UASP team for project development and implementation.

User’s Requirements

 Mention information about the products which are posted.

 Effective response from sales team.
 Easy communication.

Physical Resources Required\man Resources Required

 Assigned team member to be photographer.

 Small area in the store for photoshoot.
 Coordination from operational incharge and sales team.
 Laptop for editing, posting and keeping records of data.

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Financial Resources Required

 Dollar card.
 Funds for production team for video contents.

10. Work Breakdown Structure (WBS)

WBS helps project to understand deliverables will be accomplished. It is the flow char of how the
project will move forward. WBS is important to define the timeline of the project (Devi and Reddy
2012). It is the process of dividing the deliverables into small talks i.e., work packages which are
easier to manage and approach.

Project -
UASP

D4
D 1 Social D 2 Brand D3 Comm on
Media Content Man
Building
Marketing Marketing Marketing

SD 1.1 SD 1.2 SD 1.3 SD 1.4 SD 2.1 SD 2.2 SD 2.3 SD 3.1 SD 3.2 SD 4.1

WP 1.1.1 WP 1.2.1 WP 1.3.1 WP 1.4.1 WP 2.1.1 WP 2.2.1 WP 2.3.1 WP 3.1.1 WP 3.2.1 WP 4.1.1

WP 1.1.2 WP 1.2.2 WP 1.3.2 WP 1.4.2 WP 2.1.2 WP 2.2.2 WP 2.3.2 WP 3.1.2 WP 3.2.2 WP 4.1.2

WP 1.1.3 WP 1.2.3 WP 1.4.3 WP 2.1.3 WP 2.3.3 WP 3.1.3 WP 3.2.3 WP 4.1.3

WP 2.1.4 WP 3.1.4

Work Packages

WP 1.1.1 Integrate MPE page and UASP

WP 1.1.2 Research and identify target group

WP 1.1.3 Research foreign auto parts page

WP 1.2.1 Create calendar for posting

WP 1.2.2 Define goals and objectives

WP 1.2.3 Define products to be posted

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WP 1.3.1 Photo shoot of products

WP 1.3.2 Photo editing and caption creation

WP 1.4.1 Post contents of products

WP 1.4.2 Post stories

WP 1.4.3 Boost contents and stories

WP 2.1.1 Create posts related to availability of spare of different brands

WP 2.1.2 Create posts related brand building

WP 2.1.3 Post and boost created contents

WP 2.1.4 Integrate with Daraz Nepal

WP 2.2.1 Create engagement contents

WP 2.2.2 Post engagement contents

WP 2.3.1 Create google my business page

WP 2.3.2 Share the page in cross platforms

WP 3.1.1 Brainstorm for video content

WP 3.1.2 Develop creative contents for purchasing spare parts online

WP 3.1.3 Outsource production team for video content

WP 3.1.4 Post and boost contents

WP 3.2.1 Approach a carwash garage for collaboration

WP 3.2.2 Create share, mention and like content

WP 3.2.3 Post and boost content

WP 4.1.1 Approach common man who owns a vehicle

WP 4.1.2 Outsource production team for video content

WP 4.1.3 Post and boost contents

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11. Project Timeline and Schedule

The timeline of the project is developed with the help of Gantt Chart. It is a tool that was initially
used for large projects, however it has become a core process in planning business project (Maylor
2001).

Time Line
Activity Week Week Week Week Week Week Week Week Week Week Week Week

1 2 3 4 5 6 7 8 9 10 11 12

D1
S D 1.1
WP 1.1.1
WP 1.1.2
WP 1.1.3
SD 1.2
WP 1.2.1
WP 1.2.2
WP 1.2.3
SD 1.3
WP 1.3.1
WP 1.3.2
SD 1.4
WP 1.4.1
WP 1.4.2
WP 1.4.3
D2
SD 2.1
WP 2.1.1
WP 2.1.2
WP 2.1.3
WP 2.1.4
SD 2.2
WP 2.2.1
WP 2.2.2

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SD 2.3
WP 2.3.1
WP 2.3.2
WP 2.3.3
D3
SD 3.1
WP 3.1.1
WP 3.1.2
WP 3.1.3
WP 3.1.4
SD 3.2
WP 3.2.1
WP 3.2.2
WP 3.2.3
D4
SD 4.1
WP 4.1.1
WP 4.1.2
WP 4.1.3

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12. Stakeholder Analysis and Management

Stakeholders of these project are people who have direct or indirect interest (Brugha and
Varvasovszky 2000). They are identified as below:

 Managing Director  Photographer

 BOD  Operational Incharge
 Customers  Competitors
 Finance Department  Sales team
 Project team member  Outsourced production team

Below is given the power and interest matrix. These stakeholders are classified into the four
quadrants on the basis of their power and interest.

High
Keep Satisfied Manage Closely

 Managing Director  Project team member

 BOD  Photographer
 Customers  Operational Incharge
 Finance Department
Power

Monitor Keep Informed

 Competitors  Sales team

 Outsourced production team

Low

Low High
Interest

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 Influence
Impact
Communication Expected
Stakeholder Approach Expected Roles Action to be Taken
Support

 Effective and
Project  Handle Project efficient
Manage
team High High Implementation  Planning and performance in
Closely
members Implementation implementation

 Photoshoot of  Create
Manage products and attractive photo
Photographer High High Photo Shoot
Closely brands contents
 Editing photos
 Provide
guidance and
support  Active
Operational Manage High participation in
High High
 Help in
Incharge Closely Supporter planning and
decision
implementation
making
 Provide
Information
 Provide  Support team
Managing Keep
Low High Supporter resources and and creativity
Director Satisfied
facilities
 Provide  Support team
Keep
BOD Low High Supporter resources and and creativity
Satisfied
facilities
 Be responsive
 Provide
Keep and help for
Customers Low High Assistance feedback and
Satisfied improvement
suggestion
 Provide
Finance Keep  Support team
Low High Assistance financial
Department Satisfied
resource
 Provide
insights on
products and  Assist to be
Keep sales responsive
Sales team High Low Assistance
Informed  Help to digitally
response
queries of
customers
Production Keep  Creative video
High Low Assistance  Create video contents
team Informed
 Healthy
 Fair
Competitors Low Low Monitor Competitive competition
competition

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13. Responsibility Matrix

In order to complete this project, various internal stakeholders and their responsibilities in the
project are given.

Where,

R – Responsible to carry out deliverables A –

Accountable for final decision
I – Informed for decision making
C – Consultation required

Project Managing Operational Production

Tasks Photographer
Manager Director Incharge Team

Integrate MPE and UASP R A R

Integration
Research target group and
& research R C C
completion

Define Set goals R R R

objective & Develop Outline Calendar R C C
Outline Define products for posting R R

Content Photoshoot A R
Creation & Editing and caption R R
Posting Posting and promotion R

Content creation R C C R
Engagement contents R C C R
Brand
Cross posting of Daraz
Building R C
integration
Create Google my page R R

Outsource production
R A R R
team
Content
Brainstorm Ideas for video R C C
Marketing
Negotiate Budget R A R R
Post video and promote R I C

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 Connect with carwash
R A R
garage
Collaborate R A A
Create mini campaign R A C
Publish and get analytics R I I

Contact someone who

can relate to four-wheeler R A I
owner
Common
Brainstorm for video R A C C
Man
Outsource production
Marketing R A R R
team
Negotiate Budget R A R R
Post video and promote R C C

Record Keeping of
R
Report Insights
Status Analyzing data collected R
Interpret Result R C

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14. Communication Matrix

There should be effective and efficient communication between the project team and UASP
management team. UASP does not have strict hierarchy which makes it easy for two-way
communication. Two-way communication is important for effective and efficient performance in an
organization (Shannon 1961). Moreover, UASP management encourages simple and fast
communication. Hence, WhatsApp message is preferred over emails.

Following is presented the communication matrix for the project.

Communication
Information Target Audience When? Provider
Medium
Project Manager,
Objective of the Beginning of
MD, Operational Meeting MD
project the Project
Incharge
MD and Meeting,
Reporting the Project
Operational Every Week Telephone or
project status Manager
Incharge WhatsApp
Project Manager,
Operational Incharge, Meeting,
Strategy Project
Photographer and Anytime Telephone or
communication Manager
Production Team WhatsApp

MD and Meeting,
Deliverables Project
Operational Every Week Telephone or
completion Manager
Incharge WhatsApp
MD and Meeting,
Insight Project
Operational Every Week Telephone or
Reporting Manager
Incharge WhatsApp
MD and Meeting,
Problem When Project
Operational Telephone or
Reporting Required Manager
Incharge WhatsApp
Meeting,
Deadline Production
Video Status Project Manager Telephone or
Time Team
WhatsApp

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15. Risk Analysis and Management

Every project has some sort of risk (Perminova et. al 2008). Similarly, some of the risk of this project
is analyzed in terms of its impact and suggested mitigation plan to avoid risk.

Risk Risk Mitigation

Risk Consequences Likelihood Impact
Level Plan
Conceptualize
the photo in
Delay in
Delay in Photo advance and
Major Less High Posting
Shoot put at least 10
Schedule
photos for
backup.
Schedule
posting can be
Delay in Delay in created using
Major Moderate High
Posting Project Facebook
business
application.
Group chat can
be created in
Decrease in
WhatsApp for
Communication Performance
Significant Less Medium easy
Gap of the project
communication
among team
members.
Pre consult with
Posting of Decrease in supervisor about
different photo Performance the photo to be
Major Less Medium
with different of the project posted and its
caption description.

Use targeting
Irrelevant feature
Loss of
population Significant Less Medium available in
resources
reach Facebook and
Instagram.

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 Timely
Loss of time
Data loss Significant Less Low download and
and effort
backup data.
Strick
Delay is Delay in recording of
Significant Less Low
recording data Project data every
day.

16. Business Impact of Project

The project will help UASP to reach out to potential customers through digital platforms. Target
marketing and making potential customer aware about the availability of spare parts of different
vehicles will increase walk-in customers as well as increase online sales. Digital marketing will assist
UASP to connect to customers outside the valley from Chitwan, Pokhara and Butwal. Moreover,
frequent positing will increase customer engagement resulting into brand awareness. Communication
with customers and inquiry response can be faster and easier with the help of social media platforms.
Good communication and brand awareness will help UASP in developing competitive advantage over
competitors.

Indirect Implication

The digital presence will help build trust among the consumers. Boosting and promotion of contents,
stories and page will help develop a pool of audience who can be potential customers in the future.
This pool of audience can be target with different marketing strategies. Moreover, the sales through
online platform can be recorded and analyzed for maintain stock of hot products.

Digital presence and marketing have become important for development of business. The global
pandemic, national wide lockdown has changed the consumer behavior of purchasing from physical
purchasing to online purchasing (Laato et. al 2020). People are being more positive towards online
purchasing and trusting businesses in the difficult situation. In such time, digital presence has become
important to carter customers. Hence, this digital marketing strategy will help UASP to adopt to
ongoing changes in the business.

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VENKATESH, M., 2021. Manufacturing and service supply chain resilience to the COVID-19
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BRINKMANN, J., 2004. Looking at consumer behavior in a moral perspective. Journal of

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BRUGHA, R. and VARVASOVSZKY, Z., 2000. Stakeholder analysis: a review. Health policy and
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PERMINOVA, O., GUSTAFSSON, M. and WIKSTRÖM, K., 2008. Defining uncertainty in

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79.

SHANNON, C.E., 1961. Two-way communication channels. In Proceedings of the Fourth

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the Theory of Statistics. The Regents of the University of California.

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