ASSIGNMENT: DONA PRIMA INTERNATIONAL

PART 1
Project Management C19PT
Session 2010-2011

Course Co-ordinator: Mohamed Salama

Submission Deadline: 4.00pm Sunday 21st November 2010
SSO Block 12

Task:
Your group represents an executive Project Management firm tendering for a contract to manage
Dona Prima Internationals latest fashion show. As part of your tender you are required to submit
a strategic project plan, in the form of a Project Report, for the following project. You are also
required to present your ideas for effective execution of the project to the client (see module
guide for details). Your company must advise Dona Prima Internationals Project Director; Mr.
Mohamed Salama of intention to submit a tender bid, within two weeks of invitation to tender,
after this time your company will be removed from the tender list.

Due to increased competition in the fashion industry your client is cost driven. You must adhere
to the fixed dates and attempt to achieve the target completion dates stated in the project brief.
You should therefore seek to complete the project to the highest value, in the shortest space of
time and at the lowest cost to your client.

Working as a team, the report must include the following:

Part A
1. Title Block
• This should clearly state the project title, client details and your company
details.
2. Project Scope Statement
• The scope statement should include a project description, project aims, objectives,
milestones and critical success factors.
3. Project Organisational Breakdown Structure.
• This chart should clearly identify the project team, consultants,
suppliers, contractors, local authorities, utilities and all other project
stakeholders.
4. Project WBS
• This chart should clearly identify how the project is to be broken down into
manageable tasks.
5. Responsibility Matrix
• This chart should identify the responsibility of each organisation involved in the
project
6. A brief discussion of the project constraints.
• You should illustrate these using the Time, Cost, Scope triangle.
7. Risk Management Plan
• This should include a risk register and responses to each identified
risk.

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 8. A master schedule of the project identifying all dates, resources,
milestones, and critical paths.
• This item must presented in the form of a Microsoft Project Gantt Chart
9. A cost plan identifying all resources and associated costs.
• This item should be presented in the form of an Excel spreadsheet.
10. A description of the conditions of possible conflict for this project
• This item should include suggestions for conflict resolution.
11. A time-table of the event day.
• You should give specific times and responsibilities.
12. A Team Management Plan.
• This should explain how your project team will be managed, including the
organisational structure, communication and conflict resolution within the team.
13. Also include any other suggested activities required for successful project
implementation.

Part B
Each member of the team is also required to submit a one page reflective summary. This should
identify the contribution the team member has made towards the assignment, any problems or
conflicts, successes and a discussion on the team member could improve.

Should your firm have any questions regarding the following project information, contact the
Prima Dona International Projects Department at m.a.salama@hw.ac.uk.

Introduction
The infamous fashion designer Dona Prima, has recently announced that she intends to show her
new Celtic inspired collection in Scotland. In a recent press conference she revealed how she was
influenced by a visit to the Highlands, and as such the launch will be held at an exclusive
Scottish location on January 21st 2011….…..her birthday.

“I will celebrate by birthday, with beautiful people wearing beautiful clothes in front of a
beautiful back drop and darlings you are all welcome, it will be absolutely fabulous”
“Vogue” 1st September 2011

Although the fashion world is excited by the news of the launch, Dona Prima International’s
Projects Director Mohamed Salama is both shocked and worried. It would appear that in her
haste to announce a date of the launch to the public, Dona Prima failed to discuss the matter
internally with her project staff and as such no arrangements have been made for the show.

Mr. Salama has therefore contacted a number of top project management firms to represent the
organisation and asked each to submit their proposals on how they intend to implement the
project. Mr. Salama has also enlisted the assistance of The Monsoon Model Agency, Darling
Stage Managers, Pushy PR and Denial Marketing, thus leaving the overall Project Management
activities to the selected project management company.

In the first instance Mr. Salama and his project team need to know if the preferred show date of
January 21st is achievable. If this is not achievable what is the earliest date that project can be
delivered the project? Secondly, Dona Prima Internationals accountants are keen to receive

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estimated costs for the project, as it is expected that project will exceed normal costs for a
fashion show and Mr. Salama wants to keep this to a minimum.

Castle McDume
Mr. Haniffs’ contacts in Scotland have advised him that Castle McDume on the Isle of Torasay
would make an ideal location for the event. It is a popular venue for society weddings, concerts
and functions, and is still the home of Laird McDume and his family. The magnificent castle has
a public tea room and a shop that stocks souvenirs and local crafts. There is ample parking for
coaches and cars and within the extensive gardens there is children’s Adventure Park, a boating
pond and a number of rare plants. Adjacent to the Castle is Torasay Farm, which is home to a
herd of pedigree highland cattle and a flock of cheviot and black faced sheep.

Fortunately, the castle and its grounds are closed this year from Friday 24th December 2010 and
will not reopen until Saturday 29th January 2011. The McDume family have agreed a rental of
£6500 per day for the Castle grounds only, provided that no works commence whilst it is open to
the public and all areas affected by the works and fashion show are reinstated as before. Any
delays in the reopening of grounds to the public will incur an additional penalty of £10,000 per
day, in addition to the daily rental charges. Sparkle & Co. have agreed to clean-up the grounds
ready for opening after the show. They estimate this will take 7 days at a cost of £300 per day.

The west gardens would be suitable to erect a marquee for a catwalk and 1500 guests, including
press. The marquee should also accommodate changing areas, toilets, secure storage rooms, an
exhibition stand, bar, audio visual screens, lighting rigs, sound equipment and seating.
This marquee will also accommodate an after show party and a traditional Ceilidh. A second
marquee would be also be set up in the grounds as a bar to allow for socialising, prior to and
after the fashion show.

Isle of Torasay
Torasay is approximately 20 miles from the mainland and is accessible only by ferry. NoCal
Ferries run every hour from 6.00am to 2.00am. The island is popular with naturalists due to its
waterfalls, wildlife and walks. Accommodation is of a reasonable standard with a number of
B&B’s, guest houses and hotels. The local tourist office has advised that the islands hospitality
industry can easily accommodate 1500 extra guests. There are also two five star hotels on the
Island, one with full spa facilities. Local businesses are mainly farming and fishing, but the
Island has built a growing tourism industry over recent years, which has seen a rise in the
production of local foods and crafts.

Cloth Creations
Dona Prima International has always used Cloth Creations to design their fashion shows,
primarily because they appreciate the work of the chief designer Terrance Charmsworth-
Lightfoot, who has successfully designed a number of Dona Prima Internationals shows. Cloth
Creations will were verbally appointed to design the show by Mr. Salama and they will
commence work on Monday 28th September. Terrance Charmsworth-Lightfoot has advised that
he will require a minimum of three weeks to produce the preliminary design sketches. Mr
Salama can approve this design within one week, thus leaving fours weeks for the detailed
design of the show. Cloth Creations will charge a fixed fee of £24,000 for Terrance’s services.

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Cloth Creations will be closed for Christmas break from Friday 24th December to Wednesday 6th
January 2011.

Big Top Ltd

Big Top Ltd confirm “in principle” that they can manufacture both marquees in nine weeks,
dependant on the detailed information they receive from Cloth Creations. A provisional cost of
£15,000 has been accepted by Dona Prima International for manufacture of the marquees only.
Delivery and erection of the marquees will cost an additional £600 per day. As Big Top are
closed for Christmas break from Friday 24th December to Wednesday 6th January 2011, the
earliest delivery date to the Isle of Torasay will be Tuesday 4th January 2011.

Working from Terrance Charmsworth-Lightfoots preliminary sketches, Big Top estimate that the
main marquee will take a total of 5 days to erect; Unloading of all equipment and preparation of
the site will take one day. Erection of the four main steel columns will take an estimated two
days. The pulling over of the fabric cover and all pegs can be done in one day and ground boards
inside the marquee will be done on the final day. The smaller beer tent can be erected at the same
time as the main marquee and can be done in one day, with the ground boards being fitted the
following day. Removal and packing of both marquees can be done in 50% of the erection time.

Local Authority
The Local Authority has agreed “in principle” to allow the fashion show to be held at Castle
McDume, providing that an entertainments license and a Public Health and Safety certificate are
both granted. The license will take 6 weeks to be approved from application at a cost of £250.00.
The Local Authority Health and Safety Officer is required to inspect the works before any
members of the public can attend. This certificate can be granted instantaneously, but the
inspector will need 2 days notice of attendance. Application for the H&S certificate must be
made at least 6 weeks in advance of inspection at a cost of £200.00

Marquee fit out

Board & Hands Stage Equipment are able to supply and install the catwalk, changing areas and
storage rooms at a rental cost of £2400 per day, inclusive of installation. Under the terms of their
contract, the rental period will start on delivery of the material. Board & Hands state they can
erect the catwalk in one day, with backstage areas taking two days to complete. Demounting and
removal of all material will take an estimated two days.

Ben Marks carpet fitters, a local eight man operation, are able to supply 800m² of carpet a cost of
£30.00 per m². Carpet is to be fitted to seating and public areas only. They estimate that two
fitters could lay an average of 25m² of carpet per hour at a cost of £25.00 per hour for each fitter,
provided that the area is clear of obstruction.

Local joinery company Chippy & Son, who employs 4 joiners, is available to build two
temporary bars, one for marquee and one for the beer tent, at a cost of £6000 each. They estimate
the main joinery work will take 4 days to complete, with painting and decoration taking a further
2 days. Most of this work could be done off site with the final fix of the bars taking two joiners 4
hours for each bar, at an additional cost of £25.00 per hour, per joiner.

Darling Stage Coordination insists that 3Monkey Engineers install all the theatrical lighting,
sound and visual displays. Hire and installation of the audio visual equipment has been
estimated at a cost of £25,000. 3Monkeys require 4 weeks to design the installation, dependant
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on receiving the preliminary design from Cloth Creations. 3Monkeys require three weeks to
procure the equipment. Erection of lighting and stage rigs, including screens will take two days,
providing the catwalk is installed. Installation and of lights, sound and audio visual equipment
will take at least 2 days, with at least four hours to test and refine. Demounting of all equipment
will take 2 days.

Flashy Exhibition Rental are able to supply and install 1500 folding chairs at a cost of £5.00 per
chair, per day. They can also supply 50 tables for the beer tent at a cost of £10.00 per table per
day and 200 bar stools at a cost of £5.00 per stool, per day. A two man team will take one day to
unload all furniture. Each man can erect 500 chairs in an eight hour day. They estimate they can
place all 50 tables and two hundred bar stools in one day.

WC’s
Portable toilets are available for hire from Dial-a-loo at a cost of £60.00 each per day. You
require 1 WC per 25 guests and 4 WC’s backstage. Under H&S regulations you must also have a
minimum of 4 WC’s for contractors as soon as the site works begin. Dial-a-loo have advised that
they only have one truck available for delivery, with a maximum capacity of 20 WCs. Due to
Hogmanay demands the earliest date for delivery is Monday 3rd January. Each Delivery has an
additional charge of £250.00. Rental charges start from the delivery date and finish at the uplift
date, inclusive.

Electrical works
A temporary electrical supply for the both marquees will need to be made from Castle McDume
for the all the works. This needs to be done prior to starting erection of the marquees. Sparky &
Son electrical contractor can do this in one day at a cost of £1200.00.

Office Accommodation
You require office accommodation as soon as possible for yourself, Monsoon Model Agency,
Darling Stage Managers, Pushy PR, Denial Marketing and Dona Prima International. Each
company requires a two person office. You also need a meeting room for at least twelve people.

It is possible to hire portable cabins from Howfs Ltd at the following costs:
• Medium Cabin: 6m x 2.4m,
o Capacity: 2 x 2 person office & WC or meeting room for twelve people.
Or 1 x 2 person office & WC & meeting room for six persons
o £500 per week hire
o Delivery £150.00

• Large Cabin: 12m x 3.5m,

o Capacity: 4 x 2 person office & WC
or 2 x 2 person office & WC and meeting room for twelve people
or single meeting room for twenty four people & WC
o £800 per week hire
o Delivery £300.00

Howf Ltd. does not do a partial week hire and each cabin will require decoration. Spencer
Decorators can paint two Medium cabins in one day, at a cost of £600 each or one large cabin in
a day for £1000. Shifters Ltd will hire and deliver desks and chairs and storage for a weekly
fixed cost of £800.00 per 2 person office and £1500 per 6 person meeting room per week.
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Brooch
Pushy PR have suggested to Dona Prima that each guest should be presented with a souvenir
brooch. Dona will prepare the brief for the brooch, which should be ready by Friday 24th
September. On receipt of the brief, Bling Bling Jewellery designers can design the piece in 5
weeks, at a cost of £25,000. Dona can approve the design in two weeks, thus allowing Utak Ltd
to make a prototype of the piece in 2 weeks at a cost of £1,200. Once the prototype is agreed,
which will take one week, Utak can also manufacture all 1500 brooches in 9 weeks at a cost of
£60 per brooch. Utak Ltd have advised that they will be closed for Christmas break from Friday
24th December to Monday 10th January 201. Jackinbox Packaging are able to design
commemorative boxes in 4 weeks at a fee £6,000, provided that they have a copy of the
completed Brooch design from Bling Bling. Manufacture of the packaging will take 5 weeks at a
cost of £6.00 per box. They are also closed over the Christmas period from 24st December for
two weeks. The actual boxing of brooches the will be done by Flat Ltd packers for fixed cost
£1200. Flat Ltd estimate that with there current resources they can complete the task and deliver
the units in 2 weeks. Windy Sales can dress an exhibition stand on the same day as the fashion
show, at a fixed cost of £6000.

Fashion Show
You must advise on which day you intend to hold the fashion show. The preferred scheduled
time to start the 1 hour show the show is 7.00pm. Denile Marketing need to know urgently if this
is achievable.

All fashion representatives are expected at the show, with Dona “flying in” at sometime in the
morning. Due to a possible security risk, Dona does not want to unveil her collection until the
day of the event. Therefore the collection will be delivered by Ardmen Securities on the day for a
fixed fee of £2200. You need to advise them of the latest time they can deliver.

Darling Stage Managers wishes to hold a 2½hour, full dress rehearsal at least 2 hours before the
show. This means that everything must be ready, including lights, sound and visuals.

Monsoon Model Agency have arranged for 12 Scottish-based models to show off the new
collection at a total cost of £48,000. Stylist Sebastian Whishart needs to know at what time the
models will be available, for make-up and hair. He has two assistants and each stylist needs at
least 45minutes per model. His fee for hair and make-up is £350.00 per model.

After Show Party

You will need to hire 16 attendants for the show. They can be hired locally for £8.00ph for the
first eight hours and double time thereafter. They will be required from 9.00am and finish only at
the end of the evening. As this is such a long day, you must allow and schedule adequate breaks.
You must have at least 10 attendants on duty at anyone time. It may be possible to hire more
attendants for the evening

After the show attendants will be required to usher out guests to the drinks tent. Then they need
to move and stack all chairs and lay out a temporary dance floor. Ideally this all will be done in
less than 30 minutes. Each attendant can move and stack 5 chairs per minute. The dance floor is
made up of 200 1m² interlocking floor tiles. Each floor tile will take 2 attendants approximately
2 minutes to fit.

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Local Celdhi band “The Tartan Troupers” will perform a 2 hour set for fee of £3500.00. MC
Kito will continue spinning into the night for a fee of only £1000.00. Both acts require a 30
minutes to set up. Denile Marketing need to know at what time the after-show party will
commence and finish.

Local Hotel The Kings Arms will supply bar and catering. They will submit a bill for the bar
directly, but you need to include a provisional sum in your budget. Attendants will serve
champagne, drinks and canopies throughout the evening.

The climax of the evening will be a firework display created by “Parawhat fireworks”. They
estimate the display will take three days to install at a cost of £5,500.

Mr. Haniff, The Monsoon Model Agency, Darling Stage Managers, Pushy PR and Denial
Marketing are keen to receive the final timetable of the day, plus any additional plans the design
team proposes for the day.

Final Note: Be prepared. Initial project information may be subject to change.