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MGMT 6114 / AVIA 6019 – Project Management

MGMT-6114 – Project Management in Aerospace

Module 3: Identifying Stakeholders

Course Professor: Dr. Sadeem M. Qureshi, PhD, CCPE, LSSBB

Copyright Sadeem M. Qureshi © 2020

Stakeholders
• A person and/or a group that
may a special interest your
project (business)

• More importantly – Anyone

that maybe impacted by the
outcome of your project

• ISO26000 emphasizes
stakeholder involvement as a
means to achieve success
Copyright Sadeem M. Qureshi © 2020

Source: https://www.celoxis.com/project-management/chapter/project-stakeholders

Copyright © 2023 Sadeem M. Qureshi

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Stakeholders (cont.)
• Examples (but not limited to)
• Managers
• Customer/Client
• Employees
• Engineers
• Technicians
• HR personnel
• Cleaning staff
• Community
• Competitors

• Who else are we missing?

Copyright Sadeem M. Qureshi © 2020

Source: https://letstalkscience.ca/educational-resources/learning-strategies/issues-stakeholders

Stakeholders – Example

Renault = Automotive
giant

Red bull = Sports drink

Red bull racing used

to buy their Formula 1
car engine from
Renault
(competition), till
2018!!
Copyright © 2019 Sadeem M. Qureshi

Copyright Sadeem M. Qureshi © 2020

Picture Source: https://www.youtube.com/watch?v=Kf9mdCXwjoc

Copyright © 2023 Sadeem M. Qureshi

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Name the stakeholders for

Apple’s iPhone

Copyright Sadeem M. Qureshi © 2020

Picture Source: https://www.rogers.com/phones/iphone-11-pro

uses small electronic parts from

Copyright Sadeem M. Qureshi © 2020

Copyright © 2023 Sadeem M. Qureshi

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Why are Stakeholders important?

• Considering the distal people
impacted by your project makes sure
that no one is left out

• Guarantees success!

• Helps in monitoring and responding

to needs and expectations of people

• Resolve conflicts

• Above all – No protests

Copyright Sadeem M. Qureshi © 2020

Source: https://tenor.com/view/protest-unfair-gif-5683474

Eliminating the
Flight Engineer’s
position in
Boeing 747

Copyright Sadeem M. Qureshi © 2020

Source: https://www.youtube.com/watch?v=InbTxznQFIk&app=desktop

Copyright © 2023 Sadeem M. Qureshi

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Eliminating the
Flight Marshall’s
position in ALL
flights

Copyright Sadeem M. Qureshi © 2020

Source: https://www.thetruthaboutguns.com/air-marshals-having-trouble-handling-their-guns/

Types of Stakeholders
• Internal
• External

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Internal Stakeholders
• Usually members of the organization

• Primarily impacted by the financial outcome

• Examples:
• CEO
• Directors
• Managers
• Employees
• Engineers
• HR
• Technicians
• Inspectors
• etc.
Copyright Sadeem M. Qureshi © 2020

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External Stakeholders
• These are NOT directly connected by the organization

• Examples:
• Government
• NGOs
• News channels
• Interest groups
• Local communities

• Also called ‘secondary stakeholders’

Copyright Sadeem M. Qureshi © 2020

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Copyright © 2023 Sadeem M. Qureshi

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Copyright Sadeem M. Qureshi © 2020

Source: https://www.professionalacademy.com/blogs-and-advice/stakeholder-mapping---marketing-theories

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Characteristics of the Stakeholders

• For each stakeholder identify:

• Level of Power
• They make the decision

• Level of Interest
• Are invested in the outcomes

• Level of support
Copyright Sadeem M. Qureshi © 2020

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Copyright © 2023 Sadeem M. Qureshi

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Stakeholder Analysis
Project Name Installation of New In-flight entertainment system
Name Designation Level of Power Level of Interest Level of Support

Alan Rickman CEO High Low Unsupportive

Bucky Richards Pilot Low Low Neutral

Maynard Mianco AME Low High Supportive

Richard Wells Technician Low Low Unsupportive

Victoria Farmer Passenger Low High Supportive

Justin Trudeau Prime Minister High Low Neutral
Copyright Sadeem M. Qureshi © 2020

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In-class Exercise
• Perform Stakeholder Analysis on the Boeing 787 disaster

Copyright Sadeem M. Qureshi © 2020

Source: https://www.cbsnews.com/news/two-major-japanese-airlines-ground-their-boeing-787-dreamliner-fleets/

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Copyright © 2023 Sadeem M. Qureshi

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Stakeholder Management
• Stakeholders are NEVER ending!
• Imagine you have n = 70 stakeholders

• Who do you listen to?

• Who is more important?

• Karen says: ‘let’s serve only vegan food on the flights’
• Benny says: ‘they should practice starvation’
• Snoop Dogg says: ‘lets give them street drugs on the flight’

• You cant keep everyone happy!

Copyright Sadeem M. Qureshi © 2020

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Stakeholder Management (cont.)

• Stakeholders are managed by the following attributes

• High Power – High Interest stakeholder

• Also called ‘promoter’

• High Power – Low Interest stakeholder

• Also called ‘latent’

• Low Power – High Interest stakeholder

• Also called ‘defender’

• Low Power – Low Interest stakeholder

• Also called ’apathetic’
Copyright Sadeem M. Qureshi © 2020

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Copyright © 2023 Sadeem M. Qureshi

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Stakeholder Management Plan

• The ultimate recipe book on how to manage stakeholders

• Must be kept confidential and updated regularly

• Why needed?
• There are a lot of people working in the company – A United front
must be shown!

Copyright Sadeem M. Qureshi © 2020

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Stakeholder Management Plan – Example

Project
Name Installation of New In-flight entertainment system
Name About the Stakeholder Plan

Alan is the CEO of the airline. He has high • Quarterly updates must be sent
Alan
levels of interest in all operations but does • Not be bothered with trivial things
Rickman
not like to invest a lot of capital.
• Get input on the channels
Victoria Victoria is an Instagram influencer. She • Have her give the airline a ‘shout out’
Farmer travels twice a month. • Must take good care of her – a single
tweet/post can cause negative publicity
• The programming must align with his
Justin is the PM of Canada. Newly
Justin campaign and government policies
elected. He is not aware that we are
Trudeau
doing these updates

Copyright Sadeem M. Qureshi © 2020

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Copyright © 2023 Sadeem M. Qureshi

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Lab Assignment: Stakeholders

• London International Airport is planning to do major upgrades
in the check-in terminal of the airport to improve the through-
put of the passengers

• Identify the stakeholders (minimum 10)

• Perform Stakeholder analysis (minimum 5)
• Create a Stakeholder Management plan (minimum 5)

Copyright Sadeem M. Qureshi © 2020

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Any Questions?

Copyright Sadeem M. Qureshi © 2020

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Copyright © 2023 Sadeem M. Qureshi