"Assignment NameStudent IDAssignment NameUniversity NameAssignment Code 1 | P a g e Assignment NameStudent IDContentsBusiness operational plan ....................................................................................................................... 3Marketing plan and Future direction ...................................................................................................... 4Management plan ................................................................................................................................... 7References: .............................................................................................................................................. 8 2 | P a g e Assignment NameStudent IDBusiness operational planBusiness operational plan is critical for any project, as it tends to design strategic planning,manage resource requirement, optimal allocation of budgetary elements, and sustain the workcontinuity. More importantly, the operational plan requires a substantial effort from all theinvolved stakeholders such that risk identification and corresponding mitigation strategies canbe adopted well-in time and that the effectiveness of the work procedures can be managedeffectively to achieve the organisational objectives[1]. Note that the operational plan not onlyincludes the estimation of resources, but also complies with the government regulations andlegislative requirement, which are essential for smooth conductance of the business actions.The business operational plan for a structural engineering firm in Melbourne Australiaincludes various aspects like ownership, location and facilities, strategic alliances, and thebarriers to entry [2].Ownership/legal responsibilities- The structural engineering firm will be founded by fourstructural engineers and all of them have possess masters’ specialisation (by qualification) inStructural Engineering and are professional engineers with more than 3 three years ofexperience, in Melbourne. Four of the individuals will be the equal partners in the businessfirm and will be investing certain amount for getting the firm off-ground. Other than this, thebudgetary requirement will be accomplished with local bank support, dully signed by allmembers[2]. One of the partner will be responsible towards marketing and advertisement,while the second partner will be given the responsibility of running the routine operations ofeach project. The third partner is responsible for managing the support staff and the fourthpartner is assigned for the responsibility of strategic alliances with the core companies. Location and facilities- The firm is planned to setup in Melbourne Victoria as it a potentialconstruction site. The location is easily accessible and the principal engineers will be flexibleenough to travel for the purpose of customer or raw materials assistance. Moreover, the3 | P a g e Assignment NameStudent IDlocation has another benefit of having seismic retrofits of the structures. The prime advantageof engineering firms is that it required quite small amount of facilities for running the firmsuccessfully[3]. For immediate opening of the firm, it requires very little overhead,equipment, and office space. In addition to this, the employees hired will also be providedaccommodation in near location and the utility bills will be paid by employees itself.Strategic alliances- The firm will prove as an advantage to the customers as it will help toselect the type of retrofit and the qualified contractors for the accomplishments ofconstruction upgrades. Both the customer as well as business relationship are vital for thefirm’s overall success and thus the strategic framework will include input from both type ofstakeholders[4]. A strategic alliance with WSP structures will provide single source supportand would help in the supply of advanced composite material and thus would help in theinstallation of advanced composites. Importantly, all the actions, decision, and futureplanning will be documented[2].Barriers to entry- One of the major barrier to entry is the lack of work experience (for newlydesigned projects), and the advanced composite material expertise in the bid specification ofcustomers. Another barrier is the formation of strategic alliances with the contractors as wellas the manufactures of equipment and materials[2]. Marketing plan and Future directionMarketing plan- Marketing planning is another critical requirement for any project, as it willhelp in making the business information outreach to related stakeholders as well as to thecustomer segment. The commonly used tools, the strategic alignment, and the relatedrequirements are thus discussed in this section, which in turn are critical to achieve theorganisational objectives. The marketing strategy of structural engineering firm is to provideengineering consulting services to the emerging infrastructure industry. The structuralengineering firm will focus on the Architect/Engineering (A/E) contracts[5]. The firm will4 | P a g e Assignment NameStudent IDusually contract with the A/E for performing the planning and the design service with partnerfirms as well as for individual projects. The design service includes the preparation of theplans, estimation and specifications, financial planning, and other advisory commitments.Note that it is the responsibility of the business partner to find a few construction andmanufacturing companies for the supply of innovative machinery and advanced compositematerials for the installation of structural retrofit[6].The key strategy of this structuralengineering firm is to implement the marketing plan within the market segments includefollowing key considerations: Government agencies- The state government agencies plan to modify the existing structuresso as to meet the existing design codes. This also includes measures to avoid any such costprohibitive steps for rebuilding of overpasses, bridges and aging structures. In addition tothis, the legislative and regulatory requirements will be followed accurately in all thecorresponding actions. Private agencies- Private buildings such as schools, day care centres and churches also needto be rebuild to protect against natural disaster [7]. There are also some individuals who wantto retrofit their house for increasing the wind load or the earthquake resistance, which are alsoconsidered within the collaborative strategy of the firm[8]. Commercial- The technology based retrofit companies who usually bid on the constructioncontracts through the state agencies also need the help to meet the current design and buildingcodes. In addition to this, the firm will also consider the updates in scientific andtechnological advancement, such that worthy change management in the routine workprocedure can be accomplished to maintain the efficiency of the work procedures[6]. Studying the industry demographics, there are basically four contributors using the advancedcomposite materials, which includes (i) engineering firms, (ii) contractor, (iii) manufacturer5 | P a g e Assignment NameStudent IDof equipment for installation, and (iv) manufacturer of composite material[7]. However, themanufacturing of the composite material is growing market in the present day. The structuralfibreglass, carbon fiber, and Kevlar manufacturers supply materials are also associated withaerospace firms and for other civil engineering applications, needed within the scope ofservice provision. However, there is a growing demand among the state and federal agencies,individuals and high-technology retrofit companies for repair and upgrade solutions, whichwill be thoroughly considered as a part of strategic marketing plan[9]. The most important factor is the competition in the market, which is critical to maintain amarket position and sustain in the current situation. It is also essential for the firm tostrategically frame effective marketing plans such that customers and individual partner firmscan be attracted and that the same provision will also makes the client to repeat the businessas loyal customers[10]. It is often noticed that customers rarely compare the consultants,while they follow the word-of-mouth recommendation, within the scope of structuralengineering industry. Thus, it is a worth making to maintain the client relationship formaintaining the relationship with client, which makes them bring back for future projects. In the near future, it is estimated that the engineering firm will acquire more and more smallfirms and make strategic alliances with other construction firms. It is also recommended tojoin the professional structural engineering association can also help providing moreopportunity for creating network. The firm is involved in the activities like renovations,rehabilitations and new constructions through economic and innovative design services. Itmeets the customer’s needs of all projects based on all sizes. The structural designs are basedon the architectural drawing which is prepared through using AUTOCAD and STAAD- PRO[11].6 | P a g e Assignment NameStudent IDManagement planOver the last few decades, the strategic management planning process have been receivingincreased recognition among the engineering firms. The management plan for the engineeringfirm is undertaken by the engineers, technicians, construction administration and the projectleader. The project leader is responsible for the structural work plan and the establishment ofthe structural design concept. The responsibility also involved in the duty of monitoring thework quality and observing the people working. Project leader must also ensure that thedrawings and designs are properly reviewed[12]. In addition to this, it should also ensure thatthe specialist structural consultants, geotechnical consultant and the required testing agencieshave been appointed. Secondly the structural engineers are responsible for carrying out thedesign reviews of structural engineering work and coordinate it with other disciplines. Thereshould be a detailed design checklist near the completion of the deign development, whichincludes design loads, material specification, geotechnical report, structural movement ofexpansion joints and slabs, foundation, reinforced concrete structures, steel structures andlateral stability[12]. According to the market research report, the number of employees and billable hours are usedfor forecasting the revenue for the first three years. For these three years, the managementteam keeps the salary of the employee’s, constant. The management team plans theforeseeable expense in the first few years which includes the utilities, rent, equipment,computer and software installation, advertisement and travel. Overall, it is believed that theproposed planning for operation, marketing and management will be critical to sustain thework procedure at the firm. 7 | P a g e "