Managing a Successful Business Project: A Case Study of H&M's Digital Transformation

This project explores the implementation of digital technologies within H&M, a leading retail company in the UK. It examines the impact of digital transformation on various departments, including marketing, HR, finance, and operations. Through a combination of primary and secondary research, the project analyzes the benefits and challenges of digital adoption, providing recommendations for successful implementation. The study highlights the importance of strategic planning, resource allocation, and employee training in achieving a smooth and effective digital transformation.

Managing a Successful
Business Project

Table of Contents
INTRODUCTION................................................................................................................................2
TASK 1 - PROJECT MANAGEMENT PLAN.........................................................................................3
P1- DEFINING THE OBJECTIVES AND VISION OF THE H&M COMPANY.......................................3
P2- PRODUCING A PROJECT MANAGEMENT PLAN.....................................................................4
P3- PRODUCING THE PROJECT TIMEFRAME AND STAGES OF COMPLETION..............................7
IMPLEMENTATION PLAN.........................................................................................................7
WORK BREAKDOWN STRUCTURE............................................................................................7
GANTT CHART..........................................................................................................................9
TASK 2 - PROJECT LOG BOOK.........................................................................................................10
P4- SMALL SCALE RESEARCH USING QUALITATIVE AND QUANTITATE ANALYSIS....................10
SECONDARY RESEARCH.........................................................................................................10
PRIMARY RESEARCH..............................................................................................................11
DATA ANALYSIS AND INTERPRETATION................................................................................14
TASK 3 - PERFORMANCE REVIEW..................................................................................................27
P5- RESEARCH ANALYSIS THROUGH PROPER TOOLS AND TECHNIQUES..................................27
P6- RECOMMENDATIONS BASED UPON THE MEANINGFUL CONCLUSIONS............................29
P7- REFLECTION ON THE VALUE OF UNDERTAKING THE RESEARCH........................................30
CONCLUSION.................................................................................................................................31
REFERENCES...................................................................................................................................32
1

INTRODUCTION
Project management can be termed as the concept through which the aims and objectives of a
project in a particular business are fulfilled by the strategic management planning. Efforts are
being made by the employees and the key employees in managing the business activities. The
major business activities of every organization consist of HR, marketing, operations, finance and
other departments.
Digital technologies are helpful in each and every sector such as operations, marketing, HR,
finance and many other departments at the H&M. The impact of digital technology like social
media on the business activity of H&M, which is one of the retail companies from the UK, has
been taken into consideration in this assignment. This is because; the digital technology has
enhanced various business activities in many of the technical and non-technical companies like
the H&M. the marketing activities of the H&M are enhanced and improved with the use of
digital technologies.
2

TASK 1 - PROJECT MANAGEMENT PLAN
P1- DEFINING THE OBJECTIVES AND VISION OF THE H&M COMPANY
PROBLEM STATEMENT
The H&M retail company is lacking behind in the marketing and promotional activities and as a
result, the sales of the company are influenced at a high rate. This is because; there are many
other competitors that are using various promotional activities in order to attract the H&M’s
customers. So, here the digital technologies are used for increasing and enhancing the sales of
the company (Ahsan and Gunawan, 2010).
PROJECT DEFINITION & OBJECTIVES
The main objective of the project is to increase the sales of the company. This is because; the
company's aim is to at the top most companies in the list of the retailer in the UK's market. The
project management can be defined as a proper technique through which the different projects
and their objectives are fulfilled in the company (Alhawari et al. 2015). This will help in
achieving the company’s goals. Due to the increase in the competition level, the company’s top
management committee has realized that there is a need for advancement in each of its
departments. These advancements can be done by accepted and adopting the digital
technologies in their operations. Following are the main objectives of the H&M Company
(Westerman, et al. 2014):
 For utilizing the available resources, recruitments of the new employees with the
advanced skills.
 These employees will make use of digital technologies in increasing the sales of the
products (Hussain, Chowdhury and Hussain, 2012).
 During the digital transformation, managing the finance of the company.
 To manage various data storage techniques in the marketing department of the
company.
3

 Introducing the digital technologies in the other departments like the HR for benefitting
the employees (Barclay and Osei-Bryson, 2010).
4

P2- PRODUCING A PROJECT MANAGEMENT PLAN
PROJECT STRATEGY
The strategy of the company is to convert their goals and aims into reality and for this, the
company is using various project management plans. The strategy of the company is to attract
and benefit the different stakeholders of the company, which will help the company in meeting
their objectives that are listed above. Another strategy is to complete the project within the
listed time period (Fitzgerald, et al. 2014).
PROJECT ASSUMPTION
While performing various activities in the project i.e. using the digital technologies in the
business activities of the H&M Company, it is assumed that the company’s investment in the
stock market will increase with a continuous rate. In addition to this, the negative impacts of
the digital technologies on the business activities and the employees are also assumed to be
negligible. These assumptions will be very helpful in easily implementing the digital
technologies in the business activities.
PROJECT SCOPE
There are two types of the scope of the project which is included and excluded scope. The
included scope of the project includes the primary and secondary research along with the
questionnaires. These will help to collect the data about the impacts of digital technologies on
the H&M by collecting the data from its employees (Bryman and Bell, 2015). Other than the
included scope, the excluded scopes of the project area low budget in the middle of the project,
rejection by the employees and other issues related to the digital technology and its
transformations.
Both the included and excluded scopes are helpful in determining the boundaries, deliveries
and risks are also identified and these are its advantages (JOSEPH, et al. 2018).
Following are the major and key stages in the project management of the company:
5

Planning stage: this stage is the first stage of the project planning. Before implementing the
digital technologies at the workplace of H&M Company, a proper planning is to be done by the
top management committees. Paper planning can be done at this stage with including the
planning of resources, budget and workforce. The time that will be required for the completion
of each task is also determined at this stage (Kerzner, H. and Kerzner, 2017). A proper planning
by considering all the aspects of the project will ensure that they are not changed in the further
stages of the project management. This stage will be the base of all the stages listed below.
For example – planning of digital implementation is done in this stage by the top management
committees of the H&M Company.
Scheduling stage: before starting the project, all the activities of the project are scheduled on
the timeline by the top management committees of the company along with taking the help of
the other employees that will be engaged in these activities. The time will need is listed and a
discussion has also been made to complete the activities on scheduled time. This will ensure
further blockages in future.
For example – all the activities like the selection of digital technologies, ways to implement it in
the business activities etc. are scheduled at this stage.
Implementation stage: all the activities that are listed in the planning stages are implemented
at this stage with the help of the employees and their co-operation. This stage is the most
important stage and the biggest one because implementation requires perfection and
exactness.
For example, the digital technologies that are selected before are implemented at this stage in
the marketing department.
Controlling stage: the top management of the company will overlook the performances of the
employees in the planned ways and directions. In case if they are lacking behind and deviating
from the correct path, re-scheduling can be done in between the project (Heagney, 2016).
6

Rather than that, at the implementation stage, if the managers observed that proper planning
is not done at the starting, then re-planning can also be done. This will bring the project
activities on the right track again.
Success stage: this will the stage in the project management, as now the results of the project
are ready to be delivered to the targeted customers. Here the digital technologies that are
implemented in the company are ready to be used by the employees and them feedbacks can
be collected accordingly (Kerzner, H. and Kerzner, 2017).
All the negative and positive feedbacks of the employees are collected in regards to the
implemented digital technologies.
Success Criteria
The success criteria of the project will be the successful implementation of the digital
technologies on the marketing and HR activities in the H&M Company. The positive response
and adoption of the digital technologies are also the success criteria of the project management
(Lock, 2017).
7

P3- PRODUCING THE PROJECT TIMEFRAME AND STAGES OF COMPLETION
IMPLEMENTATION PLAN
The implementation of the digital technologies is divided into smaller stages and activities and
the total time taken to complete the stages is assumed to be 1 year. The below-given work
breakdown structure will help in dividing the big project into smaller tasks so that they can be
easily implemented and carried out in a proper way (Schwalbe, 2015).
WORK BREAKDOWN STRUCTURE
This structure is made by the top management committee of the H&M Company in order to
make the implementation of digital technologies easily. Following is the work breakdown
structure in the implementation of digital technologies on the business activities like marketing
and HR department (Martinelli and Milosevic, 2016):
WBS
id
Level Element name Description of
work
Budget
(In £)
Required
resources
Deliverables
1 First Project
Planning
Project plan
management
development
Employees
and
managers
Developed
business plan
2 Second Project
Designing
Designing of
project’s aims
and objectives
50 Leaders,
managers
and top
management
committees
Developed
project goals
and objectives
3 Third Collection of
data
Quantitative
and qualitative
analysis of data
(Thiry, 2016)
1000 Online
resources,
employees,
managers
Collected
information
4 Forth Project Diagrams, 50 Managers Properly
8

Documentation paperwork,
charts and
diagrams
with the
keen
working of
MS word
and excel
documented
structure
5 Fifth Project
Implementation
Implementation
of digital
technology
(Kerzner and
Kerzner, 2017)
2500 Digital
technologies
like cloud
computing,
digital
advertising
and medias
Digital
transformation
6 Sixth Impact analysis Analysing the
impacts of
digital
technology
1200 Customers
and
Employees
Parameters of
Success and
failure
7 Seventh investigation Conclusions
derivation from
the data that
has been
collected
150 Top
management
committees
Identified
Failures in the
project.
9

GANTT CHART
Tasks/duration 1 week 2 weeks 3 weeks 4 weeks 5 weeks 6 weeks 7 weeks
Project
Planning
Project
designing
Collection of
data
Project
Documentation
Project
Implementation
Impact analysis
Investigation
10

TASK 2 - PROJECT LOG BOOK
P4- SMALL SCALE RESEARCH USING QUALITATIVE AND QUANTITATE
ANALYSIS
It is very necessary to analyse the impacts of digital technology on the business activities of
H&M Company. And here, this is done by conducting both primary and secondary researchers.
From these two, the quantitative and qualitative data are being collected by the top
management of the company, and this will be helpful in analysing the impacts.
Primary research is the one in which some questionnaires are asked. On the other hand, the
secondary research will include the analysis of data that has already been collected by some
other people previously.
SECONDARY RESEARCH
The data has been collected from the internet and social media platforms that the digital
technology has already improved the standard of working in various organizations. As many of
the organizations are adopting the digital technology in their business activities. A large number
of customers are attracted with the digital technologies and many of the organization’s
revenues are increased as a result of this (Bryman and Bell, 2015). The HR, marketing, finance
and operations departments of the organization have improved their standard of working with
the digital transformation and as a result quality products are delivered to the customers. The
promotion of products and services can be done on the social Media, as many of the customers
now prefer online shopping (Nash and Sproule, 2011).
Apart from marketing, the data storage methods are also used by many of the companies like
the big data, ERP systems etc. which is helpful in collecting the data of a large number of
customers which is a big deal to manage without the digital technologies (Hewson and Stewart,
2016). The recruitment and selection processes are also carried out easily by online posting of
job opportunities on the social platforms and getting skilled employees for the organization.
11

But, there are many other positive and negative impacts of the digital technology on the
organizations that are still remaining. But, the positive impacts are higher when compared to
the negative ones (Hewson and Stewart, 2016).
PRIMARY RESEARCH
With the help of primary research, the first-hand data is collected, this is because, and the data
is collected recently. Following is a set of questionnaires that are created by the top
management group of the H&M Company and then are asked to around 100 employees of the
different departments for getting their views (JOSEPH. PHILLIPS, CBAP and PMP, 2018). With
the help of this data, it becomes easier to analyze the impacts of digital technologies on the
different operations of the H&M Business (Hair et al. 2015).
QUESTIONNAIRE
1. In which department of the company you are working?
 Human resources
 Marketing
 Operational
 Finance
 Others
2. According to you, which department is the most emphasized one with reference to the
digital transformation processes?
 Marketing
 Human resource
 Finance
 Operations
3. What will be the outcome of the digital transformation according to you?
12

 Enhancement of product competitiveness
 Improvement in customer satisfaction
 Improvement in employee’s satisfaction
 Reduction of product’s cost
 Better employee-customer relationship
4. Is the important to adopt the digital technologies and transformation?
 Yes
 No
5. Are you and your employees are ready to adopt the digital technology?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
6. Which department is the most affected one due to the digital technology?
 Marketing
 Human resource
 Operations
 Finance
7. What according to you will be the negative effect of digital technologies?
 Huge litigation cost
 The threat of existence of original owners
 Less satisfaction from employees and customers
 Duplication of products
13

8. As per your experience, will the customers accept the new products and services for the
first time?
 Yes
 No
9. Which digital technology is to be adopted in the marketing department?
 Social media marketing
 Digital marketing
 CMS and CRM
 Online marketing platforms
10. Are the digital technologies are successfully implemented in the H&M Company?
 Agree
 Neutral
 Disagree
11. With the help of which of the following, the influence of digital technologies can be
limited?
 By recruiting more skilled employees and experts
 Strategic management
 Training and development
 Proper WBS and proper time frames
14

DATA ANALYSIS AND INTERPRETATION
Question 1 - In which department of the company you are working?
Response table:
Total Human
resources
Marketing Operational Finance Others
100 20 25 22 23 10
15

Human resources Marketing Operational Finance Others
0
5
10
15
20
25
30
Questi
on 2 - According to you, which department is the most emphasized one with reference to the
digital transformation processes?
Response table:
Total Marketing Human resource Finance Operations
100 40 23 15 22
16

Marketing Human resource Finance Operations
0
5
10
15
20
25
30
35
40
17

Question 3 - What will be the outcome of the digital transformation according to you?
Response table:
Total Enhancement in
product
competitiveness
Improvement in
customer
satisfaction
Improvement in
employee’s
satisfaction
Reduction of
product’s cost
100 35 20 24 21
18

Enhancement in
product
competitiveness
Improvement in
customer satisfaction Improvement in
employee’s
satisfaction
Reduction of
product’s cost
0
5
10
15
20
25
30
35
Questi
on 4 - Is important to adopt the digital technologies and transformation?
Response table:
Total Yes No
100 60 40
19

Category 1 Category 2
0
10
20
30
40
50
60
20

Question 5: Are you and your employees are ready to adopt the digital technology?
Response table:
Total Strongly
agree
Agree Neutral Disagree Strongly
disagree
100 40 30 5 12 13
Strongly agree Agree Neutral Disagree Strongly disagree
0
5
10
15
20
25
30
35
40
21

Question 6 - Which department is the most affected one due to the digital technology?
Response table:
Total Marketing Human
resource
operations Finance
100 50 10 25 15
Sales
Marketing
Human resource
operations
Finance
22

Question 7 - What according to you will be the negative effect of digital technologies?
Response table:
Total Huge litigation
cost
The threat of
existence of
original owners
Less satisfaction
from employees
and customers
Duplication of
products
100 40 20 25 15
Sales
Huge litigation cost
Threat of existence of original
owners
Less satisfaction from employees
and customers
Duplication of products
23

Question 8 - As per your experience, will the customers accept the new products and services
for the first time?
Response table:
Total Yes No
100 54 46
yes no
42
44
46
48
50
52
54
56
Series 1
Column1
Column2
24

Question 9 - Which digital technology is to be adopted in the marketing department?
Response table:
Total Social media
marketing
Digital
marketing
CMS and CRM Online
marketing
platforms
100 50 25 10 15
Sales
Social media marketing
Digital marketing
CMS and CRM
Online marketing platforms
25

Question 10 - Is the digital technologies are successfully implemented in the H&M Company?
Response table:
Total Agree Neutral Disagree
100 60 20 20
agree neutral disagree
0
10
20
30
40
50
60
70
Series 1
Column1
Column2
26

Question 11 - With the help of which of the following, the influence of digital technologies can
be limited?
Response table:
Total By recruiting
more skilled
employees and
experts
Strategic
management
Training and
development
Proper WBS
and proper
time frames
100 30 20 35 15
Sales
By recruiting more skilled
employees and experts
Strategic management
Training and development
Proper WBS and proper time
frames
27

PROJECT LOG BOOK
Weeks
and dates
Tasks which
are to be
performed
Actions to be
performed
In-charge
person
Effect on
project
Remarks
1st week
(16th June
to 22nd
June)
Initialization
and planning of
the project
Questionnaires
survey
Top
management
committee
and
managers
Determining
goals and
objectives
N.A.
2nd we
(23rd June
to 29th
June)
Services
planning
Proper
resourcing
Senior
managers are
involved
Beneficial to
employees
N.A.
3rd week
(30th June
to 6th July)
Collecting
business
requirements
Collecting
human
resources
along with the
other one
All the
supervisors
of the
functional
departments
Helpful in
gathering the
data from the
employees
It is based on
the business
requirements
and needs
4th week
(7th July to
13th July)
Documentation Analysis of the
current and
new system
Deputy
manager
Negative
impacts are
observed
N.A.
5th week
(14th July
to 20th
July)
Designing Alternative
procedures
and schemes
Managers Outlining of
digitalized
processes
It is based on
the business
requirements
and needs
6th week
(21st July
to 27th
July)
Implementation
of newly
designed
activities
Employees are
adopting the
new
technologies
Deputy
manager
along with all
the
Meeting all
the new
business
requirements
As per the
business
needs
28

departmental
managers
7th week
(28th July
to 3rd
August)
New system’s
investigation,
evaluation and
management
Outputs are
observed
carefully
Top
management
committee
Stabilities in
business
As per the
business
needs
29

TASK 3 - PERFORMANCE REVIEW
P5- RESEARCH ANALYSIS THROUGH PROPER TOOLS AND TECHNIQUES
Primary research
The above conducted primary research is helpful in getting the views and thoughts of the
H&M’s employees. From the questionnaires that are being asked to a group of 100 employees
from all the departments i.e. finance, marketing, HR and operations are helpful in carrying out
the primary research. From the second question of the primary research, it can be concluded
that the “marketing department” of the H&M Company is the most emphasized one with
reference to the digital technologies’ transformations. This is because 40% of the employees
are voted for this department (Sekaran and Bougie, 2016).
According to the employees of the company, “Enhancement in product competitiveness” will
be the outcome of the digital technologies implementation. 60% of the total employees think
that it is important to adopt the digital technologies and transformation in the H&M’s
operations and business activities. And 40% of the employees are ready to adopt the digital
technologies in their business activities at the workplace. Along with this, 50% of the total
employees think that the “marketing department” is the most affected one in the H&M
Company.
“Huge litigation cost” will be the most negative impact of digital technologies on the H&M
Company as per the working employees of the company.
54% of the total employees think that the customers will accept the new products and services
at the first time that are introduced to them as a resultant of the digital technology ( Gale et al.
2013).
50% of the employees think that “Social media marketing” is the best digital technology that
must be adopted by the marketing department of the company. 60% employees think that the
30

digital technologies are successfully implemented in the H&M Company with effective activities
and actions. “Training and development” will be the most important one in limiting the
influences of the digital technologies as this will improve the skills and abilities of the
employees that are working with the traditional technologies in the company.
In this way, it can be concluded from the primary research, that the digital technology will help
in enhancing the business activities of the H&M Company.
Secondary research
With the help of various research books, proposals, articles and scholars by different authors, it
is gained that the digital technologies have helped many of the company in the UK and all
around the world. These technologies are helpful in enhancing the business activities of the
companies and thus, it can be concluded that it will be beneficial for the H&M Company too.
The marketing department is positively affected by the adoption of social media marketing.
Although, the digital processes and transformations are time taking they will provide many
benefits to the company. This is suggested by many of the authors. But, it is also conveyed that
the digital transformation and implementation can only be achieved by proper management
planning and processing.
Here, the social media marketing is selected for the marketing department, this is because, and
many of the retail company's customers are available on the social platforms. Thus, it will be
more effective and efficient to provide information of the products on the online platforms like
Facebook, Instagram etc. also, the products and services can be offered and booked on the
company’s website and this will be more effective to promote their products and services
online in the international market.
31

P6- RECOMMENDATIONS BASED UPON THE MEANINGFUL CONCLUSIONS
Following are the major recommendations that are suggested to the H&M Company. These
recommendations are helpful in increasing the business and will help in the business growth of
the company to a great extent (Cherry, 2015).
 The company should introduce more digital transformation and processes in the
business activities like the HR and finance.
 The recruitment of employees can be done by advertising on the social Media like
Facebook.
 In order to make the data secure, the digital technologies can also be useful.
 The buying and payment processes need to be secured by the digital technologies in the
finance department of the company.
 For promoting the products and services, the retail company must use online platforms
like Facebook and Instagram (Csikszentmihalyi and Larson, 2014).
 Although it is will recommend that there should be a proper time and cost-effective
strategies while introducing the digital technologies in the company.
 In the HR department, the managers must introduce training and development
programs for the employees, so that they will not get inconvenience in using the digital
technology (Burgess, et al. 2017).
 Proper monitoring of the project management plan must be concluded by the top
management of the company.
 New hiring of skilful employees must be done, which will help to adopt the digital
technologies easily.
32

P7- REFLECTION ON THE VALUE OF UNDERTAKING THE RESEARCH
I have successfully made the business management plan and also carried out various
researchers like the primary and secondary, and all the other activities are helpful in deriving
one fact. This fact is that the digital technologies are helpful in enhancing the business activities
at the H&M Company. These technologies are also helpful in building a new customer base for
the company and also to grow the company’s status in the upcoming years. This is important
and necessary as many of the competitors are present in the business market of retail industry
(Eckerson, 2010).
Other than the marketing department, the finance and HR department will also be enhanced
with the help of the digital transformation. By analysing the responses of the survey’s data,
there is an enhancement in my skills like the analytical, logical and investigation skills. Also, my
communication skills are also increased with the help of survey, as it includes many of the
business conversations with the employees of different departments (Fowler Jr, 2013). Risk
assessment and project monitoring skills are also improved with the help of the project
management processes.
My team building skills, negotiations and strategic skills along with the time and cost
management skills are also enhanced within me as a result of processes like designing Gantt
charts and project logbook for the digital transformation and technologies.
33

CONCLUSION
By the aforementioned assignment, i.e. managing a successful business project emphases on
the major business activities on the major activities like the marketing, HR, finance and
operations. The retail company has enhanced many of the other activities in the business
operations. But, the employees of the company need to adopt the digital technologies in a
positive way. Because; it will help in increasing the customer base and profitability of the
company. Other than this, the digital technologies are also helping to improve the skills of the
employees like the management, communication and other interpersonal skills.
The project management plans of the digital technologies are helpful in making the activities
and actions in a proper time period with the help of the Gantt chart. The project logbook needs
to be followed by the employees of different departments which will help in achieving the goals
and objectivities of the company.
So, it can be concluded that the digital technologies need to be introduced in the business
activities of the H&M Company in order to gain advantages and more growth.
34

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