This project analyzes the impact of globalization on Zara's new summer shoe launch, including challenges from international competitors, the role of global buyers, and strategies for increasing market share. It includes a project management plan, research methodology, and findings based on a survey of Zara's senior managers.
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TABLE OF CONTENTS TOPIC.......................................................................................................................1 INTRODUCTION...................................................................................................1 P1 AIM AND OBJECTIVES..................................................................................1 P2 PROJECT MANAGEMENT PLAN................................................................2 P3 Work breakdown Structure..............................................................................5 P4 RESEARCH METHODOLOGY....................................................................5 Research type...............................................................................................................................5 Research approaches....................................................................................................................6 Research design...........................................................................................................................6 Data collection.............................................................................................................................6 Sampling......................................................................................................................................7 Data analysis................................................................................................................................7 Ethical considerations..................................................................................................................7 P5 FINDING AND DISCUSSIONS.......................................................................8 E) PROJECT REPORT FOR THE INTENDED AUDIENCE.........................18 P6 CONCLUSION................................................................................................18 P7 OWN PERFORMANCE.................................................................................19 REFERENCES......................................................................................................21
TOPIC To assess role of globalization in creation, marketing and launching of new summer shoe in London fashion week: A case study on Zara INTRODUCTION Globalisation is mainly an economic process of integration and interaction which is associated with cultural and social aspects. It is the process of interaction and integration among governments, companies and people across the world. Economically globalisation includes sharing of goods and services, capital, data and technology (De Brentani and Kleinschmidt, 2015). It way of describing the ways of people and countries integrate and interact with each other, many things in the world has become globalised with the rise in globalisation in past few decades. World is becoming a big global economy through economic globalisation which has made international trade easier. This research is based on the theme Globalisation, and its impact on new product development of Zara. In this report Zara is launching a brand-new summer shoe to compete with its rival brands. For this purpose, aims and objectives are established for the project which is based on the scenario, an appropriate project management plan is produced which will help in meeting objectives of an organisation. In this report Zara is taken as an organisation, Zara is a Spanish clothing and accessories retailer company which is a world's largest apparel retailer. This report discusses a new product development and launching of brand-new summer shoe in London fashion week taking place on 16-20thFebruary 2019. P1 AIM AND OBJECTIVES Aim: “To assess role of globalization in creation, marketing and launching of new summer shoe in London fashion week: A case study on Zara” Objective: To investigate the concept of globalisation To analyse challenges from international competitors during launch of new summer shoe To examine the role of globalisation in creation of new summer shoe with respect to global buyers To recommend the strategies that could increase market share with launch new summer shoes of Zara 1
Research questions: 1.What is a concept of globalisation? 2.What are the challenges from international competitors in launching new summer shoe? 3.What are therole of globalisation in creation of new summer shoe with respect to global buyers? 4.What are the strategies for increasing market share with launch of new summer shoes? Rationale The reason behind this topic is due to increasing impact of globalisation which has become an important part of learning about the involvements of business with the environment and society. Globalisation has become an important concept for students in order to understand and appreciate because of its demand in business and industry (Asshidin, Abidin and Borhan, 2016). This topic has been chosen because importance of globalisation is growing and has a huge impact on every industry. Research on globalisation will help in understanding contemporary involvement of political economy which forms an important part of global business and have an impact on business. Research on globalisation helps to understand its impact on global economy and global business and how has is it shaping a business in present and for future. Zara is launching a new product summer shoe which has to be launched at London fashion week which will take place on 16 to 20 February 2019, for this purpose research is conducted which will help a Product Design Manager in designing, manufacturing, launching and selling a new product brand of Zara. . P2 PROJECT MANAGEMENT PLAN Project management plan is document which helps in managing and execution of a project. With the help of a Project Management Plan actions which are necessary to prepare, define,coordinateandintegratevariousplanningactivitiesaredocumented.Aproject management plan of Zara launching a new product is: Cost:It forms an essential part of a research i.e. an estimate of a cost incurred in the research project a cost that will incur in the research project is£4000 approximately. Cost for developing and launching of new product of Zara would be£20,000. 2
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Quality:Quality plays an important role in research and new product development. Data should be collected from reliable sources with authenticity which will help in making research more accurate and qualitative.Also, the quality of raw material has to be maintained by the organisation by setting the standards of quality. Resources:Resources forms an important part of research, so it is important to choose and make useofappropriateresourcesforresearchwhichwillhelpinmakingtheresearchmore qualitative. Communication:Communicationalsoplaysanimportantroleintheresearchaproper communication should be maintained between the members involved in the research (Waterman, 2016). A proper mode and method of communications should be selected during research. Risk:There is a risk of failure of implementing the actual strategy formulated this will result in the loss as huge amount of money is invested in a project. Another risk involved would be selecting an appropriate resource such as human resources for the success of a project if the organisation fails to select the required human resource it will result in the failure of the project. Another risk associated to the product is selecting appropriate marketing channel, wrong selection of marketing channel will not be able to right audience to attract them and time factor is another risk involved i.e. launching of a product in London fashion week which starts from 16 to 20 February. If company fails to launch the product on the set date it will decrease the reputation of the company. Task ModeTask NameDurationStartFinishPredecessors Auto Schedule d Identification of market2 hrsTue 2/12/19Tue 2/12/19 Auto Schedule d Selection of market1 hrWed 2/13/19Wed 2/13/191 Auto Schedule d conducting market research3 hrsWed 2/13/19Wed 2/13/192 Auto Schedule d formulating of goals and objectives3 hrsWed 2/13/19Wed 2/13/192,3 Auto Schedule d identification of audience in new market3 hrsWed 2/13/19Wed 2/13/193 3
Auto Schedule d creating marketing plan4 hrsWed 2/13/19Thu 2/14/194,5 Auto Schedule d implementing of marketing plan3 hrsThu 2/14/19Thu 2/14/196 Auto Schedule d testing of product5 hrsThu 2/14/19Fri 2/15/197 Auto Schedule d final launch of product in market5 hrsFri 2/15/19Fri 2/15/198 4
P3 Work breakdown Structure P4 RESEARCH METHODOLOGY Research methodology may be defined as specific techniques or procedure which is used to identify, select, process and analyse the information of selected topic. It is used to collect information and data with a purpose of making business decisions. It forms a systematic way solve the business problems and providing an effective solution (Bhamra and Lofthouse, 2016). Researchmethodologymayincludesurveys,interviews,publicationresearchandother techniques of research which could include both historical and present information. It provides a comprehensiveoverviewofbroadrangeofmethodologiesandresearchparadigms.Itis important for a researcher to design a methodology in order to provide a solution to a chosen problem (Nicholas, 2017). Research methodology can help a team to organise their efforts in developing a new product which will help Zara in assessing the impact of globalisation in developing a new product. Research type A type of research helps in solving practical problem using a specific method, there are two types of research quantitative and qualitative. Qualitative is research method is chosen, qualitative research is a method of gaining information of non-numerical data. It is used to gain an understanding of reasons, opinions and motivations and provides insight to the problems and 5 Launching of New summer shoes Identification of marketFormulating aims and objectivesCreating marketing plan Conducting market research Selecting market which is best suited Identification of audience in new market Setting targeting plan for them Selecting channel for communicating them Setting out marketing objectives Implementing marketing plan Testing of product Final launch of product in market
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helps to develop ideas for quantitative research (Reader, 2017). Qualitative research type is taken to gain an understanding of a specific organisation in relation to launching a new product. It will help in gaining the feedback in relation to opinions and ideas of Senior Managers of Zara towards launching a new product. With the help of qualitative research complete and detailed description is research topic is provided. Research approaches Research approach is the approach chosen in an account to determine the purpose of research which role of globalisation in creating, marketing and launching of summer shoe. Most common research approaches are inductive and deductive and each of them has different purposes. Inductive research which is also called as inductive reasoning which starts with observation and theories are proposed at the end of research process as result (Mahut and et.al., 2017.). Inductive research is chosen because no hypothesis or theories is chosen in the beginning of research and its aim is to generate meaning from the data collected from the questionnaire filled by senior managers of Zara. It will help in gaining of the information and deriving a specific conclusion of research topic chosen by the researcher. Research design Research design may be defined as a procedures and methods which are used in collecting and analysing measures of variable which are specified in the research. It is the overall strategy which is chosen to put together different components of the study in a meaningful or logical way while ensuring that research problem is effectively addressed (Gorodnichenko, Svejnar and Terrell, 2018). A descriptive research design is taken it will give better and deeper understand of the topic“To assess role of globalization in creation, marketing and launching of new summer shoe in London fashion week: A case study on Zara”.Beside it will also help in describing the data collected through questionnaire and develop conclusion. Data collection Data collection can be defined as the process of gathering information from different sources and measuring the information to get a complete picture of the research (Atkin, Faber and Gonzalez-Navarro, 2018). It is the method of collecting, measuring, and analysing insights of information using standard validated techniques. There are two types of data collection methods, primary and secondary. 6
Primary data:A data is collected by the researcher by himself/herself for a specific purpose. In primary data collection method data is collected from form first-hand experience and is specifically tailored to a project. Secondary data:Secondary data is type of data which is already been collected other than the user. It is a data which is been already gathered and can be easily accessed by the researcher. Such data are cheap and can be obtained quickly as compared to primary data. Primary source of data is used such a questionnaire as it will provide an information about new product launching strategy of Zara. Sampling Sampling is the process of selecting units from a population of interest in order to generalise the result back to the population from which a sample was chosen. It is an important factor which helps in determining the accuracy of research.It is a technique of choosing a suitable sample which forms a representative of a population for determining the attitudes and behaviours of whole population (Petras, 2017). A simple random technique is used and 15 Senior Managers are selected as a sample. A simple random sampling technique is easy to use and it will provide accurate information of the organisation by randomly selecting 15 Senior Managers of different functional departments of Zara which forms a representative of an organisation. This technique will help in drawing an unbiased conclusion from the research. Data analysis Data analysis can be defined as the process of inspecting the data, transforming and modelling the data with a goal of discovering useful information and drawing a conclusion to support decision making processes. It is the process of evaluation of the data by using statistical and analytical tools in order to discover useful information (Yashkova and et.al., 2016). Data analysis of two types qualitative and quantitative. Researcher will use Qualitative analysis which is non-quantifiable method of evaluating decisions of the data collected. Thematic analysis is used by the researcher to analyse the data which is a common form of analysing qualitative research. Ethical considerations There will be many ethical considerations followed by researcher while conducting study. First of all, consent of all participants will be taken and they will be allowed to answer questions openly without any force and intervention (Ladeur, 2017). Secondly confidentiality of data will 7
be maintained, it will not be shared with any other person and business. Researcher will maintain dignity of participants and each one will be treated respectfully. P5 FINDING AND DISCUSSIONS QUESTIONNAIRE Name of the Organisation:ZARA Name of Employee: Position: Department: Age: Gender: Contact Number: Q1: Are you aware of new product development strategy of Zara? Strongly Agree Agree Neutral Disagree Strongly Disagree Q2: Do you think that new summer shoe will bring success to organisation? Strongly Agree Agree Neutral Disagree Strongly Disagree Q3: Do you feel that globalisation will bring challenges to Zara in developing a new product? Strongly Agree Agree Neutral Disagree 8
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Strongly Disagree Q4: DO you believe that Brand image will have an impact on new product development strategy? Strongly Agree Agree Neutral Disagree Strongly Disagree Q5: Do you think that new summer shoe will help in attracting more customers globally? Strongly Agree Agree Neutral Disagree Strongly Disagree Q6: Do you feel that new summer shoe will help Zara in gaining global competitive advantage? Strongly Agree Agree Neutral Disagree Strongly Disagree Q7: Do you think that global economy will have impact on new product development strategy of Zara? Strongly Agree Agree Neutral Disagree Strongly Disagree Q8: In your opinion will marketing strategies increase opportunities to business in increasing sales of summer shoes? Strongly Agree Agree 9
Neutral Disagree Strongly Disagree Theme 1:Awareness of new product development strategy of Zara ParticularsParticipants Strongly Agree8 Agree4 Neutral1 Disagree1 Strongly Disagree1 Total15 Interpretation: 10 Strongly AgreeAgreeNeutralDisagreeStrongly Disagree 0 1 2 3 4 5 6 7 8 Participants
A research was conducted on a topic an impact of globalisation on new product development of Zara and questionnaire was filled by 15 Senior Managers of Zara. It can be interpreted from the above table that 8 out of 15 participants of marketing and sales departments strongly agreed that they were aware of new development strategy of Zara because they were already involved in the formulation of the strategy which will help Zara in launching of new summer shoe. Out of 15 respondents only 1 strongly disagreed about the awareness of strategy as he belonged to human resource department and did not have any knowledge aboutthe awareness. So as result, majority of respondents were aware of new product development strategy of Zara. Theme 2:New summer shoe will bring success to organisation ParticularsParticipants Strongly Agree7 Agree3 Neutral2 Disagree2 Strongly Disagree1 Total15 11
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Strongly Agree Agree Neutral Disagree Strongly Disagree 01234567 Participants Interpretation: Based upon the research conducted on Zara, 15 Senior Managers from Zara were selected as respondents to know their responses on launching of new product by Zara, from the above table it can be interpreted that 7 out of 15 respondents strongly agree that new product development strategy will bring success to organisation, because they believe that this stratey will prove best for the organisation and Zara can gain competitive advantage and will prove successful for the organisation. 2 respondents disagreed and 1 respondent strongly disagreed to the fact as they believe that new summer shoe will not able to impress the customers at global level due to difference in customer preferences and life styles. But majority of the respondents strongly agrees and agreed to the fact product launching will prove successful for Zara. Theme 3:Globalisation will bring challenges to Zara in developing a new product. ParticularsParticipants Strongly Agree5 Agree4 Neutral4 Disagree1 Strongly Disagree1 12
Total15 Interpretation: It can be interpreted from the above table that 5 respondents strongly agree that globalisation will bring challenges for Zara in developing a new product because they feel that there are various factors like political factors, cultural factors, social factors, legal factors etc which have an impact on new product development strategy. 4 respondents agreed to the fact because they believe that project management plan is not good enough, so organisation can face challenges in developing a new product. 4 out of 15 respondents were neutral to the fact and 1 respondent strongly agreed and another one strongly disagreed to the fact, as they believe that organisation is capable enough to deal with the challenges of globalisation. Theme 4:Brand image will have an impact on new product development strategy. ParticularsParticipants Strongly Agree6 13 Strongly Agree Agree Neutral Disagree Strongly Disagree
Agree3 Neutral3 Disagree2 Strongly Disagree1 Total15 Interpretation: From the above table it is interpreted that 6 respondents out of 15 strongly agree that brand image will be influenced by launch of new summer shoe and the firm will be able to gain advantage over international competitors. . 2 respondents disagree and only one respondent strongly disagrees to the fact because they think that there are other brands too which are present in different countries which will give Zara a tough competition. 3 respondents are neutral to the fact, but majority of respondents believes that brand image will have an impact on the strategy of new product development. Theme 5:New summer shoe will help in attracting more customers globally. ParticularsParticipants 14 Strongly AgreeAgreeNeutralDisagreeStrongly Disagree 0 1 2 3 4 5 6 Participants
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Strongly Agree5 Agree3 Neutral3 Disagree2 Strongly Disagree2 Total15 Interpretation: Based on the research conducted on Zara and 15 Senior Managers were chosen as respondents from Zara, out of 15 respondents 5 respondents answered that they strongly agreed to the fact that new summer shoe will be able to attract to customers across the globe because they think that this new product category will prove as product differentiation strategy for the organisation and customers will get attracted towards the new product. 2 respondents disagree and other 2 strongly disagrees that new product development strategy will fail to attract customers globally because they feel that it is for the first time Zara is manufacturing Shoe and it will not be able to compete with other shoe brands like NIKE, Woodland, etc. 15 Strongly Agree Agree Neutral Disagree Strongly Disagree
Theme 6:Newsummer shoewill help Zara in gaining global competitive advantage. ParticularsParticipants Strongly Agree5 Agree1 Neutral3 Disagree1 Strongly Disagree5 Total15 Interpretation: From the above table it can be interpreted that 5 out of 15 respondents believe that Zara's new summer shoe strategy will fail to gain global competitive advantage because they believe that there are other major global brands which are doing well in the sector and Zara will not be able to compete effectively with them at a global level. Out of 15, 5 respondents strongly agree that new product development strategy will help Zara in gaining global competitive advantage 16 Strongly Agree Agree Neutral Disagree Strongly Disagree 00.511.522.533.544.55 Participants
because they feel that Zara well renowned organisation across the globe and its brand image will get the job done for Zara. Theme 7:Global economy will have impact on new product development strategy of Zara. ParticularsParticipants Strongly Agree2 Agree4 Neutral4 Disagree3 Strongly Disagree2 Total15 Interpretation: It is interpreted from the above table only 4 respondents agree that global economy will have an impact on new product strategy because they believe that economic stability of the country plays a major role in attracting customer and will play an important role in trading in 17 Strongly AgreeAgreeNeutralDisagreeStrongly Disagree 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 Participants
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different countries. Out of 15, 4 respondents are neutral and 3 respondents disagree to the fact global economy will have any impact on the strategy because they feel that new product will be able to attract customers easily. Theme 8:Marketing strategies increase opportunities to business in increasing sales of summer shoes. ParticularsParticipants Strongly Agree6 Agree6 Neutral1 Disagree1 Strongly Disagree1 Total15 Interpretation: 18 Strongly Agree Agree Neutral Disagree Strongly Disagree
It can be interpreted from the table that 6 respondents strongly agree and 6 respondents agrees that marketing strategies increases the opportunities for expansion profits because they believe that with the help of the effective marketing strategy Zara will be able to lunch new product successfully which can give Zara opportunities to increase their sales and profitability level. Only one disagrees and 1 strongly disagrees to the fact. E) PROJECT REPORT FOR THE INTENDED AUDIENCE Covered in ppt P6 CONCLUSION It can be concluded from the report that Globalisation has played an important role in developing a new product development strategy and can reduce dependence on the known markets and can result in the expansion of business in different markets. Globalisation can have positive and negative impact on the new product development strategy of an organisation. It can be analysed that it is important for the employees of an organisation to be aware of new product development strategy which can help in achieving success for an organisation. Also, it is analysed that globalisation can bring challenges in for new product development strategy of an organisation and also Brand image can have an impact new product development strategy. It can also be concluded that NPD can help in attracting potential customers of an organisation also this strategy can help in gaining global competitive advantage. Also, global economy will have an impact on the NPD strategy and globalisation provides an opportunity for the organisation in gaining profits and can also help in increase in sales. Zara has been able to launch Summer shoe successfully of London fashion week and sale of new summer shoe is booming across UK which has enhanced the brand image of Zara but marketing strategy did not work in some parts of UK. Recommendations: Zara should frame a suitable marketing strategy which will help to more and more potential customers of UK Zara should properly analyse UK markets and should choose a market which will bring profits for the organisation. Zara should make innovations in new product which will be able to attract customers to gain competitive advantage. Zara should use its brand image to have an influence more and more customers in UK. 19
P7 OWN PERFORMANCE As Product Design Manage, I was able to design summer shoe in such a way which has been able to attract most of the customers across the world. With the help of my team I was able design and manufacture summer shoe before launching date. This project have provided me with a lot of experience which will help in the future. A research was conducted by selecting a topic “To assess role of globalization in creation, marketing and launching of new summer shoe in London fashion week: A case study on Zara” for which aims and objectives were developed. Then a project management plan was develop. After this research methodology was selected and questionnaire was developed which was filled by the employees of Zara. I made a discussion on the findings which was based upon the questionnaire filled by respondents. During the project we worked with high team spirit and had an effective communication within the team. I lead my team in an effective and were able to complete the project on time.But I also faced challenges from various functional departments in order to set proper collaboration in different departments. There are certain improvements which are to made in future like I would like to quantitative research for the future and over come the challenges which were faced by me as team leader for which I will develop a performance management plan. 20