Managing a Successful Business Project : Aims & Objectives

Managing a Successful
Business Project

TABLE OF CONTENTS
TOPIC:.............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Research Background..................................................................................................................1
Rationale:.....................................................................................................................................1
LO 1.................................................................................................................................................1
P1 Aims and Objectives...............................................................................................................1
P2 Project Management Plan ......................................................................................................2
P3 Time Scale, Gantt chart..........................................................................................................4
LO 2.................................................................................................................................................6
P4 Research Methodology...........................................................................................................6
LO 3.................................................................................................................................................8
P5 Data Analysis and Interpretation............................................................................................8
P6 Recommendations.................................................................................................................17
LO 4...............................................................................................................................................18
P7 Reflection..............................................................................................................................18
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................20
APPENDIX....................................................................................................................................21
Questionnaire.............................................................................................................................21
Log Book...................................................................................................................................23
Performance Review..................................................................................................................24

TOPIC:
To innovate a new type of sandals- ORTHOPEDIC SUMMER SHOES and place them in
London Fashion week- In context with Zara Plc.
INTRODUCTION
Research Background.
Globalization has impacted on several business and has led to their expansion and growth
through different activities. This research is based on the new product launch that will be
initiated in London fashion week. The report will highlight the possibilities and challenges for
the organization for successful product launch in the market. The report is based on the case
study of Zara Plc, which is a leading fashion clothing and accessories brand. The company is
popularly known for its trendy fashion items and operates in 10000 stores worldwide.
Rationale:
The intent of this research is for the personal interest of the researcher in understanding
the outcomes and challenges being faced by an organization in successful product launch and
what strategies to be used by the company for implementing this aspect. On the other hand next
purpose behind conducting this research is for the academic requirements of the researcher.
LO 1
P1 Aims and Objectives
Aim:
“To determine the possibilities, outcomes and challenges being faced by organization
during the launch of SUMMER SHOES product in London Fashion Week- A case study on
ZARA”
Objectives:
 To understand the current demand and sales revenue of Zara products in different
markets.
 To identify the possibilities of successful product launch by Zara.

 To understand the challenges faced by Zara during the product launch in London fashion
week.
 To recommend the strategies and activities that will drive the company towards
successful product launch.
Research Questions:
 What are the current demand and sales of Zara products across the world?
 What are the possible outcomes for success of this product launch?
 What will be the challenges to be faced by Zara during this product launch?
 What strategic measures will Zara undertake to deal and overcome the challenges in this
product launch?
P2 Project Management Plan
Project management plan consists of all the planning activities that are vital for the
successful completion for the research project. The following are the important elements of
project management plan-
Cost:
Cost is the most important element while planning of the activities as without cost
calculation and budget the activities cannot be planned as there will be no proper allocation of
financial resources to all the elements. The researcher has incurred and considered the cost of
each and every element of this project. The overall cost for this research project is Great British
Pound 9000. On the other hand the overall cost for launching Summer Shoes by Zara is Great
British Pound 75000.
Time:
Time is another important factor to be considered during this research. The researcher has
planned all the activities as per the time schedule and allocated specific time limit and deadline
for every activity to avoid any delays(Thamirand Poulis, 2015). Time management will be very
much useful to complete this research and understand its outcomes. Scheduling the activities on

time will enable the researcher to complete this project systematically. On the flip side, Time for
developing the design and placing it in London Fashion Week will require 45 days for Zara to
make it ready to display.
Resources:
In order to initiate the successful completion of the research, the researcher must arrange
the availability of the required resources in this project . The shortage of the resources can cause
delays and will not let to arrive at outcomes and hence the researcher must consider the
availability of the resources required in this project. The required basic resources will be
Laptops, computers, Internet connection, office stationery materials etc. for conducting this
research. On the other side Zara will require capital resources, raw materials, production
technology and all other resources for manufacturing the new product- Summer Shoes.
Communications:
Communication is required for performing the activities of the research. Communication
involves sending messages, emails to different stakeholders of this project and to collect
information from them that will be useful for the researcher in this project. Different
communication tools such as emails, messages, fax, telephones etc. will be utilized during this
research. Communication will initiate clarity in understanding the process as well as outcomes of
this research(Polonsky and Waller, 2018).
Risk:
There will be number of risk involved in this project and their occurrence may cause in
delay of results and complications while performing the activities effectively. It may result in
consequences such as loss of money, time, data etc. Hence, it makes the researcher to focus on
calculating the risk probability and frame some post risk and pre risk measures to avoid problems
from it. Researcher must prepare for several risks such as physical injury, data loss, data
manipulation and other types of physical consequences(Pramanik, 2019).

P3 Time Scale, Gantt chart
Time scale
Task
Name Duration Start Finish Predecessors Cost (in GBP)
Generatio
n of new
idea
3 days Mon
7/8/19 Wed 7/10/19 1,200.00
Screening
of
generated
4 days Thu
7/11/19 Tue 7/16/19 1 1,400.00
marketabi
lity test 7 days Wed
7/17/19 Thu 7/25/19 1,2 2,000.00
Determin
ation of
need of
customer
s
10 days Wed
7/17/19 Tue 7/30/19 2 1,000.00
Analysis
of latest
technolog
y
10 days Fri
7/26/19 Thu 8/8/19 3 1,500.00
Product
developm
ent
8 days Wed
7/31/19 Fri 8/9/19 2,4 3,000.00
Completi
on of
project
3 days Mon
8/12/19 Wed 8/14/19 5,6 2,000.00
Gantt chart

Network diagram
Work break down chart

LO 2
P4 Research Methodology
Research Methods:
Research methods are the different techniques being used for conducting research. There
are two types of research methods- Quantitative method and Quantitative method. Quantitative
methods include numbers, facts, figures and data related to a particular topic and involve
evaluation of the research outcomes on the basis of these numerical components. Qualitative
research method involves components such as consumer perception, feeling, behaviour, choices

etc. that cannot be measured in rational numbers and can be calculated on the majority of
opinions from the people(Tidd and Bessant, 2018).
The researcher has used qualitative research method for conducting this research as it
well provide thorough understanding for the outcomes in this product launch.
Research approach:
Research approach is as set of assumptions and steps that are already planned in relation
the collection, analysis and interpretation of the data. There are two types of approach as such-
Deductive approach and Inductive approach. Deductive approach is the method that frames a
hypothesis on the existing concept and prepares the strategies based on it. Inductive research
approach is the one that prepares a new theory and concept from the data collected(Patanakuland
et.al., 2016).
This research project will follow Inductive research approach which will help the
researcher to prepare the outcomes from the data collected and lead towards successful
completion of this project.
Sampling:
Sampling is a method of data collection in research that includes selection of few
elements from wide range of population and these elements are known as samples(Bresler and
Stake, 2017). These samples represents the entire population or data. There are two types of
Sampling methods- Probabilistic Sampling and Non probabilistic sampling. Probabilistic
sampling includes selection of sample by calculating the probability for it. Non probabilistic
sampling includes the sample selection on judgemental basis of the researcher.
This research project will include the use of non probabilistic sampling method as it will
be relevant in cost and time for the researcher. The data will be collected from 20 senior
managers of Zara Plc to undergo the research activities and find out the outcomes of this project.
Data Collection:

Data collection refers to the gathering the information from various sources in order to
fulfil the research requirements and accomplish its activities for calculation of results from it. It
involves collecting data, arranging them in systematic order and analysing it for the outcomes.
There are two types of data as such- Primary data and Secondary data. Primary data is the raw
and directly collected information from any source through activities such as questionnaire,
interviews and opinion from an individual. Secondary data is the collection of data from books,
magazines, annual reports etc. which is already collected and made available(Archibald and
Archibald, 2016).
This research project is based on the primary data sources that will include questionnaire
form of data being collected from 20 senior managers of Zara. Direct data collection will help
the researcher to clear his doubts and collect justification for every answer easily.
Data Analysis:
Data analysis refers to the evaluation of data on the basis of logical and analytical
methods for arriving at a particular solution and to interpret the results. The data collected form
different sources are been classified and analysed in order to calculate the outcomes from it.
Quantitative data analysis and qualitative data analysis are the two type of data analysis.
Quantitative data involves numbers, facts and numerical data(Alvesson and Sköldberg, 2017).
Qualitative data includes characteristics, behaviour, perception and mindset of people towards a
particular topic.
This research project is based in qualitative data analysis.
LO 3
P5 Data Analysis and Interpretation
Theme 1: Most of the managers were aware of the current demand and sales revenue
related to Zara products.

Options Frequency
Yes 10
No 5
May Be 5
Interpretation: The above questionnaire carried from 20 managers of Zara and the outcomes
obtained is that 10 managers were aware for the current demand and sales revenue of Zara
products as they were a part of marketing department and mainly working in framing different
strategies for the company by observing the sales of the products. Remaining were partly aware
for it as they were been located in different departments such as operations, warehouse etc.
Yes No May Be
0
1
2
3
4
5
6
7
8
9
10
Frequency

Theme 2: Globalization is a main reason behind increasing competition and demand
fluctuations in products for Zara
Options Frequency
Globalization 12
Advance Technology 2
Effective marketing strategies by competitors. 8
Interpretation: The above questionnaire carried from 20 managers of Zara and the outcomes
obtained is that 12 managers stated that globalization was mainly responsible for increasing
Globalization
Advance Technology
Effective marketing strategies by competitors.
0 2 4 6 8 10 12
Frequency

competition for Zara and decline in demand for its products. They justified their answer by
stating that globalization has led to the entry of various other brands across the world in the
international markets and which leads to the rise of substitute products which creates high
competition and several options for the customers to choose. Other 8 managers opted towards
effective marketing strategies by competitors as they felt the competitors had huge spending in
the advertisements and their brand promotion which influenced the customers to switch their
brand and thus resulted in fall of demand for Zara products.
Theme 3: Women group of customers will pose greater demand for this new product-
Summer Shoes by Zara.
Options Frequency
Men 1
Women 15
All of them (Men, women and kids) 4

Interpretation: The above questionnaire carried from 20 managers of Zara and the outcomes
obtained is that 15 managers suggested that women will demand more for this newly launched
summer shoes by Zara. They justified this answer by adding that Women across the world are
more concerned regarding the fashion elements and trendy accessories such as footwear and
other items, and they have habit of going along with the latest trend in the market and hence they
will be highly demanding this new product of Zara. Remaining voted for all the above options as
Zara is a family friendly brand as is known for trendy fashion for all age grooups and this made
the manager suggest towards all the option.
Theme 4: Most of the managers suggested that Launching summer shoes in London
fashion week will be beneficial for Promoting the company brand for Zara.
Men
Women
All of them (Men, women and
kids)

Options Frequency
Attracting Investors. 4
Promoting the company brand. 6
All the above 10
Interpretation: The above questionnaire carried from 20 managers of Zara and the outcomes
obtained is that 10 managers suggested that all the above option as benefits for Zara in launching
the product in London fashion week. They justified by stating that London fashion week is an
important platform to display the product design and newly invented product so that the
company may get an idea regarding the outcomes for its innovation and additionally the brand is
Attracting Investors.
Promoting the company brand.
All the above
0
1
2
3
4
5
6
7
8
9
10
Frequency

automatically promoted in the eyes of visitors as well as for the investors which makes the
company to launch the product in this occasion. Remaining managers opted for brand promotion
as Zara is not concerned with the advertisements and follow the concept of press shy and this
platform of London Fashion Week would support its concept and also promote the new product.
Theme 5: Maximum managers suggested that All the above options will serve as positive
outcome for this product launch by Zara.
Options Frequency
High revenue generation 2
Customer enlargement 4
All the above 14
High revenue generation
Customer enlargement
All the above
0 2 4 6 8 10 12 14
Frequency

Interpretation: The above questionnaire carried from 20 managers of Zara and the outcomes
obtained is that 14 managers suggested all the above options that included Customer enlargement
and high revenue generation as the main benefits and positive outcomes from this product
launch. They justified it by stating that the new product will grab the attention of the existing as
well as new customers and this in turn will make them try for the product, resulting into revenue
generation for Zara on customers purchasing the summer shoes. This made them choose the third
option. Remaining managers went for the remaining two options individually as they were
supporting the benefits and their perspective towards the single option.
Theme 6: Maximum managers stated that Zara should invest and focus on Marketing and
Advertisement activities for the successful product launch.
Options Frequency
Operations 2
Marketing and Advertisement 17
Both 1

Interpretation: The above questionnaire carried from 20 managers of Zara and the outcomes
obtained is that 17 managers suggested that Zara must invest more in advertisement and
marketing activities for the success of the product launch. Marketing and advertisement activities
will promote the product and grab the attention of customers which will influence them to buy it
and this reason made them to choose this option for the question. Remaining managers went for
operations management as they were concerned about company's investment in the best quality
of this new product could influence the customer to buy it and hence they choose this option for
their answer.
Theme 7: Competition from other big brands will be the greatest challenge for Zara during
this product launch in the market.
Options Frequency
Operations
Marketing and Advertisement
Both

Capital Investment 3
Competition from other brands. 16
Consumer preferences 1
Interpretation: The above questionnaire carried from 20 managers of Zara and the outcomes
obtained is that the 16 managers suggested that competition from other brands will be the biggest
challenge for Zara in successfully launching this Summer shoes in market. They justified it by
saying that there are number of top brands in shoe industry such as Nike, Adidas, Puma and
these brand have variety of shoe products and a huge customer base and this will create difficulty
for the Zara's new product to survive in the market. Remaining opted towards high capital
Capital Investment
Competition from other brands.
Consumer preferences
0
2
4
6
8
10
12
14
16
Frequency

investment option as the company has to invest more resources for launching this new product
that will include- investment in manufacturing, marketing expenses etc.
Theme 8: Maximum managers suggested that Zara should change its concept of digital
marketing and store opening, and opt towards celebrity endorsement and television
advertisement activities as an effective strategy implementation for the success of the
product launch.
Interpretation: The above questionnaire carried from 20 managers of Zara and the outcomes
obtained is that most of the managers suggested their opinion regarding the old concept of Zara
that includes no television ads and other marketing activities for its products. The mangers stated
that the competitors mainly acquire the market through their different advertisement and
marketing campaigns which influences the customer to purchase their products. They stated that
Zara should also opt towards the Celebrity endorsement, television ads and other marketing
activities which will make the new product more popular and leading to its successful launch in
the market.
P6 Recommendations
The above study has been analysed that the outcome, possibilities and challenges which
has been faced by ZARA at the time of launching the product SUMMER SHOES in London
Fashion week which leads to the effective strategies which has been made for understanding the
sales and demand of the market and it is also necessary to understand the taste and preference of
the customers. There are some recommendation which has been given for the initiate of the
organization.
It is necessary to make a session of training for the employees to understand the process
of manufacturing the product and also improves the skills and capabilities of making the
products and easily understand the things easily. It is easy for Zara because from giving training
employees thinking out of the box which gives ideas for creating new things.

It is a challenging and opportunity for Zara to launch the new product which brings so
many changes for employees and organization as well. It has been recommended that it is
necessary that employees properly collaborate in this activities of launching the SUMMER
SHOE and also give them opportunity for analysing the preference towards the product.
This report will recommend that there are so many challenges and opportunities has been
faced by the company for launching the products and services. It needs effective strategies so it
is necessary that employees will take the participation for launching the product and make it
effective in their own ways.
It will recommend that there are so many strategies that has been used by the
organisation where employees and management has to properly focused on the production and
methods which has been used for the product. Leaders and mangers has to properly gives
direction and guidance to the employees. Management has to give the opportunity to the
employees for taking pre-orders of the product through advertising.
LO 4
P7 Reflection
I have learned so many things that how to determine the possibilities, outcomes and
challenges faced by organization during the launch of the new product and for this research I
have formulated the Aims and objectives for conducting this research and then I have learned to
make the research question which is very effective for conducting this research. I have improved
my knowledge by conducting this research it helps in my academic and corporate filed in the
future. From making the research question it helps in improving my communication skills and
better understanding with others.
After moving to the next step I have learned to make project management plan in which I
prepare the budget according the cost of the organization then I have learned to plan according to
the availability of the resources in the organization and also understand reducing the risk. Then I
come to the next step of conducting this research is research methodology where I have done the

qualitative and quantitative research for analysing the outcomes from launching this product. The
outcome of this researches make me clear that it positively affect the organization that launching
the SUMMER SHOES increases the revenue and sales of the company.
I have learned the research design, research philosophy, sampling and data collection for
conducting this research than I come to the next step where I make data analysis through
sampling that collected through different participants. It has been a pleasure to prepare this
research project report which enhanced my knowledge and academic skills.
CONCLUSION
From the above research project it is summarized regarding the current conditions and
trends that are being observed by the organization in relation with the Globalization factor. The
report shows the various challenges and issues that are being faced by the company during the
new product launch in the market. The report also stated the benefits, positive outcomes and
other benefits from the new product launch and also included the effective measures and
strategies that can make the product launch successful. The research report included all the
mandatory activities that are needed for a conducting the research over a topic including- Time
scale and scheduling of the activities, Gantt char and other elements related to the research
components. The outcomes evaluated and calculated were turned out to be positive and leading
to the maximum probability for success of the new product launch by the organization.

REFERENCES
Books and Journals
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research. Sage.Cengage AU.
Archibald, R. D. and Archibald, S., 2016. Leading and Managing Innovation: What Every
Executive Team Must Know about Project, Program, and Portfolio Management.
Auerbach Publications.Hillson, D., 2017. Managing risk in projects. Routledge.
Bresler, L. and Stake, R.E., 2017. Qualitative research methodology in music education.
In Critical Essays in Music Education (pp. 113-128). Routledge.Nohria, N., 2017. Fast
forward: The best ideas on managing business change. Business Review. 9. p.10.
Patanakul, P. and et.al., 2016. What impacts the performance of large-scale government
projects?. International Journal of Project Management. 34(3). pp.452-466.
Polonsky, M. J. and Waller, D. S., 2018. Designing and managing a research project: A business
student's guide. Sage publications.
Pramanik, D., Mondal, S. C. and Haldar, A., 2019. A framework for managing uncertainty in
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APPENDIX
Questionnaire
QUESTIONNAIRE
Name of Organization: Zara Plc
Designation of Respondents: Senior Managers
Name of Respondents;
Age:
Gender:
1. Are you aware of the current sales revenue and consumer demand for Zara products ?
 Yes
 No
 May Be
2. What is a reason behind increasing competition and demand fluctuations in products for
Zara?
 Globalization
 Advance Technology
 Effective marketing strategies by competitors.
3. As per your opinion, which variety of customer group will demand more for this newly
launched summer shoes by Zara ?
 Men
 Women
 All of them (Men, women and kids)
4. Launching summer shoes in London fashion week will be beneficial for Zara in?
 Attracting Investors.
 Promoting the company brand.

 All the above
5. What will be the positive outcome for this product launch?
 High revenue generation
 Customer enlargement
 All the above
6. Where should Zara invest and focus on, for this product launch?
 Operations
 Marketing and promotion.
 Both
7. What are the challenges that will be faced by Zara during this product launch?
 Capital Investment
 Competition from other big brands.
 Consumer preferences
 All the above.
8. What will be your opinion regarding the strategic measures that Zara should undertake for
the successful launch of this product?

Log Book

Performance Review.