Managing a Successful Business Project Assignment | Zara

Managing a Successful
Business Project

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
a) Aims and objectives of the project.....................................................................................3
b) An appropriate project management plan to meet objectives and time frames.................4
c) Analysis of Work breakdown structure and Gantt chart to generate knowledge .............6
d) Small scale research by applying qualitative and quantitative research methods..............8
e). appropriate manner for the intended audience................................................................11
f) Appropriate recommendations as a result of research and data analysis..........................18
g) The value of undertaking the research to meet stated objectives ....................................19
CONCLUSIONS ...........................................................................................................................19
REFERENCES..............................................................................................................................21

INTRODUCTION
New product development is a process of taking a product or service from conception to
market. It can be a process of bringing a new product to the market place. Management includes
the activities of setting the strategy of an organisation and coordinating the efforts of its
employees to accomplish its objectives through the application of available resources such as
financial, natural, technological and human resources. Managing a successful business project is
the main objective for obtain the desired outcome from the project (Drucker, 2012). A project
involves various resources and its failure that affect the functioning of the business. So it is the
responsibility of the manger to effectively conduct the project. This assignment based on Zara
SA, it is a Spanish fast fashion company and founded in 1975 by Amancio Ortega and Rosalia
Mera. This company stores men's and women's clothing and accessories and operate its business
internationally. The present report discusses about a new products i.e. summer shoe which is
launched by the company during London fashion week that will be organised on the 16th -20th
February 2019. The company establish aims and objectives, produce a plan, conduct research to
generate knowledge and do analysis for the project.
MAIN BODY
a) Aims and objectives of the project
Project Background
Zara is a Spanish fashion company which manufacture various clothing products such as
men's and women's clothes, accessories and others. This company was founded in 1975 by
Amanico Ortega and Rosalia Mera and the headquarters of of this company is in Arteixo, in the
north of Spain. This fashion company owns brands such as Massimo Dutti, Pull&Bear, Bershka,
Stradivarius, Oysho, Zara Home and Uterque. Zara sells its products to various small brands and
retailers. Now this company going to manufacture a brand-new summer shoe to compete with
the big name brands and launch event to sell the product to major industry representatives during
London fashion week which is going to organised on the 16th -20th February 2019 (Doherty,
Ashurst and Peppard, 2012).
Aims and objectives of the company

TITLE: To examine marketing strategies for Brand new summer shoes at London Fashion
Week to compete with international brands. A case study on ZARA.
Aim: To examine marketing strategies for Brand new summer shoes at London Fashion Week to
compete with international brands. A case study on ZARA.
Objectives
 To understand the concept of new product development.
 To examine the impact of introduce a new product on sales and profitability of a
company.
 To identify the relationship between new product development and growth of business.
b) An appropriate project management plan to meet objectives and time frames
A project management plan is a formal document that helps outline all the components
which involve in a project such as goals, cost, scope, stakeholders. It is a documentation plan
which defines all the activities that are needed to be executed to achieve desired aims and
objectives of the company (Goksoy, Ozsoy and Vayvay, 2012). There are some steps of this plan
like; cost, scope, time, quality, communication, risk and resources. Zara can also make a project
plan for its new product new summer shoe and following these factors in its manufacturing
products.
Cost- It is an important part to start and operate any businesses and it is the monetary
value that a company has spent in order to produce a product. It is the important and essential
part of the business because without it no business can run and a company can not operate its
business. In the project of Zara, it shows that how much finance is allocated to complete the
project and company can make budget for its project. For example Zara is going to manufacture
a product of new-summer shoe and it is important for the company to establish the expenses such
as premises leasing cost, machinery, maintenance, etc. for each milestone which are needed to
manufacture the product. The project management department of company has make budget
£38000. Researcher require 350 pounds in order to complete the research.
Scope- It is related to the market when a company launched its new product, the scale of
business operations which is results achieve strong sustainability in market. In Zara, there are
large and much scope for its project where it can sale its product and promote it (Crane, A. and
Matten, 2016). The company can sale its product in other countries where it is not operate its
business. Other scope can be increase sales and customers and generate profit. According the

researcher, there are large and broad scope for them to collect information such as London
market, by various websites, social media and other modes.
Time- It is an measurable period during which an action, process or can be a period in
which any action and work occurred. If an organisation have sufficient time it can manufacture a
quality product to achieve competitive edge in competitive market (Shuen, 2018). In Zara, time
is an important factor for manufacturing a brand new summer shoe which is going to launch
during London fashion week 16th-20th February 2019. For the success in the market and increase
customers of this product will takes approx 5 months . On the other hand, researcher can do
research in 2-3 months for collecting data to doing research.
Quality- It is related to the raw material which is used by the organisation when it do
production of a product. In competitive market to achieve success and establish a brand image it
is an important factor. The company should focus on the quality so that they can provide
satisfaction to its customer and earn money or increase profit because present time customer are
ready to for good quality product. Zara also can make its product quality good by using better
quality raw material such as by using good quality leather, rubber, supported heel, adjustable
strap and others which provide comfort to its target customers. But identified its customers and
their needs, project manager of the company will organise research through researcher. For
finding appropriate information the researcher use good and better quality modes or methods
such as qualitative research in which primary source can be used by him. With the help of
making questionnaire, doing surveys and others, he can collect correct data and information.

Communication-It is a process by which information is exchanged between individuals
through a common system and mode. It is an important factor because with the help of it an
organisation can communicate with its staff and can motivate and confident them when they are
feeling demotivation in their work. In Zara, during the time of project, there are need to better
communication structure because if all workers and employees are connected with each other,
they can transfer their information an ideas with each other. For this, company can use various
communication channels and modes such as Email, message, phone calls and others. With help
of these mode, it can solve problem and get feedbacks for its new product. Researcher can also
use many communication channel such as social media, email, online questionnaire and get
correct and transparent or appropriate information for their research (Ramadani, Gërguri and
Tašaminova, 2013).
Risk- It implies future uncertainty and it can be a possibility of losing something which
have some value. In Zara, the project which it going to launch in London fashion week will be
successful in the future be4cause there care such risk like lack of customers, change in customers
needs, lack of communication and promotional channels etc. In context of researcher, it can be
lack of funds and time, modes or equipments. These all factors will be create barriers to
researcher in gathering correct an valid information (Forsgren, and Johanson, 2014).
Resources- It can be an economic an productive factor that required to accomplish an
activity and undertake an organisation to its desired goals. Resources the important element for
the business of a company because they help it in manufacturing products. There are various
resource which are beneficial for the company such as money, labour, equipments and others. In
Zara, for manufacturing its new product,resources can be raw material, funds, labour,
communication and promotional channels etc. For a researcher to collect information resources
can be fund, various modes where he collect information such as questionnaire, survey and
others.
c) Analysis of Work breakdown structure and Gantt chart to generate knowledge
Work Breakdown structure- It is a key project deliverable that organizes the team's
w9ork into manageable sections. It is a hierarchical tree structure that outlines the project and
breaks it down in to smaller and more manageable portions. It is an important structure because
it is helpful for achieving the desired goals of the company which managing in the teams and the
smaller sections. This structure is beneficial to defining and organising the project work,

identifying potential risks in project and help in tracking to identifying project cost performance
and issues or problems. The main purpose of it is to reduce complicated activities from to a task
so that it can be measurable and inde0pendent with clear defined limits. There are various
elements like product, workforce, service and others, they are also helpful for maintain a correct
structure for estimating the funds of the project and products.
Gantt Chart- It is horizontal bar chart to develop for production control and developed by
Henry L. Gantt in 1917. Gantt chart provide graphical illustration of a schedule that help a
company to plan, coordinate and track specific tasks in a project (Serra and Kunc, 2015). It
contains some features such as start and end dates for project or tasks, milestones, dependencies
between project and person assigned ton each task. This chart basically used in project
management to manage the various factors an elements of the project and task. In this chart the
work of the project divided on the basis of the day and according the given period of time. It is
important because it provide clarity, make communication easy, provide motivation and control
the activities for completing the project efficiency (Dutta and Bose, 2015).

d) Small scale research by applying qualitative and quantitative research methods
Research is the process of solving problems and finding facts in an organised manner and
it can be a process of gathering information by doing study about a specific topic. Research

methodology is the study that how research is to be carried out. It can be a systematic way to
collect information and data by using various modes and tools for the purpose of making
business decision. There are two types of research methods which bare used by researcher to find
out and collect correct and appropriate data. They are as following:
Quantitative research- This research method is totally based on numerical data and
defined as the systematic investigation by gathering statistical or mathematical data and
computational techniques. In this method the researcher use sampling methods such as online
surveys, online pools, questionnaires and others.
Qualitative research- This research method totally based on theoretical data and it is
used for collecting reasons, opinions and motivations. In this researcher collect data and
information through interviews, group discussion, observation and others.
Types of data collection
There are two types of data collection such as :
Primary- It is an original data source where the data are collected first-hand by the
researcher for a specific research of a project. When the data are collected by the researcher for
the first time and if pure data is needed, this method is used by the project manger of the
company. There are various way with the help of them, they collect pure information such as
Questionnaires, interviews, observation, group discussion etc. In the current research of Zara,
both primary data collection method is used by the researcher for collecting information and data
(Keil, Lee and Deng, 2013).
Secondary- It comes from a resource other than the researcher and it is a method where
data is already collected by someone and used by the researcher. In this method data has been
already published in books & journals, newspaper, magazines, online portals, social media and
others (Lin and Chen, 2012).
Sampling- It is process that is used by the company in statistical analysis in which a
predetermined number of observation are taken from a large population. There are two method
of sampling such as probability and non probability. In the present research, the researcher
followed probability method. 30 respondents views and opinions are related with the topic of
research. These respondents can be customers, suppliers, employees and members of community
(Gido, Clements and Clements, 2014).

Questionnaire
Name:
Age:
Gender:
1) Do you have knowledge about the concept new product development?
a. Yes
b. No
2) Are you familiar with the Zara and its products?
a. Yes
b. No
3) Which are the essential resources required by ZARA in developing new product
“Summer shoe”?
a. Technologies
b. Manpower
c. Funds
4) What are the main factors which influence customers to buy the footwear of another
brand?
a) Quality
b) Price
c) Innovation
5) Do marketing strategies of ZARA influence consumers to buy new Summer Shoe?
a) Yes
b) No
6) What are the benefits which ZARA get in launching “Summer Shoe” as new product?
a) Increased sales & revenue
b) Gaining competitive advantages
7) What are the factors affecting new product development process?
a. Organisational structure and culture
b. Industrial conflict
c. Underfunding
d. Leadership

8) Who are the target consumer for new product “Summer Shoe” of Zara?
a. Male
b. Female
9) What factors are necessary for Zara to take care before launching new product into the
market?
a. Pricing regulation
b. Taste and preferences
c. Ensuring higher quality
10) Any recommendation wants to suggest
e). appropriate manner for the intended audience
Data analysis
It is process of extracting information from data. It is the process of inspecting, cleansing,
transforming and modelling data with the goal of searching useful information, informing
conclusions and supporting decision making. The researcher use thematic
interpretation research analysis.
Theme 1
1) Have you knowledge about the concept of new product
development?
Frequency
a. Yes 17
b. No 13

Interpretation- As per above graph, it is clear that out of 30 respondents, 17 have knowledge
about new product development, while remaining 13 does not have. So it reflects that majority of
population are informed about it.
Theme 2
2) Are you familiar with the Zara and its products? Frequency
a. Yes 20
b. No 10
a. Yes b. No
0
2
4
6
8
10
12
14
16
18
17
13
Frequency

Interpretation- As per above graph, among 30 respondents, 20 are familiar with the products of
Zara because if the good quality of the product and good promotional channels and other
remaining 10 are not aware with its products. So the majority of population are aware with it and
the products are known by them.
Theme 3
3) Which are the essential resources required in developing new
product?
Frequency
a. Technologies 8
b. Manpower 10
c. Funds 12
a. Yes b. No
0
2
4
6
8
10
12
14
16
18
20
20
10
Frequency

Interpretation- As per above graph, among 30 respondents, 12 are agree with the funds that it is
the essential and important resource which is required to develop new product. While other
remaining 10 are agree with manpower and 8 agree with technology that it is important.
Theme 4
4) What are the main factors which influence customers to buy
the footwear of another brand?
Frequency
a. Quality 13
b. Price 10
a. Technologies b. Manpower c. Funds
0
2
4
6
8
10
12
8
10
12
Frequency

c. Innovation 7
Interpretation- As per above graph, Among 30 respondents, 13 are responded that cause of
quality, the customer switch to buy the footwear of another brand while other remaining 10 are
agree with price and 7 agree with innovation that cause of these the consumer switch to another
brand.
Theme 5
5) Do marketing strategies of ZARA influence consumers to buy
new Summer Shoe?
Frequency
a. Quality b. Price c. Innovation
0
2
4
6
8
10
12
14 13
10
7
Frequency

a. Yes 16
b. No 14
Interpretation- As per above graph, in 30 respondents, 16 are agree that the consumer bought
any footwear influenced by any ways of marketing strategies or branding programs but
remaining 14 are not agree with it.
Theme 6
6) What are the benefits which ZARA get in launching
“Summer Shoe” as new product?
Frequency
a. Increased sales & revenue 17
b. Gaining competitive advantages 13
a. Yes b. No
13
13.5
14
14.5
15
15.5
16
16
14
Frequency

Interpretation- As per above graph, among 30 respondents, 17 are agree that Zara take
advantages of increased sales and revenue in launching “Summer Shoe” as new product. While
other remaining 13 are agree with gaining competitive advantages.
a. Increased sales & revenue
b. Gaining competitive advantages
0
2
4
6
8
10
12
14
16
18 17
13
Frequency

Theme 7
7) What are the factors affecting new product development
process?
Frequency
a. Organisational structure and culture 7
b. Industrial conflict 8
c. Underfunding 9
d. Leadership 6
Interpretation- As per above graph, among 30 respondents, 7 are in favour of organisational
structure and culture that this factor affect new product development process while other 8 are
agree with industrial conflicts, 9 are agree with underfunding and 6 are agree with leadership.
Theme 8
8) Who are the target consumer for new product “Summer Shoe”
of Zara?
Frequency
a. Male 15
b. Female 15
a. Organisational structure and culture
b. Industrial conflict
c. Underfunding
d. Leadership
0
1
2
3
4
5
6
7
8
9
7
8
9
6
Frequency

Interpretation- As per above graph, among 30 respondents, 15 respondents are agree with male
that they targeted consumer for company's new product while other remaining 15 are agree with
female.
Theme 9
9) What factors are necessary for Zara to take care before
launching new product into the market?
Frequency
a. Pricing regulation 10
b. Taste and preferences 10
c. Ensuring higher quality 10
a. Male b. Female
0
2
4
6
8
10
12
14
16 15 15
Frequency

Interpretation- As per above graph, among 30 respondents, 10 are agree that Zara should focus
on pricing regulation before launching new product into the market while other, 10 are agree
with taste & preference and 10 are agree with ensuring higher quality.
f) Appropriate recommendations as a result of research and data analysis
With the help of that information which is collected through research, it has been
recommanded to Zara that the management department of the company should follow its
decision related to launching of its new summer shoe product in London Fashion week where
large number of representatives of established brand company came to attend. It generates
various opportunities for the company to deal with different organisation at a time and influences
their behaviour for purchasing the products for further selling (Parker, Ribeiro and Pathak,
2013). For increasing the sales of the product, the company should focus on the product quality
and raw material which it use in its products. It should also focus on making effective strategic
and techniques related to the price and promotion of the product. It should not focus on lower
pricing strategies because for good quality products, consumer are always ready to pay. The
company should also make strategic plans for facing various challenges such as breaking out the
marginal mind set, devising strategies and learning etc. when it deals with multinational brand
a. Pricing regulation
b. Taste and preferences
c. Ensuring higher quality
0
1
2
3
4
5
6
7
8
9
10
10 10 10
Frequency

and international market. The company should also focus on the taste and preference of the
consumer and manufacture products according their needs or desires which can provide
satisfaction to them and price are affordable and reachable. If the company focus on all these
factors and elements, it can increase its products sales and consumer or enhance the productivity
and increase profit (Thamhain, 2013).
g) The value of undertaking the research to meet stated objectives
a)
This report is totally focus on the impact of new product development when it competing
with multinational brand. During carrying out effective research, I faced various challenges and
issues related with funds, resources and time which are less. Due to lack of coordination with the
team member I face various conflict and hurdles when working in a team for a group work. Lack
of time, I use secondary source for collecting data which is more time consuming and more cost
are invested in gathering it. I also faced various problems, when I collect data through
questionnaires, related to communication. The people belong from various community, culture
and background so I faced the language problem when I communicate them for their views. This
motivated me to learn and have knowledge about various language which can be beneficial for
me on personal and professional level. By doing all these process, I concluded that company can
achieve its targets and increase its sales if it can use good quality product material and make
product according their needs or taste an preference. Using making good pricing strategies the
company can increase its consumers for its new product (Drucker, 2012).
b)
Skills How to develop skills Why it will be useful
Communication By attending conference,
seminars and by watching
online lectures of experts.
It is useful in conducting
future research.
Leadership By Attending motivational and
training sessions.
To useful in doing future
research and get motivation
when feeling demotivate.
Time management By preparing a proper
schedule and set target for the
Useful in future research for

work. completing it on time.
Project Logbook
Name:
Project title: “To examine marketing strategies for Brand new summer shoes at London Fashion
Week to compete with international brands. A case study on ZARA.”
Date:
Update on weekly research/tasks achieved
Points to consider:
What have you completed?
I executed the research study for the designing as well as marketing of the recently developed summer
shoes in the London fashion week.
Did you fulfil task requirements?
Yes, I fulfilled task requirements.
Are you on track and within deadlines set?
Yes, I completed my work in given time period.
Did you need to make any changes to your project management plan?
No
Any risks and/or issues identified?
Related to time and cost
Points to consider:
Did you identify risks/issues with a lack of skills required for undertaking research/tasks?
Yes, I find the problem of weak management.
Did you identify any additional risks/issues that have an impact on the project management
plan?
Yes, the issue of communication have an impact on the project management plan.

Problems encountered
Related to time
Points to consider:
What barriers did you face?
I faced issues related to communication with the respondents cause of different culture and
background.
How did you overcome them?
I used various different communication channels which help me to overcome that barriers.
New ideas and change of project direction
Advance technologies and new ways of doing work can change of project direction.
What have I learnt about myself this week?
Points to consider:
How did I feel when I had to deal with tasks/problems? Did I find it useful to complete the
tasks?
I decided to take classes related to the management because my management skills are not good.
How well have I performed? What did I contribute? What can I improve on next week?
I have tried to deliver my best performance but due to difficulties like, communication gap and
time mismatchment so I faced some issues. I have given my best performance in this research. I
can enhance my time managing skills and interaction capabilities.
How might this learning apply in the future?
Good communication skill and time management skill help me in dealing with future issues and
help in achieving better results.

Tasks planned for next week
Points to consider:
Which tasks are priority?
Data analysis is an important task which will help me finding out valid result and conclusion for
the research.
Have you set aside sufficient time for completion?
Yes
Project plan status to date (on, ahead, behind)
Supervisor comments to address
Week Date Update on weekly research
1 & 2 14/1/2019 to 28/1/2019 The concept of the new
summer shoes was discussed
for the purpose of marketing
and introducing them at
London fashion week. With the
help of brainstorming and
views of staff members, this
idea was rendered.
3 28/1/2019 to 25/2/2019 These ideas and concepts were
generated after acknowledging
the opinions of the customers
along with determining their
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durability and comfortableness.
4 & 5 05/02/19 to 27/2/2019 During this time, testing of
these newly introduced shoes
began so that their errors and
flaws can be acknowledged.
This testing phase helps the
manager in determining where
the targeted customers are
liking the product or not.
5 05/2/2019 to 28/3/2019 In these weeks, various
changes are carried out within
the new introduced shoes.
These shoes are represented in-
front of board of directors.
After that feature and design of
the new product are reviewed
by the directors.
6 & 7 03/2/19 to 29/3/2019 In these weeks, the director
gave their approval for the
product. The new product is
promoted by the manager of
company so that large number
of people can familiar and get
knowledge about them and
expected sales can be achieved.
CONCLUSIONS
It can be concluded from the above project report that new product i.e. new summer shoe
which is launched by Zara in London fashion week that is organised on 16th-20th February may
get success by Zara according to the results received from the research.. In this event various
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famous brand are come to participate and its cause of globalization. Globalization create a
positive impact on the business of this new product and provide various opportunities for the
business of new shoe product. The company set some aims and objectives for this product that
are explained in the report. A project management plan is also explained with its various steps
such as cost, scope, time, quality, communication, risk and resources which are beneficial for the
new product summer shoe of Zara. The evolution of this management plan are defined by
applying appropriate methodologies of research such as qualitative and quantitative research
method. For analysing the progress an growth of the product, work breakdown structure and
Gantt chart are also mentioned in the report. Reflect on the project outcomes, the decision
making process and changes or developments of the project are described in the assignment. .
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REFERENCES
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Online
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<https://www.edx.org/course/subject/dataanalysis-statistics>.
Work Breakdown Structure. 2018. [Online]. Available Through:
<https://www.workbreakdownstructure.com/>.
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