Marketing Adidas Summer Shoes at London Fashion Week: Project Report

Desklib provides past papers and solved assignments for students. This project details the marketing of Adidas summer shoes at London Fashion Week.

Table of Contents
Introduction..................................................................................................................................3
LO1 Establish project aims, objectives and timeframes based on the chosen theme......................4
P1 Devise project aims and objectives for a chosen scenario.....................................................4
P2 Produce a project management plan with the aspects of cost, scope, time, quality,
communication, risk and resources..............................................................................................5
P3: Produce a work breakdown structure and a Gantt chart to provide timeframes and stages
for completion..............................................................................................................................7
M1 Produce a comprehensive project management plan, milestone schedule and project
schedule for monitoring and completing the aims and objectives of the project........................8
D1: Critically evaluate the project management process and appropriate research methodologies
applied..............................................................................................................................................9
LO2 Conduct small-scale research, information gathering and data collection, generating
knowledge to support the project...................................................................................................10
P4 Carry out small-scale research by applying qualitative and quantitative research methods
appropriate for meeting project aims and objectives.................................................................10
M2 Evaluate the accuracy and reliability of different research methods applied......................13
D1 Critically evaluate the project management process and appropriate research
methodologies applied...............................................................................................................14
LO3 Present the project an communicate appropriate recommendations based on meaningful
conclusions drawn from the evidence findings and analysis.........................................................15
P6 Communicate appropriate recommendations as a result of research and data analysis to
draw valid and meaningful conclusions....................................................................................21
1

M3 Evaluate the selection of appropriate tools and techniques for accuracy and authenticity to
support and justify recommendations........................................................................................22
LO4 Reflect on the value gained from conducting the project and its usefulness to support
sustainable organizational performance........................................................................................23
P7 Reflect on the value of undertaking the research to meet stated objectives and own learning
and performance........................................................................................................................23
M4 Evaluate the value of project management process and use of quality research to meet
stated objectives and support own learning and performance...................................................24
D2 Critically evaluate and reflect on the project outcomes, the decision-making processes and
changes or developments of the initial project management plan to support justification of
recommendations and learning during the project.....................................................................25
Conclusion.................................................................................................................................26
References..................................................................................................................................27
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Introduction
The aim of this research is to market a brand new summer shoe during London fashion week
which takes place from 16th February 2019 to 20th February 2019. So, in this report the creation,
testing will be done before represent it to the London fashion week. This report will contain the
whole scenario to market a summer shoe in order to enhance the productivity. The objective of
this research is to create new strategies that can compete better with other’s by the help of
product design manager whose work is to manage the design of Adidas shoe as to launch it all
the circumstances must be followed as this is the responsibility of a product design manager.
They check whether a product is of good quality or not. Accordingly, they made a decision to
launch it in market. Similarly, in order to launch the Adidas summer shoe in London fashion
week they have to create new design, test them and most importantly the product must be
complete before time. So, in this research the design, manufacturing of the Adidas shoe will be
checked by product design manager and for that some market strategies must be defined.
3

LO1 Establish project aims, objectives and timeframes based on the chosen theme
P1 Devise project aims and objectives for a chosen scenario
Aim: This London fashion week is organized by British Fashion Council (BFC) twice a year.
Aim of the product designer manager in this fashion week is to improve the looking and quality
of Adidas shoe and to represent it in London fashion week. The main aim of product designer is
to lower the cost and enhance the overall quality so that sales of the shoe can be improved. They
discuss with their colleagues regarding the shape/design of shoe and working with their
engineers who are creating this Adidas shoe. In order to express their ideas in front of their
engineers or other staff members they use computer designs or 3-D models. They have to
complete the work within deadline because of the representation of shoe in London fashion
week.
Objectives: The objectives of product design manager are to be creative in the field of shape and
colour of Adidas shoe, understand different production methods, have a good knowledge of
technical, practical and scientific knowledge regarding the creating and launch of the Adidas
shoe, have a knowledge of the understanding, likes and dislikes of buyers. Because, according to
the likes, trends in market regarding Adidas shoe the shoe design gets selected (Tsai, 2019).
4

P2 Produce a project management plan with the aspects of cost, scope, time, quality,
communication, risk and resources
Planning is a natural process which needs to be done before any project to be managed. In a
project related to the launch event of the Adidas shoe, some factors are to be managed i.e. the
cost, time, quality etc.
Figure 1: 3 Steps to project planning
Source: (Ray, 2017)
Cost: Cost must be less as to attract the buyer it must be low compared to the other brands. So,
the cost with overall perspectives of the Adidas shoe will be taken less in order to attract the
buyer. For example, Adidas shoe design is decided by the help of the engineers of product design
manager so now the product design manager has the responsibility to make a cost plan related to
the overall manufacturing of Adidas shoe.
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Scope: In this phase under project management plan outputs and benefits are identified and
controlled. It is a deciding factor which manages the project related to the Adidas shoe.
Time: To manage a project plan, time is an important factor that one needs to be managing by
set a time frame under the plan. The product manager needs to make sure that there will be no
wastage of time and the processes in the manufacturing of shoe will get over within time period.
Quality: It has to be ensured by the product design manager of Adidas shoe that the
manufacturing can only be done in qualitative manner. Because, qualitative work provides
productive result than work done in quantitative manner.
Communication: The project management plan helps in the formal and informal
communication held during the manufacturing of Adidas shoe. So, the product manager has to
ensure that tasks can be performed in a smooth manner.
Risk: The project management plan helps in managing the risks regarding to the manufacturing
and designing of Adidas shoe as the risks have to be mitigated to produce productive plan.
Resources: An efficient project management plan always takes care about the full utilization of
resources. So, this is the responsibility of product design manager that the manufacturing of shoe
contains the full usage of resources required for it.
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P3: Produce a work breakdown structure and a Gantt chart to provide timeframes and
stages for completion
Work breakdown structure
Work breakdown structure helps in defining the features that is essential in order to manufacture
the Adidas shoe. It helps in defining the action plan that depicts about the activities that takes
place within the week.
Task Initial/start date End date No. of days
Deciding the
project team
15 January 2019 17 January 2019 3 Days
Develop project
plan
18 January 2019 21 January 2019 4 Days
Collection of
resources
22 January 2019 26 January 2019 5 Days
Prepare
presentation
27 January 2019 29 January 2019 3 Days
Project plan
review
30 January 2019 7 February 2019 9 Days
Validation 8 February 2019 10 February 2019 3 Days
Final review of
the project
11 February 2019 14 February 2019 4 Days
Gantt chart
Activities
15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Deciding the project team
Develop project plan
Collection of resources
Prepare presentation
Project plan review
Validation
Final review of the project
Jan-19 Feb-19
7

M1 Produce a comprehensive project management plan, milestone schedule and project
schedule for monitoring and completing the aims and objectives of the project
According to project management plan, project schedule of the manufacturing of Adidas shoe is
depends upon the milestone schedule. According to this schedule, project design manager has to
complete the project of manufacturing the Adidas shoe on or before deadline with the full
utilization of resources. The milestone schedule includes all the project related activities and the
steps which needs to implement the project. The project design manager use milestone schedule
in order to track the progress of manufacturing of the Adidas shoe (Meier, 2018).
8

D1: Critically evaluate the project management process and appropriate research
methodologies applied
The evaluation of the manufacturing and designing of Adidas shoe is based on some factors in
which some methodologies are applied.
The pros of project management plan are –
 Product design manager has a track of work progress.
 All the resources are fully utilized.
 Time can be easily managed by the product manager.
The cons of project management plan –
 There are chances of getting conflicts within work.
 It will occupy more cost.
9

LO2 Conduct small-scale research, information gathering and data collection, generating
knowledge to support the project
P4 Carry out small-scale research by applying qualitative and quantitative research
methods appropriate for meeting project aims and objectives
In order to manufacture Adidas shoe with full productivity and with best designs, various
methods have been adopted by product design manager that will help to meet the requirements of
the project. Analysis of the project management plan is required. So, small-scale research is
being conducted by using qualitative and quantitative methods.
So, product design manager has all the responsibility regarding the manufacturing and selection
of designs for the Adidas shoe that’s why the qualitative and quantitative research will be applied
by the manager in order to carry out this research successfully and meet the aims and objectives
of the research. For conducting a research regarding the manufacturing of Adidas summer shoe,
product design manager will have to analyze the market need and trends. Below quantitative and
qualitative research methods are mentioned in meeting the project goals.
Qualitative methods over the manufacturing of Adidas shoe consists of the in-depth interviews,
reviewing the documents. According to qualitative method, in-depth information is being
required to extract related to the manufacturing of Adidas shoe. This method is subjective in
nature so that it is unstructured. Product design manager have to access all the factors lying
inside qualitative methods in order to get the in-depth knowledge regarding the particular
product.
Quantitative method is used to observe the data collected from the statistical, mathematical or
computational techniques by conducting the surveys. The results can also be manipulated
through the use of computational techniques.
Product design manager use qualitative method over manufacturing of Adidas shoe as this is
more productive as in this the extraction of in-depth information about the product is done
(Elsbach, 2018).
Questionnaire
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Name-
Gender-
Address-
Q1. How likely is it that you would recommend Adidas shoe to your friend or colleague?
 Not at all likely
 Extremely likely
Q2. Overall, how satisfied or dissatisfied are you with this Adidas summer shoe?
 Not at all likely
 Extremely likely
Q3. Has the productivity of shoe is being increased?
 Yes
 No
Q4. How would you rate the quality of product?
 Very high quality
 High quality
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 Very low quality
 Low quality
 Neither low nor high quality
Q5. How likely are you to purchase any of the Adidas shoe again?
 Extremely likely
 Very likely
 Not so likely
 Not at all likely
12