New Product Development in London Fashion Week: A Case Study on ASOS

This report presents a comprehensive analysis of ASOS's new product development strategy, focusing on the launch of summer shoes during London Fashion Week. The study begins with an introduction to new product development, emphasizing its importance in the fashion industry. It outlines the aims and objectives of the project, which include examining the concept of new product development, determining the design and marketing processes used by ASOS, analyzing target consumer groups, and recommending successful marketing strategies. The research methodology includes a qualitative approach using interpretivism, with data collected through questionnaires from 30 employees. The project management plan details the different stages, including quality control, resource allocation, risk assessment, and communication strategies. The report provides a detailed work breakdown structure and Gantt chart for project execution. The research methodology, including research type, approach, philosophy, design, sampling, data collection, and analysis, is thoroughly described. The report aims to provide recommendations for ASOS to successfully launch its new summer shoes collection, offering valuable insights into market analysis and product development strategies.

Managing a Successful
Business Project

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................2
Aims and objectives.....................................................................................................................2
Project management plan.................................................................................................................2
Research Methodology....................................................................................................................4
Introduction..................................................................................................................................4
Research Type..............................................................................................................................5
Research Approach......................................................................................................................5
Research Philosophy....................................................................................................................5
Research Design...........................................................................................................................5
Sampling......................................................................................................................................5
Data Collection............................................................................................................................6
Data Analysis...............................................................................................................................6
Ethical Consideration...................................................................................................................6
Finding and Discussion....................................................................................................................6
Recommendation...........................................................................................................................15
Conclusion.....................................................................................................................................16
Reflection ......................................................................................................................................16
REFERENCES..............................................................................................................................18
.......................................................................................................................................................18

TITLE: New product development in London fashion week.
INTRODUCTION
New product development is procedure of delivery fresh good to marketplace. Business can need
to involve in this procedure due to modification according to consumer taste and preferences,
raising the competition, advances in devices and to capitalize on new chance. Development of
new product is also known as new product management. It is series of stages which involves
formulation, design, growth and marketing of fresh making and rebranding products or services
(Fuller, 2016). The purpose of product development is to prepare, maintain and raise the market
share through customer satisfaction of their demand. It is defined wider as modification of
marketplace chances into good available for sale. It can be required knowing of requirements and
wants to consumers, competitive edge and nature of the marketplace.
This project is based on ASOS. It is the British online fashion and cosmetic retailer.
Organization was supported in 2000 in London that mainly purposed at young adults. Website
sells over 850 brands and their scope of article of clothing and accessories as well as ships to all
196 nations from satisfaction centres in the United Kingdom, United State and Europe. Now, the
company has made decision in relation to launch new product which is “summer shoes” in the
London fashion week.
Background of study.
The present report is based on launch and develop new summer shoes by ASOS in London
fashion week. New product development is very famous subject in context of business because it
has large influence on the profits, sales, market share, operations and whole company. After new
product development, it becomes simple for company to trade across the wider through that they
can expand their business. Therefore, the research can determine the targets group and marketing
strategies which can help to firm in relation to new product development. ASOS is largest online
fashion retailer performing at international level. Therefore, there are different conditions occur
where sometime it become very complex for them to operate. Also, sometime it makes sample of
chances to expand them at international level.
Rationale
Around the subject, the new product development in the business, there have been extended
investigator are done. This present investigation will determine the launching and developing
new product by ASOS. Firm is going to design and introduce new product which is summer
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shoes in London Fashion Week. Thus, it is the very essential to determine the different strategies
of marketing and managing successful new product development by ASOS. This can create
chance to gain market share in the international marketplace.
TASK
Aims and objectives
Aim:
“To determine launching and developing the new summer shoes in the London fashion
week- A case study on ASOS.”
Objectives:
 To examine the concept of new product development and launching.
 To determine the process of designing and marketing of new product by ASOS.
 To analysis the different target consumer groups and ways of reaching in the 1 Month.
 To recommend the strategies of marketing and managing the successful new product
development by ASOS.
Research Questions:
 What are the concept of new product development and launching?
 What are process of designing and marketing of new product by ASOS?
 How to analysis the different target consumer groups and ways of reaching in the 1
month?
 What are recommended the strategies of marketing and managing successful new product
development by ASOS.
Project management plan
It is the representation utilized to define every stage of the project. The elements can involve
initiating, planning, executing, observing, controlling and closing. It is the most essential portion
when it comes to organize investigation on any subject for the research. The main components of
planning of project management includes standard for scope, cost, time, risk, quality and
resources as well as communication. There are elements characterised below that are utilized to
make project management plan-
Quality: It is very essential to complete aims as well as objectives of the project. All the data
which are collected through researcher must have reliableness and genuineness. Researcher can
assure that gathering data to interpretation, so that quality must be maintained.
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Resources: Capable resources are required to do whole research in effective manner. If
researcher does not have adequate resources than quality of research can be influenced (De
Massis and et.al., 2016). Thus, it is important that required resources must be collected.
Resources involve financial, technological, human resources and so on.
Risk: In relation to organize research efficiently it is very important that there can be proper
measuring of risk which will aid the firm and researcher to keep usefulness of research. There
are many risks which are happened in conduct the study like security issue, technological issues,
ineffective communication etc. Therefore, it is very important that investigator can assure and
rationalize risk through creating appropriate plan and management.
Communication: It is the support when it comes to organize any research on any subject or
theme. There can be great communication among function of firm and all the actions related to
aim of new product development (Du, Yalcinkaya and Bstieler, 2016). Project manager will
utilize emails circular are chosen for effective interaction among the workers who will
participate in the research.
Cost: It is the key work of the investigator which project manager have to set the cost or plan the
budgeted costs in which the research is accomplished. Therefore, effective management of
costing is required, so that all the action of study carried in efficient mode. In organizing the
research, £3000 will need to accomplish the project relating to new product development
because, it is very broad topic. Investigator has to research all the narrow view, so that outcome
obtained can be authentic.
Time: It is the necessary to complete the research according to allocated time. Project manager
decided to that this project will be completed within 3 months. Thus, they need to ensure that all
employees should be effectively working, proper utilization of resources and reducing the risks
in effective manner (Leenders and Dolfsma, 2016). This can help to complete the project as per
time bound.
Project scope statement:
It is mainly an output of describe scope procedure. It is very time consuming action and can need
multiple stakeholder involvement including experts from external company. It involve product
scope, project scope, deliverable, acceptance criteria of product, out of scope action and
constraints and assumptions.
Work break down structure and Gantt chart
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TASK WEEK
1
WEEK
2
WEEK
3
WEEK
4
WEEK
5
WEEK
6
WEEK
7
Designing of summer shoes
Segmentation of market
Product costs and quality
Product launch
Collecting data for study
Findings and make
recommendation
Submission of report
Work breakdown structure
Level Work break
ID
Work break Activities Description Resources
1 1.1 Project initiating Formulating
aims and
objectives of
projects.
Research on selected
topic.
2 2.1 Project planning Project
management
plan
Planning
3 3.1 Project execution Selecting
literature review
Collecting
information relating
to literature review.
4 4.1 Research methodology Selecting the
research
methodologies
Implementation of
different approaches
and methods.
5. 5.1 Data collection Selecting the
respondents
As per graph and
tables.
6. 6.1 Finding and discussion Finding and
getting the result
of research.
Through charts and
graphs collecting the
data.
7. 7.1 Conclusion and Evaluating the Through finding and
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recommendation information. discussion.
8. 8.1 Final submission Proper
documenting of
report.
Final Submission
Research Methodology
Introduction
Research method is organized plan for conducting research. These are most necessary portion as
it is directly linked with execution the aim and objectives of study. It become simple for
researcher to gather reliable data for aim of taking correct judgements. The methods of research
include approaches, design, data collection, type, philosophies, sampling & ethical consideration
(Kumar, 2019). The type of investigation method chosen through research worker support the
work and methodologies utilizes to gather the information.
Research Type
The careful consideration of the investigation relating to topic or issues using scientific methods
are called as study. There are two types of research such as qualitative and quantitative.
Quantitative research is dependent on numerical amounts or quantities while qualitative research
are those which is dependent on words, emotions, concept, feelings and any other quantitative
components (Quinlan and et.al., 2019). The present study is based on qualitative research, so that
investigator has taken views of respondents by questionnaire method.
Research Approach
It is essential to select best approach to doing research by researcher. It is plan & process which
comprises to stages of wider anticipates There are three approaches such as deductive, inductive
and adductive. Inductive approach is mainly concerned with the generation of new concept
emerging from the information (Alvesson and Sköldberg, 2017). On other side, deductive
approach is based on testing and aimed theory. In this research, investigator will be utilized
inductive research approach which is starting from the observation and concept.
Research Philosophy
It is belief about the mode in which information about the event can be collected, evaluated and
utilized. There are four kinds of research philosophies such as pragmatism, positivism,
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interpretivism and realism (Bresler and Stake, 2017). In this study, researcher will be utilized
interpretivism which is based on small samples, deep research and qualitative by which collected
the information.
Research Design
The design of research determines the research types and sub-type , research problems ,
hypothesis, independent and dependent variances etc. There are four types of research design
such as descriptive, coorelational, semi-experimental and experimental (Flick, 2015). Research
will be used descriptive research that is scientific method include determining and observing the
behaviour of subject without effecting in any way.
Sampling
It is the procedure utilized in statistical analysis in which predefined number of views are taken
from larger population. The method utilized to sample from big population based on the kind of
analysis being worked but can involve simple random sampling or systematic sampling (Taylor,
Bogdan and DeVault, 2015). Investigator has chosen small portion of the population for the
research rather than researching entire population. There are two kinds of sampling which are
probabilistic and non-probabilistic sampling. Researcher will select 30 employees within London
fashion week.
Data Collection
It is the essential to collect data from reliable sources when it comes to conduct the study. It is
procedure of gathering information from all relevant sources in relation to find reply to research
problems, test hypothesis and assess the outcomes (Silverman, ed., 2016). There are two sources
like primary and secondary for collecting information. Research will be utilized questionnaire for
collecting the data from the participants.
Data Analysis
It is required to inspect, clean and molding the information when the info is collected because
data are gathered insignificant and useless without its appropriate analysis (Mackey and Gass,
2015). Research will prepare tables, charts and graphs as well as interpreted information in
effective manner.
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Ethical Consideration
Ethics are measures or regular for conduct that different among right and failing. They will aid to
define the difference among accepted and unsatisfactory. There are various ethics that requires
for considering the before and during the study are as follows:
 Data are gathered for authentic sources. Wikipedia and investopedia sites were not
involved (Kumar, 2019).
 The level if confidentiality was adequate.
 No any participants are force to involve in the research, and they have right to leave the
sample wherever they need.
Finding and Discussion
Questionnaires
1. Do you think new product developing take success of ASOS?
 Strongly agree
 Agree
 Strongly disagree
 Disagree
2. Which kind of distribution channels utilized by ASOS in terms of selling the new summer
shoes?
 Direct selling
 Online selling
 Sales team
3. Who are targeted consumer group in which company sells the product?
 Demographic segment
 Behavioural segment
 Geographical segment
4. What are benefits of development of new product “summer shoes” by ASOS?
 Improving reputation
 Increase market share
 Enhance competitiveness
5. What do consumer like women prefer the quality of shoes of the ASOS?
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 Sport shoes
 Flat Sandal
 Heels
6. What do consumer like women prefer the colour of shoes of the ASOS?
 Black
 White
 Brown
 Blue
7. Which kind of approach can help to attract the consumer by introducing new product of
ASOS?
 Effective communication
 Social media marketing
 Focus on target market strategy.
8. Do you think that new product development can attract broad range of customers?
…........................................
9. Which kind of barrier happen the most in introducing new product?
….....................
10. Do you think that giving specific features in new product can increase the productivity of
firm?
…......................
Theme 1: New product developing take success of ASOS
Options Respondents
Strongly agree 12
Agree 8
Strongly disagree 6
Disagree 4
Total 30
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9
Strongly agree Agree Strongly disagree Disagree
0
2
4
6
8
10
12
Column B

Interpretation: From the above graph, it can be interpreted that out of 30 participants, majority
of respondents strongly agree that new product development is beneficial in terms of success of
ASOS. Some participants are agreed with this statement which developing new product can help
to success of firm. On other hand, majority of respondents strongly agreed with this statement.
Theme 2: Distribution channels utilized by ASOS
Options Respondents
Direct selling 10
Online selling 13
Sales team 7
Total 30
Interpretation: From the above bar, it can be taken that out of 30 respondents replied that
company needs to follow online selling of new product which is “summer shoes” which can help
to attract the number of consumers in the ASOS. Also, some participants said that direct selling
of new product is the best distribution channel for the firm. On other side, highly performing
sales team also is the best distribution channel for the ASOS.
10
Direct selling
Online selling
Sales team
0 2 4 6 8 10 12 14
Column B