Business Project Management: ASOS Summer Shoe Launch Plan

Desklib provides past papers and solved assignments for students. This report details ASOS's summer shoe launch project.

Managing a Successful Business Project
1

Table of Contents
Introduction.................................................................................................................................................3
Tasks...........................................................................................................................................................4
a) Establish your aims and objectives for the project. Outline objectives and timeframes based on the
scenario set..............................................................................................................................................4
b) Produce an appropriate project management plan that includes relevant actions to meet objectives
and timeframes........................................................................................................................................5
c) Conduct research to generate knowledge which will form the basis for analysis of the scenario
posed in brief...........................................................................................................................................9
d) Analyse your findings and conclude to form the basis for recommendations................................15
e) Present and produce your project in an appropriate manner for the intended audience..................18
f) Communicate your recommendations in an appropriate manner for the intended audience..........19
g) Complete a performance review that addresses the following:..........................................................20
a. The success of the project and its usefulness in supporting organisational performance...................20
b. Your own performance......................................................................................................................20
Conclusion.................................................................................................................................................25
References.................................................................................................................................................26
Appendix...................................................................................................................................................28
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Introduction
To have successful management of the business project and other projects of management
having association with the new product development, there is a need for effective and efficient
planning with the development of research objectives and aims. In addition to that, it entirely
depends on the project manager that how the management of the activities related to the project
is done with the proper managing and planning of the significant resources. Subsequently, to
manage the business project, there is the need of the project manager to get engaged in work
break down structure that makes reflection regarding how the significant activities of the project
are managed and divided to obtain successfully involved in the business project (Sequeira and
Lopes, 2015). Apart from this, it is also described that the choice of appropriate techniques and
tools is being considered as an essential aspect of the project as it contributes to getting the
project's success.
For this report, the chosen fashion company is ASOS, a leading online company engaged in the
retail of fashion and cosmetic products. The report will also be concerned with the development
of the new product in regards to new summer shoes so as to have good competition with big
brands. This report will cover the proper analysis regarding the management of the project to
have success in a new project.
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Tasks
a) Establish your aims and objectives for the project. Outline objectives and
timeframes based on the scenario set.
To have effective project planning, there is a need to define project aims and objectives.
Preparation of the project is the first step in any business that supports in the effective
management of all the tasks to have success and growth (Saunders and Lewis, 2012). ASOS is
planning to launch a brand new summer to capture market share and to increase the customer
base. To have active research, there is the need that the project manager must frame appropriate
aims and objectives of the project as it will assist in making provision of overall research's
direction. With the high competition level in the fashion retail industry of UK, ASOS is having
full focus on the project that is the launch of the summer shoes in London fashion week which
will start from 16th February 2019. The aim and objective of the research can be defined as
follows:
Aim: To launch a new product that is brand new summer shoes in the London fashion week
Objectives:
 To develop the brand image of the summer shoes in front of the audience
 To create the portfolio of the product
 To have an event to sell a new product
 To develop the market share and the customer base for ASOS
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b) Produce an appropriate project management plan that includes relevant actions to
meet objectives and timeframes
In an effective project management plan, there is an involvement of different kind of aspects that
are required to be considered by the manager of the project to have a high level of success in the
business association. It is needed that every business organisation should choose effective project
management practices and techniques so that there can be the smooth and effective
accomplishment of the aims and objective of the project (Wang and Shaver, 2016). In a current
scenario, ASOS company have to make the development of an appropriate project management
plan so that development and commencement of new product that is a new range of summer
shoes can be achieved easily. Therefore, analysis has been made that different aspect of the
project management plan are there that must be considered to attain the timeframe and
objectives. The various elements of the program are defined as follows:
Aspects Explanation
Cost In the planning of the project, the prime thing which is considered
by the project manager at the time of designing the new product is
the cost. From the price, overall planning regarding the financial
resource will be done. The cost for the particular product in the
report will be of 25,000 pounds approximately. This decided value
will be bifurcated in different sections that are product
development, product promotion and product launching (Tih et.
al., 2016).
Time Another significant aspect of the plan of project management is a
time which is decided by the project manager for the new product
development. The project' deadline will be of 10 weeks as the
commencement of London fashion week is there on 16th Feb.
Scope Scope aspect in the plan of the product is also considered by the
product manager that will assist well in the expansion of the brand
in the market full of competition (Song et. al., 2018). Further, one
another support of the project's scope is in the creation of a high
number of customers and the active market share of ASOS in the
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fashion industry.
Risk Risks are such issues or problem that may arise anytime in the
project. Therefore it is necessary to consider this aspect in the plan
for management of the project. One of the significant risks in the
development of the new product is the ineffective planning and
knowledge of the manager (Matikainen et. al., 2015). Apart from
this missed deadline can also be one of the risks in the project. To
solve these risks, there is the need that qualified employees and
workforce must be there to carry out project activities.
Quality If the quality of the product will not be right then, customers will
not get attracted to the new product. There is a need for the quality
to have a good market reputation (Goffin, 2017). The team will use
high-quality material for the development of summer shoe.
Communication To have successful promotion in the launch event of summer
shoes, ASOS will be using a different kind of channels like a
newspaper, magazine and social media that will assist well in the
marketing of the product and targeting audience (Taherdoost and
Keshavarzsaleh, 2015).
Resources For the successful development of any product, there is a need for
some resources on which project manager must focus. Some of the
significant resources which will be used in the development of the
new product will be human, financial and technical resources that
will help in attaining the outcomes (Géraudel et. al., 2017).
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Figure 1: Work Break down structure
Gantt chart
Milestone Start date End date
Product development 17 Jan 2019 27 Jan 2019
Resource formulation 28 Jan 2019 30 Jan 2019
Resource allocation 1 Feb 2019 5 Feb 2019
Selection of marketing
platform
6 Feb 2019 8 Feb 2019
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Market
research
Product
designing
Product
development
Determining
marketing
channels
Creation of
promotion
events
Management of
resources
Progress
tracking
Preference
analysis of
customers

Development of promotion
strategy
9 Feb 2019 12 Feb 2019
Response analysis of
customers and employees
13 Feb 2019 15 Feb 2019
Product launch 16 Feb 2019 19 Feb 2019
The focus of above table is on activities of project management that will be taken into
consideration by ASOS's project manager for launching and creating a new product that is the
range of summer shoes in London fashion week. By assessing the above steps, the manager will
have positive support in the product launch for effective outcomes and results (Dean et. al.,
2016). If every activity of the plan gets executed properly, then there will also be an
accomplishment of aims and objectives. However, brand enhancement and extension in the
ASOS's product portfolio will be attainable, and in turn, it will make provision of competitive
edge in the fashion industry to the business.
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c) Conduct research to generate knowledge which will form the basis for analysis of
the scenario posed in brief.
Q1. What is your gender?
Options Responses
Male 11
Female 9
Male
55%
Female
45%
What is your gender?
Q2. Are you a regular customer of ASOS?
Options Responses
Yes 13
No 7
9

Yes
65%
No
35%
Are you a regular customer of
ASOS?
Q3. Do you think that ASOS will make a good market position with the launch of brand
new summer shoes?
Options Responses
Yes 14
No 6
Yes
70%
No
30%
Do you think that ASOS will make good
market position with the launch of brand
new summer shoes?
Q4. As per your opinion which resource will support well in the launching of a new
product?
Options Responses
10

Human resource 3
Technical resource 4
Financial support 4
All of the above 9
Human resource
15%
Technical
resource
20%
Financial resource
20%
All of the above
45%
As per your opinion which resource will
support well in the launching of new
product?
Q5. Do you agree that there is a need to create an effective marketing strategy for the
development of new summer shoes?
Options Responses
Strongly agree 7
Agree 6
Neutral 2
Strongly Disagree 3
Disagree 2
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Strongly
agree
35%
Agree
30%Neutral
10%
Strongly Disagree
15%
Disagree
10%
Do you agree that there is the need to create
effective marketing strategy for the development
of new summer shoes?
Q6. Do you think that launching of summer shoes in London fashion week will be the best
place to attract a high number of customers?
Options Responses
Yes 16
No 4
Yes
80%
No
20%
Do you think that launching of summer shoes in
London fashion week will be the best place to
attract high number of customers?
Q7. What could be the significant risk that may impact the successful launching of a
product?
Options Responses
Inappropriate market research 3
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