Business Expansion Project: Burberry in Malaysia - A Feasibility Study

Desklib provides past papers and solved assignments. This project analyzes Burberry's potential in the Malaysian market.

Running Head: Managing a successful business project
MANAGING A SUCCESSFUL BUSINESS PROJECT

Managing a successful business project
Table of Contents
Introduction......................................................................................................................................3
Overview of the organization..........................................................................................................3
Brief history about the country........................................................................................................3
LO1 – Establishing project aims, objectives and time frames based on the chosen theme.............4
Devising project aims and objectives for the chosen scenario [P1].............................................4
Producing a project management plan covering aspects of cost, scope, time, quality,
communication, risk and resources [P2]......................................................................................4
Project and project management scopes...................................................................................4
Project cost and resources........................................................................................................5
Organizational structure and control techniques......................................................................5
Communication matrix.............................................................................................................6
Project timeline.........................................................................................................................6
Producing a work breakdown structure and a Gantt chart to provide time frames and stages for
competition [P3]...........................................................................................................................7
Comprehensive project management plan, milestone schedules and project schedule for
monitoring and completing the aims and objectives of the project [M1]....................................7
LO2 – Conducting a small scale research, information gathering and data collection, generating
knowledge to support the project.....................................................................................................8
Small scale research applying qualitative and quantitative research methods appropriate for
meeting project aims and objectives [P4]....................................................................................8
Qualitative research..................................................................................................................8
Quantitative research................................................................................................................9
Evaluating the accuracy and reliability of different research methods applied [M2]..................9
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Managing a successful business project
Critical evaluation of the project management process and appropriate research methodologies
applied [D1].................................................................................................................................9
LO3 – Presentation of the project along with appropriate recommendations based on meaningful
conclusions drawn from the evidence findings and analysis.........................................................10
Applying Research and data using appropriate tools and techniques [P5]................................10
Communicating appropriate recommendations as a result of research and data analysis to draw
valid and meaningful conclusions [P6]......................................................................................11
Evaluating the selection of appropriate Tools and techniques for accuracy and authenticity to
support and justify recommendations [M3]...............................................................................12
LO4 – Reflecting the value came from conducting the project and its usefulness to support
sustainable organizational performance........................................................................................12
Reflection on the values of undertaking the research to meet stated objectives and own
learning and performance [P7]...................................................................................................13
Evaluating the value of project management process and the use of quality research to meet
stated objectives and supporting own learning and performance [M4].....................................13
Critical evaluation and reflection on the project outcomes, the decision making process and
changes or development of initial project management plan to support justification of
recommendations and learning during the project [D2]............................................................13
Conclusion.....................................................................................................................................14
Reference List................................................................................................................................15
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Managing a successful business project
Introduction
The current world of business modernization and enhanced level of competition has resulted into
the improvement of products and services by every organization working in any sector. The
multinational companies are looking for expansion in to different countries all over the world
with the objective of reading its region of influence. However, it is very important to conduct a
market research before making any decisive move in order to identify the chances of success in
the new market. Moreover, it is also necessary that the overall market research can make the
managers realize about their strengths and weaknesses in terms of economic and other factors in
the region. The following study is about determining the possibilities of Business expansion in a
specific country. It has included a market research stating all the aims and objectives of the
project that is being planned to be undertaken. The market research and evaluation of expansion
possibilities have been completed using some specific tools and concepts. A UK based
organization named Burberry that works in fashion industry has been considered for the study
and the entire project has been conducted on the basis of the same.
Overview of the organization
The Burberry PLC is a public limited company with its headquarters established in London,
United Kingdom. The company was established in the year 1856 in Basingstoke, England and
has expanded since then and with almost 500 locations all over the world as its operating
destinations. There are over 10,000 employees working for the organization in at least 50
different countries. The current chairman of Burberry PLC group is Gerry Murphy and the chief
executive officer of the company is Marco Gobetti. The finances and operations are handled by
Julie Brown who is the existing Chief operations and financial officer for the company. The
company earns revenue of £2.7 billion in the year 2018. The main areas of operation include in
door clothing, outdoor clothing, as well as the clothing for some special occasions like party
wear, sportswear, and beachwear.
Brief history about the country
The target country for this particular project is in Malaysia which is known for its cultural and
religious significance. The country primary follows Hinduism and Buddhism on a scale even
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Managing a successful business project
after the introduction of Islam to this country in the 13th century. Indonesia achieved its
independence from Dutch after the end of Second World War in 1945 and has been progressing
at a gradual pace since then. The country is also known for technological progress and is likely to
show its interest in western clothing. This is because the European people had arrived in
Indonesia in early 16 century with the objective of trade. A huge population in Indonesia prefers
traditional dresses. Hence, it can be an opportunity for the Burberry PLC produce new ethnic
wears in its collection considering the interest of the local population.
LO1 – Establishing project aims, objectives and time frames based on the
chosen theme
Devising project aims and objectives for the chosen scenario [P1]
The primary aim of the organization is established its influence and products base in South Asian
countries where there is a possibility of tremendous potential. The nations like Sri Lanka,
Bangladesh, India, Indonesia, Thailand, Singapore and Malaysia are economically stable and
capable enough to purchase the products made by Burberry PLC. Therefore, the main objective
of the project is to identify the possibility of success for the organization after establishing a
market for business in the above mentioned countries. The research will be specifically
conducted considering that Indonesian region of South Asia. The overall objectives will also
include the cultural influence along with their influence from other factors like Geography along
with the values and practices followed by the people of local areas.
Producing a project management plan covering aspects of cost, scope, time, quality,
communication, risk and resources [P2]
Project and project management scopes
The term project means a set of activities that is to be accomplished in order to obtain a
particular objective. It is important that the activities the conducted after organizing the same
properly so that the overall operations can be conducted in a smooth way. Moreover, project
management is all about looking at the aims and objectives and strategies in the future course of
action accordingly. The proper functioning of every activity is very important so that the aims
and objectives can be achieved as per the specifications. The scopes of this particular project will
include the study of Indonesian culture along with the geographical and environmental factors
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Managing a successful business project
that affect the People's clothing fashion. The practices about continuing with the culture and
modern Rising in terms of Western clothing and fashion wears have also been inducted in this
study. The scope also includes learning about the country and other businesses already operating
in the country in the same industry.
Project cost and resources
The total cost of the project is likely to be 100,000 in order to complete this research study. A
major section of the cost will be invested in conducting the service and ground related works
where the researchers’ team has to go and study the region geographically. The resources
available with the company include previous information from secondary sources, economic
stability that will be helpful to finance the entire project and upcoming scopes of Business
expansion, infrastructure materials and equipments, and most importantly the human resources.
The experienced human resources of this organization is likely to help the company conduct
proper research and find out the appropriate outcomes.
Organizational structure and control techniques
The best organizational structure that can be followed in order to who established the new
business ecosystem in the target country is a pure structure. This is because the company will
have to establish an entirely new business in a new country. Hence, it is important that at the
initial investment is kept comparatively low and specified setup products are manufactured and
sold in the market. This is because the organization needs to establish itself as a well reputed
organization that delivers quality products. Once the reputation is achieved among the customers
regarding its brand name, the structure can be changed because the organization is likely to
expand furthermore.
The most effective control technique is the quality control chart where the quality of service
execution can be tested on several parameters. This will include the testing of quality of the work
done by the employees and workers on the basis of personal factors like total time dedicated to
the work and quantity as well as quality. This will be a statistical analysis that includes time
taken to complete a work, accuracy, error factors, and consistency. The second control technique
will be the flowchart technique. The most prominent advantage of using the flowchart technique
is that the set of steps to be executed according to the outcomes are clearly described. This type
of control technique is very effective in small scale operations which is less diversity fight and
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Managing a successful business project
has very small set of activities that are to be conducted. Moreover, the flowchart control
technique is also very useful where no or minor adjustments are to be done in any particular
work structure. Hence, the best and most appropriate control technique is the quality control
chart technique because the quality of services is to be assessed in multiple domains. This
includes the workers working for Human Resource Department, production line, marketing and
promotion, and similar other fields of operations in the company.
Communication matrix
The individuals involved in this particular research will communicate with each other using
telephonic and other online media. The Primary media of communication for verbal
communication will be telephone and online applications for video call if required. However,
documents will be sent to each other through emails. The organization server and email services
will be used to formulate the primary reports and update the senior management. The
groundwork will be conducted by the local workers that are hired temporally by the organization.
The report formulation will be done by the junior level staff of the company after receiving the
raw data from ground workers. The report will be checked and analyzed by the senior project
members who are involved in formulating strategy for research conducting. This will be further
checked by the senior project manager who is supervising the entire project. Finally, the report
will be sent to the decision making authority updating them about the progress and final report
about the research project.
Project timeline
The overall project will include several milestones and minor activities that are to be conducted
considering the factors that are likely to influence the business in the future. The primary local
factors will be the regional influence of culture and practices, normal temperature and weather
that influence casual clothing of people, and the special occasions all festivals that require some
special clothing. The total research will take approximately 4 weeks of time in which the first
week will include primary Research and learning about the culture of Indonesia. The second
week will gather information from secondary sources like documentaries and books available on
the Internet and libraries. The third week will conduct a local survey and ground research in
Indonesia to identify the people’s mentality. The final week will be reserved for the final data
analysis and report formulation.
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Managing a successful business project
Producing a work breakdown structure and a Gantt chart to provide time frames
and stages for competition [P3]
Activity Week 1 Week 2 Week 3 Week 4
Completion of the preliminary research
Collection of secondary research data
Collection of primary data after ground research
Data analysis and report formulation
Table 1: Gantt chart for the project timeline
(Source: Created by the learner)
Comprehensive project management plan, milestone schedules and project schedule
for monitoring and completing the aims and objectives of the project [M1]
There are four different my shows that have been planned for this particular research depending
on the aims and objectives that the researchers have to deal with. Following are the main
research milestones for this project.
Completion of the preliminary research: This will be the first step where a primary research
will be conducted briefly in multiple countries in order to find out the possibility of maximum
success and long term benefits for the company. This will include the study of people and culture
belonging to those areas and how introducing a new clothing brand will be helpful forever
company.
Collection of secondary research data from internet and offline sources: The secondary data
research will be conducted from offline and online sources. This will be done to have a detailed
knowledge about the chosen country or region to expand the business. This will also include the
study of different organizations that are already performing in those locations in clothing
industry along with their strengths and weaknesses to reduce the opportunities and threats for
Burberry.
Collection of primary data after ground research: The primary data will be collected after
going to the specific country in the third week and interacting with people. The survey will be
conducted online and offline so that the demands and necessity is of the people can be identified.
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Managing a successful business project
The normal temperature and weather of the country will be experienced by the researchers
practically based on which some findings will be deduced.
Data analysis and report formulation: The final milestone will be to analyze the data gather
from primary and secondary sources and formulate a particular report based on the same. The
analysis will be conducted using some specific tools and concepts that will also include internal
and external analysis of a company as well as the region. This will be done to find the
compatibility of the organization’s business with the target region.
LO2 – Conducting a small scale research, information gathering and data
collection, generating knowledge to support the project
This particular section includes the details about quantitative and qualitative research activities
conducted during the entire progress of the project. The qualitative research has been conducted
primarily by looking at the articles and journals available at online and other online sources. The
online article sources have been published by verified agencies that have known for conducting
accurate researches. As per the qualitative research, it has been found that the influence of
European culture is significantly increasing in Indonesia.
Small scale research applying qualitative and quantitative research methods
appropriate for meeting project aims and objectives [P4]
Qualitative research
The qualitative research has been performed by interviewing some people who have a regional
influence. The leaders from government bodies of Indonesia have been interviewed regarding
their experiences. Following are some of the questions that have been asked to the individuals
during the interview.
 Do you think there is a Western influence on the dressing and clothing trend of
Indonesia?
 How do you explain the possibility of expansion of clothing business from a western
country?
 How much do you think the people of Indonesia are connected with their root culture?
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Managing a successful business project
Quantitative research
The people living in the Indonesian archipelago are gradually getting inclined towards Western
dressing culture due to which the scope of Business expansion further increases for Burberry
PLC. According to a quantitative research based online survey, approximately 71% of the
population of Indonesia believed that Western clothing is more fashionable in terms of casual
wear. Moreover, they have also encouraged Western clothing for indoor clothing and other
fashionable approach that can be worn outdoors (Widjaja and Purwanegara, 2018). However, a
huge population is also in client towards the native culture of Indonesia. Hence, the company has
to keep the options open for traditional dresses that can be sold along with the Assurance of a
foreign brand in terms of quality. Considering the GDP and per capita income along with
employment and poverty ratio in Indonesia, it can be said that the results of qualitative research
have been in favour of the organization because which section of the target population can easily
afford the clothing and accessories.
Evaluating the accuracy and reliability of different research methods applied [M2]
The details collected from secondary sources can be considered accurate because the journals
and articles that have been referred to for collecting information about Indonesia have been
written by well known writers. Moreover, they have also been published by professional
agencies that conduct such activities on large scale. The primary research is also very accurate
because the people who have been considered for serving purposes through online and offline
methods have been explained about the entire business scenario. There are minor chances that
the people might not provide the right response. However, since the survey has been planned to
be conducted on a large scale, there are higher chances of the reports being a highly accurate.
Critical evaluation of the project management process and appropriate research
methodologies applied [D1]
The process used to carry out the Project Management related activities can be considered highly
appropriate because the methodologies applied in the process are according to the existing
circumstances. The primary and secondary research activities haves been conducted using the
reliable technique like interview, survey, and collecting information from articles and journals
from verified sources. The communication matrix that has been chosen to establish
communication among the stakeholders of the project is also very reliable. Apart from that, the
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timeline decided for the project accomplishment is also appropriate without having any delay.
The entire work has been divided into smaller milestones to be completed within a specific time
frame that makes the work much easier in terms of Record Keeping and updating the senior
management about the progress.
LO3 – Presentation of the project along with appropriate recommendations
based on meaningful conclusions drawn from the evidence findings and
analysis
This particular section is going to describe the data collection and analysis from ground level and
comparison of the same. Several recommendations have also been stated on the basis of the
outcomes of the research.
Applying Research and data using appropriate tools and techniques [P5]
There are two different methods that have been used to conduct the qualitative analysis namely
the constant comparison and content analysis. The constant comparison technique is about
considering every factor and comparing the same in two different regions. This particular report
is likely to include constant comparison between the situations present in UK and Indonesia on
different factors. The content analysis technique on the other hand involves receiving input
contents from different sources and carefully analyzing the same to identify whether the situation
is in favour of the company or not. Hence, the content analysis has been used for this report
because it is more appropriate compared to the constant comparison. The primary research and
content analysis conducted at regional level has been analyzed using the PESTEL analysis
technique. It has included some data from secondary sources to study the economic and social
cultural status of the country. Following are the details associated with the primary analysis
conducted at ground level.
Political: The political scenario of Indonesia is quite stable because of the lack of any opposition
party. Hence, the chances of any political turmoil are very less and any organization can rely on
the policies formulated by the existing government. Hence, the political scenario is quite
favorable for the organization.
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Managing a successful business project
Economic: The economic condition of the country is very well compared to its population and
growth rate. The people of Indonesia live a comfortable life and can easily afford luxurious
facilities that because of the economic boost the country have received due to its tourism related
activities (Salam, 2018).
Social: The Indonesia population is very diverse consisting of people from different ethnic
origins. The people are likely to involve into several cultural activities and promote socializing
among each other and with foreign people. Hence, the people are likely to have a welcoming
attitude towards any foreign organization.
Technological: The technological advancements in Indonesia have not been into existence at a
level as good as that of European countries. However, the basic necessities that are required to
install a production plant or a business ecosystem is easily available. Therefore, the company can
easily use technological advantage to conduct its activities (Machmud and Sidharta, 2016).
Environmental: The production of clothing and other accessories have a minor effect on the
environment. The pollution creating elements according to the laws are likely to be under control
because the company uses highly advanced technology in order to carry out its production in
manufacturing plants.
Legal: The legal factors are also in favour of any commercialization in Indonesia. The working
hours have been decided as per the standard set by the International Organizations associated
with commerce and labour interests. The minimum wage factors are also in favorite of the
Burberry PLC because it is significantly low compared to that of UK (Goebel, 2017).
Communicating appropriate recommendations as a result of research and data
analysis to draw valid and meaningful conclusions [P6]
According to the primary research that has been conducted regarding the possibilities of
Business expansion and success in the international market, it can be said that the country has a
highly important market for establishing a new fashion company. Following are some of the
recommendations that can be made for Burberry PLC as per the existing scenario in Indonesia.
 Taking help of local bodies and small companies to advertise the products
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