Project Report: Managing Burberry's Summer Shoe Launch at Fashion Week

This report provides a comprehensive project management plan for Burberry's summer shoe launch at London Fashion Week. It outlines the project's aims and objectives, emphasizing the importance of a successful product launch within a defined timeframe. The report details the project management plan, including resource allocation, cost control, time management using a Gantt chart and work breakdown structure, risk management strategies, and quality control measures. It also includes a small-scale research component, discussing research approaches and philosophies. The report presents findings and recommendations based on the research, offering insights into market analysis, competitive landscape, and strategies for maximizing the product's success. The analysis covers various aspects of the project, from initial planning to the final launch event, ensuring all the necessary elements are addressed to ensure a successful product launch. This report provides a detailed overview of the project management process, offering valuable insights into the complexities of launching a new product in a competitive market.

MANAGING A
SUCCESSFUL BUSINESS
PROJECT

Table of Contents
INTRODUCTION ..........................................................................................................................3
LO 1.................................................................................................................................................3
P1 Project aims and objectives....................................................................................................3
P2 Project management plan .......................................................................................................5
P3 Work break down structure and Gantt chart...........................................................................8
Work Break Structure .....................................................................................................................9
LO 2...............................................................................................................................................11
P4 Small Scale Research by applying alternative research methods.........................................11
LO 3...............................................................................................................................................13
P 5 Research data and using appropriate tools and techniques..................................................13
P6 Findings and recommendations............................................................................................18
LO 4...............................................................................................................................................20
P7 Reflective .............................................................................................................................20
CONCLUSION .............................................................................................................................21
REFERECES ................................................................................................................................22

INTRODUCTION
Project management is defined as the strategic approach which helps organisations to
successfully achieve and manage their projects. The use of well defined project management
plans helps business to execute their projects with cost optimum methods and maximum
profitability. The management techniques become more critical when business service provider’s
plans to launch new products or services. It eliminates the project failure risk by promoting the
appropriate resource utilisation and management techniques (Kerzner, 2017).
Burberry Group is one of the leading fashion house with headquarter in London, UK. The
organisation is planning to launch its new summer shoe at London Fashion Week which will be
held in 2019. The development and execution of project plan is necessary so that project can be
completed within time frame and launch event can be made huge success for the organisation.
The report will provide a project management plan for the Burberry so that it can accomplish its
objectives. It will also provide the recommendations on the basis of research findings and
analysis so that better strategies can be developed.
LO 1
P1 Project aims and objectives.
Aim:
The aim of the project is to formulate strategies and planning for launching new summer
shoes in the London Fashion Week.
Objectives:
The key objective of this project is to make the product launch event a big success for the
organisation. The fashion Week is one of the most remarkable events which will have all leading
fashion giants and fashion lovers. Since the event will have eyes from all over the world it
required for the organisation to assure that the product launch meets all the quality aspect so that
it can meet a big hit. Another crucial objective of this project is to assure that the project will
involve minimum risk and desired profitability goals with the proposed product can be achieved.

Timeframe:
For making the project successful at first it is required for Burberry to define a target
market and customer segment so that suitable market analysis and product requirement can be
defined. After defining targets suitable market research is conducted so that sales volumes can be
predicted and project success can be estimated. It will take one day to predict the estimated sales
and response of the audience in the event. Along with the market analysis competitive market is
also analysed so that substitution threats can also be identified and addressed (Papke-Shieldsand
Boyer-Wright, 2017). The next step in the project will include design of some products and
shoes which can be presented in the fashion week for the demonstration. After the product
preparation the shoes will be finally launched in the event among audience.
Sat 11/16/19 Sun 11/17/19 Mon 11/18/19 Tue 11/19/19 Wed
11/20/19
Defining a target
Forecasting sales
volume/market
research
Study of competitive
market
Design some items
and facilities
launch of new
product

P2 Project management plan
The project management plan for Burberry to achieve above mentioned aims and
objectives is as follow. The plan will include various elements such as resources, cost
management, risk management, quality and time management so that quality of new products
can be assured within specified time frame. The proposed shoes of Burberry will be designed for
summer so that people can have fashionable as well as comfortable shoes for the summer. The
shoes will also have features to measure metabolic markers from the foot such as hydration level
of sugar as well as heart rate. The calories burned, distance and time will also be measured by
shoes. The target of the shoes is global market which is the main reason to launch it in London
Fashion week.
Resources:
For the project execution various resources are needed such as space, equipments, people,
material and money (Meredith, Mantel and Shafer, 2017). Except for the production organisation
will use its own facilities and employees for the project. The existing investors are providing
sufficient support to start the production and development process. The raw material will be
purchased from the existing suppliers so that on the basis of long term relation organisation can
receive low cost supplies. The designing team will include 10 people and 9 employees for
production related activities. The separate teams comprising of 5 members in each of the teams
of marketing, finance and product testing will also be involved in the project. All the team
members are guided by project manager so that effective team work can be used to overcome
risks and maintain desired product quality. The design team will give their complete time to
develop shoes while after production is initiated marketing team will employ 60% of their work
in the promotional events and marketing functions. During every phase of the project finance
team will assure that budget considerations are taken into account and all the procedures are
followed appropriately (Fleming and Koppelman, 2016). To avoid any kind of quality issues
product testing will be performed with additional care so that desired product is developed.
Time management:
A work breakdown structure is used to complete the project. With the start up of the
project target and market analysis are conducted so that product can be developed. Once the

products are developed and they can be taken into production process so that in the event they
can be presented (Harrison and Lock, 2017). With the production activities Burberry will also
need to emphasis on financial and marketing activities so that in the event attention of majority
of audience can be gathered.
Task Mode Task Name Duration Start Finish Predecessors
Auto
Schedule
d
Defining a target market 8 hrs Sat 11/16/19 Sat 11/16/19
Auto
Schedule
d
Forecasting sales
volume/market research 8 hrs Sun 11/17/19 Sun 11/17/19 1
Auto
Schedule
d
Study of competitive
market 8 hrs Mon 11/18/19 Mon 11/18/19 2,1
Auto
Schedule
d
Design some items and
facilities 8 hrs Tue 11/19/19 Tue 11/19/19 3
Auto
Schedule
d
launch of new product 8 hrs Wed 11/20/19 Wed 11/20/19 4
To manage the project Gantt chart is used which describes the starting, ending and duration of
different activities of the project. This project management tool helps to analyse the dependency
between various activities so that actual progress of the chart can be followed and controlled.

Quality management:
With the help of quality management Burberry can assure that all phases of project
follows desired level of quality. Burberry uses special benchmarks control and monitoring so that
quality inspection is performed effectively and required results can be obtained. The organisation
performs quality management in various phases. For example in the first phase the quality of all
raw material is tested so that material used in the production process is safe and of good quality
(Joslin and Müller, 2015). The pre quality testing also helps to minimise the resource wastage
through operational deficiencies. In addition to this the production process is also monitored and
tested to check that all procedures are followed correctly. To improve this quality check products
are also checked randomly in semi finished stage as well. In the entire quality check procedure
safety standards are also checked so that products are safe for their clients and meet all health
standards as well.
Cost control:
The effectiveness of the project depends upon quality, timely completion as well as
operational efficiency. To achieve the cost optimisation the cost budget are developed for each
and every phase so that plan execution follows the budget consideration (Lock, 2017). Along
with the estimated cost of each project phase organisation will also have a certain amount of
capital for the emergency risk which may occur during project. The capital required for the
project is fulfilled by the existing assets available within organisation. However the raw material
may need some additional amount.
Risk management:
The proposed project of launching new shoes also involves various risks. The foremost
risk is the unavailability of raw material and project completion on time. If products are not
developed on time then it may cause delay in the product launch. Such types of delay are very
harmful for the growth and brand value of the organisation (Hornstein, 2015). Thus Burberry
must assure that there are no issues regarding inventory and adequate supply demand ratio must
be managed. The technical errors in the machinery can also cause the barrier in project
completion. To address with such risks there must be highly efficient technical team so that
technical faults can be addressed. The faulty designs can increase the resource and time waste

thus in the designing phase of the product additional care must be maintained. Thus designing
faults are also one of the potential risks for the organisation in its project.
Risk control:
One of the most effective ways to avoid and manage risks is to promote effective
communication and work place culture (Mullaly and Thomas, 2016). Burberry project manager
must have regular interaction with the team members and project stakeholders so that risks
associated with the improper decision making can be eliminated. The accurate decision making
also helps to avoid chances of budget over running. The insurance agreements can be used by the
organisation to overcome the transaction and financial risks. The use of quality approaches such
as just in time can be used to avoid delay in the shipping and other inventory operations.
Project team:
To complete the project activities each individual in the team is described and given with
specific roles and responsibility. It is the responsibility of the project manager of Burberry to
build effective teams which is capable to accomplish project tasks. During entire project the most
significant aspect which must be managed by project manager is to resolve conflicts as well to
meet project deadlines (Todorović and et.al., 2015). The individual team members must be able
to work in cooperation with each other so that desired team outputs can be delivered. The use of
efficient knowledge sources and innovative strategies will help project teams to complete the
task.
P3 Work break down structure and Gantt chart
Gantt Chart

Work Break Structure

LO 2
P4 Small Scale Research by applying alternative research methods.
Research Approach : Research approach is the tool or techniques which helps to study
distinctive point for better understanding and growth. There are two types of research approach
Deductive and Inductive. Inductive approach tests the validity of assumptions whereas on the
other side, inductive approach contributes to the emergence of new theories and generalizations.
Present study will be uses Inductive approach method to analyse deep understanding and growth.
Research Philosophy : Research philosophy is the another significant methodology that helps to
discussing the research topic in detailed manner. In business and economics. There are two types
of research philosophy Interpretivism and Positivism. Interpretivism method helpful to interpret
the elements if the research with the help of taking human interest. In contrast, Positivism is
difficult to be explained in a precise and succinct manner. However, to conduct present study it
will be take Interpretivism philosophical approach.
Research Design : Research design is the structure which defined the activities involved within
the research. There are two options for the researcher to take any of them Exploratory and
Conclusive. Exploratory research method precise the study and deeply understand the topic in
order to explore the topic aim. On the same side, Conclusive research design applied to generate
findings that are practically useful in reaching conclusion or decision making process. Present
research will be taking Exploratory research design to better evaluate the the importance of
globalisation in HRM decision making process.
Data Collection : Data collection is the foremost method of research which undertake many
opportunity and growth which helpful to analyse research aim and objective. There are two types
of data collection technique primary and secondary. Primary method of data collection is the
method which gathered data through questionnaire, survey, interview this techniques collects the
fresh and exact fact from the respondents. In contrast top that, Secondary data collection
technique collects data which already exist and available in books, journals, on internet.
Secondary method of techniques helps to gathered huge number of data as per the different
perspective. Present study or research will take both techniques to collect information.

Data analysis : Data analysis is the technique or method to analyse or interpret the data into
proper format. Besides, this section explains the brief interpretation of the data which collected
into the different manner. Data analysis for quantitative studies which involve critical analysis
and interpretation data, sheets, graphs and tables. There are two types of data analysis
techniques. Qualitative and Quantitative, Qualitative technique analyse the data into thematic
manner. On the same side, quantitative method of data analysis interpret the data through
thematic form. Like present study analyse the data through qualitative manner.
Sampling : Sampling can be explained as a specific principle which is used to select members of
population to be included in the study. Sampling is the key method for research under which
researcher selects the number of respondents for the study. There are two types of sampling
probability and non probability sampling method. Probability sampling provides chance of
participation in the study. It has many types simple, stratified, multistage, cluster sampling
method. Non probability sampling is method selects some selected sampling or number of
respondents. Such as present study will be taking 30 customers in order to gain knowledge and
perspective of their needs and wants.
Ethical consideration : Ethical consideration is the application or method to explains the better
decision making process. Ethical consideration approaches ensure the proper consideration and
goals.
Questionnaire
Name :
Occupation :
1. What type of shoes do you like the most ?
 Pump
 Flat
 Sling Back
2. Where do you buy shoes from ?