Burberry Summer Shoe Project: A Comprehensive Project Management Plan

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

Managing a successful business
project
1

TABLE OF CONTENTS
Introduction......................................................................................................................................3
Task..................................................................................................................................................3
a) Establish your aims and objectives for the project. Outline objectives and timeframe based
on the scenario set........................................................................................................................3
b) Produce an appropriate project management plan that includes relevant actions to meet
objectives and timeframe.............................................................................................................3
c) Conduct research to generate knowledge which will form the basis for analysis of the
scenario posed in the brief...........................................................................................................8
d) Analyze your findings and draw conclusion to form the basis for recommendations..........14
e) Present and produce your project in an appropriate manner for the intended audience........16
f) Communicate your recommendations in an appropriate manner for the intended audience.16
g) Complete a performance review that addresses the following:............................................17
a. The success of the project and its usefulness in the supporting organizational performance
...............................................................................................................................................17
b. Your own performance......................................................................................................17
Conclusion.....................................................................................................................................18
References......................................................................................................................................19
Appendix........................................................................................................................................20
2

LIST OF FIGURES
Figure 1: Project work break down structure..................................................................................6
Figure 2: The competition in the British Fashion industry has become very fierce........................9
Figure 3: The summer shoe will play a critical role in providing competitive advantage to
Burberry over other market players...............................................................................................10
Figure 4: The brand has carried out market research to understand the current fashion needs and
trends within the market with respect to summer shoe..................................................................11
Figure 5: Adequate marketing tools and techniques will be used to promote the new summer
shoe of Burberry............................................................................................................................12
Figure 6: What are the key challenges linked with the summer shoe project of Burberry............13
Figure 7: The quality of summer shoe will be very high and premium........................................14
Figure 8: The brand will be able to complete manufacturing of the shoe within the next two days
.......................................................................................................................................................15
3

LIST OF TABLES
Table 1: Gantt chart.........................................................................................................................8
Table 2: Milestone...........................................................................................................................9
Table 3: Monitoring schedule..........................................................................................................9
Table 4: The competition in the British Fashion industry has become very fierce.......................10
Table 5: The summer shoe will play a critical role in providing competitive advantage to
Burberry over other market players...............................................................................................11
Table 6: The brand has carried out market research to understand the current fashion needs and
trends within the market with respect to summer shoe..................................................................11
Table 7: Adequate marketing tools and techniques will be used to promote the new summer shoe
of Burberry.....................................................................................................................................12
Table 8: What are the key challenges linked with the summer shoe project of Burberry.............13
Table 9: The quality of summer shoe will be very high and premium..........................................14
Table 10: The brand will be able to complete manufacturing of the shoe within the next two days
.......................................................................................................................................................15
4

Introduction
Project management can be defined as the process in which planning, management, execution,
control and closure of different tasks and activities are carried out to accomplish certain aim and
objectives (Sánchez, 2015). Here, management of activities and resources is done so that the
desired goals and objectives can be achieved in the best and every possible manner. However, it
can be critically argued that managing a successful business project within the provided
constraints is termed as one of the biggest and most challenging tasks for a project manager
(Serra and Kunc, 2015).
The present project is related to Burberry which is a leading fashion retailer founded in the year
1856 in the United Kingdom. Furthermore, the project outlines the creation and marketing of a
brand new summer shoe of Burberry and it will be competing with other leading players in the
industry during the London Fashion Week. A project management plan for Burberry summer
shoe has been provided in this study.
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Task
a) Establish your aims and objectives for the project. Outline objectives and timeframe based on
the scenario set
In this project, Burberry will be launching its summer shoe to compete with the leading players
in the fashion industry in London Fashion Week. Furthermore, the aim and objectives of the
project are discussed below as:
Aim: To create and market a brand new summer show for Burberry
Objective
 To develop a project management plan for the launch of Burberry’s summer shoe
 To market the summer shoe in London Fashion Week starting from 16th to 20th February
2019
 To increase the customer base by 10% by the end of the next six months with the help of
summer shoe
b) Produce an appropriate project management plan that includes relevant actions to meet
objectives and timeframe
To accomplish the aim and objectives of a project, development of effective and useful project
management plan is considered vital. Furthermore, the project management plan is important
because the plan provides adequate directions and guidelines to the project managers and staff
members in terms of investing their efforts and resources. However, it can be critically argued
that development of suitable project management plan is not an easy task as there are different
tasks and things which need to be considered by project manager during the same (Portny, 2017).
For example, the project management plan should emphasize on making optimum and the best
possible utilization of all available resources and time. For the project of creating and marketing
summer shoe for Burberry, a project management plan is provided below as:
Cost of the project – The cost of the current project will be 5000 British Pound and the project
manager will make sure that the cost of the project is not escalated in any situation. The financial
resources will be needed to complete the project and accomplish its objectives in the best
possible manner (Papke-Shields and Boyer-Wright, 2017).
Scope – In simpler terms, project scope can be termed as the key deliverables or features of a
given project. The current project is linked with launching a summer shoe for Burberry in
London Fashion Week and the scope of this project is that it will help the organization in
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competing with other fashion brands in the event (Muller, 2017). The project will also contribute
a lot in enhancing the overall brand image and customer base of Burberry.
Time – To accomplish the overall goal and objectives of the present project, a deadline of 10
days has been provided to the project manager. It has been identified that the London Fashion
Week is going to start from 16th February 2019 and therefore, the manager has only ten days to
complete the entire project and attain its objectives.
Quality – It can be asserted that managing the overall quality of a project is very important for
the success of a project. Here, Burberry will be focusing on employing different types of quality
management tools and techniques to develop and launch new summer shoe in the event.
Communication – Effective communication strategy is also considered as crucial for the success
of a project. The statement can be justified by the fact that effective communication supports the
staff members in understanding the objectives and aim of the project. Furthermore, the chances
of issues and disputes during the project also tend to reduce by implementing effective
communication tools and strategy (Serra and Kunc, 2015). For the project of Burberry, social
media, emails and meetings are some key strategies of communication which will be employed
by the project manager to complete the report.
Risk – To attain the desired and goals of a project, the project managers are also required to
identify various risks associated with the project and develop corrective measures or strategies to
resolve the same. In the project of Burberry, the project cost can be escalated and this can be
termed as a major risk associated with this project (Kaiser, El Arbi and Ahlemann, 2015). On the
other side of this, the slippage of the project deadlines is also a critical risk in the current project.
Resources – The project manager will be also required to make an adequate arrangement of
resources such as tools, equipment, supplies, software, database, cell phone, human capital and
finances (Todorović et al. 2015).
Project work break down structure
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Figure 1: Project work break down structure
Gantt chart
Table 1: Gantt chart
Activity/days 2 4 6 8 10
Manufacturing of the
summer shoe
Assessment of the key
resources which will be
8
Create and market a brand new summer
shoe for Burberry
Approving the summer
shoe design
Manufacturing of the
summer shoe
Choosing marketing
strategies and techniques Promotion of shoe
Sale of the shoe
Marketing the shoe in
event
Creation of the summer shoe
Launching the summer shoe in
event which is London Fashion
Week

required to complete
the project
Making arrangement of
the resources needed to
complete the project
Developing strategies
and action plan to
market the summer
shoe
Quality check of the
summer shoe
Marketing the shoe
Defining the tools and
techniques for
promoting the shoe
Launching the event
for sale at London
Fashion week in
February
Sale of the shoe
Milestone
Table 2: Milestone
Key Milestone Start Date End Date
Developing the summer shoe 5th February 2019 7th February 2019
Defining resource requirement 5th February 2019 7th February 2019
Arranging resources 7th February 2019 10th February 2019
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Developing marketing
strategies and plans
7th February 2019 10th February 2019
Finalizing the design of the new
summer shoe
7th February 2019 10th February 2019
Selection suitable tools and
techniques for marketing the
summer shoe
7th February 2019 10th February 2019
Developing promotional
strategy for the event
7th February 2019 10th February 2019
Marketing the product 10th February 2019 15th February 2019
Launching the event for sale at
London Fashion week in
February
16th February 2019 16th February 2019
Monitoring schedule
Table 3: Monitoring schedule
Activity/Time Every day Every third day
Carrying out effective
monitoring of all activities and
resources
Identifying issues and
challenges in the project
Taking measures to control
10

c) Conduct research to generate knowledge which will form the basis for analysis of the scenario
posed in the brief
Theme 1: The competition in UK fashion industry is very intense
Table 4: The competition in the British Fashion industry has become very fierce
The competition in the British Fashion industry has
become very fierce
Number of respondents
Yes 9
Can’t Say 0
No 1
90%
10%
The competition in the British Fashion
industry has become very fierce
Yes Can’t Say No
Figure 2: The competition in the British Fashion industry has become very fierce
Theme 2: Summer shoe will provide competitive edge to Burberry
Table 5: The summer shoe will play a critical role in providing competitive advantage to
Burberry over other market players
The summer shoe will play a critical role in
providing competitive advantage to Burberry
over other market players
Number of respondents
Yes 6
11

Can’t Say 2
No 2
Yes
60%
Can’t Say
20%
No
20%
The summer shoe will play a critical role in providing
competitive advantage to Burberry over other market
players
Figure 3: The summer shoe will play a critical role in providing competitive advantage to
Burberry over other market players
Theme 3: Market research has been conducted for the development of summer shoe
Table 6: The brand has carried out market research to understand the current fashion
needs and trends within the market with respect to summer shoe
The brand has carried out market research to
understand the current fashion needs and trends
within the market with respect to summer shoe
Number of respondents
Yes 8
Can’t Say 1
No 1
12