Managing Burberry's Summer Shoe Project: A Business Report

This report analyzes a business project focused on Burberry's summer shoe launch, aiming to identify effective strategies for creating and marketing a new product to compete with established brands. The project encompasses various aspects of project management, including defining aims and objectives, developing a comprehensive project management plan that addresses cost, scope, time, quality, communication, and resource allocation. A work breakdown structure (WBS) and Gantt chart are utilized to illustrate project timelines and stages. The research incorporates both qualitative and quantitative methods, with data analysis employing appropriate tools and techniques to derive meaningful insights. The report concludes with recommendations based on research findings, emphasizing the value of undertaking such research for strategic decision-making and market competitiveness. The study covers cost estimations, project scope, timeframes, quality control, communication strategies, risk assessments, and resource management. The research includes primary data collection through questionnaires distributed to 50 respondents, providing valuable insights into consumer preferences and market dynamics.

Managing a Successful Business
Project

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1: Project aims and objectives..............................................................................................3
P2 Project management plan that covers various aspects including cost, scope, time, quality,
communication and resources................................................................................................4
P3 Work breakdown structure and a Gantt chart to provide time frames and stages............6
TASK 2 ...........................................................................................................................................8
P4 Carrying out Small-scale research by applying qualitative and quantitative research
methods...................................................................................................................................8
TASK 3..........................................................................................................................................11
P5: Research analysis along with data using an appropriate tools and techniques..............11
P6 Appropriate recommendations as a result of research and data analysis.......................21
TASK 4..........................................................................................................................................22
P7 Value of undertaking the research...................................................................................22
CONCLUSION.............................................................................................................................22
REFERENCES..............................................................................................................................24
APPENDIX...................................................................................................................................27

TITLE
"To identify the ways through which Burberry can easily create and market a brand new
summer shoes with purpose to compete with the big brand name." – A study on Burberry”
INTRODUCTION
Managing of projects can be defined as a combination of activities or functions that
comprises of scheduling, planning, controlling or closing of project. Apart from that,
Globalisation is a process in which people of different location interacts so as to developing their
international presence in marketplace. Due to Globalisation process, transportation and
communication are also increasing day by day across the world this is the reason behind huge
competition of marketplace. Chosen organisation for this project is Burberry which is a leading
footwear and clothing brand along with based in London, UK. In this project, aims and
objectives along with a project management plan will be framed. In addition, WBS and Gantt
chart along with small scale research will also discussed in this report. At last, some suggestion
will also given by researcher to management of organisation that what measures should be taken
by them so as to increasing sustainability in market.
TASK 1
P1: Project aims and objectives
Background of the project- Burberry is a big name in footwear and clothing industry as
it offers a large number of shoe care products, shoes, bags, and various fashionable products etc.
to their customers. Now company wants to create a brand new summer shoe and introduce it
during the London Fashion Week which will be organise between 16-20th February 2019. main
reason behind introduction of this product is to competing with the giant competitors which are
already selling similar products in market (Ariely, 2012).
Aim – "To identify the ways through which Burberry can easily create and market a brand new
summer shoes with purpose to compete with the big brand name." – A study on Burberry”
Objective
 To develop basic knowledge regarding the marketing?
 To identify ways through which company can create and market a brand new summer
shoes?

 To find out the challenges faced by Burberry while launching new summer shoe in
London Fashion Week.
 To determine various ways by which Burberry can easily deal with challenges that arises
while launching of new summer shoes in London Fashion Week.
P2 Project management plan that covers various aspects including cost, scope, time, quality,
communication and resources
It refers to a blue print of project that is used by management for identifying each aspect
of the project so as to making success of it. Additionally, this plan defines the action and builds
coordination among investigator and resources of research so that valid outcome can be provided
to Burberry for taken decision. During the preparation of this plan, Investigator should consider
several factors so that any problem wouldn't be arise during executing the project. Some of these
factors are defined as below:
Cost: It can be considered as a main aspect during the execution of research as without
estimation of cost any plan can't become successful. Therefore, this is very essential for
researcher and project manager to analyse the cost that would be require for implementing the
plan. For successfully completing the project, project managers of Burberry have estimated an
amount of 95000 pound which is used in promoting and manufacturing new summer shoe along
with hiring experienced sales representatives for successfully launching the product in London
Fashion Week. whereas, 10000 pound has been demanded by researcher for executing research
programme effectively (Boserup, Tan and Toulmin, 2013).
Scope: Scope of this project is high for Burberry as it will help them in competing with
giant rivals of market. By launching of new summer shoe in London Fashion Week Burberry
will be able in building their global presence in market which is beneficial for customer base and
sales figures of firm. Whereas, through completing this investigation researcher will be able in
understanding the factors which can affect launching of new product in market that will supports
them in executing same projects in future.
Time: This aspect should be considered by Project managers or researchers effectively
because without considering it aims and objectives will not fulfilled timely which leads the
project towards failure. So that, this is important for project manager and investigator to estimate
a proper time-frame for completing the project effectively. For this project, Project managers of

Burberry have calculated a time period of 6 month for successfully launching new summer shoe
in London Fashion Week whereas, time period of 3 month is given to the researcher so as to
executing the research project effectively (Davies and Hughes, 2014).
Quality: It can be considered as the most important aspect while executing the project as
without it researcher can't execute research programme in desired manner. Quality of research is
depends on methods that are used by investigator for executing the investigation because of this
reason researcher who is hired by Burberry have to collect primary kind of data so that valid
outcomes will achieved at last of investigation. Whereas, management of Burberry have decided
to launch new summer shoe in London Fashion Week. Therefore, it is very important for them to
implement updated tools and techniques in manufacturing process of new summer shoe because
if this will launched with errors then respective firm will not achieved desired competitiveness in
market. So that, it is important to use updated tools and techniques in manufacturing process of
new summer shoe which is beneficial in launching quality shoes in event that will helps the firm
in grabbing growth and success in market (Florén and Frishammar, 2012).
Communication: It is a crucial aspect during the project as it helps the project managers
and investigators in bringing the project to conclusion. Different departments are made by the
management of Burberry so as to operating their functions effectively. Due to which,
management have decided to use effective communication channels such as KPI, ERP software
at workplace so as to completing project activities in desired way. Whereas, researcher have
decided to use several communication methods like phone calls, emails or messages so as to
communicating with respondents for collecting the data.
Risk: There are several risk that can be faced by researcher such as lack of funds,
communication skills, understanding of language etc. which should be analysed by investigator
before executing the research programme because it can impact on the execution of
investigation. Whereas, management of Burberry have decided to launch new summer shoe in
London therefore, they should evaluate the risk of competition, lack of knowledge and
experience within the staff members regarding use of technique in manufacturing process.
Resources: Several resources are needed by Burberry so as to completing the project
effectively. These resources consists of funds, skilled and efficient human resources, machines
etc. for performing operations of business. Whereas, researcher should also make arrangement of

several resources like internet connection, travelling funds etc. so that research programme can
be conducted without any difficulty (Furlong, 2013).
P3 Work breakdown structure and a Gantt chart to provide time frames and stages
Work break down structure – It is a type of project categorisation tool which helps
companies to divide their large projects into simpler projects so they can get things done faster
and more efficiently. Furthermore, it also help companies to record their activities on basis of
weeks, days or hours which helps them to understand very quickly if their estimate will increase
from their actual results (Lientz and Rea, 2016). If Mark and Spencer want to increase their sell
and grow in the market then they should adopt WBS. As Burberry is launching summer shoe in
the market, so they should break their work according to the employees efficiency. If they break
their component according to this so they will able to create a big place in the market and can
easily compete their competitors. It will helps them to break their large task in the different level
of details. By using this method they can improve their productivity and profitability because
diversion of work inspire the employees to work with more efficiency.

Gantt chart – It can be defined as graphical representation of project activities which is
used by companies to showing their business activities on daily basis. This chart will help
Burberry to scheduling, monitoring, and managing their tasks in a project. By making this chart
they can easily know about how far their work has progressed, how much time taken in the each
task, and what sources are being used for each task. It will help them to easily communicate with
various employees and motivate them to do work with more efficiency so that they can achieve
their targets and goals (Lin and Chen, 2012).

TASK 2
P4 Carrying out Small-scale research by applying qualitative and quantitative research methods
Small scale research: Small-scale research refers to a comprehensive guide for scholars
or researchers while executing dissertation, scholar papers or investigations. It works
systematically by the central methods of inquiry & provide capability and weakness of several
approaches which helps the investigators in adopting most suitable method for completing

research. Small data and information is required in this kind of investigation that helps in finding
valid conclusion and results. Basically there are 2 kind of investigation methods that are used by
investigators for getting valid informations about the topic of research. Description of these
ways are discussed as under:
Qualitative method: This kind of investigation is mainly based on quality instead of
quantity due to which this method is termed as qualitative. In it, data is gathered through
secondary sources like journals, magazines, books etc. this kind of investigation is used when
investigator have less period of time and they have to collect informations in qualitative manner
(Mhamed, 2012).
Quantitative method: In this kind of method, researcher mainly emphasizes on collecting
quantitative kind of data instead of qualitative. Several graphs, statistics, interviews,
observations are used by researcher in order to grab data in statistical or mathematical manner.
Then, this data is interpreted on the basis of relevancy of topic so that good results will be
received at the end of project.
Data collection:
This is an important process in which investigator have to collect, measure or analyse
gathered information with relevancy of chosen topic so that, better outcomes can be grabbed at
last of investigation. Mainly two types of data collection methods are used by investigators
which are discussed as below:
Primary: In it, Information is gathered by investigator for very first time that is never
used before. By grabbing this kind of information investigator can easily construct conclusion
for the research programme. Collected data of primary kind are more authentic and it is collected
through framing or distributing questionnaire, interview etc. which helps the researcher in
getting descriptive knowledge about the research topic (Nicholas and Steyn, 2017).
Secondary: This kind of collected data is less reliable and this data collection method is
used by investigator when they have small time-frame & have to grab more relevant information
about the topic (Primary and secondary source, 2018).
for executing this study, researcher have used primary method for collecting data such as
questionnaire which will distributed by them into selected respondents. So that, valid response
can be received from them in limited time-frame (Research Methodology, 2018). In addition,
total 50 respondents are taken that consists of employees, shareholders or investors of respective

organisation whose opinions and views will be undertaken for constructing valid conclusion
(Nicholas and Steyn, 2017).
Questionnaire
Name:
Age:
Gender:
1) Are you aware about the concept of new product development?
a) Yes
b) No
2) Are you brand loyal brand below in terms of footwear in the sportswear industry?
a) Nike
b) Adidas
c) Puma
d) Regularly switch to other brands
3) How often do you buy shoes?
a) Weekly basis
b) Monthly basis
c) Half yearly basis
d) Yearly basis
4) How many pairs of shoes do you own?
a) 2 pairs or less
b) 3-4 pairs
c) 5-6 pairs
d) 7 or above
5) How much do you normally spend on shoes product?
a) Less than £10
b) £10-£30
c) £40 or above
6) Which factor Burberry should mainly focus on while introducing their new product?
a) Providing Quality

b) Lowering Prices
7) How new product development contribute towards improving performance level of
Burberry?
a) Increment in sales and revenue
b) Building strong brand identity
c) Increasing in existing customer base
8) Is the concept of new product development directly relate with business performance?
a) Yes
b) No
9) Have you ever attracted towards buying footwear after seeing marketing programs
conducted by an organisation?
a) Yes
b) No
10) Do you know Burberry is offering personalised or customized footwear?
a) Yes
b) No
11) Any recommendation wants to suggest
.........................................................................................................................................................
......................................................................................................................................
TASK 3
P5: Research analysis along with data using an appropriate tools and techniques
Data analysis: Gathering of information is not only sufficient as interpretation and
analysis of collected data is also needed that assist investigator in constructing valid conclusion
at last of investigation. Interpretation of above questionnaire is discussed as below:
1) Are you aware about the concept of new product development? Frequency
a) Yes 40
b) No 10

a) Yes b) No
0
5
10
15
20
25
30
35
40
40
10
Frequency
Interpretation: It is clearly analysed from the above given bar chart that most of the
chosen respondents have good knowledge regarding the concept of NPD. Out of 50, 40 having
good knowledge regarding this concept whereas, remaining others have no knowledge regarding
the same concept.
2) Are you brand loyal below in terms of footwear in the sportswear
industry?
Frequency
a) Nike 15
b) Adidas 17
c) Puma 12
d) Regularly switch to other brands 6