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

a) Nike
b) Adidas
c) Puma
d) Regularly switch to other brands
0
2
4
6
8
10
12
14
16
18 15
17
12
6 Frequency
Interpretation: As above table, it is showing that everyone likes different footwear
brand. Among 50 people, 15 people like Nike brand, 17 people like Adidas brand, 12 people like
puma brand and 6 people is continuously changing their brand.
3) How often do you buy shoes? Frequency
a) Weekly basis 8
b) Monthly basis 12
c) Half yearly basis 20
d) Yearly basis 10

a) Weekly basis
b) Monthly basis
c) Half yearly basis
d) Yearly basis
0
2
4
6
8
10
12
14
16
18
20
8
12
20
10
Frequency
Interpretation: From the above table, it can be seen that among the 50 responder, 8
responders are buying shoes on weekly basis, 12 responders are buying on monthly basis, 20
responders are buying on half yearly basis, and 10 responders are buying on yearly basis.
4) How many pairs of shoes do you own? Frequency
a) 2 pairs or less 12
b) 3-4 pairs 20
c) 5-6 pairs 12
d) 7 or above 6

a) 2 pairs or less b) 3-4 pairs c) 5-6 pairs d) 7 or above
0
2
4
6
8
10
12
14
16
18
20
12
20
12
6
Frequency
Interpretation: After seeing the above chart, it can be declared that 12 people has 2 pairs
or less than that, 20 people has 3-4 pairs of shoes, 12 people has 5-6 pairs of shoes, and
remaining 6 people has 7 or above pairs of shoes.
5) How much do you normally spend on shoes product? Frequency
a) Less than £10 14
b) £10-£30 26
c) £40 or above 10

a) Less than £10 b) £10-£30 c) £40 or above
0
5
10
15
20
25
30
14
26
10 Frequency
Interpretation: From the above diagram, it can be understood that 14 communicators
spend less than £10 on shoes, 26 communicators spend between £10- £30 on shoes, and left 10
communicators spend £40 or above spend on shoes.
6) Which factor Burberry should mainly focus on while introducing
their new product?
Frequency
a) Providing Quality 35
b) Lowering Prices 15

a) Providing Quality b) Lowering Prices
0
5
10
15
20
25
30
35
35
15 Frequency
Interpretation: From the above table, it can be said that Burberry should focus on quality
of their new product because out of 50 people 35 people is concern about the quality of the
product and remaining 15 people is giving priority to the lower price.
7) How new product development contribute towards improving
performance level of Burberry?
Frequency
a) Increment in sales and revenue 15
b) Building strong brand identity 15
c) Increasing in existing customer base 20

a) Increment in sales and revenue
c) Increasing in existing customer base
0
2
4
6
8
10
12
14
16
18
20
15 15
20
Frequency
Interpretation: As given in above chart, it can be said that 15 people says that if
Burberry launch a new product in the market they can increase their sales and revenue, 15
people says that they can build a strong brand identity, and remaining 20 people says that by
launch a new product they can increase their existing customers. Hence, launching a new
product in the market can improve Burberry performance in the various manner.
8) Is the concept of new product development directly relate with
business performance?
Frequency
a) Yes 38
b) No 12

a) Yes b) No
0
5
10
15
20
25
30
35
40
38
12
Frequency
Interpretation: From the above identified bar graph it has been observed that concept of
NPD is directly related with business performance. In reference with this question 38 out of 50
respondents gave their views in favour of question. Whereas, remaining have provide their views
that they have no knowledge regarding the wanted information.
9) Have you ever attracted towards buying footwear after seeing
marketing programs conducted by an organisation?
Frequency
a) Yes 41
b) No 9

a) Yes b) No
0
5
10
15
20
25
30
35
40
45
41
9
Frequency
Interpretation: It has been analysed from the given graph that 41 people are attracted
towards buying footwear after seeing marking programs by an organisation and other 9 people
says that they are never attracted towards buying footwear after seeing marketing programs.
10) Do you know Burberry is offering personalised or customized
footwear?
Frequency
a) Yes 32
b) No 18

a) Yes b) No
0
5
10
15
20
25
30
35
32
18
Frequency
Interpretation: After seeing above table, it is clearly seen that most of the people are
know about that Burberry is offering different kind of footwear products i.e. personalised or
customised. Out of 50 people, 32 people are well know that Burberry is offering personalised or
customized footwear whereas the remaining 18 people says that they don't know that Burberry is
offering personalised or customised footwear.
P6 Appropriate recommendations as a result of research and data analysis
From the above analysis of gathered information, it has been identified that Burberry can
achieve huge sustainability for its new product into London market only if proper actions will be
implemented. Here are the some recommendations that will help company in launching its new
product more successfully:
 Burberry should provide training and learning sessions to their employees so that their
skills and knowledge in context of executing new product into market can be maximised.
 The company should focus on improving quality of their new summer shoe product
instead of lowering price as the people are willing to spend more if quality product is
provided to them.
 At present time where large number of companies are operated and sell wide range of
shoes product such as Nike, Puma, Adidas etc. it is essential for Burberry to adopt an
effective promotional channels to promote their new product among their rivals'

products. Promotional strategies includes advertising on TV, Social media etc. where
large number of people are active on daily basis.
TASK 4
P7 Value of undertaking the research
This project is prove very supportive for me as I have gained good knowledge about
different type of product and competitiveness in UK market. Through the above completed
project of new summer shoe, I get the knowledge regarding the globalisation process and how it
assist the firms in grabbing global presence in market. During the execution of research, I have
received several benefits in terms of improving my knowledge and efficiencies. Before starting
of research, several skills like communication, team management of myself were weak due to
which I was not sure about completion of project. But during the project, team members were
very supportive as they have no need to take suggestion or guidance for completion of project
along with it, they have also helped me in improving my communication skill by suggesting
different methods such as conference or seminars. For completing the project, I have chose
qualitative method along with primary method so that valid and fresh information can be
gathered. After this, I have framed questionnaire and distributed it into chosen respondents that
were employees and other stakeholders of organisation. During the execution of investigation,
several difficulties were also faced by me such as irresponsive nature of respondents, lack of
funds etc. for overcoming this shortcomings firstly I bring confidence within the respondents so
that they can effectively respond with given questionnaire. Along with it, in order to arranging
funds I have take support from investors and my colleagues. Through overcoming the challenges
and improving my skills and efficiencies I have completed this project effectively within given
time-frame.
CONCLUSION
It has been summarised from the above discussed information that, project management
plan should be framed on the basis of arrangement of firm so that any problem not be faced
during execution of project. However, formation of aims and objectives are essential before
starting of project or determining the requirements. Data collection is an important process
because it helps the researcher in getting valid outcomes at the end of research. Interpretation of
collected data should be done effectively as it helps the researcher in providing valid

recommendations to the management at the end of project. Value of undertaking the project is
useful as it helps the researcher in reflecting their own experience and barrier which are faced by
them during the project.

REFERENCES
Books and Journals
Ariely, G., 2012. Globalisation and the decline of national identity? An exploration across sixty‐
three countries. Nations and Nationalism. 18(3). pp.461-482.
Boserup, E., Tan, S. F. and Toulmin, C., 2013. Woman's role in economic development.
Routledge.
Davies, M. B. and Hughes, N., 2014. Doing a successful research project: Using qualitative or
quantitative methods. Macmillan International Higher Education.
Florén, H. and Frishammar, J., 2012. From preliminary ideas to corroborated product
definitions: Managing the front end of new product development. California
Management Review. 54(4). pp.20-43.
Furlong, J., 2013, January. Globalisation, neoliberalism, and the reform of teacher education in
England. In The educational forum (Vol. 77, No. 1, pp. 28-50). Taylor & Francis
Group.
Lientz, B. and Rea, K., 2016. Breakthrough technology project management. Routledge.
Lin, A. and Chen, N. C., 2012. Cloud computing as an innovation: Percepetion, attitude, and
adoption. International Journal of Information Management. 32(6). pp.533-540.
Mhamed, A. A. S., 2012. Globalisation and higher education in the Arab Gulf States.
Nicholas, J. M. and Steyn, H., 2017. Project management for engineering, business and
technology. Routledge.
Nicholas, J.M. and Steyn, H., 2017. Project management for engineering, business and
technology. Routledge.
Polonsky, M. J. and Waller, D. S., 2018. Designing and managing a research project: A
business student's guide. Sage publications.
Vanclay and et. al., 2015. Social Impact Assessment: Guidance for assessing and managing the
social impacts of projects.
Zajda, J., 2015. Globalisation and its impact on education and policy. In Second International
Handbook on Globalisation, Education and Policy Research (pp. 105-125). Springer,
Dordrecht.
Zajda, J., 2015. Globalisation and its impact on education and policy. In Second International
Handbook on Globalisation, Education and Policy Research (pp. 105-125). Springer,
Dordrecht.
Online
Primary source and secondary source. 2018. [Online]. Available through;
<https://businesscasestudies.co.uk/food-standards-agency/market-research-and-
consumer-protection/primary-and-secondary-research.html>.
Research Methodology. 2018. [Online]. Available through:<https://explorable.com/research-
methodology>.

Performance Review and Self-Assessment
Learner Name
Project 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”
Important stages  Determination of topic
 Framing Aims and Objectives
 Data collection
 Interpretation and Analysis
 Recommendation
Key factors you learned from the
project Effective communicating skills
What skills did you develop
Time-management skills, Problem solving skills
Discuss the project management skill
you developed
Risk management skills
Project - New product development
Did the project achieve its aim: Yes

Was the Team efficient:
Yes
Did the project succeed:
Yes

APPENDIX
Project Logbook
Name:
"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”
Date:
Update on weekly research/tasks achieved
Points to consider:
What have you completed?
I have accomplish "To determine 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”
Did you fulfil task requirements?
Yes, I have fulfilled each requirement
Are you on track and within deadlines set?
Yes , I were on right track due to which I have completed my each objective in easy manner.
Did you need to make any changes to your project management plan?
No

Any risks and/or issues identified?
Related to time and cost
Points to consider:
Did you identify risks/issues with a lack of skills required for undertaking research/tasks?
Risk management and problem solving skills of myself are week
Did you identify any additional risks/issues that have an impact on the project management
plan?
I have faced issues regarding uses of technical systems.
Problems encountered
Related to time
Points to consider:
What barriers did you face?
Communication, technological are the main barriers which have faced by me.
How did you overcome them?
I have overcome the problem through engaging myself in seminars and conference programmes.
New ideas and change of project direction
adoption of new techniques and modifications in working methods

What have I learnt about myself this week?
Points to consider:
How did I feel when I had to deal with tasks/problems? Did I find it useful to complete the
tasks?
I feel hesitation while interacting with my respondents but each task were completed by me in
effective manner.
How might this learning apply in the future?
In further projects, times will be saved which automatically removes hurdles from the projects.
Tasks planned for next week
Points to consider:
Which tasks are priority?
Gathering data is one of the main task during this project.
Have you set aside sufficient time for completion?
I have accomplished my all tasks effectively.
Project plan status to date (on, ahead, behind)
Supervisor comments to address