Developing and Launching a Summer Shoe Brand for London Fashion Week

This project report details the development and marketing strategy for a new summer shoe brand, designed to compete with established names. It begins with an introduction highlighting the importance of globalization and business expansion, setting the stage for the project's aim: to create and market a unique summer shoe. The report outlines the project management plan, covering aspects like cost, scope, quality, communication, risk, resources, and time, and includes a work breakdown structure and Gantt chart for project organization. The research methodology employs both qualitative and quantitative methods, with data collected through questionnaires and analyzed to understand consumer preferences. The analysis interprets findings on shoe preferences, foot sizes, and purchasing habits, leading to recommendations for product design and marketing. The project concludes with a reflection on the student's performance and the significance of the research, providing a comprehensive overview of the project's development and strategic considerations.

MANAGING A
SUCCESSFUL
BUSINESS PROJECT

Contents
INTRODUCTION...........................................................................................................................3
TASK1.............................................................................................................................................3
P1. Aims and objectives of the research.................................................................................3
P2. Project management plan.................................................................................................4
P3. Work break down structure and Gantt chart....................................................................5
TASK2.............................................................................................................................................6
P4. Qualitative and quantitative research...............................................................................6
TASK3.............................................................................................................................................9
P5. Interpretation and analyses...............................................................................................9
P6. Recommendations and significance of conducting the research....................................17
TASK4...........................................................................................................................................18
P7. Own performance and reflection....................................................................................18
CONCLUSION..............................................................................................................................19
REFERENCE.................................................................................................................................20

INTRODUCTION
Globalisation is the most prominent term which is playing a vital role in enhancing the
expansion of the businesses. The companies are able to expand their business and profitability
with the help of globalisation (Tidd and Bessant, 2018). This is made possible because of the
increasing exchange of knowledge, technology, resources, labour, etc. It is important to expand
the business because of the increasing cost, need of advancement in technologies, to stay
competitive in the market, etc. In this research, the new product will be created which will be
marketed in London Fashion week that will going to held in November 2019. For this, the
investigator will focus on different requirements such that they can effectively compete and earn
profit from the business.
TASK1
P1. Aims and objectives of the research.
TITLE:
To create and market the brand new summer shoe to compete with big name brands.
INTRODUCTION
Due to increasing competition in the market, it has become essentially important for the
organisations to produce new and innovative products (Storey and. et. al., 2016). For this
purpose, the organisation will place emphases on creating new product in form of designer
summer shoes that will be sold at comparatively lower prices compared to big brands. In market,
there are various companies which are operating and for this, competition is increasing which
has put pressure on companies to keep their products innovative in nature. If the company wants
to exist in the market then it becomes important for them to keep producing the products as per
the needs and requirements of the market.
AIM
To create and market the brand new summer shoe to compete with big name brands.
RESEARCH OBJECTIVES
 To compete with big name brands.
 To determine that their shoe market becomes one of the most famous and profitable
venture.
 To create uniqueness in brand awareness to the target market and customers.

RESEARCH QUESTIONS
 Why it is important to compete with big name brands?
 How the company can become famous and most profitable?
 How the company will create uniqueness in brand awareness to their target market?
P2. Project management plan.
The project management plan is the set of written documentation which provide the guidelines
and road map to the company in which the business aims and objectives can be attained
(Archibald and Archibald, 2016). By making such plans there are certain elements which needs
to be taken into mind so that the business can successfully attain the business goals and
objectives. If the researcher wants to complete the research successfully then it becomes
important to make and move ahead with proper planning. The following are the discussed below
some of the important constituents which needs to be taken into consideration and they are
discussed below:
 Cost: The cost plays a very important role because if business wants to run smoothly and
effectively then there has to be certain funds and finances. If there is no proper cost set
for different activities of the research then this can increase the expenses to the business
and further leads to poor profitability (Muller, 2017). Therefore, the estimated cost and
budget will be set for different activities. The estimated cost required to complete the
research is 10000 pound whereas the investigator will need money for meeting every day
expenses like travelling, etc. and for this the estimated cost is 2000 pound.
 Scope: The scope of the business is determined by the extent of producing the outcomes
for the research conducted (Robertson, 2017). In order to determine whether the new
product development has vast scope or not there will be several aspects which will be
considered. For this research, the company will need to consider the scope of earning
future profits and brand awareness of the new product. While the investigator will
consider the scope of conducting and accomplishing research aims and objectives.
 Quality: The term quality is concerned with designing and recognising the superiority of
the business (Špundak, 2014). It plays very important role in designing new product for
the customers. For the company, the new products needs to be of superior quality which
will have unique design. While the investigator will require quality in terms of
authenticity and fairness in gathering the information.

 Communication: The communication helps in exchanging and sharing the views,
opinions and thoughts (Young, 2016). This further helps in explaining the research aims
and objectives so that the company can work in accordance with it. For this purpose, the
company will need communication instruments like seminars, meetings, etc. which will
help the people in making clear with business goals and objectives. Whereas investigator
will require tools like mobile phones, telephones, internet connections, etc. so that they
can communicate.
 Risk: The risk is described in terms of threat. Every business is associated with some
kind of threat from the external business environment (Polonsky and Waller, 2018). This
risk needs to be analysed before and contingent plans must be made so that proper action
can be taken at the time of risk. Therefore, the company will face the risk of
confidentiality, leakage of information, privacy, etc. while researcher will face the risk of
time, cost, poor climatic conditions, etc.
 Resources: For creating new product the company will need ample of resources
(Kollman, 2016). For carry on different activities the company will make use of various
resources like finances, time, labour, technologies, etc. While the researcher will need
resources like money, communication skills, time management skills, innovative and
creative skills, etc.
 Time: The time is another major elements because every research is temporary in nature
so setting for each research is important so that the main objectives can be achieved
effectively and efficiently (Seymour and Hussein, 2014). Therefore, the company will
require the time of 12 weeks to complete the project while researcher will need time of 8
weeks to complete the research.
The above are the discussed elements which plays a greater role in project management
plan. By taking into consideration with such constituents, the company will be able to
successfully launch the new product of summer shoes in London fashion week.
Monitoring and completion plan: The monitoring plan is one where the project has
been completed and the organisation keep evaluating and reviewing that it is going as per the
planned events and expectations and if any problem or deviation arise then corrective actions are
required to be taken (Krugman, 2017).

P3. Work break down structure and Gantt chart.
Work break down structure
The work break down structure is concerned with the hierarchy tree like structure. In this
the larger work is broken down in smaller pieces and then work is assigned to the individuals
according to their skills and capabilities (Nicholas and Steyn, 2017). By dividing the work into
smaller chunks, it becomes easier to perform it in order to attain business goals and objectives.
This will further help in generating more suitable and appropriate results for the company.
Gantt chart
The Gantt chart was discovered by Henry Gantt and this is bar graph pictorial
representation. Under this, the activities are set in the form of horizontal bar graph. This helps in
establishing the proper start and finish date against each activity (Cleden, 2017). The main
purpose of this is to complete the each activity within the specified time frames. This will

ultimately help in completing the overall research on time. The visual and graphical presentation
provides clear picture of each activity.

TASK2
P4. Qualitative and quantitative research.
Qualitative investigation
The qualitative investigation is concerned with studying and examining the human
behaviour. This type of research is judgemental and is based on experience (Obstfeld, 2015). By
conducting this research, the researcher is able to study the thorough and detailed analyses of the
human beings. This helps in understanding the nature and behaviour of the living being which
further helps in evaluating and assessing the behaviour of the humans.
Quantitative investigation
The quantitative research is concerned with providing the results which are based on
quantities and statistical contents (Hillson, 2017). This research is more satisfactory in nature
because this helps in generating more authentic and true results which can easily identified. By
using this research, the researcher will be easily verify and justify the obtained results because
they are based on some source or evidence.
Source of data collection
 Primary data collection method: The primary data means when the information is
gathered for the first time and used by researcher in order to conduct the research
(Wright, 2016). The information under this method is collected by means of
questionnaire, survey forms, etc.
 Secondary data collection method: This type of data collection method is concerned
with using the information which has been derived from some secondary sources like
internet, journals, newspapers, etc. (Chih and Zwikael, 2015).
Data sampling is a method in which the research is conducted on the particular size of
sample. Therefore, in this research the sample size is 40 and research method used is

qualitative (Jeston, 2014). Furthermore, the data collection method used is primary source
where questionnaire has been used by the researcher.
QUESTIONNAIRE
NAME:
AGE:
GENDER:
Q1. What type of show do you prefer to wear?
A. Plump
B. Court
C. Sling back
D. Mary Jane
Q2. Do you have narrow feet?
A. Yes
B. No
Q3. What is your shoes size (UK size)?
A. 5
B. 6
C. 7
D. Above 7
Q4. Where do you prefer to buy shoes from?
A. Shop
B. Online
Q5. How often do you purchase shoes?
A. Weekly

B. Monthly
C. Every six month
D. Quarterly
Q6. What is the most preferred price that you would spend on shoes?
A. 101-150
B. 151-200
C. 201-300
D. Over 300
Q7. Which brand do you prefer while purchasing shoes?
A. Jimmy choo
B. Gucci
C. Louis Vuitton
Q8. What is important while purchasing shoes?
A. Comfort
B. Design
C. Cost
Q9. Are you employed?
A. Yes
B. No
Q10. Any recommendation for upcoming fashionable shoes.

TASK3
P5. Interpretation and analyses.
THEME1: Shoe do you prefer to wear
What type of shoe do you prefer to wear? Frequency
Plump 8
Court 11
Sling back 9
Mary Jane 12
Interpretation: From this graph, it has been summarized that 8 people prefer plump style
shoe because it is suitable for formal and for party wear as well. Furthermore, these people have
short height so they are able to effectively look good in such shoes. 11 people prefer court style
shoes because everyone cannot handle such style as it requires effective style to walk in such
shoes comfortably. This shoes goes perfect with office as well as party looks. 9 people prefers
sling black because they have very large heights and wants something which is fashionable and
formal as well. 12 people prefer mary jane style shoes because it gives perfect formal look and
such people works in corporate where proper formal are needed.
THEME2: You have narrow feet
Do you have narrow feet? Frequency
Yes 27