Crockett & Jones Summer Shoe: Project Management and Market Analysis

Desklib provides past papers and solved assignments. This project details the successful launch of a new summer shoe for Crockett & Jones.

Managing a Successful
Business Project
1

TABLE OF CONTENTS
Introduction......................................................................................................................................5
TASK...............................................................................................................................................6
a) Establish your aims and objectives for the project. Outline objectives and timeframes based
on the scenario set........................................................................................................................6
b) Produce an appropriate project management plan that includes relevant actions to meet
objectives and timeframes...........................................................................................................7
c) Conduct research to generate knowledge which will form the basis for analysis of the
scenario posed in the brief.........................................................................................................11
d) Analyse your findings and draw conclusions to form the basis for recommendations.........15
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
Conclusion.....................................................................................................................................18
g) Complete a performance review that addresses the following:.............................................18
a. The success of the project and its usefulness in supporting organisational performance 18
b) Your own performance......................................................................................................19
References......................................................................................................................................20
Appendix........................................................................................................................................21
2

LIST OF FIGURES
Figure 1: Work Breakdown Structure........................................................................................7
Figure 2: Resources required for successful implementation of the project plan.................12
Figure 3: Project manager indulged in conducting market research.....................................13
Figure 4: Proper knowledge and skills are present for resource management.....................14
Figure 5: Challenges faced by project manager in the project...............................................15
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LIST OF TABLES
Table 1: Gantt chart......................................................................................................................8
Table 2: Project schedule with key milestone...........................................................................10
Table 3: Monitoring Schedule....................................................................................................10
Table 4: Resources required for implementation of project plan...........................................12
Table 5: Project manager indulged in conducting market research......................................13
Table 6: Project manager features proper knowledge and skills for resource management
.......................................................................................................................................................14
Table 7: Challenges or issues faced by project manager in the selected project...................15
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INTRODUCTION
In the present scenario, managing a successful business project is not regarded as the most
straightforward task as the project manager is required to undertake an effective and wide range
of services for implementing a successful plan (Cleden, 2017). With the increasing globalisation,
multinational companies are required to customise their strategies so that they may successfully
execute the new business model to stay ahead among the rivalries. Therefore, it has been
explained that carrying out global expansion is consider as a demanding task for the businesses
and they require effective project management plan to carry out the same.
The present report focuses on the scenario of the large fashion company that is Crockett & Jones
one of the leading shoe manufacturing company in Northampton, England. It specialises in the
manufacturing and assembling of the Goodyear-welted footwear. In addition to this, the cited
retailer also engage in producing footwear for both men's and women's with providing three
collections accessible for men (i.e. Hand Grade Collection, Main Collection and Shell Cordovan
Collection) and with the limited range of boots and low heeled shoes for women (About Us,
2019).
The project is associated with developing the project plan focuses on marketing a new brand
summer shoe. So that, the company can easily imparts strong competition to the existing players
and brand in the market. Furthermore, the project will also focus on testing and monitoring the
market before launching the new brand summer shoe in the London Fashion Week.
5

TASK
a) Establish your aims and objectives for the project. Outline objectives and timeframes based on
the scenario set
The project focuses on testing the market with enabling signed off by the board so that shoe
manufacturer easily launches their range of summer shoes in the London fashion week. The key
aim of the project is to develop the plan associated with marketing their brand-new summer shoe
in the market in order to compete with the big name brands so that they successfully launch their
products in the London Fashion week which is from 16th to 20th February 2019. The objectives
of the project are highlighted are as follows-
 To launch an event for the new shoe to enhance brand image
 To offer severe competition to the other players existing in the market
 To strengthen the customer base and market share of Crockett & Jones
In order to produce the project management plan for Crockett & Jones, it has been stated that the
project manager is required to cover different aspect such as cost, scope, time, risk as well as
resources (Gambles, 2017). The various aspects of the project management plan are discussed as
follows-
The overall cost of the project: One of the significant aspects the required to be considered by
manager include estimating the total cost of the project. It has been assessed that the overall cost
of the project will be 15000 British Pound. The cost will be bifurcated into the three major
activities that are associated with the development of the summer shoe, advertising or promotion
of the shoe and last include launching event for the summer shoes (Hillson, 2017).
Project scope: Another aspect covers in the project management plan is associated with
addressing the overall cost. The project will be significant for Crockett & Jones in marketing
their products that act as an opportunity for the firm to gain a competitive advantage.
Time: Another aspect is associated with linking deadline so that project management plan will be
easily produced and implemented. The deadline for the selected project is extremely short
because the London fashion week will start on 16th February 2019. Therefore, to promote and
launch the summer shoe company has one month.
Quality: Quality of the new product consider as another aspect of the project management plan.
The project manager of Crockett & Jones has stated that they specialize in manufacturing
6

Goodyear-welted footwear. Therefore, the manager will engage in developing premium
superiority of summer shoe for the event (Nicholas and Steyn, 2017).
Communication: For the successful project management plan, the project manager will engage in
using three different communication platforms that is a newspaper, magazines as well as social
media for targeting the audiences.
The risk associated with the project: The key risk associated with the project is slippage of the
project deadline. However, the deadline supports the project manager to review and track the
progress. With the missing of the period, it will act as issue or risk for the cited company as they
will be not able to launch the product in London Fashion Week.
Resources required for the project: Human, physical and technological resources are the key
resources that will be required by the project manager to complete the project. With such
resources, it will support the project manager in attaining the expected outcome.
b) Produce an appropriate project management plan that includes relevant actions to meet
objectives and timeframes
In order to undertake the project plan it has been assessed that project manager of Crockett &
Jones must emphasis on producing the work breakdown structure and Gantt chart.
Figure 1: Work Breakdown Structure
Gantt chart
7
Developing and launching plan for summer shoe in
London Fashion week
Finalising design
of the new
product
Development of
product
Selection of
effective
techniques for
advertising shoes
Formulating
marketing event
for the product
marketing of the
summer shoe
product
Developing
product

Table 1: Gantt chart
Activity/days 3 5 8 14 17 20
Development of
the summer shoe
Categorizingall the
required resources
for the project
management plan
Proper
arrangement of all
the resources
Formulating plans
of action for
promoting the
products and
services of the
cited firm
Confirming or
deciding the design
of new summer
shoe
8

Choosing suitable
and effective
marketing
techniques for
promoting the
shoes among
rivalries existing in
the market
Developing
advertisement or
marketing strategy
for the event
Advertising of the
product
Introducing the
event for sale at
London Fashion
week in February
Table 2: Project schedule with key milestone
Key Milestone Starting date Ending date
Development of the summer
shoe
28th January 2019 30th January 2019
Categorizing all the required
resources
28th January 2019 31st January 2019
Proper arrangement of all the 28th January 2019 31st January 2019
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resources
Choosing suitable and
effective marketing techniques
for promoting the shoes
28th January 2019 31st January 2019
Developing advertisement or
marketing strategy
28th January 2019 2nd February 2019
Advertising of the product 28th January 2019 10th February 2019
Introducing the event for sale
at London Fashion week in
February
28th January 2019 15th February 2019
From the above assessment of the comprehensive project management plan and milestone
schedule, it has been stated that it will positively support the project manager of Crockett &
Jones in creating and launching the event of new product in the London Fashion Week. The
project schedule with the milestone will start from 28th January 2019 and get completed by 15th
February 2019 before starting of the London Fashion Week. With the successful implementation
of the project schedule activities, it has been stated that it will engage in the successful execution
of the project plan that directly benefits the company in enhancing the brand image of a new
product.
Table 3: Monitoring Schedule
Activity/Time Every day Every week
Proper supervision of
different resources
implemented in the project
plan
Evaluation of micro and
macro environmental factors
Undertaking remedial and
control measures
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Project management process is defined as an internal process that represents the proper
implementation of planning activities in order to attain the desired result associated with
accomplishing the key aim and objectives. As per the view of Boyle (2017), the project
management process consists of four different steps that are designing, developing, analyzing
and evaluating. The designing phase is significant for the process as it supports the project
manager in creating superior quality summer shoes that will be represented during the London
Fashion Week. On the contrary to this, another step in the process is associated with the
developing and analyzing the plans in project management so that they successfully engage in
creating and launching the event (Lientz and Rea, 2016). The last step in the project management
process is evaluating the activities undertaken in the project to measure its effectiveness in
attaining the desired aim of launching the new shoe event.
In addition to this, De Carvalho et al. (2015) have stated that there are different research
methodologies applied by the project manager to assess the relevant data and information
associated with undertaking the project successfully. Hillson and Murray-Webster (2017) has
stated that mixed techniques of data analysis have been taken into the consideration that will
support the project manager in gathering relevant and accurate information regarding the
rivalries and their products offered to the customers (Patanakul, 2015). This form of research
methodology will provide an opportunity for the manager to carry out effective analysis of the
data.
c) Conduct research to generate knowledge which will form the basis for analysis of the scenario
posed in the brief
Theme 1: Resources required for successful implementation of the project plan
Table 4: Resources required for implementation of project plan
What are the resources required for successful implementation of the
project plan
Number of
respondents
Human resources 1
Physical resources 1
11

Financial resources 1
Technological resources 1
All of the above 6
10%
10%
10%
10%
60%
Resources required for successful implementation of the
project plan
Human resources Physical resources
Financial resources Technological resources
All of the above
Figure 2: Resources required for successful implementation of the project plan
Theme 2: Project manager indulged in conducting market research
Table 5: Project manager indulged in conducting market research
Is project manager indulges in conducting
market research before confirming the launch
of new summer shoe by Crockett & Jones
Number of Respondents
Yes 7
No 3
12