Analyzing Challenges: Crockett & Jones Summer Shoe Marketing Project

This project report analyzes the challenges faced by Crockett & Jones, a shoe manufacturing company, in creating and marketing their new summer shoes during London Fashion Week. The report outlines the company's aims and objectives, focusing on identifying effective marketing strategies and understanding the competitive landscape. It includes a detailed project management plan, covering scope, time, communication, risk, quality, and resources. The project utilizes both qualitative and quantitative research methods, incorporating a Gantt chart and Work Breakdown Structure (WBS) to organize the research activities. The data collection involves primary data through surveys and secondary data from various sources. The analysis of survey data reveals insights into customer awareness, marketing strategy preferences, and purchasing habits. The report concludes with recommendations for improving the marketing and sales of summer shoes, providing a comprehensive overview of the project's findings and implications.

MANAGING A
SUCCESSFUL
BUSINESS PROJECT

TITLE
“To identify the challenges faced by organisation while creating and marketing of brand
new summer shoes during London fashion week”. A survey on Crockett & Jones.
INTRODUCTION
Globalisation is the procedure of transfer of the goods, services, and people across the
world. It is the proper combination of national and local economies into the global market
economy(What is Globalisation, 2018). Other, it is an effective process by which an organisation
can open up their business to other businesses or globalise their business in an effective manner.
In this report the selected association is the Crockett & Jones which is a shoe manufacturing
company which headquarters are situated in the England and Northampton. This company is
providing a rang of shoe under its brand name which helps to gain the competitive advantage.
For attracting more customers and selling their shoe they are participating in the event “London
fashion week”. In this project it will be understand that what is the aim and objectives of the
company and how they will achieve it by determining the cost, quality, resources, and time taken
of this project. Also, prepare WBS, Gantt Chart and understand that which research method is
suitable in the both quantitative and qualitative. At the end, the relevant recommendations and
conclusion are defined for better results of this project.
a) Draw purpose and objectives of the administration
Overview of the project
Crockett & Jones is a shoe manufacturing company which is established in 1879 by
Charley Jones and Sir James Crockett. This organization is famous for manufacturing the
Goodyear -welted footwear. They are producing shoe for both men and women which helps
them to cover a huge market place. They are constantly emerging in the produce a rang of shoe
and boots which is preferred choice of customers (Nohria, 2017).
Aim:
“To identify the challenges faced by organisation while creating and marketing of brand
new summer shoes during London fashion week”. A study on Crockett & Jones.
Objectives
 To identify ways through which company can easily create and market brand new
summer shoes.
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 To determine challenges faced by company while creating and marketing of summer
shoes during London fashion week(Doherty, Ashurst and Peppard, 2012). To analyse ways through which company can compete with big brand name.
Questions
 What are the ways through which company can easily create and market brand new
summer shoes?
 What are the challenges faced by company while creating and marketing of summer
shoes during London fashion week?
 What are the effective ways through which company can compete with big brand name?
b) Produce a project management plan by covering aspects of scope, time, communication, risk,
quality and resources.
PMP is generally prepare to complete all the activities of the investigation in the
organized way. In this, information is collecting to utilize the available resources by the
investigator in an effective manner. The leading perspective of this research is to compete the
product in the specific duration of time. Major in this will be emphasised on creating and
marketing a brand new summer shoe for a particular market. By making proper PMP researcher
will be able to implement different strategies for achievement of research objective. The various
aspects related to this plan are mentioned below-
Scope: Scope is concerned with the various kinds of opportunities which the researcher
has in dealing with a particular topic. The investigator has wide range of scope in utilizing the
resources in the best possible manner so that the available opportunities in the market can be
gain. best use of the available opportunities in the market. As with the help of this researcher will
be able to identify the challenges faced by Crockett & Jones for creating and marketing summer
shoes. After launching the summer shoes in the market organisation able to capture a big market
place. As by doing this needs and demands of customer's belonging from different age group will
be fulfilled in the best possible manner.
Risk: It is concerned with different kinds of uncertainness which can cause hurdle in the
attainment of research objective. There are different kinds of risk and uncertainty which can be
faced by researcher. These can include- lack of time, unavailability of adequate resources,etc.
These risk can lead to increase in mismanagement of plans and strategies made by the researcher
for achieving certain objectives. Launch of the summer shoes is also associated with different
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kinds of risk. This means organisation will face various kinds of risk and uncertainty in
achieving the target. These can include- change in need and demand of customer's, competition
level , etc.
Communication: Proper communication is essential for becoming successful in the
market. AS this project is based on the creating or marketing new summer shoes within the
London Fashion week. In this project manager is responsible for developing better
communication among team members so that they can easily attain success at market place. IN
context of project prospective, manager use different communication channel like social media,
emails and many more to communicate with team members. Whereas, research is consider as a
wide scope thus, researcher is responsible to use telephone, emails and many more.
Quality management: It is very much essential for researcher to make plans for
effectively managing the quality of research. The major motive is to compete the product within
limited period of time by maintaining its quality. The project perspective of the organisation is to
offer better quality of product to customer's, so that the business can get benefit in compare to
their competitors. With the help of primary and secondary data researcher can maintain quality
of their gathered information which will helps them to complete this research effectively with
appropriate information. In this focus will be emphasised on collecting relevant data form
different sources, so that appropriate quality is maintained in effective manner.
Cost: It is concerned with total amount incurred or used in the researcher in completing
the research. The actual cost used in this research will be high because different tools and
techniques will be used for gathering and analysing data. By setting budget researcher will be
able to reduce the chances of unnecessary wastage of cost and financial resources will be used in
the efficient manner. The researcher will require 95000 pounds for completing the research and
also for drawing appropriate conclusions. The project perspective is organisation will focus on
implementing strategies for the effective use of financial resources. As by doing this
management of organisation will be able to save unnecessary wastage of cost.
Time-frame: In order to complete the research activities such as determination of aims
objectives, application of strategies researched required minimum time period of 3 months.
Whereas for completing this whole project in an appropriate manner company needs at-least 3.5
months.
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Resources: The succession of the research project is depend on the availability of the
resources because without proper resources researcher will not be able attain its goals. For
succeeding in the summer shoe researcher needs various resources like access to internet,
appropriate data, funds, manpower, and many more. These resources are useful for both the
researcher as well as company because it will them to get success in the market place and
successfully completing this research. For designing and manufacturing of shoes organisation
will require different kinds of resources. These can include- raw materials, human resources,
other facilities, etc.
c) Design a Gantt chart and Work breakdown structure
Gantt chart: It is horizontal bar chart which is generally used in project management for
showing all the organisational activities. This chart is used by researcher to do proper planning,
coordinating and tracking all the researching activities. By making this project manager able to
operate their activities in a proper way. so they able to achieve the research goals and
objectives(Florén and Frishammar, 2012).
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WBS: It is used by the researcher to divide the multi step project so they will be able to
done their researching activities effectively and speedily. The main purpose of using this
structure is to simplify the whole project so the goals and objectives of the research can
accomplish easily.
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Conduct research by qualitative and quantitative approach.
For succeeding in the researching activities, researcher needs to adopt appropriate data
collection in order to gather informative data(Thamhain, 2013). There are defined below about
the different methods of data collection:
Qualitative approach: It is primarily research method in which an organisation focus on
the collect data by understanding the human behaviour and also focusing on what their customers
wants from them rather than why they want. In this method data can be collect by the individual
interviews and participant observation(Lambert and Enz, 2012). This will help them to attain
more attention of their customers so that they can enhance the growth of the organisation.
Quantitative approach: This method is use by the researcher to gather the data in form
of facts and figures. For collecting the appropriate data in this approach researcher can various
methods like online surveys, telephone interviews, website interceptors etc.
In the Crockett & Jones researcher will use the qualitative method as it will help them to
collect effective data and information.
Data Collection Methods
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 Primary Data- It is collected by a researcher from first-hand sources. For collecting
primary data researcher can use questionnaire, surveys, panel interviews etc. This method
helps them to collect correct and appropriate data which helps them to achieve their goals
effectively.
 Secondary data- These are the data which has been already collect by some other
investigator. The main purpose of using this method by researcher if they have the issue
of time then this method is more suitable as the information related to the project is
already available. They can collect this information by Online journals, websites,
newspapers etc.
Sampling Size- This refers to the number of individual sample which are taken from the
whole population for collecting the appropriate information for this research. With the help of
probability sampling, 30 customers are taken for determining the informative information(Chang
and Wills, 2013). This means in this research respondents of the investigator will be customers
of the organisation. So in this data will be gathered from potential customers of Crockett &
Jones.
Theme 1: launching of new product
Q1) Are you aware about launching of new product? Frequency
 Yes 25
 No 5
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Interpretation: It has been be understand from above given graph that 25 respondents
are aware about the launching of new product while remaining 5 respondents have not the
knowledge about the launching of new product(Larson and Chang, 2016).
Theme 2: Marketing strategies adopted by Crockett & Jones
Q2) What are the marketing strategies adopted by Crockett & Jones to get
the competitive advantage?
Frequency
 Social media marketing 10
 Direct selling 5
 Paid media advertisement 5
 By taking sponsorship 10
8
Yes No
0
5
10
15
20
25
25
5
Frequency

Interpretation: As per the above mentioned graph it can be described that out of the 30
respondents 10 are supporting in social media marketing, 5 respondents are giving preferences to
direct selling, 5 respondents are in favour of paid media advertisement, and remaining 10
communicators are supporting in the taking sponsorship which helps them to get the competitive
advantage.(Cheung and Kajewski, 2012).
Theme: Type of shoes you want to purchase
Q3) Which type of shoes you want to purchase? Frequency
 Monk shoes 5
 Summer shoes 12
 Winter shoes 8
 Sports shoes 7
9
0
1
2
3
4
5
6
7
8
9
10
10
5 5
10
Frequency

Interpretation: According to the above chart it can be understand that 5 communicators
are prefer to purchase the monk shoes and the highest ratio of 12 respondents who want to
purchase the summer shoes(Gustafson, 2012). From the remaining respondents 8 respondents are
ready to purchase the winter shoes and 7 answerer prefer to purchase sports shoes.
Theme: You prefer to buy shoes from Crockett & Jones
Q4) Why do you prefer to buy shoes from Crockett & Jones? Frequency
 Quality 10
 Price 5
 Durability 10
 Trend 5
10
Monk shoes Summer shoes Winter shoes Sports shoes
0
2
4
6
8
10
12
5
12
8
7
Frequency