Managing a Successful Business Project: Debenhams Summer Shoe Launch

This project report analyzes the launch of a new summer shoe by Debenhams Plc, a multinational fashion retailer, for the London Fashion Week in February 2019. It outlines the project's aims and objectives, focusing on increasing market share and brand image. The report includes a detailed project management plan covering cost, scope, time, quality, communication, and resources. It utilizes a work breakdown structure and Gantt chart to illustrate the project timeline and stages. The research methodology employed includes both qualitative and quantitative methods, with data collection through questionnaires and secondary sources. The report presents data analysis, recommendations, and assesses the value of the research in meeting project objectives. The project explores the application of research methods and project management principles in a real-world business context, providing insights into market analysis and new product development.

Managing A Successful
Business Project

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
(A) project aims and objectives .............................................................................................3
(B) Project management plan that covers various aspects including cost, scope, time, quality,
communication and resources................................................................................................4
(C) Work break-down structure and a Gantt chart to provide time frame and stages............6
(D) Carrying out small scale research by applying qualitative and quantitative research
method....................................................................................................................................8
(E) Research and data using an appropriate tools and technique ........................................10
(F) Appropriate recommendations as a result of research and data analysis.......................19
(G) Value of undertaking the research to meet stated objectives.........................................20
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................22
APPENDIX....................................................................................................................................23

INTRODUCTION
Globalisation is a process through which a firm expand its operations at new marketplace
and increase their market share in effective manner. In addition to this, it is an integration of
good at new market which helps the firm in building interconnections with new firms. It also
helps the firm in enhancing the awareness about their product and co-operation with the global
firms. Whereas, management of a project is defined as a process through which a project is
controlled and regulated by the managers of a firm. For making success of the project, it is very
essential for the managers to evaluate all the risk and allocate the resources for it. The chosen
organisation for this assignment is Debenhams Plc which is a multinational fashion retailer and
based in UK. This assignment includes aims and objectives for developing and marketing a new
summer shoe for London fashion week which will be held between 16-20th February 2019.
project management plan will be prepared for meeting the objectives and aims of project. This
report will also discuss about research methodology, Gantt chart and questionnaire.
Interpretation of questionnaire and recommendation and conclusion will also be prepared in this
report.
TASK 1
(A) project aims and objectives
Background:
Debenhams plc is a multinational fashion retailer with the headquarters in London. The
company was founded by William Clark in 1778. the company has more than 170 locations
across the UK, Ireland and Denmark. The firm is dealing in clothes, household items, shoes,
accessories etc. There are more than 27000 employees who are providing their services in their
stores. According to financial report of company at the end of year 2018 the firm has earned
£2,277.0 million revenue. The managers of Debenhams decided to launch a new product such as
new summer shoe in the London fashion week which will be held in February 2019 (Zein, 2016).
For this, the managers of firm has to analyse the present trends of market along with the demands
and needs of customers which can be possible through conducting a market research. In order to
conduct a successful research, the company have hired a project manager who has to prepared
some aims and objectives for it that are given as under:
Aim:

“To develop a new summer shoe in market to enhance the market share and brand image
of company”. A case study on Debemhams plc.
Objectives:
For attaining the primary aim, following objectives are decided for business project
which are given as under:
 To develop a new product for increasing the market share in global market.
 To design a summer shoe by taking global competitiveness into account.
 To understand the relationship between New product development and business
performance when globalising the business.
(B) Project management plan that covers various aspects including cost, scope, time, quality,
communication and resources
Project management plan is a proper structure of project that is used for managing and
completing the project in an effective manner. It provide support to the managers for completing
the work on the given time period. This plan is also provide guidance to the researcher so that a
valid conclusion will be given at the end of project. The researcher and firm have to evaluate all
the factors which can affect their performance on newly developed summer shoe in the market.
There are some factors which are given as under:
Cost – This is the main part of any project because without proper funds no project can
not be executed in an effective manner. In order to execute a project, this factor is very essential.
The manager of project has to analyse the fund which will be required for successfully executing
the project (Yoon, 2014). When the project manager will analyse the required fund then the
managers of firm have to allocate resources for funds which may be stakeholders of firm,
financial institutions, banks etc. the management of Debenhams plc have to conduct a market
research through which they will be know about the current trends and preferences of customers.
The cost has been assumed by the company for introducing new market shoe is 2,00,000 Pound.
Whereas, the researcher of the project has been estimated the amount for conducting the research
programme in effective manner is 50000 pound.
Scope- As the firm is a well known firm in the UK market therefore the management of
cited firm has decided to introducing new summer shoe in the London fashion week therefore the
scope of this expansion for the firm is very wider for this project. On the other hand, the scope of
research programme is very high because the researcher have to conduct a market research

through which they will understand about the market conditions of London that will help the
firm in launching a new summer shoe in the London market.
Time- In order to introducing and marketing of the summer shoe in London market, The
management of cited firm has estimated a time period of 4 month for this. Whereas the
researcher have estimated a time period of 2 month for executing the research programme in
effective manner which is enough for conducting the research in proper manner.
Communication – This is a major or crucial element which can influence the success of
product in new market areas. The researcher have to use effective communication structure
through which a valid conclusion will be received at the end of project. During the introducing of
a new product in the London fashion week. In order to communicating all informations with staff
members in effective manner managers of Debanhams plc have adopted flatter organisational
structure at workplace. For this, Managers of firm have to make better relations with the
customers in which they can use various platforms for communicating with them such as social
media, T.V advertisement. The researcher can use various communication channels such as
emails, messages and phone calls for getting their views and opinions on the project. With the
help of this, they will able in spreading the awareness about product (Hillson, 2017). Whereas,
the researcher have also communicate with the different individuals who are from different
culture and backgrounds for collecting the primary data.
Risks- This factor can affect the project in major or minor level. The firm can face
various risks such as less manpower, inappropriate funds or time at the time of launching their
new summer shoe in London fashion week. Whereas the researcher have to also faces various
risks in proper execution of research programme such as availability of short time period for
completing the research, outdated technologies etc. As the company is launching a new shoe so
they have to evaluate the strategies of competitors which are already existing in this market from
a long time period.

Quality- for getting success of newly designed product, Debenhams plc have to ensure
the quality of product through which they will able in attracting new customers towards their
offerings. They have to ensure about the quality of product so that they can make products
according to demand of customers. Through implementing effective machinery in production
department, management of Debanhams plc will be able in providing better quality products to
their customers. Whereas, the researcher have to use qualitative method for collecting the
accurate and reliable data for the research.
Resources- In order to complete a project in effective manner, firm have to use various
resources for launching and designing the new summer shoe such as workforce and appropriate
funds. With the help of such resources product will be sustain in the marketplace (Zein, 2016).
On the other hand, researcher have also allocate some resources such as funds and time through
which the execution of research programme can be done in the given time frame.
(C) Work break-down structure and a Gantt chart to provide time frame and stages
Work break-down structure – It is a process in which manager of project divide the
complex work in small parts so that the project can be done in the given time period. It also helps
the managers in executing the given project in an effective manner. The small parts are given to
the team members so that they complete their work with efficiency and efficiently. Through this
structure the managers can also estimate the cost of project and execute it as per the goals and
objectives.

Gantt chart – This chart was given by Henry L. Gantt who were a great engineer. This
chart is a graphical representation of every activity so that the project manager can easily
estimate the time and track the activities for completing the project in the given time period. The
activities are categorised as per the priority in the Gantt chart. It also help the managers for
tracking the performance level of employees so that, they can provide training to lower
performer. With taking support of Gantt chart, the employee will provide more contribution on
the given task which will helpful for the firm in getting competitive advantage at marketplace.

(D) Carrying out small scale research by applying qualitative and quantitative research method
Research methodology is a process for analysing the several methods which can be used
by the researcher for conducting the research in effective manner. It includes theoretical
knowledge and principles of a specific field which supports the team members of project for
providing their efforts so that the valid conclusion can be received at the end of project (Research
Methodology). There are two types of research methodology which are used in this project. They
are as follows:
Qualitative – It is a theoretical method in which researcher have to collect non numeric
data. For this method, researcher have taken various opinion and views of authors publish under
journals and books for it.
Quantitative - In this method, the researcher have to collect the numeric and statistical
data. The data which is collected by the researcher requires an interpretation so that the
researcher can get valid conclusion at the end of the research programme (Serra, 2015).
The researcher has chosen qualitative method for gathering reliable data which is related with the
research topic.
Data collection – In this process the researcher have to collect the data so that the valid
and accurate conclusion will be received at the end of project. There are two methods of
gathering the data which is defined as under:
Type of data collection
Primary – In this, the data which is collected by the researcher has never used before and
gathered for very first time for project. The researcher have used various methods for collecting
this data such as questionnaires, surveys, interviews etc.

Secondary – this kind of data is not fresh because it is used by the other person for
research. The main source of collecting the data are magazines, newspapers, books of different
authors etc.
In the present research, both type of data collections are used. for collecting primary data
researcher has prepared a questionnaire so that the opinions and views of various individuals can
be taken and for secondary data various articles of authors are taken. With the help of both
methods, the researcher will know about the opinions and views of various individuals about this
project.
Sampling – Researcher has chosen 50 respondents whose opinions and views will be
considered in this report. These respondents are employees, shareholders and managers of firm.
Through taking opinions and views from respondents researcher will able in making a valid
conclusion at the end of research.
Questionnaire
Q1) Are you have knowledge about the concept of globalisation?
a) Yes
b) No
Q2) Does globalisation help an organisation in development of new product.
a) Yes
b) No
Q3) Is development of new summer shoe support a Debenhams Plc to achieve competitive
benefits?
a) Yes
B) No
Q4) What are the marketing strategies available for Debenhams Plc to market their new
summer shoe during London fashion week?
a) Social media marketing
b) Email Marketing
c) Targeted marketing
d) Blogging and Content Marketing Strategy
Q5) On which factor Debenhams Plc needs to focuses more for launching new summer shoe in
market?

a) Bringing new technologies
b) Development of human resource
c) Other
Q6) What are the effective ways by which Debenhams Plc can grab attention of potential
customers for new summer shoe?
a) Promotional Campaign
b) Impressive Guest Content
c) Social-media contests
7) Which factor mainly affects the Debenhams Plc in their New product development ?
a. Structure and culture of firm
b. Leadership skills in management
c. Low funding
Q8) Is marketing of new summer shoe effective for Debenhams Plc to compete with Nike?
a) Yes
b) No
Q9) What are the challenges faced by Debenhams Plc during launching of new summer shoe
globally?
a) Government rules and regulations
b) Culture differences
c) Lack of talented workforce
Q10) Provide recommendation to Debenhams Plc for accomplishing competitive benefits
within given time period.
(E) Research and data using an appropriate tools and technique
Data analysis is essential part of the research programme through which the researcher
can prepare a valid conclusion of research. For making valid conclusion of research, researcher
have to interpret the data in a proper manner. The interpretation of the questionnaire which is
distributed to the respondents are given as under:

Theme 1
1) Are you have knowledge about the concept of globalisation? Frequency
a. Yes 30
b. No 20
a. Yes b. No
0
5
10
15
20
25
30
30
20
Interpretation: The concept of globalisation is an essential tool for the growth and
enhancement of company as well as economic growth. As per the above mentioned graph, it has
analysed that out of 50 respondents 30 people has the knowledge about the globalisation concept
whereas 20 respondents says that they have no idea regarding globalisation term.