Case Study: New Product Development's Effect on Djinn's Performance

This report examines the impact of new product development on Djinn's business performance in a competitive global market. The study focuses on Djinn, a UK-based garment company planning to introduce a new summer shoe at London Fashion Week. The report outlines the project's aims and objectives, including increasing sales, enhancing performance, and boosting profitability. It details a project management plan covering cost, scope, time, quality, communication, and resources. A work breakdown structure and Gantt chart provide a timeframe for the project stages. Small-scale research using qualitative and quantitative methods, including questionnaires, is conducted to gather data. The report aims to provide recommendations based on research and data analysis, highlighting the value of undertaking the research to meet the stated objectives. Desklib offers access to similar reports and solved assignments for students.

Managing A
Successful
Business Project

Table of Contents
INTRODUCTION..........................................................................................................................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 breakdown structure and a Gantt chart to provide time frame and stages.................6
(D) Carrying out small scale research by applying qualitative and quantitative research
methods......................................................................................................................................7
(E) Research and data using an appropriate tools and techniques...........................................10
(F) Appropriate recommendations as a result of research and data analysis...........................17
(G) Value of undertaking the research to meet stated objectives.............................................18
CONCLUSION.............................................................................................................................18
REFERENCES :...........................................................................................................................19
APPENDIX...................................................................................................................................20

Title: “To determine the affect of New product development on the performance of
business in order to compete with international brands. A case study on Djinn.
INTRODUCTION
Globalisation is defined as a way in which an organisation interacts with other
organisations and individuals of a different nation. There are a large number of factors such as
economical, political, technological etc. which impact on the operations of an organisation at the
time of globalisation. Before entering into a new market organisation have to analyse the market
trends which can be possible through conducting a proper market research. The chosen
organisation for this report is djinn who manufacture, design and sell their products to small and
big retailers across the UK. Organisation has decided to Introduce a new summer shoe in
London fashion week which is held on 16th to 20th February 2019 due to which they will
interacts with the major competitors of clothing sector. Present report will discuss about the
vision, aims and objectives of the organisation along with project management plan. Gantt chart,
work breakdown structure, small scale of research will also covers in this report.
(A) Project aims and objectives
Background of Project:
Djinn is a leading garment company in United Kingdom. It provides quality clothing
products to small medium scale enterprises, emerging designers etc. For expanding their
business operations company has decided to introduce a summer shoe in the London fashion
week which will held between 16th to 20th February 2019 (Ariely, 2012). The main objective of
management behind this is that they wants to sell their products to major competitors of clothing
sector. As they are expanding their business activities, they have to make new strategies and
plans due to which they will easily attract a large number of customers in effective manner.
Before going to London fashion week, company have to analyse their newly manufactured
product along with its quality, capability etc. For this, the project manager have duty to make
some aims and objectives for their employees which are briefly explained as under:
Aims are the intent statements which are generally written in broad terms. They sets the
findings which must be achieved after execution of project. Whereas objectives are the specific
statements which defines the measurable results and outcomes.

Aim: “To determine the affect of New product development on the performance of business in
order to compete with international brands. A case study on Djinn.
Objectives:
 To increase sales up to 30% within 2 year of time period.
 To enhance performance up to 45% by application of new product development.
 To increase profitability of 60% within 1 year of time duration at global level.
 To attract 90% of customers for new summer shoes within ½ year.
(B) Project management plan that covers various aspects including cost, scope, time, quality,
communication and resources
Project management plan consist of ways which are helpful for managing the project in
order to complete it on the predetermined time. It helps the management to complete the project
in an efficient manner. This plan states the course of action which must be taken by the
researcher to utilise the resources for getting a valid and reliable output. Researchers needs to
consider several factors for a successful research and to determine the course of action for
executing the project .
Cost: It is an essential element without which the research and expansion cannot
happen. Both researcher and Djinn needs to ensure that they have sufficient funds for carrying
out the research. As Djinn is launching a new product i.e. summer shoe product in London
market So, they needs to analyse the present situation of the market by conducting research. The
expected cost of the researcher in doing the research is 50,000 pounds. Whereas the company
Djinn has estimated 1,50,000 ponds for the expansion process. The company will invest this cost
in the expansion process for purchasing resources and machinery.
Scope: When a firm enter into a new market with a complete new product, then it can
achieve strong sustainability in the new market. So , the scope of the project of Djinn is very
wide in scale. Whereas the company needs to conduct research regarding the London market in
order to take valuable and reliable judgements for launching the new product. So, the scope of
the researcher will also be very wide.
Time: Djinn is launching a new product i.e. new summer shoe in the London Fashion
week between 16th to 20th February 2019, where other brands are also introducing their
products. The time in which the new product is launching is 4 days i.e. 16 February to 20
February whereas the expectation of company regarding achieving success is maximum of 6

months. On the other hand, the researcher needs 2 months for completing the research. This
shows that the researcher has sufficient and more than enough time to conduct the research.
Quality: Companies needs to focus on providing the quality based products to their
customer for getting an upper edge over the rivals. Djinn must provide their new shoes at
affordable prices and of good quality for the satisfaction of customers. Research must be
conducted for determining the needs and preference of customers using qualitative method for
gathering the reliable and correct data.
Communication: Djinn can take the feedbacks and suggestions of these customers
regarding the new product from their website. Whereas, the researcher must also needs to
communicate with people from different nature and culture. It is helpful for the researcher in
gathering the reliable information of the research by communicating with respondents using e-
mails, calls, chat etc.
Risk: It is essential for manager of Djinn to tell the risks associated with the launching of
new shoe in London Fashion Week. These risk includes poor communication, changing needs of
clients etc. On the other hand, researcher can also face risk i.e. lack of funds, equipment,
manpower etc. Such risks needs to be eliminated by both Djinn and for researcher in order to
draw meaningful and valid outcome in the end.
Resources: Various types of resources such as manpower, money etc. are needed by
both researcher and by the company in doing the research for introducing their new product in
the London. Djinn needs these resources for the production of the new shoes. Whereas
researcher needs these resources for gathering the reliable data through primary sources in order
to draw a valid conclusion in the end of research.
(C) Work breakdown structure and a Gantt chart to provide time frame and stages
Work breakdown structure – It is defined as dividing the large activities of a project in
small parts which are essentially required for completing the project in the allotted time period.
Work breakdown structure (WBS) provides assistance to management in completing the project
in effective manner. It also helps the organisation in achieving their preset objectives through
managing the team members and segmenting the complex activities in smaller parts
(BOUGUENOUS,2012). In addition to this, it is an activity of teams which helps the
organisation in achievement of their goals in systematic manner. It includes several elements
such as products, services etc. It also provide the accurate structure to the organisation through

which they can estimate the funds for project and complete their projects with achievement of
objectives. It also helps the management in calculating the project value which is developed.
Gantt chart- This chart was given by Henry L. Gantt who was an American engineer. It
provides graphical representation of every activity to the project manager through which they
can easily estimate the time period along with tracking the activities for completing of project.
It is displayed as a graphical outline which defines the essential measures that are required for
completing the project in the given time period. In Gantt chart, activities are divided as per their
priority. It provides assistance to the employees through which they can track their performance
level and gave maximum effort for completing the assigned task. Through this chart, Company
can get positive outcome in the future time.

(D) Carrying out small scale research by applying qualitative and quantitative research methods
Research Methodology is defined as a systematic process of evaluating the methods
which are used by the researcher during the research process. It include theoretical analysis
methods along with principles of knowledge branch (Research Methodology). It involves two
kinds of methods in the research through which a valid conclusion will be achieved by the
researcher at the last of research programme. It can be more understood by as under:
Qualitative – This is a scientific method of research. Through adopting this method,
researcher can collect the non numeric information. By using this, the data will be collected on
the basis of opinions and views of various individuals which may be author of books, journals
and the newspapers. This kind of data which is collected by this method is theoretical in nature
(Pulina, P.2012).
Quantitative – By using this kind of method, researcher collects the data which is
numeric and statistical in nature. The data which is gathered through this method is requires a
huge knowledge from the researcher to interpretation of the numerical data into understandable
manner due to which, they can get a valid conclusion of the research programme.
As per the above two methods, qualitative method is used by the researcher for the
research programme with an objective of gathering reliable and valid information which is
related with the research topic.
Data collection- It consists the gathering of data whose accuracy will decide the
validation of conclusion at the end of research.
Primary – It is a first hand information which is collected by the researcher by various
sources such as surveys, panel interviews, questionnaire etc. This method of collection is mostly
used by the researcher for getting the reliable and valid information for the research topic but it
requires a huge time and investment for gathering the data.
Secondary- It is also called second-hand information which requires less time and
investment and easily collected through newspapers, journals, emails etc. This method is used
by the researcher when there is inappropriate time for completing the research or lack of
investment (Verzuh, E.2015).
In present research, researcher has adopted both methods of data collection. For
collecting the primary information, questionnaire is selected which includes a list of questions.

For gathering the secondary data, views and articles of the different authors has been
considered.
Questionnaire
Name:
Age:
Gender:
1) Are you aware about the New product development concept ?
a. Yes
b. No
2) Which brand engaging in selling footwear products attract you most?
a. Nike
b. Adidas
c) Puma
d) Regularly switch to other brands
3) How often do you shoes ?
a. Every week
b. Every 4 weeks
c) Every 6 months
d) Every year
4) Which factors should considered most by the management of Djinn at the time of
introducing new product ?
a. Providing Quality products
b. Low Prices
5) What advantages gained by the Djinn UK through New product development ?
a. Increasing sales and revenue
b. Achieving strong brand identity
c. Increment in existing customer base
6) What are the issues faced by Djinn at the time of introducing new product ?
a. Dynamic preferences of customers
b. Devising strategies
c. Increased cost

7) How much you spent on buying shoes product?
 Less than £10
 £10-£30
 £40 or above
8) Does marketing or branding influences your buying behaviour while buying shoes
product?
a. Yes
b. No
9) What factors need to considered by the Djinn UK at the time of launching new product
in the marketplace ?
a. Pricing regulation
b. Preference of customers
c. Ensuring higher quality
10) How may pairs of shoes do you own?
 2 pairs or less
 3-4 pairs
 More than 5 pairs
11) Do you aware about the customisation or personalisation made by Dj Inn in respect of
their offerings?
 Yes
 No
12) Any recommendations
.........................................................................................................................................................
......................................................................................................................................
Sampling – In this research, 50 respondents are taken as a sample size for the research
programme whose opinions and views are considered for getting a valid conclusion at the last of
research programme. Respondents may be customers, stakeholders, employees of the
organisation.

(E) Research and data using an appropriate tools and techniques
Data analysis is an essential part of research programme by which a researcher can easily
make conclusion at the end of research. It encourage the researcher to interpret the collected
information in understandable manner through which positive outcome will be received in
future. The interpretation and analysis of the questionnaire is given as under:
Theme 1
1) Are you aware about the New product development concept ? Frequency
a. Yes 35
b. No 15
a. Yes b. No
0
5
10
15
20
25
30
35
35
15 Frequency
Interpretation: From the above graph, it can be said that out of total 50 respondents, 35
knows regarding the new product development concept, whereas remaining 15 does not aware
about the concept of new product development.
Theme 2
2) Which brand engaging in selling footwear products attract you
most?
Frequency
a. Nike 10
b. Adidas 12

c) Puma 10
d) Regularly switch to other brands 18
a. Nike
b. Adidas
c) Puma
d) Regularly switch to other brands
0
2
4
6
8
10
12
14
16
18
10
12
10
18
Frequency
Interpretation: It is clearly seen from the above graph that different people are loyal for
different brand while purchasing their footwear products. Among 50 respondents, 10
respondents prefer to buy Nike shoes whereas other 12 and 10 respondents take products of
Adidas and Puma on main priority respectively. The remaining 18 respondents regularly
switches to other brands.
Theme 3
3) How often do you shoes ? Frequency
a. Every week 8
b. Every 4 weeks 12
c) Every 6 months 22
d) Every year 8