Assessing Globalisation's Role in Zara's Summer Shoe Launch Project

This report presents a comprehensive analysis of Zara's summer shoe launch, focusing on the role of globalisation in product development, marketing, and market strategy. The study examines the challenges posed by international competitors, the impact of globalisation on global buyers, and strategies to increase market share. It includes a project management plan, research methodology with both quantitative and qualitative data collection methods, and a detailed discussion of findings based on a survey of Zara's senior managers. The report investigates the awareness of Zara's new product development strategy, the potential for success of the new summer shoe, the challenges of globalisation, the impact of brand image, and the shoe's ability to attract global customers. The report concludes with recommendations for Zara to optimize its product launch and gain a competitive edge in the global market.

Managing a Successful
Business Project

TABLE OF CONTENTS
TOPIC.......................................................................................................................1
INTRODUCTION...................................................................................................1
P1 AIM AND OBJECTIVES..................................................................................1
P2 PROJECT MANAGEMENT PLAN................................................................2
P3 Work breakdown Structure..............................................................................5
P4 RESEARCH METHODOLOGY....................................................................5
Research type...............................................................................................................................5
Research approaches....................................................................................................................6
Research design...........................................................................................................................6
Data collection.............................................................................................................................6
Sampling......................................................................................................................................7
Data analysis................................................................................................................................7
Ethical considerations..................................................................................................................7
P5 FINDING AND DISCUSSIONS.......................................................................8
E) PROJECT REPORT FOR THE INTENDED AUDIENCE.........................18
P6 CONCLUSION................................................................................................18
P7 OWN PERFORMANCE.................................................................................19
REFERENCES......................................................................................................21

TOPIC
To assess role of globalization in creation, marketing and launching of new summer shoe
in London fashion week: A case study on Zara
INTRODUCTION
Globalisation is mainly an economic process of integration and interaction which is
associated with cultural and social aspects. It is the process of interaction and integration among
governments, companies and people across the world. Economically globalisation includes
sharing of goods and services, capital, data and technology (De Brentani and Kleinschmidt,
2015). It way of describing the ways of people and countries integrate and interact with each
other, many things in the world has become globalised with the rise in globalisation in past few
decades. World is becoming a big global economy through economic globalisation which has
made international trade easier.
This research is based on the theme Globalisation, and its impact on new product
development of Zara. In this report Zara is launching a brand-new summer shoe to compete with
its rival brands. For this purpose, aims and objectives are established for the project which is
based on the scenario, an appropriate project management plan is produced which will help in
meeting objectives of an organisation. In this report Zara is taken as an organisation, Zara is a
Spanish clothing and accessories retailer company which is a world's largest apparel retailer.
This report discusses a new product development and launching of brand-new summer shoe in
London fashion week taking place on 16-20th February 2019.
P1 AIM AND OBJECTIVES
Aim:
“To assess role of globalization in creation, marketing and launching of new summer
shoe in London fashion week: A case study on Zara”
Objective:
 To investigate the concept of globalisation
 To analyse challenges from international competitors during launch of new summer shoe
 To examine the role of globalisation in creation of new summer shoe with respect to
global buyers
 To recommend the strategies that could increase market share with launch new summer
shoes of Zara
1

Research questions:
1. What is a concept of globalisation?
2. What are the challenges from international competitors in launching new summer
shoe?
3. What are the role of globalisation in creation of new summer shoe with respect to
global buyers?
4. What are the strategies for increasing market share with launch of new summer
shoes?
Rationale
The reason behind this topic is due to increasing impact of globalisation which has
become an important part of learning about the involvements of business with the environment
and society. Globalisation has become an important concept for students in order to understand
and appreciate because of its demand in business and industry (Asshidin, Abidin and Borhan,
2016). This topic has been chosen because importance of globalisation is growing and has a huge
impact on every industry. Research on globalisation will help in understanding contemporary
involvement of political economy which forms an important part of global business and have an
impact on business. Research on globalisation helps to understand its impact on global economy
and global business and how has is it shaping a business in present and for future. Zara is
launching a new product summer shoe which has to be launched at London fashion week which
will take place on 16 to 20 February 2019, for this purpose research is conducted which will help
a Product Design Manager in designing, manufacturing, launching and selling a new product
brand of Zara. .
P2 PROJECT MANAGEMENT PLAN
Project management plan is document which helps in managing and execution of a
project. With the help of a Project Management Plan actions which are necessary to prepare,
define, coordinate and integrate various planning activities are documented. A project
management plan of Zara launching a new product is:
Cost: It forms an essential part of a research i.e. an estimate of a cost incurred in the research
project a cost that will incur in the research project is £4000 approximately. Cost for developing
and launching of new product of Zara would be £20,000.
2

Quality: Quality plays an important role in research and new product development. Data should
be collected from reliable sources with authenticity which will help in making research more
accurate and qualitative. Also, the quality of raw material has to be maintained by the
organisation by setting the standards of quality.
Resources: Resources forms an important part of research, so it is important to choose and make
use of appropriate resources for research which will help in making the research more
qualitative.
Communication: Communication also plays an important role in the research a proper
communication should be maintained between the members involved in the research (Waterman,
2016). A proper mode and method of communications should be selected during research.
Risk: There is a risk of failure of implementing the actual strategy formulated this will result in
the loss as huge amount of money is invested in a project. Another risk involved would be
selecting an appropriate resource such as human resources for the success of a project if the
organisation fails to select the required human resource it will result in the failure of the project.
Another risk associated to the product is selecting appropriate marketing channel, wrong
selection of marketing channel will not be able to right audience to attract them and time factor is
another risk involved i.e. launching of a product in London fashion week which starts from 16 to
20 February. If company fails to launch the product on the set date it will decrease the reputation
of the company.
Task Mode Task Name Duration Start Finish Predecessors
Auto
Schedule
d
Identification of market 2 hrs Tue 2/12/19 Tue 2/12/19
Auto
Schedule
d
Selection of market 1 hr Wed 2/13/19 Wed 2/13/19 1
Auto
Schedule
d
conducting market
research 3 hrs Wed 2/13/19 Wed 2/13/19 2
Auto
Schedule
d
formulating of goals and
objectives 3 hrs Wed 2/13/19 Wed 2/13/19 2,3
Auto
Schedule
d
identification of audience
in new market 3 hrs Wed 2/13/19 Wed 2/13/19 3
3

Auto
Schedule
d
creating marketing plan 4 hrs Wed 2/13/19 Thu 2/14/19 4,5
Auto
Schedule
d
implementing of
marketing plan 3 hrs Thu 2/14/19 Thu 2/14/19 6
Auto
Schedule
d
testing of product 5 hrs Thu 2/14/19 Fri 2/15/19 7
Auto
Schedule
d
final launch of product
in market 5 hrs Fri 2/15/19 Fri 2/15/19 8
4

P3 Work breakdown Structure
P4 RESEARCH METHODOLOGY
Research methodology may be defined as specific techniques or procedure which is used
to identify, select, process and analyse the information of selected topic. It is used to collect
information and data with a purpose of making business decisions. It forms a systematic way
solve the business problems and providing an effective solution (Bhamra and Lofthouse, 2016).
Research methodology may include surveys, interviews, publication research and other
techniques of research which could include both historical and present information. It provides a
comprehensive overview of broad range of methodologies and research paradigms. It is
important for a researcher to design a methodology in order to provide a solution to a chosen
problem (Nicholas, 2017). Research methodology can help a team to organise their efforts in
developing a new product which will help Zara in assessing the impact of globalisation in
developing a new product.
Research type
A type of research helps in solving practical problem using a specific method, there are
two types of research quantitative and qualitative. Qualitative is research method is chosen,
qualitative research is a method of gaining information of non-numerical data. It is used to gain
an understanding of reasons, opinions and motivations and provides insight to the problems and
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Launching of New
summer shoes
Identification of market Formulating aims and
objectives Creating marketing plan
Conducting market
research
Selecting market which is
best suited
Identification of audience
in new market
Setting targeting plan for
them
Selecting channel for
communicating them
Setting out marketing
objectives
Implementing marketing
plan
Testing of product
Final launch of product in
market

helps to develop ideas for quantitative research (Reader, 2017). Qualitative research type is taken
to gain an understanding of a specific organisation in relation to launching a new product. It will
help in gaining the feedback in relation to opinions and ideas of Senior Managers of Zara
towards launching a new product. With the help of qualitative research complete and detailed
description is research topic is provided.
Research approaches
Research approach is the approach chosen in an account to determine the purpose of
research which role of globalisation in creating, marketing and launching of summer shoe. Most
common research approaches are inductive and deductive and each of them has different
purposes. Inductive research which is also called as inductive reasoning which starts with
observation and theories are proposed at the end of research process as result (Mahut and et.al.,
2017.). Inductive research is chosen because no hypothesis or theories is chosen in the beginning
of research and its aim is to generate meaning from the data collected from the questionnaire
filled by senior managers of Zara. It will help in gaining of the information and deriving a
specific conclusion of research topic chosen by the researcher.
Research design
Research design may be defined as a procedures and methods which are used in
collecting and analysing measures of variable which are specified in the research. It is the overall
strategy which is chosen to put together different components of the study in a meaningful or
logical way while ensuring that research problem is effectively addressed (Gorodnichenko,
Svejnar and Terrell, 2018). A descriptive research design is taken it will give better and deeper
understand of the topic “To assess role of globalization in creation, marketing and launching of
new summer shoe in London fashion week: A case study on Zara”. Beside it will also help in
describing the data collected through questionnaire and develop conclusion.
Data collection
Data collection can be defined as the process of gathering information from different
sources and measuring the information to get a complete picture of the research (Atkin, Faber
and Gonzalez-Navarro, 2018). It is the method of collecting, measuring, and analysing insights
of information using standard validated techniques. There are two types of data collection
methods, primary and secondary.
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Primary data: A data is collected by the researcher by himself/herself for a specific purpose. In
primary data collection method data is collected from form first-hand experience and is
specifically tailored to a project.
Secondary data: Secondary data is type of data which is already been collected other than the
user. It is a data which is been already gathered and can be easily accessed by the researcher.
Such data are cheap and can be obtained quickly as compared to primary data.
Primary source of data is used such a questionnaire as it will provide an information
about new product launching strategy of Zara.
Sampling
Sampling is the process of selecting units from a population of interest in order to
generalise the result back to the population from which a sample was chosen. It is an important
factor which helps in determining the accuracy of research. It is a technique of choosing a
suitable sample which forms a representative of a population for determining the attitudes and
behaviours of whole population (Petras, 2017). A simple random technique is used and 15 Senior
Managers are selected as a sample. A simple random sampling technique is easy to use and it
will provide accurate information of the organisation by randomly selecting 15 Senior Managers
of different functional departments of Zara which forms a representative of an organisation. This
technique will help in drawing an unbiased conclusion from the research.
Data analysis
Data analysis can be defined as the process of inspecting the data, transforming and
modelling the data with a goal of discovering useful information and drawing a conclusion to
support decision making processes. It is the process of evaluation of the data by using statistical
and analytical tools in order to discover useful information (Yashkova and et.al., 2016). Data
analysis of two types qualitative and quantitative. Researcher will use Qualitative analysis which
is non-quantifiable method of evaluating decisions of the data collected. Thematic analysis is
used by the researcher to analyse the data which is a common form of analysing qualitative
research.
Ethical considerations
There will be many ethical considerations followed by researcher while conducting study.
First of all, consent of all participants will be taken and they will be allowed to answer questions
openly without any force and intervention (Ladeur, 2017). Secondly confidentiality of data will
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be maintained, it will not be shared with any other person and business. Researcher will maintain
dignity of participants and each one will be treated respectfully.
P5 FINDING AND DISCUSSIONS
QUESTIONNAIRE
Name of the Organisation: ZARA
Name of Employee:
Position:
Department:
Age:
Gender:
Contact Number:
Q1: Are you aware of new product development strategy of Zara?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
Q2: Do you think that new summer shoe will bring success to organisation?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
Q3: Do you feel that globalisation will bring challenges to Zara in developing a new product?
 Strongly Agree
 Agree
 Neutral
 Disagree
8

 Strongly Disagree
Q4: DO you believe that Brand image will have an impact on new product development
strategy?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
Q5: Do you think that new summer shoe will help in attracting more customers globally?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
Q6: Do you feel that new summer shoe will help Zara in gaining global competitive advantage?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
Q7: Do you think that global economy will have impact on new product development strategy
of Zara?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
Q8: In your opinion will marketing strategies increase opportunities to business in increasing
sales of summer shoes?
 Strongly Agree
 Agree
9

 Neutral
 Disagree
 Strongly Disagree
Theme 1: Awareness of new product development strategy of Zara
Particulars Participants
Strongly Agree 8
Agree 4
Neutral 1
Disagree 1
Strongly Disagree 1
Total 15
Interpretation:
10
Strongly Agree Agree Neutral Disagree Strongly Disagree
0
1
2
3
4
5
6
7
8
Participants

A research was conducted on a topic an impact of globalisation on new product
development of Zara and questionnaire was filled by 15 Senior Managers of Zara. It can be
interpreted from the above table that 8 out of 15 participants of marketing and sales departments
strongly agreed that they were aware of new development strategy of Zara because they were
already involved in the formulation of the strategy which will help Zara in launching of new
summer shoe. Out of 15 respondents only 1 strongly disagreed about the awareness of strategy as
he belonged to human resource department and did not have any knowledge about the
awareness. So as result, majority of respondents were aware of new product development
strategy of Zara.
Theme 2: New summer shoe will bring success to organisation
Particulars Participants
Strongly Agree 7
Agree 3
Neutral 2
Disagree 2
Strongly Disagree 1
Total 15
11

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
0 1 2 3 4 5 6 7
Participants
Interpretation:
Based upon the research conducted on Zara, 15 Senior Managers from Zara were selected
as respondents to know their responses on launching of new product by Zara, from the above
table it can be interpreted that 7 out of 15 respondents strongly agree that new product
development strategy will bring success to organisation, because they believe that this stratey
will prove best for the organisation and Zara can gain competitive advantage and will prove
successful for the organisation. 2 respondents disagreed and 1 respondent strongly disagreed to
the fact as they believe that new summer shoe will not able to impress the customers at global
level due to difference in customer preferences and life styles. But majority of the respondents
strongly agrees and agreed to the fact product launching will prove successful for Zara.
Theme 3: Globalisation will bring challenges to Zara in developing a new product.
Particulars Participants
Strongly Agree 5
Agree 4
Neutral 4
Disagree 1
Strongly Disagree 1
12

Total 15
Interpretation:
It can be interpreted from the above table that 5 respondents strongly agree that
globalisation will bring challenges for Zara in developing a new product because they feel that
there are various factors like political factors, cultural factors, social factors, legal factors etc
which have an impact on new product development strategy. 4 respondents agreed to the fact
because they believe that project management plan is not good enough, so organisation can face
challenges in developing a new product. 4 out of 15 respondents were neutral to the fact and 1
respondent strongly agreed and another one strongly disagreed to the fact, as they believe that
organisation is capable enough to deal with the challenges of globalisation.
Theme 4: Brand image will have an impact on new product development strategy.
Particulars Participants
Strongly Agree 6
13
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

Agree 3
Neutral 3
Disagree 2
Strongly Disagree 1
Total 15
Interpretation:
From the above table it is interpreted that 6 respondents out of 15 strongly agree that
brand image will be influenced by launch of new summer shoe and the firm will be able to gain
advantage over international competitors. . 2 respondents disagree and only one respondent
strongly disagrees to the fact because they think that there are other brands too which are present
in different countries which will give Zara a tough competition. 3 respondents are neutral to the
fact, but majority of respondents believes that brand image will have an impact on the strategy of
new product development.
Theme 5: New summer shoe will help in attracting more customers globally.
Particulars Participants
14
Strongly Agree Agree Neutral Disagree Strongly Disagree
0
1
2
3
4
5
6
Participants

Strongly Agree 5
Agree 3
Neutral 3
Disagree 2
Strongly Disagree 2
Total 15
Interpretation:
Based on the research conducted on Zara and 15 Senior Managers were chosen as
respondents from Zara, out of 15 respondents 5 respondents answered that they strongly agreed
to the fact that new summer shoe will be able to attract to customers across the globe because
they think that this new product category will prove as product differentiation strategy for the
organisation and customers will get attracted towards the new product. 2 respondents disagree
and other 2 strongly disagrees that new product development strategy will fail to attract
customers globally because they feel that it is for the first time Zara is manufacturing Shoe and it
will not be able to compete with other shoe brands like NIKE, Woodland, etc.
15
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

Theme 6: New summer shoe will help Zara in gaining global competitive advantage.
Particulars Participants
Strongly Agree 5
Agree 1
Neutral 3
Disagree 1
Strongly Disagree 5
Total 15
Interpretation:
From the above table it can be interpreted that 5 out of 15 respondents believe that Zara's
new summer shoe strategy will fail to gain global competitive advantage because they believe
that there are other major global brands which are doing well in the sector and Zara will not be
able to compete effectively with them at a global level. Out of 15, 5 respondents strongly agree
that new product development strategy will help Zara in gaining global competitive advantage
16
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
Participants

because they feel that Zara well renowned organisation across the globe and its brand image will
get the job done for Zara.
Theme 7: Global economy will have impact on new product development strategy of Zara.
Particulars Participants
Strongly Agree 2
Agree 4
Neutral 4
Disagree 3
Strongly Disagree 2
Total 15
Interpretation:
It is interpreted from the above table only 4 respondents agree that global economy will
have an impact on new product strategy because they believe that economic stability of the
country plays a major role in attracting customer and will play an important role in trading in
17
Strongly Agree Agree Neutral Disagree Strongly Disagree
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Participants

different countries. Out of 15, 4 respondents are neutral and 3 respondents disagree to the fact
global economy will have any impact on the strategy because they feel that new product will be
able to attract customers easily.
Theme 8: Marketing strategies increase opportunities to business in increasing sales of summer
shoes.
Particulars Participants
Strongly Agree 6
Agree 6
Neutral 1
Disagree 1
Strongly Disagree 1
Total 15
Interpretation:
18
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

It can be interpreted from the table that 6 respondents strongly agree and 6 respondents
agrees that marketing strategies increases the opportunities for expansion profits because they
believe that with the help of the effective marketing strategy Zara will be able to lunch new
product successfully which can give Zara opportunities to increase their sales and profitability
level. Only one disagrees and 1 strongly disagrees to the fact.
E) PROJECT REPORT FOR THE INTENDED AUDIENCE
Covered in ppt
P6 CONCLUSION
It can be concluded from the report that Globalisation has played an important role in
developing a new product development strategy and can reduce dependence on the known
markets and can result in the expansion of business in different markets. Globalisation can have
positive and negative impact on the new product development strategy of an organisation. It can
be analysed that it is important for the employees of an organisation to be aware of new product
development strategy which can help in achieving success for an organisation. Also, it is
analysed that globalisation can bring challenges in for new product development strategy of an
organisation and also Brand image can have an impact new product development strategy. It can
also be concluded that NPD can help in attracting potential customers of an organisation also this
strategy can help in gaining global competitive advantage. Also, global economy will have an
impact on the NPD strategy and globalisation provides an opportunity for the organisation in
gaining profits and can also help in increase in sales. Zara has been able to launch Summer shoe
successfully of London fashion week and sale of new summer shoe is booming across UK which
has enhanced the brand image of Zara but marketing strategy did not work in some parts of UK.
Recommendations:
 Zara should frame a suitable marketing strategy which will help to more and more
potential customers of UK
 Zara should properly analyse UK markets and should choose a market which will bring
profits for the organisation.
 Zara should make innovations in new product which will be able to attract customers to
gain competitive advantage.
 Zara should use its brand image to have an influence more and more customers in UK.
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P7 OWN PERFORMANCE
As Product Design Manage, I was able to design summer shoe in such a way which has
been able to attract most of the customers across the world. With the help of my team I was able
design and manufacture summer shoe before launching date. This project have provided me with
a lot of experience which will help in the future. A research was conducted by selecting a topic
“To assess role of globalization in creation, marketing and launching of new summer shoe in
London fashion week: A case study on Zara” for which aims and objectives were developed.
Then a project management plan was develop. After this research methodology was selected and
questionnaire was developed which was filled by the employees of Zara. I made a discussion on
the findings which was based upon the questionnaire filled by respondents. During the project
we worked with high team spirit and had an effective communication within the team. I lead my
team in an effective and were able to complete the project on time. But I also faced challenges
from various functional departments in order to set proper collaboration in different departments.
There are certain improvements which are to made in future like I would like to quantitative
research for the future and over come the challenges which were faced by me as team leader for
which I will develop a performance management plan.
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