Gucci Summer Shoe Launch: A Project Management Report

Desklib provides past papers and solved assignments. This report details Gucci's summer shoe launch plan.

MANAGING A SUCCESSFUL BUSINESS PROJECT
GUCCI

Table of Contents
INTRODUCTION........................................................................................................................4
Title.......................................................................................................................................... 5
a) ESTABLISHING PROJECT AIMS AND OBJECTIVES..................................................................5
PROJECT BACKGROUND.......................................................................................................5
PROJECT AIMS AND OBJECTIVES..........................................................................................5
TIMEFRAME FOR THE PROJECT:...........................................................................................6
b) PRODUCING AN APPROPRIATE PROJECT MANAGEMENT PLAN TO MEET PROJECT
OBJECTIVES.............................................................................................................................. 7
PROJECT MANAGEMENT PLAN.............................................................................................7
WORK BREAKDOWN STRUCTURE AND GANTT CHART.......................................................10
C) QUALITATIVE AND QUANTITATIVE RESEARCH...................................................................12
QUALITATIVE RESEARCH.................................................................................................... 12
QUANTITATIVE RESEARCH..................................................................................................14
ACCURACY AND RELIABILITY OF THE APPLIED RESEARCH METHODS.................................15
D) & E) ANALYSIS OF RESEARCH FINDINGS............................................................................16
F) CONCLUSION AND RECOMMENDATIONS..........................................................................22
G) PERFORMANCE REVIEW.................................................................................................... 23
REFERENCES........................................................................................................................... 24
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LIST OF TABLE
Table 1: Project Timeframe......................................................................................................4
Table 2: Project Cost Structure.................................................................................................5
Table 3: Project Communication Plan......................................................................................6
Table 4: Risk Management Plan...............................................................................................7
Table 5: Work-Breakdown Structure........................................................................................8
Table 6: Gantt Chart.................................................................................................................9
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INTRODUCTION
Globalisations have created a geographic diffusion of business activities that have facilitated
new opportunities as well as challenges for the business organisations across the world. In
order to become competitive in the current global business environment, the business
organisation must have continuously developed its products and services (Seo and
Buchanan-Oliver, 2015). Therefore, it is utmost important to effectively plan a project by
considering all the aspect of project planning to successfully manage the implementation of
the business project to compete in the global market. Here, in this assignment report, the
business project for a large fashion company “Gucci” is be prepared for creating a market
for the brand new summer shoe in order to compete with the big brands in the market. The
project also focuses on planning a launch event for selling the developed products to the
major industry representatives during the upcoming event of London fashion week in
February 2019.
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Title
“Developing and marketing a new range of summer shoe to gain
competitiveness in the global fashion industry for Gucci”
a) ESTABLISHING PROJECT AIMS AND OBJECTIVES
PROJECT BACKGROUND
Gucci is an Italian luxury brand that deals in fashion and leather goods. The company is
founded in the year 1921 and one of the top fashion brands across the world. The company
operates around 278 stores and wholesale its products through upscale department stores
and franchisees (Gucci, 2019). It offers a wide range of fashion products such as clothing,
shoes, and handbags, wallets etc. the company is facing a high competition from the famous
brands in the fashion industry and thus has decided to develop a new summer shoe to gain
competitiveness in the global fashion shoe industry. The company is also planning for a
launch event to sell its products to major fashion retailers in the upcoming London fashion
week.
PROJECT AIMS AND OBJECTIVES
The major aim of this project is to successfully develop and market the brand-new summer
shoe for Gucci to gain competitiveness in the market. This project also focuses on planning a
launch event to sell the new shoe range to the big retailers in the fashion industry.
Objectives:
 To study the current needs and demand in the fashion shoe industry
 To analyse the state of competition in the luxury shoe market
 To develop a brand new range of luxury summer shoe
 To develop strategies for marketing the developed summer shoe at the global level
 To plan a launch event to sell the product to the major industry representatives
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TIMEFRAME FOR THE PROJECT:
Time is an essential element of a project and thus, it is very important to set the timeframe
to complete the project on the right time to achieve the set aims and objectives of the
project (Burke, 2013). This project has approximately required the time of at three months.
The time schedule for the project is as follows:
Table 1: Project Timeframe
S.No. Date Activity Deliverables
1. 15th November
2018
Project initiation Setting project aims and
objectives
2. 20Th November Market study through
qualitative and quantitative
research
Understanding market needs
and demand for developing a
new summer shoe
3. 20th
December’18
Planning and designing a new
product
A complete product
development plan and product
design.
4. 1st January’19 Product manufacturing Manufacturing of summer shoe
as per set design and plan
5. 1st February’19 Developing marketing
strategies
Successful marketing of
company’s product in the luxury
shoe market and large retailers
across the world.
6. 10th
February’19
Planning a launch event A set plan to successfully launch
the product in the London
fashion week
7. 15th
February’19
Project completion Successful launch of the project
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b) PRODUCING AN APPROPRIATE PROJECT MANAGEMENT PLAN TO
MEET PROJECT OBJECTIVES
In order to achieve the set aims and objectives of the project, a proper project management
plan involving all the major elements of the project should be developed (Meredith and
Mantel Jr, 2011). The different elements of the project are:
PROJECT MANAGEMENT PLAN
Project Cost:
This project has required a higher cost as it involves critical market research and product
development. Approximately £100,000 is being required to complete all the activities of the
project and achieve set aims and objectives. The cost structure of the project activities is
presented below:
Table 2: Project Cost Structure
ACTIVITY COST
Project planning £2000
Market study and research £10000
Planning and Designing new
product
£5000
Manufacturing new product £50,000
Marketing of the product £15000
Planning for a product launch £3000
Launching product £15000
Scope of the Project
Through implementing this project, Gucci can significantly gain competitiveness in the
luxury shoe market by developing a customised summer shoe according to the customer’s
needs and demand in the luxury shoe market. It supports the company in successfully
marketing and launching the product among the large luxury fashion retailers across the
globe at the upcoming fashion event. However, this project does not involve a
comprehensive and in-depth plan for all the operational and production activities and thus,
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the company has a need to prepare another short-term project plan during the project
implementation.
Project Quality:
The project quality is maintained through quality control and quality assurance. The quality
of the project activities is monitored and controlled at every level of the project by
comparing the project performance with the set plan (Kerzner and Kerzner, 2017).
Communication Plan:
There is a wide range of activities and human resource is involved in the project that
requires the time-to-time exchange of information and facts about the activities and
progress of the project. The communication between the project team is managed through
a communication plan:
Table 3: Project Communication Plan
WHAT TO WHOM HOW WHEN
Project updates Team members and
employees
E-mails and calls Two times a week
Activity progress report Project manager Meetings Every week
Evaluation and
assessment report
Project manager Meetings Every 15 days
Feedbacks and
recommendations
Employees and
participants
letters During the project
implementation
and after
completion
Required Resources:
This project will require a variety of resources such as a human resource for preparing
project plan and carrying project activities such as Raw material for manufacturing summer
shoes, funds for accessing other essential resources and machinery for producing the
product.
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Risk Management Plan:
There are certain issues and challenges that may arise during the implementation of the
project (Kerzner and Kerzner, 2017). The major risks to this project, their impact on the
project is analysed, and a proper way to resolve and handle such risk is prepared with a risk
management plan.
Table 4: Risk Management Plan
Possibility
Of Risk
Risk Level Details Impact On Project Response To Risk
medium Low Unavailability
of required
resources
May result in the
delayed project
activities
Monitoring and
tracking resource
utilisation and
requirement
Low Low Lack of funds May affect the project
quality
Preparing proper
budget
medium higher Technical errors May delay the project Through using the
best alternative and
keeping copies of
files and documents
low medium Lack of time May affect the project
performance and
quality
By preparing a
proper time
management plan.
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WORK BREAKDOWN STRUCTURE AND GANTT CHART
Work-Breakdown Structure
The work-breakdown structure helps in organising the project activities by dividing them
into different manageable sections (Lock, 2017). It supports in proper management and
control of project activities.
Table 5: Work-Breakdown Structure
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workbreakdownstructure

Gantt Chart
Gantt chart will support in completing all the project activities on time by displaying the set
time-frame for every activity of the project (Lock, 2017).
Table 6: Gantt Chart
2 weeks 4 weeks 6 weeks 8 weeks 10 weeks 12 weeks
Project planning
Devising strategy for
market research
Allocating essential
resources
Conducting market
research
Analysing research data
Planning for product
development
Developing a new product
Marketing a new product
Launching a new product
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C) QUALITATIVE AND QUANTITATIVE RESEARCH
In order to achieve the set aims and objectives of the research project, qualitative and
quantitative research has been performed that has supported in obtaining relevant data and
information to understand market needs and demand of luxury summer shoe and the
current level of competition among the luxury fashion brands in the global fashion industry.
It has enabled the company in developing a competitive summer shoe range to offer in the
market.
The qualitative research provides non-numerical information regarding the subject of the
project by collecting the thoughts, ideas, information and observations of individuals from
different sources (Saunders and Lewis, 2012). In this project, qualitative research will be
performed by reviewing the relevant literature by accessing current journals, newspapers
and online sources. It has supported in analysing the latest trends in the luxury shoe market
at the global level and identifying the need for further improvements and developments to
successfully launch its product in the upcoming London fashion week in 16th to 20th
February. On the other hand, quantitative research has facilitated in obtaining numerical
data to study and analyse the needs and demand for luxury shoes in the luxury fashion
market across the world. The quantitative research is done by applying the method of a
questionnaire survey (Wilson, 2014).
QUALITATIVE RESEARCH
According to D’Arpizio et al., (2017), in 2017, the overall luxury market grew by 5% globally
to an estimated €1.2 trillion. The luxury experience has remained very attractive to the
customers as the market for personal luxury goods reached a record high of €262 billion.
The personal luxury goods market has experienced growth across the globe. The rapid-
emergence of fashion savvy middle class has boosted the sale of luxury products globally.
The luxury footwear industry is truly global in scope. The luxury footwear manufacturers can
now sell varieties of products produced in different countries. a multinational strategy is
very important as it allows companies to enhance their revenue by selling products in the
rapidly growing economies.
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