Global Marketing Strategy: H&M's Summer Shoe at London Fashion Week

This report analyzes the impact of globalization on the marketing of H&M's new summer shoe at London Fashion Week, aiming to understand the concept of globalization, analyze marketing techniques, and determine the relationship between globalization and these techniques. The project includes a project management plan covering cost, scope, time, quality, communication, risk, and resources, with a budget of £6000 and a timeline of 8 weeks. The work breakdown structure and Gantt chart detail the project's phases, from market research and product design to production planning and product development. The report highlights the importance of considering consumer preferences, competition, and risk management in a globalized market, along with effective communication and resource allocation to successfully launch the summer shoe and compete with international brands.

Managing a Successful
Business Project

TITLE:
To identify the impact of globalisation on marketing “New Summer Shoe” in London
Fashion Week while competing with international brands.” A case study on Hennes & Mauritz
AB.
INTRODUCTION
Globalisation refers to process which helps to perform business operations at
international level which results in integration of political parties and helps in integration of
business operations. There are some changes to deal at international level such as use of latest
technology, quality of product and services, etc. In order to run business in smooth manner, it is
essential to analyse and properly plan business activities. Globalisation means expansion of
business in different countries, hence there is difference in demand of consumers on the basis of
difference in geographical region.
This report is based on Hennes & Mauritz AB (H&M) which is one of the leading brand
in fashion retail sector. This organisation has head quarter in Sweden. This organisation deals in
fashion clothing for men, women, teenagers and children. As project manager, there is challenge
to create and market a new summer shoe in London Fashion Week to compete with other leading
brands. In this report, there is discussion about project aims and objectives with time frames,
conducting small scale research for collection of information and at last communication
conclusion and recommendations with reflective statement.
TASK 1
P1 Project aims and objectives
Globalisation is the process which assist in performing operations under international
market. After LPG policy off government, there is ease in performing business operations at
world wide level. There are some trade policies such as taxes, legal norms, registrations, etc.
must be followed by managers of organisation. With globalisation, there are positive as well as
negative benefits to organisation in the form of increment in goodwill, sales, revenues, etc.
Globalisation of business can be done with the help of different resources such as employees,
expertise, legal advisor, etc. hence it is responsibility of managers of H&M to analyse market
and then actions has to be performed (Aas, 2013). There is difference in legal, political policies
as per change in plans and policies of association. At international level, marketing activities is
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one of the important components which helps to analyse demand of consumers and it is easy to
get success. With operating at international level, it is easy for managers to get knowledge about
preferences, culture and ethics of consumers.
Background of project:-
H&M is the company which deals in fashion retail company. This association was
founded in 1947 by Erling Persson. This association provides services at world wide level and
has 4553 outlets in different countries. There are around 148000 employees associated with this
organisation which helps to perform operations in better manner and maintain proper brand
image in fashion industry (Agrawal, 2017). This deals in clothing sector of women and men and
operates all around the world. In this research, as project manager of H&M there is requirement
of marketing its new product i.e. summer shoes in London Fashion Week. This must be done in
order to compete with other international brands.
Aim of project:
To identify the impact of globalisation on marketing “New Summer Shoe” in London
Fashion Week while competing with international brands.” A case study on Hennes & Mauritz
AB.
Objectives:
 To understand the concept of globalisation.
 To analyse marketing techniques which has to considered at London Fashion Week.
 To determine the relationship between globalisation and marketing techniques considered
for launching New Summer Shoes in London Fashion Week.
Questions:
 Do you understand the concept of marketing techniques?
 What are the marketing techniques which has to considered at London Fashion Week?
 What is the relationship between marketing activities and successful launching of New
Summer Shoes in London Fashion Week
P2 Project management plan that covers aspects of cost, scope, time, quality, communication,
risk and resources
Project management plan refers to process proper which has proper information about
aspects which has to be considered by researcher (Beck, 2018). This is the formal and legal
document which provides appropriate information about pursuing research. Hence with this
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document it is easy for managers to plan, execute and monitor research plan. With the help of
project management plan, planning for resources such as risk, quality, cost, scope, etc. In case of
change in working style, then alterations are required to be made in project management plans,
hence this helps to achieve aims and objectives of performing research activities in appropriate
manner (Benería, Berik and Floro, 2015). There are different aspects which are covered under
project management plan, which are discussed as under-
Cost- Cost is one of the important aspect because there is requirement of funds for
creating value of new products. There is requirement of different resources such as land,
employees, machinery, marketing campaigns, etc. Hence there are some cost which is incurred in
marketing and creating value of “New Summer Shoe” launched by H&M. In creating value and
marketing product, cost of around £5200 will be incurred. While conducting this research, some
cost is incurred for making availability of resources such as computer, internet connection,
phones facility, etc. hence in this case, there is cost of around £800.
Scope- Scope is the area under which organisation is working. As per case study of
H&M, there is expansion in working scope of organisation because they are launching new
product and wants to market and create value in London Fashion Week. Hence this helps to
increase in sales, consumer base and competition with international brands. Hence it is
responsibility of managers of H&M to analyse market properly and so actions can be taken
accordingly. While conducting this research, it is easy for researcher to enhance knowledge
about globalisation, marketing techniques to be used tat international level, different types of
research methodology, etc. Hence it is easy for individual to pursue research in near future in
effective and collect within specified time.
Time - There is requirement of some time for launching and marketing new product in
London Fashion Week. There is difference in working style at national and international level, so
there is requirement of time for proper market analysis. This can be within 1- 1.5 months of
starting marketing values for New Summer Shoe. At the same time, there is requirement of some
time for completion of this research project. This time is expected to be within 8 weeks because
there are different activities such as introduction, setting aims and objectives, data analysis, etc.
which as to be considered by researcher (Benigno and Faia, 2016).
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Quality- Quality is also important for performing at international level and competing
with other brands. H&M is launching “New Summer Shoe” as new product, so in this case it is
responsibility of managers to maintain quality of product. This helps to market and lead in
industry which assist in competing with other brands. These days, consumers wants quality
goods and proper return of their money. Hence by considering this, it is easy for maintain good
image in front of delegates at London fashion Week. While conducting research, quality aspect
has to considered because researcher provide some data which shows authentication of presented
data. Hence quality has to be considered by researcher so authentic and relevant information can
be transferred to readers (Blaser, McRae and Feit, 2013).
Communication- Communication is the way through which information can be
transferred from one person to another. As per case study of H&M, there is requirement of
proper communication channel which helps to deliver information about features of “New
Summer Shoes”. There is requirement of proper marketing techniques such as social media,
posters, hoardings, etc. helps in creating brand image of H&M. While conducting this research,
there is requirement of proper communication, so information related to change in research
activities, sequences, etc. can be communicated. There is use of meetings, conference call, video
conferencing, etc. are considered. So research activities can be done in appropriate and relevant
manner.
Risk- Risk is also one factor which is considered in project management plan. While
globalisation of business, there is risk of change n consumer preferences, risk of more
competition., improper planning, etc. which may become reason for failure of business (Hillson,
2017J). This affects business growth and development in the form of good sales and revenues.
While conducting this research, there is risk of data missing, duplication of activities, improper
communication, etc.
Resources- Resources helps in launching and marketing products in London Fashion
Week. There is requirement of employees, expertise knowledge, legal rules and regulations, etc.
which helps to make changes according to external environment. While conducting this research,
there is use of different resources such as internet connection, communication channel, etc.
which helps to perform research activities in smooth and relevant manner (Jeston, 2014).
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P3 Work breakdown structure and a Gantt chart to provide time frames and stages for
completion of project
Work break down structure- This structure refers to division of whole research process
in small divisions with small chunks of activities. Thee are many departments which works for
completion of project, hence in this case, with the help of work break down structure activities
are divided among them. This helps to complete project within specified time and research is
conducted in appropriate manner and possibilities of duplication of activities is less (Loch,
DeMeyer and Pich, 2011).
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Summer
Shoe
16-02-2019
Budget-
95000
Market
Research
3-12-2018
Budget-
15000
Product
design
10-12-2018
Budget 10000
Production
planning
14-12-2018
Budget-
10000
Marketing
15-01-2019
Budget-
20000
Project
management
10-01-2019
Budget-
20000
Product
development
19-12-2018
Budget-
20000
Surveys
4-12-2018
Budget 4000
Questionnaire
s
5-12-2018
Budget 3000
Research
analysis
7-12-2018
Budget- 2000
Market
research
findings
8-12-2018
Budget- 6000
Designing of
product
11-12-2018
Budget 8000
Selecting
designs
8-12-2018
Budget- 3000
Model
concepts
9-12-2018
Budget- 3000
Documentati
on
12-12-2018
Budget 4000
Research
evaluation
13-12-2018
Budget- 4000
Designing
15-12-2018
Budget- 3000
Testing
16-12-2018
Budget- 2000
QA design
17-12-2018
Budget 1000
Completion
of production
plan
18-12-2018
Budget 4000
Purchasing
material
20-12-2018
Budget- 6000
Developing
prototype
26-12-2018
Budget- 4000
Testing of
product
31-12-2018
Budget 5000
Sign-off
development
5-01-2019
Budget 5000
Developing
marketing
plan
18-01-2019
Budget 6000
Preparing
marketing
strategies
22-01-2019
Budget 4000
Marketing
collateral
25- 01-2019
Budget 10000
Commercials
31-01-2019
Budget- 4000
Promotion of
business plan
5-02-2019
Budget- 3000
Brochures
16-02-2019
Budget- 3000

Task
Mode Task Name Duration Start Finish Predecessors
Manually
Scheduled Market research 20.04 days Mon 03-12-
18
Mon 31-12-
18
Auto
Scheduled Survey 0.3 hrs Fri 21-12-18 Fri 21-12-18
Auto
Scheduled Questionnaires 0.3 hrs Thu 27-12-18 Thu 27-12-18 2
Auto
Scheduled Research analysis 0.3 hrs Fri 18-01-19 Fri 18-01-19 2
Auto
Scheduled Market research findings 0.3 hrs Fri 28-12-18 Fri 28-12-18 3
Manually
Scheduled Product design 16.04 hrs Mon 21-01-
19
Wed 23-01-
19 1
Manually
Scheduled Desiginng of product 16 hrs Mon 21-01-
19 Tue 22-01-19 1
Auto
Scheduled docummentation 0.3 hrs Mon 21-01-
19
Mon 21-01-
19 4
Auto
Scheduled research evaluation 0.3 hrs Mon 11-02-
19
Mon 11-02-
19 5
Auto
Scheduled selecting designs 0.3 hrs Tue 29-01-19 Tue 29-01-19 8
Auto
Scheduled model concepts 0.3 hrs Tue 12-02-19 Tue 12-02-19 9
Auto
Scheduled Production planning 1.08 days Thu 14-02-19 Mon 18-02-
19 7
Auto
Scheduled desigining 0.3 hrs Fri 15-02-19 Fri 15-02-19 10,11
Auto
Scheduled testing 0.3 hrs Thu 14-02-19 Thu 14-02-19 11
Auto
Scheduled QA design 0.3 hrs Mon 18-02-
19
Mon 18-02-
19 13
Auto
Scheduled Completion of production plan 0.3 hrs Fri 15-02-19 Fri 15-02-19 14
Auto
Scheduled Product development 0.11 days Mon 18-02-
19
Mon 18-02-
19 12
Auto
Scheduled Purchasing material 0.3 hrs Mon 18-02-
19
Mon 18-02-
19 15
Auto
Scheduled Developing prototype 0.3 hrs Mon 18-02-
19
Mon 18-02-
19 16
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Auto
Scheduled Testing of product 0.3 hrs Mon 18-02-
19
Mon 18-02-
19 18
Auto
Scheduled Sign-off development 0.3 hrs Mon 18-02-
19
Mon 18-02-
19 19,20
Auto
Scheduled Project management 0.3 hrs Mon 18-02-
19
Mon 18-02-
19 21
Auto
Scheduled Marketing 0.04 days Mon 18-02-
19
Mon 18-02-
19 17
Auto
Scheduled Developing marketing plan 0.3 hrs Mon 18-02-
19
Mon 18-02-
19 22
Auto
Scheduled Preparing marketing strategies 0.3 hrs Mon 18-02-
19
Mon 18-02-
19 22
Auto
Scheduled Marketing collateral 0.04 days Mon 18-02-
19
Mon 18-02-
19 24
Auto
Scheduled Commercials 0.1 hrs Mon 18-02-
19
Mon 18-02-
19 24,25
Auto
Scheduled Promotion of business plan 0.3 hrs Mon 18-02-
19
Mon 18-02-
19 25
Auto
Scheduled Brochures 0.05 hrs Mon 18-02-
19
Mon 18-02-
19 27,28
Gantt Chart:
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