Project Report on H&M's New Shoe Collection Launch: Business Project

This report details H&M's project for launching a new summer shoe collection at London Fashion Week. It begins with an introduction to globalization and the company's background, followed by an examination of the project's aims and objectives, focusing on new product development at a global level. The report then outlines a comprehensive project management plan, including aspects of cost, time, scope, resources, risk, communication, and quality. Furthermore, it explores qualitative and quantitative research methods used to gather data and meet project objectives, including primary and secondary data sources, sampling techniques, and questionnaire design. The analysis section presents research findings, using tools such as frequency analysis, and provides interpretations related to the concept of new product development and the benefits of the shoe launch. The report concludes with recommendations and reflections on the value of research in meeting organizational objectives and improving overall performance.

Managing a Successful
Business Project

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1: Aims and Objectives of Project........................................................................................1
P2: Project Management Plan................................................................................................2
P3: Project Stages...................................................................................................................3
TASK 2............................................................................................................................................6
P4: Qualitative and quantitative research methods for meeting project aims and objectives 6
P5: Analysis of research and data by using appropriate tools and techniques ....................7
P6: Recommendations-.........................................................................................................14
P7: Reflection.......................................................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES................................................................................................................................1
APPENDIX......................................................................................................................................6
.........................................................................................................................................................7

INTRODUCTION
Globalisation is a process to interact and integrate among various individuals,
organisations, and government across borders. It is a movement of goods and services worldwide
which helps companies in global trade. Hennes & Mauritz (H&M) is a Swedish based retail
multinational company of clothing which is popular for its trending fashion. It deals with attire
for men, women and and children(Bogers and et. al 2017). This organisation operates in 62
countries and have around 4500 stores globally. H&M is launching its new collection of summer
shoes in London fashion week which is an opportunity for it to increase its market share. This
project focuses on aims and objectives of this enterprise and produce an effective project
management plan which will cover aspects of cost, time, scope, resources, risk, communication
and quality. It also covers all methods appropriate for meeting objectives of project and analyse
research and data using appropriate tools. This report focuses on reflection on value of research
to meet objectives of an organisation and improvement in overall performance of the enterprise.
TASK 1
P1: Aims and Objectives of Project
Globalisation plays an vital role in giving companies an opportunity to expand its
business all over the world. It is a process of purchasing and selling of goods and services in
terms of money across borders. H&M is an well known Swedish based brand which is popular
for its trending clothes and operates in around 62 countries(Charter and Polonsky, 2017 ). This
project is based on launching new collection of summers shoes in London fashion week in order
to expand its market share. For the first time H&M is expanding in shoe segment that is different
from clothes segment. There are various aims and objectives behind this which can be seen
below-
Aim:
The aim of this project report is ,'' To study the concept of new product development at
global level and a case study on H&M.”
Objectives:
 To study the concept of new product development at international level.

 To identify the benefits of globalisation for H&M. To determine the strategies that could be employ by H&M to launch its new product
global level.
Questions
 What is the concept of new product development at international level ?
 What are the benefits of globalisation for H&M ?
 What are the strategies that could be employ by H&M to launch its new product global
level ?
P2: Project Management Plan
It is a document which is used to describe each phase of a project and defines how project
is executed, implemented, controlled and monitored. This plan is usually maintained to explain
the approach of project management team(Doppelt, 2017). It is a plan through which objectives
of an organisation is achieved as it determines each and every activity of a project. It provides a
guideline about the time taken to complete each task regarding correct time to start and finish a
it. H&M is launching its new shoe collection in London fashion week and for this a project
management plan is made as follows- Cost- It is an amount which is needed by project manager for implementing particular
task. It is a budget set by the project manager in order to achieve objective of an
organisation. Here, objective of H&M is to launch new collection of shoes in London
Fashion weak. For this, Investigator expects 150 pounds as total expense and cost of
completing project is 200 pounds. Time- It is an important aspect of each project which implies time consumed in
completing a particular task. Here, for launching new shoes collection , time taken by
researcher is 1 month. Quality- It differentiate company's product from competitive market and helps in
building brand image of a company(Dougherty, 2018.). When quality is good,
customers are more attracted to products. This is the reason H&M focuses on quality
and its target is to provide best standard products in London fashion week. Risk- It is potential of losses faced while marketing of particular product or service.
Whenever, a company launches new product it increases risk associated with it. Here,
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given organisation is launching its latest collection which is risky. But researcher will
focus on it by keeping in mind consumer preferences and develop product accordingly. Communication- It is an exchange of information between mangers and its employees
and plays a key role executing project management plan(Fonagy, 2018). Without proper
communication project will not executed successfully. H&M will properly communicate
ideas and information to its workers and they will work accordingly.
 Scope- It covers all set of activities that is needed to completed in order to properly
execute a project. It includes a proper plan and requirements to achieve target. This
company covers all scope in order to achieve goals of an organisation. It will help the
organisation to gain competitive advantage by satisfying customers. This will increase
the overall productivity of the organisation and increase in market share.
P3: Project Stages
WBS Structure-
Work Breakdown Structure is a main report deliverable which organises work of a
particular team into managerial actions. It breaks the scope into managerial chunks which can be
understood by project team. It helps to define and organize project work. It plays an vital role in
allocating top levels of work breakdown structure and on this basis budgets of departments can
be calculated .WBS is also helpful in identifying project cost performance and issues or
problems areas in department(Foss and Saebi, 2017 ). It serves in finding out potential risk
associated in project. When a WBS has a branch which is well defined than it shows scope
definition risk. These risks need to be tracked and than it should be reviewed by executes of
project. H&M uses this structure for smooth functioning of its managerial actions.
3

Gantt Chart -
It is a tool that is invented by Henry Gantt for controlling production. It helps in
illustrating project schedule and shows the relationship between current status and activities. On
its left, there are activities listed and on the top there is suitable time scale. It plays an vital role
in ensuring that work is completed on time that leads to effective management. It provides a
percentage of task that is done which helps in getting timely status of work(Henry, Hill and
Leitch, 2017). Gantt chart also helps in sequencing events and reduction of potential of
overburdening of team members. It plays an vital role in updating work in progress and task that
is pending. This structure is used by H&M for controlling production.
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TASK 2
P4: Qualitative and quantitative research methods for meeting project aims and objectives
Research methodology
Research methodology is basically a set of systematic techniques used to collect relevant
data and important information needed to make a appropriate business decision(Hodge, 2018). It
is simply a guide, and provide tools to conduct an effective research. It describes and provides
analysis of method to collect and evaluate data for effective research and also aid in using this
research results more confidently in making decision regarding business growth. There are two
methods used for conducting research,first is qualitative method and other is quantitative
method.
Qualitative method
The data collected through this method depends totally on behaviour of individuals I.e.,
how they feel about something, therefore it requires information in detail and include description
of observation, prevailing conditions and also needed series of events as they happened (Bogers
and et. al 2017). Here data collected is subjective or theoretical in form of words or
pictures(Hox, Moerbeek and Van de Schoot, 2017). It is difficult for researcher to generalise this
data in tables or graph and it is also a time consuming process.
Quantitative method
This method emphasize more on numerical data. It includes data that can be easily
counted and can be generalised or represented in forms of tables, charts, graphs, etc. There for it
is easy for A researcher to analysis or intrepretate the data and to reach a conclusion for proper
and effective decision making.
Advantage of quantitative method is that it represent data in more effective and easy
ways by presenting it in the form of tables or charts, and reduces the time taken for
interpretation(Meyer, Kamens. and Benavot, 2017). Benefit of qualitative method is that it
provide good quality and detailed information about individual behaviour and they are mainly
valid facts.
Source of data
It basically represents the origin of data from where it is collected. There are mainly two
sources of data through which data can be collected:
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Primary data
It is usually the original data collected by the researcher through its own efforts. Its is
unused or first hand data, not used by anyone in past. Techniques used for collection of primary
data are personal interview, surveys, questionnaire, experiments, etc. It is a time consuming
process but provide accurate and authentic data.
Secondary data
Data already in existence or recorded data is termed as secondary data. This can be easily
collected from past document, files, articles, literature or even from online websites(Murray,
Skene and Haynes,2017). It is a easy way and mainly used when there is shortage of time with
researcher but data gathered can be outdated or related with different circumstances.
For conducting this research related with new product development at global level for
H&M use of both primary as well as secondary data is made. This research is conducted through
a questionnaire containing 10 questions about the launch of new product and also about impact
of globalisation. For this purpose , this company used social media and select group of 20
individuals. These selected people got these questionnaire through mail and on then their
answers are analysed.
Sampling Techniques
These techniques are used to select subset of individuals from large statistical population
in order to make estimate regarding particular thing. There are various techniques of sampling
like Simple Random Sampling, where the respondents will get equal chance for being selected,
Systematic sampling, respondents are selected on regular intervals, stratified sampling , where
people of same characteristics are grouped together.
H&M uses simple random sampling method because it helps in providing equal chance
of people to provide their opinions for product development.
Questionnaire
Covered in Appendix
TASK 3
P5: Analysis of research and data by using appropriate tools and techniques
Theme 1: Concept of new product development at international level
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Q1) Are you aware about the concept of new
product development at international level ?
Frequency
Yes 15
No 5
Interpretation: It has been observed that 75% of respondent are aware about the new
product development at international level while only 25% are unaware of the fact. New product
development is the process carried out for launching a new product in the target market. It
includes product design, product promotion and all other activities needed to ensure the product
success. This research shows that people are aware of the fact that a how a company can launch a
new product at international or global level.
Theme 2: Benefits of launching new summer shoe for H&M
Q2) According to you,Will launch of new
summer shoe will be beneficial for H&M ?
Frequency
Yes 18
No 2
8
15
5
Yes
No

Interpretation: On the basis of above diagram, it has been concluded that 18 out of 20
people i.e. 90 % individuals are in favour of that launching a new summer shoe will be beneficial
for H&M. The reason behind this is that, according to many people new product provides a new
market which means many new potential customer that will ultimately increase the sales and
profitability of the company. New product launch all increases the goodwill and brand image of
H&M. The 2 people out of 20 which are against the fact that launching a new summer shoe is
beneficial for H&M ,is may be because, they think that H&M is good in dealing with clothes and
they are having an expertise in sector only, so it might be risky for them to launch a new summer
shoe or they might fail in this sector.
Theme 3: Major resources required by H&M to launch a new product
Q3) What are the major resources required by
H&M to launch new product at intentional
level ?
Frequency
Financial resources 5
Human resources 2
Technical resources 4
All of the above 9
9
18
2
Yes
No

Interpretation: According to above pie chart, it is evaluated that 5 individuals out of 20
thinks that financial resources are most important for launching a new product at global level.
The reason for this is that money is required for every activity conducted for launching a new
product i.e. financial requirement for manufacturing of new product, for advertising, promotion
etc. 2 individuals are in favour of human resources as human are the biggest asset of any
company. Team or workforce is always need to perform the a task. Need of technical resources
are favoured by 4 people as to manufacture a new product, new machinery and techniques are
required. The new product have to compete with existing product so it is necessary that it should
be superior and better than other to ensure its success in the market. Maximum number of people
I.e. 9 out of 20 are in favour of all of the above resources as a new product require adequate
amount of finance for its marketing and for manufacturing also. Skilled employees are needed to
develop the new product and innovative technology is also required to make the product quality
up to the mark.
Them 4: Benefits of globalisation for H&M
Q4) What are the major benefits of
globalisation for H&M ?
Frequency
Increase in profits 10
Provide wide market 5
Enhance brand image 5
10
5
2
4
9 Financial resources
Human resources
Technical resources
All of the above

Interpretation: From the above given image, it has been concluded that 10 out of 20
respondents said that globalisation will increase the profits of H&M as this will increase sales of
organisation which will ultimately increase the profit. Rest 5 respondents favour that it will
provide a large market to H&M and rest 5 said that it will enhance the brand image of company
and will offer competitive benefits to company which will ultimately increase its goodwill and
make it easy to increase the sales of new product. Good brand image and goodwill always attract
more customers as they increase the trust of consumer on company.
Theme 5: Major challenges faced by H&M during launch of its new product
Q5) What are the major challenges that H&M
will face during launch of its new product at
global level?
Frequency
Fluctuation of prices 6
Government regulations of new market 4
High competition 10
11
10
5
5
Increase in profits
Provide wide market
Enhance brand image

Interpretation: There are many challenges that a company can face while launching a
new product at international level. On the basis of above diagram, it is concluded that 6
respondents out of 20 are in favour of that biggest drawback of globalisation is fluctuation of
price, as when company launch its product at global level they generally increase the price of
product to meet their extra expenses made on marketing and also to increase their profitability. 4
individuals thinks that government regulations of new market is a threat for new product or
company as many companies find it difficult to work according as per the rules and regulation
of new market or country. It is also difficult to work in a new environment with different
economical, social and political atmosphere. Maximum number of people I.e. 10 respondents
finds that globalisation will increase the pressure of competition as number of competitors
increases when you enter a new market.
Theme 6: Entry strategy employ by H&M to operate at global level
Q6) What is the entry strategy that could be
employ by H&M to operate at global level?
Frequency
Export 3
Franchising 11
Merger 6
12
6
4
10
Fluctuation of prices
Government regulations of
new market
High competition

Interpretation: From the above diagram, it is interpreted that 11 out of 20 respondents think that
the entry strategy that should be employed by H&M to operate at global level is franchising
because it will help the organisation to expand its business at global level. According to other 6
respondents, this company should adopt merger entry strategy in order to operate its marketing
activities at international level. The remaining 3 respondents think that H&M should adopt
export strategy for expansion of business.
Theme 7: Impact of globalisation on business operation of H&M
Q7) What will be the impact of globalisation
on business operations of H&M ?
Frequency
Positive 16
Negative 4
13
3
11
6
Export
Franchising
Merger
16
4
Positive
Negative

Interpretation: As per the above pie chart, 16 respondents favours positive impact of
globalisation on operation of H&M as it will increase the scope for future growth and improves
the profitability by increasing sales quantum. Only 4 people are giving negative respond for
impact of globalisation on business operation of H&M as this might result in reducing efficiency
of their employees due to extra burden of work crated through globalisation of business.
Theme 8 : Different ways to deal with negative consequences of globalisation
Q8) What are the various ways through which
company can deal with the negative
consequences of globalisation?
Frequency
Proper planning 7
Analysis of market forces 6
Study buying behaviour of customers 7
Interpretation: From the given pie chart, an interpretation is made that 7 out of 20 respondents
think that company can eliminate negative impact of globalisation with proper planning of
marketing activities in advance. According to other 7 , company should study behaviour of its
target customers and find out their tastes and preferences in order to eliminate bad impact of
marketing at international level. The remaining 6 respondents think that by analysing market
forces company can deal with negative consequences of globalisation.
Theme 9 : Appropriate marketing channel for H&M to carry out promotion of its new product
Q9) Which marketing channel would be more Frequency
14
7
6
7
Proper planning
Analysis of market forces
Study buying behaviour of
customers

appropriate for H&M to carry out promotion of
its new product?
Social media marketing 9
Television 6
Print media 5
Interpretation: According to above chart, 9 respondent out of 20 are having a view that
social media will be the best for marketing of H&M new summer shoe as social media is having
a wide reach, so it become easy to attract more customer through social media. 6 individuals are
in favour of television advertisement as it create a long lasting impact on mind of customer. Rest
5 are in favour of print media I.e. advertisement in newspaper or magazine as some people are in
habit of reading newspaper on daily basis, so this provide a easy reach to them.
P6: Recommendations-
On the basis of research conducted on H&M, it can be said that this organisation can
launch new collection of summer shoes in new market and in that context following
recommendations are given-
 H&M is a well known brand which is famous for its trending clothes and now it is
entering into a new market with new collection of shoes. For this purpose, company need
to know about its current competition so that it can offer something different from its
competitors. If this organisation is not aware about competition prevailing in market, than
there are low chances of success of its product.
15
9
6
5
Social media marketing
Television
Print media

 The company should invest in proper promotional activities in order to promote its
products specially when entering into new foreign market. A good strategy of promotion
can help an enterprise to make customers aware about existing product and its features. It
also aids in creating a brand image in the mind of potential customers. Company can
take the help of different channels of promotion like television, social media, hoardings,
and so on.
 H&M should develop an adequate marketing strategy in order to increase sales of its
products. An efficient plan can help an organisation to grow in an effective manner and
meeting overall objectives of an enterprise. For this,company should know who are its
target customers and what are the current market conditions. It can also develop a
research plan and on that basis conduct various activities beneficial for organisation.
 An organisation should also be aware about the tastes and preferences of customers of
target market. It will help the enterprise to develop products according to demands of
customers. Company should also know what is trending in market specially in footwear
segments and what kind of shoes are mostly loved by people. It will aid H&M to develop
shoes according to preferences of consumers and fashion prevailing in market.
P7: Reflection
From this report, I have learned how to do research which helps in enhancing my
research skills. This report helped me to improve my analytical skills. I have faced some issues
while doing this project like as it was a team project, I found it difficult to communicate with my
team members. Due to my weak communication skills, I was not able to put my view points in
front to the team. But this report has enhanced my confidence in formulating a particular task. If
in future, I will get the same opportunity than I will be able to perform it in better way.
CONCLUSION
From the above report, it has been concluded that for globalisation, company need to
focus on various aspects like objectives of organisation, an effective marketing plan, competitor's
strategy and research methods. H&M is a famous retail brand that is planning to expand in shoe
segment in new market that is London Fashion week . Here, the market is new and the product is
also new. This is the reason a proper project management plan is formulated for execution of
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task in order to achieve objectives of an enterprise. This plan is focusing on achievement of
overall goals of a company.
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REFERENCES
Books and journal
Bogers, M.,and et. al 2017. The open innovation research landscape: Established perspectives
and emerging themes across different levels of analysis. Industry and Innovation. 24(1),
pp.8-40.
Charter, M. and Polonsky, M.J., 2017. Greener marketing: a global perspective on greening
marketing practice. Routledge.
Doppelt, B., 2017. Leading change toward sustainability: A change-management guide for
business, government and civil society. Routledge.
Dougherty, E., 2018. Mathematical morphology in image processing. CRC press.
Etzkowitz, H. and Zhou, C., 2017. The triple helix: University–industry–government innovation
and entrepreneurship. Routledge.
Fonagy, P., 2018. Affect regulation, mentalization and the development of the self. Routledge.
Foss, N.J. and Saebi, T., 2017. Fifteen years of research on business model innovation: how far
have we come, and where should we go?. Journal of Management. 43(1). pp.200-227.
Henry, C., Hill, F. and Leitch, C., 2017. Entrepreneurship Education and Training: The Issue of
Effectiveness: The Issue of Effectiveness. Routledge.
Hodge, G., 2018. Privatization: An international review of performance. Routledge.
Hox, J.J., Moerbeek, M. and Van de Schoot, R., 2017. Multilevel analysis: Techniques and
applications. Routledge.
Meyer, J.W., Kamens, D. and Benavot, A., 2017. School knowledge for the masses: World
models and national primary curricular categories in the twentieth century. Routledge.
Murray, A., Skene, K. and Haynes, K., 2017. The circular economy: an interdisciplinary
exploration of the concept and application in a global context. Journal of Business
Ethics.140(3).pp.369-380.
Spigel, B., 2017. The relational organization of entrepreneurial ecosystems. Entrepreneurship
Theory and Practice, 41(1), pp.49-72.
Tiwari, S., Wee, H.M. and Daryanto, Y., 2018. Big data analytics in supply chain management
between 2010 and 2016: Insights to industries. Computers & Industrial
Engineering. 115. pp.319-330.

Template for evidence collection to be attached with the report by the learner:
Project Logbook for the chosen organisation:
Name of the learner: Name of the Supervisor:
Project Title: Date:
Update of weekly research/ tasks achieved (Account
for a minimum of six weeks with dates)
 What have you completed?
 Did you fulfil Task requirements?
 Are you on track and within deadlines set?
 Did you need to make any changes to your
project management plan?
Comments
I have completed project on “To study the
concept of new product development at global
level” A case study on H&M.
Yes
Yes
No
Any risks and / or issues identified?
 Did you identify risks/issues with a lack of
skills required for undertaking research
tasks?
 Did you identify any additional risks/issues
that have an impact on the project
management plan?
Some issues are faced in doing effective
communication and it is also felt that time is not
sufficient for some activities.
No
Problems encountered
2

 What barriers did you face?
 How did you overcome them?
Some barriers are faced while communicating
with employees and other staff.
I had made use of proper communication channel
with pre decided rules and also tried to develop
team bonding through participating in various team
activities.
New Ideas and change of project direction For determining this I need to conduct full
investigation which require 2-3 more weeks
What Have I learnt about myself this week? How did I feel when I had to deal with
tasks/problems? Did I find it useful to complete the tasks? How well have I performed? What did I
contribute?
 What can I improve on next week?
 How might this learning apply in the future?
I felt ungratified
Yes
I had made all possible effort to work as
efficient as I could. I contributed my maximum
time for this project and also did overtime.
Till next week I can make efforts to improve
skills of my team work and can work more
efficiently with minimum cost .
This learning will yield more better result in future
and helps increasing the productivity and
profitability.
Tasks planned for next week Which tasks are priority?
Collection of most authentic and relevant data is the
3

 Have you set aside sufficient time for
completion?
priority.
Yes
Project plan status to date (on, ahead, behind)
Supervisor comments to address
Signature of the Supervisor and date:
Template for Performance Review to be attached with the report by the learner:
 What was the Project supposed to accomplish?
The project accomplished “To study the concept of new product development at global level ” A case
study on H&M.
 Did the project succeed in its aims/ how do you know? Specifically, please outline
any evaluation and assessment undertaken.
Yes , the project is succeed . We know this as we completed the
research.
 What things do you think worked well and why? Evaluate all aspects of the project
(e.g initial inception, project activities and project outcomes) from a range of
perspectives.
Everything is quite well and it might be due to my good communication skills that
helps me while taking views of respondents .
 What problems emerged during the project and how were they tackled? Was there
timely identification of issues and resolution during the project process?
Problems emerged are mainly related with insufficient time but this issue is also
solved my making plans and strategy.
 What did you learn from undertaking the project?
By this my communication skill become more better and I also learned time and
team management
 How would you rate your performance as a management consultant leading the
project?
9 out of 10.
 What strengths and weakness of your performance did you identify?
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My researching ability and good communication skills are my strengths but team
management with proper time management are my weakness.
 How will this inform and support your continuous professional development?
This research helped me in my professional development by giving me a
opportunity to improve my overall skills and also teaches me how to work in a team.
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