Summer Shoe Launch Project: A Complete Project Management Plan for H&M

Desklib provides past papers and solved assignments for students. This project details H&M's summer shoe launch.

Globalisation
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Table of Contents
Introduction......................................................................................................................................3
1. A complete project management plan.........................................................................................4
Project aims and objectives for the chosen scenario.......................................................................4
Project Definition.............................................................................................................................5
Problem Statement...........................................................................................................................5
Project strategy................................................................................................................................5
Project objectives.............................................................................................................................5
Deliverables.....................................................................................................................................7
2. A small scale research...............................................................................................................11
3. Performance Review..................................................................................................................23
4. Notes of progress in Logbook....................................................................................................23
5. Conclusion.................................................................................................................................24
Reference list.................................................................................................................................25
Appendix........................................................................................................................................26
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Introduction
In the present global scenario, there is cutthroat competition faced by even the largest fashion
brands. Innovation is the key to ensuring that there is sustainability in the business scenario. The
design of the brand new summer shoe is linked with putting together a show in the upcoming
London fashion week, so that it gets maximum visibility. The entire process of designing the
product and ensuring that it has a successful launch in the fashion week is a major responsibility
oriented task that is linked to ensuring the success of the project (Okonkwo, 2016).
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1. A complete project management plan
Project aims and objectives for the chosen scenario
Aim of the project:
The aim of the project is to ensure that the an excellent summer shoe can be designed and also
ensure that the shoe can be marketed successfully in the London Fashion Week, that will take
place between 16th- 20th February 2019
Objectives of the project:
Goal Specific Measurable Attainable Relevant Time-bound
To favourably
launch the
summer shoe
in the London
Fashion week
Increase brand
loyalty by 20%
20 % increase
in the brand
loyalty through
maximising the
popularity of
the product
Controlling the
expenses
associated with
the launch and
limiting it to
£50,000
The need to
compete with
the new
branded shoe
for maximising
revenue
through higher
sales
Completing all
preparatory
phases before
15th February
2019
To ensure
maximum
visibility is
given to the
brand
Make the
visibility high ,
by ensuring
that there is
50% more PR
coverage
Increase in
20% of the cost
on PR
programmes
Keeping the
PR cost limited
to £6000
It is important
to gain
visibility in
order to
compete in this
competitive
scenario
This has to be
done after 20th
February as a
follow up
programme
after the launch
up to June 30Th
2019
To mitigate all
challenges
before launch
Ensure that the
project launch
is successful in
terms of
presentation
Keep costs as
per budget and
keep a buffer
of 10% on the
upside
Reduce costs
in slot booking
by 15%
through hard
negotiation
Budgeted
figures should
be adhered to
Resolve
challenges and
ensure perfect
execution
within 15Th
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February 2019
Project Definition
The project is related to designing a new summer shoe as the designer in a fashion brand firm
and ensure that it is launched in the London fashion week in February 2019, so that popularity
and visibility of the brand is increased
Problem Statement
In the face of globalisation, a major issue involves the fact this company wants to stay ahead of
competition and that is the reason why it wants to participate in the London Fashion week
February 2019, so that the brand is well appreciated by all through the launch of its fashionable
summer shoe.
Project strategy
The strategy is to ensure that the fashion house is represented in the fashion event and the
summer shoe designed newly is launched on the same plat form. The ultimate strategy is to
ensure that in this global market, the focus on the London fashion week will make the product
popular all over the world and thus lead to brand promotion and brand awareness among local
customers all over the world. The strategy is aimed at increasing revenue and hence increases
profitability (Turner, 2016).
Project objectives
 The project is associated with designing the summer shoe as per customer preference
 Launching the summer show in the London Fashion week and making all arrangements
associated with that
 Ensuring that the product gets visibility and earns popularity all over the globe and this
will ensure that the product along with the brand will be popularised all over the globe
 To capture more global markets with the help of gaining popularity with the innovative
summer shoe design
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Performance, Cost and Time Objectives
The project will be implemented within February 20th 2019, as that is the end date of the London
fashion week, but the follow up PR activities will continue to take the advantage of all major
global markets. The company hopes to benefit from the visibility that can be attained through
this participation in such an esteemed fashion event. H & M is a fashion brand that is targeting
the global market in a massive way to combat the competition in the field of fashion. Its
performance is related to capturing better global markets. It has made the requisite skeleton
budget before the launch as in given in the table below:
Activities Time (in hour) Cost per hour (£) Overall cost ($)
Physical survey
conducted on 100
respondents of 18 to
25 years year old
girls before deciding
on the design of the
summer shoe of H
& M
100 20 2000
Online surveys
conducted to
understand the
popularity of
London fashion
week among
merchandisers that
are linked of H & M
10 5 50
Conducting
research with
managers of major
fashion houses to
understand the
50 40 2000
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current trends in
fashion of H& M
Finding the right
source materials
suitable for the shoe
and market
research associated
with that
100 60 6000
Booking the slot in
the programme
12 2000 24000
Manufacturing of five
different coloured
variation of the shoe
20 100 2000
Arranging media
coverage
3 2000 6000
Following up with PR
programmes
100 60 6000
Sum Total 395 48050
Table 1: aspects of time and cost for carrying out the project
Deliverables
H & M want to enhance its global presence, and it wants to ensure that it benefits from the
publicity that it will get from the launch of the summer show in the London Fashion Week.
Project Scope Statement
The scope of this project management plan is associated with the product scope and the
implementation of the launch that is the process scope as well ( Kerzner and Kerzner, 2017).
Included Scope- Ensure that the product is made as per the demand existent in the market.
Features, the function, and the characteristics of the summer shoe are taken care of, by
manufacturing the shoe as per requirement. The product scope is the included scope, where it is
completely within the scope of the project.
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Excluded scope – The launch of the summer shoe is equally important as the plan of the launch
will ensure whether the product that is the shoe will be popular or not. The success of the project
is associated with the visibility that can be attained for the generation of revenue. The process
scope that is associated with the launch and then after launch follows up through, public relation
until June are outside the scope of the business plan to a major extent.
Success Criteria
The success of the project is based on how much widespread coverage can be gained by the
company globally and how much popularity can wear the shoes of H& M experience in the
competitive fashion scenario.
Project assumptions
The following are the assumptions that have been used in the project plan:
 The summer shoe being launched is a novelty, and it is not also the plan of any other
brand to sweep the market with novel summer shoes
 H & M will be able to cater to the various choices of the varied people throughout the
globe, and design a summer shoe by diverse global trends
 The launch of the summer shoe in the London fashion week will provide mileage to the
company in the global scenario.
Implementation Plan
The implementation plan includes work break down the structure, timeline plan for all the small
activities that will make the entire project successful in the process through achieving every step,
so it is possible to have control over the project from the initiation to the end (Hill, 2013).
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Work break down the structure
Task Name of Activity Start Date
Duratio
n End Date
1 Project origination and commencement 26-12-2018 10
05-01-
2019
1.1 Survey research on the launch 26-12-2018 1
27-12-
2018
1.2
Interview research was done to understand
the brand trend 27-12-2018 2
29-12-
2018
1.3 Analysis of need of the customer 29-12-2018 3
01-01-
2019
1.4 Project augmentation and assessment 01-01-2019 4
05-01-
2019
2 Project research development 05-01-2019 22
27-01-
2019
2.1 Validating the research data 05-01-2019 2
07-01-
2019
2.2 Qualitative data research and trend analysis 07-01-2019 7
14-01-
2019
2.3
Quantitative data research and understanding
trend 14-01-2019 5
19-01-
2019
2.4 Assessment of gathered data 19-01-2019 3
22-01-
2019
2.5
Representing collected data in Information
format 22-01-2019 2
24-01-
2019
2.6
Analysing findings and evaluating the
collected data 24-01-2019 3
27-01-
2019
3 Project Accomplishment 27-01-2019 20
16-02-
2019
3.1 Preparing the launch preparations 27-01-2019 4
31-01-
2019
3.2 Preparing budget for the launch 31-01-2019 6
06-02-
2019
3.3 Project Presentation 06-02-2019 4
10-02-
2019
3.4 Comparison to the project conformity 10-02-2019 6
16-02-
2019
Table-2- Work break down the structure
(Source- Created By learner)
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Schedule (Gantt Chart)
Project origination and commencement
Survey reaserch on the launch
Interview research done to understand brand trend
Analysis of need of the customer
Project augmentation and assessment
Project research development
Validating the reaserch data
Qualitative data research and trend analyisis
Quantitative data research and understanding trend
Assessment of gathered data
Representing collected data in Information format
Analysing findings and evaluating the collected data
Project Accomplishment
Preparing the launch prepartions
Preparing budget for the launch
Project Presentaion
Comparison to the project conformity
26.12.18 15.1.19 4.2.19 24.2.19
Figure1- Timeline
(Source- Created By learner)
Project process
The project process involves that certain processes be taken up for implementation and
performance of the project, which is aligned with its goals and objectives (Heagney, 2016 ). The
summer shoe launch is very vital, and the company has to ensure that it reaps the benefit through
global revenue collection.
Communication plan
Communication for the launch is formal, and the design head in collaboration with the global
marketing head of H & M will undertake all communication with media houses. The
communication done while conducting the research is also kept very protected, and there is effort
taken to ensure that the all confidentiality of the project related in maintained (Lea-Greenwood,
2013).
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2. A small scale research
Research has to be conducted that is based on both qualitative measures and quantitative
measures. In the case of the questionnaire that is floated among 100 respondents, the aim is to
get a relevant response.
The qualitative research method is associated with interviewing managers of the industry who
can give an in-depth knowledge of the industry that can help in the launch.
The responses gathered from both sources are gathered without any maligning activities and
which is associated with selecting an unbiased sample audience.
Quantitative Research
Quantitative research has enabled this that it was possible to gather direct primary data from the
target audience sample. Girls of the age group of 18 to 25 years randomly filled the
questionnaire.
Q1. What kind of shoe do you prefer to wear in summer?
Particulars Number
Responses
% of
Respondents
Total Number of
respondents
Flip Flops 10 10% 100
Boat Shoe 30 30% 100
Designer Sandal 30 30% 100
Sling back 20 20% 100
T Bar 05 05% 100
Mary Jane 05 05% 100
Table- 1 - Shoe type preference in summer
(Created By Learner)
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10%
30%
30%
20%
5% 5%
Flip Flops Boat Shoe Sandal Sling back T Bar Mary Jane
Graph - 1 - Shoe type preference in summer
(Created By Learner)
Findings and Analysis
It can be seen that there is major popularity in the case of boat shoes, designer sandals, and
slingbacks that women of the chosen age bracket of 18 to 25 years preferred. Summer is the most
comfortable season in the west; this is the reason that all the women, focus on fashion choices
during this time. The summer shoe collection has to be tantalizing to attract women to splurge
on the brands, as this is the best time for them to enjoy fashion choices
Q2. Which is the most common platform that you use for buying shoes?
Particulars Number
Responses
% of
Respondents
Total Number of
respondents
Branded
Showroom
25 25% 100
Internet shopping
websites
30 30% 100
Company
websites
25 25% 100
Boutique stores 15 15% 100
Hotel in-house 05 05% 100
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