Impact of Globalization on H&M's Summer Shoe Launch Project (Report)

This report examines the project management plan for H&M's summer shoe launch, focusing on its debut during London Fashion Week in November 2019. The introduction defines globalization and its impact on businesses, particularly the fashion industry. The report outlines the aims, objectives, and research questions guiding the project, including an analysis of globalization's effects, optimal product launch strategies, and methods for maximizing profitability and customer satisfaction. The project management plan covers costs, resources, scope, quality, communication, and risk management. The research methodology includes qualitative and quantitative research methods, inductive and deductive approaches, and descriptive research designs. Sampling techniques, data collection methods (primary data via surveys and questionnaires), and data analysis using thematic analysis are also detailed. The data analysis section presents findings from questionnaires, exploring the positive impacts of globalization, marketing strategies, and strategies for product launches. The report concludes with recommendations for improving customer satisfaction, focusing on pricing strategies and post-selling services. This report is a comprehensive analysis of the challenges and opportunities faced by H&M in launching a new product in a globalized market.

Managing a successful business
project

Table of Contents
TOPIC: Globalization......................................................................................................................1
INTRODUCTION...........................................................................................................................1
a) Aims & Objectives...................................................................................................................1
b) Project management plan.........................................................................................................2
c) Research methodology ............................................................................................................3
d) Data analysis............................................................................................................................4
e) Recommendation & reflection...............................................................................................12
f) Recommendation....................................................................................................................12
g) Reflection...............................................................................................................................13
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

TOPIC: Globalization
INTRODUCTION
Globalization can be defined as a procedure of interacting among different companies,
governments and people worldwide. It has several impacts on the performance and growth level
of companies by sharing ideas, culture and way of doing things. It has also led to increase
competition from developing to emerging companies. It has some advantages and disadvantages
for fashion company as it promotes a sense of culture awareness & global economic
interdependency (Halibozek and Kovacich, 2017). For launching a new product it is important
for H&M which is a multinational clothing retail fashion company to focus on target market. It
wants to launch a new product or brand new summer shoe in a London fashion week that is
going to hold on the 16th-20th November 2019. The main aim of H & M company is to achieve
competitive advantages & attract a larger number of customers by introducing summer shoe to
people.
a) Aims & Objectives
Aims
“To gain competitive advantages and attract larger range of customers by launching a
new product (summer shoe). A study on “H & M”.
Objectives
 To analyse the impacts of globalization on the performance of the company.
 To identify the best way of launching product in the fashion week.
 To increase profitability and brand image of the company.
 To reach new level of quality of products for increasing customer satisfaction.
 To measure the impacts of the product launch.
Research questions
Explain impacts of globalization?
What is the best way of launching a new product?
How a manager can maximize profitability?
What is the best way of increasing customers' satisfaction & increase quality of products?
What is measurements of knowing impacts of the product launch?
Rationale
1

The main reason of choosing this topic is to make the manager able to increase their skills
and capabilities which are required in launching and introducing a new product in a London
fashion week to people. By launching a new product the fashion company can increase its
profitability and can also attract a wider range of customers.
b) Project management plan
A project management plan is a document that includes several components such as cost,
resources, scope, quality, communication, time, scope etc. H&M fashion retailer wants to attract
more customers by launching a new summer shoe products so it is important for them to make a
project management plan. By this plan it can evaluate and analyse that in how much time, how
much cost it can make and launch product. For launching a summer shoe in the London fashion
week which is taking place on the 16th-20th November 2019, it will take approximate £40 cost
and in the context of research regarding product launching it will take approximate £15. This
company wants to gain competitive advantages and also want to earn profit so it is also important
for this company to know the scope and resources that will be required in doing research and
launching a new summer shoe. In the context of scope it can be helpful in academic and
corporate as it can help students in managing and making a successful business plan. It can also
increase their skills and knowledge that are required for implementing a project and doing
independent research (Hirst, Thompson and Bromley, 2015).
Resources also play an important role in managing a project plan. Resource planning is a
process that can help a researcher in knowing that which resources are required in completing
project successfully. It requires effective human resources, financial resources and strong finance
in making a successful research and launching a product. Quality also play a vital role as H&M
company wants to increase its brand image so it is important for this company to manage and
focus on managing quality of project. For measuring a quality it requires to have an effective
quality measurements which can make sure to customers and researcher that quality of products
are effective. Internal project review, inspection and walk-through are some methods that can be
used in quality management. Communication in a project management plan also makes a
researcher able to communicate in an effective manner with their client &b team of a project. For
an effective communication it requires to have an effective source, channel, receiver, message,
environment, feedback etc. Researcher can make an effective use of E-mail, meetings, survey
etc. It is also important to manage time in project management plan. It requires analysing and
2

make plan of the time spent on project activities, research, planning, scheduling, monitoring and
controlling of all project activities. It is also important for managing risk as researcher has to
face several risk in producing and managing a project plan. Shortage of finance, ineffective
workforce, lack of skills, inappropriate data are some types of risks.
c) Research methodology
Research methodology plays a vital role in conducting research. It has several steps and
elements that help a researcher and students to understand types, designs, sampling, data analysis
and other things of data collection and research.
Research methods/types: There are mainly 2 types of research such as qualitative and
quantitative. Qualitative research is being used to gain a deep understanding of opinions and
motivation. For conducting this research, researcher has make use of qualitative research as
results from this research are validated externally. Quantitative research is a non-descriptive and
an iterative process in which researcher evaluate evidence. The data which are being produced
by this method are numerical and also being evaluated & analysed by using mathematical
(Meredith, Mantel Jr and Shafer, 2017).
Research approach: There are mainly 3 approaches of research such as inductive,
deductive & distinctive. Inductive research approach starts with research questions & objectives
that are important for researcher to achieve them in the process of research. It does not involve
formulation of hypothesis. For this research, researcher has make an effective use of inductive
research approach as it has selected to use qualitative research type. Deductive approach starts
with a hypothesis & focus on causality. It does not focus on exploring new theories and
phenomena as it is set of assumptions (Zayed, 2018).
Research designs: In the context of research design, it has mainly 4 types of design such
as descriptive, experimental, quasi-experimental and correlation al. For conducting and making
this research successful, researcher has make an effective use of descriptive design. A descriptive
research design seeks to describe the present status of phenomenon. In this type of research
design, researcher does not start with a hypothesis but after collecting data they develop one. On
the other in the type of experimental, researcher use a scientific method in order to establish
cause effect relationship.
Sampling: Sampling also play a critical role in the process of research. It helps
researcher in identifying views and opinion of people about their topic. H&M wants to increase
3

their sales and wants to attract a larger number of customers by launching a new summer shoe in
the London fashion week. It is important for them to collect informations and know views of
marketing manager and people of Hennes & Mauritz company about summer shoe. There are
mainly 2 types of sampling such as probability and non-probability. For making and conducting
this research of launching a new product for H&M company, researcher will use simple random
sampling in probability sampling. In simple random, it will ask questions from 10 managers of
H&M company. The main aim of selecting this type is it gives an equal opportunity to all
selected members to give their views (Bryman, 2016).
Data collection: Data collection is an important process of research on which basis a
researcher gathers all informations and data. There are mainly 2 types of data collection such as
primary and secondary (Silverman, 2016). For this research, researcher has used primary data.
Primary data means to collect data by researcher for the first time and it is also called first hand
data. The main aim of using this method is to collect accurate data by knowing views of people
personally. On the other hand, secondary data is called second hand data as it is being collected
through other sources that are available already such as books & journals etc. In the context of
primary data, it will make effective use of survey and questionnaires from managers of H&M
company.
Data analysis: It can be said that without analysing data after collecting data a researcher
can not achieve their pre determined goals and aims. Data analysis is an important part of
research process. After collecting data it is important for researcher to analyse informations and
data. The main aim of data analysis is to discover useful informations in order to make and
develop an effective decision-making process. This present research is based on qualitative
research and thematic analysis using interviews, questionnaires & focus group (Denzin, 2017).
As the H&M company wants to attract a larger range of customers by launching new summer
shoe products in London fashion week, so it is important to analyse all gathered informations
about new product.
d) Data analysis
Results and finding
4

Questionnaires
1. Does globalization have positive impacts in launching a new summer shoe product?
 Yes No Partially
2. Which strategy and way is followed by your company for launching new product?
 Focus on social media marketing
 Mouth publicity
3. Do you believe that providing unique features in products can raise productivity and
attract customers?
 Highly agree
 Does not agree

4. How do you approach new customers for introducing a new product?
 Focus on target market strategy
 By using effective communication
 With the help of online marketing
5. What recommendation will you give in improving customer satisfaction?
5

 Focus on pricing strategy
 Provide post selling services to customers
 Providing training to employees
6. Do you believe that globalization can attract wider range of customers towards
buying your products?
…..................................
7. Which type of barriers occur the most in launching your products?
…..............
Theme 1: Positive impacts of globalization on your company's performance
Particulars Participants
Yes 5
No 3
Partially 2
6

Interpretation: From the above survey which is being conducted from marketing
managers of H&M company it is identified that globalization has several positive impacts on the
performance of the company. Out of 10 managers, 5 managers said that globalization makes
them able to think about launching new product in the new market. Drivers of globalization put
pressure on the company to introduce new products and attract wider range of customers.
Globalization in increasing competition so it is the main factor that put pressure on them to focus
on launching new product for being in a competition. 3 employees stated that it does not have
positive impacts as it increases its cost and time so it has negative impacts. 2 employees believe
that globalization has both positive and negative impacts on its performance.
Theme 2: Strategies followed by your company in launching new product.
Particulars Participants
Social media marketing 6
Mouth publicity 4
7
Yes No Partially
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Participants

Interpretation: From the above survey it is interpreted that managers of the company
uses different marketing strategy in order to launch new product. 6 managers among 10
managers said that they more focus on social media marketing. With the help and making an
effective use of Instagram, Facebook and other platforms it makes itself able to launch product.
On the other hand 4 managers said that mouth publicity help them in launching new product.
Mouth publicity makes them able to meet customers personally and make them aware about their
products.
Theme 3 Unique features increase productivity.
Particulars Participants
Highly agree 5
Do not agree 2
Partially agree 3
8
Social media marketing
Mouth publicity
0 1 2 3 4 5 6
Participants

Interpretation: From the above survey it is interpreted that managers of the company
think differently about ways of increasing productivity. Out of 10 marketing managers of H&M
5 company believes that by providing unique and attractive features in products they can increase
overall productivity as they can attract larger range of customers. They agree that unique features
can attract customers. On the other hand 3 managers said that they agree partially. 2 managers
said that they do not agree as there are other factors also that need to be added in increasing
productivity like pricing, quality and designs of products.
Theme 4: Ways of approaching to new customers.
Particulars Participants
Target market strategy 6
Effective communication 2
Providing training to employees 2
9
Highly agree Do not agree Partially agree
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Column B

Interpretation: From the above survey which is conducted from marketing managers of
H&M company it is interpreted that different ways help the company in approaching new
customers. Managers out of 10 managers believe that with the help of target market and by
targetting a particular group of people they can easily approach them. It is not possible for them
to approach all types of new customers without targeting at a time. Whereas 2 managers believe
that by focusing on effective communication and choosing the best way they can approach new
customers. 2 more managers of H&M company think that by providing training to employees
they can reach to new customers. Training can make employees able to provide and put more
efforts to reach customers.
Theme 5: Recommendation for improving customers satisfaction.
Particulars Participants
10
Target market
strategy
Effective
communication
Providing training to
employees