Impact of Globalization on Hotter Shoes' New Summer Shoe Launch

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IMPACT OF GLOBALISATION ON LAUNCHING OF NEW
SUMMER SHOE OF HOTTER SHOES ON LONDON FASHION
WEEK
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Table of Contents
Introduction......................................................................................................................................3
a. Establish the aims and objectives for the project. Outline objectives and timeframes based on
the scenario set.................................................................................................................................4
b. Produce an appropriate project management plan that includes relevant actions to meet
objectives and timeframes...............................................................................................................5
c. Conduct research to generate knowledge, which will form the basis for analysis of the
scenario, posed in the brief..............................................................................................................9
d. Analysis of findings and draw conclusion to form the basis for recommendations..................12
e. Present and produce your project in an appropriate manner for the intended audience (refer to
PPT)...............................................................................................................................................17
f. Communicate your recommendations in an appropriate manner for the intended audience.....17
g. Complete a performance review that addresses the following..................................................18
Conclusion.....................................................................................................................................20
Reference list.................................................................................................................................21
Bibliography..................................................................................................................................22
Appendix........................................................................................................................................23
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Introduction
Globalisation is the concept that is used for analysing the competition level and economic
condition of business while develop a new product. The aim of this business project is to discuss
about the impact of globalisation on Hotter Shoes on development of Brand new summer shoes
in the UK market. Hotter Shoes is one of the famous fashion companies that are having
headquartered at Skelmersdale, England (Hotter.com, 2019). The company is famous for selling
shoes, sandals, boots and slippers to the large customer base. This study will conduct a brief
research to figure out the effect of globalisation on the new product that will be launched in
London Fashion Week for selling the products to major industrial representatives.
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Tasks
a. Establish the aims and objectives for the project. Outline objectives and timeframes
based on the scenario set
Introduction to research area
It has been evaluated that globalisation is having a significant impact on the development of
business. As Hotter Shoes is going to launch new summer shoes, the company requires analysing
the competition level, rise in trade, labour costs and economies of scale in order to understand
the efficiency of the product launching process. In UK market, it has been observed that large
number of foreign as well as domestic companies is implementing business functions due to the
impact of globalisation. Hence, the openness in trade has risen from 25% to 40% in context of
trading activities (Economicsonline.co.uk, 2019). This study will help Hotter Shoes in
understanding the elements and factors of globalisation that would help the company to enhance
new strategies for launching the new product and demonstrate them to the industrialists
systematically.
Research aim
The aim of the research is to analyse the impact of globalisation factors on the launching of new
product, summer shoes for both men and women of Hotter Shoes.
Research question
 What is the impact of globalisation on the introduction of new summer shoes of Hotter
Shoes?
 How the brand of new summer shoe can be developed so that it can compete with other
big brands?
Objectives
 To analyse the significance of globalisation in the UK businesses
 To assess the positive and negative impact of globalisation for launching the summer
shoe successfully
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 To market the brand new summer shoes in order to compete with other big brands by
considering the effect of globalisation
 To provide effective recommendations so that Hotter Shoes can make the product
launching event successful
Scope
The scope of the business project is that the marketing managers of Hotter Shoes can understand
the tactics of product launching that is beneficial for gaining popularity and profit levels from the
industrialist representatives. This study will help in analysing the impacts of globalisation
minutely that is required for creating competitive advantage among the potential competitors.
The main scope of the research is that Hotter Shoes can be able to understand the labour charges,
economic stability and customer trends with the launching of summer shoes in the market.
Purpose
The purpose of the study is to analyse the factors of globalisation which can bring advantage in
the product launching tactics of Hotter Shoes. Other purposes of the project are to recommend
new marketing strategies to Hotter Shoes so that they can bring attention of huge number of
industrialists for selling the product effectively.
b. Produce an appropriate project management plan that includes relevant actions to meet
objectives and timeframes
Project management plan
Project management is a technique that is used for managing the project successfully. This
business project is carried out by the project manager based on the primary data that are collected
for analysing the impact of globalisation on new summer shoes launching event of Hotter Shoes.
The main stages that are associated with the project management plan are cost analysis, risk
analysis, communication plan, timeline development and implementation of project. Advantage
of using project management tactic is that it aids to complete the project without having any
difficulties related to time and communication specifically.
Cost analysis
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Elements Cost (per hour) Duration of elements Total cost (£)
Drafting of topic £5 2 10
Research allocation £20 10 200
Questionnaire
development
£20 10 200
Analysis of technical
tools
£20 10 200
Development of
recommendation
£10 5 50
Report writing £20 10 200
Table 1: Cost analysis
Risk log
Data of risk
identification
Analysed
risks
Effect of
risk
Risk impact on
project
Risk
mitigation
strategy
8.07.19 Lack of
Respondent
risks
Low Inaccuracy of
data and
ineffective data
findings
Random
sampling
technique
15.07.19 Risk of
communication
gap
High Misunderstanding
among the team
members can
occur that can
increase the
failure chances of
the project
Proper
communication
technique by
conducting
weekly
meeting and
seminar
25.07.19 Time
management
risks
High Missing
deadlines
Use of Gantt
chart and WBS
30.07.19 Lack of Low Authentic data High
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support might not be
collected by the
team members
collaboration
and every team
members
should be
supportive
towards each
other
8.08.19 Shortage of
fund
High Delay in the
project outcomes
Funding
should be done
by the finance
department by
analysing the
importance of
activities
Table 2: Risk log
Resources
Financial resources: It has been found that financial resources are required for conducting an
in-depth analysis based on the raised issue. Accessibility of conducting research in the
organisation can be gained if the budget of the project is accumulated properly. Moreover,
accessibility of the secondary research papers like online articles can be gained if the financial
shortage does not arise in the business.
Human resource: Human resources are required in the project for meeting the aims and
objectives. Hotter Shoes needs to be aware about the factors of globalisation in order to conduct
the new product launching event effectively. Human resources like documentation of project
role, assigning responsibilities, analysis of skills, and appointed roles to the project staffs need to
be done for implementing the business project successfully.
Quality management
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Quality of the business project can be checked by verifying the project deliverables based on the
work performance of the project. Moreover, stakeholder satisfaction can be checked for
analysing the quality of the project.
Communication plan
Who When Why How What
Stakeholders At the time of
selection of topic
For collecting
data regarding
operation of
business
Conduction of
face-to-face
meeting and
group discussion
with them
Analysis and
discussion on the
benefits of
understanding
positive and
negative drivers
of globalisation
in business
development.
Team manager
and project
team
During
development of
the research
For discussing
meetings
regarding the
final project
documentation
Sending emails
and non-verbal
method like eye
contacts and
body language
About the
efficiency of
business project
Management
team
At the time of
project planning
process
For analysing the
ideas and
thoughts of the
team
By organising
interview session
For analysing the
positive impact
of globalisation
on the launching
of new summer
shoes
Table 3: Communication plan
WBS and Gantt chart
Activities Start Duratio end date
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date n
Drafting and topic identification 08.07.201
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6 7/14/201
9
Aim and objectives of research related to impacts of
globalisation in new product launching
7/14/2019 7 7/21/201
9
Development of project management plan 7/21/2019 10 7/31/201
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Development of survey questionnaire set and interview
questions
7/31/2019 10 8/10/201
9
Collection of primary qualitative and quantitative data 8/10/2019 15 8/25/201
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Analysis of the collected data findings 8/25/2019 8 9/2/2019
Communication of the research results 9/2/2019 3 9/5/2019
Development of performance review considering organisation
and own performance
9/5/2019 2 9/7/2019
Table 4: WBS chart
Drafting and topic identification
Aim and objectives of research related to impacts of globalisation in new
product launching
Development of project management plan
Development of survey questionnaire and interview questions
Collection of primary qualitative and quantitative data
Analysis of the collected data findings
Communication of the research results
Development of performance review considering organisation and own
performance
08.07 28.07 17.08 06.09 26.09
Figure 1: Structure of Gantt chart
c. Conduct research to generate knowledge, which will form the basis for analysis of the
scenario, posed in the brief
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Quantitative Data Collection
Q1. Please specify your age.
Elements Percentage Responses Total
24-29 20 4 20
30-35 35 7 20
35 and above 45 9 20
Table 5: Age of Participants
Q2. Which of the following brands do you use at present?
Elements Percentage Responses Total
Adidas 30 6 20
Puma 45 9 20
Nike 25 5 20
Table 6: Consumer Brand Preference
Q3. Do you agree that launching new summer shoes will be beneficial for the organisation in
terms of increasing their market shares?
Elements Percentage Responses Total
Highly Agree 15 3 20
Agree 35 7 20
Neutral 10 2 20
Disagree 15 3 20
Highly Disagree 25 5 20
Table 7: Benefits of launching new shoes
Q4. Are you aware of the services and products of hotter shoes?
Elements Percentage Responses Total
Yes 55 11 20
No 30 6 20
Maybe 15 3 20
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Table 8: Customer awareness of Hotter Shoes
Q5. Do you agree that implementation of globalisation can lead to successful launch of new
summer shoes?
Elements Percentage Responses Total
Highly Agree 16 4 20
Agree 25 5 20
Neutral 20 4 20
Disagree 25 5 20
Highly Disagree 10 2 20
Table 9: New product helps to increase market shares
Qualitative Data Collection
Q1. What features do you look to implement in your summer shoes?
1st Manager “I feel that our new shoes will provide extensive comfort to the
customers. Besides this, our shoes will be especially designed for
summer season, so that customers can be easily attracted to the
purchase of these shoes.”
2nd Manager “The shoes that we are about to launch is considered light weight
in terms of providing the customers with relaxation in their feet.
This is the USP of our products that will help us to increase our
customer base in the market.”
Table 10: Summer Shoe Features
Q2. Do you think, launching new shoes will help you to fight competition?
1st Manager “Due to the increase in the level of competition, it is difficult to
sustain in the market. As a result, if we launch a new shoe for
summer season, it will provide us with an added advantage over
the competitors.”
2nd Manager “Our shoes will help us to increase our sales and this will impact
on our revenue generation in the market. As a result, it will
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become easier for us to develop our departmental functions and
tackle the prevailing level of competition.”
Table 11: Launch of new shoes to cater competition
d. Analysis of findings and draw conclusion to form the basis for recommendations
Quantitative Analysis
Q1. Analysis
20
35
45
Age of the Participants
24-29
30-35
35 and above
Figure 2
The first question that was enquired to the participants of the survey was related to their age. It
was observed that nearly 45% of the employees were above the age group of 35 years. However,
35% of the employees were of the age group of 30-35 years. Therefore, it was clearly visible that
the workplace of Hotter Shoes was experienced in terms of providing better services to the
customers. Moreover, they can easily resolve their workplace and function in an authentic
manner. Besides this, they are capable of providing guidance to the employees in times of urgent
requirements.
Q2. Analysis
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