Hotter Shoes: Competing with Brands in London Fashion Week Project

This project report, conducted on behalf of Hotter Shoes, investigates the impact of creating and marketing new summer shoes to compete with multinational brands, particularly during London Fashion Week. The research begins with an introduction to globalisation and its effects on local markets, setting the stage for the study's aims and objectives. The project employs a detailed project management plan, covering aspects like cost, time, scope, quality, communication, risk, and resources. A work breakdown structure and Gantt chart are utilized to organize and visualize project tasks and timelines. The research methodology involves both qualitative and quantitative research methods, including questionnaires to collect primary data from a sample size of 30 respondents. Data analysis and interpretation are then carried out, focusing on key themes such as the understanding of globalisation, the perceived impact of new shoe marketing, and the importance of competing with multinational brands. The findings from the data analysis are interpreted to provide recommendations for Hotter Shoes, culminating in a discussion on the overall value of the research. The project provides a comprehensive analysis of the marketing challenges and opportunities for Hotter Shoes in a globalized market, offering insights into consumer preferences and competitive strategies.

MANAGING A
SUCCESSFUL
BUSINESS
PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK1.............................................................................................................................................3
P1. Research aims and objectives...............................................................................................3
P2. Projects management plan....................................................................................................4
TASK2.............................................................................................................................................5
P3. Work break down structure and Gantt chart.........................................................................5
P4. Qualitative and Quantitative research. .................................................................................7
TASK3.............................................................................................................................................9
P5. Data analyses and interpretation...........................................................................................9
P6. Recommendation................................................................................................................20
TASK4...........................................................................................................................................21
P7. Value of conducting the research. ......................................................................................21
CONCLUSION..............................................................................................................................21
REFERENCE ................................................................................................................................22

INTRODUCTION
The concept of globalisation is referred to as the geographic dispersion which helps the
businesses in expanding and development of market. The globalisation is the most emerging
term which has helped in bringing various socio-economic benefit to the country. In this
research, the new product will be launched which has to be such that it can compete with big
multinational brands (Basu, 2017). So therefore, the research aims and objectives will be set. The
use of Gantt chart and work break down structure will be applied that helps in completing the
different activities on time and makes work simpler. The project management plan is developed
by the company in order to set the path through which the business goals and objectives can be
attained. Company which is undertaken for this research is Hotter which provides great designs
of shoes for both men and women of good quality and comfort.
TASK1
P1. Research aims and objectives.
TITLE:
“To identify the impact of creating and marketing new summer shoe in order to compete
with big multinational brands in London fashion week.” A study on Hotter.
INTRODUCTION
Due to the concept of globalisation, the local market is not able to flourish and attain the
competitive edge. This is affecting the local companies adversely (Cleden, 2017). Therefore, in
order to meet the growing competition, the local company of UK that is Hotter is emphasising on
creating and marketing the new summer shoe so that they can compete with big global brands in
London fashion week.
RESEARCH OBJECTIVES
 To study the terminology of globalisation.
 To determine the influence of creating and marketing new summer shoe in order to
compete with multinational brands in London Fashion week.
 To study the importance of Hotter for competing with multinational brands.
RESEARCH AIM
“To identify the impact of creating and marketing new summer shoe in order to compete
with big multinational brands in London fashion week.” A study on Hotter.

RESEARCH QUESTIONS
 Do you about the terminology of globalisation?
 What will be the impact of creating and marketing new summer shoes on Hotters in order
to compete with multinational brands?
 Why it is important for Hotters to compete with multinational brands?
P2. Projects management plan.
Planning plays a vital role in achieving the desired set of objectives and goals (Dutta and
Bose, 2015). It sets the pathway through which the researcher can reach to the desired set of
objectives and goals. Therefore, the primary objective of developing project management plan is
to make the step by step plan so that the business objectives can be attained effectively and
efficiently. This plan is very important because it will give proper leading and directing
activities. There are certain elements which needs to be taken into consideration while devising
the project management plan and they are discussed below:
 Cost: The term cost plays a vital role because for directing the different activities of the
research, the estimated cost is required to be taken into consideration. The budget is set
so that the research can be completed within the specified amount and also the funds will
be used effectively and efficiently. The cost of completing the research is estimated at
£1000 and the researcher will need cost of £200 in order to meet everyday expenses.
 Time: The time is required to be taken into consideration because every research is
temporary in nature (Hillson, 2017). For this purpose, proper time has to be set so that the
research does not extend beyond the time period. The time required for the organisation
to complete the research is 12 weeks while time required by the researcher is estimated at
5 weeks.
 Scope: The scope of the business is related to the outcomes and results which are
required to be generated in order to fulfil the task. It helps the organisation in knowing
that how this research will be advantageous for the company in the future.
 Quality: The quality is related to the superiority of the project (Jeston, 2014). It means
that the research which has to be conducted must be of good quality and so that the
results which will be generated must be verifiable, justifiable, etc. Therefore, the
organisation want that the research must be fair and authentic while the researcher will

require to maintain the quality by presenting true and real picture with actual responses of
the respondents.
 Communication: Without proper conversation, no research can be able to effectively
achieve the goals and objectives (Nicholas and Steyn, 2017). Therefore, the organisation
will need to communicate on regular basis and the tools which will be needed are
organising meetings, presentations, seminars, etc. Apart from this, the researcher will also
need the different tools and methods in order to communicate properly like internet
facilities, telephone lines, etc.
 Risk: The risk is the threat which have the potential to harm the company (Nohria,
2017). There are different types of risk which are associated with the business and needs
to be taken into consideration. Therefore, the risk which will be faced by the organisation
are leakage of information, lack of privacy, etc. While researcher will suffer from the risk
of poor climatic conditions, poor time management skills, etc.
 Resources: For implementing and executing the research, the company will require
different resources that will help in achieving business goals and objectives (Polonsky
and Waller, 2018). The investigator will require the resources of finances, skills,
knowledge, etc. while organisation will need resources like manpower, technologies, etc.
The above discussed elements are very important to take into consideration because it
will help in developing proper plan for the project such that the research can be completed within
the specified framework and objectives.
TASK2
P3. Work break down structure and Gantt chart.
Work break down structure: The work break down structure is the hierarchy structure
which places emphasis on breaking down of larger task into simpler form. This helps in making
work simpler and manageable. The work is assigned to the people according to their skill and
capabilities (Seymour and Hussein, 2014). It is further important because it provides easy
assignment of roles and responsibilities such that the company can achieve goals. This consist of
higher level of productivity and encourages the concept of accountability and transparency in
results.

Gantt chart: The concept of Gantt chart was brought in by Henry Gantt. This is the
visual and graphical presentation of bar graph which helps in presenting the time against each
activity of the project management (Sikdar and Payyazhi, 2014). The bar graph is presented in
horizontal form where the start and finish date for each project has been specified. This is useful
in creating a picture of complexity and useful in setting the time frames. It is highly visible and
demonstrates what all activities has been done and the others which is required to be done.

P4. Qualitative and Quantitative research.
Qualitative research: This kind of research is exploratory in nature where it helps in
getting understanding of the fundamental evidences, viewpoints and motivations (Smith, Merna
and Jobling, 2014). It helps in rendering insight of the problems which will be helpful in
developing ideas. While conducting this kind of investigation, the researcher goes in deep and
develops the results which are based on human behaviour and judgements. They generally have
open ended questions.
Quantitative research: The quantitative research is one where the investigator draws
results and conclusions based on numeric and statistics (Storey, Basterretxea and Salaman,
2014). The data which has been collected from this research is easily measurable and such
conclusions are more reliable and accurate in nature. The focus of this research is on identifying
the characteristics of the population. It consist of close ended questions.
Sources of data collection

 Primary data collection method: Under this, the information or data is collected for the
first time by the researcher and makes use of such data which has not previously been
collected (Taherdoost and Keshavarzsaleh, 2018). Such information is collected from the
questionnaire, surveys, interview, etc. It is difficult to know that the information obtained
from these sources are true or not.
 Secondary data collection method: Under this, the information and subject matter has
been collected from the secondary sources (Tidd and Bessant, 2018). It makes use of such
data which has already been collected previously and such information has been derived
from sources like newspaper, journals, internet, etc. These sources are generally true and
fair and results generated are also more accurate.
In this research, the qualitative research has been used by the investigator under this
research and the source of data collection method adopted by the researcher for this is primary
data collection wherein questionnaire has been used (Young, 2016). Furthermore, the sample
size taken for this research is 30.
QUESTIONNAIRE
Name:
Age:
Gender:
Q1. Do you about the terminology of globalisation?
A. Yes
B. No
Q2. What will be the impact of creating and marketing new summer shoes on Hotters in
order to compete with multinational brands?
A. Positive
B. Negative
Q3. Why it is important for Hotters to compete with multinational brands?
A. To sustain in market
B. Earn greater amount of profits
C. Provide innovative products
D. Satisfy customer needs
Q4. Which type of shoe do you prefer?

A. T- Bar
B. Mary Jane
C. Court
D. Flat
Q5. What type of heel do you prefer?
A. Platform
B. Kitten
C. Cone
Q6. What kind of feet do you have?
A. Narrow
B. Wide
Q7. Where do you buy shoes from?
A. Online
B. Shop
Q8. In what time period you purchase shoes?
A. Weekly
B. Monthly
C. Quarterly
D. Every six month
Q9. What is more important while buying a shoe?
A. Price
B. Brand
C. Comfort
D. Style and design
Q10. Any recommendation for creating a new summer shoes.

TASK3
P5. Data analyses and interpretation.
The data analyses is the framework which interprets the collected subject matter in order
to arrive at desired set of results and outcomes. Therefore, the proper analyses of the collected
data will be interpreted below.
THEME1: Terminology of globalisation
Do you about the terminology of
globalisation?
Frequency
Yes 23
No 7
Interpretation: From the above graph, it has been summarised that out of 30 people, 23
are familiar with the terminology of globalisation because they are involved in the large business
and some are employed in multinational companies. Whereas 7 are not familiar because they are
illiterate and have poor education background.
THEME2: Impact of creating and marketing new summer shoes on Hotters in order to
compete with multinational brands
Yes No
0
5
10
15
20
25 23
7

What will be the impact of creating and
marketing new summer shoes on Hotters in
order to compete with multinational
brands?
Frequency
Positive 18
Negative 12
Positive Negative
0
2
4
6
8
10
12
14
16
18
18
12

Interpretation: From 30 people, 18 said that the Hotters will have positive impact of
creating and marketing new summer shoe because they believe that through this, the company
will be able to compete in the market. Whereas 12 says that it will have negative impact because
the company does not have enough resources like innovative workforce and finances with which
they can actually develop the shoe which can compete with global brands. And this will affect
the company adversely.
THEME3: Important for Hotters to compete with multinational brands
Why it is important for Hotters to compete
with multinational brands?
Frequency
To sustain in market 8
Earn greater amount of profits 7
Provide innovative products 9
Satisfy customer needs 6
To sustain in market
Earn greater amount of profits
Provide innovative products
Satisfy customer needs
0
1
2
3
4
5
6
7
8
9 8
7
9
6

Interpretation: From this graph, 8 people says that to sustain in the market it is
important for the Hotters to compete effectively with global brands because this will help them
in gaining competitive edge. 7 says to earn greater amount of profits because revenue generation
is key aspect for every business. 9 says to provide innovative products because this will help in
developing the products as per the growing needs and requirements. 6 says to satisfy customers
needs because their demands are changing very rapidly.
THEME4: Type of shoe do you prefer
Which type of shoe do you prefer? Frequency
T- Bar 6
Mary Jane 7
Court 9
Flat 8

Interpretation: From the above graph, 6 people prefer T-bar because this provides the
look of formal, casual and party wear and can be used for multi purposes. 7 people prefer Mary
Jane because it provides comfort and formal look. 9 people prefers court design because such
designs are quiet trendy and fashionable. It looks beautiful with western clothes. Whereas 8
people prefers flat because they want completely comfortable shoes rather then classy and
designer.
THEME5: Type of heel do you prefer
What type of heel do you prefer? Frequency
T- Bar Mary Jane Court Flat
0
1
2
3
4
5
6
7
8
9
6
7
9
8

Platform 12
Kitten 8
Cone 10
Platform Kitten Cone
0
2
4
6
8
10
12
12
8
10

Interpretation: From the above graph, it has been summarised that out of 30 people, 12
prefer the platform heel because they can be wear for longer duration of time and are quiet
comfortable. 8 prefer Kitten because there are various types of designs available in such type of
heels. 10 prefers cones because such people are highly fashionable, wants unique and
sophisticated designs.
THEME6: Kind of feet do you have
What kind of feet do you have? Frequency
Narrow 17
Wide 13
Interpretation: From this graph, it has been interpreted that out of 30 people, 17 have
narrow feet because of their short heights whereas 13 has wide feet because of their long height
and healthy and fat body structure.
THEME7: You buy shoes from
Where do you buy shoes from? Frequency
Online 14
Narrow Wide
0
2
4
6
8
10
12
14
16
18 17
13

Shop 16
Interpretation: From the above graph, it has been summarised that out of 30 people, 14
prefers to buy shoes from online because they find more options and varieties of shoes and also it
has different type of offers which makes the branded shoes affordable. Whereas 16 purchases
from the shop because they believe that the shoes have to be purchased after looking them
physically that how they are looking after wearing.
THEME8: Time period you purchase shoes
In what time period you purchase shoes? Frequency
Online Shop
13
13.5
14
14.5
15
15.5
16
14
16

Weekly 2
Monthly 6
Quarterly 9
Every six month 13
Interpretation: From this graph, it has been concluded that out of 30 respondents, 2
people purchases shoes weekly because they belong to the higher section of the society and are
highly addicted to wear new shoes everyday. 6 people purchase monthly because they wear
Weekly Monthly Quarterly Every six month
0
2
4
6
8
10
12
14
2
6
9
13

cheap quality shoes which have the lowest price and does not last for more than 1 month. 9
people purchases quarterly because they get bored after a period of time with same design and
shoes and wants new one. While 13 people purchases after every six month because they prefer
to wear such shoes which last for longer period of time and does not want to spend money on
shoes on regular basis.
THEME9: Important while buying a shoe
What is more important while buying a
shoe?
Frequency
Price 10
Brand 8
Comfort 9
Style and design 3
Price Brand Comfort Style and design
0
1
2
3
4
5
6
7
8
9
10
10
8
9
3

Interpretation: From the above graph, it has been concluded that out of 30 people, 10
consider the price factor as most important while purchasing shoes because they have limited
income and are price conscious by nature. 8 prefers brand because they are quiet classy and want
status symbol of wearing branded shoes. 9 people prefer comfort because they do not purchase
shoes for showing off but for walking which will make them move comfortably. 3 prefers style
and design because they are fashionable and trendy people who wants unique designs.
P6. Recommendation.
The investigation which has been conducted by the research on the topic of “To identify
the impact of creating and marketing new summer shoe in order to compete with big
multinational brands in London fashion week.” A study on Hotter. After analysing the collected
information and data, several recommendations has been made for Hotters. Some of the key
recommendations are discussed below:
 The company should create and market the shoe in the London fashion week but before
creating they should consider all the relevant factors which are essentially considered by
the customers. This is because the company should keep in mind about the customers
needs and requirements and then the product must be produced.
 The company should concentrate more on providing comfortable soul of the shoes to the
customers because maximum number of customers prefers comfort. The design is equally
important but still from the above data, it has been recommended that comfort plays more
important role.

 The company can produce unique designs and style of shoes but it should be such that the
customer can use it for multi purpose. From above data analyses, it has been
recommended that the design and style of shoes should not be more funky because
customers wants to use it for more than one purpose like formal, casual, party wear, etc.
 The company should keep the price of the product nominal and below from the big global
brands and should sell its products from online and offline both modes.
TASK4
P7. Value of conducting the research.
After conducting the investigation on the topic “To identify the impact of creating and
marketing new summer shoe in order to compete with big multinational brands in London
fashion week.” A study on Hotter. I have realised that conducting research was not an easy task
because it involves a lot of activities and each activity needs to be conducted properly so that the
aims and objectives can be achieved. But this has helped me a lot in developing my confidence
level and my patience level has helped me a lot in order to complete the research effectively and
efficiently. This was an extra ordinary experience for me because it helped me in knowing the
different kinds of people, their perception and way of taking things seriously. I seriously suffered
from the problem of poor managerial skill at the start of this skill but later on with my abilities I
managed everything appropriately. Furthermore, there were various risk associated with this
research but I have successfully deal with all the obstacles coming in the way of limiting the
research from meeting its aims and objectives. In future, I can conduct the research in more
desirable and suitable manner with the help of proper planning and managerial skills.
CONCLUSION
From the above research it has been interpreted that it is very difficult for the local
companies to compete with global brands. This is because, the big multinational brands have
enormous resources like highly skilled workforce, strong financial position, they have the
potential to invest in research and development department in order to produce innovative
products on regular basis. All this creates a pressure and problem for local brands and they are
not able to generate the minimum profits. This requires them to invest and produce new and
innovative products after identifying and analysing the customer needs and requirements.

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