Jimmy Choo: Summer Shoe Launch and Merchandising Analysis

This project presents a comprehensive case study on Jimmy Choo's summer shoe launch, focusing on the evaluation of creation, merchandising, and competitive strategies within the luxury market. The study begins with an introduction outlining the background, aims, and objectives, followed by a detailed project management plan encompassing cost, scope, time, quality, communication, risk, and resource management. A work breakdown structure and Gantt chart provide a timeline for the project. The research methodology utilizes both qualitative and quantitative methods, with a specific emphasis on qualitative research using an interpretivism philosophy and an inductive research approach. Data collection methods include primary and secondary data, with random sampling applied to gather insights from product designer managers. The analysis involves thematic analysis to interpret the data and identify trends, such as the preference for pumps and stilettos. The study concludes with a reflection on the findings and recommendations for future strategies. This assignment aims to provide a critical evaluation of the challenges and opportunities faced by Jimmy Choo in the context of globalization and the competitive landscape of luxury brands.

Managing a Successful Business
Project

TABLE OF CONTENTS
Topic: “To evaluate creation, merchandising and launching of brand-new summer shoes in
competition with the big luxury brands: A case study on Jimmy Choo.”.......................................1
LO 1.................................................................................................................................................1
INTRODUCTION...........................................................................................................................1
P 1. Background of the study......................................................................................................1
Aims and Objectives...................................................................................................................1
P 2. Project Management plan....................................................................................................2
P 3. Work breakdown structure and a Gantt chart to provide time frames.................................3
LO 2.................................................................................................................................................4
P 4. Small-scale research by applying qualitative and quantitative research methods...............4
LO 3.................................................................................................................................................6
P 5. Research and data using appropriate tools and techniques. ................................................6
P 6. Conclusion and recommendation.......................................................................................11
LO 4...............................................................................................................................................12
P 7. Reflection...........................................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
APPENDIX 1.................................................................................................................................16
Appendix:2.....................................................................................................................................17
Appendix:3 ....................................................................................................................................18

Topic: “To evaluate creation, merchandising and launching of brand-new
summer shoes in competition with the big luxury brands: A case study on
Jimmy Choo.”
LO 1
INTRODUCTION
P 1. Background of the study
Globalization is a process which helps in selling and marketing goods and services to the
various national and international boundaries in order to reach greater heights (Schafferer, 2017).
It helps in using various effective technology in order to reach large number of customer across
the globe. It helps in critically examining the various environmental factors which may affect the
marketing of new product launch in comparison to its competitors (Quelch, 2017). Globalization
helps in dispersion of various internal and external services in order to reach various geographic
dispersion. Globalization has led to large number of competition because of financial and
economic shift in the various emerging economies across globe. It helps in determining various
effective marketing tools in order to launch the new products effectively (Durand, 2018). This
study will help in devising various effective tools and strategies in order to perform better than
its competitors.
Aims and Objectives
Aims
“To evaluate creation, merchandising and launching of brand-new summer shoes in
competition with the big luxury brands: A case study on Jimmy Choo.”
Objective
 To evaluate various marketing tools which helps in launching new branded shoe.
 To examine how globalization impact the launch of the high rated products in
international markets.
 To evaluate the challenges faced by the company due to globalization.
 To determine strategic recommendation for creation, marketing and launch of brand-new
summer shoes with competing brands.
Research Questions
 What are the various marketing tools which helps in launching new branded shoe?
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 How globalization impact the launch of the high rated products in international markets.
 What are the challenges faced by the company due to globalization?
 What strategies would you recommend for creation, marketing and launch of brand-new
summer shoes with competing brands?
P 2. Project Management plan.
Project Management plan (PMP) is a approach which helps in describing each phase of
the project (Kerzner, 2017). The key components consist of initiating, planning, modifying,
controlling and closing the given set of project.
Cost: This activity helps management in effectively estimating the cost inputs and
outputs in order to effectively evaluate the cost to carry out the particular project (Jamal,
Peñalozaand Laroche, 2015). It helps in effectively determining the cost in relation to stationary,
transportation, employees, petrol, etc. The estimated cost to carry out the particular project is
$5000.
Scope: The scope of carrying out this study is very broad. It helps in examining the
impact of globalization and also critically evaluate the creation, merchandising and launching of
brand-new summer shoes in competition with the big luxury brands (Runge, 2017). It helps in
determining various challenges faced by the company and also recommend effective tools and
strategies in order to stand out and perform better than its competitors.
Time: This activity helps in determining the amount of time required to carry out the
study. It helps in scheduling the time which leads to higher operational standards (Heagney,
2016). The project manager will take around 15 weeks time to carry out the particular project in
a cost efficient and timely manner.
Quality: It helps in critically examining the quality of the products and services rendered.
This tool takes into consideration all the policies, procedures and regulations in order to attain
desired goals and objectives of the project (Schafferer, 2017). This activity critically evaluates
the deliverables and process of the project in order to deliver the best quality products and
services than the competitors.
Communication: This activity helps management in communicating the information or
change in the plan to its team members, customers, stakeholders, etc. It helps in setting clear set
of guidelines by using effective channels or modes of communication.
2

Risk: This helps project manager in determining various risk factors which adversely
affect the operational efficiency of the organisation. This takes into consideration various
internal and external environmental factors (Lock, 2017). It helps in eliminating the various risk
factors for smooth and effective functioning of the company.
Resources: This activity helps management in effectively identifying the various
resources needed for the project plan. It helps in examining the various resources which are
needed to carry out the project. It is used to construct a resource plan which helps in determining
when and where the particular set of resources are required to avoid shortfalls.
P 3. Work breakdown structure and a Gantt chart to provide time frames.
Task Mode Task Name Duration Start Finish Predecessors
Auto
Schedule
d
Defining a target market 8 hrs Sat 11/16/19 Sat 11/16/19
Auto
Schedule
d
Forecasting sales
volume/market research 8 hrs Sun 11/17/19 Sun 11/17/19 1
Auto
Schedule
d
Study of competitive
market 8 hrs Mon 11/18/19 Mon 11/18/19 2,1
Auto
Schedule
d
Design some items and
facilities 8 hrs Tue 11/19/19 Tue 11/19/19 3
Auto
Schedule
d
launch of new product 8 hrs Wed 11/20/19 Wed 11/20/19 4
3

LO 2
P 4. Small-scale research by applying qualitative and quantitative research methods.
Research methodology
Research methodology is a systematic process which helps in carrying out the research
project in order to attain the desired goals and objectives. This helps in widening the knowledge
on the particular area of study.
Research methods: This tool helps in selecting the best methods in order to attain the
desired aims and objectives of the project (Mackey and Gass, 2015). This can be categorized into
quantitative and qualitative research methods. Qualitative methods is mainly concerned with
logical reasoning and human behaviour which results in gaining in- depth understanding on the
area of study. Quantitative research method takes into consideration numerical data which helps
in determining the various other factors and in- depth thorough analysis on the particular area of
study.
The researcher of this study will opt for qualitative research method which will help them
in assessing and evaluating creation, merchandising and launching of brand-new summer shoes
in competition with the big luxury brands.
Research philosophy:
It is a belief about the way data should be gathered about a phenomenon and further used.
The beliefs and assumptions are held true if you add research philosophy to the study.
Positivism ., it is a philosophy in which large sample size is taken and it is a properly structured
method of research (Silverman, 2016). It gives the accurate results.
Interpretivism ., here small samples are taken and analysis is done in depth here. The results
might not be accurate because the sample taken is very small.
The researcher of this study will opt for Interpretivism method.
Research approach:
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The methods to collect the data, assumptions to be made the interpretation of the data are
covered under the research approach. The approach depends on the data that is collected.
Inductive approach., theories and observations are involved proposed to the research process. No
hypothesis is involved and it only aims to derive the meaning from the data that is collected
(Kumar, 2019). Deductive approach. , it involves the preparation of the hypothesis based in
which the data would be analyzed and the interpretations would be made out of it.
The researcher of this study will opt for inductive approach.
Research design:
Procedures and methods used to collect and analyze the data specified in the research is
known as research procedures. Descriptive research design ., it is a design that does not answer
the 'wh' questions rather it only focuses on the overview and explanation is not done in this
method. Explanatory research design ., it is a research design in which every data collected is
properly analyzed and it also answers the 'wh' questions (Quinlan and et.al., 2019). It gives a
proper explanation of every point.
The researcher of this study will opt for descriptive research design.
Data collection:
It is the process of collecting the data from the population which would be further analyzed
to come to a decision.
Primary data collection ., collected through interviews, questionnaires, direct asking, etc (Taylor,
Bogdan and DeVault, 2015). It is the data that is directly collected from the population and also
answers the 'wh' questions.
Secondary data collection ., it a method in which data is not collected directly through the
population but through the books, newspapers, journals, etc.
Here both the collection techniques are used.
Sampling:
The group of population that is chosen to collect the data is known as a sample and the
process of choosing the sample is known as sampling. Random sampling is method where each
member has equal probability or chance of getting selected. The reaserch will opt for random
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sampling where 20 product designer manager of Jimmy Choo will be selected.
Data analysis:
The final interpretation and the representation of the collected data by applying the
statistical or economical theory or any other way is known as the data analysis.
Qualitative analysis ., it focuses on the qualitative aspects of the research which shows or
highlights the quality of the research (Taylor, Bogdan and DeVault, 2015). The numeric aspects
are covered under this.
the researcher of this study will use Thematic analysis, as it focuses on pinpointing the method of
data collection and analysis and to identify the pattern that is used in the research.
LO 3
P 5. Research and data using appropriate tools and techniques.
Data analysis and Interpretation
Theme 1:Pumps, is the most preferred shoe style.
PARTICULARS FREQUENCY
Wedges 3
Lace Ups 3
Flats 2
Wellington and Ankle Boots 3
Gladiator sandals 1
Pumps 6
Mary Jane 2
0
1
2
3
4
5
6
FREQUENCY
Wedges
Lace Ups
Flats
Wellington and
Ankle Boots
Gladiator sandals
Pumps
Mary Jane
6

Interpretation: From the above conducted research from 20 product designer managers
of the Jimmy Choo established the fact that, maximum number of respondents (6) prefers pumps
because it’s a style statement and helps enhance the look and personality of the individual. Other
9 (3+3+3) managers agreed that, lace ups, wedges, Wellington and Ankle Boots are the current
trends which enhance the look of the person. Remaining 5 (2+2+1) participants said that, flats
are the most comfortable pair of style which can be worn anytime without giving a second
thought. Mary Jane and Gladiator sandals are said to be one of the most comfortable pair of
styles.
Theme 2: Stilettos, is the most preferred kind of heels.
PARTICULARS FREQUENCY
Stilettos 6
Wedge Heels 3
Platform Heels 3
Spool Heels 2
Cone Heels 3
Cork High Heels 1
Kitten Heels 2
0
1
2
3
4
5
6
FREQUENCY
Stilettos
Wedge Heels
Platform Heels
Spool Heels
Cone Heels
Cork High Heels
Kitten Heels
Interpretation: From the above conducted research from 20 product designer managers
of the Jimmy Choo established the fact that, maximum number of respondents (6) said that
Stilettos looks more fashionable and add on as a classic statement. Other 9 (3+3+3+3)
respondents said that, wedges heels and platform heels are one of the most comfortable heels to
walk in. Cone heels gives shoes a quirkier appearance. It helps them give extra support which
makes it comfortable to be worn all day long. Other remaining (2+2+1) participants said that,
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kitten heels are short heels which are mostly preferred by girls. Spool heels and cork high heels
are less preferred by the individual.
Theme 3: Maximum number of respondents spend £201- £300 on the pair of shoes.
PARTICULARS FREQUENCY
£100- £200 5
£201- £300 8
£301- £400 4
£401- £500 3
0
1
2
3
4
5
6
7
8
FREQUENCY
£100- £200
£201- £300
£301- £400
£401- £500
Interpretation: From the above conducted research from 20 product designer managers
of the Jimmy Choo established the fact that, 8 respondents said that they like to spend around
£201- £300 on a pair of shoes as they focus on quality over quantity. They focus that shoes
should be comfortable and must have been of high quality. Other 5 respondents agreed on the
fact that, they like to spend around £100- £200 on a pair of shoes as they will focus on buying
more shoes and they don’t feel spending too much on a pair of shoes. Other 7 (4+3) managers,
sought to evaluate that, they will buy expensive designer shoes because they prefer best quality
products and spend more on designer products for high standards and style statement.
Theme 4: Maximum number of respondents purchase shoes every six months.
PARTICULARS FREQUENCY
Weekly 2
Monthly 3
Every six months 9
Once in a year 6
8

0
2
4
6
8
10
FREQUENCY
Weekly
Monthly
Every six months
Once a year
Interpretation: From the above conducted research from 20 product designer managers
of the Jimmy Choo established the fact that, 8 respondents sought to buy the products every 6
months. Other 6 respondents buy shoes once in a year and the remaining participants buy shoes
once in a week or month.
Theme 5: Jimmy Choo, is the most favourite designer shoe.
PARTICULARS FREQUENCY
Gucci 3
Dior 3
Jimmy Choo 6
Louis Vuitton 2
Christian Louboutin 4
Marc Jacobs 2
0
1
2
3
4
5
6
FREQUENCY
Gucci
Dior
Jimmy Choo
Louis Vuitton
Christian
Louboutin
Marc Jacobs
Interpretation: From the above conducted research from 20 product designer managers
of the Jimmy Choo established the fact that, 7 participants agreed on the fact that Jimmy Choo is
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one of the most preferred designer brand because of its red sole style statement and it’s a symbol
of class and standard. They are highly priced because they offer high quality products and are
way too comfortable.
Theme 6: Comfort, is the most important factor while buying shoes.
PARTICULARS FREQUENCY
Comfort 7
Designer shoes 6
Quality and style 4
Cost of the shoe 3
0
1
2
3
4
5
6
7
FREQUENCY
Comfort
Designer shoes
Quality and style
Cost of the shoe
Interpretation: From the above conducted research from 20 product designer managers
of the Jimmy Choo established the fact that, 7 participants agreed on the fact that, comfort is the
most important factor which is considered while purchasing any pair of shoes. 6 managers
agreed that, designer shoes are symbol of class and standard. 4 respondents agreed that, Quality
and style is one of the important factor which helps in enhancing the overall personality of the
individual.
Theme 7: Stores, is the most preferred mode of shopping.
PARTICULARS FREQUENCY
Stores 12
Online services 8
10