Business Project Report: John Lewis' Global Shoe Launch Strategy

This report analyzes the project of John Lewis, a UK-based fashion company, to launch its new summer shoes with Achilles protector technology in the global market, particularly at the London Fashion Week. The report defines the project's aims and objectives, which include competing with other major shoe brands. It then develops a comprehensive project management plan, detailing cost, scope, time, quality, communication, risk, and resource management. A work breakdown structure and Gantt chart are prepared to facilitate project execution. Furthermore, the report conducts small-scale research using qualitative and quantitative methods, including questionnaires, to gather primary data. The research examines the advantages and challenges of launching a new product globally, focusing on factors such as cultural environment and customer perception. The findings are analyzed to provide recommendations for maximizing profit and market presence, culminating in a conclusion that highlights the core value of the research in meeting the project's goals.

Managing a Successful
Business Project

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Define the project aim and objectives for given scenario......................................................1
P2 Develop a new project management plan..............................................................................2
P3 Prepare a work break down structure and Gantt chart...........................................................3
TASK 2............................................................................................................................................5
P4 Conduct small scale research by applying qualitative and quantitative research methods....5
P5 Examine research by using proper tool and techniques.........................................................8
P6 Provide proper recommendations as a result of research and data analysis to figure out
purposeful conclusion...............................................................................................................13
P7 Focus on core value of research to meet desired goals and objectives................................14
CONCLUSION.........................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Globalisation means selling the product or service and technology across the border at
international platform. In other words, it is a free trade between two or more nation to develop
the economical status of countries. Beside this, globalisation increase the living standard of
people and also provide job opportunities and access to more goods and services. It has
opportunistic approach, but it directly benefits to big industries based in the different countries.
Company have many advantages such as they can buy cheap raw material and can get cheap
labour to manufacture the product (Incelli 2013). The current report is based on a fashion
company who manufacture and sell their product to different retailer across the globe. John
Lewis, is the UK based company which deals in designer product and offer their services to their
respective customers. The company deals in variety of product such as clothing, jewellery,
watches and house wears. In recent times, John Lewis have interred in shoe industry and have
launched their new summer shoes company in London fashion week. The main objective of this
report is to figure out aim and objectives for the case script of John Lewis. While conducting this
report it cost, time, resources to develop the project.
TASK 1
P1 Define the project aim and objectives for given scenario
Globalisation means free movement of goods and services across the globe without any
disruption. The company modify their import and export protocols and attract more and more
foreign investment to increase their economy. Company have different methods to be successful
at international level. John Lewis is launching new their brand new summers shoes with new
Achilles protector technology which help in reducing stress. Company is launching their product
at London fashion week event which is one of the prominent event conduct in UK. The new
product will help to increase company profit and market share. By developing new features in
their shoes they can attract more and me customers.
Aim: “ To launch brand new shoe with new Achilles technology at London Fashion Week in
order to compete with other big shoe players in market”. A case study on John Lewis.
Objective :
 To identify different methods of launching their shoe in global market.
 To figure out effectiveness of launching new product in market and business competitor.
1

 To measure the challenges of launching new product at international level.
 To identify the business culture of new country to maximise organisation profit and
market presence.
Questions:
 What are the various method to launch brand new shoe at global platform?
 How to figure out the potential of introducing new product for respective customers?
 What are the difficulties faced by company while establishing new product in global
market?
 How to examine strategies of business service in new country?
P2 Develop a new project management plan
A project management plan is detailed documents which provide information about every
phase of a project. Project plan have many components while managing a plan such as planning,
executing, monitoring and controlling. In other words, it is an authorized document which used
to guide the manger to execute the project plan(Gebauer 2010). In regards with John Lewis, this
plan will help the company to take effective decision to maximise company profit. It will help
organisation to reduce risk and uncertainty in the new market and it will guide to take effective
measure for launching their new product at international level. The management plan will assist
the company to understand countries ethics, culture and trends in order to make the launch
successful. There are various characteristic of project management plan that are explained in
detail below.
Cost: Before launching new product in the market company have to identify the cost and
initiate the further plan according the budget of the company. For company like John Lewis, it is
important to figure out the cost of introducing new product and the cosy of other business
operations. The estimated budget should be taken by company because it will provide insight to
mange the cost. The estimated cost of this project is around 10000 pounds.
Scope: It is used to figure out different possibility which are linked with the project
management plan for future. In the context of John Lewis, it help the company to identify
various other business to increase their market cap and their profit. If the company wants to
expand they should analyse the different scope available in the market and component related
with globalisation which provide ease for company to offer improved quality product and service
2

to their target customer. Company will have scope to capture the untapped market to increase
there presence at global level.
Time: Time is one of the crucial factor for any organisation to initiate their activity in
given time frame. In the case of John Lewis, company should develop a proper management plan
to complete their task on time. Because time cost money, if company delayed its project of
launching their brand new shoe in market so in this scenario company have to bear huge loses.
The estimated time frame for introducing new product in market is 50 days.
Quality: The main objective of developing new project is to render best in class service
and quality product to their customers to create a brand image in the market. Due to many
competitors present in market company have to make best quality product to survive fort long
run. In context of John Lewis, company should improve their quality in product as well as
service to gain competitive advantage in the global market.
Communication: Effective communication will help the company to function their work
smoothly. It help in reducing the time and effort in an organisation while performing the
activities in production. Proper flow of communication will help to find the flaw in company
which effects the company efficiency. John Lewis company should use proper channel of
communication to bring out best result in company.
Risk: Due the globalisation, risk have been increased seemly in last few decades. More
and more competitors are entering in the business which increase the risk for every new
company as well as existing firm (Eckerson 2010). In the context of John Lewis, they should
identify the future risk and uncertainty occur n future. Risk can be of any kind in business such
as cost, time, quality and market risk.
Resources: Resources are limited in nature so company should use it effectively to
reduce cost and save environment. While project is in process, it is the duty of manager to
provide adequate resources such as money, time and raw material which are essential to carry out
business activities effectively. John Lewis should manage their resources to better output and
more profit.
P3 Prepare a work break down structure and Gantt chart
Work break down structure: The work break down structure helps to manage large
junk of work into manageable pieces. This kind of structure is used by large company to manage
their maple amount of work effectively in limited time frame. In other words, it works as
3

guidance for company which illustrates about project completion. With help of WBS company
can get detail information regarding the project and it become easy for other employees to
understand.
Gantt chart: Gantt chart is a tabular presentation of project which helps in planning and
executing of the initial project. It also help in keeping track of of every phase of task and other
project activities. The chart include horizontal bar which indicate the project plan and its
advancement. The chart was developed by Henry Gantt in year 1915. In early days chart was
drawn manually, but modern chart shows relationship between the process and recent schedule
status.
4

TASK 2
P4 Conduct small scale research by applying qualitative and quantitative research methods
While carrying out the research project, it is important for the researcher to choose
appropriate methods of research methodology (Den Hertog 2010). It will provide ease for
researcher to carry out research. In addition to this it help in analysing, arranging and
organising the actual data which are linked to project in best possible way. There are
basically two types of research which are taken as consideration are qualitative and
quantitative methods. Beside research methodology, it involves data analysis and design of
project and much more. Further research methodology is explained below.
Qualitative research method: It is an exploratory in nature which is used to gain
insight of problems and help in developing ideas and hypothesis for research. The research
used to reveal the current trends and thoughts and analyse the actual cause of problem.
Qualitative research are semi- structured or uninstructed and some common methods are
5

focus group and personal interviews and observations. In this research methodology sample
size is very small and different respondent are chosen to fulfil the requirements for quota.
Quantitative research method: This kind of research is based on the data and
statistical numbers. The problem is solved by developing numeric data or the data which can
be easily transformed into tabular format. This kind of research method are more structured
than qualitative method. Quantitative research include various kinds of surveys like online
surveys, paper and mobile interview and telephonic round.
In the above project, qualitative research method is used for collecting information
and statistical while conducting this report.
Primary data: These are the kind of data that is collected by a researcher for the first
time , and very techniques are used such as surveys, interviews and experiments. In other
words the data or information is collected from the first hand source for a specific purpose.
In the present report the researcher is using these methods with sets of questionnaire which
can further carry out the research.
Secondary methods: These kind of data are collected from the available sources.
Such data are more cheaper and available from various sources such as internet, books and
journals. Secondary data do not require to devote time, money and resources in research
phase. The research can be conduct on the basis of past information which can be salutary
for an organisation.
Data collection: It is a method of measuring and identifying the close insight of research
using a proper techniques. Hypothesis is been evaluated on the basis of data collection. This
research include primary as well as secondary data method for further research.
Questionnaire: It is a printed or written questions with the options of multiple choice of
answer and it done to fulfil the purpose of surveys and statistical data. Questionnaire is develop
by investigator to figure out adequate results. The sample size of this report is 30 respondents.
6

QUESTIONNAIRE
Name:
Age:
Address:
Gender:
Mail Id:
Q.1. What do you know about globalisation?
 Yes
 No
Q.2. Do globalisation will really help in introducing new product for John Lewis?
 Agree
 Disagree
Q.3. What are the advantages of launching new product at global platform?
 Increase in profit and market share
 Improvement in organisation brand value
Q.4. What are the difficulties for launching brand new product (shoe) at international platform?
 Change in cultural environment
 Gaining attention of customers
Q.5. As per your perception, organisation can gain benefits by adopting new strategies?
 Yes
 No
Q.6. According to you what are the different ways in which John Lewis can launch their new
product and international level?
 Develop effective market presence
 Focus on quality
Q.7. Do you want to provide any suggestions and thoughts for launching new product in
London Fashion Week in order to compete with other shoe brand ?
TASK 3
7

P5 Examine research by using proper tool and techniques
Theme 1: Globalisation concept
Q.1. What do you know about globalisation? Frequency
 Yes 20
 No 10
Interpretation : It has been figure out that globalisation is the method of communicating
and exchanging of good and services for profit maximization. It provide ease to do business
without any intervention of government and laws. There are 20 respondent who know about
globalisation and 10 respondent are not aware about it.
Theme 2: Globalisation help in launching new products ( shoe) of John Lewis company
Q.2. Do globalisation will really help in introducing new product
for John Lewis?
Frequency
 Agree 25
 Disagree 5
8
20
10
Yes
No

Interpretation: It can be describe that globalisation will help John Lewis for introducing
new product from the market . This launch will help the company to expand their market at
global level. The company can increase their profit and avail quality product to their respective
customers. There are around 25 respondent who agree that globalisation will really help John
Lewis to launch their product. Beside this 5 respondent were disagree on this question.
Theme 3: Increase in market share and profit is the benefits of launching new products
in the global market place
Q.3.What are the advantages of launching new
product at global platform?
Frequency
 Increase in profit and market share 23
 Improvement in organisation brand
value
7
9
25
5
Agree
Disagree

Interpretation: From the above chart, it has been analysed that 23 respondent where
agreed that launching new product in global will increase organisation brand value and
reputation of John Lewis, and this expand the company profit and their market share. Apart
from this, 7respondent are saying that it will increase the market share and profit. They are
diversifying their product and marketplace.
Theme 4: difficulties for launching new product range (summer shoe) in global market.
Q.4. What are the difficulties for launching
brand new product (shoe) at international
platform?
Frequency
 Change in cultural environment 10
 Gaining attention of customers 20
10
23
7
Increase in profit and market
share
Improvement in organisation
brand value