Project Report: John Lewis' Summer Shoe Launch and Market Analysis

This report examines the project management plan for John Lewis's new summer shoe launch, focusing on globalization, market competition, and the introduction of innovative features. The report outlines project aims and objectives, including the ambition to compete with major brands and increase profitability. It details a comprehensive project management plan, encompassing cost, scope, time, quality, communication, risk, and resource considerations. Furthermore, the report includes a work breakdown structure and Gantt chart for project organization and scheduling. The research methodology employs both qualitative and quantitative methods, including primary and secondary data collection, to analyze market trends and customer preferences. The report concludes with recommendations based on the research findings and a reflection on the value of the research in meeting the stated objectives. The report contributes to understanding how a business can successfully launch a new product in a competitive global market.

Managing a Successful
Business

INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Devise project aims and objectives for a chosen scenario................................................1
P2 Produce a project management plan..................................................................................3
P3 Produce a work breakdown structure and a Gantt chart....................................................4
..........................................................................................................................................................6
..........................................................................................................................................................7
TASK 2............................................................................................................................................7
P4 Carry out small-scale research by applying qualitative and quantitative research methods..7
TASK 3............................................................................................................................................9
P5 Analyse research and data using appropriate tools and techniques..................................9
P6 Communicate appropriate recommendations as a result of research and data analysis to
draw valid and meaningful conclusions...............................................................................15
TASK 4..........................................................................................................................................15
P7 Reflect on the value of undertaking the research to meet stated objectives....................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Globalisation refers to the procedure through which business organisations, people,
government integrates with each other at international level. Globalisation helps organisation in
improving business performance by approaching broader market place (Ahmed Dine Rabeh,
Jimenez-Jimenez and Martínez-Costa, 2013). Present report is based on large scale organisation
that belongs to fashion industry. The company mainly manufactures, designs and sells its
products to fashion retailers across the world. John Lewis is one among popular retailers
worldwide which offers vast range of products and services to its customers. This company was
established in 1864 and headquartered in London, United Kingdom. With reference to the
present case, John Lewis is introducing new summer shoe for its customers in order to compete
large rival companies which are present in the same industry. Senior management team of John
Lewis have planned to introduce this new product in a popular event named London fashion
Week. This report will include project aims and objective that will satisfied provided case
scenario of John Lewis. It will further discuss about project management plan and its all
components like time, resource, cost, risk, scope and quality that will be followed for completing
this project in effective manner.
TASK 1
P1 Devise project aims and objectives for a chosen scenario
Globalisation is considered as the ways in which different countries and people
interact with each other for mutual purpose of growth. It can be said that concept of
globalisation has increased number of opportunities for organisations by which they can
maximise their profitability level (Craneand Matten, 2016). The given concept is not only
beneficial for the companies but it has also improved lifestyle of people. John Lewis is a
multinational company that provides huge variety of products like apparels, jewellery,
furniture, house hold things, watches and many other products to customers across the
world. This company is planning to introduce summer shoe in London fashion week with
the innovative feature for enhancing customers zone and maximising their profitability ratio.
The new summer shoe of John Lewis will be based on high technology, it will allow user to
know about number of foot step they have walked in particular way in a digitalised form.
This will provide better experience to the customers and also contribute in gaining
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competitive advantage at market place. It can be said that this innovative summer shoe will
allow John Lewis in giving stiff competition to its rival companies and enhancing their
profitability ratio at global scale.
Background of research
John Lewis is a multinational organisation that was originated from United Kingdom,
but it has placed it remarkable presence in the international marketplace. The company is
owning approximately 55 stores in Scotland, England, and Wales. It has been identified that
there are around 38000 employees who are performing different business activities of this
company in effective manner. With the global expansion, John Lewis is facing issues related
to competition at international scale. In order to overcome this issue, top management of this
company has planned to launch new summer shoe with special feature. For this, the
company has conducted an effective research for analysing market place effectively in order
to check out that whether their idea of summer shoe launch in London fashion week will
help them in giving stiff competition to its competitor or not. In this regard, best suitable
aims and objectives have been prepared by the researcher which have been defined as
below:
Aim: “To Introduce and present new shoe in London fashion week to compete with other
big brands and increase own profitability”. A case study on John Lewis.
Objectives:
 To determine the concept of launching new product in international market.
 To evaluate importance of launching new services among competitors and target
customers.
 To identify challenges while establishing new products in global era. To assess the strategies responsible for increasing revenue of company by representing
business services in new country.
Questions:
 What is the concept of launching new product in international market?
 How to evaluate importance of launching new services among competitors and target
customers?
 What are the challenges while establishing new products in global era?
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 How to assess the strategies responsible for increasing revenue of company by
representing business services in new country?
P2 Produce a project management plan
A project management plan refers to a formal document which helps managers and
leaders in managing and successfully executing a project so as to achieve profits for long
term. There are a number of components present in project management plan such as scope,
size, schedule , cost quantity , risk communication factors and so on (Den Hertog, Van der
Aa and De Jong, 2010). This document infuses certain functions such as describing,
developing, combining all activities etc. In present scenario it has been stated that managers
of John Lewis undertake this tool for developing accurate and effective decision making
policies that aim towards growth and development of firm. Various key factors of project
management plan have been stated as under:
Cost: Cost refers to amount of money or funds required to implement and
accomplish a project in an effective manner. In relation to John Lewis, managers need to
identify costs or monetary funds that have to be spent on a particular project so that
accordingly tools and techniques can be chosen. Here the cost infused by researcher will be
around 5000 pounds whereas cost involved by company is estimated to be around 100000
pounds.
Scope: Scope is a quite wide term which states or explains various growth prospects.
Also in this factor various future and present growth opportunities are stated. In context of
John Lewis it is observed that an effective and strategic plan for projects helps in enhancing
their overall productivity (Eckerson, 2010). Also it provides a number of opportunities that
lead to growth and development of a firm. In present scenario it is quite important that
numerous key factors related to globalisation are assessed it will further lead to
manufacturing better quality goods and services.
Time: Time in this context refers to time involved in executing a project. It can vary
from around two months to one year depending upon projects. In relation to John Lewis
managers and employees took around 2 months to complete this project whereas time taken
by researcher was estimated to be around 45 days.
Quality: In context of quality it is necessary that managers of John Lewis provide or
manufacture goods and services as per their set quality standards. This will be quite helpful
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to them as they will be able to maintain their overall goodwill and brand image in
competitive market. In context of John Lewis it is quite important for managers to analyse
various environmental factors such as political, social, environmental, economic etc for
providing better quality goods to their customers thereby enhancing overall customer base.
Communication: Communication is an important factor which refers to transfer or
exchange of thoughts and ideas of individuals. Effectiveness in communication will further
help employees as they will be able to provide suggestions and ideas regarding new and
innovative ways of production. Also it will be greatly significant in finding out any errors or
mistakes that may be present (Gebauer, Edvardsson and Bjurko, 2010). By adopting
effective communication strategies managers of John Lewis will be able to timely
accomplish all projects.
Risk: Risk is an inevitable part of business and its overall functioning. Every
business or projects have certain risks associated with them. Managers of John Lewis will
have to observe a nd examine market conditions in order to find out the risk element
associated with them. Risks can be of any type such as cost time quality etc.
Resources: Resources are basic raw materials that are needed to accomplish a project
in a specified time frame. Whenever managers of John Lewis undertake a project they hire
investigators who can examine various resources that will be required for accomplishment
of a project. Various examples of resources are money, labour force, technology, plant and
machinery etc. These resources when used effectively provide a sustainable as well as
profitable position to a company.
P3 Produce a work breakdown structure and a Gantt chart
Work Breakdown Structure
`It is a process of dividing complex problems into simpler tasks. This is used in
project management to simply larger tasks into manageable chunks of work. This
methodology is not for a specific field rather it is used for any type of project (Incelli,
2013). A work breakdown structure is an outline or map of a specified project. It is
beneficial for a organising company projects and allocating project budget at top level of
management.
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Gantt Chart
An American engineer Henry L. Gantt introduced a production control tool naming
Gantt Chart in the year 1917. A Gantt chart is used in project management for explanation
of duration of task. It provides a graphical representation of schedule that includes planning,
coordinating and tracking specific tasks in project. It represents time taken in completing
various tasks involved in completion of project.
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TASK 2
P4 Carry out small-scale research by applying qualitative and quantitative research methods
While conducting a good research, it is required by researcher to through research
methodology in order to complete research in systematic manner. Appropriate research
methodology helps an investigator in managing and interpreting collected information in a
sequential manner. It has been identified that there are mainly two types of methods that is
qualitative and quantitative which are adopted by researcher while analysing data for
obtaining desired outcome (Jones and Lubinski, 2012). Both of these methods are defined as
below:
Qualitative research: In this research method, investigator uses interviews, focus
groups and observation in order to reach result. It can said that researcher gives preferences
to human perception, their thoughts at the time of evaluating whole research. Qualitative
research method states that evaluation of human behaviour is the best way for collecting
information over a single topic.
Quantitative research: It is the systematic research method in which information is
evaluated on the basis of numerical formulas, mathematical algorithm and computational
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techniques. This research method collects information by conducting open communication
with the targeted audiences. This methodology is helpful for companies who conducts
research by targeting huge population in effective manner. It can be said that main aim of
researcher is to gather numerical information from chosen population for the purpose of
reaching expected outcome in effective manner.
Primary method: In this method of data collection researcher collects information
directly from respondents in order to approach authentic information. It is the raw data that
will going to be used by individual at first time. This method generally provides valuable
information to investigator by which they can obtain true outcome on the research topic
(Kankaanranta and Planken, 2010). Under this method information is gathered from
different sources like interview, Questionnaire, survey, field trails, focus group etc. It can be
said that primary method is time consuming but it provides accurate results to investigator.
This method of data collection is feasible for those research which has lots of time and is
seeking for pure authentic outcome for their research aim.
Secondary method: Information collected from this method is generally based on
previous conducted research or past record. In this, method of data collection, researcher
collects information from books, Journals, online sources, newspapers, published data,
magazines and many other. It can be said that all of these sources provides information from
the point of view of different writers and authors who have already conducted deep study on
the similar kind of topic. This type of data collection method is cost and time effective that
helps researcher in conducting research effectively.
Data collection: In this present research, investigator have used both the primary as
well as secondary sources of data collection method for meeting project deadline with
authenticity.
Questionnaire – Questionnaire is the formal paper that includes set of questions
along with the feasible answers in the form of options. These questions are prepared by the
researcher so that they can analyse response of targeted sample size (Lai and Ong, 2010).
Investigator can easily achieve adequate result by adopting this method. In this present
research for John Lewis, investigator have chosen 20 people as its respondent.
Questionnaire
Q 1) Are you aware about the concept of globalisation?
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a) Agree
b) Disagree
Q 2) Do you think, concept of globalisation will help John Lewis in launching new summer
shoe in London fashion week?
a) Yes
b) No
Q 3) What are the main benefits of introducing new products in the international market place?
a) Improvement in organisation reputation
b) Acquiring huge income and revenue
Q 4) According to your perception, which one is the main challenge that will be faced by
companies at the time of launching new products at global scale?
a) Gaining attention of customers
b) Change in technology
Q.5. According to you, acquiring new strategies helps business organisation in gaining
competitive advantage?
a) Agree
b) Disagree
Q 6) Provide recommendation to John Lewis by which they can introduce and present summer
shoe in London fashion Week in order to complete large company and maximise their
profitability ratio.
TASK 3
P5 Analyse research and data using appropriate tools and techniques
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Theme 1: Concept of globalisation
Q 1) Are you aware about the concept of globalisation? Frequency
a) Agree 12
b) Disagree 8
Interpretation: It is analysed from the given graph that out of 20 respondents, 12
are aware about the concept of globalisation. Globalisation is the process by which business
start operating at international scale. It is a common aspect among business people who are
passionate about expanding their business in foreign countries. Such people want to
maximise profits by managing operations and sales in other countries. On the other hand
there were 8 respondents who were not knowing about globalisation. These people are those
who have less knowledge about market expansion and segmentation in other countries. Such
people are afraid to start business in other country.
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12
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a) Agree
b) Disagree