Analysis of Lacoste's Brand Reflex Shoe Launch: A Business Project

Desklib provides past papers and solved assignments for students. This project analyzes Lacoste's Brand Reflex shoe launch.

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Managing a Successful Business Project of Lacoste
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Table of Contents
Introduction......................................................................................................................................3
Activity 1 (LO1): Project management research plan.....................................................................3
P1: Aims and objectives of project scenario................................................................................3
P2 & M1: Scope of project management plan, cost, time, resource, risk and communication.......4
P3: Gantt chart and Work breakdown structure..........................................................................7
Activity 2 (LO2): Research and evaluation of the project.............................................................10
P4 & M2: Quantitative and qualitative analysis of the project..................................................10
Activity 3 (LO3 and LO4): Performance review and research analysis........................................13
P5 & M3: Use of tools and techniques for research..................................................................13
P6: Recommendation with conclusion......................................................................................23
P7 & M4: Value derived from own performance and learning.................................................24
Conclusion.....................................................................................................................................25
References......................................................................................................................................26

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Introduction
Project management is regarded as one of the imperative philosophy in the research, which
works with the help of stated guidelines to attain successful objectives at the end of the project. It
is crucial in any research because developing milestones for a project in a stated time will help to
attain objective with desired cost in that timeframe. The best part of any project is to witness if
the project manager is liable to accomplish the task, on given instructions set for the project.
Working as a project manager of Lacoste, the company wants to launch their new Brand Reflex
shoe limited edition 2019, which would be launched in 24 Feb-26th Feb. The launch will be
made to see, how the product in contrast to other will lead on the target audience. In this project,
the use of promotional campaigns will be used so that product can reach and find good
sustenance in the market. This project will be capable to develop a management plan with
elements like cost, time, resources, risk and communication through Gantt chart and WBS.
Moreover, a small-scale research will be carried that will be permissible to know value when
derived from own learning and performance.
Activity 1 (LO1): Project management research plan
P1: Aims and objectives of project scenario
For developing a project, it is ideal that the project manager who is in charge of Lacoste has to
check, if the objectives and aims could be developed in an appropriate timeframe. It is quite
justifiable to know the condition of the project, so that a clear idea for conducting a better plan
could be made. For Lacoste being one of the global brands in the apparel industry, it has seen
how increasing competition and economic shift has developed a cultural awareness in the
ongoing arena.
Project Aim:
Since Lacoste is one of the globalised brands in the market, it pioneers as one of the apparel and
shoe brands in the UK, and globally. Now, their aim is to promote their brand with the help
of launching Brand Reflex shoe limited edition 2019, so that it can lead with the other
competitors of the market. It is done only to find a good position in the market, and seek larger

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customer audience. Because Lacoste leads with their Sports shoes mainly, it wants to have a
sustainable market in UK, so that it can find brand ambassadors and sports team wanting to take
their sponsorship. Now, as a manager of the company of Lacoste, the manager wants to see if
benefits and market attractiveness is good to seek competitive advantage (Kerzner, 2017). The
best part is that the company can lead with the market success, just by finding existing
competitors who can manage other business events through promotional activities.
Project Objectives
The project manager of Lacoste is in charge to find, if the project needs are done responsibly. It
is the stage where competitive advantage, so that benefit can be gained over other competitors
(Martens and Carvalho, 2017). This is practical in the sense that a social responsibility has to be
accounted, in terms of the measures that the project can find success metric in overall. However,
the major objectives will include:
 To identify how Lacoste could successfully launch their Brand Reflex shoe limited
edition 2019 in 24 Feb-26th Feb.
 To find that projecting a proper cost can be inclusive for Lacoste to have initial success in
2019 with their brand shoe launch
 To project how it can find competitive advantage over other competitors with their Brand
Reflex shoe limited edition 2019
From the above project objectives devised, it is evident that the market goal can remain inclusive
to all parameters devised in the project. This is idea to account that the project manager should
check if gradient opportunity could be attained.
P2 & M1: Scope of project management plan, cost, time, resource, risk and communication
Project Management Plan
For implementing the project in a timeframe, it is required by the project manager to look, if the
performance of the project is desirable. It is notable that a better project plan could be made, so
that the project can be developed, and made with the set of objectives (Söderlund, 2011). Now, a
good formal way to conduct a project will include the desired Cost, Scope, quality of the project,

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risk, resources, and time. For accomplishing the task, the key stages for implementing the project
is given below.
(Source: Learner)
Project Cost:
For successfully doing the project, the manager has to consider the elements at first so that he
can find an equivalent cost for the brand shoe to launch in this month. The total cost of the
project will depend on certain factors that will include promotional activities to the launch of the
product (Silvius and Schipper, 2014). The cost parameter will be included as direct cost and
indirect cost. Mostly, the project would be conducted because of indirect costs, as the procedure
of project initiation to closure will be made. However, the approximate cost may include a major
concern, and for this, some of the key parameters of the project need to be considered like,
List of Options Costs (in £)
Training of staffs during launch £5000
Making use of banners and leaflets £3000
Use of social media, particularly YouTube trailer
and Instagram pictures
£4000
PR campaign £6000
Project initiation
Project planning
Project launch
Project control
Project closing

Start
A
C
E F
B
End
3
2
1
3
2
2
2
1
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Equipment and transport cost £5000
Product testing £7000
Total £29000
(Source: Created by Learner)
Project Scope:
It is vital for the project manager to look on the scope of the project, as the goal is to launch their
new branded shoe in this Summer. To launch the project in 24 Feb-26th Feb, it is imperative to
document list of project goals so that each team member involved in the project can find the
reason to accomplish it with the closure. Now, the scope statement provides project team all
those guidelines to make decisions, regarding the change request of the project (Legault, 2013).
Thus, the scope of the project will first identify the communication to ensure and understand so
that goals have to be approved evidently. Moreover, the scope also finds a strong base to manage
the project, which will help to ensure the resources, not being diverted.
Project Time:
It will also hold as a crucial element in implementing a project. For managing project time, it is
credible to assess the sequences of activities first. It will find if the resources allocated for the
activity is evident (Jollands et al. 2012). As most companies follow WBS, which is based on
estimating the function point on the estimates. Without any specific time made for the project,
the manager is incapable for completing the project. Now, for this a critical path has been made,
which is given below.

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(Source: Created by Learner)
Thus, the critical path shows that the time required will be Start = Start + A + C + B + End = 10.
It means 10 days is required to finish the project.
Project quality:
It is accounted that project quality also helps to determine the best a project will acquire to reach
customer satisfaction. The launch of Brand Reflex shoe limited edition 2019 will also witness if
the product is acquired with testing to equipment cost. Likewise, the project manager of Lacoste
has to take into account of the credible resources and take the right decisions for the company’s
product development (Hornstein, 2015).
Communication:
Communication is also important, as it holds for a successful execution of the project. As many
project fails due to lack of proper communication and for this, exchange of information is needed
the most. It is crucial to acknowledge that the project manager at first decides communication
strategy from the project’s introduction (Silvius and Schipper, 2014). Thus, the manager has to
account on the development of the project of Lacoste, so that they can find liability to contact
other stakeholders involved.
Project risk and resources:
The project manager has to be answerable to the project’s success, as he is the one who is in
charge of initiating, planning, designing and executing the project plan. As the project manager
will organize the task successively, keeping a track on the delivery result needs understanding of
the project risk (Binder, 2016). Now, expanding the market research will also bring the project
manager of Lacoste to see, if all resources are accounted in the time interval. Thus, no such risk
is included but negotiation with other member could prove to be a factor.
P3: Gantt chart and Work breakdown structure
WBS

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Ideally, most complex project to define the manageable tasks is identified from WBS. It is quite
appropriate that project manager use the method to simplify execution of project. Now, as the
project deliverables and milestones are crucial, these need to account at first (Norkus et al.
2016). While few reasons to create a WBS in a project needs a readable organisation, assignment
of project team liabilities, indicating project milestones, estimating cost and time and illustrating
finally a project scope. However, in a Project management plan, the five stages of development
include:
Project Task Milestones Deliverables Start Date No.
of
Days
Employee
size
Project
Initiation
To check the
feasibly of the
Brand Reflex shoe
launch
Account on the testing
done, and outline the
documents required for
the project
15h Feb 2 2
Project
Planning
To see if the Brand
Reflex shoe reaches
new stereotype of
customers
Account on high-level
goal that has to be meet
by tracking the detailed
cost of the project
17th Feb 3 5
Project launch To develop team
members and
resources so that a
proper launch
among the audience
can be made
Realize that the project
needs are modified on the
launch of the event on a
developed schedule
20th Feb 2 3
Project control To check the
performance of the
cost tracking of the
brand shoe of
Lacoste, and find if
no defects arises on
any items towards
Account on the project
objective, and decide if
the stakeholder objectives
could be met without
having any change on the
project scope
22nd Feb 2 6

To identify the
project task
Account on the
testing done to
check feasibility
Collect the required
resources of the
project
To see if the Brand
Reflex shoe reaches
new stereotype
Estimate for a ideal
launch of the project
with cost metric
Decide if the project
will finish with the
budget decided
Check the
performance of
the cost tracking
of the brand
shoe
Realize the project
needs are modified
To develop team
members and
resources Account on the
project objective
and stakeholder
objectives
Work specifically
on the project so
that valuable team
performance
Account on high-level
goal that has to be
meet by tracking the
detailed cost
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testing
Project close To work
specifically on the
project so that
valuable team’s
performance is
realized and a good
finish can be
identified
Decide if the project will
finish with the budget
decided, and the overall
team members accounted
for completion
24th Feb 1 2
Total 10 18
(Source: Created by learner)
Project
initiation
Project
planning
Project
launching
Project control Project closure
(Source: Created by learner)

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From the above WBS, the project manager will try to break down the task as per the given Gantt
chart below where appropriate timeline with start time and duration are mentioned.
Gantt chart
The Gantt chart is developed by the project manager to check, that the project is completed in a
proper schedule. Just as, the key benefit of developing a Gantt chart in project management is to
get prioritization of the project so that critical information can be attained with the start-to-end
dates and will have dependency on the task (Kerzner and Kerzner, 2017). For launching the
Brand Reflex Shoe in Feb. 24th to 26th, a specific timeline is made from 15th Feb.
Project...
Projec...
Projec...
Projec...
Projec...
Feb-19 Feb-19 Mar-19
Activity 2 (LO2): Research and evaluation of the project
P4 & M2: Quantitative and qualitative analysis of the project
The objective of the project is to launch the new Lacoste Brand reflex shoes limited edition for
the year 2019 within 24th to 26th February. The aim would be to develop a contrasting scenario,
i.e. how the product will be accepted for the targeted market. Further, promotional campaigns
such as advertising, selling and public relation methods might be used (Badewi, 2016).
Therefore, in order to know the market scenario, the project manager will be using both
qualitative and quantitative research analysis method
Quantitative research

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This method will be used to have a good insight into the non-numerical data for better
observation.
Survey questions: These questions will be asked to 50 participants after they agree to undergo a
survey process. Below are the questions which will be undertaken for the survey process before
the launch of the new Lacoste Brand reflex shoes limited edition for the year 2019 within 24th to
26th February.
Questions for the survey process Strongly
agree
Agree Neutral Disagree Strongly
Disagree
1. How far do you agree that the new Lacoste
shoes fulfill the desire of having a good
sports shoe?
2. Do you agree that the chosen promotional
method will help in increasing the sales of
the limited edition of Lacoste’s Brand reflex
shoes?
3. How far do you agree that the new Lacoste
Brand reflex shoes will reach out to the
targeted audience?
4. Do you believe that the online platforms
should be given more stress in order to
promote the limited edition Brand reflex
shoes?
5. Do you believe that through this limited
edition Brand reflex shoes Lacoste would be
able to eradicate the competition level in the
sports shoe market?
6. How far can Lacoste increase brand
awareness among the lower strata of the
society with this limited edition Brand reflex

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shoe?
7. Do you prefer wearing sports shoe?
8. Do you believe that using less promotional
campaigns, the new Lacoste Brand reflex
limited edition shoes will find good
sustenance in the market?
9. Do you believe that Lacoste will be able to
make a strong contrast with the product by
launching the limited edition shoes in the
market?
Qualitative research
This research method will be used to observe the nature of the market in a more structured
manner.
Interview questions: These questions will be asked to 4 respondents who are willing to undergo
the interview process.
Below are the interview questions:
1. Do you believe that through the launch of new Brand reflex shoes will be able to
eradicate the competition level for Lacoste in the market?
2. Is the promotional method of public relation will help them to attract more customers for
this limited edition shoes?
3. Will the limited Brand reflex shoes shall be able to create a product contrast for their
targeted audience?
Activity 3 (LO3 and LO4): Performance review and research analysis
P5 & M3: Use of tools and techniques for research
This section of the research will be used to analyze the research data using various tools and
techniques of research.