Project Management Plan: Debenhams' Expansion into the Indian Market

This project focuses on Debenhams' market entry strategy into the Indian market, examining various aspects of project management and research methodologies. The introduction highlights the importance of globalization and the opportunities it presents for businesses like Debenhams, which plans to launch a new store in India. The project includes a project management plan that outlines elements such as scope, time, quality, budget, resources, and communication. It also delves into research methodologies, including both qualitative and quantitative methods, data collection techniques, and sampling methods. Furthermore, the project considers ethical considerations and presents a work breakdown structure to facilitate project organization. The study aims to identify market entry strategies, analyze the Indian market, and recommend ways to overcome globalization issues. The project utilizes primary and secondary data collection methods, including questionnaires and analysis of existing resources to provide a comprehensive overview of the market entry process. The project concludes by summarizing the findings, drawing conclusions, and providing recommendations based on the research conducted, which is a valuable resource for students available on Desklib.

Managing a Successful Business
Project

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Aims and objectives..........................................................................................................1
P2 Produce a project management plan including elements cost, scope, time, quality,
communication.......................................................................................................................2
P3 work break down structure................................................................................................4
LO 2.................................................................................................................................................6
P4 Small scale research by applying qualitative and quantitative research methods.............6
LO 3.................................................................................................................................................9
P5 Data using appropriate tools & techniques.......................................................................9
P6 communication appropriate recommendation.................................................................16
LO 4...............................................................................................................................................17
P7 Reflective........................................................................................................................17
CONCLUSION .............................................................................................................................18
REFERENCES..............................................................................................................................19
APPENDIX-LOGBOOK...............................................................................................................21

INTRODUCTION
Globalisation is become very important and inevitable these days to get the positive
response from international market. Globalisation offer huge opportunity and success to the
organisation such as reputation and market reach. Present study will be base on to describing the
emerging market entry strategies. For that, study has been chosen Debenhams that will soon
opening a new store in India. Further, the study will explains about opportunity for the brand in
India market.
LO 1
P1 Aims and objectives.
Background
For a successfully entry into foreign market regarding the choice of entry mode depends
on the available conditions and circumstances of the Indian market. In order to analyse or
investigate the opportunity available in the market in which Debenhams wants to enter. Present
study will be explaining the chosen market economic situation and analyse the opportunity and
threat from the market (Alon and et.al., 2016). Study also collecting the data or information
through qualitative method of data collection.
Purpose
The purpose of the study is to examine and compare the entry strategies for Debenhams
with a focus on intentional marketing.
Company Overview
Debenhams is the British multinational retail brand that regulate their business functions
in across the UK and other franchise stores in across the different countries. Debenhams deals
with different classified range of products such as clothing, homeware, household, furniture
items, cosmetic etc. Soon they planning to open the new store in India as well to expand the
business into new emerging market (Battour and Ismail, 2016). Debenhams soon will launch the
store in India with brand new product that is beauty “Organic anti ageing cream” specially for
Women.
Aims : “To examine the different market entry strategies into emerging market in globalisation
era”- A case study based on Debenhams, Country (India).
Objective
 To identify the concept of globalisation in terms of business opportunity.
1

 To analyse the different market entry strategies for Debenhams to enter into the Indian
Market.
 To determine the ethical or entering challenges that company faced in international
market.
 To recommend the ways or strategies to get overcome from the globalisation issues.
Research Questions
Q. What are the concept of globalisation in terms of business opportunity.
Q. What are the different market entry strategies for Debenhams to enter into the Indian Market.
Q. What are the ethical or entering challenges that company faced in international market.
Q. What are the ways or strategies to get overcome from the globalisation issues.
P2 Produce a project management plan including elements cost, scope, time, quality,
communication.
Project management Plan
Project management plan is the process that must be considered by the project manager to
get ensure the things towards achieving the aim of the study (Bendell, 2017). In order to
accomplish the research, researcher should need to considered some of the elements given
below:
Project Scope : Scope of the project is to defined the project goals and purpose. Scope is
must be clear and understood by the other team members to remove the miscommunication. If
the project goal is not defined than the chances of failure is been increasing. Present aim of the
research is to examine the different market entry ways to get into the India market.
Time : Time is the essential component that define the project starting or finishing date.
Project manager ensure that the project will definitely completing before the finishing date just to
save the expenses and time cost. Present research will approximately taking 4 to 5 weeks to
accomplish the whole process (Charles Jr, Schmidheiny and Watts, 2017).
Quality : Project quality is the most important concern for the researcher that must be
maintained throughout the process. Quality is the source and management scope that company
exist in the long term market. Also, it requires the better and best approach to make the things
understandable. In order to maintained the quality for present research. For which manager needs
to take follow up while collecting data from different sources and ensure the effectiveness of the
techniques.
2

Budget/Cost: To estimate the budget cost and the setting of an agreed budget manager
can forecast the expenses. Budget forecast help to minimise the other expenses. In order to
conduct the present research it will take approximately £500.
Resources : Project manager or researcher required raw material very often just to
accomplish the specific task. Resources is the all time need for the project. Like Technical
resource, raw material, human resource, Training & Development, etc.
Communication : It is the most essential element of the project management that must
be required in each and every step of the research process. Communication is the two way
process to pass the information from one place to another. Communication helps to collect data
from respondents etc. there are different methods or techniques through communication has been
done such as through E-mails, Mobile Phones, Video conferences etc.
Tas Duratio
n
Star
t
Finis
h
Predecesso
rs
Resource
Names WBS Risk
Selection of topic 2 days Low
Preparing problem
statement 6 days 1 2 Moderate
Writing Literature
Review 4 days 2,1 literature 3 High
Preparing schedules 5 days 3 4 Moderate
selection of research
methodology 7 days 4
Journals
and
internet
articles
5 Moderate
Data analysis 6 days 5 6 Low
Presentation and
interpretation of data
4 days 6 Project
manageme
7 Low
3

nt
Assessing findings of
research 5 days 6,7 8 Moderate
conclusion and
recommendations 2 days 7 9 Low
Reflection on methods
used in investigation 3 days 9,8 10 Low
preparing documentation
of accomplished
outcomes
2 days 10
Technical
and human
resources
11 Low
Closing project 2 days 11 12 Moderate
Submission of the final
report 1 day 11,12 13 Low
P3 work break down structure.
Work break down is the project tool that makes the project more specific and easy. This
technique breaks the big projects from smaller parts that increase the productivity level of the
project outcomes. In other words, present study form the structure that helps to gathered the
information of emerging market and explore the globalisation opportunity for the company.
4

5

LO 2
P4 Small scale research by applying qualitative and quantitative research methods.
Research Methodologies
Research Approach : Research approach is the plan and the structure that consists the
broad assumption of the detailed knowledge of the research. There are two types of research
approach Inductive and deductive research type. Inductive approach, is analysed data and which
starts with the observations and the theories. Deductive approach is concerned with the existing
theories that designed a research to test the hypothesis. In order to analyse the present data study
will be chosen Inductive research approach.
Research Design : Research design can be divided into two methods exploratory and
conclusive method of design (Charter, 2017). Exploratory research design is the merely to
explore the research questions and does not intend to offer final and conclusive solutions to
existing the problems. Conclusive approach method is going to applied in order to generate the
new findings which is useful for the study. In order to accomplish the aim of this research,
researcher will be chosen exploratory research design to explore the emerging marketing
strategies.
Data Collection : Data collection is the another way or process to collect data and
information. This is the most essential process to collect relevant data for the study. However,
there are two types of data collection technique primary or secondary data collection. Primary
data has been collecting through fresh source that gain the actual knowledge for the study. The
techniques of primary method is questionnaire, survey, Group discussion etc. On the other side,
secondary method of data collection is the process to collect data from existing sources.
Secondary method techniques collects data which is already been exist within the organisation
with the best context and manner. Present study will be chosen both primary and secondary
method of data collection to analyse the opportunity and task in the best possible manner
(Cramer, 2017).
6

Data Analysis : Data analysis is the another process in order to determine and analyse
the data which has been collected through different manner. In other words, data analysis is the
most signifiant that makes the business more challenging and differentiate between the sources
and income. In other words, There are two types of data analysis techniques Qualitative and
Quantitative method. Qualitative method of data analysis has been done with thematic manner
rather than using mathematical form. On the other side, quantitative method of analysis is using
mathematical form to develop the research findings and data. Data analysis is the best form or
developing materialistic work and objectives. In order to understand the information of
globalisation and finding to determine the emerging market trend and objective study will be
taking Qualitative approach.
Sampling : Sampling can be explained as a specific principle used to select members of
population of the study task. In other words, Sampling also can helpful to select respondent for
the study through researcher can easily collects the information and data to conduct the study in
detailed manner. Sampling is of two types probability or non-probability. Probability sampling is
the method that allows to all participate to get involved in the study. On the other side, non-
probability are the method that each population has a chance to participate in the study. Present
study will be taken simple random sampling method by collecting the 20 employees of
Debenhams.
Ethical Consideration : Ethical consideration is the another objective that makes the
business opportunity and task. Ethical consideration is the specified task in order to meet out the
best forming and developing results. Ethical consideration must be followed by the organisation
that controls and determine the working opportunity and task. In order to collect the data and
information it is very necessary for the researcher. Ethical consideration is the long term
challenge that needs to be understand in detailed manner. In order to conduct this further study
researcher will applying the data protection act and effective management task (Crane, A.,
Matten, Glozer and Spence, 2019).
Questionnaire
Name :
Age :
1 Have you localised the company website for emerging markets ?
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 Yes
 No
2. Are you compliant the all international or trade laws ?
 Yes
 No
3. What are the barriers Debenhams faced while entering into the new market ?
 Legal/Political issues
 Monopolies
 Industry Specific issue
 Competitive environment
4. What are the best market entry strategy for Debenhams ?
 Franchising
 License
 Export
5. What are the benefits company would get by selecting the franchising market entry strategy ?
 Speed growth
 Increased profitability
 Improved valuation
6. Which of the following tool/techniques Debenhams use to protecting intellectual property ?
 Copyright
 Trademark
 Patent
7. Which of the following factor highly affect Debenhams at international market ?
 Legal
 Economical
 Social
 Technological
8. Recommend the Debenhams business commercialisation strategy through customer get
attracted ?
_____________________________________________
8

LO 3
P5 Data using appropriate tools & techniques.
Theme 1: Localized the company website
1 Have you localized the company website for emerging markets ? Frequency
Yes 15
No 5
Interpretation : From the above interpretation, it has been found by researcher that 15
number of employees said, yes company localised the website for the customers so that they can
easily access the company information at anytime and anywhere. 15 respondents also reviewed
that website is the most essential tool for the emerging market growth. Besides, only 5 number of
respondent denied with this statement. It has been concluded that website is the way through
company can pass their information or new offers across the international customers.
Theme 2: Compliant the all international or trade laws
2. Are you compliant the all international or trade laws ? Frequency
Yes 17
9
Yes No
0
2
4
6
8
10
12
14
16 15
5
Frequency

No 3
Interpretation : International and legal implications is very much required for the
business growth that makes the business more sustaining (Crane and et.al., 2019). Legal
implications and laws are the most required process while company handling the international
market. As per the 17 respondent they stated yes and said that yes Debenhams adopts all
required legal laws and managing effective performance in order to meet out the business
functions. Such legal implications are company act, Employee Labour law, Intellectual property
act etc.
Theme 3: Barriers Debenhams faced
3. What are the barriers Debenhams faced while entering into the new
market ? Frequency
Legal/Political issues 7
Monopolies 2
Industry Specific issue 4
Competitive environment 7
10
17
3
Yes
No