Creating and Marketing a Summer Shoe for Global Competition

This project focuses on developing and marketing a new summer shoe designed to compete with established global brands. The research begins by defining project aims and objectives, addressing the concept of globalization and the importance of understanding consumer needs. A detailed project management plan is produced, outlining key aspects like cost, scope, time, quality, communication, and risk management. The project includes a work breakdown structure and a Gantt chart to visually represent the project timeline and task organization. Small-scale research is conducted using both qualitative and quantitative methods, involving face-to-face interviews to gather data on consumer preferences. The research data is then analyzed using various techniques to derive insights for strategic marketing and product development. The project concludes with recommendations based on the research findings and a reflection on the project's completion, emphasizing the importance of effective market research and strategic planning for success in a competitive global market.

Managing small
business project

Table of Contents
Topic of the research is “To create and market brand new summer shoe for competing with other
big brands working at global level” . ..............................................................................................3
P1 Devise project aims and objectives for the chosen company ...........................................3
P2 Produce a project management plan that covers various project aspects .........................4
P3 Produce a work breakdown structure and Gantt chart .....................................................6
P4 Give a small scale research...............................................................................................9
P5 Analyse research data using various techniques ............................................................11
P6 Recommendations...........................................................................................................22
P7 Reflection on the completion of project .........................................................................22
RECOMMENDATION.................................................................................................................22
CONCLUSION .............................................................................................................................23
REFERENCES .............................................................................................................................24

Topic of the research is “To create and market brand new summer shoe for
competing with other big brands working at global level” .
P1 Devise project aims and objectives for the chosen company
Globalisation is called the free movement of goods, services and people over the
boundaries of different countries. This is an important process which is needed for
development and growth of the company. As each and every firm ,want to make more
money and profit it is important that it should expand it's business in domestic as well as
foreign markets. This process is considered in theory of comparative advantage as
companies build reputation and value if they move into foreign markets. Globalisation is
the integration of various markets in global economy (Boyle, 2017). Different markets
which are included in globalisation are commodity market, financial market, insurance
market and product market. There are various reasons for increase in globalisation and
some of these are increased competition, for increasing sales and customers base,
increasing profits and productivity of the company. In the present scenario as a product
design manager of a large fashion company it is important to analyse needs and
demands of customers before making a new designer shoe. If the designer shoe will be
comfortable and good then only people will buy it. When a company is working at global
level it is important to have a good and effective image and reputation. This attracts a lot
of customers and as a result sales and profit of the company is increased. This case
includes creating and marketing a brand new summer shoe so that competitive
advantage of the fashion company increases. There is need to do a proper research
before introducing this summer shoe in market. This research will lead to proper
planning of strategies and further implementation can be done in a more better way.
Project definition
This project is conducted for analysing the demand and need of customers. The
new summer shoe will be designed for customers so that competitive advantage of the
fashion company increases.
Problem statement
The project statement is to create and market brand new strategy for making a
new summer shoe that will help in increasing market share and profit of the company.
This is a big task for company as before launching anything they need to make

adequate research. This research must be done in depth so that proper outcomes can
be drawn. This includes analysing the requirements of designer shoe in market and
what are need of customers in a designer shoe (Clinton, and Whisnant, 2019). This
fashion designer company has to make such an attractive shoe that big brand retailers
want to buy that shoe. The problem with shoe designer is that he is has to make an
attractive and comfortable shoe which is appreciated by every one. People will choose
this designer summer shoe over other brand shoes. This is not an easy task therefore it
is important to do effective market research and analyse consumer behaviour. There
are minimum resources with the shoe designer and he has to do the whole research in
an effective manner and utilise all resources wisely.
Project aim
The aim of this project is “to create and market brand new summer shoe for
competing with other big brands working at global level”.
Project objectives
 To analyse the concept of globalisation
 To determine crowdsourcing marketing strategy and mixed media for marketing
shoe. To understand the need of analysing customer need for increasing sales of the
organisation
Project questions
 What do you mean by globalisation?
 What do you understand by crowdsourcing and mixed media marketing
strategies?
 What is the need of analysing customer need for increasing sales of the
organisation?
P2 Produce a project management plan that covers various project aspects
The project manager has to focus on a systematic procedure for planning and
designing framework to accomplish the project work effectively. The project
management plan is a formal document that informs about how project is executed,
monitored and controlled (Crane, and Matten, 2016). This includes planning and goals
that are made by project manager in completing various tasks and activities of project.

The main executive of project management has to guide workers and managers to work
effective and achieve goals and objectives of the research. In case of fashion designer,
it is seen that they have to analyse the need of customer and suggest effective
marketing strategy to the organisation. In order to achieve this aim first of all project
management plan is prepared. First step is to make analyse the marketing strategies
that can applied to grab attention of big brand organisations. Various topics like where
project has to be implemented, what exactly are the locations to market new designer
shoe for summers will be marketed, etc. a summary of work is prepared and in this
several external and internal factors that can affect the project activities and tasks.
When it comes to present research there are few important components that are
mentioned below -
Cost: Cost is defined as the amount of money required to complete business
project. It is important for organisations to estimate cost required to accomplish various
tasks and activities of project. Funds and money is required by project managers to
complete project activities (Deresky, 2017). In context of fashion designing company for
shoe, the fund required to design and market summer shoes in estimated to be 800
pounds.
Scope: It is a important element for the growth of the business. Excluded scope – This includes work which is not included in the project. These
are stages of production of shoe and overview of design.
 Included scope - This includes understanding of market opportunity and
deliverables.
Time: Time is also defined as an important factor for analysing the time period in
which project has to be completed. This project will take around 6-7 months.
Quality: In case of quality, it is the way by which managers of the company are
relaxed that all the business operations and activities are done in an effective manner.
Communication: Communication is an important factor that is associated with
transfer of data and information from one level to another in a business concern . I n this
given research communication with production group will help in knowing about
effective production of designer shoe. The project manager has to communicate in an

effective manner for instructing all departments to do their work. The designer shoe will
be so much attractive that every brand will admire how it is so comfortable and good.
Risk: Risk is an important factor required by the company to complete the
project effectively (Dutta, and Bose, 2015). The major risk in this project is that if there
is no proper utilisation of resources then there will be problem in doing different project
activities. Also other risks include lack of money and skills of marketing department.
Resources: Resources are another factor which is part of successful project.
This is defined as the requirement which are required by investigator for accomplishing
any project.
Success Criteria of project
How project can be measured
The quality of design will be measured through different stages of project. An evaluation
is done at regular intervals so that there will be no error in project.
P3 Produce a work breakdown structure and Gantt chart
Gantt chart - It is a graphical description of report schedule which states that
where to start project and when to finish. In other words it is graphical presentation of
charts and bar which is widely used in project management. Henry Gantt, a mechanical
engineer designed the Gantt chart. It also used for planning project and explanation of
order in which work should be completed. Most of the time, chart is portrayed in
horizontal bar because it easy to understand by the project mangers and employees
working on (Glukhov, Ilin, and Levina, 2015). It also indicate the actual length of project
timelines which include duration, task procedure and project completion date. A Gantt
chart also manage and control given work and resources which are allocated during
project. It provide aid to manager to ensure that project is on track if not so then,
manager can communicate with their subordinates to improve the status of initial
project.

Work break down structure - WBS starts with a large project and with the aim
break down into smaller and understandable pieces. It will provide ease to the manager
to evaluate the project and assign the task easily and efficiently to respective team
rather than to focus on individual action to accomplish the task. Work break down
structure, mainly focus on deliverables and accountability of work do to be achieve in
given time. It is done to achieve the target and with given hierarchy which modifies the
large junk of project into simpler and smaller parts, which are more manageable. It
divides the piece of work into sub parts that even a single person can manage the work.
All these work should add up with the total budget and time allotted for the entire tenure.
It is important for the managers to complete the task frame because delay in work may
cost large amount of cash to the company.

P4 Give a small scale research
Research methodology:
It is an effective technique sued by analyst to conduct an investigation for finding
out best solutions for specific issues (Hillary, ed., 2017). A research methodology is
consist to be a systematic framework which include various guidelines, blueprints and
data collection tools used for gathering informations from internal as well as external
sources. Most of the investigator might use primary and secondary data for carry out an
experiments. An investigation could be theoretical or practical analysis for drawing out
conclusion of a study.
Research Design: A research design is a systematic layout which bifurcated as
exploratory and conclusive research design. In exploratory research the investigators
uses case study, literature research, survey or polls, interviews, focus group and
observations while conducting investigations. In contradictory conclusive research is
further classified as descriptive and causal investigations. Thereafter, descriptive
surveys are further divided as cross sectional and longitudinal design. Most of the
analyst use casual surveys depending on requirement of case for collecting in depth
knowledge about specific problems. Henceforth, drawing out optimal conclusion with an
effective summary.
Quantitative Research: The quantitative research is said to be collecting
numerical information that are majorly focused on “how many”, “how much” and “how
often” in closed ended question in questionnaire form. Most of the analyst uses ordinal
scale or ratio scale for comparing and analysing in numerical responses given by
respondent (Huntington, 2018). Some time researcher uses face-to-face interviews and
surveys for conducting an investigations.
Qualitative Research: The qualitative research aimed at gathering conceptual
data which majorly focuses on “what”, “when”, “why”, “where” and “who” in open ended
questions frames in questionnaire. The analyst uses likert scale for observing the
behaviour as well as nature of respondent who have filled up the form. The qualitative
research have major emphasis on forming in depth conversations about specific

queries. Most of investigator uses effective survey techniques on focus groups for
drawing conclusions.
In present report the investigator have used qualitative and research for
collecting fresh information through face-to-face interview from target respondent.
Sampling: It is a systematic procedures that are effectively utilised for analysis
statistical informations on small sample frame from overall populations. There are
various sampling methods like simple random sampling, convenience sampling and
many more. In present report the analyst have used simple random sampling for
collecting raw informations (Julien, 2018).
Sample size: The sample size are described as same frame from overall populations.
In this study, researcher have chosen 20 respondent from populations.
Questionnaire
Q1) Is it important for a business organisation to have an effective market strategy?
a) Yes
b) No
Q2) As per your thoughts, which marketing approach is best suitable for fashion
designers of shoes?
a) Crowdsourcing
b) Social media
C) Mixed media
Q3) Is there a need for analysing demand and needs of customer for making designer
shoes?
a) Yes
b) No
Q4) Based on your thinking, how globalisation will help in increasing the sales of the
company?
a) Increase in number of potential customers
b) Enhancement in both productive and profit margins of company

c) Increase in loyal customers
Q5) As per your thoughts, what is the major requirement of a customer in summer
shoe?
a) Comfortable
b) Reliability and durability
c) Good performance
Q6) By following an effective strategy will fashion designer will gain competitive
advantage in market?
a) Yes
b) No
Q7) As per your thoughts, what are various challenges while designing of shoes?
a) Identification of different kind of customers
b) Finding the best suitable approach
Q8) Have you ever used shoes made by fashion designer?
a) Yes
b) No
Q9) According to your opinion, do you think people will like new summer designer
shoe?
a) May be
b) May be not
c) Don't have any idea
Q10) Any recommendations?
P5 Analyse research data using various techniques
Q1) Is it important for a business organisation to have an effective
market strategy?
Frequency
a) Yes 15
b) No 5

Q2) As per your thoughts, which marketing approach is best
suitable for fashion designers of shoes?
Frequency
a) Crowdsourcing 12
b) Social media 6
c) Mixed media 2
Q3) Is there a need for analysing demand and needs of customer
for making designer shoes?
Frequency
a) Yes 17
b) No 3
Q4) Based on your thinking, how globalisation will help in
increasing the sales of the company?
Frequency
a) Increase in number of potential customers 15
b) Enhancement in both productive and profit margins of company 4
c) Increase in loyal customers 1
Q5) As per your thoughts, what is the major requirement of a
customer in summer shoe?
Frequency
a) Comfortable 15
b) Reliability and durability 3
c) Good performance 2
Q6) By following an effective strategy will fashion designer will
gain competitive advantage in market?
Frequency
a) Yes 15
b) No 5
Q7) As per your thoughts, what are various challenges while
designing of shoes?
Frequency
a) Identification of different kind of customers 10