Business Project Report: Marks and Spencer New Product Launch 2019

This report examines the launch of Marks & Spencer's new summer shoe, presented at London Fashion Week in 2019. The report details the project's aims, objectives, and a comprehensive project management plan, including cost, time, quality, risk, scope, communication, and resource considerations. It utilizes Gantt charts and work breakdown structures for time frame management. The research methodology employed includes both primary and secondary research, with a focus on qualitative research methods, sampling techniques, and a questionnaire for data collection. The report analyzes collected data, provides interpretations, and concludes with recommendations for future product launches. The report aims to identify the importance of launching a new product in the target market to enhance business profitability, analyzing practices, and identifying how M&S can enhance profitability by launching new shoes in the market. The report also includes a reflection on the project process.

Managing a successful
business project

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Aims and Objectives.........................................................................................................3
P2 Project Management Plan..................................................................................................4
P3 Time frames work.............................................................................................................5
TASK 2............................................................................................................................................8
P4 Research Methodology......................................................................................................8
Primary Research....................................................................................................................8
TASK 3..........................................................................................................................................11
P5 Data analysis and interpretation......................................................................................11
P6 Recommendation.............................................................................................................18
TASK 4..........................................................................................................................................19
P7 Reflection........................................................................................................................19
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................20
.......................................................................................................................................................20

INTRODUCTION
Globalisation is defined as procedure of global integration which arise from interchange
of products, services, ideas, world views and other aspects of culture (Basu, 2017). This is also
called as economic process which interact and integrate among companies, government and
people globally. There are various benefits which organisation receives through globalisation in
terms of rising profits, revenues and gain for accomplishment and attainment of goal and
objectives. This assist in developing nation and their living standard of people. The chosen
organisation is Marks and Spencer which is multinational retailer business in United Kingdom. It
was established in 1884 that deals in products, clothing and luxury products. According to
scenario in assignment, the respective organisation has launched their new product that is
summer shoe and presented at London Fashion Week which will be held on 16th- 20th November,
2019. The aim of report is to discuss about aim, objectives, time framework and project
management plan. The research methodology has prepared along with questionnaire for
collection of data and information for effective outcomes.
TASK 1
P1 Aims and Objectives
Background of Project
The organisation chosen for project work is Marks and Spencer which is multinational
and grocery business established at United Kingdom in 1884. This is providing goods and
services globally for fulfilling requirements of consumers. It is operating 1463 shops in different
locations where more than 80787 staff are working in order to provide products. Currently, it has
developed new shoes at London Fashion Week. The characteristics of product is that it carry
light weight and has long durability. For new product development, there is project manager who
assist organisation to achieve goal and objectives. The summer week will be organised from 16th
- 20th November, 2019. For achievement of effective results, aim and objectives has made in
proper manner.
Research Aim
To identify the importance of launching a new product in target market in order to
enhance business profitability. A study on Marks and Spencer.
Research Objectives

 To analyse the practices of launching a new product in market.
 To identify the importance of introducing new product in market for M&S.
 To analyse how M&S can enhance business profitability by launching new shoes in
market.
Research Questions
 What are the practices of launching a new product in market?
 What are the importance of introducing new product in market for M&S?
 How M&S can enhance business profitability by launching new shoes in market?
P2 Project Management Plan
Project management plan is an written document that offers a professional guidelines to
give proper knowledge and information that should be elaborated in early stage of the project in
form of project management plan (Brady and Davies, 2014). The main purpose of project
management plan to provide baseline regarding the objective of the project and way to achieve it
and reporting units with way of communication to the end user in proper manner. There are
important tools of project management plan that are as follows:
Cost
It is one of most important aspect for the project to determine their each and every
associated value that are carried out and determine by the project manager. It is one of crucial
factor that defines about cost associated while conducting the research. In that regards budget
should be prepared and research should be conducted in proper manner. For that project manager
have to evaluate the cost that are required while conducting research that are 120 pounds and 190
for conducting the whole research.
Time
It is one of most important factor that determines each and every activity that takes
proper time while conducting the research to get desirable objectives (Chang and et.al., 2012).
By estimating each and every activity in proper manner organisation can be able to complete
their activities on the prescribed time frame. In order to researcher requires the 6 to 7 weeks for
accomplish their tasks in proper manner. With they requires 8 weeks for achieving the
organisational goals and objectives in proper manner.
Quality

This is one of crucial factor to determine the results that accomplished after the
conducting the research project that ultimately helps in taking crucial decisions. With the help of
both primary and secondary research they can be able to collect necessary knowledge and
information that proved beneficial for project manager to get qualitative results. By taking data
from the authenticate sources they can be able to get potential results.
Risk
It is one of important and crucial factor that associated with every kind of project, at time
of conducting research it should be necessary to evaluate the risk factors (de Carvalho, 2014). By
evaluating the risk factor they can adopt one of best strategies to eliminate at maximum level
associated risk. Project manager faces some kind of risk that are lack of authenticate resources
and financial issues and many more.
Scope
It is one of most important factor of a project to acknowledge its importance for
organisations as well as individuals to get potential outcomes. The major scope of that project is
to develop a new product after analysing the current and potential needs and wants of consumers
to get one of important outcomes. It helps to enlarge business opportunities in better manner.
Communication
This helps to share the important knowledge and information to the right people at right
time. In order to project manager have to collect right knowledge and transfer it to ultimate user
so that important decisions should be taken. By using various methods such as email, message
and social media they share potential knowledge and information.
Resources
In order to conduct project for organisation, different resources are required for
achievement of goal and objectives. The resources which are essential for researcher includes
books and journals with adequate information in order to collect data and information, funding,
manpower. The organisation requires resources in terms of funding, high capable manpower,
time and others (Gustafson, 2012).
P3 Time frames work
The different time frame work used by respective organisation for completion of project
are as follows:
Gantt Chart

It was established in 1917 by Henry Gantt which is represented through in graphic form
(Hillson, 2017). This show schedule of project where different activities and date of completion
are shown in proper manner. There are bar charts which is used in order to plan project and
define task for completion of work. It assist in monitoring, scheduling, managing task and
resources that represents timeline of assigned project. This is represented through horizontal axis
which shows time period of different tasks and vertical axis depicts performance of various
tasks. This helps in tracking of each and every activities of project work.

Work Breakdown Structure
In an organisation various complex and long processing activities are performed by
managers and employees to achieve desired targets (Lambert and Enz, 2012). To make these
complex activities easy to understand and perform Work breakdown structure is commonly used.
A work breakdown structure is a method for getting a complex projects done in simple and multi
steps. According to Project Management Body of Knowledge, the work breakdown structure is a
“ hierarchical representation of work defining deliverable aspects to be executed by project
team”. WBS is a hierarchical structure that outlines project and breaks it down into more smaller
and controllable parts. Its main goal is to make large and complex projects manageable and
understandable which will lead to better team productivity and easier project management. The
project managers used this method for modifying execution of project. There are following
components for creating WBS in projects such as: accurate and readable projects, helps to
estimate cost, risk and time occupied for completing a project. A Work Breakdown Structure
contains several components such as: code of accounts, work packages and dictionary. WBS is
beneficial process as it defines and organise work required, quick development of a schedule and
identification of potential risks. Hence, efficiency of WBS can determine success of a project.

TASK 2
P4 Research Methodology
Primary Research
It is define as a type of research in which data is collected individually in the form of
survey, face to face interaction and other sources (Matos and Silvestre, 2013). This research is
mainly conducted by small business so that they can perform their activities in effective manner.
Primary research cannot be conducted on large scale because it is a time consuming process. The
advantage of this research is that individual get chance to influence their customer as well as they
can also determine the behaviour as well as interest of them. Primary research is an expensive
procedure and it require lots of funds in order to perform it effectively.
Secondary Research
It is referred to the process of gathering information from the secondary source such as
newspapers, magazines and many more. This research is conducted by large corporates so that
they can collect relevant and accurate data. Secondary research is cost effective as well as also

saves times of individual. But there is not assurance that data collected is accurate or not. In
addition to this, individual will also not able to get instant result due to which there further
activities will get affected. Along with this, it will be difficult for the individual to determine
behaviour and interest of the customer.
Hence, for conducting this respective research primary method will be effective. It is
because there will opportunity of less mistakes and collection of accurate and relevant data.
Qualitative Research
In this type of research, individual gain understanding of customer behaviour, opinions
and their views which provides them modality into the problem through which they are able to
develop ideas for potential quantitative research (Nicholas and Steyn, 2017). There are various
methods of qualitative research such as case study research, focus group, record keeping and
many more. These method help an individual to conduct their research in effective and better
manner. Qualitative research collect multiple forms of information instead of depending on
single source of data. Therefore, in this research it is easy build trust of customer by having
effective communication with them which aid them to collect data as per their requirement.
Quantitative Research
This research is define as process of quantify the issue by way of generating numerical
data which will help in determining opinions and behaviour of customer and generate outcome
from large number of population. There are several tools through which this research is
conducted in effective manner such as cross sectional research, longitudinal research and many
more. The benefit of this research is that it gathers reliable as well as relevant information as well
as with this research data is collected at faster rate.
Therefore, from both the research qualitative research is better and effective because
through this research there will be possibility of appropriate data and better outcomes.
Sampling
It is define as a procedure of conducting statistical analysis which aid in determining
number of observations gathered from large population (Opelt and et.al., 2013). This method
depends on the type of methodology which is performed but indulge systematic as well as
random sampling method. There are different types of sampling method such as equal
probability systematic sampling, stratified simple random sampling, cluster sampling and so on.
The advantage of sampling is that its scope is vast and accuracy of data collected is also wide.

Along with this, it incurs low cost and has a better affinity. The sample size is 30 for research
work.
Questionnaire
It is described as method which is used for collecting and assembling information from
sample size. This is described as set of questions related with subject matter.
Questionnaire
Name:
Age:
Contact:
Address:
Q1 Are you aware about the concept of new product launch?
a. Yes
b. No
Q2 What major factors M&S requires to consider at the time of introducing their new
shoes in London fashion week?
a. Cost of product
b. Design of product
c. Consumer need and requirement
d. All of the above
Q3 Do you think new shoes of M&S can influence decision making of consumers?
a. Yes
b. No
Q4 Is there any requirement of implementing promotional techniques while introducing
new shoes in market?
a. Yes
b. No
Q5 What are the major importance of new product launch for M&S?
a. Earning profits
b. Increasing market share
c. Creating high brand value
Q6 What can be the different modes through which M&S can promote their products in

market?
a. Offline mode
b. Online mode
c. Both of them
Q7 What are the unique feature requiring to introduce by M&S in their new shoes?
a. New design
b. Affordable price
c. Comfort to wear
d. All of them
Q8 Who can be the major competitors of M&S in London fashion Week?
a. Zara
b. M&S
c. Gucci
Q9 What are the ways through which M&S can introduce thei new shoes in London
fashion week?
Q10 Any improvements that Marks and Spencer requires to implement at the time of new
product launch.
TASK 3
P5 Data analysis and interpretation
Theme 1
Q1 Are you aware about the concept of new product launch? Frequency
a. Yes 20
b. No 10

Interpretation
After going through above graphical presentation it has been analysed that, most of the
respondents are aware with the concept of new product launch. As out of 30 respondents 20 are
in the favour of yes whereas, remaining 10 are saying no they are not aware with the concept of
new product launch.
Theme 2
Q2 What major factors M&S requires to consider at the time of
introducing their new shoes in London fashion week?
Frequency
a. Cost of product 7
b. Design of product 5
c. Consumer need and requirement 10
d. All of the above 8
a. Yes b. No
0
5
10
15
20
25
20
10 Column B

Interpretation
From the above mention graphical presentation it has been identified that, company have
to mainly consider consumer need and requirement as well out of 30 respondents 10 are in the
favour of this. Whereas, another major factor is cost of product as 7 respondents are saying about
it and 5 are in the favour of product design. Where are remaining 8 are saying all the three
factors are important.
Theme 3
Do you think new shoes of M&S can influence decision making of
consumers ?
Frequency
Yes 18
No 12
a. Cost of product
b. Design of product
c. Consumer need and requirement
d. All of the above
0
2
4
6
8
10
12
7
5
10
8
Column B

Interpretation
Through above data it can be analysis that when a company introduce new products and
service it will impact on decision making of customers. According to data collected through 30
respondents, in respect of 18 audiences their decision gets influenced when M&S introduce new
product i.e. shoes. On the other hand, according to left over 12 respondents the respective factor
didn’t impact on decision making.
Theme 4: Promotional practices
Q4 Is there any requirement of implementing promotional Frequency
Yes No
0
2
4
6
8
10
12
14
16
18
20
18
12
Column B

techniques while introducing new shoes in market?
Yes 19
No 11
Interpretation
By analysing above data it can be determine that when a company expand their products
range they need to conduct promotional activities. In respect of 19 respondents out of 30, they
are agreeing that respective company need to conduct promotional activities when they introduce
new shoes. In regards of left over 11 candidates they didn’t required to conduct promotional
activities while introducing new shoes.
19
11
Yes
No

Theme 5: Major importance of new product
Q5 What are the major importance of new product launch for M&S? Frequency
a. Earning profits 15
b. Increasing market share 8
c. Creating high brand value 7
Interpretation: From the above graphical representation it has been analysed that major
importance of introducing new product in market is for earning maximum profit easily. As out of
30 respondents, 15 are in its favour whereas other 8 are in Increasing market share and 7 in
creating high brand value.
Theme 6 Modes to promote business products
Q6 What can be the different modes through which M&S can promote
their products in market?
Frequency
a. Offline mode 8
a. Earning profits
b. Increasing market share
c. Creating high brand value
0
2
4
6
8
10
12
14
16 15
8 7
Column C

b. Online mode 18
c. Both of them 4
Interpretation: From the above graphs it has been analysed that out of 30 respondents, 18 think
that M&S can promote their products through online mode easily whereas 8 are in the favour of
offline mode.
Theme 7: Requirement of unique features
Q7 What are the unique feature requiring to introduce by M&S in their
new shoes?
Frequency
a. New design 8
b. Affordable price 7
c. Comfort to wear 5
d. All of them 10
a. Offline mode
b. Online mode
c. Both of them
0
5
10
15
20
8
18
4 Column C

Interpretation: As per the above presentation it has been identified that M&S requires to
implement unique features as New designs, Affordable price and comfortability in their new
shoes.
Theme 8: Major competitors
Q8 Who can be the major competitors of M&S in London fashion
Week?
Frequency
a. Zara 10
b. M&S 8
c. Gucci 12
a. New design
b. Affordable price
c. Comfort to wear
d. All of them
0
2
4
6
8
10
12
8 7
5
10
Column C
a. Zara b. M&S c. Gucci
0
2
4
6
8
10
12
14
10
8
12
Column C

Interpretation: On the basis of above representation it has been analysed that out of 30
respondents, 12 are think that Gucci can be major competitors of M&S in London fashion week.
P6 Recommendation
It has been recommended that project manager have to select data and information from
the large number of consumer base so that accurate results should be accomplished and potential
decisions should be taken to remain always competitive in marketplace. Project manager have to
share reliable knowledge and information to the right people so that potential results should be
accomplished to remain always competitive in marketplace. Data should be verified from various
sources and it not so much fluctuating data not give reliable information to take decisions that are
very much important for a researcher to build accuracy for attaining their goals.
TASK 4
P7 Reflection
While doing such project I have faced lots of difficulties and problems to achieve goal
and objectives of business. I did not find appropriate solution to problem as respondents did not
reply positive so that I can collect data and information for assigned work. They provide
irrelevant information for project work. Through this project I have learned my new things which
can helps me to enhance and develop personal and professional development. The skills which I
have learned through this project work are team building, communication, problem solving,
leadership and negotiation. These all skills help me to develop and improve my career growth
and development. This is first experience where I have learned various new and different things.
If get an opportunity to do same type of project then I can easily do it without any difficulties.
Therefore, in this way I can easily improve myself for better career growth and achieve success.
CONCLUSION
Hence from the above research report, it can be concluded that there are different
elements which are necessary for performing this research in effective manner. The research task
is based on the improvement of products as well as services by adding new features as well as
extra value in it. Prior introducing goods at marketplace, it is important to conduct market
analysis so that taste and preferences of customer can be identified. With the help of this,

company will be able to produce their products as per the requirement. This will aid them to
increase their sales as well as profitability ratio.