Project Management Plan for Marks & Spencer’s New Summer Shoe Launch

Desklib provides past papers and solved assignments for students. This project analyzes Marks & Spencer’s summer shoe launch.

Managing a successful business
project
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TABLE OF CONTENTS
1. Project Definition.........................................................................................................................6
Problem Statement.......................................................................................................................6
Project Strategy............................................................................................................................6
Project Objectives........................................................................................................................6
Performance, Cost, and Time Objectives....................................................................................6
Deliverables.................................................................................................................................7
Project Scope Statement..............................................................................................................7
Success Criteria...........................................................................................................................8
Project Assumptions....................................................................................................................8
Implementation Plan....................................................................................................................8
Work Breakdown Structure.........................................................................................................9
Schedule (Gantt Chart)................................................................................................................9
Project Processes.......................................................................................................................11
Communication Plan.................................................................................................................11
LO2................................................................................................................................................11
P4 Carry out small-scale research by applying qualitative and quantitative research
methods appropriate for meeting project aims and objectives..............................................11
M2 Evaluate the accuracy and reliability of different research methods applied......................15
LO3................................................................................................................................................16
P5 Analyse research and data using appropriate tools and techniques......................................16
P6 Communicate appropriate recommendations as a result of research and data analysis to
draw valid and meaningful conclusions....................................................................................17
Conclusion.............................................................................................................................17
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M3 Evaluate the selection of appropriate tools and techniques for accuracy and authenticity to
support and justify recommendations........................................................................................18
D2 Critically evaluate and reflect on the project outcomes, the decision- making process and
changes or developments of the initial project management plan to support justification of
recommendations and learning during the project.....................................................................18
LO4................................................................................................................................................19
P7 Reflect on the value of undertaking the research to meet stated objectives and own learning
and performance........................................................................................................................19
M4 Evaluate the value of the project management process and use of quality research to meet
stated objectives and support own learning and performance...................................................19
References......................................................................................................................................20
Appendix........................................................................................................................................22
Questionnaire.............................................................................................................................22
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LIST OF FIGURES
Figure 1: Work breakdown structure...............................................................................................7
Figure 2: Marks & Spencer’s is facing intense competition in fashion industry of UK...............11
Figure 3: Adequate market research has been conducted before finalizing the launch of new
summer shoe..................................................................................................................................12
Figure 4: Mixed techniques of marketing will be used by Marks & Spencer’s for launch of its
new product...................................................................................................................................13
Figure 5: The major challenges associated with the present project.............................................13
Figure 6: Test marketing of the product will be done before launching the same in London
Fashion Week................................................................................................................................14
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LIST OF TABLES
Table 1: Gantt chart.........................................................................................................................8
Table 2: Milestone.........................................................................................................................10
Table 3: Monitoring schedule........................................................................................................11
Table 4: Marks & Spencer’s is facing intense competition in fashion industry of UK.................12
Table 5: Adequate market research has been conducted before finalizing the launch of new
summer shoe..................................................................................................................................12
Table 6: Mixed techniques of marketing will be used by Marks & Spencer’s for launch of its new
product...........................................................................................................................................13
Table 7: The major challenges associated with the present project...............................................14
Table 8: Test marketing of the product will be done before launching the same in London
Fashion Week................................................................................................................................15
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1. Project Definition
Managing a successful business project is not considered as an easy task to perform and there are
wide ranges of factors which companies and project managers need to take care of during the
same (De Carvalho et al. 2015). For example, the project managers are required to develop
suitable aim and objectives of a study and at the same time, they need to define Gantt chart and
work breakdown structure of the same (Papke-Shields and Boyer-Wright, 2017). Furthermore,
effective monitoring of all processes and activities linked with the project needs to be carried out
to accomplish the desired goals and objectives.
In the present study, overview of a project linked with large fashion company i.e. Marks &
Spencer’s has been highlighted. The project is linked with developing and marketing a new
brand summer shoe so that the company can give intense competition to other payers in the
market. Furthermore, the project is also linked with launching an event related with sell of new
brand summer shoe.
Problem Statement
The problem here is linked with defining the way in which the project of Marks & Spencer’s can
be managed successfully and the desired outcomes can be achieved.
Project Strategy
The project strategy will be directed towards collecting data from the managers of Marks &
Spencer’s to understand different areas linked with the project. The rationale behind selecting
this strategy is that it will support in getting more accurate and reliable information.
Project Objectives
 To create and market a brand new summer shoe
 To launch an event for the sale of new shoe
 To provide intense competition to the other players in the market
 To increase the customer base and market share of Marks & Spencer’s
Performance, Cost, and Time Objectives
In the present scenario, effective and useful project management plans are considered as very
important to manage a project successfully and attain desired objectives. The project
management plan linked with the creation and marketing of summer shoe for Marks & Spencer’s
is discussed below as:
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Project cost- In terms of project cost, it has been estimated that a cost of 10000 British Pound
will be incurred (Serra and Kunc, 2015). The cost will mainly incur in three major activities
which are development of the summer shoe, marketing of the shoe and organizing the launching
event for the shoe.
Scope – The scope of present project is that it will directly provide Marks & Spencer’s with an
opportunity to gain competitive advantage over other players operating in the retail fashion
industry of UK. In addition to this, creating awareness and increase in the sales of Marks &
Spencer’s products are some other benefits associated with this project.
Time – The deadline for this project is very short as the London fashion week will start from 16th
February 2019 and therefore, 1 month is the time which has been provided to complete this
project.
Quality - Marks & Spencer’s has created a good brand image and reputation in the market and
therefore, the manager will be developing highest possible and premium quality of summer shoe
for the event.
Communication - Social media, newspaper and magazines are the three different communication
channels which will be used to make the target audience aware of the launching event and new
summer shoe (Kaiser et al. 2015).
Risk- In case of the selected project, slippage of the project deadline can be termed as one of the
most important identified risk. The slippage of deadline can results in creating several
complication and issues for Marks & Spencer’s to launch its summer shoe in London Fashion
Week.
Resources – The project manager will be required to focus on making arrangement of human,
financial and technological resources to deliver the project and attain the expected outcomes
(Bucero and Englund, 2015).
Deliverables
 Expressing the purpose or outcome in a tangible or intangible form (i.e product or
service)
 Products in the form of new summer shoe will be the key deliverables
Project Scope Statement
The scope of present project is that it will directly provide Marks & Spencer’s with an
opportunity to gain competitive advantage over other players operating in the retail fashion
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industry of UK. In addition to this, creating awareness and increase in the sales of Marks &
Spencer’s products are some other benefits associated with this project.
Included Scope
The scope consists of the following:
Collection and analysis of the data from primary sources
Excluded Scope
Work not included in this project is:
Use of statistical tools
Success Criteria
The demand of new summer shoes will en analyzed after the London fashion week to determine
the success of the project
Project Assumptions
Following are the assumptions made in developing the project plan:
Cost will increase by 5%
Adequate resources have been made available for the project
Implementation Plan
Key Milestone Start Date End Date
Developing the summer
shoe
16st January 2019 20th January 2019
Defining resource
requirement
16st January 2019 20th January 2019
Arranging resources 16st January 2019 24th January 2019
Developing marketing
strategies and plans
16st January 2019 31st December 2019
Finalizing the design of the
new summer shoe
16st January 2019 2nd February 2019
Selection suitable tools and
techniques for marketing
16st January 2019 2nd February 2019
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the summer shoe
Developing promotional
strategy for the event
16st January 2019 6th February 2019
Marketing the product 16st January 2019 6th February 2019
Launching the event for sale
at London Fashion week in
February
16st January 2019 16th February 2019
Work Breakdown Structure
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Developing and launching summer
shoe of Marks & Spencer’s in London
Fashion week
Finalizing the design
of the new summer
shoe
Developing the
product
Selection
suitable tools
and techniques
for marketing
the summer
shoe
Developing
promotional strategy
for the event
Selling the product to major industry
represntatives
Marketing the
product
Developing the summer shoe
Launching the event
for sale at London
Fashion week in
February

Schedule (Gantt Chart)
Activity/days 4 8 12 16 20 30
Developing the
summer shoe
Identifying the
overall resources
required for the
project
management
Arranging the
resources required
to conduct the
project
Formulating
strategies and plans
for marketing and
promotion of
clothes and
apparels
Finalizing the
design of the new
summer shoe
Selection suitable
tools and
techniques for
marketing the
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summer shoe
Developing
promotional
strategy for the
event
Marketing the
product
Launching the
event for sale at
London Fashion
week in February
Project Processes
The process will include two major stages which are developing the summer shoe and launching
the same in London Fashion week.
Communication Plan
Communication - Social media, newspaper and magazines are the three different communication
channels which will be used to make the target audience aware of the launching event and new
summer shoe (Kaiser et al. 2015).
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LO2
P4 Carry out small-scale research by applying qualitative and quantitative research methods
appropriate for meeting project aims and objectives
Theme 1: Marks & Spencer’s is facing intense competition in the UK fashion industry
Table 1: Marks & Spencer’s is facing intense competition in fashion industry of UK
Marks & Spencer’s is facing intense
competition in fashion industry of UK
Number of respondents
Yes 8
Can’t Say 1
No 1
80%
10%
10%
Marks & Spencer’s is facing intense competition in
fashion industry of UK
Yes Can’t Say No
Figure 1: Marks & Spencer’s is facing intense competition in fashion industry of UK
Theme 2: The brand has carried out adequate research before finalizing the launch of the
product
Table 2: Adequate market research has been conducted before finalizing the launch of new summer
shoe
Adequate market research has been conducted
before finalizing the launch of new summer
shoe
Number of respondents
12