Business Project: Nike Air Espadrille Marketing Plan

Desklib provides past papers and solved assignments for students. This project analyzes the market for Nike's new summer shoe.

MANAGING A SUCCESSFUL BUSINESS PROJECT
A Project to create and market a new summer shoe “Nike Air Espadrille” with reference to Nike

Table of Contents
INTRODUCTION............................................................................................................................. 3
Task a) establish aims and objectives for the project....................................................................4
Project Definition.......................................................................................................................4
Project Statement......................................................................................................................4
Project Aim and Objectives........................................................................................................4
Task b) produced an appropriate project management plan including relevant actions..............5
Project Scope............................................................................................................................. 5
Included Scope.......................................................................................................................5
Excluded Scope...................................................................................................................... 5
Project budget and Cost............................................................................................................ 5
Quality Control...........................................................................................................................6
Communication Plan..................................................................................................................6
Project Risks...............................................................................................................................7
Project Resources...................................................................................................................... 7
Gantt chart (Time Schedule)......................................................................................................8
Work Breakdown Structure.......................................................................................................8
Project Logbook......................................................................................................................... 8
Task c) conduct research to general knowledge..........................................................................11
Accuracy and reliability of different research methods applied..............................................14
Task d) analysing the findings and drawing the conclusion.........................................................15
Task e) presenting and producing the project in an appropriate manner...................................16
Task f) communicating the recommendations appropriately for intended audience..................21
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Task g) completing the performance review:..............................................................................22
a) The success of the project and its usefulness in supporting the organizational performance
................................................................................................................................................. 22
b) My performance..................................................................................................................23
CONCLUSION............................................................................................................................... 25
REFERENCES.................................................................................................................................26
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“A Project to create and market a new summer shoe “Nike Air Espadrille” with reference to
Nike”
INTRODUCTION
‘The first impression is the last impression' is one of the famous sayings which is true especially
when an individual meets the other people for the first time. The first-thing the individual
notices in others is the footwear they wear, therefore it is essential to focus on the footwear
worn by the individual. Nowadays the Fashion has gained one of the inseparable presences in
the life of an individual (Angioni et al., 2012). Fashion is referred to the latest trend in the
accessories, clothing, footwear and foods, lifestyle and so on. Earlier the people used to have ‘I
don't care' attitude towards the fashion however this has been changed in recent times as
people have become conscious about themselves. They need the product to be elegant and at
the same time comfortable and with high quality.
This project is focused on analysing the market to introduce new summer shoe in the market.
The changes in the needs and requirements of the customers intensified the market with a
number of competitors that provide high quality and comfortable footwear (Russo and
Cardinali, 2012). This project includes the aim as well as objective taking into account as a
Product Design manager who designs, manufacture and sells the summer shoes of Nike around
the world. A proper project management plan is developed for the timely completion of the
project. It also includes the outcome and conclusion of the research project along with the
recommendation. In the end, the self-reflection is provided to analyze the performance review.
Nike is one of the largest American multinational corporations around the world that designs,
develops, manufactures and sales the footwear, equipment, apparels, accessories and services.
It is the leading supplier of the athletic shoes and apparel around the world and it is also a
major manufacturer of sports equipment. Kits are manufactured and provided by Nike to a
wide range of teams such as Manchester city, Saint-German, Barcelona, and Paris and so on.
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Task a) establish aims and objectives for the project
Project Definition
Project management is defined as a discipline that utilizes the procedures, principles and
policies to guide and manage the project from its conception till completion in a successful
manner (Annan, 2017).
Project Statement
This business project is focused on identifying and analysing the external market for the new
summer shoes introduced by Nike. Being a Product Design Manager, a research project is
planned and implemented to design, manufacture and sell the new summer shoes launched by
Nike to major industry representatives at London Fashion Week, 2019.
Project Aim and Objectives
This project aims to create as well as market the new summer shoe model shoe “Nike Air
Espadrille” in order to compete with other major brands such as Adidas, Jordan, Reebok, and so
on. A SMART framework is being used in this research to develop aims and objectives and
follow the time schedule to reach out to the outcomes and conclusion (Travaglini et al., 2015).
The objectives of the business project with reference to Nike are:
1. To design and create the new summer shoe “Nike Air Espadrille” by Nike.
2. To explore the promotional activities carried out by Nike for the sales of “Nike Air
Espadrille” a new summer shoe.
3. To sell the new summer shoes launched by Nike to major industry representatives at
London Fashion Week, 2019.
The product design manager will be able to plan and implement the project including the
designing, manufacturing and sell the new summer shoe in competition with other brands and
sell to major industry representatives during London fashion week.
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Task b) produced an appropriate project management plan including
relevant actions
Project Scope
Included Scope
A questionnaire survey will be included in this research to gather the data regarding the new
summer shoe launched by Nike (Banerjee, 2018). This business project specifically focuses on
designing, manufacturing, marketing and selling the new summer shoe “Nike Air Espadrille” in
the market. It will be based on the necessary actions and activities in creating as well as
promoting the new summer shoe developed by Nike. It will include all the activities carried out
in designing, manufacturing, promoting and selling the new summer shoe (Mahdi et al., 2015).
The research survey will be carried near the retail stores in order to collect the viable responses
by the employees.
Excluded Scope
This business research does not compare the activities carried out by Nike to create and
promote the summer shoe with other brands. It does not include products other than summer
shoe. It does not cover any geographical area and any funding activities during the
manufacturing of summer shoe (Martínez-Mora and Merino, 2014). It also not includes any
other function such as production, operations and so on with respect to the creation of summer
shoe except marketing.
Project budget and Cost
Particulars Estimated Costs Actual costs
incurred
Stationery material £100 £115
Human resources £2500 £2700
IT hardware and software £250 £285
Raw materials to manufacture summer £350 £390
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shoe
Machines and equipment to design and
manufacture summer shoe
£800 £900
Miscellaneous resources £400 £410
Other administrative costs £330 £300
Total £4730 £5100
Quality Control
While carrying out the research, the required ethical considerations will be considered. The
anonymity and privacy of the respondents will be ensured and the collection and analysis of the
data will be carried in an unbiased manner (Chen, 2011). In order to manage the flow of the
research, a guidance form the project head will be taken to avoid the occurrence of any issue or
obstruction. Mutual consent will be sought to identify the willingness of the participants before
carrying out the research survey.
Communication Plan
The questionnaire survey will be carried out by selecting the employees who work at Nike. The
employee included in this research will be provided with detailed information including the
aims and objectives (Park, 2013). For the active participation of the employees, their queries
and requests have been answered. The findings and outcome of the research will be
communicated to each participant via mail. The guidance and direction will be sought from the
project head through regular interaction.
Description Type Delivery
method
Target
audience
Delivery frequency
Daily report Informational Face-to-face Managers,
Project Team
Daily
Schedule
report
Informational Stand-up
presentation
Managers,
Project Team
Fortnight
Status Mandatory Email Managers, Monthly
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report Project Team
Evaluation
report
Mandatory Email Managers,
Project Team
Monthly
Final report Mandatory Presentation Managers,
Project Team
On submission date
Project Risks
Quality management is the major concern for this research as maintaining the quality of the
research is essential to successfully meet the aims and objectives. Also focus on the budget of
this business project must be considered to complete it within the cost estimated. The Gantt
chart and work breakdown structure are prepared to complete the activities of the tasks within
the time stipulated for the project (Luo and Du, 2012). The details of the project's survey are
communicated to each participant to ensure their honest engagement and responses for the
accomplishment of research aims and objectives.
Project Resources
Human resources and other physical resources are required to carry out this research. The
guidance and direction should be taken from the supervisor and project head (Rahman and
Areni, 2014). There will be other human resources such as designers, manufacturers who will
manufacture the summer shoe to be launched by Nike in the London fashion week to be sold to
major industry representatives. The support from staff is sought in order to collect the data and
analyse it in an effective manner. Other physical resources include the raw material, machines
and equipment to manufacture summer shoe. Also, it includes analytical tools such as Ms-
Word, survey applications to collect and evaluate the data to meet the research aims as well as
objectives (Jiménez-Zarco et al., 2011). The costs and expenses to be incurred to complete the
research project were estimated in the budget prepared for the project.
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Gantt chart (Time Schedule)
Devising the aims and objectives
Producing a project management plan
Data collection and analysis
Research findings and conclusion
Preparation and presentation of project report
Communicating the recommendations appropriately
Self-reflection to review performance
26-Feb
17-Apr
6-Jun
26-Jul
14-Sep
3-Nov
23-Dec
11-Feb
2-Apr
Work Breakdown Structure
Activitie
s
Actions are taken Start date End date Duration
(in days)
1 Devising the aims and objectives 19-11-2018 25-11-2018 7
2 Producing a project management
plan
26-11-2018 09-12-2018 14
3 Data collection and analysis 10-12-2018 23-12-2018 14
4 Research findings and conclusion 24-12-2018 06-01-2019 14
5 Preparation and presentation of
project report
07-01-2019 13-01-2019 7
6 Communicating the
recommendations appropriately
14-01-2019 20-01-2019 7
7 Self-reflection to review
performance
21-01-2019 27-01-2019 7
Project Logbook
Date Activity Action was taken Person- Signatur Remarks
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in-
charge
e
19-11-
2018- 25-
11-2018
Planning
commencemen
t
Devising the aims and
objectives
Manager,
support
staff
- -
26-11-
2018-09-
12-2018
Project
management
(Du et al., 2016)
Producing a project
management plan
Manager,
support
staff
- As per
requirements
10-12-
2018-
23-12-2018
Data collections
and analysis
Data collection and
analysis
Manager,
support
staff
- -
24-12-
2018-
06-01-2019
Recording the
outcome and
conclusion
Research findings and
conclusion
Manager,
support
staff
- -
07-01-
2019-
13-01-2019
Drafting the
project(Kapfere
r, 2012)
Preparation and
presentation of
project report
Manager,
support
staff
- As per
requirements
14-01-
2019-
20-01-2019
Project
recommendatio
ns
Communicating the
recommendations
appropriately
Manager,
support
staff
- -
21-01-
2019-
27-01-2019
Self-reflection Self-reflection to
review performance
Manager,
support
staff
- As per
requirements
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Nike Air Espadrille
Nike has planned to launch its one of the new summer footwear models that is Air Espadrille. It
will be launched at London fashion week. The shoe list of Nike is completely revamped and
reflects the latest market offerings, style, trends and so on. It has high breathability and style. It
has high-quality midsole and support that conveys the brand. The leather style is soft leather
and the pattern type I solid which can be worn at any casual occasion (Paharia et al., 2013). The
style majorly focused on are leisure, fashion and comfortable.
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Task c) conduct research to general knowledge
Primary and secondary research
Secondary research is conducted to gather background information relevant to the research
topic. This background information is collected from different sources such as articles, online
publications, journals, books and so on (Kaye, 2012). From the total of 55 secondary sources, at
least 20 secondary researches have been included in this research. The primary research is
conducted to gather the required data to meet the research aims as well as objectives.
Qualitative and quantitative researches are employed in this research with the aim to measure
the opinions and views of the respondents (Serafin, 2011).
Qualitative research
The qualitative research method helps in understanding the views and opinions of the
participants regarding the creation and marketing of brand–new summer shoe. There is a
substantial change in the footwear market according to the analysis in previous years. The
consumer buying behaviour is changed due to noticeable distortion in demand (Banerjee,
2018). This research identifies the common aspects that altered the buying behaviour of the
consumers in the market. Earlier the shoes were worn by individuals for serviceable purpose
nowadays the mindset of the individuals have they the shoes symbolizes as the standard of
living, behaviour and line of work of the individuals (Squadrone et al., 2015).
It articulates the individuality and uniqueness in order to underline the social status. Therefore
the consumer desires for a shoe brand rather than a different. The shopping behaviour of
consumers depends on the impact of brand image Banerjee, 2018). Heel the World is a
privately-owned company which was founded by Fred Deegbe that provides the luxury shoes
and accessories to tie cherished clients. The study on this business determines the need to
increase brand awareness and sale through the launch of bespoke collection (Annan, 2017). It
used the experiential framework to create a solution with the key success factors to launch a
luxury brand provided by the literature to create a marketing plan.
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