Nike Summer Collection: Project Plan & Market Research

Desklib provides past papers and solved assignments; this project details a marketing plan for Nike's summer sneaker launch.

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to devise and advertise the new summer sneakers LAUNCHED
BY NIKE

Contents
TABLE OF FIGURES.................................................................................................2
INTRODUCTION.........................................................................................................3
A) AIMS AND OBJECTIVES FOR THE PROJECT AND OUTLINE THE
TIMELINE FOR PROJECT.........................................................................................5
B) PRODUCE AN APPROPRIATE PROJECT MANAGEMENT PLAN
INCLUDING THE RELEVANT ACTIONS IN ORDER TO MEET THE TIMEFRAMES
AND OBJECTIVES...................................................................................................10
C) CONDUCT THE RESEARCH FOR THE PROJECT......................................13
LITERATURE REVIEW.........................................................................................13
PRIMARY RESEARCH.........................................................................................14
D) ANALYSE THE FINDINGS AND DRAW CONCLUSIONS............................15
E) PRESENT THE RESULT AND THE OUTCOME TO THE INTENDED
AUDIENCE............................................................................................................... 18
F) RECOMMENDATIONS...................................................................................19
G) PERFORMANCE REVIEW.............................................................................20
CONCLUSION..........................................................................................................22
REFERENCES..........................................................................................................23
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TABLE OF FIGURES
Figure 1 Nike...............................................................................................................3
Figure 2 Gibbs reflective cycle..................................................................................20
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INTRODUCTION
It is very common in today's time that a person is best described by his or her
footwear. Especially for the youth today, there is a huge variety of footwear to
choose from. So it is very difficult for the companies and brands to come up with a
new product as there is already a whole of competition in the market. So to attract
customers for the new products is a deal very tough to crack. The project aims at
developing the new range of sneakers which is too launched as the summer
collection by Nike. The main frame line of the project is to analyse the market for the
successful launch of the new Nike Sneakers. Since there are already many exiting
brands with the same product in the market and may be of higher quality. So this
project helps in setting up the aims and objectives as per the requirements. In order
to complete the whole project in the given timeframe, a research plan is developed.
Along with the research plan, findings and conclusions are also drawn and at last, a
performance review analysis is also done.
Nike original known as the Blue Ribbon Sports was initially established as the
distributor of the Japanese shoes known as Onitsuka Tiger. But as for now, it is one
of the well-known and established sports equipment company operating globally in
almost 170 countries with the total of 30,000 employees across six continents. In the
journey throughout, Nike had maintained its brand portfolio in a very strong manner,
which includes Cole Haan, Converse, NIKE Golf, etc. Even Nike got itself listed as
one of the 100 best corporate companies. Even Nike got the top score in the
innovation and design given by Ceres (Soapboxie, 2016).
Figure 1 Nike
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Source: [Soapboxie, 2016]
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A)AIMS AND OBJECTIVES FOR THE PROJECT AND OUTLINE
THE TIMELINE FOR THE PROJECT
A business project is prepared with the aim of investigating the market and the
industry trend in order to launch the new summer sneaker collection of Nike. Also
prior to the launch, the project helped in the market analysis and the study of the
trend so to make the launch successful for the new summer sneaker collection
(Amatulli et al., 2016).
As a project manager, I was assigned the task to carry out the research in order to
access the trend and the market for the new summer sneaker and to design the
shoe in such a manner that it fits the wants and expectations of the customers and
also it has to be designed in such a way that fits the criteria of being presented in the
London Fashion Week (Carmignani and Zammori, 2015).
The project is made to analyse the current market and to create the space for the
new summer sneakers and to devise and advertise them in the market. The main
aim is to design the product in such a manner that is capable enough to compete in
the market with the already existing brands and also it can be represented in the
London fashion week (Chevalier and Mazzalovo, 2008). The objectives and the aims
for the company are set using the SMART framework i.e. it should be specific,
measurable, achievable, reliable and timely. This is done to ensure that the set
objectives are realistic in nature and also are achieved timely (Chevalier and
Mazzalovo, 2008).
Therefore the aims of the project are set as follows:
 To create the product i.e. summer sneaker collection of Nike.
 To analyse the market and the trends so as to design the product in a manner
that it is able to compete in the market (Choi, 2018).
 To formulate the marketing plan to market the new Nike sneaker summer
collection.
 To represent the summer collection of new Nike sneakers in London's fashion
week (Choi, 2018).
 To collaborate with the major industry players in the London fashion week.
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With the help of the above aims and objectives, the product manager is responsible
to create the summer sneaker collection of Nike and along with that need to create
the market for selling the product in the fashion week which is to be held in London
(Choi, 2018).
TIMELINE FOR THE PROJECT
A project is a combination of various activities like the proper planning of the project,
then the execution of the plan made, organising, monitoring and controlling of the
resources employed in the project so as to attain the set objectives and goals of the
company and in the given time frame. The scope of the project comprises of both
types of scope i.e. inclusive and exclusive scope (Crane and Matten, 2016).
Inclusive scope
 The project undertaken is for the research and development of the new summer
sneaker for the premium shoe brand, Nike (Crane and Matten, 2016).
 The project is going to cover the complete process of marketing i.e. starting from
the development to the delivery of the product to the customers (Goworek et al.,
2016).
 The project will also cove collaborating with the other major industry player.
 Innovation in the project i.e. creation of the new fashionable summer sneaker
(Crane and Matten, 2016).
Exclusive scope
 The financial aspect of the project while creating and launching the new summer
sneaker is not included in the project (Keiser et al., 2017).
 Another aspect apart from marketing is not considered in the project like
operations, management, human resource etc. for the creation and launch of the
summer sneakers collection for the brand (Keiser et al., 2017).
TIMESCALE AND TIME MANAGEMENT
The deadline to complete the task is between the 16th to 20the Feb, therefore this
date is of very much significance as the project is needed to be completed before
this deadline (Kim and Wingate, 2017). Therefore the time slots are allotted for each
and every task and in order to accomplish the set goals and objectives of the project,
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meeting of these timelines are very important. The set timeframe for each and every
activity are as follows:
ACTIVITIES AND
TASKS
ACTION TAKEN TIME NEEDED
ACTIVITY 1 Create the scrapbook of the
ideas regarding the designs
of the sneakers.
First week
ACTIVITY 2 To prepare a project blueprint
and meet the investors and
sponsors for the same.
First Week
ACTIVITY 3 Make a proposal for the raw
material to be used i.e. fabric
and all.
Second Week
ACTIVITY 4 Select the final design and
send to the technical team to
reproduce the design
highlighting the details.
Second Week
ACTIVITY 5 Procurement of the raw
material and getting the
sample shoe done.
Third and Fourth Week
ACTIVITY 6 Through checking of the
sample shoe i.e. all the
details are checked along
with the quality of the product
Fourth Week
ACTIVITY 7 Getting the sample approved Fourth Week
ACTIVITY 8 Getting the production done
in accordance with the
samples
Fifth week
ACTIVITY 9 Presentation of the new
summer sneaker collection in
London's fashion week.
Fifth Week
Cost sheet for the launch of the new summer sneaker collection by Nike.
Resource Specifications Budget cost
Information technology Hardware, software,
network
£15000
Human resource Project head, head
designer, subordinate
designer, floor staff
£5000
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Management Resources Coordination between the
departments, finances for
the project
£30000
Machines and
Equipment’s
Ewing machine, cutting
machine, measuring
machine etc.
£3000
Miscellaneous resource Papers, scissors,
stationery, printers,
scanners etc.
£1500
Quality management
In order to keep a check on the quality of the product designed, set targets for the
quality of the product which is to be met by your team. After that, the process is
defined to meet those quality standards and take the necessary actions for
measuring the quality of the product. After measuring the quality of the product,
analyse and identify the issue related to quality along with the area of improvement
(Macchion et al., 2015). After the quality check and all, the last step is making a
report on the overall level of the achieved quality.
Communication plan
WHAT TO WHOM HOW WHEN
PLAN UPDATE Project head to
employees and
investors
EMAILS, letter weekly
PROGRESS REPORT Managers to
employees and
investors
MEETINGS Monthly
ASSESSMENT
REPORT
MANAGERS to
project head
MEETINGS weekly
RECOMMENDATION
S AND FINDINGS
Employees,
researchers to
LETTER, mail 2 weeks.
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project head.
Risk management
Many risks are concerned with this particular project. Few of the major risks which
can be faced in the project are the lack of time and failing to get the guidelines.
Therefore it is important to ensure the timely completion of the task. The project risk
must be analysed by using the tools as the project risk helps in ensuring the quality
of the project along with ensuring the time management of the project. The risk of
untimely completion is analysed and rectified by preparing the Gantt chart
(Okonkwo, 2016).
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B)PRODUCE AN APPROPRIATE PROJECT MANAGEMENT PLAN
INCLUDING THE RELEVANT ACTIONS IN ORDER TO MEET
THE TIMEFRAMES AND OBJECTIVES
In order to make the project successful, the key element is to work with the proper
plan. So while undertaking any plan, first thing that should be done is planning. But
people often tend to ignore the planning part in order to get with the work done but
fails to realise the value and the importance of the project planning with respect to
saving time, money and many more problems (Rodrigues et al., 2018). A simple
approach by which the planning is done is:
Specify the project goals
The project will get successful when the needs of the stakeholders in the project are
fulfilled and here stakeholders mean a person who is impacted directly or indirectly
by the undergoing project. In this project, the stakeholders of the project are the
sponsors, customers using the product, project manager and team (Schneider,
2015).
Plan out the project deliverables
Create a list specifying the items to meet those goals in accordance with the goals
specified in the above step. The items should be mentioned with the estimated dates
(Schneider, 2015).
Schedule the project
Make the timeline for the tasks to be done in the project using the Gantt chart. In this
step deadlines are renegotiated, resources are employed and the scope of the
project is revised.
Make the supporting plans
This part includes the planning in the various department of the plan like the human
resource plan, communication plan, quality control plan, risk mitigation plan etc.
(Schneider, 2015)
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In order to depict the project activities, a graphical tool is used known as the
breakdown structure which includes the breakdown of the project activities into small
parts which are easy to manage and perform (Vukasovič, 2012). The breakdown
structure or the Gantt chart for development and launch of the product are:
ACTIVITIES
AND TASKS
ACTION
TAKEN
Days Week
1
Week
2
Week
3
Week
4
Week
5
ACTIVITY 1 Create the
scrapbook of
the ideas
regarding the
designs of the
sneakers.
3 days
ACTIVITY 2 To prepare a
project
blueprint and
meet the
investors and
sponsors for
the same.
4 days
ACTIVITY 3 Make a
proposal for
the raw
material to be
used i.e.
fabric and all.
4
ACTIVITY 4 Select the
final design
and send to
the technical
team to
reproduce the
design
highlighting
the details.
3
ACTIVITY 5 Procurement
of the raw
material and
getting the
sample shoe
done.
8
ACTIVITY 6 Through
checking of
the sample
shoe i.e. all
2
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