Analyzing Primark's Global Expansion: A Project Management Report

This report provides a comprehensive analysis of a project management plan for Primark, focusing on the launch of a new summer shoe collection at London Fashion Week. The report begins with an introduction to globalization and its relevance to Primark, outlining the project's aims and objectives, which include competing with major brands and maximizing profitability. Task 1 details the project aims, objectives, and a project management plan, including cost, scope, time, quality, communication, risk, and resources. Task 2 covers qualitative and quantitative research methods, essential for data collection and analysis. Task 3 delves into data analysis using appropriate tools and techniques, followed by recommendations and conclusions based on the research. Finally, Task 4 reflects on the value of the research in meeting the stated objectives. The report includes a work breakdown structure and a Gantt chart to illustrate project timelines and tasks, providing a thorough overview of Primark's strategic approach to global expansion and product launches.

MANAGING SUCCESSFUL
PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Invent project aims and objectives for a chosen scenario.................................................3
P2 Produce a project management plan..................................................................................4
P3 Produce a work breakdown structure and a Gantt chart....................................................6
TASK 2............................................................................................................................................9
P4 Carry out small-scale research by applying qualitative and quantitative research methods..9
TASK 3..........................................................................................................................................12
P5 Analyse research and data using appropriate tools and techniques................................12
P6. Communicate appropriate recommendations as a result of research and data analysis to
draw valid and meaningful conclusions...............................................................................20
TASK 4 .........................................................................................................................................21
P7. Reflect on the value of undertaking the research to meet stated objectives...................21
CONCLUSION..............................................................................................................................21
REFERENCES..............................................................................................................................22

INTRODUCTION
Globalisation is the process through which a business or any other organisations create
global influence or start operating on an international scale. In developing countries like UK,
globalisation is important as this provide lots of benefits. This helps in the overall growth of the
country. Globalisation describes the way in which countries and peoples of the world integrate
and interact with each other. Due to this interaction between countries and peoples, many things
become globalized (Ahmed Dine Rabeh, Jimenez-Jimenez and Martínez-Costa, 2013) . The
present report is on Primark, which is an Irish fast fashion retailer company headquartered in
Dublin, and a subsidiary of ABF. This was founded by Arthur Ryan on behalf of the Weston
family in June 1969 on 47 Mary Street, Dublin. The company offers various range of products,
including newborn and children's clothing, women's wear, men's wear, home ware, accessories,
footwear, beauty products and confectionery. There are approx 190 stores of Primark in UK. The
main aim of present report is to study the aim and objectives for case scenario of Primark. This
also describes the project management plan which includes resources, time, cost, quality and
scope while developing specific project.
TASK 1
P1 Invent project aims and objectives for a chosen scenario
Globalisation is a process in which economic system have become more and more
integrated and inter-dependent. This is a process of deeper integration between countries and
peoples of the world affecting greater trade across borders in goods and services. There are
different ways through which company describe the business at international level and it
will provide specific benefits to them. For many workshop, Primark has an attractive offer,
amazing trendy clothes at surprisingly low prices (Crane and Matten, 2016) . The result is a
new and even faster kind of fast fashion, which forces consumers to buy tons of items
sometimes even the same ones to use when the first ones clapped out, remove them after a
few wears and then come back for another batch of new look and new trend. Primark is
launching new summer shoes along with Achilles tendon protector which reduces stress on
the Achilles for their customers (Den Hertog, Van der Aa and De Jong, 2010) . They
present their product within London fashion week where huge number of people are coming
for joining the event. Along with this, such new branded shoes helps company in enhancing

their business growth. They are launching brand which is different and unique from their
rivals in design, shape and size so that they can gain attention of more people. This helps in
gaining higher income and profitability by selling such branded summer shoes in the global
area.
Aim: “To launch and present new summer shoe in London fashion week to compete with other
big brands and maximise own profitability”. A case study on Primark.
Objectives:
 To identify the concept of launching new product in global market.
 To analyse the effectiveness of introducing new services in front of target audience and
business competitors.
 To identify challenges of establishing new products in global market.
 To analyse strategy of representing business services in new country that assist in
maximising organisation's profitability easily.
Questions:
 What is the concept of launching new product in global market?
 How to analyse the effectiveness of introducing new services in front of target audience
and business competitors?
 What are the challenges of establishing new products in global market?
 How to analyse strategy of representing business services in new country that assist
in maximising organisation's profitability easily?
P2 Produce a project management plan
Project management plan is a formal documentation that provides the structure in which
project will be executed. It describes various components and activities that are an essential part
of project and helps in ensuring that it is implemented in an effective and efficient manner
( Eckerson, 2010) . It is an approved document which defines the way in which planning and
integration of activities is done. It accounts for the manner in which project is assessed, executed,
reviewed, controlled and closed. It renders necessary information about cost, time, scope, risk,
quality etc. associated with the project. With regards to Primark, it assists in taking relevant and
important decisions to ensure growth and welfare of enterprise. Besides this, it will also assist the
entity in substantially recognising and assessing the positive impacts of globalisation like
political, cultural, economic and ethical aspects. This helps the organisation in effectively

carrying out the operations of business with the help of various functions like finance,
operations, manufacturing, human resource, marketing and accounting. There are various
components of project management plan which are described below:-
1. Cost : It is one of the most important components of project plan which assists the
company in ascertaining the cost required for implementation of project in an effective
manner. In regards to Primark, it is essential for organisation to investigate the cost
required for different aspects related to execution of plan. The cost of researcher for
conducting this researcher is ascertained to be £3000. In addition to this, the cost of
implementing the project can not be determined appropriately as globalisation is a wide
concept ( Gebauer, Edvardsson and Bjurko, 2010) . Company will have to incur around
£32,000 for launching the new shoe in London. Scope : This is yet another significant component of project plan which refers to the
opportunities associated with project in future context. This will help Primark in
enhancing and growing their operations by rendering diverse variety of products and
services which will provide a competitive advantage to company. Also, it will open
opportunities for business in terms of future period. In order to enhance the scope,
organisation needs to evaluate the impact of factors of globalisation upon enterprise so as
to develop capabilities for further expansion in future ( Hillson, 2017) . The main scope
of research is to identify opportunities which will help in conducting the study in future. Time : This is a crucial element of project management plan which defines the extent of
time that will be utilised in successfully executing the project in desirable manner. In
context of Primark, the project is going to require a lot of time due to the aspect of
globalisation being a wide concept to be implemented. The estimated time for execution
of project is 2 months. Quality : The main objective of implementing this project is to ensure that products and
services of high quality are provided to customers so as to ensure vast growth of business
in marketplace. With regards to Primark, this is essential that company should take into
account economical, cultural and ethical aspects of globalisation, so as to expand
successfully in London and provide good quality products ( Incelli, 2013)) . The quality
of research is to be kept in consideration by researcher to ensure that study conducted
yield desirable outcomes.

 Communication : It is one of the most essential elements associated with the enterprise
which helps in which executing the project in an effective and efficient manner. Optimum
communication amongst staff strives to provide a strategic advantage to the company.
Also, it will assist Primark in assessing and evaluating the factors which hinder the
expansion of business operations. Risk : Every project is prone to certain extent of risk in terms of outcomes or elements of
the project plan. It is imperative for managers of Primark to keep in consideration the
probable risks associated with execution of project like ethical, cultural and political
aspects of globalisation. Also, some other risks can be related to the components of
project management plan such as cost, quality, time, scope and resources.
 Resources : The implementation of project requires various resources such as
technology, funds and other key resources. It is essential for the manager of Primark
to recognise and acquire the important resources so that the project can be executed
in a desirable manner within due course of time. This will imply the growth of
business in near future and facilitate the company in expanding its operations to earn
high profits in market.
P3 Produce a work breakdown structure and a Gantt chart
Work break down structure – This is a chart, in which important work elements are
tasks of a project, which are illustrated to represent their relationship with one another and
with the entire project. The graphical nature of work break down structure helps to predict
the outcomes based on scenario, and which ensure the decisions made to adopt suggested
changes or not (Jones and Lubinski, 2012) . While creating this , the project manager
defines the objectives and then identifies tasks to achieve goals. This is the process which
divides the tasks into certain sections for managing the project. The Project management
body of knowledge precise the work breakdown structure as a production oriented
hierarchical of the work to be executed by the project team.

Gantt chart – This is a type of bar chart which describes the schedule of project. In
this the tasks are perform on vertical axis, and the time intervals are perform on horizontal
axis (Kankaanranta and Planken, 2010) . Modern Gantt chart shows the dependency
relationship between activities. Gantt chart is a popular tool in project management. This is
also known as visual presentation of a project where the activities are damaged and
displayed on a chart which makes it easy to understand and interpret.

TASK 2
P4 Carry out small-scale research by applying qualitative and quantitative research methods.
A study to be considered incomplete without research, So it is important for
researcher to consider research methodology (Lai and Ong, 2010.) . This would be helpful in
organising, converting and sorting reliable details and information that are related to
research in a proper manner. Moreover, there are two main methods of research ,which are
quantitative and qualitative that are being used by research person while doing the research.
Besides this, research methodology includes analysis of data, design investigating and many
more. These factors are being described below -
Qualitative research method – The qualitative method is used for collecting and
gathering accurate facts as well as figures in order to complete the project. This involves
interview, focus group, and observation (Lin and Chen, 2012) . This would be helpful in
determining perception of different respondents who provide response to products and
services of an organisation. Qualitative research methods are designed in such manner
which can assist in revealing the perceptions and behaviour of target customers with specific
topic.

Quantitative research method – This is a research method which focuses on
collecting information through open ended and conversional interaction. This kind of
research method gather essential figures and facts which can be utilised in formulas which
are represented in a numeric or mathematical form along with statistical approaches (Smith,
Binns and Tushman, 2010) . Research can be determined as approach that can lead towards
exploiting relevant outcomes which are based on data and information. Through execution
of investigation, an organisation are able to gather and collect huge information in better
manner. Along with this, research helps in giving capable replies to every interrogation in an
effective manner. These kinds of tools and methods can be used by an organisation in a
questionnaire form, observation, records and interviews. This type of research method is
suitable which helps in bringing out solutions which is best possible to similar kinds of
problems with the aid of numeric data (Nicholas and Steyn, 2017) .
In this report, quantitative and qualitative both research methods used for collecting
and gathering accurate data or information for completing the project. This has helped
researcher in gaining information in both theoretical manner and also in numeric form.
Primary data collection method – A crucial method of research which is used for
collecting and gathering data that can be implemented by researcher to obtain accurate
results and to bring out valid conclusion. It is important because researcher can do
investigation that remains accurate in nature. Research help in providing fresh matter that
can be helpful in obtaining accurate outcomes and results (Smith, 2011) . In this present
research, a research person have used these methods along with questionnaire approach that
is being selected and can carry out information from stakeholders of organisation.
Secondary data collection method – The source of research which can be used for
gathering and collecting relevant facts and figures through books, journals, magazines and
other published methods. It can be done with the help of authors, writers and scholars.
Research can be conducted on the basis of past data and information and it can be beneficial
for an organisation because this is cheap in cost and saves a lot of time.
Data collection – Under this, a researcher usually gather and collect data as well as
information from various kinds of respondents to adopt methods of data collection that
involves primary and secondary method (Shang, 2012) .

Questionnaire – This is the set of different types of questions that has been develop
and create by investigator in order to measure the perception of various respondents to
examine the adequate response and outcomes. The present The sample size of this project is
30 respondents.
QUESTIONNAIRE
Name :
Age :
Address :
Gender :
E-Mail Id :
Q.1. Are you aware about globalisation?
 Yes
 No
Q.2. Does globalisation opens more opportunities for the business?
 Agree
 Disagree
Q.3. What are the major benefits of launching new products?
 Increased revenue
 Company reputation
 Customer Preferences
Q.4. Does globalisation of business leads to more profitability?
 Agree
 Disagree
Q.5.What are the challenges of establishing new products in international market area?
 Unfamiliar cultures
 Organisational communication
 Choosing the right countries
Q.6. Does globalisation affects the price of the products?
 Agree
 Disagree
Q.7. Does globalisation promotes trade and healthy relations between countries?

 Agree
 Neutral
 Disagree
Q.8. Does globalisation leads to healthy competition?
 Agree
 Neutral
 Disagree
Q.9. Do you have any suggestion regarding launching and presenting new shoe in London
fashion week to compete with other big brands and maximise own profitability?
TASK 3
P5 Analyse research and data using appropriate tools and techniques
Theme 1: Are you aware about globalisation
Frequency
Yes 25
No 5
Mean 15
Median 5
Mode 0

Interpretation : It can be analysed that globalisation is the process through which a
business or any other organisations create global influence or start operating on an
international scale. Globalisation has grown in advance for transportation and
communication technology in better manner. There are around 25 respondents who are
agree on this statement that yes they are aware about globalisation and agree with the
statement that it is a best method which can be used for increasing companies profitability in
better manner. On the other hand, there are around 5 respondents who are disagree on that
consideration where they said that it is not useful for maintaining and managing all business
operations and functions in proper manner. Also form the above table, it is said that on an
average 15 people are aware about the concept of globalisation.
Theme 2: Does globalisation opens more opportunities for the business.
Frequency
Agree 25
Disagree 5
Mean 15
Yes No
0
5
10
15
20
25
25
5
Column B

Median 5
Mode 0
Interpretation : It can be examined that financial globalisation has enhanced capital
flow and labour mobilisation between countries which leads to increase in employment
opportunities, and level of income. In context with this, 25 respondents are agree with the
further statement and yes globalisation opens more opportunities for the business, while on
the other hand 5 respondents are disagree with the above statement. From the above table it
is said that, average about 15 respondents are believe that globalisation make more
opportunities for business.
Theme 3: What are the major benefits of launching new products.
Frequency
Increased revenue 10
Company reputation 8
Customer Preferences 12
Agree Disagree
0
5
10
15
20
25
25
5

Mean 10
Median 11
Mode 10
Interpretation : It can be analysed that effective timing of a product launching is
important for attracting customers and optimizing revenue and product . In context with this, 12
respondents prefer the benefit of customer preferences and 10 agree with the benefit of
increased revenue while launching a new product and at last 8 respondents assists company
reputation. From the above table it is said that on an average 10 respondents says that
globalisation provide several benefits by launching new products.
Theme 4: Does globalisation of business leads to more profitability.
Frequency
Agree 25
Disagree 5
Increased
revenue
Company
reputation
Customer
Preferences
0
2
4
6
8
10
12 10
8
12
Column C

Mean 15
Median 5
Mode 0
Interpretation : It can be examined that when a company produces with less cost
and sells their product at cheap rate then they can increase their market share. In context
with this, 25 respondents are agree with the further statement and yes globalisation of
business leads to more profitability for business, while on the other hand 5 respondents are
disagree with the above statement. From above it is said that out of 30 respondents average
15 believe that globalisation help in increasing profitability.
Theme 5 : What are the challenges of establishing new products in international market
area.
Frequency
Unfamiliar cultures 10
Organisational communication 15
Choosing the right countries 5
Agree Disagree
0
5
10
15
20
25
25
5

Mean 10
Median 7.5
Mode 0
Interpretation : It can be stated that there are various issues and challenges are occurs in
the international market place. It is necessary for Primark to face different problems and
barriers which arise within an organisation. There are around 15 respondents who agree that
organisational communication is major issue that can be faced by company while expanding
and introducing business in another nation. On the other hand 10 respondents agree that
unfamiliar culture in the company is the major challenge for a company. Rest of the 5
respondents think that sometimes they may choose wrong country for their business, so it is
important to first choose right countries unless the company have to face this challenge also.
Along with this, there are different challenges which organisation have to face while
launching a new product and this is said by average 10 respondents
Theme 6 : Does globalisation affects the price of the products.
Unfamiliar cultures
Organisational communication
Choosing the right countries
0
2
4
6
8
10
12
14
16
10
15
5 Column B

Frequency
Agree 25
Disagree 5
Mean 15
Median 5
Mode 0
Interpretation : It can be stated that the above chart of responses shows that the
organisations with 30 respondents, 25 respondents agree with the above statement that yes
globalisation affect the price of the products. While on the other hand, 5 respondents
disagree with this as they think that globalisation enables goods to be produced in different
parts of the economy. Thus, this greater specialisation enables lower average costs and
lower prices for consumers. The price of products get affected by globalisation it is said by
average 15 respondents.
Theme 7 : Does Globalisation promotes trade and healthy relations between countries.
Frequency
Agree 15
Agree Disagree
0
5
10
15
20
25
25
5

Neutral 10
Disagree 5
Mean 10
Median 7.5
Mode 0
Interpretation : It can be analysed that globalisation promotes trade and healthy
relations between countries as because 15 respondents re agree with the above statement and
mainly 10 are neutral in above point that it promotes trade and health relations both. Rest of
the 5 respondents are disagree with the statement. As according to average 10 respondents it
is said that, yes globalisation help in improving relationship between different nations.
Theme 8 : Does Globalisation leads to healthy competition.
Frequency
Agree 15
Neutral 10
Agree Neutral Disagree
0
2
4
6
8
10
12
14
16 15
10
5
Column C

Disagree 5
Mean 10
Median 7.5
Mode 0
Interpretation : It can be analysed that globalisation leads to healthy competition as
because 15 respondents are agree with the above statement and mainly 10 are neutral in
above point that it leads to healthy rival. Rest of the 5 respondents are disagree with the
statement. Globalisation is open for every one, and according to average 10 respondents, it
increases competition for other.
Agree Neutral Disagree
0
2
4
6
8
10
12
14
16 15
10
5
Column C
Agree Neutral Disagree
0
2
4
6
8
10
12
14
16 15
10
5
Column C

P6. Communicate appropriate recommendations as a result of research and data analysis to
draw valid and meaningful conclusions
From the above research, it is analysed that globalisation is the way in which
countries and peoples integrate and interact with each other. This also helps in the overall
growth of the country. Along with this, through various components, company can achieve
their defined aims and objectives, e.g. cost. Cost is one of the important components of project
plan which assists the company in ascertaining the cost, required for implementation of project in
an effective manner. In addition with this, they should produce work breakdown structure and
Gantt chart because it helps to predict the outcomes based on scenario and the schedule of the
project. Researcher should also used advanced technology and methods for maintaining
positive relation with their customers that are helpful in maximising profitability and
income. The company should also do research methodology as project seems incomplete
without research methodology because it is helpful in organising, converting and sorting
reliable details and information that are related to research in a proper manner. Also it is
recommended to them that they can adopt promotional techniques, so that they can provide
proper information to their customers about the products offered to them. Along with this,
they can deeply study the culture of London, so that they can make appropriate changes in
their strategies.
TASK 4
P7. Reflect on the value of undertaking the research to meet stated objectives
As per the above report, I have encountered various numbers of issues and problems at
the time of promoting effective products and services in the global area. I had analysed the whole
market place before launching new products (summer shoes) for the customers. It is required for
firm to launch new product in the London Fashion Week for attracting large number of people.
For this, I had analysed whole market place for identify various needs and demand of customers.
Also I analysed that every person belong to different culture who have different terms. Thus, at
the time of completing my report of launching new product in the global market place. Also
while researching, I came to know that it is required to deal with various issues and problems.
But still, it can be analysed that exchange of goods and services across different country assist an
organisation in gaining desired goals and through various components, company can achieve

their defined aims and objectives. Along with this, it has also been analysed by me that,
globalisation will carry a huge impact on business companies in near future that are looking
forward to expand business at international level. Therefore, it can be considered as a basic
reason of choosing this topic so that its impact on companies can be examined in a specific time
frame. Along with this, when I was collecting the data in numerical format, it helped me in
improving my skills, which will help me in future. Also in the starting, it create problem for me,
as I was not trained in this sector, but after making proper study, my skills were get improved.
CONCLUSION
As per the above report, it has been concluded that to manage a project to be
successful is not as easy as it seems. Thus globalisation is a process in which economic
system have become more and more integrated and inter-dependent. It is the process of
deeper integration between countries and peoples of the world affecting greater trade across
borders in goods and services. It is that document which are required for describe, develop,
combine and coordinate various planning functions and activities effectively. Though while
conducting research for project, it is important for the researcher to undertake research
methodology.

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