Primark Summer Shoe Launch: A Project Management Plan

Desklib provides past papers and solved assignments for students. This project details the successful launch of a new summer shoe brand for Primark.

Managing a Successful Business
Project

TABLE OF CONTENTS
Introduction......................................................................................................................................5
Tasks................................................................................................................................................5
a) Establish your aims and objectives for the project. Outline objectives and timeframes based
on the scenario set........................................................................................................................5
b) Produce an appropriate project management plan that includes relevant actions to meet
objectives and timeframes...........................................................................................................6
c) Conduct research to generate knowledge which will form the basis for analysis of the
scenario posed in the brief.........................................................................................................11
d) Analyze your findings and draw conclusions to form the basis for recommendations.........18
e) Present and produce your project in an appropriate manner for the intended audience........21
f) Communicate your recommendations in an appropriate manner for the intended audience.21
g) Complete a performance review that addresses the following..............................................22
Conclusion.....................................................................................................................................24
References......................................................................................................................................25
Appendix........................................................................................................................................26

LIST OF FIGURES
Figure 1: Work Breakdown Structure........................................................................................7
Figure 2: Launch of summer shoe brand will act as brand extension....................................11
Figure 3: Technological is one of the main resources that is focused upon for launching
summer shoe brand.....................................................................................................................12
Figure 4: Project manager posses the right skills and knowledge..........................................13
Figure 5: Proper market research has been carried out for ensuring the feasibility of the
project...........................................................................................................................................14
Figure 6: Digital marketing platforms will be mainly utilized for the marketing of summer
shoe................................................................................................................................................15
Figure 7: Resource management is the main area of focus in the present project................16
Figure 8: Market performance of Primark will increase through the launch of summer
shoe................................................................................................................................................17
Figure 9: Market performance of Primark will increase through the launch of summer
shoe................................................................................................................................................18

LIST OF TABLES
Table 1: Different aspects in project management plan............................................................6
Table 2: Gantt chart......................................................................................................................8
Table 3: Project Milestones...........................................................................................................9
Table 4: Monitoring plan............................................................................................................10
Table 5: Launch of summer shoe brand will act as brand extension.....................................11
Table 6: Technological is one of the main resources that is focused upon for launching
summer shoe brand.....................................................................................................................12
Table 7: Project manager posses the right skills and knowledge............................................13
Table 8: Proper market research has been carried out for ensuring the feasibility of the
project...........................................................................................................................................14
Table 9: Digital marketing platforms will be mainly utilized for the marketing of summer
shoe................................................................................................................................................15
Table 10: Resource management is the main area of focus in the present project...............16
Table 11: Market performance of Primark will increase through the launch of summer
shoe................................................................................................................................................17
Table 12: Market performance of Primark will increase through the launch of summer
shoe................................................................................................................................................18
Table 13: Log Book......................................................................................................................24

Introduction
To successfully manage the business projects and other management project associated with
creating a new product, it requires effective planning with development of research aims and
objectives. Further, it is entirely contingent on the project manager that how they manage the
project activities with adequate planning and managing of the key resources (Sharp, et al. 2017).
Subsequently, for managing the business project, it is required by project manager to engage in
work break down structure that reflects how the key phases in the project bifurcated and
managed to engage in the business project successfully. Apart from this, it has also been stated
that selecting appropriate tools and techniques is also consider as a significant aspect in the
project as it ultimately contributes towards attaining the success of the project.
For the present report, the selected fashion company is Primark one of the leading company that
engages in designing, manufacturing and selling their products to the mass of audiences. The
report will also focus on creating a new product that is brand-new summer shoe to compete with
the giant fashion retailer. It will mainly cover in-depth analysis of project management related
activities that will support project manager to succeed in the business project.
Tasks
a) Establish your aims and objectives for the project. Outline objectives and timeframes based on
the scenario set
To undertake effective research, it is required by project manager to frame right set of aims and
objectives for the project as it will support in providing overall direction to the research. With the
increasing level of competition in the UK fashion retail industry the selected company, Primark
is focusing towards project, i.e. creating their new product to attract the mass of audiences. The
project aim is to focus on developing and launching the new product that is summer shoe of the
leading fashion retailer Primark in the London Fashion week which is starting from 16th February
2019. The objectives of this venture are mainly highlighted as follows:
 To create a brand image of new summer shoes among the audiences
 To commence an event for the sale of new shoes
 To develop the product portfolio
 To develop the customer base and market share of Primark fashion retailer

b) Produce an appropriate project management plan that includes relevant actions to meet
objectives and timeframes
The project management plan covers different aspects that needed to be taken into consideration
to attain level of success within the business. It is required by every business organization to
select effective project management techniques and practices so that objectives and aim of the
project can be easily accomplished in an effective manner. In the current situation, Primark
retailer is required to develop an effective project management plan so that commencement or
development of the new product, i.e. summer shoes can be easily attained (Thamir and Poulis,
2015). Therefore, it has been assessed that there are different aspects of the project management
plan that needed to be taken into consideration to meet the objectives and timeframe. The aspects
are as follows-
Table 1: Different aspects of the project management plan
Aspects Description
Cost Cost is one of the key aspects in project management that needed to be
considered by the product design manager of large fashion retailer while
creating the new product, i.e. summer shoe. The overall cost associated
with the project will be around 20,000 British Pound. However, the stated
cost will be bifurcated into three different areas, i.e. in the development of
new product, i.e. summer shoe, promotion of the summer shoes and the
last section focus on launching of the event for introducing summer shoes
(Uhl and Gollenia, 2016).
Scope Another aspect of the project management focuses on the scope of the
project that is enabling brand extension of Primark retailer by
manufacturing summer shoe product. In addition to this, scope of project
will also result in developing the customer base and market share of
Primark fashion retailer in the industry.
Time Time factor will also be taken into consideration by the project design
manager to complete the project on time. However, the deadline for this
venture is very short as the London fashion week will start on 16th
February 2019. Therefore, to complete this project selected period is 15
days.

Quality The quality aspect will be taken into consideration as it has supported in
creating reputation in the market. With the quality aspect, it will support
the product design manager in developing premium quality of shoe
products for their customers (Verzuh, 2015).
Communication To ensure successful promotion of the launching event of summer shoe
cited firm will engage in using effective channels such as social media,
newspaper and magazines for targeting the audiences and make them
aware regarding the product.
Risk Risk factor will also be taken into consideration while producing the
project management plan. The key risk associated with the project is
slippage of set deadline and lack of knowledge among the project
executives. Therefore, qualified employees and workforce will be needed
for the successful project (Webb, 2017).
Resources While producing project management plan, it is required by project
manager to focus on managing the adequate resources such as human,
financial and technological resources to attain the expected outcomes
(Polonsky and Waller, 2018).
Figure 1: Work Breakdown Structure
Conducting UK
market research
Preliminary
designing of the
product
Development of
the product
Determining
channels of
promoting the
product
Developing
marketing events
Resource
management
Tracking of the
progress
Analyzing the
preferences of the
customers
regarding shoes

Gantt chart
Table 2: Gantt chart
Duration (in Days)
Activity/days 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Developing or
building a plan
for the summer
shoes
Proper
identification
and
management of
the resources
Arranging the
required
resources
Formulation of
the marketing
and promotion
strategies
Conducting
market testing
Developing
promotional
strategy for the
event
Implementation
of the strategy
Launching the
event for sale

at London
Fashion week
in February
Implementing
alteration or
modification in
the brand
Table 3: Project Milestones
Key Milestone Starting date Ending date
Development and designing of
summer shoe products
17th January 2019 27th January 2019
Formulating resource
management plan
28th January 2019 30th January 2019
Proper allocation of the
resources
1st Feb 2019 5th Feb 2019
Choosing an effective
marketing platform for the
new product
6th Feb 2019 8th Feb 2019
Development of the effective
advertising strategy
9th Feb 2019 12th Feb 2019
Measuring the response of
employees and customers
13th Feb 2019 15th Feb 2019
Launching of the event of
summer shoes at the London
fashion week
16th Feb 2019 19th Feb 2019
The above table focuses on the project management activities that will be considered by the
project designer manager of Primark for creating and launching the new product, i.e. summer
shoes in the London fashion week (Nicholas and Steyn, 2017). With the above assessment of

steps, it will positively support the manager to successfully launch the product to bring
favourable result and outcome. In the case, if every activity within the plan is executed in an
effective manner in that case, it results in accomplishing the devised aim and objectives (Blohm,
et al. 2016). However, brand extension and enhancement in the product portfolio of Primark will
be achievable and that in turn will provide a competitive edge to the business in fashion retail
industry.
Table 4: Monitoring plan
Activity/Time Every day Every week
Proper monitoring of the
implementation of
resources and processes
Evaluation of the micro
and macro
Control system
From the above assessment of monitoring plan, it has been stated that it will assist project
manager of Primark in determining different areas along with the critical loopholes within the
project and effectively managing them so that it may not lead to hampering the project related
activities. Therefore, the above monitoring plan connected with the project is highly effective
that leads to attaining a high level of success by ensuring continuous monitoring (Brand, et al.
2016).
To support the research, it has been stated that the product designer manager of Primark will
focus on applying qualitative as well as quantitative research methods for meeting the project
aim and objectives. To ensure the smooth flow of research activities project manager has focused
on applying the right methodology. Information regarding the project has been collected from the
20 employees of Primark to acquire their viewpoint regarding the project. For accumulating the
data, the primary source has been taken into the consideration that is in the form of drafting and
circulating the questionnaire. Apart from this, the sample size has been selected by using the
purposive sampling technique (Bryson, 2016). The key purpose of using this sampling technique

is that it selects the sample by certain characteristics and the objective of the study. Therefore,
selecting the research methods has supported in conducting the effective research.
From the above assessment of research methods, it has been evaluated that primary methods
showcase the high level of accuracy and reliability as they are directly collected from the
respondents. However, it also showcases that result acquired from primary data significantly
support the project manager in accomplishing the project (Buttrick, 2018).
c) Conduct research to generate knowledge which will form the basis for analysis of the scenario
posed in the brief
Table 5: Launch of summer shoe brand will act as brand extension
Do you perceive launch of summer
shoe brand will act as strong brand
extension?
No of
respondents
Yes 18
No 2
Yes
90%
No
10%
Do you perceive launch of
summer shoe brand will act
as strong brand extension?
Figure 2: Launch of summer shoe brand will act as brand extension
Table 6: Technological is one of the main resources that is focused upon launching summer
shoe brand
What are the main resources you are
focusing on for launching the summer shoe
No of
respondents

brand?
Technological 8
Human 6
Financial 5
All of the above 1
Technologica
l
Human Financial All of the
above
0
2
4
6
8
10
What are the main
resources you are focusing
on for launching the
summer shoe brand?
Series1
Figure 3: Technological is one of the main resources that is focused upon for launching
summer shoe brand
Table 7: Project manager posses the right skills and knowledge
Do you perceive that the project manager
possesses right skills and knowledge for
handling this project?
No of
respondents
Yes 19
No 1