Project Management Report: Burberry Summer Shoe in London Fashion Week

This project report delves into the strategic planning and execution of a summer shoe launch for Burberry during London Fashion Week. It outlines the project's aims and objectives, focusing on designing and marketing a competitive summer shoe. The report presents a comprehensive project management plan, encompassing cost analysis, scope definition, quality control, resource allocation, risk assessment, and timelines. A detailed Work Breakdown Structure (WBS) and a Gantt chart are included to visualize project tasks and timelines. The research methodology employed, including primary and secondary data collection methods such as questionnaires, is discussed, followed by data analysis and interpretation. The report concludes with a discussion of findings, recommendations for future project iterations, and a self-evaluation of the project's success.

PROJECT MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Project aims and objectives...............................................................................................1
P2 Project management plan that covers cost, scope, time, quality, communication and
resources.................................................................................................................................2
P3 Work breakdown structure and a Gantt chart....................................................................5
P4 Research Methodology......................................................................................................7
P5 Data analysis and interpretation......................................................................................12
P6 Discussion, conclusion and recommendation ................................................................21
P7 Evaluate yourself.............................................................................................................22
CONCLUSION..............................................................................................................................23
REFERENCES..............................................................................................................................24
Appendix........................................................................................................................................25

INTRODUCTION
Project management is the process in which a project is managed, initiated, planned and
controlled by the management of an organisation for attaining the pre-estimated goals of firm.
Through project management, firms can determine the execution time of the project along with
the risks and resources associated involved in it (Binder, 2016). Burberry Group PLC is the
taken firm which is a British luxury fashion house headquartered in London, England.. This
report will discuss the aims and objectives of the assigned project for designing and marketing a
new summer shoe in London fashion week. Also, a project management plan which states the
scope, cost, quality, risks and resources will be developed. Further, this report will discuss the
research methodology, Gantt chart, WBS and questionnaire. In the end, interpretation,
conclusion and recommendations will be provided based on the analysis and data collection of
the research report.
P1 Project aims and objectives
Background of the firm
Burberry Group PLC is a British luxury fashion house headquartered in London,
England. The firm is majorly focused on trench coats, ready-to-wear outerwear, fashion
accessories, fragrances, sunglasses, and cosmetics. The firm was established in year 1856 by the
Thomas Burberry. The firm was originally focusing on developing the outdoor attire and
developed a fabric called as Gabardine. The gabardine is waterproof and completely breathable.
The first shop of the firm was opened in Haymarket, London, in year 1891. Burberry was an
independent family-controlled firm until the year 1955. In 2005, the firm demerged from GUS
plc. Burberry has decided to launch their new summer shoe in the London fashion week. For
this, the company needs to analyse the current market trends and demands of their customers.
This can be done by conducting the market research regarding the demands and trends of
London market. For conducting the research, project manager has developed aim and objectives
as discussed below:
Aim: To design and market a summer shoe for the London fashion week which is taking
place between the 16th to 20th February 2019: A case study on Burberry.
Objectives:
For achieving the main aim, following objectives has been set for the business project as follows:
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 To design a summer shoe by taking global competitiveness into account.
 To test the designed shoe in the London market before getting signed by the Board of
Directors.
 To market the shoe in the London fashion retail event.
 To evaluate the success of the project implementation and suggest the measures which
can be used by the firm in future time.
 To renew the work of other people for designing the shoes.
P2 Project management plan that covers cost, scope, time, quality, communication and resources
Project management plan is the planned structure of the project which is used for
executing and managing the project in an efficient manner. It is very helpful for the managers for
executing the work on time (Cusworth and Franks, 2013). This plan provides the structured way
to the researcher for getting a valid result in the end of research. The researcher and firm need to
consider several factors which can influence the performance of the newly developed shoe in the
market. Some of the factors are given below:
Scope The Burberry is entering into London market
for launching their new product i.e. summer
shoe. So according to this expansion, company
will change in terms of revenue and profit. So,
scope of the Burberry is very broad. Whereas,
scope of the researcher is also very huge due to
conducting the research for getting the
understanding of the London market in
launching the new summer shoes.
Cost Funds are the most important thing required to
execute the work on time (Duffield and Whitty,
2015). Without funds, expansion or the new
product development of the firm can't be done
on time. Both researcher and Burberry needs to
ensure that they both have the required funds
and expenses for launching the new shoes in
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London fashion week. The Burberry needs to
conduct the marker research for gathering the
data regarding the trends and preferences of the
customers and market. The firm has anticipated
2,00,000 pounds for the production of new
shoes such as workforce, primary material, etc.
. Whereas for conducting the research properly,
Researcher has anticipated 50,000 pounds.
Quality In order to get the success for the newly
developed product, Burberry needs to ensure
that the best quality of the product must be
developed which will automatically attract the
new customers. They need to make sure that
the product is affordable for the consumers and
the excellent quality is also needed. Whereas
the researcher also needs to provide the
quality-based research to the firm regarding the
needs and demands of the product in London
market.
Resources The firm needed various resources for
developing and marketing the product in
London event such as Funds, workforce, etc.
Through these resources, the firm can develop
the shoes without any problems (Hillson,
2017). Whereas for the researcher, some
resources such as cost and time is also needed
for conducting the research in an proper
manner. Through these resources, both
company and researcher can do their role
towards the newly developed product.
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Communication It is a major factor which can affect the success
of product in new market. Burberrys company
needs to take feedbacks and suggestions from
the customers and other stakeholders regarding
the product for making changes accordingly.
These feedbacks can be taken from website or
social media accounts. Whereas the researcher
also needs to communicate with people having
different culture and background for collecting
the primary data. The researcher can use the
channels like face to face interview, emails,
phone and text messaging for the
communication and even the researcher can
market the product using social media
platforms or internet.
Risks The company can face risks such as less
manpower, less funds or time in launching the
new shoes in London fashion event. Whereas
the researcher can also face risks such as lack
of time, lack of money, weak communication
skills etc. while conducting the research and in
gathering the data from primary sources.
Time For successful launching and marketing of the
product in the London market, Burberrys has
estimated a time period of 4 months for the
success of the product in London. Whereas the
researcher needs time period of 2 months for
conducting the research, which is more than
enough for the research. The launch and
promotion will be done in the summer time as
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the shoes are also for summer season.
P3 Work breakdown structure and a Gantt chart
Work breakdown structure: Work breakdown structure in project management is the
method of breaking the Big activities in smaller segments for effectively executing them on the
small time frames (Jeston, 2014). The work breakdown structure for developing and marketing
the Summer shoes is given below:
Create the Idea: The Idea for developing the new product i.e. new shoes plan will be
derived in this stage. This phase covers the importance, features, innovation and uniqueness of
shoe.
Design the product: In this phase, the design of the new shoes is finalised according to
the suggestions from different stakeholders such as customers, employees.
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Illustration 1: New product development

Test the product: In this phase, Testing of the new shoes is done to determine the
efficiency and durability. Through this testing, firm can determine the weakness and defects in
the newly developed product.
Placing the product in-front of directors: After the testing phase, new shoes are
improved and placed before the Board of Directors for their views and opinions regarding the
product its design and features for approval.
Marketing the product: The finalised shoes are marketed in the event using the
promotions and advertisements for attracting the customers towards the new shoes.
Gantt chart: Henry Gantt developed this chart between the years 1910–1915. This chart
provides the graphical representation of the project schedule and the dependency relationships
among the project activities and schedule (Loch, DeMeyer and Pich, 2011). This chart provides
the task which must be executed on the vertical axis, and horizontal line shows the time intervals
on the horizontal axis. The width of the horizontal bars shows the time duration of every single
activity. It provides the graphical representation of activities to the manager by which the
manager can track and estimate the time period and activities.
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P4 Research Methodology
Research Methodology can be defined as the process of collecting information and data
for the purpose of executing corrective decisions, which enables the team to organise their efforts
in order to accomplish cohesive and conceptual product idea generation task for us. It includes
publication research, surveys, interviews, etc. all these are highly support an investigator to
collect information about the topic. Main purpose behind conducting research methodology is to
evaluate information about the importance of new product development.
Research Onion Methodology can be expressed as stage of illustration which must be
covered while developing a research strategy (Lock, 2017). In research methodology we study
about layers of onion where each layer describes a detailed stage of the research process. The
different layer of research onion methodology is:
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(Source: Research Onion Framework, 2018)
Research Philosophy: The outermost layer talks about research philosophy in which
pragmatist research philosophy is adopted. This methodology can produce better outcome with
the opportunity to use different method in research whereas positivism philosophy will not be the
appropriate philosophy to carry out research.
Research Approach: This layer discusses about research approach where deductive
approach is taken as it is suitable with pragmatist research philosophy. Inductive research
approach can be considered as alternative research approach.
Research Choice: Research choice is the layer of research onion which is mixed method
with use of qualitative approach and a quantitative approach. For better approach qualitative
research is consistent with deductive search approach which broads the scope of research
approach. For research choice, qualitative approach is preferred over quantitative approach.
Techniques and Procedures, and Research Instruments: The last layer of research
onion analyse about primary and secondary research with techniques and procedure involved.
Questionnaire is refer as an effective instrument of research which will support an investigator to
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Ill
ustration 2: Research Onion Methodology

collect relevant data about the topic. It is also assist an organisation to identify response of
customers about the development of new shoes in events.
Data collection : The main type of data sources is from primary and secondary research.
Under primary source questionnaire structure will be made which will help to increase relevant
and appropriate data from the respondents (Peppers and Rogers, 2016). Questionnaire is divided
into two parts such as open-ended and close-ended. Both type of questionnaire are used to
answer the questions about the research aims and objectives. Under secondary source,
investigator must follow books, journals, articles and many other resources to collect accurate
data about the topic.
Research Sampling: In research, sampling there are two research sampling such as
random sampling and non-random sampling in which non- random sampling is taken. The
sample size is taken as 100 with the use of convenience sampling approach. As it is a part of
non-random sampling method which is appropriate for the researcher to select the sample size.
With the help of conveniences sampling method stakeholders which includes employees,
customers, investors etc. are chosen as a part of respondents.
Research Ethics: This is the identify as a most common way of explaining ethics norms
for doings that distinguish between unacceptable and acceptable behaviour. It is mainly based on
three principles such as anonymity, confidentiality and informed consent. Investigator should
follow all these ethics which will further help them in completing each activities of research in
more appropriate manner.
Research Limitation: In research limitation, the time limitation for completion of work
and ability of research includes lager size of sample for primary research. Thus, time is main
limitation for the researcher while getting accurate response from the respondents. For this
researcher need sufficient time. As whole in order to complete each activities of research, time is
not enough for the investigator.
Research Reliability and Validity: In research reliability and validity, the reliability of
research is based on implementation of test instrument which is the resulted questionnaire
(Rosenau and Githens, 2011). Close-ended questionnaire are designed for limiting the response
of respondents to a positive and negative response.
Questionnaire
Name:
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