Business Project Report: Summer Shoe Creation, Launch, and Marketing

This report details a business project focused on the creation, launch, and marketing of a new summer shoe brand, with a specific case study on Burberry. The project encompasses five stages: initiation, planning, execution, monitoring, and closure. It outlines the project's aim to compete with established brands through unique design, quality materials (genuine leather), and competitive pricing. The report includes a project management plan, work breakdown structure, and Gantt chart to manage timelines and objectives. It also incorporates both qualitative and quantitative research methods, employing random sampling of 60 women in London to gather data. The research philosophy blends positivism and interpretivism to provide a comprehensive understanding of the market. The report concludes with recommendations based on data analysis, aiming to achieve brand awareness and profitability within specified timeframes. The report also covers the project's cost structure, quality management, communication strategies, risk assessment, and resource allocation.

MANAGING SUCCESSFUL BUSINESS PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Project Aim and Objectives....................................................................................................3
P2 Project management plan.......................................................................................................3
P3 Work breakdown structure and Gantt Chart...........................................................................5
TASK 2............................................................................................................................................7
P4 Small scale research by applying qualitative and quantitative research methods..................7
TASK 3............................................................................................................................................9
P5 Analysis of research using appropriate tools and techniques.................................................9
P6 Communication of appropriate recommendation as a result................................................18
TASK 4..........................................................................................................................................18
P7 Reflection on research with reference to learning, performance and meeting objectives....18
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................21
APPENDIX....................................................................................................................................22
Questionnaire.............................................................................................................................22
Performance review...................................................................................................................24
Logbook.....................................................................................................................................25

INTRODUCTION
Managing project is a practice of planning, initiating, executing, controlling and ending
work of particular team to attain certain goal. There are five stages which will be involved in
summer shoes project that is project initiation, planning, execution, monitoring and control and
closure. Problem in the study will be management of three aspects altogether that is creating,
launch and marketing of brand-new summer new shoes with regard to big brands. Also,
difficulty in project will be high level of competition because of increased competition for which
project manager will have to focus on training needs, availability of adequate manpower, etc.
The study will outline project strategy, product quality, competitive pricing, target customers,
time frame, reviews of shoppers and individual learning.
PART 1
P1 Project Aim and Objectives
A1 Aim
“To assess creation, marketing and launch of brand-new summer shoes in competing with
the big brands: A study on Burberry”
A2 Objectives
The primary objective of study is to reflect on unique quality show by using genuine
leather to compete with big brands. This will help in evaluating the material used by Burberry for
unique designing of summer shoe. Second objective of research will outline about launch of
shoes at a price of £2500 per shoe in comparison to big brands. This will be assessing response
of shoppers which will on competitive advantage to firm after brand-new summer shoes in
comparison to big brands. Third objective of research is based on creation of unique brand

awareness among Women about quality and design of brand-new summer shoes within six
months. The objective will help in examining acceptance of women over design and quality of
shoes which is the integral aspect for deriving success of product creation and launch within
particular time span. Last objective of research is to analyse the ability become number one in
shoe market by maximizing profitability by 10% within twelve months. This will be evaluated
on the basis of product acceptance and response of marketing launch of summer shoe.
A3 Time Frame
Objective Time duration
To create unique brand awareness Six months
To become number one in shoe market Twelve months
P2 Appropriate project management plan to derive relevant actions to meet times frames and
objectives
B1 Project management plan
Scope of the project
Scope of research is wide as it is focused on creating, launch and marketing of new brand
summer to attain competitive advantage against big brands. The scope of business project to
market increase in income after launch of shoe in London Fashion week. Further, the design
management will focus on maintaining unique quality and design of products in order deal with
big shoe brands in market. The target audience of summer shoe women like celebrities, models,
artist, etc. and therefore meeting individual expectation is the major focus which will be
managed by creating unique brand awareness and by proving high quality and genuine leather
shoe.
Time scales and time management
Time constraints is the crucial aspect of project as it can limit the scope of study.
Therefore, in this business project primary focus will be on time which will be evaluated and
focused with the help of Gantt Chart and Work breakdown structure. The creation of summer
shoe will start from 3rd June 2019 and will end by January 2020, till this time product will be
ready for marketing. The summer shoe will be launch be launched in London Fashion Week
which will take place on 16th to 20th November 2019.

Task
Mode Task Name Duration Start Finish Predecessors
Auto
Schedul
ed
Project Planning 2 days Fri 6/7/19 Mon
6/10/19
Auto
Schedul
ed
Aims and objectives 5 days Tue
6/11/19
Mon
6/17/19 1
Auto
Schedul
ed
Research
methodologies 5 days Tue
6/18/19
Mon
6/24/19 1,2
Auto
Schedul
ed
Data collection 5 days Tue
6/25/19 Mon 7/1/19 3
Auto
Schedul
ed
Data analysis 21 days Mon 7/8/19 Mon
8/5/19 4
Auto
Schedul
ed
Data interpretation 8 days Tue 8/6/19 Thu
8/15/19 5
Auto
Schedul
ed
Finding and conclusion 5 days Fri 8/16/19 Thu
8/22/19 6
Auto
Schedul
ed
Recommendations 5 days Fri 8/23/19 Thu
8/29/19 6,7
Auto
Schedul
ed
Conclusion and
Submission 5 days Fri 8/30/19 Thu 9/5/19 8
Cost
It is the foremost and essential aspect for managing successful project of a business.
However, to manage successful creating, launch and marketing of New bran new summer shoe
cost will be divided as per product design, requirement of resources and launch. The cost
structure for the creation, launch and marketing of summer shoe is given below:
Designing the shoe £30,000
Labour £5,0000
Models £13,000
Risk Estimate £10,000

Materials £20,000
Premises 8,000£
Quality Management
Quality of the Brand-new summer shoe is the major focus for attaining competitive
advantage. Quality of project is based on project deliverable which are tangible as well as
intangible. Launching of summer shoe is tangible in the study for which quality focus will be on
design and quality of shoe. However, intangible quality management will be for presentation of
shoe in London fashion week which will be managed by promotion of product via social media
marketing. The tool aid in quality marketing because its focus is on creating Unique brand
awareness.
Communication
Communication is essential aspect for managing success of project and will be managed by
conducting regular meetings. Further, the design manager and marketing team will focus on
checking and analysing progress of marketing and quality of product. Apart from this, interaction
in project will be also about success and delivery of summer which will be done with the help of
market research and customer feedback.
Risk
Risk of the project will be analysed on the basis of communication of progress, strength and
weakness and review over success and delivery of summer shoes. The cost estimated for risk is
£10,000.
Resource
Resources of the project comprise, material, equipment’s and people required for creating
and designing of summer shoes (Weddin and et.al., 2015). Further, it includes knowledge and
tools used for marketing and time and people required for managing presentation of summer
shoes in London Fashion Week.
P3 Work breakdown structure and Gantt Chart
Work breakdown structure
Level WBS
ID
Name of
element
Work description Resources Deliverable
1 1.1 Initiation Initiation of research by Scenario for SMART

drafting aim and objectives research objectives
2 2.1 Planning Project management plan Project
planning
Project plan and
structure
2 2.2 Project
process
Requesting of resource, team,
budget, time
Time frame,
Gantt Chart,
Critical path
Implementation
and
communication
plan
3 3.1 Execution Verification and validation of
requirements
Kick-off
meeting
Coordination and
cooperation of
research activities
3 3.2 Drafting
research
methods
Small scale research for
determining quantitative and
qualitative type of research
Tools of
research
methodology
Plan and
procedure of
collecting and
interpreting data
3 3.3 Data
collection
Thematic analysis with pie
and Bar diagram
Survey
Questionnaire
Research
outcomes
4 4.1 Control Communication of
recommendation
Written
summary
Developed
understanding
over research
objectives
5 5.1 Closure Submission and modification Views of
supervisor
Improvement
measures in form
of Feedback
comments
Gantt Chart

Figure 1: Gantt Chart
Figure 2: Critical Path
Milestone
Milestone Schedule Due date Justification
Aim and objectives 6\16\2019 I will try to complete the activity before data
to revise the framed aim objectives according
to research scenario.

Drafting of research
methodology
6\23\2019 I will try to complete RM before the date that
is 1 day before in order to get it checked by
my educator
Data interpretation 8\14\2019 This is the lengthiest part of study and
therefore my focus will be on completing this
before time. I will compete this one day
before to develop understanding over final
outcomes on the basis which I will
recommend improvement
Monitoring and completion plan
Activities Monitoring Strategy
Objective’s 2 times Feedback from tutor This will
be done to ensure the time
frame and specification of
study.
Research methodology 1 time Feedback from tutor
Data Analysis 1 time Comparison from secondary
information available online
PART 2
P4 Small scale research by applying qualitative and quantitative research methods
Research Type: Research is categorised into types that is qualitative and quantitative where
qualitative study presents primary exploratory research. This is used by scholar for gaining
understanding over reasons and opinions over research aim and objectives. However, qualitative
research helps in objective measurements and statistical and numerical analysis. The present

study is of both type that is quantitative and qualitative type where scholar has collected data
from primary survey.
Research Philosophy: This denotes the Phenomenon of collecting, interpreting and analysing
data. There are two types of research philosophy that is positivism and interpretivism where
positivism assumes scientific approach where knowledge is presented by understanding statistics
of data (Tracy, 2019). However, interpretivism philosophy helps the scholar in integrating
human interest in study. The research research is about creation, launch and marketing of Brand-
new summer shoe and therefore outline realistic data with human perception is important. Thus,
in this research scholar used positivism well as interpretivism philosophy.
Research Approach: Approach depicts procedure and plan of research which comprise broad
assumptions over collected, interpreted and analysed information. There are two types of
approach that is inductive ad deductive where inductive aim at generating new theory and
research aspects from collected data whereas deductive aim at testing of assumptions (Gravetter
and Forzano, 2018). In this study researcher used both approaches to present quantitative and
qualitative results of primary survey.
Sampling: This is methodological tool which helps in sorting population and sources which can
help in accumulating reliable information. There are wide range of sampling tools that is
stratified, random, snowball, etc. In this study scholar used random sampling method where
sample of the study is 60 women randomly selected from London on the basis of their buying
patterns.
Data Collection: Data collection is the essential aspect of research and is collected with the help
of two methods that is primary and secondary. Secondary collected data helps in outlining facts
and interpreting already collected information (Green and Thorogood, 2018). Primary data is
fresh and is collected via different tools such as face to face interview, survey, observation etc. In
present study researcher collected information n from primary data collection method via
footwear survey with the help of shoe questionnaire.
Data Analysis: Analysis of data is interpretation of collected information to draw outcomes for
addressing research objectives. In this study scholar presented thematic analysis which is
prepared with the help of questionnaires.
Small scale qualitative and qualitive research

Savin, 2018, study is based on new product development and launch process of Company X
which offers innovative roll handling equipment in paper industry. This is qualitative primary
research where scholar presented theoretical review of interview process. From the study it has
been identified that for developing new product stage gate process is effective step as it helps the
company in managing product planning essentials. In accordance with research it is articulated
that model aid in decreasing product failures and increasing success of launching and developing
new products. However, Bouncken and et.al., 2018, study is based on Coopetition in New
Product Development Alliances where researcher tested hypothesis on 1049 NPD alliances from
which it is identified that collaboration is advantageous for incremental innovation in both pre‐
launch and launch phases, radical innovation benefits from coopetition in the launch phase only
TASK 3
P5 Analysis of research using appropriate tools and techniques
Questionnaire is attached in appendix.
Question 1
Responses Number of responses
Pump (15) 15
Flat (10) 10
Sling back (8) 8
Peep Toes (7 7
Laces ups (12) 12
Mules 8
Total 60

From the above presented data it can be concluded that most of people prefer to wear pump shoe
in a regular life. So there were total 15 out of 60 women who have supported the pump shoe.
While there were 12 among them who like to prefer laces up. Although there were 8 number of
women who like to wear sling back shoe. However least number of women that is 8 and 7 who
likes to prefer sling back and mules.
Question 2
Responses Number of respondents
Platform 10
Cone 7
Kitten 15
Stacked 13
Wedges 8
Stilettos 12
Total 60
15
10 8
7
12
8
Pump (15)
Flat (10)
Sling back (8)
Peep Toes (7
Laces ups (12)
Mules