Managing a Successful Business Project: Zara's Global Expansion Report

This report analyzes Zara's global expansion project, focusing on the impact of globalization on the company's marketing and HR departments. The report outlines the project's aims and objectives, including understanding the concept of globalization, determining Zara's overseas responses, and identifying strategies for global market success. It presents a project management plan, including cost, time, scope, quality, communication, and risk assessments. The report also includes a work breakdown structure and Gantt chart for project timelines and stages. Small-scale research is conducted using qualitative and quantitative methods, followed by data analysis and recommendations. The research explores economic, cultural, and ethical impacts on marketing and HR, and addresses challenges faced by Zara's managers. The report concludes with a reflection on the research's value in meeting objectives and personal learning.

Managing a Successful
Business Project

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 project aim and objects .........................................................................................................1
P2 Production of project management plan................................................................................3
P3 Work breakdown structure and Gantt chart to provide time frames and stages for
completion ..................................................................................................................................4
TASK 2............................................................................................................................................5
P4 Carry out small scale research by applying qualitative and quantitative research ................5
TASK 3...........................................................................................................................................8
P5 Research analysis and data by using appropriate tools and techniques.................................8
P6 Appropriate recommendations as a result of research and data analysis ............................16
TASK 4..........................................................................................................................................16
P7 Reflect on the value of undertaking the research to meet stated objectives and own learning
and performance........................................................................................................................16
CONCLUSION..............................................................................................................................17
REFRENCES.................................................................................................................................18
...........................................................................................................................................18

INTRODUCTION
Globalisation is the process of integration between the nations and different regions in the
world. It involves trading of products and services at global level which help to increase the
profitability of business activities. It help to identify the needs and wants of customers and
increase the brand image that leads to sustain in competitive market. It is essential for very
business to understand the needs and provide satisfaction to customers in order to increase the
profit. For this administration and marketing play a vital role in making a business operation
expanding globally. It get the help of different market condition and cultures to understand the
needs of global market.
To understand this ZARA has been selected that is a Spanish fast fashion retailer
company that was established in 1975. the report will covered different topics such as project
aims, project management plan, work breakdown structure and Gantt chart to provide time
framework, small scale research by applying qualitative and quantitative research method,
research and data analysing, communication of appropriate recommendation and value of
undertaking to meed with stated objectives (Archibald and Archibald, 2016).
Topic: Positive impact on globalisation that considers economic, cultural and ethical
importance in Marketing and HR department in case of ZARA organisation.
TASK 1
P1 project aim and objects
Globalisation refer integration of different country and nations in order to development
and growth of the country. It impacts on business whether positively or negatively. It impacts on
business such as increase the trade across the border of goods and services, increases level of
labour migration among different countries, emergence of global brands, greater outsourcing and
offshoring of production and also impacts on expansion of foreign direct investment which help
to contribute growth and economic development. ZARA is multinational company who provides
number of products at larger area. It is world's largest organisation which focuses on fashion
trend and how to survive the products globally. The main aim of this organisation is to each at
global market and reach at global market through beating the competition (Badewi, 2016).
Aim: “ Capture the global market by compressing the impact of globalisation in Zara's
business”.
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Research objects
 To clearly understand the concept of globalisation.
 To determine the responses ZARA is getting oversees
 To determination of ways which help to expand the business of ZARA and how it
get success in order to reach at global level.
Search questions-
1.) What are the impact of economical, cultural and ethical activity on marketing and HR in
ZARA organisation?
2.) What are the impacts of globalisation on retailer enterprise?
3.) What are issues which is faced by ZARA's manager in order to operating the business at
global level?
Background of research
ZARA is a Spanish fast fashion that deals in retail sector which was founded in 1975. it
focuses on marketing and HR function which helps to increase the productivity and profitability.
It has planned to expand the business in other country also and grab the opportunity to reach at
global level. In ZARA, the managers have highly knowledge and experience which helped to
enhance the business and make it profitable. This organisation mainly focused on marketing and
HR functions that is defined below-
Marketing: This department help ZARA to promote the product and services through
marketing which helps to increase the number of customers. The manager are using different
marketing strategy which help to increase the number of customers and also increase the brand
image. The marketing manager analysis the market trend and sales designing clothes which
influenced customers (Binder, 2016).
HR: This department helps ZARA to communicate with all employees who are working
at there and make efforts to make it more producible or profitable. The HR department hire
skilled and experienced applicant who has convincing power and can solve customers problems
that impacts on business. As result its sale are increasing continuously.
P2 Production of research management plan
Project management plan refers to the predefined research plan that covers different
aspects such as cost, quality, time, resources, communication which are required for the
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completion of project in a particular period of time. Research is required for accomplishing any
project as it provide all the essential information. Their are basically two types of research i.e.
primary and secondary. In this project, primary research is done as it is more reliable and provide
exactly required data & information. Every organisation set the project and time period in which
the project should be complete. The projects are related with the time duration and specific
purpose to formulate the business. The ZARA has several stores all over the world like UK,
Germany, India, Australia etc. This company uses different resources such as technology,
personnel skills and experience, intellectual property etc.
ZARA is well known organisation that deals in retailing products at international market.
In this organisation manager makes plans to launch new products. There are different areas of
plan which are explained below in detail:
Cost: Cost is considered to be one of the most vital part while conducting research as
whole work is needed to be done in given budget as researcher has to used given resources in
best possible way. It comprises of determining the expenses occurred during the process of
marketing. Zara covers different types of cost such as advertising, promotion, public relations.
Though it depends on the company's turnover as to how much it would like to spend on the
marketing budget. Due to the extensive competition in retail industry, Zara would require to
spend around 15% of sales. Some of the factors such as competition in the market, objectives of
company employee expertise and percentage of sales affect the cost of marketing (Boyle, 2017).
Time: Determining the time required for the completion of research is another important
area where researcher has to focus. The decision regarding collection of data i.e. primary or
secondary is taken on the basis available time. Generally, more time is required for gathering
primary data compared to secondary data. Around 5 months of time has been set up to attain the
objectives of the project. The time taken should be enough so that activities gets covered as extra
time would involve more expenses which will affect the profitability of business. Time taken to
conduct overall research and identification of the important aspects is about 6 months. On the
other hand, the overall time period which is taken by the organisation in the process of
globalisation includes 1.5 years.
Scope: The scope of project is concerned with areas that are going be covered, Zara's
marketing plan is covering multiple product lines, distribution channels, activities and marketing
strategies. Each and every aspect are important for the success of brand in international market.
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Factors like market preferences, suppliers and economical condition of buyers affect the
selection of above mentioned points. For example in china buyers have completely different
market buyers there have varied preferences than Americans thus Zara had to conduct the
extensive market research.
Quality: Quality of project affects the results therefore there is need to use appropriate
techniques and tools to ensure results produced would be authentic. The quality of discussed
project depends on methods which are being used to collect the data. For the purpose of
marketing plan it is required to conduct market research to analyse the needs and demands of
customers. There are ways through which buyers preferences can be known but managers must
select the most reliable alternative. Quality of project depend on multi
Communication: This part of project involves informing all the employees about the
project objectives and what are the duties that they are going to perform? and how the objectives
are going to be achieved? With respect to the selected plan, in order to maintain the
communication in an effective manner channels like emails, direct messages and telephones
should be used. It is considered important because necessary information needs to be passed
from time to time so that necessary detailed would not get missed. Communication with
customers can be made through questionnaires or survey (Hillson, 2017).
Risk: Every business plan involve some amount of risk these are the factors that affect
the efficiency of project. In context of marketing plan there are risk of loosing brand value
because of the competition, launching new product, change in demand of customers etc. These
risks can be converted into an opportunities if identified at right time and appropriate measures
are taken in order to deal with them. Avoiding, transferring, exploiting, and mitigating risk are
some of the ways which can be used to reduce the impact of risk.
Resources: These are the core foundation of project without the availability of resources
no task can be carried out. In the chosen business project resources like money, manpower,
tactics and capability of organisation will be required. As Zara is planning to analyse the success
of brand overseen it would require to effectively allocate and utilize resources.
P3 Work breakdown structure and Gantt chart to provide time frames and stages for completion
Work breakdown structure: This is the process of breaking down the activities of
project into several parts. It helps in completing the project in a decided time frame. Under this
total amount of work is divided into smaller components in order to achieve the objectives
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effectively. WBS is hierarchical system which involves developing teams, allotting work.
Researcher follows this structure that leads to the estimation of cost and attaining goals
(Kendrick, 2015).
Gantt chart: This is sort if graphical presentation of the activities involve in the project
plan. It is considered as useful tool that describes the project schedule which comprises of time
intervals and description of project. There is relationship between the tasks that are explained
through the chart. The main purpose of using this tool is to analyse the progress made on the
project and also helps in decision making of project manager. Necessary measures can be taken
in order to control the activities in case of situations like missing deadline or inadequate
sequencing of tasks.
The project plan is a process that involves series of tasks that are performed with the help
of resources in order to attain the objectives. As Zara wanted to market its product oversees thus
for this purpose project manager was given responsibility to produce comprehensive marketing
plan. The main components of project plan is time, scope, quality, resources and risk which
affects the effectiveness of overall project. Milestone schedule on the other hand is concerned
with scheduling the different activities through techniques like PERT and CPM. Through such
measures project manager of Zara is able to identify whether the project is going to be completed
on time or not (Larson and Gray, 2017).
TASK 2
P4 Carry out small scale research by applying qualitative and quantitative research
Small scale research: This act as a guide for number of researchers who are doing
theses, dissertations, papers and projects. It describes the strengths and weaknesses of different
approaches. Small scale research is conducted in order to provide audiences answers to all the
possible questions. This type of research is preferred when organisation is short on time and
resources.
Research Methodology: This is defined as systematic plan for conducting research.
Different types of techniques are used to identity, select and analyse the data with respect to
subject matter. In projects research methodology gives reader about the insights of topic based
on which conclusion are drawn. The methods selected by project manager should be appropriate
which means data should be selected from the valid and authentic sources. Ethical principle of
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research states wrong and invalid source of collecting data can negatively impact the results born
out of projects. It also specify the rules and methods that should be taken to maintain the
effectiveness of research . There are different ways through research can be conducted such as
qualitative and quantitative methods.
Qualitative method: Under this method data is collected through survey, interview,
observation etc. It is considered more authentic as information are drawn directly from the
sources. Project manager can use this method in order to obtain large amount of data with
without having to worry about the unreliability of information. This method is based on
analysing the behaviour of human and informant giving perceptive after that. Through this
method one can explore the reasons and motivations of objects (Laursen and Svejvig, 2016).
Quantitative method: This is the method in which data is collected based on the
information available on internet, books, magazines, journals etc. It quantifies the problem by
generating data and then make statistical analysis based on that. Through this further findings
can be drawn.
Sampling technique: In every project the there should be enough amount of respondents
that needs to be taken into account during the survey. Techniques which has been used is the
project is purposeful sampling, this involves collecting detailed information about situation
through selected participants. In marketing plan these selected participants are customers,
stakeholders and general public are being considered. Organisations should technique which
suits the structure and nature of objectives (Muller, 2017).
Sample: In the project around 40 people have been considered for the purpose of
gathering information.
Questionnaire
Name:
Age:
Gender:
1) Do you find globalisation is beneficial ?
a. Yes
b. No
2) Do you know about Zara?
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a. Yes
b. No
3) What do you think about the quality of clothing line of Zara?
a. Excellent
b. Good
c. Average
4) How often do you find advertisements of Zara?
a. Often
b. Not very often
5) Do you find marketing of products of Zara appropriate in terms of global level?
a. Yes
b. No
6) Are you satisfied with the product line of Zara and whether company should include
more items?
a. moderately satisfied few changes are required
b. Satisfied, no changes should be made
c. Dissatisfied
7) What prompts you to buy product of Zara?
a. Brand image
b. Quality of product
c. Clothing style.
8) Factor that stops you from buying product of Zara?
a. High price
b. Low range of products
c. Availability of other competitor
9) What kind of marketing strategy of Zara do you find attractive?
a. Customer profiling strategy
b. Pricing strategy
c. Promotional strategy
10) Any recommendation you would like to give regarding how the company should
market the products.
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.........................................................................................................................................................
......................................................................................................................................
TASK 3
P5 Research analysis and data by using appropriate tools and techniques
Conducting research involves analysing and interpretation of data with the use of table
and diagram. This ensures that data is presented in effective manner and appropriate results can
be drawn from it (Newton, 2016). In order to make the marketing project appropriately all the
required information should be collected from authentic sources thus interpretation made on this
project are discussed below:
1) Do you find globalisation is beneficial ? Frequency
A Yes 30
B No
2) Do you know about Zara?
A Yes
B No
3)What do you think about the quality of clothing line of Zara?
a Excellent
b Good
C Average
4) How often do you find advertisements of Zara?
a. Often
b. Not very often
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5) Do you find marketing of products of Zara appropriate in terms of global level?
a. Yes
b. No
6) Are you satisfied with the product line of Zara and whether company should include
more items?
a. Moderately satisfied few changes are required
b. Satisfied, no changes should be made
c. Dissatisfied
7) What prompts you to buy product of Zara?
a. Brand image
b. Quality of product
c. Clothing style.
8) Factor that stops you from buying product of Zara?
a. High price
b. Low range of products
c. Availability of other competitor
9) What kind of marketing strategy of Zara do you find attractive?
a. Customer profiling strategy
b. Pricing strategy
c. Promotional strategy
1) Do you find globalisation is beneficial ? Frequency
A Yes 30
B No 10
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A Yes B No
0
5
10
15
20
25
30
35 30
10
Frequency
Interpretation:
From the above graph it can be seen that majority of the respondents have said yes to the
globalisation, this works in favour of Zara's oversees marketing strategy. The organisation
should make further plans with respect to improving globalisation strategies as there are still 10
respondents who said that globalisation is not beneficial. The perception of people can be
changed with time therefore company can further build its presence in the emerging markets like
china (Nicholas and Steyn, 2017).
2) Do you know about Zara? Frequency
A Yes 35
B No 5
35
5
Frequency
A Yes B No
Interpretation:
From the graph it is shown that majority of respondents are aware about the Zara, this
shows that company has been successful with its brand awareness strategy. Though in order to
cover even those remaining 5 people marketers can further increase the promotion of brand
through offline as well as online means (Polonsky and Waller, 2018).
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