Zara Business Report: Globalization, New Product Launch Impact

This report examines the impacts of globalization on Zara, a Spanish fast-fashion retailer, and strategies for brand awareness and profitability through a new product launch in London Fashion Week. The study explores aims, objectives, and timeframes, including research questions and rationale. It outlines a project management plan with cost, communication, quality, resources, and risk assessments, along with Gantt and networking diagrams. Research methodologies include quantitative and qualitative approaches, inductive research, and descriptive research design. Sampling techniques, data collection methods (primary data via questionnaires), and data analysis are also discussed. The research aims to identify factors for successful product launch and profitability increase, considering the growing demand for summer shoes and the broader implications of globalization for the fashion industry. The report provides an in-depth analysis of Zara's business operations and strategic planning in a globalized market.

Managing a successful business
report

Table of Contents
INTRODUCTION (125)..................................................................................................................1
PART 1............................................................................................................................................1
A) Aims and objectives....................................................................................................................1
A1 Aims.......................................................................................................................................1
A2 Objectives...............................................................................................................................1
A3 Time frames...........................................................................................................................1
B) Project management plan............................................................................................................2
Producing a project management plan.........................................................................................2
PART 2............................................................................................................................................5
C) Research methodologies.............................................................................................................5
C1 Quantitative research..............................................................................................................6
C2 Qualitative research................................................................................................................6
D) Key findings................................................................................................................................7
D1 Analysis of findings...............................................................................................................7
D2 CONCLUSION........................................................................................................................19
D3 RECOMMENDATION...........................................................................................................19
E REFLECTION & Performance review......................................................................................19
REFERENCES..............................................................................................................................21

INTRODUCTION
Globalization is a process of operating business on an international scale by interacting
with other countries people, and by exchanging technology, knowledge etc. Small, medium and
large size businesses are being affected by globalisation as it can help them in expanding their
businesses. This present study is based on Zara that is a Spanish fast fashion retailer.
Headquarter of this company is in Arteixo, Spain and has approximate 10,000 stores in
worldwide. It is best known for apparel retailer across the world. In the context of revenue, it
earns and creates $18.9 billion annually (Nucamendi-Guillén, Moreno and Mendoza, 2018). This
research study is going to show about impacts of globalization and ways of creating brand
awareness to target markets and increasing profitability y launching a new product in London
fashion week by this company,
PART 1
A) Aims and objectives
A1 Aims
“To identify factors that need to be considered by fashion firms to design, manufacture,
sell and at the time of launching new summer shoes: A study on ZARA”.
A2 Objectives
 To understand the importance and concepts of globalisation.
 To identify issues faced by fashion firm at the time of designing and selling new summer
shoes
 To analyses factors that can help ZARA in selling new summer shoes in market
successfully and raising profit by 25% till the end of 2019.
A3 Time frames
Research questions
 What is the importance and concepts of globalisation?
 What are the issues faced by fashion firm at the time of designing and selling new
summer shoes?
 What factors are here that can help ZARA in selling new summer shoes in market
successfully and raising profit by 25% till the end of 2019?
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Rationale
Demand of summer shoes is increasing day by day, if companies provide comfortable and
quality shoes to consumers asper their needs then it can help the firm in gaining success in
market. Hence this study is being done so that companies can understand the factors that must be
considered by designing and launching new shoes. The main aim of selecting this topic and this
research is to make people aware about new products and importance of globalization. This
research can help at academic level and to researcher to understand critical impacts of
globalisation.
B) Project management plan
Producing a project management plan
Project management plan plays an important role in conducting research. It is called an
effective plan and a document that is being used by researcher to describe each and every phase
of project like planning, executing, monitoring etc.
Cost: In the context of cost of project management plan, researcher require setting the
cost of its plan in which it can compete the whole research (Halibozek and Kovacich, 2017). The
main aim of considering this factor and element is to carried out all activities of this research in
an efficient manner. It is estimated by researcher that it requires Approximate £5000 to conduct
and performing all activities as globalisation is also a broad topic. Cost of the research will be
approximately £3000 and launching will be £2000.
Communication: It is also called an important key factor in the process of research. It is
the way of connecting with all functions, activities and with customers for accomplishing goals
of conducting this research. For this research, scholar will make an effective use of E-mail &
circulars. For communication, company focus on survey and meeting for research and E-mail for
shoe launch.
Quality: It is something and a standard of excellence of something. It is important for
making this research successful to gather authenticate and reliable informations. It can have a
positive impact on the performance and goals of the company which it wants to achieve. It is also
important for researcher to maintain quality of data and interpretation. For maintaining quality,
company will use benchmarking & researcher will use KPI (Kerzner, 2017).
Resources: It includes all those things that requires completing this research. It is
important for researcher to use adequate and effective resources for the main aim of making the
2

research effective and error less. For this particular research, scholar includes several resources
like laptop, stationery items, storage devices etc.
Risk: It present everywhere and it is important for ZARA and researcher to analyse all
factors and risk assessment for making this research of launching a new product successful. To
take competitive advantages and for earning profit it is essential to analyse risk of theft of data,
security and other. By making an effective plan, company and scholar can make themselves able
to remove all risks. Governmental regulation, theft of dat are some risks involve in this research
(Lientz, and Rea, 2016).
Task Mode Task Name Duration Start Finish Predecessors
Auto
Scheduled Making an effective plan 6 days Mon 6/3/19 Mon 6/10/19
Auto
Scheduled Defining a target market 5 days Tue 6/11/19 Mon 6/17/19 1
Auto
Scheduled
Forecasting sales
volume/market research 5 days Tue 6/18/19 Mon 6/24/19 2
Auto
Scheduled
Study of competitive
market 5 days Tue 6/25/19 Mon 7/1/19 2,3
Auto
Scheduled
Design some items and
facilities 5 days Tue 7/2/19 Mon 7/8/19 4
Auto
Scheduled
Selection of the best design
by discussing others 5 days Tue 7/9/19 Mon 7/15/19 4,5
Auto
Scheduled
Identifying internal and
external factors 5 days Tue 7/16/19 Mon 7/22/19 6
Auto
Scheduled Making a budget and cost 5 days Tue 7/23/19 Mon 7/29/19 7
Auto
Scheduled launch of new product 5 days Tue 7/30/19 Mon 8/5/19 7,8
3

Figure 1Gantt Chart
Work breakdown
Activities We
ek
1
Week
2
Week
3
Week
2
Week
2
Week
2
Week
2
Week
2
Week
2
Week
2
Week
2
Identify
topic
To make
aims and
objectives
Defining
a target
market
Market
research
Identifica
tion of
competiti
ve market
Makes
samples
and
design
some
4

products
Launch
new
product
Recomme
ndation
and
conclusio
n
The finishing date of the project will be 5th August 2019.
Monitoring and completion plan:
Activities Monitoring
Market research For monitoring & managing this activity, the
company has hired a skilled and authorized
person.
Competitive market By applying different tools like Porter's 5
forces.
Analysing internal and external factors By making an effective use of PESTLE and
other models.
5

Budget For this financial manager will oversee all the
functions & by overseeing quantity of input
and output.
Figure 2Networking Diagram
Milestone plan:
Milestone Due date
Selection of the best design by discussing
others
14th July
Identifying internal and external factors 20th July
Making a budget and cost 27th July
PART 2
C) Research methodologies
Research methodologies is also an important part of conducting research. This research is
linked with aims and objectives which the company has decided and wants to achieve. Without
research methodologies it is not possible for scholar to make this research complete and
successful. It includes several activities and parts such as research approaches, types,
philosophies, designs, data analysis etc.
Research type: In the context of research type there are mainly 2 types of research such
as qualitative and quantitative. Both types of research are based on different methods and
philosophies (Quinlan and et.al., 2019).
C1 Quantitative research
Quantitate research is based on numerical data and figures. In this type data are being
collected through questionnaires, survey and manipulating pre existing statical data. For
conducting this research, researcher will make use of quantitative research as it will take views
of managers of ZARA company about the topic of globalization and launching a new product.
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The main feature and aim of using this type of research is to identify the relationship between
one thing to another. It may be descriptive and experimental.
C2 Qualitative research
Qualitative research is wholly based on feelings, views & emotions on individuals. This
type of researcher seek correlation & attempts to control the environment in which the
informations and data are being collected to avoid the risk of variables. Qualitative method is
also being used by researcher (Silverman, 2016).
Research approach: It can be defined as a procedure and an effective idea that includes
several steps of collecting data, their interpretation and analysis. For maintaining a relevancy it is
essential for scholar to make an effective use of research approach or select the best approach.
There are 2 types of research approach including inductive and deductive. Inductive approach is
mainly considered with the generation of new brand theory. Whereas, deductive is a testing or
existing theory. This research is based on inductive approach as researcher selected qualitative
type of research. With the help of inductive research, scholar will research its topic and
accomplish its main aim which is, To create unique brand awareness to target market and
maximize profitability.
Research designs: It refers techniques that are being selected by scholar with the main
purpose of combining all different elements of this research in a reasoning manner. It has 4
research designs such as descriptive, experimental, semi-experimental & correlation al. For
making this research attractive and successful, researcher will use descriptive research design.
Descriptive is being used to describe a situation & behaviour. It is mainly concerned with finding
out answers of what is.
Sampling: It refers a process of selecting and targeting a small part of a group and
population. The main purpose of researcher of sampling is to make the research and whole
process easy. It is not possible for researcher to take views of whole population and by selecting
a small group and by sampling, researcher makes themselves able to take views of them and
accomplish goals. There are mainly two types of sampling such as probabilistic and non-
probabilistic. For conducting this research, scholar will use probabilistic sampling method. The
main purpose and reason behind choosing this type is this probabilistic sampling give equal
opportunities to participants to provide their views. They are free to talk about anything related
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to topic (Litosseliti, 2018). For this research and knowing the views, researcher has selected
twenty managers of Zara fashion retailer company.
Data collection: For making the research complete and successful it is important for
researcher to follow data collection step in the whole research process. Data collection means to
collect and gather data or informations related to the topic and find out solutions of problems and
answers of all questions and test hypothesis. There are two types of data collection methods such
as primary and secondary. Most of the researcher select primary whereas, other selects secondary
and many of them select both types in order to make informations and research reliable
(Mitzenmacher and Upfal, 2017).
Primary data are called first hand and new data that are not being used before by anyone. It
includes questionnaires, survey, force fields etc. On the other hand secondary data are called
second hand data it means those informations and data which are being used before by anyone. It
includes books & journals. Blogs, articles, internet etc. For conducting this research and make
them reliable, researcher has used primary data collection. By using primary & take help of
questionnaires, researcher can easily accomplish its goals which is, To create unique brand
awareness to target market and maximize profitability.
Data analysis: It is not only important to collect data but also to analyse them. It can be
said that all the data which researcher collects from secondary sources like from internet, books
and journals and from primary research not accurate all the time. So it is essential for researcher
to mould them and make them correct and this cleaning and moulding process of data is called
data analysis. It has 2 methods of data analysis such as qualitative & quantitative. For this
research, researcher has used qualitative method of analysing informations and data that he
collected. In qualitative data he used thematic analysis and for making that more effective and
attractive he has also made an effective use of graph, charts and tables (Kalachev, 2016).
D) Key findings
D1 Analysis of findings
Theme 1: The importance and actual concept of globalization?
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Particulars Participants
Yes 10
No 6
Partially 4
Interpretation: From the above question it is interpreted that out of 20 managers of Zara
company 10 managers said that they know the whole concept and importance of globalization, 6
managers said that they do not have proper knowledge of globalization. On the other hand 4
managers said that they have partial knowledge about importance of globalisation.
Theme2: providing comfortable shoes can help ZARA in selling new summer shoes in the
market effectively
Strongly agree 12
Agree 6
Disagree 1
Strongly disagree 1
9
Yes
No
Partially

Interpretation: From the above study it is found that 12 out of 20 respondents have viewed that
they are strongly agree that if companies provide them comfortable shoes then it would be better
for them to make their purchasing decisions. On other hand out of 20 are agreed that comfortable
shoes can make them ready to buy any products. Hence it can be interpreted that company
10
Strongly agree
Agree
Disagree
Strongly disagree
0 2 4 6 8 10 12
Column B