Report on Zara Plc: Summer Shoes Product Launch in London Fashion Week

This report provides a comprehensive analysis of Zara Plc's Summer Shoes product launch, focusing on its introduction during London Fashion Week. It delves into the research background, rationale, aims, and objectives of the project, including an examination of the current market demand and sales revenue of Zara products. The report outlines a detailed project management plan encompassing cost, time, resources, communication, and risk factors. It presents a Gantt chart and network diagram to illustrate the project timeline and workflow. Furthermore, the report explores the research methodology employed, including qualitative research methods, an inductive research approach, and non-probabilistic sampling. Data analysis and interpretation are conducted, focusing on key themes such as awareness of sales revenue, the impact of globalization, and the target customer demographic. The report offers strategic recommendations to enhance the product launch's success, incorporates a reflection on the project, and concludes with a comprehensive overview of the findings. The report also includes supporting documentation such as a questionnaire, a log book and performance review.

Managing a Successful
Business Project

TABLE OF CONTENTS
TOPIC:.............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Research Background..................................................................................................................1
Rationale:.....................................................................................................................................1
LO 1.................................................................................................................................................1
P1 Aims and Objectives...............................................................................................................1
P2 Project Management Plan ......................................................................................................2
P3 Time Scale, Gantt chart..........................................................................................................4
LO 2.................................................................................................................................................6
P4 Research Methodology...........................................................................................................6
LO 3.................................................................................................................................................8
P5 Data Analysis and Interpretation............................................................................................8
P6 Recommendations.................................................................................................................17
LO 4...............................................................................................................................................18
P7 Reflection..............................................................................................................................18
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................20
APPENDIX....................................................................................................................................21
Questionnaire.............................................................................................................................21
Log Book...................................................................................................................................23
Performance Review..................................................................................................................24

TOPIC:
To innovate a new type of sandals- ORTHOPEDIC SUMMER SHOES and place them in
London Fashion week- In context with Zara Plc.
INTRODUCTION
Research Background.
Globalization has impacted on several business and has led to their expansion and growth
through different activities. This research is based on the new product launch that will be
initiated in London fashion week. The report will highlight the possibilities and challenges for
the organization for successful product launch in the market. The report is based on the case
study of Zara Plc, which is a leading fashion clothing and accessories brand. The company is
popularly known for its trendy fashion items and operates in 10000 stores worldwide.
Rationale:
The intent of this research is for the personal interest of the researcher in understanding
the outcomes and challenges being faced by an organization in successful product launch and
what strategies to be used by the company for implementing this aspect. On the other hand next
purpose behind conducting this research is for the academic requirements of the researcher.
LO 1
P1 Aims and Objectives
Aim:
“To determine the possibilities, outcomes and challenges being faced by organization
during the launch of SUMMER SHOES product in London Fashion Week- A case study on
ZARA”
Objectives:
 To understand the current demand and sales revenue of Zara products in different
markets.
 To identify the possibilities of successful product launch by Zara.

 To understand the challenges faced by Zara during the product launch in London fashion
week.
 To recommend the strategies and activities that will drive the company towards
successful product launch.
Research Questions:
 What are the current demand and sales of Zara products across the world?
 What are the possible outcomes for success of this product launch?
 What will be the challenges to be faced by Zara during this product launch?
 What strategic measures will Zara undertake to deal and overcome the challenges in this
product launch?
P2 Project Management Plan
Project management plan consists of all the planning activities that are vital for the
successful completion for the research project. The following are the important elements of
project management plan-
Cost:
Cost is the most important element while planning of the activities as without cost
calculation and budget the activities cannot be planned as there will be no proper allocation of
financial resources to all the elements. The researcher has incurred and considered the cost of
each and every element of this project. The overall cost for this research project is Great British
Pound 9000. On the other hand the overall cost for launching Summer Shoes by Zara is Great
British Pound 75000.
Time:
Time is another important factor to be considered during this research. The researcher has
planned all the activities as per the time schedule and allocated specific time limit and deadline
for every activity to avoid any delays(Thamirand Poulis, 2015). Time management will be very
much useful to complete this research and understand its outcomes. Scheduling the activities on

time will enable the researcher to complete this project systematically. On the flip side, Time for
developing the design and placing it in London Fashion Week will require 45 days for Zara to
make it ready to display.
Resources:
In order to initiate the successful completion of the research, the researcher must arrange
the availability of the required resources in this project . The shortage of the resources can cause
delays and will not let to arrive at outcomes and hence the researcher must consider the
availability of the resources required in this project. The required basic resources will be
Laptops, computers, Internet connection, office stationery materials etc. for conducting this
research. On the other side Zara will require capital resources, raw materials, production
technology and all other resources for manufacturing the new product- Summer Shoes.
Communications:
Communication is required for performing the activities of the research. Communication
involves sending messages, emails to different stakeholders of this project and to collect
information from them that will be useful for the researcher in this project. Different
communication tools such as emails, messages, fax, telephones etc. will be utilized during this
research. Communication will initiate clarity in understanding the process as well as outcomes of
this research(Polonsky and Waller, 2018).
Risk:
There will be number of risk involved in this project and their occurrence may cause in
delay of results and complications while performing the activities effectively. It may result in
consequences such as loss of money, time, data etc. Hence, it makes the researcher to focus on
calculating the risk probability and frame some post risk and pre risk measures to avoid problems
from it. Researcher must prepare for several risks such as physical injury, data loss, data
manipulation and other types of physical consequences(Pramanik, 2019).

P3 Time Scale, Gantt chart
Time scale
Task
Name Duration Start Finish Predecessors Cost (in GBP)
Generatio
n of new
idea
3 days Mon
7/8/19 Wed 7/10/19 1,200.00
Screening
of
generated
4 days Thu
7/11/19 Tue 7/16/19 1 1,400.00
marketabi
lity test 7 days Wed
7/17/19 Thu 7/25/19 1,2 2,000.00
Determin
ation of
need of
customer
s
10 days Wed
7/17/19 Tue 7/30/19 2 1,000.00
Analysis
of latest
technolog
y
10 days Fri
7/26/19 Thu 8/8/19 3 1,500.00
Product
developm
ent
8 days Wed
7/31/19 Fri 8/9/19 2,4 3,000.00
Completi
on of
project
3 days Mon
8/12/19 Wed 8/14/19 5,6 2,000.00
Gantt chart

Network diagram
Work break down chart

LO 2
P4 Research Methodology
Research Methods:
Research methods are the different techniques being used for conducting research. There
are two types of research methods- Quantitative method and Quantitative method. Quantitative
methods include numbers, facts, figures and data related to a particular topic and involve
evaluation of the research outcomes on the basis of these numerical components. Qualitative
research method involves components such as consumer perception, feeling, behaviour, choices

etc. that cannot be measured in rational numbers and can be calculated on the majority of
opinions from the people(Tidd and Bessant, 2018).
The researcher has used qualitative research method for conducting this research as it
well provide thorough understanding for the outcomes in this product launch.
Research approach:
Research approach is as set of assumptions and steps that are already planned in relation
the collection, analysis and interpretation of the data. There are two types of approach as such-
Deductive approach and Inductive approach. Deductive approach is the method that frames a
hypothesis on the existing concept and prepares the strategies based on it. Inductive research
approach is the one that prepares a new theory and concept from the data collected(Patanakuland
et.al., 2016).
This research project will follow Inductive research approach which will help the
researcher to prepare the outcomes from the data collected and lead towards successful
completion of this project.
Sampling:
Sampling is a method of data collection in research that includes selection of few
elements from wide range of population and these elements are known as samples(Bresler and
Stake, 2017). These samples represents the entire population or data. There are two types of
Sampling methods- Probabilistic Sampling and Non probabilistic sampling. Probabilistic
sampling includes selection of sample by calculating the probability for it. Non probabilistic
sampling includes the sample selection on judgemental basis of the researcher.
This research project will include the use of non probabilistic sampling method as it will
be relevant in cost and time for the researcher. The data will be collected from 20 senior
managers of Zara Plc to undergo the research activities and find out the outcomes of this project.
Data Collection:

Data collection refers to the gathering the information from various sources in order to
fulfil the research requirements and accomplish its activities for calculation of results from it. It
involves collecting data, arranging them in systematic order and analysing it for the outcomes.
There are two types of data as such- Primary data and Secondary data. Primary data is the raw
and directly collected information from any source through activities such as questionnaire,
interviews and opinion from an individual. Secondary data is the collection of data from books,
magazines, annual reports etc. which is already collected and made available(Archibald and
Archibald, 2016).
This research project is based on the primary data sources that will include questionnaire
form of data being collected from 20 senior managers of Zara. Direct data collection will help
the researcher to clear his doubts and collect justification for every answer easily.
Data Analysis:
Data analysis refers to the evaluation of data on the basis of logical and analytical
methods for arriving at a particular solution and to interpret the results. The data collected form
different sources are been classified and analysed in order to calculate the outcomes from it.
Quantitative data analysis and qualitative data analysis are the two type of data analysis.
Quantitative data involves numbers, facts and numerical data(Alvesson and Sköldberg, 2017).
Qualitative data includes characteristics, behaviour, perception and mindset of people towards a
particular topic.
This research project is based in qualitative data analysis.
LO 3
P5 Data Analysis and Interpretation
Theme 1: Most of the managers were aware of the current demand and sales revenue
related to Zara products.

Options Frequency
Yes 10
No 5
May Be 5
Interpretation: The above questionnaire carried from 20 managers of Zara and the outcomes
obtained is that 10 managers were aware for the current demand and sales revenue of Zara
products as they were a part of marketing department and mainly working in framing different
strategies for the company by observing the sales of the products. Remaining were partly aware
for it as they were been located in different departments such as operations, warehouse etc.
Yes No May Be
0
1
2
3
4
5
6
7
8
9
10
Frequency

Theme 2: Globalization is a main reason behind increasing competition and demand
fluctuations in products for Zara
Options Frequency
Globalization 12
Advance Technology 2
Effective marketing strategies by competitors. 8
Interpretation: The above questionnaire carried from 20 managers of Zara and the outcomes
obtained is that 12 managers stated that globalization was mainly responsible for increasing
Globalization
Advance Technology
Effective marketing strategies by competitors.
0 2 4 6 8 10 12
Frequency