Introduction

Brilliant was established in June 1962. in London. They are a manufacturer of designer shoes, both standard and custom. Their products are marketed by leading fashion retailers. The company has 45 years of experience and traditions in footwear manufacturing. This year, the company decided to develop a new collection of summer shoes, the first model will be presented at the London Fashion Week on 16th-20th February 2019. The purpose of this collection is to present a new and fresh design who meet the needs of working women but also to take into the new trends for spring-summer 2019.First of all we have to make a research which will include SMART criteria to guide in the setting of objectives. Objectives are determined steps that will direct full completion of the project goals. This criteria make a clear view of our specific target, what motivated us, what of this plan is achievable. The goals should be realistic within the availability to resources, knowledge and time.
-to create a new design;
-to be directed to specific audience;
-to accommodate customers wishes;
-to present the new design to London Fashion Week;
-to attract new customers;
-to be finished in exact period of time.

“Many people fail in life, not for lack of ability or brain or even courage, but simply because they have never organised their energies around a goal.”

Elbert Hubbard

Marketing plan

Scope
As we know, our main goal is to create a new design that responds to the fashion trends and to be favoured by women with a busy everyday life. We look forward to the unique design that we will create to match our customers’ wishes, but also to attract new ones. After we present the design of the shoe on the fashion week in London, we hope to have a great interest in our product. Therefore, it is important not only to present it but also to anticipate forthcoming sales. Since we are not a company that produces a quantity, but we have bet on quality the numbers of the product will be limited and the customers will only be able to acquire it if they have ordered it online. This is again done in order to save time for our customers. Our object or design muse is the working women who do not have free time to lose in search of shoes. In London, the way of life is very fast and puts people under pressure, so here customers value the little things that make life easier. For example, in the morning in the underground or in the trains, thousands of women change their shoes because they have to be suitable for the office and at the same time are convenient for a long trip to work. This is the moment that highlights our goal of making the clearest design to make it easier for these women to choose from and to reduce the pair for the day of 1.

Timescales and time management

For the exact calculation of the time, a schedule will be prepared with the duration of each task. The graph will display the period from 03.12.18 and will end on 16.02.19. All processes through which the product will pass will be precisely designed to enter the timeframe.

Price
Prices will be at the level of the already offered shoes of the same brand. They will vary depending on colour, pattern and brand. At the end of each season a reduction is made, ranging from 20% to 35%. The price is based on the cost of its production materials, workers, development, surveys. Final price will be £70.

Quality management- The purpose of the quality management processes is to meet the needs for which the project is being implemented. These processes include all project management activities that define quality policy, objectives and responsibilities and implement them through quality planning, quality assurance, quality control and quality improvement within the quality system. The quality management will be carried out by selecting the materials. We will only work with proven companies. The quality of the materials will guarantee a quality product. Not only the necessary resources are important but also the quality of the work. We will have constant control and observation of the process of production in each stage.

Communication management- Communication management processes ensure the timely and adequate generation, collection, dissemination, storage and destruction of project information. They make the critical connection between people, ideas and data. Each participant in the project must be ready to send and receive communications and must understand how the communication channel in which it participates affects the entire project.
 Communication planning – identifying the stakeholders’ needs for information and communication: what information is needed, how it will be obtained, and by whom. The need to provide project information is common but the information needs, and dissemination methods are different for each project. Identifying the need for information and disseminating it in an appropriate way is an important success factor for the project.
 Dissemination of information – timely access to stakeholders. Includes implementation of the Communication Plan and the response to unexpected requests for information.

Performance reporting – collection and dissemination of performance data indicative of the use of resources to achieve the objectives of the project. This process includes o Statement of Status – Describes how far the project has reached at a given moment, Progress reporting – Describes what the project team has achieved, o Forecasting – implies the future state and progress of the project. o Performance reporting – scope, timing, cost and quality data.

Risk management
Risk management is the systematic process of identifying, analysing and responding to project risks. It includes maximizing the likelihood and consequences of favourable events and minimizing the probability and consequences of undesirable events for the project. Project risk is an uncertain event or condition that, if it occurs, has a positive or negative impact on the objectives of the project. We will measure our risk by defining our competition and applying SWOT analysis.
Our competitor will be all big and small brands which will be on the fashion week. They all will present new collection of designs shoes.

SWOT

Strengths:
– Variety of shoes by design, type, materials, colours;
– High quality materials;
– Valid customer image;
– Discount cards
– High quality of service;
– Parking for customers;

Weaknesses:
– High prices of shoes that are not available to every consumer;
– Fewer production units;

Opportunities:
– Increase of the market share through the supply of man collection;
– Good marketing;
– Use the good image to enforce the new line.

Threats:
– insufficient number of customers

Resource management is divided into two, human resource management and financial resource management.
Human resources-this is to organize all the people who will participate in the project, each department, every person who is involved in it.
The financial resources are the financial side of the project, where the cash line will be distributed. Resources will be needed to buy materials, pay salaries, rent, bills, researches. All must be accurately allocated and in line with the project budget.

The design is entirely in accordance with the client’s wishes, made of leather for the most part, a leather, the core is from memory foam covered with leather, the heel is medium, and the material is chosen from wood. It is in line with fashion trends and a colour of sunny brown is chosen, which will be suitable both in spring and summer.

Work breakdown structure

All tasks are steps of the project. BS is a structure for the breakdown of work through it to separate tasks. This system presents that a difficult task consists of many subtasks. So, we can get a clear idea of all the necessary resources and their exact quantity. To achieve the project goals, the project team uses a hierarchical decomposition of the overall scope of work. Each sub-task of the BS gives an increasingly detailed definition of the project’s work.

Level WBS code Element Executant Explanation
1 1.1 Project Management Project Manager
1 1.1.1 Evaluation and recommendation Project team Limitations and requirements for the project
1 1.1.2 Develop project plan Project team How to develop new design for shoe
1 1.1.3 Develop project schedule -||- The schedule for the project, when is the design ready
1 1.1.4 Requirements -||- Requirements for the shoe-design, features
1 1.1.5 Focus Groups -||-
1 1.1.6 Surveys
1 1.1.7 Research Analysis Marketing team
1 1.1.8 Market Research Findings Marketing team
1 1.1.9 Weekly reports Project team
1 1.1.10 Risk Management Risk Manager Risk in the project
1 1.1.11 Quality Management Quality Manager Quality of the product, how it is taken in consideration
1 1.1.12 Human resources HR team
2 2.1 Product design Head of design
2 1.2.1 Design of the shoe Design team Design of the shoe, colours, fabric, shape etc.
2 1.2.2 Research evaluation Design and Project team
2 1.2.2.1 Design documents Design team
2 1.2.2.2 Design Overview Design team
2 1.2.2.3 Concept Models -||-
2 1.2.2.4 Design Selection -||-
2 1.2.2.5 Design of the features -||-
3 3.1 Testing Head of testing
3 1.3 Checklist for testing Testing team Making the checklist of all situations and aspects that need to be tested in order the shoe to fulfil the requirements.
3 1.3.2 First prototype test Testing team Testing the first prototype that has been created
3 1.3.3 Ready product test -||- The final product test
3 1.3.4 User acceptance test -||- Test the product with target group
4 4.1 Production Head of Production Production of the shoe
4 1.4.1 Bill of Materials Head of Production All materials needed in production
4 1.4.2 Testing materials Head of testing Testing all materials so that they meet the requirements
4 1.4.3 Volume production Head of production How many shoes we did
5 5.1 Marketing Marketing manager Marketing the shoe to target groups (London Fashion week)
5 1.5.1 Sales and delivery plan Marketing team How we are going to present and sell the shoe
5 1.5.2 Marketing Campaign Marketing team Marketing campaign to get more visibility
5 1.5.3 Negotiation with retailers -||- Getting retailers to sell the production
6 1.6 Finance Finance manager
6 1.6.1 Market research Finance team Doing market research so that we know what the correct price would be, what people are looking for at the moment etc.
6 1.6.2 Cost calculation -||- Calculation the cost of the product and deciding the price
6 1.6.3 Investors negotiation -||- Getting Investors to invest for the product
7 1.7 Close out Project Manager Closing the project
7 1.7.1 Update files Project team
7 1.7.2 Archive files Project team

Gantt Chart
The shoe design project can be roughly divided into four different categories of tasks: design, production, financial activities and marketing. Besides these tasks there are start and finish of the project, which are activities related to the project management itself. some of the tasks associated with, for example, financing, marketing, and sales must be ready before product development work starts, these are the so-called pre-orders for the project. Creating a Gant Charts chart for managing project schedule, setting the start and finish of the project, duration of the different activities, dependencies between activities and milestones of the project. With the help of this diagram can be easily maintained and the actual progress of the tasks, the control of the project. Planning the development of the design to begin on 03.12. The project envisaged 2 and a half months. The project will finish on 16.02 when it will present itself to the London Fashion Week. Tasks within product development are quite strongly linear and linked with each other. Also, some of the tasks in product development are needed to be finished before tasks in other categories can start. E.g. final version of the shoe must be ready before many actions in production and marketing can start. Also, activities in the production plan are linear and linked to each other, whereas marketing and financial activities are not so tightly linked, and many activities can be occurring at the same time. There are some milestones in the chart demonstrating important phases of the project. They ease the follow-up of the project and divide it into manageable sub-targets. They are easy to notice and give quickly the idea of the important points to anyone looking at the chart. Important milestones are e.g. final version ready for production and first bulk order arriving, as these affect other activities quite a lot.

d

Small Scale of research

QUALITY RESEARCH METHODS • These are deep interviews and focus groups • They are used for more complex and unknown matter, for which the researcher has no prior background knowledge; when we want to analyse things in depth; to generate ideas; • They are conducted as a more free conversation – there are pre-formulated questions and themes (gadgets), but there are no pre-listed answers among the interviewed to choose; • The above mentioned answers (those) and the arguments for them are important; • The interviewer’s logic is largely followed, only guidance questions are asked; It is not important to follow the sequence of questions in the bagpipe (scenario), but to address all the topics. For this project we use interviews of women working in offices.

Interviews were also conducted where about 100 women were interviewed working in offices in different positions. Here is one of them with the company manager Sarah M.

How do you dress for work?
Sarah: I prefer swaddling clothes that do not restrict my movements, but they have to be complied with the working dress code.
What about shoes?
Sarah: All business woman have one dream comfortable heels. Unfortunately, really small number of shoe designer are worrying about comfort.
Why you need comfortable shoes?
Sarah: Every day I bring two pairs of shoes, one for travel and one for the office. Main reason is I finished work at 5pm so in London in that time many of the offices finished work at that time. Trains are full, undergrounds are full of people if I want to go home, I have to stand for one hour in the tube, in my subdued and painful legs with heels, there is no way!
How many things do you get for work?
Sarah: My notebooks, laptop, some files.
Can you try these shoes?
Sarah: Yes, of course!
What do you think?
Sarah: I have the feeling that my legs are wrapped in clouds they are so soft at the same time look elegant. I can wear them all day. The problem with the closed heels is that they brew the legs and they create painful callus. Here the problem is solved!
Would you buy them?
Sarah: What is the price?
£150
Sarah: Oh, it’s a little expensive I would not give so much for office shoes…
What about £90?
Sarah: Totally acceptable price.
Then we will be waiting for you to come on London Fashion week!
Sarah: See you there!

QUANTITATIVE RESEARCH METHODS • Structured questionnaire is an instrument of quantitative research • All respondents are asked the same questions and they choose between the same, pre-formulated answers; • According to the way the information is collected, there are two types: • Poll – filled in by the respondent

The product to be created is a summer shoe for ladies who lead a fast lifestyle. That’s why we’re focusing on gathering information by asking women exactly what kind of shoe they’d prefer.

The questionnaire contains the following questions

What material will it be the top of the shoe?
a) leather; b) cotton; c) wood; d) synthetic material
What type of sole it will be? What kind of material?
a) high with heels; b) middle with platform; c) flat d) small platform and small hells;
Wooden heels.
What will be the content of the sole?
a) wood; b) leather; c) cotton; d) memory foam; e) memory foam with cotton`s cover; f) memory foam with leather`s cover
What will the shoe be fastened on?
a) zipper; b) ties; c) caps; d) sticks
What colour do they prefer the shoe?
Brown

Do they want a shoe to have some decorations?
No
So, the result is that the main material it will be leather.

Surveys
With concise and straightforward questionnaires, you can analyse a sample group that represents your target market. The larger the sample, the more reliable your results will be.

The product to be created is a summer shoe for ladies who lead a fast lifestyle. That’s why we’re focusing on gathering information by asking women exactly what kind of shoe they’d prefer.

We did some other researches for the project. Women’s Representation in the Labour Force Is Steadily Increasing16
More women are working than before. Today, over 70% of women aged 16–64 are employed, this percentage has increased from slightly over half (53%) in 1971.17

In comparison, 79.8% of men aged 16–64 are working today.
Women represent just under half (46.5% in 2017) of the total labour force in the UK.
Women who migrate from Asian countries face significantly lower employment rates than migrant male or UK-born female workers.
The majority of mother’s work. In 2014, almost as many women with children (74.1%) participated in the labour force as women with no children (75%).
In 2016, almost two-thirds (63%) of working women used flexible work arrangements, compared to 44% of working men.
As of 2018, the UK’s state pension age is 65 for both women and men, rising from the age of 63 for women in 2016.33 The state pension age will increase again in 2020 to age 66 for men and women.34 These changes are expected to contribute to an increase in labour force participation for women.
A higher percentage of women live in poverty than men do, with the largest gap (1.9%) measured since 2008.36
From 2007 to 2017, women’s board representation in FTSE 100 companies increased from 11% to 28%.39
Over one-third (36%) of legislators, senior officials, and managers are women.

Project Log book

Week No. Date
Identified Update on weekly research (including new ideas or change in project direction)
1

03/12/18
We were on start-up meeting. We discuss our objectives, goals, timeframes, methods and researches which will be necessary. And after we did some of the managerial task, we were able to develop the product design plan.
2

10/12/18
We were starting work on design of the shoe, choosing different approaches, materials. Testing our materials quality and feature. Our leather supplier will be Prime Asia Leather Company. Other materials we take from industrial area.
3
17/12/18

Creating the first prototype. All materials matching with expectation of the client except the colour it was too bright, and the heel was too high. So, we did some modification and improvements and the final version was ready.
4
24/12/18
We started the production test.
5
31/12/19

Final version of the design was finish and we were ready for production.
6
7/01/19

We were starting production. We decided to create 20 pairs for beginning to see if they need some improvements.
7

14/01/19
We take all necessary materials witch will be needed for production. Monitoring and control all process.

8 21/01/19

Finance team starting researches to calculate the cost.
9

28/01/19
We were still processing the researches for the price. The first price was £150 but after we check our customers opinion more than 60% said that is too expensive. So, we made the researches again and correct price is £90.We had to take cheaper wood, but we keep the quality level.
10 04/02/19
We starting to apply our marketing plan. He include to make sure more people to know that our new design will be presented on London fashion week.
11 11/02/19 Finishing operations and closing the project.

Analysis

Quantitative Analysis

The information gathered and based on our surveys shows that the number of women in senior positions has increased with 70% means that the women employed in the offices are more. Accordingly, they will look for our product. The women will retire later and will use our product longer. From our questionnaire, we found out that the basic material for the shoe would be leather because 58% of the women preferred this material. Of the interviews, 80% of women like the design and want to buy the shoe, that means the design is successful.

The result form interviews are 70% of women like the new design.

Conclusion

The versatility of company planning and the need for in-depth knowledge of all aspects of modern business are the pull of business planning. The ability to get a true and fair picture of the financial and economic effect of starting, expanding, or rerouting an economic activity is the strength of every business plan. It is obvious to many that the lack of a clear goal and strategy, the lack of short-, medium- and long-term forecasts and plans are at the root of the economic downturn faced by not one and two enterprises. In view of the above, the main conclusion of the presented paper is that the process of planning the activity itself is important and perhaps not so much or only the results obtained. Properly assessing all potential problems, opportunities and threats is a good guarantee of success. The analysis of all the functional units of the activity, combined with a comprehensive and purposeful strategic view of the environment, is another important plus for business planning. Obtaining estimates of production cost, production costs, expected earnings, and cash flows helps to make sound and accurate management decisions. Our project was designed to create a new design, to target a certain group of people. We also had a little time to prepare for this project. The project has a difference from the theoretical planning and the actual production process. We had less time for research. Our research is basic. We had to change some of the materials because the colour and the price did not match the customer’s wish. To do this, we had to do some tests again. The final result is that we have 70% of the customer approval. The project is successful.

Bibliography
Catalyst, Quick Take: Women in the Workforce—UK (April 24, 2018).
Office for National Statistics, “UK Labour Market: March 2018,” (March 21, 2018).
Trevor L. Young, /Successful Project Manager/,Second Edition
Albert Lester,/Project management Planning and Control/
Dennis Lock,/The Essential of Project Management/

References

Бизнес планове
https://www.projecttimes.com/articles/10-steps-to-creating-a-project-plan.html
https://www.thebusinessplanshop.com/blog/en/entry/market_analysis_for_business_plan
Grant Thornton, Women in Business: New perspectives on risk and reward (2018): p. 11.