品牌旗艦店增加銷售利潤(rùn)分析

PAGEPAGE12品牌旗艦店增加銷售利潤(rùn)分析C&JClarksChinaOpenFirstFlagshipStoreinShanghaitoIncreaseSalesProfits論文摘要奇樂是世界三大休閑品牌之一，也是英國(guó)歷史最悠久的運(yùn)動(dòng)休閑品牌，至今已有180年的歷史。奇樂休閑鞋憑借其新穎的款式，舒適的鞋底，高科技技術(shù)及熱情的服務(wù)，贏得了一批忠實(shí)的客戶。目前，奇樂在全世界53個(gè)國(guó)家有180家零售店，年?duì)I業(yè)額達(dá)1.8億歐元。奇樂中國(guó)于2021年10月在上海成立。主要負(fù)責(zé)開拓中國(guó)內(nèi)地及港澳市場(chǎng)。上海作為中國(guó)第一大城市，有著得天獨(dú)厚的地理優(yōu)勢(shì)和人流優(yōu)勢(shì)，每年有成千上萬的海內(nèi)外游客前來上海旅游，商務(wù)。因此，上海將是我們開拓業(yè)務(wù)的首選之地。目前，在上海的久光百貨，港匯廣場(chǎng)，東方商廈已經(jīng)開設(shè)了三家零售店。但是，由于受經(jīng)營(yíng)規(guī)模較小、新款式少、交通擁堵等客觀因素限制，經(jīng)營(yíng)業(yè)績(jī)一直不佳。本論文設(shè)計(jì)將在素有“中華第一街”南京東路步行街上新開一家奇樂旗艦店。憑借其優(yōu)越的地理位置，川流不息的人群，專業(yè)的服務(wù)及優(yōu)質(zhì)的產(chǎn)品，能在較短時(shí)期內(nèi)打開市場(chǎng)，廣辟客源，從而使?fàn)I業(yè)額及利潤(rùn)有較大增長(zhǎng)。本論文前期通過目標(biāo)客戶的分組問卷調(diào)查、SWOT分析法等研究方法找出擴(kuò)建設(shè)計(jì)的方向。中期在新建商店的設(shè)計(jì)和建設(shè)過程中，通過《項(xiàng)目進(jìn)度流程表》、《項(xiàng)目負(fù)責(zé)人工作日志》等形式來檢查和保證設(shè)計(jì)內(nèi)容得到及時(shí)調(diào)整和如期完成。后期在新店建成試營(yíng)階段，主要采取前后營(yíng)業(yè)績(jī)效的對(duì)比來進(jìn)行評(píng)估。經(jīng)過前期仔細(xì)的調(diào)查分析及切實(shí)可行的設(shè)計(jì)，中期認(rèn)真的建設(shè)施工和后期客觀評(píng)估，本論文設(shè)計(jì)的新零售店得以順利建成運(yùn)營(yíng)，不但實(shí)現(xiàn)了商品品種多樣化、交通便利化、服務(wù)效率快捷化，而且客戶數(shù)量持續(xù)快速增長(zhǎng)，營(yíng)業(yè)收入和利潤(rùn)均獲得了預(yù)期的效果。實(shí)踐證明，只有滿足客戶需求才是企業(yè)生存和發(fā)展的關(guān)鍵。

AbstractC&JClarksisanUKleadingcompanyfortopbrandshoes.Ithasmorethan180year’shistory.Clarkshavealwaysbeenrenownedfortheircomfort,qualityandserviceandwearecommittedtoongoingprogrammersofproductdesign,technicalinnovationtoreinforcethisreputation.Thereare180Clarksretailsstoresacross53countries.TheannualturnoverreachestoEuro1.8billion.C&JClarksChinawasfoundedin2021toexplorechinamarketincludingHongKongandMacau.ShanghaiisthebiggestcityinChinaanditattractsthousandsofmillionstouristsorbusinessmen,soitisthemostpotentialmarketforustoexpandanewshop.Wehaveopened3FlagshipstoresinShanghai,butwestillreceivesomecomplaintsofinconvenientlocation,trafficjam,limitedchoiceofbrandsandinsufficientstocksfromourclients.Inaccordancewiththesituation,weplantoopenanewFlagshipstoreinChinaNo.1BusinessStreet.Itishypothesizedthatthenewshopcanincreasesalesprofitsandbringmorecustomersthroughconvenientlocation,superiorquality,goodservice,andmoderntechnologies.Atwo-monthprojectwaslaunchedtodesignandconstructthenewshop.Scientificresearchmethodsofcustomersurvey,suchasfocusgroup,face-to-faceinterviews,andSWOTanalysiswereusedintheidentificationandanalysisoftheproblems.Flowchart,projectframeworkandseveralothermethodswerealsoadoptedinthedesign,implementationandevaluationoftheproject.Withtheeffortsofallourprojectmembers,weachievedourfinalgoalsuccessfully.Thenewshopattractsenormouscustomers,clientsweremultipliedoutofourexpectation,andtherevenueincreasedrapidly.Theresultsoftheprojectdemonstratedthatthekeysuccesstothedevelopmentofacompanyistosatisfythecustomers’needs.

TableofContentsPages1.Introduction…………12SummaryofthePreliminaryresearch……………22.1.Problem……………22.2.Problemanalysis………………22.2.1Company’scurrentsituation…………………22.2.2Needsandwantsanalysis……42.2.3SWOTanalysis…………………43.ProjectObjectiveandHypothesis………………63.1.ProjectObjective………………63.2.ProjectHypothesis……………64.ProjectRationale……………………65.ProjectDesign………75.1.Planningactivities……………75.1.1Activitieswithtime-scale75.1.2P115.2.Costing…………115.3.Risksanalysis…………………125.4.Managementandcontrol……………………136.

ProjectImplementation……………146.1.Generalintroductionoftime,placeOfprojectimplementation……………………146.2.Theworkingstepsofimplementation……146.3.Monitoring………………………157.

ProjectFindingsandDiscussion………157.1.

Results…………157.2.

Discussion……………………168.

Conclusion………………………17Bibliography…………19Appendix1:Questionnaire……………………20Appendix2:Theprojectframework………21Appendix3:TheAddressofClarksFlagshipStore………………22ClarksOpenFirstFlagshipStoreinShanghaiIntroductionC&JClarksChinaCompanywasaforeign-investedcompany,whichwasestablishedinShanghaiin2021.ItisresponsibleforexploringChinaMarket.AsShanghaiisthebiggestcityinChina,weputfirstplaceonit.Therearenow3FlagshipstoreslocatinginXuJiaHuidistrictinShanghaiandattractsanumberofcustomers.Itprovidesarangeofcasual&classicshoesforbrand-pursuingpeople,professionalsandwhitecollars,etc.However,theshopsaretoosmallinscalebecauseofhighrent.Itonlyoccupiesanareaof15squaremeters,soitisimpossibletostockacomprehensiverangeofshoesfromalltheleadingbrands.Eachstoreonlyconsistsof2shopassistants.Duringthepasttwoyears,therearemoreandmoreclientswhomadecomplaintsforfewchoicesonbrands,inconvenientlocation,trafficjams,andunsatisfiedtechnologicalrequest.Goodlocationandcomfortableshoppingenvironmentwillattractmorecustomers.SothebestsolutiontoourcompanyistoopenanewFlagshipstoreinthecenterofthecity.BasedonthehypothesisthatthenewFlagshipstorecanservemultiplemarketsandcustomersthroughspaciousshoppingenvironment,convenientlocation,alargenumberofstocksandotherpracticalmoderntechnologies,athree-monthprojectwaslaunchedtodesignandconstructthenewstorefromSeptember1,2021toNovember30,2021.Aseriesofactivitieswasplannedandcarriedout,suchasgettingaloanfrombank,signingcontractwithcontractor,ordernewfurniture,designandremodelingthestore,rentingastorageroom,orderingnewstocks,andsoon.Beforeputtingtheplanintopractice,Ialsodevisedsomemeasurestocontrolandmanagepotentialrisks.TheoutputsoftheprojectwereanewFlagshipstorewhichcouldprovideconvenientandefficientservicetocustomersandastorageroomwithcomprehensiverangeofstocks.ThetotalcostoftheprojectwasRMB791,600.Itincludeddesigning&remodeling,rental,equipment,orderingnewsstocks,andetc.Inthewholeprocessofthisproject,IadoptedthosehelpfultechniquesandmethodswhichJohnHiltonintroducedinhisbook“PracticalBusinessProjectandProposal(2021)”.Scientificresearchmethodsofcustomersurvey,suchasfocusgroup,face-to-faceinterviews,andSWOTanalysiswereusedintheidentificationandanalysisoftheproblems.Flowchart,projectframeworkandseveralothermethodswerealsoadoptedinthedesign,implementationandevaluationoftheproject.Withinthetwomonthsafteropeningthenewstore,theprojectbroughtarapidincreaseintherevenueandtheprofitsby86%and50%respectively.Meanwhilethecompetitivenessoftheshopwasalsoimproved.Ithopestodomoreinthefuture.2.Summaryofthepreliminaryresearch2.1 ProblemTheproblemourcompanyfacingisthatClarksFlagshipstoreshaveinsufficientclientsbecauseoffewchoicesonbrands,inconvenientlocationandtrafficjams.2.2 Problemanalysis2.2.1FinancialstatusThefinancialperformancehasimprovedalittlesince2021.Therevenuein2021,at￥800,000,increasedby20%overthe2021levelof￥660,000.Profitsroseby30%,whilecostsdeclinedby10%,thankstotheeffectivecost-cuttingmeasuresinitiatedatthebeginningof2021.C&JClarksHeadquarterinvested￥1,000,000forstartingthebusiness.Onlyaquartoftheinvestmenthasbeenpaidbackbynow.Weareworryingathowtoattractmorecustomers,andearnabetterreturnontheinvestment.HumanresourcesC&JClarksChinaismadeupof16employeessuchasAsiaPresident,PresidentAssistant,2MarketingManagers,2ProductManagers,FinanceManager,HR&AdminManager,LogisticOfficer,CustomerManagerand6salesstaffassignedin3Flagshipstores.Physicalresources,socialandpoliticalenvironmentThestorefacilitiesaremerelyatelephoneandacalculator.Weneedapplyaloantopurchasecomputer,printerandfixawidebandconnection.Therearelotsofdepartmentstoresnearbyourshop,suchastheShanghaiNo.6Departmentstore,MetroCityand66Plaza.MosttouristsandbusinessmenwillwanderXuJiaHuiDistrictandCustomerprofilesTherearemainlytwokindsofcustomers:ClarksBrand-pursuingclients50%ofourclientswerethebrand-pursuingpeople.Theyareloyalclients.Wegivea5%discounttothem.Theyoftenorderspecificexpensivegoodsfromleadingbrandsthroughtelephone.Wehaveacloserelationshipwiththem.Weofferfreedeliveryservice.WhiteCollarsorTheRichClarksshoesarefamousfortheircomfortablesoleandclassicstyle,whicharepopularbywhitecollarsortherichasitisthesymbolofsuccessandwealth.40%richpeoplelivinginthelocaldistrict.Theyusuallycometotheshoponweekend,andrequestouradvicesonbrandchoice2.2.2Togetaclearerideaoftheviewsandopinionsofcustomersabouttheproblem,twofocusgroupswereorganized.Wemadeface-to-faceinterviewswith10clients.Thefocusgroupswereasfollows:1)5loyalcustomers:3ofthemarebackfromUK,sotheyarequitefamiliarwithClarks,therestareClarkssupporters.2)5whitecollars:2ofthemareworkinginthesamebusinessfield,3ofthemaresuccessfulentrepreneurs..QuestionsDoyouusuallyfindthesortofshoesyouneed?DoyouknowClarksbrand?Whichmethod?Whatdoyouthinkofthepricestheshopoffers?HowoftendoyouvisitClarksshop?Whichonedoyouprefer:face-to-facebusiness,telephone,onlineorder,e-mail?Canyouacceptdeliverygoodstoyourpointedplacewithanappropriatefee?Doyouhaveanysuggestionsforustoimproveourservice?ComplaintsTheyhavefewchoiceswhenconsideringbuyingshoesfromaspecificbrand.Thepresentlocationisdifficultforcarparking.Whitecollarswouldprefertovisittheshoplaterintheafternoonoreveningonworkday.Theyspendtoomuchtimeontraffictoarriveourshop.Theshopassistant,unfamiliarwithnewproducts,cannotgiveappropriateintroductiononbrandchoice.SuggestionsTheshopshouldofferanextensiverangeofshoesfromthoseleadingbrands.OpenanewstoreinShanghaiNo.1BusinessStorewillattractmoreclientsItiswelcometodelivergoodswithanappropriatefee.2.2.3StrengthsTheshophasagoodreputationforsellingreliablequalityandcomfortablegoods.TheshoplocatedinShanghaiNo.1BusinessStreet.Therewillbemorevisitorsandclientstovisitourstore.Weplantoholdabigsalespromotionattheopeningceremonyofthenewstore.Tothankforourloyalcustomersandraisethebrandawareness,wewillgiveVIPcardsforthosewhobuyClarksshoesatRMB2021onthatday.Furthermore,wewillfreelysendClarksaccessoriessuchasClarksBagsorClarksshoegelforournewclients.Mybossandallteammembershavehighmotivetocarveoutavastmarket.We’realldeterminedtoopenanewstore.WeaknessesTherentalissohighbecauseofexcellentlocation.Wecannotaffordtoemploymoreassistants,soitishardforthemtoreceivealargenumberofpopulations.Wedonothaveanextensiverangeofstocksfromallleadingbrands.Wecannotpromisemeetingeveryclient’sneedsimmediately.OpportunitiesNewstorewillattractmoreandmorecustomersbecauseofitsexcellentlocation.Comparedwithpreviousthreestores,newstoreisspaciousenoughtokeepstockstomeetcustomers’needs.Therewillbeaseriesofpromotionactivitiesattheopeningceremonyofnewstore.AsthestoreisinChinaNo.1businessstreet,thousandsofmillionsoftouristsathomeandabroadwillvisitthestreet,theywillbecomeourpotentialcustomersAfterChinajoinedtheWTO,wecanimportshoesfromHeadquartersinalowerprice,andsellatlowerpricetoattractmorecustomersThreatsTherearemorecompetitorsnearbysuchasECCO,NINEWESTandetc.Thepriceofourshoesiscomparativelyhigherthanthosedomesticbrands.Ifwecan’tgetenoughloansfromlocalbank,therewouldbeaproblemoncashflow.3.ProjectObjectiveandHypothesis3.1.

ProjectObjectiveTheproblemwearefacingisthatClarksFlagshipstorehasinsufficientclientsbecauseoffewchoicesonbrands,crowdedshoppingenvironmentandtrafficjams.ThegoalofmyprojectistoopenanewFlagshipstoreinShanghaiNo.1BusinessStreettoattractmorecustomers.Theobjectivesarerapidlyincreasingtherevenueandtheprofitsby60%and50%respectivelythroughexcellentlocation,comfortableshoppingenvironment,aseriesofpromotionactivitiesandgoodcustomerservice.3.2.

ProjectHypothesisStatisticshasshownthatClarkshasbecomethesecondmostpopularbrandforcausalshoesintheworld.AndthenumbersofClarksfanshaveincreased200%inthepast4yearsinChina.AfteropeninganewFlagshipstore,thereisreasonforaconsiderablerisinginthenumberofcustomers.ItishypothesizedthattheopeningofthenewstoreinthecenterofShanghaiwillbringanincreaseinrevenuesandprofitsby60%and50%respectivelywithintwomonths.4.

ProjectRationaleJohnHiltonintroducedsomehelpfultechniquesandmethodsinthetextbook“PracticalBusinessProjectandProposal(2021)”.Therationalesonwhichmyprojectwillbebasedareasfollows:Hilton(2021)introducedthoseparticulartechniquesandelementsusedinpreparingabusinessproposalinthebooktitled“PracticalBusinessProjectandProposal”.Iusedsomeofthemtohelpmecarryoutmyproject,suchasface-to-faceinterviews,focusgroups,SWOTanalysis,flowchart,projectframework,andetc.“PracticalProjectDesign”(GuYueguo,2021)demonstratesacompleteprocedurefromtheplanningofaprojecttopresentingprojectreportstepbystepwithconvincingexamples,whichalsoincludesproblemanalysis,projectdesign,projectimplementationandprojectevaluation.5.

ProjectDesign5.1.

Planningactivities5.1.1Thereareaseriesofactivitiesplannedtotakeplace:1)Toapplytheloan,negotiateandsigncontractwithbank2)Designlayoutofnew3)Signcontractwiththeremodelingcompanytodecoratethenewstore4)Startremodelingthestoreandhirenewsalesstaff.5)Starttrainingthenewstaff.6)Checkandaccepttheremodelingproject.7)Getthenewequipment,shelvesandfurnituredeliveredandinstalled.8)Cleanthestoreandputthestockontheshelves9)HoldtheopeningceremonyItwilltakethreemonthstoimplementtheprojectwhenithasbeenapproved.AndtheActivityFlowChartwithtime-scalecanshowhowtheseactivitiesarearranged.Itwilltakethirteenweekstoimplementtheprojectwhenithasbeenapproved.BytheendofWeekOneIdentifyandnegotiatetherentalofthenewpremises.Signthecontracttouseit.BytheendofWeekTwoDesignthenewstorelayout.Signcontractwithbankandgetaloan.BytheendofWeekThreeSigncontractwiththeremodelingcompanytodecoratethenewstore.Ordernewshelves,equipmentandfurnitureBytheendofWeekFourStartremodelingthestore.BytheendofWeekFiveConductasurveyonwhatkindofproductsdocustomerswantandneedthroughE-Mail,questionnaireandtelephoneBytheendofWeekSixHirenewshopassistantsOrdernewshoesaccordingtocustomers’needsBytheendofWeekSevenStarttrainingthenewshopassistantsBytheendofWeekTenCheckandaccepttheremodelingprojectPublicizeonthemarketnewstoreopeningBytheendofWeekElevenGetthenewequipmentdeliveredandinstalledInstalltheshelvesandfurnitureinthenewstoreCleanthenewstoreBytheendofWeekTwelvePuttheoldstockontheshelvesGetthenewstockdeliveredandputontheshelvesBytheendofWeekThirteenHoldtheopeningceremonyWEEK1WEEK2WEEK1WEEK2WEEK3WEEK4WEEK5WEEK6WEEK7IdentifyandnegotiaterentalofnepremiseSignContractSigncontractwithbankandobtainaloanDesignFlagshipStoreLayoutSigncontractwithremodelingcompanyStartremodelingthestoreConductasurveyamongcustomersStarttrainingnewshopassistantsHirenewshopassistantsandordernewshoesaccordingtocustomers’needsOrdernewshelves,equipmentandfurniturePAGEPAGE27WEEK13WEEK10WEEKWEEK13WEEK10WEEK1112WEEK12GetthenewequipmentdeliveredandinstalledHoldtheopeningCeremonyPutthenewstocksontheshelvesCGetthenewequipmentdeliveredandinstalledHoldtheopeningCeremonyPutthenewstocksontheshelvesCheckandaccepttheremodelingprojectPubliciseonthemarketFlagshipStorePubliciseonthemarketFlagshipStoreInstallshelvesandfurniture,cleanthestoreInstallshelvesandfurniture,cleanthestore5.1.2Wehave16employeesinClarksChinaCompany.Asiapresidentisresponsibleforoverallapproval,loanfromlocalbank,decisiononremodelingcompany,etc.AsanassistanttoAsiaPresident,Iamresponsibleforexecutiveaffairs,coordinatealldepartmentmanagerstobeunitetodiscussanddoactionforopeninganewstore,supervisingtheirdailyarrangement,completereportontheprocess.Twomarketingmanagerswillconductpreliminaryresearchonthemarketandtrainnewshopassistants.TwoProductManagersareresponsibleforgettingclearpictureofwhatcustomerneedsandwants,ordernewstocksfromUKHeadquarters,etc.1Logisticsofficerisresponsibleforgoodsdelivery,cleancustoms,etc.HRmanagerisresponsibleforhiringnewshopassistants.Ourtabletennisshopconsistsofonly2persons,theshopassistant-LucyandI.Obviously,mostofusmusttakepartinmostoftheseactivities,suchasdesignlayoutofnewstore,purchaseandinstallequipment,furnitureandarrangethenewstocks.Weeachhaveindividualresponsibility.AstheExecutiveAssistanttoAsiaPresident,Iaminchargeofthisprojectandresponsibleformonitoringandevaluationofthewholeproject.OnbehalfofAsiaPresident,Iwouldberesponsiblefornegotiatingthedesign,purchasingequipmentandfurniture,gettingloanfromlocalbankandsigningcontractwithnewpremises.DavidDai,FinanceManagerisresponsiblefordoingbudgetforopeninganewstoreandcostcontrol.DengMinwei,MarketingManagerisresponsibleforconductingpreliminaryresearchonthemarket.AdeleZhu,ProductManagerisresponsiblefortrainingnewshopassistantsandordernewstocksaccordingtocustomers’needs.ALMeng,LogisticofficerisresponsibleforcleaningcustomsandtakedeliveryofgoodsDiannaQiang,HR&AdminManagerisresponsibleforhiringnewshopassistantsandalladministrativeaffairs.5.2.

CostBreakdownRentalcost:ThenewstorewouldcostRMB500,000torenteachyear.Remodeling:ThepurchaseofbuildingmaterialsandthelaborcostsforthenewstorewouldbeRMB140,000. LaborCosts 70,000 Flooring 30,000 Windows 10,000 Ceiling 7,000 Paint 5,000. Cement&Putty 2,000Lighting10,000Lumber5,000Glue&Tools1,000EquipmentThecostofequipmentinthenewstorewouldbeRMB60,000 ShoeShelves 10,000 PhotocopierandFaxMachine 15,000 ComputerandPrinter 15,000 Airconditioners 10,000Officefurniture2,000Armchairs3,000Officesuppliers2,000TheannualincreaseintheoperatingbudgetwouldbeRMB22,000:Wages17,000Utilities2,000EquipmentMaintenance3,000Costoffinance:TheinterestIhavetopaythebankwouldbeRMB40,000inthefirstyear.Contingencyallowance:Contingencycostsestimatedas5%ofthetotalcost.ItwouldbeRMB69,600.TOTALCOSTOFPROJECTInitialcost: Re-Modeling 140,000 Equipment 60,000 SUBTOTAL 200,000Recurrentcost: Rental 500,000 OperatingBudget 22,000 Contingencyallowance 69,600 SUBTOTAL 591,600 TOTALCOST 791,6005.3.

RisksanalysisBeforeputtingtheplanintopractice,Ifindthatthefollowingproblemsmightaffectthesuccessfulcompletionoftheproject.Theserisksgenerallyfallintothreecategories.PeoplerelatedThenewemployeesmaynotgoodatsellingshoes.Theclerksnextdoormaynothappywiththenoisesresultingfromtheremodelingofthenewsiteandmayrestrainremodelingduringtheworkinghours.TimerelatedThedecorationdesignandconstructionmightneedmoretimethanschedule.Thisdelaywillcauseproblemsfortheproject.Thenewlyorderedshelvesmaynotarriveintime,causingdelayintheopeningofthenewstore.ProductorservicerelatedTheloanmaynotbeobtainedfromthebank.Thematerialsusedtodecorationmaynotliveuptothequalityandbegintohaveproblemsshortlyafterthedecoration.Thenewstockmaynotcatertotheinterestsofthecustomers.5.4.

ManagementandcontrolSinceit’simpossibletoeradicatealltheserisks,Ihavethoughtofthreemeasurestocontrolandmanagetheserisks.Trytoavoidtherisks,i.e.topreventthedangersfromhappening,forexample:Carryoutmarketresearchamongtargetcustomerstoimprovethepopularityofthestock.Adoptsomemeasurestoguaranteestorageroomandstockssafe,e.g.installafirmlock.Preparealternativesbeforehandincasethedangersactuallyhappen,forexample:Arrangemoreemployeesassubstitutesincasetheemployedarenotqualified.Trytofinishtheremodelingwithintheweekendsifthedissatisfactionoccurredfromtheneighboringclerks.Setasideacertainpercentageofthetotalbudgetascontingencyallowancetotakeaccountoftheunexpectedrisks.6.

ProjectImplementation6.1. Generalintroductionoftime,placeofproject

implementationMyprojectimplementationwasconductedduringSeptember1,2021toNovember30,2021.Mostofthosedesignandconstructionoftheprojectwastakenplaceinthenewstore.6.2. TheworkingstepsofimplementationOnthefirststageofimplementation,ittookmybossandItwoweekstodesignlayoutofnewstoreandnegotiateandsigncontractwiththelandlord.MeanwhilemybosssigncontractwithbankandgetaloanofRMB500,000withoutdifficulty.Thetimeusedisthesameasplaned.Assoonastheamountofmoneywasonposition,wefollowedthestepsofmyprojectplanimmediatelytoensuretheprojectwouldbefinishedontime.ItwasthebusiestperiodforusfromWeekthreetoweekfive.Icarriedoutseveralthings.Firstly,Ikeptclosecontactwiththedecorationcompanytomakesuretheindoordesignwasgoingonsmoothly.Secondly,Iassistedmybosstonegotiatetherentalpricewiththelandlordandsignedthecontractwithlowerprice.Thirdly,Iorderednewshelves,equipmentandfurniture.Meanwhile,ourProductManager-Adeleconductsasurveytocollectinformationonwhatkindofproductsdocustomersneedorwant.Thenweorderednewstocksforstorage.Allthisactivitieswasfinishedbytheendofweekfive.WeekElevenwasthehardesttimewehadduringthatperiod.Wegotsometroubleintheinstallingandtestingequipments.Iorganizeseveralmeetingswiththeremodelingcompanytodiscussingtheseproblems.AndIkeptmonitoringtheremodelingcompanytomakeadjusttosolvetheseproblems.Afterourhardwork,allproblemswerefortunatelyovercomeintime.Lastly,itcametheharvesttime--weekthirteen.Weopenthenewstore.Ournewbusinessbegantorunperfectlywell.6.3. MonitoringInordertoseewhethermyprojectisgoingonasplannedwhileitisinprogress,Iadoptedsomemethodswhenmonitoringthewholeprocess.First,Iadoptaverygoodtool--projectframeworkformetomonitortheproject(Appendix1).Second,atthesametime,IalsousedtheflowchartIproducedforthetime-scaleofactivitiestomonitortheproject.Thishelpedmetosee,notjustwhetherthingsarehappeningontime,butalsowhattheeffectsofadelaymightbeandwhatwillnowhavetochangeasaresult.Third,AveryusefulthingthatIhaddonewhiletheprojectisinprogresswastokeepaportfolioofallmydocumentspreparedwhileplanningandimplementingtheprojectandarecordofallmeetingsanddecisionsthatweretakenastheprojectproceeds.7.

ProjectFindingsandDiscussion7.1.

ResultsInordertoanalyzetheresultsafterproject’simplementation,somedatawascollectedfromthenewstore(Appendix3)comparedwithotherpresentthreestores.Thesedataarecategorizedasbelow:FlagshipstoreFlagshipStoreRiseordownNumberofcustomerswhovisitClarksStoreinShanghai63112,692+2021.4%Numberofcustomerswhobuycommoditiesinourstore328954+190.8%Turnover28,04090,938+224.3%Profit3,96211,332+186.0%Thecomparativeresultscanbeshownmorespecificallyinthefollowingfigure1andfigure2.Infigure1,thecomparisonofnumberofcustomersshowsthattherewereonly631customerswhovisitedtheshopwithinJulyandAugust,2021.ButaftertheFlagshipStorewasestablished,thenumberincreaseddramaticallyto12,692inthesameperiodof2021.Thesimilarchangescouldbefoundinnumberofcustomerswhoactuallybuycommodities.Infigure2,thecomparisonofturnoverandprofitshowsthatboththeturnoverandprofitweremultipliedinJulyandAugust,2021.Obviously,therearebigamountincreasesinallaspects:thenumberofcustomerswasincreasedby190.8%,theturnoverwasincreasedby224.3%,andtheprofitwasincreasedby186.0%.7.2.

DiscussionItisundoubtedlytosaythatourprojecthasachievedsuccess.TheproblemofClarksChinabeforeFlagshipstoreopeningisresolvedaftertheimplementationofthisproject.AsImentionedpreviously,theproblemwasthatthepresentthreestoreshadinsufficientclientsbecauseoffewchoicesonbrands,inconvenientlocation,uncomfortableshoppingenvironmentandtrafficjams.Withthenewflagshipstore,thesefournegativefactorswereeliminatedcompletely.Firstly,theflagshipstorehasastorageroomwithcomprehensiverangeofstocks.Inthepasttwomonths,mostcustomerscouldfindtheirgoodseasily.OnlyseveralcustomersregisteredOOS(OutOfStock)inourflagshipstoreandwesuppliedthosegoodsquickly,repliedthecustomerinseveraldays.Aloyalcustomerleftawordinourwebsite:“Wecanfindwhateverstylewewant.”Secondly,astheflagshipstoreislocatedinChinaNo.1BusinessStreet(EastNanjingRoad),thelocationisquiteclosetothePeople’sSquarewhichattractedalldomesticandoverseastouriststovisit.Furthermore,thetrafficisveryconvenientasourFlagshipstoreiswithinreachoftheMetro.Inaddition,therearemanyterminalstopsofthebuses.Naturally,thiscontributestotheincreasesincustomersandturnover.Thirdly,theflagshipstoreissospacioustocovermoreclients.Wealsoprovidedrinkingandsomesnacksforourcustomers