Developing Leadership and Management Skills in Burberry: A Comparative Analysis

This report discusses the importance of leadership and management skills in Burberry, a British luxury fashion brand. It includes a comparison and analysis of leadership and management, key performance matrix of the industry, and organizational leadership and performance management.

MG629
DEVELOPING
LEADERSHIP AND
MANGEMENT
SKILLS

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
1.) Comparison and analysis of leadership and management.....................................................3
2.) Define key performance matrix of organisational sector.......................................................5
3.) Discuss organisation leadership and performance management...........................................6
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Leadership is a basic key of management. This competencies and dynamics are highly
required for each and every organisation as it can recognise individuals performance on their
fundamental capability and leadership skills is very for mangers to motivate a wide range of
employee that derive a key success for future growth of company. Management is a key factor
for any business who can manage overall organisation. Basically, it arrange production, integrate
and assemble resources through men, machine and labour in order to accomplish organisational
goals. Managerial skills is significant as it help to create a good relationship between all level of
employees in business and it can maintain high quality connection. This process can done
through handling effective potential of staff for doing work as it is a corporate management tool
which help manger to monitor and control their employees work(Chen and Rybak, 2017). It can
create a best ability to produce high quality work for maintain working culture successful. This
report is based on Burberry, it is a British luxury fashion brand that deals in design and ready to
wear trend coats. Its headquarters is in London, England, UK. It is famous multinational
company which provides leather goods, fashion accessories, fragrance , eye wear, cosmetics and
other item to its customer. This report considers evaluation and comparison between
management and leadership, key performance matrix of industry, organisational leadership and
management performance of an organisation.
MAIN BODY
1.) Comparison and analysis of leadership and management.
Leadership is refer to set new pathway for a team that can help to it for achieving
organisational goals(Farrell, 2017). It is basically help to individual for understands in vision and
work accordingly to achieve organisational goals Whereas management derive key activities of
business that can handle by mangers. Leaders can focus on managing business environment
through plan, organise and coordinate all organisational task.
According to Ducker- “Leadership defines behaviour quality of individuals to work
enthusiastically towards achieving business goals.”
Leadership Theories
 Behavioural Theory: It focus on behaviour of mangers, it define a set of learning all
stages of human behaviour to identify and analysing key consequences that can occur

individual's environment. Basically, it considers to observe various actions of leaders naf
followers in a specific problem or any kind of situation. In case of Burberry, company
can hiring two types of leaders for a company task- oriented( it can lookout company
process for organised workflow of business in order to attaining organisation goals and
people oriented focus on solving individual issue that helps to do work enthusiastically
and maintain a growth of fashion industry across world.
 Contingency Theory: It is leadership trait that analyse effectiveness of leaders on
particular situation as it define maturity level of staff(Graber And et.al., 2017). This
theory is based on certain situations. It is very significant for any business as it gives real
view of business and management. In context of Burberry, this trait is helpful for solving
situational problem which can arise due to internal as well as extrinsic factors. It help to
enhance potential of mangers to learn about specific situation and try to solves it for
future business success.
 Participative Theory: It is a ideal leadership trait that assist to encourage leaders
participation and contribution towards group members that can feel more relevant or
committed for decision making process. This leadership style is very simple to adopt they
motivate leaders and utilize their participation for achieving a effective business goals. IN
case of Burberry, This style can enhance morale of mangers to do something better for
making and effective team. Mangers provides their contribution towards maintain
industry growth.
According to American Association- “ Management refers to a development of people through
plan and forecast, command on various business group that can work directly towards achieving
common goals.”
 Bureaucratic: It refers to most efficient and better way to set up and manage entire
organisation and this is required for big renowned company to achieve productivity and
growth of business through various employees and staff (Houdek, 2017). It is a ideal
level of management that bring power and structure in business. In case of Burberry,
mangers and leaders of company can handle all organisational activities from production
to selling. This can bring success in business and generate awareness.

 Rational: This model helps to enhance thinking capability of individual in business that
can derive a continuous process that aids to mange and accomplish both individual and
collective company goals. This models help business to handle to manage or allocate
alternative resources in order to maximised social welfare and also focus on utilize
specific resource that help to make business economy. In Burberry context, this model is
beneficial for handling company resources as it is most essential aspect that every leader
try to adopt it can generate human capital acceptability that help to secure future and
deriving motivation.
 Hierarchical: This is a structure which comprise direct chain of command in a hierarchy
from top to bottom (Johnson, and Smith, 2018). It can make critical decisions that can
move to subsidiary level of management. Any company can't mange or tackle their
mangers, employees and staff accountability as it help to mange task in a sequence way.
This model is used by Burberry industry as it can make a leaders hierarchy for checking
their accountability in order to getting better results. It is a system that can organise
things through power and productivity of business.
2.) Define key performance matrix of organisational sector.
It refers to indicators that can measure quantifiable performance of individuals for
achieving specific business goals. It helps to demonstrate effective working of employees
towards accomplish organisation target or to maintain its success. It involves financial
transaction and revenues minus specific expenses. Basically it is based on every customer
efficiency their satisfaction and retention. Every business can measure a KPI's performance
tracks through Software analytics and reporting tools. Following are the indicators that used by
Burberry for measuring performance.
 Revenue Growth: It define to generate revenues over a time and it can be measure in
percent to increase with start point. Basically this can measure increasing and decreasing
sales of product in business which can affect on entire growth of company. In case of
Burberry, this matrix helps to examine demand of Burberry brand to its customers in
marketplace which can influence channels of sale.
 Net operating margin: It is also consider as key performance indicator the can use to
check ranking purpose of business for attain organisational profitability(Leonard, 2017) .
This matrix can use in percentage after deduction of wages, taxes and material that can

utilize by organisation. For Burberry, this indicator measure firm's competitiveness and in
term or employees and organisational progress. This can help organisation to work hard
and decrease cost of production. This matrix is very important as it upgrade performance
on particular area.
 Comparable sales growth: It refers to compare specific sales income performance after
reducing effects on expansion(Marchese and et.al., 2019). This matrix is used by
Burberry, as its is a fashion industry and its nature is dynamic. It is very important KPI
matrix not only for fashion industry but also for investors and analysts as it helps to
introduce real growth of business and also helps to identify certain opportunities.
 Benchmarking: It defines a procedure to measure a key performance metrix of business
and compare it with in organisational areas. For instance: This measurement tool is used
compare process of one industry or stores with those who have another company in this
same sector. In case of Burberry, company can use this matrix for measuring products
and services, and various practices among several rivalries and those other company who
can acknowledge themselves as a industry leader.
3.) Discuss organisation leadership and performance management.
This managerial skill in business has involved managing performance of overall
organisation system as it directly derive culture of business(Marques And et.al., 2019). A
successful leadership quality can create a direct cause over organisation and influence
relationship between co workers of a company. A manger considers certain values, changes and
inspiration of employees as this is helpful in shaping strategies through effectiveness and better
execution.
Importance of organisational leadership
 Make a strategic plan: Any business focus on making a better plan for achieving
organisational targets as it helps to enhancing organisational success. In Burberry fashion
industries, leaders are people who can bring several strategies that aids to generating
profit in business. They take responsibility to familiarise value of business culture as it
derive enactment of strategy. A successful leader of business can fill these gaps through
identify impact of internal and external factors and make a plan for implementing on such
goals.

 Establishing Vision: Business can run their authority on some certain aims or mission
which they want to complete in a specific time duration (Mesároš and et.al., 2021). For
focus on Burberry vision, leaders performs a significant role who work as a liability in
business. Vision can be specific or broad as it capture dreams, hopes and desire on some
knowledge based workforce. In company, manger work as a innovator,analyst, decision
maker, problem solver etc.
Performance management defines continuous procedure where an individual or an organisation
members working together in a group, control and monitor certain outcomes, set future business
goals, and fulfil all development needs. For handling such things leaders play manger plays a
important role for define clear expectations, monitor entire business performance and give them
a required feedback. Following are significance of handling performance in context of Burberry:
 Align employees and resources: Every organisation working upon maximum utilization
of resources that helps to do work in a effective manner. Organisation helps to align
employees performance. In company,this procedure can built a consistent feedback by
which business may retain and focuses on developing talent of staff. It also concerned
about handling resources that can done through targeted work and examine effectiveness
of employees.
 Effective communication between superior and subordinates: If a business can handle
all working potential and make a better team under monitoring whole
presentation(Pulakos, Mueller-Hanson and Arad, 2019). Then, this can create a high
connectivity between leaders and their staff as they senior give a chance to their junior
for sharing their views, ideas , facts, and opinion. Sometimes they might be useful for
business. A mangers having good conversion skills can easily engage with anyone and
convey their message clearly to them as it is required to get positive contribution from
business.
 Set standards: A business can make certain ratios to its employees for performing
several functions of organisation as it beneficial for giving a framework to staff in
context to what company exactly expects from them. They also allow an open
communication between staff this can help workers to understand specific responsibilities
regarding their job role. These standards are define management expression that cab

approved expectations, requirements etc. that can easily meet with eligibility of
employees that derive a better appraisal.
 Make plans and determine individual training: This system focus making a
connection between organisational staff as it assist to enhance working in the
workplace(Zanon, Ulhoa, and Esposto, 2021). Basically training provides a framework to
worker about their duties, task completion and most important is hat exactly manager
looking for. It is a continuous practice that can deliver by organisation to empowered and
engaged with workforce. This can try to get deeper insight of skills and abilities in
workplace. Such specific plans and training for staff aid to improve company
presentation, employee loyalty and their retention, manging cost and accountabilities.
This consumes very less time and remove barriers in work area and try to achieve goals
with full consistency and efficiency.
Therefore, managerial skills are intangible. They can enhance their potential through
highly training and self-awareness , it can boosting impact on teamwork. In case of Burberry,
leadership create a fierce cause of relation between fashion industry and success of their products
and brands. As managership advertise high level of performance so that firm can set certain
strategies or standards which can derive a feedback related to settings target. As a leader,
individual take a responsibility for making a better performance appraisal that helps to generate a
mode of conversion and recognition.
This leadership style affect performance of Burberry as its a multinational fashion industry and it
is deal with expensive class products to its customers so this skills affect manger in a positive
way. It enhance their motivation for doing something better as if superior is highly inspired they
can try to accomplish business goals through efforts of its well skilled staff. It can take delegate
authority reduce conflicts and maintain a healthy conversion between employees. Thus, this can
increase employee morale, give them value and enhancing productivity.
CONCLUSION
From above report, it is conclude that leadership and management is important part for
any organisation both of them are interconnected with each other. If there is no leadership in an
organisation then there in no effective authorisation. Manager is a person who can handle or take
responsibility for enhance employees motivation through which they can work accordingly for

accomplishment of organisational goals. Basically, it is a organisational tool that can use for
managing all organisational and operational activities. In above report chosen firm is Burberry
which is multinational British fashion brand industry. They work for providing best quality to its
clients that can enhance its image in marketplace. This company provide high class luxury
products which derive a high satisfaction level of customers who belongs to elite class society. A
well defined leadership and management styles help to maintain company environment which is
most important as these factors protect the business from intrinsic or extrinsic elements. There is
a common trait for an effective leadership and societal functioning for company success.
However it is an potential of a person who can make a team or gave them direction in order to
attaining organisational goals. This is commonly done by leadership attributes as it creates
motivation and commitment among various followers to achieve targeted goals. This process can
done through interaction between organisation leaders and brand followers. A management can
work effectively through successful leaders, they are not made by born but they enhance
themselves by their own continuous and never ending work. A manger can enhance their
experience through acknowledge and learn organisational techniques, methods and behaviours
for improve in terms of successful superior who can mange or control entire organisation easily.
Managers can achieving goals through making certain strategies and ideas innovation that can
boost economic growth of the company.

REFERENCES
Books and Journals
Chen, M.W. and Rybak, C., 2017. Group leadership skills: Interpersonal process in group
counseling and therapy. SAGE Publications.
Farrell, M., 2017. Leadership reflections: Leadership skills for knowledge management. Journal
of Library Administration. 57(6). pp.674-682.
Graber, K.C. And et.al., 2017. Developing leadership skills and a commitment to civic
engagement during an undergraduate community-based service learning
class. Kinesiology Review. 6(4). pp.317-322.
Grossi, G. and et.al., 2019. Accounting, performance management systems and accountability
changes in knowledge-intensive public organizations: a literature review and research
agenda. Accounting, Auditing & Accountability Journal.
Houdek, P., 2017. A reply to: do Toxoplasma-infected subjects have better leadership skills?
Comment on paper “puppet master: possible influence of the parasite Toxoplasma
gondii on managers and employees”. Academy of Management Perspectives. 31(4).
pp.339-343.
Johnson, C.S. and Smith, C.M., 2018. Preparing Nursing Professional Development Practitioners
in Their Leadership Role: Management and Leadership Skills. Journal for nurses in
professional development. 34(2). pp.99-100.
Leonard, H.S., 2017. A teachable approach to leadership. Consulting Psychology Journal:
Practice and Research. 69(4). p.243.
Marchese, M. and et.al., 2019. Enhancing SME productivity: Policy highlights on the role of
managerial skills, workforce skills and business linkages.
Marques, C.S. And et.al., 2019. Effects of traits, self-motivation and managerial skills on
nursing intrapreneurship. International Entrepreneurship and Management
Journal. 15(3). pp.733-748.
Mesároš, P. and et.al., 2021. Impact of enterprise information systems on selected key
performance indicators in construction project management: An empirical
study. Wireless Networks. 27(3). pp.1641-1648.
Pulakos, E.D., Mueller-Hanson, R. and Arad, S., 2019. The evolution of performance
management: Searching for value. Annual Review of Organizational Psychology and
Organizational Behavior. 6. pp.249-271.
Zanon, L.G., Ulhoa, T.F. and Esposto, K.F., 2021. Performance measurement and lean maturity:
congruence for improvement. Production Planning & Control. 32(9). pp.760-774.