Burberry Organizational Strategy Analysis

Running head: BURBERRY: ORGANIZATIONAL STRATEGY ANALYSIS
BURBERRY: ORGANIZATIONAL STRATEGY ANALYSIS
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BURBERRY: ORGANIZATIONAL STRATEGY ANALYSIS1
Answer 1
Organizational strategy refers to the sum total of actions undertaken by an
organization to achieve their long-term goals (Kalkan, Bozkurt & Arman, 2014). All these
actions together are referred as the strategic plan of the organization and these plans need
almost a year to form with the help of other functional departments of the company. The long
term strategies are created by the top level management whereas the middle and lower level
management implements short action plans for achieving the organizational goals step by
step (Grünig & Kühn, 2015).
Burberry is facing problems of low sales and it was due to the inefficiency in the
organization. This inefficiency can be understood from various points such as the
organization and the employees did not have any goals, no proper between different
departments and the employees did not favour the products of the organization due to the
poor brand image. This lead to lack of long term vision. Thus organizational strategy is very
essential for Burberry.
Answer 2
Organizational learning strategies is of three types, method optimization, method
selection and goal selection. Method optimization is the process in which the current
organizational goals are improved for efficiency and used. Method selection refers to finding
the best method which can help to achieve the organizational objectives. Goal selection
determines whether the selected objective is achievable, worthy or not (Steensen, 2014). In
this case study CEO Ahrendtz has used method optimization to make Burberry an iconic
brand once again in luxury products. It can be observed that the CEO believes in improving
the traditional methods rather than implementing new ones. For instance, Ahrendtz opted for
improving the brand image by hiring a brand czar. The brand czar designed garments which