Understanding and Leading Change Assignment : Burberry

Understanding and
Leading Change

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Organisational examples that show the impact of changes on strategy and operations of the
organisation............................................................................................................................3
M1 Several drivers that relates with change are mention along with changes through which
they are affected.....................................................................................................................6
D1 Conclusion and recommendations with its justification that helps to make effective plans
................................................................................................................................................7
TASK 2............................................................................................................................................7
P2 Evaluate the ways by which internal and external drivers of change affect leadership,
individual and team behaviour in the organisation.................................................................7
P3 Measures that are used to reduce the negative impact of changes on organisational
behaviour................................................................................................................................9
M2 Theories and models for evaluating the organisation response to change.....................11
TASK 3..........................................................................................................................................11
P4 Types of barrier to adopt change and its influence on leadership decision-making.......11
M3 Use force field analysis to measure the driving and resisting force along with their impact
on decision-making..............................................................................................................13
D2 Critically evaluate the use of five force field in context of meeting organisation objectives
..............................................................................................................................................13
TASK 4..........................................................................................................................................14
P5 Leadership approaches that help to deal with changes in context of Burberry...............14
M4 Evaluate different changes by which leadership approaches deliver effective
organisational change...........................................................................................................15
D3 Critically evaluate characteristic of leadership approaches and change management model
..............................................................................................................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Change is defined as the process which helps an organisation to lead them for long term
period in a competitive market and dynamic environment. Changes are inevitable it helps leaders
to develop skill that are required to make positive results in the organisation. Adopting the
changes by the management and organisation creates modification in the strategies, policies,
methods and technique that helps them to complete their activities with more efficiency and
effectiveness. It is effective process that helps to acknowledge the needs of change in the
organisation which ensures that they complete their goals within minimum time period. The
organisation chosen for this assignment is Burberry which is operating their business at
multinational level. It is a British Luxury brand that operates their business in clothes, cosmetic,
accessories etc. Burberry was established in the year 1856 and its headquarter is situated in
London. In present scenario they are operating their business in more than 500 locations. This
assignment highlights the several types of organisation which are impacted by the changes that
exist in organisation due to adopting new technology. Types of hindrances that creates impacts
on the decision that are developed by them. Further to implement effective leadership approaches
to overcome from the issue that develops due to adoption of new changes.
TASK 1
P1 Organisational examples that show the impact of changes on strategy and operations of the
organisation
Strategies that are developed for the organisation are long term procedure that is used to
explore and identify the changes which helps them to achieve their goals and objectives.
Moreover this goals are achieved by them within specified period that is decided by the
organisation (Bligh, Kohles and Yan, 2018). The main intention to develop an effective strategy
is to gain competitive advantage from the other competitive firms by defining the path to
complete their activities. Modification or changes that are related with organisation strategy and
structure allow Burberry to adopt new strategic directions that results to achieve high
profitability. As new strategies provides more benefits to organisation through fulfilling
customer desires in appropriate manner. To understand the changes that are related Burberry
structure and strategy some organisational example are mention as follow:
Particular M&S Burberry

Political change
Brexit impacted on large
organisation in a unsupportive
manner by creating problems in
order to earn revenue that
impacts on their profitability.
Therefore to overcome from this
they need to adopt new
strategies like low cost strategy
that benefits M&S to attract the
customers which are not
generating enough income to
spend their income on luxury
items.
Strategies- Before Brexit the
price strategy that is followed
by M&S is premium pricing
strategy that generates more
revenue for the organisation.
But due to political instability
M&S need to manage and
control their prices by adopting
new cost effective way as
people who are residing in UK
are not able to purchase
expensive products (Cameron
and Green, 2015).
So to overcome from this M&S
adopt price skimming strategy
which benefits them to increase
their revenue again.
Operations: Company raises
Brexit brings political changes in
the UK which are unstable and
creates different problems
organisation and customers. As due
to this there are several changes that
relates with rules, regulations and
policies of UK take place in market.
So to manage and control them
Burberry makes some modification
in its operations, strategies and
structure.
Strategies- In the good market
conditions management of Burberry
adopt price skimming and premium
price strategy in order to generate
high amount of profits. But in
present scenario due to low
economic conditions Burberry
started tot compete with other firms
on price factors. It results that it
attract more number of customers
through offering their products at
low prices. It results that
organisation is able to make their
sale figure constant in tough market
conditions.
Operations: After political changes
usually all organisation started to
adopt new methods and pattern to
complete their activities. Moreover

their social presence in the
market through raising their up
market conditions by making
different offers for customers. It
involves discount, promotion
and advertisement that generates
awareness among the customers
about the products that is
offered by organisation. To
overcome form this
management of M&S executed
lean manufacturing system that
help to manage inventory in
proper way.
management of Burberry adopt
some changes to complete their
operations with more effective way.
In order to deal with this changes
Burberry replaced unnecessary
machines that increasing the cost of
their production. It results that they
are able to produce their goods in
cost effective and efficient manner.
So due to low cost they are able to
attract customers that generates
more sales for the organisation
(Eddy, 2012).
Environment change Due to environmental changes
M&S make some changes in its
strategies and operations. This
helps them to complete their
activities with monitoring the
activities that is performed by
the organisation. Some
modification that are adopted by
them are mention as follow:
Strategies: To achieve positive
results, M&S has carried out
changes in its business
strategies. Company has
adopted strategy of cashless
payment so that activities like
deforest ion can be reduced.
Also, use of plastic bags is
In recent years organisation faces
different challenges that impacted
on its operations due to recent
trends that are formulated in the
environment. Moreover it helps an
organisation to increase sale of their
products through performing
different CSR activities in the
organisation. In present market
conditions environment is reducing
with a fast rate. Therefore buyers
and NGO are more concerned about
it. So Burberry started to make
products that are environment
friendly.
Strategies- In order to save the
environment from harmful or

banned by company as it will
help in reducing the use of non-
redeemable products. In order to
achieve more benefits M&S put
more emphasis on making and
receiving the payment through
card less methods. This helps
them to make fast transaction
that are related with the
organisation Ferkins, Erakovic
and McMorland, 2015).
.
Operations: In such a complex
environment organisation
started to use six sigma
technique that helps to make
more benefits by reducing the
waste and executing those
resources that are easy to
recycle.
hazardous process that take place
due to their activities. Burberry
started to manufacture products
through improving their services
and purchasing of raw materials. So
they are able to manufacture
products which are easy to recycle
and create effective results for
organisation.
Operations- To minimize the
environmental problems
organisation as well as their
employees started to evolve in
different activities that brings
positive results for organisation.
Like sustainable activities helps
them to use resources that are easy
to recycle.
M1 Several drivers that relates with change are mention along with changes through which they
are affected
To gain competitive advantage it is mandatory for organisation to execute and follow
new methods in the organisation. Usually there are two types of drivers which is internal and
external that impacts on the functions and operations of business. So Burberry is adopting new
ways that assist workforce to provide effective services to the customers. Along with this is is
useful to make changes by which Burberry manufactures products as per the needs and demand
of customers. It results that it causes a transactional and transformational changes in completing
organisation activities within Burberry. It helps to make modification in its all operation and
strategy.

D1 Conclusion and recommendations with its justification that helps to make effective plans
In present scenario it is essential for every governing body to make alternations in their
functions in order to match them with the existing present market conditions and requirements of
the customers. Moreover it secures that respective organisation increases their brand image
within the market. Therefore they are able to attain maximum profitability in the organisation. So
by observing all factors it is recommended to the organisation to consider their research within
appropriate manner. It results that organisation is able to analyse the current trend and make
changes that are conclude positive outcomes form their activities. Example- Company is required
to have discussion with workforce before adopting a change. This will help employees in
adopting change appropriately. Like Organisation need to discuss with their employees before
selecting a change. It helps them to find the best method which derive effective results for
organisation (Goleman, 2014).
TASK 2
P2 Evaluate the ways by which internal and external drivers of change affect leadership,
individual and team behaviour in the organisation
Internal as well as external driver both directly impacts on the behaviour team and
individuals. While they also impacts on the leadership style of the organisation. Financial
management, raw materials and resources, culture are considered as internal drivers. While
external drivers involves the political, legal, economical and technological aspect. This all are
mention with whole details as below:
Internal drivers
Financial management- Financial conditions of organisation and economic conditions of
market directly impacts on the work performance of the employees both in team and individual.
Like if the funds are allocated by management of Burberry in not an accurate manner than it
impacts on their productivity. Example- Employees are more motivated if an organisation
provides incentives, compensation etc. to them. So they complete their work with more
efficiency and effectiveness. In context of leaders they are able to complete their work with
appropriate manner if Burberry provides required funds to them (John and Kulkarni, 2014).
Raw materials- Organisation such as Burberry which is dealing their business in retail
industry need to maintain sufficient storage of raw material through which it is easy for them to

fulfil daily requirements of customers. On the other hand it also them to reduce their production
cost by managing the inventory in proper way. Recently UK faces several challenges due to
Brexit which determines that it impacted directly on the business operations and strategy. So to
minimize the impact of Brexit Burberry adopted inventory management that help to manage their
manufacture their finished goods with more efficiency and effectiveness.
Resources- This is defines as an asset of the organisation which helps them to complete
their goals under specified period. It directly impacts on the performance of employee and
individual like in a situation there is shortage of funds then leaders are not able to purchase
require materials. Therefore it is also not possible for workforce to complete their task without
resources. While if the quantity of their resources is in surplus amount that they are able to
manufacture goods as per quality standards (Martynovich and Lundquist, 2016).
Employee morale- This driver leads the organisation towards more growth and success
by increasing the morale of employee's. In order to boost morale of employees Burberry provides
monetary as well as non-monetary benefits to employees such as promotion, incentive etc. In
context of employees it is more beneficial as it helps to complete their task in challenging
situations. Whereas leaders are also satisfy with the performance of teams as they complete their
work with more devotion that assist them to achieve organisational objective in a economical
way.
External drivers
This factors are beyond the control of the organisation as they carried out outside the
organisation which determines that they take place in market environment. Some of them are
mention as follow:
Political factor- This aspect undertakes the changes that take place in rules, regulations,
government and tax rate of a particular country. As this all activities are inter-related with
organisation performance. So Burberry need to monitor all this factors therefore it is for them to
make changes in their strategies, policy, rules etc. which derive better results for the
organisation. While the changes also helps leaders, teams and individuals to make modification
in their working style (Polden, 2015).
Economical factor- All the monetary transaction that is related with organisation and
country are included in this factor. It involves interest and inflation rates, tax rate, purchasing
power of consumers etc. This factor is related with all stakeholders that are engage in the

organisation. Sometimes this changes reduced working capabilities of workers in those situations
where purchasing power of consumers is high. As Burberry is operating their business at global
level which determines that it is necessary for them recruit effective employee's that work
effectively to fulfil needs of customers.
Social factor- Their is rapid change are seem and observed in the environment of the UK
by the management of Burberry. This activity benefited leader by formulating effective working
style that leads them towards the fulfilment of demand its customers. In context of Burberry this
activity creates a large customer's base for their product through increasing the performance and
productivity of individuals and teams. As they all are engage to complete the organisational
functions and operations.
Technological factor- In present scenario all the organisation adopted technological
factor to complete their business activity because it helps them to complete their operations in
quick way. In context of Burberry technology aspect benefited them by formulating &
implementing effective supply chain management for the organisation. Along with this it is easy
for Burberry to ensure the security of their confidential information. This changes help the
Burberry to increase the value in their products and the living standard of their individuals, teams
and leaders by increasing sale of their products (Rothwell, Stavros and Sullivan, 2015).
P3 Measures that are used to reduce the negative impact of changes on organisational behaviour
This factor is used to minimize the impact of modifications on the operations and
strategies of Burberry that is used by them to complete their activities. Further when a change is
implemented in an organisation this results some positive and negative outcomes. Measures that
can be taken into consideration for minimising negative impacts of change process on
organisational behaviour: One of the biggest challenges that any organisation can face is
resistance in change process. Negative outcome in behaviour, attitude and accountability by
employees will hinder this process upto large extent. Burberry is in procedure to introduce some
changes in organisation and to overcome this hurdle effective measures can be adopted to build
positive employee attitude and behaviour Therefore to overcome from some measures that are
adopted by them are mention as below:
Employment engagement in change process- Whenever there a single change is adopted
by the organisation, it is mandatory for all employees to engage in this activities. It helps them to
learn the new techniques that are adopted by the organisation. Therefore it is the responsibility of

leader to identify the concern of employees and involves them to adopt new activities with in
minimum time period. Apart from this it also help employee's to motivate as they feel like
valuable part of the organisation.
Clearly define change: It is important to clear that why change is required and conduct
review to align it with organisational goals to carry it in right direction. This also determine
efforts and inputs need to invest while bringing modification process. If company clearly define
above actions, resistance from employee and stakeholders can be reduced therefore, this is vital
measure in change management. Burberry will define its new business objectives in direction of
change process to reduce resistance by employees to make them feel empower and increase in
participation (Salman and Broten, 2017).
Leadership: It is better to strength manager's ability in managing change and develop
skills so they can become accountable in process as well. Change is never easy as it puts
employee into non-comfort zone which affects job satisfaction, morale, productivity and
performance. This creates risk of losing best personnel and to reduce this Burberry will organise
training or supports session by leaders personally to motivate, encourage participation, show
growth potential in job changes.
Implement support structure: Providing structure in assisting employee to adjust in
change and build knowledge of behaviour, skills to achieve desired results. Some segments need
to be reconstruct effectively by management that shows role performed and mentorship for
employee in implementation. Company will draw roadmap of systems or processes of different
areas to distribute and implement changes keeping time frame in mind. This will help in
allocating Resources and workload accounts that reflects whole plan into smaller or simpler tasks
(Wellman, Jeffries and Hagan, 2016)
Benefits realization: Changes that are introducing should measures values and critical
component of business like benefits, performance indicators, etc. This will help in proper
execution and ensures attention of organization in process so that it may deliver positive return.
Burberry will measure various impacts on business continuously to build expertise and to
determine effectiveness and write down any lesson learned for future references. Through this
particular measure, employee resistance can be reduce as individual benefits will also put
forward to make them understand benefits for their personal growth.

Empower innovation and creativity: Encourage employees and leaders to be creative
enough to bring alteration in their own way to avoid resistance. To become part of process
discover solutions, solve problems, give feedback and be flexible towards achieving it. Burberry
will remove fear of failure by taking necessary steps in path of success through encouraging
people to participate and be accountable for actions. Employees will think more creatively to
bring innovative ideas in implementing change by expanding their knowledge and professional
capacity.
M2 Theories and models for evaluating the organisation response to change
In order to interpret the response of change in the organisation system theory is effective
tool that is used by Burberry for minimizing the unsupportive implications of change on its
operations. The main benefit of system theory is that it helps Burberry and its employees to
overcome from different issue that are faced by them while doing their business activities.
Moreover this theory need to rely on various factors which involves government rules, industrial
policy, employees act etc. that help an organisation to implement changes properly. Apart from
this Burberry it also helps Burberry to solve issue and grievances of employee's that reduces their
work productivity. Internal and external factors are two drivers that initiate to adopt some change
in the organisation. Moreover when a change is implemented it makes positive and negative
impacts on the organisation. In situations whenever there is a change in Burberry than
organisation need to follow the task which help to evaluate different activities of the
organisation. In context of Burberry PDCA model is used to the activities (Wilkinson and
Kemmis, 2015)
TASK 3
P4 Types of barrier to adopt change and its influence on leadership decision-making
In this task several type of barrier are included which create barrier and hindrances for
implementing the change due to which it directly impacts on the decisions that are make by
leader. It results that it is difficult for Burberry to complete their work within appropriate
manner. In context of Burberry they need to adopt changes due to which benefits them to
manufacture their products in an economical way. Some barrier that creates problems in
organisation to complete their work are mention as follow:

Lack of proper communication- Communication works as a key factor in each
organisation that helps them to complete their work with more efficiency and effectiveness by
formulating an effective communication channel between all departments of Burberry. Therefore
when a change is implemented in a respective organisation, manager and leaders are responsible
to develop an effective communication channel. As it helps employees to identify the roles and
responsibilities which is performed by them to complete their work effectively. Thus when there
is transparent communication between employee's and Burberry it helps them to execute the
changes effectively in the organisation.
Negative attitude of the employee's- Employees who are working in the organisation
from a long term period are not agree on making changes because it develops the whole new
method to complete the work. Moreover Burberry need to provide training to its employee's
which increases their cost. It acts as a hindrance for implementing the change and also derives
negative results on decisions that are taken by leaders which governs that they are not adopted by
all employees of the organisation. Burberry wants to develop street style clothing as employee's
are not agree on this because according to them it impacts on their brand image (PDCA Model,
2019).
Driving force
Rules and regulations of government: After the Brexit there are several changes are
observed in UK which determines that there are different changes like change in government and
industrial policy, purchasing power of UK residents etc. They all creates problems in Burberry
that directly impacts on their profits and the productivity of employee's. Like to make street style
clothing Burberry need to identify the trends which are present in market. Therefore to adopt the
changes and match them with the expected result of the management. Burberry need to follow all
the changes that are developed by the ruling government of the UK. By following this rules and
policy organisation is benefited to cover wide area of market. Further it is also helps leaders to
make effective decision that are according to present market environment.
Restraining force
Organization complexity- Burberry is operating their business at global level which
determines that they follow rigid structure to complete their work. It helps them to make exact
decisions. Therefore when Burberry need to make changes it prefers a complex process as it
make change on all process, strategy and system to complete the work. In order to overcome

from this barrier Burberry developed a keen and expert approach for tackle different problems
that creates issue to implement the changes in the organisation. Apart from this structure of
international organisation are complex and difficult to modify.
Manager of Burberry need to adopt and implement all the above changes in the
organisation by adopting Force field analysis model in order to ensure that driving and
restraining forces of changes will reduces the negative impact on operations and functions of the
organisation. So to adopt street style clothing Burberry need to make changes by executing the
above forces according to the need and demand of customers.
M3 Use force field analysis to measure the driving and resisting force along with their impact on
decision-making
Different type of barriers are exist in the organisation when a change is tale place in the
organisation. This creates difficulty for business manager for implementing the change-
management in the organisation. In this situation Burberry need to execute force field analysis
model that helps to implement changes in such a tough market conditions where a cut throat
competition exists in market. Moreover this also helps to earn more revenues than expectation of
customers. In context of leader it impacts on their decisions by allowing leaders to adopt
effective strategies through which they provide required training to the workforce of Burberry.
Moreover leadership is impacted by making decisions that are evolves in their decision making
process as it increases the morale of employees due to which they work effectively for the
organisation.
D2 Critically evaluate the use of five force field in context of meeting organisation objectives
Five forcefield is an impressive tool that help managers of Burberry to complete their
goals to insure driving and resisting forces. It is also beneficial for organisation as it helps to
attain their goals and objectives by measuring the resisting forces. So management is able to take
corrective decisions that leads organisation towards to enhance their productivity. Hence it is for
organisation to achieve their objective in accurate manner.

TASK 4
P5 Leadership approaches that help to deal with changes in context of Burberry
Every and every organisation operates their business with different leadership style. As
this is different from each organisation. Leadership helps a person to engage them effectively in
the organisation. In circumstances of Burberry leader they adopted several types of leadership to
increase the morale of employee's. Some of them are mention as follow:
Democratic leadership style- This leadership style is the most effective way for an
organisation that helps them to complete their goals within specified period. Like Burberry uses
this style to make delegation and responsibility of their organisation objectives to their
subordinates in appropriate manner. This helps employees to take part in the problems which are
faced by the organisation as they work in lower level so it is easy for them to analyse the whole
problem. This results that it creates effective decision for the organisation.
Situational leadership style- Leader as well as manager who are evolve in Burberry for
overcoming from the issue that is faced by them to accomplish organisational objectives need to
adopt situational leadership style. This style states that it is not mandatory that an organisation
implements similar style to solve all problems which ascertain that problems raised because of
different issue which creates problems for organisation because of different issue. It will also
supports them in attaining goals and objective as per the situation.
Lewin's change model
This model helps an organisation to adopt changes that help them to cope up with
different activities in order to sustain dynamic environment. Phases of this model are mention as
follow: Unfreezing- This phase states that first an organisation need to withdraw the old
methods or learnings from the employee. For this Burberry states that an organisation
need to make changes to adopt new methods. So transformational leadership style
helps then to derive this process effectively.
 Changing- It is the second phase of this model that involves new changes in their
process. Employees who are working with Burberry develop a mindset that helps them
to identify alternatives of different problems through using participative style in
organisation.

 Refreezing- This is the last phase of Lewin's model which signifies that the changes
which are adopted by the organisation will not impact negatively on the environment.
Whereas in order to solve them appropriately supportive leadership style is the most
appropriate manner to complete this phase.
M4 Evaluate different changes by which leadership approaches deliver effective organisational
change
Their are various types of leadership approaches that are adopted by the organisation in
order to handle the situation through effective manner are adopted. This helps them to overcome
from different issue through implementing autocratic, democratic and situational style of
leadership. In context of Burberry democratic leadership style is the best way to adopt changes
because it increases the morale of employee's that lead them to adopt changes in effective
manner.
D3 Critically evaluate characteristic of leadership approaches and change management model
Approaches that are adopted by Burberry are situational and democratic that helps them
to handle different situation with high efficiency and effectiveness. Some merits and de-merits of
them are mention as follow:
Merits of situational leadership
 They provide more flexibility to leaders and manager that help to make decision
according to existing situation of organisation and market.
 It help leader to generate awareness about the market due to which they take corrective
action which is beneficial for Burberry.
Demerits
 It is difficult to predict the market environment as their conditions changes frequently.
 Situational leadership includes various aspect and parameters due to which it is difficult
for them to chose the right one.
Merits of democratic leadership style
 It includes all level of employee's which boost their morale to complete their activities
effectively.
 Democratic leadership style develops team spirit among members by engage them all to
complete a project.
Demerits

 This create confusion for leaders as large number of employees gives suggestions to
complete a work.
 It is a time consuming process due to which there are delays in taking effective decision
for organisation that increases delivery time of products and services.
CONCLUSION
By combing all the above points it is concluded that it is essential for organisation to
execute and adopt essential change in successful manner. Internal and external driver are two
different forces that helps organisation to adopt changes in order to succeed global environment.
Along with this five force field analysis is effectual tool that help to adopt change by taking
necessary actions such as motivating employees, making of new strategy etc. This all helps them
to gain competitive advantage in the environment.

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