Managing Successful Business: Burberry Digital Transformation Report

This report delves into the digital transformation of Burberry, a British fashion company, examining its strategic approach to integrating digital technologies to enhance business operations and expand its online presence. The report outlines project aims and objectives, emphasizing the utilization of modern technology to modify business activities and meet evolving customer needs. A detailed project management plan is presented, covering aspects like scope, risk management, quality control, cost, time, and communication. The report also includes a work breakdown structure and a Gantt chart to illustrate project timelines and tasks. Furthermore, it explores the application of both qualitative and quantitative research methods, including primary and secondary data collection, to gather insights into customer preferences and market trends. The report concludes with recommendations for effectively implementing digital technologies and transforming business processes to maintain a competitive edge in the market.

Managing Successful Business

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Project aims and objectives...............................................................................................1
P2 Project management plan..................................................................................................2
P3 Work breakdown structure and a Gantt Chart...................................................................5
TASK 2............................................................................................................................................8
P4 Small-scale research by applying qualitative and quantitative research methods............8
TASK 3..........................................................................................................................................11
P5 Research and data using appropriate tools and techniques.............................................11
P6 Appropriate recommendation..........................................................................................20
TASK 4..........................................................................................................................................21
P7 Reflection........................................................................................................................21
CONCLUSION .............................................................................................................................21
REFERENCES..............................................................................................................................22

INTRODUCTION
In today's business environment, various technologies are taking place rapidly and
affecting the overall activities of a firm. Thus, it is important for every company to formulate it
effectively because it will provide number of benefits which contribute in the overall success of
organisation in market place. Along with this, digitalisation also helps in improving the
performance level by providing them better opportunities to store data and information.
Basically, technologies provide a better platform to business organization by which they gather
relevant information towards the customers and their demand in an effective manner (Eckerson,
2010). With the help of this, top level management easily take better decision . By using
digitalisation company easily promotes their products and services and also attains high
profitability. Present report is based on Burberry Company which is an award winning British
organization. They offer quality fashion apparels to customers as per their demand. They also
want to expand their business on online platform to enhance overall sales. This report discussed
about various research methods like qualitative and quantitative to undertake an effective as well
as analytical study. Along with this, project management plan is also mentioned in this project
which defines the research aim and objectives.
TASK 1
P1 Project aims and objectives
As per current business environment, customers needs and wants are continuously change
so that it is important for every company to offer quality services to its customers as pet their
needs which helps in attaining better satisfaction by them. In this context, company use advanced
as well as updated technologies to make attractive and quality products to its customers.
Development of technologies change entire traditional process of the company. Along with this,
the main benefit of advance technologies is that it define as well as provide various opportunities
in which firm gather relevant information towards the customers taste and preferences in order to
provide them better satisfaction level (Crane and Matten, 2016). Further, cloud technology is
also effective for company which helps in storing and sharing number of information form one
place to another without any kind of obstacles. Basically technology define various
communication channels to business organization in which they easily communicate with their
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customers towards the company products and services. It helps in enhancing the performance
level of the company at market place which directly contribute in overall growth. Further, it also
provide various platform like twitter, Facebook, YouTube and many more in which company
easily reach their customers and at the same time also influence them to consume their products
and services. Advancement in technologies also helps in making better coordination among all
the business operation which will be considered in research project. By this manager reduce the
chances of increasing any kind of deviation in order to enhance positive image of the company at
market place (Smith, Binns and Tushman, 2010). With the help of this company easily execute
their production process in order to maintain their quality of the services. Thus, it can be
evaluated that technologies positively affect the entire business activities.
Aims: Utilization of modern technology in order to modify business operations.
Objectives:
 To assess the utilization of digital technologies within entire business activities.
 To determine the transformation needs of the company. To evaluate the effectiveness of using digital technology in business activities.
Research Questions:
 How advance technology utilised by the business to transform the activities?
 Why it is important for business organization to determine the transformation needs?
 How evaluate the effectiveness of digital technologies in business activities?
P2 Project management plan
Project management plan is one of the effective activities for every business organization to
attain its set goals and objectives in an appropriate time frame. Basically, it provides an
appropriate path to the manager in order to execute their task. Thus, it is an important duty of
manager if company makes an effective plan to set their targets and also, accomplishes their
goals. In context of Burberry Company, they also develop the best project management plan to
manage all activities of firm which leads to attain positive outcomes in an appropriate time frame
(Den Hertog, Van der Aa and De Jong, 2010). Along with this, project management plan helps in
completing each and every task of company. With the help of this, company gets long term
benefits in which they easily enhance their performance level in market place. It includes cost,
resources, quality, risk and many more. All these are managed by the manager to attain positive
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results. By this, manager make a successful business project which assists company to expand
their activities in an effective manner. In this, Burberry Company uses new and advanced
technologies in order to increase their online activities which help in improving their positive
image in market place. In this context, there are some elements which are used by company to
make an effective project management plan which is as follows:
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 Scope of project: As per the current time period, customers’ needs and wants are
continuously changing by advancement of technologies (Chesbrough, 2010). It defines
various opportunities in which business enhances their profitability level by producing
quality services as per customers’ demands. With the help of this, they get competitive
place in the market place as compared to their rivals. Management of risk: Every business involves some kind of risk within their project so
that it is important duty of manager to manage it effectively. With the help of this,
manager easily executes their entire activities in order to reduce the chances of arising
risk factors within the project. In context of Burberry Company, they include less risk
factors due to better performance in market. Quality control: It is more important for business organization to manage their product’s
quality to improve their performance level. By this, they easily invite a large number of
customers and also influence them to consume company’s products as per their needs.
Quality is the core factor for every project. By this, firm enhances their positive image in
market. In this Burberry Company offer quality fashion apparels to its customers as per
their needs and attain their higher satisfaction level. It directly contribute in enhancing
overall growth of the company. Cost: It is also important to determine the overall cost of the project because enough
funds helps in executing all business activities in an effective way. Along with this, it is
important for the manager to manage their financial finds in which they use various tools
and techniques (Ahmed Dine Rabeh, Jimenez-Jimenez and Martínez-Costa, 2013). For
implementing project activities funds is more important which leads in attaining positive
outcomes in effective manner. Without funds, company is not able to maintain their
performance in the market place. Time: Completion of project is more time consuming and so, it is essential doe manager
of company to consider all the important activities (Gebauer, Edvardsson and Bjurko,
2010). By this company reduce their overall cost and also attain number of benefits to
attain higher success at market place. High cost negatively affects the performance of
company.
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 Communication: For attaining the set goals and objectives, it is important for manager to
effectively communicate with all functions and departments. It helps in formulating entire
information in an appropriate manner which leads to execute the project activities in a
systematic way. If communication will be clear then workers easily complete their tasks
and attain positive outcomes which contribute in making a successful project.
All these elements are more important for making a successful research which helps in
determining better results in which company easily improves their performance level in market
place. Thus, it is important for the manager of company to manage all these elements effectively
so that they can hit their target in an appropriate time frame.
P3 Work breakdown structure and a Gantt Chart
Every research define various benefits in which company improve their performance
level through expanding their business activities in effective manner. The main advantage of
undertaking research is that, it aid in gathering all the relevant information of the company and
its services which helps manager in taking right decision towards the company and its activities.
Along with this, it is important for research to formulate an action plan because it provide better
direction in which they effectively implement entire activities of the research h in effective
manner and attain positive outcomes (Trimi and Berbegal-Mirabent, 2012). With the help of this
investigator complete their activities in appropriate time frame. In this context there are some
important steps which consider in making a successful research are as follows:
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Illustration 1: Gantt Chart
 Determination of main reason to undertaking the research
 Literature review
 Identification of problems
 Define the main concept of whole project
 Choose the sample size
 Formulate a plan
 Data analysis
All these steps are important for carry out an effective research. Current research is based
on the topic of digital transformation. In this, researcher choose sample size form whole
population in order to gather all the relevant data as well as information in effective manner.
Along with this they select sample size of 20 and also use random sampling in order to take right
decision (Jones and Lubinski, 2012). By considering these steps company can easily enhance
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their performance level by expanding their business activities. Along with this, digitalisation is
not so easy for company so that manager have to formulate an action plan in which they set all
the task as per specific time frame.
Work break down structure: It in one of the important for business organization which define
project into different aspects. For attaining the positive outcomes, it is important for manager to
manage it effectively. Basically it is define as a hierarchical department which helps in
increasing overall effectiveness of the plan. By this company enhance their performance level
and also accomplish their target.
Illustration 2: Network Diagram
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This plan follow by the Burberry Company at the time of undertaking an effective
research which leads in attaining set goals and objectives in effective manner. By this manager
easily complete their entire research in appropriate time frame.
TASK 2
P4 Small-scale research by applying qualitative and quantitative research methods
For drawing a effective and meaningful conclusion, it is important for researcher to
undertake a research in appropriate way. In this, it is necessary for investigator to select right
method. With the help of this researcher easily convert the research in systematic analytical
study and also draw a valid conclusion which may lead in enhancing the effectiveness of the
project (Introducing Research Methods, 2017). Along with this, it is important part of research to
collect relevant data which helps in taking right decision in most effective manner. In this
researcher choose right method for gathering relevant information to determine the positive
outcomes in most effective manner. Mainly, there are two types of methods of data collection
such as primary and secondary methods. In context of Burberry Company, they use both
methods which leads in gathering data as well as information to expand their activities. In this
research methods are divided in three aspects are as follows:
 Qualitative
 Quantitative
 Analytical
All these are more appropriate methods in which researcher use qualitative and
quantitative methods to draw a valid conclusion in systematic way. Along with this, by using
these methods researcher collect right information towards the company and its products.
Primary data: It is one of the important methods of data collection which helps in
capturing recent and fresh information which leads in evaluating valid conclusion. It also helps
in taking right decision at the time of expanding the business activities (Smith, 2011). Under this
method, investigator prepare questionnaire, interviews, survey and so on to collect people views
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and opinion. Along with this, Burberry Company design a questionnaire to gather recent as well
as fresh information.
Questionnaire
Name:
Age:
Contact no.:
Email address:
Q1) Is digital technologies provide benefits to Burberry Company? Yes No
Q2) Is digitalisation is beneficial for Burberry Company for long time period? Yes No
Q3) Is digitalisation positively affect the entire business activities? Yes No
Q4) Does digitalisation is important for Burberry Company as per current business
environment? Yes No
Q5) Is implementation of digital technologies is important to transform business operations
of Burberry Company? Yes No
Q6) Is Burberry Company has enough financial fund to execute as well as implement digital
technologies in effective manner? Yes No
Q7) Which kind of way digitalisation affect the entire business activities? Positive way
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 Negative way Can't say
Q8) Does bind of business activities is important for Burberry Company for reduce the red
tapism? Yes No
Q9) Which type of methods used by Burberry Company to undertake promotional activities
in market? Traditional approach of marketing Modern approach of marketing
Q10) Any kind of recommendation for Burberry Company with the digital technologies?
Secondary data: It is also an important methods which used by the research at the time
of undertaking an effective research. With the help of this Burberry Company easily collect
relevant data and information. These type of information is already gather by gathered for
various purpose. By using this method manager easily understand about research topic. It
includes magazines, books, articles and many more by which manager easily undertake an
effective research. The organisation is using online marketing and facilities in order to increase
customer satisfaction. Customer can make purchases on their official website which is
https://uk.burberry.com/. This implies that online and internet technologies are now being utilise
by the organisation in order to increase customer base.
 Case study one: The main focus of Burberry Company is to serve quality and unique
fashion apparels in order to invite large number of customers. Along with this they also
do continuous efforts to make an effective outcomes. In this the main mission of this
company is to generate larger profitability by offering their quality services.
 Case study two: The main aim of Burberry Company is to deliver as well as produce
fashion apparels as per customers demand on affordable cost. With the help of this
company enhance their profitability level and at the same time also create customers
base. Along with this, company also use various social platform to invite number of
customers to buy its products and services.
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