Leading Change: Burberry's Strategy, Drivers, and Leadership Analysis

This report delves into the critical aspects of leading change within organizations, using Burberry as a case study. It examines the drivers of change, both internal and external, and their subsequent impact on organizational strategy and operations. The report compares different organizational structures, such as flat, functional, and divisional, to understand how change affects various business models. It evaluates how these drivers influence leadership, team dynamics, and individual behaviors, providing insights into the complexities of managing change. Furthermore, the report assesses various measures that can be implemented to minimize the negative impacts of change on organizational behavior. The analysis covers practical aspects of leadership in the face of change, making it a valuable resource for students of leadership and management.

Understanding of
leading change

Table of Contents
INTRODUCTION...........................................................................................................................1

INTRODUCTION
A leading change is necessary for creating and designing innovative traits of work which
earns to experiences that revel of optimising new possibilities that enhance to influence that drive
for better strategies where it provides effective use of resource to accomplish competitive target
in marketplace.
As per for this report, the company is consider Burberry, it is British luxury fashion
house headquarter in London, England. It mainly deals with design and distributes towards ready
for better wear involving trench coats, leather goods, foot wear, fashion accessories, eye wear,
fragrances and cosmetics (Ahmad and et. al., 2018). It generates revenue 2.63billion pounds
along with employees 9,825 actively contribute their skills and knowledge for better future
positive outcomes. Burberry is having 425 as location availability and it was established 1856
year. In report, the topic is going to covers topic are drivers and impacts of change and how it
affects organizational strategy and operation. Internal and external drivers of change that affect
leadership toward individual and team behaviour, different measures which helps to reduce the
impact of leadership negative outcomes (Amis and Janz., 2020). Different barriers for
implementing which creates impact on decision making on given organisational. Implies various
leadership approaches to deal with change in organisation perspective.
MAIN BODY
Task 1.
P1. Compare different organisational examples where there has been an impact of change on an
organisation’s strategy and operations.
Organisation Strategy is defines where dynamic long term planning which measure for
directs through better realisation towards company goals and vision. To implement the
strategy it requires before company must rectify what actual they are looking for to
accomplish in effectively. Similarly, research and department or marketing team of Burberry
company enhance for better scrutinize needs and want which makes their business boost in
new creative manner.
As different type of Organisation which can tend about impact from organisation strategy as
well as their operation:

Comparison Between the organisation.
Types of organisation Burberry Plc Marks and Spencer
Flat organisation It defines about the term
which is derives exactly in
name of better suggests
where it individual to hold
on expertise , hierarchy and
having better jobs titles are
not stressed where it among
towards existing employees,
senior manager, executives
that tend to allows treat as
well as rules and regulation
are applicable in equal way.
Therefore, Burberry is also
commence as Flat
organisation where it
managed by single and some
of other people to handling
their own job roles and
duties. According to this idea
leads the organisational
bureaucracy eliminates and
provide power to authorise
employees for undertaking
all decision making by
middle and lower
management.
The Marks and Spencer is
one of high influence
multinational fashion chain
retail company (Bell, 2018).
In their organisation the
better hierarchy of jobs and
existing employees are
focuses on senior employees,
and having executive that
tend to allows to design
better organisational
structure in which the Flat
organisation in Marks and
Spencer is very flexible
through Broad of Directors
to lower level of
management.
Functional Organisation Through some department in
Burberry organisation
having employees need to
According to this type of
organisation where the roles
and responsibilities assigned

handle their own work
regulation as some of limited
presence in other work
activities (Boyatzis and
Cavanagh, 2018). This sort
of restriction can enhance
huge difference by not
involving employees in
decision making that creates
barriers or conflicts between
superior and tehri team
member in workplace. there
are certain benefits uplifted
towards positive outcomes as
it depend upon of manager
allows to taking favourable
decision making which
prevails better results
towards entire organisation
members.
as per the individual
competency where each one
to regulates only to their
department. In Marks and
Spencer is having different
functional working approach
where it obtain through the
capabilities basis of
individual employees.
Divisional Organisational: A divisional organisation
structures which its prevails
activities where it commence
around market and product
through customer that
prevails towards better
provides better product and
service (Brock, ., Peak. and
Bunch., 2019). As Burberry
would enhance develop their
Marks and Spencer
divisional structure is
commence their better
product and service in
quality wise. The range of
product which marks and
spencer is deliver or offers to
customer is premium range

gaps which creates in
product and service making
effectively manner.
Examples Burberry has been
implement their pricing
fluctuation in terms of lower
to higher, as this company is
supposed to sell their
product in premium pricing
range. But due to some
economic crises. Burberry
has implement one change to
retain customer where in
some of it products they
have imposed cheaper price
that increase the affordability
of customers.
In Marks and Spencer has
also enhance some change
which provide high impact
on their business strategy.
They started online member
ship to their existing and
premium customers in this
people could get ease offers
and discounts in every
product of Marks and
Spencer brand on effective
basis. This strategy is reflect
to having objective for long
term retain their customer for
high competitive advantages.

Different drivers for change along with examples:
Some of driver s which is needed to concerned through Burberry company:
Principles: In perspective off organisation establish through better implement better shape
of change enhanced. For example: The principle of reducing negative environmental that creates
impact or contributing overall decision making in customer perspective in first zone in Burberry
company.
Capabilities: As per this perspective through implies major changing implication that
organisation gets to enhance change driver that reflect about effective potential skills that adapt
by company. For example: To approach high influence task or project through Burberry
venture, they approach to recruit or allows from existing skilled and better decision making
ability workforce that insist to gain high competitive advantages.
Measurement: It is traditional procedure that having in many companies to mapping
developing them and towards gain high attained need to be concerned for carefully implemented
better optimise expense of everything. For Example, towards better obsession with having
reduces cutting units that implies costing which increase the better quality failure through
evaluate liability on major reputational change.
Leadership: On the basis of ability through which leadership is getting to people having
moving in constant direction effectively. For example: Burberry company is hire influence trait
of leader that majorly consists about to improvise proper traits and skills to develop personality
in different way.
Task 2.
P2. Evaluate the ways in which internal and external drivers of change affect leadership, team
and individual behaviours within an organisation.
The term diver off change is defines towards those factor which tend to optimise or allows
innovative changes in organisation. The changes is categorised through two types internal
and external driver (Cegolon and et. al., 2020). As per the context of Burberry company
where it works on internal and external way of change which is applicable on certain
behaviour of leadership activities. The impact is consider towards on individual and team
factor that elaborates below:
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Internal Change drivers:
 Culture of company: It is majorly essential for every organisation where leaders have
their efficient role to design and enhance better working maintain through better working
power. This provide systematic culture implement as well as worker of Burberry get to
aware about their roles and responsibilities to commence the organisational work culture
in an effective manner. Through better productive and having attain more sustainability
can enhance proper effectiveness. But if not implemented and follow the proper culture in
organisation can creates more barriers and raises conflict which need to resolve by
making an proper decision making (Chen and et. al., 2018).
Impact on leadership and individual
As per this scenario it creates an impact on leadership behaviour that predicts to resolve
the stress of the leader in extreme level. In team this impact makes them busy to solving
conflicts and distract from their objective and in individual as hindered which effectively
not solving the conflict in effective manner.
 Enhance Motivation Level: According to motivate employees in aspect of company
management should involve their decision making which influence them to conduct
better profitability. Motivation plays an important role in workforce performance where it
enhance better productivity and improve the self confidence that helps to gain high
competitive advantage. Along with this leader can effectively develop more effective
decision making that regulates through Burberry leaders guidance as well as it uplifted
the performance expectation from employees.
Impact:
The impact of motivation in leadership is in positively where influence workforce
willingness direct gain more productive or create benchmark. By allowing job
satisfaction through participate in various leadership activities for individual (Chng and
Mårtensson, 2020). As for team, high motivation involves accomplished appropriate
manner that would helps to develop hight attainment of objective in successful manner.
External Change Driver:
 Economical factor: This is part of explains about particular company’s leader
specification that determines about overall economic condition of specific country in
terms of employment rate, productivity rate, supply and demand of product and supply,
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inflation rate etc. All these factor focuses at the time of preparing organisation decision
making. It happen because if it not appears differently it not able to offers the productive
opportunities. Customer could not able o buy product and service where it will reduces
the sustainability growth (Donnelly., 2020). In above aspect to mentioned leadership
behaviour having an impact on Sales and operation if economic condition of specific
country is not stable then it arises huge implication such as not increase expected sales
and revenue.
Impact:
By getting an negative impact on team and individual workforce as because not attain
optimum utilisation of resources can decrease the level of productive. The another
impact on leadership would be to accommodate people to making them understand about
the concept in better way. Further more, in United Kingdom there is huge barrier of
Brexit Market where it not allows to trade companies in European countries, this can
increase the unemployment rate.
 Environmental: According to this factor it emphasis about better contribution towards
society development and promotes social welfare in international and domestic region.
The company mainly shows their interest in Corporate Social Responsibility through this
it increase and promotes brand value of company in society as well as people create
positive perception by approaching better source of product and services. Similarly,
Burberry is having excellence position including customer trust build up that makes
them more productive in market.
Impact on Leadership team and individual
The impact of Environment in leadership as it provide better learning aspect to
contribute effective development for surroundings and for individual and team in
working style customised as they concerned for not approach any unethical work which
prevails bad intention of negative aspect attains.
P3. Evaluate measures that can be taken to minimise negative impact of change an
organisational behaviour.
At the time of implementing about to workplace in an organisation many positive and
negative impact of influence through changes for example if new resources applicable
towards mapping employee performance. Effective planning as well as expertise suggestion
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involves to resolve the conflicts and effective manner as well as it initiates to reduces the
uncertainty where Burberry company leaders and managers adopted PDCA model where
they applicable to avoid for minimise negative impact of change in implementing working
face. By enhance towards explain that given below:
Plan: This is first stage of process where leader of Burberry company scrutinize by mapping
the situation and decision making they structure effective planning as well as develop
effective plan along with various types of alternative of solutions (Douma. and Adler,.,
2020). As Burberry is faces more promotional activity and enhance in efficiently manner.
Do: This is second stage, it respective towards venture where intend to train employees so
that they cab applies better strategies for systematic development. By commencing different
alteratives that allows expected outcomes.
Check: It is third stage where leader and manager of respective company will conduct major
analysis n which they determine to retain customer for long term aspects. By checking and
determine that strategies which effectively adopts in appropriate way (Mackey and et. al,
2018). In another word stage manager of respective business venture to detail evaluate
effectiveness of plan or strategies that increase the customer productive and buying pattern.
Act: This is last stage, of PDCA model and at this stage manager and leader where
organisation Burberry that enhance to implement to applicable strategy towards potential
market place.
In above PDCA model describes about the perspective of Burberry company where it
enhance major essentials which intend to design and provide four stage n which it mentioned
how monitor and controlling process that enhance to investigate after presuming major roles and
responsibilities to better improve in task and profitability ratio (Rossi, 2019). Through which
they need to better conduct where marketplace to highlight target market and customer buying
pattern which helps to identify the customer needs and wants in effective manner. . In addition to
this, company may also adopt several other strategies for adopting change in effective ways such
as provide training and development to staffs so that they can encouraged to adopt changes at
workplace. This will enhance their motivation level as well as improve work quality. Such as in
respect of Burberry Company they want to adopt change in order to improvement their
promotional activities which help them in attracting more and more customers. For this they
adopt PDCA model and according to that they develop plan of action which leads to
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implementation of more effective promotional strategy. Along with this they also conduct
training and development activities for staffs so that they can perform their work accordingly and
impressively.
To minimise negative impact of change measures :
 Effective Training and development: This managerial practise is organised through
human resource department where they provide leader with full of expertise in terms of
leadership skills, managerial skills and decision making ability that helps to influence and
makes motivate towards attain positive outcomes in effective manner. Similarly,
Burberry has it own training and development process that helps to employees to improve
better performance and accomplish high competitive advantages in effective manner.
 Proper Communication: There is must having proper communicate between superior
and employees as it enhance to clarity about goals and vision that effectively provide
better opportunity to deliver right message to the right person. In Burberry managers and
employees are focuses to maintain their relationship towards effective manner.
 Employee Engagement: This is one of management task which helps to reduce work
stress and coordinate increase by increasing people coordination through involves in
better interaction between other workers and managers. This can reduce eh barrier as well
as work influence which preventing long term aspect.
As above justification is given on negative impact can provide to eliminates that
increase the better working process through Burberry company along with structure and
guidelines follows on the basis of better guidelines in positive manner.
Task 3.
P4. Different barriers for changes and analysis of their impact
As many barriers are enhance through arises form implementing changes where it causes
high scale of impact that outcomes or profits are mainly considered to effectively operates
and function of specific organisation. In below there is highlight about certain barriers
which suffered by Burberry company in terms of client dissatisfaction from product and
services, not level of output upgraded (Shoval and Sharir., 2019). All these factor decease
the growth of company:
Barriers
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 Less Interaction to employees: As this situation arises when employees are not
supposed to get interacted with peers and their superiors properly that means they are
facing high level of job dissatisfaction in which they get to attain high terms of
grievances. In context of Burberry, mangers and leaders they must have to concerned
with their workforce requirement or expectation that needed to fulfil which increase their
satisfaction level. To design better employee engagement such as performance appraisal,
training and development activities along with provides better working environment
scenario which makes employees allows to having participation that enhance their
mobility and they can easily pursue organisational task which increase productivity level
in effective manner. In order to avoid this situation, manager and leader of respective
company needs to conduct meeting which help them in convincing their staffs to involve
in change process because it will improve their quality of work along with effectiveness.
 Unappropriated usage of Resources: In multinational organisation there is scope
of high advanced technology which tend to implemented on the basis of changes in
workplace. Through arises of barriers and conflicts can enhance to adopt changes. As
Burberry is United Kingdom based company where they have acquire huge advanced
technology which boost up productivity and enhance better service provide to
customer. But due to unaware about utilising of resource company fail to provides
customer expected service in which they generates more feedback that creates huge
implication between Burberry market and product growth in efficient manner
(Turnerand and et. al, 2019). Through provide better training and development by
experience leadership skill trough leader where they provide optimum information
and knowledge about resources as well as optimum utilisation in systematic manner.
 Concerned towards customer needs and wants: To improve the service and
productive of Burberry it must them to follow market trend as well as more customer
expectation which enhance more competitive advantages. To mapping customer
seeking in product specification marketing team need to conduct survey as online
and offline practises in which they effectively attain valuable of productive
information which helps Burberry team to fulfilling their customer needs and wants.
Therefore, a efficient analyses through external forces like Ansoff Matrix and
Marketing mix can help to measure customer expectation.
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