Burberry's Management and Operations: A Unit 4 Report Analysis

This report provides a comprehensive analysis of management and operations, specifically focusing on the luxury fashion company Burberry. It begins by comparing the roles and characteristics of leaders and managers, highlighting their responsibilities and contributions to the organization. The report then delves into the functions of managers and leaders within different business scenarios, such as product expansion and employee engagement, illustrating how they adapt their approaches to achieve organizational goals. Various leadership theories and models, including situational leadership theory and contingency theory, are examined to understand their application in guiding management practices. Furthermore, the report explores key approaches to operational management and its importance in achieving business objectives, followed by an analysis of the impact of operational management on decision-making in the business environment. Overall, the report offers valuable insights into effective management strategies and their practical application within the context of a real-world business.

Unit 4 - Management
and Operations

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Compare the various roles and characteristic of Leader and Manager .................................3
TASK 2 ...........................................................................................................................................5
P2 Discuss Role of Leader and Functions of Managers on the basis of situations ....................5
P3 Determine Various theories and model .................................................................................7
TASK 3 ...........................................................................................................................................8
P4 Key Approaches of Operational Management and the role of Leader and manager ...........8
P5 Importance and Value of Operational Management .............................................................9
TASK 4 .........................................................................................................................................10
P6 Impact of operational management on decision making of leaders and managers in context
of business environment ...........................................................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
To run the business successfully it is essential to focus on the management and all the
activities and operations of the business. Most of the entrepreneurs and successfully business are
follow the management concept so that they easily manage each and every operations. In
management concept, various steps are involved such as planning, organising, directing ,
staffing, coordinating and controlling. Without all these steps , no business will achieve the high
growth level so it is important to practices all these steps so that businessman and leaders can
maintain all business operations. This report will discuss about the management and operation of
Burberry company, which is famous luxuries fashion company and the headquarter is in London.
This company basically formed in 1856 by the Thomas Burberry. The supreme purpose of this
report is to determine and compare the role and characteristics of leaders and managers of the
Burberry and also use appropriate theories and models which are useful for the leaders and
models for decision-making. Moreover, this report will discuss approaches of operational
management and analyse its importance to gain the goals and objectives of business.
TASK 1
P1 Compare the various roles and characteristic of Leader and Manager
Leader
Leader is consider as a very responsible person who have responsibility of their team
members. Leaders are also liable to give the proper directions and guide their team so that they
can work effectively without any issues. Leaders can support their team and maintain proper
coordination with them (Castilla-Rodríguez And et. al., 2020).
Manager
Manager is the one who control and manipulate all the expenditures and resources of the
organisation. Manager consider as the prominent part of the organisation and help to maintain all
the activities which are performed by the employees. Manager can use management concept and
follow all the steps like plan, organise, direct and control to manage all the movements of the
employees and organisation.

Comparison the Role of a Leader and Manager
Leader Manager
 Leader of the Burberry utilise their
creative skills and knowledge to
achieve the business goals. The prime
role of leader is to provide full support
to their team members.
 Leaders of the Burberry are very goal
oriented and they are very much
serious about their work so that they
can help their team members to
increase their productivity (Chang And
et. al., 2019).
 Leaders are also responsible in the
overall development of their team
members so that that can easily
maintain their working task.
 The prime role of leader is to assign all
the tasks and duties to their team
members and clear all doubts and
confusions.
 Managers of the Burberry are
responsible for to follow all the
guidelines and proceed to the leaders of
all the departments so that they can
work systematically.
 Managers of the Burberry are mainly
concerned with the employees activities
so that they can resolves their issues
regarding salary and resources.
 Burberry managers are focused and
very process oriented and they can
follow all the managerial aspects to
handle the business activities.
 Managers are directly involved with the
enhancement and growth of the
business and they are beneficial for to
obtain more outcome.
 The prime role of Burberry manager is
to prepare and formulate the policies,
plans, procedures and also make useful
strategies to gain more profit
advantages.
Comparison of Characteristics of Leader and Manager
Leader Manager
 Burberry leaders are very risk taking
and they are very well aware of their
 Managers of the Burberry is very
punctual and they know the importance

duties and responsibilities.
 Leaders of the Burberry are very
flexible by nature and they usually
work in every add and adverse
situations.
 Burberry leaders are very concerned
about the welfare of their team
members because they are very job
oriented.
 Leaders have ability to delegate and
they are very clear with their role and
they are very supportive by nature.
 Leaders of the Burberry communicate
with their team in an effective manner
so that easily inform all the delegated
task and duties to their team.
 Leaders of the Burberry have good
learning ability and they are very much
capable to influence their team toward
their work.
of time so time management is also the
consider the main characteristic of
managers.
 Manager of the Burberry are very good
listeners and they are also show their
concern to listen their employees
problems and resolve their grievance.
 Managers are responsible to create an
effective and positive working
environment so that employees can
perform their duty without pressure (da
Costa Cordeiro, Marques and Gaspary,
2017).
 Managers of the Burberry are very
reliable and it is the also the prime
characteristic of the managers.
Reliability and trustworthy of the
managers also very help to gain more
profit in context of organisational
development.
TASK 2
P2 Discuss Role of Leader and Functions of Managers on the basis of situations
In context of organisation, role of leaders and functions of managers are very crucial to
follow organisational structure and obtain the regular task effectively. Both leaders and managers
are directly involved with the development of the organisation (Garza-Reyes And et. al., 2017).
Role of leaders are very challenging because they are liable to build the effective team so that
they can perform well and give their contribution in the organisational growth. Functions of the
managers also useful because everything are depend upon the managers functions in the
organisation. Managers are using five important functions like planning, organising, staffing,

coordinating and controlling etc. the role of leaders and functions of managers of Burberry in
context of different situations are discussed below-
Expand products in new market
To expand new product in market is also an important situation for the organisation.
Brand extension in a new market demand lots of courage and efforts because target audience are
totally different and it is very difficult for the organisation to know the taste and preferences of
the customers. Burberry is about to expand their market so it is necessary for the leaders and
managers of the company to work effectively. The roles leaders and functions of managers in
context of this situation are given below- Role of Leader – The role of leaders is more to maintain the performance of employees
so that they can help to make more profit for the organisation. Burberry want to expand
their fashionable products in the another location of the United Kingdom so that it is
necessary for the leaders to create an effective team on that location and follow all the
guidelines which are provided by the managers. In this situation, leaders are more
responsible to allocate proper duty to team members so that they can perform their job in
a best way (Ghosh And et. al., 2016). Functions of Manager – To expand the products in totally new market is very tough for
the company so in that situations , managers of the company are more liable to prepare
plan and organise and implement it proper in an structured way. Manager of the
Burberry need to conduct market research in that location when they ant to expand their
products. With the help of market research , manager can understand the whole situations
of that particular market and they are also aware about the choice and likes of target
customers. Manager also responsible to perform all the managerial functions to plan,
organise, coordinate and monitor all the operational activities.
Employee Engagement
Employee engagement is necessary to create positive working environment in an
organisation. This is also consider the huge situational context in an organisation because
company growth is based on their employees. Burberry can focus on the employees activities so
that they can build effective culture in organisation. To establish good employee engagement in
organisation, leaders and managers of the Burberry are give more efforts. The explanation of the
role of leaders and functions of manager on the basis of this situation are given below-

 Role of Leader – Leader role is very prominent because they are directly connected with
their group members so that they can easily influence them for the best outcome. Leader
of the Burberry can engage their employees so that they can easily communicate with
each others with out any conduction and also work properly and share their information
effectively (Ma, Hu and Spanos, 2016).
 Functions of Manager – Manger consider as a backbone of the organisation because he
or she is the one who can deal with the employees and organisational related activities.
Manager of the Burberry responsible to build effective strategies and adopt appropriate
organisation structure so that all the employees of the organisation follow proper
discipline. Manager can utilise all the functions to build good employees engagement in
organisation.
P3 Determine Various theories and model
There are different theories and model that are very useful achieve the organisational
objectives. To obtain the high growth, it is mandatory for the managers of the organisation to use
appropriate theories and model and provide proper guidance to the leader so that they can give
right path to the team members. The description of various theories on the basis of Paul Hersey
managers and leaders are given below-
Situational Leadership Theory
This theory also known as “ Hersey- Blanchard Situational Leadership theory”and
formed by Paul Hersey. There are four leadership style involved in this theory which are
explained below - Telling – This style of leadership demonstrate supportive leaders who are very concerned
about the performance of their group members. In this leadership style, leaders need to
tell the employees about the job role for example- Burberry leader can give right
direction to the employees and also tell them about the useful guidelines and share all the
relevant information. Selling – Leaders are liable to build the specific objectives for the other people and they
can also effectively sell to the other people so that company can get positive outcomes.
Burberry leaders can very much effectively explain and persuade and also they can easily
corporate with the other employees.

 Participating - This leadership style consider facilitating and sharing factors. Leaders of
the company share relevant information with the group members also give them effective
facilities so that they can work effectively (Naderi and et. al.,2019). Delegating - In this leadership style, leaders mainly used method “ Letting Other to Do”
and they are share less information with team so that all the employees can do extra
efforts to complete their task in a proper manner.
System leadership Theory
On the basis of this theory, leaders of the company should be capable to create a
comfortable working environment where all the employees can perform their job effectively and
increase their performance level. Leader of the Burberry must be able to handle all the operations
which are performed by the team members. System theory use many skills and qualities that use
by the team members so that they can easily do some modification according to the situation.
This theory contain three factors like combines , collaborative and coalition leadership that help
to maintain over all performance of employees. This theory also adopted by the Burberry and
follow decentralized network in the organisation (Sarkis, 2017).
Contingency Theory
Contingency theory given by Fiedldr's. This theory contain that there is not specific way
for conducting and allocating all the business operations and also use appropriate judgement.
This theory mainly concentrated in internal and external factors so that leaders can measure the
actions of the employees. Burberry company contingency leaders use self leadership approach
on the basis of situations. Contingency leaders have ability to adopt specific techniques and
strategies so that they can take appropriate decision.
TASK 3
P4 Key Approaches of Operational Management and the role of Leader and manager
Operational management is necessary to regulate and monitor all the business activities in
a correct manner. As per to follow all the operational activities it vis mandatory to utilise few
approach that are used by the leaders and managers. The description of key approach related to
the operational management that are followed by the leaders and managers are given below-
Just-In-Time

This approach most famous as a “JIT” that contain appropriate inventory management
techniques. There are various factors involved in this approach such as raw material, labour,
production and manufacturing activities. This approach help to refilled and make schedule for
the employees so that they can complete their task on time. Burberry leaders and managers use
this approach to enhance the efficiency and effectiveness of their employees and also help them
to decline the wastage of resources. Burberry leaders and managers give direction to their
employees so that they can do proper utilisation of resources (Shiver and Eitel, 2017).
Total Quality Management
This approach is lead long time success and help the organisation to improve the overall
quality of the management operations. The main concern of the organisation is customers
satisfaction which will help to provide huge organisational success. Burberry managers and
leaders are responsible to focus on the quality of business operations. Burberry follow this
approach because this approach is useful to enhance the quality of products and services so that
they can get customers satisfaction and full fill all the expectations of their customers. Leaders of
Burberry liable to manage the quality of the employees and provide them proper training so that
employees can lean new skills and knowledge.
Lean Production
In operational management, this approach play a crucial role and help in production and
development of the organisation. This approach consider like a systematic production process
that help in reduce the wastage of materials. This approach used by the Burberry manager
because this approach can help to produce high outcomes in exchange of low inputs. The prime
role of leader of Burberry is to support and make proper coordination with team members those
are involved in the production process of the organisation. Manager of Burberry conduct and
control production activities and maintain full records of the labours and employees.
P5 Importance and Value of Operational Management
Operational management is strategic method that help to balance each and every
activities and support the organisation to achieve the organisational goal in a right manner. The
managers and leaders of the organisation are aware about the importance of operational
management. The importance and value of operational management in context of Burberry are
discussed below-

Utilisation of Resources
Operational management is important because it helps to manage proper utilisation of
resources. Leaders and managers of the organisation focus on every operational activities so that
they can taken care all the resources and save them from the wastage. Manager of the Burberry
give instructions to the leaders in context of resources utilisation and leader are the one who is
responsible to maintain this in an discipline form (Song and et. al., 2020).
Customer Expectations
The importance of operational management is more because it can help to target the
customers expectations and work in an appropriate manner so that all the employees of the
organisation can focus on customers needs and wants and establish good relation with them.
Burberry focus to satisfy their customers through best quality products and services. Leader of
the organisation can motivate their team members so that they can focus on products quality and
manager of the organisation prepare market strategy so that company can target large number of
customers.
Product Quality
Quality of the product is the most prominent factor that customers are mainly focused and
customer buying depend upon the product quality of the organisation so it is responsibility of the
manager to concerned about the quality of products and services. Burberry very much concerned
about their products quality because most of the customers wear good quality cloths and
accessories. Leader can give direction to the team members to manufacture good quality
products (Wei and Akinci, 2019).
TASK 4
P6 Impact of operational management on decision making of leaders and managers in context of
business environment
There are different factors that affect the operational management and overall decision
which are taken by the leaders and managers. In business environment , many factors give
positive and negative impact on the performance of employees of the organisation. Burberry
also consider all the factors of business environment such as political, economical ,social ,
technological, legal and environmental factors. It is analysed by the manager and leader that
social and technological factors affect the most of operational management and decision making

process of the organisation. The explanation of these factors on the basis of Burberry are as
follows -
Social Factor
In this factor, religion, culture, gender, age, preference , shopping habits and buying
power of consumer considered. Organisation need to pay more attention in this factor because it
affects directly the selling and delivery process of the organisation. Burberry company is a big
fashion brand that usually attract lots of customers and focus on the quality of products so that
they can attract many customers. Due to covid and Brexit , company faced many adverse
situations and the market of the company affected badly. Now company main focus is to recover
all the losses so that they can earn more profit advantage and improve their position at
marketplace.
Technological Factor
This factor contain technological modification and usage of advantage technologies. With
the help of technologies, organisation can easily get positive outcomes within small time period
even start-ups also become success business. Burberry is massive fashion company that use
advanced technologies and promote their fashionable products on social media platforms
effectively. Burberry use many online channels like Facebook, Instagram, twitter, websites etc.
through technology, company can easily target large number of customers and sell their product
online in various locations (Wu and Olson, 2020).
All factors give direct impact on the operational management and decision-making of
leader and manager of the Burberry. Through digital marketing platforms, company can
advertise and sell products and cover whole market so that company can get maximum profit.
Managers can take decision according to the market and also consider new trends and latest
fashions so that they can attract many customers. Leader of the company provide support to the
team so that they can always feel motivated and work in an effective way.
CONCLUSION
As per this report it is found that operational management is essential and the importance
of management operations increasing rapidly because it helps to manage the capacity and
inventory management. This report analysed that manager need to perform all five functions of
management concept so that they can work properly. Role of the leader is important to direct the
team and encourage them in critical situations. Managers of the organisation created many

strategies and policies which are necessary to follow by the employees. This report determine
that social and technological factors affect the most.