LCBB4002 Community Engagement Report: Burberry Case Study Analysis

This report provides a comprehensive analysis of Burberry's community engagement strategies. It begins with an introduction to Burberry, detailing its sector, size, structure, goals, mission, and values. The report then identifies Burberry's customers and their expectations regarding goods and services, followed by a SWOT and PESTLE analysis to assess the company's strengths, weaknesses, opportunities, threats, and external environment. The role of employees within the organization and their support for achieving its goals are explored, along with the importance of training and development. The report selects the role of a department manager within Burberry, outlining the skills and knowledge required, and training and development needs. The report concludes with a summary of the key findings and a list of references.

COMMUNITY
ENGAGEMENT (Burberry)

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Sector in which Burberry operates, the size, structure and also its goals, mission and values...1
Identification of its customers and their expectation from Burberry with respect to goods and
services........................................................................................................................................2
SWOT analysis of Burberry........................................................................................................3
PESTLE analysis of Burberry.....................................................................................................3
Role of employees within the organisation and their support for achieving its goals................4
Training and development and its importance to organisation...................................................5
Selecting a role from Burberry and its importance to the organisation......................................5
Skills and knowledge needed to carry out the role.....................................................................6
Training and development requirements that are needed to be considered................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Community engagement is a relational process that generally facilitates communication
and interaction between organisation and customers in order to have an effective business
outcomes. Present study is based on the company Burberry that is fashion house of luxury
products and services and is having its headquarter at London, UK(Zhang and et.al., 2017).
Report will include size, structure, mission, goals etc. with respect to Burberry and will also
identify the customers and their expectation with respect to the organisation. Report will include
PESTLE analysis and role of employees in supporting business goals. Report will further include
role of department manager and different skills that they require carrying out their role. Report
will also include different training and development programs that are required by employees at
Burberry.
Sector in which Burberry operates, the size, structure and also its goals, mission and values
Sector in which operates:-
Burberry operates in luxury goods sector and the industry growth deliver ahead of overall
GDP. Burberry is a public limited company operating in Fashion industry and is the leading
British luxury fashion house. It operates through retail, wholesale and licensing business
channels to sale luxury goods(Minxuan, 2016).
Size:-
Burberry is operating in more than 51 countries and number of working employees are
more than 10,000. The operating income of the business is £410.3 million and revenue is
£2,732.8 million(Annual report Burberry, 2019).
Structure:-
Burberry is having Hierarchical organisational structure as it creates a defined structure
for communication and offers multiple layers of authority(Ryu and et.al., 2016)
Chairman Dr. Gerry Murphy
Chief Executive Marco Gobbetti
Chief Operating and Financial Officer Julie Brown
Independent Non-Executive Director  Fabiola Arredondo
 Ron Frasch
 Dame Carolyn McCall
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 Matthew key
 Orna Níchionna
 Ian Carter
 Stephanie George
Senior Independent Director Jeremy Darroch
Goals:- The business is having its following goals
 To have 100% of product with more than one positive attribute by 2022
 To source 100% of cotton through the BCI.
 To source 100% of leather from certified tanneries by 2022.
Mission:- Mission of Burberry is to maintain integrity and vitality of the luxury brand and to
evolve markets and consumer tastes in order to develop the business in right direction.
Values:- The core of Burberry is to protect, explore and inspire the people that are connecting its
business and have focused culture that leads to business creativity. The brand value of Burberry
is to help community and achieve their charitable goals.
Identification of its customers and their expectation from Burberry with respect to goods and
services
The customers of Burberry are all the Men, Women and also kids that are looking
luxurious fashion brands like fashion accessories, outwears, fragrances, sunglasses and also
cosmetics. The expectation of the customers from Burberry is to provide products and services
that is having high quality and premium price. They expect that the company will be offering the
products that are trending in market and meet their fashion expectations. Usually the expectation
of luxury consumers changes on continuous bases and according Burberry full fill their demands
by having an effective market research(Aminuddin Yusof and Shah, 2017). They have high
expectations throughout every stage as the company is having an effective image in market for
its luxury and quality of products and services. Burberry is need to think beyond the point of
scale in order to have attention of its customers towards them and they have top put efforts in
providing an effective product knowledge to all of its customers. With the rise in digital
technology, customers expectations also have increased with the changing trends in market as
they expect from the business to response for the queries that they made with the help of social
media platforms. As the new trend of self service have raised, customers are also having
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expectation from Burberry to implement the same in their stores in an effective manner. They
also expect to have mobile friendly services so that they can make easy payments and can shop
with mobile apps or from its websites.
SWOT analysis of Burberry
STRENGTH
 It is an iconic fashion brand that is
providing high quality of products and
services having a long lasting features.
 Having more that 500 stores in more
that 50 different countries and is having
an effective relation with different
retailers and wholesalers(Gürel and Tat,
2017).
WEAKNESSES
 Having premium price range due to
which many young age people can not
afford its high range products.
 It is having limited product line because
of which it is having many competitors.
OPPORTUNITIES
 With the changing lifestyle of
developing countries, demand of
premium products have raised and this
brings huge opportunity for Burberry.
THREATS
 There are many fake products that
creates issues for premium brands and
that is the reason Burberry is required
to have IP and trademarks. These fake
products may damage the image of its
brand and also to its
profits(Phadermrod, Crowder and
Wills, 2019).
PESTLE analysis of Burberry
There are different external factor that affects the business and are as following:-
 Political factors:- Burberry is operating in more that 51 countries and that leads to
different laws that business is required to follow in order to operate in these countries.
There are many laws that these countries implement and may become unfavourable to the
activities of the Burberry. There are many countries that impose high tax rates that
increases the operating costs of Burberry(Rastogi and Trivedi, 2016).
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 Economic factors:- There are different international competitive brands because of
which Burberry get affected. During the economic downturn, the customers usually
prefer to have affordable products and services that also affects the business as it is
luxury brand. There are many travellers that purchase Burberry products as it is having a
status of English brand in UK. However, due to different economic condition when travel
volume get reduced, it directly affects the sales of the business.
 Social factors:- Burberry is targeting people that belongs to different culture and are
having different set of lifestyles. Business usually get affected when lifestyle and
preference of people changes. Burberry have started its different CSR initiatives as
customers preference have shifted to sustainability of the products and services.
 Technological factors:- Technology also impacts the business as it is very important for
the organisation to implement the latest form of technologies in order to advertise the
offerings and targeting the market. Burberry is also working to produce its offerings by
making an effective use of digital technologies and also selling its products with online
mediums(Nandonde, 2019).
 Legal factors:- There are different laws that may positively affects the business and also
may affects the organisational profitability. Burberry is quite influenced with
employment law and labor laws. However, business is required to patent its various
products in order to maintain their rights to produce those products in their name only.
 Environmental factors:- There are different environmental factors like carbon
footprints, pollution etc. that affects the business activities. Burberry is working
effectively by producing its offerings that are made of organic cotton and do not affect
environment in any ways.
Role of employees within the organisation and their support for achieving its goals
Employees are the assets of the business as they contribute to have an effective business
functions so that business can achieve their desired tasks. They work hard to deliver their best
practices and achieve the tasks that they assigned to accomplish. Employees play a crucial role to
achieve the business goals as it helps the business to align its objectives that they finally work
on(Brewster and et.al., 2017). They affect the culture and mood of the organisation and also the
brands of Burberry. The customers generally have face to face interrelation with these employees
only, so it all depends on the skills and attitude of the employees that how they will be handling
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and convincing the customers. However, Burberry provides an effective training and
development sessions to its employees so that they have knowledge and skills to handle their
potential customers and reach the business goals.
Training and development and its importance to organisation
Training and development is an opportunity that employees get in order to expand their
knowledge and skills that they can utilise for giving effective services to the customers. It
benefits the business and makes the associated cost and time a worthwhile investment if the
employees are given an effective training that they can utilize of the field. With the help of these
trainings and development, Burberry improve performance of the employees as well as the
organisation as whole. The employees that are getting effective training work more efficiently
and brings an understanding between these employees. Employees satisfaction and morale also
get enhanced with these trainings and development activities. This also addresses the weaknesses
of the employees so that they can work in right direction in order to strengthen the same(Dhar,
2015).
This also brings consistency in the employees as they are able to gain background
knowledge. It makes the employees at Burberry aware about the expectations and procedures of
the company so that they can work effectively in meeting those expectations. This also leads to
innovation among the employees and with effective strategies they work on new product
development. By upskilling the employees usually encourages creativity and new ideas are
developed by the employees that can help Burberry raise its productivity. This finally enhances
the reputation of the business as it creates employer brand in market and attract potential new
recruits that joins the business in order to improve their skills and opportunities.
Selecting a role from Burberry and its importance to the organisation
Role of Department manager:- Role of Department manager is to provide support to the store
manager in order to drive the performance of the team by supervising the sales team in order to
provide effective services to the customers and meeting their expectations. There are different
responsibilities that department manager at Burberry have and following the same helps the
business to make its customers satisfied. Department manager works effectively in improving
selling skills of the team and they monitor them for achieving the business goals and also KPI's.
They generally lead a high performing and service oriented team and always ensure that the
customers are provided full Burberry experiences with the different brand strategies. This helps
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the business to make the experience of the customers more effective and manager always ensure
that the customers are getting the best possible services(Dahlman and Engberg, 2015).
Department manager also works to resolve the different issues whenever they arise for the
business. They have good understanding of the business activities and also its different policies
and procedures. They work to create positive and harmonious environment of the workplace in
order to retain the talented employees at Burberry. It authorises promotional discounts and sales
of the employees in the absence of the store manager.
Skills and knowledge needed to carry out the role
The skills and knowledge that are required to be a Department manager at Burberry are
as following:-
 Good communication skills:- To be a department manager, communication skills are
very important as it helps in supervising the employees in an effective manner. It is very
important for the Department manager to communicate their opinion as well as
expectations and all that is proper with the help of an effective communication only. The
messages delivered by department manager is required to be understandable by all the
employees at Burberry so that they accordingly perform their respective tasks(Ziek and
Anderson, 2015).
 Team building skills:- In order to make the team interact and to make them work
effectively, team building skills of department managers plays an important role. They
notice all the irregularities in the team by listening each and every team member and have
to work for keeping a healthy work culture.
 Time management skills:- It is also important for the Department manager to be able to
budget their own time and also the time of the employees. For the same they have to
schedule the tasks of these employees and have to supervise them. They have to ensure
that the critical tasks at Burberry are addressed with in the time limit(Grissom, Loeb and
Mitani, 2015).
Training and development requirements that are needed to be considered
There are different training and development requirements that Burberry needs to
consider for their working employees and these are as following:-
 Retail development programmes:- It is the specialisations of management study and
helps the managers and employees to get trained in supply chain management. In this
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course, employees and employers are trained to have understanding of retail
management, retailing trends, pricing, relationship management etc. There are different
options to pursue degree or diploma programme and have effective skills in
hand(Guimarães, 2016).
 Time management online training:- There are different online courses that employees
and employers at Burberry are required to try to complete in order to improve work life
balance and this also helps them to reduce their stress level and they will be able to adopt
positive mindset.
CONCLUSION
From the above study it is been concluded that Burberry is having Hierarchical
organisational structure that helps them to have a defined structure for communication. Report
also concluded that the customers' expectation from Burberry rises on bases of the changing
trends and company is working effectively to keep its effective reputation in market. Report also
concluded that employees working at Burberry work effectively to help the business in achieving
their goals. There are different training and development opportunities that company gives to its
customers so that they can work effectively.
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REFERENCES
Books and Journals
Aminuddin Yusof, J.J. and Shah, P.M., 2017. Customer’s expectation, perception and
satisfaction with service quality of a fitness center in Malaysia.
Brewster, C. and et.al., 2017. Employee communication and participation. In Policy and Practice
in European Human Resource Management (pp. 154-167). Routledge.
Dahlman, J. and Engberg, A., 2015. Part-time employment within the Swedish retail business:–A
study of part-time employment from a management perspective.
Dhar, R.L., 2015. Service quality and the training of employees: The mediating role of
organizational commitment. Tourism Management. 46. pp.419-430.
Grissom, J.A., Loeb, S. and Mitani, H., 2015. Principal time management skills: Explaining
patterns in principals’ time use, job stress, and perceived effectiveness. Journal of
Educational Administration. 53(6). pp.773-793.
Guimarães, P.P., 2016. Controlling Retail Development between Restrictiveness and Innovation:
insights from Portugal. Journal of Settlements and Spatial Planning. 7(1). pp.35-43.
Gürel, E. and Tat, M., 2017. SWOT analysis: A theoretical review. Journal of International
Social Research, 10(51).
Minxuan, H.U.A.N.G., 2016. Digital Marketing Communication of Luxurious Brands in China:
A Case Study of Burberry (Doctoral dissertation, Hong Kong Baptist University Hong
Kong).
Nandonde, F.A., 2019. A PESTLE analysis of international retailing in the East African
Community. Global Business and Organizational Excellence. 38(4). pp.54-61.
Phadermrod, B., Crowder, R.M. and Wills, G.B., 2019. Importance-performance analysis based
SWOT analysis. International Journal of Information Management. 44. pp.194-203.
Rastogi, N.I.T.A.N.K. and Trivedi, M.K., 2016. PESTLE technique–a tool to identify external
risks in construction projects. International Research Journal of Engineering and
Technology (IRJET). 3(1). pp.384-388.
Ryu, J. and et.al., 2016. Study of fashion brands’ Facebook fan pages using social network
analysis.
Zhang, M. and et.al., 2017. Influence of customer engagement with company social networks on
stickiness: Mediating effect of customer value creation. International Journal of
Information Management, 37(3), pp.229-240.
Ziek, P. and Anderson, J.D., 2015. Communication, dialogue and project management.
International Journal of Managing Projects in Business. 8(4). pp.788-803.
Online
Annual report Burberry. 2019. [Online] Available Through
<https://www.burberryplc.com/content/dam/burberry/corporate/oar/documents/
Burberry_201819-Annual-Report.pdf>
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