Report: Analysis of Burberry PLC using the Balanced Scorecard Approach

This report provides a comprehensive analysis of Burberry PLC using the balanced scorecard approach. It begins with an introduction to the company and its strategies, including its vision, leveraging the franchise, strengthening the core, improving retail growth, uplifting under-performing markets, and opting for operational excellence. The report then delves into the balanced scorecard framework, examining its financial, customer, internal business process, and learning and growth perspectives. The analysis covers the objectives, measures, targets, and initiatives within each perspective, highlighting how Burberry aims to achieve its goals by focusing on financial returns, customer satisfaction, internal efficiency, and employee development. The report concludes by assessing the suitability of the balanced scorecard to Burberry, offering insights into how this approach can enhance the company's performance and strategic planning.

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Management accounting

Balance scorecard
Executive Summary
For a company to prosper, it is essential that the company should have strong policies. The
policies pertaining to the traditional, as well as innovative means. The Balance scorecard
approach is one of the most innovative means that helps in ascertain the financial and non-
financial procedure. The output that a company delivers decides the performance of a
company and there are various ways in which the performance of a company can be
evaluated. In this report, we have taken the Burberry.PLC Company into consideration. The
balanced scorecard is the process which defined the financial and also the non-financial
procedures in such a way that it attracts and satisfies the existing customers.
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Balance scorecard
Contents
Introduction...........................................................................................................................................3
Description of the business - Burberry Plc............................................................................................3
 Strategies and vision of Burberry.PLC..........................................................................................3
 Vision............................................................................................................................................4
 Strategy..........................................................................................................................................4
 Leveraging the Franchise...............................................................................................................4
 Strengthening the core...................................................................................................................4
 Improve the retail growth..............................................................................................................5
 Uplifting under-performing market by means of investment.........................................................5
 Opting for operational excellence..................................................................................................5
Balance Scorecard Approach.................................................................................................................5
Balanced scorecard of Burberry............................................................................................................6
 Financial approach.........................................................................................................................7
 Customer approach........................................................................................................................8
 Business process............................................................................................................................8
 Learning and growth......................................................................................................................9
BSC is different...................................................................................................................................10
Balance scorecard Suitability to the client...........................................................................................10
Conclusion...........................................................................................................................................12
References...........................................................................................................................................13
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Balance scorecard
Introduction
This report lays stress on the strategy that the company is following and is planning to have
in the future. It is seen that the company of Burberry.PLC has made certain changes in the
policies and the strategies so that it can cater with the successfulness of the previous years.
Help has been taken of the balanced scorecard to make up plans for successfulness. The
Board is the most important department of the company which has the responsibility of
making as well as the execution of the plans as per requirement. It is necessary to set up the
targets but it is much more important to have the exact artillery to go through the targets and
this can be done only by the Management Board. For the purpose of the report, Burberry Plc
has been taken into consideration and studied in light of the balanced scorecard approach.
This process also looks out for the internal processes and to arrange them in a beneficial way.
Often it is seen that this measure has opted so that a perfect strategy can be made so as to
enhance the performance of the company by making the management deliver (Parrino et. al,,
2012).
Description of the business - Burberry Plc.
The way a company executes its activities is called its performances and the same can be
evaluated by numerous measures. For the purpose of analyzing the given scenario,
Burberry.PLC is to be considered. Both the financial and non-financial measures are
described via balanced scorecard approach. This will assist the company in catering to
customer satisfaction and will also enhance the functioning of its internal process. This
technique is also popular as performance measurement technique. The company’s vision and
its strategies are also highlighted in the report. With the help of various strategies and
policies, Burberry.PLC flourished its business and secured a positive reputation in the
industry. To grow and adjust to the ever-changing market scenario the company adopted for
balanced scorecard approach. The company’s Board will be able to look for the appropriate
measures with the help of recommendations. This is the best tonic for a corporation that
provides the best performance of strategies. It is not only legitimate to set a goal but it is also
required to provide with the best aids and tools that encourages and initiates the company’s
faster growth (Oker & Adıguzel, 2016). The Board should efficiently execute and perform all
such responsibilities that come along as a by-product with all these.
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Balance scorecard
 Strategies and vision of Burberry.PLC
Burberry.PLC is a corporate performing in philanthropic activity. It was founded in the year
2008. The company believes in the act of creativity by which it also assists youngsters in
achieving their goals. The employees and customers secure funds for the people that are
assembled in the form of charity in order to help them in confidence building and procuring
opportunities (Burberry PLC, 2017). The company performs such social activities in many
areas making sure the help is extended to maximum people in need so as to assist them in
enhancing their professional life as well as personal well being.
 Vision
Burberry.PLC focuses entirely on the outerwear and its integration. It was Thomas Burberry
who initiated this concept. The company believes that the techniques of people have not
changed over the century although the way of exploration has undergone few alterations
(Burberry PLC, 2017). The company has a vision of partnering with the charitable
organizations to assist the youngsters in achieving their goals while the main vision is aimed
at innovative programs.
 Strategy
The company has performed excellently owing to its strategies planning and execution. For a
company to function in the long run it is very important for it to have effective strategic
planning. It is also required to execute such strategies in the best possible way to reap the best
results.
 Leveraging the Franchise
The company aims at providing customer satisfaction by catering to the needs of the
consumers and functions in a systematic manner worldwide. The company’s ultimate agenda
is to leverage the franchise because it results in the generation of higher revenue and also
gives a good lift to the business (Lee et. al, 2015). This also catches consumer attraction and
it reaches to the mass. Leverage of franchise will help the company’s products to reach to the
maximum number of customers that also will result in more earning of revenues.
 Strengthening the core
The company also worked towards strengthening its resources. The categories which were
not given much importance were focused and looked upon as a major opportunity in order to
provide creative expertise. This will also enhance the reach factor as well as the availability
factor. The company focuses on enhancing its image and goodwill in the industry by working
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Balance scorecard
on the categories that are mostly unavailable and require boosting (Hopper et. al, 2016). The
company believes that in order to have a uniform growth the company needs to strengthen its
core that is its accessories.
 Improve the retail growth
The company believes in focussing on its retail business. The company empowers the growth
of its retail business by the medium of every distribution channel available both offline and
online. This will ease that the reach and availability. Once the retail links are legitimate and
well established the products too will become famous. The company focuses on more in the
retail business as it helps to cater to consumers requirements and deliver what is expected.
 Uplifting under-performing market by means of investment
The company believes in boosting under-performing market by means of investment. The
company has opportunities not only in developed markets but also in developing markets. In
fulfilling such opportunities distribution channels play a very significant part. The products
are designed and developed in a manner that it can help the company perform in
underdeveloped economies as well as developed economies. The products are able to cater to
the market requirements and get a good demand owing to the distribution system that is really
sound (Burberry PLC, 2017). The company believes in uplifting an underperforming market
by means of investment. So, it can be concluded that for Burberry, investment is one of the
major tools that help it to achieve expected results.
 Opting for operational excellence
The company is aiming forward with the help of brand enhancement and marketing expertise
and also makes sure that the company moves forward with excellence being added at each
and every stage. It has a team of experienced, skilled and well-trained personnel. The product
is allowed to gain operational excellence and momentum (Chapman et. al, 2007). As the
authority and workers are dependent on each other as it is a chain process the company is
expected to deliver at each and every stage.
Balance Scorecard Approach
It is an approach where not just financial but nonfinancial measures are also taken into due
consideration. Balance Scorecard Approach is an approach that focuses on the alignment of
the vision along with the strategy. It is also a kind of strategic planning. It formulates the
framework and design for a company that assists to construe an aim of the overall
organization along with the agendas that are required to be accomplished. The managers and
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Balance scorecard
other senior executives with the help of BSC can look for the organized view of the
company’s performance while the internal and external communication is of a top notch
(Chenhall, 2007). The BSC approach highlights the results of various strategies that have
already been implemented on the basis of consumer satisfaction, internal process, etc.
Therefore it combines financial measures and weighs it upon operational measures.
The Balance Scorecard Approach evolved out as a performance management technique and
stretches to the strategic planning and management system in the case of Burberry.PLC. With
the help of BSC Approach, the company was able to convert its strategies into practice. This
pretty much made it easier and bought clarity in the minds of the company’s personnel that
what needs to be measured and what needs to be done (Petersen & Plenborg, 2015). The
difference between vision and strategy is now clear with this approach. This is an approach
where vision meet strategies and strategies meet execution.
Balanced scorecard of Burberry
1. Financial
Has the financial performance improved attributing to the actions taken?
Burberry digs deep into the market as it aims for the return on investment.
2. Customers
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Balance scorecard
How have we served the customers?
The best parameter to analyze the performance is customer satisfaction and customer loyalty.
3. Vision, Strategy & goals (Burberry )
4. Internal Business Process
Has the internal plans and policies added utility for the consumers as well as investors?
To find this out one can look into the cost per order as well as order rate system.
5. Learning and growth
Are we unlearning the learned and learning the required, growing and evolving?
Regular efforts will bring in improvement that will help Burberry to develop in far off places
and employee development will also be of legitimate help.
 Financial approach
How to picture company’s reputation in front of the shareholders?
1. Objectives- The ultimate objective is to secure maximum returns. It helps the company in
creating its goodwill and fetch further investments. The financial statements of the company
should reflect true and fair view of the state of affairs of the company as these statements
paves way for the shareholders decision-making. In order to attract more investors it is
required for the company to make adequate disclosures in its financial statements (Peirson et.
al, 2015).
2. Measures- Burberry.PLC should provide the shareholders of the company with all the
required information so as to gain momentum and have shareholders faith and support. To
build a positive reputation it is required for the company to make legitimate disclosures in its
financial statements.
3. Targets- With the involvement of both financial and non financial measures, Burberry
can reach its aim of having a stronger and recognizable position in the industry. In order to
garner and attract more and more shareholders, the company should be financially strong and
should reflect a commendable position (Parrino et. al, 2012). The company should give
strong emphasis on its non financial measures by making sure that the policies and practice of
CSR activities are legitimately followed.
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Balance scorecard
4. Initiatives- It is the responsibility of the directors to keep a check if the initiatives are
taken due care of. The utility of the overall organization will be enhanced if the plans and
policies are carefully reviewed and assessed (Burberry PLC, 2017). As finance is a
significant and important aspect of the overall organization, the Board should be cautious
enough in the execution of plans and strategies so as to ensure that the organization is moving
forward in a positive direction (Chapman et. al, 2007).
 Customer approach
How must we represent our company in the eyes of our customers?
1. Objectives- The products must be designed keeping in the mind the tastes and
preferences of the customers along with the ongoing trend and should also carry utility. The
Board must ensure that their products are catering customer satisfaction. The customers will
evaluate the product and the corporate on the basis of the utility pulled from the product
(Burberry PLC, 2017).
2. Measures- In order to garner customers attention the company should focus on the
quality of its services provided. The company is already well established and it can easily set
up its business in both developed and underdeveloped economies. This will help the company
to achieve its targets and reach maximum customers keeping in mind the quality of its
products and services.
3. Targets- In order to have maximized the customer's utility and meet their expectations
the company must ensure that its products and services have a maximum reach and
availability.
4. Initiatives- The focus on products and its benefits should be emphasized and this should
remain the initiative of the Board. To meet the customer requirements and demands there
should be more production and supply. This will enhance the earning power of the company
(Petty et. al, 2012).
 Business process
At which business process should we grow?
1. Objectives- The Board should always emphasize its products quality. The demand for the
products should always meet with the production and supply. This will enhance company’s
earning power.
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Balance scorecard
2. Measures- The Board must take legitimate measures so as to attain retail growth and have
a competitive advantage. The Board must ensure proper planning and execution of the same.
The Board must take investment into its consideration as it is one of the important factors in
maximizing the company’s growth (Phua et. al, 2011).
3.Targets- The Board must target on highlighting its products in the market and elevate its
supply by making more investments towards it. Hence, it should focus on investments to
achieve desired targets (Burberry PLC, 2017).
4. Initiatives- The Board should make sure that all the departments are working in
synchronization in order to achieve the targets. The responsibility should be designed in a
manner that the target becomes easy to achieve (Phua et. al, 2011).
 Learning and growth
How can we unlearn and learn and improve?
1. Objectives- To adjust and improve in the changing scenario is the primary objective of
the company. To have better results the company should adjust and adapt to the changes. The
policies should be designed in a manner that can help the company perform in the long run.
The company should make ways for improvisations (Drury, 2011).
2. Measures- The company grows when it adapts to changes and adjusts with the ever-
changing scenario. It becomes tougher with changes. Enhancing products quality, utility,
development of a new product are key factors that keep the company growing. The company
will be capable of meeting customer requirements owing to all such measures (Brown, 2013).
3. Target- the Company’s prime focus should always be on emphasizing its products utility
and quality. This requires legitimate planning and synchronized effort of the overall
organization.
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Balance scorecard
BSC is different
It is very much to be seen that to grab on the upcoming and incoming opportunities is very
important for a company to flourish in its own field and this will also increase the quality of
the output from the company and also expands the contracts that the company is maintaining.
The utilization and availability of the assets will also keep increasing (Brown, 2013). There
are elements which are not easily grabbed on to and are hard to get but they are the ones
which are responsible for providing the serious reputation of the company. It is obvious that
the company has ample sources and assets and other important elements then the company
can be seen to give a consistent result. BSC is apart from the traditional set of system that
follows a prescribed set of actions. The presence of BSC in the firm raises the standard and
focus on different alternatives (Balakrishnan et. al, 2014). In this manner, the company gets a
strong chance to gets the things done following different parameters. The traditional system is
more engrossed in providing a better exposure that pertains to allocation of cost however,
balance scorecard is not confined to a particular set of method. It differentiates various
parameters that helps the business in focussing on different areas. It is innovative and helps in
shedding light on the performance of the company (Horngren, 2011). Further, BSC provides
an opportunity in terms of learning and growth that enables the business to enhance the level
of efficiency. In short, it ranks higher than the other traditional set of system that remains
confined to a particular scenario.
Balance scorecard Suitability to the client
Enhance the retail growth
It is important to utilize the assets of the company in such a way so that the growth of the
company is on the verge and it also provides an upwards ramp to both the online and offline
retailers. It is seen that the distribution parties increase the reputation and the approach of the
company to a greater extent (Marsh, 2009). The manufactured products of the company can
be seen to flourish if the available links work well and maintain the system. Burberry is
dedicated to the retail linkage because it uses it to deliver what is expected and cater to the
requirements of the customer.
Boosting under-penetrated market by investment
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Balance scorecard
Burberry has covered up the market in most ways and the distribution channel’s contribution
has been impressive. Burberry can be seen to create their market wherever they set up. The
distribution channel has been impressive because market available to the product has been
remarkable. Investments in the crucial departments of the Burberry Company have been the
reason for the successfulness (Merchant, 2012).
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