Leadership and Management: A Case Study of Burberry Group plc

This report delves into the critical concepts of management and leadership, using the Burberry Group plc as a case study. It begins by contrasting leadership and management, highlighting their distinct roles and responsibilities within an organization, and then examines the trait theory of leadership, which is used to better understand Burberry's leadership approach. The report then explores the characteristics of effective leaders and the different leadership styles that can be employed, including autocratic and democratic styles. The main body of the report covers the Burberry management development program, focusing on its impact on the company and its employees. The report also analyzes the characteristics of leadership and the types of leadership that the Burberry Group can use to achieve its business objectives. The report concludes by summarizing the key findings and emphasizing the importance of effective leadership for organizational success, employee motivation, and organizational goal achievement. The report includes an introduction, main body, conclusion, and references to provide a comprehensive overview of the subject matter.

MANAGEMENT AND
LEADERSHIP

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Difference between leadership and management....................................................................3
2. Trait theory of Leadership ......................................................................................................8
3. Management development plan of Burberry group plc........................................................12
CONCLUSIONS............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
The Management and Leadership is the essential part of the organization. Leadership is
defined as inspired the person in work place, and management is defined as planning, organizing,
controlling, directing and implement the ideas in the organization. In This report for clear
understanding of the management and leadership, taken the Burberry group plc. Burberry Group
plc is the private limited company in British that is luxury fashion house company. They deal in
products like fragrances, cosmetics, sunglasses, trench coats and outer wear. There headquarter is
in London, united kingdom. Company provide the clothing, accessories, perfumes and cosmetic
products. The Study will lay emphasis about the concept of management and leadership of
Burberry group and also describes the difference between manger and leadership of Burberry.
Report will also discuses about the different leadership style that can be used by Burberry group
and also describe the various different characteristics of leader that manage the Burberry group
performance. Here in this report trait theory of Leadership is taken as leadership theory for better
understanding of Burberry's leadership (Renz, 2016). This report will lay emphasise and covers
the Burberry management development programme which focuses to increase employment in
UK.
MAIN BODY
1. Difference between leadership and management
LEADERSHIP
Leadership is to mange the people in the organization they give command to the employees.
They motivate the employees by providing the training and development activity. Such
as ,Rewards, incentives, recognition, and bonus. Basically leader is to focus on the employee's
performance as they influence the employees and encourage for completing the task effectively
and efficiently. By this leaders help to company for enhance the production and achieve the
target of the company which is their organisational goal (Mathew, and Gupta, .2015).
MANAGER
Manager is the person who mange all work related to the company. They are responsible for
controlling, managing, planning to an organization, people, and group of people. Manager can do
the leaders work they also manage the people on the work place. Manager has certain
responsibility to take decision regarding the process of production. Manager also indulges in the

activity of recruiting, hiring and selection the people according to the ability of the worker.
Therefore, the manager leads the function of the departments and also describes the different
responsibility to the employees. So mangers are managed the whole responsible of company.
Basis Leadership Manager
Meaning A leader is the person who dominate
and influence individual, or group of
person towards the work and
achievements of goal of the Burberry
group (Hibbert, and Cunliffe, 2015).
Manager is managed the working and
functioning related to the organization
like Burberry. Also, they manges the
people by the HRM functions. Such
as recruitment, training and
development, hiring, interviewing,
etc. And managers take responsibility
for the planning, organising,
managing, directing and controlling
the Burberry group.
Subordinate A Leader of Burberry group have
authority to mange their people in the
team. All the Employees of Burberry
are followed the leaders commands
and get authority to the leader for
provide instruction.
While manager gets the authority by
their position in the Burberry.
Managers are mange all the
employee. And mange them
according to their knowledge and
skills, also provide the help to
company for mange the employee and
achieve the goal of company that is
organisational goal.
Decision
Making
While leader take advices with their
team member. All team member is
agreed with the decision of the leader,
also leader of Burberry is make the
decision according to their
employees.
Manger of the Burberry is makes the
decision related to the work and
implement the decision to achieve the
goal.
Focus Leader of Burberry is more focus on Mangers of Burberry has more

their employees. Because leader have
responsibility to mange their
employee and increase the motivation
among employee. Leader is focus on
their employee by provided the
training and understand their
employee,
concentrate on the organization
production process. Also, mangers are
use the different strategies to increase
the production and sales. They
provide the different benefit to the
employees to increase the efficiency
of work and help to Burberry for
increase the production (Mathew, and
Gupta, 2015).
Conflict Leader are managed the conflict.
They understand the employee and
provide good solution to reduce the
conflict among the employee of
Burberry. They asses the problem and
making the good decision so
employees are improved their
relaxation with their subordinate.
Mangers are not understood the
employees. There main motive is
increase the efficiency of work among
employees. So commonly managers
are avoided the conflict and they
cannot provide the solution.
Aim Main Aim of Burberry leader that
they increase the growth among the
employees and provide the
motivation to increase the self
confidence.
Manager of the Burberry has main
aim to achieve the goal of the
company and beach the best results
which company want.
Attitude towards
goal
Leadership adopts the active and
confident attitude (Renz, 2016).
Because they mange the employee on
work place. Leader of Burberry has
Provided the better guidance to
understand the work and help to
achieve the goal of the Burberry.
Mangers of Burberry has adopts the
impersonal and passive attitude
towards their work. Because
managers only want the better work.
So managers can behaved active and
strict to managed the people. Also,
increase the motivation among the
peoples That is help to achieve the

goal of the Burberry.
Relationship
with others
Leader has good relationship with
their subordinates. They understand
the problem and provide solution to
the employees. Also, leader of
Burberry had emotionally attached
with their subordinate
Mangers of Burberry are not really
attached with their candidates. And
they also not have emotions to
understand the employees.
Orientation Leaders are people oriented they
focus on the employee performance
and manage the employee by
motivation and training. So
employees are increase their work
and make proud to sssleader.
Managers have focus on achieving
goal of the company. Also, mangers
are task oriented so they work on
managing, planning, Controlling, and
implementing the ideas. Or achieving
the best result for the barberry. That
help to increase the growth of the
company and increase future growth
as well.
Characteristics of leadership
Positive attitudes
Leader has Positive attitudes towards organisation as well as their followers. They provide good
motivation to the employees of Burberry group. And also they understand the employee and
provide the solutions when people face the difficulties. Leader is share the ideas to the
employees and leader also take advice to the employee. So this is created the positive vibes in the
work place environment.
Creative person
Leaders is the creative person. They use the different ideas to compete the task and provide the
best results to the Burberry. Leader has sense to encourage their employee. Also, they have
knowledge about the work so they can easily implement the ideas and provide the innovative
product and suggestion to the Burberry (Head, and Alford, 2015).
Communication

Leader have ability to communicate the others. Because the main work of the leader is
communicated and describe their ideas to the employees. Also, through communication leader of
Burberry are defined the all responsibility to the employees, so employees are understood and
they doing work properly. Two way communication flows between employees and their
respective leaders. Which implies a proper communication between them. Thus, the followers
share various problems with them and leaders suggest them suggestion regarding it.
Decision making
The leaders of Burberry group make better and fast decision. Leader has taken responsibility to
mange the employee and make better decision to achieve the goal of the company. Leader has
understood the employee and also take the advice and implement the good decisions. Leaders
asks employees of Burberry to contribute their suggestions and they come forward with
innovative ideas which help management personnel to take fast and efficient decisions for the
company (Hibbert, and Cunliffe, 2015).
Trustworthiness
Leaders of Burberry are trustworthy. Because they understand the employee emotions and their
problems. Also, leader of Burberry group has protected the people in any situation they provide
help and suggest them in difficult situation. Burberry leader is familiar with the all employees.
So, employees trust to the leader and follow their orders. The leaders build trust among
employees which helps company to accomplish their task.
Helping nature
Leader provides the help to the employee in any situation. Leader provided the best solution to
the employees by sharing their experience about the work and help to employees for increase
efficiency in their work by the solutions regarding all the creativity.
Provided direction
Leader of Burberry is provided better direction to employee by guiding them in their task
accomplishment. So employees is achieved their task in specific time with efficiency. Leader is
provided the best guidance to employees this impacts to provide motivation in the employee that
creates the efficiency of work and increase the Burberry production by the help of good direction
to the employee.
Responsibility of leadership

 Leaders are provided the training to the employees they share their experience and
encourage to employee. Leader of Burberry should regularly hold the team meeting for
maintain and provide responsibility to the employees.
 Leaders of Burberry conduct routine debriefing (Renz, 2016). Debriefing must focus on
the daily work of the employee focus on high and low points that employee doing in their
work. When leader check and review the employee work timely so they provide better
guidance and also help to employee for doing correct work.
 Leader Build self confident among the employee by provide the rewards, incentives,
extra pay, promotions, and announce the publicly and appraise the performance. That
increase the performance and self confident. Leader is offer sufficient resources to the employee. So employee doing the easily work.
When company provide the best resources to the employee. So employee can do better
work and achieve the target of the company. When resources are not available in timely
so team fails and they cannot help to Burberry for increase the future growth.
Leadership style
Leaders in Burberry with their traits can support Burberry in achieving the business
objectives. The trait theory of leadership is a naturally pleasing theory. Leaders who have skills
are the most enthusiastic motivators which have an intense desire to lead other so that the
organization can achieve their goals. There is various type of leadership styles:
Autocratic leadership style
In this type of style gives full power or authority to the leader/boss/manager. In this style, the
leader makes all the decisions without any consultation with subordinates or team members.
They make all the crucial calls which are then communicated to team members and they are
expected to work on the instructions immediately (Higgs, and Dulewicz, 2016).
Democratic leadership style
In this type of leadership style the leaders involves their followers in decision making process. It
is one of the most used leadership style in the organization. The best part of this kind of
leadership style is following by Burberry's is that the communication is active upward to
downward. Also, called participative leadership, it requires the leader to be intelligent, creative,
considerate, and competent. It is the most popular approach of leadership that can be used in the
organization to make them more successful.

Lazizz fair leadership style
In this type of leadership style all the power to make the decisions is being given to employees or
followers of the leaders. In this style the international aspects of employees can be analysed by
the leaders. Organization using this type of style is more successful from those not using it. It can
assist firm in growing. Also in this the business objectives are being achieved easily and
promptly. In this the team members are self-motivated, innovative and creative. In this type of
leadership, flexibility is being preferred. It makes firms or companies most successful. Also, it
helps in achieving the business objectives (Bush, Bell, and Middlewood, 2019).
2. Trait theory of Leadership
It is the study of human personality that measures and identifies the degree that convinced traits
of personality, also patterns of behaviour and thoughts of humans are identified. The ability to
lead people are born with the person and it is not be developed. Such as, pessimist and optimist
thought, sense of responsibilities, creativity, anxiousness, boldness, leadership etc. These traits
vary from individual to individual. Some traits are highlighted in the table.
Eagerness to accept responsibility Courage and resolution
Intelligence and action-oriented judgement Decisiveness
Emotional stability Capacity to motivate people
A need for achievement People skills
Creativity Knowledge of the business
Trustworthiness Understanding their followers and their needs
Adaptability and flexibility Self confidence
Leadership traits will be discussed below as :
 Eagerness to accept responsibility
Leaders of Burberry group are responsible and they don't pass blame of other persons. They
work in efficient manner and in team, they imply them not to blame any other person for any
failure. Because they work all together. The leaders are ready to stand for their mistakes and
apologise immediately.
 People skills

For effective leadership, interpersonal skills are essential for any leader. They care about the
success of group and ready to help each other in organisation. For attaining success, the leaders
show creativity with their ideas and working. This affects organisation like Burberry group to
succeed. They make employees work with their effective communication skills.
 Trustworthiness
Leaders of Burberry group are not bias at all. They distribute task among employees on equal
basis. Also, they don't satisfy their personal benefits within organisation working. This
implement the employees of Burberry group to build trust in Leaders. They follow the orders of
leaders because they feel belongingness and Trustworthiness with leaders (Hibbert, and Cunliffe,
2015).
 Self confidence
Leader should be assure themselves for any task accomplishment. Burberry group leaders are
extremely assured by themselves. This builds confidence among them. They bring fast decision
making in Burberry group. Also, handles presentations and meetings with excellent
communications and confidence. Their confidence inspires other employees to work like them.
Thus, they act as a role model for the employees of Burberry group.
 Adaptability and flexibility
Leaders of Burberry group are not rigid with their ethics and working. This helps them to adapt
with the changing trend in organisation. They are flexible with their working. They usually come
to the floor of working, and talk with employees and suggest them ideas to improve their
working. They adapt their policies and regulations within Burberry group to attain success.
 Capacity to motivate people
The employees of Burberry group does efficient working because of motivation they receive
from their leader. Leaders motivate employees to perform their best and recognise their hard
work with promotions, incentives and prizes. The leaders of Burberry group know how to deal
and handle employees for efficient working and to achieve organisational goal. Employees stay
motivated with leaders and therefore work for the organisation and perform their best (Mathew,
and Gupta, 2015).
 Emotional stability
Employees morale downs by many personal and professional problems they face. Leaders of
Burberry group understands employees emotions and manage their anger and frustration with

such employees. Also, they avoid overreactions on any mistake being figure out. This make
employees comfortable to share their problems with leaders.
 Courage and resolution
The leaders of Burberry group are very brave and stick to their commitment. They did not hide
away from any challenges face by them in the organisation. They stay forward towards
challenges whether it is internal or external challenges like competitors. Employees are also
motivated by such behaviour of Leaders. They also support in problems facing by Organisation.
 Understanding their followers and their needs
Leaders of Burberry group always follow two way communication with employees. Although,
they give orders for completion of tasks but also listens to their followers to avoid any
misunderstanding. They solve their professional problems by giving them creative suggestions
and help them to accomplish their respective task. They want persons of each group to get
succeed and motivate every employee to perform their best. They also satisfy their needs.
 Decisiveness
The leaders of Burberry group are capable enough to make decision for the organisation. They
are confident with their decisions. The skills of creativity and confidence boost their decisions
making capability to succeed. The make fast and accurate decisions for the company in every
circumstances.
 Creativity
Creativity is an essential characteristic of leadership should have in every leader. Burberry group
leaders are very creative with their working. They make many new tactics to accomplish their
work as well as work of their followers. Like monetary benefit and recognition events to
motivate employees. They also motivate employees to perform their task which includes
creativity. They foster employees of Burberry group plc to participate in decision making process
to show their ability of creativity (Renz, ,2016).
 A need for achievement
Leaders accomplish their work in need to achievement organisational target. Same with the
leaders of Burberry group they accomplish their tasks for the Burberry group to successfully
achieve organisational goal. They help employees in their task to complete and also motivates
them to work in team to attain synergy.
 Intelligence and action-oriented judgement

The leaders of Burberry group are very oriented towards their judgement and show intelligence
in their decision making. They come forward with many suggestions and innovative ideas to
outperform performance of Burberry group.
 Knowledge of the business
The leaders working at Burberry have well experienced and have knowledge of tasks allotted to
them and they know how to make employees work for their task accomplishment. Also,
employees accomplish their tasks by helping with various innovative ideas and suggestions.
Pros and Cons of Trait theory of leadership
The pros of trait theory of leadership is that it builds a good relationship with leader and
employees. This help the company like Burberry group plc to grow and attain profitability.
Another pros of leadership are that leaders motivates employees in performing their task and
boost their creativity by asking them to contribute in decision making process of the company.
This is helpful for both leader and organisation as they get multiple suggestions and innovative
ideas for execute their decision in effective manner (Head, and Alford, 2015).
The cons of trait theory of leadership is leaders became autocratic with the authority they have
with them. This implies their rude behaviour and circulate various orders without listen
arguments of employees. This type of leadership increases turnover in the organisation. The
business following this style of leadership does not able to achieve success and growth. Also,
these leaders does not boost employees morale. Employees work in this type of leadership only
follows orders of leaders and not indulge any other effort. In this way task accomplish on time
but in inefficient manner.
Importance of trait theory of leadership
 To accomplish organisational goal in efficient manner.
 To boost morale of employees and use different motivation techniques to gain control on
employees with their working.
 It is also important to build a good relationship between employee and leader (Higgs,
and Dulewicz, 2016).
 Leader act as a guide when employee need to accomplish any given task, so leader is a
helping hand for employees and followers.
 Friendly behaviour of leaders helps employees to share their professional problems with
leaders and leader give the best possible solution for the same.

 Efficient leadership leads organisation towards goals achievement.
 Increase the motivation among employee by the help of providing best guidance
 Use the best leadership style that inspired the people for achieving the task.
 To complete the company vision and mission by efficient leadership.
 A good leader should maintain good relationship with their employees that creates the
good working environment in the work place.
 Leader provide training to the candidates that improve the future growth of employee as
well company.
 Leader take advices to the employees so employees easily accept the changes. That
reduces the conflict in the company.
 A leader is an individual person who communicates and define the different policies and
plans to the candidate to start the work.
 Leader is protected the employee this helping nature of leader is increase the motivation
among employees.
 Leaders take responsibility to influence the employee and to ensure that teams feel safe
and share all the problem to leader (Bush, Bell, and Middlewood, eds. 2019).
 Leaders and their member of the team will require a high degree of emotional attachment
and encourage to making the right decisions for the company.
3. Management development plan of Burberry group plc
The Burberry management development plan is a personal and professional development plan
which provides training building their skills such as team work, management of task and
communication. It offers support to employment, build CV by adding more specific skills and
interview techniques within department of Burberry.
Benefits
 Three residential seminar
 Outing in various Burberry stores
 Monetary incentives over 150 points
 Certificate of working with Burberry over 1 year
 Paid 3 months internship in Burberry head store
 Four one day seminars

 An event organised by Burberry and this gives opportunity to participants to acquire key
skills and competencies need to have a successful established career with Burberry. Mentoring programs with management personnel of Burberry.
About Burberry
Burberry group plc is a luxury fashion house of British. Our headquarters is in London,
England. We deal in range of trench coats, fragrances, fashion accessories, sunglasses, and
cosmetics. We employ over 450,000 people across many countries. Our staff always tell us that
Burberry is the best place to work. We believe to treat people with respect and with equal
opportunities.
The plan targets high achievement of students as we are keen to be heard from students of UK,
who want to begin their career with Burberry group.
Eligibility
 Undergraduate can contribute to the company.
 Must be a citizen of UK.
 Have right to work and live in UK (Student visas are not allowed). Should be able for committing all programme parts.
Learning and Development
Leaders will guide every candidate for accomplishing their task. Candidates will able to ask
their queries with them. Also, the learning is provided by various training within the
organisation. Training will be execute on the job which implies monetary benefit to those
candidates (Boin, and Sundelius, 2016).
Development of candidates are on the basis of this training only. In this phase they will learn
about management regarding stores, accounts management, develops relationship with their
team mates, Learn to work in team. Also, learn to coordinate with their leaders. This implies
proper development of candidates well being. Personality will also be develops when they work
with Burberry.
To apply in Burberry
Please visit to our website to download application form and for other queries feel free to
contact.
https://burberrycareers.com/
Contact : 0371 384 2255 (or [phone] from outside the UK)

Lines are open 8:30 am to 5:30 pm Monday to Friday, excluding English public holiday.
Deadline : 12 Noon on 13th April 2019, Saturday
CONCLUSIONS
The report concluded about the Management and Leadership that define the
management of the organization through leadership. Leadership is helps to Burberry for
encourage and motivate the people and maintain the good relationship among the people. The
report was concluded about the concept of management and leadership of Burberry group plc
and also asses the difference between management and leadership of Burberry. The report was
also described the different leadership style also describe the characteristics of leader that help to
increase the Burberry future growth. After that the report was highlighted Burberry group
describes the trait theory of leadership to mange the people in the organization. At the last report
was concluded about the management development programme in Burberry group.

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The Trait Theory of Leadership. 2018. [Online]. Available through :
<https://www.verywellmind.com/what-is-the-trait-theory-of-leadership-2795322>.