Analyzing Burberry's Performance Management: Challenges and Solutions

This report provides a comprehensive analysis of Burberry's performance management strategies, comparing techniques used in its home and host countries. It explores the application of key performance indicators (KPIs), 360-degree feedback, and management by objectives (MBO) within the organization. The report identifies and evaluates challenges related to managing staff in host countries, such as cultural changes, employee turnover, and people-based mechanisms. Furthermore, it offers recommendations to address these issues, including enhancing employee motivation, improving workforce retention, and fostering better cooperation between departments. The report concludes by emphasizing the crucial role of effective performance management in achieving organizational goals and maintaining a competitive edge in the global market, providing valuable insights for leadership and management practices.

Report

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Analyse of the existing performance management techniques used by organisation in home
country and host country........................................................................................................3
Identify and evaluate issue that are arise for managing staff in host country with
recommendations to overcome from the challenges..............................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
The term performance management can be defined as a process that is used to ensure the
right sets of activities are implemented to accomplish organisational goals and objectives. There
are various technique and tools used by organisation for measuring, managing and reporting
progress for improving the performance at personal as level as professional level. This report is
written from perspective of Burberry that operates its business in clothing industry and it is well-
recognised for its high quality products (Ahmed and et. al., 2016). Moreover, the report
highlights on exiting performance management implement by organisation in existing country
and other country. Along with this various issue are identified and evaluated that generates
challenges for managing staff.
MAIN BODY
Analyse of the existing performance management techniques used by organisation in home
country and host country
Performance management helps an organisation to accomplish more success in market and
to obtain better position by formulating creative ideas that leads management to gain competitive
edge in market. This governs that Burberry management perform their task and operations and
constantly monitor their performance through utilising various performance management
techniques such as KPI, performance appraisal and many more. In the present scenario, Burberry
is performing their work at global level so it is essential for management to analyse
organisational performance in host country as well as parent country to analyse all those aspects
such as quality, employee capabilities etc. that leads management to accomplish top position in
market. Some techniques that are used by Burberry in home country are as follow:
 Key performance indicator- The term KPI stands for measuring overall performance of
organisation through monitoring and measuring performance of business units,
individuals and project (Basit and et. al., 2015). So it is easy for management to
understand organisation performance and match them with goals and objectives of
company. From perspective of Burberry, management is using KPI technique to gain top

position in local market in order to improve company goodwill and utilise in
international market.
 Performance management frameworks- It is one of the most popular and well known
framework that control the performance in an appropriate manner. BSC (Balance
scorecard) work as an effective framework that is used for clarify the strategy and
communicate it with business objective and priority. In context of Burberry,
management utilise balance scorecard technique to measure at the extent through which
organisational priorities and objectives are delivered (Cagliano, Grimaldi and Rafele,
2015).
Figure 1Source(https://www.opm.gov/policy-data-oversight/performance-management/
performance-management-cycle/)
Performance management techniques used by Burberry in host country
 360 Degree feedback- From the perspective of selected organisation it is used by
management to evaluate business performances that are controlled by them outside their
local boundaries. The main reason to implement 360 degree for Host country is that rules
and regulation of international market are different. Therefore, with 360 techniques
overall performance is monitored that provides management a broad assessment about
their work in order to improve organisational performance.

 Management by objective- With the process of MBO Burberry define all goals or
objectives that are accomplished by management in upcoming period. The main reason to
implement management by objective process in host country is that steps or process of
MBO also help employees to accomplish their organisational goals. Moreover, it
improves performance result for Burberry by enhancing morale of employees through
accomplishing professional and personal objective at similar time period.
 Reward and recognition program- When employees are dis-satisfied than with
implement of reward technique it is easy for management to boost morale of employees.
Moreover, it is used by Burberry in host country because it is complex for management to
monitor performance of employees at such a huge level (Chou and Ngo, 2014).
Therefore, with reward and recognition program it is easy for management to boost
morale of all employees.
With the analysis of performance management techniques it is identified that all there is
difference between home country and host country rules, employees behaviour, work capabilities
etc. due to which techniques also need to be change for measuring and recording organisational
performance. The major difference to measure performance is decide of specific field as in
parent country single aspect help in control performance but in host country overall performance
need to monitor in order to sustain and earn profits within a other country.
Identify and evaluate issue that are arise for managing staff in host country with
recommendations to overcome from the challenges
According to globalisation aspect it is identified that management manage and perform its
operations in other countries by engaging diverse and inclusive workforce. With the analysis of
this field this is also analyse that for better performance organisation must overcome from issue
that are faced by management (Hvidman, and Andersen, 2014). In context of Burberry the major
issue which is faced by management is to manage staff. Some of the major issue that are faced
by management to manage employees are mention as follow:
 Change in culture-. Burberry face challenge of culture change in upcoming years
majorly because developing countries provide a large market area. So at time of
managing operations in new countries Burberry staff face challenge as staff is trained
according to developed and better culture which is totally differ from culture of
developing country.

 Small retain period of employees- The product life-cycle is changing with rapid speed as
there are various trend are present in market. In this management face challenge because
it is complex for management to work with new employees. Burberry is facing high
turnover rate due to which its task are directly impacted. So it is essential for
management to complete work properly because employees are switching from one job to
another quickly (Islam, Abd-elhamid and Akl, 2014).
 People based mechanism- According to the term of people based mechanism it is
identified that management is completing work in managing changes. With perspective of
people perspective in Burberry there are various task are completed through all work in
traditional manner. Along with this market study also provides resemblance that suggests
better connection for rise of formal working and managing task as per fostering values
that is offering broader areas in order to transfer all knowledge practically in order to
manage work as per right standards.
With manage of work in proper manner it is identified by management to complete work in
the international market. Moreover, staff issue is managing work as per analysing and identifying
areas (Tan and et. al., 2014). This works in managing areas that offers employee’s to gain right
results in managing those perspective which is leading individual to manage individual for
completion of project.
Some recommendation for organisation to overcome from issue
Bases Situation Recommendation
Employees motivation Change in culture The first recommendation related with
enhance motivation of employee’s
specifically new joiners. As new staff
follow its own culture so at time of
orientation of employees. It is
recommend to Burberry that
management implement workshop for
adopting similar structure in
organisation.
Workforce retention Turnover of employees Another recommendation for
organisation is to manage all task and

operations by delegating right role to
right person. So at time of completing
work employees feel motivated to
engage better result by utilising their
skills for completing roles and
responsibilities according to decided
strategy.
Promotion and transfer People-based mechanisms With expansion of business operations
in domestic and host country it is
essential to complete all work with
engaging right workforce. Along with
this management also consider that
various departments also play an
important role because without
coordination between departments
Burberry faced problems to gain
desired results. So last
recommendation, for management
relates is to make transparent
cooperation and coordination between
all departments to overcome from
complex situation.
CONCLUSION
. With the all above report it is identified by management that performance management
techniques plays a crucial role for organisation to obtain top position in market. Moreover,
organisation also measure and evaluate all workforce results that assist to analyse the projects
which are completed by management must match with organisation goals and objectives.
Staffing policy and workforce also plays an important role for business that helps to complete
work with right strategy for obtaining first mover advantage in international market. In the last,
some recommendation to manage workforce issue and complete work in global market to obtain
competitive edge against competitors.

REFERENCES
Books and Journal
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management (APM) tools for detecting performance regressions for web applications:
an experience report. In 2016 IEEE/ACM 13th Working Conference on Mining Software
Repositories (MSR) (pp. 1-12). IEEE.
Basit, A and et. al., 2015. Efficient and autonomous energy management techniques for the
future smart homes. IEEE Transactions on Smart Grid, 8(2), pp.917-926.
Cagliano, A.C., Grimaldi, S. and Rafele, C., 2015. Choosing project risk management
techniques. A theoretical framework. Journal of risk research, 18(2), pp.232-248.
Hvidman, U. and Andersen, S.C., 2014. Impact of performance management in public and
private organizations. Journal of Public Administration Research and Theory, 24(1),
pp.35-58.
Islam, M.T., Abd-elhamid, M.T. and Akl, S., 2014. A survey of access management techniques
in machine type communications. IEEE communications Magazine, 52(4), pp.74-81.
Younis, M and et. al., 2014. Topology management techniques for tolerating node failure. In The
Art of Wireless Sensor Networks (pp. 273-311). Springer, Berlin, Heidelberg.