Employee Motivation Strategies at Burberry: Retention and Performance

This report investigates the impact of staff motivation on employee retention and performance at Burberry, a British luxury fashion house. It begins by outlining the research aim, objectives, and questions, followed by a critical literature review exploring the conceptual framework of staff motivation, its impact on employee retention and performance, the challenges faced by Burberry in motivating employees, and the strategies implemented to improve retention and performance. The research methodology section details the research philosophy (positivism), approach (deductive), strategy, method, data collection methods, sampling, data analysis, ethical considerations, validity, reliability, possible limitations, and timescale. The report utilizes secondary data from various sources to analyze the effectiveness of Burberry's motivation strategies and their influence on employee outcomes.

Method research report
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Table of Contents
Introduction......................................................................................................................................4
Research aim, objectives and questions.................................................................................4
Research rationale..................................................................................................................5
Critical literature review..................................................................................................................6
What is the conceptual framework of staff motivation?........................................................6
What is the impact of staff motivation on employee retention and their performance?........7
What are the challenges faced by Burberry to motivate their employee?..............................7
What strategies implemented by Burberry to motivate their employee in order to retain and
improve their performance?...................................................................................................8
Research methodology.....................................................................................................................9
Research Philosophy..............................................................................................................9
Research Approach.................................................................................................................9
Research strategy....................................................................................................................9
Research method....................................................................................................................9
Data collection methods.......................................................................................................10
Sampling...............................................................................................................................10
Data analysis.........................................................................................................................11
Possible ethical issues...........................................................................................................11
Valid and reliable.................................................................................................................11
Possible limitations...............................................................................................................11
Timescale..............................................................................................................................11
References......................................................................................................................................15
Books and journals...............................................................................................................15
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Introduction
Staff motivation is the process of guiding and providing direction to the employee in
order to complete certain task which is assigned to them. Staff motivation is development of the
employee’s productivity and potential. This will be beneficial in accomplishment of the goals
and objectives of a company. This is resulting in engaging employees and involving them into
decisions making process. There are certain effective strategies like training and development
opportunities, growth opportunities and the rewards and recognition sessions. This is helpful for
achievement of the organisation performance and also, it is important for developing employee
effectiveness. This help employee in motivating themselves and perform their work effectively.
This will be helpful for completing the task on time and conducting all the activities in most
effective manner. Staff motivation is majorly impacting the retail sector which is creating major
staff motivation (Kryscynski, 2021). The organisation selected within this report is Burberry, it is
the British luxury fashion house that headquartered within London, England, United Kingdom. It
is designing and distributing of the wear and it also includes leather goods, footwear and eye
wears and fashion accessories and the cosmetics. This will be developing more skills and
knowledge. This report includes research aim, objectives and questions. Further, it includes
literature review and research methodology in order to achieve organisational objectives.
Research aim, objectives and questions
Aim: To identify the impact of staff motivation on employee retention and staff motivation: " a
study on Burberry"
OBJECTIVE:
 To identify the conceptual framework of staff motivation.
 To identify the impact of staff motivation on employee retention and their performance.
 To identify the challenges faced by Burberry to motivate their employee
 To identify the strategies implemented by Burberry to motivate their employee in order to
retain and improve their performance.
Questions
 What is the conceptual framework of staff motivation?
 What is the impact of staff motivation on employee retention and their performance?
 What are the challenges faced by Burberry to motivate their employee?
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 What strategies implemented by Burberry to motivate their employee in order to retain
and improve their performance?
Research rationale
The rationale of selecting this topic of staff motivation is that it will be beneficial in
attainment of the goals and objectives of a business. This is helpful in retaining employees for
longer time durations. If staff motivation is conducted through gaining more information. The
organisation should have to provide certain staff motivation techniques such as training and
development, rewards and recognition and growth opportunities etc. as these will helps the
company in gaining sustainable growth and it helps in development of the employee productivity
and resulting in achievement of the organisational goals and objectives. The next it helps in
gaining skills and knowledge and develops efficiency within the working environment. While
conducting this research, researcher is using effective strategies and this research is helpful for
them in enhancing their skills and knowledge (Ali, and Anwar, 2021). This is helpful in gaining
some of the skills like communication skills, time management skills and research skills etc.
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Critical literature review
Literature review is the process of collecting secondary data from different sources that are
articles, books, journals, magazines and many others relevant to current topic. All these are
effective sources and helps researcher in collecting in-depth and secondary information about the
topic. Main purpose of literature review is to identify the research gap. Within this research,
main gap is that there was lack of information about the impact of staff motivation on employee
retention and staff motivation. In previous studies, there was lots of information or data available
regarding the benefits of employee motivation for an organisation. This is main gap and for
addressing this research questions are addressed. These are;
What is the conceptual framework of staff motivation?
According to Putra and Ruslan (2021) Staff motivation is refers to the enthusiasm,
commitment, energy level and the amount of creativity that a worker is bringing to the
organisation on the daily basis. It is the working itself within the working environment and there
are certain motivators factors which is creating impact on employees and this is helpful in
achievement of organisational goals and objectives. It is about engaging of the employees and
involving them in the decision making process which is resulting in creating motivation and one
need to be channelize their behaviour in order to achieve desired objectives and goals.
Motivation consisting of two types these are extrinsic and intrinsic motivation which is created
from internal and external working environment of the organisation. It is important to have
motivation among staff because this helps in achievement of the objectives and goals. This is
building of employee’s power and having increase in their productivity and potential. It is
important for the businesses in making their employee full potential and developing their
motivation and productivity as well. Further, it is important to have motivation within the
company is to be a positive atmosphere within the organisation, it is the co- workers who are
happy and feel safe at their work. Further, they make sure clients are happy and they always
achieve better results than the counterparts (Degbey, Rodgers and Weber, 2021). This is helpful
in achievement of the organisation goals and objectives. This is helpful in achieving the
employee’s motivation through certain schemes like rewards and recognition, growth
opportunities and involving in decision making process. This is resulting in clearing the demand
of employees and helping in generating more profits. If employee is motivated, then this may be
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resulting in enhancing of their experiences and resulting in achievement of their goals and
objectives. Further, it plays important role in ensuring employees who remain active and
contribute to their best towards the organisation. It is the high level of motivation which leads to
lower level of employee turnover. There are some of the effective strategies and the schemes
which is helping in generating more productivity and developing new options.
What is the impact of staff motivation on employee retention and their performance?
From Bajrami, Terzić, and Hadoud, (2021) Employee retention is involving of the steps
which is taken into the organisation in order to retain and hold employees for longer durations.
This is helpful for paying more attention and creating employee’s performance programmes in
order to develop their productivity and potential of performing their job effectively. Further, if an
employee is having job satisfaction while working in the organisation, then this may be resulting
in achieving organisational goals and objectives. It is important for enhancing their
organisational productivity and developing more options as well. It is creating positive impact on
the employee’s performance and their retention, as this will be helpful in making of the
organisational structure. This is helpful for generating more profits and creating organisational
productivity and potential. Motivation is playing more important role in employee satisfaction
and also in the employee retention. There is nothing better than motivation, it is acting as a
catalyst to the individual’s success. This is a team leaders and the mangers which is constantly
motivating the employees in order to extract the best out of them. There is a ownership of work
which is through motivation. This is done through employee’s strengths and this is helpful for
achieving of the organisational productivity. Also, in relation with the Burberry. It is important
for them on order to motivate through cash prizes and the perks and incentives. By getting more
growth opportunities and training and development sessions and the job satisfaction, it is
resulting in achievement of the research aim and objectives. This is helpful for getting employee
retention and other also it is important for analysing their employee’s performance and resulting
in holding of the employees for longer time period.
What are the challenges faced by Burberry to motivate their employee?
From Hassan, Zhang, and Liu, (2021) There are various types of challenges and issue
which is to be faced by manager is lack of professional development opportunities- as motivation
is helping in generating more productivity but it is helpful in achieving of the organisational
structure and it develops motivation problem which is in appropriate hires. As sometimes
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managers and employers did not be able to hire best and valuable employees. As this will be
helping in generating employee productivity. It is the lack of professional development
opportunities- as manager should be able to generate more profits and revenues. This is the
limitations of the organisation and this is helpful for achievement of the organisational
productivity and thus resulting in reducing performance of company. The another challenge is
lack of self-confidence, as confidence enhances the employee’s motivations and this believes
that they can perform tasks and it is performed through the task which is necessary for
achievement of the goals and objectives. Further, the next challenge is low expectations for
success and the next is lack of interest in subject matter. These challenge should be prepared
within the organisation and for them some of the strategies should be made. There are various
other issue which is to be faced by employers while using motivation techniques is fear of
failure- as many of the people are having fear of developing more options and this is helpful for
making the employees feel more valuable. These issue should be made by employees and this
will be helpful for making employee retain within the organisation and this will be helpful for
enhancing their productivity and potential.
What strategies implemented by Burberry to motivate their employee in order to retain and
improve their performance?
From Bao, and Zhong, (2021) Some of the strategies which is being implemented by
Burberry is to motivate employees in order to retain for longer duration. This is being developed
by the employers in order to develop more opportunities and it is resulting in creating more
opportunities for employees. The next is to provide motivation through rewards and recognition-
as by this employee will be helping in generating more profits and this will be helping in creating
more motivation among employees. The another strategy is growth opportunities- this is being
provided by Burberry because this helps in retaining employees for longer durations and getting
much affected by the company professionals. This is being related with the employees and this
will be helping in generating more efficiency. The other strategy is job satisfaction- this is
helpful for motivating employees and it is helpful for developing new options within the working
environment. This is being rewarded that it is helpful for enhancing employee’s productivity and
potential (Dorta-Afonso, González-de-la-Rosa, and Romero-Domínguez, 2021).
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Research methodology
Research Philosophy
Research philosophy consisting of two methods that are interpretivism and positivism
philosophy. This helps the researcher in achievement of research objectives and aim. This will
helps in getting accurate and reliable information. Further within this research, researcher is
using positivism approach because this will helps the company in getting accurate information.
This is resulting in getting numerical data and information and also analyse numerical
information in most effective way.
Research Approach
Research approach is consisting of two methods as this is the next layer of research onion
framework which is helpful in gathering and analysing data and information. This is helpful in
gaining possible information and developing true information. This includes two methods these
are inductive and deductive approach. Within this research, researcher is following deductive
approach as this assist in evluating true and valid information which is resulting in gaining
quantitative data and information. This method is resulting in gaining valid information and
providing true data.
Research strategy
Research strategy is the method of collecting and gathering of the data and information in
most effective information (Hitka, Štarchoň, and Sedliačiková, 2021). Some of the strategies
which are resulting in gaining true information. This is helpful in creating accurate information
and developing true information. These strategies includes action research, experimental
research, focus groups, survey and literature review and case studies. Within this research,
investigator is using survey and literature review which is helpful in achievement of the research
aim and objectives. In this questionnaire survey is used for collecting and gathering valid
information. This includes close and open ended questions. On the next hand, literature review is
used for collecting and analysing of non numerical data and information. It is presented through
analysing of already published data and information.
Research method
Research method includes two types of method. These are quantitative and qualitative
data and information. Further, quantitative data is that which brings numerical data and
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information. On the next hand, qualitative data is that which brings non numerical data and
information. This will helps the researcher in gaining true and valid information. This is helpful
in achievement of the organisational data and findings. In order to conduct this research,
researcher is using quantitative data and information and this is helpful in achievement of the
organisational goals and objectives. This will be helpful in achievement of the research
objectives. In this investigator, researcher is making use of questionnaire survey in order to
develop true and valid information which is required for completing this research. This is helpful
in generating more task and getting reliable numerical information.
Data collection methods
Data is being collected through two different methods. These are primary and secondary
data collection method. This is helpful for completion of the research aim and objectives and
developing true and reliable information (Putra, and Ruslan, 2021). Further, primary research is
that which helps in collecting primary data and numerical data which helps in getting reliable
information. It uses charts and graphs and on the next hand, secondary research is that which
brings secondary information because this is bringing analysing of the theoretical data and
information through analysing different books, articles and newspapers etc. these helps in
analysing of the information more effectively and developing true information. In order to
conduct this research, researcher is using both of the data collection method because this is
helpful in analysing data and information in most effective manner. In this primary data is
bringing numerical data and information which uses questionnaire survey to gather more valid
information. It also uses graphs and charts in order to collect data and information. It uses
secondary data in order to collect theoretical data and information. This is using of existing data
which is published through different articles. This is bringing in depth information about a topic.
Sampling
Sampling is the method of choosing some of the samples from large number of set. The
samples size selects within this report is 40 respondents and these are the members of Burberry.
This includes two methods probabilistic and non-probabilistic method (Degbey, Rodgers, and
Weber, 2021). Within this research random probabilistic sampling method is used because this
helps in collecting true and reliable information with not having bias with the results.
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Data analysis
Data is being analysed through two questionnaire survey which is helpful in giving numerical
information. On the next hand, frequency distribution is the method used by researcher in order
to get true recommendations and true information.
Possible ethical issues
Some of the ethical issues which is to be followed by researcher is to take everybody
consent who is filling the questionnaire form. The other is to provide valid and reliable
information, do not bias with the results and to maintain confidentiality etc. this is to be followed
by researcher by conducting research.
Valid and reliable
Data is valid and reliable for this given research because in this questionnaire survey is
used to collect numerical data which brings valid data. On the next hand, literature review is used
to collect in depth data and information. This is essential in accomplishment of the research aim
and objectives. And it brings reliable data and information.
Possible limitations
Some of the limitation of conducting this research is lack of financial resources and lack
of time management (Bajrami, Terzić and Hadoud, 2021). For financial resources, secondary
data collection method is used and on the next hand, for time management Gantt charts is used
for making and schedule of the company.
Timescale
Time is important for the researcher because it helps in completing full research within
given time period. For this, Gantt chart is used by researcher because it helps researcher in
identifying the starting and ending dates of each activity. Along with this, Gantt chart of the
current research is mentioned as below;
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