Project Report: Analyzing Talent Management Strategies for Burberry

This project report examines talent management strategies, focusing on a case study of Burberry. The report begins with an introduction to talent management and its importance, followed by a project management plan outlining costs, scope, time, quality, communication, risk, and resources. A work breakdown structure and Gantt chart are included. The research methodology employs a positivism philosophy and a deductive approach, utilizing both qualitative and quantitative methods, primarily through questionnaires. Data analysis includes frequency distribution tables. The report evaluates research findings, offers recommendations, and concludes with a reflection on the project's undertakings and the attainment of objectives, supported by references and an appendix. The core focus is on identifying and implementing strategies to attract and retain talented employees within Burberry, ultimately aiming to enhance the company's competitive advantage.

Managing a Successful
Business Project

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1: Background of the research project and chosen company...............................................1
P2: Produce a project management plan containing description of different aspects............2
P3 Work breakdown structure and a Gantt chart....................................................................3
TASK 2............................................................................................................................................7
P4 Small scale research by implementation qualitative and quantitative research................7
TASK 3..........................................................................................................................................11
P5 Evaluation research and data using appropriate tools and techniques............................11
P6 Appropriate recommendation as a result of data and research analysis..........................16
TASK 4..........................................................................................................................................16
P7 Reflection upon undertakings to attain objectives..........................................................16
REFERENCES..............................................................................................................................19
APPENDIX....................................................................................................................................20

INTRODUCTION
Managing talented workforce within an organisation always brings maximum possible result
in terms of overall productivity and profitability (Brady and Davies, 2014). As the growth and
success of organisations are very much depends on the level of contribution given by workforce
thus it is important for management to recruit skilled and knowledgeable candidates for its
organisation and retain experienced ones in order to make strong position in competitive market.
There are various organisations such as Google, Amazon, Barclays etc. which are already taken
best initiatives to promote its best talent within workforce that includes giving them rewards and
compensation, training and development programs etc. The present assignment is based on the
McLeod and Partners, a research firm who conducts research for its client “Burberry’ about the
strategies taken by best companies to attract and retain talented people. The report explains aims
and objectives of research along with the project management plan, small scale research, data
collecting and analysis, recommendation and reflection.
TASK 1
P1: Background of the research project and chosen company
Background of the company:
Burberry is a British organisation which is engaged in designing and distributing wide
range of products such as leather goods, fragrances, cosmetics and many more. Its headquartered
is located in London, England. After COVID-19 it becomes difficult for an organisation to get
maximum output from its employees due to absenteeism thus the management decides to find
out best initiatives that may retain and manage their best talented employees. For this, the
company takes support from research company to conduct research for them and draw a valid
conclusion at the end of research so that corrective strategies can be taken to retain and manage
experienced and skilled employees for longer period of time. Thus, during research work best
initiatives adopted by different organisations such as Google, Amazon, Barclays etc. are properly
analysed (Doherty, Ashurst and Peppard, 2012).
Project aim:
“To identify the talent management strategies used by key market players to attract and
retain talented workforce”- A case study on Burberry
Objectives of the project:
1

 To create understanding about the concept of talent management for organisations.
 To identify the talent strategies that will be useful to adopt by Burberry
 To evaluate the methods for attracting and retaining talent within Burberry
 To identify the importance of talent management in attracting and retaining talent
workforce for Burberry to achieve long term objective
P2: Produce a project management plan containing description of different aspects
Project management plan:
This plan provides a framework as to how a research project is to be presented. It
provides the budget, timeline, goals, deliverables and the scope of project. It is useful for keeping
the project on track. In successfully completing a dull project, the project management plan helps
the project manager to systematically complete the project. Different components are included in
this plan which are explained below-
 Cost: It is the most important component in the project management plan as it helps in
successfully completing the project. The cost of current project is shown below in the
table-
Total forecasted budget
Particular 2019-20($)
Implementing technology cost 18000
Promotional expense 6000
Advertisement expense 5500
Catalogues 1800
Training charges 7500
Total cost 38800 Scope: The present study have the broad scope because it uses quantitative research so
that information is presented in numerical form. It has a biggest scope because it helps
the project manager in increasing its knowledge about different strategies for talent
management (Dunning, 2015).
2

 Time: It also one of the important component as it helps in investigating that the project
shall be completed in the given time period. Gantt chart shall be used for this component
as it will help in identifying the starting and ending time for the research completion. Quality: This component ensures that the research is to be completed in quality manner.
The researcher is entrusted with a duty to complete the research in quality standards for
which quantitative research will help in getting the quality data for the topic. Communication: This component helps in communicating the information to the
respondents so that data can be collected effectively. Communication channels include
emails, written or oral presentations, etc. this component is important as it will help the
researcher in attaining the goals successfully. Risk: The identification of risk is important to successful complete the project. In the
present study, lack of time and resources are major risk which may have the negative
impact on the performance of researcher (Elegbe, 2016). Resources: The resources help in completing the project. In the present study, sources
like books, articles, journals etc. shall help the investigator in collection of secondary
information in an effective manner.
P3 Work breakdown structure and a Gantt chart
Work break down structure:
This structure refers to braking the work into small activity or task to make the work
more manageable and approachable. It is a common tool or technique for the project manager
which states to divide the activities in single task so that project objectives and aims are
accomplished. present study's WBS will be shown below:
3

Illustration 1: Work break down structure
(Source: Work break down structure, 2020)
Gantt chart:
This tool of management helps the project manager to complete each activity within the
time period allotted. It is kind of bar chart that show the schedule of the project. This tool is an
important for strategies of talent management which helps in retaining and at5tracting the
talented workforce. Gantt chart for the current study is shown below:
4

5

6

TASK 2
P4 Small scale research by implementation qualitative and quantitative research
Research philosophy: This type of methodology means process of gathering, analysing and
using quantitative and qualitative information. According to existing context, positivism
philosophy will be applied to facilitate investigator to analyse and gather quantitative types of
data by without absorbing more time. Elucidate, visim philosophy is another type of philosophy
which is not compulsory for manage present study because it needs qualitative data that
consequences in higher amount of capital and maximum times. Thus, for achieving research aim
and objectives study of positivism philosophy will be followed (Spender, 2014).
Research approach: It can be defined as a process or procedure of surveying data about
topic. Inductive and deductive approaches are two forms of research approach. Deductive
approach is use for perform present investigation, which is more essential and valuable for
investigator. As this leads to ease for researcher in examining of quantitative information
systematically and effectively (Wellin, 2016). By using deductive approach, it assists researcher
in analysing data in quantitative form and in limited time duration. On another side, inductive
type of approach is not useful for accomplish present study as this approach takes huge time as
well as it also requires quantitative type of information.
Qualitative method of research: This type of research is useful for investigation. But this
method of conducting research is not valuable. As qualitative method requires maximum
resources and it also not offers information in form of quantitative manner. This gives focus on
quality of data (Skuza, McDonnell and Scullion, 2018).
Quantitative method of research: This is effective method of conducting current
investigation. This technique is very useful because it provides numerical data and also offers
valid outcomes that results in achieving aim of research. This method focusses on quantity of
data.
Primary source of data collection: this source is useful for collecting data. By gathering
data from primary source like questionnaire which is best and suitable technique for investigator
to collect and use valid outcomes. Many more methods are also used for collection of data from
primary source like observations, surveys, focus groups and interview (Primary source and
secondary source, 2018).
7

Secondary source of data: according to this source, researcher gathered data from books,
journals, articles. Publication and so on. This type of method is very useful for getting
information about topic. These sources are used for review literature that leads in attaining
objectives of research. Some more techniques are also used for collection of data by secondary
source like financial records, performance review of staff, student client data and so on
(Polonsky and Waller, 2018).
Sampling: This is important process of selecting sample from total population. Probability
and non-probability are two techniques of selection from sample. Probability sampling is applied
to present study as it gives essential data about topic. This technique is helpful; for investigator
to selects respondents from larger base. From Burberry 40 employees are selected randomly by
probability sampling. Non probability technique of sampling is not used by researcher in current
study because it is not helpful for sampling on larger base in limited time.
Q1) Do you have knowledge regarding the concept of talent management in
business?
a) Yes
b) No
Q2) What impact Burberry may faces due to giving more important to talent
management over business performance?
a) Improve employee retention
b) Increase sales and profitability
c) Enhanced customer base
Q3) Can Burberry attract and retain experienced and skilled employees due
to adoption of talent management concept at workplace?
a) Yes
b) No
Q4) What are the initiatives that management can adopt to retain talent
employees within Burberry?
a) Detailed job descriptions
8

b) Collaborate-coach-evolve
c) Opportunities for continual improvement
d) Reward and prominent appraisals
Q5) What benefits of talent management Burberry may receive ?
a) Retaining skilled talent
b) Cost-effective and productive performance
c) Building up human capital cognition of organisation
Q6) What are the importance of talent management for employees working
within Burberry?
a) Achievement of job satisfaction
b) Improvement in personal skills
c) Building up confidence and motivation
Q7) What are the steps Burberry should follow to undertake talent
management program?
a) Keeping individual identification
b) Organising sessions for Training and development
c) Job rotation approach
Q8) What Burberry should do to retain loyal and talented employees?
a) Offering them prominent benefits
b) Provide ongoing activity and clear route to encouragement
c) Using right way of recruitment
Q9) Is talent management helpful for Burberry in achieving competitive
advantage in marketplace?
a) Yes
b) No
9

Frequency distribution table
Q1) Do you have knowledge regarding the concept of talent management in
business?
Frequency
a) Yes 30
b) No 10
Q2) What impact Burberry may faces due to giving more important to talent
management over business performance?
Frequency
a) Improve employee retention 20
b) Increase sales and profitability 10
c) Enhanced customer base 10
Q3) Can Burberry attract and retain experienced and skilled employees due
to adoption of talent management concept at workplace?
Frequency
a) Yes 35
b) No 5
Q4) What are the initiatives that management can adopt to retain talent
employees within Burberry?
Frequency
a) Detailed job descriptions 10
b) Collaborate-coach-evolve 10
c) Opportunities for continual improvement 10
d) Reward and prominent appraisals 10
Q5) What benefits of talent management Burberry may receive ? Frequency
a) Retaining skilled talent 15
b) Cost-effective and productive performance 12
c) Building up human capital cognition of organisation 13
Q6) What are the importance of talent management for employees working Frequency
10

within Burberry?
a) Achievement of job satisfaction 13
b) Improvement in personal skills 15
c) Building up confidence and motivation 12
Q7) What are the steps Burberry should follow to undertake talent
management program?
Frequency
a) Keeping individual identification 16
b) Organising sessions for Training and development 14
c) Job rotation approach 10
Q8) What Burberry should do to retain loyal and talented employees? Frequency
a) Offering them prominent benefits 17
b) Provide ongoing activity and clear route to encouragement 13
c) Using right way of recruitment 10
Q9) Is talent management helpful for Burberry in achieving competitive
advantage in marketplace?
Frequency
a) Yes 30
b) No 10
TASK 3
P5 Evaluation research and data using appropriate tools and techniques
Question 1: Knowledge about talent management concept
Q1) Do you have knowledge regarding the concept of talent management
in business?
Frequency
a) Yes 35
b) No 5
11

Interpretation: From the above pie chart, it is clearly identified that most of the
respondents are having proper knowledge about the talent management concept. Out of 40
respondents, 35b are aware about the same concept whereas the remaining 5 doesn’t.
Question 2: Impact of giving priority to talent management over business performance
Q2) What impact Burberry may faces due to giving more important to
talent management over business performance?
Frequency
a) Improve employee retention 20
b) Increase sales and profitability 12
c) Enhanced customer base 8
Interpretation; It is clearly observed from the above figures that giving more priority to
talent management over business performance impacts highly positive in terms of increasing
employee retention, increasing sales and profitability, enhanced customer base etc. Out of 40
respondents, 20 respondents think talent management strategies helps Burberry in improving
employee retention rate whereas the remaining 12 and 8 thinks that it helps in increasing sales
and customer base respectively.
Question 3: Capability of Burberry to attract and retain talent
Q3) Can Burberry attract and retain experienced and skilled employees due
to adoption of talent management concept at workplace?
Frequency
a) Yes 35
b) No 5
Interpretation: The above chart clearly depicts that talent management plays an
important role in attracting and retaining experienced employees within Burberry. Among 40
respondents, 35 thinks the same whereas the remaining 5 didn’t agree with them.
Question 4: Initiatives adopted by management to retain talented employees
Q4) What are the initiatives that management can adopt to retain talent
employees within Burberry?
Frequency
12

a) Detailed job descriptions 4
b) Collaborate-coach-evolve 6
c) Opportunities for continual improvement 10
d) Reward and prominent appraisals 15
Interpretation: There are different initiatives that will be useful for Burberry if adopted
at workplace. Out of 40 respondents, 15 thinks that giving rewards and appraisals to the
employees helps Burberry in managing talent workforce whereas other 10 thinks giving
continual opportunities for improvement helps employees to sustain in company for longer
duration. The remaining 6 and 47 thinks that collaborative coach evolve and detailed job
description respectively helps in managing talented employees.
Question 5: Benefits received by Burberry
Q5) What benefits of talent management Burberry may receive ? Frequency
a) Retaining skilled talent 15
b) Cost-effective and productive performance 12
c) Building up human capital cognition of organisation 13
13

Interpretation: There are several benefits Burberry can receive due to adoption of talent
management practices. From the above chart, it is clearly identified that 15 out of 40 respondents
support company in improving employee retention rate whereas other 12 and 13 respondents
think it enhances productive performance and building up human capital cognition of
organisation respectively.
Question 6: Importance of talent management
Q6) What are the importance of talent management for employees
working within Burberry?
Frequency
a) Achievement of job satisfaction 13
b) Improvement in personal skills 15
c) Building up confidence and motivation 12
Interpretation: From the above data, it came to know that talent management supports
employees as well in terms of maximising job satisfaction, improvement in their personal skills
as well as bring confidence among them. Among 40 respondents, 15 thinks it enhances personal
skills of employees whereas 13 thinks it maximises job satisfaction and remaining 12 thinks it
build up confidence and motivation among employees.
Question 7: Steps to be followed by Burberry to adopt talent management programs
Q7) What are the steps Burberry should follow to undertake talent
management program?
Frequency
a) Keeping individual identification 16
b) Organising sessions for Training and development 14
c) Job rotation approach 10
Interpretation: It is clearly identified from the above table that Burberry should follow some
steps in order to undertake talent management programs. Out of 40 respondents, 16 thinks that
the management of Burberry should identify employees on the basis of their skills and
14

performance so that they can be managed efficiently. The other 14 thinks that organising
sessions for training and development must require at workplace whereas the remaining 10
thinks that job rotation approach is more profitable to adopt in order to manage talented
employees.
Question 8: Actions of Burberry to retail loyal and talent workforce
Q8) What Burberry should do to retain loyal and talented employees? Frequency
a) Offering them prominent benefits 17
b) Provide ongoing activity and clear route to encouragement 13
c) Using right way of recruitment 10
Interpretation: From the above graph, it is identified that experienced and loyal
employees are the most important for an organisation thus must be treated well in term of
providing prominent benefits, giving route to encouragement and right way of recruitment. Out
of 40 respondents, 17 thinks giving reward benefits motivates experienced employees to sustain
in company whereas remaining 13 and 10 thinks promoting employees to work well and
improving recruitment programs helps in retaining loyal employees with company.
Question 9: Role of talent management in achieving competitive advantage
Q9) Is talent management helpful for Burberry in achieving competitive
advantage in marketplace?
Frequency
a) Yes 30
b) No 10
Interpretation: It is identified from the above pie chart that Burberry can easily achieve
competitive advantage in market by promoting talented workforce. Out of 40 respondents, 30
thinks the same whereas remaining 10 doesn’t think so.
15

P6 Appropriate recommendation as a result of data and research analysis
From the above analysis, researcher need to analyse the results and provides some suitable
recommendations to its client “Burberry” in order to achieve competitive advantage in rivalry
market. Here are some recommendations that Burberry must consider:
 Giving equal opportunities to employees for future improvements helps Burberry in
increasing employee retention rate as well as productivity of both employees and
company.
 The management of Burberry need to provide rewards and other monetary benefits to the
employees on the basis of their performance level so that motivation can be created
among new employees as well.
 Burberry should update their existing recruitment programs by instructing candidates
about their roles and responsibilities in descriptive way.
TASK 4
P7 Reflection upon undertakings to attain objectives
At the time of doing research, observation of various things should be done and
developed time to time through engaging in different programmes of development. At the
time of undertaking and completing the project activities I came to analyse my own
weakness and strengths. Strength identified if project undertaking was effective time
management skills as well as has the ability to take effective decision on time. It will help
me to understand important aspects of research in systematic way and therefore
completing it within the time frame. My Weakness that I identified is lack of
communication and interpersonal skill as I faced problem while dealing with respondents
due to collecting research related information. This skill will be developing by doing and
promoting the interaction with consumers as well as with clients and help in improving
communication skills. So the relevant data can-be collected by selecting the right individual
so that assignment can be concluded in effective meaningful manner. The skills that
require to be develop are explain below:
Competency How I have developed in this
region.
Why I need to do to develop
further in the area.
16

Analytical skills It is also known as problem
solving skills. I can develop
such skill by participating in
satiation where I will face
various critical problems in
organisation. In this manner
problems can be solve in
efficient manner.
I will use analytical skills in
solving various issues and
critical situations that arise at
the time of doing research at
the work place. It gives
support to bring best and
effective result
Research skills By reading books, magazines,
notes I can improve my skills
and knowledge. By taking help
of internet, newspaper research
is to be done to improve their
knowledge. Various methods
of performing research is to
consider like survey,
observation, interview, Focus
Group, Field Trial,
experimentation etc. options
for performing research
involves emails, phone calls,
personal questioner, Internet
contact and postal mail
surveys. On the basis of
classification three research is
to be done descriptive,
exploratory, casual research.
Various methods like
quantitative, qualitative are
used to research with the help
of primary as well as
secondary resource.
Project planning Due to focus on various
aspects of living like
communication with
There is need to plan report
accordingly to prepare
effective project as it become
17

companies goal and objective
to make further development.
beneficial to complete the
assignment on time in
effective manner.
Communication skills By adopting and using
different ways such as body
language, scroll down, and
hand gesture. I improve my
work and communication
skills. It is important for me to
improve communication skills
because with the help of good
communication skills only two
persons can do interaction and
understand the view of each
other for particular topic.
There is need to have good
communication skills in mew
in order to convey whole
detailed information about
process, product and service of
business because it support me
to convey information in
proper and accurate manner.
18

REFERENCES
Books and journals
Brady, T. and Davies, A., 2014. Managing structural and dynamic complexity: A tale of two
projects. Project Management Journal. 45(4). pp.21-38.
Buckley, P. and Ghauri, P., 2015. The internalisation theory of the multinational enterprise: A
review of the progress of a research agenda after 30 years. In International Business
Strategy (pp. 99-121). Routledge.
Doherty, N. F., Ashurst, C. and Peppard, J., 2012. Factors affecting the successful realisation of
benefits from systems development projects: findings from three case studies. Journal of
Information Technology. 27(1). pp.1-16.
Dunning, J. H., 2015. Reappraising the eclectic paradigm in an age of alliance capitalism. In The
Eclectic Paradigm (pp. 111-142). Palgrave Macmillan, London.
Elegbe, J.A., 2016. Talent management in the developing world: Adopting a global perspective.
Routledge.
Forsgren, M. and Johanson, J., 2014. Managing networks in international business.
Routledge.Reiss, G. and Rayner, P., 2012. Portfolio and programme management
demystified: managing multiple projects successfully. Routledge.
Heger, T. and Rohrbeck, R., 2012. Strategic foresight for collaborative exploration of new
business fields. Technological Forecasting and Social Change. 79(5). pp.819-831.
Johanson, J. and Mattsson, L.G., 2015. Internationalisation in industrial systems—a network
approach. In Knowledge, networks and power (pp. 111-132). Palgrave Macmillan,
London.
Lindberg and et. al., 2016. Organizational innovation for gender equality in forestry and mining.
In Research Handbook on Gender and Innovation. Edward Elgar Publishing.
Loseke, D., 2017. Thinking about social problems: An introduction to constructionist
perspectives. Routledge
Pekuri, A., and et. al., 2014. Managing value creation: the business model approach in
construction. International Journal of Business Innovation and Research. 8(1). pp.36-51.
Polonsky, M. J. and Waller, D. S., 2018. Designing and managing a research project: A business
student's guide. Sage publications.
Segovia-San-Juan and Fernández-de-Tejada, V., 2017. Analyzing disability in socially
responsible companies. Social Indicators Research .130(2). pp.617-645
Skuza, A., McDonnell, A. and Scullion, H., 2018. Macro talent management in Poland: The role
of talent and the challenges ahead. In Macro Talent Management in Emerging and
Emergent Markets (pp. 66-83). Routledge
Spender, J.C., 2014. Business strategy: Managing uncertainty, opportunity, and enterprise.
Oxford University Press..
Wellin, M., 2016. Managing the psychological contract: Using the personal deal to increase
business performance. Routledge.
Online
Primary source and secondary source, 2018. [online] Available through;
<https://businesscasestudies.co.uk/food-standards-agency/market-research-and-
consumer-protection/primary-and-secondary-research.html>.
19

APPENDIX
Project Logbook
Name:
Project title:
Update on weekly research/tasks achieved.
I have completed research on the Impact of new product development to support organisation in
expanding business at global level.
Yes, I on track and able to complete project on time.
I don't need any changes in project management plan.
Any risks and/or issues identified?
Yes I have issue in performing research. Uninterested respondents is one of the biggest issue.
Problems encountered
Personal problems among team mates is also issues which arise at work place. I conduct various
entertainment activities so harmony can be achieved among them.
New ideas and change of project direction
What have I learnt about myself this week?
I complete my all task within specified limit/. This help me to perform research project in
appropriate manner. I plan research activities for next week.
Tasks planned for next week
I am able to complete my operations in effective and significant manner.
Project plan status to date (on, ahead, behind)
my project was on time.
Supervisor comments to address
20

Questionnaire
Q1) Do you have knowledge regarding the concept of talent management in business?
a) Yes
b) No
Q2) What impact Burberry may faces due to giving more important to talent management over
business performance?
a) Improve employee retention
b) Increase sales and profitability
21

c) Enhanced customer base
Q3) Can Burberry attract and retain experienced and skilled employees due to adoption of talent
management concept at workplace?
a) Yes
b) No
Q4) What are the initiatives that management can adopt to retain talent employees within
Burberry?
a) Detailed job descriptions
b) Collaborate-coach-evolve
c) Opportunities for continual improvement
d) Reward and prominent appraisals
Q5) What benefits of talent management Burberry may receive ?
a) Retaining skilled talent
b) Cost-effective and productive performance
c) Building up human capital cognition of organisation
Q6) What are the importance of talent management for employees working within Burberry?
a) Achievement of job satisfaction
b) Improvement in personal skills
c) Building up confidence and motivation
Q7) What are the steps Burberry should follow to undertake talent management program?
a) Keeping individual identification
b) Organising sessions for Training and development
c) Job rotation approach
Q8) What Burberry should do to retain loyal and talented employees?
a) Offering them prominent benefits
b) Provide ongoing activity and clear route to encouragement
c) Using right way of recruitment
Q9) Is talent management helpful for Burberry in achieving competitive advantage in
marketplace?
a) Yes
22

b) No
23

24