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Organisational behaviour assignment: Case Analysis of Burberry

Question

Task: The purpose of this assignment is to undertake a research report in relation to the chosen topics (see the assessment task) from the list below. It is mandatory that you develop a critical and analytical report to meet the assessment criteria. You should demonstrate the depth of your research, and highlight your ability to question, compare and contrast and analyse a range of theories and texts in relation to your topics.

Answer

Introduction
The concept of organisational behaviour explored in the organisational behaviour assignment is all about how an individual performs or work together with other members in an organisation. In an organization different individual comes from different cultural backgrounds. The have different attitude, perception and behaviour and here they work together in that company to address a common organizational objectives, this is the core essence of organizational behaviour (Malisetty and VasanthiKumari, 2016). Usually a manager or team lead understand the capability or know the education and detailed background of an employee. Once an individual joins an organisation the manager introduces the employee about the ethics, compliance and all rules and regulation of the organisation which becomes a common point of learning for every employee from different background. Thus, this is the key role how the individual work and achieve goal in an organisation apart from being so different. The main objective of this organisational behaviour assignmentis to analyse different aspects of organizational behaviour by considering Burberry as the base organization.

Part 1 of Organisational behaviour assignment
Groups and Teams
Team and group member are extremely important for an organisation and they act like pillars. Organizational teams are very common. In a team more than one people exist and they work together to achieve a common goal. In a team the people are mostly from diverse background, culture etc. knitting everyone together is extremely important (Wesselink, Blok and Ringersma, 2017). Equality is important within an organizational team, and it is very important to put equal contribution by each of the team members to get optimised result.

Every individual has his or her own share of quality and sharing the same with the group or pulling somebody left behind enhances team spirit and makes a strong friendship between every individual in a team (Rossetti and Wall, 2017). Instead of taking things positively if any individual boast being knowledgeable that actually doesn’t help the organisation and push the team spirit towards negativity creating an unhealthy environment to work or be in.

In many circumstances it has been observed herein organisational behaviour assignment that a work is allotted to an individual and that individual is not very sure about the work assigned to him or her. After struggling bit with that work that individual realizes that his or her peer is kind of very familiar to that work seeking help actually helped and that individual finishes off the assigned work. So, maintaining a healthy and friendly relationship helps any individual working in a team in many ways, we ourselves are never exposed to every circumstances thus positivity and team work is utter important to learn many unlearnt things (McEwan et al., 2017).

Apart from work every driving committee or organisation must introduce numerous fun activities were the team member actually gets to know each other better that’s again a very positive side by which people with common interest comes closer makes a better bonding which is extremely helpful for the organisation in long run. Along with positivity there is always other driving factors as noted in this section of organisational behaviour assignment like bonus, appraisal, rewards and recognition all this thing are add-ons for one to love the organisation even more and work diligently. We as individual feel out of the world happy when anybody praises us for the hard work and effort we put from our side, similarly employee giving their 100% achieves, completes every assigned work sometimes even extra for the organisation, so at times a little token of appreciation is what an individual looks for and organisation which does so makes the employee feel better and secured too.

It is specified in this section of organisational behaviour assignmentthat apart from all this positive side of team work there definitely lies a bit of harsh reality were some individual are extremely praised whereas other doing the same amount of hard work are hardly being noticed, few are extremely left out though being in a good team but this are actually part and parcel of working which varies from time to time and organisation to organisation. Our motive should always be working and taking up things positively keeping aside the little disadvantage that comes our way and keeping up the team spirit. Positive team spirit should always be the main motive and learning things from the team should always be the primary role of every individual after joining an organisation, together we can.

Part 2
Conflict and Negotiation

The term Negotiation explored in the organisational behaviour assignment means ultimately coming to a conclusion or settling down after many discussions were people with different view/opinion agrees over something. Usually negotiation involves two or more people and after many opposing views finally decides over a common thing and fix things up (Lewicki, Barry and Saunders, 2016).

At times it has been observed that people mixes up the term bargaining and negotiation, this two word are never same we can bargain in a stall or over any item available in a market whereas, negotiation is a settling down procedure of two parties and they accept if it is a win-win situation for both. As per the investigation carried on the organisational behaviour assignment“Conflict” is basically a situation was two or more parties cannot agree over something, this can happen between anybody and everybody working in an organisation (Samantara and Sharma, 2016). Thus, for any organisation to run a business conflict and negotiation runs hand in hand as the definition of negotiation states settling down thus to settle a running conflict negotiation is important.

An organisation is always prepared for (n) number of challenges so conflict being one such can rise at any point of time. Thus, every organisation in situation of conflict prepares themselves on basis of: what is the reason behind the disagreement, till what factor they can ease or what other factors should definitely be there so that a settlement can be executed. As mentioned in the organisational behaviour assignment, proper justification should always be there for an organisation to make the other party agree the claws and decide over something.

A conflict may arise between simple things like taking off leave for few days ex: an employee who have some very important work in the coming week goes and ask his/her manager for 4days leave in the coming week, the work pressure is extremely is high thus giving that reason the manager replied leave is not possible for so many days considering the volume of work. The employee keeps on requesting for the leave, as it is important. Somehow after a long conflict finally the manager asks the employee to take a leave of 2days instead of 4days and the employee too agrees with the decision so this is a win-win situation for both the parties and this is why negotiation is important (Robinson, 2017). From the above example presented in the organisational behaviour assignment it is clear enough that planning and preparation is the very initial steps of turning a conflict into negotiation, once the parties are clear with their planning then it will easier to carry out the process. Then coming to the claws and rules which both the party needs to agree for processing out smoothly and things doesn’t seem unfair to any particular party. After that the justification occur which should extremely logical so that both the parties find it sound enough to accept. It is clear on this organisational behaviour assignmentthat once things get justified negotiation takes the hold and finally after proper discussion closure of a conflict occurs
Some factors like gender difference sometimes plays a negative role were the male can dominate the female individual and hardly value her or any moderate speaking individual can be dominated by a better well-spoken individual all factors can also turn the table and the other party and win the negotiation instead making it a win-win situation.

Part 3 of organisational behaviour assignment
Burberry-An International Fashion Brand
Headquarter of this luxury fashion brand is located at London, England. It was established by Thomas Burberry in the year 1856, this brand is extremely famous for its outdoor attire. It is equally popular like other luxurious brands ex: Prada and Gucci etc. Its cloth is ranging from kids (dress, shoes, jacket, trouser etc.) to men (tie, jacket, coat, shoes etc.) to women (women wear: stylish coat, jacket, swimwear, jeans etc, accessories, footwears, beauty brand and many other leather items) and the wide variety of cloths are also accessible online (Goworek et al., 2017). This brand is most popular for its heritage- trench coat and scarf.

Usually for buying online or complaining regarding any service or product they have their customer service helpline available moreover for any defect in accessories or leather product they completely change the same. This brand is a tough competition for many popular brands. This British brand is ranked 22nd in the world behind famous brand like Starbucks, H&M etc. Around 10,000 employee work for Burberry. Burberry’s rewards, recognition, package, the brand itself along with many added benefits (holidays, flexibility) attract employees to work for the organisation. With all this positivity Burberry is a leading brand in the marketing world grabbing millions of customers (Nguyen and Bug, 2016).

Burberry (team and group work)
Burberry being an international brand selected in the present organisational behaviour assignment they too like any other organisation are very much and actively working to focus on team work for improving designs, marketing strategy etc. Every individual working in Burberry comes together with innovative idea to design something, which will be unique so that it can work as a driving force to attract customers all over the world (Ceil, 2018).

Similarly, as per the investigation on organisational behaviour assignment, Burberry is a fashion brand which follows dual marketing strategy. Dual marketing strategy involves knowing the changes the customer desires and satisfying their taste or the other strategy involves that they are going to present something which the customer is going to love and come for, as customer attraction is the main motive of such fashion brands. Thus the team work goes hand in hand in satisfying the customer interest and attracting customer towards the brand.

Social media data and followers states the story behind its success, this digital platform has made people know a lot more about this famous British luxury brand (Yu, S., Hudders, and Cauberghe, 2017). Moreover, in social media customers are like audience they give review of every minute details and it has been observed in this section of organisational behaviour assignment that the social media is flooded with good reviews and positive feedback about this luxury international brand. Current CEO Angela Ahrendts is the one who came out with the idea of launching the brand online and the entire team worked hard in making it possible (Chaffey and Smith, 2017).

Such step was important as Chinese brands were taking up the online market, so interference of such renowned brand online was mandatorily needed to give a tough competition to the Chinese market. This is marking a strategy and goal pacing the fast life of new generation or 21st Century. The social media launching of Burberry is a great inspiring story of team work which can motivate many other organisations and it has set up a milestone in itself with the entire team effort. For Burberry too this team work strategy worked despite individual coming from different background, when the leadership stays strong it is always possible to achieve the success leaving behind all huddles (Harrin, 2016.).

Burberry (conflict and negotiation)
Brand such as Burberry, which is globally popular, for such brand- logo or anything related if copied can be extremely effective and can hamper the entire reputation. Protection of such trademark is extremely important for brands image. For such reason there is always a brand protection team globally which actually protects and keep an eye if any forging is taking place anywhere globally. Even after such tight observation by the global brand protection team there are many instances of infringement with famous brands logo or trademark.

It is stated in the organisational behaviour assignmentthat if any type of infringement is observed then along with legal action and negotiation takes place for settling down the conflict.Reputation is a big thing for brands like Burberry any infringement won’t ever be considered with the brand name and ultimately this leads to an extreme negotiation between the brand owner and the forging party.

The best thing about the brand that had they build such a broad-spectrum culture, were from every individual across the globe could relate to their brand not only the customers but also the 10,000 (approx.) employee across the globe. New and innovative idea is always welcomed in such a top fashion industry be it from a new comer or it can be from an experienced one too. Talents are always welcomed with open arms; different types of workshops are also organised in order to find new talent and fresh ideas (Yamada, 2016).

Even after being such a magnificently giant fashion brand, its motive is that we will definitely speak as the world has many things to learn from us, beside that this giant brand it always keens on listening to others view and try to learn from those giving equal respect to individual views. Listening to other’s view is not only for the sake of listening. They learn and try to implement the same wherever mandatory. Training every employee unbiasedly is another key strategy that Burberry follows so that the skill development is equal in every individual irrespective of his or her background and education.

Similarly, the readings of organisational behaviour assignment also states that for keeping up the team spirit and team positivity they always try keeping their team with individuals who always have innovative ideas, exciting execution and all positivity to carry out teamwork. Other than infringement many a times there is issue with brands original product it can be manufacturing defect or any other problem associated with brand product, in order to protect brand reputation every other organisation try and give proper service to the customer so that they are satisfied with the brand and service which will make them revisit the brand. It is the same with Burberry as it also values customer feedback and leaves no stone unturned to satisfy the customer (Zerbo, 2016).

The research on organisational behaviour assignmentillustrates that for running a big and successful business there are numerous perspectives where so ever in the world the franchise is opened everywhere the law and ethics should be strictly followed to maintain the aura of the brand. Else the franchise in different country may experience finding during audit and inspection which won’t be good for the organisational reputation(Rezaei, Allameh and Ansari, 2018). Thus, the findings of organisational behaviour assignment mentions that for running such successful organisation every minute detailneeds to update starting from customer interest, employee friendly environment, strong leadership, efficient steering committee for overall observation, excellent marketing strategy, publicity etc are important. Thus, after studying in details about Burberry herein organisational behaviour assignment it is significant and clear why the brand is so successful worldwide.

Conclusion
After the complete study of organisational behaviour within theorganisational behaviour assignment, we can conclude that for driving an organisation successfully there are endless key points. The key point includes excellent marketing strategy whereby the customer gets attracted, as the ultimate motive is customer attraction. For attracting customers, one needs to implement unique and innovative ideas so that the organisation stands out. Great leadership, a leader is the one who actually drives the organisation by explaining, applying ideas and knitting its entire employee together in an unbiased manner. Because leaders are the one whom every individual joining the organisation look up to. Negotiating and settling down every conflict that comes the way of the organisation with proper justification and validation. And finally team work which is the strength of an organisation that defines how an organisation is run considering its entire employee equally and making them learn how things work in a organisation with positivity which in the long run will make every individual from different backgrounds achieve as a team. Once the organisation balances all factors discussed in the organisational behaviour assignment thatis the moment when an organisation shine.

Reference list
Ceil, C., 2018. Burberry Case Study about Consumer Behavior. Organisational behaviour assignmentAvailable at SSRN 3520418.

Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and integrating online marketing. Taylor & Francis.

Falkner, R., 2017. Business power and conflict in international environmental politics.Springer. Giglioni, C., 2019. Legalistic and commitment-oriented corporate codes of ethics: distinctive macro-textual and lexico-syntactic traits. Ostrava Journal of English Philology, (2).

Goworek, H., Perry, P., Kent, A., Straker, K. and Wrigley, C., 2016. Emotionally engaging customers in the digital age: the case study of “Burberry love”. Journal of Fashion Marketing and Management.

Harrin, E., 2016. Barriers to social media adoption on projects.In Strategic Integration of Social Media into Project Management Practice (pp. 106-124).IGI Global.

Jang, W.E., Wann, D.L. and Ko, Y.J., 2018. Influence of team identification, game outcome, and game process on sport consumers’ happiness. Sport management review, 21(1), pp.63-71.

Lewicki, R.J., Barry, B. and Saunders, D.M., 2016. Essentials of negotiation.McGraw-Hill.

Malisetty, S. and VasanthiKumari, K., 2016.An investigation on relationship of deviance workplace behavior with organisational justice, abusive supervision and work-family conflict. Indian Journal of Science and Technology, 9(39), pp.1-13.

McEwan, D., Ruissen, G.R., Eys, M.A., Zumbo, B.D. and Beauchamp, M.R., 2017. The effectiveness of teamwork training on teamwork behaviors and team performance: a systematic review and meta-analysis of controlled interventions. Organisational behaviour assignmentPloS one, 12(1), p.e0169604.

Mitonga-Monga, J. and Cilliers, F., 2016. Perceived ethical leadership: Its moderating influence on employees’ organisational commitment and organisational citizenship behaviours. Journal of Psychology in Africa, 26(1), pp.35-42.

Nguyen, K.L. and Bug, P., 2016. Burberry: a model for successful technology integration.

Rezaei, A., Allameh, S.M. and Ansari, R., 2018. Effect of organisational culture and organisational learning on organisational innovation: an empirical investigation. International Journal of Productivity and Quality Management, 23(3), pp.307-327.

Robinson, M.A., 2017. “I Need That Week Off!”: An Experiential Exercise on Conflict and Negotiation. Organization Management Journal, 14(3), pp.160-169.

Rossetti, L. and Wall, T., 2017. The impact of story: measuring the impact of story for organisational change. Journal of Work-Applied Management.

Samantara, R. and Sharma, N., 2016. Organisational conflict literature: A Review. Parikalpana: KIIT Journal of Management, 12(2), pp.158-179.

Wesselink, R., Blok, V. and Ringersma, J., 2017.Pro-environmental behaviour in the workplace and the role of managers and organisation. Journal of cleaner production, 168, pp.1679-1687.

Yamada, M., 2016.Strategic Trading Partner Selection for an Upstream Licenser.

Yu, S., Hudders, L. and Cauberghe, V., 2017.Targeting the luxury consumer. Organisational behaviour assignmentJournal of Fashion Marketing and Management.

Zerbo, J., 2016. Protecting Fashion Designs: Not Only What, but Who. Am. U. Bus. L. Rev., 6, p.595.

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