Organizational structure of Burberry

Organization structure refers to how a company organizes its employees and activities to
achieve its goals. There are several types of organizational structures, each with advantages
and disadvantages. Several common organizational structures exist, including functional,
divisional, and matrix structures. I have chosen Burberry as the organization to focus on.
Burberry is a well-known luxury fashion brand with a global presence.

A Matrix Structure Burberry

In a matrix organizational structure, employees have two
reporting relationships - one to a functional manager and
another to a project or product manager. This type of
structure provides greater flexibility and encourages
collaboration between different parts of the organization.
For a fashion company like Burberry, a matrix structure
could be useful for managing complex projects or product
lines that require input and collaboration from various
functions, such as design, marketing, and production.

In a simpler sense:

Matrix structure = 2 reporting relationships: functional

manager & project/product manager. Provides flexibility &
encourages collaboration. Useful for managing complex
projects in fashion companies like Burberry.

The chart above shows that the CEO oversees Burberry's functional activities and works with
the senior management team. The company is divided into four categories - products,
production and sourcing, distribution patterns, and marketing communications - to achieve
success. Burberry has a unique logo and conducts extensive advertising to create and maintain
its customer base.