BDM Report: Market Analysis and Data Collection for Essential Ltd

BDM Report

EXECUTIVE SUMMARY
In order to expand strategically in the market so that the set targets of company can be
achieved it is important that the market is analysed by collecting detailed information through
primary and secondary data collection. These methods help in gaining information regarding the
needs and wants of customers and how the competitors are able to attract customers and fulfil
customer demands. In this report data collection will be done so that before establishing new
business knowledge about the market and competitors can be gained so that efficient business
decisions can be made.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Primary data collection...........................................................................................................4
Analysis of primary data........................................................................................................6
Secondary data collection.....................................................................................................17
Analysis of secondary data...................................................................................................19
Key findings.........................................................................................................................19
Recommendations................................................................................................................20
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................21

INTRODUCTION
In the contemporary world where the competition among businesses is increasing, the
importance of data collection and its interpretation so that effective results can be found that can
help in decision making have also become important. In order to efficiently compete in martlet
and to sustain in the competitive market it is important that data is collected using qualitative and
quantitative methods so that an overall view of market can be gained. In this report data
collection and its analysis will be done for Essential Ltd so that it can successfully launch its
supermarket stores that will offer groceries and general merchandise to customers at lowest rates
in UK. Further interpretation of data so collected will be done along with formulation of
recommendations so that it can sustain in the competitive marketplace.
MAIN BODY
Primary data collection
When data is collected for the first time by researcher directly from sources by the way of
questionnaires, surveys, interviews etc. so that fresh data can be gathered that can help in making
correct interpretations and evaluations (Babić, 2017). The authenticity and reliability of such data
collected is high as it is collected directly from the sources by researcher. In order to gain the
responses of customers for the discount supermarket Lidl a questionnaire containing 15 questions
will be used to gather necessary information from 30 customers. This can help Essential Ltd in
gaining information on how Lidl is able to attract a large number of customers.
Questionnaire
Q1) Which age group of people do the most purchasing from Lidl?
a) Age 20-35
b) Age 35-60
c) Above 60
Q2) Which gender group of people shop more at Lidl?
a) Men
b) Women
Q3) What is the educational level of its customers?
a) Less educated
b) Moderately educated

c) Highly educated
Q4) How much does the customers spend in their one purchase?
a) Between $50-300
b) More than $300
Q5) The income group of people who shop at Lidl?
a) Between $25,000 and $150,000
b) More than $150,000
Q6) How do the location of Lidl attract customers?
a) Easily accessible store locations
b) Difficulty in accessing stores
Q7) What attracts the customers most to shop from Lidl?
a) Low prices
b) Frequent and heavy discounts
Q8) Why is shopping at Lidl convenient to customers?
a) Easy display
b) Large variety of products
Q9) What are the variety of products available to customers?
a) Branded products
b) Groceries and general merchandise
Q10) Shopping at Lidl is conducted mostly at?
a) Online
b) In stores
Q11) What else attract customers to shop from Lidl?
a) Ambience and space
b) Easy mode of payment
Q12) Are the goods which customers want available at the Lidl stores?
a) Yes
b) No
Q13) What are the other stores which customers prefer over Lidl?
a) Tesco
b) Asda

c) Sainsbury
Q14) How can more customers be reached by Lidl?
a) Promotions
b) Social media advertising
c) Discounts and offers
Q15) What help Lidl in achieving high customer satisfaction?
a) Discounted prices
b) Large variety of products
c) High market research
Analysis of primary data
After gathering data from 30 customers of Lidl; following results can be found which can
be interpreted and analysed in such a manner that effective decisions can be made by Essential
Ltd:
Q1) Which age group of people do the most
purchasing from Lidl?
Frequency
Age 20-35 15
Age 35-60 10
Above 60 5