Impact of Decision Making on Lidl's Performance in the UK Supermarket

Business decision making

TABLE OF CONTENTS
Executive Summary.........................................................................................................................3
INTRODUCTION...........................................................................................................................4
MAINBODY...................................................................................................................................4
Primary data collection................................................................................................................4
Analysis of primary data collection.............................................................................................7
Secondary data collection and analysis.....................................................................................20
Theme:1 Comparison between Lidl’s market share and supermarkets.....................................20
Theme:2 Comparison between Lidl’s revenue and other supermarkets....................................21
Theme:3 Comparison between Lidl’s operating profit margin with other supermarkets..........21
Findings.....................................................................................................................................22
CONCLUSION..............................................................................................................................22
Recommendation.......................................................................................................................23
REFERENCES..............................................................................................................................24

Executive Summary
It has given overview of Lidl company and it’s performance in the UK’s supermarket. It
has provided understanding about customers psychology and their attitudes for the Lidl’s
products. it has covered two type methods i.e. primary data and secondary data which used for
data collection and assisted to analyse effectively. It has encompassed questionnaires, data
analysis and literature review as well.

INTRODUCTION
A decision is referred to the course of action that selects from a set of alternatives fro
achieving organizational goal. Decision-making plays essential role in the business because it
supports to meet it’s objective within predetermined time and budget. There are three major
functional areas of decision-making i.e. strategic decision, financial decision and investment
decision which impacts organization’s productivity, performance and operations effectively.
Investment decision relates company that where should the funds invest so that easy to expand
business in the business market and gains financial benefits (Cuervo‐Cazurra and et.al., 2017).
On the other hand, financial decision is about procurement of the funds. This report includes data
collection methods i.e. primary and secondary that applies for explaining data gathered.
Background: Lidl plc is one of the most discounted supermarkets which is located in Germany. It
gives overviews of the company that attracts customer to prefer shopping form the Lidl as
compared other competitors. This report encompasses questionnaires, data analysis and literature
review as well.
MAINBODY
Primary data collection
Questionnaires
Name:
Age:
Q.1. Does average income of the customers effects on the selection of the particular products
of the Lidl company?
 Yes
 No
 Not sure
Q.2. What are the factors that attracts customers towards Lidl?
 Location
 Price
 Product range

 Sales
 All of them
Q.3. What are the Lidl’s customer preferences in buying decision?
 Branding
 Wide product line
 Online sales
 All of them
Q.4. How many younger generations prefers products of the Lidl company?
 50%
 25%
 15%
Q.5. What are the strategies follow by Lidl to attract customer?
 Product segmentation
 Digital marketing strategy
 Home delivery services
 All of them
Q.6. How many customers prefer quality product of the Lidl company as compared to other
competitors?
 50%
 20%
 11%
 7%
Q.7. Why customer prefer to do shopping in the Lidl company?
 Product quality
 customer satisfaction
 Employee wellbeing
 All of them
Q.8. Is Lidl’s ambience and space affects customer preferences?
 Yes
 No
 Not sure

Q.9. Is packaging of the Lidl impacts on the customer’s buying decision?
 Yes
 No
 Not sure
Q.10.Is geographical location of shop affects sales volume of the company?
 Yes
 No
 Not sure
Q.11. How many customer’s prefers online services by Lidl?
 28%
 52%
 10%
 8%
Q.12. What gender is targeted customer of the Lidl?
 Male
 Female
 Both male and female
Q.13. Is price factor impacts customer’s buying behaviour?
 Yes
 No
 Not sure
Q.14. Do you think branding of Lidl’s product impacts buying behaviour of the customer?
 Yes
 Not
 Not sure
Q.15 Is Lidl cheaper than other supermarkets in UK?
 Yes
 No
 Not sure