Business Decision Making

This project report focuses on the importance of business decision making and the role of research in making informed decisions. It includes primary and secondary research findings on a company's expansion plans and financial performance.

BUSINESS DECISION
MAKING

EXECUTIVE SUMMARY
The project report is based on research on a company so that they can take suitable
decisions. Under the report both primary and secondary research has been performed. The
primary research abstracts that company should focus those aspects which are beneficial for
them. As well as secondary research summarize financial performance of three United Kingdom
clothing stores.

Contents
EXECUTIVE SUMMARY.........................................................................................................................2
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
Task 1. Primary data collection:..............................................................................................................3
Task 2. Secondary data collection.........................................................................................................23
KEY FINDINGS.......................................................................................................................................25
CONCLUSION AND RECOMMENDATION.........................................................................................26
REFERENCES..........................................................................................................................................27

INTRODUCTION
The company's judgment-making term is too important. It is related to decision-making
on the basis of proper evaluation and research (Gong, Simpson, Koh and Tan, 2018). Without
proper analysis, it can be difficult for businesses to determine impact of external factors as well
as they will not be able to take correct decisions. The project report is based on a company that is
Primark clothing. This company wants to expand its business and for this purpose both primary,
secondary research has been done. Under the first task, questionnaire is prepared which is a basis
of primary research. While in the secondary research, financial information of chosen company
and its comparative companies is done.
MAIN BODY
Task 1. Primary data collection:
Primary research is described by researchers as a technique used to directly collect
information rather than by the data gathered in the past research (Andjelic and Vesic, 2017).
Companies or entities can perform primary research itself or hire a third party for it. One
important benefit of primary research is that this research method is "pinpointed." Research only
focuses on a particular issue or problem. In regards to above Primark clothing, this research has
been done in such manner by help of different questionnaire:
Designing a questionnaire: A questionnaire is a tool for research comprising a collection of
structured questions to collect data from one or more participants about a statistically valuable
subject (Qin, Liang and Wei, 2017). Herein, below a set of questions is prepared which is based
on 15 respondents:
1. What is your Gender?
Gender Frequency
Male 7 46.66%

Female 8 53.33
Total 15 100.00%
Male
Female
42.00% 44.00% 46.00% 48.00% 50.00% 52.00% 54.00%
47%
53%
Gender
Percentage
Analysis- This diagram reveals that more customers out of 15
respondents are female. Although there are 4 male clients. Thus
above company should focus on female customers. This is
indicating that above needs to focus on those products which are
preferred by female customers. It is so because by doing so, above
company will be able to generate higher revenues.
2. What is your Age group?
Age group Frequency
16-24 3 20%
25-34 4 26.66%
35-44 4 26.66%
44+ 4 26.66%

Total 15 100%
16-24
25-34
35-44
44+
0% 5% 10% 15% 20% 25% 30%
20.00%
26.66%
26.66%
26.66%
Age group
Percentage
Analysis- On the basis of above mentioned chart, this can be find out
that there are only 20% customers whose age is between 16 to 24
years. While 26.67% customers age is of between 25 to 34 years,
35-44 and more than 44 years. This is indicating that above
company needs to focus on those customers whose age is above
24 years. Thus, above mentioned company needs to focus those
products which are being liked by customers whose age is above
24 years. If they will do so then it will be beneficial for them to
generate higher revenues.
3. Frequency of your visit to Primark

Frequency of visiting Frequency
Most of the times 8 53.33%
Sometimes 4 26.67%
Rarely 2 13.33%
Never 1 6.67%
Total 15 100%
Most of the times
Sometimes
Rarely
Never
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%
53.33%
26.67%
13.33%
6.67%
Frequency of visit
Percentage
Analysis- On the basis of above mentioned chart, this can be find out
that there are 53.33% customers who visits at store most of times.
While 26.67% comes to store sometimes as well as 13.33%
customers rarely visit to store and 6.67% never comes. It indicates
that there is more number of customers who visit most of times in
the store. Herein, this is important to know that above store should
focus on encourage those customers who never visits to the store

so that their sales revenue can be increase.
4. How much do you spend on an average on shopping from
Primark in month
Spending in a month Frequency
Less than £20 4 26.67
£20-£50 6 40
£50-£100 2 13.33
£100+ 3 20
Total 15 100%
Less than £20
£20-£50
£50-£100
£100+
0 5 10 15 20 25 30 35 40 45
26.67
40
13.33
20
spending in a month
Percentage
Analysis- On the basis of above chart, this can be found out that there
are 27% customers who spend less than 20 pounds. As well as
40% customers spend around 20 to 40 pounds. In addition, 20%
customers spend more than 100 pounds. While 13% customers
spend between 50 to 100 pounds. This is indicating that there are

more number of customers who are focused on spending 20 to 50
pounds. Thus, above Primark store needs to focus on those
customers who spend more like those 20% customers who spend
more than 100 pounds.
5. Buying Pattern: -
How often do you buy the following items from Primark?
Alwa
ys
Frequent
ly
Occasional
ly
Rarel
y
Neve
r
Cloths 1 2 2 5
Footwe
ar 2 1 1 4
Beauty
product
s 2 1 3
Kids
clothing 1 1 2
Others 1 1
Cloths
Footwear
Beauty products
Kids clothing
Others
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
33.33%
26.66%
20.00%
13.33%
6.66%
Series1
Analysis- On the basis of above mentioned chart this can be stated
that there are more number of customers who focus on buying cloths.

As there are 33.33% customers who focus on purchasing of cloths. In
addition 26.66% customers focus on purchasing footwear. 20%
customers buy beauty products and 13.33 % kids’ cloths. This is
showing that there are more number of customers who want to buy
clothing products. Thus above store needs to focus one expansion of
clothing market. If they will do so than it will be easier for them to
attract more number of customers. Along with, second best product is
footwear which is liked by customers hence, above company needs to
increase stock level of footwear so that they can generate higher
revenues.
6. Which one of promotional programs is your favorite?
Promotional event Frequency
Vouchers 2 13.33%
Loyalty card 5 33.33%
Promotions 3 20%
Buy one get one free 5 33.33%
Total 15 100

Vouchers
Loyalty card
Promotions
Buy one get
one free
0.00% 5.00% 10.00%15.00%20.00%25.00%30.00%35.00%
13.33%
33.33%
20.00%
33.33%
Promotional events
Percentage
Analysis- On the basis of above chart this can be find out that there
are 33.33% customers are attracted with loyalty program and buy
one get one free. While only 13.33% customers like vouchers
system of above store. In addition, 20% like promotion of above
store. This is indicating that above store needs to focus on those
events in which customers’ number is higher. The more number
of customers like buy one get one free concept. If they will do so
than there will be more customers.
7. Does the promotional program motivate you to buy more?
a. Yes b. No
Impact of Promotional event Frequency
Yes 9 60%
No 6 40%
Total 15 100

Yes
No
0% 10% 20% 30% 40% 50% 60% 70%
60%
40%
Impact of promotional events
Percentage
Analysis- On the basis of above chart, this can be stated that there are
60% customers who like the promotional events and get attracted to
virssit the store. On the other hand there are 40% customers who do
not like promotional events and do not visit the stores. Hence, above
company needs to focus more on the promotional events so that more
number of customers can come to their store. This can become
possible only possible when they will make invest in the promotional
activities.
Consumer Satisfaction: -
8. Please measure your satisfaction with the following infrastructure factors.
Poo
r Fair Satisfactory Good Excellent Frequency %
Shopping
Environment 2 1 1 5 33.33
Security
Facilities 2 2 4 26.66

Opening
Hours 2 1 3 20
Location 1 1 2 13.33
Checkout
counters 1 1 6.67
Shopping Environment
Security Facilities
Opening Hours
Location
Checkout counters
0 5 10 15 20 25 30 35
33.33
26.66
20
13.33
6.67
Consumer Satisfaction
%
Analysis- On the basis of chart, this can be finding out that there are 33.33% customers who are
satisfied with environment of shopping. While 26.66% customers are happy with security
facilities. In addition, 20% customers are satisfied with opening hours along with 13.33%
customers are happy with location of store. While only, 6.67% customers are satisfied with
counter facilities. In this aspect, above company needs to focus on those elements in which
their customers’ satisfaction level is lower such as counter facility, location of store etc. if
they will do so then more number of customers will be satisfied and sales will be higher.
9. Please measure your satisfaction with the following product info.
Poo
r Fair
Satisfactor
y Good
Excellent Frequenc
y %
Product
Display - 2 3 -
-
5 33.33

Customer
service - - - 2
1
3 20
Price of
products - 2 2 -
-
4 26.66
Product
quality - - 2 -
1
3 20
Product Display
Customer service
Price of products
Product quality
0 5 10 15 20 25 30 35
33.33
20
26.66
20
%
%
Analysis- On the basis of above chart this can be find out that there are 33.33% customers
who are satisfied with product display of above company. While 26.6% customers are
satisfied from price of product. In addition, 20% customers are satisfied with product quality
and customer service. This is indicating that above company needs to focus on product
quality and customer service so that more number of customers can get attracted to the store.
10. What score would you like to give Primark?
Ratings Frequency Percentage
1 0 -
2 0 -
3 0 -

4 0 -
5 5 33.33%
6 2 13.33%
7 3 20%
8 4 26.66%
9 1 6.67
10 0 -
Total 15 100
1
2
3
4
5
6
7
8
9
10
0 1 2 3 4 5 6 7 8
0
0
0
0
0.3333
0.1333
0.2
0.2666
6.67
0
Percentage
Percentage
Analysis- On the basis of above chart this can be find out that there are 33.33% customers
who gave rating of 5. While only one customer gave rating of 9. On the other hands, there is
no customer who gave rating of 10. This is showing the service of above company is average
which needs to be improved because of most of the customers gave rating of 5 to 8.

Task 2. Secondary data collection
Secondary research requires the publishing of research content in academic papers etc. The
public library, database, statistics from surveys that have already been conducted etc. will make
such documents available (Schwartz, 2016). In the aspect of above company, this research has
been done below in such manner:
Market share of Primark clothing and its competitors:
The proportion of a company held by a given entity is the market share. "Marketers must
be willing, by increasing with market share or by acquiring the share of rivals, to convert and
turn revenue goals into a market share. Herein, below market share of different companies is
explained in detailed in relation with Primark clothing plc:
Company 2008 2018
Primark clothing plc 4.6 6.9
Mark and Spencer 10.9 8.3
Next plc 7.0 7.0
Tesco plc 17 27.1

Primark
clothing plc Mark and
Spencer Next plc Tesco plc
0
2
4
6
8
10
12
14
16
18
4.6
10.9
7
17
6.9
8.3
7
0.271
2008
2018
Analysis- On the basis of above chart, this can be find out that among three companies, Mark
and Spencer plc has higher amount of market share in all three years. While Next plc has second
best market share this is 7.4%, 7% and 7.1% in all three years. On the other hand, Primark
clothing plc has lower market shares. Apart from it, Tesco plc has market share of 17% in year
2008 and 27.01% in year 2018. This is indicating that this company had almost 10 times better
market share in year 2018 as compared to year 2008. While rest of companies’ growth is not so
higher. In addition, this graph is indicating that Tesco plc has higher market share among these
companies. In general, only that company can generate higher revenue that has higher market
share and Tesco is that plc. In addition Primark clothing plc has lower market share. Thus, this
company needs to focus on increasing market share so that more number of revenues can be
generated.
 Compare the Gross Profit Margin of Primark and other clothing stores.
Gross profit is the difference between profits and expense of the goods sold separated by
revenue. As a percentage, the major margin is expressed. The sale price of a commodity, less the
selling cost of products, is usually determined. Gross Margin is sometimes used for Gross
Income interchangeably, but definitions differ. Herein, below gross margin of different
companies is mentioned in such manner:

Company 2016 2017 2018
Primark clothing plc 23.4 23.5 23
Mark and Spencer 39.1 38.5 37.8
Next plc 34.7 33.7 33.4
Tesco plc 5.2 5.2 5.8
Primark clothing
plc Mark and
Spencer Next plc Tesco plc
0
5
10
15
20
25
30
35
40
45
23.4
39.1
34.7
5.2
23.5
38.5
33.7
5.2
23
37.8
33.4
5.8
2016
2017
2018
Analysis- On the basis of above mentioned chart, this can be find out that Mark and Spencer plc
has higher percentage of gross margin in all three years. Such as in year 2016, it was of 39.1%,
38.5% in year 2017 and 37.8% in year 2018. While in comparative manner, Primark clothing plc
has lower gross margin which indicates that company is needed to focus on their revenues and
cost of goods sold. In addition, Tesco plc has lower gross margin that is of 5.2% in year 2016 as
well as same for next year. Along with 5.8% for year 2018. This is indicating that this company
has lower gross margin. As well as Next plc also has good profit margin in compare to Primark
clothing store. In overall comparative manner, this can be stated that Mark and Spencer has
higher gross margin in all the years.

KEY FINDINGS
On the basis of primary data collection- In line with 20 questions, it can be reported that the
majority of customers concentrate on those related aspects which are linked to customer
suitability. In addition, more consumers prefer internet shopping and home delivery of products.
On the basis of secondary data collection- On the basis of comparison of the financial
performance of five British retailers this can be find out that Mark and Spencer plc is much
better than the other companies. In the aspect of Primark clothing plc, this can be stated that their
performance is weaker.
CONCLUSION AND RECOMMENDATION
On the basis of above project report this can be concluded that both primary and
secondary research is crucial for business entities. The first part of the report is based on primary
research which enables Primark clothing store to open up its store at an attractive location and
price performance. The second part enables with the financial performance of the numerous UK
stores. It concludes that Primark clothing plc has better financial performance.
Recommendation:
• They should open a store in the UK to attract more consumers in prime location.
• Efficient pricing methods should be introduced.
• Above business should concentrate on online distribution of its goods.
• Specific target consumers should be chosen to generate higher sales.
• The business should also sell its goods via home delivery to most consumers, as needed.

REFERENCES
Books and journal:
Gong, M., Simpson, A., Koh, L. and Tan, K.H., 2018. Inside out: The interrelationships of
sustainable performance metrics and its effect on business decision making: Theory and
practice. Resources, Conservation and Recycling. 128. pp.155-166.
Andjelic, S. and Vesic, T., 2017. The importance of financial analysis for business decision
making. In Book of proceedings from Sixth International Scientific Conference
Employment, Education and Entrepreneurship (pp. 9-25).
Schwartz, M.S., 2016. Ethical decision-making theory: An integrated approach. Journal of
Business Ethics. 139(4). pp.755-776.
Qin, Q., Liang, F., Li, L. and Wei, Y.M., 2017. Selection of energy performance contracting
business models: A behavioral decision-making approach. Renewable and Sustainable
Energy Reviews. 72. pp.422-433.
Janssen, M., van der Voort, H. and Wahyudi, A., 2017. Factors influencing big data decision-
making quality. Journal of Business Research. 70. pp.338-345.
Wei, G. and Lu, M., 2018. Pythagorean fuzzy power aggregation operators in multiple attribute
decision making. International Journal of Intelligent Systems. 33(1). pp.169-186.