Business Decision Making

The project report summarizes the primary and secondary research on Poundland Plc to determine its profitability and effectiveness in the UK market. It covers various results that will help Aboss Ltd offer ideal goods at discounted prices.

Business Decision
Making

Executive Summary
The project report, summarise the primary and secoundary research in the context of
Poundland Plc in order to determine the actual profitability and effectiveness within UK market.

INTRODUCTION
In business term, the decision making method is consider to be very much effective for
the manager and other employees as it aid to make plan to remove problems by selecting
alternative option that are most suitable for the situation. The entire process of business decision
making have a following steps that are needed to be taken into consideration such as determining
the decision, collect useful information, ascertain alternative. As well as weigh each other option,
select the most appropriate, make perfection active and most important see the results. In this
report, Poundland British retail store is selected which offer different products at discounted
price.
This report mainly cover, various results that will help Aboss Ltd to offer ideal goods at
discounted price. The report discuss, questionnaire to gather useful data in order to get the
different essential information. In addition, secondary data collection and analysis so that
competitive assessment in term of market share and profitability can be discussed.
TASK 1
Primary data analysis and gathering
Primary evidence is actually data obtained from first-hand origins by an investigator
which use techniques such as interviews, surveys and experiments. It is gathered specifically
from original sources with considering the main objective of certain project. As reliability of
results is the main advantage of this method but at the same time collecting of data through
primary sources is expensive and time consuming. It is also stated that this method is only
valuable for some type of research like in collecting information about Poundland Plc. Some of
these methods are discussed below:
 Questionnaire method: Questionnaire is perhaps the most obvious data gathering
process, consisting of a series of research-related questions. This approach is very easy to
gather information from a variety of people. This primarily involves the written series of
questions, whether transparent-ended or sealed-ended, to be addressed by the applicants
on the grounds of their experience and knowledge with the subject matter. Mainly
researcher use to make question that help to extract best suitable solution which further
support to make an effective decision.
1

 Interview: It is the most commonly adopted forms for primary data analysis in which the
reporter asks appropriate questions from the participants either directly or by letter to
gain knowledge into the topic being investigated. The investigator can either contact the
participant at work or can join them at the convenient location in order to determine the
actual response of candidate. For example, if large number of candidate are targeted then
to draw meaningful results Email or telephonic interview are best sources.
In order to gain knowledge about the discounted product and services offered by
Poundland Plc questionnaire method is selected that help to define favourable results. To
complete the questionnaire following 35 respondent are selected.
Data Analysis
Personal details
Q1. In which kind of age-group do you belong?
a) 18-26 10
b) 27-40 12
c) 41-65 13
Mean 11.6666666667
Median 12
Mode 10
Std.D 2.1213203436
2

a) 18-26 b) 27-40 c) 41-65
0
2
4
6
8
10
12
14
10
12
13
Column D
Interpretation: From the above it has been analysed that maximum number of people
are from the age group 41-65 years. The different statistical presentation shows that these
candidate are more effective to draw meaningful results.
Q2. What is your gender?
a) Male 18
b) Female 12
c) Other 5
Mean 11.6666666667
Median 12
Mode 3
Std.D 9.1923881554
Interpretation: The table shows that maximum number of candidates are males as they
frequently visit different supermarkets store in order to buy necessary goods. Female candidates
are likely to buy goods from nearby store.
3

a) Male b) Female c) Other
0
2
4
6
8
10
12
14
16
18
20
18
12
5
Column D
Q3. What is your education level?
a) Primary 10
b) Secondary 8
c) University 17
Mean 11.6666666667
Median 10
Mode 10
Std.D 4.9497474683
Interpretation: The University study is the maximum education level for the candidates
selected for conducting research on Poundland. The statistical analysis define that more educated
personnel are able to give better results.
4

a) Primary b) Secondary c) University
0
2
4
6
8
10
12
14
16
18
10
8
17
Column D
Q4 Your total income for a month (GBP)?
a) 700-1000 14
b) 1500-3000 12
c) 4000-5000 9
Mean 11.6666666667
Median 12
Mode 5
Std.D 3.5355339059
Interpretation: It is observed that income level decide the actual spending of an
individual during a month. The above tables shows that most the candidate chosen for the
research receive 700-1000 GBP per month.
5

a) 700-1000 b) 1500-3000 c) 4000-5000
0
2
4
6
8
10
12
14
16
14
12
9
Column D
Q5 What is your actual spending for a month (GBP)?
a) 100-150 8
b) 200-300 20
c) 400-500 7
Mean 11.6666666667
Median 8
Mode 1
Std.D 0.7071067812
Interpretation: The above tables interpret that most of the applicants spend 200 to 300
GBP within a month in order to buy needed product to meet the basic requirements.
6

a) 100-150 b) 200-300 c) 400-500
0
5
10
15
20
25
8
20
7
Column D
Q6. Does location is an important element to be consider while opening new store for
Poundland?
a) Strongly agree 22
b) Agree 10
c) Disagree 3
Mean 11.6666666667
Median 10
Mode 1
Std.D 13.4350288425
7

1 2 3
0
5
10
15
20
25
22
10
3
Column D
Column E
Interpretation: from the above, it is analysed that around 22 individual thinks that
location of Poundland must be in the centre of the city so that customer can easily visit the store.
Some people thinks that location is not the main and far distance give customer more experience
to properly access the product of company.
Q7. Are prices of goods offered by Poundland reasonable?
a) Strongly agree 15
b) Agree 16
c) Disagree 4
Mean 11.6666666667
Median 15
Mode 3
Std.D 7.7781745931
Interpretation: Reasonable price are always attraction of large number of customer that
give them better experience of shopping. From the questionnaire it has been determined that 15
customer are highly satisfied with the facts that Poundland are offering goods at reasonable
prices which makes the popular among different rivals available in market.
8

a) Strongly agree b) Agree c) Disagree
0
2
4
6
8
10
12
14
16
18
15 16
4
Column D
Column E
Q8. Do company offer any special discounts on festive seasons?
a) Strongly agree 10
b) Agree 9
c) Disagree 16
Mean 11.6666666667
Median 10
Mode 1
Std.D 0.7071067812
Interpretation: In present time customer are always waiting for special discount. In the
above table it has been ascertained that 16 respondent selected for the research in the context of
respective company states that there are no additional discount or offer schemes on festival
seasons. Thus to gain more popularity company must add specific features to increase and make
customer feel special while shopping.
9

a) Strongly agree b) Agree c) Disagree
0
2
4
6
8
10
12
14
16
18
10
16
9 Column D
Column E
Q9. Does Poundland have variety product range?
a) Strongly agree 19
b) Agree 10
c) Disagree 6
Mean 11.6666666667
Median 10
Mode 1
Std.D 9.1923881554
Interpretation: The table above discuses that customer 19 are strongly agree with the
facts that company is providing different kind of food such as child product, goods for old age
people etc. This is consider to be main component for Poundland gaining more profit margin as
compared to other big supermarket.
10

a) Strongly
agree
b) Agree c) Disagree
0
2
4
6
8
10
12
14
16
18
20 19
10
6
Column D
Column E
Q10)Is there proper convenience facilities to reach store?
a) Strongly agree 15
b) Agree 12
c) Disagree 8
Mean 11.6666666667
Median 12
Mode 7
Std.D 4.9497474683
a) Strongly agree b) Agree c) Disagree
0
2
4
6
8
10
12
14
16 15
12
8
Column J
11

Interpretation: The table above shows that customer are attached to store as they do not
face any problem while reaching their to purchase any item. It s determined that 15 respondent
thinks that store is located within centre of city which makes easier to buy any product at any
time.
Q11) Do you like the payment Style offered by Poundland?
a) Strongly agree 22
b) Agree 10
c) Disagree 3
Mean 11.6666666667
Median 12
Mode 5
Std.D 7.7781745931
a) Strongly agree b) Agree c) Disagree
0
5
10
15
20
25
22
10
3
Column J
Interpretation: From the above table, it is ascertained that maximum number of
customer are in favour of company payment style such as 22 are strongly agree with the facts.
Purchase in the store get extreme level of satisfaction as there is barcode scanner placed on every
side of store which make easier to pay bills.
Q12) Does company offer additional sales features after
purchase of luxury items?
12

a) Strongly agree 17
b) Agree 10
c) Disagree 8
Mean 11.6666666667
Median 10
Mode 1
Std.D 6.3639610307
a) Strongly agree b) Agree c) Disagree
0
2
4
6
8
10
12
14
16
18 17
10
8 Column J
Interpretation: The above graph shows that company in order to make customer
satisfied provide additional features on purchase of luxury item like on buying of LED or other
expensive electronic movies tickets are given. 17 respondent are strongly agree with the fact,
while 8 think that there must be more additional benefits for customer.
Customer preferences
Q13 Which sort of product mixture does customer prefer to purchase?
a) High 11
b) Medium 15
c) Low 9
Mean 11.6666666667
Median 11
13

Mode 2
Std.D 1.41
Interpretation: In the above table, it is noticed that mostly medium group of customer
are likely to buy different product as they keep on fluctuating on different product to get the best
taste. From 35 respondent, 15 are in favour that customer of medium group prefer different
product mix.
a) High b) Medium c) Low
0
2
4
6
8
10
12
14
16
11
15
9
Column N
Q14 Which kind of consumer group purchase branded products?
a) High 17
b) Medium 12
c) Low 6
Mean 11.6666666667
Median 12
Mode 5
Std.D 7.7781745931
Interpretation: The above table shows that mostly high group range of customer are
bounded to buy branded product that makes them feel satisfied. Around 17 candidate selected for
14

research from 35 thinks that high range customer group are more focused to buy goods with
popular brand value and image.
a) High b) Medium c) Low
0
2
4
6
8
10
12
14
16
18 17
12
6
Column N
15

Q15 What type of customer give more importance to online sales?
a) High 20
b) Medium 10
c) Low 5
Mean 11.6666666667
Median 10
Mode 0
Std.D 10.6066017178
Interpretation: In present time, customer wants to save time and cost, thus they prefer
buying goods from online site as compared to going in store and making purchase. The above
tables shows that 20 people are more attached to Poundland Online website in order to make
purchase rather visting store again and again.
a) High b) Medium c) Low
0
5
10
15
20
25
Column N
Q16 What is your opinion about after sales customer services?
a) High 15
b) Medium 15
16

c) Low 5
Mean 11.6666666667
Median 15
Mode 0
Std.D 7.0710678119
Interpretation: A customer happiness is depended upon buying best good and receiving
valuable after sales services. From the above table it has been determined that there is an equal
response by the respondent. Such as 15 thinks high group customer wants after sales services and
other 15 thinks that medium group people wants sales services to get fully satisfied by company.
a) High b) Medium c) Low
0
2
4
6
8
10
12
14
16 15 15
5
Column N
Q17 In your opinion which consumer group wants Poundland to be opened for 24 hours?
a) High 10
b) Medium 15
c) Low 10
Mean 11.6666666667
Median 10
17

Mode 0
Std.D 0
Interpretation: Nowadays customer prefer to make purchase at anytime without any
interference. The table above shows that 10 candidate think that high range customer group
wants Poundland to open some 24 hours operating stores in the city. On the other side 15
candidate thinks that medium group customer those are most of the time engage in doing job
prepare 24 hours open store so that they can easily buy different goods.
a) High b) Medium c) Low
0
2
4
6
8
10
12
14
16
10
15
10
Column N
Q18 How much customer are satisfied with home delivery services?
a) High 14
b) Medium 16
c) Low 5
Mean 11.6666666667
Median 14
Mode 4
18

Std.D 6.3639610307
a) High b) Medium c) Low
0
2
4
6
8
10
12
14
16
18
14
16
5
Column N
Interpretation: The above table discuses the, 14 candidate subjected to research thinks
that basically medium customer group are more satisfied with the home delivery services of
Purndland. While 14 people have a strong belief that customer of high group are more satisfied
with the home delivery offered by company.
Q 19) How attractive Ambiance offered by the store?
a) High 18
b) Medium 10
c) Low 7
Mean 11.6666666667
Median 10
Mode 4
Std.D 7.7781745931
19

a) High b) Medium c) Low
0
2
4
6
8
10
12
14
16
18
20
18
10
7
Column J
Interpretation: In the above table it has been clearly determined that Poundland
Ambience is better than other competitor firm. As 18 customer of High group feel store is a
better place to visit and 10 thinks that there is requirement for some changes to make it a best
place. While remaining member thinks competitive firm provide better surrounding which make
customer more satisfied.
Q 20 Company have enough parking space?
a) High 19
b) Medium 7
c) Low 9
Mean 11.6666666667
Median 9
Mode 1
Std.D 7.0710678119
20

a) High b) Medium c) Low
0
2
4
6
8
10
12
14
16
18
20 19
7
9 Column J
Interpretation: The above table shows, 19 customer have a strong belief that Poundland
have enough for making parking which do not create situation of traffic. On the other side 9
people think that there must be more space for parking of heavy vehicle or delivery van which do
not disturb customer.
Secondary data and analysis
Market share of Poundland Plc and other superstore
Year 2017 2018 2019
Poundland 20.00% 19.20% 20.20%
The above chart shows that market share of Poundland in 2017 was 20.00% that decrease
due rivals selling same goods at decent price in year 2018 which is 19.2%. However the market
21

share increase in next year as company start selling valuable goods at reasonable prices as it was
20.22%.
Market share of Morrisons
Year 2017 2018 2019
Morrisons 10.40% 10.40% 10.10%
The above graph shows that the Morrison market share is extremely doing well from few
years such as the market share in 2017 and 2018 is 10.40%. The company market share decrease
in 2019 as 10.10% due to high competition in market.
Market share of Tesco
Year 2017 2018 2019
Tesco 27.80% 27.40% 27.00%
22

Interpretation: Tesco's market penetration graph was described in the various years of
2017, 2018 & 2019. The firm's growth in 2016 is strong and reaches 27.80%, but drops in 2017
& 2018 but reaches 27.40% & 27.00%.
Market share of ASDA
Year 2017 2018 2019
ASDA 15.30% 15.20% 14.90%
Interpretation: In the above map, it was evaluated that ASDA has a strong market
situation, but due to the increasing number of competitors, the share of the market declines and
decreases in 2017 as compared to 2018 & 2019.
Operating Profit of Poundland and other stores
Year 2017 2018 2019
Operating Profit 8.41% 7.91% 8.21%
23

In year 2017 the percentage of operating profit was higher for Poundland as compared to
next years as company is not able to control operating expenses and income generation are lower
in 2018. However with the support of effective control on operating expensing operating profit
increase in 2019 which is 8.21%.
Morrison
Year 2017 2018 2019
Operating Profit 2.67% 2.54% 2.49%
Interpretation: Based on the above map & table, it is established that the firm's
operating income has fallen due to the external influences influencing the success of the firm. To
do this, the competitors that react to the same products and services must be properly maintained
at the cheap price.
Operating profit
24

2017 2018 2019
1.17 1.56 2.08
The above chart shows that revenue for company keeps on increasing year by year as
different product offer by Tesco at lower price as compared to other competitors. The operating
profit margin also increased as manager implement different strategies to control cost of
operations.
Operating profit of ASDA
2017 2018 2019
6.42 5.18 3.12
25

The revenue ASDA keeps on increasing year to year as customer are more attached with
product of company which help in raising revenue. But at the same time the operating profit
keeps on decreasing due to which net profit also diminishing as overall expenses are more as
compared to income level.
Profit after tax of Poundland
Profit after tax of Morrison
Year 2017 2018 2019
Profit after tax -40 1206 1322
Interpretation: According to the map, the income after tax of the Morrison company
after tax is negative in 2017 but in 2018 & 2019 and retains a good market place.
Profit after tax of Tesco
Year 2017 2018 2019
Profit after tax 305 311 244
26

Interpretation: The Tesco good profit after tax in the year of 2017 was £ 305, but in the
year 2018 it was also continued to decline even in the year 2019. Thanks to the reduction of the
supermarket's tax rate gain.
Profit after tax of ASDA
Year 2017 2018 2019
Profit after tax 201 215 198
Interpretation: The map above described the business facing multiple costs that reduce
the rate of profits and have low after-tax gain. The organization had £ 201 in the year 2017, £
2015 in 2018, and £ 198 in 2019. It is steadily declining.
Key finding
From the above primary data analysis it has been determined that customer support the
services and goods offered by Poundland. It is also identified that customer like to consume
variety of food items which make them satisfy and help company to attain a favourable
advantage in the competitive market. Similarly, from the secondary data analysis, the main
finding in the context of Poundland is that as compared to other competitors there is a
progressive growth of market share in recent time. The net profit of company is also increasing
year by and year and total customer base as also grown in effective manner which is a good sign.
Recommendation
As is implied by analysis, Pondland has a great position within united kingdom market,
thus Aboss Ltd implements the specific retailer's business strategy of the company and opens a
new discount superstore. They use to offer low-priced goods and services and make customer
feels more satisfied as compared to other businesses. Therefore, in the competitive environment,
27

different forms of department store such as Pondland, Tesco offer different goods at lower
prices. It is recommended that promotions can be rendered in the relevant organisation. To this
manager can create a team that handles all operations and analyses the market in order to know
customer interest and tastes and can offer various useful goods with specific additional benefits
and discounts.
CONCLUSION
According to the above argument, it is concluded that BDM seems to be an significant
process that makes company to make valuable plans while facing serious situation and
successfully carry business operation to reach the business goals. It is an important method that
follows accurate details in a comprehensive manner and assessment to make good decisions
according to the multiple business circumstances. In order to promote the diverse atmosphere,
top level management applies the respective approach to draw meaningful results. This also
helpful in conducting research by considering primary and secondary source of information.
28

REFERENCERS
Books and Journals:
Lee, S. and Seo, K. K., 2016. A hybrid multi-criteria decision-making model for a cloud service
selection problem using BSC, fuzzy Delphi method and fuzzy AHP. Wireless Personal
Communications. 86(1). pp.57-75.
Wang, B. and Hsieh, C. H., 2015. Measuring the value of patents with fuzzy multiple criteria
decision making: insight into the practices of the Industrial Technology Research
Institute. Technological Forecasting and Social Change. 92. pp.263-275.
29

Appendices
Questionnaire
Personal details
Q1. In which kind of age-group do you belong?
a) 18-26
b) 27-40
c) 41-65
Q2. What is your gender?
a) Male
b) Female
c) Other
Q3. What is your education level?
a) Primary
b) Secondary
c) University
Q4 Your total income for a month (GBP)?
a) 700-1000
b) 1500-3000
c) 4000-5000
Q5 What is your actual spending for a month (GBP)?
a) 100-150
b) 200-300
c) 400-500
Attractive Factors
30

Q6. Does location is an important element to be consider while opening new store for
Poundland?
a) Strongly agree
b) Agree
c) Disagree
Q7. Are prices of goods offered by Poundland reasonable?
a) Strongly agree
b) Agree
c) Disagree
Q8. Do company offer any special discounts on festive seasons?
a) Strongly agree
b) Agree
c) Disagree
Q9. Does Poundland have variety product range?
a) Strongly agree
b) Agree
c) Disagree
Q10) Is there proper convenience facilities to reach store?
a) Strongly agree
b) Agree
c) Disagree
Q11) Do you like the payment Style offered by Poundland?
a) Strongly agree
b) Agree
c) Disagree
Q12) Does company offer additional sales features after purchase of luxury items?
a) Strongly agree
b) Agree
c) Disagree
Customer Preferences
Q13 Which sort of product mixture does customer prefer to purchase?
a) High
31

b) Medium
c) Low
Q14 Which kind of consumer group purchase branded products?
a) 1
b) 2
c) 3
Q15 What type of customer give more importance to online sales?
a) High
b) Medium
c) Low
Q16 What is your opinion about after sales customer services?
a) High
b) Medium
c) Low
Q17 In your opinion which consumer group wants Poundland to be opened for 24 hours?
a) High
b) Medium
c) Low
Q18 How satisfied are you with home delivery services?
a) High
b) Medium
c) Low
Q 19) How attractive Ambiance offered by the store?
a) High
b) Medium
c) Low
Q 20 Company have enough parking space?
a) High
b) Medium
c) Low
Responses
Personal details
32

Q1. In which kind of age-group do you belong?
a) 18-26 10
b) 27-40 12
c) 41-65 13
Q2. What is your gender?
a) Male 18
b) Female 12
c) Other 5
Q3. What is your education level?
a) Primary 10
b) Secondary 8
c) University 17
Q4 Your total income for a month (GBP)?
a) 700-1000 14
b) 1500-3000 12
c) 4000-5000 9
Q5 What is your actual spending for a month (GBP)?
a) 100-150 8
b) 200-300 20
c) 400-500 7
Attractive Factors
Q6. Does location is an important element to be consider while opening new store for
Poundland?
a) Strongly agree 22
b) Agree 10
c) Disagree 3
Q7. Are prices of goods offered by Poundland reasonable?
a) Strongly agree 15
b) Agree 16
c) Disagree 4
Q8. Do company offer any special discounts on festive seasons?
33

a) Strongly agree 10
b) Agree 16
c) Disagree 9
Q9. Does Poundland have variety product range?
a) Strongly agree 19
b) Agree 10
c) Disagree 6
Q10)Is there proper convenience facilities to reach store?
a) Strongly agree 15
b) Agree 12
c) Disagree 8
Q11) Do you like the payment Style offered by Poundland?
a) Strongly agree 22
b) Agree 10
c) Disagree
Q12) Does company offer additional sales features after
purchase of luxury items?
a) Strongly agree 17
b) Agree 10
c) Disagree 8
Customer Preferences
Q13 Which sort of product mixture does customer prefer to purchase?
a) High 11
b) Medium 15
c) Low 9
Q14 Which kind of consumer group purchase branded products?
a) High 17
34

b) Medium 12
c) Low 6
Q15 What type of customer give more importance to online sales?
a) High 20
b) Medium 10
c) Low 5
Q16 What is your opinion about after sales customer services?
a) High 15
b) Medium 15
c) Low 5
Q17 In your opinion which consumer group wants Poundland to be opened for 24 hours?
a) High 10
b) Medium 15
c) Low 10
Q18 How much customer are satisfied with home delivery services?
a) High 14
b) Medium 16
c) Low 5
Q 19) How attractive Ambiance offered by the store?
a) High 18
b) Medium 10
c) Low 7
Q 20 Company have enough parking space?
a) High 19
b) Medium 7
c) Low 9
35