Business Decision Making

Individual Report and Presentation

Business Decision Making

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION..............................................................................................................................11

INTRODUCTION
Decision making is one of the crucial part of organisation and it is very important for an
organisation to take better and effective decision which will help in achievement of desired goals
(Black, 2019). Decision making process includes selecting the most appropriate and better course
of action which will lead to growth and development of organisation. For this report chosen
company is Variety Inn Limited. This company is launching new own clothing brand chain “The
Inn”. It is UK based company and it consider Primark as a rival company. Primark is a well
known company which is dealing in retail sector and providing its products or services to
worldwide area. Primark company is established in 1969 and founder of this organisation id
Arthur Ryan. Headquarter of this organisation is located in Dublin, Ireland. This report includes
primary data collection as well as analysis. In this various data is collected is on the bases of
demographic, customer preferences as well as factors to attract customers. Questionnaire is
developed in order to collect primary data and information.
MAIN BODY
TASK 1
Market research can be consider as a crucial part of organisation as it will help in taking
better decision for growth and development of organisation. There are various sources though
which an researcher can collect data. The major sources which will help research to collet and
gather information. Data which is collected by market researcher will help in taking better
business decisions that will directly lead to increase in organisational performance. It is essential
for market research to used different sources such as primary and secondary data. There are
different sources which will lead in collect appropriate as well as accurate data in order to take
effective decisions.
Primary data refers to the data which is collected or gather though different method as
sources. This of data is also refers as a first hand data as this type of data is never used or
collected. There are different methods that will help in collecting primary data such as survey,
interviews, questionnaire, experiments, observation and so on (García-Peñalvo and Conde,
2014). Research who is collecting data though primary sources will be able to gather accurate as
well as correct information in order to analyse it in right manner. Primary data can be used for

specific purpose in order to take better business decisions. There are advantage as well as
disadvantage of collecting data from primary sources. Primary data and information will help in
collecting more accurate as well as appropriate data. Information that is collected and gather
through primary sources will be able to meet with the requirements and analyse its for
organisational preposes. The drawback of primary data is that research needs to have appropriate
knowledge about the topic and it is considered as an cost effective process.
 Demographic data of customers- Variety Inn Limited company is targeting customers
from the age between 5 to 35. this company is offering its product to male and female
customers. It is targeting customers who are well educated as well as have knowledge
about the stylish and high quality products (Bajomi-Lázár, 2014). It is influence
customers of lower, middle and upper income group individuals.
 Determining factors that attract customers- There are different factors that attract
customers towards any clothing store or company. It has been identified the major factors
that influence customer is price, location, discount sales, product range and many more.
 Compare customer preferences between the discount clothing– Customer preferences
depend upon various factors and they will prefer products which is able to meet with the
need and requirements.
In order to collect information about customers as well as their preferences survey is
conducted. Questionnaire will help in gathering more appropriate as well as accurate data which
is collected from 10 respondents. This information is collected for taking better business decision
that will help in enhancing performance of respective company.
Questionnaire
Name:
Age:
Phone number or Email ID:
1. How often you like to purchase new clothing item or any other accessory
 Less than 5 times in year
 5 to 10 time in year
 More than 19 time in year

2. Which mode of purchasing of clothings you prefer the most?
 Online
 Offline
3. What is the main criteria for you in order to purchase clothing products?
 Brand
 Material
 Quality
 Price
4. What are the major platform through which you get information about new arrival, trends or
a brand?
 Social media platform
 Blogs
 Official website
5. According to you, which clothing brand provide most stylish and high quality products?
 Marks and Spencer
 H&M
 Primark
 Next Plc
6. What are the major factors that attracts you the most at the time of shopping?
 Discount at store
 New arrival of collection
 Celebrity styling products
 All of the above
7. What type of retail outlet you prefer the most that would be most convenience and provide
variety of services ?
 Malls
 Departmental store
 Discount store
 High end designer showrooms
8. Are you attracted towards the special discounts provided by seller?
 Yes

 No
9. According to you which thing is more important “Brand” or “Design/material of the
products”?
 Brand
 Design/material of the products
10. Do you think, it is essential for a new brand to have online presence?
 Yes
 No
11. As per your views, which strategy would be more beneficial for Variety Inn Limited at the
time of introducing new products in UK market.
 Cost leadership
 Differentiation
12. Do you have suggestions for Variety Inn Limited in order to enhance its business.
Interpretation
1. How often you like to purchase new clothing
item or any other accessory
Frequency
 Less than 5 times in year 3
 5 to 10 time in year 2
 More than 15 time in year 5
Interpretation – From the above data it can be identified that most of the respondents
purchase clothing items more that 15 times in years. It has been analysed that 5 respondents
purchase more than 15 times in year. Where as 3 respondents purchase less than 5 years and 2
respondents buy clothing products between 5 to 10 times.
2. Which mode of purchasing of clothings you
prefer the most?
Frequency
 Online 4

 Offline 6
Interpretation – There are two major mode from which an individual can purchase
clothing products. Through the above collected data most of the respondents that is 6 out of 10
prefer offline purchasing of clothing products. Where as other 4 respondents consider that online
purchasing of products is better.
3. What is the main criteria for you in order to
purchase clothing products?
Frequency
 Brand 2
 Material 3
 Quality 3
 Price 2
Interpretation – From the collected data it has been analysed that there are various
criteria on the basis a customer purchase any products. It has been identified that 2 and 3
respondent purchase clothing product on the basis of brand and materials respective. Where as
other 3 and 2 respondents out of 10 chose products on the basis of quality and prices of products
respectively.
4. What are the major platform through which
you get information about new arrival, trends
or a brand?
Frequency
 Social media platform 3
 Blogs 3
 Official website 4
Interpretation – It has been analysed that there are various ways though which a
customers can get information about new arrival, trends as well as brands. From this survey it

has been determined that most of the respondents such as 4 out of 10 collect information from
official website of the company. Where as other 3 and 3 get information from the social media
platform as well as blogs.
5. According to you, which clothing brand
provide most stylish and high quality products?
Frequency
 Marks and Spencer 2
 H&M 3
 Primark 3
 Next Plc 2
Interpretation – As per view point of customers it has been determined which clothing
brand has provide most stylish as well as high quality products. From the above collected data it
has been analysed that 2 and 3 respondents feel that Marks and Spencer or H&M respectively.
Where as other 3 and 2 respondents consider Primark and NEXT Plc as better organisation
respectively.
6. What are the major factors that attracts you
the most at the time of shopping?
Frequency
 Discount at store 2
 New arrival of collection 2
 Celebrity styling products 2
 All of the above 4
Interpretation – From the above graphical representation the major factors that attract
customers has been identified. 2 respondent out of 10 are attractive towards discount at store
where as other 2 and 2 respondents consider that new arrival of collection and celebrity styling

products attract the most. Majorly of respondents that 4 are attractive towards all of the above
elements.
7. What type of retail outlet you prefer the
most that would be most convenience and
provide variety of services ?
Frequency
 Malls 2
 Departmental store 1
 Discount store 4
 High end designer showrooms 3
Interpretation – There are different type of retail outlets that provide different types of
products an services. From the above report it has been analysed that most of the customers that
is 4 prefer discount store where as other 2 and 1 respondents consider mall and departmental
store respectively. Where as other 3 respondents out of 10 prefer high end designer showroom.
8. Are you attracted towards the special
discounts provided by seller?
Frequency
 Yes 7
 No 3
Interpretation – From the above collected data it has been analysed that most of the
customers are attracted towards the different discounts provided by seller as well as company.
There are many companies which is providing different discounts in order to attract more and
more customers towards organisations. As per the data 7 respondents out of 10 responded
positively where as other 3 responded negatively.
9. According to you which thing is more
important “Brand” or “Design/material of the
Frequency

products”?
 Brand 4
 Design/material of the products 6
Interpretation – From the above collected data it has been analysed that which thing is
more preferred by customers brand or design of the products. It has been identified that majority
of respondents that is 6 feels that they prefer more design of products over the brand. Where as
other respondents consider brand is more important.
10. Do you think, it is essential for a new brand
to have online presence?
Frequency
 Yes 8
 No 2
Interpretation – It is essential that new company or new brand to have online presence
as this will help in attracting more and more customers towards organisation. From the above
collected data it has been determined that majority of respondents such as 8 has responded
positively where as only other 2 has responded negatively.
11. As per your views, which strategy would
be more beneficial for Variety Inn Limited at
the time of introducing new products in UK
market.
Frequency
 Cost leadership 4
 Differentiation 6
Interpretation – From the above collected data it has been determined that there are
various strategies that could be adopted by Variety Inn Limited. Strategies that is developed by
this company will help in achieving desired goals and objectives. Most of the respondent

consider that differentiation strategy will be more suitable for this organisation where as other 4
respondent consider that cost leadership strategy should be adopted by this company.
Differentiation strategies will help in offering completely new products to customers.
12. Do you have suggestions for Variety Inn Limited in order to enhance its business.
Interpretation – Yes, this company needs to adopt new and different strategies that will help in
achievement desired goals and objectives. Variety Inn Limited organisation need to use new
and innovative technology as this will help in effective as well as efficient function of
organisation in order to perform better. Technology as well as appropriate strategies will help in
gaining competitive advantage over other rival companies.
TASK 2
Market Share

Clothing
Industry
Profitability
Ratios
4
Q
20
18
3
Q
20
18
2
Q
20
18
1
Q
20
18
Simp
le
Aver
age
4
Q
20
17
3
Q
20
17
2 Q
201
7
1 Q
201
7
Simp
le
Aver
age
4 Q
201
6
3 Q
201
6
2 Q
201
6
1 Q
201
6
Simp
le
Aver
age
20
18
20
18
20
18
20
18
20
17
20
17
201
7
201
7
201
6
201
6
201
6
201
6
Gross Margin
23
.8
9
%
45
.9
5
%
39
.8
1
%
53
.1
4
%
40.70
%
52
.7
2
%
53
.8
1
%
50.7
0%
53.1
8%
52.60
%
41.4
3%
56.7
7%
56.2
4%
58.8
7%
53.33
%
Gross
Margin Annual
(TTM)
40
.0
2
%
48
.0
5
%
50
.1
2
%
52
.6
6
%
47.71
%
52
.3
2
%
49
.2
6
%
49.1
8%
51.2
3%
50.50
%
53.2
8%
61.3
9%
57.9
0%
58.1
2%
57.67
%
Gross Margin
Ranking
#
65
#
44
#
48
#
30
#
44
#
41 # 47 # 41 # 55 # 34 # 38 # 31
EBITDA
Margin
13
.0
7
%
9.
60
%
10
.5
6
%
10
.6
5
%
10.97
%
12
.4
2
%
11
.2
3
%
10.8
3%
7.10
%
10.40
%
13.0
4%
11.9
6%
11.7
5%
11.9
5%
12.18
%
EBITDA
Margin Annual
(TTM)
11
.0
3
%
10
.9
5
%
11
.4
2
%
11
.4
0
%
11.20
%
10
.6
1
%
10
.7
2
%
11.0
0%
11.1
9%
10.88
%
12.3
3%
12.2
4%
12.1
0%
8.82
%
11.37
%
EBITDA
Margin
Ranking
#
51
#
81
#
73
#
74
#
57
#
77 # 72 # 90 # 57 # 65 # 64 # 60
Operating 0. 6. 8. 25 10.22 27 26 25.2 21.6 25.14 16.8 28.5 30.7 31.7 26.98

Margin
00
%
92
%
36
%
.6
1
% %
.3
8
%
.3
0
% 1% 8% % 8% 3% 4% 8% %
Operating
Margin Annual
(TTM)
8.
44
%
17
.3
3
%
22
.3
2
%
26
.3
3
%
18.61
%
24
.9
2
%
22
.1
4
%
21.8
6%
23.9
6%
23.22
%
27.0
5%
35.1
8%
31.5
8%
32.3
3%
31.54
%
Operating
Margin
Ranking
#
93
#
80
#
72
#
14
#
17
#
16 # 17 # 24 # 34 # 16 # 13 # 6
Pre-Tax
Margin
9.
24
%
6.
17
%
7.
00
%
6.
58
%
7.25
%
8.
89
%
7.
18
%
6.89
%
2.73
%
6.42
%
9.01
%
7.79
%
7.87
%
7.66
%
8.08
%
Pre-Tax
Margin Annual
(TTM)
7.
35
%
7.
35
%
7.
65
%
7.
55
%
7.48
%
6.
64
%
6.
63
%
6.88
%
7.07
%
6.81
%
8.23
%
8.31
%
8.25
%
8.37
%
8.29
%
Pre-Tax
Margin
Ranking
#
46
#
78
#
63
#
65
#
40
#
69 # 65 # 93 # 44 # 57 # 56 # 52
Net Margin
7.
34
%
4.
62
%
5.
24
%
5.
03
%
5.56
%
6.
13
%
4.
31
%
4.28
%
1.14
%
3.97
%
5.42
%
5.08
%
4.84
%
4.75
%
5.02
%
Net
Margin Annual
(TTM)
4.
79
%
5.
32
%
5.
32
%
5.
06
%
5.12
%
4.
16
%
3.
91
%
4.14
%
4.22
%
4.11
%
5.04
%
5.13
%
5.14
%
5.20
%
5.13
%
Net Margin
Ranking
#
49
#
79
#
67
#
67
#
51
#
76 # 72 # 94 # 50 # 63 # 56 # 57
Yearly Summary:

Year Gross profit
Operating
profit Net Margin EBITDA Margin
2018 40.7 10.22 5.56% 10.97%
2017 52.6 25.14 3.97% 10.40%
2016 53.33 26.98 5.02% 12.18%
EBITDA Margin
0.050.10.15
10.97% 10.40% 12.18%
EBITDA
2018 2017 2016

Operating profit
051015202530
10.22
25.14 26.98
Operating profit
2018 2017 2016
Net Margin
00.010.020.030.040.050.06 5.56%
3.97%
5.02%
Net profit margin
2018 2017 2016

CONCLUSION
From the above report it can be concluded that it is essential for an organisation to take
better as well as effective decision making. Organisation goal and objectives could be achieve
when it is taking correct as well as appropriate business decisions. It is essential that company is
conducting effective market research by using different methods. Primary as well as secondary
methods will be helpful in taking better business decision as well as enhancing sales and profits
of organisation.
Gross profit
0102030405060
40.7
52.6 53.33
Gross profit
2018 2017 2016

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