Business Decision Making

Business Decision Making

EXECUTIVE SUMMARY
Business decision making refers to the selection of suitable option out of several
alternatives available. For this project, Lidl has been selected which offers retail products or
services to the customers at discounted price. In this, for assessing customer’s preferences and
attitude towards new store survey has been conducted. In addition to this, secondary sources
have also been evaluated for getting suitable information. It can be summarized from the
evaluation that customer’s give more priority to both price and quality of products. Thus, by
making focusing focus on such aspects Lidl can get desired level of outcome or success. In
addition to this, it has assessed that customers prefer to purchase products from both physical and
online store. Thus, at the time of developing competent strategic and policy framework regarding
new store launching business unit should keep in mind such aspects.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Primary data collection................................................................................................................3
Analysis of primary data set........................................................................................................6
Collection of secondary data.....................................................................................................16
Analysis of secondary data........................................................................................................18
Key findings...............................................................................................................................20
Conclusion and recommendations.............................................................................................21
REFERENCES..............................................................................................................................23

INTRODUCTION
In the current times, business units are required to take significant decisions about
operations by evaluating market growth opportunities and competitor’s activities. Manager is
assigned with accountability to make optimum utilization of funds by doing assessment of
investment opportunities. The present report is based on the case scenario of Lidl which is
planning to launch discount supermarket chain. However, in this regard, high level of
competition takes place in UK as there are several retailers namely Sainsbury, Morrison’s Tesco,
ASDA etc are offering products or services at discounted prices. In this, report will shed light on
the customer’s preferences with regards to the supermarket chain in terms of price, location,
convenience etc. Further, report will also highlight the extent to which financial performance and
position of Lidl good in comparison to the competitors. By this, firm would become able to take
significant measures for performance improvement and maximization of profitability.
MAIN BODY
Primary data collection
In order to assess customer’s needs, wants and preferences with regards to discounted
supermarket chain primary data will be gathered by Lidl through the means of survey via
questionnaire. Hence, survey will be conducted on 50 customers of Lidl to identify their
preferences pertaining to product, price, place and promotion. Through this, Lidl can set
appropriate marketing mix and thereby would become able to gain competitive edge over rivals.
Questionnaire is included in appendix
Analysis of primary data set
Theme 2:
Particulars Responses % of responses
25-35 years 10 20%

26-45 years 15 30%
45-55 years 15 30%
56 years and above 10 20%
Total 50 100%
Theme 3: Gender
Particulars Responses % of responses
Male 20 40%
Female 30 60%
Total 50 100%

Theme 4: Education
Particulars Responses % of responses
Diploma 5 10%
Graduation 10 20%
Post-graduation and diploma 25 50%
No higher studies 5 10%
Total 50 100%