Issues of Gender Equality in the Retail Industry: A Case Study of ASDA

This research focuses on the issues of gender equality in the retail industry, specifically through a case study of ASDA. It explores the concept of equal pay, analyzes the impact of inequality on operations, and suggests measures to overcome barriers. The research aims to identify the issues associated with equal pay and its impact on gender equality within the retail industry.

Professional
Development and
Practice

Table of Contents
INTRODUCTION...........................................................................................................................3
BACKGROUND OF SITUATION.................................................................................................4
LITERATURE REVIEW................................................................................................................5
RESEARCH METHODOLOGIES.................................................................................................7
FINDINGS AND ANALYSIS......................................................................................................10
Porter's five forces................................................................................................................10
Maslow hierarchy theory......................................................................................................11
4 P's of marketing..........................................................................................................................14
CONCLUSIONS AND RECOMMENDATIONS........................................................................15
REFERENCES..............................................................................................................................16
Books and Journal................................................................................................................16

INTRODUCTION
Business research is an important part of ethics is related to performing business
functions and meeting needs by analyzing current business functions. This can be evaluated that
there is the number of business which has to include to meet needs and perform all those
activates according to requirement (Kristal, Cohen, and Navot, 2020). This is related to all those
functions which have to be performed to meet needs and effectively perform all function. In this
research, there is the use of all those functions which can be utilized to meet needs. This is based
on the case study of ASDA. It is a British multinational firm which is performing in business
functions related to the retail industry. It is operating its business function in the UK and global
level. The firm is performing a business function that has to be performed to meet needs. This is
an effective function where a manager has to achieve business functions and manage all those
roles effectively.
Research Aim:
To identify the issues associated with equal pay and its impact on gender equality within
the retail industry. A study on ASDA.
Research Objectives
 To understand the concept of equal pay in context to business.
 To determine the issues faces by ASDA due to inequality at the workplace.
 To analyze the impact of inequality on the operations of ASDA. To access the measures that can be opted by ASDA to overcome the barriers of gender
equality.
Research Questions
 What is the concept of equal pay in context to business?
 What are the issues faces by ASDA due to inequality at the workplace?
 Identification of the impact of inequality over the operations of ASDA?
 What are the measures that can be opted by ASDA to overcome the barriers of gender
equality?
Under this is a different factor that has to be used. This is related to the use of effective
practices and which have to be performed to meet perforce standards and virtually meet all those
functions. This can also be said that several business functions can be used to meet needs and
achieve business function. Under this, it is evaluated that there are many issues which are faced

by the chosen firm. This report is also consist discussion on the business function where a
manager can perform alternative according to needs and achieve business objectives. There is the
use of effective research methods which are utilized according to business functions.
BACKGROUND OF SITUATION
ASDA is a global business firm which is selling consumer goods. This is also identified
that several business functions can be used to achieve business projects and manage all these
functions according to needs. Under this, it is identified that many functions have to be
performed to meet needs (Mullany, and Yoong, 2018). Here, the firm is facing a major issue
which is related to the use of business functions and perform all those roles according to needs.
This is evaluated that firm is facing issues related to the needs of a business firm and allegations
related to unequal pay. This is impacting on perforce of the business firm as well as on the
business environment. There is some female staff which is facing difficulties concerning
business function and unequal pay. These all are those function which has to be used to meet
needs and perform a business function according to requirement. There are many employees
which are facing difficulties in this context and facing issues because of unequal pay. This is
also impacting business and leading to face difficulties in business management. This is also
related to building trust in employees and performing a business function. These are associated
with the roles of managers and bring effective functions. There is the different function within
ASDA which impacting on firm’s operations (Cundiff and Vescio, 2016). This is related to
meeting needs and managing all those business functions where a manager can take effective
decisions. This can also be related to all those objectives which can be used to manage this issue.
This can also see that this is impacting customer trust and leads to changes in business politics.
Commenting on the case, Adam Pennington, an employment lawyer at Stephenson’s, said: "This
is a highly significant case not only for Asda and the 35,000 workers affected but also for the
private sector as a whole. If the Supreme Court rules in favor of the employees, in this case, it
will open up the possibility of claims against any other employer where there is a discrepancy
between the rates of pay in the depot and those found in store. These are those individuals which
are facing difficulties while suffering from issues in a business firm. This becomes all those
responsibilities of management in the firm to use plans to meet employee expectations and save
an image of a business firm in the market (Sharma, 2016). This will also help in functioning

acceding to needs so that managers can use help and perform all these functions according to
these objectives. This helps the firm in meeting expectations and performing effectively.
LITERATURE REVIEW
To understand the concept of equal pay in context to business.
According to (Ronen, 2018), every organization needs to follow equality in the
workplace to serve the employees. It is important to treat everyone alike and provide the same
salary for the work they are doing. No one should be discriminated against based on gender. Men
and women if they are working for an organization they are both equal and should be treated
equally. In today's time, no doubt how developed an organization is and the professional culture
they are following the employees are discriminated against and are not given equal pay. There
are many grounds by which the employees are discriminated against and are not able to get equal
pay. There is a relationship between the job responsibility and the pay given to the workers. It is
one of the concepts under labor laws that talk that the employees that are working under the
same organization and are working on the same job description should be given equal pay. Equal
pay includes all the payments that are given to the employees. The work that is given to all the
employees and they can complete so it is the responsibility of the employer to pay them
accordingly and equally. It is a legal presumption that men and women that work together and in
the same field should be treated equally. It should be checked and reviewed that all the
employees are getting equal pay irrespective of the gender they belong to.
To determine the issues faces by ASDA due to inequality at the workplace.
According to (Lee and Parpart, 2018), many of the workers of ASDA that are mainly
women filed a complaint against the company saying they are not getting equal pay for the same
work they are doing concerning the men that are working. The dispute got filled in Supreme
Court as all the women were not able to get equal; wages and pay for the same work that the men
of the organization are doing. There was a comparison that the men who are working in the retail
industry at the same position are not paid in the same manner. The supermarkets normally have
the shelf-stackers are women and it is the responsibility of the employers to provide them equal
pay and they claim that all the employees that are men are getting more pay. The women were
not treated equally and they were working for the benefit of the company and are contributing
the same that the men are doing for the organization. They should also be paid equal wages and
should not be discriminated against as they are working the same as the men are working for the

organization. Wheresoever’s is felling of discrimination the morale to employees go down and
they are not able to work effectively and will not achieve the goals and targets of the
organization. This makes a problem for the organization as the others who are in the same
industry can take advantage of all this and gain more customers. The organization should take
care of all these things and treat the employees equally and give them equal opportunities to
work and follow in the operations in favor of the organization. Unequal pay is a big problem that
is seen and in retail sector also the women are paid less than men for the same work they are
doing and strict actions should be taken for that. As the women of ASDA have filed the
complaint in Supreme Court which will help them get equality and the pay that they deserve.
To analyze the impact of inequality on the operations of ASDA.
According to a viewpoint of Kraińska, (2016), As there are differences in wages paid to
men and women concerning ASDA, there are many problems that are faced by the organization
as employees that are especially women feel demotivated and do not work with their full
strengths. The Women employees of the organization become less productive and the business is
unable to gain more profits. Also, the women will spread the news everywhere and the image of
the company will also go down. To maintain goodwill the company should take care of the equal
wage factor as it is vital to pay the women the same pay. This may also lead to problem as the
employees will file the complaint and the company has to face proceedings in the court, that will
also impact the operations of the organization negatively. The better the company wants its
employees to work and make the production effectively it is essential to keep the employees
motivated by treating them equally and giving them equal pay so as they work with all the efforts
for the benefit of the company. The company has faced a case against it and the goodwill has
also gone due to this so this will also impact the company and the production that is taking place.
All the employees that are working will not able to work smoothly due to the inequality that is
facing. Also, there are chances that the employees leave the job and then this will also become a
hindrance for the organization as the goals and objectives related to productivity would not be
achieved. Production is an important part of the success of an organization and they should focus
on it to achieve the targets and success of the organization.
To access the measures that can be opted by ASDA to overcome the barriers of gender
equality.

According to Kraińska, (2016), when the women employees of an organization are not
treated equally and are not paid equal wages for the work that they are doing, then it is
problematic for an organization as it decreases the productivity and creates a bad image of the
organization. ASDA should take care of its employees and should work on giving all the
employees equal wages as it is desired by the employees. All the women that are working for the
organization. ASDA should understand the needs of employees and gave them all importance by
paying them equal pay. The organization should launch programs to spread the awareness and
importance of equality of employees and also treat them equally is important. All the employees
no matter they are men and women all should be given equal opportunity and pay them equally
as this will help the organization to grow. The company should encourage women and also give
them power and should trust the women employees so as they can work with full motivation and
help the company to be successful. There should be taken care of all the employee and they
should be paid equal salaries and wages that are required and should be given for that job.
RESEARCH METHODOLOGIES
Research methodology is the way of gathering information systematically on a given
topic. The research defines the collection of data, facts, and statistics into a research paper. It is a
study of acknowledging the topic, make reliable research, and present it systematically so that a
reader must that overall knowledge about what it has searched for this topic (Kuby, 2017). A
researcher goes through with various sources of information from where it could get the required
information to complete their research. The aims and objectives of doing research are to go
through full and efficient information on the given topic and make it presentable for the reader.
Information conducting in research methodology involves the criteria and be able of
differentiating what to collect and what not. Moreover, it also considers the best sources and
methods of collection such as primary and secondary sources. Various elements need to take into
consideration while doing research. These elements are discussed below:
Research approach
Research approaches examine the methods of research that clarify the area of search and
formulate strategies to make reliable research. There two types of research approaches are
Inductive and Deductive. Inductive research does not base on any theoretical aspect (Bruun,
2016). It evaluates observation and analysis of the processor information from a relevant source
and the researcher makes its perception by going through with the overview of collected facts.

This method sets a theory as per the observation. In simple words, in this method, no existing
theory would be on and the creation of new theories would be finalizing the resulted outcome.
This research is based on inductive research where all the facts and figures have been covered
with proper understanding. While doing deductive research, it corresponds to inductive research
as it is all based on theoretical aspects even the research is performed only when a realistic
theory would be involved. According to the theory, a researcher starts understanding the issues
and whole criteria of a topic in which inductive research has been performed. After gets involved
with the criteria, the researcher prepares a hypothesis that should be based on existing theory.
The hypothesis involves a personal overview regarding the issues and topic which will get
analyzed and pass on with the test of its relevancy. In the present report, there is use inductive
approach, this is used as the research is based on qualitative approaches.
Research Philosophy
Research philosophy is based on the nature and relevancy of knowledge which a reader
gets while reading. It defines ways of collecting data and used it inappropriate manner. It
provides primary and secondary data collection which gives overall knowledge of the criteria
there are four philosophies. These are Pragmatism, Positivism, Realism, and Interpretivism. In
the context of Pragmatism, this philosophy, the research could be mixed or multiple with the set
of specific designs. It could be done in both ways qualitative and quantitative. In Positivism, this
philosophy is based on the positive aspect and analysis of positive findings of the research. It is
highly structured and prepares with full efficiency (Huaman, 2019). It could also be in both
ways. it includes large samples to demonstrate the understanding between positive and negative
criterion. About realism philosophy, methods which are used in taking this aspect must be fitted
and must be realistic as per the research and collected information. Both the methods could be
used but needs to be relevant and defines the proper way of systematic study of the paper.
Interpretivism philosophy has provided deep knowledge of the concepts and whole criteria by
focusing on small samples and valuation. As it requires a high investigation procedure with a
qualitative method. This research is based on interpretivism to get recommendable knowledge
and criteria. In the context of the present report, it is based on interpretive as this research is
based on theoretical analysis where there will be the use of existing theories to research effective
way.
Design of research

It is the overall view of research that has been taken by the researcher to include effective
types of methods and techniques that is suitable for the given topic to make the research
successful (Finley, Messinger, and Mazur, 2020). There are mainly three types of research
design I.e. data collection, measurement, and analysis. These designs provide deep methods to
get accurate information and creditability of the topic so that it has breakdown these designs into
below mentioned designs:
Experimental research design: This research is based on the hit and trial method.
Which defines the criteria and interrelation of performing the research that shows cause and its
effects over the subject? It shows dependency over one variable to other.
Descriptive research design: This design of the research is predictable by own interest
to showcase the information in a wide form and gives the whole knowledge about situations and
case. It shows the whole insights about how and why the research has been taken. This research
is based on this design which shows the probably most fitted data.
Data collection
Data collection is a method through which a researcher collects the information related to
the research. It is important to know the method through which the data is collected. There are
two ways of collecting data that is primary and secondary (Tobias and Galpin, 2020). In a
primary, there is first-hand data that is being collected by the researcher through making
questionnaires and the second is a secondary method of data collection. In a secondary method,
there is the use of already published articles, journals, and books. The already existing data is
used for making the present research which is concerning ASDA and gender inequality that is
faced by the employees of the workplace. It is important to decide the right way of collecting the
data to do the research successfully.
Research choice
It is analyzed that two main important types of research are Qualitative research and
Quantitative research. Both are very important for the success of research effectively and
efficiently. It is analyzed that organizations used both types of research for their project so that
they can accomplish their goals and targets of the project. Qualitative research is referring to
project that expressed in words rather than numerical terms (Trigoni, 2016). The most common
qualitative research methods are observations in words, the interview that allows answers i.e.
open-ended, etc. Quantitative research is the type where the researcher uses quantitative

techniques for expressing their research that expressed in numbers and graphs. It used many
mathematical tools that help to give answers or result in numerical form. The answer or outcome
can be measurable because of the numerical questions that can be quantified. Their interview
sessions are close-ended because of the quantitative nature of questions that don't allow the
thoughts and ideas of the individual (Ali and McCarty, 2020). This research report is based on
qualitative data's means it is expressed in words and not considering numerical data. This report
is based on observations that are evaluated from qualitative research. Concerning the present
report, there will be the use of qualitative information. This will help in performing the research
in an improvised form where data can be collected from different sources.
FINDINGS AND ANALYSIS
Porter's five forces
This is an industrial analysis which is related to scanning business functions and meeting
needs according to requirement. This model is used to achieve the business objective by analysis
of marketing functions and performing. To ASDA, there is a discussion about all those factors
which are essential for a business firm to achieve business objectives and manage roles
according to needs. These are discussed below:
Power of customer: This can be different from that function where the customer is the
most important function infirm. This factor involves the power of the customer in business
function. This is related to performing all those functions and meeting needs by using these
powers. This can be said that ASDA is operating in a market where there are several customers
to products and services offered by the firm. This acts as a competitive advantage to the firm in
meeting needs.
Power of suppliers: This can be stated as that factor that is related to the use of the
effective function to check the power of suppliers. Under this, there is a discussion about
different factors which can be used to achieve business objectives. In context to business firm
ASDA; this is evaluated that firm is using all those functions which have to be performing. This
can be used to identified and effectively manage all functions. This can be evaluated that this act
as advantages to firm. Under this firm can easily manage all those functions and achieve better
results by effectively using tools.

The threat of new entrants: ASDA is in the retailing industry, so the entry of new
novice is a constant threat. Novice can create their retailing network in a market so conveniently,
whereas new novice also has initial capital investment high than an existing one, it is also a
constant threat which is faced by an organization. These threats are managed and stabilized by
ASDA by improving their skills, services, performance and launching new products by
innovative and creative ideology.
Threats of substitute products or services: In the retail industry, it is common to
launch any new product or service by a competitor, which may replace the current product and it
may satisfy the demands of consumers in the same way or better way (Johansson and
Abrahamsson, 2018). ASDA resolves this threat by making their performance and services its
priority rather than product, by modifying a product differently so that consumers may get
satisfied and they have to pay the worthy amount if they go for a substitute product.
Rivalry among existing competitors: Rivalry amidst or among existing firms or
organizations reveals the number or list of competitors that give vigorous competition to ASDA.
Profitability becomes minimize in this case as other industries opt for targets, presentation, and
launching strategies against each other. In this case, ASDA tackles these threats by focusing on
managing and executing a strategy plan, taking benefits of economics scale, brand valuation, and
better customer relationship management.
Maslow hierarchy theory
Maslow's hierarchy theory was introduced by Abraham Maslow. This theory works on
five basic essential needs of the human being to motivate them. He proposed a pyramid in
context to explain those five essential basic needs, termed as 'hierarchy of needs. According to
the theory, an individual aims to attain the necessities (Zimmermann, 2016). Once an individual
able to achieve the standard of life gets increased and the individual aims to achieve safety needs
in life. Thus, with each satisfaction, another need generates which has a higher requirement than
the last one and requires more effort to attain. ASDA adopted Maslow's theory of hierarchy. The
lower level base employees at ASDA are the one's lower grade as they are supposed to fulfill
their basic needs first. As the employee grows in the organization, the employees are promoted
to a higher level. The progress of an employee gives a meaning that the employee is climbing up
in Maslow's pyramid.

Basic or physical needs: These needs come at the bottom of the pyramid so, every
employee needs to be fulfilled by the firm. Basic needs indulge basic needs of any living such as
water, food, place of work, regular wages, etc. According to theory, it is a basic right of
employees that needs to be fulfilled by the organization. ASDA satisfied their employees by
providing regular monthly pay, disciplined working decorum, and essential facilities to their
employees.
Security needs: After basic needs, security needs are on the second counting from the
bottom. It is the security needs of any employee, whether they feel secure in an organization or
not, Maslow suggested that attaining one level brings out the motivation to achieve furthermore
levels. ASDA tackles these factors by providing their employees' schemes and programs to
assure safety. Schemes and programs like pension plans, health plans, etc. (Stone, 2018). These
facilities are provided by an organization that attracts more employees towards the firm and
motivates existing ones.
Social needs: When two of the basic needs are fulfilled, a relationship begins between an
organization and the employee. According to the theory, being socially active is equally
important as basic needs. It can be achieved only if employees feel socially connected with the
organization they will be regular to the organization (Youm and Yamaguchi, 2019). Some facts
that can satisfy the social needs of employees include teamwork, acceptance, belonging, love,
friendships, etc. ASDA fulfills this need by maintaining the work decorum, motivating
employees to achieve a more, friendly environment. The company follows the popular saying
"Strength in Unity" which gives the better result to the organization to achieve its goals.
Self – Esteem: Self-esteem includes self-respect, respect from others, a sense of
achievement, and confidence to do the work efficiently. To satisfy these needs include rewarding
high performance in public, praise for hard work, promotions, etc. ASDA solves this need of
employees by putting them first and listing the problems they are facing regarding self-esteem. It
also provides feedbacks site which makes it more convenient for employees to convey and
express them freely.
Self–Fulfilment: Maslow stated that attaining one level of theory motivates us to
conquer the next, so after the achievement of all four theories employees further move to self-
growth or self-actualization. This can achieve by practice, experience, and giving more
challenges, developing new interests, and increasing the area of creativeness of an employee.

ASDA provides varieties of personal development programs, an opportunity for promotions,
career progression programs to employees which help employees to enhance and improve their
skills and to take new challenges in the future. By these skills, they also become creative and
socially develop and it is beneficial in conducting an excitement in them to work.

4 P's of marketing
It is a vital method of making a product distributed into the market. A business operates
to make valuable products and services but it is not only one task they have to perform. There is
a bundle of activities that needs to be time-focused on. Therefore, to not make complexity into
production and distribution, marketing is necessary to analyze market offers. It is the tool of
marketing mix under which essential elements are criticized due to the large competition in the
market. So that there are 4 essential elements of marketing that are closely interrelated and
necessary to use one other within continuation. Thus, it creates a model of product, price, place,
and promotion so that ASDA could scatter their products into the large market with an effective
strategy.
Product: Under this element, an organization has some product or service which it wants
to render into the market. But this requires a whole procedure of product size, look out, texture
and its relevancy as per people demand. It involves the process of all product initials. There
would be an extreme need to first analyze customer demand and interest in the product. ASDA
must focus on every aspect before production and predetermined plans of branding and
promotion must be encouraged.
Price: It is the most influenced factor by the general public, price must be decided as per
product quality so that it defines its relevance and worthiness. ASDA has their best quality
product and prices are reasonable. To set up a price for a specified product there must be
research of competitors and their pricing unit to compete with them for their sustainable growth.
The price must be affordable, quality-based to fulfill the customer’s utility.
Place: A business's offerings and their success are dependent on people where they
distributed their products at a particular market. Therefore, the place must be essentially where
more gatherings and involvement of the public. Also, it requires the distribution of products as
per demographic factors of people's age, income, and gender. ASDA needs to first categorize the
market and evaluate perfect channels of distribution.
Promotion: it is the last but vital function of the marketing mix through which any
organization defines ways to promote their products so that customers could get aware of new or
existing goods that are coming into the market. Use of best promotion tool wills significantly
gives best results in growing production and proficiency ASDA could use television, social ads,
newspaper, and radio to get competitive advantage into the market.

CONCLUSIONS AND RECOMMENDATIONS
From the above, it can be concluded that that the employees in an organization should be
given equal opportunity as when the employees are treated equally the organization can achieve
all the goals and objectives efficiently. ASDA is a famous retail store and has a brand image in
the market the company should take care of all the laws and responsibilities that are desirable
and should be followed by them. The organization has to take care of employees that are
working and ensure that they are getting equal rights all the employees should be given proper
motivation that helps the organization to work for the organization and increases the productivity
of the company. The organization in which both men and women are working should pay both of
them equally as they are working for the same responsibilities. There should be programs and
plans that help to gain the success of the organization by giving equal treatment to all the
employees. If the employees are not given equal salary, then they do not feel good while working
and that decrease the goodwill of the organization. Underwritten are the recommendations:
 The manager of the organization should follow the code of conduct and work according
to the laws that are made. All the rules should be followed by an organization.
 The organization should work on decreasing the inequality among men and women and
promote equality by giving the entire employee whether they are men or women by
paying them equal wages for the work they are doing.
 The women employees should also raise their voices and do not accept the discrimination
and ask for equal pay that the men are getting for the same job.

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