Business Decision Making Report: Aldi Supermarket Analysis

This report provides an in-depth analysis of Aldi's business decision-making processes, incorporating both primary and secondary data. The primary data analysis, based on a survey of 20 Aldi customers, explores consumer demographics, spending habits, and perceptions of Aldi's offerings. Key findings reveal that a majority of participants are aware of Aldi, are within the 18-30 age group, and are female. The analysis also highlights consumer preferences for household essentials and the impact of discount rates and online platforms on sales. Secondary data analysis examines Aldi's financial performance, comparing it with competitors like Sainsbury's, M&S, Next Plc, and T.K. Maxx from 2017 to 2020. This includes an evaluation of gross and operating profit margins, revealing fluctuating trends and the need for cost control. The report concludes with recommendations, suggesting that Aldi should focus on improving profit levels and maintaining a strong market position in the competitive landscape.

BUSINESS
DECISION MAKING

INTRODUCTION
Business decision-making is an effective process which is significant in analysing the
necessary and relevant set of information in order to take decision and attain common goals
and objectives. This study will highlight on the primary and secondary data collection and
analysis. Aldi is considered to be as a discount supermarket chain which was founded in the
year 1946 by Karl and Theo Albrecht.

TASK 1: PRIMARY DATA COLLECTION AND ANALYSIS
Theme 1: Yes, maximum number of participants are aware about the company
Aldi.
PARTICULARS NUMBER OF
PARTICIPANTS
% OF PARTICIPANTS
Yes 14 70.00%
No 4 20.00%
Maybe 2 10.00%
TOTAL 20 100.00%
Yes No Maybe
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
70.00%
20.00%
10.00%
% OF PARTICIPANTS

Theme 2: Maximum number of participants belong
to the age group of 18 to 30 years.
PARTICULARS NUMBER OF
PARTICIPANTS
% OF PARTICIPANTS
18 to 30 years 8 40.00%
30 to 45 years 6 30.00%
45 to 55 years 4 20.00%
More than 55 years 2 10.00%
TOTAL 20 100.00%
40.00%
30.00%
20.00%
10.00%
18 to 30 years
30 to 45 years
45 to 55 years
More than 55 years

Theme 3: Maximum number of
participants are female.
PARTICULARS NUMBER OF
PARTICIPANTS
% OF PARTICIPANTS
Male 7 35.00%
Female 10 50.00%
Bisexual 3 15.00%
TOTAL 20 100.00%
Male Female Bisexual
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
0.5
35.00%
50.00%
15.00%
% OF PARTICIPANTS

Theme 4: Maximum number of participants have
completed Post graduation as educational
qualification.
PARTICULARS NUMBER OF
PARTICIPANTS
% OF PARTICIPANTS
Higher education 3 15.00%
Graduation 7 35.00%
Post graduation 10 50.00%
TOTAL 20 100.00%
15.00%
35.00%
50.00% Higher education
Graduation
Post graduation

Theme 5: Maximum number of participants spend
£500 to £700 on the products of Aldi annually.
PARTICULARS NUMBER OF
PARTICIPANTS
% OF PARTICIPANTS
£100 to £300 2 10.00%
£300 to £500 5 25.00%
£500 to £700 9 45.00%
More than £700 4 20.00%
TOTAL 20 100.00%

Theme 6: The income level of the maximum participants
is within the range of £1200 to £1500 every month.
PARTICULARS NUMBER OF
PARTICIPANTS
% OF PARTICIPANTS
£500 to £800 3 15.00%
£800 to £1200 5 25.00%
£1200 to £1500 8 40.00%
More than £1500 4 20.00%
TOTAL 20 100.00%

Theme 7: Maximum number of participants make
purchase from Aldi company often.
PARTICULARS NUMBER OF
PARTICIPANTS
% OF PARTICIPANTS
Often 12 60.00%
Less often 2 10.00%
More often 6 30.00%
TOTAL 20 100.00%
Often Less often More often
0
0.1
0.2
0.3
0.4
0.5
0.6
60.00%
10.00%
30.00%
% OF PARTICIPANTS

Theme 8: Highly agreed, heavy discount rates attract
more customers from across the UK.
PARTICULARS NUMBER OF
PARTICIPANTS
% OF PARTICIPANTS
Agreed 4 20.00%
Highly agreed 11 55.00%
Disagreed 2 10.00%
Highly disagreed 1 5.00%
Neutral 2 10.00%
TOTAL 20 100.00%
20.00%
55.00%
10.00%
5.00%
10.00%
Agreed
Highly agreed
Disagreed
Highly disagreed
Neutral

Theme 9: Luxury goods at reasonable price is the key reason
customers get attracted towards the discount supermarkets.
PARTICULARS NUMBER OF
PARTICIPANTS
% OF PARTICIPANTS
Heavy discounted
products
6 30.00%
Luxury goods at
reasonable price
9 45.00%
Bulk shopping 5 25.00%
TOTAL 20 100.00%
30.00%
45.00%
25.00%
Heavy discounted products
Luxury goods at reasonable
price
Bulk shopping

Theme 10: Highly agreed, strong Christmas sales tends to
attribute towards greater demand and sales of the premium range.
PARTICULARS NUMBER OF
PARTICIPANTS
% OF PARTICIPANTS
Agreed 2 10.00%
Highly agreed 12 60.00%
Disagreed 3 15.00%
Highly disagreed 1 5.00%
Neutral 2 10.00%
TOTAL 20 100.00%
10.00%
60.00%
15.00%
5.00%
10.00%
Agreed
Highly agreed
Disagreed
Highly disagreed
Neutral