ASDA Case Study: Equality and Diversity for Reducing Discrimination

This report provides a comprehensive analysis of equality and diversity issues within ASDA, focusing specifically on gender discrimination. It begins by outlining the basic concepts of gender discrimination as a business problem, followed by identifying key issues faced by organizations, particularly ASDA, in managing gender discrimination. The report then delves into various strategies for promoting equality within ASDA's workplace, referencing government initiatives, ASDA's diversity and inclusion activities, and specific programs aimed at enhancing female representation in leadership roles. Methodologically, the research employs an interpretivism philosophy and an inductive approach, utilizing a case study strategy with both qualitative and quantitative data collection methods, including questionnaires and secondary data analysis from internal and external sources to provide a multifaceted understanding of the issues and potential solutions.

Research
Methodologies

Table of Contents
Introduction......................................................................................................................................3
Background and context of research:...............................................................................................3
Critical literature review..................................................................................................................4
Research methodology:....................................................................................................................6
Data collection methods:..................................................................................................................7
References......................................................................................................................................11

Introduction
Equality & Diversity at the workplace is one the of the most trended topics in HR.
embracing equity and diversity is part of work culture. Equality and diversity at workplace is
related with lot of different aspects it is related with respecting employees based on gender, age,
race, career experiences, cultural background, beliefs and skills. ASDA is a British super make
chain that is having its headquarters in England. The brand was started in the year 1947 when the
family merer the retail business with associated dairies (Harnois and Bastos, 2018). It has further
expanded across southern England during 1980 and 1970. They are also offering assistance for
payment services, insurance and other related aspects. Present report is based on making detailed
analysis of the way there are different issues faced by organisations in the course of managing
the gender based discrimination issues that are faced by ASDA. Further, There are some of the
strategies that are to be formulated for promoting of equality in the organisation.
Research aim: “To understand the importance of equality and diversity in reducing gender
discrimination in organisations": A study on ASDA
Objectives:
 To understand the basic concept of gender discrimination as a business problem
 To identify issues faced by organisations in the process of managing gender
discrimination issues in ASDA
 To determine the strategies for promoting equality within a workplace of ASDA
Research question:
 what is the basic concept of gender discrimination as a busData collection methodsiness
problem?
 what are the issues faced by organisations in the process of managing gender
discrimination issues in ASDA?
 Identify some strategies for promoting equality within a workplace of ASDA?
Background and context of research:
Equality is a concept that is related with ensuring that each individual posses equal
opportunity and is not treated in a different manner. It is also related with having no instances of
discrimination as per the characteristics. Diversity is about taking into account the differences of

people placing a positive value based on those differences. In present report there is analysis of
the issues that are faced by organisations to manage the gender discrimination issues that are
arsing in ASDA. Further based on such issues there will be determination of strategies that are
required to promote equality at workplace.
Critical literature review
The basic concept of gender discrimination as a business problem
As per view points of stamarski (2020), gender inequality in organisations is a basic
complex phenomenon that is reflected in the process, structures and practises. It is related to
gender inequalities that are part of human resource practises. There are different practise in
organisation that includes reciprocal nature of gender inequalities in the organization. There are
also instances of institutional discrimination that is arising because of practise, processes,
structure of organisation that affects HR practices (Gupta, 2017). Gender inequality is a part of
self reinforcing system that may perpetuate discrimination and may affect the present business
situation. At a workplace there are multiple forms of gender inequalities that may affect the
opportunities for women. Sometimes in workplaces there is women lower socio economic stais
that may affect their overall working (Gender inequalities in the workplace: the effects of
organizational structures, processes, practices, and decision makers’ sexism, 2020).
Issues faced by organisations in the process of managing gender discrimination issues in
ASDA
As per view point's of Stamarski (2020), In recent times there are some of the issues and
challenges that are face by Organisation TO DEAL with it. As per the figures of 2012 it has been
observed that 64 percent of women who are working in retail sector are lower sales and services
occupations. And there were only 10 percent who were working at directorial, managerial or
senior roles. Gender inequality in organisation is a complex issues that may arise in the processes
and practise (Ansoleaga, , Ahumada and Cruz, 2019). The workplace is sometimes regarded as
inhospitable place for women because of multiple forms of gender inequalities that are part of
the organisation. Workplace discrimination may contribute to lower socio economic status of
women. In large sector organisation there are issues that arise because of non flexible working
arrangements whee employees are not able to manage their personal priorities and career
arrangements. Apart from this there are also issues arsing related to unequal pay that is when

women are paid less as compared to men employees. There are also some of the gender and race
biases that may lead to challenges which may lead towards a impact on employee working.
In context of ASDA there are issues that are related with non inclusive nature of the working
environment where women may feel ignored or dismissed (Waite, 2021). Exclusion generally
occurs in organisations because of low job satisfaction, reduction in working effort, diminishing
of employee voice and the intention of employee to leave the organisation. It is important to
build up a inclusive workplace that can help in creation of a culture with support and full
engagement of employees.
ASDA as a customer focussed organisation has to ensure that the key decision makers are o
relate to the customer demographic that is reflect as part of customer base (Gender inequalities
in the workplace: the effects of organizational structures, processes, practices, and decision
makers’ sexism, 2020).
The strategies for promoting equality within a workplace of ASDA
As per view points of government equalities office (2020), In context of ASDA it entered
the retail market initially in the year 2005 with 2000 employees, in year 2017 the supermarket
chain had 16 superstores and they are implying approximate 4500 people. Diversity and
inclusion at ASDA is two fold and there are many activities focussed on colleagues and
customers (Villesèche, Muh and Holck, 2018)). The brand is willing to promote its value with
its supply chain & contractors by training and tendering processes. ASDA has engaged in
various activities for the purpose of offering employees to manage the aspect of equality and
diversity at the store level.
For the purpose of dealing with such issues that arise in the regular course of organisation
functioning it is important to ensure that there is proper work life balance. The burden has to be
managed there must be women working in leadership programmes. After recognition of ASDA
shortcoming in the female present at senior manager level the main aim is to promote women n
leadership programmes that is aimed at specifically for female workers as part of senior
management.
The organisation like ASDA are also willing to celebrate the gender diversity as they are
celebrating various occasion low internationals women's data on march 8 that marked the
business with whole activities (Tomaskovic-Deveyand Avent-Holt, 2019). There were 15000

colleagues who were part of the relevant activities. It is raging from inspirational careers events
to mentoring in schools for fundraising for women refuge shelters and tickled pink. There are
also events that are focussed on dealing with challenges arsing because of education of women
and women employment. The main success of this event was reflects in the way three was a
bigger talent pool for business to ensure that women are able to gain director level of roles
(Mousa, Massoud and Ayoubi, 2020). The min aim of programme is to enhance the
representation at the store manager an general level.
Further strategies includes open minds training that is arming the managers with skills that can
help in understand the unconscious bias and the way it can affect the diverse groups that are
prestressing across the organization, it is also designed to identify & break barriers for female
development. Leadership and development training week is issue on diversity that is having
updated performance measures for directors to deal with diversity related competencies (Think,
Act, Report: Asda, 2020). employees are offered with training that is sensitivity training it helps
organisation in avoiding future compensations or gender based violence that may affect the
employees. In ASDA the management has also introduced zero tolerance policies that is to
prevent hostile working environment to raw clear lines and identification of behaviours that will
not be tolerated in any capacity (Peetz and Murray, 2017). Gender discrimination at workplace
is one of the serious issues that may damage the overall brand image of the organisation. It is
also important to have a proper risk management program for the purpose of protecting ideas
against any type of possible damages or expenses that may affect
Research methodology:
Research philosophy:
Research philosophy is related with analysing the source, nature & the process of developing
knowledge. It is belief about ways in which information is collected, analysed and further used.
Knowledge creation is part of research work there are different research philosophies that
includes pragmatism, realism, positivism and interpretivism. In the present research report there
will be use of interpretivism research philosophy that is based on small samples and in depth
research work. The investigation is generally conducted based on qualitative nature (Kinnvall
and Rydstrom, 2019).

Research approach: the relevant of research hypothesis is related with use of inductive or
deductive approaches. Deductive approach is used for testing the validity of assumptions on
other hand inductive approach is contributing to emergence of new theories & generalisations.
Abductive research work stars with surprising facts as part of research process. In the present
report there will be use of inductive analysis as it is going to understand the generation of
untested conclusion.
Research strategy:
A research strategy is a step by step plan of action that is used for the purpose of offering
direction to the efforts and thoughts of a individual that can enable the process of systematic
research work and then further producing quality results for detailed reporting. There are
different types of research strategies that can be used in a research work such as it includes
quantitative survey (Calvard and Sang, 2017). Qualitative survey, action oriented research or
case study research work. There will be use of case study study that is focussed on in depth
investigation of a single case. On this information is sighted from various sources by using
different type of data collection methods that is survey that is done through questionnaire. Data
collection methods includes qualitative, quantitative or mix of both. Case study research help in
having a multifaceted investigation and composite investigation of a problem or issue.
Data collection methods:
Type of data: there are different types of data that includes both qualitative and quantitative
form of information that can be collected in the course of a research work. Methods that are part
of qualitative information includes questionnaire, documents and surveys that include numerical
information. On other hand qualitative information is collected from interview, focus groups or
oral histories.
Primary data collection: Primary Data collection method is based on first hand experience. In
this method data is collected specifically as per researchers motive and is accurate (Banihani and
Syed, 2020). It is divided in two categories that includes qualitative and qualitative methods.
Qualitative methods: These are instances when there is no availability of historical data. In this
there is no presence of quantifiable or numerical information. It is basically used for providing
motive begin responses of participants. In present research there will be commination of both
qualitative and quantitative form of methods.

Questionnaire will be used in the present research report that can be either close ended or open
ended. In this responses have to answer based on experience and knowledge with the issues. It is
part of the survey that is used for collecting the response provide by target segment of
respondents.
Secondary data collection methods is used for batting data from both external and internal
sources. Internal sources of collecting data includes mission, vision statements, financial
statements, magazines, sales report and executive summaries. On other hand external sources
includes the press release, libraries, government reports, business journals and online available
information on internet, secondary data collection method involves both qualitative and
quantitative techniques,. Secondary data is less time consuming and less expensive as compare to
primary data.
sampling method: sampling is a technique that is used of selection of individual members that is
subset of population for making statistical inferences from estimated characteristic of whole
population. It is a cost effective and time convenient methods basis of research method
(Başlevent and Kirmanoğlu, 2017).
There are different sampling methods that includes probability sampling and non probability
sampling method. Probability sampling includes random selection for making strong statistical
inferences from the whole group. On other hand non probability sampling involves non random
selection that is based on convenience of the criteria that helps in easy collection of data.
Sample size: It includes the number of individuals who are part of sample that depend on
various factors such as variability of population and size of the research design. Probability
sampling is used where every member of population has chances of getting selected. In the
present report there will be use of simple random sample where each members has a equal
chance of getting selected. There is use of tools like random number generators that is based on
chance. In present report there will be a sample size of 30 respondents who will be selected for
the purpose of collecting necessary information from the target segment of respondents.
Target group: Target group of respondents are the ones from whom the require information will
be collected in the present research work. For this purpose it includes employees who are
working in ASDA. Employees posses all the information and knowledge of the different
equality, diversity related practises that are part of organisation. So, it becomes important to

select a specific target segment of respondent who can provide necessary information and help
researcher in achievement of laid aims and objectives.
data analysis procedure: Data analysis is a procedure that is method of collecting information,
modelling and further analysing to extract the insights that can support in the process of decision
making. There are different techniques and methods that are to be used for the purpose of
performing analysis. The selected technique for data analysis is based on the collected
information. Data interpretation is a fundamental part of data analysis process it provides
meaning to analytical information to drive course conclusion from analysis results.
Possible ethical issues: there are some of the possible ethical issues that may arise in the course
of research work. It includes consent of participants, that is required to be taken for the purpose
of ensuring that there is voluntary participation in the research work. Apart from this there are
also ethical considerations that includes informed consent that is respondents right to autonomy
is protected. It seeks to percent assault or forceful participation of respondents in the research
work. In the present research-informed work it is the main aim of researcher to ensure that there
is no invasion of privacy or threat to dignity that may arise in the research. There is also need of
proper disclosure of alternatives and the chosen subjects the way it is going to affect the
response provided by participants.
validity and reliability of research: Reliability is the extent to which results are reproduced
when it is repeated under similar conditions. Validity of research is the extent to which result
really measure. These concepts are adopted for the purpose of evaluating the quality of research
work. It indicate the techniques, methods and the test measured. Reliability is the consistency of
measure. It is necessary to analyse the reliability & validity while creation of research design,
planning of methods in quantitative research work.
Research time plan:
for the purpose of dividing different activities based on the overall available time period it
becomes important to allocate a specific time period to each activity. For this purpose there will
be use of Gantt chart as a time management technique. In this time period will be divided based
on the number of activities that are to be performed in the present research work. Further, for the
purpose of using secondary information sources there will be use of reliable sites that can
provide relevant information.

Gantt chart is a technique that is used for the purpose of allocating different activities as per
project schedule. It is used for the intention of showing the dependency relationship among
activities & the present schedule status. It helps in listing of the task that are to be performed in
vertical axis and the allotted time period of each activity. It also illustrates the starting and
finishing data of terminal elements based on the summary of the project. In present report gantt
chart is adopted for creation of initial early time approach where the task is scheduled to start
immediately when the prerequisite activities are completed.

Limitations of research:
There are certain limitations of the research work that includes limited availability of information
that is collected from secondary available sources. There are some internal information that may
not be collected easily and which may affect the process of having sufficient information base.
Another limitation is related to the response that are provided by the respondents may be biased
which may affect the main purpose of research work. There is lack of previous studies in the
research that may affect the scope of research work. The literature review findings of the
researcher will help in achievement of research objectives in the coming time period. There are
also sampling errors which may affect the sampling procedures in the course of research work.
Such as there is sample bias or selection bias which is related with no proper response to survey
questions which may affect the present sampling base or there can be insufficient sample size as
it may affect the availability of information.