Business Decision Making and Customer Analysis Report for Aldi Plc

This report offers a comprehensive analysis of Aldi Plc's business decision-making processes. It begins with an executive summary and introduction to the topic, emphasizing the significance of decision-making in corporate governance. The report details the primary data collection methods, including questionnaire design and the collection of customer demographics and preferences. Section A of the questionnaire focuses on personal details like age, gender, education, and income, while Sections B and C delve into attractive factors and customer preferences regarding product quality, online vs. offline purchasing, and service ratings. Secondary data collection involves analyzing market share, revenue, operating profit margin, and gross profit margin of Aldi Plc in comparison to its competitors. Key findings highlight the importance of location, pricing, discounts, and product portfolio based on primary data, while the secondary data analysis shows Aldi's growth in the market. The conclusion emphasizes the critical role of decision-making for a company's success and growth, with recommendations for Aldi to expand based on the study's findings.

TITLE
BUSINESS DECISION MAKING

Executive summary
The study report primarily summarizes various aspect of business decision making in two
septate tasks in context of Aldi Plc. The first task covers comprehensive analysis of and
primary data collection approach to evaluate core demographic of Aldi's customers as well as
to ascertain variables which are attracting customers and its customers’ preferences.

Table of content
 Executive summary
 Introduction
 Primary data collection
 Questionnaire
 Secondary data collection
 Key findings
 Conclusion and recommendation
 References

Introduction
Business Decision-making process is certainly a central aspect in corporate governance. It
signifies the growth of selections and execution of choices, that are in conjunction with the
expectation. This also denotes a sequence of moves beginning with broad objective, leading
to the generation, evaluation, selection and execution of favourable alternatives.

Primary data collection
Major aspect and foundation of a statistical data research is process of data collection,
wherein most essential data which can be gathered in this phase is the primary data. Primary
data relates to category of data obtained by analysts specifically from key channels via
interviews, specific surveys, tests etc.

Designing a questionnaire:
The term questionnaire can be defined as a set of questions which are asked to a particular
number of person in order to gather key details on a particular aspect. In regards to above
Aldi plc, a set of questions are presented below along with response of customers with sample
size of 50:

Questionnaire
Section A: Personal details Response (sample size
of 50)
Question 1. What is your age?
a) 18-26 29
b) 27-40 10
c) 41-65 11
Question 2. What is your gender?
a) Male 26
b) Female 22
c) Other 2
Question 3. What is the status of your education?
a) Secondary 12
b) Diploma 8
c) University 30
Question 4. How much do you earn per month?
a) 500-1000 Pounds 15
b) 1000-2000 Pounds 25
c) Above from 2000 Pounds 10
Question 5. How much amount do you spend in a month?
a) 200-600 Pounds 18
b) 600-1500 Pounds 22
c) More than 1500 Pounds 10

Continue…
Section B: Attractive Factors Response (sample size
of 50)
Question 6. Should location factor considered before opening a store?
a) Strongly agree 29
b) Agree 15
c) Disagree 6
Question 7. Should companies keep their prices at an efficient level?
a) Strongly agree 32
b) Agree 15
c) Disagree 3
Question 8. Should companies provide regular discount?
a) Strongly agree 40
b) Agree 9
c) Disagree 1
Question 9. Should stores have large product portfolio?
a) Strongly agree 35
b) Agree 12
c) Disagree 3
Question 10. Should store convince the customers to make purchasing?
a) Strongly agree 39
b) Agree 9
c) Disagree 2

Continue…
Section C: Customer Preferences Response (sample size
of 50)
Question 11. Which rank of product you like of product in terms of quality?
a) 1 22
b) 2 26
c) 3 2
Question 12. On which scale or rank, you prefer to buy online products instead of offline?
a) 1 20
b) 2 20
c) 3 10
Question 13. What rating you would like to give to service of Aldi plc?
a) 1 36
b) 2 8
c) 3 6
Question 14. How much rating you will give to opening hours of Aldi plc?
a) 1 36
b) 2 12
c) 3 2
Question 15. How much rating you will give to Aldi plc about home delivery service?
a) 1 26
b) 2 15
c) 3 9

Secondary data collection
Secondary data encompasses data that already available, i.e. they relate to data
which gathered and processed by somebody else. By using secondary data
collection, researcher may look for numerous channels from which to collect them.
Throughout this scenario, he is definitely not faced with the issues normally associated
with analysis of original data results. Secondary data could either be a published data or
an unpublished data.

Analysis of market share
Company 2016 2017 2018
Aldi Plc 6.2% 7% 7.6%
Tesco Plc 28.1% 27.9% 27.4%
Sainsbury Plc 15.9% 15.8% 15.4%
Morrison Plc 10.4% 10.3% 10.2%
Waitrose Plc 5.3% 5.1% 5%

Analysis of revenues
Company 2016 (£’000) 2017 (£’000) 2018 (£’000)
Aldi Plc 8,744,385 10,181,049 11,334,428
Tesco Plc 53,933,000 55,917,000 57,491,000
Sainsbury Plc 23,506,000 26,224,000 28,456,000
Morrison Plc 16,122,000 16,317,000 17,262,000
Waitrose Plc 6,338,500 6,121,300 6621000