Business Decision Making Report: UK Discount Supermarket Launch

This report provides an executive summary and detailed analysis of business decision-making for Full-Discount Limited, focusing on launching a discount supermarket chain in the UK. The report encompasses market research, including both primary and secondary data collection methods. Primary data was gathered through questionnaires to assess customer preferences and demographics, while secondary data involved analyzing market shares and financial information. The analysis includes data interpretation through charts and graphs, covering various aspects like customer gender, age groups, preferred shopping locations, and factors influencing purchasing decisions. Key findings reveal insights into customer behavior, financial capabilities, and potential challenges for the new venture. The report concludes with recommendations to assist management in making informed decisions for establishing a successful discount supermarket in the UK market, including identifying the most profitable locations, and understanding customer preferences. The report also includes a discussion of survey methodology and sampling methods used in the research.

Business Decision Making

EXECUTIVE SUMMARY
Business decision-making is an important concept which is required full considerations
of whole aspects so that any difficulty wouldn't be faced in future. This report is related with a
market research which is conducted by research team of full Discount Limited so that they can
establish their own discount supermarket successfully in UK. For conducting research in
appropriate manner, Investigators have collected both kind of data like primary or secondary so
that products can be delivered in market as per the demand of customers. Findings and
recommendation are also covered in present report so that management can take better decisions
for establishing new venture in UK market.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
Main Body.......................................................................................................................................4
Primary Data Collection - ...............................................................................................................4
Data Interpretation and Analysis ....................................................................................................7
Secondary Data .............................................................................................................................19
..........................................................................................................................................................3
Key findings.....................................................................................................................................3
Conclusion and Recommendation..................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Decision-making in business can be defined as a technique of selecting a suitable option
from several alternative availabilities. In addition, it is a process of making best or appropriate
decisions through evaluating available informations. These are formed by the top management so
as to gaining profitable outcomes in future. In order to making correct decisions it is very
important that research should be performed properly along with related aspects. Present report is
based on Full-Discount limited which is a newly setup company and wants to launch its discount
supermarket chain in UK so as to compete their rivals like B&M and Home bargains. This
assignment will covers primary data collection along with analysis that includes various kind of
questions which are based on preferences and demographics of customers. In addition, secondary
data will be also collected that is based on Market shares and earnings before tax and interests.
Main Body
Planning for data collection is very important in order to establish the business. It also
facilitates the management of organisation in identifying the demand, preferences and factors
that provides contribution in smooth functioning of business. Therefore, it can be said that
Market research is an important function that must be done in first hand manner so that by
satisfying the needs of customers in effective manner managers of firm can gain good return in
future. In order to collect data for launching discount supermarket chain in UK market research
will be conduct that comprises of both primary or secondary data (Visinescu, 2017).
Primary Data Collection -
This kind of data collection is first hand data which is gathered by investigator for the
very first time. As it is relevant with the topic then there is a less chance of manipulation of data.
For collecting such kind of data surveyor can use different kind of sources like questionnaire,
surveys, Panel Interviews etc. In present research, data would be gathered from customers like
men or women in order to know their preferences or identifying the factor which attracts
customers towards discount supermarkets. For this, researcher have decided to frame a
questionnaire so that valid results would be given at the end of research. With the help of this
data Management of Full-Discount Limited will be able in forming strategies which will be
helpful in improving their existing performance.

Secondary Data collection - In it, informations are gathered from external sources like
books, journals, websites, catalogues so that all objectives of research would be accomplish in
given time- frame. This kind of data collection is cheaper than the other data collection methods
and also assists the investigators in understanding and providing reliable results in a very less
time period. Sources which are used in this project for establishing new Discount supermarket
are avail from internet sources along with 3 years data on market shares and EBIT.
Survey Methodology is an essential method which is used by researchers for collecting
better informations for establishing discount supermarket in UK. It also support the researcher to
take views from large population by implementing data collection techniques. For e.g. through
questionnaire, researchers can collect data for the full discount limited who wants to launch its
own discount supermarket chain. In order to successfully conducting the research, researcher has
selected questionnaire method so that better results would be provided at the end of research.
Sampling methods – These methods are used for selecting a sample from a general
population. There are mainly two kinds of data sampling methods like Probability or non-
Probability in which convenience sampling method which is a part of non-probability is used in
this research because it is cost and time saving for the researcher and assist the researcher in
getting reliable response from the selected respondents in a short time period. In present
scenario, Managers of firm wants to identify preferences and taste of customers about the
discount supermarket (Peng, 2016). For this, researcher has targetted the respondents for
research are employees, stakeholders or customers and sample size is decided for the study is 50.
Questionnaire – It is a set of written questions which is given by researcher to its
selected respondents for collecting reliable informations from them.
Questionnaire
Name _______________
Q.1 What is your Gender ?
 Male
 Female
Q.2 In which age group you belongs ?

 20-30 years old
 30-40 years old
 40-70 years old
Q. 3 Which place you prefer most to buy products ?
 Supermarkets
 Discounted supermarkets
 Local shops
Q.4 How do you think physical presence of a supermarket should be ?
 Excellent
 Good
 Average
Q 5: Which factor attracts most to the buyers for buying products and services ?
 Quality of goods
 Price
 Looking of product
Q. 6. Is Full-Discount Limited financially capable for launching new supermarket in UK ?
 Agree
 Strongly Agree
 Disagree
 Strongly Disagree
Q. 7. Does pricing of product affect the buying behaviour of customers?
 Yes
 No
Q. 8: What kind of products do you buy most from the supermarket ?

 Grocery items
 Clothes
 others.....
Q. 9: How much distance you willing to cover to reach your favorite supermarket ?
 No more than 10 minutes
 Up to 25 minutes
 Up to 60 minutes
Q. 10. Is it beneficial for company to offer loyalty cards to their customers ?
 Yes
 No
Q. 11 What challenges faced by Full-Discount Limited while launching its new venture in
UK ?
 Lack of financial resources
 High rivalry competition
 Lack of support from employees
Q. 12 Which city of UK become more profitable for company to launch its new venture ?
 Central London
 Bristol
 Manchester
 Others
Data Interpretation and Analysis
Q.1 What is your Gender ? Frequency
 Male 35
 Female 15

35
15
Male
Female
Interpretation – It has been identified from the above bar chart that most of the taken
respondents are male. In reference with questionnaire 35 out of 50 respondents are male and
remaining are female. Mean of the above graph is 25, median is 15 whereas, S.D is higher than
expectations.
Q.2 In which age group you belongs ? Frequency
 20-30 years old 16
 30-40 years old 14
 40-70 years old 20

20-30 years old
30-40 years old
40-70 years old
0 2 4 6 8 10 12 14 16 18 20
Frequency
16
14
20
Interpretation- From the above graph it has been clearly identified that 16 respondents
are belongs from 20-30 years old. Other 14 are included in 30-40 age group and remaining
respondents are comes in the age of 40-70. Mean for the given chart is 16.67, Median is 20
whereas Standard deviation can't be calculated because of unfavourable figures.
Q. 3 Which place you prefer most to buy products ? Frequency
 Supermarkets 18
 Discounted supermarkets 12
 Local shops 20

Supermarkets Discounted supermarkets Local shops
0
2
4
6
8
10
12
14
16
18
20
Frequency
18
12
20
Interpretation – It has been clearly identified from the above chart that most of
respondents are prefers local shops such as 18 out of 50 gave their views on supermarket and
other 12 says that discounted supermarkets are most preferred place for buying products. Apart
from that, remaining 20 said that they purchase products from local shops. Mean for this graph is
16.67, S.D is higher than 1 whereas, median is 20.

Q.4 How do you think physical presence of a supermarket should be ? Frequency
 Excellent 19
 Good 12
 Average 9
19
12
9
Excellent
Good
Average
Interpretation – From the above chart, It has been clearly analysed that physical
presence of a supermarket should be attractive in nature so that large number of customers get
attracted towards the shop. In reference with this, 19 respondents gave their views that physical
presence of supermarket should be excellent whereas other 12 gave their views on good and
remaining says that physical presence of shop must be average. Mean is 13.33, median is 9
whereas, S.D can't be calculated due to unfavourable variables.
Q 5: Which factor attracts most to the buyers for buying products and
services ?
Frequency
 Quality of goods 18

 Price 13
 Looking of product 19
Quality of goods Price Looking of product
0
2
4
6
8
10
12
14
16
18
20
Frequency
18
13
19
Interpretation – It has been clearly observed from the above chart that there are various
factors which attracts the customers towards buying products or services. 18 out of 50 says that
quality of products should be unique whereas, 13 says that price is most essential thing and
remaining 19 gave their views on looking of product is most attracted element for buying
products. Mean of the above chart is 16.67, S.D is .71 whereas, Median is 19.
Q. 6. Is Full-Discount Limited financially capable for launching new
supermarket in UK ?
Frequency
 Agree 10
 Strongly Agree 14
 Disagree 16
 Strongly Disagree 10