Business Decision Making Report: Analysis of Wm Morrison

This comprehensive report examines business decision-making processes, focusing on Wm Morrison Supermarkets Plc as a case study. It begins with a detailed research plan for collecting primary data through online surveys in Greater London, targeting consumer behavior and attitudes towards food discount retailing. Secondary data collection methods are also outlined, including the use of annual reports and academic journals. The report then delves into data analysis, employing representative values like mean, median, and mode, as well as measures of dispersion and correlation coefficients, to draw meaningful conclusions. It includes graphical representations using spreadsheets and trend line analysis to forecast sales revenue for Wm Morrison and its competitors. Furthermore, the report explores the application of information processing tools for operational, tactical, and strategic decisions, along with project management techniques such as Gantt charts and network diagrams. Financial tools like NPV and IRR are utilized to evaluate investment decisions. The study also presents the contributions of two students, Nicoleta Sandu and Mihai Sandu, reflecting on their individual roles. Finally, the report concludes with a reflective statement, summarizing the findings and recommendations for Wm Morrison's strategic approach.

Business Decision Making
1

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................6
TASK 1............................................................................................................................................6
1.1 Research plan for primary and secondary data collection on consumer behaviour and
attitudes towards food discount retailing in Greater London......................................................6
1.2 Survey methodology and sampling frame.............................................................................7
1.3 Questionnaire for a survey.....................................................................................................7
TASK 2..........................................................................................................................................11
2.1 Summarizing data using representative values (arithmetic mean, median and mode)........11
2.2 Analyses of the results to draw valid conclusions for Wm Morrison Supermarkets Plc....28
2.3 Analyses data using measures of dispersion to inform a given business scenario (standard
deviations)..................................................................................................................................29
2.4 Quartiles, percentiles and the correlation coefficient are used to draw useful conclusions in
a business context......................................................................................................................29
TASK 3..........................................................................................................................................31
3.1 Presentation of graphs using spread sheets and conclusions based on the information
derived from the business Scenario...........................................................................................31
3.2 Create trend lines in spread sheet graphs to assist in forecasting sales revenue Wm
Morrison, JS Sainsbury’s, Lidl Ltd and Aldi.............................................................................34
3.3 Business presentation using suitable software and techniques to disseminate information
effectively..................................................................................................................................35
3.4 Business report forWm Morrison Plc on the threat of discounted food retailers and its
response towards the threats......................................................................................................35
TASK 4..........................................................................................................................................36
ANSWER FOR NICOLETA SANDU..........................................................................................36
2

4.1 Appropriate information processing tools for operational, tactical and strategic level
decisions at Wm Morrison Supermarkets Plc............................................................................36
4.2 Plan for the activity and determination of the critical path for Wm Morrison plc..............37
4.3 Application of financial tools (such as NPV, IRR) for making financial decision for Wm
Morrison....................................................................................................................................39
ANSWER FOR MIHAI SANDU..................................................................................................41
CONCLUSION..............................................................................................................................41
REFERENCES..............................................................................................................................42
REFLECTIVE STATEMENT OF NICOLETA SANDU.............................................................44
REFLECTIVE STATEMENT OF MIHAI SANDU.....................................................................44
| P a g e

TABLE OF FIGURES
Figure 1: Column bar graph...........................................................................................................15
Figure 2: Line graph for Sale revenue...........................................................................................15
Figure 3: Histogram for sales revenue of Wm Morrison...............................................................16
Figure 4: Histogram for sales revenue of J Sainsbury...................................................................16
Figure 5: Histogram for sales revenue Lidl Ltd.............................................................................17
Figure 6: Histogram for sales revenue of Aldi..............................................................................17
Figure 7: Trend line graph.............................................................................................................18
Figure 8: Gantt chart for new product development project of Wm Morrison.............................21
Figure 9: Network Diagram for new product development project of Wm Morrison..................21
4

LIST OF TABLES
Table 1: Summarize table for collected data.................................................................................10
Table 2: Calculation of mean, mode and median..........................................................................11
Table 3: Calculation of Quartile and percentile.............................................................................13
Table 4: Secondary data collection of sales revenue and profit for determining correlation
coefficient......................................................................................................................................13
Table 5: Calculation Correlation Coefficient................................................................................14
Table 6: Activity table for new project development project of Wm Morrison............................19
Table 7: Calculation of Net Present Value for Project A and B....................................................22
Table 8: Calculation for the internal rate of return for project A..................................................23
Table 9: Calculation for the internal rate of return for project B...................................................23
5

INTRODUCTION
Business decision making is one of the crucial and important functions for each and every
organization in which management of the company needs to choose appropriate course of action
among several alternatives (Jankowicz, 2005). The current research study is based on business
decision making and regarding this, it has chosen Wm Morrison Supermarkets Plc. This research
report is based on a case study. Major aim of present study is using different techniques for
collecting and analyzing the useful information for making appropriate business decisions.
Therefore, it will comprise different sources of primary and secondary data collection. Along
with this, it evaluates ranges of techniques to analyze the data effectively for business purpose.
Research will also comprise different tools for taking operational management decisions for
organization.
Wm Morrison Supermarkets Plc is the fourth largest food retailers in UK. Annual
turnover of this organization is 2013 was £18bn and it is operating its business all over the world.
It has 500 stores across the UK which includes 12 convenience formats.
TASK 1
1.1 Research plan for primary and secondary data collection on consumer behaviour and
attitudes towards food discount retailing in Greater London
As per the given case study, vision of Wm Morrison is to make it ‘Different and Better
that Ever’. Including this, organization is focused on three objectives which include driving the
top line, increasing efficiency and capturing growth. Management of the organization requires
different information for making appropriate decisions to complete the vision. Researcher will
use appropriate tools and techniques for obtaining primary and secondary facts and figures
(Banerjee, 2006). Further, author will use a systematic research plan for obtaining supporting
information for business decision making which is described as under:
Research plan for primary data collection:
It is one of the important methods for collecting fresh and new information from
respondents which will help in taking appropriate decisions for organization. Research
department of Wm Morrison will use online survey of customers of the company using
questionnaire. It will be conducted in Greater London and will be based on customer behaviour
and attitudes towards food discount retailing by Wm Morrison (Akpolat and Pitinanondha,
6

2009). Online survey is one of the important methods for collecting primary information because
it helps in saving time and cost of the organization. It will also assist in gathering appropriate
information because questionnaire will comprise various open and close ended questions
relevant to the customer’s behaviour and attitude towards discounted and non-discounted food
products and services of Wm Morrison.
Research plan for secondary data collection
Management of Wm Morrison will require historical information for forecasting the
future performance of the company (Fitsimmons, 2009). So, researcher will use different sources
for collecting secondary information. These sources include books, journals, articles, research
papers, annual report of Wm Morrison, etc. Therefore, collection of secondary data will assist
management in making financial and operational decisions for organization (Morrison (Wm)
Supermarkets PLC –MRW, 2015).
1.2 Survey methodology and sampling frame
Survey Methodology:
Researcher will conduct survey of customers of Wm Morrison of Greater London. The
whole survey will be based on consumer behaviour and attitudes towards the food retaining by
Wm Morrison. Survey will be carried on adults in Greater London. Regarding this, author will
collect email ids of selected customers and then will conduct online survey. It will help in getting
primary information for business decision making (Morato, 2013).
Sampling frame:
For conducting primary investigation, author needs to select appropriate sample from
research universe. Random sampling method will be used by researcher. It will be significant
because it provides equal chance to each and every customer of food retailers to get selected in
sample. Sample will be selected from the adult population and each customer will be aged 18
and over (Greasley, 2007). The sample size will be 50 which will help in representing the whole
research universe.
1.3 Questionnaire for a survey
1. Demographic information of customers of Wm Morrison:
 Name:
| P a g e

 Age:
 Gender:
 Occupation:
2. What is your working status?
 Working
 Nonworking
3. What is your marital status?
 Married
 Unmarried
4. Do you purchase feed products from discount retailing shops by Wm Morrison?
 Yes
 No
5. How much distance you need to travel for making purchase from regular food discount
retailers?
 <1 Km
 1-5 Km
 5-10 Km
 >10 Km
6. What is the major reason behind the use of products and services of discount food
retailers of Wm Morrison?
 High price of food products
 For getting discount
 For getting high quantity of products in less money
 For reducing food expenses
 For getting appropriate value of money
7. How frequently you use food products from discount food retailers?
 Daily basis
 Once in a week
 Once in a month
 Once in three months
8. How much time you take for shopping at discount food retailer by Wm Morrison?
| P a g e

 < 1hr.
 1-2 hr.
 2-5 hr.
 >5 hr.
9. How much amount you spend at a discount food retailer of Wm Morrison in a single
purchase?
 <£100
 £100-200
 £200-300
 > £300
10. Are you satisfied with the quality of food products and services of discount food retailers
of Wm Morrison?
 Strongly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Strongly dissatisfied
11. As per your own opinion, which organization has the best discounted food retailer in
UK?
 Wm Morrison
 Js Sainsbury’s
 Lidl Ltd
 Aldi
12. Have you got any difference in quality of discounted and non-discounted food products
of Wm Morrison?
 Yes
 No
13. Are you satisfied with the price of discounted food products and services of discount food
retailers of Wm Morrison?
 Strongly satisfied
 Satisfied
| P a g e

 Neutral
 Dissatisfied
 Strongly dissatisfied
14. On which extent you believe that, discount of food products encourages you to make
purchase from discount food retailers of Wm Morrison?
 Strongly agreed
 Agreed
 Neutral
 Disagreed
 Strongly disagreed
15. Do you satisfied with the communication of Wm Morrison about different offers of
discount?
 Strongly agreed
 Agreed
 Neutral
 Disagreed
 Strongly disagreed
16. From which source you receive information about different food products and services of
discount food retailers of Wm Morrison?
 Social media marketing
 Television advertising
 Mobile marketing
 Online marketing
 Websites
 Publicity
17. Which factor has negative impacts on your purchase decision at the time of making
purchase from discount food retailers of Wm Morrison?
 High price of discounted products and services
 Low quality of products
 Lack of availability of products
 Post purchase services of company
| P a g e

18. Do you require any improvement in discounted food products and services of the of
discount food retailers of Wm Morrison?
 Yes
 No
19. Will you purchase food products and services from discount food retailers of Wm
Morrison in coming future?
 Yes
 No
20. Please provide your suggestions for improving the food products and services of discount
food retailers of Wm Morrison?
Contribution of every student:
The whole task has been done by both students and each student has his own contribution
in completing the entire task. Both, Nicoleta Sandu and Mihai Sandu have completed this task in
an effective manner in which Nicoleta Sandu has developed research plan and primary research
on current research subject. On the other hand, Mihai Sandu has conducted primary research on
selected sample using survey methodology. Therefore, Mihai Sandu has used questionnaire for
conducting online survey of customers of Wm Morrison.
TASK 2
2.1 Summarizing data using representative values (arithmetic mean, median and mode)
Table 1: Calculation of mean, mode and median
Retailer
Year WmMorrison
s
Js
Sainsbury’s LidlLtd Aldi
2009 14,528 18,911 164.5 2,004
2010 15,410 19,964 167.9 2,014
2011 16,479 21,102 183.2 2,768
2012 17,663 22,294 202.7 3,891
2013 18,116 23,303 212.2 5200
Mean 16,439 21,115 186 3,175
| P a g e

Median 16,479 21,102 183 2,768
Range 3,588 4,392 48 3,196
Standrad Deviation 1501.904358 1757.837507 20.9939276
9
1369.13213
4
Variance 2255716.7 3089992.7 440.745 1874522.8
As per the given case study, Sales revenue of Wm Morrison is increasing year by year.
Calculations of Mean, Mode and Median help in analyzing the average sales of the company. As
per the above calculation, mean of five year’s sales revenue is 16439.2 which represent the
minimum average sales of Wm Morrison. Including this, Median of the given information is
16479 which show the sales in the middle years. Along with this, there is no repetitive sales
revenue so; there is no mode for WmMorrison (Wallnau and Gravetter, 2009).
Gender
Gender
Male 25
Female 25
Interpretation: As per the given case concerned, 50 respondents have been taken. Equal chance
is provided to each and every customer of food retailers from the adult population. Total 50
customers were participated in the study in which 25 were male and 25 were female candidates.
Working status
Working status
Working 35
Non-Working 15
| P a g e

Interpretation: Out of 50 respondents 35 customers working people and remaining 15 customers
were not working. 15 males working in service provider companies and 5 customers were having
their own business and remaining 5 male were belong to education background. While on the
other hand, 15 female were working in multi-national companies and 10 women were home-
maker.
Theme 1: People purchases food products from the discount retail shops of Wm Morrison
People purchases
food products
from the discount
retail shops of Wm
Morrison
Yes 36
No 14
| P a g e

Interpretation:
Nowadays, people are highly concern about their health and for that they prefer only
hygienic food products and services. However, from the above graph, it can be depicted that 36
respondents buys feed products from Wm Morrison stores because it offers quality at affordable
prices. Most of the people who were health conscious were selected brand of the company due to
quality and health related reasons. While on the other side, remaining 14 customers were
disagreed to this fact that firm provides quality products and does not purchase the same
products from the store.
Theme2: Minimum distance influence people to buy food products from discount retailers
Minimum distance
influence people
to buy food
products from
discount retailers
<1 7
1 – 5 33
5 – 10 7
>10 3
| P a g e

Interpretation:
Comfortability and easy access is the major need of an individual. However, with
increasing number of discount retail stores, customers prefer to access the store which is nearest
or within the minimum range. Researcher was asked question from customers to know their
preference toward purchasing the products than 33 customers out of 50 were replied that they
were given high priority to convenience and distance factors while purchasing the products.
Generally, they prefer stores which are located around 1 to 5 Km area and easy to access.
Whereas, 7 customers stated that they have to move 5 to 10 Km for the stores as they live far
away from the city for purchasing products when discount will be provided.
Theme 3: Various factors that play significant role in use of products and services of
discount food retailers of Wm Morrison
Various factors
that play
significant role
in use of
products and
services of
discount food
retailers of Wm
Morrison
High price of food products 6
| P a g e

For getting discount 16
For getting high quantity of products in less
money
11
For reducing food expenses 4
For getting appropriate value of money 13
Interpretation:
The demands of customers are changing with trends and environment. There are several tactics
through which company can attract customers to buy products and maintain the loyalty. When
question was asked to respondents to identify the major factors which play a significant role in
terms of using products and services of food retailer than 11 customers were agreed to the fact
that high quantity at cheap rates, getting discount and gaining appropriate value of money were
the major factors encourages them to use of products and services of discount food retailers of
Wm Morrison. However, other 13 respondents were proposed that they are getting appropriate
value for money which greatest factor. In addition, 16 people were unhappy and not used the
products of company due to hhigh price of food products factor. Remaining 6 customers were
happy and used products and services of company due to various factors such as quality of
products that store is offering to them despite of charging higher prices.
Theme 4: People visit store once in a week and take around 1 to 2 hours to shop
| P a g e

Interpretation:
Using cross tabulation, researcher has evaluated the time taken by customer to shop after
visiting to the store. 35 out of 50 respondents agreed to the fact that, they visit Wm Morrison
store once in a week and take 1 to 2 hours to shop appropriately. The remaining respondents
have mixed responses about the question. 10 respondents replied that for getting high quantity of
products in less money they visit once in a month. 15 customers were conducting shopping daily
basis for the purpose of getting discount.
Theme 5: Affordable amount is spent at discount food retail store of Wm Morrison in a
single purchase
Affordable amount
is spent at discount
food retail store of
Wm Morrison in a
single purchase
<100 8
100 – 200 26
200 – 300 13
>300 3
| P a g e

Interpretation:
Spending of customers is the major source of income for the food retailer Wm Morrison.
However, 26 respondents spent around 100 to 200 pounds at their single purchase. Whereas, 13
spends in between 200 to 300 pounds and 8 spends less than 100 and remaining 3 respondents
spend more than 300 on their single purchase. The main reason behind purchasing high quality
of foods is discount and distance factors which motivate them to use services and products of
company.
Theme 6: People are highly satisfied with the quality of food products offered by Wm
Morrison
People are highly
satisfied with the
quality of food
products offered
by Wm Morrison
Highly Satisfied 31
Satisfied 12
Neutral 4
Dissatisfied 2
Strongly Dissatisfied 1
| P a g e

Interpretation:
Quality is one of the major reasons that increases the demand of products and services as
well as ensures long term sustainability of business enterprise. However, 31 respondents are
highly satisfied with the quality of food products that are offered by Wm Morrison. Whereas, 12
customers are satisfied after consuming the food products and remaining were neutral about the
quality of products. Quality factor encourages them to use services and products of company.
Theme 7: Wm Morrison is the best discounted food retailer in UK
Wm Morrison is
the best
discounted food
retailer in UK
Wm Morrison 44
Js Sainsbury 2
Lidl Ltd 2
Aldi 2
| P a g e

Interpretation:
There are several discount retailer store available in UK who are making valiant efforts to
provide quality of products and services to their customer base at discounted rates. When
researcher asked question from customers regarding to select the best discounted food retailer in
UK, then 44 customers replied that they were highly satisfied with the quality and discount
offered by company to them as compared to other competitors present in UK marketplace. In
addition, 44 people proposed that Wm Morrison is the best discounted store and it is because
they are offering quality food products and services. Whereas, remaining respondents were pro-
posing different stores such as Sainsbury, Lidl, Aldi.
Theme 8: People are satisfied with the quality offered in both segment by Wm Morrison
People are
satisfied with the
quality offered in
both segment by
Wm Morrison
Yes 42
No 8
| P a g e

Interpretation:
Despite of selling wide range of food products and services, Wm Morrison has not
compromise on the quality factor. Rationale of this can be depicted in the above pie chart that 42
people out of 50 states that there were not compromised with quality services offered by Wm
Morrison. They are ready to pay for getting quality of services in reasonable price. Most of the
customers were satisfied with the quality of services offered by company to them within
stipulated time.
Theme 9: Customers thinks prices are affordable of discounted food products and services
Customers thinks
prices are
affordable of
discounted food
products and
services
Strongly satisfied 5
Satisfied 22
Neutral 13
Dissatisfied 8
Strongly Dissatisfied 2
| P a g e

Interpretation:
Customer with high income is satisfied with the price of discounted food products. But
on the other hand, customers who do not earn high income are having problem in purchasing the
products of Wm Morrison. From the above graph it can be stated that, 22 people are satisfied
with the price affordability of discounted food products of the firm. However, 13 are neutral to
say anything about it. But 15 people are dissatisfied with the price structure of Wm Morrison.
Theme 10: Discount highly influence people in purchasing products from Wm Morrison
Discount highly
influence people
in purchasing
products from
Wm Morrison
Strongly agreed 27
Agreed 10
Neutral 5
Disagreed 6
Strongly disagreed 2
| P a g e

Interpretation:
From the above bar graph it can be stated that, customers are highly influenced by the
discounts and offers provided to them by the firm. 27 people are strongly agreeing to the fact that
discount and offers influence them to purchase food products of Wm Morrison retail store. On
the other hand, 15 are agreeing to this fact and remaining are 8 are neutral as they are not
influenced by discounts and offers.
Theme 11: Communication play vital role for Wm Morrison in creating awareness about
different discounts and offers
Communication
play vital role for
Wm Morrison in
creating
awareness about
different
discounts and
offers
Strongly agreed 12
Agreed 25
Neutral 8
Disagreed 4
Strongly disagreed 1
| P a g e

Interpretation:
From the above graphical presentation it can be stated that, high numbers of people are
agreeing to the fact that communication channel of Wm Morrison is effective enough to provide
adequate amount of information to the customers. 25 customers were strongly agreed with the
fact that communication channel play a crucial role in terms of creating awareness about
different discounts and offers.
Theme 12: Different approaches used by Wm Morrison to spread the information about
different products and services
Different
approaches used
by Wm Morrison
to spread the
information
about different
products and
services
Social media marketing 16
Television advertising 14
Mobile marketing 6
Online marketing 10
Websites 3
Publicity 1
| P a g e

Interpretation:
16 people proposed that social media marketing of company is effective enough to create
awareness about discounts and offers. Contradicting to this, 14 respondents agreed to the fact
that use of television advertising is helping firm in spreading information to large audience.
Whereas 10 states that, online marketing is attractive enough to get updates about products and
services. 15 customers were replied that they were getting information from social media and
online marketing about discount offer by firm. While on the other hand, 10 respondents were
stated that they were collected information from website and other medium about products offers
and encourage regarding to purchase products of company. 13 respondents replied that they were
getting from TV about company products.
Theme 13: Low quality and lack of availability of products are the major negative factors
that impact on the purchase decision of customers
Low quality and
lack of availability
of products are the
major negative
factors that impact
on the purchase
decision of
customers
High price of discounted products and services 6
Low quality of products 23
Lack of availability of products 17
Post purchase services of company 4
| P a g e

Interpretation:
People nowadays are highly conscious about their health and for that they require quality
of food products and services. 23 people agreed to the fact that, low quality of products is the
major reason that affects the buying decision. On the other hand, 27 respondents purchasing
decision is affected due to lack of availability of products and services at the store. In addition,
20 respondents replied that low quality of products is the major factor affects their purchasing
decision. While on the other side, 16 customers decision making regarding to buy products and
services of company influence from lack of availability of products and less discount offer by
firm to them.
Theme 14: There is room for improvement for discounted food products and services of
Wm Morrison
There is room for
improvement for
discounted food
products and
services of Wm
Morrison
Yes 32
No 18
| P a g e

Interpretation:
32 respondents agreed to the fact that still the Wm Morrison food products and services
can be improved in order to highly satisfy the needs and wants of customers. But remaining
respondents are highly satisfied with the present quality, quantity and price of products and
services. Customers suggest that Morrison can improve its products and services by improving
quality of products and recruiting more employees to deliver quick services to customers at right
time at right price.
Theme 15: People are ready to buy discounted food products and services of Wm Morrison
People are ready
to buy
discounted food
products and
services of Wm
Morrison
Yes 36
No 14
| P a g e

Interpretation:
Wm Morrison is making valiant efforts to improve its range of products as well as
focusing on enhancing the level of quality which influence and attract people to purchase
products from the store in near future. 35 Customers replied that they are ready to buy
discounted food products of company if firm will improve quality and more emphasize on
convince and flexibility. While on the other side, 15 customers were not ready to buy discounted
food products and services of Wm Morrison due to quality and price related factors.
Theme 16: Various recommendations were presented by people for improving the food
products and services of discount food retailers of Wm Morrison
Interpretation:
Customers suggest that operating in such a competitive market, it is important for the firm to
constantly bringing innovation and creativity within the product line so that customers and wants
can be satisfied. Apart from this, several respondents (25) proposed that company should use
appropriate pricing and marketing strategies so that reach towards customers can be improved.
Whereas, some of them (20) stated that, quality check at each level improve the overall quality of
products and services plus influence people to buy products.
2.2 Analyses of the results to draw valid conclusions for Wm Morrison Supermarkets Plc
Interpretation of thematic analysis has stated that, Wm Morrison is making valiant efforts
in order to satisfy needs and wants of customers. However, management is focusing on opening
discount store within the city area so that reach towards customers can be improved. Also, it is
constantly focusing on the factors that help in influencing people to buy products. Further, to
maintain the quality of products as well as bring innovation and creativity in food items to attract
| P a g e

more audience and generate higher revenues. By the means of analysis it has been found that,
discounts and offers influence or attract people to buy food products and services so that
management should constantly provide better offers and services to its customers for maintaining
sustainability in such competitive market.
2.3 Analyses data using measures of dispersion to inform a given business scenario (standard
deviations)
Measures of dispersion can be defined as variability in numbers and rate by which numbers can
be spread out. There are different methods for measuring the dispersion in sales revenue of Wm
Morrison(Measures of Central Tendency and Dispersion, 2013). Standard deviation is one of the
important measures for dispersion. It helps in determining the variation in sales revenue of Wm
Morrison. Above calculation has reflected that standard deviation for given information of sales
is 1501.9 which is very high and it shows that sales revenue of the company can vary far from
the mean. On the other hand, standard deviation also represents the associated risk for the
organization. So, company should pay attention towards different risk management methods.
Therefore, value of standard deviation reflects good growth in sales of WmMorrison (Measures
of Dispersion, 2013).
2.4 Quartiles, percentiles and the correlation coefficient are used to draw useful conclusions in a
business context
Quartile divides data in groups and each group contains equal number of values.
Percentile divides large set of data into 100 equal parts. Calculation of percentile and quartile
helps in taking different future decisions for the organization (Lind, Marchal and Wathen, 2005).
Computation is given as under:
Table 2: Calculation of Quartile and percentile
Quartile 1 15410
Quartile 2 16479
Quartile 3 17663
25th Percentile 15410
50th Percentile 16479
75th Percentile 17663
Calculation of quartile helps in determining the variability in sales revenue of the
company in each quart. Computation has reflected that value of sales revenue is increasing in
| P a g e

each quart. So, on this basis company can forecast the future sales revenue as well as it will also
play important role in deciding the investment projects for Wm Morrison. Including this, it will
also help in taking decision about the different functional areas for organization (Dawson and
Catherine, 2002).
Percentile calculation has reflected that in the last five years, 25% sales revenue of Wm
Morrison was below or equal to 15410. On the other hand, 50% has reflected that from the past
five years, 50% sales revenue lie below or equal to 16479 and 75% sales value was below or
equal to 17663. So, it has reflected that company is growing year by year. It also help in taking
different strategic and management decisions for WmMorrison (Cumulative Frequency,
Quartiles and Percentiles, 2014).
Correlation Coefficient:
Coefficient of correlation help in determining relationship between two variables in a
data set. Researcher has collected secondary information of profitability of WmMorrison
(Annual report and financial statements of Morrison, 2010). So, following calculation will help
in determining the correlation between sales and profitability of Wm Morrison.
Table 3: Secondary data collection of sales revenue and profit for determining correlation
coefficient
Year Sales Profit
2009 14,528 460
2010 15,410 598
2011 16,479 632
2012 17,663 690
2013 18,116 636.54
Table 4: Calculation Correlation Coefficient
Correlation Coefficient
Sales Profit
Sales 1
Profit 0.85003 1
Coefficient of correlation lies between -1 to 1 and in which value from -1 to 0 represents
weak relationships among variables and 0-0.6 represents medium association and 0.6-1 shows
| P a g e

strong relationships between both variables. Above calculation has reflected that the Coefficient
of correlation between sales and profit of the organization is 0.85003. It shows that sales and
profitability has positive and strong relationships with each other. Changes in one variable will
lead changes in other variable also. So, Wm Morrison needs to consider both variables sales and
profit at the time of taking any financial decisions for the organization (Jankowicz, 2005).
Contribution of every student:
MihaiSandu has analyzed the collected information using appropriate statistical tools and
techniques such as mean, mode, median, Quartile, percentile and correlation coefficients, etc.
Therefore, statistical analysis for task has been done by Mihai Sandu.
On the other hand, report has included thematic analysis for analyzing primary facts and
figures of survey methodology. Thematic analysis for this project has been done by Nicoleta
Sandu.
TASK 3
3.1 Presentation of graphs using spread sheets and conclusions based on the information derived
from the business Scenario
Column bar graphs for sales revenue of revenue Wm Morrison, JS Sainsbury’s, Lidl
Ltd and Aldi
| P a g e

2009 2010 2011 2012 2013
0
5,000
10,000
15,000
20,000
25,000
14,528 15,410 16,479 17,663 18,116
18,911 19,964 21,102 22,294 23,303
164.5 167.9 183.2 202.7 212.2
2,004 2,014 2,768 3,891 5,200
Columan bar graph for sales revenue of different discount food
retailers of UK
WmMorrisons
Js Sainsbury’s
LidlLtd
Aldi
Figure 1: Column bar graph
Line graph for sales revenue of revenue Wm Morrison, JS Sainsbury’s, Lidl Ltd and Aldi
2009 2010 2011 2012 2013
0
5,000
10,000
15,000
20,000
25,000
14,528 15,410 16,479 17,663 18,116
18,911 19,964 21,102 22,294 23,303
164.5 167.9 183.2 202.7 212.2
2,004 2,014 2,768 3,891
5,200
Line graph for sales revenue of different discount food
retailers of UK
WmMorrisons
Js Sainsbury’s
LidlLtd
Aldi
Figure 2: Line graph for Sale revenue
Histogram for sales revenue of Wm Morrison:
| P a g e

14528-16027 16028-17527 17528-19027
0
0.5
1
1.5
2
2.5
Histogram for sales revenue of Wm Morrison
Figure 3: Histogram for sales revenue of Wm Morrison
Histogram for sales revenue of J Sainsbury:
18911-20410 20411-21910 21911-23410
0
0.5
1
1.5
2
2.5
Histogram for sales revenue of J Sainsbury
Figure 4: Histogram for sales revenue of J Sainsbury
Histogram for sales revenue Lidl Ltd:
| P a g e

164.5-174.5 174.5-184.5 194.5-204.5 204.5-214.5
0
0.5
1
1.5
2
2.5
Histogram for sales revenue of Lidl ltd
Figure 5: Histogram for sales revenue Lidl Ltd
Histogram for sales revenue of Aldi:
2004-3503 3504-5003 5004-6503
0
0.5
1
1.5
2
2.5
3
3.5
Histogram for sales revenue of Aldi
Figure 6: Histogram for sales revenue of Aldi
3.2 Create trend lines in spread sheet graphs to assist in forecasting sales revenue Wm Morrison,
JS Sainsbury’s, Lidl Ltd and Aldi
Trend line graphs are generally used for forecasting the future trends for an organization.
As per the given case study and information,sales revenues of Wm Morrison, JS Sainsbury’s,
Lidl Ltd and Aldi are increasing year by year (Helfert, 2004). Trend line graph for sales revenue
of each organization is given below:
| P a g e

2009 2010 2011 2012 2013 2014 2015 2016
0
5,000
10,000
15,000
20,000
25,000
f(x) = 942.9 x + 13610.5
R² = 0.985341388393321
f(x) = 1111.4 x + 17780.6
R² = 0.999363170016551
f(x) = 13.02 x + 147.04
R² = 0.961556001769731
f(x) = 826.9 x + 694.7
R² = 0.911916902264406
WmMorrisons
Linear (WmMorrisons)
Js Sainsbury’s
Linear (Js Sainsbury’s)
LidlLtd
Linear (LidlLtd)
Aldi
Linear (Aldi)
Figure 7: Trend line graph
Trend lines for sales revenue of Wm Morrison, JS Sainsbury’s, Lidl Ltd and Aldi show
that sales revenue of each organization will increase in coming three years. It shows high
financial performance of companies which will be increasing in coming future business scenario.
Therefore, this financial forecasting helps in different types of business decisions such as budget
formulation, investment decisions and resources decisions, etc (Day, 2005).
3.3 Business presentation using suitable software and techniques to disseminate information
effectively
Power point presentation
3.4 Business report forWm Morrison Plc on the threat of discounted food retailers and its
response towards the threats
A FORMAL BUSINESS REPORT
Title: The threat of discounted food retailers and responses
To: Director of WM Morrison
From: Team of a research firm
| P a g e

Emergence of the new food retailers in the market is one of the major threat for Wm
Morison which can affect the sales, profitability and market share of the organization. Analysis
of the collected facts and figures has reflected that financial position of Wm Morrison is very
strong. So, company can invest sufficient amount of funds in any new project for business
expansion. Along with this, sales revenue of the company is increasing from the last five years
which have shown the effective future performance (Newbold and et.al., 2009). Including this,
trend line graph has also reflected the high future growth in sales revenue of the company. But,
for managing different functions organization needs to take different types of decisions such as
financial, operational and marketing (Prieto and Revilla, 2006). All appropriate and strategies
business decision making will help Wm Morrison to overcome the threat of discounted food
retailers and responses.
Contribution of every student:
Task 3 has included some graphs which have been developed by Nicoleta Sandu. On the
other hand, this task has also included presentation and business report which has been done by
Mihai Sandu.
TASK 4
ANSWER FOR NICOLETA SANDU
4.1 Appropriate information processing tools for operational, tactical and strategic level
decisions at Wm Morrison Supermarkets Plc
There are different information processing tools for operational, tactical and strategic
level decisions at Wm Morrison Supermarkets Plc. These tools include inventory management
software, financial analysis software and Microsoft project (Sheu, 2005). In this, financial
analysis software helps in taking different decisions regarding financial performance,
arrangement of financial resources and other financial decisions for the organization. Along with
this, there are different other financial decisions such as budget formulation, investment
decisions can also be taken by organizations using these tools. Including this, there are different
operational tools such as inventory management software and MS project,. These tools help in
managing inventory as well as different functions of project management. MS project will help
in estimating the critical path and completion time for any new project of WmMorrison (Cowie,
2003).
| P a g e

4.2 Plan for the activity and determination of the critical path for Wm Morrison plc
Critical path can be defined as the longest path and minimum time for completion of any
project. It helps in forecasting the time and cost for the whole project (Bryde, 2003).Project plan
for new product development project of Wm Morrison is described as under:
Table 5: Activity table for new project development project of Wm Morrison
New product development project of Wm Morrison
Sr.
No.
Activi
ty Task Name Durati
on Start Finish Predecess
ors
Resour
ces
1 A Preliminary design 5 days Thu
6/4/15
Wed
6/10/15 3
2 B Market research 3 days Thu
6/4/15
Mon
6/8/15 2
3 C Obtain engineering
quotes 2 days Thu
6/11/15
Fri
6/12/15 1 2
4 D Construct prototype 5 days Thu
6/11/15
Wed
6/17/15 1 5
5 E Prepare marketing
material 3 days Thu
6/11/15
Mon
6/15/15 1 3
6 F Costing 2 days Mon
6/15/15
Tue
6/16/15 3 2
7 G Product testing 4 days Thu
6/18/15
Tue
6/23/15 4 5
8 H Pilot survey 6 days Tue
6/16/15
Tue
6/23/15 2,5 4
9 I Pricing estimates 2 days Wed
6/24/15
Thu
6/25/15 8 1
10 J Final report 6 days Fri
6/26/15 Fri 7/3/15 6,7,9 2
Gantt chart:
| P a g e

Figure 8: Gantt chart for new product development project of Wm Morrison
Network Diagram:
Figure 9: Network Diagram for new product development project of Wm Morrison
| P a g e

As per the above calculation, critical path for new product development project for Wm
Morrison is A-E-H-I-J = 5 + 3 + 6 + 2 + 6 = 22 Days. Activities of critical path are highlighted
with red color. Therefore, critical path method helps in determining the project completion time
for new product development project. According to the calculation, new product development
project will take 22 days to complete (Banerjee, 2006).
4.3 Application of financial tools (such as NPV, IRR) for making financial decision for Wm
Morrison
There are different financial tools which help in choosing profitable investment project
for Wm Morrison. These financial tools include discounted and non-discounted investment
appraisal methods. Non-discounted methods include different methods consider time value and
money approach for making any financial decisions. This approach has stated that present value
of one rupee is higher than the amount received in future (Little, 2011). Net present value aids in
determining the present value of the future investment. Here, positive value reflects the
profitability in investment. Along with this, IRR method helps in determining appropriate
internal rate of future return on any investment. Calculations of NPV and IRR for two investment
projects are given as under:
Net Present Value:
Table 6: Calculation of Net Present Value for Project A and B
Net Present Value
Project A Project B
Years
Net cash
flow
(£000)
Present
value of 10
%
Discounted
Net cash
flow @10%
(£000)
Net cash
flow
(£000)
Present
value of
12 %
Discounted
Net cash
flow @10%
(£000)
1 100 0.909 90.9 50 0.909 45.45
2 200 0.826 165.2 150 0.826 123.9
3 400 0.751 300.4 300 0.751 225.3
4 300 0.683 204.9 400 0.683 273.2
5 200 0.62 124 300 0.62 186
Total Discounted Cash inflow 885.4 853.85
Less: Initial Investments 500 500
Net Present value 385.4 353.85
| P a g e

Calculation has reflected that NPV for project A is 385.4 and project B is 353.85. It
shows that Project A has high NPV as compared to the Project B. It shows that investment in
Project A will be profitable for WmMorrison (Arnicans, 2013).
Internal Rate of Return:
Project A
Table 7: Calculation for the internal rate of return for project A
Internal Rate of Return for Project A
Years Cash Inflow
CAN$
Present value
of 10 %
Discounted Net
cash flow
@10% (£000)
Present
Value of
35%
Discounted
Cash Inflow @
35 % CAN$
1 100 0.909 90.9 0.74 74
2 200 0.826 165.2 0.548 109.6
3 400 0.751 300.4 0.406 162.4
4 300 0.683 204.9 0.301 90.3
5 200 0.62 124 0.223 44.6
Total Discounted Cash inflow 885.4 480.9
Less: Initial Investments 500 500
Net Present value 385.4 -19.1
Internal rate of return 33.819%
Project B
Table 8: Calculation for the internal rate of return for project B
Internal Rate of Return for Project A
Years Cash Inflow
CAN$
Present value
of 10 %
Discounted Net
cash flow
@10% (£000)
Present
Value of
35%
Discounted
Cash Inflow @
35 % CAN$
1 50 0.909 45.45 0.74 37
2 150 0.826 123.9 0.548 82.2
3 300 0.751 225.3 0.406 121.8
4 400 0.683 273.2 0.301 120.4
5 300 0.62 186 0.223 66.9
Total Discounted Cash inflow 853.85 428.3
Less: Initial Investments 500 500
Net Present value 353.85 -71.7
| P a g e

Internal rate of return 1.414%
As per the above calculation, Internal Rate of Return for Project A is 33.819% and for
Project B, it is 1.414%. Therefore, rate of return on project investment has reflected that Project
A will be more profitable for making future investment for new product development project of
WmMorrison (Little, 2011).
ANSWER FOR MIHAI SANDU
CONCLUSION
The current research report has concluded that there are different types of decisions
which are needed to be taken by an organization for any kind of new project. These decisions
include financial, investment, operational and other decisions. Along with this, project has
reflected that financial position of Wm Morrison is very strong at present and coming future. So,
organization can invest appropriate funds in new product development project in the future.
Including this, report has also described that Critical path method, network diagram and Gantt
charts are appropriate tools for making operational decisions in upcoming future. In addition,
NPV and IRR are the most appropriate tools for taking financial decisions because it has
reflected that project A will be the most profitable project for making investment.
| P a g e

REFERENCES
Books and Journals
Akpolat, H. and Pitinanondha, T., 2009.A Framework for Systematic Management of
Operational Risks.Asian Journal on Quality.10(2).pp.1 – 17.
Arnicans, G. 2013. Information Processing Tools and Environments.Raina Blvd: University of
Latvia.
Banerjee, B., 2006. Cost Accounting: Theory and Practice. PHI Learning Pvt. Ltd.
Bryde, J. D., 2003. Modelling project management performance.International Journal of Quality
& Reliability Management.20(2). pp.229 – 254
Cowie, G., 2003. The importance of people skills for project managers.Industrial and
Commercial Training.35(6).pp.256 – 258.
Dawson and Catherine, 2002.Practical Research Methods. New Delhi, UBS
Publishers’ Distribution.
Day, A., 2005. Mastering Financial Mathematics with Excel: A Practical Guide for Business
Calculations.Financial Times/Prentice Hall.
Fitsimmons, G., 2009. Resource management: materials, equipment, facilities. Bottom Line:
Managing Library Finances. 22(3).pp.86 -88.
Greasley, A., 2007. Operations Management.SAGE.
Helfert, A. E., 2004. Techniques of Financial Analysis.Tata McGraw-Hill Education
Jankowicz, D. A., 2005. Business Research Projects.Cengage Learning EMEA.
Lind, D., Marchal, W. and Wathen, S. 2005. Statistical techniques in business & economics.
Boston: McGraw-Hill Irwin.
Little, B., 2011. The principles of successful project management: It takes careful planning,
skilful leadership … and a little bit of luck. Human Resource Management International
Digest.19(7).pp.36 – 39.
Morato, A. E., 2013. Business Decision Making.eBookIt.com
Newbold, P. and et. al., 2009.Statistics for Business and Economics. Pearson Education
Prieto, M. A. and Revilla, E., 2006. Learning capability and business performance: a non-
financial and financial assessment.Learning Organization.13(2).pp.166 – 185.
Sheu, C., 2005. The importance of national culture in operations management
research.International Journal of Operations & Production Management.25(4).pp.371 –
394.
| P a g e

Wallnau, B. L and Gravetter, J. F., 2009.Statistics for the Behavioral Sciences.Cengage
Learning.
Online
Annual report and financial statements of Morrison. 2010. [pdf]. Available through: <
http://www.morrisons-corporate.com/2010/AnnualRepoart/download-centre/PDFs/
full.pdf>. [Accessed on 4th June 2015].
Cumulative Frequency, Quartiles and Percentiles. 2014. [Online]. Available through:
<http://www.wyzant.com/resources/lessons/math/statistics_and_probability/averages/
cumulative_frequency_percentiles_and_quartiles>. [Accessed on 4th June 2015].
Measures of Central Tendency and Dispersion. 2013. [pdf] Available through:<
http://college.cengage.com/mathematics/larson/trigonometry/6e/shared/appendix/
median.pdf>. [Accessed on 4th June 2015].
Measures of Dispersion. 2013. [Online] Available through:<
http://www.mathsrevision.net/advanced-level-maths-revision/statistics/measures-
dispersion>. [Accessed on 4th June 2015
Morrison (Wm) Supermarkets PLC –MRW. 2015. [Online]. Available through: <
http://tools.morningstar.co.uk/uk/stockreport/default.aspx?
tab=10&vw=fs&SecurityToken=0P000090N0%5d3%5d0%5dE0WWE
%24%24ALL&Id=0P000090N0&ClientFund=0&CurrencyId=BAS>. [Accessed on 4th
June 2015].
| P a g e

REFLECTIVE STATEMENT OF NICOLETA SANDU
As per the above discussion,I have provided appropriate contribution in completing this
project in an effective manner. Further,I have developed research plan for collecting information
and selecting sample for whole investigation. This section has increased my knowledge in terms
of research methodology. After developing research plan, I have learned about the formulation
process of questionnaire. Along with this, my contribution has increased my knowledge in terms
of application of different methods for primary and secondary data collection methods. I did not
have appropriate experience in terms of developing the research plan for any kind of study. So, I
have faced problem in deciding appropriate method for completing different functions. But, I
have conducted deep and advance research on these topics and it has helped me in developing
appropriate research plan.
Along with this, I have completed the section of thematic analysis of primary data. From
this section, I have learned about the qualitative analysis of numerical and non-
numericalinformation. Including this, it has increased my knowledge in developing different
graphs and themes for analyzing facts and figures. I have got experience towards conducting
online questionnaire survey of customers. During this survey, I have faced problem in terms of
getting appropriate cooperation from each and every participants.
Including this, in one of the important tasks of this investigation, I have paid proper
attention in developing different graphs using excel spreadsheet. My proficiency has increased in
terms of using different tools and techniques of excel. Along with this, after developing trend
lines on set of sales revenue data, I am capable to forecast different facts and figures for future
decision making.
Overall, the whole project has increased my knowledge in terms of developing research
plan and analysis of collected facts and figures using thematic analysis. It has also increased my
knowledge towards the use of MS excel for analyzing collected facts.
REFLECTIVE STATEMENT OF MIHAI SANDU
I have provided appropriate contribution in completing whole project report in an
effective manner. My contribution has supported in taking different financial, operationaland
other business decisions for Wm Morrison. I have conducted primary investigation on customers
of the organization. Further, I have faced problem regarding the appropriate cooperation from
44

each and every individual. So, for maintaining cooperation I have made appropriate
communication with each and every customer and communicate the purpose of research. It has
helped in increasing the cooperation of customers. Along with this, implication of primary
research plan has increased my knowledge about the primary data collection method and its
importance. My experience has increased in terms of role of survey methodology in collecting
facts and figures relevant to the current research subject.
Afterwards, I have used different statistical methods for analyzing collected facts and
figures. This section has increased my knowledge in terms of taking decisions using different
information such as mean, mode, median, quartile, percentile and correlation coefficients, etc.
Therefore, whole project has increased my knowledge and experience in terms of making
calculations for business decisions.
In the whole project, I have provided appropriate support in completing business
presentation and report. I have gained knowledge about application of financial performance in
making appropriate decisions for organization. Along with this, my knowledge has increased in
terms of power point presentation and MS word. Now, I have got capability to use these tools in
an effective manner.
Overall, the whole project has increased my learning in terms of implication of primary
investigation for study as well as use of statistical calculation for business decision making.
Including this, it has also increased my efficiency in terms of making presentation and business
report. After completing this project, now, I am capable to take different types of business
decisions for successful completion of any project of an organization.
| P a g e