Business Decision Making Report - Fairfield School of Business

This report provides a comprehensive analysis of business decision-making, using Lidl Plc as a case study. It begins with an introduction to decision-making in organizations and its significance in management, followed by an overview of Lidl Plc's competitive position. The main body of the report is divided into two tasks. Task 1 focuses on primary data collection and analysis, including a detailed questionnaire approach, data analysis of personal details, income, spending habits, and opinions regarding Lidl's services and product offerings. Task 2 involves secondary data analysis, examining Lidl's market share, operating profit, and profit after tax from 2017 to 2019. Key findings and recommendations are presented, drawing conclusions about Lidl's performance and areas for improvement, and includes a conclusion and references.

Business decision making

INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
TASK 1............................................................................................................................................1
Primary data collection and analysis...........................................................................................1
Data Analysis...............................................................................................................................2
TASK 2..........................................................................................................................................18
Secondary data and analysis......................................................................................................18
Key findings...............................................................................................................................21
Recommendation.......................................................................................................................21
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................23
Appendices:...................................................................................................................................24

INTRODUCTION
Decision making in the organization is an important aspect of democratic management.
Essentially, the primary role of management is taking fair or sound decision-making. Any
manager unconsciously or actively takes hundreds and hundreds of decisions making it the main
element of a manager's position. Decisions play a major part in deciding both the corporate and
administrative operations. Lidl Plc is UK based Supermarket Company which gives strong
competition to the big players such as Tesco, Sainsbury’s, Asda and Morrisons.
This assessment covers several elements which help the ESSENTIAL LTD which currently
conducting market research to introduce new discounted supermarket store. This report collects
useful data with the help of questionnaires and also gathers information by using secondary
research which includes market shares, profitability etc.
MAIN BODY
TASK 1
Primary data collection and analysis
Primary research:
Primary evidence is information gathered by researchers from the very first time. It
includes methods such as surveys, interviews, and tests (Acharya And et.al., 2018). It is obtained
directly from primary sources with each site's key goal being considered. As accuracy of findings
is the key benefit of this approach and at the same times it is costly and time consuming to gather
data through primary sources. It is also mentioned that this approach is useful only for some kind
of research such as gathering information about Lidl. Some of primary approaches are discussed
below:
Questionnaire approach: It is probably the most apparent method of obtaining data,
comprised of a collection of research-related questions. This method makes the gathering of
knowledge from a number of sources very convenient (Baker, 2018). It mainly includes the
written collection of questions to be answered by the candidates on the basis of their familiarity
and expertise of the content. The primary purpose of researchers is to raise questions that help
determine the most viable answer that further facilitates successful decision-making.
Interview approach: This is the most widely practiced methods for primary data research in
which the researcher asks the respondents appropriate question either verbally or by letter in
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order to obtain information about the topic being studied. The researcher may either call the
employer applicant, or join them at the appropriate location to evaluate the nominee's actual
answer (Black, 2019). For example, if a large number of applicants are selected then Email or
telephone interview are the best ways to obtain concrete conclusions.
To identify the information about how Lidl Plc offer discounted products in the market,
company prepare a questionnaire and select 50 respondents for accurate outcomes.
Data Analysis
Personal Details:
Q1. In what age group you belong?
a) 15-25 20
b) 26-40 8
c) 41-70 22
Mean 16.66666667
Median 20
Mode #N/A
S.D 7.571877794
Interpretation: Above data represent that, more people are belongs to the age group of
41 to 70 (Daniels and Morck, 2019). Above diagram help individuals to understand the results
effectively.
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Q2. What is your gender?
a) Male 30
b) Female 15
c) Other 5
Mean 16.66666667
Median 15
Mode
S.D 12.58305739
Interpretation: Above table indicates the maximum males members visit the
supermarket stores and purchase necessary goods (Fávero and Belfiore, 2019). It is also observed
that females are preferred to shop from nearby stores rather than going far away.
Q3. What is your qualification
level?
a) Primary 32
b) Secondary 8
c) University 10
Mean 16.66666667
Median 10
Mode
S.D 13.31665624
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Interpretation: Maximise qualification level of people is primary that is 32 among the
50 responses. It is also observed that, more educated people provide more accurate outcomes.
Q4 Approx income for a month
(GBP)?
a) 700-1000 31
b) 1500-3000 11
c) 4000-5000 8
Mean 16.66666667
Median 11
Mode #N/A
S.D 12.50333289
Interpretation: From the above table or graph, it is analysed that income range from 700
to 1000 GBP per month are more often visit supermarket stores.
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Q5 Actual spending for a month (GBP)?
a) 100-150 10
b) 200-300 25
c) 400-500 15
Mean 16.66666667
Median 15
Mode
S.D 7.637626158
Interpretation: From the above graph, it is obsrved that actual sopending of individual
on their shopping per month. Around 25 people out of 50 spend 200 to 300 GBP and 15 people
spend around 400 to 500 GBP every month (Jarrahi, 2018).
Q6. Is location is essential element to consider
at the time of introducing new store for Lidl?
a) Strongly agree 30
b) Agree 10
c) Disagree 10
Mean 16.66666667
Median 10
Mode 10
S.D 11.54700538
5

Interpretation: It is analysed that, around 30 people thinks that store location is very
essential element for the company and it affect its revenue. In addition, around 10 responded
think that location does not matter.
Q7. Prices of products offered by
Lidl are reasonable?
a) Strongly agree 20
b) Agree 20
c) Disagree 10
Mean 16.66666667
Median 20
Mode 20
S.D 5.773502692
Interpretation: Fair price always attracts a large number of consumers to offer them a
great shopping environment. It has been established from the survey that 20 customers are highly
satisfied with reality that Lidl is providing products at affordable prices which makes it famous
among various rivals present in the market.
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Q8. Company offer any special
discounts on seasons?
a) Strongly agree 15
b) Agree 25
c) Disagree 10
Mean 16.66666667
Median 15
Mode #N/A
S.D 7.637626158
Interpretation: Customers are still looking for a special discount. It was determined
from above table that five participants identified for the study in sense of a respective
organization state that there was no additional discount or bid schemes on festive seasons. To
gain more attention, companies need to add different aspects in order to increase and make
consumers feel unique while shopping.
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Q9. Does Lidl have huge product range?
a) Strongly agree 25
b) Agree 12
c) Disagree 13
Mean 16.66666667
Median 13
Mode #N/A
S.D 7.234178138
Interpretation: 25 customers firmly are in agreement with reality that this business offers
various kinds of food such as child items, products for the elderly, etc. This is considered to be
one of the key components for Lidl to achieve more profit margin than other major supermarkets.
Q10) Is there proper convenience
facilities to reach store?
a) Strongly agree 34
b) Agree 10
c) Disagree 6
Mean 16.66666667
Median 10
Mode #N/A
S.D 15.14375559
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Interpretation: The table above indicates that customers are connected to store in order to
buy any product, as they face no problems while reaching them. It's established that 34
respondents believe that store is situated inside the city center, making it easier to shop any item
at any time.
Q11) Do you like the payment mode
offered by Lidl?
a) Strongly agree 30
b) Agree 10
c) Disagree 10
Mean 16.66666667
Median 10
Mode 10
S.D 11.54700538
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Interpretation: From the chart above, this is defined that highest number of consumers is in
support of payment style of the business such as 30 are strongly in agreement with the reality.
Buying in the store provides immense satisfaction as barcode scanners are mounted on each side
of the shop making it easier to pay bills.
Q12) Is company offer after sales
services on luxury items?
a) Strongly agree 25
b) Agree 12
c) Disagree 13
Mean 16.66666667
Median 13
Mode #N/A
S.D 7.234178138
Interpretation: The chart above indicates that organization gives extra features on
purchasing luxury goods, such as purchasing LEDs or other costly electronic movies tickets, in
order to keep consumer happy. The point is firmly accepted by 12 respondents, while 13 assume
that the consumer needs to profit more.
Q13 Which sort of product mixture
does customer prefer to purchase?
a) High 27
b) Medium 13
c) Low 10
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