Investigating Gender Discrimination Management Strategies at ASDA

This research project investigates strategies for managing gender-based discrimination to reduce workplace inequality, with a specific focus on ASDA. The study addresses the impact of discrimination on employee performance and organizational efficiency. The research methodology includes a qua...Read More

RESEARCH PROJECT

EXECUTIVE SUMMARY
The management of diversity and equality is the most important success criterion for the
business organization in this highly competitive world. This is majorly because of the reason that
when the business organization manages diversity and equality at workplace then this is liked by
the employees and they work in more effective and efficient manner. Thus, the present research
outlined the main problem which affects the maintenance of diversity and equality that is
discrimination on the basis of gender. The discrimination on the basis of gender is defined as
differentiating among the employees on the basis of gender. This is the most common type of
discrimination taking place in the business organization and this affects the working of the
business organization to a great extent. Thus, present research outlined the various strategies
with which the business organization can manage to control the high discrimination on the basis
of gender taking place in the business organization.

INTRODUCTION
Aim and objectives
Aim
“To investigate the strategies of managing discrimination on the basis of gender in reducing
workplace discrimination with respect to diversity and equality. A study on ASDA.”
Objectives
 To articulate the concept of discrimination at workplace relating to gender.
 To understand the impact of high discrimination on the basis of gender on the
performance and proficiency of employees with respect to ASDA.
 To evaluate the different challenges being faced by business organization in managing
workplace discrimination with regard to ASDA.
 To suggest some of the strategies in the reduction of the discrimination on the basis of
gender to reduce the workplace discrimination.
METHODOLOGY Research type- for the research to be conducted there are various types of methods of
research which can be used to complete the research. This is of 2 main types that is
quantitative and qualitative research. The research based on quality is a type of research
in which the researcher considers attributes, values and other non- numeric information
and data. In contrast to this research based in numbers that quantitative is the one that
includes the analysis of all the different facts and figures and information based on
numbers. Both the methods are good for conducting the research but in the completion of
the research on strategies of managing discrimination on the basis of gender is qualitative
type of research (Ørngreen and Levinsen, 2017.). The major reason underlying this fact is
that this method will assist the researcher in gaining knowledge relating to the strategies
for managing the discrimination on the basis of gender at work. Research approach- for collecting the data and relevant facts and figures it is necessary
for the researcher to use appropriate method or approach. The research approach is
defined as the various assumptions or estimation on basis of which the various methods
of research are being selected. The approach which can be used for selecting the research
methods can be either inductive or deductive. The inductive is the one which includes

formulation of aims and objectives and the deductive is the one which includes forming
of hypothesis and then checking that whether it is correct or not. In order to complete the
present study, researcher has used the inductive approach. This has been used by the
researcher as this includes the framing of the objectives and aim in relation with the
selected research topic and then working in direction of framed aims and objectives
(Ulmer, 2017.). Research philosophy- research philosophy is referred to as principle or the value
underneath any activity undertaken. In the same manner research philosophy is the values
and beliefs which are underneath the methods of research which are being selected. The
philosophy can be found of two kinds that is interpretivism and positivism. The
positivism is the one which includes the selection of methods which are based on some
science and logical concepts and depend on quantifiable information. In contrast to this
interpretivism is a philosophy that integrates human interest in the research. In order to
complete the current study interpretivism is being followed as the researcher want to
know about the basic theoretical knowledge of the research topic. Collection of data- gathering and assimilating of the data is very essential for the
research to be completed. Thus, the research data can be gathered from 2 various sources
that is secondary and primary source of data. The first hand data that is primary data is
the one which is collected directly form the source or respondent and which is collected
for the first time. On the other side secondary source of data is the one in which analysis
of the already published data in form of books, journal, and other published sources. Both
the sources are necessary for the success of the research and because of this reason the
combination of secondary and primary source was used. For the primary source the form
of questionnaire was used and for the secondary source the use of various books, articles,
journal and other related published sources.. Sampling- this is the method through which some of the participant are chosen from a
wide variety of options available in the whole population. This small number of people is
selected because of the reason that this makes the research and study more good and
effective. Thus, for this reason a sample of 20 employees is selected on basis of random
sampling method. The employees of the business organization are being selected because

of the reason that they actually know what is going on within the business and what
policies are being used and implemented in the business. Data analysis- the analysing of the data is the most important key for the successful
completion of the research. This is due to fact that if the collected information is not
interpreted in correct way than the study is useless (King and Mackey, 2016). Thus, for
this the scholar has used the thematic analysis of data and this has been selected due to
the reason that this includes the making of charts, tables and graphs. Thus, this will be
more attractive and understandable because of the graphs. Ethical consideration- this is the most crucial stage for the completion of the research in
more systematic manner and with good values. This is due to the fact that when the
ethical consideration is taken into account then this increases the value of the research.
For this the most important thing to be considered is the signing of the ethic form from
the respondent. This is necessary as this involves the permission of respondent which the
scholar can use the information which is personal of the respondent being provided by the
respondent. Another ethical consideration is the collecting and gathering of the
information from the sources which are valid and reliable so that the research can outline
good and effective methods.
 Research limitation- even though the research is completing with good efforts but then
also there are some of the limitation which restricts the research to be good and effective.
The major limitation within the research was the limited budget and resources. But then
also the researcher tried to manage the execution of the whole research in very good and
effective manner. In addition to this another important limitation faced by research as
time which was available for the research was very less and this created a difficulty in
scheduling of all the activities of the research. But the researcher with help of good time
management and prioritizing skill managed all the different activities of research in
proper and accurate way (Basias and Pollalis 2018).
 Reliability and validity- this is also most essential aspect to be considered at time of the
research completion in successful manner. The major reason behind this is that if the
research will not use all the reliable and valid data then the researcher will not be
successful in meeting the aim and objectives of the research. Thus, for this the reliability
si necessary which means that whenever the same test is conducted the result are the

same every time. On the other side the validity of the research states that the data
collected are all relevant and are permitted to be used in the research.
RESULT
Theme 1: Strongly agree that there is awareness of discrimination on the basis of gender.
Theme 2: Yes, business organization uses the practices for leading discrimination on the basis of
gender.

Theme 3: As agreed by majority there is high impact of discrimination on basis of gender over
the productivity of employees and company as well.
Theme 4: Discrimination on the basis of gender has negative impact over company and its
performance.

.
Theme 5: The major influence of discrimination on the basis of gender over the business
organization is all of the above.

Theme 6: All of the above are the major challenges faced by business organization.

Theme 7: Yes, there are strategies which can help business organization in managing
discrimination on the basis of gender.
Theme 8: Providing equal opportunities to all employees is the better strategy for assisting the
business organization in managing high discrimination on the basis of gender.

Theme 9: Some suggestion for improvement in strategies for reducing discrimination on the
basis of gender at workplace.
DISCUSSION
Theme 1: 60% of the participants tends to effectively establish the fact that, they have complete
degree of awareness associated with the discrimination on the basis of gender. Discrimination on
the basis of gender is associated with the disadvantage and unequal treatment of the person
associated with the gender. However, discrimination on the basis of gender is mainly linked with
the education, political, health, economic and social inequalities (Marini and Meschitti, 2018).
10% of the respondents in turn were neutral associated with the particular theme. Each employee
within the organization must be treated equally irrespective of the age, race, religion, gender,
culture, disability, etc. This way it helps the individual in performing the work with high degree
of accuracy and efficiency which helps in improving the outcomes of the work.
Theme 2: 60% of the participants tend to effectively establish the fact that, in order to effectively
improve gender inequality within the organization the business organization must significantly
focus on treating all the staff equally and by using high degree of equality and accuracy. The
business organization must also focus on creation of inclusive work environment within the
organization. The business organization also focuses on examining the diversity and equality by
developing full set of potential by complying with the diversity and equality act within the
organization. However, 40% of the participants in turn tend to effectively state that, business
organization uses the practices for leading discrimination on the basis of gender. The business

organization must also focus on ensuring that, the equal access to the opportunities which helps
in enabling the learners to effectively participate within the learning procedure. Encouraging the
employees of diverse group helps in improving workplace equality.
Theme 3: 70% of the participants tends to effectively establish the fact that, the high level of
discrimination on the basis of gender within the company is associated with the low degree of
productivity and performance within the workforce (Fisk and Overton, 2019). The discrimination
on the basis of gender in turn tends to lower the morale and motivation level of the employees.
Gender inequality within the organization results in high stress level in organization. It results in
adverse set of ill effect within the organization because of the hostile working environment.
However, 10% of the participants were not sure about this theme that discrimination on the basis
of gender has impact on the performance and productivity within the employees.
Theme 4: from the primary data collected and analysed with the help of the secondary sources it
is evident that the major impact of the high discrimination on the basis of gender is always
depressing over the working of the business organization. This is assented by the maximum of
the participant that the discrimination on the basis of gender creates a lot of bad effect on the
operations of the business organization as this decreases the motivation level of the employees.
This is due to the reason that when the employees are mistreated then the employees not work in
effective manner.
Theme 5: with the evaluation and analysis of the primary data gathered and views of different
authors and scholars there is great impact on the operations of organization. As assented by the
maximum of the participant all of the above are the major influence which it has over the
organization. All of the above includes three major influences that are lower productivity,
lowering down the morale of employees and decrease in goodwill of organization. All these are
main impact which the discrimination on the basis of gender creates on the organization. When
the discrimination on the basis of gender is high then the employees are not in good condition
and the mindset of the employees is not well and this affects their overall working efficiency. On
the other side some of the respondent agrees to this influence on individual basis.
Theme 6: with the help of the primary and the secondary research it was outlined that in
managing the discrimination on the basis of gender there are a lot many challenges is
encountered by organization. This is majorly due to the reason that when the people not
discriminate then most of the people have a thinking that the organization is not working in

effective manner. Thus, as assented by maximum of participant the main challenge faced by
organization at time of managing the discrimination on the basis of gender is all of the above
which includes cultural differences, mentality of employees and personal bias of management.
These are due to the fact that most of the people have the feeling that female employees cannot
work as competently as compared to males. Remaining of the particiapnt agrees to these
individually.
Theme 7: from the primary data collected and its evaluation it is evident that there are various
types of different measures and strategies which can help the organization in managing the
discrimination on the basis of gender. As agreed by the maximum of participant and views of
various authors and scholars it is illustrated that there is various kind of strategies which the
organization uses in order to manage the discrimination on the basis of gender. All these
strategies assist the people in managing the differences among the male and female employees
on the basis of working. However, some of the respondent does not agree to this and they state
that the no strategy can assist the organization in managing the discrimination on the basis of
gender.
Theme 8: on the analysis of the primary data it was evident that as there are many different
strategies for the management of the discrimination on the basis of gender so the organization
has many various options of managing the work. The major strategy as agreed by (Heilman and
Caleo, 2018) and the maximum respondent of primary research is the providing of equal
opportunities. This is resulting to the reason that when the organization will provide for equal
and undifferentiated opportunities irrespective of the gender then the organization can have much
better working environment. In the views of some of the respondent the major strategy for
managing discrimination on the basis of gender is the providing of training to the employees.
This training is in respect of managing both the female and male workforce at the equal level and
not to differentiate among them. Further some of the respondent said that the organization must
give some more preference to the discriminated section of the organization. This is majorly due
to the reason that this will increase the morale of that section and they will operate in more good
way. In contrast to this some of the respondent states the organization must allocate the work to
the employees in accordance with their capabilities. This will assist the person in working with
more efficiency and effectiveness.

Theme 9: from the help of the analysis of the primary data gathered it is clear that the most
essential thing for the organization is that they must manage the working environment of the
organization in effective and efficient way. This is the most important recommendation for the
strategy of reducing the discrimination on the basis of gender at the workplace (Verniers and
Vala, 2018). The major reason underlying this statement is that when the organization have good
and coordinating working environment then the organization will be more competent in
managing the work in more good manner. Thus, this is the most important recommendation or
the measure of improving the workplace diversity and equality and specially the discrimination
on the basis of gender. Also, many of the authors and scholars state that the management of
discrimination on the basis of gender is necessary for the proper and profitable operations of
organization. This is due to the fact that if the high discrimination on the basis of gender is there
then the employees will not work with maximum efficiency and this will have an effect on the
overall working of the organization.
In the end it can be said that in the views of Coffman, Exley and Niederle (2018)
managing workplace diversity and equality is essential as if there will be equality then all the
employees will have equal opportunity to grow and it will also influence and motivate the
workforce to work in more competent and productive way. Also, in addition to this is the
organization has diverse workforce then this will bring in more of the diversified working pattern
and is more productive and innovative. Thus, due to this major reason it is very essential for the
organization to manage and maintain the workplace diversity and equality and especially to
reduce the discrimination on the basis of gender taking place in the organization. With the above
whole discussion Parker and Funk, (2017) states that the discrimination on the basis of gender is
the phenomenon wherein the employees are mistreated on the basis of the gender that is male
employees are given more preference as compared to the female employees. Hence, for attaining
success the necessary thing for the organization is to manage the high discrimination on the basis
of gender taking place at the organization.
CONCLUSION
From the above whole data and the evaluation and discussion of the data the most
important thing concluded is that if the organization will not manage the workplace diversity and
equality then the organization will not be successful. The major reason underlying this statement
is that the organization manages diversity and equality within the place of work will be keener to

work in more effective manner so that organization attains all the group and individual goals of
the organization. Thus, with the help of whole study it is clear that for the management of
diversity and equality the most important aspect for organization to manage is the discrimination
on the basis of gender to the lowest. This is due to the reason that when the organization
manages discrimination on the basis of gender then in that case the workforce is much happy and
is productive in working.
From the above study it is evident that without making effective aim and objective the
research cannot be conducted. This is due to the reason that if the objectives and the aim of the
study is not good then the complete study will not be effective as the whole study is directed on
the basis of the objective and aim only. After that it was seen that the use of research
methodology is also very essential as these methods suggest that which method must be used in
order to complete the whole study in successful manner.
In the end with the help of the gathered data and its analysis it was apparent that both the
primary data that is data was collected from the primary respondent and it was authenticated
from the secondary sources. The sources of secondary nature included the variety of authors,
scholars, different articles, books, journal and other published data. The use of this data
authenticates that the primary information collected from various different types of respondent is
correct and valid. Thus, by the assistance of the primary and secondary information being
collected it was illustrated that the management of discrimination on the basis of gender is a very
tough task but it is very essential for the organization to minimize the discrimination on the basis
of gender.
With help of the discussion it was clear and evident that effect of the discrimination on
the basis of gender is negative over the performance of the organization and the workforce as
well. This is due to the reason that when there is gender discrimination then the employees will
have a feeling that they might also be mistreated in any other basis like age, income, experience
and many other different bases. Thus, with the help of above analysed data it was seen that the
there are many different challenges which is faced by ASDA at time of managing the
discrimination on basis of gender. These challenges included the combination of personal bias
within the management, differences in the culture of employees and the thinking & mentality and
the capacity to think among the workforce working within the organization. All these challenges

affected the operations of organization and the reducing of discrimination on the basis of gender
within the organization to a great extent.
Also, in addition to above all discussion & primary and secondary information it is
illustrated that there are various types of the methods and strategies that assist the organization in
managing the discrimination on the basis of gender within organization. In the end it was
discussed that there is variety of methods present that can also help the organization in
management of the diversity and equality and the gender discrimination. These strategies
includes providing of equal opportunities to discriminated part of organization, various training
to the employees, giving of equivalent growth options for all the workforce present within the
organization and allocating the work in accordance with the capabilities of the employees. All
these strategies will help the organization in managing and decreasing the gender inequality or
discrimination taking place at the workplace.
RECOMMENDATION
From the whole analysis above it is evident that organization ASDA need to take a lot
many steps in improving the working of the organization and management of diversity &
equality. The major reason underlying this fact is that when the organization is able to manage
equality in the workplace then the entire workforce will perform their function in better way and
this will improve in overall working of the organization. Thus, the major improvement and
suggestions for the organization to manage the discrimination on the basis of gender is as
follows-
The first and foremost recommendation to ASDA is that the organization must include
the female employees in the management and leadership of the business. This will improve the
morale and motivation level of the employees and they will operate in much effective way. This
is due to the reason that when women employees are included in the decision making and the
management and leading the organization then this will make the females happy that they are
given more respect and this motivate the female employees to work in more efficient way. Also,
in addition to this when females will be given more importance then the male employees will
hurt as they will not be able to bear the fact that the females are given more preference. Thus, in
against of this male employees will also work in more effective manner in order to come ahead
of the females.

Another major recommendation for the ASDA is that they must respect all the cultures
and various people coming from different background. The major reason underlying is that when
the organization works in the global business condition and due to these employees are being
recruited from all over the globe. The major reason for this fact is that when the employees
comes from the different cultures then there might be many various types of cultures then they
will fight among one another and this has a great impact over the operations of company. Thus,
for this it is essential for ASDA to manage the differences cultures and for this the organization
can provide training to the employees so that they can administer the working in proper and good
manner.
Along with this another major recommendation for ASDA is that they must communicate
within the organization in effective manner. The major reason underlying this statement is that if
the communication is not good then the organization is not in a position to manage the work in
good way. This is basically due to the fact that when there is problem in communication then it
might be possible that the organization and the employees may misunderstand the facts and this
will have a great impact on the working of the company and its operation.
In addition to this another major important suggestion for the organization ASDA is to
make policies which are equitable and ethical and without any discrimination. This is majorly
due to the fact that when the policies are discriminating then automatically the behaviour of the
employees will change and it will be discriminating. Thus, for this it is the duty of the
organization to ensure that they are having proper management and making of the policies
without any discrimination.
Another major improvement measure for ASDA is to appoint a person or an officer
especially for the administration of diversity and equality particularly for discrimination on the
basis of gender. This is essential as this person will ensure that the working of the organization is
without any bias and the wrong working. Thus, this will improve the working of the organization
ASDA as when their will be an officer for the checking then all the employees will operate in
competent and efficient manner and this will improve the overall working of the organization.
REFLECTION
On the basis of the whole study i gathered the knowledge that managing of business with
diversity and equality within it is very essential. The major reason is due to the fact that if the
diversity and equality is not manage in effective way then the organization is not in condition to

manage and earn good and effective profits. Thus, this will result in the better working of the
organization and its performance. With the current study i learnt that the making of aim &
objective is very necessary aspect in order to complete the whole research in successful manner.
The major reason is due to the fact that when the aim and objective are not good and effective
then in that case the research will not be completed in successful manner. Thus, for framing of
the aim and objective i encountered many difficulties and this hampered my research topic
selection but then i took help of my tutor and with their help i am in condition of making the
prefect and relevant aim and objective for the research.
Further i learnt that the deciding of all the research methods is very essential for the
research to be successful. The major reason is due to the fact that when researcher is having
knowledge in advance relating to the fact that which methods of research need to be used then in
that condition the whole research will be more useful and successful. By the completion of the
whole study i was in condition to know that use of research based on quality is much superior as
compared to the quantitative research in case wherein more preference is being given to the
theoretical understanding relating to the research topic. Furthermore, i learnt that the use of
inductive approach is much better as the approach of inductive research helps the researcher in
making the objective and aim relating to the study and the complete the whole study in that
direction only. Also, with the help of the interpretivism philosophy of the research it was clear
that the human interest is also very essential for the study as this completes the study in much
better way.
In contrast to this it can also be stated that instead of using the qualitative research type
the researcher could have focused more on the quantitative type of research. The major reason is
due to the fact that when the exercising of numeric information is made then this will provide
with more of the scientific and logical result and will make the research more successful. In
addition to this the instead of using the inductive approach of the study, scholar must have made
use of the deductive approach. The major reason is due to the fact that when the deductive
approach is used then instead of using the aim and objective the hypothesis are made and then
the whole research is conducted for the testing of the hypothesis.
In addition to this instead of using the interpretivism philosophy the research could have
used the positivism philosophy of research. The major reason is due to the fact that when
positivism philosophy is used then in that case the use of factual and numeric information will be

made and this will provide with more sensible and logical reasoning. On the other side instead of
using the thematic analysis of data analysis the scholar could have made use of quantitative
method like SPSS either other mathematical and statistical models or methods. In addition to this
along with the familiarity of various types of values, attributes and skills was also made during
the whole research and its successful completion.
With the whole study the major skill which was learnt by me was the researching skills as
the research means researching for a particular topic. Thus, till the completion of the research the
researching skill of me enhanced to an immense amount. The major reason is due to the fact that
for researching for a particular topic there are many different types of websites and other
published data sources. Thus, this skill of me increased as when I researched relating to the
research topic I came to know that which source provides for ethical and relevant data and which
does not. Along with this the time management skill of me also improved as in the whole
research are processed all the activities are linked with one another on the basis of the
completion of the first activity only the rest will initiate. Thus, with the help of this i improved
my time management skill and this also resulted in the effective and perfect manner.
Again in addition to this my communication skill was improved and this is majorly
because of the reason that i had to collect that data from the respondent. Thus, at the time of
collecting the data i was able to coordinate with the participant and due to this the
communication skill of me increased and this will help me in more growth and future
improvements. Along with this the whole research is conducted within the group and due to this
the team working skills of the organization also increased. This is due to the reason that when the
people work together on a single project then it might be conflict and it was the responsibility of
me to manage the whole research. Thus, due to this my team working skill increased as well.
Also, with the team working skills i increased my allocating power as well. The major reason is
due to the fact that because of the team work we have to work in team and for this some of the
manager is required and that was me. Thus, this increased me to manage the work and make the
research in the direction of getting success only.
Along with this the major learning from the whole research was that i learnt the
capability of the identifying the right source of collecting the data. The major reason is due to the
fact that when the data was collected for the research there were many different websites for the
completion of the research. Thus, due to the reason that i was able to manage the work in more

effective and efficient manner. All these learning of the new skills and the improvement in the
existing skill and attributes will help me in my personal development. This is majorly because of
the reason that these all skills will help me in improving my working efficiency and the working
capacity and knowledge base of me. Thus, this will improve my overall personality and will
assist me in my future growth and development.

REFERENCES
Books and Journals
Basias, N. and Pollalis, Y., 2018. Quantitative and qualitative research in business & technology:
Justifying a suitable research methodology. Review of Integrative Business and
Economics Research. 7. pp.91-105.
Coffman, K.B., Exley, C.L. and Niederle, M., 2018. When discrimination on the basis of gender
is not about gender. Boston: Harvard Business School.
Fisk, S.R. and Overton, J., 2019. Who wants to lead? Anticipated discrimination on the basis of
gender reduces women’s leadership ambitions. Social Psychology Quarterly. 82(3).
pp.319-332.
Heilman, M.E. and Caleo, S., 2018. Combatting discrimination on the basis of gender: A lack of
fit framework. Group Processes & Intergroup Relations. 21(5). pp.725-744.
King, K. A. and Mackey, A., 2016. Research methodology in second language studies: Trends,
concerns, and new directions. The Modern Language Journal, 100(S1). pp.209-227.
Marini, G. and Meschitti, V., 2018. The trench warfare of discrimination on the basis of gender:
evidence from academic promotions to full professor in Italy. Scientometrics. 115(2).
pp.989-1006.
Ørngreen, R. and Levinsen, K., 2017. Workshops as a Research Methodology. Electronic
Journal of E-learning. 15(1). pp.70-81.
Parker, K. and Funk, C., 2017. Discrimination on the basis of gender comes in many forms for
today’s working women. Pew Research Center. 14.
Ulmer, J. B., 2017. Posthumanism as research methodology: Inquiry in the
Anthropocene. International Journal of Qualitative Studies in Education. 30(9). pp.832-
848.
Verniers, C. and Vala, J., 2018. Justifying discrimination on the basis of gender in the
workplace: The mediating role of motherhood myths. PloS one. 13(1). p.e0190657.

APPENDIX