Business Decision Making
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TABLE OF CONTENTS INTRODUCTION ...........................................................................................................................3 LO1 ..................................................................................................................................................3 1.1 Plan for the collection of primary and secondary data ..........................................................3 1.2 Survey methodology and sampling frame ............................................................................4 1.3 Questionnaire for the survey ..................................................................................................4 LO2 ..................................................................................................................................................6 2.1 Summarization of data obtained from the survey ..................................................................6 2.2 Analysis of result and conclusion ..........................................................................................7 2.3 Measures of dispersion ..........................................................................................................8 2.4 Explaining quartile, percentile and correlation coefficient which is useful in the business context ..........................................................................................................................................9 LO3 ................................................................................................................................................10 3.1 Graphs and conclusion based on business scenario .............................................................10 3.2 Forecasting sales revenue through trend lines: ....................................................................12 3.3 Business presentation ...........................................................................................................13 3.4 Formal business report for WM Morrison's .........................................................................13 LO4 ................................................................................................................................................14 4.1 Information processing tool .................................................................................................14 Toll Free No. +61 879 057 034 Mail Us: help@instantassignmenthelp.com.au Get an Exciting offer on Black Friday. Avail your Assignment Help and Order Now to Enjoy the Best Deal
4.2 Critical path for the WM Morrison .....................................................................................15 4.3 Use of financial tools ...........................................................................................................16 CONCLUSION .............................................................................................................................18 REFERENCES ..............................................................................................................................19
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INTRODUCTION Business decision making is the process through which manager makes decisions after analyzing several alternatives. Every action of manager produces an output which is the result of decision. Manager plays the most important role in business decision making. This project report is based on the case study of Morrison’s retail supermarket which is the fourth largest retailer in UK in terms of turnover. Besides this, it includes 12 convenience stores and 500 stores in United Kingdom (Black, K., 2011).This document shows research work which is based on the customer behavior and attitude towards food discount retailing carried out by WM Morrison’s that is based on primary and secondary data. This project report depicts decision making by the manager of Morrison’s with the use of several techniques.
LO1 1.1 Plan for the collection of primary and secondary data The research is conducted by the Morrison for the purpose to identify the consumer behavior and attitude towards food discounting retailing. The main objective behind collection of data and research studies are driving the top line, increasing efficiency, and capturing growth. To achieve these objectives, Morrison’s needs to make an effective plan for the data collection which will provide more help to company in the near future (English, 2012). The other aim and objective of the study is to know the cultural behavior of the customers, Taste and preference of the costumers, and to know the purchasing power, standard of living. Plan for the primary data collection: Primary data is that which is collected for the first time to achieve the objective of research. Here, primary data has been collected through online survey which has been accomplished with the help of questionnaire. Survey is the most effective technique of data collection and in this technique, a sample is selected from the population and then survey is conducted on consumers to identify their attitude and behavior towards food Toll Free No. +61 879 057 034 Mail Us: help@instantassignmenthelp.com.au Get an Exciting offer on Black Friday. Avail your Assignment Help and Order Now to Enjoy the Best Deal
discounting retailing (Sapsford and Jupp, 2006). In survey, researcher will use questionnaire as a tool to assess the consumer behavior towards food discounting retailing with the use of either open or close ended questions which will helps in the collection of primary data. To conduct research more effectively researcher send questionnaire to 50 people on their e-mail id and encourage them to fill this questionnaire. For this, researcher only makes research upon the customers of west London. In addition to this, researcher send questionnaire on email id of loyal customer so company become able to retain and sustain customers for longer duration. Plan for the secondary data collection: Secondary data are that which is already collected and published by other researchers and can be used to modify and conduct the research. In addition to this, there are varied secondary sources assess that scholar can use with an aim to perform the research upon the given topic. It consists of government published documents, books and journals being published by varied authors. Government also published data about various issues which will provide help in further research program. In addition to this, other resources like libraries, periodicals are also recognized as a main source which will help in the collection of secondary data (Shultz, 2005). Besides this, journal which is published by other researcher on the same problem provides an idea about the research being conducted by the scholar. To get appropriate results researcher undertakes latest edition of books which provides deeper insight to him about the problem. Besides this, researcher also makes use of government data because they are more reliable. In addition to this, researcher also undertakes periodicals which have high credit rating. After this, he makes analysis of information which researcher obtains from different sources to get suitable outcomes. The data for Morrison is collected through primary and secondary sources. The primary information is collected through survey conducted for customers. It is through distribution of questionnaire that the primary information for customers will be accumulated. The secondary Toll Free No. +61 879 057 034 Mail Us: help@instantassignmenthelp.com.au Get an Exciting offer on Black Friday. Avail your Assignment Help and Order Now to Enjoy the Best Deal
information on other hand is accumulated by referring to journals, articles and other published materials. 1.2 Survey methodology and sampling frame Survey methodology will provide guidelines about the research that will help it to conduct the study effectively. As per the case study, Morrison’s will focus on adults to conduct the research. To get information from sample, researcher will conduct online survey and for this, it is evident to acquire email id from the customers. In addition to this, researcher will get information from customers time to time about their behavior towards food discounting retailing through online survey technique (Ravindra and Rao, 2014). The survey method is done through collection of primary data - Survey is the most effective technique of data collection and in this technique, a sample is selected from the population and then survey is conducted on consumers to identify their attitude and behavior towards food discounting retailing through face to face, by distributing questionnaires. Generally, population is very large so, to conduct the research effectively sample is selected with the help of an effective sampling technique. In this context, here the individual that resides in the age category such as 18 and above will be selected as the sample. Sampling technique:
The researcher needs to select sample of population so as to
accumulate information. It is through adoption of appropriate sampling methodology that the researcher is able to select sample that replicates original population. In present case the random sampling technique is applied. It is the probabilistic sampling technique that assigns equal probability to each of the outcomes. The sample for the given study will be conducted by researcher by using the random sampling approach. With the help of given method, 50 people are selected as the sample. In this technique, each member of the population has an equal chance of selection and there will be no space for biasness. So, research will be carried out on 50 people Toll Free No. +61 879 057 034 Mail Us: help@instantassignmenthelp.com.au Get an Exciting offer on Black Friday. Avail your Assignment Help and Order Now to Enjoy the Best Deal
to identify their attitude towards discounts being offered by firm towards food. In addition to this, it can be said that the by taking assistance from the varied research approaches the objective of given study can be met (Xue and et.al. 2014). 1.3 Questionnaire for the survey The survey sample is been elaborated here within. It is as follows: Demographic information of customers of Morrison’s Name Age Gender Income 1. What is the working status of customers?
Working ()
No working ()
2. What is the marital status of customers?
Married
Unmarried ()
()
3. How much time you take to reach at Morrison’s grocery store?
10 minutes ()
15 minutes ()
20 minutes () Toll Free No. +61 879 057 034 Mail Us: help@instantassignmenthelp.com.au
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25 minutes ()
5. How much Morrison's grocery store is so far from customer’s house in terms of km.?
1 km. ()
1.5 km. ()
2 km. ()
2.5 km. ()
6. How frequently do you buy product from the retail store that offers discounts?
On daily basis()
Weekly
()
Monthly
()
Yearly
()
7. How long you have been shopping from discounting retail store?
1 year
()
2 years
()
3 years
()
More than 3 years()
8. How much money customer of Morrison's spends in food discounting store?
< 100£
100£
()
200£
()
<200£ ()
()
9. Which retailer provides the best discount to customers?
Morrison's () Toll Free No. +61 879 057 034 Mail Us: help@instantassignmenthelp.com.au
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ASDA
()
ALDI
()
LIDL
()
10. Discounting stores provide satisfactory services or not?
Highly satisfied
Moderately satisfied ()
Not satisfied
()
()
11. Among given stores which of the following provides quality services to customers?
Discounting
Non-discounting ()
()
Reflective: To conduct research more efficiently as a researcher I form a team with 5 members such as A, B, C, D and E. I have allotted different task to individual team member so that goals of the team are timely achieved. As a researcher I make a plan which contains the task and activities which team members have to perform. I have assigned work to individuals on the basis of their skills and abilities so I obtain better solution of research problem. As it is more a primary research so I give instruction to A to collect primary data. B has performed the responsibility to collect secondary data which also required making proper research. Along with it, C prepares survey methodologies upon which success of the whole research depends. On the other hand, D frames sampling strategies for the research program. At last I as a researcher (E) prepares suitable and accurate questionnaire which helps us in understand the consumer behavior and attitude towards food discounting which are provided by the Morrison's.
To collect primary data A made efforts to identify the primary data
collections methods through internet and selects the best one. Whereas B took help of books and Toll Free No. +61 879 057 034 Mail Us: help@instantassignmenthelp.com.au Get an Exciting offer on Black Friday. Avail your Assignment Help and Order Now to Enjoy the Best Deal
government sources to collect the secondary data which proves to be more beneficial for me in further research program. C prepares appropriate survey methodology after go through the other research problem. Whereas; another team member such as D frame random sampling strategy after taking into consideration all the sampling strategy which assist in getting accurate results. I have prepared appropriate questionnaire after taking into consideration several questionnaires which different researcher prepared on the similar problem. To coordinate the work as a researcher I have communicated the research plan which provides guidance to team member about the task and activities which they have to perform.
LO2 2.1 Summarization of data obtained from the survey Sales and profit of Morrisonâ&#x20AC;&#x2122;s of five years: Year 2009 2010 2011 2012 2013
Sales 14,528 15,410 16,479 17,663 18,116
Profit 460 598 632 690 636.54
Calculation of descriptive analysis of sales is as follows: Sales Mean Standard Error Median Mode
16439.2 671.672048 16479 #N/A Toll Free No. +61 879 057 034 Mail Us: help@instantassignmenthelp.com.au
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Above mentioned analysis will help Morrison to find out the average sales of company which indicates average sales revenue of organization i.e. 16439.2. Median of company is 16479 which indicate sales of Morrison in the middle of years which are higher than the average sales of organization. Calculation of descriptive analysis of profit is as follows: Profit Mean Standard Error Median Mode
603.308 38.73529223 632 #N/A
Descriptive analysis of profit of Morrison shows that average profit of company is 603.38 during five years. Besides this, median of profit in the middle of five years is 632 that indicate companyâ&#x20AC;&#x2122;s profit which continuously increases in the middle years. 2.2 Analysis of result and conclusion Theme 1: Morrison's provide the best discount to customers.
Responses
No. of respondents
% of respondents
Morrison
15
30
ALDI
12
24
LIDL
13
26
ASDA
10
20
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From the above interpretation, it has been concluded that 30% of respondents said that Morrison provides the best food discount services because they have effective supply chain and firm provides quality and cost effective food products to their customers that helps to maintain the customer satisfaction and loyalty. However, 24% of respondents said that ALDI provides better discounting services as compared to others because they are the loyal customers of this organization. On the other hand, 26% respondents said that LIDL is the best food discounting retail store because they offer discounts on all quality products which increases the standard of living of people. Theme 2: Customers are highly satisfied with the services of discounting stores. Responses
No of respondents
% of respondents
Highly satisfied
30
60
Moderately satisfied
20
30
Not satisfied
10
10
Above mentioned analysis states that 60% of respondents are highly satisfied with the services of discounting store because it enables customers to make the use of quality products at low cost. Whereas 30% of respondents are moderately satisfied with the services of discounting store because it creates impulse purchase due to discount on products which causes less savings of customers. However, 10% of respondents are not satisfied with the discounting stores because they think that many times, it offers discount on low quality products in order to increase sales.
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2.3 Measures of dispersion Researcher will adopt dispersion technique which indicates variability in the return and sales of company that helps in framing effective strategies which will make contribution in the achievement of organizational goals and objectives. Calculation of dispersion of sales of company: Standard Deviation Sample Variance Range Minimum Maximum
1501.904358 2255716.7 3588 14528 18116
Standard deviation in the sales of Morrison is 1501.90 that show the level of sales of company that deviates in relation to the changes of other factors. Morrison's sales data shows that its sales will increase up to 18116 and decrease up to 14528 within the range of 3588 as maximum as possible. So, it enables company to revise its strategies that helps to meet its objectives. Calculation of profit of company: Standard Deviation Sample Variance Range Minimum Maximum
86.61474655 7502.11432 230 460 690
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Standard deviation is the sign of deviation which occurs in the profit of company due to changes in other factors. Investigation of dispersion shows that profit of organization will increase up to 690 as well as profit of company will decrease up to 460. Range of profit indicates either increase or decrease between the ranges of 230. So, it enables company to plan for its natural events. 2.4 Explaining quartile, percentile and correlation coefficient which is useful in the business context Quartile can be defined as the range in which overall period of business is divided into four parts on the basis of numerical value of data for analysis. The quartile range of WM Morrison's is presented as under:
Quartile 1
15410
Quartile 2
16479
Quartile 3
17663
Quartile range of business provides more help to the organization in determining variability in its sales pattern which enables it to take appropriate action on time that is more beneficial for the company's success (Agarwal and Mazumder, 2013). Quartile range of WM Morrison's indicates that firmâ&#x20AC;&#x2122;s sales are continuously increasing at the end of each quarter. So, company needs to remain with existing strategies and with the help of above figures, company could predict their future sales as well. Calculation of percentile
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25th Percentile
15410
50th Percentile
16479
75th Percentile
17663
Percentile are same as quartile but only one difference is there in between them that is percentile represents results in the form of percentage or in the form of 100. Mainly three types of percentiles which posses similar attribute of the quartile includes 25th percentile is equal to the quartile 1 and 50th and 100th percentile is equal to the quartile 2 and quartile 3. . Correlation coefficient between sales and profit is calculated as follows: Correlation coefficient determines the relationship between two variables which indicates dependency of one variable over another (Nahmias and Olsen, 2015). Coefficient of correlation is a statistical measure which helps Morrison's to predict the effect of changes in sales pattern of company on the profit.
Sales Profit
Correlation Coefficient Sales 1 0.85003
Profit 1
Above figures of correlation coefficient of Morrison's states that sales and profit of company have positive relatio
LO3 3.1 Graphs and conclusion based on business scenario Graphical representation of the secondary data facilitates greater understand ability to derive better result. Graphs of the various companies are given below with their presentation: Toll Free No. +61 879 057 034 Mail Us: help@instantassignmenthelp.com.au Get an Exciting offer on Black Friday. Avail your Assignment Help and Order Now to Enjoy the Best Deal
The graphical representation of WM Morrison shows that obtained higher sales
W M M o r r is o n 6 5 4 3 2 1 0 14528-15527
15528-16527
17528-18527
T ota l R e s ult
between the range of 14528-15527 and 17528-18527 and company suffers from low profit due to declined sales in the range of 15528-16527.
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Above graphical representation of JS Sainsbury states that its sales performance is constant in all the range that indicates company used consistent policy in business.
Sales performance of ALDI is higher between the range of 2004-3003 and it varies between different ranges which show lack of consistency in business planning.
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Sales figures of LIDI shows that performance of LIDI varies between different ranges and company have high sales between the ranges of 164.5-174.5. With varied range of sales company have also obtained growth which shows positive sign to the company. 3.2 Forecasting sales revenue through trend lines: Trend line is a tool which shows graphical representation of the sales data which helps company to understand and predict the future sales pattern of the company (Bartoli and et. al. 2013). In this report sales data of the Morrison are already given and with the help of these data trend line is drawn which is shown below:
Year
Sales of Morrison
1
14528
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2
15410
3
16479
4
17663
5
18116
20000 18000
f(x ) = 942.9x - 1879732.7
16000 14000 S a le s L ine a r (S a le s ) Profit L ine a r (Profit)
12000 10000 8000 6000 4000 2000 0 f(x ) = 44.51x - 88902.28 01/07/1905 03/07/1905 05/07/1905 07/07/1905 R ² = 0.66
Trend line of Morrison shows that its sales as well as profit is continuously increasing which indicates positive correlation between sales and profit of the company that indicates current business policy of the company is very sound (Bayne and Woolcock, 2011). So, Toll Free No. +61 879 057 034 Mail Us: help@instantassignmenthelp.com.au Get an Exciting offer on Black Friday. Avail your Assignment Help and Order Now to Enjoy the Best Deal
company needs to be consistent with its current policy which helps company in increasing sales as well as profit and it also states positive opportunity for the company to capture more market and make profit. 3.3 Business presentation It is covered in power point presentation: 3.4 Formal business report for WM Morrison's To: The Director, WM Morrison From: Opera consultant Status: Confidential Date: 15-July-2015 1. Introduction: This project report will provide description regarding the customer behavior and attitude towards food discounting retailing. 2. Methods: To asses the customer behavior and attitude towards food discounting retailing researcher collects primary data through questionnaire and secondary data from libraries, periodicals, journals and from government and other sources. 3. Findings: ď&#x201A;ˇ
It has been found that from the presentation that Morrison gives better discount to their customers.
ď&#x201A;ˇ
From the above presentation researcher found that customers are highly satisfied with the food discounting because discounting motivates customers to improve their standard of living.
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Trend line about profit and sales performance of Morrison indicates that both the elements of company is increasing. So, company is able to predict their future sales pattern and states that company needs to remain consistent with its existing policies.
4. Conclusion: From the above interpretation it has been concluded that customer’s are highly satisfied with food discounting retailing services. Along with this report also concluded that company has bright sales future and it follows current policy of business.
LO4 4.1 Information processing tool Information processing tool is a major source for a company which helps company to evaluate necessary information that helps company to make right decisions. As well as various information processing tools and techniques enables company to make effective decisions. Main information processing tools which company could use are as follows:
Management information system: Management information system is a tool which helps company in processing of information with the help of data available within the organization about all the business activities that facilitates processing of information with the less efforts and time (Lucko, 2013).
Accounting information system: This system provides necessary information to Morrison's through analysis of various financial and accounting records which helps company to make decision regarding all the financial resources that make contribution to the achievement of goals (Accounting information system, 2015).
Decision support system: Decision support system is a computing system which helps company in making decision about various activities of business. It is a system which
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analysis data and present it in the proper format. So, it enables company to effective and efficient decisions (Morato, 2013). 4.2 Critical path for the WM Morrison Critical path of the any business activity provides an idea to company about activities to company needs to given priority to complete project on time. New product development project of Wm Morrison Sr. No.
Activity
1
A
2
B
3
C
4
D
5
E
6
F
Costing
2 days
7
G
Product testing
4 days
8
H
Pilot survey
6 days
9
I
10
J
Task Name To prepare a product design Conducting market research Collect quotas for engineering Prepare an artificial product Preparation of marketing material
Estimation about price Finalization of report
Predecess ors
Resourc es
Duration
Start
Finish
5 days
Thu 6/4/15
Wed 6/10/15
3
3 days
Thu 6/4/15
Mon 6/8/15
2
2 days
Thu 6/11/15
Fri 6/12/15
1
2
5 days
Thu 6/11/15
Wed 6/17/15
1
5
3 days
Thu 6/11/15
Mon 6/15/15
1
3
Mon 6/15/15 Thu 6/18/15 Tue 6/16/15 Wed 6/24/15
Tue 6/16/15 Tue 6/23/15 Tue 6/23/15 Thu 6/25/15
3
2
4
5
2,5
4
8
1
6,7,9
2
2 days 6 days
Fri 6/26/15 Fri 7/3/15
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Above diagram represents that activity 1, 5, 8, 9 is very critical activities and company needs to focus on these activities to complete project on time. 4.3 Use of financial tools To asses the viability of the project and economic strength of the business company could use various financial tools such as internal rate of return and net present value method which Toll Free No. +61 879 057 034 Mail Us: help@instantassignmenthelp.com.au Get an Exciting offer on Black Friday. Avail your Assignment Help and Order Now to Enjoy the Best Deal
will help company in making business decision (Nicholson and Aman, 2012). Financial tools help company to make best decision among several alternatives which provides more benefit in terms of profit to the company.
PROJECT A Years
Net
PROJECT B
cash Present
flow (£000) value
Discounted @ net
Net
cash Present
cash flow (£000) value
10%
flow (£000)
Discounted @ net
cash
10%
flow (£000)
1
100
0.909
90.9
50
0.909
45.45
2
200
0.826
165.2
150
.826
123.9
3
400
0.751
300.4
300
.751
225.3
4
300
.683
204.9
400
0.683
273.2
5
200
0.62
124
300
.621
186.3
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Total discounted cash flow
885.4
854.15
Initial investment
500
500
Net present value
385.4
354.15
Internal rate of return
33.21%
28.77%
Net present value = Total discounted cash flow â&#x20AC;&#x201C; Initial investment According to the above analysis net present value of project A is 385.4 which is higher than the project B because NPV of project B is 354.15. So, company should go for the project A that is more profitable for business and helps company to generate positive returns. IRR is the indicator which helps company to select right project which helps company to meet its objectives. By comparing IRR of both the project it is find out that project A is more beneficial than project B because project with higher IRR gives positive return to the company. IRR of project A is 33.21% which is much higher than project B because IRR of project B is 28.77%.
Conclusion It can be concluded from the study that customers behave positively towards food discounting retailing. From the secondary data it has been gained that the new project is beneficial for the Morrison. The trend line depicts an upward trend in the sales of business in future. Toll Free No. +61 879 057 034 Mail Us: help@instantassignmenthelp.com.au Get an Exciting offer on Black Friday. Avail your Assignment Help and Order Now to Enjoy the Best Deal
References
Agarwal, S. and Mazumder, B., 2013. Cognitive abilities and household financial decision making. American Economic Journal: Applied Economics.
Bartoli, A. and et. al. 2013. Innovation assessment as a management information tool: a case study. Measuring Business Excellence.
Bayne, N. and Woolcock, S., 2011. The new economic diplomacy: decision-making and negotiation in international economic relations. Ashgate Publishing, Ltd.. Black, K., 2011. Business Statistics: For Contemporary Decision Making. John Wiley & Sons.
English, D. M., 2012. Financial Decision-Making for Adults Lacking the spectrum model of human macrophage activation. Immunity.
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