5006 saif ullah farhan

2012
BRADFORD REGIONAL
COLLEGE
SAIF ULLAH FARHAN

[UNIT 5006 ]
CONDUCT A MANAGEMENT PROJECT

5006 SAIF ULLAH FARHAN 260

Contents
Q 1: Be able to identify and justify a management project

Introduction

Aims:

Objectives of the research

Scope

Q2: Justifying the aim, objective and the scope

Identification of sources data and information for the project:

Analysis of the data and information to meet the project aim:

SURVEY QUESTIONNAIRE

Determining an option or alternative that meets the project aim

Q3 Evaluating the research to mention conclusion.

Recommendation and assessment of the project.

. Assess the impact of the project recommendations.

Q4: Medium to be used to show and produce the result of the project.

Results of the project:

Impact of project on work-related area

REFERENCES

2


Q 1: Be able to identify and justify a management project

Introduction
Asda Stores Ltd. is a British supermarket chain which retails food,
clothing, general merchandise, toys and financial services. It also has
a mobile telephone network, Asda Mobile. Its head office is at Asda
House in Leeds, West Yorkshire.
The purpose of this research project is to about how having good
customer service is can develop between staff and their customers in
store. This research will also look at the advantage and the
disadvantage of having the good relationship with the customers.

Aims:
● To analyse and examine of different best approaches that Asda
can uses for providing good customers services to developing
the customers loyalty at Asda in stores.

Objectives of the research
The main objectives of this research are;
● To analyse the effectiveness of Asda strategy in retaining its
customers loyalty.
● To identify & evaluate how retail organisations attract
customers and maintain them loyalty.
● To identify & evaluate the various methods used by Asda to
attract maintain customer’s loyalty.
● To critically compare the methods used by Asda.
Scope
Scope of the project is to maintain loyalty of customers and on which
company is best position in the supermarket business in terms of
offering the best customer services.
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Q2: Justifying the aim, objective and the scope
Now a days there is too much competition in the market so to
increasing the business the best way is to giving good customer
service to get the loyalty of the customer. Satisfied are very
beneficiary for the organizations but unsatisfied are more dangerous
Satisfied customers are most likely to share their experiences with
other people to the order of perhaps five or six people.
Equally well, dissatisfied customers are more likely to tell another ten
people of their unfortunate experience.
So satisfying customer and gaining their loyalty is very important for
an organization and being a best retail organization.
Others, like Albrecht and Zemke (2001) have suggested that customer
satisfaction is about leadership issues. Organisation’s leaders should
ensure the proper and requite training of staff; provide them with the
necessary motivation to ensure that they deliver the bespoken
customer experience to consumers when they come into their store. It
therefore become incumbent upon leadership to ensure that good
customer’s services is modelled on these values. Marketing is, after
all, everything you do to reach and keep customers; and every
available resource that the organisation has should be used to achieve
this. Therefore, any organisation that commits to marketing
customers services the focal point of its marketing strategy has an
opportunity to gain a great competitive advantage. Today,
organisations that understand and deliver effective customer services
will stand out in a customer’s mind when compared to the poor
customer services that is delivered by many organisations.
Identification of sources data and information for the project:
There are two main sources of data and information
Customer
Customer service representative
Analysis of the data and information to meet the project aim:

4


McIlroy and Barnett (2000), “in a business context loyalty has come
to describe a customer’s commitment to do business with a particular
organisation, purchasing their goods and services repeatedly, and
recommending the services and products to friends and associates”.
Anderson and Jacobsen (2000) said customer loyalty is actually the
result of an organisation creating a benefit for a customer so that they
will maintain or increase their purchases from the organisation. They
said that true customer loyalty is created when the customer becomes
an advocate for the organisation, without incentive.
I will arrange a survey questioner and distribute in the customers to
get some feedback and idea to minimise complains and maximized
their loyalty on Asda.
The questionnaire is an instrument popularly used within the survey
strategy and is one of the data collection techniques widely employed
in business and management research (Saunders et al., 2009). It
includes telephone questionnaires, postal questionnaires, online
questionnaires and structured interviews. This method is an efficient
way of collecting data from a large population since participants are
usually asked to answer the same set of questions. This format has
successfully been used in the past by other researchers due to its ease
and the ability to generalise. It is also alleged to be superior and more
authoritative and allows the collection of large amounts of data in an
economical way (Saunders et al., 2009; Bailey et al., 2000)
SURVEY QUESTIONNAIRE
Hello! I appreciate you spend some time to answer the following
questions. This survey was designed to study your shopping
experience with ASDA. Please tick the box or circle the appropriate
number where appropriate.
Thank you for your cooperation and support! Your opinion is very
important to us!
ALL YOUR RESPONSES WILL REMAIN STRICTLY
CONFIDENTIAL AND ONLY AGGREGATE RESULTS WILL BE
REPORTED. You will not be identified at any stage of the analysis,
nor in the publication of results

5


Please read the instruction before answering
Please indicate your level of agreement or disagreement with each
of these statements regarding the store you visited.
Please fill √ in ( ) at the appropriate option, if your copy is
electronic copy, please use red mark in corresponding ( ).
This is not a test. There are no right or wrong answers to the
questions. I am interested only in your opinion and there are no
differences for any choice.

Strongly Agre Neutral Disagree Strongly
e disagree
agree

Stores are conveniently
located.
Store hours are convenient for
my shopping needs.

Store atmosphere and decor are
appealing.

A good selection of products
was present.

Store has the lowest prices in
the area.
Merchandise sold is of the
highest quality.

The products sold are a good
value for the money.
6


Product displays are attractive.

● Overall, how satisfied or dissatisfied are you with the store?
● Very Satisfied [ ]
● Satisfied [ ]
● Neither Satisfied Nor Dissatisfied[ ]
● Dissatisfied[ ]
● Very Dissatisfied[ ]

● How satisfied or dissatisfied are you with the price of the items
you purchased?
● Very Satisfied[ ]
● Satisfied[ ]
● Neither Satisfied Nor Dissatisfied [ ]
● Dissatisfied [ ]
● Very Dissatisfied [ ]

● How satisfied or dissatisfied are you with the quality of the
products?
● Very Satisfied [ ]
● Satisfied [ ]
● Neither Satisfied Nor Dissatisfied [ ]
● Dissatisfied [ ]
● Very Dissatisfied [ ]
We distribute the survey questioner among our store customer to
get feed back
RESULT FROM SURVEY QUESTIONARY
Strongly satisfied Satisfie Neither satisfied nor dissatisfied Dissatisfie Very dissatisfied
d d

Store hours are convenient for my shopping needs. 50 6 15 5 4

7


Store atmosphere and decor are appealing. 30 20 15 10 5

A good selection of products was present. 36 24 10 8 2

Store has the lowest prices in the area. 5 6 10 25 34

Product displays are attractive. 43 17 16 3 1

Overall, how satisfied or dissatisfied are you with 39 20 10 8 2

the store?
How satisfied or dissatisfied are you with the price 4 16 17 4 39

of the items you purchased?
How satisfied or dissatisfied are you with the quality 45 15 10 10 0

of the products?

After getting the survey result I decided to discuss the result
with the service representative of the ASDA stores of the west
York shire.
The main problem which is observed by the questioner survey
distributed in the customer is that Prices in the store are bit
higher than other retail store in market.

Determining an option or alternative that meets the project
aim
In evaluating these alternative good customer services and gaining the
loyalty of the customer is the most appropriate idea and realistic to
overcome problem for the Asda.
To decease the prices of products is very necessary due to economic
crunch in world to increase business
1st option first option is to decrease the prices of the thing in the
store.
2nd option second option is to introduce some value quality things in
the store.

8


3rd option third option is to import thing of a reasonable quality from
other country and after the checking quality and do packing in Asda
ware houses.
If we discuss the first option decrease the prices of the products
keeping the quality same so that’s very hard to run the business.
According to the cost benefit analysis cost will be increased in that
case and profit will decrease.
In second option we cannot trust on other companies in that why the
quality of product can be effective.
The third option the more suitable because in that way we can check
the quality of product by self and pack them nicely and presentable.in
that why we can introduce the cheap product in our company with
reasonable quality.

Q3 Evaluating the research to mention conclusion.
The research has a very specific aim, objectives and scope. The
researcher faced many problems which are explained below.
• Short time.
• less-funded.
This project has some positives influences on me as I got much
understanding that how things should be organised and how
complications should be sorted out in nice manner by using personal
management skills. This project is a healthy activity and it will help
me in future when I will an issue of management. It also gives me
good information.
As this project is totally linked with workplace I found some problem
during this research. First of all I feel the limited time problem
because this is not a big organization and I had to get back to my job
and secondly funds were also limited and owing to all these two
problems I was not able to gather data from old customers.
9


Recommendation and assessment of the project.
As my research I choose to import the product from the other country
which is best value for the money in the market. After importing the
product we decided to check the quality of the product under own
quality and insurance department. After all this procedure we will
packed these product in own ware houses to make a value product for
our customer. That way we can get our customer loyalty by providing
a product good in quality and best in value in the market.
PLAN OF ACTION
S# Task Objective Durati Responsibility
on
1 Meeting ● Contact with import 1 week Manager
with and export
import and companies
export ● Ask them for
companies samples

2 Quality ● Analysis the quality 3days Quality and
check of products insurance
● results department
3 Price ● compare price 2days Manager
analysis within market
● results
4 Deciding ● comparing quality 5 days Higher
products of products with management
price of products
● choosing best
value product
5 Importing ● According to need week Contract
product import products department
from suitable
import export
company

10


6 Quality ● After importing the 5days Quality and
check product our quality insurance
and insurance department
department check
the quality of
product to maintain
the reputation of
company

7 Packing ● After quality check 2 Warehouse
the products are weeks department
ready to packed in
asda ware house

After 6 week the product name with Asda Value products are ready to
sale in the store in the best value of money in the market.
The aim of the project is to improve sale and customer satisfaction
level. After implementing the recommendations the customer will be
happy

. Assess the impact of the project recommendations.
Due to introduction a new products named Asda Value product in the
Asda Stores new customers are start coming. Due to finial crunch lot
of our old customers compliant about the prices of the products in the
stores but after introducing the value product they are satisfied. Our
business is increased as well.
Due to increase of the sale of the value product other brands product
sale is affected. We gain lot of customer but our other brand sale is
affected. But the every business main objective is to increase sale,
satisfied customer and making profit so they are satisfied with
introducing new product

11


Q4: Medium to be used to show and produce the result of
the project.
The researcher will present this project to higher management directly
and will discuss all issues and problems. For discussion of this project
the researcher will arrange a meeting with director. Appoint will be
made for meeting by calling sectary.
Meeting preparation

Preparation is a necessary part of the effectiveness and efficiency to
maximise the objective. To arrange a meeting is very important to
know about the following aspects.

● Knowledge and experience to subsidise.
● Skills to be positive.
● Inspiration to want to see outcomes.
● Authority to make conclusions.
● Need to be up-to-date.
I arrange a meeting with the customer service representative of West
York shire to improve the customer service in the store
Meeting
Venue: Gliton Hotel Bradford
Date: 12th March 2012
Time: 05:30 pm to 06:30
Agenda: To improve the customer service to gain the loyalty of
customer
Dear seniors and colleagues, the reason of this meeting is to discuss
the improvement of customer services. It has been observed that
‘ASDA is one the biggest outlets of retail store in Halifax. But we
12


need to improve our customer services to gain the loyalty of
customers. (10 minutes)
Observation has been made on the basis of the survey questionnaire
which was distributed among the people. According to the report most
of the customer complains that prices of the things are bit higher than
other retail store in market (15 minutes)
Outlet is consist on the agenda to decrease the prices of things in store
for customer because most of customer cannot afford so that due to
this we are now start losing customer.
Moreover, advertising is also essential to make people aware of this
service. Advertisement will play a great role to deliver the
information of preferable service among the residents of West york
sire. (25 minutes)
Feedback can only be provided by the customer service representative
of the company on after considering the points of this agenda. Due to
the lack of time rest of the people can provide their feedback and
suggestions through email. Next meeting will be at the same place.
Time and date will be informed after deciding. (10 minutes)
Refreshment will be served during the meeting
Results of the project:
The results will be very good; customer fined a product with good
value of money. Company increased his sale and succeeded to get
customer loyalty. Not just that company succeeded to get attention of
the more customer in the market.
Impact of project on work-related area
This project has two different impacts. First it has very good impact
on me as it is mentioned in 3.1. Secondly after this project I analyzed
my management skills and I came to know that I can be a good
manager and I have ability to manage things and solve issues. Apart
from all these it provides good information regarding studies. After
meeting all information and suggestions are passed, so the whole
process is ready for an implementation. Directors and the
management team will be the responsible for further conclusion.
13


Accounts department needs to finalize the budget. Process is very
simple which does not require too much effort.

Estimation value of the implementation of this objective is very clear.
But there were some other issues which are also considerable i.e.
during this research I did not focus on my work properly, a great load
of work on other staff especially in busy time with my absence. But
positive impact of the project which is approval of new installation of
telephonic line can overcome all these problems in future.

Considering all these recommendations it will have a positive impact
on the work-related area. It will increase the attention of the customer
service which will able to increase the level of customer satisfaction.
REFERENCES
● Andrea McIlroy, Shirley Barnett, (2000) "Building customer
relationships
● Anderson, H. & Jacobsen, (2000) Creating Loyalty: It’s
Strategic Importance in Your Customer Strategy. In S. A.
Brown,Ed.
● Albrecht,K and Zemke, R. (2001).Service America in the New
Economy. New York: McGraw-Hill.
● SAUNDERS,M., LEWIS, P. & THORNHILL, A.
2009.Research methods for business students, Pearson
Education.
● BAILEY,A., JOHNSON, G. & DANIELS, K. 2000. Validation
of a multi-dimensional measure of strategy development
processes. British Journal of Management, 11, 151-162.

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