London Churchill College

ASSESSMENT FRONT SHEET

Programme:
Business
Unit Number:
Unit Title:
Unit code:
QCF Level:
Tutor Name:
Email:

BTEC

Higher

National

Diploma

(HND)

in

Unit 6
Business Decision Making
D/601/0578
5

Learners name and statement of authenticity

Learners Name: ..

Learners ID:

Date handed-in:

I certify that the work submitted for this assignment is my own. Where the work of
others has been used to support my work then credit has been acknowledged.
Signature: . Date:

Key dates
Distribution date:
Submission date:
Return date:

11/01/2016
30/03/2016
4 weeks after submission

Introduction
The aims of this assignment are to measure the outcome of students learning in
terms of knowledge acquired, understanding developed and skills or abilities gained
in relation to achieve the learning outcomes. A case study has been provided to
provide a general contextual framework to the assignment.
The assignment comprise of an essay to be written under several broad topics as the
main requirements of the assignment. Relevant areas for discussion have also been
identified under each broad topic.
The beginning of each section should outline a general introduction to the broad topic
with the objective of providing a contextual background to the areas of discussion to

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follow. Relevant references and academic quotes and the use of case examples are
required as evidence of broader reading and research.

Case Study: Developing new products A Gillette case

study
Developing new products - A Gillette case study
Researching and developing a new product
Properly conducted market research will identify the kinds of new, improved products
that consumers would switch to if they become available. That involves asking the
right questions of the right people, and also placing a proper interpretation on their
answers. In the past, manufacturers produced products and then tried to sell them to
consumers. Successful organizations find out what the consumer wants and then
produce this product for them. This is done via research. There are two main
approaches to market research.

Qualitative

research.

E.g.

working

with

several

small

focus groups

comprising, for example, people who shave, and discussing with them what they look
for in a razor/blades/shaving system. This generates a core understanding of HOW
consumers use razors and what they think about the experience.

Quantitative

research. E.g.

using

questionnaire

with

large,

representative sample of people; this data gives a broad view of the information,
looking more at the numerical objective data rather than the more subjective data
acquired via qualitative research. For example, how many people shave, what do
they use to shave, what products do they buy?

From consumer research the company moves into technological research and
development. This involves converting a good idea into a product design and then
discovering whether modern technology is able to reproduce it to the high
specifications required and in the quantities needed. A successful product will
generally attract competition. Patents can protect products, but it is impossible to

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prevent other firms coming up with their own interpretation and application of the
original good idea e.g. for self-adhesive labels, shavers, or subsonic aircraft.
In essence, the fact that competitors bring out products to challenge the original
idea, is generally good for that category because the market becomes stimulated
and total sales can increase. This is why product improvement through innovation in
both concept and design has to be ongoing. This is also why Gillette has remained at
the forefront of the shaving industry for the last century. Properly conducted market
research will identify the kinds of new, improved products that consumers would
switch to if they become available.
Beating the competition and growing the business
In order to guide itself and ensure the entire company is aligned in its objectives, an
organisation often develops a vision statement. A vision statement is intended to
convey what the organisation 'is all about'. It is important to internal audiences i.e.
Gillette's staff, so they all know in which direction to pull. It is also important to
external audiences such as the retailers who buy from Gillette and sell the products
to consumers.
The company recognized that rising incomes would lead consumers to spend more
on a 'total package' that enhances personal appearance, personal hygiene and as
such developed a strategy to expand its position within this expanding market. The
market for razors is not one uniform market but a market that contains different
segments, the needs of which have to be met in carefully targeted, subtly different
ways. Gillette recognised that different segments of the market are seeking different
product benefits. So, over the years, it has sought to develop several product
categories ranging from popular disposable razors to elaborate shaving systems. In
the UK an increasing number of men have switched from disposable razors to
shaving systems which fuels the market demand for handle and replaceable blades.
Identifying consumers' needs and wants: Gillette
Gillette has identified two main segments of the male shaving market - Systems and
Disposables.
Within the systems segment, we can identify two sub segments:

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Premium shaving systems, such as Sensor Excel, Mach3, Mach3, Turbo and
M3Power
Standard shaving systems, such as Contour and GII. Within the disposables
segment, we can now identify a further two sub segments: premium disposables e.g.
Sensor 3 Disposables and standard disposables, eg Blue II, Agilite.

Consumers' benefits depend upon which segment they buy into. For example,
consumers in the premium disposable market may be seeking a convenient set of
razors to take on holiday, whereas at the top end of the market those consumers
buying premium shaving systems are looking for all-round top-quality shaving
experiences. Gillette's advertising focuses on clarifying premium product benefits.
This is because more and more consumers prefer to move up-market to premium
shaving systems.
The standard disposable razor is still extremely popular but there is a clear trend to
system razors, such as M3Power and Venus Divine. Nevertheless, Gillette has still
improved its market share in this segment because of the quality, value for money,
and reliability of its disposable products.
Gillette's philosophy is very clear in whatever the consumer chooses to shave with,
whether a systems product or disposable, Gillette wishes to give that consumer the
opportunity to shave with the best product possible. Gillette's Blue II and GII products
remain key and the company is convinced that consumer satisfaction with its
products leads them to continue to buy its products when they are ready to trade up
to more sophisticated market segments.
Conclusion
Gillette has a long, distinguished history. It remains innovative. Its scientists,
technicians and product engineers are continually trying out new features and
production techniques with a view to improving product performance e.g. how to:
Closest and most comfortable shave, Make longer-lasting batteries, which meet the
changing needs of the consumer, Produce increasingly effective and best in class
electric

and

manual

toothbrushes,

Design

the

ultimate

user-friendly

ear

thermometer, or the most technically advanced shaver.

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The company's longstanding interest in being 'first to get it right' remains a key
element of its continuing prosperity and progress. Its scientists, technicians and
product engineers are continually trying out new features and production techniques
with a view to improving product performance.
Source:

http://businesscasestudies.co.uk/gillette/developing-the-new-products/first-

mover-advantages-and-risks.html#axzz3wHFVoW5u
For more information visit: http://www.gillette.co.uk/en-gb

ASSIGNMENT REQUIREMENT:
Using the case study above and relevant theories and literature, write an
essay comprised of the following broad topics/sub-sections:
LO1 (Task 01):
1.1

create a plan for the collection of primary and secondary data for a Gillette UK

business
1.2

present the survey methodology and sampling frame used for the research on

Gillette
1.3

design a questionnaire for a given business problem with Gillette

LO2 (Task 02):

2.1 create information for decision making by summarising data (collected for
Gillette) using representative values
2.2 analyse the results (from 2.1) to draw valid and useful conclusions for Gillette
2.3 analyse data using measures of dispersion, and use to inform Gillette
2.4 explain how quartiles, percentiles and the correlation coefficient are used to draw
useful conclusions for Gillette
LO3 (Task 03):
3.1 Using data from Gillette research, prepare a range of graphs using spreadsheetsline, pie, bar charts and histograms, and draw valid conclusions based on the
information derived
3.2 create trend lines in spreadsheet graphs to assist in forecasting for Gillettes
Business information

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3.3 prepare a business presentation using suitable software and techniques to
disseminate information effectively for Gillettes case
3.4 produce a formal business report for Gillettes case
LO4 (Task 04):
4.1 use appropriate information processing tools for the Gillettes research.
4.2 prepare a project plan using Gantt chart for Gillettes strategy and determine the
critical path adopted to implement the plan
4.3 use financial tools for decision making of Gillettes strategy.

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In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order
to achieve the following MERIT and DISTINCTION grades
Grade Descriptor
Indicative characteristic/s
Contextualization

Effective
judgments
have
been
made
M1
To achieve M1, you will need to identify
Complex problems with more than
Identify and apply strategies
and apply strategies for primary and
to find appropriate solutions
one variable have been explored
secondary research techniques.
An effective approach to study and
research has been applied.
Relevant theories and techniques
M2
have been applied
Select / design and apply
A range of methods and techniques
appropriate
methods
/
techniques
have been applied
A range of source information has
been used
To achieve M2, you will need to design
The selection of methods and
and apply appropriate techniques for
techniques/sources has been
creating the questionnaire and collect
justified
data from a good sample size.
The design of methods/techniques
has been justified
Complex information/data has been
synthesized and processed
Appropriate learning
methods/techniques have been
applied.
Communication
is appropriate for familiar To achieve M3 you will need to Present
M3
Present
and
communicate and unfamiliar audiences and appropriate and communicate appropriate findings
media have been used.
appropriate findings
of your Gillette research in the business
report.
D1
Use
critical
reflection
to
evaluate
own
work
and
justify valid conclusions

Conclusions have been arrived at

through synthesis of ideas and have
been justified
The validity of results has been
evaluated using defined criteria

BTEC HND in Business/ Unit 6: Business Decision Making / Jan 2016

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To achieve D1 you will need to Use

critical reflection to evaluate own work
and justify the strategy for Gillette.

London Churchill College

D2
Take
responsibility
for
managing
and
organizing
activities

D3
Demonstrate
convergent
/lateral / creative thinking

Self-criticism of approach has taken

place
Realistic improvements have
Autonomy/independence has been
demonstrated
Substantial activities, projects or
investigations have been planned,
managed and organized
Activities have been managed
The unforeseen has been
accommodated
The importance of interdependence
has been recognized and achieved.
Ideas have been generated and
decisions taken
Self-evaluation has taken place
Convergent and lateral thinking has
been applied
Problems have been solved
Innovation and creative through
throughout
Receptiveness to new ideas is evident
Effective thinking has taken place in
unfamiliar contexts.

BTEC HND in Business/ Unit 6: Business Decision Making / Jan 2016

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To achieve D2 you will have to Take

responsibility
for
managing
and
organizing activities throughout the
assignment. Provide appropriate table
of content, proper referencing and
demonstrate an effective approach to
independent research.

To achieve D3 you will have to

Demonstrate creative thinking and wide
range research in your presentation.

London Churchill College

Assignment submission instructions
1. Go to the following website: www.submit.ac.uk
2. Click on Create an Account
3. At the bottom of the page you will find a list: Students, Instructor, Teaching
assistant. Click on Student
4. On the new page you will have to provide this information:
Class ID
Class enrolment password
Your first name
Your last name
Email address
Your password (it must be 6-12 characters long and contain at least one
letter and one number)
Select a secret question and write down your answer
5. Click on I agree Create Profile
6. Done.
a. You are now registered and can enrol into other classes. In order to do
that, click on Enrol in a class. Enter Class ID and Enrolment password
for that subject.
7. Please make sure you download and attach an assignment cover page from
the e-learning. Cover page can be found under Instructions tab of the
student area (e-learning).
If you still have any questions or need any help, please visit our Academic office.

Achievement of a pass, merit and distinction grade

A pass grade is achieved by meeting all the pass criteria defined in the assessment
criteria for each individual unit.
All the assessment criteria and merit grade descriptors need to be completed within
a unit to achieve a merit grade.
All the assessment criteria, merit and distinction grade descriptors must be
completed within a unit to achieve a distinction grade.

Plagiarism and Collusion

Any act of plagiarism and collusion will be seriously dealt with according to the
regulations. In this context the definition and scope of plagiarism are presented
below:

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Using the work of others without acknowledging source of information or inspiration.
Even if the words are changed or sentences are put in different order, the result is
still plagiarism (Cortell 2003).
Collusion describes as the submission of work produced in collaboration for an
assignment based on the assessment of individual work. When one person shares
his/her work with others who submit part or all of it as their own work.

Extension and Late Submission

If you need an extension for a valid reason, you must request one using a coursework
extension request form available from the college. Please note that the lecturers do
not have the authority to extend the coursework deadlines and therefore do not ask
them to award a coursework extension.
The completed form must be accompanied by evidence such as a medical certificate
in the event of you being sick.

Support materials
Textbooks

Bocij, P., Chaffey D., Greasley A., and Hickie S., (2003) Business Information
Systems, Prentice-Hall.
For the research methods:
Saunders M., Lewis P., and Thornhill A., (2002) Research Methods for Business
Students, Prentice-Hall.
Reading assignments, however, can also be based on the following texts:
Beyon-Davies, P., (2004) e-Business, Palgrave-Macmillian.
Chaffey, D. & Wood, S. (2005) Business Information Management, 1 st Edition,
Prentice Hall.
Hagg,S., Cummings, M., and Dawkins, J., (1998) Management Information
Systems for the Information Age MCGraw-Hill.
Oakshott, L. (2001) Essential Quantitative Methods for Business Management
and Finance 2nd Edition, London: Palgrave.
Swift L., and Piff S., (2005), Quantitative Methods for Business Management
and Finance, London: Palgrave.
Cameron,S., and Price,D.,(2009) Business Research Methods-A practical
Approach,1st Edition,London,CIPD
Slack N et al Operations Management (Pitman, 2000) ISBN: 0273626884

Brown S et al Strategic Operations Management (Butterworth Heinemann,

2000)
ISBN: 0750642572

Journals and newspapers

The Financial Times and other quality newspapers as well as Trade journals

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Videos
Business Studies, Managing Projects, Managing Resources for the Market, The
Business series, Trouble shooter series, Other business programs
Websites
www.emerald-library.com/EMR Emerald, publishes journals in management, and
information services
www.ft.com The Financial Times website
Harvard Referencing System
We expect students to use the alphabetical or name-date method known as the
HARVARD system. There are two parts in this system:
1. Citation within text or body of the report:
In this the author's surname and year of publication are cited in the text, e.g. (Bond,
2004).
2. Reference List:
A reference list (of these citations) is included at the end of the assignment, in
alphabetical order by author. The reference list also includes additional details such
as the title and publisher.
A bibliography lists relevant items that you have used in the preparation of the
assignment but not cited in your text. A bibliography should also be in the Harvard
style and the inclusion of such a list shows that you have read widely beyond the
items you have cited.
Examples of citation within text or body of the report:
1. Cormack (1994, p.32-33) states that................
2. ............ This view has been supported in the work of Cormack (1994, p.32-33).
3. Jones (1946) and Smith (1948) have both shown
4. Corporate Author: 1st citation: Royal College of Nursing (RCN), 2007 2nd citation:
RCN, 2007
Examples of listings in reference list:
1. Books with one author:
Redman, P., 2006. Good essay writing: a social sciences guide. 3rd ed. London: Open
University in assoc. with Sage.

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2. Books with two, three or four authors:
The required elements for a reference are: Authors, Initials, Year. Title of book.
Edition. Place: Publisher
Kirk, J. & Munday, R.J., 1988. Narrative analysis. 3rd ed. Bloomington: Indiana
University Press. Page 11 of 12 BTEC HND in Business/ Managing Human
Resources/May 2013
3. Books with more than four authors:
For books where there are more than four authors, use the first author only with
surname and initials followed by et al. The required elements for a reference are:
Author, Initials., Year. Title of book. Edition. (only include this if not the first edition)
Place: Publisher
Grace, B. et al., 1988. A history of the world. Princeton, NJ: Princeton University Press.
4. E-books
For e-books the required elements for a reference are :
Author, Year, title of book. [type of medium] Place of publication: Publisher
Fishman, R., 2005. The rise and fall of suburbia. [e-book]. Chester: Castle Press.
If available at website: Fishman, R., 2005. The rise and fall of suburbia. [e-book].
Chester: Castle Press.
Available at: libweb.anglia.ac.uk / E-books [accessed 5 June 2005].
5. Journal articles
Author, Initials., Year. Title of article. Full Title of Journal, Volume number (Issue/Part
number), Page numbers.
Perry, C., 2001. What health care assistants know about clean hands. Nursing Times,
97(22), p.63-64.
6. Newspaper articles
Author, Initials., Year. Title of article. Full Title of Newspaper Day and month before
page numbers of article.
Slapper, G., 2005. Corporate manslaughter: new issues for lawyers. The Times, 3
Sep. p.4-5.
3. Books with more than four authors:
For books where there are more than four authors, use the first author only with
surname and initials followed by et al.
The required elements for a reference are:

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Author, Initials., Year. Title of book. Edition. (only include this if not the first edition)
Place: Publisher
Grace, B. et al., 1988. A history of the world. Princeton, NJ: Princeton University Press.
4. E-books
For e-books the required elements for a reference are :
Author, Year, title of book. [type of medium] Place of publication: Publisher
Fishman, R., 2005. The rise and fall of suburbia. [e-book]. Chester: Castle Press.
If available at website:
Fishman, R., 2005. The rise and fall of suburbia. [e-book]. Chester: Castle Press.
Available at: libweb.anglia.ac.uk / E-books [accessed 5 June 2005].
5. Journal articles
Author, Initials., Year. Title of article. Full Title of Journal, Volume number (Issue/Part
number), Page numbers.
Perry, C., 2001. What health care assistants know about clean hands. Nursing Times,
97(22), p.63-64.
6. Newspaper articles
Author, Initials., Year. Title of article. Full Title of Newspaper Day and month before
page numbers of article.
Slapper, G., 2005. Corporate manslaughter: new issues for lawyers. The Times, 3
Sep. p.4-5.
7. Journal articles from an electronic source
Boughton, J.M., 2002. The Bretton Woods proposal: an indepth look. Political Science
Quarterly, [online]. 42 (6), Available at: http://www.pol.upenn/articles (Blackwell
Science Synergy) [accessed 12 June 2005].
8. Internet
National electronic Library for Health. 2003. Can walking make you slimmer and
healthier? (Hitting the headlines article) [Online]. (Updated 16 Jan 2005) Available at:
http://www.nhs.uk.hth.walking [accessed 10 April 2005].
The title of a web page is normally the main heading on the page.

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