Introduction For a business to be successful, it is vital to know the market and customers profile.

Thiscan be done by an intensive research through various methods of data collection which w i l l h e l p t o m a k i n g d e c i s i o n a b o u t a n e w v e n t u r e . M a r k e t r e s e a r c h c a n h e l p c r e a t e a business plan, launch a new product or service, fine tune existing products and services,expand into new markets etc. It can be used to determine which portion of the populationw i l l p u r c h a s e t h e p r o d u c t / s e r v i c e , b a s e d o n v a r i a b l e s l i k e a ge , g e n d e r , l o c a t i o n a n d income level. It can be found out what market characteristics your target market has. Withmarket research companies can learn more about current and potential customers. Th epurpose of market research is to help companies make better business decisions aboutthe development and marketing of new products. Market research may also aid to the marketers to understand the customer and customer behaviour and also help to know howand which type of product has been satisfies the customers.A c c o r d i n g t o Kotler and et al ( 2 0 0 8 ) - ( P g - 3 3 3 ) , M a r k e t i n g r e s e a r c h i s t h e systematic design, collection, analyse and reporting of data relevant to a specific marketing situation facing on organisation. Mashukur Rahman Id: 4098 Business Decision Making Page no. 2 of 26 Primary Data Primary data is specific information that is collected directly by the person who analyse thedata and information also doing research. Primary data are collected for the first time. Thisdata has not been published before collection.According to Avasarikar et al (2007)-(Pg-3.8) It is the data collected for aspecific purpose or for a particular o b j e c t i v e s . I t i s c u s t o m i s e d a c c o r d i n g t h e requirements of the researcher. It exclusively focuses on current research problem.As per Kotler and et al (2008)-(Pg-334), Primary data is a information collected for the specific purpose at hand. Purpose and advantages of Primary data Basic and specific information By using primary data marketers can get basic and specific information about theproduct. Accuracy Primary data is more accurate because it is directly collected from the population. Update information By using primary data researcher may get the latest and up -to-date informationabout the product and services and also its environment. Unbiased data Primary data collected and processing by researcher. Therefore, the information might be unbiased. Secondary data Secondary data is data that is already collected, processed and published by other personfor the particular reason. It is less expensive than the primary data. This data also can becollected quickly and be collected from T.V, radio, magazine, books, literature review etc. Mashukur Rahman Id: 4098 Business Decision Making Page no. 3 of 26 As per Avasarikar and et al

(2007)-(Page-3.8) stated that, Secondary is collectedearlier for some purpose other than the purpose of the present research study.They also said that, Secondary data as a matter of fact, provides fundamental andrich insights into research study.A s p e r Kotler and et al (2008)-(Pg-334), Secondary data is a information thatalready exists somewhere, having been collected for another purpose. Sources of primary data As a researcher and observer all primary data were collected by muself. For collecting theprimary data used two methodsQuestionnaire Interviews Questionnaire Questionnaire is one of the important observing, analysing and research instrument for use the market research. Generally, questionnaire is a series of question in a paper, whichmakes for the getting information from respondent that means collect the information frompotential customers about the product and product related environment.As per Brown (2001)(Page-06), Questionnaires are many written instruments thatpresent respondent with a series of questions or statements to which they are to react either by writing out their answers or selecting form among existing answers. Interviews It one of the important medium for the market research. B y t h i s m e t h o d , marketer/researcher directly conduct with the customers. And he takes the short interviewabout the product and quickly gets the information from the potential customers. Interviewmay be face to face or by telephone or may be postal interview. Face to face interview isthe better than the other interview methods. Mashukur Rahman Id: 4098 Business Decision Making Page no. 4 of 26 Customer interviews is a discussion with customers and uses of p r o j e c t s deliverables to determine requirements and needs...Interviews are techniques for one-on-one uses needs assessments. Kendrick (2000) The Project Management.2000 Edition. (Page-40) In this research, applied face-to-face interview method and 100 people were interviewedon the streets of London as well as near Universities and computer stores. Outcome of interviews Customer profile (No.01) based on age In total 100 people were interviewed, their age range are given following by table:R a n g e o f a g e C u s t o m e r ( f r e q u e n c y ) Table: 01 The following chart shows the how customer profile based on age appear o The column chart represents the total 100 people were interviewed. Among the 100people, 25 people were interviewed their age range is 15 to 25. And 35 people werei n t e r v i e w e d t h e y a r e 2 5 t o 3 5 y e a r s o l d . A g e r a n g e o f 3 5 t o 4 5 y e a r s o l d , t h e number of customer were 20. At last 25 people were interviewed their age range was 45 to above. Customer profile (No.02) based on Gender Among the 100 interviewees, 55 people were male and rest of the people were female. Those are following by graphically:

Chart no: 02 The pie chart shows the 55 male were participating in the interviewed and 4 5 female also participate in the interview. Mashukur Rahman Id: 4098 Business Decision Making Page no. 6 of 26 The column chart represents the total 100 people were interviewed. Among the 100people, 25 people were interviewed their age range is 15 to 25. And 35 people werei n t e r v i e w e d t h e y a r e 2 5 t o 3 5 y e a r s o l d . A g e r a n g e o f 3 5 t o 4 5 y e a r s o l d , t h e number of customer were 20. At last 25 people were interviewed their age range was 45 to above. Customer profile (No.02) based on Gender Among the 100 interviewees, 55 people were male and rest of the people were female.those are following by graphically.

customer profile based on occupation presents graphically in following

phically in following The pie chart provides that students are the highest participants among the other participants, which is 35 percent. 30 percent participants are office staffs that are also participate in the interview. And rest of the people are households and otherspeople whose are also participating in the interview and their proportion was 25,10 persent respectively Finally, after analyse the all customer profile it is clear that, among the a l l participants most of the partic ipants are young (25-35) aged. And also m a l e interviewees are slightly more than the female interviewee. Students are highestparticipants among the other participants. So, it also is clear that young man thoseare students that people were more enthusiastic about participating in my interview

Data Analysis Question no : 01 Do you have an own computer?( Desktop or Laptop) (Appendix No: 01)

Chart no.04 The column chart represents that, 70 percent respondents have own desktop or laptop. And 30 percent respondent have no either desktop or laptop. Since, most of the people have an own computer. So, there are huge opportunities for Computer Hardware Plc to establish a computer hardware store in London market. Mashukur Rahman Id: 4098 Business Decision Making Page no. 8 of 26 Own Com-puter Data analysis based on customer profile number-03 This column chart shows the more than 67 percent office staffs have been use ownprinters and scanners. Then the second highest category is students. More than 17percent students have a own printers and scanners and rest of the students haveno any printer or scanner. And 12 percent respondent who are households they arealso used own printer and scanner. At last, in other category, 90 percent intervieweesaid that, they have no own printer and scanner. Finally, it is clear that office staff isthe highest proportion that are use the printer and scanner. So, office staff shouldbe the target customer for Computer Hardware Plc for increasing sales volume of printer and scanner. Question number: 04 How much money have you spend annually on computer hardware? (Appendix 04) Data analysis based on customer profile number 03 Category N.B. In this table, consider only highest proportion of every customer category.) This table represents that, office staffs are spend the more money for purchase thecomputer hardware which is 150 to 200 annually (approx. figure). Households and others category were also spend the money yearly between 100 and 150 for buy the computer hardware. At last, student who is

the category those are spendcomparatively less money then the other category, which figure is 50 to 100 per annum Question number: 05 & 06 Would you like cordless keyboard & mouse?(Appendix 05 & 06) Data analysis based on customer profile number-01 Chart no.06Mashukur Rahman Id: 4098 Business Decision Making Page no. 10 of 26 Cordless Keyboard

This column chart represents that, most of the respondent (92%), those are 15 to 25y e a r s a g e d , t h e y a r e p r e f e r r e d t h e c o r d l e s s k e y b o a r d a n d m o u s e . O v e r a g e d people (45 over) those people also preferred the cordless keyboard and mouse,which is 72 percents. 70 percents respondents those are 35 to 45 years old, they have no interest about the cordless keyboard and mouse. And among the 25 to 35years aged interviewees, 60 percents like the cordless keyboard and mouse and 4 percents are like to avoid the cordless keyboard and mouse. 07 Have you use your monitor as a television? (Appendix 07) (Would you like the TV Card?) Data analysis based on customer profile number-02 he two pie charts represent that, among the all male respondent, 60 percents weredislike the TV card, and 40 percents were preferred that they like to use the monitor as a television. Where as most of the female (89%) were like to use the monitor asa television. And few proportion of female (11%) were dislike the TV Card he two pie charts represent that, among the all male respondent, 60 percents weredislike the TV card, and 40 percents were preferred that they like to use the monitor as a television. Where as most of the female (89%) were like to use the monitor asa television. And few proportion of female (11%) were dislike the TV Card

he two pie charts represent that, among the all male respondent, 60 percents weredislike the TV card, and 40 percents were preferred that they like to use the monitor as a television. Where as most of the female (89%) were like to use the monitor asa television. And few proportion of female (11%) were dislike the TV Card 8 How often do you change your computer? (Appendix Data analysis based on customer profile number-02

The two pie charts show that, most of the male and female were used the computer two or less then two years, which is 45 percents and 50 percents respectively. Alsosame proportion of man and woman who have been used the computer only one or n o m o r e t h e n t h e n o n e y e a r , w h i c h i s 3 0 p e r c e n t s . A n d 2 5 p e r c e n t s m a l e respondents who have been use the computer three or no more then three years.On the other hand, 20 percents female were used the computer three or less thenthree years. According to Bharat Book Bureau, estimated or forecasted market demand of computer hardware in UK is 12.29 billion at end user prices in 2007. And it is increased by 2.1%within the one year. The refore, it is very clear that in UK's market demand of computer hardware is expanding day by day. So, it is a very good prospect/chance for Computer Hardware Plc. to enter in the London hardware market.As a market analyst I think that, before penetrate in the market

Computer Hardware Plc. should research the external environment of London computer hardware market. Hence,for the research of external environment I applied the PESTLE analysis method which isdiscussed following: PESTLE Analysis PESTLE analysis is a one of the analytical technique which is use for analyse the externalenvironment. The external environment is also called macro-environment and it refers toaspects in the environment over which the firm has no control over. PESTLE stands forshould research the external environment of London computer hardware market. Hence,for the research of external environment I applied the PESTLE analysis method which is discussed following: PESTLE Analysis PESTLE analysis is a one of the analytical technique which is use for analyse the externalenvironment. The external environment is also called macro-environment and it refers toaspects in the environment over which the firm has no control over. PESTLE stands for-P > Political EnvironmentE > Economic EnvironmentS > Social EnvironmentT > Technological EnvironmentL > Legal EnvironmentE > Ecological Environment Mashukur Rahman Id: 4098 Business Decision Making Page no. 13 of 26

Macro Environment of BusinessPolitical Environment This refers that what is happening politically in the environment in which government runsthe country including areas such as tax policy, employment laws, attitude of governmentofficials, types of government in power, environmental regulations, trade restrictions andreform, tariffs and political stability.Marketing decision are strongly affected by developments in political environment.This environment is composed of laws, government agencies, and pressure groupsthat influence and limit various organization and industries. Sometimes these lawscreate new opportunities for businesses. For example, mandatory recycling lawshave given the recycling industry a major boost and spurred the creation of dozens of new companies making new products from recycled materials. Kotler, P.(2000) Marketing Management.The Millennium Edition The UK's government promots the computer learning at schools and others educationalinstitutions, which is the very good opportunity for Computer Hardware Plc. to penetrateinto the london hardware market. Economic Environment This refers what is happening within the economy, for example; economic growth/ decline,interest rates, demand, exchange rates and inflation rate, wage rates, minimum wage, working hours, unemployment (local and national), credit availability, cost of living, etc. Social Environment

Social environment refers that what is occurring socially in the markets, cultural norms ande x p e c t a t i o n s , h e a l t h c o n s c i o u s n e s s , p o p u l a t i o n g r o w t h r a t e , a g e d i s t r i b u t i o n , c a r e e r attitudes, emphasis on safety, global warming, language, education levels etc.The information literacy rate in London is nearly 100 percents. It is a great opportunity for Computer Hardware Plc to exploit and to give the better products at competitive prices. Technological Environment According to Lancaster and et al (2002), Technology has a major environmentali n f l u e n c e u p o n t h e m a r k e t i n g f i r m . I t a f f e c t s n o t o n l y t h e f i r m s o p e r a t i o n s a n d products but also consumers lifestyles and consumption patterns. Managementmust be aware of the impact of technological changes.U K i s t h e f i r s t world country in this universe. And London is the capital city of UK.Therefore, London city is very advanced in technology that is very g o o d e x t e r n a l opportunity for the Computer Hardware Plc. Mashukur Rahman Id: 4098 Business Decision Making Page no. 15 of 26

Legal Environment This relates to the laws of the governs and societies in which the firms operates and itincludes a consideration in the following factors: Employment laws (Minimum wages, working ages etc) Investment laws Health and safety laws etc.In UK's there are no legal constraints to enter in the market. So, The Computer Hardware Plc. can easily starts the business in the London.As per Kotler (2003), Marketing decision are strongly affected by developments inl e g a l e n v i r o n m e n t . T h i s e n v i r o n m e n t i s c o m p o s e d o f d i f f e r e n t t y p e s o r l a w s , government agencies, pressure groups that influence and limit various firms and individuals. Sometimes these laws also create new opportunities for business. Ecological Environment People and society as a whole are becoming increasingly concerned with natural (ecology)e n v i r o n m e n t a n d b u s i n e s s f i r m s a r e n o w e x p e c t e d t o c o n s i d e r i n t h e i r plans how topreserve the environment. So, before start the business, The C o m p u t e r H a r d w a r e Plc.should to consider this issue. The Computer Hardware Plc. will target that get the 10 percents market share in the firstoperation as well as leading to an increase at 12 percents annually. It could be achieve t h r o u g h a n d e x t e n s i v e p r o m o t i o n c a m p a i g n t h r o u g h t h e m e d i a s p e c i a l i s t c o m p u t e r magazines. Mashukur Rahman Id: 4098 Business Decision Making Page no. 16 of 26

Products launching Timing for launching the products is represents by Gantt chart in following:[ Proposed date:

This gantt chart shows that, The Computer Hardware Plc. was started the marketresearch from middle of july 2009 to mid -august 2009. And a l s o s o r t i n g t h e r e s u l t i n second part of month of August 2009. Then in september 2009 Computer Hardware Plc.was busy for the hired outlets. After hiring the outlets Computer Hardware Plc. spend theone and half months for recruitment and provided training which is 1 st october 2009 tomiddle of november 2009. For promoting the products Computer Hardware Plc taking timefrom middle of November to middle of December. And finally products are launching after middle of December Cash Budget Cash budget is a one of the important business planning mechanism or tool which aid tothe managers anticipate the expected cash inflows that means cash receipts and outflowst h a t m e a n c a s h p a y m e n t s f o r a b u d g e t p e r i o d . C a s h b u d g e t e n s u r e a n d m a k e s t h e provision for minimum cash balance has to be maintained all time.According to Horne et al (2008) (Pg-180) A cash budget is arrived at through a projection of future cash receipts and cash disbursements of the firm over variousintervals of time. It reveals the timing and amount of expected cash inflows andoutflows over the period studied. Benefits and significance of Cash Budget Planning tool Cash budget is a planning tool. The major benefit of the statement of cash flows ist h a t u s e r s m a y g e t t h e r e a s o n a b l y d e t a i l e d p i c t u r e o f a c o m p a n y ' s o p e r a t i n g , investing and financing transactions involving cash. Forecasting the Future needs Cash budget forecasts the future needs of funds, its time and the amount well inadvance. It, thus, helps planning for raising the funds through the most profitable sources at reasonable terms and costs. Maintenance of cash Balance

Cash is the basis of liquidity of the enterprise. Cash budget helps in maintaining theliquidity. It suggests sufficient cash balance for expected requirements and a fair margin for the contingencies. Controlling Cash Expenditure Cash budget acts as a controlling device. The expenses of various departments inthe firm can best be controlled so as not to exceed the budgeted limit. Mashukur Rahman Id: 4098 Business Decision Making Page no. 23 of 26

Evaluation of Performance Cash budget acts as a standard for evaluating the financial performance. Bank Purpose The management demonstrate of the ability of company its working capital ability.Its also represents the lifeblood of a company. Many lenders and or creditors lendthe money to the company after reviewing the company's cash budget. So, to getting loan company should be prepared and maintain the cash budget statementregularly. Projected Cash Flow Statement The Computer Hardware Plc. (From January-2010 to June-2010)Months---> J a n - 2 0 1 0 F e b - 2 0 1 0 M a r - 2 0 1 0 A p r - 2 0 1 0 M a y 2 0 1 0 J u n - 2 0 1 0 Cash Receive: Receipts from Cash Sales 3 1 , 5 0 0 3 4 , 3 2 0 2 9 , 4 4 0 3 6 , 1 2 0 3 8 , 2 8 0 3 8 , 2 5 0 Payments: P u r c h a s e 1 6 , 0 0 0 1 2 , 0 0 0 1 3 , 0 0 0 1 4 , 0 0 0 1 3 , 7 0 0 2 2 , 0 0 0 P u r c h a s e F i x e d A s s e t s 6 , 0 0 0 - - - - 1 0 , 0 0 0 - - - - - - - - - S t a f f S a l a r y 3 , 0 0 0 2 , 8 0 0 3 , 1 0 0 2 , 5 0 0 2 , 7 0 0 3 , 2 0 0 A l l o t h e r o v e r h e a d s 4 , 2 0 0 3 , 5 0 0 3 , 8 0 0 3 , 5 0 0 4 , 1 0 0 4 , 5 0 0 T a x 2 , 5 0 0 Total ( 2 9 2 0 0 ) ( 1 8 , 3 0 0 ) ( 2 9 , 9 0 0 ) ( 2 2 , 5 0 0 ) ( 2 0 , 5 0 0 ) ( 2 9 , 7 0 0 ) S u r p l u s ( D e f i c i t s ) 2 , 3 0 0 1 6 , 0 2 0 (460) 1 3 , 6 2 0 1 7 , 7 8 0 5 5 0 Cash in Bank( 8 , 0 0 0 ) ( 5 7 0 0 ) 1 0 3 2 0 8 9 6 0 2 3 4 8 0 4 1 2 6 0 Closing Balance(5700) 1 0 3 2 0 8 9 6 0 2 3 4 8 0 4 1 2 6 0 4 1 8 1 0 Mashukur Rahman Id: 4098 Business Decision Making Page no. 24 of 26

References Avasarikar, D.P. and Dr.Chordiya, S.B.(2007) Marketing Research. 1 st Edition.(Page- 3.8) Horne, J. and Wachowicz, J. (2008), Fundamentals of Financial Management. 13 th Edition (Pg-180),Pearson Education Limited. Kendrick(2000) The Project Management. 2000 Edition.(Page-40) Kotler, P. Amstrong, G. Wong, V and Saunders, J.(2008) Principles of Marketing. 5 th European Edition.(Page-333) Kotler, P. Amstrong, G. Wong, V and Saunders, J.(2008) Principles of Marketing. 5 th European Edition.(Page-334) Kotler, P.(2000) Marketing Management. The Millennium Edition. Kotler, P.(2003) Marketing Management. 11 th edition Lancaster, G and Massingham, L and Ashford, R.(2002) Essential of Marketing. 4 th Edition Mashukur Rahman Id: 4098 Business Decision Making Page no. 25 of 26