Hello, Afreen,
REQUIREMENT 1: What are the key issues?
The key issue is declining profitability due to customers going to new competitors.
REQUIREMENT 2: What if you really believe the lower profitability is caused by factors outside your control? Would this make the false reporting acceptable?
Never resort to false reporting. It is illegal and discovery of the falsification may result in imprisonment and loss of ability to operate as a manager in another store. It also hides the problem and makes correction extremely difficult.
REQUIREMENT 3: What do you think is the correct thing to do?
Report the bad results and immedicate follow with a detailed action plan for recovery.