Business Strategy and Its Impact

The assignment delves into the concept of business strategy, examining different frameworks such as the Ansoff Matrix and Mendelow's matrix. It discusses various business strategies, including reduction-in-force (RIF), reaching customers at the base of the pyramid, and customer relationship management (CRM). The impact of external factors on business strategy is also analyzed, highlighting the importance of considering PESTLE analysis and stakeholder influence.

Business Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Mission , objectives, visions, goals and core competencies of Aldi................................1
1.2 Factors to be considered by Aldi during formulating their strategic plans......................2
1.3 Effectiveness of techniques..............................................................................................4
TASK 2............................................................................................................................................5
2.1 Organisational audit of Aldi ............................................................................................5
2.2 Environmental audit of Aldi ............................................................................................6
2.3 Importance of stakeholders while forming new strategy.................................................7
2.4 Presentation of new strategy for the firm.........................................................................8
TASK 3............................................................................................................................................9
3.1 Analysing of proper strategy for Aldi.............................................................................9
3.2 Justification of one strategy..............................................................................................9
TASK 4..........................................................................................................................................10
4.1 Roles and responsibilities of personnel who are engaged in execution of strategy.......10
4.2 Essential resources needed for executing strategies ......................................................11
4.3 How the use of SMART targets can contribute to achieving the strategic objectives...12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Business strategy can be simply defined as schemes that is being utilised by every
venture in order to run their commercial activities in effective manner for achieving their pre -
determined goals and objectives (Woodcock,Green and Starkey, 2011). This helps in upgrading
whole performance and turnover of company. Additionally, such plan of action also aids in
managing all works of other departments that are responsible to carry out specific job within
given time period. This report is completely based on Aldi which is a popular brand of two major
global discount supermarket. They are comprising of over ten thousand stores in more than 19
countries. Aldi is dealing with retail sector and are providing goods like food stuffs, beverages,
household or domestic commodities, sanitary items and many more. This has been examined that
they are making income of around €50 billion. This chain was set up by Karl and Theo Albrecht
in 1946 who are two brothers. In this project, aims, objectives, goals, mission and vision of Aldi
has been discussed properly. Besides this, some of the factors which are considered while
making business plan is also described appropriately.
TASK 1
1.1 Mission , objectives, visions, goals and core competencies of Aldi
A mission statement simply refers to the entire purpose of roles via which firm serves
and offers the needed help to its shareholders at large. The key mission statement of Aldi are
stated below :
 They are having notion of creating abilities of their corporation in a global rivalry
environment by giving them sustainable or first-rate value to their stakeholders.
 They also wishes to provide better level of customer partnership by enhancing the
effectiveness of their best commercial system and control.
Vision : This is nothing but an idea which incline to be in future or decides where or what the
venture has to be carry out in upcoming days for meeting the requirements of stakeholders
efficaciously and effectively. Key vision of Aldi are mentioned as follow :
 They desires to grow economic value in UK. In addition to this, they also wishes to make effective supply chain networking in order to
strengthen the delivery system.
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Objectives : It refers to a short time framed mission of an enterprise that needs to be completed
in proper manner. The main objectives of Aldi are listed below :
 They desire to make themselves consumer centred and try to meet all the needs or
demands of their potential users. They also aims to create value for share holders.
Goals : It is some how same as objectives but the only difference is that it is long term and are
usually the end purpose of specific planning. Goals of Aldi is stated below :
 Aldi tries to create multiple drivers of development by designing fantastic business
portfolio and capacities (Tsamenyi, Sahadev and Qiao, 2011). They also attempts for strengthening and refining their corporate governance by
generating accountability.
Core competencies : It is nothing but well defined qualities and expertise comprises a company
that differentiates its whole functioning as well as success from another existing firm which is
dealing with similar products or services. The core competencies of Aldi are described below :
 Expertness in technological as well as functional knowledge
 Produces better qualities of products and services in relation to other enterprises.
The mission, vision, goals, objectives, core competencies inform strategic planning since
these all are important techniques that helps in framing proper schedule of organisational work
so that targets of the venture can be achieved within specific time frame. Aldi should do the same
in order to gain high sum of benefits. After designing these things, managers have to
communicate these modes of strategical planning to each and every worker so that work can be
started in similar direction. Mission of a working organisation shapes the objectives, services and
their core competencies in numerous manner as according to its grounds, a company form their
products and services in more efficient manner. Aldi's mission is to grow and meet success
which are attributed to their commitment to create the level of efficiencies from the production,
distribution and certain services level that organisation stock. Enterprise structure and form their
services and products in order to accomplish their main statements and mission which helps them
in creating more productive, creative and diverged products along with better quality. Hence, the
whole procedure is more supportive and directive in terms of shaping their views and opinions in
more significant manner.
1.2 Factors to be considered by Aldi during formulating their strategic plans
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Every firm needs to identify as well as evaluate their external and internal factors before
making plan of action. Inner components are those that are linked with business activities
internally and exterior one are such prospects which are connected with outside world.
Therefore, these factors are very essential to understand in order to gain sustainability and
accomplishment of targets of firm effectively. Those elements consisting of some goodness as
well as limitations also that required to be evaluated correctly as this would help in the
formulation of strategical plans so that long term ambitions can be achieved properly.
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There are different factors such as market position, customer demand and competitive
advantage that requires to be considered by Aldi while making strategies which are described
below :
 Market position : Before starting any business plan, it is essential to determine about the
specific place wherein company is going to begin its commercial activities i.e.
marketplace. Aldi should identify proper location in order to enter into new market and
observe external and internal factors which are existing over there.
 Customer demand : All the requests and demands of users must have to be determined
before framing any plan of action since deliverables are prepared for them only.
 Competitive advantages : Aldi also need to survey about their potential rivalries so that
they can examine their strategies and made their own that would be better from them.
This helps them in attracting more consumers and thereby gaining competitive benmefits
from the same.
The above mentioned factors are required to outline and undertake before implementing
any plan and strategy within a working organisation assisting the whole company in achieving
their business objectives. Through understanding the major consumer demands and preferences
in market, new product development, strategy designing and evolution is done by Aldi. Also, for
understanding market position and competitive edge of firm, Aldi spend more than 25% of their
revenues on market research. Hence, this assist them in reaching to the core of their choice,
required marketing activities along with identification through which enterprise can achieve their
business objectives and competitive edge in more significant manner.
Some of such factors that is needed to be focussed by Aldi at the time of designing its
strategies is discussed below along with their benefits and limitations :
Factors Advantages Disadvantages
Internal A skilled and well educated
employee will surely aids in
accomplishing entire business
goals in effective style (Teece,
2010).
But sometimes, work – forces
do not get quenched by the
norms made by Aldi and due
to this they do strike for the
same. This as a bad result
totally damages its brand value
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and image also.
External Things associated with
technology comes under this
category and helps firm in
growing its productivity level
in less time period.
But these technological aspects
or machineries gets outdated
on consistent manner. Thus,
Aldi has to make separate
accounts for the same and
should make strategies for
maintaining adequate balance.
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1.3 Effectiveness of techniques
There are large number of suited tools that is considered as helpful in developing correct
business plan. But for every satisfactory strategy, it is compulsory to take use some better
techniques through which company can attain its ambitions. Key approaches are examined that
aids during formulating business strategies. Some of them are Boston, Space and Ansoff matrix.
Such tools are treated as very powerful as it assists in entering to a new marketing
location and attracting large number of customers towards their firm. From those collection,
Ansoff matrix is examined as an effectual tool at the time of dealing with growth of business and
objectives of current as well as future in context to operational actions (Scholes, 2015). Aldi
should required to focus on each of the strategies provided by this matrix and ought to take
actions as per this. Strategies offered by Ansoff matrix are stated below : Market penetration : As per this scheme, existing products that is being manufactured by
venture is needed to improve in effect – able way by utilising several methods. For doing
the same, Aldi requires to increase their pricing strategies, sales promotions ion context
to business and many other actions. According to this, company have to concentrate on
their market and clients as well. Market development : In accordance to this strategy firm requires to sell their productions
or deliverables in a new market area. Herein, they are not obligated to improve their
goods but have to use appropriate plans for making new users at that region where they
are investing. Product development : This is refereed as a growth strategy where - in company should
concentrate on their present offerings and need to develop the similar productions for
existing market – place. This could be achieved by adding extra values and providing
better quality services to their expected users.
 Diversification : This on the other hand is used when an enterprise is going to lead or
represent some new deliverables at a new commercial place. Thus, it can be sad that in
this prospect, every thing is new that is goods as well as consumers.
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(Source : Ansoff matrix, 2016)
Cause of digitalisation, enterprise can evolve in the specific region of market and expand
their business internationally. Aldi has optimise Ansoff mix as the strategy of developing
business projects, expansion of business organisation along with reaching to the strong position
of marketplace. Hence, most of the international strategies of company are based over the
expansion strategy that is facilitated through the Ansoff Mix helping them in meeting determined
outcome of Aldi. The company is one of the successful and largest retailing organisation in
United Kingdom that has reached this far with the assistance of effective business strategies
implemented by company.
TASK 2
2.1 Organisational audit of Aldi
This has been observed that Aldi has been rated as one of the best supermarket of United
Kingdom keeping past high – ranked venture that is Waitrose down to fourth position. Aldi has
been divided into two separated groups in the year of 1960. After this, they become famous as
Aldi Nord having its headquarter in Essen and Aldi Sud whose headquarter is situated nearby
Mulheim. After that, it has been examined that this brand is named as Aldi in the year of 1962.
This was established in Great Britain on 5th April 1990 (Peteraf, Gamble and Thompson 2014).
They are having around 550 stores during 2006. but yet considered as small actor there as they
comprises of lower than 3.6 % shares of grocery. Thus, management and administration of this
venture should explore about its strength, weaknesses, threats and opportunities. In order to
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Illustration 1: Ansoff matrix

perform organisational audit of cited firm, SWOT analysis is going to be conducted which is
mentioned below :
Strength :
 They are offering supreme quality of goods and services to their potential users.
 They also provide products at lower or affordable costs in relation to other compitors.
 They are having strong existence in Germany as having around 25000 stores. Doing their business activities in over 15 countries globally.
Weaknesses :
 Smaller player in Great Britain
 In some times, they are claimed to have a store with cheap or low quality productions. In spite of performing commercial actions in 15 nations, they are still small in
comparison to another brands.
Threats :
 Large number of rivalries are enhancing on continuous basis such as Sainsbury, Tesco,
Lidl, Asda, etc. Their private label brand are getting tossed away by another established or popular
brands (Montgomery, 2011).
Opportunities :
 Needs to invest large sum of money in advertisement for tackling their competitors.
 They can also enlarge their business in continents like Africa and Asia.
2.2 Environmental audit of Aldi
This has been observed that business surroundings wherein company operates keep
changing constantly. Therefore, Aldi needs to identify all external factors and such aspects which
would impact overall performance and commercial operations of enterprise. This can be done by
taking use of porter's five forces (EXTERNAL FACTORS THAT AFFECT A BUSINESS, 2017).
This has been described below : Bargaining power of buyers : This is high as so many options are present for users and
they prefer those whose prices is low. For example, customers can go for other firms also
like Tesco, Lidl, Asda, Ikea, etc. for purchasing goods and services. Bargaining power of suppliers : This is quite low as numerous of suppliers are present in
this retail sectors and due to this ready for supplying products at minimum prices. For
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instance, there are large number of suppliers present in different nations or places
wherein Aldi is operating its business like Germany, Australia, Austria, Belgium, China,
Denmark, France, Hungary, Ireland, Italy, Luxembourg and many other countries. Threats of substitutes : This is also very high as same products is being offered by other
brands that is provided by Aldi (Martin and Rice, 2010). For example, Sainsbury,
TESCO, Morison , ASDA, etc. all are bringing identical products at marketplace so
client could be more enchanting to them. Industries rivalries : Additionally this is high as large number of ventures are doing same
business activities in UK. For example, Lidl, Tesco, Sainsbury's , etc. are offering
similar goods as Aldi is providing to users. Thus, Threats of substitutes is more for them.
 Threats of new entrants : The retail sector is very common thus many other small or big
firms are taking entry in this industry. Hence, threats of new entrants is considered as too
high. For instance, Kaufland has recently entered into German market and are giving
similar merchandises.
Hence, by the assistance of Porter's Five Forces, company can achieve their business
objectives and targets through reaching to competitive edge of enterprise in more significant
manner. Company can meet their requirements and efforts by the help of Porter's five forces that
help in understanding the major forces which can shapes the competition of enterprise within the
commercial industry. Aldi frequently opt this procedure for better profitability, attractiveness and
competition in intensity within the market.
2.3 Importance of stakeholders while forming new strategy
A stakeholder is the person who can affect the outcomes of projects. The role of
stakeholder is to give proper shape to projects in starting phase with help of contribution of
available resource which aids to project success. Employees, concerned people and legal bodies
who are involve in proper moving of business act are determined as stakeholder of business
projects. Therefore management of the organisation should interpret their shareholder according
to demand and conduct appropriate action for them. Aldi should focus on their main stakeholder
and segment them according to there preferences in taking important decision. Aldi is moving in
appropriate manner but desire of manager to increase shares of Aldi in market place. Aldi
categories their stakeholder into three categories: internal stakeholders, Connected stakeholder
and External stakeholder. For proper mapping of Stakeholder. Aldi can take help of Mendelow's
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matrix which aids to set priorities. The matrix has been divided in to four boxes which is given
below: Box A- Minimum effort: Different business partners of Aldi are suppose to losing their
interestingness due to implementation of negative impact. Box B- Keep informing: Nature of business partners are very peculiar but they do not
possess any power to take any step (Köseoglu and et. al., 2013). Box C- Keep satisfied: organisation should keep satisfied there stakeholder so that they
do not loose their involvement.
 Box D- key players: They are key factor which can change or halt nay scheme if they
are displease. So it is essential to give information regarding any strategy
implementation and also get them aware about profits (Mendelow's matrix, 2017).
(Source : Mendelow's matrix, 2017)
2.4 Presentation of new strategy for the firm
Manager should give focus on designing the appropriate strategies for sustain remarkable
position in the market for long period of time. Organisation have opportunities to invest large
amount of capital in various nation where there is unavailability of store at present time. This
will help the companies to capture more share in the market.
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Illustration 2: Mendelow's matrix

So it is necessary to fit innovative outlets and implement proper modification in their
existing goods and demand as per the requirement of civilians. After some day they have not
render any new production. So diversification of product is need for whole products is
mandatory. Although company is in stable position in the market from very past era, but there
share in markets are reducing very badly (Jocovic and et. al., 2014). So it is necessary for Aldi
to implement new strategies to launch new range of product and services in the market in order
to increase their performance. it aids in achieve target made by company. It also help in
development of business of Aldi and grab stable position in the market place.
Aldi should also implement some below mentioned strategies :
 Extension in newer market : They can extend their business in various new places
where they are not doing business and could make stronger present in sector of retail
industry.
 Creation of innovational products : Organisation should provide new and innovative
services to the customer so that the growth of business can be attained.
 Building healthier and positive relations with new buyers : If they starting business in
other nations or places, then they should make merchandises as per their demands and
tradition. This will help in making good relation from them and gaining their trust.
TASK 3
3.1 Analysing of proper strategy for Aldi
Management of Aldi requires to utilise appropriate strategies that is stated below : Market entry strategy : This is proved to be very helpful as by using this they can take
entry at newer market region and could make new customers by offering them
innovative services or deliverables (Gollakota, Gupta and Bork, 2010). Aldi through the
assistance of this strategy can enter in new market and make modification in implement
strategies and approaches in suitable methods. Substantive growth : When corporation wants to enlarge itself in new sectors and thus
can utilise this scheme by employing other firms as a base in order to generate large
profits. Through this, Aldi can manage their development and growth in best appropriate
and suitable method.
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 Limited growth : This aids in avoiding massive sum of debts that frequent accompany
fast growth strategies. Employees focus on rapidly expanding their businesses by
investing funds in order to meet desired growth level.
Market entry strategy should be used by Aldi and start their business actions where they
are not existing. For example, they can start business in Qatar as at this place they are not yet
doing their business. For them, this will help them in making strong customer base and gaining
high sum of profits. Aldi can optimise these methods and approaches in order to expand their
business worldwide along with meeting determined outcome in significant manner. Company is
working over development of business strategy that can easily be done through understanding
the growth and expansion strategies in more significant manner.
3.2 Justification of one strategy
From observing above based strategies, it can summarised that 'Market entry strategy' can
be applied by Aldi. In this technique, they need to establish their branch other new place such as
Qatar where their stores are not present. In order to do so they should concentrate on the
tradition, requirements, demands of those clients who are surviving in that regions so that they
can retain them for a long time period. This will provide them large number of market share,
increase in turnover , powerful consumer base, competitive advantages and many other benefits.
In addition to this, Aldi requires to concentrate on developing innovative and different offerings
at affordable prices in order to seek attention of large number of citizens at Qatar towards them.
Thus, they should work hard on such area effectively by recruiting skilled and qualified
employees. Through the help of this strategy, Aldi can aim over more expansion of company and
growth of enterprise in more significant manner. By devising, formulating and managing
different procedure, activities and plans of organisation, company can achieve the business
objectives in more significant manner. Through the help of organisation, company can meet the
effective outcome and efficient technologies and operations in more ideal way.
TASK 4
4.1 Roles and responsibilities of personnel who are engaged in execution of strategy
Strategic implementation process concerned with the involvement of each employee who
are working at different level in organisation. Management of Aldi considered involvement of
all employee working with in the organisation. Aldi communicate with the different level of
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management for proper execution of strategic process. Organisation implement proper team for
implementation of strategies in organisation . It includes board of member of company, planning
staff and involvement of top level of management. There are different role of employee of
different level of management which are given below:
 Top level of management: This is highest level of management, the personnel concerned
with this level are involve in preparing the blueprint of strategies. It includes all
important details of strategies implementation process of Aldi as per the implementation
of innovative strategy (Campbell, Edgar and Stonehouse, 2011). It give all details of
arrangement and controlling procedure to accomplish the project. This level of
management appoint different employee according to the expertness.
 Centre level management: The responsibility of the management is transfer information
and process of implementation of new strategies which is made by the top level of
administration (Gandolfi and Hansson, 2010). This help worker to understand the
procedure of plan and its implementation process. Management set rules and regulation
which are followed by all subordinates in order to attain goals and objective and also aids
to create a peaceful environment at work station.
 Agent and Experts: Most important role of this level of management is to give proper
guidance to employee if they are facing some issue during the strategy implementation
process. They help employee by suggesting them implementation of advance technology
and innovative idea for the manufacturing of peculiar goods and services.
 Employees at lower level: These are individuals who act as per steps given in strategies
which is designed by the top level manager and higher authorities. They prepare finished
products and services from available resource by implementation of skills and talents.
4.2 Essential resources needed for executing strategies
In order to implementation of strategies and design in of goods as per the requirement of
customer every company needs some basic and fundamental source. Among them some of
important assets are require for implement the schemes and give start to assigned work in
attaining pre- determine goals and objectives which are given below: Human resource: It involve all steps of workforce from beginning of projects to finish
the project. This is most essential and important resource as the whole procedure of work
depend upon it. To enhance performance and effectiveness in work Aldi should recruit
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expert and qualified employee in order to enforce process of strategy in effective manner
and manufacture qualitative product to fulfil desire of customers. Financial resource: This is most important department of organisation because this
concerned with purchasing of raw material and other important instruments which are
used in different function of organisation. In other word we can say that it is the soul of
organisation. Without arrangement of funds Aldi not able to start a single work which
are used in strategies. All assets are being purchased which are involve in beginning of
the projects and completion of projects
 Time and Rough materials : Time is considered as most important factor during
implementation of strategies. All processes which are involve in implementation of
strategies are performed in stipulate time frame so that execution of process can be
delivered in effective manner. As all processes of strategies implemented on time so
products good quality of product can be manufacture and that should delivered before the
deadline of clients (Bharadwaj and et. al., 2013). So it is important responsibility of
strategy implementer to give attention on time and segment that all task should be
completed in stipulated time frame and as per the priority level. Without concentrating
on time management Aldi cannot manufacture a single product on time. So Aldi focus
on time management to improve its effectiveness in manufacturing of products and
deliver finished goods and services to its loyal customers.
4.3 How the use of SMART targets can contribute to achieving the strategic objectives
SMART is the management term which is used by Aldi in order to achieve the goals and
objectives of the organisation. This term is basically concerned with HR and marketing. The full
form of SMART is :
S stands for Specific
M stands for Measurable
A stands for Attainable
R stands for Relevant
T stands for Time bound
This method was introduced by Peter drucker by his management of objectives in 1981. This
term was first introduced by an yearly issue of Management review by George. In this way smart
targets can be used by Aldi effectively which is stated below :
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Specific- the goal which is set by the management of Aldi should be always clear, otherwise the
working procedure of employee is totally disturbed and they realise demotivated (Astrachan,
2010). When employee draft their various issue they should keep attention in using 5 factors
such as :
 who are the specific people engaged ?
 why it is important to attain goal ?
 Where is its position ?
 Which type of resource is used ?
 What corrective measures aids to achieve it ?
By taking example marketing executive want to become marketing manager first should
focus on his goals which is assigned by organisation. How can he build his career and by what
way he achieve it.
Measurable: it is very essential to standard their goals which helps in tracking its progress as to
stay focus in Attaining their goals
They must be concern treated on some questions such as
 how much effort
 how will it achieve
 how it will come
suppose a manager of the Aldi organisation determine target for himself and also for their team
member. In order to attain the target they will conduct a training programme which is related to
the assigned target, it help in enhance effectiveness in skills which is important for work.
Achievable: Goal must be realistic and achievable to accomplish success (Acquaah, 2013). The
achievable goals must answer question like
 how goal can achieve
 whether goal is imaginary or realistic
For example: A manger should put his effort in development of Aldi market but this is not
possible in one night it is slow process.
Relevant – Goals should be relevant so that it can be achievable. A manager need help of their
team member in achievement of goals. Question needed to be answered :
 is it worth?
 Is it a right time?
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Manager must have specific goals for employee.
Time bound- work should be done in stipulated time. It mainly focus on deadline and efficiency.
Question must be answer are :
 When ?
 What are recent goals ?
 What are the future goals?
For example for growth of Aldi, it should give adequate time for attaining goals.
CONCLUSION
From the above based report, it can be concluded that business strategies are nothing but
plan of action which is formulated by each and every company for running their commercial
activities in decent ways. Thus, Aldi should also design suitable strategies by considering
relevant facts and figures associated with the needs of their clients in order attain all of their pre
– determined goals and visions in adequate time frame. For doing the same, different schemes
should be used by Aldi such as Market development, product development and many more.
These all are explained properly as well as clearly in this assignment.
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