Business Strategy and IT Enablement

This assignment delves into the critical relationship between business strategy and IT enablement, drawing insights from various sources such as Michael E. Porter's 5 Forces model (Illustration 2) and the BCG matrix (Illustration 1). It explores strategies for civil engineering CRM (Jocovic et al., 2014), the impact of CIO characteristics on organizational performance (Li & Tan, 2013), the role of technology in reshaping business strategy (Smith, 2013), and more. The assignment also considers tax implications on business strategy (Scholes, 2015) and how big data extends the business strategy toolbox (Woerner & Wixom, 2015). Through these lenses, students will analyze and discuss how businesses can effectively leverage IT to achieve strategic objectives.

BUSINESS
STRATEGY

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1 ...........................................................................................................................................3
1.1 Strategic planning for business organisation ........................................................................3
1.2 Factors involved while formulating strategic plans .............................................................4
1.3 Various planning techniques ................................................................................................5
TASK 2 ...........................................................................................................................................7
2.1 Organisational audit for business organisations....................................................................7
2.2 Environmental audit of company .........................................................................................9
2.3 Stakeholders analysis .........................................................................................................10
2.4 Develop a new strategy for company .................................................................................11
TASK 3 .........................................................................................................................................12
3.1 Alternative strategies relating to substantive and limited growth ......................................12
3.2 Strategies for market entry and growth ..............................................................................13
TASK 4 .........................................................................................................................................14
4.1 Roles and responsibilities of who is involved in implementation of strategies .................14
4.2 Resource require to implementing a new strategy .............................................................14
4.3 How to use SMART targets ...............................................................................................15
CONCLUSION .............................................................................................................................16
REFERENCES .............................................................................................................................17

INTRODUCTION
Business strategy is an essential part of every business organisation as it assists in
achieving the set goals and objectives. Managers develop strategies and policies in order to
ensure the future market growth and success of enterprise. Business strategy is a kind of
management plan which supports in increasing the organisational performance and productivity
as well. This is the way of achieving goals from competitive market as without having an
effective business strategy, managers cannot compete with external environment. ALDI is the
chosen organisation in this present report which has over 10000 stores of retail products in global
market. Its annual turnover is more than €50 billion. The report involves mission, vision, goals,
objectives and core competencies of cited organisation which are necessary for strategic planning
of business organisation. Along with this, BCG matrix is used as a planning technique which is
helpful to develop strategic plans and policies. In order to analyse the current position of
company, SWOT analysis is done whereas Porter's 5 forces model is used for environmental
audit. It is necessary for Aldi to do strategic evaluation which is helpful to monitor the future
growth of company. At last, SMART objectives are used that contribute in the strategic planning
of ALDI.
TASK 1
1.1 Strategic planning for business organisation
Strategy refers to long term planning which is able to set the goals and objectives of
company. The concept of strategic planning determines organisational strategy and resource
allocation for achieving desired aim from target market. it is also helpful in describe the current
as well as future position of the company in target market.
. Strategic planning involves some major elements as without them, it is impossible to make
plans. These are: Vision – It relates with a particular picture of business organisation which encompasses
with where it is and where it wants to reach in the future. Without having specific vision,
no company can survive in the market. For instance- ALDI's vision is to increase
customer satisfaction level by providing them high quality products and services.

 Mission – It is the basic aim of ALDI that relates with the reason why organisation exists
in the global market and what it does to attain the vision. Mission statement is a very
important task for every business organisation which is inspire employees as they can for
it. ALDI's mission is to be the world's best and biggest supermarket retailer.
Organisation is focusing to produce high quality food products it give an adequate
standard to ALDI in potential market. Goals – It is contextual planning in order to achieve target. For instance, top management
of ALDI decides goals and employees need to follow the same. It can be explained with
the way by which a company is going to achieve its mission. Main aim of ALDI Ltd. is to
make profit through increased sales. For that purpose, they always innovate the products
and make them more qualitative for enhancing the shopping experience of customers. Objectives are totally differ from goals. Every business organisation set some objectives
to sell its more products and services than its competitors. It can be developed to
improve any service or creating any new ones. ALDI focus on how to become
successful in grocery market by sales orientation and marketing mix.
 Core Competencies are helpful to differentiate the organisation from its rivals. If
company has competitiveness as it is capable to penetrate its potential market. ALDI has
many core competencies i.e. skills, resources, activities etc. through which it can secure
competitive advantage in market.
1.2 Factors involved while formulating strategic plans
Strategic planning plays a vital role in order to make a successful business organisation.
It is done to start a new company, for creating a new department, new product development or
any other undertaking which affects the organisation's future. Below mentioned some factors
which put their impact on strategic planning of ALDI Ltd. are as follows: - Engagement – The key element of strategic planning process is to engage with all staff
members throughout company. If the firm is not able to get together of its employees as
it cannot be established cooperation and coordination among working activities. Staff
engagement is helpful to generate extra input and build their commitment to the strategic
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plan. . In ALDI, it is necessary to include employees in strategic development to compete
with the external market. Company resources – It is essential for company to develop a plan or having an idea that
will help it to achieve growth and success in the competitive market. Resources of
business organisation are as- like capital, personnel, raw materials, space requirements,
vendor relationship etc. Apart from this, if organisation does not have any resources to
create a plan then it would stall its progress. Resources are another important factor of
strategic planning which can put high impact on the firm because they are responsible to
complete projects and tasks.
 Communication – There is a significant role of communication in strategic planning.
Without having effective communication, manager cannot work properly. The process of
strategic development becomes successful when top to bottom approach of
communication is taken. ALDI follows top down communication in which senior
management will discuss the strategic plan from employees and they will convey the
information of project management . Communication also generates innovation,which is
also impact on strategic planning of company. Business organisations have to develop
their strategies to make an innovative and new product. Sometimes, companies are not
able to find skilled and innovative employees which affect its production capabilities.
Apart from this, project management is also a big task in strategic planning which
encompasses that managers have to plan all their working activities and complete them
on time.
 Needs and wants of customers – Managers of ALDI limited also involves needs and
wants of customers while developing the strategic plan of the company. If they can
recognise customers expectations as they can produce accordingly; this will help
company to achieve the competitive advantage.
 Future direction of competition- Managers needs to define the future direction of the
company; it will help them to manage all work and tasks accordingly. Through which
they can easily develop their strategies and policies in order to achieve the benefits of
target market.
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Contents of strategic plan -
A strategic plan is roadmap to grow a business entity. It needs some contents, such as –
executive summary of the strategic plan, elevator pitch, mission statement of the company.
Along with this, it also requires the determination of best opportunities for company in order to
pursue to achieve goals and objectives. Key performance indicators are also requires in strategic
plan that involves number of customers and visitors who are connected with company.
1.3 Various planning techniques
Strategic planning is the process of business organisation which is used in formulating,
planning and resource allocation. There are divergent techniques of strategic planning such as-
PIMS and BCG matrix. PIMS is considered to evaluate the results and actions of business project
and assignment. It is also helpful for the managers as they can understand as well as react
towards external business environment. Apart from this, ALDI Ltd. also uses BCG matrix as its
strategic planning technique. It shows a direct relationship between cash generators of the
market share. In this organisation, the Boston Consulting Group's product portfolio (BCG)
matrix is designed in order to ensure long term strategic planning. In other words, such matrix is
also beneficial for company by reviewing its portfolio of products so that managers can easily
decide where to invest. BCG matrix is separated into four parts which are as follows:-
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(Source: Strategic planning techniques, 2017) Dogs – It involves such products that are with low market share or low market growth. If
products are classified as dogs; they always show that company is having weak market
share. Such products are making loss or a very low profit for business organisation. It is
suggested to the managers of Aldi in this situation that they should focus on developing a
new product rather than wasting their time on keeping such products alive. Cash Cows – Products are with high market share and low growth of market. Cash cows
don't need the same level of support as before. Such products are the leaders of
marketplace and generate more cash for company then they consume. Aldi in this
situation is advised to invest in cash cows in order to maintain the existing level of
productivity. Question marks – Products that are with high market growth with low market share.
Such products consume a lot of cash but bring little in return. In this situation, Aldi is
suggested to invest only if product has potential market growth.
 Stars – In this, High market growth and high market share of products. Monopolies
products are known as stars. It is really beneficial for ALDI to invest in stars.
There are four assumptions which underpin the BCG matrix such as: -
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Illustration 1: BCG matrix

 If ALDI wants to achieve market share so that it has to invest in a competitive advantage;
company also has to focus on marketing investment in order to expand market share.
 The best opportunities in order to build a great market position generally occur at the
time of market's growth period
 Due to the impact of economics of scale, market shares are helpful to generate cash for
company.
 Cash surplus is most likely to be generated during the maturity stage of product life cycle.
ANSOFF matrix – It involves four strategies such as- market penetration, market development,
product development and diversification. Market penetration is the name given to a growth
strategy, where the business focuses on selling its existing products into markets. Market
development the strategy in which companies sell their products into new market with an aim of
enhancing their market share. Apart from this, product development strategy is helpful in order
to develop or introduce a new product into existing market of the firm. It require modification or
transformation current products. Diversification involves when companies sell their new
products into new markets; the strategy tends to be more risky.
SPACE matrix - The strategic position and action evaluation matrix is used in the beginning of
the exercise in order to predict the overall key themes of the strategic plan in the company.
SPACE matrix also can be used in order to evaluate the individual strategic options.
TASK 2
2.1 Organisational audit for business organisations
Organisational audit is useful for business organisations in order to evaluate their current
strategic position in the potential market. For that, managers apply SWOT analysis to monitor
their strengths, weaknesses, opportunities and threats. Along with this, it is helpful for business
as they can comprehend their strengths and develop the brand in global market. This is also
useful to recognize the weaknesses of company. It will help firm in the future to avoid risk and
uncertainties in market. Below mentioned is the SWOT analysis of ALDI Ltd.:
 STRENGTHS
 Strong base in UK for many years and
WEAKNESSES
 Limited products range could be a
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having a strong brand image of
products and services.
 Increasing reputation of business
organisation by providing quality
products and services. .
 Wide range of own branded products
and services which helps to gain
market targets.
 Higher buying power and cost control
of its products.
 Regular testing of products and samples
by managers in stores; it will be helpful
to maintain the standards of company in
competitive market.
 High buying power and cost control of
its products.
 Having good and cordial relationship
with customers and suppliers.
 Well trained working staff.
 Limited number of quality products and
services at a relatively low price than
competitors.
 Organisational culture is well framed
and the unique operational systems.
weakness in terms of lack of production
differentiation.
 Limited utilization of technology in
activities and operations as compared
with rivals.
 Less advertising and promotion.
 Depending on few well trained staff.
 Low brand name loyalty.
OPPORTUNITIES
 Capitalized on lowest cost positioning.
 Spending more on advertisements
which will attract many customers.
 Diversification methods can be carried
THREATS
 Globalization will attract more
competitors in the future.
 Due to the limited usage of technology,
rivals are moving forward effectively.
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out as competitors for earning more
profits.
 Increased market penetration.
 Regulate new systems to manage the
quality standards and values.
 Number of divergent strategies are
carried out by the competitors.
ALDI can use benchmarking with the help of value chain analysis; it is strategic tool which is
used in order to evaluate internal activities of the firm. Value chain analysis is the process where
a firm identifies its primary activities, that adds values in the final products of the company. The
maim aim of this analysis is to recognisance the valuable activities which could be improved for
providing competitive advantage to company.
2.2 Environmental audit of company
Environmental audit relates with evaluation of external business environment of
company. There are many external factors of the company which impact on its future
performance and growth, such as – competitors, suppliers and customers. Macro environmental
analysis is conducted to understand the impact of all external factors. Competitors of ALDI are -
TESCO, WALMART, LIDI, ASDA, WAITROSE, MORRISONS etc. ALDI Ltd. is using
Porter's 5 forces model for its environmental audit. There are mentioned below some factors
which are involved 5 forces model: -
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(Source: Environmental audit, 2017) Threats of new entrants – A company's power is affected by the force of new entries. In
UK, threats of new entrants could be very high in the grocery market. In supermarkets, it
is very much easy to copy competitor's strategy and implement it for the betterment of
another organisation. TESCO, WALMART, SAISNBURRY, LIDI etc. are the main
rivals of ALDI; therefore organisation have to prepared for the competition which is rise
due to the new entrants to the market. Along with this, the strategy of low price products
with high quality; ALDI has obtained more market share in recent years. Threats of substitution – Competitors of ALDI, likewise. TESCO or ASDA are provided
same substitute for their products. This can be drives a low price of retail and grocery
products in both companies; through the same both are not able to achieve their profits.
Along with this, if customers are not satisfied with the products of one company as they
can switch towards another similar brand or substitute (Montgomery, 2011). In potential
market, customers perception is also changed due to high prices. ALDI follows the
concept of “low price with good quality'; it also impact on people's mind about this
company. Bargaining power of suppliers – it could be considered as low in retail industry because
there are numerous suppliers in market of one product. In addition, global chain of
retailers like ALDI; its customers could go for the suppliers which have cheapest price.
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Illustration 2: Porter's 5 forces model

 Bargaining power of customers - There are moderate number of buyers are available in
market and they having the option of another substitute with low price. Therefore
customers can easily influence to switch from one brand to another.
 Competitors rivalry – It is very high in the supermarket industry. ALDI gives higher
discounts in order to gain maximum market share while it enters the UK supermarket
industry. Along with this, there could be more competitors in global market which have
effective marketing strategies; this will also affect organisation's growth and success
(Bharadwaj and et. al., 2013).
PESTLE analysis of ALDI: -
 Political factors – It involves government rules and regulations which impact on growth
and success of the company. The UK government of UK has recently changed, a new
government may impose new laws and legislations, tax implications and market
condition that effect market reputation of ALDI Ltd.
 Economical factors – As the UK economy moves out of recession, there could be a
change in buying behaviour from low cost stores back to mainstream supermarkets. This
will also impact on market share of the company; ALDI Ltd, may need to consider how
to compete in these conditions, if at all.
 Social factors – Discounted retail chains could be met with a degree of social sigma, as
the economy rises individuals may want to shop at more expensive leading names such as
, TESCO, SAISNBURRY, WAITROSE etc. this will be affected growth and success of
ALDI Ltd.
 Technological factors – Technological infrastructures are a key factor of the supply chain
of the modern business. ALDI needs to adopt online and mobile shopping to access to
large number of customers.
 Legal factors – Government of UK has developed various new laws and legislations
towards import and export policy of the company.
 Environmental factors – ALDI Ltd. needs to focuses on eco friendly products and
services in order to protect environment from pollution.
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2.3 Stakeholders analysis
Any business enterprise cannot operate without the input of different people,. Such
persons are called stakeholders. These people can be anyone, like – creditors, owners,
employees, managers, suppliers, customers, even the society in which a business is regulated.
Along with this, In ALDI Ltd. stakeholders plays a crucial role in setting objectives and
priorities. Companies need to do stakeholder analysis for recognising the interest of each and
every stakeholder who is involved in strategic planning process. In other words, stakeholder
analysis is a technique which is helpful to assess the importance of key groups, people and
institutions that may extremely dominant the success of commercial enterprise. Mendelow's
matrix has a significant role in stakeholder analysis. It is considered to know the impact of
stakeholders on a particular strategy.
Significance of Stakeholder analysis :-
 It is important in creating various marketing strategies and polices; these are developed
by managers with the view point of buyers and clients. Customers are the essential
stakeholder of company; they are liable for purchasing and selling products as well as
market growth and success of business organisation (Campbell, Edgar and Stonehouse,
2011).
 Stakeholder analysis can be done in order to anticipate the type of influence, i.e. positive
or negative of these groups and institutions on business organisation.
 It is also beneficial in motivating and encouraging employees. With the help of
stakeholders analysis managers could easily know needs and wants of staff members and
set up a working environment accordingly.
 Stakeholder analysis also has a vital role in forming partnerships. Generally, partners are
expected that company will operates its functions with integrity and openness.
Along with this, managers of ALDI Ltd. Develop their plan accordingly; it involves
various retailers, manufactures and dealers.
Advantages of stakeholders analysis: -
 Facilitates planning
 Conflicts and disputes of company can be avoided
 it provides an understanding how to associate with sensitive and important stakeholders
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 Business organisations can use the opinions and views of stakeholders; it is helpful to
earn market share. This will also ensure the quality standards of company (Woerner and
Wixom, 2015).
Disadvantages : -
 It is not representative and lead to misinterpretation
 Be aware not only to consider the stakeholders with a high degree of persuade.
Stakeholder mapping is the tool for successful project management. In which, managers
are identified the interest and choices of their stakeholder as they can develop their strategies and
policies accordingly. Along with this, stakeholder mapping is a process of research, discussion
and debate which draws from multiple perspective for determining a key list of stakeholders
across the entire stakeholders' spectrum.
2.4 Develop a new strategy for company
As per above research, it has been concluded that ALDI Ltd. has to adopt the strategy of
new market development. It will help it to gain the benefits of competitive advantage. Market
development strategy is created with an aim of achieve goals and objective of company from
target market. It is also encompasses with market research so as managers can easily know needs
and wants of customers. Market development is growth strategy of company which aids in
developing a new market for company. It targets non buying customers in existing targets
segments whereas this is also targets new buyers in new segments. Right now, the prime vision
of ALDI is to be a world's largest retailer; such strategy helps in achieving the same vision of the
company in positive manner. While the current goal of company is to make higher profits and
sales. The main objective of market development strategy is to attain and retain more customers
and clients towards company (Chang and Chuang, 2011). As per survey, the current sales of
company is 19.8% which could be grown up by innovative strategies and policies. Market
development strategy is also responsible to develop grocery market share of company; currently
it is less then 3.6%. The process of market development is starts with market segment and
research. Apart from this, company also can used price penetration strategy in order to compete
with it competitors. It relates with when the price of the products is initially set to low in order
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to reach a wide range of customers. Penetration pricing is works on the exception of customers
because they will switch towards new products due to its low rates.
TASK 3
3.1 Alternative strategies relating to substantive and limited growth Substantive growth – There are two types of diversification, such as- related and
unrelated. When an organisation makes diversity which is closed to the product line, it is
called related diversification; whereas when diversification is totally different to the
existing ones, it is called unrelated diversification. Apart from this, there are two types of
intergeneration, i.e. vertical and horizontal. Vertical integration concern with, when
various enterprises included in different stage of production in the same industry;
whereas when various companies are encompassed in the same stage of production in the
divergent industries, is called horizontal integration. Limited growth – In involves three components, such as- market development, market
penetration and product development. Along with this, market penetration relates with
biting the current market by maximising market share of products or fostering new ones
as well. Market development is a strategy under which cited company offers existing
goods in different marketplace (Reich and Benbasat, 2013). Product development
encompasses with creating and designing a new thing which is able to fulfil customers
needs and wants. For example- if ALDI limited wants limited growth of its products and
services; as it have to focus on all these components. With the help of new product
development strategy company can easily attracts a large number of customers; while
market penetration helps in distributing products in global market.
 Retrenchment – It involves divestment strategy, turnaround and liquidation. Under
divestment strategy, company is selling their business to another organisation.
Apart from this, turnaround strategy is usage to change a underperforming into profitable
company. The concept can be applied distressed or sick organisations for resolving their
frugal crisis. The strategy of liquidation is adopted by company when it reach to the last
stage of its life cycle. Through the same organisation is closed or sell its overall business
to creditors.
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3.2 Strategies for market entry and growth
Market entry and growth strategy :- Organic growth – In relates when an organisation regulate development of its own
organisation in the same way it had done at the beginning. Organic growth is an activity
through which a business can be expanded by increasing output, new product
development. It is not impacted by any foreign exchange. In addition, organic growth is
come from a new business which is totally different from the growth that is bring from
merger and acquisition. Acquisition – it occurs whenever an organisation takeover 100% shares of another
company. Acquisitions can be paid in cash and the stocks of acquiring company's stock
or sometime may be in combination of both. Merger – It is the process in which two companies are combined together. Merger
ensures for business organisations to act as single entity. It is done to expand a company
and its market segments as well or to gain high market share (Wang and Verma, 2012).
 Licensing and franchising – Licensing is design with that one company allows another
to uses its trademarks; whereas franchising a company not only provide trademarks to
another ones even it also gives other facilitates,such as – strategies, maintenance cost,
formula etc.
Below mentioned further strategies of for market entry and growth
 Suitability – It evaluates organisation's position and then changes which are occur in the
environment. Suitability is a useful criterion strategy; which exploits company's strengths
such as providing work for skilled environmental opportunities. The strategy is able to
achieve profits targets and growth expectations of ALDI limited. If business
organisations sustain its competitive advantage as it is helpful for it to protect from the
risk and uncertainties of external environment. Sustainability helps in strategic
management, in order to create strategies and policies for the goal attainment of the
company.
 Feasibility – Feasibility is related with the resources which are required in order to
implement the strategy that is available. Resources encompasses- funding, people time
and information. Along with this, there are many tools that can be used to evaluate
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feasibility, such as- break even analysis, resource deployment analysis, cash flow analysis
and forecasting. If ALDI Ltd. has proper funds and capital as it can easily achieve its
goals and objectives from target market. This will also help the company to protect it
from risk and uncertainties.
 Acceptability – It is essential for assessing risks and return which are strongly related to
stakeholders expectations and the expected performance which can be return, risk and
stakeholder reactions.
TASK 4
4.1 Roles and responsibilities of who is involved in implementation of strategies
It is the responsibility of the personnel who is involved in implementation of strategy to
lead all over functions and operations. The person is divide work between all employees and
other personnel according to their job and destination in company. For regulating a successful
strategy and policy, such roles and responsibilities of that person should be defined clearly.
In ALDI limited, CEO of the company have to be responsible in order to communicate
information which is related with strategy to other employees and staff members. Such person is
also culpable to guide strategic planning. Along with this, the personnel of company is also liable
to maintain overall strategic record; it is helpful in future strategic planning process. Strategic
implementation is also helpful to manage legal and ethical standards or values of business
organisation (Auzair, 2011). Proper controlling and monitoring is needed for a successful
strategy; so as such person monitor and control on activities which are involved in strategic
implementation, after that gives them guidance to initiative corrective actions.
Top management, senior managers, strategic planners and middle managers are also
involved in strategic planning process of the company. Along with this, in strategic planning the
role of top management is to flow the information about strategies among overall business
organisation. Whereas strategic planners give guidance to the managers by forecasting market
position of the company. Such persons are also liable in order to manage all activities and tasks
which are included in strategic management. CEO of the company can hire consultants from
external market for developing long term strategies and policies.
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 The CEO of ALDI limited is culpable for establishing a climate over the organisation that
is congenial to strategic management. Along with this, the person is also liable for
ensuirng that the design of the strategic process is suitable to the unique characteristics of
the company.
 The Top management of the company helps in reporting the results if strategic
management planning process to the board of directors.
 The top management is also involved in the final decisions of the strategic planning.
 Middle level managers have a productive role in the strategic planning and development
process by offering reviews and feedbacks. They can also helps turn broad strategic plans
into specific short term goals and objectives.
 Many business organisations also take support of strategic planners and consultants in
order to make a effective strategy for their company. They are useful in providing long
term strategy planning of the company, i.e. for 5 to 10 years.
4.2 Resource require to implementing a new strategy
Below mentioned some resources, which are essential for implementing a new strategy:- Human resources – Employees of ALDI, have a vital role in strategy implementation,
because such person works effectively and efficiently. Without human resources no
strategy can become successful. The HR department of the company manage all tasks and
activities; it gives direction to staff members as they can complete work on time. So as
company needs the HR who have great technical knowledge and more productivity skills.
The person is also capable to motivate and encourage workers as they can attain or retain
towards business organisation. Financial resources – Such resources have a significant role in strategy implementation.
finance is required, in order to formulate and develop any planning or policies (Li and
Tan, 2013). Finance can be done in two ways, like- equity and debt. Equity is more
preferable for the company as it is bearing no interest cost on principle.
 Time and material resources – Managers have to decide a specific time for each and
every strategy so as all tasks can be finished on its time. It is helpful for business
organisation as it can achieve goals and objective before time period. Apart from this,
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some specific materials are also required for regulating strategy ,such as- effective
techniques of production.
As per the above mentioned resources, ALDI needs to focuses on financial resources
because if company have various sources of funds and capital as it can easily develop an
effective strategy. So as cited company should adopt market development strategy which means
to selling products in the new market. With that, organisation can achieve its goals and
objectives in target market. By the help of funds and money, company can spend more money on
marketing and advertisements of its products and services. Through which its market presence
and share will also extend in the competitive market. Many customers will know about the
products and services of the company that maximise its sales and profits.
4.3 How to use SMART targets
SMART targets are helpful to achieve goals and aims of company from competitive
market. If ALDI limited is followed such targets then it aids in implementing a new strategic
over company.
S – specific in nature
M – measurable with established criteria
A – attainable from market
R – realistic in type
T – time bound
If targets are not specific then managers cannot decided what they want to achieve. After
this, all efforts go in vain. For that employers have to determine their objectives. If targets are not
measurable, then organisation is not able to accomplish competitive advantage. Whereas
unattainable targets waste time and money of company. At last, realistic targets are easy to
achieve but they have to be attain in a certain time period. Along with this, managers of cited
organisation have to decide a time for each and every activity, so as an appropriate and effective
strategy can be developed (Elliot, 2011). At the time of creating SMART targets, company needs
to focuses on human, financial, time and material resources; it helps ALDI Ltd. as it can easily
achieve goals and objectives in commercial market. Such resources are also useful in market
development strategy of the company with that it can enhance its market share and profits as
well. Along with this, if ALDI limited has SMART targets as it can easily eastablish market
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development strategy in competitive market ; they also helps it in earning profits and maximising
the sales of the business entity.
Below mentioned some activities and their time period which is required at the time of
strategy implementation.
Activity Expected time
Find out an appropriate person who is involved in overseas operations 2.5 weeks
Conduct a market research 60 days
Essentials documentation work 30 days
Finding a proper premises for activities 2 weeks
Initial promotions and advertisements 25 days
Market development 30 days
CONCLUSION
Form the above mentioned report, it has been concluded that, strategic planning has a
significant role in business organisation. With this, a company can easily achieve its goals and
objectives from target market. This case study is based upon ALDI limited. The first task of the
report is defined goals, objectives, mission, vision and core competencies of company. BCG
matrix is used as a planning technique which gives suggesstion to managers whether they have to
invest in such products or not. The second task of the report encompasses, organisational audit
which can be done through SWOT analysis, porter's 5 forces model is being used in
environmental audit. A new market development strategy is created for future. And the third task
concern with alternative strategies which are related with substantive and limited growth of
company. In last, the fourth involves roles and responsibilities of the person who is involed in
strategic implementation; whereas SMART objectives and resources of strategic planning are
also discussed.
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