Business Environment Analysis

This assignment requires a detailed analysis of the business environment, including the impact of macroeconomic factors, effective leadership, work environment, and strategic choices in a changing competitive environment. It also involves using tools such as the GE matrix, BCG Matrix, stakeholder matrix, and value chain to evaluate business performance. The assignment includes references to various academic articles and online sources.

BUSINESS STRATEGY

Table of contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Mission, Vision, core competencies, objective and goal to plan strategic planning........1
Aldi objective and goal...........................................................................................................2
1.2 Factors that are considered while formulating the strategic plan.....................................3
1.3 Evaluation of techniques used for development of strategic plans..................................4
TASK 2............................................................................................................................................7
2.1 Strategic position of the Aldi by carrying out the company audit....................................7
2.2 Environment audit that includes five force model of Aldi.............................................10
2.3 Stakeholder analysis to formulate strategies..................................................................11
2.4 New strategy for the Aldi...............................................................................................13
TASK 3..........................................................................................................................................13
3.1 Evaluation of appropriateness of the different strategies...............................................13
3.2 Selection of one strategy by Aldi and its justification....................................................14
TASK 4..........................................................................................................................................15
4.2 Roles and responsibility to implement new strategy by the Alda..................................15
4.2 Resources requires in the implementation of new strategy in Aldi................................15
4.3 Contribution of SMART target to implement new strategy...........................................16
CONCLUSION..............................................................................................................................16
REFERENCES .............................................................................................................................18

Illustration Index
Illustration 1: GE matrix..................................................................................................................4
Illustration 2: BCG Matrix...............................................................................................................5
Illustration 3: Value chain................................................................................................................8
Illustration 4: Stakeholder Matrix..................................................................................................11

INTRODUCTION
Aldi is very renown company for the discount supermarket which mostly provides
grocery products. The project report includes firm mission, vision, objective and goal which
lead to conclusion that the company want to be leading supermarket chain in all over the
world by serving quality goods at reasonable prices. The report also includes its Swots and
five force model analysis which states that organisation have large opportunities which they
can able to grab from their strength and there are threat of competitor who grab the market
share of the venture. The report includes selection of market development strategy in order
to gain competitive advantage. While selecting the strategy analysis of internal and external
environment is done in this report with regards the company. In relation to the organisation
some tools are done that are GE matrix and BCG matrix.
TASK 1
1.1 Mission, Vision, core competencies, objective and goal to plan strategic planning.
About Aldi
It is the command brand for the two leading companies which deals in the discount
supermarket chains. They have more than 10000 stores in the 18 countries with the turnover
of €50 billion. It is Germany based company founded by two brothers that are Karl and
Theo Albrech in 1946. Aldi German operators includes 35 regional companies and more
than 2500 western, northern and eastern and 1600 store in South.
Mission
It is a commitment that a company need to meet the expectation of the shareholders.
This statement tells that how the venture run their business, who are their target market,
what rage of products they are offering and what additional benefits and services they are
going to provide to the customer in order to gain competitive advantage (Alqahtani and
Saba, 2013).
Mission statement of Aldi.
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 The company mission is to provide values and quality to all its clients in all over the
world
 No price discrimination and be fair to all its customers.
 Increase their market share by providing quality products at the reasonable prices.
 Maintaining the largest position by producing the best goods for the consumer.
 Serve benefits to all their clients, stakeholders and should contribute to the society.
Vision
This statement provides the fascinating framework of the organisation in the future.
They tell the potential benefits and growth of the company to their stakeholders such as
customers, suppliers, distributors and shareholders (Bah and Fang, 2015).
Vision statement of the Aldi
 Their products easily accessible and affordable to the customers.
 To be the highly valued organisation so that we find loyal customers and able to
retain large target market.
 To be innovative, modern and have large ideas to expand the business.
 To be inspiring, finding loyalty and trust from the customers and communities.
Objective and goals
These are the specific result that the company need to achieve in specific period.
These are the stages which the company achieve step by step to reach at their mission and
vision (Bansal and Hoffman, 2012).
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The objective are often medium or short term which express the company's goal in more
detail whereas goal are long termed plan that are wide in nature and have been expressed
generally.
Aldi objective and goal
 To be the most preferred by the customer.
 To make sure that the clients are stick to their supermarket, not switch to other
competitors.
 To be the leader on the market in all the way.
 To enhance their skills and knowledge of the employees up to the international level
make them knowledgeable about the customer relationship management.
 Support and drive ISO standard throughout their products (Bøllingtoft, 2012).
 Open positive team environment to disseminate direction, opportunities and ideas to
all their supermarket level and appropriate to take stakeholders.
 Organisation environment should be conflict free.
 Serve high quality and fashion based goods to the client with the affordable prices.
The main objective of the strategic planning is to set desired priorities and focus
employees energy towards the specific goal by providing resources and operation and make
sure all the employees and stakeholders to more towards the achievement of conman goal
(Bøllingtoft, 2012). The key objective is to decide:
 What the company is?
 What are their operation?
 What products and services they serve?
 What are their purpose for that they are surviving?
 What are their future objective and goals?
Mission, vision, goals, objective and core competences help the organisation to
know the needs and wants of the consumer and guideline how they can serve quality
products and services so that customer will satisfy. It helps the company to plan their
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marketing mix which includes product, price, place and promotion. Which these statements
they will find that what the organisation is and in what sector they are working. They can
able to create operation and functional plan for their organisation by analysing their mission
and vision.
Company long term plan is to be the leader on the market in all the way, so they
have planned their mission statement in that way which help them to be leader in the
market. Their mission statement is to meet the needs of stakeholder. If they fulfil all the
expectations of the stakeholder, then they will able to retain them and capture large market
share which help them to be the leader in the market.
1.2 Factors that are considered while formulating the strategic plan.
For the success of the company, they make strategic plan that includes business
approaches and competitive decision. It consists of complete analysis of the internal as well
as external factors that are need to before making of strategic plan so that outcome and
target can be accomplished. Internal factors include venturer's strength and weakness and
their ability to handle all the risk. Whereas external factors include organisation's
competition, risk and dynamics. These two factors affect the company's performance in
terms of profitability and productivity. All the stakeholders such as board of directors, top
level executive, middle level managers, employees, customers and shareholders are
involved in the planning of the objective and strategies (Cheng and Yeung, 2012).
Various factors that are considered by the Aldi in the strategic planning are as
follows:
 Customer needs: Organisation need to produce goods and services so they can able
to satisfy the needs and wants of the consumer, they need to plan the strategies in
such way that they can able to attract and retain large number of customers.
 Competitors: For any organisation, there are large number of rival which grab the
company;s market share. In order to attain large market share, firm need to
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understand their competitors and then select the best strategy by which they can able
to gain competitive advantage.
 Portfolio management: It is the process of making decision related to the
investment mix and policies, matching investment with the strategies and allocation
of resources and assets to the individual. PM help the organisation to find where
they need to made to investment and accordingly they make the strategic plan.
 SWOT analysis: It helps the organisation to find their strength and weakness and
accordingly they make strategies so that they can best utilise their strength and cope
with the weakness. Strategies can be created on the basis of opportunities and that
strategies can be implement with the best organisation strength.
 Everyday planning: This is the plans that are not fixed, they plan for the strategies
to grab the opportunities which is coming in the daily life (Light, 2015).
 Top to bottom planning: This is the tradition approach where the top level
executive plan mission, vision, objective and goals and then that are communicated
to the middle level managers and employees in order to make short term plans so
that company's objective can be achieved. In this planning, employees commitment
and motivation reduces which bring uniformity of work.
 Bottom to top planning: This is the formulation of strategic plan on basis of
collecting the information that are collected from the middle level managers and
lower level of employees. The individual which work daily in the operation
department are had good idea about the market so they can able to provide inputs to
top level or making strategic plans. In this planning employees are committed to the
managers so it is cost and time consuming and require more coordination.
 Behavioural planning: in this type of planning, the strategies are made according
to the internal as well as external factors such as political, social, economical,
technological, legal and environmental. These are the flexible factors so their impact
of strategic planning is high. Proper process is followed that includes problem
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awareness, problem diagnosis, solution development, solution selection and
implementation (Alqahtani and Saba, 2013).
1.3 Evaluation of techniques used for development of strategic plans.
Different techniques have been used by the Aldi for making strategic plans that are
as follows. In the Aldi case, which is having different supermarket in various countries use
different platforms to analyse their strength, weaknesses, opportunities and threats in order
to make strategic plans that are as follows:
GE matrix
Illustration 1: GE matrix
(Source: GE Matrix, marketing theories, 2016)
In the organisation, the resources are scare so the effect the decision making of the
company. As the resources are limited and opportunities are unlimited so the firm need to
make decision in such a way that they can use the resources in proper way to produce
quality products in order to achieve opportunities (Bah and Fang, 2015). Organisation need
to make investment in all the level between the departments, functional level business and
division so the question arise that where the company need to invest high and where to
invest low. BE matrix helps the venture to take decision regarding the investment. GE
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matrix have 9 quadrants which is divided on the basis of business position and industry
attractiveness.
BCG Matrix
Illustration 2: BCG Matrix
(Source: BCG Matrix, marketing theories, 2016)
The matrix is divided into two by two matrix which is developed by Boston
Consulting group in USA. It is the most appropriate organisation portfolio analysis tool, it
is the graphical representation tool of the company which examine the various business
portfolio on the basis of industry growth rate and relative market share. All the resources
are distributed on the basis of their market and internal situation on the grid. The four cells
are divided into cash cow, star, question mark and dogs (Bansal and Hoffman, 2012).
 Stars: These represent that the products of the company have large market share
which the fast growing industry. As these products generate high revenue for the
firm but as well as they require high investment to maintain their position,
 Cash cow: The quadrant represent that these are the products which have large
market share but with the slow growing industry. These are the products which
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generate high profits for the company and need low investment and then that profit
are invested in other units of the company.
 Question marks: This grid states that the products have low market share in the
high growing market. These goods and services need high investment to maintain
their position in the market in order to attract and retain the target market
(Bøllingtoft, 2012).
 Dogs: These represent that the products have low market share with the low
growing industry. These goods do not generate revenues for the firm and the
company does not invest more amount of money in such products. The alternative
decision made by the venture for these products is to discontinue them for selling
into the market.
With the help of BCG matrix, organisation can able to find that which products are
offering high revenue and market share and which products are not. According to the
current position of the Aldi, they should adopt different strategies which help them do
market research in context to the competitive environment, consumer behaviour, needs of
customer and buying pattern of the target market. They need large amount of capital and
human resource to enhance their value chain.
TASK 2
2.1 Strategic position of the Aldi by carrying out the company audit
 Market leadership: the organisation have low market share than the Lidl and high
market share as compared to the Sanisbury and Tesco. Aldi have 17.6% market
share and Lidl have 17.9% and Sanisbury have 2.1%
 Survival: The organisation have great survival as they are the second leading
company in terms of market share by the Lidl.
Aldi company's audit
Different tool that have been used by the organisation to find out the position of
them are as follows:
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Products and service audit: Traditionally organisation focus only on food products, but
now they are also serving grocery and home items and made various combos for the food
items that are provided on the occasionally basis.
Market place audit: Aldi have various discount supermarket which is more than 10000
stores in 18 countries and they are continuously expanding their supermarket in various
countries in order to attract large number of customers from all over the globe (Cheng and
Yeung, 2012).
Value chain audit: the concept is given by Michael Porter which guides the value of the all
the products and services that add value to the activities in the company in order to gain
competitive advantage and run the firm in the optimum level. These activities are divided
into two activities that are as follows:
Primary activities:
 Inbound logistics: It includes the procuring, receiving, warehousing and
distribution of raw material.
 Outbound logistics: Includes warehousing of finished goods, martial handling and
transfer of goods.
 Operations: It deals with the packaging, machinery, testing and assembling of
inventory
 Marketing and sales: it includes the promoting of goods and services by the means
of advertisement, sales promotion, personal selling etc. It also includes four P's of
marketing that product, price, place and promotion (Light, 2015).
 Services: These are the services which are provides during and after the sales such
as warranty, repairs etc.
Support activities
These are the activities which helps the company to gain profit for their firm. They
are venturer's infrastructure which includes the organisation's culture such as planning,
quality control and fund requirement etc. Human resource management which includes
hiring and training skilled employees which helps them to work effectively. Technology
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development that consist of adopting innovative techniques that enhance their performance
and procurement of raw material and machinery in order to produce finished goods.
Illustration 3: Value chain
(Source: Value chain, primary and supportive activities, 2016)
SWOT analysis of Aldi
Strength
 The company offers hight quality products at the reasonable prices.
 They have good presence in Germany that have more than 2500 supermarkets.
 The organisation maintain their cost and keep them low (Alqahtani and Saba, 2013).
 They have their existence in all over the world and have more than 8000 stores.
 They operate in more than 15 countries which is really very large number.
Weaknesses
 They have low market share as compare to the other brands such as Lidl and
Sanisbury.
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 They haven't impact globally as there are other chain store also assistance.
 The organisation sometime named as the store which have cheap and low quality
products.
Opportunities
 The organisation have to do more advertisement, sales promotion and corporate
social responsibility in order to beat with the rivalries (Bah and Fang, 2015).
 They need to expand their supermarket in the developing countries such as Asia
Africa etc.
Threats
 They have risk from those companies who have numbers of different stock keeping
units.
 Aldi private label brands can be throw by the established brands.
2.2 Environment audit that includes five force model of Aldi.
PESTLE analysis of Aldi
 Political: There are several political factors that affect the organisation such as
countries legal system, rules and regulation made by political parties etc.
 Economical: There are many economic factors that influence customer spending
and their conference that are low national rate of saving. Increase oil prices, decline
GDP, large level of household debt etc.
 Social: The population is increasing day by day in UK and they have different
culture, tradition which effect their buying preference and need of goods and
services.
 Technological: There are new emerging and innovative techniques that are adopted
by the competitors, so it effects the Aldi selling, if they will not adopt the new
technology.
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 Environmental: In UK there many rivers which overflows when rain is heavy so
their soil become less fertile and this will reduce production of products of the
organisation.
 Legal: There are several rules and regulation made by the government of every
country, such as minimum wages, child labour etc. which need to followed by the
company.
Porter five force model analysis of ALDI
Threat of New Entrants – Low
Due to cost of entry is high and there are large number of competitors, there is very
low risk to the entry of rivals into the market. There will be requirement of large capital for
the new brand to entry into such market. The new company will need huge investment to
build large retail state network with the stock level (Bansal and Hoffman, 2012). As the
Tesco enter into the market in the period of decline that is called as the unethical practice,
abuse of power and bad financial management. The company operate in small stores so they
have limited number of products to offer.
Bargaining power of consumers- High
There are large numbers of competition in the market related to the supermarket so
the consumer have large choice to buy, where ever they find good quality with the
affordable prices, they which switch to that company. In order to attract large customer and
retain them, Aldi need to set the prices accordingly. The company does not provide loyalty
scheme so no additional incentives to return to week on week. In order to meet the
customers need they are providing more customised good at low prices and better choices
(Bah and Fang, 2015).
Bargaining power of suppliers- Low
Suppliers have less bargaining power than the supermarkets because they have to
provide discounts and favourable terms in order to attract large number of customers.
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Supplies will favour those who have large orders from all the competitors so they have less
ability to offer discounts to them.
Rivalry among the competitors- high
There is intense rivalry which only focus on the cost. There are large number of
competitor, so the organisation need to set their prices accordingly in order to attract large
number of clients and generate high revenue (Bah and Fang, 2015). The rivalry creates
aggressive marketing campaigns to in the large market share. Aldi operate low cost so that
they can offer products at lower price from the competitors and they can able to invest more
on the marketing.
Threat of substitute- High
There are large numbers of competitors so customers have large choices and they
can switch to other company any time. So there is large risk for the substitute. There are
other organisation such as Tesco, Lidl, Sanisbury which offer grocery products and the
customer find the most suitable products will buy that goods only (Bansal and Hoffman,
2012).
2.3 Stakeholder analysis to formulate strategies
Stakeholder analysis helps the organisation to find out that which stakeholder have
how much weight-age and how much power and interest they hold in the organisation.
In the Aldi there are 4 key stakeholders, they are follows
 Customers: They play a key role in decision making, as the company produce
products, price their products, distribute goods and promote their items for
satisfying consumer needs. They do all the activities and operation to satisfy clients
desires.
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Illustration 4: Stakeholder Matrix
(Source: Power interest matrix of stakeholder, 2016)
 Employees: They are the individuals who process raw material with the help of
machinery to produce final goods. The organisation has various type of people who
have their own culture, tradition, knowledge, experience, ethics, learning capability
etc., they need to train their employee according to the venturer's environment so
that they can able to produce goods according to the organisation and customer
needs (Bansal and Hoffman, 2012).
 Suppliers: Company need to maintain good relation with the suppliers so they make
supplier relationship management. As the supplier is the only person who provide
raw material or inventory to the company to fulfil the orders of customer. Company
can need inventory any time as they get order from the clients so they have to build
relationship with them so urgent requirement can be fulfilled.
 Media: It is the platform from which the goods, services and brand is promoted, if
the organisation will not maintain good relationship with media, bad message will
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be communicated and it will spoil the image of the Aldi. So they must maintain
cardinal relationship with media to serve good message to the customer.
As per the evaluation that have been made above, these four stakeholders plays very
important role in formulating the new strategies (Cheng and Yeung, 2012). Their level of
involvement helps Aldi to determine the strategy.
Importance of stakeholder analysis
It helps the Aldi to make marketing strategies by considering the customers of the company
and analysing that what they need and want and communicate the fair message to them and
be honest with the customers.
It helps the organisation to motivate the employees so they can able to work in the effective
and efficient way and create the best customer experience.
2.4 New strategy for the Aldi
SWOT analysis of Aldi
Strength
 The company offers hight quality products at the reasonable prices.
 They have good presence in Germany that have more than 2500 supermarkets.
 The organisation maintain their cost and keep them low (Alqahtani and Saba, 2013).
 They have their existence in all over the world and have more than 8000 stores.
 They operate in more than 15 countries which is really very large number.
Weaknesses
 They have low market share as compare to the other brands such as Lidl and
Sanisbury.
 They haven't impact globally as there are other chain store also assistance.
 The organisation sometime named as the store which have cheap and low quality
products.
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Opportunities
 The organisation have to do more advertisement, sales promotion and corporate
social responsibility in order to beat with the rivalries (Bah and Fang, 2015).
 They need to expand their supermarket in the developing countries such as Asia
Africa etc.
Threats
 They have risk from those companies who have numbers of different stock keeping
units.
 Aldi private label brands can be throw by the established brands.
They can use their strength such as they produce high quality goods which help
them to grab opportunity that is they can expand their supermarket and they can able adopt
product developing which help them to serve products and services to large market share
New strategy helps the company to optimum utilisation of the resources to gain
competitive advantage and satisfy the customer needs. The strategy covers various aspects,
that re as follows:
 Product strategy: The organisation make huge investment in research and
development so that they can able to produce innovative products and provide high
range of goods and services to the customers. They can focus on product expansion
in their existence goods before they become old to the market.
 Market strategy: Aldi can open their supermarket in the developing countries like
Asia and Africa so they can establish their brand before the other competitors does
and offers products at low cost so that they can able to retain large clients in the
future.
TASK 3
3.1 Evaluation of appropriateness of the different strategies
Market entry strategies are
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 Substantive growth: There are various ways that are horizontal integration which is
expanding the organisation into various areas at the same level of value chain.
Vertical integration is when the company acquire the business on the are which have
production path such as suppliers and distributors.
 Strategic alliances: it is the alliance between two or more organisation so that they
can able to take conman strategic decision. Some examples are venturers,
franchising, network chain etc.
 Limited growth: It is the strategy where the company does not make any strategic
changes in the existing pattern of the operations. It includes market penetration
where the company build existing ability and then increase the market share (Cheng
and Yeung, 2012).
 Merger and acquisition: In the merger, the operations of two or more companies
are joined together so that they can able to invest large amount of money whereas
acquisition is when one organisation take over other venture and then become the
part of the former. In such way Aldi can able to entry to the new market
(Bøllingtoft, 2012).
 Retrenchment: It is reduced in current activities of the company so that they can
able to stabilise themselves whereas liquidation is when the venture exit and sell
their assets to pay the amount to the creditors.
With these strategies they can able to grow their market share, they can able to offer
new products and services to their website. They can target new geographical area that is
growing countries such as Asia and Africa which help the company to grow and quality
products to the customer in order to enhance their living standard.
3.2 Selection of one strategy by Aldi and its justification.
On the basis of two factors organisation will suggest the success of market
development strategy. They are as follows:
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 Suitability: It helps to find out that which strategy is relevant to the organisation
and provide the highest benefits to them. The strategy is rational as the company
need to expand their business in developing countries such as Asia and Africa
(Bansal and Hoffman, 2012). So selection of this strategy is the best suitable for
them.
 Flexibility: For selecting the strategy, organisation need to find financial and human
resource flexibility. The company should have adequate funds and man force to
implement the strategy. Alda have good financial position and have adequate
numbers of work force so it is best to implement market development by which they
can able to use their resource effectively and efficiently.
TASK 4
4.1 Roles and responsibility to implement new strategy by the Alda.
 Top management: The role of top level management is to make different strategies
and policies which is delegate to the middle level. They need to make mission and
vision statement which help them to attract their stakeholder.
 Middle level: They need to divide strategies into small task and that task is
communicated to the lower level so that they can implement that task. Their role is
to keep link between the top level and lower level.
 Individual: It is the role off the individual to implement and work on the task which
is communicated by the middle level managers. They need to keep co-ordination
between the personal and organisation objective
 Proper communication: Top level management should communicate the strategic
plan to all the employees so that they can be aware about that for what strategies
they are working for and how they can achieve and implement them.
 Delegation of authority and responsibility: Top level executive should all the task
to the capable employees so that every task can be achieved properly (Alqahtani and
Saba, 2013).
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 Proper involvement: In implementation of strategies, if all the resources should be
used properly wheatear it is human, financial resources and inventory so that all the
resource are involved in order to increase the efficiency.
 Evaluation of performance: At the end organisation should compare the actual
performance with the standard performance to find that goals are achieved or not in
order to implement the strategies. It helps to find out deviation and corrective
measures are taken to remove the deviation.
4.2 Resources requires in the implementation of new strategy in Aldi.
The company have selected the market development strategy which require large
workers to sell the product, expert to analyse the market environment, manager to allocate
the task and monitor the performance, digital expert to market the product online. They
have to increase the word count that are as follows:
Roles Manager Digital Expert Staff IT expert Research and
development
teams
Number of
human
resource
required
15-20 3 50-70 10 5
Managers and staff are required to run the new supermarkets all the geographical
area. Digital expert are required to create awareness about the brand on social medial
channels like Facebook, twitter etc. (Bøllingtoft, 2012). Research and development people
are required to find the needs, culture, values and behaviour of the target market. It expert
are needed to handle new technology in-house.
Financial: They need proper fund so they can able to implement strategies, fund is required
to purchase raw material, machinery and spare parts as well they need money to paw ages
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to the member of organisation and making advertisement to communicate about the new
product.
IT resources: They need more database software so that they can keep information about
the customer about their taste, preference, income, family members and their needs and
wants as well as they need to keep information about the suppliers, shareholders and
distributors so that Aldi can fulfil their interest.
4.3 Contribution of SMART target to implement new strategy.
There are five parameters to implement new strategy in the organisation. These are
as follows:
 Specific: it states what organisation need to achieve the objective. It tells that
without any uncleanness, what the Aldi must achieve in order to implement the
strategy. The objective of Aldi is to provide quality products at affordable prices to
maximum number of target consumer.
 Measurable: The objective can be measured in terms of quantifiable way. They can
observe by their objective have achieved or not by comparing the profits of last year
to this year.
 Attainable: The objective which are set, the employees are able to achieve or not. It
should not be complex, employees should able to understand it and achieve it.
 Relevant: The objective can be relevant to the strategies (Cheng and Yeung, 2012).
The strategy they selected is market development so the objective can be increase in
market share, offer large products etc.
 Time bound: The organisation should set the time, in which objective can be
achieved so that strategies can be implemented in limited time.
Advantage of SMART objective- in the context of Aldi's organisation SMART goals are
very helpful in the terms of achievement of business enterprise success- it can be known
with the following basis-
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 With the help of the specific idea and proper modification goals can be achieved
effectively.
 In this the implemented plan can be measure effectively due to which difference can
be found between the actual performance and planned performance, if there is any
deviation than corrective action should be taken.
 With effective measurement the progress of the company objective are achievable.
Disadvantage of SMART objective- there are the disadvantage in accordance with the
achievement of the company objective are as-
 The extra focus cannot be given to the other task which create imbalance in the
organisation activities.
 This process is inclusive of the too much stress related to work because it is
inclusive of less execution and more procrastination
CONCLUSION
It can be summarised from the project report that Aldi is the renown brand in the
UK and their main aim is to serve quality goods and services at the affordable prices. Their
mission statement state that they want to be the number one brand or the supermarket but
there are many rivals who provide tough competition which grab their market share. In
order have competitive advantage, they have made new strategy that is market development
where they need to expand their business in developing countries like Asia and Africa for
that they require large human and financial resource like managers, it professional etc.
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REFERENCES
Books and Journals
Alqahtani, F. A. and Saba, T., 2013. Impact of Social Networks on Customer Relation
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Sciences. 9(7). pp. 480-486.
Bah, E. H. and Fang, L., 2015. Impact of the business environment on output and
productivity in Africa.Journal of Development Economics. 114. pp. 159 pp. 159-
171.
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