BUSINESS STRATEGY - Strategic Planning for Aldi

Explore the strategic planning process for Aldi, analyzing its missions, visions, objectives, and core competencies. Evaluate factors influencing strategy formulation, effectiveness of techniques, and stakeholder analysis. Propose a new strategy for Aldi's growth and implementation.

BUSINESS STRATEGY

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
a) Provide an assessment of the extent to which Aldi’s missions, visions, objectives, goals,
core competencies inform strategic planning..............................................................................1
(b)Analyse the factors to be considered by Aldi while formulating its strategy.........................4
(c) Evaluate the effectiveness of techniques used when developing strategic business plans.. . .5
(d)Carry out an organizational audit for ALDI and provide an analysis of their current strategic
position........................................................................................................................................7
(e)Carry out an environmental audit for ALDI showing both micro and macro environment....9
(f) Assess the significance of stakeholder analysis for ALDI when formulating new strategy.
Explain why stakeholder analysis is important when formulating a new strategy and support
the answer with justifiable reasons............................................................................................12
(g) Using the research and information collected about ALDI, present a new strategy ALDI
can follow..................................................................................................................................14
(a) Identify a market (new or existing) and analyze the appropriateness of suitable strategy for
ALDI in relation to substantive growth, limited growth or retrenchment. You will need to
make a case for at least one of the three strategies mentioned..................................................16
Part 3 – Strategic Implementation.................................................................................................18
(a)Assessment of roles and responsibilities involved in implementation of strategy................18
(b) Provide an analysis of the resource requirements for the implementation of the strategy.. 18
(c) Evaluate how the use of SMART targets (give examples) can contribute to achieving the
strategic objectives.....................................................................................................................19
CONCLUSION..............................................................................................................................21
REFERENCES..............................................................................................................................22

LIST OF TABLES
Table 1: SWOT of Aldi...................................................................................................................8

LIST OF FIGURES
Figure 1: Strategic planning cycle...................................................................................................1
Figure 2: Organisational objective planning....................................................................................3
Figure 3: PESTLE analysis..............................................................................................................4
Figure 4: BCG matrix......................................................................................................................5
Figure 5: SWOT analysis of Aldi....................................................................................................8
Figure 6: Pestle factors....................................................................................................................9
Figure 7: Stakeholder analysis.......................................................................................................13

INTRODUCTION
What an organisation currently has in terms of position, value, sales and core competencies, what
the organisation wants to have in future, these are the questions that are really important to
analyse while planning the strategy and its implementation. Business strategy is something that
indicates the path to the organisation for achieving its goals and an appropriate strategy and its
proper implementation gives a strong position to the company in terms of market and name. In
this assignment the all related aspects regarding formulation, evaluation and implementation of
strategy is considered with the help of case study of Aldi.
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Part 1 evaluating the strategy
a) Provide an assessment of the extent to which Aldi’s missions, visions, objectives, goals, core
competencies inform strategic planning.
Figure 1: Strategic planning cycle
(Source: Framework for strategic planning, 2018)
Strategic planning – it is the process of searching out the future with its current resources and
the planning of those resources in the way so these can be utilized in appropriate and correct
manner to achieve the final goal of the organisation with growth.
Mission – mission statement provides the reason behind the existence of the company with the
purpose of the company. It can be defined as overall purpose of having current capabilities of the
company with the help of those capabilities the company serves as Aldi’s mission statement is
just one liner as “Spent a little, Live a lot”, but it shows its capability to serve more with fewer
prices (Christopher, 2016).
Vision – Aldi’s vision statement as ‘Top quality at incredibly low prices- Guaranteed” puts
emphasis on its promise to offer the good quality in low price in future with surety it can be
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defined that the vision statement is the reflection of the company’s future intention in simple
words it defines what an organisation is intending to be in its future with its future capabilities.
The vision statement must be effective in terms of giving clear picture about company’s
intention.
Core competencies – these are the expertise of the company which distinguishes this company
from other companies. It differentiates the company’s capabilities or functioning from the other
organisations. Core competencies can be the most powerful reason to be successful in the market
for any company (Eisingerich et.al.2016). In case of Aldi its simplicity with the price strategy
makes its competitive over its competitors. Aldi mainly works on three principles and these
principles are its core competencies;
1. Simple structure
2. Low cost strategy
3. Commitment
Objectives – these are the short term missions of the company or it can be defined as directions
on which company can move for reaching its final goal or targets. Aldi has main objective its
growth and expansion which has some small short term missions that have to be achieved such
as;
 To work for huge savings
 To provide excellent quality
 Outstanding value offering
 Providing super special buy
 Explore buy with confidence thing
Goals – usually goals are similar to the objectives but the goals are made for long term.
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Figure 2: Organisational objective planning
(Source: Organisational core elements, 2018)
Aldi’s main goal is to expand with its core values so Aldi makes its long term and short term
goals in order to achieve its final goal.
From above discussion it is clear that Aldi works on strategy planning according to two ideas
such as;
 Market oriented
 Sales oriented
Its market oriented strategy provides it a competency and ideas for development and expansion
according to the market and its sales oriented strategy makes it valuable and gives direction
towards the betterment of its products and services. As its vision, mission, goals, objectives and
core competencies are set according to its sales and market oriented strategy and provide a
framework for its growth strategy (Gassmann et.al. 2016). Aldi is really wants to expand its
market share as well as its stores in UK and other countries along with its discounted price with
better quality guarantee so its mission , vision, goals, objectives are really th reflection of its
strategy planning.
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(b)Analyse the factors to be considered by Aldi while formulating its strategy.
Competition – it is very important factor while formulating any strategy as the completion gives
idea about the limitation of the efforts which an organisation is going to put. In other words for
future direction it is really important to know the completion level at existing market and new
market as well and then accordingly strategy will be formulated (Grünig and Kühn, 2015).
Customers – it is very crucial factor that needs to be considered because every organisation
ultimately works for the customer satisfaction so their choice and needs must be analysed while
formulating the new strategy (Grant, 2016).
Competitive advantage – Aldi’s competitive advantage such as its low pricing policy,
simplicity and efficient staff are very influence factors while formulating the strategy as the
strategy will be planned according to the skill level of its employee and the resources and
qualities which Aldi has.
PEST- these are the various factors which collectively represent the macro environment and
very important to be considered while making a new strategy for Aldi. It includes;
Figure 3: PESTLE analysis
 Political
 Economical
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 Social
 Technological
These are very important factors as the variations in these affect the business in very broad
manner.
(c) Evaluate the effectiveness of techniques used when developing strategic business plans.
BCG matrix and PIMS are very effective techniques while framing or developing the strategies.
These techniques help to analyse the organisational situation and according to that strategy can
be developed.
BCG matrix;
Figure 4: BCG matrix
(Source: Framework for selection market strategy, 2018)
BCG growth matrix is defined as process to place the products and stock keeping units of the
company under four categories;
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Stars – this sign denotes the situation of market growth or the sign of high product market share.
Apart from that this sign shows the investment idea of the money towards the product as it is the
development situation (Whitehead, 2015).
Question mark – this sign shows the situation of low market share of the products and market
growth is high. This position gives need to check or control the entire operations as it is the loss
situation.
Dogs – this situation denotes the low market share and also low market growth, in this situation a
company should opt for new scope for existing.
Cash cows – when the market share is high but the market growth is low for the product so it can
be work as revenue generation ideas.
Advantages of BCG matrix;
 Easy and simple technique as application
 Provides clarification of every states
 Products can be categorised under the every kind of categories
 It provides investment and divestment ideas according to product categorisation
according to the four headings that are easy to understand (Jenkins and Williamson,
2015).
Disadvantages of BCG;
 It does not consider the smaller companies growth in growing market.
 It gives assumption of the accuracy which can be inaccurate sometimes.
 It is more dependent on the market share and growth and less consideration is given to
product development and other market scope.
PIMS – personal information management system as its name suggests it is an information
system in the form of database which possess the information and data which is collected
through several companies whether it is government or non government. In Aldi PIMS is used to
obtain information regarding the effectiveness of some strategic view to support its strategy
analysis (Kletti and Deisenroth, 2018).
Advantages of PIMS;
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 It helps to provide detail evaluation of various factors which gives contribution and
estimating their impacts on current scenario.
 It provides statistical data and facts
 It is helpful to understand different perspective with different result for different
companies.
Disadvantages of PIMS;
 It provides historical evidence.
 The past situation of market and its factors influence cannot be considered as same as in
the current situation.
(d)Carry out an organizational audit for ALDI and provide an analysis of their current strategic
position.
Organisational audit is the internal and external analysis and internal analysis is known as SWOT
that helps to assess the Strengths, Weakness, Opportunities and Threats for the organisation.
SWOT for Aldi;
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Figure 5: SWOT analysis of Aldi
Table 1: SWOT of Aldi
Strengths
 Its strong business structure makes
allow Aldi for selling its products and
services with the cheap and affordable
prices.
 Great amount of private labels provides
them security.
 It has a good amount of stores across
the entire UK is providing Aldi a good
exposures.
 Approximately in 15 countries Aldi is
operating successfully.
Weakness
 It does not possess the strong market
share as Tesco and Asda.
 It is not successfully exploring the
operations outside the Europe.
 Its cheap rates of products make
confusion regarding its quality to the
consumers (Olsen, 2017).
 Products range is less.
 Advertisement is also less.
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Opportunities
 It is very potential in terms of
expanding in UK grocery market.
 Its operations in Abroad provide funds
sfor investing in UK.
 It is focusing on website development
to accept orders and selling purpose.
 Great scope in terms of advertisement
area.
Threats
 UK has great grocery market it engages
Aldi in strong competition.
 Global expansion of other brands
makes the opportunity less for Aldi’s
expansion also creates competition.
 Associated risk with the various
suppliers.
This SWOT analysis is very helpful for Aldi to measure and understand the internal strengths
and weakness with the external threats and opportunities that are faced by the Aldi. If the proper
analysis is made the strategy formulation makes easy and positive.
(e)Carry out an environmental audit for ALDI showing both micro and macro environment.
The macro analysis of any organisation includes some major factors that are PESTLE and these
factors has strong potential to affect the business positively or negatively so while talking about
developing the strategy it is really important to analyse those factors.
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Figure 6: Pestle factors
(Source: External environmental analysis, 2018)
PESTLE analysis for the Aldi;
Table 2: External factors analysis
Political Political vulnerability is always a threat for existence and sustainability of any
organisation. Political conflicts are also very influence towards the growth of any
organisation. In case of Aldi its stores are mostly situated in Europe, USA, and
Australia and in present scenario these countries are not in the state of political
conflicts or issues. The political relationship between Germany and UK now one of
the important factor for creating difficulties to Aldi’s operations in UK.
Economic As a result of raising the price in UK, Aldi is getting grown. There is an inflation
in the grocery market so it makes shoppers need to spend some extra for the same
goods and Aldi being a discount super market, will be benefited through this as
customer usually find cheaper prices (Wheelen and Hunger, 2017).
Socio culture Aldi has introduced with an initiative called Get Set to Eat Fresh, with the help of
this Aldi is teaching about good eating habits to the children apart from that Aldi is
one of the highest paying super market as recently it has risen the pay for its staff
and this leads towards better living standard and ultimately it helps to have better
health, food and social status.
Technological It is the only segment in which Aldi is little bit behind because Aldi did not
adapted the technology as better as its competitors so it is the area where Aldi
needs to work (Slack, 2015).
Environmental Aldi helps to the local British farmers and producers in terms of ensuring the local
area sustainability. This is very good thing to promote local farmers and producers
sustainability.
Legal The legal disputes really makes its impact over the sales of any organisation as in
UK it is seen with some of the supermarkets. Aldi is also facing this kind of legal
issues and it influences the sales.
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Micro analysis consist the Porter’s five factor analysis that are also very important to assess in
order to frame a good strategy.
Porter’s five forces analysis;
Competitive rivalry – HIGH
The completion for Aldi is very high as in the market every of its competitors are offering the
almost similar products and in almost same price. Nowadays every big brand is focusing on the
low price scenario and making their product available in low price so there is no innovative thing
is seen in terms of pricing. Up and downs of few cents does not give any great chance for staying
strongly so it is concluded that the rivalry factor is really very high for Aldi.
Threat of new entrant – MEDIUM
In this market huge capital and large establishment is required so apart from big brand no small
companies are thinking to take entry in the grocery market apart from that if any small entity
comes it often ends up with the merger with the big brands so for Aldi this threat is medium ( E.
Dobbs, 2014).
Bargaining power of suppliers – LOW
In retail industry there is lots of suppliers are seen usually and they are ready to supply with the
discounted prices as the retail industry and big players like Aldi has so many options to have its
favourable situation in terms of suppliers so it minimizes the bargaining power of the suppliers.
Bargaining power of buyers – HIGH
As it is discussed that retail industry has many big players and almost same products and prices
are offered by each of them so all these factors gives more bargaining power to customer as they
have many options to switch over so in this case Aldi has high risk factor in terms of customer
bargaining power (E. Dobbs, 2014).
Threats of substitute – HIGH
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As every product which is sold by Aldi can be found with the other retailer also and most of the
products are brand and can be sold some elsewhere so these issues make the Aldi under the
threat of substitute which is really high.
(f) Assess the significance of stakeholder analysis for ALDI when formulating new strategy.
Explain why stakeholder analysis is important when formulating a new strategy and support the
answer with justifiable reasons.
Stake holders – stakeholders are defined as interested people with the business activities and its
performance. In case of Aldi it has so many stakeholders such as internal and external
stakeholders. Internal stakeholders are restricted within the boundary of the company such as
management and employees whereas the external stake holders are free from this boundary and it
involves government, suppliers and customers.
Stakeholder analysis;
In Aldi Mendelow’s matrix is used for stakeholder analysis. The company by utilizing this finds
the activities and its extent to which it influences the interest of stakeholders. According to this
analysis the four categories are given for the stakeholders who are as follows;
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Figure 7: Stakeholder analysis
(Source: Framework for stakeholder analysis, 2018)
High interest and high power
The stakeholders who keep interest, power and potential in terms of influencing the business
activities of Aldi are considered under this heading. These are very important so Aldi needs to
take care and put efforts for making them satisfy.
High interest and low power
It shows the presence of those stakeholders who are interested but keeps less power and potential
in terms of influencing the business of Aldi. In this case Aldi needs to keep them inform about
the Aldi‘s performance and activities (Chung, 2015).
Low interest and high power
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Under this category those stakeholders are kept who have high power and potential to influence
but their interest is low but it is very obvious that in this case also Aldi needs to satisfy these
stakeholders.
Low interest and low power
It is the most relax position for the Aldi as the stakeholders under this category keeps low
interest and also they have low power and potential so Aldi no needs to put many efforts in terms
of their satisfaction.
Importance of stakeholder’s analysis;
 It helps to find every kind of opinions from the various kinds of stakeholders.
 It provides the category of stakeholders so Aldi can decide the limits of efforts to satisfy
them.
 It makes clear understanding of the nature and requirements of the stakeholders.
 It is really helpful for estimating the various things such as reaction, choice and needs of
various stakeholders (Haleem and Jehangir, 2017).
(g) Using the research and information collected about ALDI, present a new strategy ALDI can
follow.
Where are we now? Review the current strategic position and clarify the mission, vision
and values.
In case of current position of Aldi it is seen that Aldi is continuously growing with its low
pricing strategy. The current strategic decisions of Aldi are very good because of that it is
continuous competition to its competitors. It is seen that Aldi’s vision , mission , objectives all
gives indication towards its goal of providing high quality product services in cheaper price that
makes rising its customer base.
Where are we going? Establish ALDI’s competitive advantage and the direction the
organization is heading.
Aldi is really becoming top retailer by putting its efforts towards its goal to be one of the top
retailers in UK in Europe and throwing good amount of competition to its various brand
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competitors doing so many things. In terms of its competitive advantages it can be seen that Aldi
operates in very simple organisation structure which is decentralized, it uses less staff but with
more efficiency, its simplicity and its team in terms of employee, suppliers and management with
its cheap price strategy are the main competitive advantages of Aldi and these are pushing Aldi
towards the growth (Peteraf et.al. 2014).
How will we get there? Layout the road map to connect where they are now to where they
going. Set the strategic objectives, goals and action items.
After the assessment of Aldi’s current position it is seen that Aldi is clarifying its path to become
one of the top three retailer brand in Europe by its hard efforts. In terms of strategy adaptation
Aldi has to choose the product development and market development strategies according to its
current scenario and future perspective (Grant, 2016). New product development will help Aldi
to increase its market share by introducing its innovative or new products in current market. Aldi
has great scope for product development as UK’s customer base is blend of different nationalities
so Aldi can move to the varieties in terms of cultural food products and services.
In terms of market development Aldi can introduce its products to other markets apart from UK
and Europe as it is very helpful in opening new doors of opportunities and it can grow its market
position by the effective implementation of market development strategies.
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PART 2 – Strategic choice
(a) Identify a market (new or existing) and analyze the appropriateness of suitable strategy for
ALDI in relation to substantive growth, limited growth or retrenchment. You will need to make a
case for at least one of the three strategies mentioned.
Substantive growth – these kinds of strategy makes an organisation profitable but on steady
basis and organisation usually chooses this strategy. It has vertical, horizontal integration and
these kinds of strategies are applied through the mergers and joint ventures.
 Horizontal integration- it takes place when an organisation mergers with the competitors.
 Vertical integration – it is when a business house becomes its own supplier or distributer.
 Diversification – it happens when an organisation is deciding for making products for
new market (Koryak et.al. 2015).
Limited growth – this strategy makes an organisation focus on specific sector or units. Market
penetration, market development, product development and innovation are the limited growth
strategies.
 Market penetration – it includes increasing revenue with an existing product by putting
efforts on it.
 Market development – it includes the markets of the same products in the new market
and to new customer.
 Product development – it is the process of replacing the existing product with new one so
product expansion plan is made (Koryak et.al. 2015).
 Innovation – it indicates involvement of all three strategies with more new changes to the
products or services.
Retrenchment strategies – retrenchment refers cutting down something in strategy analysis it is
seen that every organisation does not get growth so it has to take decision of retrenchment it can
be in the form of market reduction, poor competitive position and etc. It also indicates the
decrease of business activities or area of business activities.
(b) Provide a justification of one of the strategies for market entry and growth that discussed.
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A discussion is made over the different kinds of strategies and in terms of choosing one of them
the merger and acquisition is considered most appropriate for Aldi for its long term growth.
Merger & acquisitions – these strategies are very popular and most adopted strategy by various
organisations and Aldi would also consider it as it provides the structured and maintained
business scenario. Mergers allow Aldi for uniting its all resources with the other company with it
will merge. Acquisition is the strategy of entirely take over but in case of Aldi the merger is
more suitable (Lebedev et.al. 2015). Affordable price is one of the major strategies for Aldi and
using this it gained competitive advantage over its competitors and still Aldi always seeks to
improve this strategy by the help of other strategy or ideas for affordable pricing.
This strategy is fulfilling all three criteria such as;
1. Suitability – the strategy of merger suits Aldi as it opens the door for international
market easily.
2. Feasibility – it is feasible as it increases the productivity and efficiency of the Aldi and
helps to take more strategic decisions as result of increased efficiency.
3. Acceptability – it is very much acceptable in terms of stakeholders as merger always
decreases the burden and increases the benefits.
When two organisations work together they share all the resources, efficiency, abilities and
capabilities along with the responsibilities so it makes easy to achieve the goal for both the
organisations. Merger is helpful in terms of improving the skills and resources with the
enhanced productivity and cost minimization for Aldi.
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Part 3 – Strategic Implementation
(a)Assessment of roles and responsibilities involved in implementation of strategy
While implementing the strategy there is major part of the roles of manager and employees, these
both elements are the main elements for formulating the strategy as they are the most valuable
human assets of the company like Aldi.
Management – management while implementing the strategy plays three kinds of major roles
because the management is entirely responsible to frame, to control, to communicate and to
operate the strategic planning activities.
 Strategic – according to the strategic role the managers of the top management are
responsible for formulating the strategy and conducting all the necessary analysis and
evaluation. It is the management efforts to give light to the new strategy through decision
making and planning so it becomes their duty to analyze all the materials and planning
for the good and effective strategy (Mantoo et.al. 2017).
 Tactic – if the strategies are formulated but not communicated then it will not be
benefited for the organization so in the tactical role the management communicates all
the required things to every level and generate collaboration in order to implement the
strategy.
 Operational – according to the operational role of management the accomplishment of all
functional department tasks are done by them at every level as the functional department
management becomes responsible for this in strategy implementation.
Employee – the individuals in the organization working as employees plays very active role as
they are responsible to execute the strategy. These employees are given some targets with the
responsibilities according to their skills and knowledge so they have to attain those targets in
terms of strategy formulation and implementation if the employee lacks in some skills training
programs are designed for them to achieve the targets.
(b) Provide an analysis of the resource requirements for the implementation of the strategy.
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Financial – there are various method for sourcing the funds in order to implement the strategy.
One of the sources is allocating the profit but the entire profit cannot be allocated for this some
of the percentage is fixed at prior basis and then according to that strategy is implemented.
Human – it is very important aspect while implementing the strategy. All the human resource as
employee should be informed and communicated properly for their targets and duties along with
the responsibilities so they can be aware from their tasks and put efforts towards this if some gap
is found training and recruitment is also initiated by the management.
Physical – physical resources are also very important these are also known as material resources
and Aldi’s supplier and other sources are responsible for allocating the resources in terms of
material in order to implement the strategy (Slack, 2015).
Technological – technology is very essential thing nowadays and every organization takes
initiative to apply the advanced technology. Some of the strategies are framed according to the
technological advancement such as market oriented strategy so in this case it requires using the
advanced technology for Aldi.
(c) Evaluate how the use of SMART targets (give examples) can contribute to achieving the
strategic objectives.
Specific – specific targets are those target which are precise in nature and are set particularly. If
the goals are specific then only a firm can work precisely for goal attainment and can get desired
outcome otherwise the efforts can be wastage of time and other resources.
Measurable – measurable goals allow an organization to evaluate or assess its weakness or its
strengths so the efforts can be made on the required area in case of Aldi it has measurable goals
whether it is for being at superior position or it is the expansion at global level (Maxwell et.al.
2015).
Achievable – if the organization wants to enjoy its efforts as a fruitful result the achievable
targets must be set because these kinds of targets allow organization to enjoy the strategy
implementation process and also the result on which resources and efforts are put.
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Realistic – it is duty and responsibility of the higher management to set the realistic and practical
targets so that can be attained otherwise the wastage of time and resource takes place so Aldi’s
management ensures this that targets must be realistic (Maxwell et.al. 2015).
Time frame – the targets or set goal setting must be according to the time frame then only the
efforts can be made towards the right directions. Time constraints help to boost the productivity
and efforts apart from that if the targets are not achieved timely it can be sign of deficiency.
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CONCLUSION
This assignment is designed to make clear understanding of business strategy and its major three
aspects such as its formulation, its evaluation and its implementation so with the help of Aldi’s
case study it is clear that there are some major factors that determines all the three stages of the
business strategy at different level so these factors are really important to be analyzed while
taking any strategic decisions. SWOT, PESTLE, BCG is some of the techniques which are
usually used to analyze those factors so this assignment is really support the knowledge of
business strategy and its aspects.
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