Global Market and Digital Business: A Case Study of Aldi

GLOBAL MARKET AND DIGITAL BUSINESS
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Table of Contents
INTRODUCTION............................................................................................................................. 4
ORGANISATIONAL PROFILE AND INDUSTRY ANALYSIS..................................................................5
BACKGROUND OF THE COMPANY............................................................................................. 5
PORTER’S FIVE FORCES ANALYSIS..............................................................................................5
SITUATIONAL ANALYSIS................................................................................................................. 6
PESTEL ANALYSIS....................................................................................................................... 6
SWOT ANALYSIS.........................................................................................................................8
VALUE CHAIN ANALYSIS.............................................................................................................9
MODELS AND THEORIES.............................................................................................................. 10
INTERNATIONALISATION THEORY............................................................................................10
CULTURAL FACTORS.................................................................................................................10
STANDARDISED AND ADOPTED STRATEGIES...........................................................................11
MARKETING ACTIVITIES............................................................................................................... 12
SEGMENTING TARGETING AND POSITIONING.........................................................................12
BRANDING............................................................................................................................... 13
CONSUMER TRENDS................................................................................................................ 14
ETHICAL ISSUES........................................................................................................................14
ONLINE ACTIVITIES.......................................................................................................................16
EFFECTIVENESS OF ONLINE PRESENCE....................................................................................16
E-COMMERCE.......................................................................................................................... 16
RECOMMENDATIONS.................................................................................................................. 17
CONCLUSION............................................................................................................................... 18
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REFERENCES.................................................................................................................................19
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INTRODUCTION
In this report, we will study about the key aspects which are used by the Aldi in managing its
Human resource situations as well as the analysis of the Aldi's work via Porter's five sources,
PESTEL and SWOT analysis. The use of value chain is also carried out in an effective manner. We
have taken the approach of various theories for the explanation of Aldi's success. The influence
of cultural factors has been explained by the Hofstede theories. The various marketing activities
empowered by the Aldi have been explained in an efficient manner. Use of Online activities for
the empowerment of branding and positioning in the market has been explained in the report.
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