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Assignment : Strategic Management

   

Added on  2020-10-22

13 Pages3842 Words408 Views
Strategic ManagementTable of Contents

EXECUTIVE SUMMARY.............................................................................................................1INTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1Overview of the company...........................................................................................................1Porter's five forces.......................................................................................................................2Porter's generic model.................................................................................................................4CONCLUSIONS..............................................................................................................................6RECOMMENDATIONS.................................................................................................................7REFERENCES................................................................................................................................8

EXECUTIVE SUMMARYThis report briefs about different topics that will give the reader the analysis of strategicmanagement. The organisation must implement these tools so as to perform the functions of theorganisation effectively. Different strategies are used by the company to achieve the pre set goalsas defined by the managers. The different strategies which are applied are Porter's five force andhis Generic models. Finally the recommendations would be given to the company so as toachieve the competitive advantage.

INTRODUCTIONStrategic management is defined as the process that runs in the organisation on thecontinuous basis. It is the process that involves monitoring, analysis and assessment of all theactivities of the organisation so that it can achieve the goals and the objectives efficiently. As thecustomers preferences and taste changes from time to time the organisation should follow thesteps that provide them the way to cope up with these changes (Hitt, Ireland, and Hoskisson,2012). This will help the company in taking effective and proper decision which will enhancetheir profitability. This reports lays the emphasis on ALDI which is a German multinationalretailer company who deals in food, beverages, and sanitary articles. It is head quartered inEssen, Germany. The company is working in different continents across the world. The reportemphasis on the strategic management of ALDI.MAIN BODYOverview of the companyAldi is one of the largest supermarket chain operated in UK with having more than10,000 stores in around 20 nations. It is engaged in selling wide range of products and servicessuch as food products, beverages, sanitary articles, household products etc. It came into existencein the year 1946 by Brothers Karl and Theo Albercht after taking over their mother's store inEssen which had been operated since 1913 (Barney, 2012). Its headquartered is located in Essen,Germany and primary served Australia, Austria, Belgium, china, UK etc. Aldi mainly focusseson low cost economic model due to which they serves customers with huge savings withoutcompromising with quality. In the year 2015, Aldi has seen a growth in UK sales with profitincreasing by 11.8% with an annual turnover of 7.71 Billion in the 2015. It is well establishedbrand which has attained strong brand image in UK market. Winning the “Supermarket of theYear 2015 prove the same statement. The other important information about Aldi is determinedas under:Mission: The mission statement of Aldi states “to serve customers with the products theypurchase regularly and ensure that such products are having best quality at guaranteed lowprices.1

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