Business Communication Report: Aldi's Social Media Strategy Analysis

This business communication report analyzes Aldi's social media strategy, focusing on its implementation and effectiveness within the Australian retail sector. The report begins with an introduction to the role of social media in business communication and provides background information on Aldi's operations. It explores Aldi's Facebook presence, highlighting its success in engaging with customers, particularly mothers. The report then examines the issues Aldi faced with its Twitter communication strategy, including negative feedback and criticism. The core of the report is a discussion of these issues, providing recommendations for Aldi to improve its social media approach and attract a larger customer base. The report concludes by emphasizing the significance of social media in the retail sector, providing recommendations to improve communication strategy. The assignment is a 1,000-word business report and includes 10 PowerPoint slides for a presentation, evaluating the current systems and processes at the chosen organization and provide recommendations for improvement.

BUSINESS COMMUNICATION
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Introduction
 The social media has created a insurgency in every
sector by enhancing the network for communication.
 The use of social media amongst all the industries has
been highly prevalent in the Australian retail sector
(Parveen, Jaafar and Ainin 2015).
 The Australian retail sector with severe competition
has been experiencing significant developments and
advantages.

Aldi Australia Background
 The German chain Aldi introduced
its first Australian store in Sydney in
2001 and by 2004 the company
comprised almost 54 stores across
the eastern states.
 Reports of Singh, Shukla and Mishra
(2018) have stated that Aldi claimed
that its proposition of ‘smarter
shopping’ had been upheld by
having no artificial colours in any of
its products.

Continuation
 Furthermore, it sustains its brand with an
increased proportion of local produce along
with daily reasonable prices products and
services rather than changeable ‘specials’
(Aldi.com.au 2019).
 The company claims that its customers
must not lose any chance to purchase
everyday groceries of the premier quality at
the reasonable price and thus needs to be
engaged in a strong communication base.

Aldi’s Social Media Strategy
 Aldi has recently created a Facebook page
primarily intended for all the Australian mums
who regularly purchase Aldi products.
 This simple and easily accessible page aids this
particular clientele to provide reviews, share
recipes or opinions and commonly encourage
and endorse Aldi.
 Authors have noted that with more than 86,500
followers, such a unique social media advertising
of Aldi draws great value and is incalculable in
the social media space (Schivinski and
Dabrowski 2016).

Aldi Facebook Page
Source: (Aldi.com.au 2019)
Aldi Facebook Page
Source: (Aldi.com.au 2019)

 Despite of successful social media
communication base for a specific consumer
section, Aldi has more friends on Facebook.
 It has same representation receiving
overwhelmingly optimistic reactions and opinions
on the social network from customers inclining
towards their favourite Aldi products.
Social Media Communication Issues
Faced by Aldi

Continuation
 Reports of Ramanathan, Subramanian and
Parrott (2017) have noted that recently Aldi
Australia has chosen Twitter as their primary
communication base .
 Such a preference has been due for asking
followers for feedback regarding their products
and services but failed to receive positive
feedback and rather Twitter users immediately
began responding by using words such as
“horse”, “diarrhea” to degrade its services
(Parveen, Jaafar and Ainin 2015).

Continuation
 On the other hand, several users have
been immensely rapid to point out the
possibility of the campaign backfiring.
 Such an unconstructive approach proved
Aldi’s destabilized consumer base in
Twitter who show greater inclination to
its rivals such as Woolworths and Coles
Group.

Recommendations
 Aldi in order to effectively establish social media
strategy must use improved social media tactics
to magnetize increasing number of customers on
various social media networking sites.
 Furthermore, the company must showcase its
unique strategies and offer great strategic
choices on social media.
 Its strategy must predominantly appeal to a
significant segment of the Australian community.

Conclusion
 Social media reserves its significance
for the retail sector as increasing
number of customers show greater
inclination towards the social networks
for seeking recommendations for the
products as well as services.

References
 Aldi.com.au., 2019. ALDI Supermarkets - Good Different - ALDI Australia.
[online] Aldi.com.au. Available at: https://www.aldi.com.au/ [Accessed 18
May 2019].
 Parveen, F., Jaafar, N.I. and Ainin, S., 2015. Social media usage and
organizational performance: Reflections of Malaysian social media
managers. Telematics and Informatics, 32(1), pp.67-78.
 Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social
media in retail network operations and marketing to enhance customer
satisfaction. International Journal of Operations & Production
Management, 37(1), pp.105-123.
 Schivinski, B. and Dabrowski, D., 2016. The effect of social media
communication on consumer perceptions of brands. Journal of Marketing
Communications, 22(2), pp.189-214.
 Singh, A., Shukla, N. and Mishra, N., 2018. Social media data analytics to
improve supply chain management in food industries. Transportation
Research Part E: Logistics and Transportation Review, 114, pp.398-415.