Unveiling Aldi Business Strategy: A Recipe For Retail Success

Aldi is the common brand of two leading global discount supermarket chains with over 10,000 stores in 18 countries, and an estimated combined turnover of more than €50 billion. Based in Germany, the chain was founded by brothers Karl and Theo Albrecht in 1946 when they took over their mother's store in Essen, which had been in operation since 1913.

The business was split into two separate groups in 1960, that later became Aldi Nord, headquartered in Essen; and Aldi Süd, headquartered in nearby Mülheim. In 1962, they introduced the name Aldi (a syllabic abbreviation for Albrecht Diskont).

Aldi launched in Great Britain, on 5 April 1990, in Stechford, Birmingham using the wholly owned English registered company of ALDI Stores Limited and Aldi sales in Britain grew consistently. In October 2013, Aldi opened the 300th store in Great Britain. By 2016 Aldi had over 550 stores there.

It was still a small player in Great Britain, with a grocery share of less than 3.6%, but its importance, along with that of continental no-frills competitor Lidl was growing, with half of shoppers in Great Britain visiting Lidl or Aldi over Christmas that year.

Please follow the case study provided above to address the following tasks.

1. Provide an assessmentof the extent to which Aldi’s missions, visions, objectives, goals, core competencies inform strategic planning.
   
   
2. Many market experts have indicated that market share for Aldi will grow rapidly. Sales at Aldi rose by 19.8% in the 12 weeks to 21 May 2017 (Guardian, 2017), while the UK’s big four supermarkets, Tesco, Sainsbury’s, Asda and Morrison’s, collectively grew by just 1.6%, according to market share data from Kantar Worldpanel.
   
   
3. In a situation like this, analysethe factors that Aldi will have to be consider when formulating their strategic plans.
   
   
4. Using evidence to support your answer evaluatethe worth or usefulness of techniques used when businesses develop their strategic plans. You are encouraged to use techniques such as BCG growth matrix, SPACE or PIMS to enhance your answer.
   
   
5. Carry outan organisational audit for ALDI and provide an analysis of their current strategic position.
   
   
6. Carry outan environmental audit for ALDI showing both micro and macro environment. You are advised to use Porter’s 5 Forces analysis to answer this task.
   
   
7. Assessthe significance of stakeholder analysis for ALDI when formulating new strategy. You will explain why stakeholder analysis is important when formulating a new strategy and support your answer with justifiable reasons.
   
   
8. Using the research and information collected about ALDI, presenta new strategy ALDI can follow. A suggested framework for presenting your strategy could be as follows;
   
   

1. Where are we now? Review the current strategic position and clarify the mission, vision and values.
2. Where are we going? Establish ALDI’s competitive advantage and the direction the organization is heading.
3. 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.

Strategic choices involve understanding the underlying bases for future strategy at both the business unit and corporate levels and the options for developing strategy in terms of both the directions and methods of development. You will be required to show an understanding of different approaches (market entry, substantive growth, limited growth or retrenchment) used by organisations to enter, grow or withdraw from a market.

1. Identify a market (new or existing) and analysethe 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.
   
   
2. Provide a justificationof one of the strategies for market entry and growth that you have discussed in 3.1. You will need supportive evidence to your opinion or rational.

Implementation is the process that turns strategies and plans into actions in order to accomplish strategic objectives and goals. Implementing your strategic plan is as important, or even more important, than your strategy (Olsen, 2007). For this task you will be required to show an understanding of the how an organisation implement strategy and the responsibilities of personnel who contributes to the implementation.

Answers to the questions in this section can be linked to your answer in Task 1 (h) on your proposed strategy for ALDI.

You must ensure you substantiate your answers with suitable examples and proper referencing.

You are required to;

1. Provide an assessmentof the roles and responsibilities of personnel who are involved with the implementation of the strategy.
2. Provide an analysisof the resource requirements for the implementation of the strategy.
3. Evaluatehow the use of SMART targets (give examples) can contribute to achieving the strategic objectives.

Task 1 – Strategic planning

A. Assessment of Aldi

Mission

Aldi has always tried to provide with the highest possible quality at a lowest possible price, thereby providing great value for their consumer which in-turn provide them an edge over there competitor. In this regard, the company does not spend much on advertising; rather they believe to save the amount so that they can pass on this benefit of this extra savings to their consumers (Adams 2015).

Vision

Aldi’s is a growing brand and it’s pricing and quality has build-up a confidence amongst the consumer that differentiate them from other retail stores. The organization had been successful in understanding the need of the consumer and the trend of the market, thereby they can easily convey accordingly to the World.

The main objective of the organization is to grow as a market leader around the world and become the most efficient and reliable source to the consumer. They know that if they can win the trust of their consumer, this will create a confidence amongst them; thereby it will build up a relation of which the company will be benefited for long time (Armstrong et al 2014).

Aldi work on economies of scale that means buying large quantity of product at a time to negotiate on price with their suppliers. They intend to expand their stores to around fifteen hundred in the next few years ahead. They are trying to save on every possible cost and they forward the benefit to the customers. Aldi tries to offer the highest possible value at the lowest possible price. They feel that most important factor that determines the consumer buying behaviour is price. Therefore, they aim at controlling the price at the lowest possible rate. They do so by offering their own products under their home brand and ensure best possible quality (LeBaron and Lister 2015). 

Core competency for Aldi had always been the pricing of the products. They feel that price plays a significant role in consumer buying behaviour. In this regard, they took some measure that trim down the cost, thereby increasing the efficiency. They try to buy cheap land mostly on the outskirts, and maintain less number of products to reduce on store space. They further display their products in such a way that it becomes easy for the consumers to find there needed product. The stores being smaller in size and products are strategically displayed they curtail their human resource power, to reduce price (Berndt et al 2013).

They maintain lower number of human resource but pays highest in comparison to other competitor in the market. They decrease unnecessary cost to reduce the price of the products. Aldi enjoys win-win situation about consumer as well as the employee. Both of them become loyal to the organization, which creates long lasting bonding relationship. It reduces attrition rate of the employees and increases loyal customers (Chakraborty et al 2015). 

The organization understands the need of the consumers very closely so that they can formulate there strategy accordingly. Customer satisfaction has been the main key factors that have given them an edge over their competitors. Due to their aggressive planning and strategy, formulation and assumes that in the future Aldi will be becomes the market leader. They have slashed their product’s rate so proficiently that their competitors are having huge difficulty to match. They have only five percent products, which are big brands. Their focus has always been on there own brands so they can have entire control over its manufacturing and pricing. They have their own suppliers and due to maintaining lesser varieties of products, they order larger amount of each products, which gives better control over their suppliers. They can bargain and squeeze their suppliers to get extra benefits in rates that give them competitive advantage. The strategy which is followed by Aldi made them stand and increase their sales in regard to the other supermarkets which exits n the market, therefore the sales rose to 19.8% in a very less time.(Chandrasekhar 2012).

Task 2 – Strategic evaluation and choice

  In the situation, where Aldi’s market share is growing rapidly, that means there are cost effective strategy, that being appreciated in the market and consumers are being attracted. From this position, they should note that other big competitors are noticing their strategy and can try to formulate the same strategy. They should remember that when they have kept price as a differentiator from its competitor who provides similar quality products, that they may lose market share if the competitors starts providing products at lower prices (Chen 2015). Retail sector is highly competitive in nature where competitors are very flexible to adopt or change their strategy. As the market share of the organization of Aldi is growing steadily, they should try to maintain its growth. Aldi shall opt for strategic plan, which will help in their maintenance of the share price and will be able to maintain the sales of their company, otherwise if they lack to do so a competitor may take advantage of this situation and will try to capture the market.

The organization aim at continuous improvement may that be about quality or experience of the customer. The next strategic plan they opt for is to the just-in-time production, which helps them from not maintaining large stock. The stocks are being ordered as they are being needed, which further reduces the cost of maintaining a large stock, for which extra space or extra human resource would have needed (Metzger 2014).

BCG Matrix

According to BCG Matrix, there are four stages of a product, star stage, problem child, sources of income, dog stage.

• Star stage – The products in this stage are market leaders, which are new and fresh in the market and particularly dominate the market. Aldi falls in this stage as it is currently growing at a very high pace and is fresh in the market.
• Problem child – In this case, they are the loss-making product and acts as a liability for the organization (Christopher 2016).
• Cash Cow – In this situation, they are the product that is in the market over a long period and earn high profits for the company with low investment
• Dog Stage – The products in this stage are the one, which is making loss for the company and its time to discontinue the product. As we would know that, very few percentages of the products are branded at Aldi. Therefore, the customers have fewer options to be chosen (Chung 2015).

According to the Profit impact market strategy, Aldi have very good marketing strategies, which have led them to have a competitive position. They focus on a very high quality of products with a much lower cost, which made them invest a much lower capital and in contributing to the business in overall. Their Strategy and tactics have made them achieve a very good position in the market. They focus on the standardization of the product and they are trying to increase on their number of stores. The supermarket tends to improve on their growth on externalization of their business strategy. This strategy helps them to have a greater yield and performance, which have helped the organization Aldi to have a yield and sales growth of 19.8% with respect to other industries.

Aldi have realised that there are set of customers whose focus is on price and they have formulated a strategy accordingly. They have limited number of options to choose from which gives them advantage over their suppliers. They reduce their logistic cost, where the products are directly brought from the warehouse to the store. Aldi has a simple display structure, where the products are displayed on a palette so that it becomes easy for the consumer to find a particular product without the help of the storekeeper (Dalton 2016). This further reduces cost on human resources. The products that Aldi sell are procured from their respective suppliers and sold under their home brand. This helps to reduce cost and maintain quality.

Task 3 – Strategic Implementation

Porter’s five forces model in micro environment

Micro Environment gives view in accordance to the specific sector. The threat for the new entrants is low as the cost that will be incurred to enter this sector is very high and there is fierce competition in this sector. The bargaining power of the supplier is low since it has very little say as the retail stores order huge quantity at a time. The bargaining power of the buyer is high, as Aldi order high amount of quantity it has the power to bargain (Dewi et al 2013).The threat of substitutes is high, since the products that are sold at Aldi can be found in other stores too. The competitive Rivalry is high since there is fierce rivalry amongst this sector as numerous numbers of organizations compete against each other to outrun each other from the business.

Porters 5 forces model gives us a view that retail sector is very competitive with very little chance of new entrants where the buyers have high competitive power whereas the seller has very little power. There is high possibility of any substitutes in the near future (Gassmann,Frankenberger and Csik 2013).

Macro Environment gives general view in which the organization operates.

The factors that are considered are:

Political Factors

United Kingdom has a stable political scenario. The government understands that the retail sector employs a great number of people in the country. Aldi hire many students, elderly people which helps in providing employment. Therefore, the political environment has a big influence on the company itself.

Economic Factor

The economic factors have a direct effect upon the functioning of the business of Aldi.The economic condition helps the overall growth of the organization in that particular Country. It may influence cost and profits. The consumer turning towards online buying may cause a threat.

Socio / Cultural Factors

With the increase in ageing population, the consumers are looking for value added products. They are looking for a one stop buying solution whereas Aldi can be good option. Thus the culture and society effects the company at a large and helps in the improvement and thereby it added value to Aldi. (Nakamura et al 2015).

Technological Factors

Aldi is providing the consumers with more advance technological experience. Features such as self-checkout, intelligent shelves are adding new experience. Apart from that, Aldi stores are easily tracked online, so it has become easier for the customers to find a store nearby.   

Environmental Factors

Aldi have taken many initiatives to save our environment. One such is climate friendly refrigeration technology. They further achieved the award for the same, which is known as ‘Green cooling Leader’. They also adopted international climate strategy to reduce greenhouse gas. In accordance with the initiative, they are replacing standard refrigerator with climate friendly refrigerators.

Legislative factors

The United Kingdom market is very strongly regulated by bodies such as Food Retailing Commission. They have made it mandatory to mention nutritional facts for eatable products. The government takes initiative to control monopoly may bring some changes in business affairs.

Assessment of Aldi

Stakeholders are those people who are related or are part of the organization or of its activities. Stakeholders are of two types:

(i) Internal stakeholders who are the employees of the company.

(ii) External stakeholders are its customer and supplier.

Aldi believes that stakeholders should be well taken care to maintain smooth and efficient working of the function of the organization. About that, the company pays highest salary to its employees in the market (Gassmann, Frankenberger and Csik 2016).Further they are provided with special induction and training programme that includes management programme that is quiet extensive in nature which help their employees to grow. Most of the directors are being chosen amongst the existing employees to encourage them. The consumer is provided with the highest possible quality with the lowest possible price.  This cost effective strategy of the company helps to build confidence amongst the consumer.  The organisation tries to find the need of the consumer and deliver accordingly (Gklaveris  2016).

Aldi maintain good relation with their supplier as the supplier has direct relation with the business operation of the organisation as it plays an important role in the success of the business.  The suppliers are being set with the quality standard that is being monitored and checked to offer the best possible quality to the consumers.  The organisation maintains a third party monitoring team that audit the quality of the product supplied.  It creates a win-win situation for all the parties and thereby ensures smooth functioning of the business.  The stakeholders are the starting to end line of a business and if they are satisfied, it helps the business (Haddock-Millar and Rigby 2015). 

I: Current Mission, vision vales of strategic plan with a new plan

Aldi stands as the fifth largest chain of grocery supermarket. They have recently crossed The Co-operative to achieve that position. They have to make a plan with respect to their existing marketing mix. Strategies that they make in their existing structure are as follows:

Product:

Aldi focus is mainly on their own brand and does not concentrate or focus on other. This gives them a competitive edge over other competitors. They can thus formulate strategy, which will enable them to look at a competitive view with respect to their substitute product and they will be able to take charge over the cost and production procedure (Hiriyappa 2013).

Price:

Aldi have the power of economy of scale. That means they order larger quantities of product together, which helps them to control the suppliers as well the pricing. Moreover as most of the product sold at Aldi are under their own brand they have a bargaining power over there supplier. But they shall can concentrate on improving their price of the product.

Place:

Aldi has stores located in several areas, which are mostly located on the outskirts from the city. They have applied to this strategy in order to save cost. But in order to have a global position they should start opening their supermarket brand all over the World and places which are located in the centre of the city, this will attract the crowd very much.

Trend on Aldi’s sales

Promotion:

They spend very little amount of their revenue on promotion. They came up with super buy, where some different item other that groceries are being sold. This will help them to have multiproduct store, which will increase the sales to much grater extent. Expansion and growth are considered a vital tool for promotion of their brand.

They should come up with a very aggressive marketing strategy, where they aim at opening a new store each week. This will mainly aim at controlling the cost making the price as a key differentiator. The organization has limited resource strategy, where they use the limited resource possible so that they do not incur large cost. This cost efficiency gives them edge over their competitors (Hokelekli , Lamey and Verboven 2017). The stores being setup at main city where the population is more than the one n the outskirts and they will be well visible from the main road. They can further improve their product and store timing with the increase in information technology in their work making it online and increase in human resources who will be working on shift basis

 Aldi is the fifth largest grocery store chain in United Kingdom with 700 stores and they are planning to extend their numbers up to 1300 by 2022 and further challenge there competitor such as Tesco. The strategy to further expand their stores in United States up to 900 new stores, in the coming five years. This will enable them to challenge the retail giant such as Wal-Mart. As the store, size of Aldi is much smaller than other supermarket grocery store, so they can afford to increase their number of stores extensively.

The organization has changed the experience of shopping. These new experiences will be attracting consumer. Understanding the need of the consumer in details give them an edge over their competitors. With ensuring the highest possible quality, they also ensure that the products are healthier. This will be done by proving fresh food products and least or no use of preservatives (Marcilla 2014).

Aldi provides their customers with the highest possible value for their money without compromising with the quality of the product. They will do so by efficiently managing their cost. They will have to reduce cost in every aspect of the business. Whereas other retailers contribute a hefty amount towards display, marketing, additional services to attract customers, Aldi stick to low cost strategy. There marketing strategy is customer oriented. Therefore, whatever the organization does is in relation to the customer where it looks after the benefits and gains of the customer. The concept of cost effectiveness helps in deriving more output from much lesser input. But with the growth of the society it is important that organization Aldi shall come out with strategy for improving the marketing techniques. This is done by ensuring efficient management of the business process. They further provide the benefits to the customers thereby adding on further value for them (Mena 2014).

Aldi ranks as the fifth largest grocery super market store in United Kingdom and the aim at being the number one. They have aggressive expansion plans where they want to increase to up to around 1300 – 1500 stores from their current holding of 700. Further, they want to expand their business in the United Kingdom and other parts of the world and come up as the market leader in retail grocery supermarket (Mohdaly et al 2013).

Factors for Strategic Plan

They have identified that there is a mass number of people, who keeps price as an important factor while choosing their product. Therefore, a need is generated amongst a group of people to whom Aldi is targeting. Aldi have cost advantage over its competitors through some various measures taken by the company. They are providing their customers with the highest quality possible. They are very confident on their quality such that they don’t opt for leading brand or product in some places, such in United States .Aldi has always provided great value with best possible quality. They have never tried to attract the customers with promotion, discounts, offers etc. rather they have come up strategic pricing and efficient usage of resources.

A. Analysis of strategy used for Aldi

The retail sector of United Kingdom is very large with total value of 358 billion pounds with 192,000 registered retail outlets that employs 2.8 million people. The retail sector of the county contributes 5% of the total GDP.

Considering the market of United States which according to KPMG is less sensitive to price, still Aldi which mainly focus on price managed to attract customers to number five position in the market living behind ‘The Co-operative’(Ter Braak  et al 2015). However, Aldi started a price war but they never compromised on quality. In order to acquire the highest market share and become the leader in retail industry, they need to grow very fast, so they opted for substantial growth strategy. They aggressively want to grow from 700 squares to approximately 1500 stores by 2022.  They aim at starting one outlet every week. By this lightning speed, Aldi will have one outlet at almost every town in United Kingdom. In order to enter the market Aldi’s strategy of low price high quality played a vital role. As the price started by Aldi pressurised its competitors to slash their price. The company wanted to prove the merit of their own brand in the market against the existing big brands such as Coca-Cola and Heinz (Rahman 2015).

The rapid and fast moves made by Aldi to expand have left their competitors in a confused state where they do not have enough time to change their strategy. The competitors know that by the time they will change and formulate new strategy Aldi will sweep away the market. Moreover, they are having a very hard time to achieve high efficiency level to match the price offered by Aldi.

In order to fight with other super market giants Aldi and reduce their cost they act with a strategy of smaller sizes of outlets with increase in number so they can have their presence in almost every part (Thompson 2012).

The company has used the expansion strategy.Aldi has used the Greenfield investment to grow and expand in the market. They wanted to promote their brand and wanted to capture the UK market they.Aldi have completely different strategy in order to have a good existence. They follow the price leadership strategy for them. Aldi wants to make their own product stand out in the market, as soon as they win the confidence of their customers, it will be easy for them to expand rapidly. The company realised that they are growing at a very strong pace and slowing down from this point will give their competitors a chance to come back. Aldi slow down then it may give their competitors a chance to change their strategy and make a comeback. This aggressive growth strategy is the key factor, which is making Aldi hard to contain in acquiring the market share. Limiting their expansion from here will have their competitors regain position in the market, so perhaps this aggressiveness will prove to be advantageous for the company (Sup 2015).

A. Assessment of roles of the personnel to implement the strategy

Strategic implementation is something that is to be carried out by each member of the organization to carry out successful implementation. Whenever there is a change in strategy, Aldi has the leadership team to carry out the message to other members of the organization. The leaders are the persons who are being followed and it is their role to encourage the members to carry out this new implementation (Van den, Steen and Lane 2014).

The management of Aldi chalks out a plan by which they identify various leaders and through those leaders, they are needed to carry out this implementation process. The strategy may be different for different department so the roles are to be carried out accordingly. Leader’s role is to communicate as clearly as possible to convey the importance of this new change. This will create an interest amongst the employees to implement that strategy more efficiently thus, Aldi is successful in doing so.

In an organization, strategic implementation is done in phases one after other and it need co-operation from every employee of the organization. Aldi have involved their employees and they give their dedication in order to bring this change (Wood 2014).

Resources required in implementation of strategies of Aldi include people which is known as human resource. The human resource include the management which formulates the strategy, then comes the leaders who communicate the strategy and its process how it is to be implemented and finally the mass employees who will implement the strategy (Van Rompay ,Deterink and Fenko 2016). Aldi has well managed and defined strategy, which helps in successful strategy implementation. There should be an open or transparent communication between each member according to his or her hierarchy. All employees of Aldi have the knowledge of his duties in implementation process of the strategy.

Most of the livestock are being procured locally for reducing transportation cost. The employees are being provided with special training on how to reduce wastages and cut costs. They further have limited stock varieties so that they buy larger quantities of a product, which in turn gives them an upper hand against their suppliers. The organization has changed the experience of retail shopping and with their further plans to expand; they want their presence to be felt in each town (Metzger 2014). They have taken up “no nonsense” approach where they focus mainly on retail shopping rather than extra unnecessary things which may add up to the cost of the products.

In order to achieve desired result smart goals should be set. In order to sustain Aldi has made long-term goals which are needed to be broken down into short and immediate target so that the employees of the organization do not get confused and things become easier to understand and achieve. A difference is smart target and un-smart target is clarity of goal. For example in a printing industry:

Un-smart target: the company want to increase its production in the upcoming year.

Smart target: the company wants to grow its production by 25% in the upcoming year. Smart target gives set a particular goal and set a limit, which helps to compare and understand what percentage of their goal is achieved. Smart target sets a clearer picture in the minds of the employees (Zwanka 2017).

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