Take aldi organisation. Identify and discuss the corporate level strategies that the aldi organisation is implementing/has implemented. Evaluate the suitability of the aldi organisations current...

Running Head: STRATEGIC MANAGEMENT        1
STRATEGIC MANAGEMENT         3
STRATEGIC MANAGEMENT: REPORT ON ALDI’S STRATEGY
Executive Summary
In the current report, the strategic management is discussed with a special reference to Aldi. After a brief introduction to the topic, the report presents the existing business strategy Aldi has been using. It is found that Aldi has been using limited assortment, no frills and low pricing strategies with the basic aim of offering products on low price while retaining the quality. In the following section of the report, the suitability of the existing strategies of Aldi has been discussed and based on the assessment two effective strategies have been suggested as alternatives. As the two alternative strategies internet marketing and transactional marketing has been suggested. At last based on the assessment of the whole report a suitable and apt conclusion is provided.
Table of Contents
Introduction    4
Strategies used by Aldi    4
Limited Assortment Strategy    4
No Frills Strategy    4
Low Pricing Strategy    5
Suitability of Aldi’s Strategies    5
Suitability of Limited Assortment Strategy    5
Suitability of No Frills Strategy    6
Suitability of Low Pricing Strategy    7
Ways to apply Aldi’s Strategies for its Unique Placement over its Competitors Presently and in Future    7
Transactional Marketing Strategy    7
Internet Marketing Strategy    8
Conclusion    8
References    10
Introduction
Business strategies determine the ratio between organisational resource usage, advertising methods, marketing techniques and alignment of organisational goals, in order to make business consistent, profitable, and growth retaining. Business strategy supports the organisational strengths and tends to cover organisational weaknesses. Business strategies also generate opportunity of growth and profit earning. As organisations compete with each other for occupying market share and in such harsh competition in the market, business strategies help in developing the core competences that generate competitive advantage. In the current report, the significance of organisational business strategy is evaluated, choosing Aldi as the company in focus.
Strategies used by Aldi
Limited Assortment Strategy
Aldi has a unique blend of business strategies, among which limited assortment strategy is one. As mentioned by Heese and Martínez-de-Albeniz (2018), limited assortment strategy tends to highlight a very limited number of products in its retail stores for the customers, and tends to offer bet in class product at a limited pricing. At Aldi, the customers get to see very limited number of products; however focusing on limited number of products make the pricing of the product competitive despite retaining high quality (ABC News, 2011).
No Frills Strategy
No frills strategy has also been used by Aldi as its marketing strategy. As stated by Robbert and Roth (2018), no frills strategy devices out patterns that minimises the expense by removing unnecessary aspects of production line and service delivery. Aldi uses the no frills strategy to keep its recruited staff numbers limited, which allows them to generate more profit and offer products at cheaper rates (HBS, 2015).
Low Pricing Strategy
The consistent use of no frills and limited assortment strategy, has enabled Aldi to work with minimal workforce resulting lesser expense and buy products at cheap rate from the suppliers. Therefore, Aldi can earn huge profit margins if it sells its products at regular prices. However, the company prices their products lower than its competition and earn profit through rapid sales instead of high profit margin by pricing their products low. As emphasised by Yang, Xiao, Choi and Cheng (2018), lower pricing strategy can be beneficial if a company has the resources and demand in the market.
Suitability of Aldi’s Strategies
Suitability of Limited Assortment Strategy
Considering the fact that Aldi has been doing business in its home country and in the international market simultaneously, the limited assortment strategy proved to be helpful. As mentioned by Lombart,...