Unit 7 Business Strategy _Level 5 (GC0455)

Introduction

Management of business strategy is the craft, science, and art of implementing, assessing, and creating cross-efficient decisions that must allow a company in order to accomplish its long-term purposes (Saunders, 2015). This task has four major tasks. The first task describes the business’s visions, missions, objectives, and core competencies of strategic planning. It evaluates different factors that should be regarded when creating a strategic plan. It assesses also the method’s effectiveness and develops the strategic plans of the business. Task two describes ALDI’s strategic positioning by bringing out a company audit. It describes the SWOT Analysis, Porter’s five forces model, and PESTLE Analysis for ALDI. Task 3 explains the suitability of substitute strategies connecting to substantive growth, market-entry, and retrenchment or limited growth for ALDI. Task four evaluates the roles and responsibilities of employees who are charged with approach implementation. It explains the estimated resource necessities for creating a new strategy for ALDI.

Task 1

1.1 Assess how business missions, visions, objectives, goals and core competencies inform strategic planning

Figure: Hierarchy in business strategy          Source: tutor2u (2016)

Mission

A mission statement explains what a company is, why the company makes differences, the reason for the company’s life form (Chandler, 2015). A company’s mission statement must explain who the organization’s main consumers are, categorize services and products the company manufacture, as well as explain the environmental area in that a company can work. ALDI’s mission is to provide top-quality products at low prices. ALDI will also provide skilled and experienced employees.

Vision

A vision statement is a company’s statement of its long-term as well as short-term goals. ALDI’s vision is to try creating an agreement on grocery trading.

Objectives

In order to gain organizational goals, a company needs some purposes (Chandler, 2015). There are some different purposes for ALDI.

1. To increase the range of products by November 2017.
2. To improve the profit of the business by the end of 2017.
3. To increase the superstores of ALDI in different countries
4. To improve the company’s brand image

Aims and goals

Goals are a very important matter of a company. ALDI’s goals are a) increase in online service; b) ensure the quality of products; c) develop a share of the market; d) manage the market development.

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Core competencies of ALDI

A high concentration of the price of a product is the main core competency of the ALDI superstore. ALDI superstore has other different core competencies. These are described as follow:

Cost leadership strategy: limited products are stocked by the ALDI superstore. It offers high-quality service and products. The prices of the products are competitive with other company products (ALDI Annual Report, 2016).

Focus on own brand: ALDI concentrates on its own brands to stay independent in their business. They set their individual product cost. They also offer high-quality services.

Low labor cost: ALDI contains little amount of employees. But the salaries of the employees are higher. ALDI has no separate department of marketing. They have minimal marketing. ALDI has not any kind of trolleys or shopping bags for customers (ALDI Annual Report, 2016).

1.2 Analyze the factors that have to be considered when formulating a strategic plan

Strategic planning is a company’s strategy explanation direction or approach as well as creating decisions on the company’s resources allocation to follow this approach (Lynch, 2014). It can expand to manage business mechanisms for controlling the strategy implementation. There are several steps that are connected with the whole ALDI business planning. These are described below:

The future direction of the competition:

ALDI is one of the supermarkets. Supermarkets have several future directions for competitions. ALDI evaluates and then considers the future direction of competitions. ALDI should have a massive discount on products and online services (ALDI Annual Report, 2016).

Needs of customers:

ALDI will focus on what customers want. ALDI will assess the varying expectations and needs for the existing customers. They try their best to fulfill their customers’ needs and wants.

Gaining and maintaining competitive advantage:

ALDI will discover the solutions and plan for strategies for maintaining and gaining competitive advantages. Therefore, ALDI will concentrate on the variety and range of products. They will also focus on product promotions.

Ansoff’s growth-vector matrix:

Ansoff’s growth-vector matrix model can be a suitable model to maintain and achieve competitive advantages (Saundres, 2015). This model describes 4 different strategies. These are diversification, product development, market penetration, and market development. The key advantages of Ansoff’s area) specifies risk level; b) sets objectives or aims; c) outlines strategies for development. The Disadvantages are a) it is just a model of theoretical; b) disagreeing objects of stakeholders; c) fails to reveal that development of marketing strategies needs a change. In the case of Aldi, it will give high-quality products at a low price. It will set its objectives or aims to gain the company’s competitive advantages. It will outline some strategies for the development of the organization.

Issues of strategic planning:

Whole company strategies are concentrated on strategic planning strategies. There are different issues of ALDI’s strategic planning. These are described below:

1.3 Evaluate the effectiveness of techniques used when developing strategic business plans

BCG Growth-share Matrix:

              Diagram: BCG growth-share Matrix                Source: Pinterest (2016)

Definition: The BCG Matrix has made of four parts that contain high and low growth potential and high and low markets share (Armstrong, 2015). These four parts are a cash cow, dog, star, and question mark. These are described below:

Dog

A business or product having a low market share in a developed company known as a dog. Though the market share is low, investment should also be lower. Because of the low market share, market growth will not be increased (Chandler, 2015).

Cash Cow

A cash cow has a high market share and low market growth. Though its market share is higher it cannot develop in business. Its market growth is low (Lynch, 2015). Profits from a cash cow may be applied to invest high-growth money, but the cash cow itself demands low investment.

Question Mark

A question mark is a business or product which has a low market share but has high market growth. The business or product is overwhelming finance as well as making low rate return but its way was not obvious (Saunders, 2015)…………

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