Aldi Business Strategy Case Study
Key Learning Outcomes
- Understand the broad macro-environment of Aldi and the UK food retailing industry in terms of political, economic, social, technological, environmental and legal factors (PESTEL/PEST/STEEPLE).
- Use our swot analysis example to gain an overall understanding of Aldi's strengths and weaknesses and strategic options arising from the opportunities and threats that have been identified from the Pestle analysis example.
- Analyse the various strategic business units in Aldi's portfolio and assess which ones are the stars and cash cows generating the most value, or the question marks, and dogs that may need further investment or divesting.
- To apply strategy business models and frameworks such as Pestle/Pest/Steeple, Swot, BCG etc to real company cases.
Analyse the internal and external environment of Aldi and the UK supermarket industry using Pestel, Swot, Porters five forces & BCG
- For Aldi Porters five forces, see Aldi Porters Five Forces Analysis 2018
- For Sainsburys Pestle and Swot analysis, see Sainsburys Pestle & Swot Analysis .
- For Tesco Pestle and Swot analysis, see Tesco Pestle & Swot Analysis
1.0 INTRODUCTION
Aldi is a German international discount store opened in the UK in 1990 and in Ireland 9 years later. Aldi has experienced rapid growth in the UK becoming the fifth largest grocer over taking co-op (Butler 2017).The company owns more than 726 stores only in the UK with market shares of approximately 6.9% ahead of co-op which has 6% as of 2017( Davay 2017; BBC 2017).