Discussion 4

Discussion 4

Please respond to the following:

Assess your satisfaction with Aldi and make recommendations about how the company could modify its business-level strategy to both increase your overall level of satisfaction and to attract new customers. Provide specific examples to support your response.

Analyze the five business-level strategies discussed in Chapter 4 to determine which strategy most likely applies to Aldi. Determine how a shopper’s experience might change if it switched to one of the other four strategies (your choice). Explain your rationale.

ALDI Business Strategy

ALDI is my favorite store for grocery shopping because they offer customers value for money. Their prices are generally low and favorable, which saves money. The stores also have fresh fruits, vegetables, and meat, which are exclusive brand products (Brandes & Brandes, 2015). But I feel they need to improve in certain aspects such as the long queues which are time-consuming. ALDI also has a few varieties of products available on its shelves, and to attract more customers, they should stock their shelves with a wide range of product varieties. The stores are also most times untidy with less staff available. If they sort out these few issues, I am sure they will attract more customers than they currently do since, by the look of things, it is only their low prices that attract customers.

After analyzing the five business-level strategies, I suggest that ALDI should adopt a differential strategy since it will help solve some of the problems customers undergo. ALDI should focus on hiring more staff workers to minimize the long queues. They should also maximize on maintaining the cleanliness of the stores and shelves. Despite offering branded products, ALDI should offer unique products that are distinct and different from its competitors. Unique products will enable the company to earn customer loyalty since they cannot substitute the products provided (OKUMUS, 2010). The value of the brand will keep attracting customers leading to an increase in profit margins. They should also focus on offering a wide variety of products that customers can choose from. Most customers enjoy buying all their products at one point, which can be achieved by having varieties under one roof. Overall, differentiation is the best strategy that will ensure customer satisfaction when they visit ALDI stores.


Brandes, D., Brandes, N. (2015). Bare essentials: The Aldi success story. Linde Verlag GmbH

OKUMUS, F. (2010). Business-level strategies. Strategic Management for Hospitality and Tourism, 91-108. https://doi.org/10.1016/b978-0-7506-6522-3.00005-5