Modification of a Business-level Strategy to Increase its Overall Satisfaction Level and Attract New Customers
While I frequently shop at Aldi’s supermarket and find fantastic prices on food goods, most of their products are off-brand. You must bring a quarter to Aldi’s to reserve a cart. Although it may appear a little extravagant, this is a wise move. Regarding business-level strategy, I suggest change includes not creating the impression that the customer experience is focused on quality and savings rather than savings and pay-as-you-go. Customers of Aldi’s must either bring their shopping bags or buy bags from the store for between 0.8 cents and $1.99, depending on whether they choose paper bags or more environmentally friendly recyclable bags. This reduces the cost to the business and makes shopping more affordable for customers. A program that rewards free bags and cart rentals and lets you earn benefits while you shop would benefit Aldi. Aldi’s success depends on client consumption and goes without consumer incentives in today’s consumer market, where the customer makes the business.
Cost leadership is one of the five business-level strategies covered in Chapter 4. Integrated cost leadership/differentiation, focused differentiation, focused cost leadership and focused differentiation. Aldi is moving more in the direction of integrated cost leadership and distinction. Aldi believes in cost-cutting while watching out for their customers’ or consumers’ wallets.
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Review the Aldi case study on page 169 of your textbook.
Assess your satisfaction with Aldi and make recommendations about how the company could modify its business-level strategy to increase your overall satisfaction level and attract new customers.
Provide specific examples to support your response.
Analyze the five business-level strategies discussed in Chapter 4:
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 (4) strategies (your choice). Explain your rational
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