Modification of a Business-level Strategy to Increase its Overall Satisfaction Level and Attract New Customers
I have often shopped at Aldi’s supermarket and often found good deals pertaining to food items; however, most of their products are off brands. When shopping at Aldi’s, you must bring a quarter in order to reserve a cart. This may seem a little over the top, but it’s smart. The things I would make recommendations about and modify as it pertains to business-level strategy is not making the customer experience feel as if it’s geared toward saving and quality and not saving and paying as you go. Aldi’s customers must either bring their own grocery bags or purchase them for 0.8 cents to $1.99 according if they want paper or economy friendly recycle bags to lower the company expense in order to make their shopping experience financially accommodating. I think Aldi’s would benefit from a customer appreciation program that allows you to earn perks when you shop and that rewards free bags and cart rentals. In today’s consumer market, the customer makes the company, and Aldi’s success relies on consumer consumption and without giving consumer incentives.
The five business-level strategies that are discussed in Chapter 4 are cost leadership. Differentiation, focused cost leadership, focused differentiation, and integrated cost leadership/ differentiation. I feel that Aldi is leaning more toward integrated cost leadership and differentiation. Aldi believes in cutting costs and making sure not to make costs higher for their customer or consumer.
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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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