On Aldi Supermarket Stores in Australia

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The mission of this supermarket chain is to provide superior quality products to customers at considerably low prices. In 1990s the company has expanded its operations in Australia through opening few retail stores. Woolworths and Coles have dominated Australian retail market over the years. Aldi has posed a threat for these retail firms by offering wide array of products at low market price. However there are challenges witnessed by Aldi since 60% of grocery market share is owned by Woolworths and Coles. Australians prefer to shop from Aldi but the company would require time to gain competitive advantage in retail sector. In this study, micro and macro environmental factors affecting business operations of Aldi Australia shall be identified, followed by an evaluation on their current marketing strategies. Marketing mix elements would also be redesigned in later part of the study, so as to add value to Aldi’s operations.
The first most important micro environment trend is competitors. Strategic advantage could be gained by firms only through positioning their products or services well against that of competitors. Aldi Stores, Australia needs to be proactive by nature rather than reactive. Competitors are an important micro-environmental trend because it decides upon effectiveness of business strategies. For instance, Australian retail industry is dominated by two large players – Woolworths and Coles. Aldi Australia can be successful over longer period of time if the company is able to analyze strategies of its competitors and undertake proactive measures (ALDI, 2015). The competitive trend is a threat for the firm. This is because any innovative strategy designed by competitors can acquire market share of Aldi Stores in Australia. Competitors as a micro trend is important compared to other trends since it cannot be controlled efficiently by the firm.
Customers can be considered as the second micro-environmental trend. In case of Aldi Australia,