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.

I have often shopped at Aldi’s supermarket and often find 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 its 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 its geared toward saving and quality and not saving and pay as you go. Aldi’s
customers must either bring their own grocery bags or purchase them for 0.8 cent to $1.99 according if
you want paper or economy friendly recycle bags to lower the company expense in order to make your
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 reward free bags and cart
rentals. In todays consumer market the customer makes the company and Aldi’s success relies on
consumer consumption and without giving consumer incentive.

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.

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’s is more leaning towards integrated cost leadership, differentiation. Aldi’s believes in cutting cost and
making sure not to make cost higher for their customer or consumer.

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