Global strategy unit Essay Example | Topics and Well Written Essays - 3000 words

Global strategy unit - Essay Example The analysis ends which a brief understanding regarding what measures the company is require to undertake so as to enhance their market presence. Aldi is a global supermarkets chain, with their headquarters located in Essen, Germany. The company has approximately 8000 stores located in different nations of the world. Aldi’s stores were first opened in the year 1990 in the U.K. There are currently 512 Aldi stores located in the U.K. Aldi mainly sells food items and beverages. Majority of the products of the company are the less expensive household items and most of these products are Aldi’s own brand. In order to sustain competition, enhance sales and attract a larger target market, the company incorporates selling a number of branded items. The number or brands sold by Aldi in their electronics and kitchen appliance category have also enhanced in the recent times. The company also provides weekly and seasonal discounts on it more expensive category of products. Such discount items also includes clothes, flowers, toys and stationeries. Internationally the stores of Aldi are subdivided into two groups, Aldi Nord a nd Aldi Sud. The U.K chain of Aldi stores fall in the Aldi Sud Category. Over the years, successful business operation and suitable market strategies have facilitated Aldi into becoming one of the valuable retail chains globally. In the U.K the operations of the company are mainly based upon the limited assortment technique. According to this concept, high quality products are restricted to a small number of brands and categories, to be purchased in bulk and sold at competitive prices. Every business activity of the company is undertaken with the motive of creating savings. Discounts are usually seen to be passed on to the consumers through the end selling prices (Barney, 1991). The current project aims to analyse the corporate and business strategies of Aldi in the U.K and accordingly understand the viability of firm’s