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The University of Sydney Individual Assessment Cover Sheet (To Be Completed by Students, Signed, Dated and Attached to Front of Assessment) Faculty of Economics and Business The University of Sydney Individual Assessment Cover Sheet (To be completed by students, signed, dated and attached to front of assessment) Last name: TAO First Name: YE (TOM) ID Number: 306257173 Email: [email protected] Unit code: work 6002_ Unit name: Foundations of Strategic Management Lecturer/Tutor’s name: Leanne Cutcher Lecture/Tutorial day/time: Monday 8:00-9:00 Full assessment title: CASE Study Report A: External & Internal Analysis Aldi Australia Word limit of assessment: _2500 Word count:_______2490________________________ Due date: _14___/__04___/__2008_ Time & date submitted: 16:00 __14_/__04/__2008 Academic Honesty All forms of plagiarism and unauthorised collusion are regarded as academic dishonesty by the University, resulting in penalties including failure of the unit of study and possible disciplinary action. If you are in doubt about academic honesty, please consult with the unit coordinator. Declaration Tick each box √ I have read and understood the University of Sydney Student Plagiarism: Coursework Policy and Procedure. √ I understand that failure to comply with the above can lead to the University commencing proceedings against me for potential student misconduct under Chapter 8 of the University of Sydney By-Law 1999 (as amended). √ I certify that this work is substantially my own, and where any part of this work is not my own, I have indicated as such by acknowledging the source of that part or those parts of the work. √ I have completed the online academic honesty module. √ The assessment has not been submitted previously for assessment in another unit √ The assessment conforms to the requirements in the Unit of Study Outline. √ I have retained a duplicate copy of the assessment …………………………………………………….. …14../…04/…2008. Student Signature Date Individual Assessment Cover Sheet Semester 2, 2006 (Revised 28/07/06) Spring 2008 Foundation of Strategic Management Work 6002 Aldi Australia Strategic Analysis Report -Internal & External Analysis Question ‘Evaluate our firm’s external environment. Identify the most significant external factors shaping our competitive position. Also evaluate our firm’s organizational strengths and weaknesses. Identify the most significant resources and capabilities shaping our competitive position’. Executive Summary Aldi Australia is a new entrant of Australia grocery Market, who had a strong base in German. Aldi is growing rapidly all over the world, its most famous Philosophy is Providing people highest quality groceries at the lowest possible price no matter where they live. (Aldi Australia, 2008), which was represent by over 600 own-brand products. In Australia Aldi currently have market share of 1%-2% and operates 160 stores national wide. Grocery Market of Australia is concentrated and hard for new entrant to compete, however, Moderate economic growth and low unemployment rate will help generate more sales. On top of its famous low price product, Aldi also owns advanced distributaries technology and facilities, which shows Aldi’s capacity to compete with the big three and other independent retailers. Besides, Intangible assets such as reputation and organizational process are also valuable strength. This report will address Aldi’s Strength, Weakness, Opportunity and Threats in details. The major Findings can be summarized as. Aldi has Sustainable strength of low price product, and significant weakness of lack of differentiation. The significant opportunities form external environment are increase of interest rate and slow down of economic, however, concentrated market structure is the biggest threat that Aldi faces. 14/April 2008 2 Ye (Tom) TAO Spring 2008 Foundation of Strategic Management Work 6002 Table of Contents 1.0Part I -Overview 1.1 Introduction 1.2 Mission and Goals 2.0Part II -External analysis 2.1 General Environment 2.1.1 Economic 2.1.2 Global 2.1.3 Demographic 2.1.4 Socio-Culture 2.2 Competitive Environment 2.2.1 Threat of new Entrants 2.2.2 Bargaining power of Buyers 2.2.3 Bargaining power of suppliers 2.2.4 Threat of Substitute produces & service 2.2.5 Intensity of rivalry among competitors 2.3 Overall threat and Opportunities 3.0Part III -Internal Analysis Resource Analysis 3.1 Tangible Resource 3.1.1 Financial 3.1.2 Physical 3.1.3 Organisational 14/April 2008 3 Ye (Tom) TAO Spring 2008 Foundation of Strategic Management Work 6002 3.2 Intangible Resource 3.2.1 Human resource 3.2.2 Innovation and creativity 3.2.3 Reputation 3.3 Capabilities Identification 3.3.1 Logistics 3.3.2 Marketing and sales 3.3.3 Product development 3.4 Overall Strength and Weakness 4.0 Part IV -Conclusions 5.0 Part V-Appendix Reference 14/April 2008 4 Ye (Tom) TAO Spring 2008 Foundation of Strategic Management Work 6002 1.0 Part I--Overview 1.1 Introduction Aldi was first established by the brothers Theo and Karl Albrecht In 1948, which was a grocery store called ‘Albrecht Discounts’ (ALDI). Today, it becomes one of the world’s biggest global giants with more than 7000 stores over 18 countries and has an estimated annual turnover of more than 36 billion euro. (Wikipedia,2008) Aldi Australia belongs to Aldi Süd who operates in Australia UK, Austria, USA Australia German, Slovenia, Ireland, and Switzerland. Aldi Australia opens its first shop in 2001 in Sydney, within 7 years time 160 stores has been established across nation. This Report is structured according to SWOT analysis and detailed in external aspect and internal aspect, 1.2 Mission and Goals Aldi’s Mission statement and goals was not clearly published like other companies, instead it expressed its vision by a stand still philosophy of providing highest quality groceries with lowest possible price to everybody in Australia, which can be extend to huge savings, guaranteed quality, outstanding value and special buys.( Aldi, Australia, 2008) Compare with its American philosophy: “Incredible Value Every Day.” Which have been used since ‘1976’ , the year that ALDI enters the States(ALDI, US,2008) This vision is clear and simple and it is understood not only through out the company but also well known all over the world. Aldi is achieving its philosophy by being cost-conscious in every aspect of the organization’s value chain. 14/April 2008 5 Ye (Tom) TAO Spring 2008 Foundation of Strategic Management Work 6002 According to the forecast of AC Nielsen, Aldi could own over 300 stores and capture 10 per cent of the Australian packaged grocery dollar market by 2010. (AC Nielsen Grocery Report 2006, p. 12.) Which is understand as long term objectives, it is consisted with its short term aims of goals such as national pricing, refund policies, and the aim of establishing relationship with suppliers. The attitude of Aldi when dealing with stakeholders are fair and clear, career opportunities has been offered to Australians 2.0 Part II --External Analysis (Threat & Opportunities) 2.1 General Environment The general environment is composed of factors that can have dramatic effects on firm strategy (Dean, T.J., Brown, R.L., &Bamford, C.E.1998) which include Demography, Socio- cultural, Political, Technological, Economical and Global factors, but it is complex, uncertain and undergoing rapid change, especially in economic aspect. 2.1.1 Economic According to Australia’s bureau of Statistic, in 2007 Gross Domestic production (GDP) increased by 0.6% in the December quarter Through the year growth was 3.9% in both trend and seasonally adjusted terms (ABS, 2007) but The UN's Economic and Social Commission for Asia and the Pacific expects economic growth in Australia to fall to 3.2 per cent in 2008, from 4.3 per cent last year (SMH, March 2008) which means this year Australia’s economic growth will be beyound focast buy Reserve Bank of Australia. On the other Hand , ABS also 14/April 2008 6 Ye (Tom) TAO Spring 2008 Foundation of Strategic Management Work 6002 reported a Consumer Price Index (CPI) of 1.60 of eight capital cities, (ABS, 6410.0) which means that one doller sixty cents today equals to one doller of last year., with such high inflation and moderate economic growth, we are expecting strong competitions among business. 2.1.2 Global Globalisation is one of the main reason that ALDI Süd Enters Australia, which demonstrates threats to local business, at the same time it also attract competition from other supermarket giants all over the world. As it is raised by Berry “Australia is as far from Aldi's home base as possible. And it has been this geographic isolation and a relatively small population of 19 million spread over a vast continent that has kept other big international food players at bay.” (Barry Flanagan, 2000) But the advance of technology and repaid increase of globalization make competitions possible. 2.1.3 Demographic Australia’s population on 13 April 2008 at 14:34:56 (Canberra time), was 21,271,675, which represents a growth rate of 1.2%, however, compare to the rest of the world it is very small and , which is growing at very low rate. 2.1.4 Socio-Cultural Australians are a unique and culturally diverse mix of people (Foreign affair, 2008) as at June 2005, the largest number of overseas-born people in Australia was from north-west Europe, southern and Eastern Europe, South-East Asia, north-east Asia, North Africa and the Middle 14/April 2008 7 Ye (Tom) TAO Spring 2008 Foundation of Strategic Management Work 6002 “culture of Australia at present however, keeping in pace with the changing times, has come to be more Americanized” (world maps, Australia Culture) 2.2 Competitive Environment “Australia has the most concentrated grocery market in the developed world. In competitors aspect, Woolworths and Coles jointly have 79 per cent of sales of branded packaged grocery products.” ( Share Ken, 2005) .Referring to Figure 1 .
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