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.

Hello, class, this is my discussion post for week four. 

1-)Make recommendations on how Aldi could modify its business-level strategy to both increases your overall level of satisfaction and attract new customers.

-)This may only be a minor inconvenience to some, but ( as a consumer)when I shop at Aldi’s is having to pay 25 cents for the shopping cart causes major issues for me.  I’m one of those people that never carry loose coins. I end up having to go in and purchase something just to get change. The next minor inconvenience for me is being rushed off after paying for my items and having to bag my own items. This company seems to strip down the shopping experience in an unapologetic and brutally efficient way.   I would love for Aldi to hire parking lot attendants to give customers shopping carts as they are arriving and retrieving the shopping carts from the parking lot when the customer is done. I know for a fact here in Brooklyn, NY that would attract more customers because I have seen multiple customers get back in their vehicle and leave because they did not have 25 cents on their person for the shopping cart, they left from home with just their credit card. I really think that this would be a game-changer for the company. 

2-)Of the five business-level strategies which one most likely applies to Aldi’s?

-)Aldi’s business-level strategy is built upon  Cost leadership Strategy. They cater to a broad or mass market and thus keeps items or inexpensive household products and grocery for them. This business strategy kind of makes their business recession-proof.This company focuses on a no-frills shopping experience and limits its inventory to a lean selection of private-label items. 90% of the products sold are from its own brand line. Moreover, the company sources most of its products from local vendors.

3-)Determine how a shopper’s experience might change if Aldi’s switched to one of the other four strategies. 

-)If Aldi’s changed to differentiation strategy then the customer shopping experience would be totally different. Aldi’s decor would be a  bit more modern(shelving, lighting) and not so disheveled.  The customer would also feel the difference at the register. The customer service extended would be more hands-on. The customer’s items would be bagged and shopping carts won’t need coins. This business strategy would target a broad customer base and I’m thinking millennials fit that bill. They are willing to pay more for a pleasant shopping experience.