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unit code & name :MGB309 STRATEGIC MANAGEMENT
Word Length: 2000 words (plus or minus 10%)
Topic: Strategic analysis of Aldi
Purpose of this assessment: This assessment is both formative and summative. It
is designed to develop students ability to apply theoretical frameworks and
analytic methodologies covered in class, to undertake a strategic analysis.
Background: You are a small team of management consultants from the Brisbane
office of a global strategy consulting firm Making Good Businesses. Your client
is Aldi, a German-based supermarket chain that has recently entered the
Australian market. The group has opened a number of stores in New South Wales,
Victoria, and Queensland.
Aldi has asked you to help them think about what they need to do to ensure a
sustainable position in the Australian grocery market. To help you prepare the
report, your firm's Retail Information and Research section have created a
dossier (Textbook p C60-C68). You will need to analyze the information contained
in this dossier carefully, in order to prepare a report for Aldi's management.
Strategic analysis report
Your client, Aldi, has engaged you to advise them on what they need to do to
ensure a sustainable position in the Australian grocery market.
The client has requested that in your report you include:
1. A diagnosis of the strategic issues facing Aldi;
2. Identification of potential strategic responses to these issues; and
3. A set of recommendations, substantiate with clear justification based on your
o Aldi's short terms actions
o Aldi's long term actions to enable the optimal position for growth in
The report will need to address all of the three areas requested by the
Springbok group. However, how you structure the report is up to you. An example
report write up will be provided on Blackboard.
General Guidelines for completing the report
This is not a standard university essay but a business report. The focus is on
the logic of your argument and how well your report builds a clear coherent
business case for decision makers. This means part of your task is to decide
what information to include your report and what information is interesting but
not important. The writing will need to be crisp and precise. Focus on the
quality of your analysis rather than quantity. To this end, if appropriate, you
can use bullet points.
You will need to identify what potential strategic issues/risks Aldi faces and
provide recommendations on how they can be mitigated.
Note, there are multiple potential correct answers to the case. The quality of
your report comes down to how well you can justify your conclusions and how
persuasive your argument/analysis is. Therefore, you will need to consider not
just what you say but how you say it.
This report will require you to apply techniques covered during weeks 1-8/9 of
MGB309. Not all the techniques will necessarily be applicable or helpful. Part
of your job as the strategic analysis team is to use the rights tools and
techniques for the job. The tools you may wish to consider using are:
â€¢ Mission and stakeholder analysis
â€¢ Internal analysis
â€¢ VRIN with analysis evidence based
â€¢ Value chain
â€¢ External analysis
â€¢ Competitor analysis evidence based
â€¢ Five Forces with connection to Industry Map analysis - evidence based
â€¢ PEST with Trends
â€¢ Integration of analysis
â€¢ Dynamic SWOT
â€¢ Analysis of strategy current position evidence based
â€¢ GAP analysis evidence based
â€¢ Strategy formulation proposed new position
This list is not exhaustive, so feel free to go beyond this list if there are
other tools you feel will be useful. Likewise, you do not have to use all of the
tools listed above.
Also note that adequately applying all the tools will not guarantee an excellent
mark. It is only part of the process, a really good report requires that you
synthesis this information to build a compelling case rather than just report
findings. The assignment requires that you demonstrate your understanding of
strategic management through application of your strategic analysis knowledge.
No academic references are required for this report, but you will have to show
the sources of your data for your analysis if they do not come from the case.