Stakeholders of Aldi (Stakeholder Analysis)
This article offers a detailed analysis of the key stakeholders of Aldi (Stakeholder analysis). Aldi is a German discount supermarket chain operating in many countries. It offers a wide range of food, household, and beauty products at low cost. It is one of the two biggest discounters in the UK. It has over 1500 stores in the USA.
Internal stakeholders of Aldi
Owners of Aldi
Aldi is owned by the Albrecht family members. The Albrecht family has been historically very secretive, and their personal lives are not that known to the public. Their net worth according to some sources is estimated over $53 billion. They are the most powerful stakeholders of Aldi and ultimately responsible for its future sustainability; however, internal feuds have been reported over the business ownership (Scally, 2020).
Leadership team of Aldi
Aldi’s leadership team comprises of the president who is supported by vice presidents. Other important positions are directors and managers (Aldi, 2022). The leadership team oversees day-to-day operations as well as the corporate planning and investment decisions.
Employees of Aldi
Aldi is an equal opportunity employer that focuses on diversity into its workplace by hiring people from different backgrounds and cultures to encourage collaboration and creativity in the workplace. It does not tolerate discrimination or harassment of any employees based on race, religion, gender etc.
Aldi employs over 155,000 people across several countries (Aldi, 2022). These employees are very important for it as without their incredible and tireless efforts, it cannot serve its customers satisfactorily. However, it is worth mentioning that some employees, particularly truck drivers, raised concerns and dissatisfaction in the past due to incredible work pressures.
External stakeholders of Aldi
Suppliers of Aldi
Aldi works with many suppliers which allows it to negotiate lower prices with them. However, it is worth mentioning that it invests heavily on suppliers as well. Riddler (2022) reports that Aldi has invested an extra £1.6bn with British suppliers in the last several years. It now sources 100% of its core range of fresh cream, milk, eggs, milk, butter, and meat from British suppliers. To make customers happy, it needs good quality products, and good quality products require good suppliers. That’s why suppliers are very important for Aldi.
Competitors of Aldi
One of the main competitors of Aldi is Lidl, which is also a German discount supermarket chain. In the UK, its other competitors are Tesco, Sainsbury’s, Asda, Co-Op, and Morrissons. In Germany, its key competitors in the discount supermarket industry are Lidl, Penny, and Netto. They all offer low prices on all of their items making the competition very tough.
In global markets, Aldi competes with many other competitors notably Walmart, Tesco, Carrefour, Kaufland, Kroger, Safeway, Costco, Dollar Tree, Whole Foods, Amazon, and IGA. This shows that competition is fierce, and therefore, Aldi cannot afford to ignore the strategies and activities of the competitors.
Customers of Aldi
Customers are the key stakeholders of Aldi. Aldi is known for its customer-friendly policies. It seeks to offer quality products at lower prices. This is done by constantly seeking feedback from the customers and responding accordingly. It offers services such as home delivery and return options, as well as a quick-pay system in stores.
Customers in the UK and some other countries have the choice to shop in either at the store or online. With the Click & Collect option, Aldi has made it easy to shop whenever and wherever the customers are.
Aldi has a long-term strategy that focuses on developing healthy eating habits amongst its customers while also marketing affordable products. It is focused on providing them with high quality and value for money products that are produced in an ethical manner.
However, reviews show that customers have mixed feelings concerning the products and services of Aldi. Many people rate the company as ‘Bad’ while a good number rates it as ‘Excellent’ (Trustpilot, 2022). This is an area of improvement for Aldi.
Other external stakeholders of Aldi
Other external stakeholders of Aldi include governments, pressure groups, local communities and so on. Governments are interested in the tax collection from the profits made by Aldi, whereas some pressure groups want it to be more environmentally friendly.
Summary of Aldi Stakeholder Analysis
As shown above, there are several stakeholders that are involved with Aldi and its success. They include the leadership team, owners, suppliers, customers, competitors, managers, employees, and governments. However, its key stakeholders are the consumers. Without them, Aldi cannot exist. Therefore, they are at the core of its strategy.
Owners are very powerful and have huge interests in the success of Aldi. Similarly, suppliers are very important as well; however, they may not be that powerful when considered individually.
Aldi is transparent and communicates with the stakeholders on a regular basis. This enables it to develop good relationships and stay up to date on the needs of its customers. However, as shown above, Aldi needs to improve in some areas concerning its stakeholder communications strategies.
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Last update: 15 May 2022
Aldi (2022) About us, available at: https://www.aldirecruitment.co.uk/about-us (accessed 12 May 2022)
Ridler, G. (2022) Aldi’s £1.6bn commitment to British suppliers, available at: https://www.foodmanufacture.co.uk/Article/2022/01/17/Aldi-s-1.6bn-commitment-to-British-suppliers (accessed 15 May 2022)
Trustpilot (2022) Aldi, available at: https://uk.trustpilot.com/review/www.aldi.com?page=3 (accessed 14 May 2022)
Scally, D. (2020) Aldi empire wracked by family feud, available at: https://www.irishtimes.com/business/retail-and-services/aldi-empire-wracked-by-family-feud-1.4358337 (accessed 14 May 2022)
Author: M Rahman
M Rahman writes extensively online and offline with an emphasis on business management, marketing, and tourism. He is a lecturer in Management and Marketing. He holds an MSc in Tourism & Hospitality from the University of Sunderland. Also, graduated from Leeds Metropolitan University with a BA in Business & Management Studies and completed a DTLLS (Diploma in Teaching in the Life-Long Learning Sector) from London South Bank University.