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Aldi Mission Statement Analysis

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Aldi’s mission statement reads as follows – Aldi is committed to “Top quality at incredibly low prices guaranteed”. In terms of the strategy and goals of ALDI, ALDI has a strategy based on minimizing costs to the customer in such a way that the customer would be induced to inculcate repeat purchase behavior. Aldi also has a keen eye on cost control that is built into the DNA and culture of the business. With lower levels of staffing and a payroll cost that is significantly lower than its competitors. It still manages to pay individuals higher rates of pay and thereby achieve high levels of capability in-store than its rivals. Aldi have invested in sophisticated systems and place a lot of emphasis on staff training, for both customer facial

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