1. Currently, the food retail industry is a highly competitive market in Australia as a great number of retail supermarkets are competing for the largest market share in this market, with giant retail companies such as Woolworths, Coles, IGA and Aldi sharing the main market. More so than ever, organizations need to offer customers value for money. Customers want the best quality products at the lowest possible prices. With such tough competition it is vital for organizations to understand what their customers want. Strategy management refers to the process of identifying, choosing and implementing activities that will enhance the long-term performance of an organization by setting direction, and by creating ongoing compatibility between the internal skills and resources of the organization, and the changing external environment within which it operates. Strategy competitiveness illustrates company’s outstanding competitive edge compared with its competitors due to the use of successful and suitable business strategy in terms of the business management, this is achieved when a firm successfully formulates and implements a value-creating strategy. Aldi has a no-nonsense approach to running its business. Whereas other food retailers have elaborate displays, additional services and promotions that draw customers into the business, Aldi’s core purpose is to ‘provide value and quality to our customers by being fair and efficient in all we do’ . Everything Aldi does is focused around giving its customers value for money.

2. All companies are operating under the background of globalization, the volatile, rapid and discontinue external environment has posed significant challenge on organization’s business as companies are required to update their business strategy as well as products to keep competitive in the fierce competition. Meanwhile, the fast-changing outside