The culture of an organization depends on how a company delegates, its aim and ethics, traditions, policies in its employees to adhere to all management levels. It is defined as “The collection of traditions, values, policies, beliefs and attitudes that constitutes a pervasive context for everything we do and think in an organization” (Mullins, 2005). As culture is a sub-part of organization development, it all divides of how to work for a better perspective for the ‘betterment’ of the entire organization which wants to achieve success.
The primary motive of culture is to assimilate and control the entire organization with its different levels of management i. e. top, middle and ground/lower. Understanding the culture existing in an organization depends on what values and ethics are observed and followed by the employees. The underlying culture existing in an organization can be clearly demonstrated in the words of Buchanan and Huczynski (2004, p.643) as “the collection of relatively uniform and enduring values, beliefs, customs, traditions and practices that are shared by an organization’s members learned by new recruits, and transmitted from one generation of employees to the next.
” The traditions followed by the entire workforce definitely unify a bonding between the employees and to focus on more productivity, which the overall potential increases and ultimately results in maximum output. It also depends on how the ethics are delegated to the employees and those employees who will adhere to the following ethics will definitely become an asset to the organization.
The employee’s individual preferences and choices may affect the whole ‘system’. But due to the liking created by the company, the employer will always be an asset to the organization as long as he or she delivers his or her part during working hours at the work station. Pennington (2003) has defined the term corporate culture as “the integrated patterns of human behaviour that describe how we do things around here. ” It is an effect on people’s mind and ‘psyche’ and basically winning their trust and building loyalty among the customers.
To retain a customer, it needs a lot of convincing and capturing the interest of the end user. The corporate culture is more about handling the employer-employee relationship. The corporate are goal oriented and the main motive is profit. The approach towards customer retention is mainly important to build a customer base. The supermarket chain such as ‘Aldi’ wherein a customer, who believes and trusts the organization (retail) industry and is buying FMCG (Fast Moving Consumer Goods), the possibility of getting a lot of customers from this sector is high.
It can shape and develop an employee and by providing guidelines and adequate training after his/her behavioural modification can help in improving customer retention. The need for culture in every field is very much inter-disciplinary and is needed to be implied in every organization to ensure smooth functioning of the entire organization structure. The need for array of managers in the organization to uphold and maintain order in the entire workforce is a very big responsibility. The performance appraisal from time to time keeps the good performers motivated and gives them incentives according to their achieved targets.
Aldi, being a German company which has existed for around sixty two years has a reputed and trusted name all over the world. It is a world renowned brand and is entrusted by thousands of customers who rush to its door steps. The brand Aldi finds its inspiration from German roots. The entire belief and promoting the company to cut down costs, and avoid costs, it is cost effective. It delivers high quality luxury products at comparatively low prices available in the market. The strategy is to capture the consumer ‘psyche’ to afford the goods/services and continue its preparation to improve or maintain its quality.
The stock of Aldi does name branded products on their shelves. They only rely on the quality control of their products. The price is often heavily discounted. To render products and services to the customer extensively, they have proved efficiency by relying on local suppliers and produce. Quality is never compromised on any basis. Aldi is expanding and taking over new ventures and crossing boundaries. Its efficiency levels have fetched fame and many awards. By delegation of roles to be played by every employee and decentralization help in creating new possibilities and stay ahead in the rat race.
The everlasting effects created by them strive for customer satisfaction helps the retail chain to develop, offer and create new products for the demand available in the market. The company on the whole is a very big commitment, towards satisfying the customer and taking care of his need/want and given special offers and discounted pricing helps the store. The absolute power of selling is all about the buying power of customer so it is all integrated and processed into a complete commodity.