Marketing Research Plan for ALDI in Australia

Running head: MARKETING
Marketing
Name of the student
Name of the university
Author note

1MARKETING
Table of Contents
Executive summary....................................................................................................................2
Objective of the research............................................................................................................2
Research Process........................................................................................................................3
Data collection Approach.......................................................................................................3
Contact strategy and response rates.......................................................................................4
Data processing......................................................................................................................4
References..................................................................................................................................6
Appendix....................................................................................................................................7
Gap Analysis..........................................................................................................................7

2MARKETING
Executive summary
This report has developed a marketing research plan for ALDI, which is one of the
retail grocery organizations in Australia. ALDI has emerged as one of the competitors in the
Australian market and has presented string competition to the market leaders such as
Woolworths and Coles. ALDI has entered the market as heavy discounters and have used
their aggressive marketing strategies to expand their business rapidly with more than 500
stores in the country. ALDI has increased their market share and have acquired 13% share
due to their backward integration. Backward integration facilities in offering wide variety of
private label products that are of good quality. However, the company has been expecting
slow growth rate in the near future especially from the consumer segments that value quality
of the product more than anything. Therefore, the study has planned to collect data based on
the marketing objective where both qualitative and quantitative will be collected and analysed
separately. However, the research would implement effective contact strategies to forecast
response rates and conduct market analysis.
Objective of the research
The gap analysis of Aldi has developed the objective of the research based on the
competitor analysis and SWOT analysis. The marketing and research objectives have been
based on the analysis conducted in the Appendix section. The marketing objectives of the
research has been developed to enhance the satisfaction of the consumers in the market. The
objective of the research are as follows:
 To measure the service quality of ALDI in comparison to the other competitors in the
market
 To measure the service speed of ALDI in comparison to the other competitors in the
market