ALDI Marketing Tactics Report

Running Head: ALDI
ALDI Marketing
Tactics
Report
System04104
5/17/2019

ALDI
1
Marketing Tactics of ALDI
The main strategy of ALDI is to provide quality products on low prices to its customers.
ALDI is a giant supermarket retail chain store of Germany and operates its retail business in
most of the European countries and in Australia as well. There are large numbers of
competitors such as Woolworths, LIDI, Wal-Mart, Safeway etc. in the retail market that gives
a strong competition to Aldi. To face the competition Aldi needs to develop a strong
marketing tactics that helps it to survive in the retail market.
Marketing Mix strategy of ALDI to face the Tough
competition in the Market
Marketing mix of Aldi covers the 4Ps (product, price, place, and promotion) and helps to
analyse the company. The Aldi needs to develop following strategies according to its
marketing mix:
1. Products: Aldi needs to provide affordable food products to its customer. The quality
of the products should be branded. Aldi should focus on reliable suppliers that provide
best quality products and raw material. The Aldi have power to manipulate the pricing
of products because of its own labelling and branding facilities (Kamaladevi, 2010).
This feature of the company allows it to charge low prices for its product in compare
to other competitors. However, apart from the food items the company can also focus
on beverage products, health and beauty products, clothes, and electronic and other
household items, fresh vegetables, and stationery etc. The company should try to
experiment with non-food items as well and should provide these products on low
prices with high quality. Aldi is known for its wine products in Germany but the
company should focus on other beverage products and modify its products according
to the seasonal demand of customers (Bolton, Shankar, and Montoya, 2010).
2. Price: Aldi is known for its low pricing strategy. The penetration pricing strategy of
the company gives competitive advantage over other competitors. Although, the
company can charge unit pricing strategy for its grocery products so it helps the
customer to compare the price. In case of high competition, Aldi should charge low
prices in compare to its competitors. To implement this low pricing strategy and for
penetration pricing strategy, Aldi can buy the products in bulk which enable the