Marketing Plan for Aldi: Strategy and Application

Running Head: MARKETING PLAN 0
Marketing strategy and application

MARKETING PLAN 1
Executive summary
Aldi is the leading retailer that is serving worldwide. Aldi main products are vegetables,
fruits, household items, stationery, clothes, soft tools, beauty products, and electronic items.
As compare to Aldi, Woolworth’s main products are magazines, vegetables, eggs, fruits,
meats, DVDs, packaged foods and, stationary items. Prices of Woolworth’s product are high
as compare to Aldi. Woolworth’s spent high amount on advertising where Aldi do not spend
too much amount.
Aldi main strengths are its low pricing strategy and its wide market. Besides this, it also has
some weaknesses. Lower employee’s satisfaction and low spending on advertising are the
main weaknesses of Aldi. There are various opportunities lying in various other countries
from where Aldi can take the advantage to grow its market. Aldi has the main objectives to
grow its market growth in the upcoming years. Low cost pricing strategy and promotional
strategy are the main strategy of Aldi. Although, it has targeted the high as well as lower
class people but its main target is to offer the high quality product to lower class people.
Budget allocation is necessary for the different social media sites. Aldi has also allocated the
different budget that it will be spending on various social media sites.

MARKETING PLAN 2
Contents
Executive summary...............................................................................................................................2
Introduction...........................................................................................................................................4
Marketing mix by of Aldi and Woolworths...........................................................................................4
Marketing plan of Aldi..........................................................................................................................6
Company overview............................................................................................................................6
Internal analysis of Aldi....................................................................................................................7
Strength.........................................................................................................................................7
Weaknesses-..................................................................................................................................7
External advertising...........................................................................................................................7
Opportunities.................................................................................................................................7
Threats...........................................................................................................................................8
Objectives of Aldi.................................................................................................................................8
Strategies of Aldi...................................................................................................................................9
Segmentation, Targeting and Positioning of Aldi..................................................................................9
Tactics and actions..............................................................................................................................10
Tactics.............................................................................................................................................10
Action..............................................................................................................................................11
Budget Allocation................................................................................................................................11
Control.................................................................................................................................................12
Conclusion...........................................................................................................................................12
References...........................................................................................................................................13

MARKETING PLAN 3
Introduction
Aldi is one of the biggest retailers who have approx. 8,000stores worldwide. Aldi started its
business in 1913 by opening its first store in Germany. Its business is divided into groups.
The first one is Aldi Nord headquartered in Eseen and second one is Aldi Sud that has
headquartered in Mulheim an der Ruhr. Aldi Nord is operating in various countries such as
France, Portugal, Netherland, Poland, Spain, Denmark, Belgium, and Luxemburg. On the
other hand, Aldi Sud is operating in Switzerland, Australia, United Kingdom, Australia,
United States of America, and Austria. Marketing mix strategy helps the company in many
ways (Stanton,2018). Therefore, in the first section of the report, marketing mix of Aldi and
Woolworth’s has been discussed by differentiating between them. In the second section of the
report, Aldi’s marketing plan is highlighted.
Marketing mix by of Aldi and Woolworths
Product- Aldi provides food products that all are affordable. All the products that Aldi uses
are taken form its selected suppliers. Besides the beverages and food products, Aldi also deals
in fruits, vegetables, beauty products, stationery, clothes, household items, soft tools, and
electronic items. Usually it does not change the food products but always apply innovative
approaches in the non-food items. As compare to Aldi, Woolworths deals in eggs, meats,
vegetables, fruits, magazines, DVDs, stationary items, as well as packaged products. It takes
the help of experts to approve the quality of its products before moving for the final use by
customers.
Price- Aldi offers the entire products at lower prices. It has introduced the “national pricing
policy” for offering the products at lower price. In addition, it has also adopted the unit
pricing strategy by which customers can compare its prices with others. Besides this, Aldi
also uses competitive pricing strategy, penetration-pricing strategy (Inderst and Obradovits,
2015). In the market penetration strategy, Aldi charges low prices from the newly launched
product so that it can gain a good customer base. In the case of high competition, it charges
the low prices of customer so that customers get the quality product at low price. As compare
to Aldi, Woolworth’s rates are higher than all the other competitors in the market.
Woolworths offer both the premium prices and minimum prices from its customers. The
pricing strategies of Woolworths are monitory and changes accordingly. As compare to Aldi,
it does not have discounted stores but it has products at low cost that helps in creating value.