Aldi Marketing Strategy: SWOT Analysis and Recommendations

Running Head: ALDI
Marketing Strategy
ALDI
Student Name
Institute Affiliation
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Running Head: ALDI
Executive Summary
Aldi is regarded as a favorite label of discount-seeking grocery buyers. With 500 stores in
Australia and over 10,000 stores across the world, Aldi has earned the position of being a
leading supermarket in Australia. Aldi’s success sure is well-recognized in the grocery
industry as a leading discount supermarket. Since Aldi’s good-quality and low-priced
groceries is negatively affecting the sales of other key players in the grocery industry of
Australia, rival brands like Woolworths and Coles have come up with reactive tactics.
Woolworths Limited and Coles Supermarket Australia Pty. Ltd are using a similar tactic of
reinvigorating the focus on private label.
This report is an attempt to understand Aldi’s marketing strategy, the critical factors that
worked for Aldi, and to conduct a SWOT analysis. The following sections also discuss how
Aldi can maintain its position as a leading discount supermarket in Australia, and discuss the
strategies which Aldi shall adopt to tackle Woolworths and Coles reactive tactics.
It recommends how with an established reputation as a value-proposition and affordable firm,
it’s time for Aldi to diversify their products range, enhance product quality, and expand into
potential markets. There are a great many rivals and substitutes for Aldi, and so, loyalty can
be an issue. Ergo, the company should offer loyalty card services to point based rewarding
system. This will ensure customer marketing. Since the UK is culturally diverse, Aldi can
also add different products to attract people from Indian, Chinese, and Caribbean culture.
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Running Head: ALDI
Table of Contents
Executive Summary..................................................................................................... 2
Introduction............................................................................................................... 4
Identification of the key issues........................................................................................ 4
Identification and prioritization of critical success factors......................................................4
SWOT analysis.......................................................................................................... 5
Strategy recommendations............................................................................................. 5
Conclusion................................................................................................................ 5
References................................................................................................................ 6
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