Aldi New Zealand: Marketing Strategy for Expansion

Running head: ALDI NEW ZEALAND
ALDI NEW ZEALAND
Name of the Student
Name of the University
Author Note

1ALDI NEW ZEALAND
Executive Summary
The marketing is considered to be an essential part of the organization and for this purpose
in order to ensure long term success in the business environment, it becomes essentially
important to form a good promotional strategy. The particular report throws light on the
overall strategy as adopted by the Aldi supermarkets. The report follows a structured format
whereby the brief introduction of the company has been followed by the analysis of the
company`s values. This is followed by the competitor analysis and the SWOT Analysis of the
company. The marketing strategies of the company has been examined and the promotional
strategies of the firm have been recommended to ensure considerable success for the firm`s
expansion plan in New Zealand.

2ALDI NEW ZEALAND
Table of Contents
Introduction..............................................................................................................................3
Task1........................................................................................................................................3
History of the company.........................................................................................................3
Vision and mission................................................................................................................3
Values and Beliefs................................................................................................................4
Product portfolio offered.......................................................................................................4
Task 2.......................................................................................................................................6
Task 3.......................................................................................................................................7
Task 4.......................................................................................................................................9
Segmentation Strategy.........................................................................................................9
Targeting strategy...............................................................................................................10
Positioning strategy............................................................................................................10
Task 5....................................................................................................................................10
Product...............................................................................................................................10
Price...................................................................................................................................11
Place...................................................................................................................................11
Promotion...........................................................................................................................12
Task 6....................................................................................................................................14
Social media strategy.........................................................................................................14
General billboard advertisement.........................................................................................15
Poster.................................................................................................................................15
Persuasive Techniques......................................................................................................15
Task 7....................................................................................................................................16
Conclusion.............................................................................................................................17
References and Bibliography.................................................................................................17

3ALDI NEW ZEALAND
Introduction
Globalization has brought about an initiation of a large number of marketing
strategies which can be used by the organizations in order to expand their operations and in
order to ensure that the different firms are successfully able to increase their market
positioning as present in the industry. The case of the ALDI supermarkets has come off as a
typical case of how proper planning and differentiation can make about a huge difference in
the overall functioning of the firm (Chaffey & Ellis-Chadwick, 2012). The company expanded
its operations in Australia and even though the market share was in the form of a duopoly by
Coles and Woolworths, ALDI maintained its ground and was able to find success in the
country. Based on this, the main aim of the report is to highlight the suggested marketing
strategy which can be adopted by ALDI in case it plans to explain its operations to New
Zealand. The report follows a simple structure whereby each section is divided into different
tasks and each task analyses the current operations of ALDI by the means of understanding
the current operations of ALDI in Australia, analyzing the competitors as present,
understanding the firm`s strength and weaknesses and along with this devising the current
strategy for its expansion plan in New Zealand.
Task1
History of the company
The company started its operations in the year 1946 after Karl and Theo Albrecht
took the control over their mother`s store in Essen, Germany. Initially the store begin its
operations as a provincial store but build the store up to make it one of the largest retailers
as present around the globe (Aldi.com , 2018). The ALDI has two divisions Aldi Nord which
had shops in Germany and Aldi Sud which is based in the south and in the United Kingdom.
The name of the company came as a combination of the Albrecht and discount and the main
reason why the company became increasingly popular with its `everyday low pricing ` policy
which allows the brand to ensure that they are successfully able to account for a larger
market share when compared to that of its competitors. The company is based on the
mantra that it is relentlessly simple.
Vision and mission
Vision statement
Our vision is to enable Australian shoppers to live richer lives for less. All people,
wherever they live should have the opportunity to buy everyday groceries of the highest
quality at the lowest possible price. To put it simply, we offer our customers a smarter way to
shop. ` (Aldi.com , 2018).