ANALYSIS OF MARKETING CHANNEL ISSUES OF ALDI

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ANALYSIS OF MARKETING CHANNEL ISSUES OF ALDI
ANALYSIS OF MARKETING CHANNEL ISSUES OF ALDI

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ANALYSIS OF MARKETING CHANNEL ISSUES OF ALDI
Executive Summary
In this report, the marketing channels of Aldi Australia has been discussed and the
present situation of the marketing channel of the company has been analysed. From this
analysis, the issues of the marketing channel have ben identified. At the same time, it has
been seen that the company faces tough competition in the retail grocery market of Australia.
How the issues can be overcome, and competitiveness of the company can be increased, have
been discussed in this report. With the help of these approaches, the company will be able to
sustain long term growth and profitability of the business is also expected to increase.

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ANALYSIS OF MARKETING CHANNEL ISSUES OF ALDI
Table of Contents
Introduction................................................................................................................................4
Situation analysis.......................................................................................................................4
Environmental analysis of Aldi Australia..............................................................................4
SWOT analysis...................................................................................................................4
PESTLE analysis................................................................................................................5
Target market of Aldi Australia and service output demand of customers............................8
Structure of the channel presently used by the company.....................................................10
Problem statement of Aldi Australia........................................................................................12
Solutions to the problems.........................................................................................................13
Final decision and Conclusion.................................................................................................15
Reference list............................................................................................................................17

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ANALYSIS OF MARKETING CHANNEL ISSUES OF ALDI
Introduction
The group of individuals, businesses, and programmes that collaborate to move things
(products and services) from the place of origin to the site of consumption is referred to as a
marketing channel. A marketing channel's main goal is to establish a connection between the
company that produces a good or service and potential clients who might be interested in
buying it. In order to maintain the efficiency of the marketing channels, it has been seen that
different companies take different approaches and these approaches contribute significantly
towards the success of the business organisations. Here, the business environment, marketing
channel, issues of the marketing channel of Aldi Australia has been discussed in brief.
Situation analysis
Environmental analysis of Aldi Australia
SWOT analysis
Strengths
● Significantly lower price of products
than the mainstream retailers
● Huge investment in improving
customers’ experience in the past
few years.
● Over 570 stores across Australia and
a highly efficient supply chain of the
company (Retail store formats,
2022).
Weaknesses
● Low margin is restricting the brand
from opening new stores.
● Satisfaction level of the employees
who are working at Aldi Australia is
poor
● The penetration rate of the company
in the high income group is poor.