Business and Marketing Communication | Aldi Case

BUSINESS AND
MARKETING
COMMUNICATION

Business and marketing communication 1
Contents
Task 1...................................................................................................................... 2
History of Aldi........................................................................................................ 2
Organizational structure............................................................................................. 2
Vision and mission statements..................................................................................... 2
Core values and beliefs.............................................................................................. 2
Product portfolio offered............................................................................................ 2
Task 2...................................................................................................................... 3
Potential competitors in New Zealand............................................................................3
Task 3...................................................................................................................... 4
SWOT analysis on ALDI........................................................................................... 4
Task 4...................................................................................................................... 6
ALDI’s current marketing strategies.............................................................................. 6
Segmentation strategy............................................................................................ 6
Targeting strategy................................................................................................. 6
Positioning strategy............................................................................................... 6
Task 5...................................................................................................................... 7
Tactical marketing strategies....................................................................................... 7
Product strategy.................................................................................................... 7
Price strategy....................................................................................................... 7
Place strategy...................................................................................................... 8
Promotion strategy................................................................................................ 8
Task 6...................................................................................................................... 9
Digital marketing communication strategies for ALDI New Zealand......................................9
Task 7...................................................................................................................... 9
Significant negotiation tactics to be applied.....................................................................9
References.............................................................................................................. 11

Business and marketing communication 2
Task 1
History of Aldi
Aldi (Albrecht Discount) was initially established in Germany in 1913. Aldi was
expanded into four stores in 1948. The first store of Aldi was opened in 1976 in South-
eastern lowa. Aldi is recognized for its low prices and no-frills store design. The majority of
groceries are carried with the private level which assists in offering low prices. The stores of
Aldi have a cart-rental system to eradicate the time spent retrieving carts.
Organizational structure
The organizational structure of Aldi comprises the distribution of power, decision-
making capabilities along with the definite roles and accountabilities within the company.
The organizational structure of Aldi is made up of the bureau of the president, vice
presidents, corporate, divisions, operations, warehouse and logistics, divisional office and
real estate. The corporate is made up of directors, managers, and personnel.
Vision and mission statements
The vision statement of Aldi is “Top quality at incredibly low prices-guaranteed”. The
company has attained 5 philosophies such as great savings, outstanding value, superior
quality, superb special buyers and purchase with confidence.
The mission statement is to offer products to the customers which they purchase
regularly along with ensuring the quality of the products at the guaranteed low prices.
Core values and beliefs
Aldi exists to offer the best value to the clienteles. The core values of Aldi comprise:
 Consistency
 Simplicity
 Responsibility
Aldi believes in inspiring people to accomplish remarkable things and working together
for the customers and community.
Product portfolio offered
The product range of Aldi meets to the specific dietary requirements, interests, and
concerns.

Business and marketing communication 3
 Simply nature: Simply nature line provides almost 200 regular products with primary
organic foods.it includes product ranges like honey, cereal, pasta sauce, fruit bars and
fresh and dairy items.
 LiveGfree: This product category is certified by the approved organization which
validates that level of gluten is less than ten parts per million.
 Never Any: This product category includes a line of meat products that have no added
hormones and antibiotics.
 Earth Grown: Earth Grown includes a line of vegan and vegetarian products for the
buyers looking for plant-based options.
Task 2
Potential competitors in New Zealand
Aldi will have two major opponents in the New Zealand market, Countdown, and Fresh
Choice. Countdown was established in 1981 and has over 184 stores in New Zealand. The
company is assisting to over 2.5 million people in New Zealand with more than 20,000
different products.
Strengths
 Countdown is having the greatest number of outlets and distribution centres along
with the supply chain units. The organization inspires the integration and development
of required invention relied on the advancement of the online foodbank.
 Cohort of customized product aids and loyalty cards to enable retail operations in a
customised fashion. Along with the customized products, Countdown concentrates on
supporting the natural environment by minimizing its influence on nature.
Weaknesses
 Countdown faces potential challenges concerning the failure of the process of
EFTPOS machines. These machines made clienteles face obstacles in inspecting
counters.
 The organization is having unsatisfied customers due to EFTPOS machines on social
media networks.
Fresh Choice was formed in 1995 and is owned by Woolworths New Zealand. Fresh Choice
is having a chain of locally owned and functioned New Zealand supermarkets.