Marketing Strategy of Aldi: Analysis and Future Options

Running head: MANAGEMENT
Management
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MANAGEMENT1
a. Executive Summary
In the respective paper, it can be seen that the strategy of marketing plays a vital role in
refining growth-related operations of the company in a positive manner. In the case of Aldi,
the main attractive aspect was related to the low-cost pricing strategy that has helped the
company in improving their effectiveness in gaining competitiveness. Besides, there are
different strategic marketing options which can be incorporated by the company that will be
adequate for them in attracting the substantial market share. As to improve their international
presence in the market, there can be differentiation and cost leadership approaches adopted
by Aldi to enhance their growth.

MANAGEMENT2
Table of Contents
a. Executive Summary...............................................................................................................1
b. Introduction............................................................................................................................3
c. Company Background............................................................................................................3
d. Analysis Related to Marketing...............................................................................................4
i. Analysis of Nature of Strategy of Marketing of Aldi From Beginning..............................4
Consumer Buying-decision Aspects..........................................................................................5
Positioning Strategy of Aldi Australia...................................................................................5
ii. Options Related to Strategic Marketing for Aldi moving forward....................................6
e. Conclusion..............................................................................................................................7
f. References...............................................................................................................................9

MANAGEMENT3
b. Introduction
In the present corporate atmosphere, the marketing of the unique products as well as
services are of crucial importance in satisfying the individual needs of customers and achieve
competitive advantage as well (Varadarajan 2015). Marketing is considered to be the
essential aspect to business prospects, and it is considered to be the critical procedure in
investigating, endorsing as well as the marketing of the goods. It is useful for advertising to
support the business, brand along with offerings (Akdoğan and Altuntaş 2015). The aim is to
identify the role of supermarket Aldi in the competitive market, the nature of the selling
policies of Aldi from incorporation time suitable for generating strategic options related to
marketing.
c. Company Background
Aldi is considered to be the product of two leading superstore chains in eighteen
countries with 10000 stores as well as the revenue of the company was approximate 50
billion pounds. The company has been incorporated by German brothers named Karl and
Theo Albrecht in the year 1946. There were two splits in the supermarket chain, which
includes Aldi Nord and Aldi Sud, wherein the headquarters are at Essen and Mulheim
appropriately (Aldi.us 2019). The respective two stores operate independently in different
geographical locations that are considered to be the privately-owned organizations. There has
been an increase in profits which has been gained is $53 billion till 2018. There are different
products sold by Aldi that comprise food, drinks and household essentials for meeting the
diverse range of individuals such as housewives or the working individuals.