ALDI Marketing Analysis and Strategic Options

Running Head: MANAGEMENT 0
MARKETING

MANAGEMENT 1
Table of Contents
Executive Summary...................................................................................................................2
Introduction................................................................................................................................3
Background to the Company......................................................................................................3
Marketing Analysis....................................................................................................................4
The Nature of ALDI’s Marketing Strategy............................................................................4
Strategic Marketing Options...................................................................................................5
Conclusion..................................................................................................................................7
References..................................................................................................................................8

MANAGEMENT 2
Executive Summary
The key of any marketing strategy is to increase the sales of business and achieve competitive
edge in the particular industry. It includes all short term and long term practices that includes
assessing strategic situation of an enterprise with developing and evaluating market-oriented
strategy. Ultimately, marketing strategy benefits any business firm to achieve its strategic
objectives. The organisation that is selected for this assignment is ALDI, a supermarket chain
known for its cost leadership strategy. ALDI strives to cut down operational costs and
therefore, it has no marketing department and has a low marketing budget of nearly 0.3
percent of the whole organisation revenue. With regards to this, the company also do not
spend any money on public relations and indirectly, this enables the company to manage
inventory at low cost and ultimately and sell the products at an above average price. This
strategy also allows firm to make profit with offering higher discounts on the purchase of its
products. Consumer satisfaction includes knowing their expectations with watching their
shopping culture and provide products at higher prices than protecting higher costs of
production that is used in product differentiation. ALDI can also succeed now to gain higher
consumer loyalty as selling products to present consumers is much easier in comparison to
search for new consumers and selling to them.