Marketing Strategies of Aldi in Australia

Running head: MARKETING
MARKETING
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MARKETING
Executive summary
The purpose of this report is to analysis the strategy and the strategic practices of the German
based company Aldi Australian discount supermarket chain since its launch. The report analyzes
the strengths, weakness, opportunities and threats that can be faced by the company. It identifies
the strategies of the organization with the help of 4P’s. It determines the cost leadership strategy
of Aldi, generic strategies of the company and the positioning strategies of the company in the
existing Australian market. Further, the report provides suggestions and recommendations with
the help of Ansoff matrix, which can help the business organization to ensure sustainability in
the long run. It recommends the strategies and policies that can be implemented by the business
organization remain successful in the highly competitive business environment. It identifies the
trend of the Australian market in the future and recommends strategy to maintain its
competitiveness. Lastly, it summarizes the main points of the report and concludes the report.

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MARKETING
Table of Contents
Introduction......................................................................................................................................3
Background of the company............................................................................................................3
Marketing analysis...........................................................................................................................4
a) Marketing strategies since its launch.......................................................................................4
SWOT analysis of Aldi............................................................................................................4
Generic cost strategy................................................................................................................5
Positioning strategy.................................................................................................................6
4P’s of marketing.....................................................................................................................7
b) Recommendations to remain a successful organization..........................................................8
Ansoff Matrix..........................................................................................................................8
Recommendations and suggestions.......................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................13
Appendix........................................................................................................................................15

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MARKETING
Introduction
Marketing is considered to be one of the most important elements for promoting and
offering the products or services of any business organization. It can be defined as the right
product being offered to the target customers at the right time and at the right price. The there are
mainly 4Ps of marketing which is commonly known as the marketing mix. The four Ps of
marketing includes price, place, promotion and product. It is considered to be one of the most
important tools for an efficient marketing plan. The purpose of this report is to identify the
marketing strategies of Aldi, the largest grocery supermarket based in Germany. It analysis and
evaluates the marketing strategies and operations of Aldi in Australia. Further, the report
provides marketing options and recommends ways in which Aldi can adopt in order to remain a
successful business organization in Australia.
Background of the company
Aldi is known to be one of the largest supermarket chain based in Germany. It is the
world’s largest privately owned business organization. The company name Aldi comes from the
abbreviation of Albrecht Discount (family name) (Aldi.com.au. 2019). The business organization
was started in the year 2001 with food store in Germany at Essen. Aldi operates on international
levels like Australia, Slovenia, United states, United Kingdom and others. However, the business
organization had to faced various challenges while operating in Australia due to the adverse
effects on the international buyer behavior because of many cultural and language barriers. The
shopping culture in Australia is majorly associated with quality along with reasonable pricing.
The higher level of consumer service is one of the main attribute in Australia (Aldi.com.au.
2019). Aldi is highly a discount oriented supermarket chain and therefore, effective costing