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Marketing Management - Assignment Solved

   

Added on  2021-06-18

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Running Head: MARKETING MANAGEMENT 1Marketing Management: Aldi Australia

MARKETING MANAGEMENT 2Table of ContentsIntroduction......................................................................................................................................3Issue 1: Company and Industry Analysis........................................................................................3Issue 2: 5 C’s of Aldi Australia.......................................................................................................4Company......................................................................................................................................4Strengths...................................................................................................................................4Key Resources..........................................................................................................................5Weaknesses..............................................................................................................................5Opportunities............................................................................................................................5Threats......................................................................................................................................5Customers.....................................................................................................................................5Collaborators................................................................................................................................6Competitors..................................................................................................................................6Context.........................................................................................................................................6Political Factors........................................................................................................................6Economic Factors.....................................................................................................................6Social Factors...........................................................................................................................6Technological Factors..............................................................................................................6Issue 3: Market Research and Market Intelligence..........................................................................7Issue 4: Developing Marketing Strategies.......................................................................................8Choice of Target Market..............................................................................................................8Value Proposition.........................................................................................................................8Positioning Statement..................................................................................................................9Issue 5: Developing Marketing Tactics...........................................................................................9Product.........................................................................................................................................9Price...........................................................................................................................................10Place...........................................................................................................................................10Promotion...................................................................................................................................11Conclusion.....................................................................................................................................11References......................................................................................................................................11

MARKETING MANAGEMENT 3

MARKETING MANAGEMENT 4Introduction Marketing management is the process to direct the resources of an organization to develop andapply the best suitable strategies so that it can reach to its desired targeted market with theobjective of sales maximization of a particular product or service. This process enables acompany to track, review and evaluate the marketing processes and resources. It includesdifferent marketing aspects which help the company to enhance its operations. Moreover, itimproves the brand reputation among a large population (Katsikeas et al, 2016).The primary objective of this report is to analyze different marketing concepts in context ofselected company i.e. Aldi Australia. Aldi Australia is running its business operations as one ofthe leading retailers in Australia. The below report is emphasized on the process of marketingmanagement of Aldi Australia. It analyzes different external and internal factors which may havelarge impact on organizational growth. 5Cs framework is used to analyze its different operatingenvironments from marketing perspective. Furthermore, marketing research and marketingintelligence process is defined that can be used to collect the information about the componentsof 5Cs framework. In the last section, the report recommends marketing strategies and tactics forAldi by using the marketing mix framework. Issue 1: Company and Industry Analysis Aldi is German Supermarket which has its operations in most of the regions of European Union.Aldi Australia is a German retailer which was established in the year 1948 by two brothers Karland Theo. Now, the company has turned into one of the leading food retailers. This firm hasstarted its operations in 2001 and now it has developed quickly over the years. By adoptingeffective pricing policies, the company is able to develop its brand image as discounted store.Aldi Australia is operating its business in Australian retail industry. Over the period, the retailindustry in Australia has experienced a positive performance. As of the year 2017, the revenuesof this sector were $20 billion that is continuously increasing with the passage of time(Euromonitor International, 2018). In this industry, the company offers variety of products likefood and beverage products, household items and sanitary articles. It provides its products andservices by focusing on the middle class people and product quality. With a substantial revenuesand financial growth, Aldi is making efforts to get a better position in the industry.

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