Marketing Management Plan for Aldi: Segmentation, Targeting, Positioning and Marketing Mix

Running Head: MARKETING MANAGEMENT PLAN
Marketing Management Plan

MARKETING MANAGEMENT PLAN 1
Contents
Introduction......................................................................................................................................2
Marketing Objectives.......................................................................................................................2
Segmentation, Target Market(s) and Positioning............................................................................3
Appropriate Marketing Mix.............................................................................................................4
Conclusion.......................................................................................................................................6
References........................................................................................................................................8

MARKETING MANAGEMENT PLAN 2
Introduction
Aldi is a discount supermarket chain founded in the year 1946 by brothers Theo Albert and Karl.
The current situation of Aldi was analyzed in Assignment 1 on the basis of internal analysis,
external analysis and market segmentation. Significant efforts are being put by Aldi for the
purpose of improving the experiences of the customers. The marketing issues identified in the
previous assignment are its static customer base, poor brand recognition, lack of proper
advertising, etc. The problem of static customer base is being faced by Aldi as it is targeting only
a specific segment of the population and it does not make any efforts for attracting greater
number of customers from different segments. The brand recognition of the company is also very
poor due to lack of proper advertising and education provided to the customers regarding the
products. The company is also required to enhance its marketing activities in order to deal with
competitors such as Coles and Woolworths. Among all these marketing issues, lack of proper
advertising should be the top priority of the company. This report will focus on the marketing
issues which are required to be addressed by the company in its new 12 month term marketing
plan.
Marketing Objectives
On the basis of the issues faced by the company in the current situation, the marketing objectives
for the next 12 months have been formulated using the S. M. A. R. T. goals setting criteria.
SMART goals stand for specific, measurable, attainable, realistic and timely.
Specific- The three marketing objectives are specific as it demands the increase in the overall
sales of the company, along with increase in the market share of the company. The third
objective is to achieve an excellent feedback rate by the customers (Lee, Kozlenkova &
Palmatier, 2015).
Measurable- the achievement of these objectives can be ensured in terms of the rates of
achievability.
Attainable- a defined target period is required to be set for the purpose of attaining the said
objectives. The target period in this case is 12 months.