Marketing Strategies of Aldi in Australian Retailing Industry

Running head: MARKETING
ALDI
Marketing
9/20/2019

MARKETING 1
Executive Summary
The aim of this report is to provide a brief analysis of the marketing strategies adopted by
Aldi since its launch in the Australian retailing industry. The report has also presented the
discussion related to strategic marketing options that Aldi can adapt to successfully survive in
the market. The analysis has highlighted that Aldi is involved in adopting some of the main
marketing strategies that are important for existing in the market are STP Analysis and
Marketing mix. According to these strategies, the company has defined a clear target market
such that it can target its market efforts towards correct customer group. In addition to this,
the analysis has highlighted that the company has covered the market in such a limited time
due to its low cost strategy. In the end, the paper has recommended Aldi to use market
penetration strategy to grow in the market and to focus on maintaining the satisfaction of its
employees to reduce employee turnover.

MARKETING 2
Table of Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................3
Background of ALDI.............................................................................................................3
STP Analysis – Segmentation, Targeting, and Positioning Strategies...................................4
Market Segmentation.........................................................................................................4
Targeting Strategy..............................................................................................................5
Positioning Strategy...........................................................................................................5
Marketing Mix.......................................................................................................................6
Recommendation of Marketing Options for ALDI................................................................7
Option 1..............................................................................................................................7
Option 2..............................................................................................................................7
Conclusion..................................................................................................................................7
References..................................................................................................................................9

MARKETING 3
Introduction
Marketing strategy is said to be the inclusive plan framed specifically for attaining the
organization’s marketing objectives. It helps in offering a blueprint for attaining these
marketing objectives. It is also considered to be the building block of the marketing plan
(Ferrell and Hartline, 2013). The business frames its marketing strategies after detailed
research this is because it helps it is concentrating on its scarce resources and gaining a
competitive advantage through them to increase the sales. In addition to this, a well-planned
marketing strategy help in presenting the unique selling propositions of the product or brand
along with its benefits and features offered by the business in a most strategic, planned, and
creative way emphasizing that the product and its features are superior in comparison to the
competitor (Proctor, 2014). The intent of this report is to discuss the marketing strategies
adopted by ALDI in the Australian market to compete with rivals and place strong roots in
the industry.
Background of ALDI
Aldi is a famous discount supermarket chain owned by two German Families with over
10,000 stores in 20 nations and a projected combined turnover of €50 billion. The company
expanded its business in the Australian market in the year 2001 and has seen continuous
growth since its establishment. The company is focusing on building its strong presence of
around 500 stores all over the ACT, WA, QLD, NSW, SA, and VIC (Aldi, 2019b). In this
short span, the company has successfully made its way in the list of top retailers of Australia.
The company has influenced the prices of grocery, enhanced the opinions and quality of the
private label products with its own exclusive brand's philosophy and presented numerous
market-leading initiatives that have been never seen in the Australian market (Aldi, 2019a).