MKT00720 - Marketing assignment | Southern Cross University

Added on - 30 Oct 2019

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Running head: MARKETINGAldi Group marketing strategiesName of the StudentName of the UniversityAuthor Note
1MARKETINGExecutive summaryThis report deals with the marketing strategy that Aldi follows from its time of origin andthere has been some suggested marketing options that can make way for Aldi to moveforward in this increasing competitive market. Aldi originated in 1913, with its headquartersin Germany and later expanded its business from being just a private group to the leadinggrocery retailer of Europe. However, keeping the experience of Aldi in Australia it was seenthat Australian grocery supermarkets are highly concentrated as well as competitive. In 2001,Aldi entered Australian grocery market and by 2004 it83 stores over four states. Itsmarketing strategy mainly focuses on how to deliver low cost products to the customerswithout compromising with their quality. Lastly, it can be concluded by giving few optionsthat can enhance their market strategy further and that is they can start with some add onservices for their customers that can include the facility of online shopping. They can alsoprovide the customers with reward points and loyalty cards so that customers remain loyaltyto their brand and by increasing their products keeping in mind culturally diverse customers.
2MARKETINGTable of ContentsIntroduction................................................................................................................................3Background to the Company......................................................................................................3Marketing Analysis....................................................................................................................4The Nature of Aldi’s Marketing Strategy..............................................................................4Strategic Marketing Options for Aldi moving forward..........................................................7Conclusion..................................................................................................................................8References................................................................................................................................10
3MARKETINGIntroductionMarketing is the management procedure via which the goods and the services proceedfrom the concept to the consumer. Mainly marketing involves the coordination of the fourelements, which together is known as the 4P’s of marketing, and they are product, price,place and the promotional strategy. However, marketing is built on thinking about the tradingin relation to the customer’s needs and their satisfaction. Organizations teach consumers whythey must select their products and services over the other competitive brands (Jobber andEllis-Chadwick 2012). The other important factor in marketing is its marketing strategy thatis the overall business plan that is required to reach the people and turn them into itscustomers. However, the marketing strategy of any organization carries the organization’svalue proposition, the messages of key marketing, information regarding the target customerand the high-level elements of that organization. Marketing strategy thus, helps theorganization in developing their products, helps in right pricing of their products, effectivedistribution, and support the organization with marketing communication (Baker 2014). Thechosen organization is Aldi and based on the company this report has been prepared todiscuss about the background of the company, its marketing strategies since it came intoexistence and the marketing options they will need to sustain and move forward in theupcoming years.Background to the CompanyAldi Group is the dominant chain of grocery store in Germany and is among the topcompetitors in the international market of food industry. It was founded in 1913 by the twobrothers Theo and Karl Albrecht and was a private group then (Bain 2015). However, itbecame successful as the Europe’s largest retailer as it went against practically every possiblequality of super marketing from the traditional reticence to its Spartan ambience of the stores.
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