Marketing Plan & Strategy

MARKETING STRATEGY &
PLAN
Running Head: MARKETING PLAN & STRATEGY
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MARKETING PLAN & STRATEGY 1
Executive summary
The primary purpose of this report is to analyse Aldi’s strategies with compare to competitors
with moving forward. This empowers Aldi to pass saving on its customers by cost-cutting
methodology. The exact leverage with the sustainable competitive advantage avoids direct
competition. Marketing analysis of Aldi consist of corporate and business strategies with the
identification of marketing activities. This report concludes strong market presences with a
strategic competitive advantage with the low cost.

MARKETING PLAN & STRATEGY 2
Table of Contents
Executive summary..................................................................................................... 1
Introduction............................................................................................................... 3
Background of Aldi..................................................................................................... 3
Marketing analysis...................................................................................................... 3
Strategy................................................................................................................. 3
Market concepts...................................................................................................... 4
Marketing planning.................................................................................................. 4
Information on marketing........................................................................................... 4
Target audience....................................................................................................... 4
Segmenting, targeting and positioning...........................................................................5
Segmentation....................................................................................................... 5
Targeting............................................................................................................ 5
Positioning.......................................................................................................... 5
Marketing mix........................................................................................................ 5
Product.............................................................................................................. 6
Price.................................................................................................................. 6
Place................................................................................................................. 6
Promotion........................................................................................................... 6
Future industry factors (Promotional strategy with integrated marketing communications)..............7
Affiliate marketing (Value networks and marketing channels with managing services of the brand)
........................................................................................................................... 7
Advertisement on the internet (Creativity and presentation of an idea)....................................7
Conclusion................................................................................................................ 8
References................................................................................................................ 9

MARKETING PLAN & STRATEGY 3
Introduction
This report outlines the strategies of supermarket chain Aldi. This is divided into two sections
that are the background of organization and marketing analysis. This first section provides a
brief history of the organization. This second section analyzed the marketing strategies of
Aldi. This discussion also covers the recommendation on the marketing tactics for the future
development of the organization in the marketplace.
Background of Aldi
Aldi is the world biggest privately owned organization. This is a chain of a supermarket of
grocery with the base in Germany. Aldi is the abbreviation of Albrecht. It has started a
business in 1913 through a food outlet in the town known as an Essen in Germany
(Anderson & Broad, 2016). In the 1960 business of family expanded to 300 outlets in
Germany. At that time business of an organization is divided into two groups known as an
Aldi Nord with main office in Essen and Aldi Sud through main office in Mulheim a der
Ruhr. Business of organization separated within a deviation on to vend cigarettes in outlets or
not. Both organizations operated independently to each other. At the international level, Aldi
Nord operated in Denmark, Belgium, Portugal, France, Poland, and Spain. Aldi Sud is
serviceable in Hungary, UK, USA, and Australia with over a total of 8000 stores (Aldi,
2016).
Marketing analysis
Strategy
The strategy of an organization is important in fluctuating market (Berman, et al., 2014).
This provides a clear direction with the operations that deliver directions on operations that
restrict business level actions. This is essential to hold a corporate level strategy and reflected
in goals and objectives by developed strategies and environmental factors. The corporate
level strategy consists to deliver high-quality products within the reduced price. It is achieved
by the range of practices within lower overhead costs. The business-level strategy of an
organization is focused on business unit singular objectives within the competitive tactic they
operate under a way in which sources deployed to gain objectives. This organization
successfully competes within the Australia grocery trade simultaneously prominent low-cost
market like adopting tactics to compete for retail giants like Woolworth and Coles.
Organization capitalizes on strengths by maintaining a good place in the industry of grocery
of Australia. Large backing allows gaining effective distribution channel that cover