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Marketing Strategies Analysis Report Aldi

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Added on  2020-04-01

Marketing Strategies Analysis Report Aldi

   Added on 2020-04-01

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Marketing Strategies Analysis Report Aldi_1
EXECUTIVE SUMMARYThis report gives an analysis of the marketing strategies that have been used by Aldi since its establishment. In particular, it focuses on the use of the place, price, product and promotion strategies by the company to achieve competitive advantage. It also addresses the focus on the quality of its products as a way of staying ahead of its competitors. The report begins with a background analysis of the company which gives a brief history of how it was founded, the circumstances under which it was founded, its globalization journey, penetration into the Australian market as well as its journey to becoming one the top retailers in Australia. The port proposes some of the strategic options that Aldi can adapt to maintain its market share and finally concludes with a summary of all issues addressed in the report.
Marketing Strategies Analysis Report Aldi_2
ContentsEXECUTIVE SUMMARY............................................................................................................................................2INTRODUCTION..........................................................................................................................................................4BACKGROUND OF THE COMPANY........................................................................................................................4MARKETING ANALYSIS............................................................................................................................................5Marketing Strategy.....................................................................................................................................................5Marketing Mix........................................................................................................................................................6STRATEGIC MARKETING OPTIONS........................................................................................................................7Digital marketing strategy...........................................................................................................................................7Guerilla Marketing Strategy........................................................................................................................................8Relationship Marketing...............................................................................................................................................8CONCLUSION...............................................................................................................................................................8REFERENCES.............................................................................................................................................................10
Marketing Strategies Analysis Report Aldi_3
INTRODUCTION In the modern ever competitive business world, organizations have been compelled to devise outstanding strategies to attract and retain customers to stay ahead of their competitors and avoidbeing edged out of the market. Different organizations adopt different strategies which are dependent on the particular business aims adopted by an organization as well as the overall vision and mission. An organization can adopt marketing strategies to attract new customers, increase market share, improve customer loyalty, increase market share, retain existing customers, offer offers to the existing customers and introduce new products into the market among others. A marketing strategy is a strategy containing an organization’s marketing goals compiled as one comprehensive plan and which is based on market research a majorly focused on the product mix (Sanin,2015)This report analyzes the marketing strategies adopted and the various options available for Aldi. BACKGROUND OF THE COMPANY Aldi is an international supermarket brand made up of two discount supermarket chains, which currently has branches in over 18 countries world over with stores totaling up to 10,000.The chain was established in the year 1946 by two brothers Albert Theo and Karl after taking over the ownership of a store that belonged to their mother and which had been operating since the year 1913. The company has an estimated turnover of over €50 billion. The company was however split into Aldi Sud and Aldi Nord by the brothers in 1960 over a dispute on the sale of cigarettes and has ever since remained as two separate legal entities although jointly owned. International expansion of Aldi commenced in 1967 when Adi Sud opened its first grocery chainin Austria. This was later followed by Aldi Nord opening its first store outside Germany in the year 1973. The grocery has since expanded to several other countries. The Company opened its
Marketing Strategies Analysis Report Aldi_4

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