Marketing Strategy Analysis of ALDI

Running head: MARKETING STRATEGY ANALYSIS OF ALDI
MARKETING STRATEGY ANALYSIS OF ALDI
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MARKETING STRATEGY ANALYSIS OF ALDI1
Executive Summary
The purpose of this paper is to analyse the marketing strategies that ALDi has adopted from
the very beginning of its inception in Australia and then identify as well as suggest the
possible effective changes it can make in its marketing strategies to operate efficiently, poses
success through achieving goals in the coming time. Marketing strategy, which generally
includes the overall marketing activities, is essential for effectively running of a certain
business with determining the stability through ensuring the enhanced sales and revenue
generation. After holding the whole study, it can be said that though ALDi is effectively
running as well as posing the competition in the market with its exceptional style of operating
it needs to make certain changes in its marketing strategies for sustaining in steep competition
and leading itself towards the desired position.

MARKETING STRATEGY ANALYSIS OF ALDI2
Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Marketing Strategy Analysis of ALDi...................................................................................3
Market Segmentation.........................................................................................................4
Product...............................................................................................................................4
Pricing................................................................................................................................5
Promotion...........................................................................................................................5
Place and Distribution........................................................................................................5
People and Process.............................................................................................................6
Physical Evidence:.............................................................................................................6
Public Relations.................................................................................................................7
Available Strategic Marketing Options..................................................................................7
Conclusion................................................................................................................................10
References................................................................................................................................11

MARKETING STRATEGY ANALYSIS OF ALDI3
Introduction
In this paper the marketing strategies which the ALDi has adopted during its inception
in has been analysed in details and an attempt is made to suggest the effective changes it
should bring in its existing marketing strategies which in turn will ensure the success and
development in the coming time. In the following, section of the paper the marketing
strategies, which ALDi has taken in terms of pricing, product planning as well as developing,
advertising, promoting, placing and many others are considered minutely (Harzing 2002).
Lastly, an attempt is made to find out and suggest some effective transformation it can made
in its existing marketing strategies to establish itself as the leader in the industry or the line of
service. The suggestion is given in regarding the required effective changes through which it
can ensure the success and development in coming time.
Overview of the Company:
ALDi, the abbreviation of Albrecht Discount is the world’s largest privately owned
business (Emsell 2011). ALDi is a chain of discount supermarket stores dealing with the
mostly the grocery items and it is operating with a base in Germany from where it has started
its journey in 1913. Karl and Theo Albrecht formed it. ALDi operates in global supermarket
with more than 9000 employees. It came to existence in Sidney of Australia in 2001 which
operating throughout the nation with more than 400 stores at present scenario (Brandes and
Brandes 2015).
Discussion
Marketing Strategy Analysis of ALDi
ALDi has made a noticeable stride in time of entering to the Australia’s grocery
market. The marketing strategies that ALDi had adopted since its inception is based on its