Analysis of the Marketing Strategy of Aldi

Running Head: MARKETING STRATEGY OF ALDI
MARKETING STRATEGY OF ALDI
Name of the Student
Name of the University
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MARKETING STRATEGY OF ALDI1
EXECUTIVE SUMMARY
The aim of this paper is to analyse the marketing strategy of Aldi. It is a German-based
company focusing on the German market and European market as its target market. Aldi is
following a different contemporary marketing strategy instead of following the traditional
strategies. The paper also mentions the areas Aldi must focus on in terms of betterment of the
business growth. This analysis recommends improving human resource management for the
overall growth of the business.

MARKETING STRATEGY OF ALDI2
TABLE OF CONTENTS
Introduction................................................................................................................................3
Background of the company......................................................................................................3
Marketing Analysis....................................................................................................................4
1. Strategies inhibited from the beginning..........................................................................4
2. Strategic Marketing Options...........................................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................9
Appendix..................................................................................................................................11

MARKETING STRATEGY OF ALDI3
Introduction
The marketing strategy of Aldi is the factor to drive high the sale rate of the business
organisation along with its sustainability and advanced competence. The business strategy of
Aldi involves some general functionalities that involves a strategic description of the
organisation condition. This initiative leads to generate a market-oriented strategy for the
company to reach the desired goal. Hence, the existed marketing strategy of Aldi brings a
positive upshot in terms of the industrial goal. They have no constructed department to
monitor the operational functionality to cut down the cost. They have thinned the budget of
marketing almost point three per cent in regards to the entire company revenue. They are not
willing to spend much money on building customer relationship management. This strategy
paves the path of maintaining a low cost in terms of sales. This is the way, Aldi is making a
profit out of the sales procedure and increasing company revenue at the same point of time.
Background of the company
Aldi considered being a brand comprising two popular discount superstore chain
belonging to eighteen countries all over the world. It has more than a thousand physical stores
and approx. turnover is fifty billion pounds. The more profound of this German-based
company is the brothers named Karl and Theo Albrecht in the year 1946 (Schmid et al.
2018). Initially, their mother owned the store and Aldi took over it for the business purpose in
the year 1913. They took the initiative to split the chain of the stores into two parts namely
Aldi Nord and Aldi Sud. The headquarters of these two store chains are Essen and Mulheim
chronologically. These two stores are located in a completely different geographical location
for the operational purpose(Aldi.us, 2019).