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MKT00720 – Marketing Report on Aldi

   

Added on  2020-02-23

18 Pages3396 Words46 Views
Running head: REPORT ON ALDIReport On AldiName of the StudentName of the UniversityAuthor Note

1REPORT ON ALDITable of ContentsIntroduction......................................................................................................................................4Background of Aldi.........................................................................................................................4Marketing Analysis..........................................................................................................................5Nature of Aldi’s marketing strategies since its beginning...............................................................5Strategies marketing options for ALDI moving forward................................................................6Part 1................................................................................................................................................7Challenges....................................................................................................................................7Industrial Reports.........................................................................................................................7What people say about Aldi?.......................................................................................................7Where the Business Came from?.................................................................................................8Part 2................................................................................................................................................8SWOT Analysis...........................................................................................................................8PESTLE Analysis........................................................................................................................9Political/ Legal.........................................................................................................................9Economic.................................................................................................................................9Social.....................................................................................................................................10Technological........................................................................................................................10Environmental........................................................................................................................10Five Forces.................................................................................................................................10

2REPORT ON ALDIThreat of new entrants...........................................................................................................10Bargaining power of buyers...................................................................................................10Bargaining power of the Supplier..........................................................................................10Threat of substitutes...............................................................................................................10Competitors............................................................................................................................11Maslow......................................................................................................................................11BCG Matrix...............................................................................................................................12Future Trends.............................................................................................................................12Technology challenging customer needs...................................................................................13Competitors Woolworths/Coles.................................................................................................13Conclusion.....................................................................................................................................13References......................................................................................................................................15Appendix........................................................................................................................................17

3REPORT ON ALDIIntroductionMarketing is a simple term that can be addressed through offering right products at rightplace. However, marketing mix is the basic model to develop a marketing plan for any business.Product, place, price and promotion are the four basic elements of marketing plan for anybusiness (Huang and Sarigöllü 2014). In order to offer a successful product application ofmarketing tool is important. Such marketing mix tool enables a business to achieve sales target,consumer satisfaction and profitability. This study deals with the marketing strategy of Aldi thatis a well known retailer of UK. However, marketing has used by Aldi to develop their marketingstrategy, which enables them to gain customer attention. It is important for all businessorganizations to carry out a market research before developing any market plan. A proper marketresearch allows the business organizations to understand the current market demand based onwhich they can develop their business strategy. Aldi possesses different sales philosophy thatmakes them unique from the other competitors. This organization establishes their stores at thehigh traffic areas in UK to increase the customer entry in their shop. This is a unique businessstrategy of such organization. Hence, in this study the marketing strategy and relative challengeswill be addressed in context of Aldi.Background of AldiAldi is one of the largest retailers in the global retail industry. However, it is a grocerymarket that established in UK. It is a Germany based company and started its business in 1946as food store in Germany. In the year 1960 this organization has expanded around 300 stores inEastern Germany. The business of Aldi is differentiated into two categories one is called AldiNord and another is called Aldi Sud. In the recent years Adi Sud has expanded its market share

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