Report On ALDI UK- Marketing Process, Organizational Audit, SWOT

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MARKETING PRINCIPLE(A CASE STUDY ON ALDI, UK)1
Table of ContentsIntroduction:.....................................................................................................................................................................Task 1 – Understanding the concept of marketing:.........................................................................................................1.1 Elements of marketing process in ALDI:..............................................................................................................1.2 Evaluation of the benefits and costs of a marketing orientation for ALDI:...........................................................Task 2 – Using the concept of segmentation, targeting, and positioning:.......................................................................2.1 Micro and Macro-Environmental factors that influence marketing decisions of ALDI:.......................................2.2 Proposing of segmentation criteria for those markets in which ALDI currently is notoperating:.....................................................................................................................................................................2.3 Targeting strategy for a chosen product or for a chosen service of ALDI:...........................................................2.4 Demonstrate how buyer behavior affects marketing activities in different buying situationsfor ALDI:.....................................................................................................................................................................2.5 Proposing new positioning strategy for ALDI:......................................................................................................Task 3 - Understanding the individual elements of the extended marketing mix in ALDI:............................................3.1 How products are developed to sustain competitive advantage in ALDI:.............................................................3.2 How distribution is decided to provide customer convenience in ALDI:.............................................................3.3 How prices are set to reflect ALDI’s objectives and market conditions:............................................................3.4 How promotional activity is integrated to achieve marketing objectives in ALDI:............................................3.5 Analyzing the additional elements of the extended marketing mix in ALDI:.....................................................Task 4 – Use of Marketing Mix in different contexts of ALDI:....................................................................................4.1 Plan and recommend marketing mixes for the two different segments in consumermarkets:......................................................................................................................................................................4.2 Exemplify differences in marketing products and services to businesses rather thanconsumers:.................................................................................................................................................................4.3 Show how and why international marketing differs from domestic marketing and showhow you could implement a marketing strategy to market abroad:.......................................................................2
Conclusion:....................................................................................................................................................................References......................................................................................................................................................................3
Introduction:This report mainly deals with the diverse aspects related to one of the largest supermarket chainsin UK called ALDI. Many elements such as the marketing process, the organizational audit, etc.of ALDI is explained in the report. The models that are used for this explanation are the SWOTanalysis, the external environment analysis, the criteria of company segmentation and thepositioning related to the marketing mix of the company (Jobber & Ellis-Chadwick, 2012). Thisreport also explains the difference of analysis between the international and domestic markets aswell as the difference between the consumer and business market. Task 1 – Understanding the concept of marketing:1.1 Elements of marketing process in ALDI:The marketing process is considered as the total procedure by which many activities linked withthe marketing field are concerned. The process of marketing consists of various aspects andstages and it also consists of various elements (French, 2010). The elements are a part of theprocess, and it is followed one after another, and it fulfils the marketing process for the firmALDI. 4
Situation analysis consists of scanning both the internal as well as external environment, andthus, the financial audit of a firm like ALDI takes place. This is verily the first stage of theirprocess of marketing, and it is known as situational analysis (Armstrong, et al., 2014). Forunderstanding the external analysis of its consumers, finding out the competitive scenario isnecessary along with various other external elements such as the PESTEL analysis of the market.The PESTEL analysis would mean the analysis of the organization based on the political,economic, social, technological, environmental and legal implications of the location of the UKtowards ALDI.The main organizational objectives of ALDI is to facilitate and maintain the competitive pricingstrategy for all its products and create a pool of customers (Wang & Pizam, 2011). All theproducts of ALDI maintain the VRIN concept, which means, all the products are valuable, rare,inimitable and non-sustainable. The employees of the organization are trained appropriately toenhance the level of customer satisfaction. The last aim of the company is to promote thebusiness in an ethical manner. The organization called ALDI also decides to offer value for money to every product for thecustomers. There are some expectations of the customers in relation to the payment, which theymake (Ennew & Waite, 2013). The value of the product must have a link with the amount ofmoney they are paying. If the company concentrates only on the profit margin and reduce theproduct quality, then the company might lose the valuable customers owing to the deteriorationin the value for money parameter. The organization can only fulfill its objectives if it follows the marketing elements with a properprecision. The marketing elements consist of segmentation, positioning, and targeting. ALDIalso focuses on satisfying the 7Ps of marketing in order to fulfill the organizational objectives. 1.2 Evaluation of the benefits and costs of a marketing orientation forALDI:Marketing orientation is a newbie concept of orientation that is focused mainly on therequirements of the consumers. In the previous days, there were diverse types of orientation likethe product orientation, the orientation of the production house and the sales orientation (AllysonDooley, et al., 2012). The production orientation deals with the production of finished goods of5
the firm whereas the sales orientation is dependent on the enhancement of sales because the salesstrategies are often not enough for satisfying the customers’ requirements. The productorientation, on the other hand, indicates the development of new and innovative products in themarket. Organization's marketing orientation's ALDI follows the strategy of marketing orientation as its organization’s strategy and policies.The policy is somewhat digital in nature, and it has changed over time with many customersgoing digital and wanting to buy food products online (Corner & Randall, 2011). The concept ofdigital marketing has come into ALDI since the year 1990. This digitalization of ALDI brandshas helped the promotion of brands in Italy. Following are cost and benefits of market orientation:Benefits:It helps in meeting consumer demands and expectations with efficiency and thistechnique helps to Aldi to expand their businss in UK and outside of country.This strategy is also helps to organization to add value in it customers services and focusin satisfying customers with high quality products. CostsIn order to make marketing orientation company have to conduct market researchwhich mainly includes high expenditure in research and development programs. Need huge capital and highly valuable resources so may increases prices ofproducts or services. 6

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