Impact of Marketing Strategy on Aldi's Performance

This research project examines the impact of marketing strategy and practices on enhancing the overall performance and customer base of Aldi, a multinational retail store. It explores the concept of marketing strategy, benefits of marketing practices on Aldi, and the influence of marketing strategy on the company's performance. The study also identifies suitable measures for maximizing business operations and enhancing awareness among customers.

Research project

Contents
CHAPTER 1- INTRODUCTION....................................................................................................3
Research Questions..........................................................................................................................4
Research Aim and Objectives..........................................................................................................4
Chapter 2: LITERATURE REVIEW..............................................................................................5
Theme 1 The concept of marketing strategy and practices in the retail industry........................5
Theme 2 Benefits of marketing practices on Aldi.......................................................................6
Theme 3 Influence of marketing strategy and policies on the company performance................8
Theme 4 Strategies to maximize marketing strategy in business operation................................9
CHAPTER 3: Research methodology...........................................................................................11
CHAPTER 4: DATA ANALSYIS................................................................................................17
CHAPTER 5: DISCUSSION........................................................................................................33
CHAPTER 6: CONCLUSION, RECOMMENDATIONS AND IMPLICATIONS FOR
FURTHER RESEARCH...............................................................................................................35
REFERENCES..............................................................................................................................37

CHAPTER 1- INTRODUCTION
1.1 Background of research
A marketing strategy is an important aspect of company to have effective utilization of
resources delivering out the sale message to the target audience in perfect manner. A marketing
strategy takes up time to create up basic marketing research information. The investigation
reports are properly focussed on the marketing strategy and practices impacts on overall form
performances and its potential customer base in the competitive business environment.
Globalization have created up the business in the international markets with implication of
various marketing strategy to remain at the competitive edge of business (Olson and et.al., 2018).
Marketing strategy have pure implication of statistical survey to analysis the need and
perspective of the target customers. This will help out the firm to have proper proceeding of
client overhauling, bundling, deals and dissemination.
Business will pay up major focus on their implementation of suitable marketing strategy
as per the needs and demand of customer helping out attain the specific market growth in
competitive edge. The respective investigation report will be done on the Aldi privately owned
retail company looking out to have major concern over business operation enhancing looking out
the have higher growth and profitability. During the current scenario organization have though
over implementing up different promotional activities to advance up business operation for
enhancing up overall performance.
1.2 Organization background
In the research report, Aldi is the huge German retail store possessed by family rebate
grocery store chains having more 10000 stores around 20 nations. Currently, the company is
possessing profit around €50 billion representing out business with effective development. The
company have been established in year 1946 with the collaborative effort of Karl and Theo
Albrecht. Aldi have around 11250 employees working out in business operation around the
world for increasing up customer base and higher competitive edge within commercial centre.
Company is looking to have suitable marketing strategy for easy attraction of customer attention
and increase the firm profitability. Aldi is looking for the different consumer product such as
food, refreshments, sterile articles, bathroom tissues and other family unit things. Company is
trying to embrace up effective promotional activities looking up to have advance items within the
commercial centre. Company is looking out to have focussed techniques to create advancement
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in the item and services within commercial centres and easily attracting customer attention along
with increase in profitability and create customer satisfaction.
1.3 Research rationale
In the today’s scenario, globalization and internationalization of business have created up
the differentiation in approaching potential customer base. The implementation of different
market marketing strategy is enhancing overall performance of business. The potential customer
base is the wide business market having need to acknowledge in-depth knowledge and
development of customer attractions to attain up continuous growth and success. The analysing
of marketing strategy impact will be the recent topic in concerned of business areas. This
research investigation needs up the suitable level of descriptions (Kanten. and Darma, 2017). On
the other hand, the project execution will be helping out in making individual recognition and
personal ability to enhance the professional and personal skills for the future development and
growth attainment.
Research Questions
The suitable questions of the research that fulfil the aim and objectives of the project are
described as below:
 What is the concept of marketing strategy and practices in the context of business?
 What are the benefits rendered by the marketing practices to Aldi?
 What is the influence of marketing strategy over developing the performance of Aldi?
 What are the suitable measures, that can be opt by Aldi for maximising the operations of
business via enhancing awareness of the people?
Research Aim and Objectives
Research Aim
To examine the impact of marketing strategy and practices on enhancing the overall
performance and customer base of the business. A case study on Aldi.
Research Objectives
The significant objectives of this specific evaluation are determined as underneath:
 To critically understand the concept of marketing strategy and practices in the context of
business.
 To articulate the benefits rendered by the marketing practices to Aldi.
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 To determine the influence of marketing strategy over developing the performance of Aldi.
 To identify the suitable measures, that can be opt by Aldi for maximising the operations of
business via enhancing awareness of the people.
Chapter 2: LITERATURE REVIEW
Introduction
Literature review helps out to have through understanding regarding proper
understandability of the research topic. this will also help out to make proper identification of
potential areas along with different knowledge gaps as per the demand of further investigation
along with proper comparison between findings. This will be helping out to have theoretical
linkage among different variables which are not considered from the previous research. The
literature review will discuss regarding the usage of differ marketing strategies and policies
impacting the business policy of Aldi in reference of international market in competitive manner.
Various subheading will be discussed in relation to the business perspective providing up the
knowledge beyond the realm of the hard sciences. Specifically, literature often helps us to
empathize with others.
Theme 1 The concept of marketing strategy and practices in the retail industry.
As per the view of Hoque and Awang, (2016), marketing strategy is referred about the
overall business plans in manner of reaching up the customer perspectives providing them out
with products and services as per their needs and wants. In addition, an effective marketing
strategy continues up with proper preposition of company values, key brand management
studies, proper segmentation and targeting maintaining up the higher business elements. On the
other hand, Sanaei and Sobhani, (2018) have contradicted lack of the marketing expertise will be
leading to have major depilation of resources. So, in the retail industry, there is need to have
designing of marketing strategies in such a manner while making significant decision making.
According to the view of Kannan, (2020), marketing strategy is full combination of the
company marketing goals and objectives properly combined in the single compressive plans.
This will be helpful in execution of successful marketing strategy from the market research
handing to make focus on the right product mix and firm profitability. The author has supported
the statement as a good marketing strategy helping out companies to make identification of the
best customers and the respective needs. This will be helpful in creating up the competitive edge
creating up the long-term strategy looking up for its customer. On the other hand, Saetan. and
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Pathomsirikul, (2016) have contradicted as nowadays the companies are ignoring the internet
marketing strategy which basically done online or visible on the websites. There is high number
of considerations with the extent of internet penetrations in the different country market
development. many of the business are looking out website on regular basis which make
customer to have exposed to information or many of the cases and the content have older
displays. This is leading up the loss of the potential customers browning up websites for latest
products in the market.
As per the view of Kurnianto and et.al., (2019), market research is helping out the firm
team management and marketing departments for attracting up the new customers having out
same operational market plus and untapped market as wells. there is need for the retail industry
to look into the different promotional technique and tools which are the integral part of market
strategy. Retail industry should try to maintain target considering the taste, lifestyle, income
levels, and other such parameters of the targeted customers that works as a pull factor for them
and helps the sales department to convert the fence sitters to quality prospects and to the
customers of the brand. Aldi is looking for the different consumer product such as food,
refreshments, sterile articles, bathroom tissues and other family unit things. Company is trying to
embrace up effective promotional activities looking up to have advance items within the
commercial centre.
On the other hand, Sanaei and Sobhani, (2018) have contradicted the marketing strategy
is uncontrollable as the marketing plan is launched and implemented, the little efforts which can
be made by the marketing team is regarding the control of responses. The author has supported
the statement as the Aldi have need to build up the digital presence going through the reviews,
social media and blogging. The author added the statement as the marketing blog can receive up
with their negative response from the influential bloggers. this can be surpassed as the difficult
aspects which is impossible to stop at once it starts. It is very important for company to look
into the aspect of negative blogging taking out have respective control and minimize risk with
any new campaign approach.
Theme 2 Benefits of marketing practices on Aldi.
According to the view of Kurnianto and et.al., (2019), the year 2020 will have huge impact on
the retail industry bringing out major revolution due to digitals marketing. This have been
effective tools used for practical implication building up brands with engaging on quality leads
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and customer. In addition, the author stated as the digital marketing strategies will be helping out
to have increase in brand awareness engaging up the target markets in most effective manner.
On the other hand, the Olson and et.al., (2018) contradicted as ALDI being the global brand
using up the various method of communisation which is directly or indirectly impacting the
global customer base of firm. their company is paying up the major focus on their above the line
and below the line crowd having up the thrifty mindset looking about regular customer base of
the brand. The author supported statement ALDI is promoting up the campaign such as Swap &
save as the type of marketing strategies for creating up interest among its customers.
According to the view of Kanten and Darma, (2017), the marketing professional have to
look into consideration into the myriad of positive and negative response while creating up the
campaign for company. marketing technique can have the both negative and positive
consequences weighting the greater emphasis in kicking off the campaign due to the change in
the business and consumer attitudes have been comprising of multiple facets. The author
supported statement the firm marketing strategies are holding up the social responsibility over
looking up to be part of good citizen, balancing the flow of money making and different
operation activities which is fulfilling organizational development in various aspects. In addition,
the author stated as many companies are adopting up the socially responsible elements in their
marketing strategies which is helping out in community developments via the beneficial services
of products into market. On the other hand Ibrahim and Harrison, (2020), company is looking out
to have look into the customer values making up into customer choices. this is seeking into the
brands which proactively promoting up the belief and different value aligned with own. On the
other hand, the author contradicted with the statement as taking up the survey from the 30000
consumers in more than 60 countries, maximum of the consumer is willing up to pays more level
of goods from the brands which is properly demonstrating the social commitments. In relation of
the study by public relations and marketing firm Cone Communications taking up the product
purchase looking at issues they are caring off.
On the other hand, the Sanaei and Sobhani, (2018) contradicted as the role of digital marketing is
helping out ALDI to look into the unified customer experiences with high in response. But it has
been shocking up to reveal as marketing have not been seen as the driver in boosting up the
revenue of sales from the existing customer. So, it has turned out to be question as digital
marketing have been effective in achieving business goals including to look into the customer
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retention. in more practical way ALDI have the plan to integrate up online marketing into the
different marketing activities considering into the communication haulm from the point of view
through customer journey. Many businesses are adopting the marketing automations and
account-based marketing technology to make implementing the different touch points.
Theme 3 Influence of marketing strategy and policies on the company performance.
According to the view of Saetang and Pathomsirikul, (2016), marketing strategy is properly
focussing up on organizations with the tool over attaining the overall the firm performances
contributing with existing strategy supporting up the relationship between different
organizational marketing factors and overall performance of firm. In addition, traditional form
of marketing has inclusion of various business communication structure direct mail, television
ads and radio spots are still useful, but many businesses are finding that digital marketing is the
most effective way to reach a target audience. On the other hand, the author contradicted as the
business cannot develop an effective marketing strategy without understanding the needs and
wants of consumers to make the product revealing over product and services. ALDI have to look
into the wait and needs by understanding target markets. This will be time consuming task
building the customer profiles along with identifying the ideal customer. Aldi have to look into
retail demand of customer proving better services with its development of goods.
ALDI is the multinational company for production of retail store. The company is making with
application of marketing strategy tools looking out to have appealing to customers for
sustainable patronages. On the other hand, company is facing out major level of challenges for
seeking up to have management and marketing strategies. In addition, the Kurnianto and et.al.,
(2019) have stated as the excellent companies are looking up for well-conceived marketing
outlining making to have execution of proper marketing strategy. Appropriate and effective
executed marketing strategies are required to productively guide the deployment of available
resources where the company marketing strategy abilities in pursuit of desired goals and
objectives. In addition, the Palmatier, (2018) have stated it has to strategize in satisfying
customer's needs more effectively and efficiently through marketing strategies. It is in line with
this that the study is carried out on the effect of marketing strategies (product, promotion, price
and place) on organizational performance (profit, sales volume, and market share and customer
loyalty).
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ALDI have to understand the traditional approach looking at the better entire with a potential for
satisfaction that comes in part from a tangible, objective feature of the product. Aldi is looking
for the different consumer product such as food, refreshments, sterile articles, bathroom tissues
and other family unit things. Company is trying to embrace up effective promotional activities
looking up to have advance items within the commercial centre. on the other hand , the (Khan
and et.al.,(2020) have contradicted the statement as good marketing strategy helping out
companies to make identification of the best customers and the respective needs. Company is
looking out to have look into the customer values making up into customer choices. this is
seeking into the brands which proactively promoting up the belief and different value aligned
with own.
Theme 4 Strategies to maximize marketing strategy in business operation.
As per the view of Morgan and et.al., (2019), marketing strategy comes with in with best
practices creating abetter level of opportunity in business environment. In addition to that
marketing and advertising is not synonymous placing up the few ads is never going to have
generation to make proper selling of business. marketing is about looking up in process not an
event. Aldi company have to clearly look into the marketing plans goals which is succeeding
with implementing proper marketing strategies in order to make proper achievement. There is
need for the company providing up the training along with offering up for free classes and
workshops offering the proper relation to product and services. Aldi can look into their beading
business offering special workshops such as Beaded Christmas Projects" or "Beading for Girls
creating up better niche market for the different product and services of company. On the other
hand, the company should look into the involvements of digital marketing strategies such as the
social media. It is important to note that some of business have been develop in markets only on
basis of social media only. ALDI can look into the Instagram and even Snapchat or Twitter for
reaching out the business or even to make up with proper communication potential customers
looking out as products and services. This is very powerful marketing.
In addition to which the, ALDI can have look into the creation of tutorial over usage vide
on the differ website such as YouTube and Instagram providing up the greater level of visibility
and boosting up value regarding company. In addition, Globalization have created up the
business in the international markets with implication of various marketing strategy to remain at
the competitive edge of business. Aldi privately owned retail company looking out to have major
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concern over business operation enhancing looking out the have higher growth and profitability.
On the other hand, company is looking to have suitable marketing strategy for easy attraction of
customer attention and increase the firm profitability. Aldi is looking for the different consumer
product such as food, refreshments, sterile articles, bathroom tissues and other family unit things
the marketing expertise will be leading to have major depilation of resources. So, in the retail
industry, there is need to have designing of marketing strategies in such a manner while making
significant decision making. The author has noted the statements as the firm marketing strategies
are holding up the social responsibility over looking up to be part of good citizen, balancing the
flow of money making and different operation activities which is fulfilling organizational
development in various aspects.
Conclusion
From the above literature review, it has been stated as market research is helping out the
firm team management and marketing departments for attracting up the new customers having
out same operational market plus and untapped market as well. Aldi have need to build up the
digital presence going through the reviews, social media and blogging. ALDI being the global
brand using up the various method of communisation which is directly or indirectly impacting
the global customer base of firm. As the marketing blog can receive up with their negative
response from the influential bloggers. Company is paying up the major focus on their above the
line and below the line crowd having up the thrifty mindset looking about regular customer base
of the brand. The customer values making up into customer choices. this is seeking into the
brands which proactively promoting up the belief and different value aligned with own. in
addition to that ALDI have to look into the wait and needs by understanding target markets.
Company is trying to embrace up effective promotional activities looking up to have advance
items within the commercial centre. Aldi privately owned retail company looking out to have
major concern over business operation enhancing looking out the have higher growth and
profitability.
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CHAPTER 3: Research methodology
Research methodology have been solved as examination of fundamental looking out as
researcher systematically designing to study ensuring up valid and reliable resulting the
addressing up the researcher aims and objectives. The research processes will help in outlining
the simple and effective strategy depending up the familiarity of the research topic. The topic of
research has investigation regarding properly focussing on the marketing strategy and practices
impacts on overall form performances and its potential customer base in the competitive business
environment. Globalization have created up the business in the international markets with
implication of various marketing strategy to remain at the competitive edge of business. as per
the given proposal, the research process have been identified as in six different chapter following
such as introduction, literature review, research methodology, findings which will have proper
data presentation followed with proper data interpretation handling under the heading discussion.
At last report have looked into conclusion section handling the important aspect of
recommendation and implication for further researches.
Topic selection have important aspect which need major level of brain storming to make
proper formulation of research. There has been major sorting up strategy embraced with
specialist through doing up investigations over different ways. regarding the present
examination. There has been proper overlooking of examination based on determining the
impact of marketing strategy and practices over enhancing the performance and customer base of
the business. Moving up the to the literature revie part have systematic analysing on the various
them which have helped out in identifying up the major gaps in the research topic needed to be
properly analysed. Various themes have critical analyses looking up with the assistance of
actualizing proper theories and theory that encompasses over the area of marketing strategies and
practices that are significant for business development. The research methodology section will
have given up proper strategy implication in the different section which are the important part of
research methodology. Ethical implication has been discussed in the section regarding filling up
structured questionnaire ad 40 employee responded.
The section of data presentation and interpretation have discussion with help of tables,
charts and interpretation regrading views and understanding of employee who have looking up
for the impact of marketing strategy and practices on enhancing the overall performance and
customer base of the business with the case study on Aldi. Various subheading will be discussed
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in relation to the business perspective providing up the knowledge beyond the realm of the hard
sciences. Specifically, literature often helps us to empathize with others. at last conclusion
chapter will be discussed following up the various elements of implication and recommendation
helps to get out in research as it is efficacious in rendering suitable and actual data with the
assistance of covering aim and objectives of the research.
Research Approaches
The research approach is considered to be plan and procedure consisting of the several
steps looking into broad assumptions looking at detailed methods of different data collection m
analysis and interpretation. This is clearly based on the research natures for manner of addressing
the problems. The plan is involving about several decision to make up respective decision in
various stage of research methodology. The research approach is significantly depending on
their various level of scientific methods attempted to have completion of the research. the
approaches which are opted to conduct the research. This will have basically made yup
involvements in selection of research questions with help of conceptual framework. This will be
led to have selection in research methods such as primary and secondary research. The research
approach will look into the strategic planning calling the use of effective designs and research
methods as a key term which is representing different research perspectives. This have
presenting up for information’s in successive manner looking with broad instruction of research
following up narrow procedures.
The research approach has following up to proper guidelines which are deductive and
inductive which is separating out data into specific region of the study. In this research report,
deductive methodology has been taken up in quantitative research bolstering up proper
evaluations with assisting proper theories and encompassments of marketing strategies in proper
business development. The deductive approach will have involve gathering with theory
beginning developing up the important hypotheses along with collecting and analysing data in
order to check upon the hypothesis. This will have requirements of the continuous shifting of the
data which is looking up as best suited approach suited up in research projects. There is need to
have continuous exploration with new and emerging area with discipline answering up the
specific questions.
Research Strategy
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Research strategy is considered to be methodology helping out the researcher in manner of
investigating up research issues. The research strategy will be plans helping out researcher to
find out the answer to many questions in systematic manner. There is need to have effective
strategy containing up the following up of clear objectives which will be involving the different
analytics containing up the different clear objectives and research question in systematise
manner. Some important research strategy includes the analysis of literature review, case study
analysis, interview, observation, experiments, survey etc. In order to accomplish the research
aims and objectives, the researcher used survey and analysis of academic articles strategies.
Research strategy’s is considered to be step by step plan of different actions providing up
proper direction in the research thought and efforts enabled in research systematically scheduling
up for producing up quality results and reporting in detailed manner. The research strategy was
the nut and bots with research applications describing proper emphasize of rationales and
accomplishments for desired goals. This stage has been extremely important phase looking to
various inventory used up in research targets for both customer segments and feedback criteria.
this also helped out in research getting up identification gaps in existing data and current
research projects. This framework will make identification of data sets creating up research
strategy complimenting company existing information. The research strategy has been
successful in examination of basic region drawn to sustainable and dependable outcomes. In this
report, survey have turned to best source in executing essential exploration of data accumulating
proper questionnaire. This helpful in rendering suitable and actuals data assistances covering up
all aims and objectives of research.
On the other hand, critical research strategy has helped in identifying the faulty claims
regarding society. With help of this strategy, research will be able to pick up conclusion and
different theories made up regarding society or any level of particular culture.
Research methodology
Research methodology have been solved as examination of fundamental looking out as
researcher systematically designing to study ensuring up valid and reliable resulting the
addressing up the researcher aims and objectives. This is regarding presents examination based
determining the impact of different marketing strategy and practicing over enhancing up with
performances with customer base of business. These segments have pre dominantly looking at
qualitative and quantitative examination helping with getting in exact results in study of area
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determining the influence marketing strategy over business performances providing up
descriptive information available with actual facts and figures in proper manner. The research
are nut and bots with research applications describing proper emphasize of rationales and
accomplishments for desired goals. This stage has been extremely important phase looking to
various inventory used up in research targets for both customer segments and feedback criteria.
this also helped out in research getting up identification gaps in existing data and current
research projects. Specifically, literature often helps us to empathize with others. at last
conclusion chapter will be discussed following up the various elements of implication and
recommendation helps to get out in research as it is efficacious in rendering suitable and actual
data with the assistance of covering aim and objectives of the research.
Researcher will make utilization distinctive exploration with techniques been expressed as
follows. Qualitative research focusing on collecting and analysing words with research focussing
of measurements and testing using up with numerical data. This will make understanding with
people perception about event took places. Mixed methodology attempting combing up best of
both qualitive and quantitive4 methodologies for integration for different perspectives creating
reaching up big picture. The impact of marketing strategy and practices enhancing with customer
base business looking with utilized distinctive exploration techniques.
Research Tools
The research tools are looking up procedure in involving with collection of data and
analysis with data objectivity. Qualitative research tools will have exploration of ideas looking at
the individual perspective available with different issues, topics and situation assigning out differ
lives and perspective. This is kind of research are important in generating different theory,
developing up differ policy along with improvements in educational practice with justification on
change for particular practice. there are the different level of standardized things looking up as
the instruments needed to be frequently used by the researcher. These instruments are used up in
different languages as per the respondent participation location. Hence the research tool which is
suggesting up as improvisation of quality taking up drawing the inferences and making up the
information decisions which are considered to be factual. It focuses on finding out all there is to
a particular subject matter. Data is collected to be further subjected to hypothesis testing which
seeks to explain a phenomenon. there are different type of data collection method such as
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primary and secondary data collection divided on there basis of two segment looking up as
qualitative research and quantitative data collection methods.
Therefore, quantitative analysis helping out to have study base areas in determining up
influences in marketing strategy. For the investigations of the research, primary and secondary
technique for information assortment strategy would be received by researcher to accumulate
most extreme data on the equivalent and achieve result in ideal way. the primary research has
inclusion of questionnaire with mostly closed ended questions arriving at the method calculated
mathematically. There will be proper interpretation of the data with the helps of graphs and
charts helping out gaining maximum customer satisfaction form the point of view in marketing
an different work analyses .
Sampling
Sampling have been important aspects looking at the population group consisting of
individuals who are sharing up common connection. On the other hand, sample is another subset
of population looking at the group of people, objects, items taken up from the larger population.
the sample should population representative for measurements. Research implication lies within
investigations following up different techniques. This have been used in familiarizing the
techniques for picking up respondents taking out complete research. there have been looking into
two philosophies such as non-probability sampling and probability samplings. Sampling is the
process whereby the researcher isn’t the forward initially seems out as the set of process helping
out researcher to get up with good sample. there are several approaches which is needed to be
taken up for determination of the sample size and on basis of aims and objectives. In this
approach, there is need to overlook to the researcher sampling as sampling bias will occur when
the sample is not able to reflect population characterises. In addition to that sample errors will
have occurring when wrong sub population have been used to select always sample which can be
due to reason of gender, race and economic factors.
Random sampling has been done for this research making appropriate selection of tools
which are probabilistic in nature. So, there are 40 employees of the business who have been
selected as the respondent to make proper analysis in different research situation. This sample
size has been selected for the research as ensuring this sample size will be enough to get up in
result looking statistically correct. Generally sampling have allowed up the researchers will
obtaining up enough data to analysis how marketing have impacted the target audience in way of
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getting the product and services in estimated manner. This have also helped in answering all
question of population in manner of saving up time and cost.
Ethical Implication
Ethical consideration has formation of major element in research needing to have
adherence for promoting up research aims and objective. This will be helpful in imparting
authentic knowledge enabling truth and prevention of error. In addition to that, ethics is
successful in enabling the researcher will dealing manner of collaboration towards research study
looking at the assistance in different manner peering, mentoring and contributor of study. this
will have requirements of accountability, trust, mutual respects and proper fairness among parties
who are involved in study making up protection of intellectual property to all rights contributors
establishes out through ethical considerations.
Other ethical consideration has referring with accountability towards general public over
general public protecting the human and animal subjects used up in study. There can be used of
appropriate funds in gaining up in public study is very important.
So, the important ethics are important as
to promote up authentic, original and true knowledge avoiding with proper error. this will be
helping in reduction of Falsifying, fabrication and misrepresentation of data which can alter a
real scenario ad lead to misinterpretation.
 To have promoting the value for collaborative work within the team mates for
maintaining up the intellectual right following up researchers, mentors and scholars. This
can be achieved with bestowing proper credentials to their contribution in research.
 There is need to maintain up public accountability in policies with human subject
protection towards public. guarantee with researcher accountability is filling up the
questionnaire and maintaining up data privacy in different business aspect.
 The researcher has to keep up with maintenance of quality and integrity along with social
and moral values. researcher have need to fabricate data. the researcher have responsivity
in moral and social values such as social responsibility, human rights, legal compliance,
animal welfare, public health & safety, etc.
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CHAPTER 4: DATA ANALSYIS
Theme: 1 marketing strategy and practice will improve the overall business performance.
Q1. Do you think that marketing strategy and practice will improve the overall business
performance?
Option Frequency
Strongly agree
Agree
Strongly disagree
Disagree
Neutral
15
10
8
4
4
Total 40
Table: 1
Figure: 1
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Data Interpretation
From above chart, it has been focused on the marketing strategy and practice that help for
improving overall business performance. According to analysis, it has been gathered as opinion
or view point of respondents on the basis of experience. In this way, it become easier for
researcher to find out the better result or outcome, make a right decision. As per analysis, it has
summarized that maximum employee agree with statement of “marketing strategy and practice
will improve the overall business performance”. 15 respondents strongly agree, 10 agree, 8
strongly disagree, 4 disagree and 4 neutral. Each and every respondent show the interest in both
positive as well as negative manner. it has concluded that maximum respondents feel that
marketing strategy or practices consider as innovative idea, which always support for business in
term of growth and development.
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Theme: 2 Do you think that marketing strategy adopted by enterprise to gain high market share.
Q2. Do you think that marketing strategy adopted by enterprise to gain high market share?
Option Frequency
Strongly agree
Agree
Strongly disagree
Disagree
Neutral
12
5
12
3
2
Total 40
Table: 2
Figure: 2
Data Interpretation
From above table, it has summarized that maximum employee agree and disagree with
statement of marketing strategy adopted by enterprise to gain high market share. 12 respondent
strongly agree, 5 agree, 12 strongly disagree, 2 disagree and 4 neutral. According to analysis, it
has been gathered as opinion or view point of respondents on the basis of experience.
In this way, it become easier for researcher to find out the better result or outcome, make
a right decision.. It is important aspect of enterprise so that marketing strategy support for
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business to find out the needs, want and demand of each and every customer. It help for
organization to gain high market share in global world. On the other hand, it can utilize the
marketing strategy and practice that help for improving overall business performance.
20

Theme: 3 Customer expectation and perception that create satisfaction through marketing
practices.
Q3. Do you think that customer expectation and perception that create satisfaction through
marketing practices?
Option Frequency
Strongly agree
Agree
Strongly disagree
Disagree
Neutral
11
14
6
6
3
Total 40
-
Table: 3
Figure: 3
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Data interpretation
From above table, it has summarized that maximum employee agree with statement like
customer expectation and perception that create satisfaction through marketing practices. As per
analysis, it has identified that 11 respondent strongly agree, 14 agree, 6 strongly disagree, 6
disagree and 3 neutral. In order to identify the opinion or view point of respondents on the basis
of experience. Maximum respondent agree with marketing practices that support for creating a
positive perception among consumers so that it can easily meet customer expectation level. It
provide the brief idea of entire business to collect detailed about potential consumers through
marketing, research & development.
22

Theme: 4 Marketing practices used CRM to gain competitive advantage over their competitors.
Q4. Do you think that marketing practices used CRM to gain competitive advantage over their
competitors?
Option Frequency
Strongly agree
Agree
Strongly disagree
Disagree
Neutral
15
5
6
8
6
Total 40
Table: 4
Figure: 4
Data interpretation
23

From above table, it has examined that maximum respondent strongly agree with statement of
marketing practices can use CRM in term of gaining market share. In this way, it has found that
15 respondent strongly agree, 5 agree, 6 strongly disagree, 8 disagree and 6 neutral. This is
helpful for identifying the opinion of employee because they can share their response on the
basis of experiences which matters a lot. Unfortunately, Customer relationship management
(CRM) can use as marketing perspective to record all detailed about potential consumers. In
order to gain market share within competitive environment or culture.
24

Theme: 5 Marketing strategy or practice enhancing the awareness among people regarding
business operation and function.
Q5. Do you think marketing strategy or practice enhancing the awareness among people
regarding business operation and function?
Option Frequency
Strongly agree
Agree
Strongly disagree
Disagree
Neutral
9
8
10
7
6
Total 40
Table: 5
Figure: 5
Data interpretation
In above table, it has concluded that 9 respondent strongly agree, 8 agree, 10 strongly
disagree, 7 disagree and 6 neutral. According to analysis, it can be identified that each and every
respondents share their opinion, identifying that marketing strategy, practice enhancing the
25

awareness among potential consumers in context of business operation and function. This can
possible when marketing strategy provide the idea about the current business projects and their
service. Marketing approach can do work as promotional activities so that inspire or motivate
employees towards brand.
26

Theme: 6 organization achieve their desirable goal and objective through different marketing
strategies.
Q6. Do you think organization achieve their desirable goal and objective through different
marketing strategies?
Option Frequency
Strongly agree
Agree
Strongly disagree
Disagree
Neutral
8
9
9
8
6
Total 40
Table: 6
Figure: 6
Data interpretation
In above chart, it has been analysed that organization can achieve their desirable goal of
objective through marketing strategy because it help for establishing a strong bond with
customers in order to maintain loyalty, trust. Through analysis, maximum respondents both
27

shows agree and disagree. This can possible on the basis of their experience within organization.
Furthermore, it can be determined that 8 respondent strongly agree, 9 agree, 9 strongly disagree,
8 disagree and 6 neutral. According to analysis, it has been gathered as opinion or view point of
respondents on the basis of experience.
28

Theme: 7 marketing strategy positively impact on the overall business production and sales.
Q7. Do you think that marketing strategy positively impact on the overall business production
and sales?
Option Frequency
Strongly agree
Agree
Strongly disagree
Disagree
Neutral
10
6
10
4
10
Total 40
Table: 7
Figure: 7
29

Data interpretation
From above table, it has been identified that marketing strategy positively impact on the
overall business production and sales. Because it help for entire business to gain more popularity
which help for increasing profitability as well as productivity. Furthermore, it can be determined
that 10 respondent strongly agree, 6 agree, 10 strongly disagree, 4 disagree and 10 neutral.
According to analysis, it has been gathered as opinion or view point of respondents on the basis
of experience. But per generating review, some respondents are strongly disagree within
marketing strategy because sometimes, it may increase a lot of confusion among staff members,
difficult to give information at right time.
30

Theme: 8 measure consumer perception and demand of business by using marketing practices or
approach.
Q8. Do you think that measure consumer perception and demand of business by using
marketing practices or approach?
Option Frequency
Strongly agree
Agree
Strongly disagree
Disagree
Neutral
13
10
4
7
5
Total 40
Table: 8
Figure: 8
31

Data interpretation
From above table, it has been determined perception of consumers, demand of entire
business measure by marketing strategy or practice. This help for giving the brief idea about the
entire business and then implementing suitable strategy to give product as well as service
according to the demand of client. In this way, it become easier for identifying both positive as
well as negative perception of business. As per analysis, it has been estimated that 13 respondent
strongly agree, 10 agree, 4 strongly disagree, 7 disagree and 5 neutral. It also identified that
maximum respondent shows as positive response on the basis of their experience in the
organization. According to analysis, it has been gathered or collected opinion or view point,
identifying the accurate result or outcome.
32

CHAPTER 5: DISCUSSION
As per the above research questionnaire different opinion have come out with different
respondent looking out as business and marketing strategy implication. Researcher have analysed
as in way finding out as better result or outcome, make a right decision. the maximum level of
employees are agreed regarding making up statement regarding marketing strategy and practice
will improve the overall business performance. most of employee have the feeling that marketing
strategy or practices consider as innovative idea, which always support for business in term of
growth and development. this have concluded up maximum respondent with feeling up for
marketing strategy considering over the innovative ideas always supporting up business in term
of growth and development in various aspect. There is need for the company providing up the
training along with offering up for free classes and workshops offering the proper relation to
product and services. ALDI can look into the Instagram and even Snapchat or Twitter for
reaching out the business or even to make up with proper communication potential customers
looking out as products and services. This is very powerful marketing.
On other hand, it has look into important aspect looking with marketing strategy meeting
outs needs and wants meeting out each and every demand. This is helping organization in
gaining up market share in global world utilizing major market strategy along with
improvements in overall business performances. Major level of employee has believed that’s
customer expectation and perception is helpful in creating up with satisfaction through way of
creating up practices. The firm marketing strategies are holding up the social responsibility over
looking up to be part of good citizen, balancing the flow of money making and different
operation activities which is fulfilling organizational development in various aspects. But it has
been shocking up to reveal as marketing have not been seen as the driver in boosting up the
revenue of sales from the existing customer. Major level of employee has taken up the believes
over supporting positive perception. this is successful in making up proper ideas taking up the
business in collection of detailed potential customers through marketing, research and
development.
Moving to another themes marketing practices looking to have customer relationship
management in gaining up competitive advantages among the competitors. But the Customer
relationship management (CRM) can use as marketing perspective to record all detailed about
potential consumers. In order to gain market share within competitive environment or culture.
33

Retail industry should try to maintain target considering the taste, lifestyle, income levels, and
other such parameters of the targeted customers that works as a pull factor for them and helps the
sales department to convert the fence sitters to quality prospects and to the customers of the
brand. The Aldi have need to build up the digital presence going through the reviews, social
media and blogging. On the other hand, employee is taking up the believes in marketing strategy
or practice enhancing the awareness among people regarding business operation and function.
this have clear assumption over marketing strategy provide the idea about the current business
projects and their service. Marketing approach can do work as promotional activities so that
inspire or motivate employees towards brand. It is in line with this that the study is carried out on
the effect of marketing strategies (product, promotion, price and place) on organizational
performance (profit, sales volume, and market share and customer loyalty). Organizational have
to look into their different desirable strategy over gaining up different marketing strategies.
Organization can achieve their desirable goal of objective through marketing strategy because it
helps for establishing a strong bond with customers in order to maintain loyalty, trust. there is
need to look into the difference in consumer perception and demand of business by using
marketing practices or approach. This help for giving the brief idea about the entire business and
then implementing suitable strategy to give product as well as service according to the demand
of client.
34

CHAPTER 6: CONCLUSION, RECOMMENDATIONS AND
IMPLICATIONS FOR FURTHER RESEARCH
As per the above research, it can be stated as the investigation reports are properly focussed
on the marketing strategy and practices impacts on overall form performances and its potential
customer base in the competitive business environment. During the current scenario organization
have though over implementing up different promotional activities to advance up business
operation for enhancing up overall performance. Aldi is looking for the different consumer
product such as food, refreshments, sterile articles, bathroom tissues and other family unit things
The potential customer base is the wide business market having need to acknowledge in-depth
knowledge and development of customer attractions to attain up continuous growth and success.
many of the business are looking out website on regular basis which make customer to have
exposed to information or many of the cases and the content have older displays. ALDI being the
global brand using up the various method of communisation which is directly or indirectly
impacting the global customer base of firm. Many companies are adopting up the socially
responsible elements in their marketing strategies which is helping out in community
developments via the beneficial services of products into market. So, it has turned out to be
question as digital marketing have been effective in achieving business goals including to look
into the customer retention. in more practical way ALDI have the plan to integrate up online
marketing into the different marketing activities considering into the communication haulm from
the point of view through customer journey.
It has to strategize in satisfying customer's needs more effectively and efficiently through
marketing strategies. Company is looking out to have look into the customer values making up
into customer choices. this is seeking into the brands which proactively promoting up the belief
and different value aligned with own. ALDI can look into the Instagram and even Snapchat or
Twitter for reaching out the business or even to make up with proper communication potential
customers looking out as products and services. Aldi privately owned retail company looking
out to have major concern over business operation enhancing looking out the have higher growth
and profitability. Researcher have analysed as in way finding out as better result or outcome,
make a right decision. the maximum level of employees is agreed regarding making up
statement regarding marketing strategy and practice will improve the overall business
35

performance. Major level of employee has taken up the believes over supporting positive
perception. this is successful in making up proper ideas taking up the business in collection of
detailed potential customers through marketing, research and development. Marketing approach
can do work as promotional activities so that inspire or motivate employees towards brand. This
help for giving the brief idea about the entire business and then implementing suitable strategy to
give product as well as service according to the demand of client.
36

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