Impact of Marketing Strategy on Aldi's Performance

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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