Aldi Australia Case Study
Added on 2020-04-07
10 Pages2545 Words29 Views
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Student’s Last Name1Marketing and ManagementBy (Name)CourseProfessorUniversityDate
Student’s Last Name2Executive SummaryThe paper outlines different marketing strategies adopted by Aldi discount supermarket since it was created. Evidently, Aldi has had various marketing strategies which allowed it to expand internationally. Aldi discount supermarket focuses on fulfilling the needs and customers’ wants (Ododo, Mulholland and Turner, 2015 pp.242). The marketing managers monitor the promotion and communication practices within the business. From analyzing the background of the business, the founders of the Aldi discount supermarket have been discussed with their aims. The company sells the staple items mainly, and the marketing strategies employed to maintain the reputation of the business. From time to time, Aldi has experienced various challenges especially about staffing, and to some point, it experiences low returns (Metzger, 2014 pp.5). However, the marketing strategies adopted such as the price, product, and place strategies have allowed it to invest in the customers. Various theories such as the marketing theory, the value-perceived and the consumer behavioral theories matter to the business. Aldi embraces the promotional strategies which contribute to maximizing the sales. The promotional strategies include the brochures and social media. The paper suggests various marketing options to Aldi which would be beneficial. Based on the circumstances experienced by Aldi in 2016, the suggested marketing options would help the business thrive both in the long-term and short-term.The business is expected to increase sales and maintain customers in 2017.IntroductionThis assignment allows thorough application of knowledge, tools, theories, and frameworks involving the strategy and strategic practices of Aldi discount supermarket. Specifically, the marketing-related strategies, as well as their effectiveness regarding the Aldi
Student’s Last Name3discount supermarket, are considered (Jürgens, 2014 pp.18). Simply, this paper aims to provide the market analysis, experiences, and practices which cover the marketing theory. Therefore, marketing and management are viewed as a type of an organizational discipline which is concerned with the marketing orientation, methods, as well as techniques within the institutions. Various tools covered within this discipline are obtained from the competitive strategy and economics which analyzes the organizational operations. The consumers have an opportunity in place of competitive markets where they purchase their commodities and services. For Aldi to achieve its business goals, it has to look for the needs of consumers to recognize ways of satisfying their wants (Gómez-Lobo, Jiménez and Perdiguero, 2015 pp.143). The organization should adopt a special marketing strategy which has clear objectives towards the promotional activities. In this paper, the Aldi situation is considered to respond to questions regarding marketing and management. The marketing managers are obliged to monitor activities which include recognizing the needs of customers, communicating with the customers, promoting organizational sales, and build the online platform for the marketing and management. The success of Aldi is determined through marketing since various operations depend on marketing. Philip Kotler uses his model to explore marketing, and he concludes that marketing involves examining, delivering, and establishing value to satisfy the customer’s needs.Background to the CompanyIn analyzing the background to the company, it was founded in 1946 by Theo Albrecht and Karl. The name Aldi stands for Albrecht-Discount. It has various shops in various countries like Germany, Europe, Australia, and in the United States. The idea of the founders was to reduce the maximum legal discount of three percent before the products were sold. Therefore, the market managers were obliged to require the customers to take the discount stamps and use
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