Aldi Market Research Report

This marketing report investigates Aldi's market position, focusing on customer satisfaction and identifying potential gaps in its offerings. The report outlines the objectives of the market research, emphasizing the importance of understanding customer needs and preferences to inform strategic decision-making. The methodology involves both primary and secondary research, utilizing existing data and customer feedback to assess Aldi's strengths and weaknesses. The report details the process of data collection, including the design of questionnaires and the selection of representative samples. The analysis considers various factors, such as cultural influences on consumer behavior and the importance of loyal customer feedback. The conclusion summarizes the findings and suggests strategies for Aldi to address identified gaps and enhance customer satisfaction, including utilizing feedback forms, customer surveys, and analyzing customer complaints.

Running head: MARKETING AND COMMUNICATION
Marketing And Communication
Members of the team
Name of the University
Author’s note

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Executive summary
Aldi is a German originated supermarket and grocery giant that has its operation based in
Germany, US and Australia. The basic idea of the company is to offer the customers with high
quality grocery items at a reasonable price rate. Aldi has several stores in its own line of products
hence the pricing can also be regulated by the company in order to enter the market in the new
location. The company’s expansion and growth has been exponential and continues to grow. The
purpose of this assignment is to provide a path and share information regarding market research
of Aldi to analyze any gap in the products or services and the customer satisfaction level.

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Content
Executive summary.........................................................................................................................2
Objectives of the research................................................................................................................4
Fulfillment of objectives..................................................................................................................5
Conclusion.......................................................................................................................................7
Reference List:.................................................................................................................................8

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Objectives of the research
Market research is one of the most important aspect of marketing as it gives out an in
depth idea and insightful information about the target market, competition and the expansion
scope along with the growth of the business as well as the industry. Market research facilitates,
the strategy and planning procedure organizes the policy and decision making of the business
organization. Market research is essential in every step that a company takes whether it is a large
scale operation or a small scale business, without having relevant information about the business
environments it is impossible for an organisation to take any decision (Sarstedt and Mooi 2014).
The objective of market research is basically to get an insight about customers and target
market of the business. Customer satisfaction is one of the most significant ideas behind creating
and marketing products. Market research helps in finding out the strengths and opportunities of
the business by reviewing and analysing data. The company also can understand where there is a
gap in what the customer wants and what is being provided by the company. The weaknesses of
the product or service are also brought into the light with the help of market survey. Some of the
key objectives of customer satisfaction market survey are:
 To understand the market segmentation
 To identify the growth while diversifying the product
 To get an in-depth review about the level of customer satisfaction and prospects of
improvement
 To identify the gap of performance by the company on the existing products.

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Fulfilment of objectives
In order to fulfil the objectives of the market research it is important for a large scale
business organization to team up with a research company who will do the needful as per the
requirements of the business. The management of the company should keep a check on the
research process in order to try to ensure that the research is performed in an effective and
professional way and that the data collected and analyzed by the third party is consistent.
The company needs to have an information base data collection of the existing customers who
can give insights regarding the weakness and the requirement gap that has occurred in the
product or service. The regular customers will also be able to answer the fact that whether a
diversification of the product will be accepted by the people or what are the prospects of
improvement. As Aldi is a supermarket chain and has ingrown brand as well, the company
places itself in the market as a high quality and reasonable price product and service. Aldi is a
multinational company that has a huge turn over. Research should take place depending on the
market segmentation (Babin and Zikmund 2015).
Research takes place in two basic ways one is secondary and the other is primary. Under
these categories there are other sub categories. Secondary research forms the fundaments of the
primary research it is the information that is gathered and analyzed form the documents and
journals that are already available in the particular subject or topic. Reviewing and understanding
this data saves time and a lot of effort it also makes the primary research process a lot easier. For
a super market brand like Aldi there are several documents that are already available. Any
research process requires a plan and a strategy to proceed (Szolnoki and Hoffmann 2013). To

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understand the customer satisfaction of Aldi what is first required is to find out which outlets
have the maximum number of footfall and gather information about the customers from those
outlets and stores (McQuarrie 2015). As Aldi is a multinational company it is important for the
research company to understand that the buying behaviour of a person heavily depends on the
cultural background of that person. If a questionnaire is being prepared to be circulated among
the existing customers for the purpose of primary research there are several points to be kept in
mind. Firstly, the company should make the questions compact and to the point. Secondly, the
questions should be relevant to the location it is catering. Thirdly, the language of the questions
should be grammatically correct and should be in easy language for everyone to understand (Yin
2013). Fourthly, there should not be many questions as it has the potential to take away interest
from the customers. One of the biggest aspects of market research is gathering of sample,
therefore it is important for the company to have a clear idea about the specific topic that has to
be research. Gap analysis is a large topic; the company should narrow down the idea to a single
path so that the focus is not all over the place. If the central idea is set, the sampling will also be
easy and more accurate resulting in a better analysis and review of data collected from this
sample. Stores should have a list of loyal customers and a record of how frequently these people
visit the stores, to identify the loyal customers the research company can go through the records
of billing (Amphora, Birks and Wills 2013).

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Conclusion
In order to analyze the gap in between what Aldi is offering and what is expected by the
customers there can be several option for the company. Firstly the managers of the stores can be
appointed to gather information from the customers as feedback. Feedback forms can be
gathered ad analyzed by the research company. Customers can be emailed questioner for the
improvement of the services and the products that Aldi has to offer. There should be an account
in which managers of different stores record the cases of grievances and complaints that has been
escalated by the customers, that account is very insightful and will give out a lot of in depth
knowledge about the satisfaction level of the company along with the gap that has been created
on the behalf of the business. A manager who is responsible to carry out an research process
should have a clear mind as a pre-determined idea about the outcome can hinder the analysis
process making it biased.

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Reference List:
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Malhotra, N.K., Birks, D.F. and Wills, P., 2013. Essentials of marketing research. Pearson.
McQuarrie, E.F., 2015. The market research toolbox: a concise guide for beginners. Sage
Publications.
Ormston, R., Spencer, L., Barnard, M. and Snape, D., 2014. The foundations of qualitative
research. Qualitative research practice: A guide for social science students and researchers, 2.
Ritchie, J., 2003. The applications of qualitative methods to social research. Qualitative research
practice: A guide for social science students and researchers, 24, p.e46.
Sarstedt, M. and Mooi, E., 2014. A concise guide to market research. The Process, Data, and.
Szolnoki, G. and Hoffmann, D., 2013. Online, face-to-face and telephone surveys—Comparing
different sampling methods in wine consumer research. Wine Economics and Policy, 2(2), pp.57-
66.
Yin, R.K., 2013. Case study research: Design and methods. Sage publications.