Richmond University: Aldi Strategic Marketing Plan - MKT 6801 Report

This report presents a comprehensive strategic marketing plan for Aldi, a private grocery and household essentials company. It begins with an introduction to strategic marketing planning and an overview of Aldi's business. The report then delves into environmental analysis using PESTLE and SWOT frameworks, evaluating political, economic, social, technological, legal, and environmental factors. It explores Aldi's organizational structure, resource requirements, and implications, followed by an analysis of corporate and marketing objectives. The report discusses marketing strategy selection, market targeting, positioning (including globalization), and an assessment of the 7Ps marketing mix (product, price, place, people, promotion, process, and physical evidence). Finally, it addresses implementation, control, and evaluation aspects of the marketing plan, concluding with key findings and recommendations. The report aims to provide a detailed understanding of Aldi's marketing strategies in the context of the UK retail market.