Strategic Marketing Report: Aldi's Expansion into the Shanghai Market

This report presents a strategic marketing analysis of Aldi's expansion from the EU to the Chinese market, specifically focusing on Shanghai. It begins with an executive summary outlining the report's objectives, which include assessing Aldi's market position and formulating strategies for successful market entry. The report employs various theoretical models, such as PESTLE analysis, to evaluate the external environment and identify opportunities and threats. It explores different market entry modes, with licensing identified as the most suitable approach. Furthermore, the report delves into market segmentation options and targeting strategies to effectively reach Chinese consumers. The application of Porter's generic strategies is used to assess the competitive landscape. The report concludes with a discussion of the findings, highlighting favorable aspects and positive consequences of Aldi's expansion into Shanghai, while also acknowledging potential risks and challenges.

An analysis report of ALDI
business expending from EU
to China
As part of Strategic
Marketing (MG624) module

EXECUTIVE SUMMARY
This is to demonstrate the nature of this report that was based on the adopted strategies of a
selected retail business operator called Aldi. The findings of this report were based on various
theoretical models that was applied to acknowledge the existing position of the chosen firm. This
not only assisted in analysing both its internal and external elements but has also helped in
assessing its contending position in the market in comparison to its competitors. This also
involved the specification of strategies like porter’s generic, segmentation and targeting, etc. For
this purpose, China was chosen as the newly proposed market for a successful implication of
Aldi’s expansion in a specific region called Shanghai. The end result of this report has shown
some favourable aspects with positive consequences of expansion in Shanghai, China.
The first part has carried out the pestle analysis of China so as to check whether Aldi’s
expansion to Shanghai will be beneficial or not. This has revealed some beneficial aspects of
expansion for Aldi with some major scope of development in the newly proposed market.
Secondly, various market entry options have been investigated in this section by firstly
considering all accessible alternatives and lastly choosing the most suitable one. Herein, the
licensing approach has been found to be the most effective strategy for Aldi to expand into the
newly selected market of China.
Another section of this report has demonstrated the accessible options of segmentation
for Aldi in its newly chosen market in China. This has also discovered some potential aspects of
targeting some specific groups so as to quickly spread their services and cover the entire market.
Lastly, porter’s generic strategy has been applied to acknowledge the current state of
competition in the newly chosen market. This is basically to know about the contending aspects
of Aldi to beat any intense state of rivalry in the retail sector of China. This has presented some
vital findings where Aldi may have a similar rate of risk due to competition, as in its present
market.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
PESTLE ANALYSIS OF ALDI:....................................................................................................5
MODES OF MARKET ENTRY.....................................................................................................7
Start up a new business in CHINA.........................................................................................8
Partnership..............................................................................................................................8
Franchising.............................................................................................................................8
Greenfield investment strategy...............................................................................................9
MARKET SEGMENTATION......................................................................................................10
Geographic segmentation.....................................................................................................10
Demographic segmentation..................................................................................................10
Behavioral segmentation......................................................................................................10
7 P’s applied on Aldi’s expansion to Shanghai-...................................................................11
Product..................................................................................................................................11
Pricing...................................................................................................................................11
Place.....................................................................................................................................11
Promotion.............................................................................................................................12
People...................................................................................................................................12
Process..................................................................................................................................12
Physical Evidence.................................................................................................................12
PORTER'S GENERIC STRATEGIES..........................................................................................13
Cost Leadership....................................................................................................................13
Differentiation......................................................................................................................14
Focus.....................................................................................................................................14
CONCLUSION.............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Management is the core unit of the business organization, as it helps in managing and
monitoring the functions which helps in assessing the organization. It involves various aspects
that are inter linked with the company like its evaluation, modification, enhancement etc., Aldi is
one of the top leading supermarket chain based on Germany, it has more than 10,000 stores in
approximately 20 countries, as per the reports the overall turnover of the company is 50 billion
approximately. The main aim of this report is analyzing and evaluating each aspect of the
company based upon the internal and external factors. This analysis is apparent to assist Aldi in
acknowledging the strategies that are required to be adopted while operating in China’s new
marketplace, Shanghai with effective policies. It is basically to comply by the industrial norms
with another concern of fulfilling the acknowledged requirements of the customers in China.
In March 2016, Aldi has established the physical store network in China to expand its
working in Chinese market. As per the plans administrated by the company, Aldi Sud is going to
take the operations of the China. The stores are going to introduce in the Shanghai region of
China. Aldi Sud is going to build the new distribution center to supply local stores in the
Shanghai region of China. As because of the different market culture Aldi is searching for some
Chinese managers and staff members who has experience of working in European Market.
While since last one year, Aldi has online presence in China and its operating in web shop on T
mall in China. As the Chinese market and its customers are very critical so it is very important
for the company to analyze the internal and external environment before evaluating its
operations. Identifying the strength, weaknesses, threats and opportunities of the market is very
important before entering in the new business environment (Pestle, 2014).
The growth of the Aldi is rising very rapidly; it sales are increased by 19.8 % in comparison to
the other supermarket stores. The reputation and the goodwill of the Aldi plays keen role in
maintaining its top leading position in the competitive market. As per the reports of 2017, Aldi is
awarded as one of the best supermarket for the fourth time. The customers of china are not very
cost effective and it can turn to be the strength of the company over there. Also, Aldi is known to
have simplified operations that is in turn evident to assist the company to perform easily in the
Chinese market. This is also on referring to its decentralized structure with quality products
where the Chinese consumers are more conscious about the quality in comparison to price.

The marketing strategy of the Aldi is based upon the discount retailer store, but due to various
circumstances they must raise the prices of some products. The popularity of Aldi in British
market is not very prominent. And while on the other hand the market of the China is very
critical and it can turn out to be major weakness for the company in the Chinese market.
Although, it is also known to have a relatively minor presence in comparison to other retail
brands in China and does not provide any post service to the customers that is one major
consideration of Chinese customers. Also, on considering its dependency on a single format,
Aldi could suffer in its Chinese expansion and thus needs to transform in Shanghai.
PESTLE ANALYSIS OF ALDI:
Aldi is one of the top leading organization, its market shares are very high in comparison
to the other retail organization. PESTLE analysis is used to examine the external factors of the
business environment, and the result which is generated from this is used to identify the strength,
weaknesses, opportunities and threat of the organization (Shabanova, 2015). PESTLE being a
vital tool for analyzing the macro environmental factor involves 6 key factors to be assessed to
acknowledge the real situation of businesses like ALDI. This involves a foremost element called
political factors in which the foreign firms face high political vulnerability, there are many stores
of Aldi that are situated in Europe, Australia, etc. The impact of political units upon Aldi is very
low. However, on referring to its expansion in China, it has been found that the Chinese
government is largely focused on bringing the concept of modernization in China to make the
retail industry of China more prestigious in nature. As a result, to which, they are planning to
change the traditional outline of street markets in China to bring onto the concept of
supermarket. This refers to be a vital advantage for Aldi to expand into the Shanghai region of
China.
Another prime element of this model is economic where on considering the present
situation of Aldi while operating in its domestic market, it has been found that inflation in the
grocery market of UK has rose up-to 2.9 % where 3.8% is the overall growth of the grocery
market. Aldi is considered as the discount supermarket which is very popular among customers
because of its cheaper products. On relating this factor with that to the Chinese market of
Shanghai and Aldi’s expansion into it, the corporate income tax rate in China under their
taxation scheme is presently found to be nearly 25%. It is with special rates accessible for those

who are operating in some preferred industries in the Western provinces as an added advantage
for Aldi.
Social-Cultural factor being another vital consideration of Aldi to operate into Shanghai
has been found to be at stake where they must not enforce any foreign culture on Chinese
customers who are very much concerned about any such invasion of alien ethos. As a result, to
which, Aldi is hereby suggested to impose a distinct set of norms to meet out the requirements of
its Chinese consumers. In UK, Aldi is one of the highest paying supermarket, it provides pay rise
to approximately 3000 staff members, higher wages allow the one to live a better life. As per the
reports, by the end of 2020, the aim pf the Aldi is to provide education to approximately 1.2
million children in UK. Beside this, they are together required to produce more number of
healthy products to supply safe and secure products to the health conscious consumers of China.
Technology being another vital factor of this model states about technical advancements
that are dominating each sector of the business; it is very important for the Aldi to adopt such
technologies to provide efficient services to the customers. Also, on considering the business
expansion of Aldi in China, it is required for them to hire suppliers possessing effective skills of
IT and integrate the same in their adopted distribution procedures. Lastly, the Chinese customers
are very much conscious about maintaining their living standards as a concern for Aldi to offer
fresh and healthy products that can be stored in the refrigerator for a longer time period. This is
mainly on considering the fact of most of the Chinese individuals who are equipped with
refrigerators and do not shop for a week or so.
On referring to the environmental factor, it has been found that Aldi stock their products
from British producers, to help the farmers and local producers to ensure the sustainable
development of the local areas. On expanding to China, they will be required to focus more upon
effective environmental policies where the Chinese government is very much sensitive about
controlling the issues related to pollution. Also, recycling and removal of wastage are some other
relative concerns of Chinese government and are needed to be followed by Aldi while operating
in Shanghai.
Lastly, on referring to the legal environmental factors that are apparent to affect the
Chinese business of China, it has been found that as per the past years, the supermarket sector of
UK is affected by so many scandals and negative reports related to the ingredients used in food

products. Considering the legal factors, it has been found that it often influences the working of
the organization by creating negative impact upon it.
On whose basis, some vital opportunities and threats have been found that are as stated
below. The opportunities are: recently there are number of products of Aldi, who are voted as the
best product of the year. Another is the current plan of the organization is to provide 4000 jobs in
the UK to contribute in the growth and development of the country. Beside this, the concept of
modernization approaching in China is together referred to be a vital opportunity for Aldi where
it is also evident to get rewarded for its quality products that are mostly affordable in nature.
There together existed certain number of threats with a various number of competitors that are
present in the retail industry sector of China, who are major rivals of Aldi. This is for instance;
Lidl as one of the major threat of the Aldi and Walmart having a good reputation in the Chinese
retail sector. Also, the customers of China are very critical regarding their choices and
preferences, it very difficult for the industries to maintain their position in the Chinese market.
There are many industries who wants to expand their business in Chinese market, but
understanding and evaluating the needs of the Chinese consumers is very critical. Recognizing
local differences is very important to undertake business in Chinese market. China is very vast
country there are variety of religions, cultures and traditions are present tin the country (De
Villa, 2015). China is very advanced country so it is very important for Aldi to initiate
technological advancement in to there working before entering in the Chinese market. This will
help in understanding and evaluating the needs and expectation of the customers. In china
inaccurate translations regarding the functions and operations of the organization can create
negative impact upon the minds of the customers, it is very important for the Aldi to deliver their
plans and policies very effectively to identify the desires and needs of the customers of the
China. Expansion of the organization is very critical unit, it requires effective feasible study of
the business environment to ensure that organization is going to enhance its productivity and
profitability through expansion.
MODES OF MARKET ENTRY
When firms decide to internationalize its operations, there are various numbers of entry
modes which are available for the organization. They need to choose the best suitable method for
the firm. The goals, aims, objectives are also to be considered while choosing the best suitable

method for the firm. There is no as such entry method which is considered best for all the
organization, it depends upon the working and purpose of the company. Aldi wants to expand
its business operation in Shanghai, China, but a lot of evaluation and study is important for the
firm before entering in the Chinese market. The reason behind expansion of business is different
for all firms. It is also on considering the legal procedure required to be followed by the foreign
businesses like Aldi to successfully enter into the Chinese market. For which, the cited firm is
firstly required to get the sense of confidence to enter into the legal actions and settlement
procedures of China. This is on referring to the fact of Chinese litigation that is totally different
from that to the western procedures and involves paperwork to provide written evidences to
strictly adhere by the formulated rules.
There are various types of foreign entry modes are available for the firm:
Start up a new business in CHINA
Starting up business in china can turn out to be very critical as well as beneficial for Aldi,
because their customers are not very cost effective by the there are many major and dominant
organizations are present so it’s very essential for the company to conduct the proper feasibility
study of the China's market in order to gain the maximum profit out there.
Partnership
It can prove to be beneficial, if the organization conduct partnership with one of the well-known
or popular company of the Chinese this will help in gaining the attraction of the customer also
reduces or minimizes the chances of the risk for the company.
Franchising
It is the strategy where half owners of the business pay high royalties and fees in order use the
trademark and the brand name so that they can function their business under it. The terms and
conditions of the franchising depends upon the contract. The factors that comes under it are,
various kinds of the equipment; manuals of operations and management, training staff, location
approval etc., It is the successful measure that is used as the cross-border market entry, while on
the other hand the organizations must consider both internal and external factors of franchising.
The main benefit that comes with franchising is that its foundations are based upon already
established business strategies. Franchising is less risky mode in comparison to other equity
based foreign entry modes (Laufs, 2014).

Greenfield investment strategy
It is on considering yet another effective strategy where greenfield investment is useful in
terms of expanding into foreign market and tends to build everything that is required for the
company to start from the beginning (Hyatt, 2015). This gives a choice to the entities like Aldi to
indirectly invest into the foreign markets by buying shares, bonds and stocks in another overseas
firm. Although, it consists of both the chances of high risks and rewards and is meant for highly
driven exporters.
Entering in the new market is very tricky for the organization, and specially for the retail
organizations as there are number of barriers that restrict the entry of such firms. Chinese market
is very dominating and manipulative and there are lots of cultural and traditional differences are
present, so for Aldi is very important to understand each aspect of the Chinese market before
expanding their business into it. As per some reports it has been seen that Chinese customers are
very critical about their choices and preferences and it is very difficult to attract their attention
towards the different products, Aldi should come up with various types of the inn0ovations and
creativity regarding their products and offerings in this market so that they can make the
sustainable position in the Chinese market.
For entering in this high dominated market Aldi should use Licensing as the mode of
entry this will allow them to conduct their business with full efficiency and productivity and thus
it also helps in keeping the less interference of political and economic factors of the business
environment (Wicker, 2015). Licensing allows the business organization to conduct and practice
their business function with full efficiency. There are many huge organizations who have seen
great success by using licensing as their mode of entry in the foreign markets. It can also provide
various types of benefits to the Aldi.
It is therefore on referring to the above legal procedures to enter into the Chinese market
and the options available to Aldi, Greenfield investment strategy is referred to be the most
suitable one with several number of benefits to the entity. This is basically in terms of operating
with a flexible outlook and a freedom to choose own suppliers as well as the location where
currently, it is Shanghai. This will assist Aldi in getting support from its host nation with low
cost of transportation and prevention of trade related boundaries. Also, Aldi is known to get
advantages of tax incentive related benefits while operating in China.

MARKET SEGMENTATION
It is the process of dividing huge consumer and business market, which is normally
consist of existing and core customers and it is based upon various types of the characteristics.
There are various types of ways for conducting market segmentation. While in general terms,
market segmentation is the process of dividing the market into groups and sections based on
similar needs and choices and their preferences. Once the segmentation and strategies are
constructed, then next comes the formula of seven P's which is used to evaluate the business
activities of the firm. Aldi, is one of the top leading organization of retail sector and it conducts
its business operations in more than 20 countries with approximately 10,000 stores. The
company wants to expand their business in Chinese Market and for this, it is important for them
to understand the needs and requirements of Chinese market (Cross, 2015).
Geographic segmentation
This is one of the most common forms of segmentation in which, Aldi will be targeting
specifically a particular region of China. Herein, on applying this type of segmentation, Aldi is
known to target on Shanghai region of China with a specific concern of its urbanized locations.
It is one of the most common strategy that is usually being adopted by a large number of
companies where Aldi may also refer to choose it to serve into a specific area. It is also being
used when a targeted set of audience is having distinct set of preferences on the basis of their
location.
Demographic segmentation
This is yet another type of segmentation where a particular group is being targeted in the basis of
their age and gender. It is useful in terms of targeting people while considering to undertake
distinct strategies of marketing to distinctly promote the products to either individuals of
different age group or having different gender, etc. However, it can together be used at the time
of proposing different set of products meant for different people of distinct age group or gender.
Behavioral segmentation
Herein, the customer’s buying behavior is being taken into consideration and is applicable when
Aldi will be choosing a particular marketing strategy to encourage the buyers to take favorable
decisions at the time of purchasing products. This is more focused on the buying pattern of the
consumers and is usually being adopted by the companies like Aldi on considering the purchase

frequency of a particular product or their loyalty towards the brand and any specific benefits
required.
It is therefore on referring to all above specified types of segmentation, Aldi has hereby
chosen to opt for geographic segmentation to expand into the Shanghai region of China. This is
mainly on considering the fact where Aldi has planned to expand into a completely new market.
This clearly indicates the applicability of geographic segmentation on Aldi’s expansion in
Shanghai. This is apparent to assist Aldi in serving to a large base of consumers in a diversified
marketplace as a way of increasing the efficiency of the company to operate with limited number
of resources. Also, this type of segmentation is evident to enable the firm to easily operate in the
international set of market.
7 P’s applied on Aldi’s expansion to Shanghai-
Product
The attributes of product are it is intangible, heterogeneous and perishable, the production and
consumption are two inter linked and inter related aspect which are inseparable. Products can be
customized and reinvent as per the needs and the desires of the core and potential customers of
the organization. Aldi is the retail organization, it is very important for them to their products
and offering innovation for gaining the attention for their customers. On referring to the
expansion plan of Aldi in Chinese market, it has been found that Aldi is hereby introducing
online delivery of fresh food products and grocery items to the customers in Shanghai.
Pricing
It is the cost that customers pay for purchasing their products. The pricing strategies used by the
Aldi is focus upon their consumers, the heads of the company claim that they provide services
and goods at very low price to increase the saving of their core customers. Herein, Aldi has
planned to charge a very nominal price of its products with no extra cost of its delivery services.
Place
Aldi is Germany based organization practicing its business in more than 20 countries with
approximately 10,000 stores. The locations of their store mainly cover busy markets and areas
which are easy reachable for their customers. On considering its Chinese expansion, Aldi is
initially planning to set up a single retail store at one of the posh location of Shanghai and
digitalize itself to provide more number of online services.

Promotion
The promotion strategies used by the Aldi lay focus upon their pricing strategies and the prices
of their products. The company focuses upon keeping the prices of their product low so that they
can increase the saving of their customers (Chatterjee, 2017). For this purpose, Aldi is planning
to promote its services via online means to attract more number of youngsters who are also
conscious about their health and will consider buying the good quality products of Aldi. This is
also on considering the fact where today’s young generation is very much active on online
means and will effectively refer to the digitalized strategies adopted by Aldi to promote its goods
and services.
People
In a service delivery process, people are its defining factor, the training and development
strategies used by the organizations like Aldi are very important aspect of the firm now a day.
Aldi will together consider hiring efficient candidates to work on its Chinese market and also
respect the diversified culture of China. Although, for this purpose, it will together consider
providing timely sessions of training to work upon the new set ups that are composed of several
digitalized technologies.
Process
The service delivery is very important aspect of the retail organization, as they want to lay focus
upon the factor that their delivery is consistent and it is not losing it grounds because of any
reason or factor. Aldi use blur print techniques to keep records about their service delivery
processes. This is mainly on considering the delivery of online services to the customers
intending to buy the products offered by Aldi in its Chinese market. It will be not only cost
effective but will also include process for fastest delivery in no time. Also, this entire procedure
will be supported by a mobile driven app to enable the users in easily ordering the products and
track it till it is arrived on the destined location. Also, the users will be able to perceive their
payment related details as well.
Physical Evidence
The nature of the services is intangible, so it is important for the organization to incorporate
some tangible sources into their services to enhance and establish the better experiences of the
customers. This is mainly in context to Aldi’s set up in the Shanghai region of China that will be
a single retail store with air conditioning set up and various entertaining means for the shoppers.

In which, there will be some additional services for the individual’s shopping with their children
where the kids will be able to play in the in- store kids corners that will be composed of
equipment’s, specially arranged for them.
PORTER'S GENERIC STRATEGIES
The relative position of the firm is used to identify whether the profit ratios of the firm
are below or high, as per the expectations and margins. If the profits ratios are more than the
expectation of the company then in that case its position is sustainable in the market, and it is
below the average then in that case company needs to identify their weak areas to eliminate
those factors. For achieving the competitive advantage firm can focus on two factors, low cost
and differentiation. Aldi deals in highly competitive market, the firm can use the Porter's Generic
Strategies to identify its competitive position in the market (Alt, 2017).
Cost Leadership
This is the technique where firm uses the strategies to lower its cost in comparison to the other
firm of the industry, this helps in building and competitive advantage for the company. A low-
cost producer must identify and exploit all sources of the cost advantage. If the firm achieve the
sources of the cost advantage than in that case it can turn out to be one of the dominant
performer of its industry. The prices of the products offer by the Aldi is very low to increase the
saving of their core and potential customers. The prices for the products which Aldi charge from
their customers is very nominal in comparison to the other competitors because the company
believes in increasing the saving of their customers and tends to provide good quality of services
and products to their customers. The finance managers of the firms effectively manage all the
expenses of the firm along with the management cost, labor cost and all the other extra expenses
that are being paid by the company. It is with a similar context of Aldi where it is also known to
face a lot of issues at the start of the business when it was providing low cost products to the
customers and achieved the title of discount retailer. As a result, to which, it suffered from some
vital allegations of offering cheap products in less price. However, on ignoring such claims, it
started operating with its accepted business model offering high quality goods at low price and
defeated some of its major contenders like Walmart, Tesco, Sainsbury, etc. It is together known
to maintain its other related costs such as labor, operational and managerial costs in a truly
efficient way.

Differentiation
This is the technique where firm offers different and unique products to their customers to gain
the competitive advantage. In this process firm choose some attributes which are important for
so many customers to make the desirable changes. The main aim of this process is to mark the
difference between the firm and other rival’s companies to gain the competitive advantage. Aldi
can use this tool by innovation or recreating some products and services which can help it to gain
the attention of their customers. In china there are number organization are available so it is very
essential for the Aldi to come up with some unique features that are prove to be attractive
enough in order to gain the attention of the customers towards their offerings. The most
attractive and unique services that will be provisioned by Aldi in its Chinese market is its
digitalized presence offering 24/7 services to the customers along with web assistance.
Focus
The companies who choose these factors tends to take risks for the working of their
organization. The focus is further sub divided into cost focus and cost differentiation.
Cost Leadership and Differentiation: This is the tool which is used by the companies to identify
the factors which can provide it cost advantage in the competitive market. It is therefore on
referring to the Chinese market of Aldi that will also be providing goods at highly discounted
price. It will assist Aldi in maintaining its most beneficial aspect of provisioning affordable
products to the consumers with good quality. By which, it will easily combat an intense state of
competition in Shanghai as well.
This is mainly on considering the aspect of a focused cost leadership that is required to
be adopted by Aldi in its Chinese market, it is hereby required to compete on the basis of pricing
to further narrow down the market. This does not mean to charge a very nominal price from the
customers but to charge less in comparison to the contenders.
A focused differentiation being another effective strategies necessitates the organization
like Aldi to offer unique products and services to its customers. This already comes under the
planned tactic of Aldi to expand into its Chinese market where it is largely concentrating on
improving its sales channel by supplying over internet via online order of goods.
Uniqueness: In this tool, companies identify unique factors of the market to gain the edge in the
highly competitive market segment (Tansey, 2014). Herein, Aldi’s digital presence is till now
referred to be the most unique service.

CONCLUSION
From the above report it can be concluded that, for entering in the new business market
or for expanding the functions of the business, it is very important for the organizations to
conduct proper study and evaluation regarding the working of the market to maintain the
sustainable position. It has been also seen that there are various types of the entry measure which
are been used by the firms so that they can practice their business effectively and efficiently in
foreign markets. Various types of approaches are present to evaluate the working of the business
environment which Aldi can use before entering in the Chinese market.

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