Analyzing the Impact of Globalization on ALDI's Marketing Functions

This report examines the impact of globalization on the marketing functions of ALDI, a multinational grocery company. It begins with an overview of globalization, defining it as the increasing interconnection of international economic systems driven by advancements in transportation and communication technology. The study aims to analyze the positive economic, cultural, and ethical impacts of globalization on ALDI's marketing functions, focusing on how these factors influence business expansion and profitability. The literature review explores the concept of globalization, its positive economic, cultural, and ethical aspects in the food retail industry, and the benefits of expanding business operations in emerging markets. It also recommends strategies for ALDI to operate effectively in the international market, such as promotional activities, technological enhancements, and competitor analysis. The research methodology section discusses the tools and methods used to gather and analyze data, including qualitative and quantitative approaches, to ensure the reliability and validity of the study's findings.

Research Project

CHAPTER 1: INTRODUCTION
Overview of research
Globalisation define as the collection and combination of activity in the international
economic system which lead towards increasing interconnection of international system. It is
particularly common which includes business markets such as primary market, wealth and credit
market and insurance markets, commodity markets. Globalisation has been grown due to
advancement in transportation and communication technology (Baylis, Smith and Owens, 2017).
With the enhancement in global interactions, it will assist in increasing growth and success level.
This will describes the way nation and people of the world communicate with each other. There
are various things which have being globalised as people come into contact. Globalisation
directly affect both standard of life and quality of life. The report is based on ALDI which is
multinational grocery company and they are mainly deal with variety of goods and services to
their customers. In this assignment, it will describe research aims and objectives in order to
complete project. Literature review is used for analysing different authors and scholars views
regarding research topic.
Background of the study
ALDI is one of the international organisation which is large supermarket chains with over
10,000 stores in all around 20 nations. It is estimated combined turnover is more than 50 billion.
They are able to offer high quality based products and services at lower cost. The company is
operated and regulated in 35 individual regional companies with about 2500 stores in western,
northern and eastern Germany.
Significance of study
The research is important because this will assist in analysing positive impact of
economic, cultural and ethical aspects on globalisation on different marketing functions. This
will help them in expanding business operations and its functions in another country for gaining
high income and profitability (Kotler and et. al., 2015). It can be useful for maintaining and
managing marketing functions in the context of food retail industry. Along with this, the topic is
important because ALDI can easily examine various aspect in the form of cultural, economic and
ethical impact on marketing functions.

Research Aim
Aim: “To analyse the positive economic, cultural and ethical impact of globalization on
marketing functions of the food retail industry”. A case study based on ALDI.
Research Objectives
Objectives:
 To understand the concept of globalisation.
 To evaluate the positive economic cultural and ethical aspects of globalisation in food
retail industry.
 To identify the benefits of globalization while expanding business operations and
functions in emerging market place.
 Recommend different strategies through ALDI can easily operate business in
international market.
Research Questions
Questions:
 What is the concept of globalisation ?
 What is the positive economic cultural and ethical aspects of globalisation in food retail
industry ?
 What are the benefits of globalization while expanding business operations and functions
in emerging market place ?
 What are the different strategies through ALDI can easily operate business in
international market ?
CHAPTER 2: LITERATURE REVIEW
A literature review report about the publicised information and collection in appropriate
subject field and there are various authors which are giving their opinions on specific theme. It is
the simple summary of sources but it is mainly use particular organisational structure and it will
combine both summary and analyse brief concepts (Miletzki and Broten, 2017). This is academic
material that includes actual cognition of findings and theoretical contribution to particular topic.
Literature review is the secondary sources and methods which does not report new and original
work. This is based on academic research field. It can be used for recognising and identifying
various authors and scholars regarding specific investigation theme.

1. Concept of Globalisation
Globalisation is a procedure in which goods, services, technology, and information can
freely move from one country to another. It is the process by which a person can start trading
at international scale. This term means combination of different societies and economies which
take place through cross country flow of technology, data, informations and many more.
Globalisation connects different people to various things (Coccia, 2015). Globalisation is a
process by which different business organisations, governments and people interact with each
other at international level. It helps the business organisation to enhance its performance at
marketplace by its expansion in different country. It is also said that the concept of
globalisation has enlarge number of opportunities for various organisations by which they
can maximise and enhance their performance as well as profitability level.
It is not beneficial for the companies only but it has also improved living standards
and lifestyle of people. This concept is common among those people who are very
passionate about expansion of their business in foreign countries. Such people desire to
maximise their overall profitability by managing their operations and sales in cross border
countries. Globalisation create new market for business expansion (Hair And et. al., 2017).
It has also been evaluated that business organisations and concerns can attract more
customers at international level by providing them creative and innovative goods and
services. With the help of globalised market, business organisations can buy cheap raw
material and reduce their cost of production. As a result, it will increase the overall
profitability of a company.
2. To understand the positive economic cultural and ethical aspects of globalisation in food
retail industry.
According to the view of ( Zajda, 2015) positive economic cultural of globalisation in
retail industry is that, the company who want to expand their business at global scale are having
very stable economic cultural. As, in the context of ALDI, the organisation want to expand their
business in UK, and the economic culture of UK is very stable and by this ALDI can attract large
number of customers, and enhance their customer base. By expanding the retail business in UK,
Aldi can expand their employment opportunities, as in developing countries employment rate has
been increased. Along with this, the existence of an international market has encouraged
competition an impacted consumer prices in a positive way. ALDI is one of the biggest super

market chain in the world, they use to provide their products and services in different parts of
the world.
Now they are planning to expand their business in UK, so that they can enlarge their
chain of super market. But there are several factors, which can influence the performance of an
organisation when they are globalising their business. The economic conditions of UK is very
much stable, and they allow ample number of businesses and organisations that they come and
invest in their business environment ( Sigala, 2017). ALDI can get a good economic condition in
UK, which will help them in attracting huge number of customers. This also lead the
organisation in getting a strong start in new nation, as people there love to spend on new
products and services. By getting a strong start, it become very easy for an organisation like
ALDI to make loyal customers from their beginning, by which a good customer base can get
prepared for them.
3. To identify the benefits of globalization while expanding business operations and functions in
emerging market place.
As per the view of ( Moulaert, 2016) When an organisation expand their business
operations and functions in existing market then the major benefit is the employment
opportunities, as globalization rises more and more companies set their business at global scale.
In this way, the opportunities for employment increases. As ALDI expand their business, they
can get more highly and skilled employees. Along with this, with the increase in globalization, it
becomes easier for the people to go in different countries for better education. This result in
integration of culture. The increase in free trade has opened the opportunities for the investors to
invest their money in developed countries. The flow of information is faster from one part of the
world to the other, as this result in the world being tied together. By the increase in globalisation,
the important information is being shared between the group of individuals very quickly. As the
globalisation is rising day by day, people are accessing the best quality of goods and services in
all over the world. The companies have to try to provide better quality goods or products to their
customers and they has the liberty of choosing the product whichever is suitable for them
according to their needs and requirement. By this the people of UK can wear the clothes which
are made in India and on the other hand the Indians can have the products of Germany. As the
globalisation is increasing and the competition is also rising, so the producers have to decrease
their prices of products in order to remain in the market. This has become beneficial for the

citizens of UK that they are getting the best quality products at cheaper cost. By the rise in
globalisation, barriers between different culture tend to decreases, which has result in tolerance
and openness towards their cultures ( Deresky, 2017). As the globalisation increasing, the
economic opportunities for the poorest people in the world in also increasing. By globalisation
the different citizens of different countries of various cultures are exchanging their ideas and
values. The major benefit of globalisation in retail industry is that they can expand the growth of
their business. The importing rate is also gets low with the help of globalisation iin retail
industry. The employees of Aldi can adopt the new technologies to expand their performance
level and attain the goals of the organisation. At last, the rise in globalisation can increases the
labour productivity and decreases the ratio of capital-output. Along with this, the company can
attract capital as well as foreign updated technology, which improves the quality of production.
4. Recommend different strategies through ALDI can easily operate business in international
market.
As ALDI is one of the biggest super market chain in the world, and for globalising their
business it is very important for them to consider some strategies by which they can easily
achieve their goals and objectives in international market ( Gurung and Prater, 2017). The
strategies which are recommended to ALDI for easily operation business in international market
are Promotional activities - For expanding the business in international market of UK, it is very
important for them to have some specific promotional strategies, which can help them in
attracting ample number of customers. It is recommended to ALDI that they can use social
media, discount offers, and advertisements for promoting their products and services in business
environment of UK. Technological enhancement-Organisation like ALDI have to use new
technologies while expanding their business in new nation ( Boddewyn, 2015). This help them in
provided quality services to their customers, by which they can get satisfied and also can get
attracted towards the products and services offered by ALDI. Study strategies of their
competitors - As it is also recommended to ALDI to study the strategies used by their
competitors, so that they can make their strategies according to them and can get some
competitive advantages.

CHAPTER 3: RESEARCH METHODOLOGY
It is the process and tool which can be utilised for recognise, identify and analyse whole
facts and figures regarding research subject. In this part, they permit publication which measure
and analyse whole study reliability and validity in better manner. An inquiry can carry out for
describing, informing and anticipating activity procedure effectively ( Sayer, 2017). This is
defined as study technique and method in which they can gain correct knowledge and ability to
conduct appropriate research. It is one of the essential part of an investigation report because this
is required factors which are considered. With the assistance of this, all such issues and problems
related to research can be sort out in effective way.
Type of investigation
In this section, researcher required to approach right collection and info of investigation
study so they can easily executing required methods and tools for gaining benefits regarding
research process. There are mainly two ways in which research can be conducted in improved
way that includes qualitative and quantitative investigation method. In qualitative method of
research, information has been collected and gathered by formulating usage of qualitative
method and it is mainly centering on keeping quality and client point of view towards firm goods
and services ( Vezzoli and et. al., 2015). On the other hand, qualitative research is the
investigation which assist them in collecting and gathering correct data with the help of authentic
charts and graphs. For this, an investigator mainly concentrate on understanding and evaluating
qualitative factors of particular topic that is required. In this report, qualitative method of
research can be used for collecting and gathering necessary facts and figure while conducting
appropriate report.
Research Philosophy
It is the content and value which can be utilised for collecting and gathering accurate
information or data while completing research report. This section indicate various forms of
structure and values which are being precede by researcher and the main role of researcher is to
select correct philosophy for the firm for reaching with wanted effect. In addition to this, there
are mainly two types of philosophy that includes positivism and interpretivism ( Martín-de
Castro, 2015). In positivism philosophy, experience is steady and it can be determined and
described from an objective perception without interference with phenomenon being explained.

Interpretivism philosophy argue that personal engagement and representation is real that should
be understand. This philosophy main focus on data quality which will assist in assembling and
gathering correct information and collection in improved way. In this project, positivism
philosophy is used for assemblage and collection of reliable data at the time of completing this
work.
Research approach
A research approach is the program and process which belong with steps along with
advanced and broad assumptions to describe various methods and techniques in better manner. It
is supported on an investigation quality which help in resolution major issues and problems
which are being addressed. Research approach is critical part of scientific report which help them
in examine entire field. In this, there are two types of investigation approach which is required to
be implemented by researchers ( Lewis and Westlund, 2015). It includes inductive and
deductive approach. In inductive approach, there are different forms of new theories which is
founded on various form of models and estimations according to the results so that they can
collect and gather accurate data and information. Another is deductive approach analyse actual
numerical information and figures that are being determined on the basis of measurement. In this
project, deductive approach is used because this will help in gathering and collecting correct data
while completing research report.
Research Strategy
There are number of research methodology which has been identified and this can be
utilised for maintaining or managing hierarchy structure along with three levels. For acquiring
advanced profitability and income, a researcher need to adopt assorted scheme which are
accommodating in examining goods and services. They are taking views and reviews of
respondents regarding new products which are offered by them. Along with this, there are
different investigation scheme which can be used by investigator in order to absolute their study
in effectual way. There are various sources such as survey, case study, action research and so
more. In this, survey is used for taking interview and discussion with a single person regarding
specific theme ( Böhme and et. al., 2015). Survey is useful for explaining, describing and
identifying large number of population. The research method can be used for providing
capability which make sure about collecting and gathering facts. Survey is taken for analysing
sample respondents views and response about firm organisation products and services. This is

used for assessing the opinions, views and thoughts. In this, case study is not itself research
method, but investigation technique required to select accurate method of data method and it will
analysing best suitable material for case study. This includes qualitative method such as
observation, interviews, diaries and personal notes. Another is action research which can be used
for resolving immediate issues and reflective process of solving major problems. In the current
project, survey is most effective method which can be used for gathering and collecting accurate
data for completing research report.
Data collection
Data can be classified with the help of various strategies and methods which can be used
for gathering and collection accurate information in amended way ( Su and et. al., 2016). There
are two fundamental sort of information and data in order to gather facts which combines
essential and auxiliary sources that are explained as follows:
 Primary data – It is that method which can be helpful in assembling and collecting
existent data and information in effective way. There are various sources which assist in
assembling correct statistical data points among various elements that includes
observation, interviews, recognition and contemplate and so more. Such method help in
gathering and collecting accurate data at the time of completing research report.
 Secondary data – This can be defined as the procedure which help social affair data and
information by other respective and such info can be useful for analysing so that they
will create valid conclusion ( Chen and et. al., 2015). In this, there are different sources
which can help them in collecting correct data with the help of different methods such as
books, unpublished data, daily papers, magazines and many more. In addition to this,
there are various methods and techniques which can be beneficial for gaining accurate
facts and figures.
Sampling
It is the procedure which is utilised in statistical investigation in which planned amount of
observation are taken for long period of time. The methodology used to sample among large
grouping which depend upon type of investigating being performed but it may includes simple
random sampling and systematic sampling ( Banerjee, 2017).

Ethical consideration
It is the general method which undertaken for corporation in exploring whole areas. It can
be analysed that existent regulation and regularise are established in term of right or wrong
effectively. It is important part which can be used for securing various criteria on specialist in
order to gather and collect information in better manner. They have develop correct decisions for
selecting accurate or false and also conceal with person data and information from various
responsive. There are various types of moral qualities that are required for researcher in order to
sort particular research task ( Baum, 2015). This is essential to accumulate that it is fundamental
which align networks resistance and lawful legislative issues or problems.
CHAPTER 4: DATA ANALYSIS
It can be analysed that it is one of the most important section of research where
investigator need to analyse respondents needs and wants in order of examine data collection. In
this, information is related to find out details and there are different types of charts and graphs
which can be used for the same ( Ali and Al-Aali, 2015). Data will be analysed and examined
with the help of random sampling method and sample size is 40. it can be seen that it will assist
them in recognising accurate facts and figures in specific study.

QUESTIONNAIRE
Q.1. Do you aware about the concept of globalisation ?
 Agree
 Disagree
Q.2. Does globalisation assist ALDI in reaching with desired customers in the new emerging
market place ?
 Yes
 No
Q.3. What are the benefits for ALDI while expanding business operations and functions at
international level ?
 Gaining high income and profitability
 Reaching with domestic as well as international customers
Q.4. What are the major challenges and issues faced by ALDI at the time of enter in new
market place ?
 Culture differences
 Change in technology
Q.5. Can globalisation help company in acquiring growth and success while serving variety of
goods and services ?
 Agree
 Disagree
Q.6. Do you think globalisation assist in expanding business operations and its functions at
global level ?
 Yes
 No
Q.7. What are the major strategies which can be used while expanding business in new
emerging country ?
 Franchising
 Licensing
Q.8. Does ALDI spread their business functions and operations with the help of globalisation
in different countries ?