Comprehensive Marketing Strategy Report: Aldi's Business Model

This report provides a detailed analysis of Aldi's marketing strategy, exploring key influencing factors, the link between marketing objectives, environment, and strategy. It defines niche and mass markets, examining the adoption of the marketing mix for each. The report also analyzes the benefits of both niche and mass marketing, explains Ansoff's Matrix and its features, and discusses how the marketing mix can be adopted for different growth strategies. Additionally, it assesses the usefulness of the Ansoff's Matrix in achieving a growth strategy, concluding with a glossary of key marketing terms and a list of references. This report is a comprehensive overview of Aldi's marketing approach, offering valuable insights into its business model and strategies.

Marketing Strategy

INTRODUCTION
Marketing Strategy can be defined as the process of overall game plan which is developed
by the entity for the purpose of providing services to customers for earning profit. It is one of the
most crucial planning for company where each and every decision must be taken only after
analysing different factors. In context of the file the chosen organisation is Aldi which a German
supermarket chain dealing in different part of the world. It was founded in the year 1946. In this
report, various topics will be discussed which is related with marketing strategy and that can
allow the company to perform better.
MAIN BODY
Explains the factors which will influence a business' marketing strategy.
Marketing strategy plays the crucial within the business entity which simply gives idea
about the working style which is required to be adopted by the company for attaining the goals.
In context of Aldi, there are various factors which is can influence marketing strategy. Those
factors are:
 Knowing the audience and how they can be influenced.
 Adopting the correct communication tactics.
 Having knowledge about external factors like political, social, environmental and their
effect.
Explains the link between marketing objectives and marketing environment and marketing
strategy.
There is a link between marketing objective and marketing environment and marketing
strategy. It is necessary to understand for the company like Aldi to take effective decision so that
they can perform effectively in any of the situation. Talking about marketing objective, it simply
means the customers which company is looking to target for attaining the target where role of
marketing environment increases (Morgan and et. al., 2019). They have a link because it
marketing objectives are formed on the basis of internal and external factors which may have
impact upon the entity. Now, both marketing objective and marketing environment has a link
with marketing strategy because it allows the organization to identify about the source of which
company will looking for distributing its product within the market.

Explains the meaning of niche and mass market
Niche Market: It is explained the form of market where organization focuses in specific
group within limited number of product to earn profit.
Mass Market: It is defined as form of market were products are manufactured for large
group of people where effective marketing strategy is required to sale products within the
market.
Explains how the marketing mix can be adopted for a niche or mass marketing strategy.
Discussing about Marketing mix, it is one of the concept where plans and policies are
prepared by the company like Aldi to cover the market to sale its product. It can be adopted by
Mass market where company will require to identify about the product which they are going to
manufacture, what will be the price they will charge (Key and Czaplewski, 2017). Also, what
will be the effective way of promotion with selection of place to sell the product.
Analyses the benefits of following a niche and mass marketing strategy.
Some of the benefits of adopting niche market are:
 It will require less amount of capital.
 This types of business general have minimum risk.
 Profit earning are always high.
Different benefits by adopting niche marketing strategy are:
 New customers can be connected with the company
 The cost of producing every single unit decreases.
 Sales of company can be enhanced.
Explain the theory of Ansoff's matrix and it's features.
Ansoff’s Matrix is explained as the marketing tool which can be adopted by the company
for the purpose of expanding its business at a greater platform. It is one of the effective
marketing tool which can be helpful for company for preparing new plans and policies. There are
four different features connected with Ansoff Matrix and they are:

 Marketing Penetration: It is one of the feature where company deals in existing
marketing with effective strategy of promoting products through different communication
tools (Armstrong and et. al., 2018).
 Product Development: Here, new products are generally introduced within the existing
marketing for the purpose of improving profit percentage.
 Market Development: It is another form of marketing strategy where company is
required to enter into new market with the help of existing product. It is basically done
for the purpose of covering large market area.
 Diversification: It is one of the different concept of marketing where company simply
tries to enter into complete new market with the help of new product.
Explains how the marketing mix can be adopted to allow for different types of growth strategies.
Marketing mix can be adopted by the company like Aldi in order to allow the different
types of growth strategy. It is said that company can decided within the help of marketing mix
about the market which they are going to target (Weerawardena, 2018). Even at the of market
penetration, it can allow to determine about the promotion which are required for selling the
product. In the same manner, it is help to decide about pricing and place where they are needed
to expand the business.
Analyses the usefulness of the Ansoff's matrix as a means of achieving a growth strategy.
Ansoff’s Matrix is one of useful marketing strategy which can easily allow to achieve
growth with the market because it helps to determine the organization for the area which are
required to be focused. Not only this but it can guide product and services are required by the
customers which can reduces the unnecessary expenses as well (Dangelico and Vocalelli, 2017).
Talking about the profitability, it can easily find the way to promote the product which plays an
essential role within the market.
-Includes a glossary of key terms relevant to marketing strategy.
There are number of key terms in relevant to the marketing strategy which can simply
allow the organization to attain its goals. Some of the key terms are:
 Marketing Mix
 Advertising
 Marketing communication tools

 Digital Marketing
 E-commerce and many more.
REFERENCES
Books & Journals
Morgan, N. A. and et. al., 2019. Research in marketing strategy. Journal of the Academy of
Marketing Science, 47(1), pp.4-29.
Key, T. M. and Czaplewski, A. J., 2017. Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons, 60(3), pp.325-333.
Armstrong, G. M. and et. al., 2018. Marketing: an introduction. Pearson UK.
Weerawardena, J., 2018. Non-profit marketing strategy. Transformational Leadership and Not
for Profits and Social Enterprises, pp.142-163.
Dangelico, R. M. and Vocalelli, D., 2017. “Green Marketing”: an analysis of definitions, strategy
steps, and tools through a systematic review of the literature. Journal of Cleaner
Production, 165, pp.1263-1279.