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The purpose of this assignment is to again provide you with an opportunity to apply knowledge, theory, frameworks and tools from the early part of the unit to an analysis of the strategy and strategic practices of a real organisation. In this assignment, you will work to analyse the strategies pursued by the Aldi discount supermarket chain since its creation. You will evaluate marketing related strategies and their effectiveness and relate to be real-life experiences and relevant research to look at core marketing theory. The aim is to provide experience of marketing analysis and practice and to determine your ability to relate real marketing strategy to theory and research.
The Overall Task
In increasingly competitive markets, consumers have a greater choice over where they buy their goods and services. For an organisation to meet its business objectives, it has to find out what consumers require and then identify the best way in which it can satisfy these needs and wants. Creating a competitive advantage can be difficult. A unique marketing strategy with clear objectives is vital to ensure effective promotional activity.
Your task in this case analysis is to answer two questions by critically analysing Aldi's market situation.
Please do not just describe events, although you should read Aldi's history to understand the background to your analysis. You should use the principles and concepts that you have learned throughout the unit to answer the following three questions:
1. What marketing strategy or strategies has Aldi has adopted since it was created? For Australian-based students, you might like to focus your analysis on the Aldi Australia experience. For students studying with partner institutions in New Zealand1, Singapore and PNG, your analysis will likely take on a more international perspective.
Answer this question by applying one or more of the theoretical approaches discussed in the course.
2. What marketing options can you describe for Aldi if it wishes to remain a successful organisation throughout the next decade? Answer this question based on the circumstances that exist in 2016 and your best forecasts of relevant future industry factors.
These are wide-ranging questions and you should undertake extensive independent research into Aldi and its industry. You should explore different aspects of these issues and incorporate them into your report. This is a practical assessment of a real company, but you need to show an understanding of theory and research in your evaluation and suggestions.
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Marketing can be described as the process through which products, services and ideas are developed, passed on, promoted and priced to reach the desired customers and assist in the creation of long term relationships with all the stakeholders (Pride & Ferrell, 2014). The ultimate aim of any form of marketing is to benefit both the customer and the marketer, and hence it is very important for every business to have a marketing strategy, Aldi, a highly successful retail business being no exception. Having a marketing strategy will help Aldi to establish a competitive advantage and increase its profits by focussing on different ways to attract target customers. It also will help Aldi to understand the different needs of different customers and position its products accordingly. This report explores the different marketing strategies used by Aldi since its launch in Australia and tries to come up with the best possible ideas for it to continue its growth in Australia.
Founded in Germany in 1946, Aldi is an international discount supermarket chain operating in over 18 countries across the world (Aaker & McLoughlin, 2010). Aldi was founded by brothers Karl and Theo Albrecht by converting their parent's grocery store into a store of chains, and in 1960 they split the business into the north and south divisions for ease of management and are now two of the largest privately owned businesses which have individually expanded into different countries of the world (Brandes & Brandes, 2015). The mission of Aldi is to provide high-quality products at the lowest possible prices to its customers across the world. Instead of stocking a huge number of grocery and household product brands, Aldi stores offer about 1400 commonly purchased brands including own private label products in common sizes (Aldi, 2017) and projects itself as a 'no-frills' supermarket focussing only on the frequently used customer products. Through innovative marketing strategies, Aldi occupies 11.7% market share in Australia, 4.4% in the UK (The Daily Telegraph, 2016), (Management Today, 2017) and is expanding rapidly in the US besides performing fairly well in its original country of Germany. According to a 2016 research, 38% of shoppers at Aldi in Australia belonged to the low-income groups while 26% were from high-income groups, and this number rose to 50% from high-income groups in 2014.
Marketing mix stands for the combination of product, place, promotion and pricing strategies frequently called as 'the 4 Ps' which is designed by marketing managers to bring about a successful and satisfactory exchange of desired items between the targeted market (customer) and the marketer (the business firm) (Singh, 2012). In order to analyse the different marketing strategies adopted by Aldi since its formation, it is necessary to understand its focus on each of these mix elements.