Unit 2: Marketing Processes and Planning Assignment Sample
Introduction
The report aims to analyse the strategy used by Aldi LTD to improve their marketing approach and enhance their market segmentation to acquire more audience towards the brand. The report includes the beef idea of the organisation as well as 40 marketing mix which will indicate the brand's product, price, place and promotional studies. Another hand it also includes portal 5 forces in which the company can identify which market expansion strategy can be suitable for the organisation and provide a greater opportunity for handling the challenges for proper promotional campaigns in the competitive market of the United Kingdom.
“A brief idea of the organisation”
Aldi LTD is a “German-based grocery and supermarket chain” across the different nations of Europe such as the UK and many more. Starting in 1948 the company significantly became famous due to their low budget product and services as well as exclusive deals with their suppliers (Aldi, 2025). The company majorly focused on providing quick shopping facilities and experiences to their customers. In recent periods the overall revenue of the organisation is approximately 34 billion GBP (Statista, 2025). They mostly target those who value low prices and this type of experience. In the current UK market, the company has been selling food, beverages and other tobacco-related products which also help to maintain an effective image among the potential audience in the market. Due to the low prices of the product mostly people from low to medium-income levels a significant customer base for the brand.
“4P marketing mix”
- “Product”
The company is significantly famous for its grocery products and services across Germany and other nations of Europe. On the other hand in the United Kingdom, they also sell items like food and beverages along with different tobacco materials which effectively increases their product variation for different customer bases across the country (Kyriakos et al., 2021). The company is majorly focused on selling grocery products along with different food and beverages at low prices which can be adopted by various economic class people.
- “Price”
Most of the price of the product in the organisation is significantly cheaper than other competitors in the industry. The major aim of the brand is to sell products and services at low prices which can maintain affordability to every audience in the market. The pricing strategy used by the brand is named “Everyday Low Prices (EDLP)”. This price strategy significantly works to reduce the overall price of the product constantly according to the needs of the audiences (O'Connor et al., 2022). It majorly focuses on the value and affordability aspects as well as the concept of bulk buying and limited product selection which keep the cost down and provide the low-cost operation among effective efficiency and simplified process.
- “Place”
The organisation is majorly oriented in Germany and has retail stores in different parts of Europe such as the UK, Scotland, Ireland and many more. Apart from the UK the company mostly sells grocery products at cheap prices which attracts different audiences towards the business. In the United Kingdom, the company also sell food and beverages along with tobacco products Sing et al., 2022). It diversifies the product range for the audiences and provides them with various speciality of having a variety product range. In other countries like the “Netherlands, Spain, Belgium” and many more the company also available there services of selling low-priced prices grocery to attract more audiences towards the brand.
- “Promotion”
To promote the services and availability of the product to their customer the company majorly focused on a “low-price advertising” strategy which highlights their commitment to maintaining low prices of their product and services to their potential audiences. Most of the time the company included a comparison between high-cost products and low-priced products in their campaign which was a direct target to their competitors (Hou, 2023). The company also follows the social media trend for managing the engagement and attention of the audiences and providing the vision of the brand through different social media campaigns.
“The Ansoff Matrix”
- “Market penetration”
The strategy majorly includes the marketing plan for increasing the awareness of the product as well as its uses in an already established market for a brand. With the help of the strategy, the company can identify the opportunity to grow its revenue and sales through the same targeted audience. It can significantly enhance the competitive advantage as well as establish a bitter market position which will ensure increased revenue and customer base in the future (Nwosu et al., 2024). Some of the major drawbacks of the strategy include limited opportunity and the impact of competitors. In the already established market, the number of opportunities is significantly low. On the other hand, due to the availability of competitors, it becomes also difficult for the brand to grow its product industry.
- “Product development”
The term “product development” strategy includes the process of creating new products according to the needs of the audience in an already established market. In this strategy, the company become able to understand the changes in the current tender market as well as the choices of customers (Yeshi et al., 2022). Launching new product and services as per the kinematic market trend can be significant for the brand for enhancing their product range and creating effective strategy for acquiring more audience towards the organisation. The benefit of using the strategy is to create diversified products and enhance the revenue structure according to a larger audience base.
- “Market development”
The term “Market development” includes the strategy for launching the product and services of a brand in a new market. It effectively helps manage the business growth as well as introduce the product to more audiences from different nations and industries. The major benefit of using the strategy is the hit can help to expand the market base of the brand by creating new customer segmentation in different geographical areas (Abdellatief et al., 2023). Along with the strategy also helps to create effective distribution channels which will help the company to find new opportunities for selling its products and services to its new target audience.
- “Diversification”
With the help of diversification strategy companies can enter a new market with a new product and service line under the brand. With the help of the strategy, the company can significantly improve its research and development team and identify the potential trend of a new market. This effectively helps them to create a new product and services to acquire more customers towards the brand (Nwosu et al., 2024). The strategy can be effective for increasing revenue as well as creating product diversification in the organisation. However, the lack of understanding of the market trends and the impact of culture can increase the chances of risk factors for the product.
“Exploring new market segment”
For entering a new market or exploring a New Market segment “diversification strategy” or “market development strategy” can be significantly beneficial for Aldi LTD. With the help of a diversification strategy, the company become able to improve the research and development and identify current market tenders other industries across the Nations. On the other hand, it can be also beneficial to analyse the customer choices in which the organisation can create new products and services for acquiring the potential audience base in a new industry (Abdellatief et al., 2023). On the other hand, the market development strategy can be useful for the organisation to sell their already listed product and service in a new market to understand the market choices and create a diversified customer base. In both strategy diversification strategic and bi are significantly difficult for the organisation in which the company have to spend a period for effective research and development. On the other hand, the market development strategy can help understand the current trend through already listed products.
“Challenges in Marketing”
- “Competition”
In the supermarket industry of the United Kingdom, the competition is significantly high. Companies like Tesco, Sainsbury and many more have a huge number of stores across the nation which increases the competition for Aldi LTD in the UK (Hou, 2023). The major complete of the low-cost pricing strategy of Aldi LTD is Tesco which has also followed the significant prices for their product and services and attracted a major audience for creating a competitive advantage in the industry.
- “Economic Downturn”
After the Brexit Movement, the overall market has faced significant backlash due to various reasons such as supply chain issues and many more (Yeshi et al., 2022). Those factors significantly affect the oral expansion of the brand to acquire more of an audience the economic downturn can also if it on the overall availability of the product as well as the prices which can see in the purchasing behaviour of the audiences.
Conclusion
In conclusion for initiating an effective marketing strategy in Aldi LTD, the use of diversification strategy and market development can be effective for acquiring more audience and increasing the revenue. With the help of a diversification strategy, the company become able to create new products and services and create a better engagement with its potential audience. In recent Periods, factors like economic downtown as well as competition can significantly if an act on the oral marketing aspects of the organisation. Maintaining an effective social media marketing campaign and a low-cost marketing approach can be significant for handling those issues.
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References
Abdellatief, T.M., Ershov, M.A., Savelenko, V.D., Kapustin, V.M., Makhova, U.A., Klimov, N.A., Chernysheva, E.A., Aboul-Fotouh, T.M., Abdelkareem, M.A., Mustafa, A. and Olabi, A.G., 2023. Advanced progress and prospects for producing high-octane gasoline fuel toward market development: State-of-the-art and outlook. Energy & Fuels, 37(23), pp.18266-18290.
Aldi, 2025. About Us [Online] Available at:<https://corporate.aldi.us/about-us/> [Accessed on: 7th January]
Hou, Q., 2023. Analysis Of Nike Brand Operation and Marketing Strategy in Different Business Periods Based On 4P Marketing Theory. Highlights in Business, Economics and Management, 23, pp.636-641.
Kyriakos, C.N., Ahmad, A., Chang, K. and Filippidis, F.T., 2021. Price differentials of tobacco products: A cross-sectional analysis of 79 countries from the six WHO regions. Tobacco Induced Diseases, 19.
Nwosu, N.T., Babatunde, S.O. and Ijomah, T., 2024. Enhancing customer experience and market penetration through advanced data analytics in the health industry. World Journal of Advanced Research and Reviews, 22(3), pp.1157-1170.
O'Connor, R., Schneller, L.M., Felicione, N.J., Talhout, R., Goniewicz, M.L. and Ashley, D.L., 2022. Evolution of tobacco products: recent history and future directions. Tobacco control, 31(2), pp.175-182.
Sing, F., Reeve, B., Backholer, K., Mackay, S. and Swinburn, B., 2022. Designing legislative responses to restrict children’s exposure to unhealthy food and non-alcoholic beverage marketing: a case study analysis of Chile, Canada and the United Kingdom. Globalization and Health, 18(1), p.72.
Statista, 2025. Gross revenue of Aldi Group in Germany from 2017 to 2023 (in million euros) [Online] Available at:<https://www.statista.com/statistics/505695/aldi-group-revenue-germany/> [Accessed on: 7th January]
Yeshi, K., Crayn, D., Ritmejerytė, E. and Wangchuk, P., 2022. Plant secondary metabolites produced in response to abiotic stresses has potential application in pharmaceutical product development. Molecules, 27(1), p.313.
