本文主要讲述的是阿尔迪利的组合营销，阿尔迪利用了一种营销组合，即公司专注于产品(如质量)、价格(阿尔迪提供比竞争对手更低的价格，而不牺牲质量)。阿尔迪正在全球扩张，包括许多位置优势，并提供促销活动，如线下促销，“喜欢的品牌”和“交换和保存”活动。Aldi通过降低门店和门店品牌的成本，提供有竞争力的价格。低价是一种竞争优势。未能按计划在全英范围内扩张。阿尔迪不得不减少大约100家新店。这可能是由于未能理解公司实力与市场预期的关系。本篇波士顿论文代写文章由美国论文通AssignmentPass辅导网整理，供大家参考阅读。
Aldi makes use of a marketing mix, where the company focuses on the product (such as quality), its price (Aldi offers lower prices than its competitors without compromising on quality. Aldi is expanding globally and includes many location advantages and offers promotions such as below-the-line promotions, ‘Like Brands’ and Swap & Save’ campaigns. Aldi offers competitive pricing by means of cost cutting in stores, and store brands. Low pricing is a competitive advantage. Failure to expand across UK as planned. Aldi had to lessen number of stores opened by around 100. This could be because of a failure to understand company strengths in relation to market expectations.
Failure to acquire a better market share, despite its popularity Tesco and other major retailers still own a better market share. Aldi is seen to present low priced brands and store brands, however, consumers of the UK society might connect social status with their shopping. Sections of population might prefer a higher priced elite brand or a national brand over an Aldi brand.
A detailed business case analysis has been carried out for Aldi’s. Based on the problem solutions are described. In the first alternative solution, Aldi would have to completely drop its philosophy in adopting national level product brands and elite brands. This would mean Aldi might lose its existing customer base and would be attempting to risk acquiring a customer base who could very well show loyalty to their original brands.
Instead of the first alternative, Aldi should instead go ahead with minimal changes to strategy such as the enhancement Lidl employs and expand. This way Aldi would retain its original customer base and at the same time aim to acquire newer customer bases.
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