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MKT00720 - Marketing Assignment - Report on ALDI Australia, Southern Cross University, Australia
Aim - 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 Australia discount supermarket chain since its local launch in 2001. 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.
Task - 1. What marketing strategy or strategies has Aldi Australia has adopted since it was launch? 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 in Australia throughout the next decade? Answer this question based on the circumstances that exist in 2019 and your best forecasts of relevant future industry factors.
Answer - Report on ALDI Australia
Executive Summary
This report managed to provide with substantial amount of knowledge about the marketing strategies that have been always preferred by the organization in ALDI. The supermarket industry of Australia was considered to be a duopoly between Coles and Woolworth and ALDI being a German company was one of the first ones to break that wheel. It was also found that their strategies of attracting the customers were completely dependent on defying the traditional norms of grocery shopping and providing them with exclusive products with valued quality. Similarly, the organization is keeping up with the technological advancements and the recent market trends to keep acquiring the attention of the customers.
Introduction
The strategic decisions have an incremental role to play for the benefit of an organization. It cannot be denied that they are responsible for a long-term and effective functioning of a company. Strategic decisions in terms of marketing have always been considered as non-repetitive because there is always a less possibility of a trend being repeated more than once. The loyal customer base of an organization has always been known to crave for creativity and innovation in terms of every strategy that is being used to attract customers. This report would primarily focus on the marketing strategies that had been used by ALDI since the very beginning and the one's that can be used to allow them to gain prominence in the future.
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Background of the Company
ALDI was founded originally in the year of 1946 but started operating in Australia since the year of 2001. This organization is mainly a discounted supermarket chain with 10,000 stores operating in almost 20 countries. The company has more than 500 outlets in Australia. The company has maintained a market share of 12.6% since the year of 2016 (Corporate.aldi.com.au, 2019). Aldi has been known to compete with some of the already prominent supermarket chains of Australia and they are Coles and Woolworth. Apart from their business values and consideration the company is also well known for their sustainable and community development goals that permits them to foster the trust and validation among the people. They have an effective CSR (Corporate Social Responsibility) that allows them to contribute towards the benefit of the society as well. The sustainable development goals that are followed by the organization are a complete courtesy of the propaganda instigated by United Nations (UN). (refer to appendix)
As mentioned by Powell (2019), ALDI has been proclaimed in Australia because of their ability to connect with the shoppers and after years of dealing with products that are mostly unsustainable, the organization has provided them with something new. There has always been a duopoly functioning in the supermarket industry of Australia and ALDI has managed to break that wheel.
From the figure provided above it is evident that it is due to the positive shopping experience that they have managed to gain at ALDI is what permitted them to recommend to their closed ones.
Marketing Analysis
The Nature of ALDI's Marketing Strategy or Strategies Since It Began
Understanding the expectations of customers are of primal importance because it allows an organization to fulfil the needs of the customers accordingly (Pansari & Kumar, 2017). As mentioned by Reynolds (2014), ALDI's success story in Australia is almost considered as the one of an underdog that went on to compete with some of the prominent giants existing in Australia. Initially, the ley features that attracted the shoppers the most about the company are as follows:
- Encouraging the situation of cultural shift and providing the customers with low priced and alternative brands. There were even opportunities where some international brands were offered to the customers
- ALDI utilized the idea of providing the customers with an opportunity to save as their stores were considered to provide valuable products at 25% cheaper rate than any other stores
- The store utilized the formula of providing exclusive products and promoting their stores based on them for a substantial amount of time
- Their element of surprise and innovation prospect came to light during 'Special Buys' every week, when limited offers were constantly provided
- Their choice of keeping their business model refined and providing the people with constant innovation and surprise with the help of their products easy accessibility is extremely well known
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One of the key features here is the fact that the organization was successful in understanding the needs of the customers and the frame their strategies accordingly. The strategies that were used by ALDI were always dependent on the macro-environment of Australia, thus according to Grimmer (2018), the following is the macro-environment analysis of ALDI in Australia.
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PESTLE Factors
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Analysis
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Political
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The political situation of Australia is stable enabling the fact that the company does not faces any kind of major interference from the government.
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Economic
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Australian economy is the 13th largest economy in the world and is known to facilitate a substantial amount of business operations both domestic and international. Many of the international businesses have gained success in the country with ALDI being one of them.
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Social
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The Australian population has always had a preference towards sustainable products and are open to discard the traditional methods of shopping.
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Technological
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ALDI has always been prominently known to foster the idea of technological development in all of their stores. The aspect of self-service has always been encouraged in the organization. However, Australia is known to be lagging behind in the perspective of technology so that does not facilitate ALDI much.
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Legal
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The Australian legal premises ensure that the all of the organizations comply with the Fair Work Act of 2009 and the privacy laws of the country. Thus, the legal framework has always been suitable for the country.
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Environmental
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ALDI has managed compliance with UN's sustainable development goals implying that the essence of CSR is extremely important to attract the attention of the Australian population.
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Table 1: PESTLE Analysis of ALDI's External Environment
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From the aforementioned analysis, it is evident that the nature of marketing strategies that have always been used by ALDI were influenced by the external environment. Also, the company took the initiative to discard the traditional methods that were constantly gaining popularity among the population. Ever since their business operations in Australia the company has not been well known to extend business discussions and propositions or communication with the customers or media houses (Marsh, 2018). However, during their adoption of a new business model the company did conduct a press conference. One of the successful marketing strategies of the company was to promote the products that were rarely available and could only be found during 'Special Buys' (Marsh, 2018). This has proven to be extremely successful for the company and they would continue to do so.
Strategic Options for ALDI Moving Forward
The company has always been a follower of its own mission and vision. One of the biggest aspects that have landed them success and allowed them to break the duopoly of Coles and Woolworth in Australia is their focus on using the expectations that customers have from discounted supermarket chains. As mentioned by Fuhrmann (2017), the key features comprise of providing with huge savings, good quality products, value included services, exclusive products from time to time and the ability to provide a reliable confidence to the buyer. Thus, the use of 4Ps of marketing would be highly understandable to make sure that the company is able to gain competitive advantage. For the recent times, it is important for the company to gain competitive advantage because another German supermarket chain is set to initiate in Australia and that is Kaufland. This organization is well known to be almost like ALDI in terms of its operations and would act as a tough competitor (Masige, 2019).
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4Ps of Marketing Mix
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Marketing Options for Future
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Product
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In Australia, ALDI is not only exploring the supermarket chain but other business areas as well. The company is providing their all-rounder services with the help of their grocery chain but at the same time providing mobile and telecom services as well. In terms of product and services, the organization should continue to explore other areas and promote their other ventures interchangeably in most profit earning areas.
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Place
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The distribution strategy of ALDI has always been effective because it had managed to situate itself in prominent geographical locations. However, it is important that the use of online services among the customers should be emphasised by the organization.
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Price
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The company is well known for their market penetration strategy for some of their products and the products that are exclusively sold should be promote and advertised extensively.
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Promotion
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In Australia, ALDI has always been known to use advertising as a mean to attract the attention of the customers. Meanwhile, the idea of press conferences should also be prioritised by the company in the most prominent manner.
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Table 2: 4Ps of Marketing Options for ALDI
Apart from the marketing mix elements that have been mentioned above, it can also be said that the use of a completely new business strategy of 'Good Different' would be considered as one of the prominent features of the organization (Retailworldmagazine.com.au, 2019).
Conclusion
This report provided with substantial amount of knowledge about the use of appropriate marketing strategies since the very beginning and the ones that they are using now. The company has managed to acquire the attention of the customers with their prominent brands and unique ways of advertising. However, their product and marketing strategy was always dependent on the external environment of the country. At the same time, the organization was adapting towards the new advancements that were constantly occurring, which were mostly technological to gain competitive advantage over organizations like Kaufland.
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