Aldi

1076 Words3 Pages

Introduction:
The article “Five numbers that show how Aldi has revolutionised grocery shopping” published in the online version of Daily Telegraph dated 29 September 2014 is the topic of investigation for this paper.
The main features of the article relate to how Aldi respond to the overall competitive environment in the UK grocery market. In addition, the article outlines how the discounter has made great strides in the UK grocery market.
The marketing story undertaken relates to the grocery sector for this investigation which has implications on every individual in the society.
Critical Analysis:
The foremost talking point in the article is about the marketing strategy of Aldi in the UK market. The analysis presented in the article signifies …show more content…

In this respect, attaining customer loyalty is very difficult to realise. However, Aldi has shown how a focused strategy can offer a competitive advantage in the retail market.
The differentiation strategy in the retail sector is critically vital to attain the competitive advantage (Williamson and Zeng, 2009).
For instance, the rising trend in the consumption of healthy food is a differentiating element in devising marketing strategy in the grocery segment (Voberda et al. 2011).
The notion of ‘low price is cheap quality’ has been efficiently dismantled by Aldi. More importantly, the rise of Aldi in the UK market reveals that customers look for precise choices.
Therefore the overall value for money that Aldi has offered to the customers is quite significant which signifies the assertion of Kotler that ‘customer is the king’.
Kotler has also emphasized on achieving sustainable growth which is demonstrated by the performance of Aldi in the UK grocery market. The diverse needs of the society is catered along with the stakeholder’s interest is also preserved.
Furthermore, from a marketing perspective, the story about Aldi reveals that critical success factor in the retail sector is embedded in a simple but holistic …show more content…

For instance, the ‘like to like products’ category offered at reasonable price can enhance the customer engagement with the retailer (Gapper, 2009).
A vital element is to attain the economies of scale and it can be achieved on a consistent basis when the firm is able to investigate in the varying needs of the consumer segments (Bose, 2010).
Philip Kotler emphasize on creating synergy between the marketing mix elements. The strategy of Aldi is a testimony that convenience of customers is the top priority in leveraging the marketing mix elements. This is only attainable if the supply chain is properly administered (Dvorak, 2009).
The notion of becoming a specialist is confirmed by the strategy of Aldi which is essential to enhance the reputation and equity of the retailer. The reputation increases customer satisfaction and impact the market share of the firm.
The sales figure for October 2014 outlines the growing reputation of Aldi.
GN (2014) demonstrates that sales increased by 27% for Aldi where other competitors struggled to make a considerable impact.
The sales figure signifies that the consumers are paying considerably less for a representative grocery

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