the purpose of this assignment is to again provide you with an opportunity to apply 3819227


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.

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

(this may include some history on Aldi’s international operations). You should use the principles and concepts that

you have learned throughout the unit to answer the following two questions:

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.

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