Assignment 2: Report
Due: Due by midnight AEST, 23rd January
Word limit: 1500-2000 words in total (plus or minus 10%)
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 discount supermarket chain since its creation. 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. You should use the principles and concepts that you have learned throughout the unit to answer the following three questions:
1. What marketing strategy or strategies has Aldi has adopted since it was created? For Australian-based students, you might like to focus your analysis on the Aldi Australia experience. For students studying with partner institutions in New Zealand1, Singapore and PNG, your analysis will likely take on a more international perspective. 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 throughout the next decade? Answer this question based on the circumstances that exist in 2016 and your best forecasts of relevant future industry factors.
These are wide-ranging questions and you should undertake extensive independent research into Aldi and its industry. You should explore different aspects of these issues and incorporate them into your report. This is a practical assessment of a real company, but you need to show an understanding of theory and research in your evaluation and suggestions.
Ensure that you have related the real conditions of the company to theory and research and
that you have read, cited and referenced appropriate academic material as well as more
popular sources (which also need to be properly referenced).