Marketing Strategies Analysis: ALDI in New Zealand Market

Appraise tactical marketing decisions based on market analysis in line with strategic marketing theories.

Demonstrate skills in negotiation and persuasion, including influencing consumer behaviour

Task 1
Prepare a comprehensive background analysis on ALDI covering the following sections:
• History of ALDI
• ALDI’s organisational structure
• Vision & mission statements and how it helps achieve ALDI’s objectives
• Core values & beliefs to reflect ALDI’s identity
• Product portfolio offered by ALDI
Task 2
Analyse two (2) potential competitors in New Zealand and provide a comprehensive appraisal of the competitor’s strengths (2 points) and weaknesses (2 points) supported with examples. Your appraisal must be supported with evidence of research. (2 competitors X 2 strengths each X 2 weaknesses each X 2 marks each point
Task 3
Based on the case and your own secondary research, conduct a SWOT analysis on ALDI. Analyse two (2) key points for each factor and appraise its impact on ALDI’s tactical marketing strategies. Justify your key point with an example. Your appraisal must be supported with evidence of research. (4 swot factors X 2 points for each factor X 2.5 marks each point = 20 marks)
Task 4
Based on the case and your own secondary research, appraise ALDI’s current marketing strategies as follows. Your analysis must be supported with evidence of research.
• Segmentation strategy
Appraise the segment profile ALDI caters to focusing on customer demographics, lifestyle and purchasing behaviour. Justify your answer with examples.
• Targeting strategy
Appraise the targeting strategy applied by ALDI. Justify your answer with an example.
• Positioning strategy
Appraise ALDI’s positioning strategy which helps to differentiate their brand. Support your discussion by constructing a perceptual map of ALDI’s position in the budget foodstuff’s market. Your perceptual map should be based on two (2) product attributes. 
Task 5
Based on your analysis from Task 2, 3 and 4, analyse ALDI’s tactical marketing strategies (4P’s) applicable in the New Zealand market. Your analysis should be supported with evidence of research focusing on attracting the New Zealand’s budget foodstuff’s market.
• Product strategy
Analyse ALDI’s products/services based on the three (3) product levels. Justify your answer with examples for each level. (3 products levels X 3 marks each = 9 marks)

• Price strategy
Analyse one (1) pricing strategy of ALDI. Justify your answer with an example.
• Place strategy
Analyse one (1) distribution strategy of ALDI. Justify your answer with an example.
• Promotion strategy
Analyse any two (2) traditional promotion mix strategies that should be applied by ALDI in the New Zealand market.
Justify your answer with an example for each strategy. Each example must indicate if it will be a standardised or localised message strategy and should demonstrate the application of one Aristotle’s persuasive techniques in advertising.
Task 6
Based on your previous success of developing promotional strategies in a multicultural context, your Creative Director has asked you to propose digital marketing communication strategies for ALDI New Zealand. Your proposed idea should convey some of ALDI’s core values to the wider New Zealand consumer market including incorporating Maori cultural values.
Your proposal should be based on the elements of the 6C Model of Social Media Engagement. Each element must be well justified with an example.
Task 7
The chart below shows a comparison of German and New Zealand based on Geert Hofstede’s 6 Cultural Dimension Theory. Analyse the chart and recommend three (3) important negotiation tactics your Creative Director should apply when meeting with the German owners. Your tactics must be well-justified based on your chart analysis.