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Dam661 Business Marketing Communication Assessment Answer

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. (3 marks)
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.



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