Write a 1 page paper on unique marketing model of aldi company. Unique Marketing Model of Aldi Company
Aldi boasts of unique marketing model that involves good quality and better pricing strategies. Further, the company focuses on reduction of expenses, stresses on simplicity and the zeal to serve their clients (Steen & Lane 2). Aldi also ensured that they produce superior brands compared to what the competitors offer. Also, the company targeted well trafficked locations with limited parking spaces. Aldi ensures that all their clients deserve respect and are engaged in most of the company’s activities.
Aldi made unique operating models that made all competitors not to qualify in order to fit the market price and quality level by increasing the number of stores by 50%. The international expansion of Aldi stores made large impact on leading global retailers (Steen & Lane1). Giving customers first priority by owing them respect played a major role in competitive environment.
Production of superior and new brands than the competitors would play a significant role in sustaining the competitive advantage to Aldi. International expansion of the stores would also play a major role in sustaining competitive advantage (Tichy & DeRose Web). Lowering the prices and increasing the quality level of production to customers.
Provision of unique and superior brands created loyalty to most of the suppliers of Aldi for long period of time and some customers believed that the products were national brands from foreign country (Tichy & DeRose Web). Lowering the prices brings in more customers since all can purchase their choices with the little they own. Further, since majority are always after quality products, more customers would come in to enjoy their respective preferences. Aldi greatly believed that quality is affordable to meet the growing demand by successfully entering new markets in Houston, Florida and New York and introducing of new product such as organic foods.
Aldi’s financials are average. The company does not seem to get more revenues as other competitions such as Walmart. The company’s financial position is however very strong. The company generally has healthy financial statements with ever increase in revenue collected almost on a yearly basis. According to the Aldi and Walmart data of (2012), the global revenue of Aldi ranges at $66 billion compared to that of Walmart that ranges at $444 billion.(Steen & Lane10) This is a clear indication that Aldi level is low compared to Walmart. Walmart also had more number of stores in U.S compared to Aldi each owning 1,188 and 3211 respectively.
Steen Erick Van Den and David Lane, “Aldi, The Dark Horse Discounter.” HARVARD BUSINESS SCHOOL. FEB 2014. 1-13
Noel Tichy and Chris DeRose, Why Aldi IsGiving Walmart A run For Its Money.