Business Studies Assessment Task : Marketing

Knee Scooters of Houston is a home-based, medical mobility device sales and rental company. We provide our customers excellent customer service; including free delivery and pickup for rentals, free delivery for sales, competitive pricing, and ongoing support to customers. We have had tremendous success in our first year of business.

Morrison’s is a food retailer which was established in 1899. Morrison’s started off as a stall at a local market in Bradford run by William Morrison and has since grown to be the UK’s fourth largest food retailer. Morrison’s aims to, “attract, motivate and develop people to ensure that Morrison’s becomes the ‘food specialist for everyone’”. In addition to Morrison’s being a supermarket it also offers a range of other services; cafés, recycling, dry cleaning, photo printer, petrol station and pharmacy. Morrison’s is highly customer orientated as they try to provide the best service to their customers by providing them with high quality and reasonably priced items.

“ ALDI is the world’s biggest discount store operator by sales,” (Thomasson, 2014). While ALDI is a major player in the grocery market today the company started with modest beginnings. The Albrecht family founded the small food store ALDI in Germany in 1914, (History, n.d.). The word ALDI was “coined from the word Albrecht, the surname of the brothers who founded the enterprise and the word discount,”(Loeb, 2015). The ALDI Corporation is split into two divisions ALDI South which operates many of the traditional ALDI stores and ALDI North that operate Trader Joe’s supermarkets, (Loeb, 2015). ALDI made their debut in the U.S. in 1976 in Southeaster, Iowa and gradually expanded, (Loeb, 2015). Overall, the company operates 9,600 stores between Europe, the United States and Australia. ALDI is praised for their low prices and efficient business model; the mission directly reflects their values, “ At ALDI, we believe that great quality shouldn’t come at a high price; rather, great quality should come with everyday low prices,” (About ALDI USA, n.d.).

The ALDI brand has many strengths, including sales volumes, providing nutritional products, discounts are passed on to consumers, and fast efficient shopping. “ALDI is the world’s largest discount store operator by sales and has flourished for more than 40 years without stocking major brands,” ( news.yahoo.com) The fact that ALDI is the world’s largest discounter without having to pay the price of carrying major brands is an impressive feat. The brand capitalizes on this in the United States with “ about $8 billion in annual sales and is growing from 15 to 20 percent per year,” ( bloomberg.com) .

Aldi has been wearing the name and character of the international company for over 50 years. Aldi penetrated the Australian market in January 2001 and at present it has over 400 business operation across across Australia. The company operates on the basis of providing great and acceptable value for all costumers. However, Aldi is not the only supermarket chain in Australia where other competitors such as Woolworths and Coles occupy and serve the great amount of the market .

Aldi’s success in the Australian grocery market has been prompt by many ways such as the operational aspect, low costs of products and management. Aldi’s operational aspect allows it to make greater savings and lower costs. The stores only stock around 700 different items at a time and 95 percent of items are of private label exclusive to Aldi. Because of this, the quality of items can be assessed with greater accuracy meaning product development and quality control is an easier task. Specialist such as butchers and bakers are not employed into its workforce, instead, pre made and packed products are produced in Aldi’s factories and distribution centers. Operation hours during the week average around thirty hours less than its competitors, only opening during the busy hours of the day. Aldi does not require staff to restock shelves because they use easy access recyclable storage boxes instead which also saves time. Advertisement is a minor cost of Aldi compared to Woolworths, $26 million where Woolworths spends $91 million per year (The Sydney Morning Herald, 2015). This is a huge saving

ALDI is an international “cut-price” grocery company that has been operating for over 50 years first opening in Germany (ALDI, about ALDI Australia); ALDI opened its first store in Australia in January 2001 and now has over 300

Research and update the case information as much as possible with current research, and then conduct a comprehensive SWOT analysis for USA Today.

Which of the following media options would MOST benefit Second Avenue 's promotional efforts given the store 's limited budget?

The purpose of this report is to assess elements of the marketing plan of Aldi Foods Pty Ltd, Australia, sourced off market mix analysis of its global situation and other sources recognising its productivity in marketing within Australia. It includes the relevant information gathered on its Situational Analysis and Product Life-Cycle. It discusses relevant factors affecting its internal and external environments. It includes relevant information on its Australian and international market research and target market and process of establishing target markets.

The marketing journal exercise is an extremely valuable experience in not only discovering consumer type, but the mixture of marketing efforts surrounding daily lives. Marketing is a significant aspect of everyday routines and can be found in various locations including the home, pantry, and nearly every public setting. Although marketing is highly present, many have grown accustomed to it and are becoming desensitized to the efforts. Maintaining a marketing journal lead to me discover I ignore almost every marketing piece confronting my daily routine. I have become so accustomed to ignoring marketing efforts I find myself immediately recycling junk mail without even opening the envelope. Not only did the exercise encourage me to become a consumer more aware of the surrounding marketing efforts, I have also identified reoccurring themes within my own behaviors as a consumer.

Buyer power is the power a potential customer has in choosing different options. Given the amount of competitive businesses in the area, buyer power is high. This will directly impact UMUC Haircuts competitive advantage strategy, because it allows customers to choose the most cost effective option.

Franchising refers to the franchisors in a form of contract that allows franchisees to be compensation for the use of its name, trademarks, and proprietary technology, product and operation management, in other business activities and business models. (Siebert, 2004)

They are allowed to decide whether to work for five or six days each week. Also, they get satisfactory wages for themselves. Their salaries are decided according to their language background and regions. Normally, tutors from English-speaking countries in Asia earn CA$8 for an hour and the ones from western English-speaking countries earn about CA$24 an hour. The tutors from English-speaking countries in Asia such as Philippine earn less than the ones from Europe or North America. Still, they are happy with that because each hour they work means more than two hundred bucks in Philippine. Anglophone tutors from various places increase their ability to satisfy needs, for the simple reason that they not only get enough people working but also provide consumers with two different levels of services.

1. How does ALDI’S strategy lead to competitive advantage? How does the company achieve this strategy?