Aldi supermarket company and industry assessment Essay

Aldi supermarket family and industry assessment - Essay ExampleThis paper describes the current strengths, weaknesses, opportunities and threats facing Aldi as part of a comprehensive SWOT analysis and also provides the various strategic options available to the supermarket chain in wander to boost profitability and reputation.Sound Marketing Strategy. Since the Aldi low-cost model was established and company began operations, the business has remained focus on changing its image from simply a discount supermarket chain to that of a progressive, well-positioned company. The business has modify its image from a no-frills business to a specialty brand company which removes consumer emphasis from the confines discount to that of one focused on quality products. This has had appeal to mass markets and raised their sales 25 percent in early 2009 by being able to cater to a larger people of potential demographics, even including the upscale consumer.Privatisation. Aldi is not a publi cly traded company, which does not give the business the types of pressures matte by other publicly-traded supermarkets in terms of investor pressures for rapid expansion or other activities which benefit the shareholder. By holding higher levels of control over internal activities, Aldi has been able to emerge a leader in low-cost grocery shopping needs.Knowledge of consumer audiences. Aldi, unlike other discount grocery stores, appears to understand the modus vivendi and behavioural needs of its customer base by creating marketing strategies which fit consumer psychology profiles. For instance, Aldi Supermarkets realises that in parliamentary procedure to lure more image-conscious consumers to its facility, it would have to eliminate the strong focus on no-frills and reposition the firmly based on quality products and selection. This eliminates the social fear of shopping at what might be considered a budget organisation and instead gives the impression of select branded produc ts designed for active