Answer the nine (9) questions, making sure to reference any sources you have used directly under the response for each question. Your response should be approximately 300 words in length for each question. Questions 1. Identify and explain two (2) internal and two (2) external environmental factors that impact upon ALDI’s marketing mix. Internal: Economic crisis: the need for value for money has increased, which is exactly why Aldi is praiseworthy. Rivals: because most of ALDI's products are from its brand, it has several distinct rivals, prompting ALDI to improve the quality of all its products. External: Customer loyalty: the existing customers are not so loyal, but the company is making efforts to create this feeling and it has been improving slowly and gradually. Business size: they can produce and sell cheaper than their rivals since the business is huge and can buy in large quantities. 2. Identify key characteristics of ALDI’s products and describe their significance to the market. ALDI's insistence on offering good low-price goods means it's competing in all markets and making rivals change their tactics to beat ALDI. ALDI is also trying to offer quality products as good or better than the "Like Brands," which are the brands with the largest market share in their sector. 3. Describe ALDI’s pricing strategy in relation to customer preferences and needs. Aldi is able to deliver quality products at low rates as it buys in large quantities. The fact that Aldi buys such large quantities of these goods gives excellent leverage to negotiate the best possible deals with its suppliers. That is called economies of scale. Aldi can pass these savings on to its customers by buying large amounts of each product. 4. Analyse and explain ALDI’s promotional techniques. • "Above - the-line promotion": mass-audience advertising is paid for by such advertisements. These include the media that touch a large number of people including television, radio, magazines and newspapers. Aldi uses a variety of above-line methods such as TV advertising, printed magazines, newspaper advertisements and in-store posters to attract its current and potential customers. • "Below - the-line promotion": Such campaigns also use different methods to connect to consumers, but, differently than above-the-line tactics, it can be targeted to specific audiences. It gives organisations greater control over their communications. Aldi uses a variety of methods below the line. These include social media, direct consumer messages, support and recognition by third parties, public relations and media relations. 5. Review ALDI’s distribution channels and explain their significance in relation to marketing outcomes. ALDI's sales networks were carefully chosen to keep the company in a position to offer the goods at a low price. Based on specific features below, each new local is rigorously chosen according to the marketing mix strategy of ALDI.
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