Aldi UK Marketing Plan
A Marketing Plan for Aldi (UK market only) can be structured by first analyzing the market and conducting both secondary and primary research. According to recent market research by Nielsen (2018), Aldi has seen significant growth in the UK market, with a 12.3% increase in market share over the past year. This can be attributed to their focus on offering high-quality products at lower prices, a strategy known as the “hard discount” model (Hollensen, 2018). Next, four recommendations for future actions and further improvement can be made based on key areas and theories in marketing. One suggestion is to continue expanding their product offerings to include more fresh and healthy options, as health consciousness has become a major trend in the UK (Mintel, 2018). Additionally, implementing a stronger digital marketing strategy, such as utilizing social media and targeted advertising, could help increase brand awareness and reach a wider audience (Chaffey & Smith, 2018). Improving the customer experience in-store could also be a focus, such as through the use of technology like self-checkout kiosks or mobile payment options (Kotler et al., 2018). Finally, building partnerships and collaborations with popular brands or influencers could help differentiate Aldi from competitors and further solidify their position in the market (Baker, 2018). Cont…
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