The ALDI Group is known as one of the biggest chains of discounters in Europe and is still growing into more markets all over the world. As their biggest German competitor LIDL already successfully expanded into the Finnish market, Finnland could be a market of interest for ALDI as well. This project work presents an analysis of the discounters business model, capabilities and the environment of the Finnish market by using SWOT Analysis and PEST Analysis. After this a marketing plan is presented based on the insights with recommendations for the company.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Marketing Plan
- Self-Analysis of the Retail Company ALDI
- Key Features of the Business Model
- SWOT Analysis
- Situation Audit of the Finnish Grocery Market
- Market
- Competition
- Environmental Factors
- Retail Marketing Strategy to enter the Finnish Market
- Target Market
- Retail Offering
- Competitive Advantage
- Self-Analysis of the Retail Company ALDI
- References
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This document presents a comprehensive marketing plan for the German discount retailer ALDI’s entry into the Finnish grocery retail market. The plan provides a detailed analysis of ALDI's business model, strengths and weaknesses, as well as the current Finnish grocery market landscape. It then proposes a strategic retail marketing strategy to establish ALDI in the Finnish market, including target market identification, retail offering, and competitive advantage.
- Analysis of ALDI's business model and its key features
- Assessment of the Finnish grocery market environment and competitive landscape
- Identification of opportunities and challenges for ALDI in the Finnish market
- Development of a tailored retail marketing strategy for ALDI's entry into Finland
- Evaluation of ALDI's potential for success in the Finnish grocery retail market
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction provides an overview of the ALDI group, its history, and its business model. It highlights ALDI's focus on low prices and reliable quality, as well as its international expansion strategy. The chapter concludes with a brief discussion of the differences between ALDI Nord and Süd, emphasizing that the business model and product range are largely similar.
The marketing plan chapter focuses on a self-analysis of ALDI, including a comprehensive SWOT analysis. It identifies key features of ALDI's business model, such as limited assortment, permanent low prices, efficient logistics, and a strong brand reputation. This chapter also examines the strengths and weaknesses of the business model, as well as potential opportunities and threats for ALDI's future.
The "Situation Audit of the Finnish Grocery Market" chapter provides a detailed analysis of the Finnish grocery market. It examines the current market conditions, including key competitors, market trends, and environmental factors. This chapter is crucial for understanding the challenges and opportunities that ALDI will face in the Finnish market.
The final chapter of the marketing plan outlines a strategic retail marketing strategy for ALDI's entry into the Finnish market. This section focuses on defining ALDI's target market, developing a tailored retail offering, and highlighting the company's competitive advantage in the Finnish context.
Schlüsselwörter (Keywords)
This marketing plan focuses on key terms and concepts relevant to ALDI’s entry into the Finnish grocery retail market. These include: discount retail, grocery market analysis, competitive advantage, SWOT analysis, target market, retail offering, and international expansion. The document examines the implementation of a strategic retail marketing approach to ensure a successful market entry for ALDI in Finland.
- Quote paper
- Lars Bucher (Author), 2021, Marketing Plan ALDI. Entry into the Finnish Grocery Retail Market, Munich, GRIN Verlag, https://www.grin.com/document/1191422
