Aldi communication essay

The business philosophy of Aldi is to focus on indispensable investments and avoid the superfluous in order to give the customers maximum possible savings. According to Rudolph et al (2012, p-142), ” Aldi’s cost only add 13% to the procurement price, 2% each for logistics, rental, overheads and marketing plus about 5% for staff.”

The specific actions that have been taken to delegate authority to middle and junior managers and to create a sense of empowerment among employees include the use of unsupervised work groups and the emphasis on innovation, mentorship, performance appraisals as well as merit pay models.

Aldi has consequently pursued its business concept and has resisted temptations such as expanding its number of products, diversifying into other areas and changing its cost leadership strategy. This is an important trait of its culture namely continue doing what they do best.

The essay examines marketing strategies of a German supermarket chain named Aldi, in the UK. The paper is divided in to four sections. The first section gives a brief history about Aldi. The second section talks about its position in the UK market. The third section analyses the marketing strategy of Aldi on the basis of the four Ps.