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Hrm Importance Essay

4289 words - 18 pages

ALDI is a German Based Discount Supermarket Chain. Albrecht Discount is the full form of ALDI. The Supermarket Chain consists of two main groups. ALDINORD and ALDI SUB. However both groups are independent in their operations and work within the specific market grounds. The individual groups were originally owned and managed by brothers Karl Albrecht and Theo Albrecht. The company has transformed from a small business to one of the most successful and valuable retail business chain with an annual estimated turnover of 53 billion Euros, over 9,000 stores in 18 countries and around 100,000 employees around the world. ALDI operations are mainly based on the limited Assortment ...view middle of the document...

ALDI’s founders’ evangelical zeal for keeping costs down and operations simple is in the same category. Remarkably, the organization preserved this obsession despite the retirement and death, respectively, of Karl and Theo Albrecht, and it has successfully transplanted it to operations in foreign markets. In increasingly competitive markets, consumers have a greater choice over where they buy their goods and services. For an organization to meet its business objectives, it has to find out what consumers require and then identify the best way in which it can satisfies these needs and wants. Creating a competitive advantage can be difficult. A unique marketing strategy with clear objectives is vital to ensure effective promotional activity. But ALDI has identified a unique position within a competitive marketplace.

Literature Review
Scientific and technological revolution have shaped an effective and innovative business order .Since the source of information and information procedures have become rapid and convenient ,the business atmosphere has turn out to be more chaoetic.Consumers are showing their buying capacity with an expectation of high quality for reasonable price. As there are liberal policies, new products and services are launching every day in to the market. Information technology plays a crucial role in the business world with up dated information and rapid way of communication.
A unique marketing strategy with clear objectives is vital to ensure effective promotional activity. Since opening its first store in 1913, ALDI has established itself as one of the most reputable retailers in the global business market by providing great value and quality. ALDI’s goal is simple; ‘to provide our customers with the products they buy regularly and ensure that those products are of the highest possible quality at guaranteed low prices’. ALDI’s products are sourced from hand-picked suppliers whose products are sold under ALDI’s own brand labels. ALDI’s main marketing objective is to grow its market share within the UK grocery market. With the economic crisis came an increased demand for value for money. Market research identified that 80% of ALDI’s customer base also shopped at other supermarkets. These customers spent around £20 billion per year in the other stores. ALDI’s marketing strategies therefore focus on generating customer loyalty. ALDI focuses its marketing efforts on encouraging customers that are already familiar with the brand to shop at ALDI more often. Another key focus of ALDI’s marketing strategy is on demonstrating that ALDI brands are of equal quality to well-known brands such as Heinz and Fairy Liquid. To do this ALDI ran blind taste tests amongst a cross section of shoppers. These confirmed that the majority of consumers that liked the famous brands also liked ALDI’s brands. These findings formed the basis to ALDI’s ‘Like Brands’ marketing campaign. This provided ALDI with a platform to communicate its quality and value...

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