Contents
- 1. Introduction 3
- 1.1.Background 3
- 1.2. Environmental analysis 4
- Macro –environment 4
- Micro –environment 4
- 2. Marketing environment analysis: Macro trends and Micro trends 5
- 2.1. Macro Trend 1: Social/Cultural factors 5
- 2.2. Macro Trend2- Technological factors 5
- 2.3. Micro trend 1-Competitors 6
- 2.4. Micro Trend 2- Customer markets 6
- 3. Marketing mix: evaluation and critique 7
- 3.1. Overview of current marketing approach 7
- 3.2. Evaluation of effectiveness 8
- 4. Marketing mix- redesign 8
- 4.1. Product 8
- 4.2. Price 9
- 4.3. Place 9
- 4.4. Promotion 9
- 4.5. Physical evidence 9
- 4.6. Processes 10
- 4.7. People 10
- 5. Recommendations 10
- 5.1. Recommendation one 10
- 5.2. Recommendation two 10
- 5.3. Recommendation three 11
- 6. Conclusion 11
Description
This report analyzes the supermarket ALDI’s policies and tries to adopts a new marketing mix to help it to increase its competiveness and profitability.