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.