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.
Table of Contents
1 Introduction
2 Marketing Plan
2.1 Self-Analysis of the Retail Company ALDI
2.1.1 Key Features of the Business Model
2.1.2 SWOT Analysis
2.2 Situation Audit of the Finnish Grocery Market
2.2.1 Market
2.2.2 Competition
2.2.3 Environmental Factors
2.3 Retail Marketing Strategy to enter the Finnish Market
2.3.1 Target Market
2.3.2 Retail Offering
2.3.3 Competitive Advantage
References
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