Posted: April 28th, 2015

start with Introduction of ALDI then micro trend , macro trend, marketing mix , marketing mix redesign and then recommendation.

 

 

Marketing mix criticque

StudentName     StudentNumber

 

Criteria	7	6	5	4	3-­‐0
Marketing EnvironmentAnalysis                 /25	Youanalysedthe internalandexternal environmentsand consistentlymade valid,interesting interpretationsand highlydeveloped judgements.         25-­‐21.5	Youanalysedthe internalandexternal environmentsand consistentlymade validinterpretations andjudgements.           21-­‐19	Youanalysedthe internalandexternal environmentsand madevalid interpretationsand judgements,may containanerrorof interpretationor judgement.May containambiguities.     18.5-­‐16.5	Youanalysedthe internalandexternal environmentsand generallymadevalid interpretationsand judgements,may containseveralerrors ofinterpretationor judgement. Descriptivein parts. Mayhavemissedan element. 16-­‐12.5	Youfailedto make validinterpretations. Theystandaloneare notanalysedbutare descriptive.Mayhave missedsectionsin the internalorexternal environments.         12-­‐0
MarketingMix:7P’s                     /40	Youanalysed marketingmix elementsand consistentlymade valid,interesting interpretationsand highlydeveloped judgementsusing marketingtheoryand frameworks.         40-­‐34	Youanalysedthe marketingmix elementsand consistentlymade validinterpretations andjudgementsusing marketingtheoryand frameworks.           33.5-­‐30	Youanalysedthe marketingmix elementsandmostly madevalid interpretationsand judgements,may containanerrorof interpretationor judgement.May containambiguities. Somemarketing theoryand frameworksmissing.   29.5-­‐26	Youanalysedthe marketingmix elementsand generallymadevalid interpretationsand judgements,may containseveralerrors ofjudgement. Descriptivein parts. Mayhavemissedan element.Much requiredtheoryand frameworkswere missing 25.5-­‐20	Youfailedto makevalidinterpretationsandjudgements.Theystand alonearenotanalysed butaredescriptive. May havemissedmorethanoneelement.No marketingtheoryor frameworkswereused.         19.5-­‐0
Recommendations               /10	Youofferhighly creativesolutions, clearlylinkedto issues identifiedfrom external environmental analysis,mixanalysis andinternal environment.   10-­‐8.5	Youoffercreative solutions,clearly linkedto issues identifiedfrom external environmental analysis,mixanalysis andinternal environment.   8-­‐7.5	Youoffersomegood solutions,linkedto issuesidentifiedfrom external environmental analysis,mixanalysis andinternal environment.Acouple ofareasmay notlinkorrelatewell. 7-­‐6.5	Youoffersome solutions,someareas maynotlinkwellor relatewellto your analysesconductedin thereport.         6-­‐5	Youfailedto offer solutionslinkedto issuesidentifiedin the analysisin thereport.           4.5-­‐0
CommunicationSkills                             /5	Communicationis clear,conciseand easilyunderstoodwith sophisticateduseof language.Is freeof errors.APA referencing isused throughout.                 5	Communicationis clear,conciseand easilyunderstood.An extensiverangeof suitablevocabulary withveryfewerrors. Grammarandspelling arefreeoferrorsor containonlyoneor twoerrors.APA referencingisused throughout           4	Communicationis clearandmostlyeasily understood.A good rangeofsuitable vocabulary.May containsomeminor errorsofgrammarand spelling.APA referencingisused throughout             3	Communicationis coherentbutdifficult to understandin parts andhamperedby grammarandspelling errors.Generallyuses appropriatelanguage throughout.APA referencingisused throughout.             2	Communicationis extremelypoorwith frequentand significant grammar andspellingerrors. Languagecontainsa narrowrangeof vocabularyandmany wordsarenotused correctly.APA referencingisnotused throughout.The requiredformatwas notusedpreciselywith extrasectionsincluded orsomerequired sectionsmissing. 1
Total	/80Marks                              /40%

 

 

AdditionalComments:

 

Assignment: Marketing Mix Critique

 

NOTE: Some previous information may appear referring to Masters’ stores. The organisation set for this semester is Aldi Stores, Australia.

All students do this assignment on Aldi Stores, Australia. Aldis have expanded rapidly throughout Australia since opening a few stores in the late 1990s. In recent years they have changed their initially key marketing approach as they have grown into a greater competitive threat to the main food retailers, Coles and Woolworths. There are, however, still significant differences between Aldi and their competitors.

As post-graduate students you are required to undertake research and analysis of this organization with reference to Marketing Management theory. Your assignment should be much more than description or opinion – it should show evidence of research withclear reference to marketing management theory as covered in lectures and your textbook and, for high achieving students, further reading. All research and application of theory should be supported with in-text reference using APA.

Begin your research by visiting Aldi web site: http://www.aldi.com.au   They have stores located throughout Brisbane – find one to visit as part of your research.

External students should be able to find an Aldi store nearby; however if not, please advise the lecturer and an alternative organisation may be approved.

 

You may add an introduction in which you outline the background to Aldi’s, and provide a very brief summary of the content which follows. This is the ideal place to discuss what you think are the critical issues facing Aldi, as this prepares your reader for the content which follows.

 

Students should include an assignment cover sheet, with word count clearly indicated. The required referencing style is APA and comprehensive guidelines can be found in Cite-Write, which is downloadable from the QUT library home page.

 

Assignment:MarketingAnalysis–MicroTrends

 

Themicroenvironmentincludesall theactorscloseto thecompanythataffect,positively ornegatively,its abilityto createvalueforand relationshipswithits customers.This includes:-­‐ thecompany(p.91),suppliers(p.91),marketingintermediaries(p.92),competitors (p.92),publics(p.93) and customers(p.93).Chapter3of thetextbookdiscussesthesefactorsin detailand should beyourstartingpointfordevelopinga clearpictureof thetrendsand forcesthat impactyourorganisation.

 

 

Selectthetwomostimportantof thesemicroenvironmenttrends. Evaluateand discusshoweach might have consequences for or couldimpacttheorganization [e.g. does it represent an opportunity, a threat, etc. ?].Providea justificationof whatmakesthesemicrotrendsmore importantthan theothers.Supportyourdiscussionof thetrendswithappropriatesecondary sources, using in-text referencing.

 

 

 

 

Thecover sheetofyourassignmentneedstoclearlysetoutyourtopicintermsofthe selectedservice,product,or brand.This sectionshould besetoutunderthefollowingheadings:

 

1. MarketingEnvironmentAnalysis– MicroTrends(250 – 300 words)

 

 

            1.1 Trend One

 

 

            1.2 Trend Two

 

 

           

 

Assignment:MarketingAnalysis–MacroTrends

 

The macroenvironmentconsistsof thelargersocietalforcesthataffectthemicroenvironment.The macroeconomicconsistsof factorsincludingdemographic(p.94),economic(p.101),natural (p.102),technological(p.104),politicalandsocial(p.105),and cultural(p.110).Aswiththe previoussection,these are discussed in detailin chapter3of thetextbookand should beyour startingpointfordevelopinga clearpictureof thetrendsand forcesthatimpactyourorganisation.

 

 

 

 

Aswiththeprevioussection,selectthetwo mostimportantof thesemacrotrends, evaluateand discusshoweach might have consequences for or couldimpacton Aldis and its business / marketing environment [opportunities or threats]. Providea justificationof what makesthesemacrotrendsmoreimportantthan theothers.Supportyourdiscussionof thetrends withreference to appropriatesecondarysources, using in-text referencing.

 

 

 

This sectionshould besetoutunderthefollowingheadings:

 

 

2. MarketingEnvironmentAnalysis– MacroTrends(250 – 300 words)

 

 

2.1Macro Trend One

 

 

2.2Macro Trend Two

 

 

 

 

 

 

3. Marketing mix

Thethirdsectionof theassignmentdealswitha critiqueof thecurrentmarketingapproachof Aldis.Thefirststepis to outline theircurrent approachas precisely as you can [note the word limit!] and provideexamples[further details and exhibits of these maybeincludedin theappendixof yourassignment].This stepneedsto providea precisepictureof each element of the marketing mix, e.g. thecurrentmessagestrategyapproachand thechannelsselectedto communicatethis messageto consumers.Thesecondstepin this section is to providean evaluationof thecurrentapproachand justifythis againstspecificmarketingmanagementtheory.Agoodstartingpointfortheories isthelectureslidesand thetextbook[and also journalarticlesforthose wishingto excel].Remember,as a realworldmarketingexecutivewould,to provide supportforyourdecisionsand makea convincing argument as to whataspectsof theapproach areeffectiveand whichelementsarein needof adjustment. Again, note the word limit. You need to be precise so do not just generalize or offer unsupported opinion.

 

This sectionshould besetoutunderthefollowingheadings:

 

 

 

 

 

 

 

 

 

 

 

3. MarketingMix– EvaluationandCritique(500 – 600 words)

 

 

3.1Overviewof CurrentMarketingApproach

 

 

3.2Evaluationof Effectiveness

 

 

I suggest this part could done efficiently in table form as follows:

 

	Current Approach	Evaluation
Product
Price
Place
Promotion
Physical
Process
People

 

Remember to use in text references to support each part of your outline and evaluation.

 

 

 

 

 

 

 

 

4. 4. Marketing mix redesign

Thefourthsectionof theassignmentbuilds on theprecedingsectionsto develop an approachto improvethevariousaspects of Aldis’ marketingmix.This approachwillbedevelopedutilisingthesevenP’s approachof product,physicalevidence,processes,and people, price,place, and promotion,.More informationon themarketingmixcanbefound in textbookchaptertwo,specificallypage75 onwards.In this sectionitis criticalto provideimprovementsto thecurrentapproachand detail howtheseadjustmentscanbetterenablethecompanyto enhancerelationshipswithcustomers (and potentialcustomers).Aswiththeprecedingsectionitis importantto providesupportfrom marketingtheory,suchas thosediscussedin thetextata minimum,as wellas considering how actionableand realisticyour suggestions are fortheorganisation.Referencesin this sectionshould includeacademic,tradepublications,and newspublications.

 

 

 

Outlineyourredesignedmarketingmixunderthefollowingheadings:

 

 

4. MarketingMix– Redesign(500 – 600 words)

 

 

4.1Product

 

 

4.2Price

 

 

4.3Place

 

 

4.4Promotion

 

 

4.5PhysicalEvidence

 

 

4.6Processes

 

 

4.7People

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

5.Assignment:Implementing Recommendations

 

Thefinal sectionof this reportis like an action plan whereyoudecideon themostimportantand timely actionsrequiredforAldis [considering costs and savings, risk and return, etc].Asbusinessesrunon a finiteamountof resourcesitis importantto beableto prioritiseoptions.In this sectionselectwhat you considerare yourthreemost significantrecommendations, supportedwithmarketingtheory, noting specific actions and estimated cost.Itis importantherenotto introduceinformation not previously indicated in earlier sections, notably in the redesign section. This final section should bea filteringdownof theideascoveredin your analysis of the macro and micro environmental factors, and your discussion of recommendations across the seven Ps

 

 

 

 

This sectionshould besetoutunderthefollowingheadings:

 

 

5. Recommendations(250 – 300 words)

 

 

5.1 Recommendation One

 

 

5.2 Recommendation Two

 

 

5.3 Recommendation Three

 

AssignmentChecklist

 

HaveIcompleted and attached mycoverpage?

Have Iprovideda clear, informative introductory statementabout my topicmycoverpage?

 

HaveIutilisedthesetsectionswithsuggestedpagecountbelowfortheformatformy assignment?

 

1. 1. MarketingEnvironmentAnalysis–MicroTrends (250 – 300 words)

 

1.1          TrendOne

 

1.2          TrendTwo

 

 

2. 2. MarketingEnvironmentAnalysis–MacroTrends (250 – 300 words)

 

2.1          MacroTrendOne

 

2.2          MacroTrendTwo

 

 

 

3. 3. MarketingMix–EvaluationandCritique (500 – 600 words)

 

3.1          OverviewofCurrentMarketingApproach

 

3.2          EvaluationofEffectiveness

 

 

4. 4. MarketingMix–Redesign (500 – 600 words)

 

4.1          Product

 

4.2          Price

 

4.3          Place

 

4.4          Promotion

 

4.5          PhysicalEvidence

 

4.6          Processes

 

4.7          People

 

5. 5. Implementing Recommendations (250 – 300 words)

 

5.1          RecommendationOne

 

5.2          RecommendationTwo

 

5.3          RecommendationThree

 

 

HaveIusedAPAreferencingduringthis assignmentand usedappropriateacademic,practitioner, and newsrelatedreferences?

 

HaveIcheckedmyassignmentforspellingand grammaticalerrors?