This document outlines 5 case questions about Aldi's strategy for entering the US market: 1) Whether Aldi should pursue localization or standardization, and why. 2) Defining Aldi's target US market. 3) What market research Aldi should conduct. 4) Proposing a marketing mix for Aldi's target market. 5) Whether Aldi will succeed in the US market and how the financial crisis may impact its chances. The questions provide a framework for analyzing Aldi's options for developing an effective US expansion strategy.
This document outlines 5 case questions about Aldi's strategy for entering the US market: 1) Whether Aldi should pursue localization or standardization, and why. 2) Defining Aldi's target US market. 3) What market research Aldi should conduct. 4) Proposing a marketing mix for Aldi's target market. 5) Whether Aldi will succeed in the US market and how the financial crisis may impact its chances. The questions provide a framework for analyzing Aldi's options for developing an effective US expansion strategy.
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This document outlines 5 case questions about Aldi's strategy for entering the US market: 1) Whether Aldi should pursue localization or standardization, and why. 2) Defining Aldi's target US market. 3) What market research Aldi should conduct. 4) Proposing a marketing mix for Aldi's target market. 5) Whether Aldi will succeed in the US market and how the financial crisis may impact its chances. The questions provide a framework for analyzing Aldi's options for developing an effective US expansion strategy.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOC, PDF, TXT or read online from Scribd
1. Should Aldi pursue a localization or global standardization strategy for the U.S. market? Why is this strategy appropriate? 2. Who do you think the target market should be for Aldi in the U.S.? Define this market in terms of geography, demography, socio-cultural and psychological factors? 3. What type of market research should Aldi do in the U.S. to develop its strategy? What are the key issues it needs to address in this research? 4. Develop a marketing mix for Aldi based on your definition of its target market (Q2). The proposed marketing mix should include product, price, promotion (communication), and distribution strategies. 5. Do you think Aldi will succeed in the U.S. market? How might the current financial crisis affect their chances of success?