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Aldi Looks to U.S. for Growth
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?