| Category | Assignment | Subject | Marketing |
|---|---|---|---|
| University | Buckinghamshire New University | Module Title | MG529 Strategic Marketing CW1 |
| Assignment No. and type: | Coursework 1: 2500-word Group Report with Appendices |
| Assessment weighting: | 70% |
Effective marketing is mandatory for the business to thrive in the competitive market type (Khan and Khan, 2021). Aldi with its effective marketing campaign has not sustained in the complex market of the UK but has been successful in developing a positive brand equity. In this report, the use of SOSTAC model is used to illustrate the marketing strategies of Aldi and evaluate the key facts using relevant models...........................More
Introduction................................................................................................................................3 Situation.....................................................................................................................................3
Market size and trends data....................................................................................................3 Competitors analysis..............................................................................................................4
Macro & Microeconomic forces affecting the organisation...................................................5
PESTLE analysis.........................................................................................................5
TOWS analysis............................................................................................................7
STP.........................................................................................................................................8
Segmentation...............................................................................................................8
Targeting......................................................................................................................8
Positioning...................................................................................................................9
Stakeholders’ analysis............................................................................................................9 Objectives.................................................................................................................................10 Strategies..................................................................................................................................10
The reason for the campaign................................................................................................11
Strategic goal of the campaign.............................................................................................11
Ansoff’s matrix.....................................................................................................................11
Target audience.....................................................................................................................11
General campaign messaging...............................................................................................11 Tactics......................................................................................................................................12 Action.......................................................................................................................................13
GANTT chart.......................................................................................................................13 Budget..................................................................................................................................13 Control......................................................................................................................................14 Conclusion................................................................................................................................15
Reference List..........................................................................................................................16 2
Appendix: Group Log Details..................................................................................................19
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