 T); examine ALDI in the context of the 3 layers (annotate this in the assignment). (nature of products: core-actual-augmented + potential)
 Aldi – skinny on staff; deliberate and powerful way to create competitive advantage
 Product portfolio – don’t suggest that aldi carry more products (store size) – but can substitute; eg. Organic foods.
 Aldi product lines tend to be shorter – don’t say to extend product lines (store size) ; not a part of their business model.
 Packaging and labeling are important IMC tools.
 Aldi’s packaging reinforces that they are based on homebrands.
 Before, aldi had lots of overseas stock so they were not so popular before (95% of fresh produce comes from within Australia now)
 Aldi special buys – almost a cult following (they are shopping products) although most of their groceries are convenience products. Leveraging the special buys and getting people to also buy the groceries.
 Bitner: if physical environment is of a high quality, it encourages people to engage eith the brand and repeatedly. Before aldi stores were darker to save electricity.
 92, 93% of fresh produce is sourced in Australia now
 Fairfax online – covers Australian financial review and business review weekly
 Australian and new zealand reference centre – library database
 The Australian – daily newspaper
 Ad news – factiva
 WW (key competitor) site – media material and annual report
 Wesfarmers (coles) site
 Mitre 10 is owned by metcash – go to their site
 Micro – according to porter: if you can create efficiencies, lower the costs through your supply chain and delivery/distribution systems, you can get your products to customers at a lower cost
 DO NOT suggest that Aldi go online in the assignment! Have already tried it in the UK – clear statement about it adding to their cost base and they want to minimise the prices on the