Aldi Failure

Improved Essays
Aldi’s goal is simple “to provide our customers with the products they buy regularly and ensure that those products are of the highest possible quality, at guaranteed low prices” (Aldi, n.d.), it is this simple philosophy, and the current economic climate, that has seen Aldi rise to be a contender to the big six supermarkets (Felsted, 2012).

In an economically recovering market, an organisations successful or unsuccessful utilisation of marketing may be the difference between collapse and survival. Since the financial crisis of 2008 consumer spending has dramatically declined, the Office for National Statistics estimates that in the second half of 2008 spending per household fell by 2%, the first time spending had decreased since 1968 (ONS,

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