Order Description;

write the financial part of my marketing plan for Aldi supermarket USA , the marketing plan should be about creating a company even though its existed, it should be like business plan, based on the references provided, my section should include the following
1. marketing strategy
1.1 company mission statement
1.2 marketing objectives
financial objectives should talk about all the costs and future expansion of the company in the USA with the competition around, how would the company operate financially, and what is the promising investment and profit for the company and its forecast in the previous years and the future
1.3 financial objectives
2. financials
2.1 break even analysis ” need financial numbers and tables ”
2.2 sales forecast ” need finical numbers and tables ”
2.3 expense forecast ” need financial numbers and tables “,” milestone ”
2.3marketing expense budget
2.4 any other financial strategies and tables, numbers can be used in order to make my financial part strong

Answer;

  • Marketing Strategy

The marketing executive of Aldi should consider attaining competitive advantage in Florida over established groceries like Walmart, Publix, and Winn-Dixie.

The competition in the region is anticipated to be highly stiff since the groceries have capacity to expand, renovate its products, and establish more stores. Therefore, Aldi marketing executives will be obliged to select, evaluate, and formulation of market-oriented strategies that would help the company acquire significant market share. The company formulated both internal environment and external environmental factors. Internal factors will include marketing mix that defines the 4Ps. The four P represent product, price, place, and promotions (Bowman & Gatignon, 2010). Marketing mix for Aldi would focus on providing cheaper and high quality products to it popular grocery brands.

The product variable will focus on providing high quality brands, the price variable focuses on providing products at lower prices compared to its competitors while maintaining quality. The company established pricing strategy that would enable the business to maintain the bargaining power. The pricing strategy will help the company purchase large quantity of supplies and attract substantial number of customer in the United States market.

The company has already portrayed the efforts of invoking the place variable by expanding it operation beyond local market. By 2012, it established 1,200 stores in over 32 nations. The company has established physical presence in America and Europe markets including Slovenia, Denmark, Great Britain, Switzerland, Australia, Hungary, and Poland. Moreover, the company considered establishing online presence as one of the distribution channels. The strategy is ideal in the sense that customer would be able to access product information such as price and description (Medick, 2012). Therefore, it would be ideal for the company to consider investing in online marketing strategies.

The promotion strategy aims at broadcasting attributes of products (Gelder & Woodcock, 2003). Aldi has considered including a combination of below-the line and above-the-line promotions strategy. The strategies will help the company focus on ‘swap & save’ and Like brands campaigns. The above- the-line promotion strategy (Shah & D’Souza, 2009) will help Aldi acquire significant market share in the new target market. The strategy will guide the company organizing its promotional activities and attaining customer loyalty in American markets. The promotion is ideal in the sense that it communicates value messages and key quality of products of a company. Furthermore, it would guide the company improve brand image, identify the superiority of its products, elevate product demand, improve brand awareness and recognition.

On a similar situation, the company adopted the below-the-line promotion (Shah & D’Souza, 2009) to engage its customers through offering an enhanced level of control over communications. Aldi employed social media, customer’s emails, awards, media relations, and public relations as methods of below-the-line promotional strategies. The methods will enable the company interact with its new customer in the United States. Moreover, the promotion strategy would guide the company to create advocates that would recommend new customer to consider visiting the stores of the company.

Mission Statement

Aldi will be obliged to formulate a mission statement (Hill & Jones, 2012) that will reinforce its marketing strategy in the United States market. The statement should indicate that the company is committed to provide top quality products at incredibly low prices. The mission statement of Aldi should then indicate that the company conducted an intensive study of external environment. The external environment consists of factors such as competitor analysis, customer analysis, economic analysis, and target market analysis, technological, cultural, and political environment.

The company should conduct an intensive in South Florida in order to make decision whether to venture in the area. Consequently, the Aldi opened stores in Deerfield Beach, Pembroke Pines, and Lauderdale. The external environmental analysis guided the company to identify competitors Winn-Dixie, Walmart and Pubix as the major competitors in the region (Medick, 2012). Therefore, the ideal mission stamen for the company will be “providing your preference at affordable price”. The mission would be ideal in the sense that it would be based on information from external environment thus would guide the company to adopt an effective competitive strategies.

1.2 Marketing Objectives

The marketing objective of the company will embark on defining its growth strategy in the United Kingdom market. An ideal marketing strategy should focus on achieving customer loyalty and encouraging existing customer to shop with its stores (Lamb et al., 2012). Therefore, the marketing objectives of Aldi will focus on demonstrating how  the company will be committed to pass information on brands such as the Fairy and Hein liquid possess equal quality. The defined marketing objectives will reveal that mission statement of the company reflects the mission statement that provides a way for the company to formulate financial objectives.

1.3 Financial Objectives

Aldi executive will have to consider meeting costs of expanding its operations in the United States of America. The company should consider allocating financial resources to come with competitive strategy that would enable the company acquire decisive marketing share (McGrath, 2013). The marketing executives with be obliged to consider preparing a budget on meeting the expenses of conducting promotional activities such personal relations and commercials. Some of the marketing expenses that the company would consider evaluating will include market penetration prices, competitive pricing, and strategic pricing.

The executives of the company will be obliged to consider charging low prices for marketing penetration especially for new products. The objective is to help the company quickly gain market share and enter the market easily. Secondly, the company will consider setting slightly lower charges compared to major competitors such as Walmart, Winn-Dixies, and Publix. The idea is to achieve the optimum competitive price that would enable the company pull customers away from the potential competitors. The marketing executive of Aldi would also consider setting higher prices of its products once it will have emphasized on brand positioning.

Initial assessment indicates that the company will struggle with establishing investment due to the existing stiff competition. Therefore, the trading year, the company would likely achieve low profits. However, one the company would have established it dominance in the US market, the level of investments become promising since the customers would realize the loyalty of the company products.

  • Financials
    • Break-even Analysis

The break-even analysis indicates the point where revenue is equal to income realized during a particular trading period (Cafferky  & Wentworth, 2010). The cost of sales is considered when calculating the break-even analysis since it is more like supply-side analysis. The figure indicates that a company sold its entire units without making loss or profit. Break-even point will then be calculated using the following formula.

Fixed Costs/ Price-Variable Costs

In this case, Aldi will certainly establish variable and fixed cost for its products in the United States stores. The fixed cost will include executive salaries, deprecation of assets, lease, and property taxes (Mowen et al., 2012). These costs would add up to $156,000 while the units for variable cost (Sexton, 2013) would be $1.20 and the price charged during the 2014 trading period would be $5

Therefore, the break-even point if Idla would be calculated as follows

$156,000/ $5-$1.20= 41,052.63 units

  • Sales Forecast
Sales forecast for Aldi
  2015                  
  Month Jun July Aug Sept Oct Nov Dec Total  
  Sales                  
  Retainer consulting $26,560 $26,560 $26,560 $26,560 $26,560 $26,560 $26,560 $212,480  
  Project consulting $48,500 $56,580 $45,060 $58,500 $65,890 $54,695 $568,320 $933,135  
  Marketing research $25,630 $35,940 $50,000 $45,000 $4,900 $48,700 $52,000 $273,020  
  Total Sales $100,690 $119,080 $121,620 $130,060 $97,350 $129,955 $646,880 $1,418,635  
  Expenses                  
  Retainer Consulting $5,600 $6,300 $5,600 $6,800 $8,900 $3,600 $68,700 $110,000  
  Project consulting $9,500 $15,900 $19,500 $25,900 $28,750 $31,850 $35,200 $177,400  
  Market research $13,640 $21,850 $26,800 $29,000 $30,540 $33,560 $4,300 $172,330  
  Subtotal direct cost of sales $28,740 $44,050 $51,900 $61,700 $68,190 $69,010 $108,200 $459,730  

 

The sales forecast on the movement of sales that the company would anticipate in the third and fourth quarter of trading period. The sale entries will include retainer-consulting, project consulting, and marketing research. The company will likely acquire

$ 1,418,635. The forecast will also include entries of expenses such as marketing research, project consulting, and retainer consulting that will add up to $ 459,730.

  • Expenses Forecast

The first year of the trading period, the company will allocate funds to implementing marketing strategies. The expenses will include web development, advertising, research, and development, marketing brochures, direct marketing, and journal advertising through online means.

Marketing expense Forecast

Expense forecast 2015
Development web site $ 780
Trade journals advertising Print $35,920
Online trade journals advertising $21,450
Web advertising $26,600
Marketing brochures $16,500
R&D $23,600
Direct marketing $15,700
Total $140,550

 

  • Marketing Expense Budget

The expense budget for the will include the four quarters of the year. The expenses will include advertising, sales promotion, and marketing research.

Aldi marketing expense budget 2015

Marketing budget 1st quarter 2nd quarter 3rd quarter 4th quarter Year total
Advertising $6,800 $5,650 $9,680 $8,670 $ 30,800
Newspaper $ 870 $920 $880 $1,260 $ 3,930
Radio $560 $660 $780 $860 $ 2,860
Television $15,560 $ 12, 600 $19,250 $22,560 $ 69,970
Point of sale $480 $960 $560 $590 $ 2,590
Trade publications $6,500 $ 8,960 $ 10,860 $ 15,740 $ 42,060
Total Advertising $30,770 $29,750 $42,010 $49,680 $ 152,210
Promotion          
Sales Promotion $ 25,650 $26,890 $ 16,500 $ 19,560 $ 88,600
Trade shows $12,630   $ 14,960 $ 19,650 $ 47, 240
Total Promotion $38,280 $ 26, 890 $31,460 $ 39,210 $ 135,840
Market Research          
Travel $1,950 $2,150 $3,560 $ 2,890 $ 10,550
Necessities $ 650 $ 890 $765 $ 960 $ 3,265
Salaries $ 28,963 $25,960 $ 24,500 $ 35,890 $ 115,313
Total Market Research $31,563 $ 29,000 $ 28,825 $39,740 $ 129,128
Total Expenditure $138,893 $ 85,640 $102,295 $ 128,630 $ 455,458


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