October 21, 2018

Bye Bye Market Segmentation and Target Marketing

Ten years or so ago, academics were extolling the techniques of market segmentation and target marketing (not to mention the third leg of the triumvirate, ‘positioning’) as the basis of long-term competitive advantage (see Marketing course Modules 7 and 8). Recently, this doctrine has come under serious threat. Classic segmentation techniques like socio-demographics have been […]

Aldi: best of British or authentically German?

View image | gettyimages.com Stand-up comedian Kevin Bridges once made fun of Scottish children on holiday, suggesting the lower-class mother could be recognised by having ‘Lidl’ and ‘Aldi’ tattooed across each hand. But since then, the common perception of the two German discount supermarkets in the UK seems to have changed. Aldi opened its first […]