P/M/810. Dissertation. Discounting in grocery sector: comparative analysis of German and British marketing strategies

The dissertation investigates the marketing value of discounting focusing on the grocery sector and comparing the effects of discounting strategies in Germany and the UK. Literature is reviewed on the grocery industry in Germany and Britain, the theory of competitive advantage, the theory of retailing, discounting strategy, marketing mix, etc. Primary and secondary research methods are used including the analysis of a questionnaire distributed among German and British customers. Marketing strategies of Aldi in the UK market are discussed. Conclusions are made about the reasons why British discounting practices are less effective than German. Recommendations to discounters are offered about how to achieve success in the UK market.