PRESTCOM & SWOT analysis for Aldi

Assignment purpose:
1- it will test your understanding of marketing environment models. PRESTCOM, and SWOT analysis and your ability to apply it to a well-known retailer, Aldi.
2- it will require you to undertake secondary research to complete and will demonstrate your initiative and ability to select, analyse and apply relevant facts and factors to the PRESTCOM and SWOT models

THE CONTEXT:
\”the grocery superstores are losing market share and the main focus of this report (Mintel Supermarkets 2015) is to examine why. we think that there are underlying socio-economic changes taking place which allied to the growth of the hard discounters, Aldi and Lidl, is leading to growth in more frequent shopping trips and smaller basket sizes. these changes are not reversible in the foreseeable future and we think that the underlying decline in superstores will continue.\”

Your Task:
(with your own research: use EBSCO, PROQUEST, MINTEL, LEXIS) to do the following:
1- provide a brief explanation why firms should conduct an analysis of the marketing environment (200 words) – Academic source required (text books and journals)
2- Undertake an analysis of the marketing environment using PRESTCOM and SWOT and apply this to Aldi
(the time horizon you should consider is 2016 to 2018)

* to access the library please use the following link, username and password:
https://libguides.library.dmu.ac.uk/c.php?g=51868
username: P16153189
pass: Fawzy965

PLEASE DO NOT USE GOOGLE OR WIKIPEDIA, ONLY ACADEMIC SOURCES AS MENTIONED ABOVE. ^