12 months Marketing Campaign Plan for Aldi

12 months Marketing
Campaign Plan for Aldi

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK ..............................................................................................................................................3
Marketing audit of ALDI company.............................................................................................3
Marketing objectives...................................................................................................................6
Marketing Mix plan ....................................................................................................................8
Ways to improve the level of customer service........................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing plan is considered as framing suitable strategies related to promotions of
company's products and services in order to take competitive advantages in the target market.
Corporate organisation frame and develop suitable policies and strategies that enables
management to improve its sales turnover to by expanding product presence under target market
(Obradović, Kostić and Mitrović, 2016). This report is based on the case study of ALDI
company. Company initiated its business operations in the year 1946. Karl and Theo Albrecht
are the two founders of Aldi company. Company owns its headquarter in Essen, Germany.
Company owns its supermarket chain in more than 11000 locations across the globe. Henceforth,
this report will emphasis over TWOS analysis on ALDI company. This report will also project
three marketing objectives that can best suits the requirements of “Express Ourselves” marketing
campaign run by ALDI company. Furthermore, this report will also project about the marketing
mix plan that can best meet the requirements of objectives of the ALDI company. At the end this
report will also project the suitable proposals fr ALDI company in order to improve the level of
customer service for the company.
TASK
Marketing audit of ALDI company
Marketing audit is about to reviewing the existing marketing plan executed by corporate
organisation in order to expand the sales of company. Emphasis of the marketing plan is on
identifying the suitable are of improvement in order to expand the company's existing market
share. IN order to conduct the marketing audit TOWS analysis conducted.
TOWS Analysis
TOWS analysis is considered as a variant of SWOT analysis tool. TOWS analysis
involve threat, opportunities, weakness and strengths of ALDI company to review about
company's internal business environment.
Threat: ALDI company is among the leading supermarket chain across the globe. Company
operates its business operations in more than 11000 locations across the globe that has supported
company throughout the journey (Chang, McAleer and Wong, 2018). Apart from witnessing
such a huge success company management has also comprises witj certain threats that can be
summarised in the following ways.

 Competition in market: Retail sector is among the leading sector in UK which
comprises with more than 90 billion pound that has £ 860 billion Pound ((Lichtenthal,
Tzempelikos and Tellefsen, 2018)). Due to such a huge market share retail sector has
becomes such a high competitive market sector across the globe. Level of competition in
market is a huge aspect involves in strategy formation of ALDI company. Competition
not just comes from big retail corporates like Asda, Marks and Spencer and other big
houses but it also comes from small retail outlets in international market. Retail sector
has a unique implication as compare to other market sector as it is associated with
product segments related to regular life styles and that also make the sector more
competitive on regional market. ALDI company operate its business operations across the
globe and company management needs to face market competition in both national and
international market and also from both big and small corporate houses and retail stores.
All the above aspects has provided huge threat for the company management in respect to
loosing market share and existing customer base.
 Economic instability: Economic instability is a huge threat management of ALDI
company face. Due to so many social issues like spreading nature of corona virus and
other social issues that create instability in society. Economic instability put a negative
impact over company's presence in market as it directly influence over prices related to
all retail products. ALDI company operate its business operations across the globe so the
company management needs to deal with economic stability of all the countries in which
company owns its retail outlets. Unstable economy also leads to inflation that causes to
rising product prices which also create threat of loosing market share by addressing low
sales turnover. Inflation in economy directly impact over purchasing capacity of
company's target customers. Instability in economy at global level is among the huge
threat company management face in order to operate business operations.
Opportunities: ALDI company is a multinational retail organisation which provided various
business development opportunities to the company that can be projected in the following ways.
 Business expansion opportunities: ALDI company management has a huge business
development opportunities by expanding business in growing economies like Africa,
Asia and in other untouched retail market. Expanding retail outlets in opening stores at