Marketing Management: Strategies for ALDI

This marketing management study focuses on ALDI and its marketing strategies. It includes a TOWS analysis, marketing objectives, marketing mix plan, and strategies to improve customer service.

MARKETING MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Marketing TOWS for ALDI........................................................................................................3
Marketing objectives...................................................................................................................6
Marketing Mix plan.....................................................................................................................7
Strategies to improve customer service.......................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing management can be defined as business practice that pay attention on
implementation of marketing techniques that may help business in generating sales by utilizing
marketing resources well (Claesson and Jonsson, 2017). Present study is based on ALDI that is
the popular supermarket firm t which is operating in more than 20 countries and generated
turnover around 50 billion. ALDI is planning to run marketing campaign: express ourselves”.
Study will construct marketing TOWS for ALDI. It will prepare marketing objectives of this
campaign and will examine marketing mix strategies of firm that may help I n meeting 12 month
plan of the firm. In addition, it will describe various strategies that may support business in
improving its customer service to great extent.
TASK
Marketing TOWS for ALDI
TOWS is the model that examine company’s opportunities and threats with its weakness
and strength. ALDI is the great supermarket firm that has around 10000 supermarkets. It offers
low cost products to its wide range of consumers. Its main objective is to satisfy consumers by
servicing them best (Najafipour Moghadam and et.al., 2018).
Strength
 It pricing strategies is its strong point as all its products are available at affordable rates
which make its easy for everyone hence large number of audience take interest in its
products and services.
 Customer support of ALDI is very good which make it unique. As many companies are
working in this sector but customer support system of ALDI is very advanced.
 Financial leverage is another strength of the business unit, it has adequate funds that help
business in sustaining in market easily and investing more for further expansion
Weakness
 In term of quality, ALDI still far away from other big super market firm such as ASDA.
Its reputation for quality is quite low.
 It does not have online stores which is another weaker point of ALDI
 Its public image is very cheap as compare to other competitors (Melethadathil and et.al.,
2017).
Opportunities

 Globalization can create opportunity for ALDI and it can expand its business
internationally which will help the organization in generating more profit.
 New product development can help firm in attracting more consumers towards the brand.
Threats
 Increasing tax rates may create problem to ALDI because it will reduce profit of
business.
 Poor economic condition is also threat to the firm because it will impact on its sales badly
(Getaneh, 2017).
TWOS analyses
TOWS matrix Threats Opportunities
 Increase tax rates
 High competition
 Poor economic
condition
 High profitability
 Expansion and
globalization
 New product
development
Strength
S1 Pricing strategies
S2 Strong supply chain network
S3 Financial leverage
S1T1: As company is offering
low cost products hence more
consumers will take interest in
its products which is better for
ALDI to generate more profit
and managing tax (Pulka,
Ramli and Bakar, 2018).
S2T2: As supply chain
management of ALDI is very
strong and this will help
organization in delivering high
quality material to its
consumers which will be better
in creating competition and
satisfying its consumers. By this
way customers will become
loyal and enterprise will be able
S1O1: As its products can be
afford by wide range of
consumers because it are
available at lower rates this may
help ALDI in raising its
profitability and sustaining in
market for longer duration.
S2O2: Strong supply chain may
help the organization in
expanding business globally
S3O3: Financial condition of
ALDI is helpful in investing more
money in new product
development so that it can
generate more profit.

to gain competitive advantage
in market.
S3T3: as its financial position is
very strong and if there is poor
economic condition then also
ALDI can be able to manage its
operation well.
Weakness
W1: Quality
W2: poor online offering
W3: Poor public image
W1T1: As it has poor quality
products as compare to other
leading competitors that create
issue for business and it fails to
manage increase tax rates. It
needs to pay more attention on
quality to retain them.
W2T2:By opening online store it
will be able to meet the threat
of high competition
W3T3: Many time economic
condition of country get down
at that time people prefer to
buy cheaper products , at that
time ALDI can make efforts to
gain attention of buyers to
improve its image in market
(Akbar and et.al., 2017).
W1O1: By enhancing diversify
products ALDI can raise its
profit to great extent.
W2O2: Online offering would be
better for expanding business
globally.
W3O3: By offering range of
products ALDI can raise its
public image (Basha, 2019).
Marketing audit that is taken for TOWS analyses
In order to identify opportunities and its relationship with strength or weakness ALDI can
take assistance of marketing environment audit. By conducting SWOT and PESTLE it can
analyses factors that are affecting business or are creating opportunities for business.
In order to examine whether ALDI is able to meet target or not market strategy audit can
be undertaken, it helps in analysing marketing system and making necessary changes in

strategies so that 12 month goal of ALDI of this campaign can be accomplished (Sirajuddin and
Kumar, 2018).
Marketing productivity audit is also undertaken to measure cost benefit. As ALDI needs
to invest huge amount to run its express campaign. And to meet its real objective it is essential to
analyses whether cost bear by firm is able to generate profit or not. Through productivity audit
enterprise can meet this target easily and can know better whether investments are worthwhile or
not (RAMKUMAR and DHANALAKSHMI, 2019).
Marketing objectives
Each company makes its objective and arrange its business activities in such manner so
that this objective can be accomplished successfully. Marketing objective of this express
ourselves campaign are:
 To enhance sales of ALDI by 30% within 1 year.
 To open four more store within 12 months in four more locations.
 To increase enquires by 20% from this express ourselves campaign
Enhance sales of ALDI by 30%
The main objective of the organization is to generate sales by 30% within one year.
Express ourselves campaign make people aware with the features and uniqueness of ALDI’s
products that aids business in awaring people more and raising their interest as well. By this way
a greater number of customer will buy its products which will aid business in generate more sales
hence overall profitability of organization will raised by 30% within this 12 months. People like
to buy products that have strong promotional activities because it influences their mind.
Generation of profit is the prime objective of any business activity and company market their
products to raise its sales. Hence through this express ourselves campaign ALDI can be able to
meet this sales target objective easily (Hutapea, 2016).
Opening new stores
One of the major issues faced by ALDI now a days is high competition. As many other
competitors are having stores globally and their stores are easily visible. Hence customers like to
buy their items from these stores. If it opens many more stores in many more location then it will
help the firm in sustaining in market for longer duration. Hence objective of express ourselves
campaign is to open 4 more stores in four more new locations (KIFLU, 2018). This will develop
its global brand image and number of customers of company will be increased. Opening new

stores objective is possible through this marketing campaign because it will raise awareness
among them and they will make their mind to go to these stores to get their desired products at
affordable rates.
Increase enquiries by 20%
ALDI is the popular brand but still it is facing huge competition due to which large
number of people do not take much interest in its products and they move to ASDA, Tesco and
other big brands (Soria López, 2017). This express ourselves campaign will help company in
making people aware with the features and facilities that company is offering to them as compare
to other brands. Through this marketing efforts it will be able to convenience them to buy its
products. This marketing efforts will raise their understanding about benefit that they can get if
they experience services of company hence it will help in raising enquiries and more customers
will ask for price and product feature of its supermarket products.
Marketing Mix plan
Marketing mix can be described as activities of companies that are undertaken to
generate more profit. Each company uses several strategies through which it can gain attention of
mass audience (Alhassen, 2018).
Product
It is most essential element that help business in gaining success. ALDI is offering wide
range of items to its consumers. It needs to increase its number of products and its quality both.
Through product development firm will be bale to make this express campaign successful. As it
would support organization in attracting new consumers and meeting the objective of raising
30% profit target (Claesson and Jonsson, 2017). If entity is paying attention on raising quality of
products then customer complains will be minimized which would be better in increasing sales
and generating more enquiries.
Price
ALDI is very popular brand in supermarket industry, it needs to use skimming pricing
strategy. If it provides good and services at lower rates initially and once people start liking its
items the it has to raise prices of its items gradually. This tactic would be better for the
organization in generating more sales (Najafipour Moghadam and et.al., 2018). Because by this
way firm ca easily gain attention of mass audience that would help in meeting profit target
objective of business. It is also beneficial in enhancing enquiries as well. Hence by using

skimming strategy enterprise can make this express ourselves campaign successful.
Combination of high quality products and cheaper rates is unique because many other
supermarket companies are providing goods to end users at high cost. If ALDI is taking care of
quality with cost then interest of them will be raised and objective of this express ourselves
campaign will be met soon (Melethadathil and et.al., 2017).
Place
This is related with distribution of products so that it can reach to end user timely. ALDI
has many stores globally, it can take assistance of online stores and can make contact with
retailers as well. Both these strategies are helpful to make this express ourselves campaign
successful. If entity is offering products through its online site then it will be able to reach to
mass audience and serve its services globally. Retail distribution channel is also great because
people can reach to their near location store and can shop. Online store will raise enquiries and
retail stores will help in making profit hence this target will be accomplished successfully (Pulka,
Ramli and Bakar, 2018).
Promotion
In order to meet the marketing objective of express ourselves campaign, ALDI ca
promote its brand through public relationship. By developing its relationship with consumers
enterprise will be able to gain attention of mass audience. Public relationship camps can be
beneficial in meeting profitability objective. By this number of customers of firm will be raised
and it will be able to manage its operations globally successfully (Sirajuddin and Kumar, 2018).
People
ALDI needs to train its employees so that they can convey value of its goods and services
to them through this express ourselves campaign If people are well trained then they can answer
quarries of customers. By this way number of quarries will be raised and more consumers will
get influence towards business (RAMKUMAR and DHANALAKSHMI, 2019). Apart from this,
kit will provide extra discount to consumers and employees will get incentive on their
performance. This strategy will be beneficial in managing operations well and generating more
profit.
Process
ALDI needs to use simple process and have to ensure that quarries generated through this
express ourselves campaign can be addressed timely. Firm will improve its customer service

support system to answer issues of people soon. By this way their confidence will build up and
they will make their mind to buy its products. By this way ALDI will be able to raise its profit to
great extent (Hutapea, 2016).
Physical evidence
All its stores will have good infrastructure. Logo of ALDI will attract more people.
Express ourselves campaign will have amazing tagline that will attract more people. This
strategy would support ALDI in raising profit and entering into new location successfully (Soria
López, 2017).
Strategies to improve customer service
Customer service is essential part of any business, if companies serve its consumers well
and keep them satisfied the it would be better for organisation in gaining success and sustaining
in market for longer duration. The main agenda of express ourselves campaign is to improve
profitability and knowing more about needs of consumers. ALDI wants to make changes in its
practices so that it can provide amazing quality services to its end users. ALDI needs to take
support of various strategies to improve its customer services (Alhassen, 2018).
Seeking feedback from consumers
In order to serve end users well there is need to first understand them and know more
about their requirements. If enterprise is unaware with actual preferences of buyers, then it would
not be able to meet their expectations. ALDI can take feedback from its regular customer’s time
to time. By collecting their reviews firm would be able to know issues face by them and what are
their expectations (Claesson and Jonsson, 2017). That would be better for organisation in making
necessary changes in its existing operations so that it can improve its customer service and can
make them satisfied. In this express ourselves campaign ALDI will meet with various people and
it can ask their needs which would be better in analysing rout cause of issue and taking right
action to improve it. By giving feedback customer also feel valued and they think that firm is
taking care of them. hence it makes them loyal towards the brand.
Strengthen customer service team
ALDI can provide a great customer service if it has great team. If there is strong customer
service department who is continuously working to serve the buyers well then firm will be able
to meet its target. ALDI needs to give training to its professionals about requirements of buyers
and what are the elements that make them happy (Pulka, Ramli and Bakar, 2018). Training

session must include that employees have to behave patience and have to show their empathy
towards consumers. By this way customer feel comfortable and feel so relaxed. This makes them
satisfied towards organisation. ALDI can give knowledge to its workers about product so that
clear information can be passed by them to end users. This practice will be helpful for ALDI in
improving its customer service facilities (RAMKUMAR and DHANALAKSHMI, 2019).
Implementation of customer service management (CRM) platform
There are many software available that help company in making direct connection with
potential buyers. ALDI should streamline its staff members to use CRM platform in systematic
manner. This is amazing software because it gives insight detail about market condition and
customer needs and their buying behaviour. By using this software enterprise can interact with
its potential buyer quickly and can update them with offers and facilities provided by ALDI. This
engagement with consumers enhances trust of buyers and they become frequent buyer of
business (KIFLU, 2018). Hence this application is beneficial in satisfying consumers to great
extent.
Use of multi-channel servicing
In the recent time most of the people spend huge time of social networking sites. Many
advance technologies are available in market that aids in bringing many people together. ALDI
needs to use social media. Use of Facebook and Twitter is very common. Enterprise can post
their offers and discounts, features of product on its social sites. By this way all connected users
can get to know about the unique features of firm. They will take more interest in its products
which will be better for the firm to convince them to buy products. On social sites they can raise
their quarries and enterprise can give them quick response. By looking at positive comments of
other user consumers will be so positive (Soria López, 2017). This would be better in satisfying
them with consumer’s services. Mobile application is generally used by many supermarkets.
Customers have option to pick their required product and make online payment. That item will
be delivered to their location as soon as possible. Use this channel will help ALDI in raising
interest of consumers and meeting their expectation. By this way they will feel happy and will
give positive reviews to others as well.
Rewarding loyal customer
ALDI needs to give additional rewards to its consumers, this will make them feel valued.
When person starts getting some additional benefits against their spending then they feel so

happy. They feel that they are getting benefits from company and that gives them positive
experience. This helps in enhancing their satisfaction level to great extent. This kind of
experience they remember life time and become frequent buyer of business unit (19 Great
Customer Service Tips to Improve Your Customer Satisfaction, 2020).
Providing quick support
If any customer is facing any issue related to products and services then support team
must give immediate response and have to resolve their quarry soon. This make them feel good
and they thing that enterprise is giving value to their time. By implementing this strategy ALDI
can improve its customer services significantly (Najafipour Moghadam and et.al., 2018).
CONCLUSION
From the above study it can be concluded that marketing management is the process of
make plan for raising sales of company and organise activities sin such manner so that entity can
accomplish its goal successfully. Use of TWOS analyses supports business in knowing the
weakness that may create threat to business and taking appropriate action to turn into
opportunity. If entity is implementing effective marketing efforts, then it would be helpful for
business in generating more sales and making its own positon in market. Marketing mix plan
supports the firm in attracting potential buyers and developing their interest in products of
business unit. Social media plays significant role in making great interaction with consumers and
knowing more about their preferences. By this way entity can improve its products to satisfy its
wide range of customers.

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