Marketing Management: Strategies for ALDI

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.