Marketing TOWS and Market Audits for Aldi

This document discusses the marketing TOWS and market audits undertaken by Aldi. It also justifies three marketing objectives for their express ourselves marketing campaign. Additionally, it explores the marketing mix of Aldi and proposes ways to improve customer service.

Aldi
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Contents
INTRODUCTION...........................................................................................................................3
TASK ..............................................................................................................................................3
Describe about the marketing TOWS for Aldi and also explain market audits that have
undertaken. ..................................................................................................................................3
Justify three marketing objective that set for express ourselves marketing campaigns over 12
months. ........................................................................................................................................6
Marketing mix of ALDI...............................................................................................................7
Propose that how Aldi can improve customer service level of “express ourselves marketing
campaign”....................................................................................................................................9
CONCLUSION .............................................................................................................................10
REFERNECES..............................................................................................................................12
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INTRODUCTION
Aldi is based on the German family owned discount super market chain that operates more
than 20 countries. It estimated the combined turnover of more than 600 billion. The organization
was founded by Theo Albrecht and karl in 1946. The enterprise was split into different group for
establishing the branches in global marketplace. The report will discuss about the marketing
TOWS for Aldi and also understanding market audits which are undertaken. It will identify three
different marketing objective which support through ourselves marketing campaign in global
marketplace. it will examine the marketing mix plan that will help to propose requirements
undertaken, in order to achieve significant goals and objectives. Furthermore, the documentation
will describe that how Aldi supermarket help to improve customer satisfaction level which
providing the better opportunities for increasing market share in globally.
TASK
Describe about the marketing TOWS for Aldi and also explain market audits that have
undertaken.
TOWS Matrix is based on the tool that useful for generating strategic option and also
analyse strength, weakness, opportunities, threats (Alsem, 2019). It is the most suitable tool
which used to compare, generate and choose an appropriate strategic for purpose of analysis.
Threats and Weakness: (WT)
 The biggest weakness is that when it has been minimized the sales for Aldi in term of
growth discount. Another alternative area is to focus on the Aldi adopt convivence store
its own and also close their supermarket outlets (Armstrong, Kotler and Brennan, 2018).
 It has increased the price of good and service. In this way, Aldi can easily retain public
image towards physical store with provide better quality of products and services.
 Aldi is creating the facilities to deliver product and perform as major competitors in
global marketplace.
 Sometimes, it has increase demand of business reputation. In most of cases, customers
are attracted toward cheap item because of economic recession. it directly affects on the
productivity and profitability of organization (Larsen, Sigurdsson and Foxall, 2020).
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Strength and Opportunities: (SO)
 Aldi has adopted the diversified range of product with better quality so as it has increased
the overall turnover of business.
 It will create new service for customer because it is most popular for targeting large
number of customers. Furthermore, it provides various type of option to adult, old, men
and women (Brandes and Brandes, 2019).
 Aldi has implemented pricing strategies for providing better products in reasonable price
while maintaining the better quality. In this way, they can easily expand the business in
global market, increasing its public image.
Strength and Threat: (ST)
 Aldi has adopting the pricing power whereas potential consumer will continue attract
towards Aldi products and services.
 The organization must be used strong supply chain which help for obtaining suitable
resources for purpose of delivery and supplier (Fill, 2019). In this way, it is helping for
customer to select right product and also compare with another stores.
 At that time there is some financial leverage so that Aldi can keep maintain same level of
market share during poor economic condition.
Strength and opportunities: (SO)
 The lower price opportunity provides or customer to increase its turnover, compared with
other competitors (Kipnis and et.al., 2019).
 Aldi is mainly using supply chain which can bring new good and service on global
marketplace.
 Other type of financial leverage support for Aldi enterprise to use balance sheet and
expanding business.
Market Audit
It refers to the comprehensive analysis, evaluation as well as interpretation of entire
business marketing environment. it is to be consider both internal and external, it is helping for
identifying strategies, goals, objectives to different areas for making an efficient plan (Larsen
and et.al., 2020). In order to enhance the marketing performance and efficiency. The purpose of
marketing audit is to identify essential resource, facts and figure. it is also useful for calculating
the overall budget.
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Aldi is generally conducting the market audit for identifying significant need and
requirements. It should consider the important point for identifying systematic enterprise
operations and functions (Larsen, Sigurdsson and Foxall, 2020). The audit can be comprehensive
in Aldi firm where it mainly covered different areas of marketing. It persists and do not take as
single marketing issues under various consideration.
Macro environment
 Customer: Aldi is a globally established and recognised brand, 70% people aware about
the organization and their existences. It is targeting the different age group in other
countries (Larsen, Sigurdsson and Foxall, 2020). It mainly focused on the principles such
as acceptability, availability, affordability and attitude. Aldi provide the better quality of
product and service in convenient location of customers.
 Competitors: The biggest competitors of Aldi are penny market, salling groups and so on.
these are common competitors which generally assume as much ethical aware in business
practices. Sometimes, Aldi face the internal issues due to despite making efforts which
become more environmental.
 Supplier: it is key part of micro environment where they provide better product as well as
packing that make Aldi. The organization is carefully monitoring the activities of supply
chain (Larsen, Sigurdsson and Foxall, 2020). It always follows strict rules and regulation
to maintain quality of distribution chain.
Micro environment
 Political: Aldi is based on the multinational corporation that have abide with the strict
rules and regulation. There is high level conflict and other political vulnerabilities across
global world. thus, it should not affect as much to company but face difficulties
(Rekettye, 2019).
 Economic: it has been raised the price while increasing faster growing rate in over two
years. The inflation in the retail market across 2.9% which may increase from 2.6%.
 Social: Aldi is the highest paying supermarket whereas employee can easily afford their
essential needs. In this way, it supports for providing better services to the employee.
 Technological: it is increasingly the demand of technology in business so that Aldi adopt
modern technique for purpose of marketing. It can be used different type of promotional
channels such as website, application (Schmid and et.al., 2018).
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 Environmental: Aldi is helping to other producers while ensuring that maintain
sustainability in local areas.
 Legal: Aldi super market has been affected by content of food item with perhaps
infamous. That’s why Aldi itself find out the legal dispute as result for misrepresenting
the sales.
Justify three marketing objective that set for express ourselves marketing campaigns over 12
months.
Marketing objectives are based on the goals set by Aldi when it is promoting their products
and services among potential consumers. In order to achieve within the particular given time
frame. In Aldi, Marketing is to be used as strategy that provide business as defined route to
follow the clear path. It has a build marketing strategy that ensure long term growth and
development. In this way, Aldi has been shared their significant vision of future while
performing marketing task such as customer service (Stone, Woodcock and Parnell, 2019). A
strategic approach must ensure that increased return on the marketing spending. It also boosting
the overall profitability and productivity of organization in global marketplace. it can be
identified different marketing objectives that will help for maintaining organizational position,
reputation and brand image within next 12 months.
Objective-1
 To increase sales by 20% within next 12 months.
Objective-2
 To enhance the visibility of good and service by using website and increase brand
awareness among potential consumers.
Objective-3
 To create the new conversion funnel on website per month to increase number of
demands by 20%
These are considered the marketing objective that must be setting for “express ourselves
marketing campaigns”. This type of campaign has developed by Aldi for increasing business
expansion within next 12 months. The marketing strategy is important to bring together as strong
team for making an effective plan (Verhoef and Bijmolt, 2019). Sometimes, it also assumes the
strategic element for identifying success of marketing campaign. During marketing campaign, it
involves people whose primary function touch on promotional activities. in another way, it also
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involved with customer contact before embarking the marketing strategy. A strong team has
organizing the better way to discuss issues related marketing and concern about how they can
handle the offers, discounts.
“Express ourselves marketing campaigns” provide the support to help client set their
marketing objectives whereas it can be identified the different key issues. In Aldi, managers are
directly coordinate with leader to discuss about the overall business capabilities and abilities. It
helps them to understand the specific marketing goals and objective. It useful for increasing
overall business productivity and profitability in marketplace (Stone, Woodcock and Parnell,
2019).
in this way, it has been justified that Aldi uses different method of promotion to impact on
the global customer base. Like campaign has benchmarked the same type of good and service for
its rival brand. In order to improve the brand recognition with the help of reinforcing and also
offering better quality of product at low price (Stone, Woodcock and Parnell, 2019).
While creating marketing campaign by Aldi might be complex but it is pretty straight
forward method. It is an effectiveness of business development to measure success and guide
team member to add features, characteristics. Therefore, it helps for achieving the significant
goals and objective, support for business expansion next 12 months.
Marketing mix of ALDI
A marketing campaign needs an appropriate plan so that Aldi goals as well as objectives
are accomplished. The marketing campaign is a type of process that help for identifying need and
requirement of potential customer (Priya, Zunke and Mitra, 2016). It is simply act as key to find
out the right technique or define right message to customers. The 7 Ps of the marketing mix of
Aldi are as follows
Product- It is one of the repudiated brands and also represents the quality products such as it
can provides the choco rice, little journey ,biscuits and many more. Adli has 1360 products
inventory as it can gives the products are lower in prize as compare to the other supermarkets. It
also provides the stock of fresh fruits as well as vegetables, households goods ,beauty products
and many more (Priya, Zunke and Mitra, 2016). Aldi keeps on experimenting with the non-food
items as in winter Aldi gives the snow as well as warm campaigning gear so it can changes the
product as according to the seasons. It is also known as one of the largest wine retailers in
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Germany. It also have other products such as in Belgium it provides the Aldi mobile and also in
other states such as Australia as well as Netherlands.
Price
Aldi gives the low prices as well as gives the products that are of high quality. It gives the
products that are not easily available within market. Aldi uses the strategy called Unit price
strategy regarding all the groceries that can be easy for the costumers in comparison of its
groceries with the another groceries of the rivalries.
Market penetration- Aldi focuses on the low prices and provides the high quality of the new
products. It can take entry in market and also quickly adopted.
Competitive pricing- According to this price strategy it gives the products on prices at lower
prices as compare to its rivalries.
Place- Aldi operates in 18 nations and has 8000 stores. Also Aldi opens its stores roughly every
week within Britain. It also focuses on the several goods from various suppliers and also stores
within their local warehouse. I also focuses on the quality of products as it can be maintained as
also assures to maintain the appearance within regional and utilizing the equipment that is
environment friendly in their stores (Dolnicar, Grün and Leisch, 2018).. On the other hands of
the Aldi also focused on the online platform that focuses on clients to check the full details
regarding product and also tries to locate to the nearest market.
Promotion- The Aldi promotion in United Kingdom ,Australian all makes the uses of the
electronic and also the display media. It also focuses to uses the electronic mail for the new
products of Aldi as well as for the special buys. It also gives the special offers to their customers.
They can also do the promotion by the help by the helps of the social media platform such as
with the help of the Facebook advertising, YouTube, Instagram and other websites As nowadays
people from any age group spend their most of the time on the Facebook or any other social
media sites so it is very easy for the firm to promotes its products there and also it is inexpensive
and able to target large number of people so social media platform is one of the best way to
promote its brands (Dolnicar, Grün and Leisch, 2018). Aldi also promotes its brand by the help
of the television as large number of the audience watch the television. Aldi also communicate
with every-week as it can communicate to the costumers through the newsletter that published
weekly. It also provides swap as well as saves to make clients switch to their brands.
People
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It is another of the crucial aspect as well as elements regarding the retail marketing as here
people within the stores are the ones that aids the consumers to find their products that aid them
in a specified product. It also gives the capacity of the employees as well as availability and
efficiency (Festa and et.al., 2016). The employees of Aldi must be capable as well as efficient
to carry out the functions smoothly. The communication with the staff members of the clients
must be a profession and behaves properly as well as helpful in nature.
Physical evidence
The shop's layout and reception as well as check out the part of the physical evidence. Here the
most important is the interaction with the clients as well as staff also involved within physical
evidence with the people (Datta, Ailawadi and Van Heerde, 2017). The consumer's testimonials
the cash receipts as well as post sale services are also falls under the physical evidence of the
Aldi marketing mix.
Process
It is considered as a combination of tasks, schedules ,activities as well as routine that
enables people uses the service properly. The business plan also offers various consumers that
have the minimized efforts as well as complications. The Marketers of Aldi have the planners
that are accountable to inform the consumers about the what they have to do during the whole
process. (Blut, Teller and Floh, 2018) The aim is to give the avoid boredom as well as assures
that consumers that are participated actively with the service.
Propose that how Aldi can improve customer service level of “express ourselves marketing
campaign”.
The marketing campaign is a type of process that help for identifying need and requirement
of potential customer. It is simply act as key to find out the right technique or define right
message to customers. Aldi has been implemented “express ourselves marketing campaign”
which may include advertising and also follow up care that firm provides (Stone, Woodcock and
Parnell, 2019). Another way, it is best way to create decision within customer as whether select
the organization initially.
Customer service is based on the personal encounter with potential customer whether using
email, telephone and other distribution channel. Aldi has been established the direct coordination
with customer so that they can use marketing campaign. Initially, it has developed the loyalty,
trust towards the organisations which is important for bot client and firm. By using customer
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service, it makes customer feel specific and unique, it also comes down efforts made and
behaviour exhibited by employee. Through marketing campaign, Aldi seek customer feedback
on regular basis and then provide excellent customer service. It is an essential for understanding
their experiences and main points. Marketing will help for ensuring that give client’s multiple
way to share their own opinion for particular product. Sometimes, they can do through email and
show their interest. in most of cases, customer can establish the complaint against product quality
and service (Larsen, Sigurdsson and Foxall, 2020). In this way, it will better for Aldi to enable
customer demand and resolve their issues during customer services. The marketing campaign has
performed the different task to do survey for collecting the interest of particular customer as per
demand. It can be said that establish connection with client to gather feedback. It is beneficial for
organizational benefits to aware about the need of client.
A great “Express ourselves marketing campaign” follows consistent theme and promote the
single idea while focused on the specific organizational goals. Campaign is not including the
efforts for brand but it has established the connection in multiple enterprise operations. in order
to generate specific result or outcome (Larsen, Sigurdsson and Foxall, 2020). Advertising is the
best medium for representing the component and identify that how Aldi plan to increase
awareness of their brand value, convivence the targeted customer to make purchase item.
In context of campaign, it might be handling the overall business goals while improving
business performance and efficiency. For Example- if Aldi were launched a new product in
market where they can use campaign to introduce in global market, their advertisement is piece
of marketing efforts which might encompass social media, email and another paid search
(Larsen, Sigurdsson and Foxall, 2020). In this way, Marketing campaign is mainly focused on
the singular goal and handle different activities. therefore, it should maintain the customer
service level for providing accurate information about particular product and service in order to
increase profit margin in global marketplace.
CONCLUSION
From the above it had been concluded that TOWS Matrix biggest weakness increased
the price of good and service adopted the diversified range of product with better quality.
Strength and Opportunities implemented such as pricing strategies for providing better products
in reasonable price as well targeting the different age group competitors of Aldi are penny
market, selling groups Supplier follows strict rules and regulation. Micro environment such as
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implemented rules and regulation. It also focused on the , it makes customer feel specific and
unique use marketing campaign has been established the direct coordination based on the
personal encounter with potential customer marketing campaign and many more. Furthermore it
focused on the Aldi focuses on the low prices promotion by the help by the helps of the social
media platform. Aldi also communicate with every-week as it can communicate to the costumers
through the newsletter that published weekly. It also provides swap as well as saves to make
clients switch to their brands.
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REFERNECES
Book and Journals
Alsem, K.J., 2019. Applied Strategic Marketing: A Step by Step Approach. Routledge.
Armstrong, G.M., Kotler, P. and Brennan, R., 2018. Marketing: an introduction. Pearson UK.
Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A
meta-analysis. Journal of Retailing. 94(2). pp.113-135.
Brandes, D. and Brandes, N., 2019. Bare Essentials: The ALDI Story. Linde Verlag GmbH.
Datta, H., Ailawadi, K.L. and Van Heerde, H.J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing. 81(3). pp.1-20.
Dolnicar, S., Grün, B. and Leisch, F., 2018. Step 9: Customising the Marketing Mix. In Market
Segmentation Analysis (pp. 245-254). Springer, Singapore.
Festa, G., and et.al., 2016. The (r) evolution of wine marketing mix: From the 4Ps to the 4Es.
Journal of Business Research. 69(5). pp.1550-1555.
Fill, C., 2019. Marketing Communications: Touchpoints, Sharing and Disruption. Pearson UK.
Kipnis, E. and et.al., 2019. Beyond the Logic of ‘Open Doors’: Advancing Marketing for Social
Inclusion from a Consumer Empowerment Perspective (No. 1010). EasyChair.
Larsen, N.M. and et.al., 2020. The marketing firm: Retailer and consumer
contingencies. Managerial and Decision Economics. 41(2). pp.203-215.
Larsen, N.M., Sigurdsson, V. and Foxall, G.R., 2020. The marketing firm: Retailer and consumer
contingencies. Managerial and Decision Economics. 41(2).pp.203-215.
Priya, P.K., Zunke, S. and Mitra, A., 2016. Analyzing marketing mix to relate the consumers'
behavior and beliefs for high involvement goods.
Rekettye, G., 2019. Value Creation 4.0. Marketing Products in the 21st Century.
Schmid, S. and et.al., 2018. Aldi and Lidl: from Germany to the rest of the world.
In Internationalization of Business (pp. 81-98). Springer, Cham.
Stone, M., Woodcock, N. and Parnell, B., 2019. SCHEMA: Information on marketing and
customer engagement performance–reality versus dreams. The Bottom Line. 32(1). pp.98-
116.
Verhoef, P.C. and Bijmolt, T.H., 2019. Marketing perspectives on digital business models: A
framework and overview of the special issue.
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