Marketing TOWS and Market Audits for Aldi

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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