(Solution) Swot Analysis for ALDI

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B.A. in Business Studies<ALDI- Marketing Management Audit>Level 4 – Marketing and Management
Table of Contents1.0 Introduction................................................................................................................................11.1Background of Company.................................................................................................12.0 Task 1.........................................................................................................................................22.1 Marketing Audit.....................................................................................................................22.2 SWOT Analysis.....................................................................................................................22.2.1 SOWT Analysis for ALDI..............................................................................................23.0 Task 2.........................................................................................................................................63.1 Marketing Objective..............................................................................................................63.2 Marketing Objectives for ALDI............................................................................................84.0 Task 3.........................................................................................................................................94.1 Marketing Mix.......................................................................................................................94.2 Importance of Marketing Mix...............................................................................................94.3 Marketing Mix of Aldi.........................................................................................................105.0 Task 4.......................................................................................................................................125.1 Customer Service.................................................................................................................125.2 Recommendations for Improvement of Customer service for Aldi....................................136.0 Conclusion...............................................................................................................................14References......................................................................................................................................15FIGURE 1 SWOT ANALYSIS (THOMPSON, STRICKLAND, GAMBLE AND PETERAF, 2019)3FIGURE 2 SWOT MATRIX (SWOT ANALYSIS, 2020)5FIGURE 3 SMART OBJECTIVES (ALEXANDER, 2007)7FIGURE 4 MARKETING MIX (KOTLER, ARMSTRONG, HARRIS AND HE, 2019)10
1.0 IntroductionMarketing is an essential part of all the business organisation. It is one of the core functions.Marketing is the way through which the needs and wants of the people that identified andsatisfied. Marketing management is the way through which all the activities of the marketing aremaintained (Kotler, Armstrong, Harris, and He, 2019). In the following report, as MarketingConsultant, a marketing campaign for the Aldi will be prepared, which name is'ExpressingOurselves.' The duration of the campaign is 12 months. The marketing environment of Aldi willbe audited. SWOT analysis will take place, which will demonstrate the internal and externalfactors of Aldi. After that, the primary objectives of the 'Expressing Ourselves' campaign will beacknowledged. The targets will be SMART objectives.1.1Background of the CompanyAldi is one of the leading retailers in the U.K. Founded in Essen, Germany, in 1946. Karl andTheo Albrecht are the two brothers who founded it by taking over their mothers' shop. Itsheadquarters is at Essen, Germany. It is in the5thposition as the top retailers of the U.K. basedwith 8.1% market share (U.K.: supermarket market share 2019 | Statista, 2020). It has more than11000 stores in more than 20 countries.2
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