Marketing Management: ALDI Marketing Audit and Objectives

This report provides an in-depth analysis of the marketing audit and objectives of ALDI, a global supermarket chain. It covers topics such as TOWS analysis, marketing mix plan, and strategies to improve customer service. The report aims to enhance sales, attain competitive advantage, and increase market share for ALDI.

Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Audit and marketing audit...........................................................................................................3
TOWS Analysis of ALDI ...........................................................................................................5
Marketing Objectives..................................................................................................................6
Marketing Mix plan.....................................................................................................................8
How ALDI can improve customer service level.........................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing management refers to a process which includes planning, pricing, executing,
promoting as well as distributing goods and services with the main aim of satisfying customers
need & wants within given time frame. ALDI is the base organisation chosen to complete the
report in an effective manner (Deepak, and Jeyakumar, 2019). ALDI is a supermarket chain
established in 1946 by Theo Albrecht and Karl mainly deals in high quality home essentials as
well as groceries. It is said that the company mainly deals in all over the world where they have
more than 12,000 stores. It has been decided by the management team of ALDI that they conduct
a 12 month marketing campaign which is done in the tenure of 1st May 2020 to 30th April 2021.
The tag line decided by the managers of ALDI is “Expressing Ourselves”. In this report various
elements are going to be covered such as TOWS and PESTLE analysis. Along with this,
marketing objectives are going to be formulated for the campaign named as “Express
Ourselves”. At the end, Marketing Mix plans as well as strategies are going to be discussed
which assist in enhancing the services given to the consumers.
TASK
Audit and marketing audit
Audit refers to a systematic analysis of different types of records, documents, vouchers,
accounts of an organisation. a company. Reason behind doing an audit is to examine how far
both financial as well as non-financial statements of the company perform their work or whether
there is any kind of requirement to modify strategies for gaining more profitability. A marketing
audit refers to a comprehension investigation & examining marketing goals and activities
(Bagozzi, and et. al., 2018). The main reason behind conducting this analysis is to identify the
methods in which efforts for marketing are being planned.
Two parts of Audit marketing
External environment: It is generally conducted by the managers of an organisation in
order to examine all the external factors which influences the overall functionality of the
company. In this context managers of ALDI adopt PESTLE analysis (Mennicke, 2018). All the
elements of this framework are going to be discussed as follows:
Political Factor: It includes all those elements which consist of taxation policies,
monetary policies, political stability and many more. In reference to ALDI, it has been examined

that large number of outlets are established in the marketplace of Europe and United States
which is currently free from any sort of government issues. Therefore, the marketing campaign
which is going to be organised by the management team can easily be executed in companies
such as UK & Europe but on the other hand they might face some issues while doing marketing
campaign in countries such as Australia & China.
Economical Factor: All these factor which directly linked with the economy of a nation
or country comes under this factor. It includes inflation rates, economic condition as well as
interest rates. In context of ALDI, it has been analysed that the marketplace of grocery items has
been increased as individuals are willing to pay huge amount of money. With the help of
conducting a marketing campaign, organisation can easily promote high quality products at the
marketplace.
Social Factor: It has been concluded that societies highly influence the overall business
functions therefore, it is required by the management team to examine their needs, requirement,
lifestyle trends and many other factors (Chaffey and Ellis-Chadwick, 2019). In the present
context of ALDI, it has been examined that the top managers conduct research on a regular basis
so they can identify the needs and provide services accordingly. In reference to Marketing
Campaign, organisation hire skilled and talented individuals and provide them wages according
to their skills which assist them in improving their standard of living.
Technological Factor: In the present competitive marketplace, it has been said that with
the help of technological advancement, needs and requirements of customers will be satisfied in
an effective manner (Balderjahn, 2016). In context of ALDI, managers of the organisation adopt
new methods for promoting their products. For this they use social media applications like
Facebook, YouTube, Instagram so they can provide information which is related with Marketing
Campaign.
Legal Factor: It is the factor which consist of all the laws, regulations and legislations
developed by the legal authorities. With the help of these regulations all the functions of ALDI
will be performed in an effective manner. Along with this while doing this marketing campaign,
managers of ALDI all the legislations so they can execute all the functions in an effective and
smooth way.
Environmental Factor: It includes all those elements which affect the overall
environment by consuming energy, adopting hazardous material which harm the whole

environment. In reference to ALDI, managers of the company borrow all the raw materials and
other items from British farmers so they can sustain at the marketplace for a longer period of
time. Top managers of the company decides to implement all the activities which might not
affect the environment.
Internal environment – Internal audit assist a business organisation with the help of
which they can measure all the activities conducted within the boundaries of company (Zavattaro
and Fay, 2019). The inner audit includes all the functions and activities which are associated
with laws & regulations. It has been analysed that the internal audit assist in giving all the tools
required for examining the issues. It is said that the assessment method ensures an effective
internal audit so they can perform all the functions in an effective manner.
SWOT analysis of ALDI
Strength: one of the major strength of ALDI is its global market presences as it offer its
products in around 16 countries due to which it has a high market share (Reic, 2016). In addition
to this, it have talented and skilled manpower which help organisation to offer quality and on
time service to customers as it build positive brand image in market. Moreover, ALDI purchase
products in bulk which cut down its cost and enhance profit margins which is one of its strength.
Weaknesses: As compare to its rivals, ALDI has small market are which is one of its
weaknesses. Employees dissatisfaction is also consider as other major weakness of ALDI as it
staff members think that they did not get results as per the efforts they put top target market that
directly impact negatively on performance of company. In addition to this, the company is still
not able to impact globally because of its rivals.
Opportunities: The organisation have the chance to enter into new segment which is
offering herbal products at marketplace which help in attracting more number of people and
increases its sales. In addition to this, it can expand its operations in other countries that leads to
raise in market share of ALDI. Furthermore, company have the chance to reposition its product
as an affordable goods rather than lower price products as it raise sales of ALDI.
Threats: The company major competitors are TESCO, walmart that impact on its sales as
well as profit level. In addition to this, ALDI is not able to follow all the government policies
which impact on its activities and operations in a negative manner. ALDI have a private label
brand which might be tossed by an established brand in market.

TOWS Analysis of ALDI
TOWS analysis is quite similar with SWOT analysis which includes Threats, weakness,
opportunities and strength of a business entity (Hüttner, 2018). It will help business organisations
in order to examine threats as well as opportunities and then make a comparison between
strength and weaknesses so an effective strategic plan will be developed. Top management team
of ALDI adopt this framework so they can make appropriate strategies & plans for their
Marketing Campaign. TOWS analysis are going to be discussed as follows:
Opportunities Threats
Strength Strength / Opportunities
SO
 ALDI is one of the well
known brand mainly deals in
grocery items and home
essentials (Gaul and Baier,
2019). Company have an
opportunity in order to enter
into new product line where
they can offer food items to
their customers with the help
of using their brand name.
 It has been analysed that the
company have strong supply
network and positive supplier
relations which help them in
negotiating the price as well
as reduce corporation tax
(Hua, 2019). This will assist
ALDI in order to gain pricing
advantage at the marketplace.
Strength / Threats
ST
 As a market leader it has
been said that ALDI gain
ample number of competitive
advantage with the help of
providing various offers,
discounts and vouchers to the
consumers which reduces the
threat of minimising sales &
profit.
 ALDI can increase its market
position with the help of
satisfying needs and wants of
customers. This will aid in
developing confidence
among customers which as a
result leads to positive mouth
promotion at the
marketplace.
Weaknesses Weakness / Opportunities Weakness / Threats

WO
 Reduction in sales and profit
margin might be considered
by emphasizing on current
market trends of organic as
well as fresh food.
 Concentrating on hygienic
eating as well as supplying of
healthy food items to the
consumers help ALSI in
resolving their issues related
to liquidity & profitability (Lo
and Fang, 2018).
WT
 Overall sales as well as
growth of the ALDI has
been reduced and the main
reason behind this is opening
of new stores at the
marketplace which provide
discounts and offers to attract
customers. Therefore, in
order to reduce such issues it
has been examined that the
company provide
convenience outlets and
close some of their stores.
Marketing Objectives
ALDI conduct marketing campaign which named as “Express Ourselves” of 12 months.
The objective of campaign is defined below:
 To enhance sales by 10% within 8 months level by educating people regarding products
and services offered by company at global level.
 To attain competitive advantage at market place by offering quality and differentiated
products to customers. To increase market share by 5% in coming 6 months of company by developing strong
brand image in market.
Explanation of Marketing Objectives
To enhance sales by 10% within 8 months level by educating people regarding products
and services offered by company at global level: The primary motive of managers of ALDI in
conducting marketing campaign is to increases sales that positively impact on the profits of
company. This can be achieved by company through proper advertising of campaign in market.
The managers of ALDI can adopt digital technologies as well as social media applications like
LinkedIn, Instagram, YouTube etc (Siemieniako, and Gębarowski, 2016). It assist ALDI to gain

eyes of maximum people towards campaign that directly leads to raise in level of sales of
company. In addition to this, increase in sales of company is automatically raise profit as well as
revenue of ALDI which is one of its marketing campaign objective “Expressing Ourselves”.
To attain competitive advantage at market place by offering quality and differentiated
products to customers: Attaining competitive advantage in the market helps a company to gain
leading position in that particular sector. It also help company to develop value of products as
well as service in market. ALDI can achieve this by providing quality goods to customers as it
build positive mindset towards company that directly impact on customer base of ALDI in a
positive manner. Moreover, it can also be developed if promises and commitments made to
customers is fulfilled by company (Homburg, Jozić and Kuehnl 2017). Customer's will not shift
to other products if they receive quality goods at low price and ALDI is providing it in market.
With the help of this, company can easily compete with competitors prevailing ta marketplace.
Along with this, ALDI has the opportunity to achieve competitive edge at market which in turn
help company to reach on leading potion and gain higher profits.
To increase market share by 5% in coming 6 months of company by developing strong
brand image in market: The another objective of ALDI to conduct marketing campaign
“Expressing Ourselves” of 12 months is to accelerate market share of company in a effective
manner. The higher can achieve this by using different media vehicles which helps them to
spread positive message in market about goods and services provide by company. A strong brand
reputation is build if it develops positive mindset of people and this can be attained if ALDI
fulfils all commitments which is made to customers on time and in proper manner (Hua, 2019).
In addition to this, it also spread positive word of mouth that develops strong reputation of
products offered by company in market. Furthermore, development of positive brand image
assist ALDI to effectively increase its market share and market performance which in turn leads
to raise in revenue of ALDI.
Marketing Mix plan
Marketing mix refers to a framework used by large number of companies in order to sell
their goods and services so they can target their potential market. It consist of all the strategies as
well as tactics which assist in creating awareness about goods (Skorobogatykh, and et. al.,
2016). Top management team of ALDI adopt marketing mix so they can attain the objectives of

marketing campaign in an effective manner. All the elements of marketing mix are going to be
discussed as follows:
Product: ALDI mainly focuses on producing high quality goods and services to their
customers in order to gain loyalty from consumers. Company generally deals in grocery and
household goods which includes choco rice, fruits, tea biscuits, beer and many more. By
maintaining quality of products, managers of the company can easily attain marketing campaign
objectives effectively.
Price: Managers of ALDI, adopt competitive pricing strategy in order to sell their goods
and services at the marketplace. Company purchase raw material in bulk which reduces the
overall cost and help company in raising their profitability at the marketplace.
Place: ALDI have almost 12,000 stores across the whole wide world where they gain
sufficient amount of profitability as they all are established at posh marketplace (Ziemba,
Jankowski, and Wątróbski, 2018). Apart from this, managers also focuses on the ambience and
infrastructure of stores which assist them in earning more profitability at the competitive market.
Promotion: It is the method with the help of which managers of the company create
awareness at the marketplace about the goods and services. In reference to ALDI, managers of
the company use different social media platform such as Instagram, LinkedIn, YouTube,
Facebook and so on which assist them in attracting large number of customers.
Process: It has been identified that the outlet of ALDI is quite convenient and easy to
find all the products and services by customers. This will assist in enhancing the overall
profitability and reputation of the company. Along with this, Barcodes are included in the
products which assist in examining them in an effective manner and help in fast billing of the
goods.
Physical Evidence: ALDI sell their products across the whole world and maintain
specific prices of all the groceries which help them in attracting large number of customers.
Also, physical stores of the company are quite effective and maintain hygiene level at the
workplace. Also they offer products which are cheaper then others (Forkmann, and et. al., 2016).
People: ALDI is one of the biggest supermarket chain in the world which includes ample
number of individuals. Managers of ALDI provide training sessions to their staff members on a
regular basis so they can enhance their knowledge and skills. Along with this, it will assist them

in order to produce high quality products and services which will satisfy the needs and wants of
customers.
How ALDI can improve customer service level
There are number of ways which ALDI can use for improving its customer services by
achieving customer satisfaction. Some of these are stated below:
Customer Feedback: It is the best way to get organization customer satisfied, this is
done through taking feedback from customers. Feedback can be taken through direct
questionnaire, filing feedback form along with purchase of product and customer suggestions.
Feedback aid ALDI to know wants and needs of their customer. It will also facilitate in knowing
about the product current quality and quality require by customer (Paulovčáková 2016). The
current market campaign of ALDI has focus on improving customer services and for this they
have to clearly examine the feedbacks of customers and act on them. This will directly improve
customer satisfaction as their problems related to product will be solved. This will also impact
on ALDI profitability as customer satisfaction leads in increase profits of firm.
Training to Customer service team: Customer service team or support team is the
important part of every organisation because they are the face of firm while solving complaints
of customers. ALDI have there main focus on making their service team more skilled and fully
trained for solving customer problems. This is because if service team member are not fully
trained then they are unable to solve the problems of customers which will lead in their
dissatisfaction. The market campaign of ALDI is focus on training and development of these
teams for providing good services to there customers and achieve goals and objective of firm.
Use Advanced Technology: Technological changes are rapidly increasing in today's
environment. Every organisation has changing towards it as change in technology facilitate in
improving customer services. ALDI has lunched a market campaign named “Express overself”
for increase its customer services and technology will help it fulfilling this requirement.
Customer does not want to waste there time on billing counters which have long waiting line of
people for paying their bills (Calder, Malthouse, and Maslowska, 2016). Adoption of new
techniques will help in cutting these long waiting lines. These techniques are change in software
of company's systems, using cards instead of cash, home delivery with facility to pay when
delivered. It will be beneficial for ALDI in improving there customer services.

Knowledge of product: Product knowledge is important factor which is related to
information of product size, quality, ingredients, durability, etc. employee of organisation must
have all knowledge of product which he is selling. This is the important part in improving
customers services of the organisation as sometime customer have query related to product at
time of purchase which he ask from salesman of that product and because lack of knowledge.
Salesman is unable to answer that query which leads in dissatisfaction of customer. Campaign
launched by ALDI have to focus on this by providing effective training to their staff about the
product specifications. This will help firm in meeting requirement of customer as they will get
full information of product.
Respond quickly: Quick response to buyers is must for improving customer services.
Response may be for query or for providing other information to customer which must be fast
and accurate. This can be done through using fast source of communication, these are social
media platforms like Facebook and LinkedIn or other account (Dogu, and Albayrak, 2018).
Which solve query of customer in short time period. ALDI have various social media accounts
which are use for responding to customers but in this new campaign company will use new and
fastest ways to solve customer problem by self owned portals. This will impact on company
positively in fulfilling needs of customers.
CONCLUSION
With the aid of above stated information, it is concluded that marketing plan is one of the
most essential element which includes all the policies, plans, actions and strategies required to
accomplish specific marketing objectives in an effective manner. Along with this, by using
PESTLE analysis, external environment can easily be identified by the managers so they can
develop strategies accordingly. Furthermore, marketing audit help in analysing the elements
which influences the whole performance. Apart from this, marketing mix 7P's assist in attaining
objectives within given period of time.

REFERENCES
Books&Journal
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Bagozzi, R.P., and et. al., 2018. Marketing-Management. Walter de Gruyter GmbH & Co KG.
Balderjahn, I., 2016. Nachhaltiges Marketing-Management: Möglichkeiten einer umwelt-und
sozialverträglichen Unternehmenspolitik (Vol. 5). Walter de Gruyter GmbH & Co KG.
Reic, I., 2016. Events marketing management: A consumer perspective. Taylor & Francis.
Hüttner, M., 2018. Marketing-Management: allgemein-sektoral-international. Walter de Gruyter
GmbH & Co KG.
Gaul, W. and Baier, D., 2019. Marktforschung und Marketing Management: Computerbasierte
Entscheidungsunterstützung. Walter de Gruyter GmbH & Co KG.
Siemieniako, D. and Gębarowski, M., 2016. B2B Relationship marketing management in trade
fair activity. Cambridge Scholars Publishing.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45(3). pp.377-401.
Skorobogatykh, I., and et. al., 2016. Marketing management of sustainable development of
territories in Russia. American Journal of Applied Sciences. 13(2). pp.152-162.
Ziemba, P., Jankowski, J. and Wątróbski, J., 2018. Dynamic decision support in the internet
marketing management. In Transactions on Computational Collective Intelligence
XXIX(pp. 39-68). Springer, Cham.
Forkmann, S., and et. al., 2016. Supplier relationship management capability: a qualification and
extension. Industrial Marketing Management. 57. pp.185-200.
Paulovčáková, L., 2016. Marketing: přístup k marketingovému řízení. Univerzita Jana Amose
Komenského Praha.
Calder, B.J., Malthouse, E.C. and Maslowska, E., 2016. Brand marketing, big data and social
innovation as future research directions for engagement. Journal of Marketing
Management. 32(5-6). pp.579-585.
Dogu, E. and Albayrak, Y.E., 2018. Criteria evaluation for pricing decisions in strategic
marketing management using an intuitionistic cognitive map approach. Soft
Computing. 22(15). pp.4989-5005.
Hua, H., 2019. Mobile marketing management: Case studies from successful practices. CRC
Press.
Lo, Y. C. and Fang, C. Y., 2018. Facebook marketing campaign benchmarking for a franchised
hotel. International Journal of Contemporary Hospitality Management.
Zavattaro, S. M. and Fay, D. L., 2019. Brand USA: A natural quasi-experiment evaluating the
success of a national marketing campaign. Tourism Management, 70, pp.42-48.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Mennicke, A., and et. al., 2018. Evaluation of a social norms sexual violence prevention
marketing campaign targeted toward college men: attitudes, beliefs, and behaviors over
5 years. Journal of interpersonal violence, p.0886260518780411.