Expressing Ourselves: Marketing TOWS, Audits, Objectives, and Marketing Mix Plan

This document provides a comprehensive guide on marketing TOWS, audits, objectives, and marketing mix plan. It focuses on Aldi's upcoming marketing campaign and how the company plans to achieve its marketing objectives. The document covers topics such as constructing marketing TOWS, explaining marketing audits, setting marketing objectives, and outlining the marketing mix plan.

Expressing Ourselves

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Construction of Marketing TOWS for the enterprise and explaining marketing audits that are
undertaken in doing so............................................................................................................1
As per finding basis, stating and justifying three marketing objectives which must be set for
upcoming marketing campaign of entity................................................................................4
Outlining addition to examining marketing mix plan which must be undertaken for achieving
objectives in upcoming 12 months duration...........................................................................5
Proposals related to how the business concern can improve their customer service levels that
are part of marketing campaign..............................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing management can be referred to discipline or function of company that
particularly works for devising and implementing all orientation, techniques, strategies and
tactics concerned with marketing so to manage entire resources and activities of organisational
marketing (Aarikka-Stenroos and Ritala, 2017). It basically employs tools that are part of
economic as well as competitive strategy for the purpose of determining industrial context
wherein it works to achieve success. Effective and strong management of marketing is
considered as foundation of well- formatted plan that helps in meeting targets and accomplishing
desired conditions. The report is based on Aldi that is planning to run an intensive campaign
within the duration of May 1, 2020 till April 30, 2021. The selected firm is discount supermarket
chain which is established by two German families in 1946 at Essen that is in Germany. Along
with this, the company has its presence in more than 11000 locations across globe through
selling grocery along with household essential items. The report covers Marketing TOWS and
marketing audits, objectives for the marketing campaign of the company, marketing mix plan
and proposal for improving levels of customer service which are connected with marketing
campaign.
MAIN BODY
Construction of Marketing TOWS for the enterprise and explaining marketing audits that are
undertaken in doing so
Marketing audit is defined as broad, organized, examination, assessment and construing
internal and external marketing atmosphere of business. It is done for ascertaining various areas
problem and opportunities in order to recommend an action plan to strengthening marketing
performance in aggressive world (Lamb and Crompton, 2017). In relevance to Aldi, importance
of marketing audits is the followings:
 To identify and review existing position of business’s marketing practices as well as
making strategies to reduce unnecessary costs.
 Moreover, it is significant for businesses as it helps in understanding and reviewing
issues, for example, target audiences, customers, competitors and internal situation to
become more informed for success of past marketing actions (Gilligan and Lowe, 2018).
In context to marketing audit tools, they are as follows:
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PEST Analysis: The tool that is basically opted for analysing external or macro
environmental elements which can impact or influence organisational marketing procedures and
actions is said to PEST analysis. By using this, marketing team of Aldi can understand growth or
decline in market along with exiting business position and potentials for upcoming period.
TOWS Analysis: A strategic marketing tool that is used to evaluate internal elements for
the purpose of ascertaining strengths and weakness as well as pertaining threats and
opportunities (TOWS analysis. 2020). With the help of this, managers of Aldi could opt the tool
at beginning of marketing audit for having detailed information for using measurements for
further procedures.
From identified marketing tools, marketing department of Aldi uses TOWS analysis
which is as follows:
TOWS Analysis: TOWS Analysis is defined as an important tool that help in developing
successful strategies as per the strengths, weaknesses, opportunities and threats of company
(Palmatier, Stern and El-Ansary, 2016). The analysis is used by Aldi managers as it adds real
values as well as helps in taking strategic planning towards successful paths. Along with this, it
assist in generating ideas that are associated with fruitful strategies that protects from threats and
informs about potential shortcomings. The TOWS Analysis for the company that is Aldi is
underneath:
Factors Strengths
 Good product mix
 Strong ecosystem
 Well established IT
system
Weaknesses
 Dependent on volume
of sales.
 Restricted presence in
global market
 Centralised decision
making
Opportunities
 Designing marketing
campaign
 Adopting constant
technological
developments
S-O strategy W-O strategy
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 Expansion in diverse
nations
Threats
 New entrants in the
industry
 More availability of
substitutes
 Limited customer
engagement
S-T strategy W-T strategy
As per mentioned TOWS analysis of Aldi, following are the strategies:
S-O Strategy: In this strategy, all the internal strengths of company are used for taking
advantages of external opportunities. In association to Aldi, it strengths that are identified are
Good product mix, well established IT system and strong ecosystem. Similarly, the company has
opportunities for adopting constantly developed technologies, designing marketing campaign and
expanding in different developed countries. When marketers of the company will focus on
growth options then they will be able to use the strengths for exploiting opportunities. For
example, it can use its product mix and IT system to devise and run marketing campaign as well
as expansion in other nations also so that it can make sustaining position in the industry (Baker
and Saren, 2016).
W-O Strategy: The strategy is mainly used for improving weakness of entity through
effectively suing opportunities. In context to Aldi, identified weaknesses are limited global
presence, more dependence on sales and centralised decision making. With the help of
opportunities, the organisational managers can improve all the weakness. For instance, when
marketing campaign will be implemented or run properly, then the entity will achieve more
revenues and this will reduce its dependence on sales and foster decision making among all
manpower. At same time, expansion in other nations will also improve its presence in
international level (Gottfried and Et. Al., 2018).
S-T Strategy: The strategy that is mainly designed for dealing with threats by using
organisational strengths. In present era, Aldi can use its strengths for combating threats. For
example, it can utilise its product mix so to reduce demand of available substitutes. Along with
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this, the company can make usage of established IT system to contact with population that are
living at distinct places and improve the engagement level at high extent.
W-T Strategy: The strategy that includes elimination of weakness for combating threats.
As Aldi faces huge number of threats addition to weakness its managers must ensure to deal will
all properly and make business achieving growth and development. For this, managers must use
strengths and opportunities so that it can overcome weakness and combat with threats. For
example, devising marketing campaign and established IT system will help in reduce
dependence on sales and restrict entrant threat along with increase engagement level of
customers (Sarsby, 2016).
As per finding basis, stating and justifying three marketing objectives which must be set for
upcoming marketing campaign of entity
Marketing objectives can be defined as group of goals that are framed by top management level
of enterprise for promoting its products and generating incomes within determined time frame.
These outline intentions of marketing for any project and offer information to review as well as
support from executives (Pfeil, 2015). In a marketing strategy or marketing campaign, objectives
are pivotal. It is important for Aldi to have objectives as they distinguish a business from others
and also provide clear directions together with guidance for further activities. They also facilitate
planning and help companies in evaluation along with controlling performances. Moreover,
objectives energise employees to make successful attempts and efforts. Following are certain
objectives that marketing team of Aldi should set for ‘Expressing Ourselves’:
 To increase product awareness by 35% among targeted audiences in the coming 12
months
Managers of Aldi are scheduling a marketing campaign and in this it is very necessary for
them to increase awareness among its customers for its offerings. The main objective of Aldi
managers for the marketing campaign is to enhance awareness of its products and services
among targeted audiences. To achieve this, marketing team will use various marketing
strategies such as relationship marketing, inviting influencers, using brand packaging and
double downing on social media. With this, marketing team will be able to provide all the
relevant information the features, uses and benefits about the offerings in stipulated time.
 To reduce consumer resistance for purchasing products by 25% till coming 8 months
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Through the marketing campaign, an organisation must reduce resistance of its clients to buy
commodities. In this regards, the objective which Aldi must set for marketing campaign plan is
to decrease resistant of prospective clients by 25%. With the help of offering various discounts
and also make various changes in packaging and features of the products that influences clients
to make decision to purchase its commodities and with this, the entity will be able achieve the
objective in set duration (Burby and Atchison, 2017).
 To increase profit ratio by 5% till coming 11 months
All companies design some plans or campaigns to enhance ratio of profits. In context to
marketing campaign, Aldi managers can set the objective for increasing profit ratio by 5%. When
company will plan all its activities and reduce unnecessary expenses will help in improving
profit ratio. Moreover, by reducing various operating along with overhead costs will help in
achieving the objective. Along with this, managers can streamline its practices so that
unproductive practices are eliminated as well as by maximising cash flows, Aldi will be able to
achieve the objective in coming period.
Outlining addition to examining marketing mix plan which must be undertaken for achieving
objectives in upcoming 12 months duration
Marketing mix can be described as combination of factors which are control by enterprises
to make purchase of its offerings. It involves various elements that help in promoting products of
the brand in competitive and demanding market. It is a foundation model for entities which is
centred around promotion, physical evident, product, place, people, process and price (Partal,
2017).
Marketing mix is used by business concerns for the purpose of pursuing marketing
objectives within targeted audiences (Fernandez, 2017). In association of Aldi, marketing mix is
used for describing distinct types of choices for making entire procedures to bring products in
market. It includes 7Ps which are as outlined in context to Aldi:
Marketing Mix Plan
Marketing mix
elements
Detailed analysis
Product Products are characterised as tangible item which satisfy consumer needs as
well as wants. It is one of essential element in marketing mix. It is in form or
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goods and services (Prybyla, 2019). It is combination of intangible along
with tangible attributes which involves colour and other aspects. In context to
Aldi, its products are groceries and household necessities that are affordable
and high quality food products. With this marketing mix element, the
company will be able to present its all products in the marketing campaign in
such manner that will help in achieving its objectives of enhancing
awareness, increasing profits and reducing customer resistance within time
frame.
Price Price refers to quantity of payment that one party has to pay in return of
getting one product unit. It is equal to anything bought or offered for sale
(Cramer, 2017). In regards to Aldi, it has effective and powerful customer
base as it offers tangible or intangible items at cheap prices that are not
available with rivals. Along with this, using unit pricing strategy for the
necessities and groceries will help customers to compare offerings of the
company and this will attract wide customers that will lead to consumer
resistance and attaining the objective. Along with this, market penetrating
pricing strategy will also help the entity to charge low prices and gain market
shares quickly that will result in attaining objective related to increasing
profit ratios.
Place Place is defined to the particular position or location at which products of
company are available in competitive market. In context to Aldi, it has
presence in more than 11000 places across globe. Moreover, its stores are
designed with simple layout that costs minimum and it procures in bulk
quantity from diverse suppliers as well as stores all in its warehouses by
maintaining the quality (Plume, Dwivedi and Slade, 2016). The entity
ensures minimum waste disposal and this eliminates any type of unnecessary
costs and assist in achieving objective of increasing profit ratios. Along with
this, the entity focus on availability of all demanded products at all locations
that will help it to reduce any type of consumer resistance.
Promotion Promotion is said to marketing communication for informing and persuading
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audiences towards purchasing products offered by the brand. The
promotional activities that are used by marketers of Aldi are comprehensive
in nature. By making extensive utilisation of promotional techniques like
print, display along with electronic to promote its stores and products, the
company can achieve objective of increasing customer awareness for its
diverse product portfolio (Rowles, 2017).
People People are said to human element that makes wide attempts in an
organisation. Moreover, it involves all people that work in enterprise to
achieve their individual and business objectives collectively. For attaining
marketing objectives that are increasing profit ratios, improving customer
awareness and reducing resistance, it is essential to train its people that work
in marketing department so that all the preferences of consumers are analysed
and accordingly further practices are executed (Lasserre, 2017).
Process Process is termed to series of actions as well as steps taken for attaining
specific end. Aldi managers are working on executing intensive marketing
campaign so managers have made some changes in procedures to implement
the activities (Coates, 2017). For example, they have decided to use
computers instead on manual entries to handle inventory and also will be
using digital platforms instead of traditional marketing to promote its
products. Along with this, they also made some changes in its delivery
system that will foster practices and all the set objectives will be achieved as
per determined criteria.
Physical
evidence
Physical evidence is termed to tangible evidence that provide proof about
material part of products and services. In case with Aldi, it is internationally
renowned business for simplest processes, standards and pricing. It maintains
same pricing for all its offerings throughout the globe and provides 30%
cheaper commodities (Alexander and Skapska, 2017). It will follow the same
criteria in its marketing campaign that will attract huge number of audiences
and this will determine achievement of all set objectives that are reducing
customer resistances, enhancing profit ratios and improving brand awareness.
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Proposals related to how the business concern can improve their customer service levels that are
part of marketing campaign.
In a business, customer service level plays important role of delivering effective and powerful
services to customers (Xu, 2020). It is one on one communication between buyers and
companies. Moreover, good customers services leads to decreasing overall problems and also
improves public personas that will strengthen the brand. Along with this, customer service level
are also important for retaining customers for huge duration. Following is the proposal that
includes certain ways that Aldi can do to make improvement within customer service level for
the marketing campaign:
Proposal
Strategies Details
Understanding
customer needs
For improving customer service level, marketers of Aldi requires proper
understanding about needs of customer at basic level wherein consumers
have belief that the provided services are not up to the standards and they
resists to accept them. It is seen that other companies like Schwarz
Gruppe, Penny Market and many more uses e-mail marketing for asking
obtaining relevant information about needs of large consumers (Analytics,
2016). This can be done by Aldi marketers also so that they can make
required changes and eliminate any negative reviews so that their service
level are improved to huge level.
Offering
differentiated and
unique valuables
In order to make improvisation in customer service level, marketers of
Aldi are required to create and offer differentiated as well as unique
valuables in the marketing campaign for 12 months. When company will
do so, then it will attract huge population and will also strength their
service levels to provide necessary products (Mungla, 2018). Along with
this, unique and differentiated offerings will help the entity to make
leading positioning the market and making population aware about its
products and level of services it offers to customers sitting at distinct
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places.
Emphasising on
customer
relationship
management
It is the important step which must be taken by managers of Aldi in the
marketing campaign for improving customer service level to high extent.
For this, executives can use CRM system in all its locations and different
departments as well as utilise it to fullest capacity. Along with this, they
can also prioritise prospective clients as well as customers and treat them
equally to meet their all demands in effective and prompt manner. When
customers will feel more valuable then they will increase their spending in
the company and will enjoy offerings and this will result in improving
their service level at maximum heights (Lilien, Rangaswamy and De
Bruyn, 2017).
Focus on resolving
queries of all
customers
The main working that needs to be done by manpower of Aldi for
improving customer level is focusing towards resolving all types of
queries and problems of customers. For this, main practices will be
performed by marketing department as they have huge skills to solve all
queries (Li, Shi and Deng, 2016). When all of the queries and issues will
be resolved on time then it will result in enhancing service level of
customers that are involved in the marketing campaign. Moreover,
actively listening customers, acknowledging their concerns, apologising
them for inconvenience and summarising their understanding will also
help in resolving queries that will further increase their service levels by
marketers of company.
Rewarding
customers
For the purpose of improving customer service level, it is important for
Aldi to reward customers with additional benefits. Customer loyalty is
biggest factors that determines success of any programme or campaign
that the entity would be organising in proposed duration. Moreover, Aldi
company can reward its loyal customers through discounting or reducing
prices to some level, offering extra perks, providing them insider
information, providing reciprocal concessions and special outings that will
motivate them to remaining loyal with the entity and this will also
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strengthen their service levels to huge manner (Nayak, 2017).
Providing training
and development to
manpower
It is important for an organisation to provide training sessions and
development practices to its manpower so that all the workings are
performed as per criteria that enhance customer service level. in ncase
with Aldi, customer service level can be improved through enhancing
skills and potentials of marketers so that they can perform activities with
full efficiency and in smart ways. With this, customer service levels can
be enhanced at large extent as marketers will potentially fulfil all their
requirements with full efficiency (Ziemba, Jankowski and Wątróbski,
2018).
CONCLUSION
The mentioned report concludes that all organisations plans marketing campaign and for this
they manage various activities and practices in order to gain successful outcomes. Marketing
audit is conducted with the help of various tools that assist in adopting relevant strategies.
Moreover, marketing objectives states the path to work. Marketing mix plan comprises various
elements that help in achieving success in upcoming duration.
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TOWS analysis. 2020. [Online]. Available through:
<https://www.business-to-you.com/swot-analysis/>
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