Expressing Ourselves: Marketing TOWS, Audits, Objectives, and 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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