Improving Customer Service for ALDI's Express Ourselves Marketing Campaign

MARKETING PLAN

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Marketing TOWS for ALDI and marketing audit principles and practises.................................1
3 marketing Objectives for “Express Ourselves marketing campaign” over a period of 12
months..........................................................................................................................................3
Marketing Mix plan for achieving desired marketing objectives over 12 moths time period.....4
Ways in which ALDI can bring improvement within their level of customer service as a part
of “Express Ourselves marketing campaign”..............................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing plan can be defined as a blueprint or document that helps an organization to
outline marketing and advertising efforts or strategies for future (Chen and Yang, 2019).
Marketing plan mainly focuses on description of all kinds of business activities that are involved
in achievement of desired marketing objectives within a set or desired duration of time period. In
order to develop an effective and appropriate marketing plan it is it is important for organizations
to understand needs and requirements of their customers as it will also help them to understand
things or factors they need to focus on while developing a marketing plan. This assignment will
focus on marketing plan of ALDI. ALDI is a German super market that was founded in 1913
whose headquarter is in Germany. They have more than 10000 stores present in more than 20
countries. This assignment will further lay emphasis on ALDI marketing TOWS, marketing
campaign marketing objectives, marketing mix to achieve desired marketing objectives and ways
in which customer service level of ALDI can be improved.
MAIN BODY
Marketing TOWS for ALDI and marketing audit principles and practises
Marketing is a kind of interpretation or evaluation of both internal and external marketing
environment of an organization (Miclea, Izvercian and Buciuman, 2016). Marketing audit
provides organizations with an opportunity to understand ways in which they can enhance their
overall performance, sales and customer base. There are various reasons because of which an
organization conduct marketing audit. Some of the common factors because of which marketing
audit is conducted is marketing resources that are under-utilized by the company, changes
required to be brought within current business strategies, ways to enhance marketing position of
the business and many more. There are various kinds of methods or tools that can be used by a
company to understand or explain marketing audit that an organization currently undergoes. One
of the most commonly used tool that can be used for marketing audits is SWOT analysis in
which strengths, weaknesses, opportunities and threats of an organization analysed by evaluating
their internal and external capabilities (Riaz, Ali and Madni, 2016). There is an expanded version
of SWOT analysis that can be used by organization which is known as TWOS. It is an extended
version of SWOT because it is majorly derived from it. TWOS analysis can be used to
understand marketing audit of ALDI. Construction of Marketing TOWS if ALDI is as follows:
Marketing TOWS of ALDI
1

TOWS Strengths
ALDI has a strong distribution
network
They have strong base of
reliable suppliers
They have built an expertise of
successfully entering into a new
market
They have a strong brand
portfolio
Lower cost structure help ALDI
to gain competitive advantage
over competitors.
Weaknesses
Net contribution % of ALDI and
profitability ratio of ALDI is below
industry ratio.
Days inventory is quite high as
compared to competitors.
Need to invest more on technology
in order to integrate process across
the board
High employee turnover and lower
employee motivation (Kupec, 2018).
Lower amount of spending on
research and development as
compared to competitors.
Opportunities
Market development can help
ALDI to gain competitive
advantage and dilute competitor’s
advantage
New environmental policies can
be a great opportunity for ALDI to
enhance their market share.
As disposable income of people
are increasing, inflation in
economy is expected to remain
low.
SO
By using their strong portfolio
and new environmental
policies, ALDI can enhance
their market share.
Using their strong distribution
network company can expand
their business in new target
market.
Development of new
environment friendly product
can also help ALDI to gain
competitive advantage and
using their low cost strategy
they can attract more number of
customers and enhance their
customer base.
WO
By focusing and implementing new
environmental policies and investing
more on implementation of new
technology can help ALDI
enhancing their market share and
gaining competitive advantage. This
will further help ALDI to attract
more customers
Providing incentive packages and
increasing payroll of employees can
help them to reduce employee
turnover rate and increase working
morale. This is possible as
disposable income of people are
high and operational cost of ALDI is
lower
2