Marketing Report on ALDI Supermarket

This marketing report discusses the marketing campaign plan of ALDI Supermarket, a popular German retail company. It covers topics such as marketing TOWS, marketing objectives, marketing mix plan, and improvement in levels of customer service. The report provides valuable insights for developing effective marketing strategies.

Individual Marketing Report
- ALDI Supermarket

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Marketing TOWS for ALDI........................................................................................................1
Marketing Objectives...................................................................................................................3
Marketing Mix Plan.....................................................................................................................5
Improvement in Levels of Customer Service..............................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is one of the major functions in an organization. It provides different ways to a
business or company to promote its products and services at any level market, like regional,
national, and international. In marketing function a company need to use various marketing
techniques or strategies to gain effective their marketing operations. Currently most businesses in
all around the world are taking huge advantages from this function. Marketing manager if needs
to be more and more active and innovative to run all marketing operations in productive manner.
This report discusses marketing campaign plan of ALDI. It is a most popular German retail
company which currently has large market in retail industry. There are “Expressing Ourselves” is
the marketing tag-line for this campaign which has included in this report. A marketing TOWS
also has been mentioned in this report which will help it in development of different marketing
strategies.
MAIN BODY
Marketing TOWS for ALDI
Marketing TOWS is basically a strategical tool for companies and business which
includes four major internal factors of business environment. There are strengths, weaknesses,
opportunities and threats four factors of this tool (Keszey and Biemans, 2016). There is ALDI
enables to make different business strategies with the support of this strategical tool. These four
factors of internal environment has been discussed below;
ALDI S (Strengths): ALDI has large
market share in the retail
industry. That's why it has
large customer base as well. Its
business expansion process is
too effective, because
currently it has many
supermarkets and stores in
different countries. It is able to
provide high level of support
to their customers. Most
employees in this company are
W (Weaknesses): Top-level
management of company is
still using many traditional
business tactics in their daily
operations, in which it not
capable to gain effective
results from these strategies.
Many times' management
takes such decisions which
negatively influence
company's all over
performance in retail market,
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highly skilled and talented. It
has succeeded in building
positive brand image in the
market by fulfilling its CSR
(corporate social
responsibility) on time.
so this factor shows decision-
making skills are not effective
of management (Finoti and
et.al., 2017). Company always
focuses on produce products
and services for low income
groups, in which it needs to
produce some products and
services for high income group
as well.
O (Opportunities): The
company has opportunity to
promote their products at large
scale through digital marketing
strategy. This strategy will
boost profit ratio of company.
On the other side, company
has opportunity to expand their
business in the new market
segments (Laczniak and
Murphy, 2019). If company
enter the new market, then it
will capable to achieve more
customer base as well.
Currently different
motivational theories are
available in the market, so
company has opportunity to
improve performance of their
employees through these
SO Strategies: The company
should use “digital marketing
strategy” to gain more
customer base in this industry.
Currently it has effective
business expansion strength.
On the other side, it has
opportunity to use digital
marketing tool as well, so it is
capable to attract new
customers through this digital
marketing strategy when it will
expand its business operations
in new markets.
ST Strategies: It has very
skilful and creative workforce,
in which it is a strength of this
company. Then day by day
increasing market competition
is the biggest threat for this
company, so company should
use “product differentiate
strategy” to gain huge
competitive advantage in this
competitive market. It can
produce some exclusive or
different range of products and
services through this strategy.
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theories.
T (Threats): High market
competition in the retail
industry is the threats for
ALDI, because day by day
new entrants are coming in this
industry. Currently Tesco,
ASDA are mainly competitors
for this company. Then
political uncertainty is another
threat to company, because
this factor mostly negatively
impact operations of company.
WT Strategies: On the basis
of threats and weaknesses,
company should use
“development strategy” to
develop decision-making skills
of top-level management. On
the other side, this strategy
will help in developing some
products and services for high
income group as well. This
strategy can contribute in
improving its all over
performance as well, which is
too important to deal with
current market competition.
WO Strategies: The company
mainly focuses on producing
products and services for low
income groups, in which it is a
weakness of this company. In
this case, company has
opportunity to use “innovation
strategy”, because company
can easily innovate some
premium range of products for
high income groups also
through this strategy
(Christopher, 2016). This
strategy will provide great
growth opportunities to this
company.
Marketing Objectives
On the basis of finding, there are three major marketing objectives has been mentioned
below. Marketing team of ALDI should necessarily consider these objectives in their daily
operations. If this team will achieve these marketing objectives on time, then it will positively
influence profit ratio of this company in retail industry.
To implement modern marketing strategies in daily operations: Marketing department of
company is responsible to implement some modern and new marketing strategies in their daily
operations. Suppose currently lots of new marketing strategies are available for company, like;
social media marketing, affiliate marketing, sponsorship, web marketing, etc. Currently team
using these all strategies, but at the very small scale, so it should start to use these all strategies at
the large scale. It is too necessary task to the marketing team, because if it start using these
strategies, then it can easily beat their major competitors in retail industry.
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In these all modern strategies, there is social media marketing is the most popular
strategy in the current time (Krishen and Petrescu, 2018). Currently many companies or
businesses are taking huge advantages from this strategy, so this company also need to take
advantages from this. Social media marketing provides various appropriate ways to team for
promoting company's products and services at the large scale. Reason is, currently most people
are using different social media platforms, like; Facebook, Instagram, Twitter etc. so marketing
team is easily able to positively influence people through these platforms. On the other side,
other strategies like affiliate, sponsorship and web marketing will also give their great
contribution in the all over growth of ALDI.
To achieve large market share through digital marketing: Nowadays digital marketing
strategy is one of the best keys to gain large market in any industry or sector. Marketing team of
company should implement digital marketing tool as well. There is social media marketing also a
major part of digital marketing. Currently many businesses or companies are taking huge
advantages from digital marketing tools, because this provides most appropriate way to a
company for positively influence customers in their respective market. Currently people are
using different websites, so company is able to run its advertisements on these websites also
through digital marketing. There is affiliate marketing is also a big part of digital marketing
which will help company to increase its sales ratio in retail market. Company is able take online
feedbacks from their customers through digital marketing, because it provides feedback features
also to companies or business. The company can easily improve quality of their products and
services through this feedback features. Nowadays, digital marketing is the best source for
company to improve its relationship with their customers (Song and et.al., 2018). Reason is, it
provides various ways to company for interacting with customers, so at the end company will
able to achieve large market share in retail industry through digital marketing.
To build effective relationship with customers: The marketing team of company should give
first priority to build effective relationship with customers in market. It is necessary, because if
team not build excellent relationship between customers and company, then it will not able to
earn huge profit in retail industry. Currently a customer is the king of market, so it is prime
responsibility of marketing team to always make happy them. Otherwise, they can choose
alternative brand for purchasing products and services. Competition in retail industry very high
in this time, so build effective relationship with customers is the great option to gain huge
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competitive advantage in this industry. Marketing team always need to interact with customers
during their marketing campaigns, because interaction values always contribute in making
excellent relationship with someone. That's why team need to use this technique to build extra-
ordinary relationship with their customers.
Marketing Mix Plan
Marketing mix strategy is also known as 7Ps of marketing mix, because this strategy
includes 7 elements which helps to organization for attracting large customers in respective
market. Product, price, place, promotion, people, process, and physical evidence etc. are seven
main elements in marketing. By considering these all elements in marketing functions company
will achieve huge profit in market (Clark, Fine and Scheuer, 2017). A productive marketing mix
plan for ADLI has been mentioned below;
Product: Product is the first element in marketing mix strategy where marketing team of the
company need to choose a product to launch it in different market segments. In this case, team
has chosen chocolate biscuit as a product to launch in selected market segments. There is
chocolate biscuit is one of popular products of company, in which this will help to company for
gaining huge profit in different market segments. The top-level management of company need to
maintain effective quality of its product, because currently people give very high priority to
quality of any product or service (Polonsky, 2017). There is packaging of product should also
creative and attractive which highly influence to people for buying. These all factors will
contribute in increasing sales ratio of company.
Price: The company need to provide very favourable price to customers when they buy its
products in market. Currently price factor is playing great role in retail industry, because
customers get highly influenced by those brands which provides their products and services on
cheap prices. In this case, company is responsible to provide its product on some cheap price
with excellent quality, because many customers gives priority to quality of product as well.
Marketing team has opportunity to use competitive pricing strategy, because it is most useful
strategy to set appropriate price of products and services. Company can easily compare price of
own products with price of competitors' products through this strategy, so by comparison
company will capable to set favourable price for its product.
Place: The top-level management of company has decided to launch this product in existing
some existing markets, like; UK, US, Netherlands, Ireland etc., and also in some new markets,
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like; Iceland. Social and technological factors will support highly support to company in these
market segments (Sheikh, 2019). Reason is, most people in these market segments are comes
from high income group, so they can easily afford products and services which ALDI has
offered. That's why when company launch their product in these market segments, then people
can show their interest to buy this product.
Promotion: Product promotion is most important part in this marketing plan, because this will
support to the company for promoting its product at the large scale. In promotional practices,
marketing team need to use various marketing tool, like; digital marketing, TV advertisements,
newspapers, Affiliate marketing, sponsorship etc. Team can hire a popular personality also, like;
actors, actress, singers, sportsman etc. which will really help to company for promoting its
product in different markets.
People: People are also are major part within this marketing mix plan, because without people
contribution this company can't achieve huge profit in the market. For example; the marketing
team always need some skilled and talented people in their daily operations who have great
knowledge of marketing. The management of company is always try to improve the workability
and performance of their people or employees for taking effective work from them in “Express
Ourselves” marketing campaign.
Process: In the process element of marketing mix strategy, the marketing team should properly
run their marketing procedure to inform lots of people about this product. It is necessary task for
the team, because it will contribute in proper delivery of product (Sreedharan and Rehin, 2017).
In the process, the upper management is responsible to make a strong distribution channel for
delivering this product to each customer.
Physical Evidence: Physical evidence plays effective role in building excellent relationship
between company and customers. According to this last element of marketing mix strategy
employees of the company needs to be highly active on their job role. It means, they need to
improve their various skills, like communication, interaction, decision-making etc. Reason is,
when customer visit in the supermarket of ALDI, on that time these employees or staff are main
people who mostly interact with customers. In this case, existing staff and employees within
supermarket are always responsible to give whole information about product to customer. At the
end, these all steps will contribute in increasing profit ratio of the company.
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Improvement in Levels of Customer Service
Currently there are various strategies and techniques available in the market which will
help to company for improving their levels of customer service. Improvement in customer
service is too necessary task for the company for gaining large customer base in retail industry.
Some major techniques for improving existing levels of customer service has been discussed
below;
Active Listening: All employees and staff of the ALDI should actively listen their customers
when they visit in its supermarkets or stores (Punjaisri and Wilson, 2017). When employees of a
company not listen their customers carefully, in this situation that company can't able to satisfied
their employees. On the other side, when employees listen their customers actively and carefully,
then customers feel valued by the company. That's why active listening factor is too necessary
factor for the company to improve levels of customer service.
24*7 Customer Care Service: This is another technique which can support to the company to
satisfied their customers. Currently almost all companies are providing this service to their
customers. This company also provides 24*7 customer care service, but this service is not much
better in company, so the management should take some productive decisions for developing or
improving its customer care service in the market.
Proper Communication: Proper communication is also very necessary for the company,
because it gives opportunities to company for properly understand basic needs of customers. In
this case, when customers visit in company's supermarkets, then existing employees or staff is
responsible to properly communicate with customers (Sharma, 2018). This step of staff can
support to company for deeply knowing major needs and demands of customers. Otherwise, the
company can lose their large customer base in the market. Currently most customers are like to
only such supermarkets where existing staff effectively communicate with them. That's why it is
another useful technique for improving levels of customer service.
Feedback policy: Top-level management of ALDI should create a feedback policy. Under this
policy, company need to take feedbacks of their customers where they will share their opinion on
products and services of company. Customers' opinions and comments on a product and service
will support to company for producing that kind of products and services which people highly
like to buy in markets. That's why this feedback technique is too productive in improving
customer services.
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Polite Language: Polite language is one of the best keys for businesses or companies to put
excellent impression on customers. A person always like to talk that person who use polite
language in each conversation, in which it is just a human nature. That's why employees and staff
of company need to use polite language for highly attracting customers towards brand (Chitty,
D'Alessandro and Gray, 2019). At the end, these all techniques which has been discussed above
can give opportunities to the company for improving levels of customer service in their “Express
Ourselves” marketing campaign.
CONCLUSION
It can be concluded that TOWS analysis is too useful tool for the ADLI, because it can
easily analysis major factors of its internal business environment. The marketing team of
company is able to identify some productive marketing strategies through this tool. The
marketing manager highly need to use various marketing techniques to achieve their major
objectives of their “Express Ourselves” marketing campaign. An effective marketing mix plan
also has mentioned above which will support to company for increasing its profit ratio in retail
industry. There are various techniques has discussed above, which upper management of
company should implement in their business environment, because these techniques will help to
company for improving their levels of customer service. If management properly implement
these techniques, then their customers will become full satisfied with this brand, and at the end
company can easily gain effective results from this marketing campaign.
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REFERENCES
Books and Journals
Chitty, W., D'Alessandro, S. and Gray, D., 2019. Services marketing. Oxford University Press
Australia and New Zealand.
Christopher, M., 2016. Marketing: an introductory text. Macmillan International Higher
Education.
Clark, M., Fine, M. B. and Scheuer, C. L., 2017. Relationship quality in higher education
marketing: the role of social media engagement. Journal of Marketing for Higher
Education. 27(1). pp.40-58.
Finoti, L., and et.al., 2017. The role of the marketing strategy process in the innovativeness-
performance relationship of SMEs. Marketing Intelligence & Planning.
Keszey, T. and Biemans, W., 2016. Sales–marketing encroachment effects on
innovation. Journal of Business Research. 69(9). pp.3698-3706.
Krishen, A. S. and Petrescu, M., 2018. Marketing analytics: delineating the field while
welcoming crossover.
Laczniak, G. R. and Murphy, P. E., 2019. The role of normative marketing ethics. Journal of
Business Research. 95. pp.401-407.
Polonsky, M. J., 2017. The role of corporate social marketing. Journal of Social Marketing.
Punjaisri, K. and Wilson, A., 2017. The role of internal branding in the delivery of employee
brand promise. In Advances in corporate branding. (pp. 91-108). Palgrave Macmillan,
London.
Song, R., and et.al., 2018. When marketing strategy meets culture: the role of culture in product
evaluations. Journal of the Academy of Marketing Science. 46(3). pp.384-402.
Sreedharan, M. R. and Rehin, K. R., 2017. The Changing Role of Marketing in the Third
Millennium. Social Sciences. 7(01).
Online
Sharma, G. 2018. 4 Strategies to Help Improve Your Customer Service Standards. [Online].
Available Through: <https://www.socialmediatoday.com/news/4-strategies-to-help-
improve-your-customer-service-standards/529799/>.
Sheikh, J. 2019. 7 Ps of Marketing Mix with Example. [Online]. Available Through:
<https://www.thestrategywatch.com/7-ps-marketing-example/>.
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