Marketing Report on ALDI Supermarket

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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