Marketing Report on Aldi: Strategies, Objectives, and Marketing Mix

This marketing report analyzes the strategies, objectives, and marketing mix of Aldi, one of the biggest retail companies in the world. It discusses the importance of smart goals, the marketing objectives of Aldi, and the elements of the marketing mix. The report also includes a background of Aldi and a TOWS analysis.

Individual Marketing Report

TABLE OF CONTENT
1.0 INTRODUCTION...........................................................................................................................3
1.1 Background of Aldi...............................................................................................................................4
2.0 TASK 1.................................................................................................................................................4
2.1 Marketing Audit................................................................................................................................4
2.2.1 TWOS.............................................................................................................................................6
3.0 TASK 2.................................................................................................................................................7
3.1 Smart goals and importance...............................................................................................................7
3.2 Marketing objectives of ALDI...........................................................................................................8
4.0 TASK 3.................................................................................................................................................9
4.1 Marketing Mix...................................................................................................................................9
5.0 TASK 4...............................................................................................................................................10
CONCLUSION.........................................................................................................................................12
REFERNCES............................................................................................................................................12
1.0 INTRODUCTION

Marketing function is one of the most important principle of management which explains the
immense important for companies to focus for delivering high quality services with strong branding and
promotional techniques. This report explains how Aldi as one of the biggest retail company in industry
offers various products and services to all customers in stores and websites around the world. Aldi has
high potential to grow with diversification in domestic as well as international markets, where
company has established strong marketing strategies to combat the force of new brand entrants.
The high dynamic business world implies companies to bring innovative marketing strategies
and objectives with high focus on long term goodwill. This report explains Long stability is
achieved when the marketing goals are determined towards company production goals, to serve
customers with high productive force and innovative features. It elaborately explains smart goals
importance, and the 4ps of marketing through which innovation can be fueled for high growth
revenue. This report analyses importance of promotion through online social platforms which is
used by companies to attract large customer base, leverage profits and highly contribute towards
customers satisfaction services. The marketing objectives of Aldi focus on gaining strong
positions within online services by being active through social media handles and marketing
through shopping websites where people visit for purchasing their essential goods. Aldi
marketing objectives are relevant and focused in bringing innovative features among products in
all stores which are different from other brands and companies. It further analyses customer
satisfaction services importance, the various strategies Aldi can bring for delivering customers
with more innovative business services and recommendations for future growth and
diversification (Dharmappa,2019).
1.1 Background of Aldi
Aldi is one of the biggest retail brand in world having global chain of stores and
supermarkets around 10,000 in 20 countries with an estimated turnover of more than 50 billion
from business into diversified sectors. The company has various products in portfolio of goods
and services ranging from all corners of business, with innovative features and functional
operations maintained with strong efficiency. Aldi has long legacy of brand goodwill where it
has successfully opened various stores and departmental services in various countries, and large
up scaled business with high diversification. Products and services are of supreme qualities

which are technologically produced by innovative techniques, high branding which are the
marketing goals of Aldi for long term sustainability in industry.
2.0 TASK 1
2.1 Marketing Audit
Marketing Audit refers to detailed systematic analysis with evaluation of business
marketing environment in internal and external terms, objectives and strategies to effectively
implement the strategies to ascertain areas of potential growth and opportunities for enhancing
marketing performance. The audit must conduct comprehensive view and cover all essential
marketing problems faced by company and systematically constructed with task-force audit to
reach the set goals with high efficiency (Soukalová, 2019).External party investigation enables
company to get all productive information formulating company structure, the essential principle
which needs to be formulated for higher profit margins and strong goodwill. Aldi by focusing on
the main factors of marketing audit, which are strategy audit, marketing system audit,
productivity audit, function audit which elaborately function out the detailed
2.2 TOWS Analysis
TOWS analysis is framework of tools which explain the usage of internal strengths to
gain strong approach on external opportunities, which are correlated with company goals to gain
long term future growth, high goodwill among customers and large profitable revenues. Aldi
Company through tows analysis can establish the various key points which will help company to
construct futuristic marketing goals, efficient management structure and competitive strengths.
STRENGTHS WEAKN ESSES
OPPORTUNITIES SO Strategies
 Aldi by using high goodwill among
customers as one of the competitive
strength of brand, diversify the
business services and expansion into
new market areas and build stores in
untapped country markets.
WO strategies
 Aldi weakness of low
quality standards which is
an internal weakness, cam
be mitigated by bringing in
more innovative goods,
which is high opportunity

 Aldi has strong capital funds which is
an internal strength of company, and
can be utilized for implementing new
technology and machines which can
be used for further promotion through
social media services.
of market share.
 Aldi has low reputation
among customers due to
less satisfaction services,
by training employees
customers can be happily
satisfied which is great
opportunity to capture
market share.
THREATS ST Strategies
 Strength of large capital can be used
as investment to diversify business
services, to combat threat of
competitive forces of new companies
and brands.
 Strength of large workforce can be
used to combat the threat of low
customer satisfaction services by
training and motivating them to reach
high level performance (Salisu,2019).
WT Strategies
 The weakness of less
competitive workforce
producing less output has
slowed the brand image,
threat of this factor can be
slowed by training
employees and workforce.
 Aldi production units are
not strong enough to bring
innovative tools of
products and services,
which by investing in
technology up-gradation
can be developed.
2.2.1 TWOS
 SO Strategies (Attacking strategy): The internal strengths of company which are high
goodwill in market share among other competitors due to long legacy of brand spread around
world, can be used to diversify business services with high innovation strategies. The external
opportunities hold great advantage for company to establish firm place in retail industry which

helps the management to productively gain large percentage of goodwill among customers.
Aldi by using high capital funds for further investment to bring innovation can cultivate high
operational efficiency in all goods and services. The SO strategies will help Aldi to gain long
term goodwill among and position itself as competitive company in retail industry where the
preferences of customers are high for large innovative products.
 WO Strategies (Building strength for attacking strategy):The weakness of low quality
standards and low brand reputation of company can be reduced by the opportunity of company
to bring large innovative products in portfolio, and by training employees to deliver better
customers satisfaction services. The WO strategies will enable company to reduce the
weaknesses great extent by using the external market opportunities for leveraging customer
market segments effectively. This will help Aldi to productively become more active, keenly
encourage customers to reach out to company products and gain opportunity over internal
weakness among management (Santa Cruz,2019).
 ST strategies (Defensive strategy): These refer to strategies where internal strengths are used
and structured in a planned manner to reduce external threats and gain competiveness of retail
industry. Aldi Company can use internal strength of large workforce and high capital funds to
bring high customer satisfaction and long term goodwill. The employees in all teams must be
given training and development measures, which will motivate them to reach set goals with
large efficient standards. ST strategies are important component of analysis through which
management can use vital internal strengths, to remove obstructive threat in external
environment and build strong competency within Aldi to reach high market share among
customers.
 WT strategies (Building strengths for defensive strategy): The WT strategies refer to
analyzing the internal weaknesses and external threats of competitive world, which can be
structured within by focusing to bring operational efficiency through productive innovative
business strategies. These strategies will help Aldi to improve its overall production units, help
in determining future positions and the procedures which will help to leverage long term
goodwill in comparison to other brands. WT strategies are important component which will
help company inner management to analyze the weak areas of operational units, changes which
need be implemented and make innovation to gain large leverage through revenue growth from
customers and build strong goodwill (Jindal, Zhu, Chintagunta and Dhar,2020).

3.0 TASK 2
3.1 Smart goals and importance
Smart principles of goals explain specific, measurable, achievable, realistic and timely
factors which enables company managers and leaders to formulate further business expansion
descions based on these facts. Aldi my formulating smart marketing objectives which are
specified to diversify in specific sector, measurable in time frame of one year and targeting to
achieve with complete focus will help in gaining large customer base. Goals by being realistic
and timely effective enough to complete will help Aldi to reach strong customer satisfaction
services and deliver marketing objectives. It is important for companies to implement smart
goals in marketing, as it helps company to reach the targets with high cost effective use of
resources and strong paradigms of employee’s creativity.
3.2 Marketing objectives of ALDI
Aldi is one of the biggest retail companies in industry of UK offering large variety of
products and services to all customers around the world and has business operations in more than
20 countries. The portfolio of products and goods which are offered under brand in all stores and
supermarkets consists of grocery items, home décor furniture and various other products which
are related to convenience and comfort of people. Marketing department of Aldi focuses on
bringing new innovative methods of promoting business services around world by functionally
being active in promoting the variety of goods they produce, customer satisfaction services. Aldi
marketing objectives have strong focus on integrating innovation in all operations while
delivering company products and services, where packaging formats are mainly aimed to be
attractive to gain large new customer segments. The marketing functions are done in all stores by
strong productive message of high quality standards, delivering strong parameters of quality
which people are expecting from Aldi (Zehra and Arshad, 2019).It is utmost important for Aldi
to focus on marketing objectives as there is high importance for gaining firm place among retail
companies in industry who are largely investing in innovative marketing tools. Aldi marketing
objectives have strong focus on improving its customer’s feedback and grievances services by
training employees to deliver high quality productive services, be effective in communicating
with people in stores. These tools convey the high demand of interpersonal skills among
employees, which adds to brand goodwill and encourage high revenue growth as customers

experience high quality shopping experience. Aldi by cultivating strong workforce who posses’
dynamic skills and strong interpersonal abilities to convey marketing services to customers
around world through internet online portals and at stores enhance overall brand value. By
supplying high quality standards and marinating the production margins with cost effectiveness,
aldi can successfully establish firm place in industry. The market share of customers have high
demand for innovative products with better competitive quality and branding forms which help
the customers to experience strong variety in the portfolio. Aldi has been one of the oldest retail
multinational giant retail companies which have strong quality appreciation by customers around
world (Hwang and Lee, 2019).
4.0 TASK 3
4.1 Marketing Mix
Marketing mix refers to combination of all essential elements which are Product, Place,
promotion and mix which enables company to deliver high growth in serving customers among
the market share. Marketing mix of Aldi formulates structure of all essential factors which gives
it direct composition of all essentialities which helps to innovate and stabilize revenue margins
and long term profitability goals.
 Place: Pace mix explains the availability factor of company products and services in industry,
the diverse spread of all stores and through websites and online shopping portals. Aldi has
strong place factor as it has large number of stores all over world and has presence in more
than 20 counties, where business scale extended helps to leverage large customers and attract
new segments of market share. It has various websites and presence on online shopping
portals which enables people to purchase; feedback and grievances services are done
effectively. Price: Price mix explains at what rate of price products are offered by company and the
affordability factor which distinguishes from other companies and brand. The price element of
Aldi enables us to explain that all products and grocery items are within range limits of
affordability for all sections of society, which is strong determinant factor of productive
growth (Jony, Alam and Rana,2019).

 Promotion: Promotion mix refers to all elements through which company distributes its
products and services, and promotes on online and offline parameters, which helps company
to gain large market share. Aldi focuses on gaining strong promotion factors through
partnerships with various global brands, and is highly active on social media and shopping
websites which affects customer goodwill. Product: Product mix refers to portfolio of various goods, grocery items and home decor
items which explains the variety company offers to all stores and websites. Aldi has strong
product mix factor which enables customers to choose from large pool of goods and other
essential items, which gives competitive edge on all corners of business sectors.
Aldi by focusing on enhancing marketing mix factors where products are more
innovative as per preferences of customers, prices are not high and promotion parameters
are strong to reach large customers satisfaction services. The innovation and practical
changes brought in product availability factors, grown market establishment and dynamic
business facilities will promote Aldi goodwill and add to brand image. These factors and
elements will help company to gain strong position among other competitors, promote the
positive business motto company posses.
5.0 TASK 4
5.1 Customer Services
The role of customer satisfaction services in business is very deep and essential for
gaining long term goodwill and establishing high end benchmarks of profitable business growth
and high end revenue margins. Customer satisfaction services are prominent when company
operates services through online and offline platforms, as it becomes relevantly important for
management to reach customers satisfaction services. Employees need to be trained and effective
in solving customer’s issues, feedback and product related services at stores which will help Aldi
to attract new customer segments, and leverage more profits. In today’s dynamic business world
it is important for companies to serve their market share and percentage of customers around
world with prominent high quality services. This is competitive element which helps for
futuristic growth and also enhances brand image in global platform (Yano and Furukawa, 2019).
5.2 Recommendations for improvement

The various recommendations which will enable Aldi to enhance its customer satisfaction
services through various levels and establish high growth business standards for further
expansion and diversification are as follows:
 Training should be given to employees in departments to perform better while conversing
with clients and customers, as it will help Aldi to deliver better services and promote company
goals with high end benchmarks. Customers experience great satisfaction when employees are
helpful at stores and are active on websites to resolve their issues and feedbacks with instant
service. Aldi leaders and managers of all teams must maintain strong training sessions of all
employees in teams, which will productively make company more worthy and enhance its
overall brand image, these trainings will help to overall regulate functions better and build
high profitability revenues. Training employees and management teams is highly important
for Aldi to gain loyalty among customers and productively develop the overall business
scenario.
 Customer satisfaction services are highly effective when there is advanced technology used on
websites and online shopping portals, which instantly connects customers with company
services. Aldi by using more new innovative technology to connect customers, clients with
company management will enhance its productive operations cycle and leverage high
goodwill among market share. This is one of the foremost platform through which Aldi will
improve brand image as customers who are happy with services are most fruitful for company
as they gain loyalty towards product quality standards (Dondofema, and Grobbelaar, 2019).
 Aldi by using instant technology and production equipments which produce large outputs are
able to reach stores within the demanded periods by customers. This factor will help company
to serve better to customers and deliver them quickly, this feature will enable Aldi to reach
competitive edge and leverage high revenue scales in future. Technology and innovation are
most important parameters on which customer satisfaction service strategies must be based
on. These will promote company goals effectively and determine potential customers and add
to company legacy, for future profitability and goals (Shimizu,2019).
 Aldi must go in partnerships with other social campaigns and perform CSR activities through
which new segments of customers can get connected with company and the various models
company is active on. For example – Tesco is another competing retail brand in industry
which has gone under various partnerships with numerous campaigns, among which Diabetes

UK is one of the most prominent through which large people have benefitted and connected
with Tesco. Aldi must use this factor of promotion and customer satisfaction services, which
is important element essential for gaining large profitability and the legacy among worldwide
audience.
CONCLUSION
This report can be concluded with the detailed analysis on marketing factors, the various
horizons of business development which Aldi has reached in serving customers with high variety
of products and services. It also concludes how Tows analysis is an innovative business model to
analyze future progressive decisions in marketing and research, the various strategies which will
enable Aldi to formulate high profitable goals. This report also concludes how setting smart
marketing principles will help company to leverage more productive results and gain high end
marketing benchmarks along with formulation of marketing objectives. This report concludes the
marketing mix importance, elements of price, product, promotion and place and the vital
importance of marinating strong innovative parameters of company growth. This report also
explains importance of customer satisfaction services for business services in dynamic world and
how training employees, innovative machinery and technology integration will help company for
further expansion (Unceta Luna,Castro and Wintjes,2019).This report also concludes how
partnerships with other companies and global brands enable customers to reach company
products more effectively and upgrade business revenue with high margins. Aldi through strong
promotional services on internet and other social media handles will add to customer goodwill
services and leverage new segments of customer’s growth. This report concludes the importance
of marketing tools formulation, essential features of innovation and creativity through which
they Aldi productivity will grow multifold in all sectors of business and customers.
REFERNCES
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