Individual Marketing Report

This report has to be referenced using the Harvard style (in text referencing as well as a list of references and bibliography must be provided at the end of your work

Marketing
Management

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Marketing TOWS in context to Aldi and explanation of marketing audits in doing so..............1
Three Marketing objectives for marketing campaign of “Expressing Ourselves”......................4
Marketing mix plan which is to be undertaken for achieving objectives over the period of 12
months..........................................................................................................................................6
Proposals related to the ways Aldi could improve customer service levels as part of the
marketing campaign.....................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing management is considered as a procedure of planning and implementing the
concepts, promotion, pricing and distribution of ideas, product or services for developing
exchanges which satisfy the personal and firm’s objectives. With an appropriate marketing
management, firms introduce its new products, enhancing production for present goods or
services and minimise cost in respect of sales and distribution (Balderjahn, 2016). As per the
scenario, the chosen company for this report is Aldi it is a common brand of two German based
international family owned super market chain. Its headquarters is in Essen, Germany. The topics
discussed in this report are marketing audit, TWOS, marketing objectives and market mix plan.
Moreover, proposals upon how ALDI may improve its customer service level are also provided
in this assignment.
MAIN BODY
Marketing TOWS in context to Aldi and explanation of marketing audits in doing so.
TOWS analysis is an effective marketing tool that helps to carry out effective planning
and successfully add value in the functioning of company. Tows analysis comprises of both
internal factor as well as external environment factor that can affect the functioning of company.
The internal factors of company comprises of its strength and weakness. Similarly, on other side
external factor that leads to opportunity or threat for the company (SWOT analysis of Aldi,
2018). The business environment is analysed in order to persuade the effective strategic options
for the functioning of entities. Further, market audit is a desirable way to overview success
potential as it truly reviews the existing plan, objective, mission based on which strategies are
articulated for effective execution of practices. Thus, with the help of market audit the internal
manager of Aldi company interprets the internal as well as external environment that helps in
preparing prompt action for the effective performance of company in comparison to other
rivalries.
SWOT Analysis of Aldi
Internal strength of company
 Aldi company is well known discounted store that has effectively build the strong ecosystem
which has immensely supported its business activities. Like, rather than focusing only on the
price, discounted store has maintain quality of its product, offer convenience shopping place,
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promoted diversification of brick and mortar outlet in multiple locations. All these progress
has effectively trapped the attention of candidate.
 Aldi company immensely focuses on the customer support services as company offer wide
number of alternatives at affordable prices due to which it attract immense number of
customer through physical stores or digital media. Focus is given to promote user friendly
website and merchandising of product that highly offer convenience to ultimate user
(Bagozzi and et. al., 2018).
Internal weakness of company
 Due to intensive price war the company gets low margin from the sales of commodities.
Rather than setting low prices Aldi company has no other choices as increase in prices can
switch the customer to other alternatives available in the retail sector like Sainsbury and
Tesco.
 The supermarkets stores highly encourage middle as well as low income group but on other
side it less entertain high end customers leading to poor penetration of brand amongst high
income groups.
External opportunities
 Digital media is in trend as it offers exclusive benefits to the company because it helps in
creating the virtual ecosystem that helps in connecting the service producer and service
seeker. In relation to Aldi company has already created the online presence but still company
needs to continuously invest in this field as it is an effective way to prepare innovative
marketing campaign that helps to cater the requirement of wide marker within stipulated time
period.
 Focus needs to be given to continuously update the technology and adopt latest innovation
as it fasten the processing of company which appeal the interest of ultimate customer by
minimising the waiting time.
External threat
 Competition is the biggest threat that is faced by Aldi company as within retail sector their
exist intensive competition from the well known brands such as Walmart and Amazon. These
entire major retail stores have build potential image within the market due to which Aldi
company needs to systematically bring the changes in product as well as pricing to remain
updated and stimulate the interest of audience (Deepak and Jeyakumar, 2019).
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 External factors such as political stability, technological changes, economic factor and
preferences of local customer constantly changes which acts as thread to company as they
need to increase huge expenditure in matching up the requirement of the customer.
TOWS Analysis
Strength/Opportunity: Under this the company focuses on its strength in order to
leverage the advantage of external opportunity by executing desirable market audit. Herein, Aldi
company uses its internal strength that is strong ecosystem and low cost system to attract wide
population through digital media. This is also termed as Maxi Maxi strategy that better helps in
exploiting the core competency successfully (TOWS Analysis, 2020).
Weakness/Opportunity: This is also referred as Mini Maxi strategy under which the
manager of organisation focuses to overcome the weaknesses with the objective to exploit
external opportunity available in the market. As low profitable margin is the weakness of
company due to which focus is given on bulk shopping by displaying various offers which
increases the sales volume and revenue generation. Moreover, surplus funds can be utilised to
purchase the latest technology and innovation for smooth business operations.
Strength/Threat: It is also referred as Maxi Mini strategy which clearly defines its
objective as the company promotes its strength that is delivering quality products at affordable
prices and promote strong customer support services. All these abilities helps to build strong
base of customers that less likely prefer to switch on other brand. It probably helps to overcome
the pressure of switching of customers from one branch to another brand.
Weakness/Threat: It is also termed as Mini Mini strategy which affects the profitability
of the entity as weaknesses cannot overcome the chances of threat. So to get rid of such situation
Audi company focuses on the training and development session that helps to enhance the skills
of employees and mentally prepare them to adopt the future changes (Reid and Sanders, 2019).
This helps in building up the competitive team that can overcome challenges and compete among
external rivalries.
Three Marketing objectives for marketing campaign of “Expressing Ourselves”.
Based on the evaluation, it has been analysed that ALDI have diverse strengths by this they
can able to perform into marketplace. Moreover, this also has several weaknesses that confine
them to attain their pre determined goals. Few of its main strengths are effective distribution
channels with the assistance of this they can reach towards its targeted consumers for enhancing
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customer satisfaction and others (Homburg, 2016). Along with this, respective organisation has
lower cost structure which helps them in delivering goods at affordable cost with standard
quality. As this is a discounted store which facilitates several products at discounted rates which
assists in developing unique brand position. Whereas it have some weaknesses such as higher
staff absentees, more expenditure in training and development, lower profitability level and
others. As per these, ALDI managers have set few marketing objectives for their marketing
campaign which is “Expressing Ourselves” for twelve months:
 To develop the profitability level by 30% within 4 months through enhancing quality of
product, minimising useless practices as well as promoting campaign through utilising
several platforms.
 To minimise personnel absentees by 40% within 6 months by enhancing standard of
training and development which will assists staff to maximise their competencies and
skills.
 To raise production by 25% in next 7 months by opting advanced technologies into
production process and service offerings which will drives towards enhancement in
customer satisfaction.
ALDI have strong marketing image for facilitating at discounted prices. Along with this, they
may target huge market areas and enhance profitability level 30% in specified period. Moreover,
this can be justified that the firm’s objective has to be SMART. All three objectives are set
through ALDI management for building appropriate consumer base, enhancing staff
competencies, profitability and sales at specified period. The administrators of respective firm
has planned to perform marketing campaign from June 20, 2020 to July 31, 2021 and potential
talents which has understanding about diverse areas like finance, technology, management and
so on. Moreover, some are recruited to develop effective marketing campaign as well as attaining
overall goals in effectual and appropriate way ( Johnsen, 2018).
Marketing mix plan which is to be undertaken for achieving objectives over the period of 12
months.
Aldi has used marketing mix to understand their customer better and serve them
accordingly. They try to understand customer demand and try to provide them with the product
which customers desire for. Marketing mix plan which Aldi has undertaken is as follows:
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Marketing
mix
Meaning Aldi company
Product Products are tangible in nature whereas
services are intangible. These are
offered by the organisation to the
public for consumption and with help
of these products organisation do sales
and make profit from it. All products
follows systematic product life cycle.
Product are the face of any business
and to the business to survive they
should know to give customer good
quality products.
Aldi sales variety of products to
various part of the world. It has stock
of approximately1400 products with
variants of names some of them are
baby product, fresh meats and
produces such as seasonal
commodities, vegetables, organic and
local produces, wines, beer and home
goods (Grewal, 2018).
Price The amount which the customer needs
to pay to acquire the product is known
as price. Worth of commodity is
described with the help of price. It is
generally affected by value chain costs.
Price need to be determine after seeing
the market and the price of the
competitor. Price can be either
skimming or penetrating.
It is understandable that consumer
market is competitive and consumer
has a choice to select from the lot of
options. Aldi try to provide some of
its commodities at discounted price
without compromising with the
quality the product are offered at
reasonable rates that target segments
can afford which basically are lower
middle class, middle class and other
sections of society.
Place Place or placements are the location
from where the product are offered or
sold to the customer. Warehouse also
comes under place where the goods are
stored. Distribution plays essential role.
Aldi is known for supermarket store
which are spread all over the globe. It
acquires. Approximately 10000 stores
and outlets in nearby 20 nations in
which customers either shop online or
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With proper strategy distribution
channel can be managed. Place mix
generally involves wholesale addition
to retail channels, physical store of
company and e-commerce websites.
visits nearest outlets or stores. The
company also provide delivery option
to customer so that they can order
online and goods will be delivered to
their doorstep..
Promotion Promotion generally means
communicating the product and their
uses to the public so that it can be
presented in the market. It involves
special offers, advertising, public
relations, sales promotions and many
more so that knowledge about the
product and its availability can be
communicated to the public (Mensah,
2017).
Aldi is multinational brand that uses
social media and many more online
sources to promote their product
online. For the marketing campaign
of “Expressing Ourselves” managers
have options to go with various
promotion methods including sales
promotion, social media platforms,
relationship marketing and newspaper
articles.
Physical
evidence
Physical evidence basically is material
evidence which tells customer that
company is actually their and it is
operating. It gives trust to public.
Better the physical evidence better are
the chances of product to get a user.
Aldi have lot of physical outlets and
stores which are some of its physical
evidence. Moreover, payment bills,
standardisation are some of the
physical evidence which makes
customer interested to visit the store.
People People are human element of the
company which helps the company to
do well by doing their task within time;
they have their set of skills to do the
allotted work to them. Organisation
people are consultants, service
providers, marketers and many more.
People of Aldi posses lower customer
service against rivals as their
employee does not get in to
production process. In addition they
work on improving the skills of
customer by conducting training and
development programmes. Proper
hikes and incentives are given to
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them to reduce absenteeism and
generate active participation.
Process Process focus on achieving sets of
objectives of the organisation. Process
can affect the performance of the
services the company provides. Process
helps the business to save time and
money by completing task within the
stipulated time. Process make sure their
is no compromise in standard of
services the company gives to the
customer.
Aldi has sheer layout process which
helps in making experience of the
customer good as the customers can
easily finds products which they were
looking for. The company motive is
to keep limited but qualitative
products which help them to increase
the profit margin in sales (Möller and
Halinen, 2018).
Proposals related to the ways Aldi could improve customer service levels as part of the
marketing campaign.
Proposition for the ways Aldi chiefs can improve client assistance level as a major aspect of
"Express Ourselves" Marketing Campaign.
Client support level is characterized as the level of occasions wherein request is conveyed
by the guarantees. Also, it includes set of guidelines expansion to procedures which are advanced
for assessing framework exhibitions. Aldi is grocery store anchor that wanted to run a
concentrated showcasing effort by the name of "Expressing Ourselves" between the span of May
01, 2020 to April 30, 2021. Following are the a few different ways through which client support
level that are a piece of the crusade can be improved by the organization:
Level 1: Unacceptable: Unacceptable buyer administration level is identified with
terrible administrations at all levels. These are commonly unacceptable at any level. To improve
this shopper administration level, advertisers will embrace email showcasing system in which
they will get ready survey and send it to the potential clients that are a piece of the battle and
according to the respondance successful changes will be made that will bring about improving
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such client support level (Wroblewski, 2017). Notwithstanding it, looking for client inputs will
help advertisers about increases expansion to difficult focuses and through this, Aldi can
fabricate reliable relations that will help with taking out negative surveys and increasing positive
results in shopper administration levels.
Level 2: Basic: basic shopper administration level is about ware just as least gauges. At
basic degree of client care, organizations lead constrained necessities that are required for
fruition of working. On the off chance that with Aldi, it can improve this level through
understanding basic prerequisites of clients inside its showcasing effort. Besides, by receiving
relationship advertising system, chiefs can make relations with expected customers and can
comprehend their decisions and as needs be attempts to improve them. In this advertising effort,
the significant spotlight will be on the clients that have basic needs of hierarchical wares that are
goods, home fundamentals, etc. By giving these at sensible rate, basic degree of purchaser
administrations could be improved by the substance in this crusade.
Level 3: Good: The client assistance level wherein clients distinguish authoritative
administrations as acceptable. So as to improve it, administrators of Aldi can use multi-channel
administrations wherein they make paramount encounters for clients by offering them great
wares through multi channels. By improving quality inside items and making some adjustment in
their handling framework, clients can accomplish tremendous fulfilment from the
administrations that will lead in extemporization in the administration level of crusade.
Alongside this, inspiration client support term to perform with possibilities to offer types of
assistance in the way that changes impression of clients from good to fulfill can likewise
improve the technique which is colossal piece of Expressing Ourselves.
Level 4: World Class: Client support level that is considered as large bounce from great
to it is for the most part past agreeable (Welford, 2016). In this level, clients have enormous
favourability for the items and they feel that the element is extraordinary. In relationship to Aldi,
administrators for improving the administration level can make an incentive for the clients that
contrast the element and different ones. Additionally, through separation procedure, chiefs can
offer the administrations or items in the advertising effort that are very surprising and one of a
kind from different substances will likewise bring about improving the administration level.
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Level 5: Trademark: Client care level wherein different associations are contrasted with
the element. As per clients, the business concern is modern benchmark for offering extraordinary
types of assistance. Least enhancements are required by Aldi to improve this client assistance
level in setting to the advertising effort. By utilizing CRM stage, this level can be improved by
the element as it guarantees working of all staff on same measures that will build up gauges for
high client administrations.
CONCLUSION
The report determines that marketing management helps Aldi to achieve the set
objectives by doing proper analysis and forecasting of the situation. Role of promotion, sales and
distribution is also discussed in report as it is an integral part of any organisation. SWOT
analysis helps the company to work on their weaknesses and see for opportunities in future and
beware of threats. Marketing mix helps the company to understand 7ps and work on them in a
way that they can assist the company to achieve desired goals. These all aspect helps the
company to connect better with the customer and do well in the competitive environment.
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REFERENCES
Books & Journals
Balderjahn, I., 2016. Nachhaltiges Marketing-Management: Möglichkeiten einer umwelt-und
sozialverträglichen Unternehmenspolitik (Vol. 5). Walter de Gruyter GmbH & Co KG
Homburg, C., 2016. Marketingmanagement: Strategie-Instrumente-Umsetzung-
Unternehmensführung. Springer-Verlag.
Johnsen, T. E., 2018. Purchasing and supply management in an industrial marketing
perspective. Industrial Marketing Management. 69. pp.91-97.
Bagozzi, R. P. and Et. Al., 2018. Marketing-Management. Walter de Gruyter GmbH & Co KG.
Deepak, R. K. A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Grewal, D., 2018. Retail marketing management: The 5 Es of retailing. SAGE Publications
Limited.
Mensah, K. ed., 2017. Political Marketing and Management in Ghana: A New Architecture.
Springer.
Möller, K. and Halinen, A., 2018. IMP thinking and IMM: Co-creating value for business
marketing. Industrial Marketing Management. 69. pp.18-31.
Reid, R. D. and Sanders, N. R., 2019. Operations management: an integrated approach. John
Wiley & Sons.
Welford, R., 2016. Corporate environmental management 3: Towards sustainable development.
Routledge.
Wroblewski, L., 2017. Culture Management: Strategy and marketing aspects. Logos Verlag
Berlin GmbH.
Online
TOWS Analysis. 2020. [Online]. Available through: <https://tradebrains.in/tows-matrix/>
SWOT analysis of Aldi. 2018. [Online]. Available through:<
https://www.marketing91.com/swot-analysis-of-aldi/>
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