Individual Marketing Report

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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