Individual report

Please I ned un tip 12 :00 in 06 -04-2020 Module Title: Marketing Management Module Leader: Terry Johnson Assignment titles: `Expressing Ourselves`. A 12 months Marketing Campaign Plan for Aldi Assignment number: 2020 Cohort Weighting: 100% of overall module grade Date given out: January 2020 Submission date: 30th March 2020

INDIVIDUAL REPORT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
TASK 2............................................................................................................................................3
Marketing objectives...................................................................................................................3
TASK 3............................................................................................................................................4
Marketing Mix Plan to achieve defined marketing objectives within a time period of 12
months..........................................................................................................................................4
TASK 4............................................................................................................................................6
Proposal through which ALDI can improve levels of Customer Service as part of their
`Express Ourselves` Marketing Campaign..................................................................................6
CONCLUSION................................................................................................................................8
REREFENCES................................................................................................................................9

INTRODUCTION
Marketing can be defined as activities of company which undergoes to promote selling and
buying the product as well as service. It is the most efficient concept that mainly including the
advertising, delivering, selling the product to customer. In order to follow marketing concept
which affiliated on behalf of organization. In context of fundamental level, marketing is a
process of understanding about the customer demand and also building, maintaining an effective
relationship with them.
The report will construct the marketing TOWS for ALDI which explain the marketing audit
which undertaken. It will develop the marketing objective that should be set express ourselves
marketing camping over 12 month. Furthermore, it will create marketing plan that consider
significant organizational goal and objective. However, it will conduct an effective proposal
where how ALDI firm will improve the overall customer satisfaction level through express
ourselves marketing campaign.
TASK 1
Construct a marketing TOWS for ALDI and also explaining the marketing audit that have
undertaken in doing.
Aldi is based on the group of discount supermarket and owned by Einkauf. It is the
largest super chain of physical stores which has been exits around 10,000 across 20 nations. It
became popular in range of low priced product and discount (Mathias, 2019). There are wide
range of products sold by aldi, which including the groceries, wine, garden item and other
collections. The organization which was launched in year 1913 as food shop grew in most
popularity. In order to turn into the biggest played in global marketplace. The revenue of super
market has increases around 7.0% globally.
TOWS is based on the matrix which mainly examined the organization’s external
opportunities, threat and weakness compare them to company’s strength or weakness (Xu, Bu
and Fan, 2020). It is analysing the forms the basis to develop TOWS strategies. In this way, it
can be developed the strategies which form the actionable tactics.
 Weakness and threat (WT): with increasing the price of good and service, ALDI has
performed the action to retain the public image towards physical stores (Xu, Bu and Fan,
2020). In order to identify the best quality of product and service without losing customer
loyalty. Furthermore, ALDI is creating the delivery product to customer location whereas
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they will outperform major competitors. In this way, it will increase demand of product
as well as service. If client have decided to buy cheaper item due to economic recession.
 Weakness and Opportunities (WO): Aldi has changed the process while diversifying their
range of product with better quality of services. In order to increase the turnover of
enterprise which directly impact on the profit margin (Tomassa and Rachmawati, 2020).
Aldi has been created the new service which become popular for enhancing overall
business capabilities. Sometimes, ALDI has used the strategy for cheap brand image
which will create special section with exclusive item. In this way, it easily increasing the
public image.
 Strength and Threat (ST): Aldi has used the pricing strategy whereas customer will
continues purchasing Aldi item and service. In this way, it has developed the strong
supply chain to identify an appropriate resources from suppliers (Tomassa and
Rachmawati, 2020). This will help for customer to compare product quality from another
one. Sometimes, aldi has used the financial leverage and also keep maintain same level of
market value, share during recession.
 Strength and opportunities (SO): Aldi can provide the opportunities of low price which
increases turnover and also compare with other competitors. In some situation, it could
bring the new good and service on the global marketplace (Xu, Bu and Fan, 2020). There
are some financial leverage allowed by ALDI to handle the balance sheet and also expand
the business in global world.
Marketing Audit:
It is based on the systematic approach that can review of marketing plan, strategies,
objective and current activities which being executed in the business. The primary goal is to
identify the entire working capabilities of organization and also analyse the areas for
improvement (Wibowo, 2020). Marketing audit can refer as comprehensive, systematic,
evaluation and other interpretation of enterprise marketing.
It mainly consider both external as well as internal goal of Aldi. In order to identify the
existing business performance and efficiency. In Aldi, marketing audit can be occurred into both
external as well as internal environment (Xu, Bu and Fan, 2020). Porter’s five force model
allows to analyse the competitive environment.
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Threat of New Entrants: in context of grocery enterprise, there is low threat of new entrants
because of large number of barriers (Xu, Bu and Fan, 2020). In this way, Aldi has earned huge
amount of profit but sometimes, they face tough competition from the other alternative.
 Threat of Substitution: Aldi face the issues due to threat of substitution but there is low to
medium. In another way, it has more chances to increase growth rate in future. In this
way, Aldi has maintained the competitive advantage in global world.
 Suppliers bargaining Power: In ALDI, it get more power and favourable term, where they
have buy from different nations. The organization doesn’t change their supplier and take
more advantages.
 Threat of existing Rivalry: threat from existing rivals become medium other than Aldi
competitors. The organization is maintaining their position in term of competition
through low cost (Xu, Bu and Fan, 2020). In order to provide the better quality of good
and service. Afterwards, Aldi has been achieved the more success by using unique
strategies.
By using porter’s five force model, it can be analysing the competition level which help for
identifying the overall business condition or situation. Sometimes, it become very difficult for
understanding business activities. That’s why, it require to do marketing audit through model for
identifying the current competitive status of Aldi in global marketplace.
Aldi’s strategic focus on the keep improve the quality of product and service. It also
possible to increase market share. Many potential customer want to best quality of product and
service so that Aldi always maintain their brand value in marketplace. Aldi able to easily grab
the market share from competitors. They are working on improve the strategies and achieve
consumer loyalty toward industry.
TASK 2
Marketing objectives.
By undertaking the TOWS analysis different plan of action and objectives can be selected so
that organisation performance can be improved. In addition to this, the objective that are selected
for department of marketing relates with range of commodities provided by Aldi supermarket
and to utilise monetary resources in process of marketing so that better result can be
accomplished. To bring out the improvement with focussing over product quality to retain
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customers. Also, Aldi supermarket is possessing the lack of product range that is not good to
attract the large customer base. In addition to this, range of products and services must be added
to company store to offer high range of commodities to target customers so that their satisfaction
can be enhanced and results of profitability can be accomplished ((Thiasyura, Utami and
Padmalia, 2017)). High range of commodities can be helpful to offer high range of selection
criteria for customers. This kind of things can be utilised by enterprise to attract people with
large needs. In the current competitive market, there are number of entities that are providing
organic commodities for customers who are health conscious. This can be one of the effective
way to enhance the brand recognition and brand image within enterprise. Henceforth, one of the
objective for marketing department of Aldi is to make effective relationship with customers.
Therefore, the chosen entity is taking steps towards to make effective and long term relations
with customer by continually bringing improvement in their product and services. Thus, another
objective of Aldi supermarket is to utilise financial resources in enterprise for undertaking better
performance in market place ((Da Silva and Mazzon, 2016)). Thus, this can be said that Aldi
supermarket needs to offer the better and effective services to the target customers. By
undertaking this kind of process the organisation can gain operational efficiency to get better
results in internal and external performance of the enterprise.
TASK 3
Marketing Mix Plan to achieve defined marketing objectives within a time period of 12 months
Marketing mix can be defined as a foundation model for all kinds of business
organizations that mainly focuses around product, price, promotion, place, process, people and
physical evidence. Marketing mix consist of a set of marketing tools that can be used by firms to
peruse and achieve their desired marketing objectives within defined target market which is
focused by the organizations.it is one of the most effective technique that can be used by
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organizations like ALDI to promote their products and services (Da Silva and Mazzon, 2016).
ALDI can use marketing mix strategy which will help them to achieve desired results and
objectives within their target market. One of the most common and dominating marketing mix
strategy known and is used by organizations is 7 P’s which helps organizations like ALDI to
achieve their defined and desired marketing objectives within a defined time period of 12 months
are as follows:
Product: ALDI has various kinds of products that they have divided into variety of categories
which makes it easy for the customers to select the product which is desired by them and is quite
suitable for them. ALDI has categorized their products on the basis of their features, quality and
price. They also filter their products as per the needs and requirements of their customers and
focus on introducing new products that can fulfil their needs. In order to achieve desired
marketing objectives ALDI will be introducing various kinds of benefits to their customers such
as buy one get 20 percent off or providing home delivery option to the customers and many more
which will help them to increase sales of their products and services (Dost and et al., 2019).
Price: ALDI follows competitive pricing strategy i.e. they have set prices of their products by
taking prices of the competitors into consideration. Retail industry is one such industry in which
competition is maximum because of which it becomes important for organization to focuses on
prices at which their competitors sells their products. However, ALDI sells their products at a bit
higher price as compared to their competitors, this is mainly because of additional features and
quality which is provided by them to their customers. They will provide various kinds of offers,
discounts on the original prices to their customers so that they can get attracted towards their
products and their sales can be increased (Matic, and et al., 2019). They can also use a strategy in
which they can offer old featured products at lower prices to the customers.
Promotion: ALDI uses carious kinds of multi-media challenges for production of their products
and services. They focus on promoting their products through television, radio, social media
networking sites and many more. With the help of these channels they can easily reach to their
customers and promote all the products or services that are being offered by them. ALDI will
focus on enhancing online promotion done by them and can use strategies such as search engine
optimization, online advertisements and many more for promotion of their products.
Place: ALDI sells their products through both online and offline marketing channels. They have
bricks and motor retail stores as well as have their own website where customers can order
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products that are required to be purchased by them. They will focus on bringing improvement
within their online portal and websites and focus on making it more user friendly and introduce
ALDI shopping applications as well (Dolnicar, Grün and Leisch, 2018). This will further help
them to increase their sales and customer base.
Process: ALDI for time to time keeps a track of availability of all the products within its
inventory so that there is no shortage of any products within their stores. They also have an
online home delivery process in which all the orders are received through their computer system
and on the basis of these orders delivery of the products is done. ALDI will focus on bringing
innovation within their products and services in order to increase its efficiency and reduce their
overall operational cost in an enhanced manner.
Physical evidence: ALDI is famous for their simplest business process, global pricing and
standardization (Thiasyura, Utami and Padmalia, 2017). Throughout the world they maintain
same price of their products. They also provide products in different packaging so that those
products can be identified by the customers easily. They will focus on collecting feedback from
their customers. This will help them to understand current issues or problems faced by their
customers that are required to be improved by them.
People: ALDI has various employees working for them in different teams like sales team,
marketing team. All the employees are provided with training so that they can bring
improvement within their performance and achieve their targets (Becker and et al., 2018).
However, ALDI does not have a better customer service as compared to their customers. They
will focus on bringing improvement within their customer service team so that they can provide
better and much improved service to their customers.
TASK 4
Proposal through which ALDI can improve levels of Customer Service as part of their `Express
Ourselves` Marketing Campaign
Customer service is one of the most important function of an organization which helps an
organization to retain their customers in a much better manner. It helps an organization to
increase overall satisfaction level of their customers as well. ALDI has a lower customer service
as compared to their competitors (Kraak and et al., 2017). There are various ways that can help
an organization like ALDI to enhance or bring improvement within their overall customer
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service level. Some of the recommendations for Improvement of Customer Service for Aldi are
as follows:
1. ALDI can focus on provide special training to their employees so that they can develop
required skills. This will help their employees to understand their customers issues or
problems. In an organization, there is effective level of need to provide the customer
experience training to employee in order to generate better level of understanding of
customer experience.
2. As there is more need for integration by the implication of various marketing strategies at
different set level of stages to increase the customer experience in more perfect manner
(Lasserre, 2017). The marketing campaign of ALDI should come up with differentiated
promotion strategies in order to create level of awareness regarding the product and services
the company is offering.
3. The companies should have the major level of reduction in employee churn as there is the
relationship between there customer experiences and employee churn, in addition to that’s
motivation in employee churn is less in order to have resolving customer issues. so the
focused training instilled have their importance’s of employee in order to keep them level of
motivated for the longer period of tie.
4. There should be use of proven strategies in order to bring up customer loyalist which is the
pat of organizing the marketing campaign for ALDI. This have the clear inclusion of there
systematic updates to respective customer through friendly email and effective newsletter. In
addition to have the camping should tries to be more level personalize and share opportunity
in which customer can be interested (Felix, Rauschnabel and Hinsch, 2017). This will be
helpful for express ourselves campaign to be more honest along with building trust for
amazing level of service to help and solve customer issue.
5. In addition to that’s there, the firm should have proper level of efforts in order to have
measurements of the customer effort score which will provide motivation among the team
members to have resolving issues in effective manners and exceed expectations. There can be
appropriate level of key performance indicators to have helping in measuring the customer
effort scores. The firm should treat customer as king then only their business will keep
customers retention increase.
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6. There should be proper level of demonstration of excellent product knowledge as
comprehensive product knowledge is the considered essential part of providing the excellent
customer service. This is important aspect in their world of artificial intelligences which will
be helpful in self services with proper figuring out the facts at their own. Once they have
escalated to a customer service call, they really need help, and they need it NOW.
The form should have proper strengthening for the campaigns customer team services which is
around hiring and training professionals with the implication of rights skills. In addition to that’s
firm team member should have their notable skills such as the empathy and patience in order to
deal in more professional way (Mustak and et.al 2016). In addition to that’s having good
communication risk should be one in ore confident and positive way.
7. The campaign should try to take the advantages for the negative feedback as nobody runs the
perfect business with absolute perfect customers. So, in order o have addressing there
complaint or bad experience shows customers that their voices are being heard and that each
individual is a valued customer.
CONCLUSION
Hereby, it can be concluded that marketing management termed out as organisational
discipline that put the core focus on practical application of orientation, techniques and methods
inside the enterprise. Thus, present report will cover the business activities of TOWS for ALDI
which explain the marketing audit which undertaken.
Henceforth, report has outlined the marketing objective that has expressed the marketing
camping over 12 months. Furthermore, this has created the marketing plan that consider
significant organizational goal and objective. Lastly, report has focused on techniques that aids
to improve customer service in chosen enterprise.
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REREFENCES
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Segmentation Analysis (pp. 245-254). Springer, Singapore.
Dost, F., and et al., 2019. Seeding as Part of the Marketing Mix: Word-of-Mouth Program
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Kraak, V.I., and et al., 2017. A novel marketing mix and choice architecture framework to nudge
restaurant customers toward healthy food environments to reduce obesity in the United
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