Marketing and Management

its a marketing plan assignment A report In introduction talk about marketing and marketing plan before to start to talk about Aldi then introduce Aldi

Marketing and Management

Table of Content
INTRODUCTION...........................................................................................................................1
Marketing TOWS for Aldi...............................................................................................................1
SO Strategies (Attacking strategies)............................................................................................2
WO strategies (Building strengths for attacking strategies)........................................................3
ST Strategies (Defensive strategies)............................................................................................3
WT strategies (Build strengths for defensive strategies).............................................................4
Marketing objectives for “Express Ourselves” marketing campaign..............................................4
Marketing Mix plan to achieve these objectives in 12 months........................................................5
PROPOSALS ON HOW CUSTOMER SERVICE CAN BE IMPROVED THROUGH
MARKETING CAMPAIGN...........................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing management is an important tool for organizational discipline which focuses
on application of marketing techniques, methods and orientation including promotional
activities, public relations and sales. Aldi is the supermarket chain with over 10,000 stores in 20
countries worldwide and an estimated combined turnover of more than 50 billion gloablly. This
report explains marketing TOWS along with audits for Aldi supermarkets. It also evaluates the
marketing objectives for company for“Express Ourselves marketing campaign. This report
explains the marketing mix plan for Aldi company to achieve the objectives and the proposals on
which company can enhance customer services as part of their marketing campaign. This report
analyses proposal on how company can improve customer satisfaction services through
marketing campaign.
Marketing TOWS for Aldi
TWOS Matrix can be understood as the tool to analyse, compare and generate the
business strategies by combining external environment opportunities and threats in industry with
the internal company strengths and weaknesses. It enables company to enhance brand value with
constructive marketing campaigns along with higher productivity margins and increased
company sales of products and services on global platform (Budianto, 2019).
ALDI
Strengths-S
 Affordable Pricing
 Existing customer base
Weaknesses-W
 Low margins
 Poor penetration in
high income groups
Opportunities-O
 Targeting new
segments of customers
 New markets
SO strategies (Leveraging
strengths to maximize the
opportunities)
 Launching new variety
of products
 Promotion strategies to
WO strategies (Countering
weakness by exploring
opportunities)
 Penetrate into new
markets of high income
groups
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target new segments of
customers(Florea and
Munteanu, 2019).
 Target new customers
with low margins in
discount stores
Threats-T
 Increased competition
 New competitive
products
ST strategies(Leverage
strengths to minimize
threats)
 Becoming marketing
leader with affordable
pricing
 Introducing
competitive products
for existing customers
WT strategies(Counter
weaknesses and threats)
 Strategies to combat
competition with low
margins
 Launching new
products for high
income group
customers (Fuad,
Tamtomo, and
Sulaiman, 2019).
SO Strategies (Attacking strategies)
These strategies of TWOS Matrix involve the company to use internal strengths to create
optimum use of external opportunities available in the industry. ALDI has an established brand
image in UK among the minds of customers which creates large opportunities to enter new
market areas. Marketing strategies with large variety of products and services for existing
segment of customers will enhance productivity levels of company and highly increase the profit
margins globally.
 Launching new variety of products: ALDI has an established goodwill among the
customers in UK who look towards shopping in stores for grocery and household
purchasing (Katsikeas, Leonidou and Zeriti, 2019). Retail industry has been facing tough
competitive business environment due to changing preferences and new companies
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coming up with large variety of products. Launching new variety of products according
to the changing preferences of customers will enhance the goodwill of company services
with affordability price range being one major strength of company.
 Promotion strategies to target new segments of customers: Targeting new segments of
customers by entering new arenas of market share will enhance productivity levels of
company on global platform. Strategies to promote about company operations to different
age groups of people and segments of customers with new preferences and tastes will
enable company to increase the market share.
WO strategies (Building strengths for attacking strategies)
These strategies of TOWS Matrix indicates the procedural steps company can take to
overcome the weaknesses and take advantage of various opportunities for growth in competitive
industry. These strategies develop insights for companies regarding various weakness and the
new opportunities for groth.
 Penetrate into new markets of high income groups:Aldi is yet to penetrate into higher
income segment customers who look for supreme quality goods in stores while shopping.
Aldi by enhancing the production quality and promoting services into new markets
penetrate into new segments of customers with higher income groups who look for
advanced quality goods and services (Min and Peng-Fei, 2019).
 Target new customers with low margins in discount stores:Aldi can introduce new
marketing techniques to promote about the various discount sales, operating in many of
the stores. It will enable company to attract new customers coming in stores who look for
shopping in bulk.
ST Strategies (Defensive strategies)
These are defensive strategies which enable management if company to exploit the
internal strengths for overcoming any potential threats arsing in competitive industry. It allows
company to formulate strategies for accomplishing desired goals and high production objectives
to reach increased profit margins.
 Becoming market leader with affordable pricing: Aldi stores low margins prices of
goods and services which are significantly low then other retailers which has becoming
strength of company marketing strategies. In highly competitive industry where there are
large companies emerging in market every day,Aldi can occupy a form position with
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strong customer base by offering affordable prices of all goods and services.
 Introducing competitive products for existing customers: Aldu has established large
customer base with high loyalty towards shopping in stores, however there is an
increasing threat of competitive products emerging every day. Aldi can introduce new
products with competitive features and higher quality standards to enhance their
productivity levels. It is great defensive strategy to keep the existing customer base
strongly satisfied and reach high profit margins with increased sales in stores (Ngarava,
S. and Mushunje, 2019).
WT strategies (Build strengths for defensive strategies)
These allow company to build strengths for defensive strategies for overcoming the
weaknesses and possible threats of business for reaching higher performance levels. WT
strategies enable company to position itself firmly in industry by improving the performance
levels regarding internal weaknesses, upcoming threats.
 Strategies to combat competition with low margins: There is high competition in retail
industry with large companies emerging every day and due to low margins Aldi is not
able to function strongly to reach high profit margins. By building marketing strategies to
promote goods and services offered by company in affordable price range it will enable
company to combat competition strongly.
 Launching new products for high income group customers: There is an increase in
market share with high competition among new variants of products and services
(Pedersen, Ellegaard and Kragh, 2019). Company has not been able to enter higher
income segments of customers who look for high quality standards in goods. Aldi by
operating new functional areas where higher quality standards in production are
maintained ,cater to new segments of customers.
Marketing objectives for “Express Ourselves” marketing campaign
Marketing objectives are concrete goals set by company for improving the business
outreach in industry and presents creative approach for reinventing the operation structure of
company. These objectives should be easy to measure by top management of organization and
include benchmarks to enhance productivity levels of goods and services. Express ourselves is
the marketing campaign over 12 months period for Aldi where company aims to enhance its
performance standards by increasing goodwill, and promoting about goods and services to new
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segments of customers. The 3 marketing objectives which will enable company to raise is market
spread and promote effectively can be understood as:
 Increase percentage of sales- Aldi by formulating marketing objectives to increase
company percentage of sales in all stores enhance its position firmly in competitive
industry. It is imperatively important for company to reach production targets with cost
efficiency of all resources and increase the profit margins with high percentage of sales
Aldi must focus on building strong marketing objectives to promote goods and services
of stores among larger segments in customers for high percentage of sales (Saidani and
Sudiarditha,2019).
 Build brand awareness- It is one of the most important marketing objective which aims
company to build strong brand awareness among consumers for long term sustainability.
Aldi by formulating strong marketing objectives to enhance goodwill among existing
consumers and promote products into new segments of customers build strong brand
awareness. Building brand awareness is of high importance for companies in highly
competitive business world where consumer market has volatile growth.
 Grow market share-It is highly important for companies to build marketing objectives
regarding growth in overall market share as it allows company to occupy large position
with stability among consumers. Aldi can enhance its market share globally by increasing
numbers of stores with variety of goods and services catering to new preferences of
customers (Venaik and Midgley, 2019). It is imperatively necessary for Aldi to grow
market share by entering new arenas for customers who look for high quality standards in
products.
Marketing Mix plan to achieve these objectives in 12 months
Marketing mix refers to strategical tool used by top management for analysing various
elements which go into promoting brand and its product performance levels. It helps to increase
the product portfolio and guides to improve business by creating differentiation among product
quality standards for customers to choose from. It enables company to build dynamic standards
for completion of the marketing objectives. Aldi by formulating an effective marketing mix plan
achieve the set objectives which will enable company to enhance it productivity among stores
globally (Strycharz, van Noort, Helberger and Smit, 2019). The 7ps of marketing mix are as
follows:
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 Product:This includes quality, image and branding services of product which has the
packaging features describing how much it is attractive enough for customers. The after
sales customer services of product has an immense impact on performance level of
product. Aldi by improving the quality standards of all products and services enhance its
productivity to reach high standards which will enable company to attain set marketing
gaols. Aldi needs to reach new higher quality standards regarding various products due to
changing preferences of customers and high competitive market share around. It will
enable company to posses strong position in market spread by distinctive quality and high
customers' satisfaction standards to reach the marketing objectives.
 Price: This includes positioning, discounts and payment methods for products which
enable customers to choose products based on price factor. It is an important element of
marketing mix which allows company to firmly occupy strong position among consumers
on the basis of price (Ikhsana, Prisanto,and Anggraini,2019).Aldi can formulate strong
pricing strategies such as value added elements and east payment methods at stores
through advanced technology. Attractive pricing strategies such as discounts, sales on
various products are an influential element for reaching large segments of customers who
look towards bulk shopping opportunities.
 Place: This includes place factor of product which implies the sales channel and
segmented channels through which product is available to customers in all segments
(Syapsan, 2019). Easy availability of stores within consumer market share is an important
element of price factor which has an effective impact on marketing objectives. Aldi by
opening large number of stores in domestic as well as intentional market for easy
availability of products to consumers, enhance its marketing mix plan for attaining the
marketing objectives. Stores should have hygienic environment for all customers with all
basic facilities to encourage repetitive sales of company.
 People-This refers to employees working in company whose responsibilities relate to
designing, manufacturing the products and conducting marketing research to establish
market demand among consumers. Providing high technical training to Employees in
company enhances the product standards for reaching new segments of customers. Aldi
by improvising performance standards of employees and providing functional training to
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reach high competitive level attain marketing objectives effectively (Themba, Razak and
Sjahruddin, 2019).
 Promotion: This refers to promotional activities of products by company which is an
important element of marketing mix deciding the extent to which customers are able to
get attracted towards products. It involves marketing communication and sales
communication of products through strong branding of products, goods and services.
Aldi by formulating promotional strategies to largely impact the customer segments in
market share who look for affordable prices with good quality standards, reach the set
marketing objectives. In changing business scenario globally high promotion of products
by companies is highly important for companies to attain long term suitability with strong
profit margins (Di Gregorio, Maggioni, and Mazzucchelli,2019).
 Packaging- This refers to smart packaging features of product which delivers an appeal
of attraction towards customers while shopping. Aldi by introducing smart packing
techniques for all products and services enhance the reach towards all customers globally.
Company must aim to use innovative packaging techniques for strong branding and
attainment of marketing goals. There is tough competitive growth in market share where
customers look up to new packaging for various goods and services while shopping.
 Positioning-This refers to creating a brand position by company which establishes
compelling image of how company wants brand to be perceived by customers (Wang, Su
and Guo, 2019).A strong positioning statement of product will lead to better marketing
by company enabling it to reach high profit margins. Aldi by positioning strong brand
image of all products and services increase the brand position globally and reach set
marketing objectives with effective increase in production targets and high profit
margins.
PROPOSALS ON HOW CUSTOMER SERVICE CAN BE IMPROVED
THROUGH MARKETING CAMPAIGN
For a business to become sustainable and profitable, not only does it need to keep
acquiring new customers for growth, it also needs to expend resources to service its current
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customer's issues and grievances in hopes of retaining them. Providing effective customer
service raises customer loyalty, increases the frequency at which customers make purchases and
generates positive company reputation in market. Therefore, it’s imperative for ALDI to improve
their customer service as part of their 'Express Ourselves' marketing campaign by implementing
the following suggestions:
SOCIAL MEDIA CUSTOMER SERVICE:
Now days most businesses provide customer service to customers through social media
platforms, as a consequence of the digital boom of the 2000's. Providing customer service on
social media has the added benefit of being able to service issues faced by clients in a timely
manner. But where most businesses simply focus on answering customer queries, they fail to see
greater opportunities for customer service to display their brand ethics and values, and engage
with the public (Mandal and Joshi, 2017). It would be essential for ALDI to have skilled and
talented employees working on its social media customer service, since all interactions are on
social media are shared for everyone to see. Every positive customer interaction increases brand
value and reputation, while negative customer interactions have a tendency to go viral and
damage the brand's reputation. But, if used effectively, it can help increase ALDI's market share
and raise brand value.
FEEDBACKS:
In order to provide effective customer service, the team first needs to figure out wishes,
expectations and issues that their customers are facing currently. All these can be discerned by
asking customers to share their valuable feedback. ALDI can implement feedbacks through the
use of forms and surveys on the internet and social media platforms. ALDI can also ask loyal
customers visiting their stores for feedback via physical forms (Cook, 2017). Another way ALDI
can gather feedback is by creating an effective complaint system which incentivises customers to
raise their queries. With sufficient collected data, customer service team will be able to
determine ALDI's exact strengths and weaknesses and areas in which they need to improve.
Feedbacks also provide the added benefit of making customers feel valuable and assure them that
ALDI cares about resolving any problems they might encounter.
IDEAS FOR CONTENT CREATION:
Successful organizations recognize the value of consistent and regular content creation to
their marketing approach. Sadly, it can become increasingly harder for marketers to come up
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with a constant flow of ideas regularly, regarding original content creation. This happens to even
experienced personnel’s as creating a unique and remarkable idea that customers will find
informative and valuable is difficult. ALDI's Customer service team can be of tremendous help
to the marketers in this aspect, as the team regularly communicates with their customers and
learns of their issues, requirements, interests and preferences. This will provide ALDI's
marketers with a reliable source of ideas for useful and effective content creation on a consistent
basis. In addition, the customer service team can educate ALDI's marketers on specific aspects of
current product which customers deem unsatisfactory and guide them in marketing such products
appropriately. This way ALDI would benefit greatly by opening communications between its
customer service and marketing teams.
CUSTOMER-EXPECTATION SETTING:
Effectiveness of a marketing team is dependent upon its ability to provide concise and
clear expectations of how their products/services will help solve a potential customers
requirements. And when these expectations are met consistently the transition from a potential to
loyal customer is quite natural. In contrast, misleading or sometimes plain incorrect expectations
from marketers on products can have a drastic impact on its performance in the market and
eventually lead to the organization losing loyal customers as well (Habel and et.al., 2016). This
is another aspect in which ALDI's customer service team can help its marketers, notifying them
whenever misleading or inadequate expectations have been set for a product, since the customer
service team would be the first to encounter any such potential inconsistencies.
CUSTOMER-LOYALTY PROGRAMMES:
Customer loyalty programs are crucial strategies to keep loyal customers satisfied and
engaged with the brand. ALDI's customer service and marketing teams can collaborate together
to offer loyal customers bonus points, discounts, special deals or exposure on social media
platforms or other marketing alternatives and present the brand in a positive light (Yoo, Bai and
Singh, 2018). Offering customers choices between various rewards in their loyalty program
should definitely raise customer satisfaction and happiness, something which would require
brainstorming on both marketing and customer service team's part for effective implementation.
By implementing these reforms in their 'Express Ourselves' marketing campaign, ALDI
can increasing its market share, please and retain their loyal customers, raise ALDI's brand
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reputation in the market and improve the productivity and effectiveness of its both its marketing
and customer support teams.
CONCLUSION
This report can be concluded by the TOWS marketing analysis of Aldi company which
analysis how company can enhance its productivity levels within market share by developing
SO, WO, ST, WT strategies for reaching higher profit levels. This report also concludes the
marketing objectives for “Express Ourselves “ campaign which are Increasing percentage of
sales, building brand awareness and grow market share. It analyses the marketing mix plan
which are 7Ps for effective attainment of marketing goals by Aldi, how company can grow
globally with enhanced marketing techniques, attractive and innovative marketing promotion to
reach new segments of customers. This report concludes how customer satisfaction services can
be improved through strong marketing campaign which are social media customer services,
feedbacks, interesting content creation on internet platforms which will enable company to
improve its performance levels.
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