Marketing and Management

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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