Improving Customer Service at ALDI Supermarket

This report discusses the TOWS analysis of ALDI Supermarket and provides marketing objectives and strategies for the organization. It also explores the marketing mix for ALDI Supermarket and suggests ways to improve levels of customer service.

Marketing

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
TOWS Analysis...........................................................................................................................3
Marketing objectives...................................................................................................................7
Marketing Mix for ALDI Supermarket.......................................................................................8
Description on how ALDI can improve levels of customer service............................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing can be considered as study and management of exchange relationship with
people who are connected or associated to the organization. Marketing process can be considered
as process of identifying, satisfying and finding the needs and requirements of customers because
the main role of the marketing department is to attract customers to buy products and services of
business organization (Chaffey and Ellis-Chadwick, 2019). This report is about ALDI
Supermarket is a private retail store company which was established in year 1946. ALDI
Supermarket is currently working over 11234 locations around the world. This report will be
explaining TOWS analysis of ALDI Supermarket.to understand the marketing audits that are
performed by organization. According to the findings of TOWS analysis of ALDI Supermarket
various marketing objectives will be formed for ALDI Supermarket in marketing department
related to the marketing campaign of ALDI Supermarket which is Express Ourselves. Marketing
mix also will be explained for Aldi supermarket to achieve the marketing objectives with in12
months. A proposal will be provided for ALDI Supermarket that can be used by the business
organization. This is how marketing process of ALDI Supermarket will be explained in the
report.
MAIN BODY
TOWS Analysis
TOWS is acronym of Threats, Opportunities, weaknesses and strength. TOWS is
extended version of SWOT Analysis. In this analysis process of analysis is slightly different from
SWOT analysis. In TOWS analysis Threats of organization and opportunities of organization are
evaluated before the analysis of strengths and weaknesses of company. The strengths and
weaknesses of the organization are considered as internal factors and opportunities and threats of
the organization are considered as external factors of the company. Initially the external factors
and aspect are considered by the organization in order to assess the internal factors of the
company. Through this process the strengths and weaknesses of company are analysed for the
current opportunities of the organization in the global market (Keegan, 2017). On the basis of the
analysis process four strategies are considered in the report to improve the performance of the
organization in the target market. These strategies of the company are Strengths – opportunities,

weaknesses – opportunities, strengths – Threats and Weaknesses – Threats. This is how the
internal factors of the organization are connected to the external factors of the market place.
TOWS Matrix
It is variant of classical business analysis tool. TOWS matrix is used by the organization
to get better analysis of all these external factors and internal factors for the business analysis
process. In this matrix various strategic options that can be used by the organization to get
effective result in the end for the marketing process. The analysis is performed through a matrix
in which threats and opportunities of organization are evaluated for the strengths and weaknesses
of the ALDI Supermarket. This is one of the most effective tools that is used by the business
organization to evaluate new and effective business strategies for the business organization.
TOWS Matrix for ALDI Supermarket
Opportunities of ALDI
Supermarket
 Customers can be
attracted by provide
range of products that
are effective for them.
 Organization can
target emerging
market for higher
performance in the
target market.
Threats of ALDI
Supermarket
 Other organization
like Tesco PLC and
Sainsbury are major
threat for the ALDI
Supermarket in
United Kingdom.
Strengths of ALDI
Supermarket
 The pricing policy
that is used by ALDI
supermarket is most
effective for
organization in the
market place.
 Effective pricing of
the company product
and high range of
products can improve
the customer base of
organization.
 Customer support and
savings that are
 Effective environment
in the organizational
store can be used by
the organization to get
competitive advantage
over other
organization.

 Discount policy that is
used by the
organization is
efficient to get better
result in target market.
 The environment that
is present in ALDI
Supermarket is
effective for
employees and
customers.
 The level of customer
support is better than
other supermarkets in
local and internal
market.
 Due to less
operational cost of the
organization
operations savings of
the organization are
much higher.
 The products mix that
is used by the
organization is much
effective for the
business of ALDI
Supermarket.
performed by the
organization can be
used by the company
to earn high profit in
target market.
 Low operation cost
and effective
marketing mix can be
used by the business
organization to get
better result in market
place.
Weaknesses of ALDI
Supermarket
 Range of new
products can be
included in the
 Low cost sales
process can help the
company to improve

 Due to high discounts
marginal profit on
each product is low
for company.
 Employee satisfaction
is low for the
company.
 Due to low cost
products penetration
of organization is low
for ALDI
Supermarket.
supermarket to attract
more people in ALDI
Supermarket store.
This is how by
attracting ore
customers Company
can improve their
marginal profit.
 High cost and quality
products can be added
to the company store
to attract new
customers to earn high
marginal profit in
target market.
their profit in the
market place and
allow them to improve
their positioning in the
target market.
Strengths – Opportunities
There are different opportunities organization have in market place that can help the
organization to improve their performance in market pace to get better revenue and profit in
market place (Hastings and Stead, 2017). Organization can uses their strengths to utilise the
current market opportunities of market place.
Weaknesses – Opportunities
There are different challenges and weaknesses are faced by the organization in the
business organization. This is important for them to analyse their strengths in order to minimise
the negative factors in the business process in order to improve the business operation and
marketing operation in the market place.
Strengths – Threats

There are different threats organization have in competitive market that can affect their
performance and revenue in the market place. it can reduce their customer base and affect their
marginal profit of the ALDI Supermarket.
Weaknesses – Threats
This is related to the how the weaknesses are related to the threats of the market place
and what strategies can be used by the organization to get better result from the target market. in
this analysis weaknesses of the organization are analysed for the threats of the global market.
Marketing objectives
On the basis of above TOWS analysis different strategies and objectives can be selected
for organization to improve the performance of the organization in sales in target market. The
objectives that are selected for the marketing department will be related to the range of products
that are provided by ALDI Supermarket, utilization of monetary resource in process of marketing
to get better result in target market and perform marketing to generate trust and effective
communication between organization and customs. These are main objectives which are decided
to improve the performance of ALDI Supermarket in target market. ALDI supermarket is possess
of lack og product range which is not good for the organization to attract more customer. Range
of new products and service can be added to the company store to offer high range of products to
target customers for higher satisfaction and better profitable result for organization in market
place. High range of product will offer high level of selection criteria to the customer and it can
be utilised by the organization to attract people with different needs (De Mooij, 2018). By
promotion of range of services and products of organization marketing department of
organization can perform efficiently to improve he performance of the organization in target
market. It is also one of objective for the marketing department of the ALDI Supermarket to
make effective relationship with customer. Ai behind this objective is to develop trust between
organization and the customer to makr effective and long tern relationship between them. This is
how organization can improve their long term customers to complete their long term business
goals. Other objective of ALDI Supermarket is related to the utilization of financial resources in
the organizational process to get better performance in the market place. ALDI Supermarket have
to make investment in the organization processes to offer better and effective services to target

customers. By this process they will be able to gain high effective operational efficiency with in
the organization to get better result in the internal and external performance of company.
Marketing Mix for ALDI Supermarket
Marketing mix can be considered as the process or set of actions, plans and tactics that ca
be used by the organization in the promotion of products and services in target market. There are
main 4 p’s of marketing which are needs to the considered in the marketing mix process in order
to get better response from the customers of the organization (Atwal and Williams, 2017). These
elements of the marketing mix for ALDI Supermarket are- Price, Products, promotion and place.
These areas can be targeted by the organization to get better response from market place.
Price
This is major concern for the customer of the organization. There are different
consideration need to be made for the performance of the organization in the target market.
Customers decision making process is highly influenced by the price of the products that is
offered by organization in target market. Effective pricing policy can be used by the organization
to better response from the target market (Peattie, 2016). In current time organization is using
low cost policy that can help the organization to better result from target market. For example
effective pricing can be decided to achieve maximum sales in the market place. Company can
address people of various economic background to get better result from target market.
Products
This other P of marketing that can be targeted by the organization to improve the
marketing of organization in target market. Currently the range of the products that are offered
by the company are less in numbers and this is not possible for the organization to address large
number of people with this range of products (Percy, 2018). Company can target different people
from market by adding different products to their store for sell. This is how company will be able
to target the people who are from high economical background. This is how by increasing range
of products in market place organization can improve their customer base and they also can get
effective result with their performance in the market place.
Promotion

Promotion are the activities that can be used by the organization to improve their sales in
target market. Promotion process used by the company is not that effective to offer high
competition to the local competitors like Tesco PLC Sainsbury and other retail stores.
Organization can improve their marketing and promotion activities by using new digital
technology. Technologies like artificial intelligence and various information system can be used
by the organization to target large group of people on global and local market to improve the
number of sales of organization. Company also can use social media platform to improve their
sales in market place. By using digital sales platform organization can improve their performance
in target market.
Place
There are different sales and supply chain processes are used by the organizations to sell
their products in the target market. Two main supply chain processes that are used by the
business organization. These two channel which are used by organization in market place are
offline and online channel (Shaw, 2016). The offline channel of ALDI is much better than the
online sales channel of company. Organization can improve their online sales channel to get
better result with their sales in the market place. By this process company also can target range
of people in target market to improve current sales performance.
Description on how ALDI can improve levels of customer service.
Customer service termed out as one of crucial function of an enterprise that can assist to
enterprise to undertake the business practices in proficient manner. Better customer service leads
to retain customers (Thiasyura, Utami and Padmalia, 2017). Brand reputation of the enterprise
can only be good if they able to render the better customer service. Customer service can be
termed out as one of golder key to successful business. Thus, employees of enterprise must offer
training facilities that enables the Aldi to eliminate the waste and to offer improve customer
experience. In addition to this, there are number of techniques that can be helpful to enhance and
bring in the customer service level. Therefore, suggestive measures are given in terms to
bringing improvement in customer service level for Aldi and these are outlined as-:
1. The chosen enterprise can offer special training facilities to their employees so that they
can able to develop their skills. It will help to employees to understand their customers

issues. In addition to this, customer service must be given to employee to generate better
level of understanding of customer experience.
2. There is enhancement in the need for integration by the implication of varied marketing
plan of action at different level of stages to enhance customer experience in more
effective manner. In order to promote the marketing campaign, the Aldi must take the
attractive promotional plan of action that assist to create the awareness in relation to
product and service offered by enterprises (Tomassa and Rachmawati, 2020). Thus, retail
entities must use social media tool as this aids to share positive experience in retail
reviews and with the use of social media tools that influence the future consumers
perceptions.
3. Aldi needs to train employees and staff to use the technical equipment that can aids to
create the effective communication with customers. Thus, employees must take continual
feedback from customers and this facility can aids to retain with them for longer period.
4. The chosen entity must use the cross sell at every turn. This can be one of the effective
way to enhance the sales within the enterprise. It works as to added cost of separate
marketing campaign to makes the entities sales improved. For example- If customer sells
the camera and sales person offer a complementary bag with camera along with purchase.
Hence, it can be one of the effective way to retain and enhance customer for longer
period.
5. The effective and efficient customer service is not about to being responsive. The sale
authorities must have depth knowledge about the brand. In addition to this, sharing
knowledge can be one of the effective way to value customers and provide them a place
to go when they need any advice (Tomassa and Rachmawati, 2020). This can be one of
the effective and attractive way to enhance the brand image of the enterprise.
6. The chosen enterprise must use the retail CRM software as this assist in managing
customer with the help of past and future purchase, healthy communication and aids to
manage overall shopping experience. In addition to this, CRM aids to sales merchandiser
to maintain the relationship with customers. As this allows to track the working status of
salespeople.

7. The another way to enhance customer attraction and retention to entity is to create the
referrals with use of an incentive approach. With the use of referral reward programme
the entity can able to enhance the brand image of the enterprise.
Henceforth, this can be stated that the entity must takes the proper understanding of the
customer services that aids to hire and train the professionals with implication of right skills.
Thus, staff member of the sales must have the skills such as empathy and patience to keep the
deal in professional manner. This can be one of the effective way to keep the employee in more
confident and positive aspect. It is crucial to get engage with customers as this is one of the
essential party of understanding the customers lifestyle. Henceforth, collecting the highly
valuable data requires retail management techniques to track the customer purchase histories and
makes the meaningful interaction across the all channels. It can be one of the effective way to
attract customer and to enhance retention for longer period.
CONCLUSION
THIs report is concluding importance of marketing process and promotion form ALDI
Supermarket. There are various things has been considered in the report to provide better
suggestion to the company in order to get better result with their sales in the target market.
TOWS Analysis of the organization has been performed in the study to evaluate the strategies to
improve the marketing operation of ALDI Supermarket in local and global business market. The
marketing objectives that are provide for the organization also has been evaluated in the report.
marketing plan for company also has been formed to improve the marketing mix and promotion
campaign of company.

REFERENCES
Books and Journals
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!.
In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Hastings, G. and Stead, M., 2017. Social marketing. Taylor & Francis.
Keegan, W.J., 2017. Global marketing management. Pearson India.
Peattie, K., 2016. Green marketing. In The marketing book (pp. 595-619). Routledge.
Percy, L., 2018. Strategic integrated marketing communications. Routledge.
Shaw, S., 2016. Airline marketing and management. Routledge.
Thiasyura, H.G., Utami, C.W. and Padmalia, M., 2017. Plan Determination for Promotion Mix
for SKETCH!. Jurnal Entrepreneur dan Entrepreneurship. 6(2). pp.63-70.
Tomassa, B. and Rachmawati, E., 2020. Developing a Marketing Strategy Based on Market
Segmentation Through Clustering Method in Food and Beverage Industry in Bandung:
Case Study of Bola Ubi Yama. KnE Social Sciences. pp.1080-1105.