Improving Customer Service at ALDI Supermarket

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.