Marketing Management: Aldi's Marketing Campaign Analysis

MARKETING
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Market Audit of Aldi...................................................................................................................3
Marketing Objectives of Aldi’s Marketing Campaign................................................................6
Marketing Mix.............................................................................................................................7
Proposals on improving customer service400...........................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
The term marketing management signifies the activities or strategies that are developed to
control the presence of the brand in the external environment in which it operates (Dandage,
Mantha, and Rane, 2019). The current report will evaluate the entire marketing campaign that
has been launched by Aldi for the period of twelve months and different aspects related to its
marketing strategies will be analysed and discussed. A Tows matrix analysis will be conducted
for Aldi in order to identify their opportunities etc., and based on that, Smart objectives will be
developed for the company. Laslty a marketing mix analysis will be done and then appropriate
recommendations will be made for the company in the report.
MAIN BODY
Market Audit of Aldi
The concept of marketing audit details the analysis of the current market situation where a
comprehensive and systematic analysis is conducted on the internal and external environment
prevalent in the current industry. Conducting a regular market audit is critical in developing the
relevant marketing objectives for a company that will assist in the ensuring the success of the
organisation or business (Dargahi, Darrudi and Zalvand, 2019). In order to perform a
comprehensive market audit for the company, the TOWS matrix can be used that will help in
addressing and evaluating all the relevant factors in a comprehensive manner:
TOWS Matrix: Similar to Swot Analysis, Tows Analysis helps in analysing not only the
strengths, opportunities, threats or weaknesses of an organization but also the combination of the
two aspects such as Weaknesses and Threats or Strengths and Weakness etc. For Aldi, the
marketing audit through Tows analysis can be conducted in a following manner:
Strengths
The major strengths of Aldi can be
categorised into following points:
 Lower Prices of the products.
 Extensive Supply Chain
development for Aldi.
 Excellent Financial Leverage
for the company.
Weaknesses
Following are the weakness of
the organisation:
 Perception of quality of
products as cheaper.
 Lack of strong online
presence of the products
or brand in the

competitive environment.
 Untrustworthy public
image.
Opportunities
Aldi has following
opportunities
available for itself
currently:
 Profit
generation and
turnover can
be increased
in existing
market.
 Company can
launch new
products and
new services
in the market. The expansion
of the number
of branches of
company.
Strength Opportunity(SO)
 The price of the Aldi
products is comparatively
much lower in the entire
retail industry and this gives
the most profitable
opportunity of increasing the
turnover in comparison to the
major competitors thus
improving company’s
presence (Černý, Vaněk and
Hubáček, 2018).
 Another major factor is that
the supply chain of Aldi is
very extensive and this
presents as opportunity to
launch newer products in the
market at feasible prices thus
increasing the target market.
 Due to the fact that the
financial leverage of the
company is stronger, this
implies that the company has
adequate funds to venture
into new markets with newer
products thus implying that
the company can easily
expand themselves.
Weakness Opportunity (WO)
 Quality is the major
aspect that Aldi needs to
focus upon and when the
quality of the products
will be improved, the
turnover and profit
automatically improves.
 Venturing in the online
markets can be a
profitable venture for the
Aldi company where they
can easily increase the
chances of creation of the
new market segment
specially for the elderly
customers in the
company.
 In order to improve the
untrustworthy image that
the company has
regarding its products, the
company can develop an
exclusive section in its
store where the products
of extremely good quality
or the ones of other
brands can be organised