Marketing Management: ALDI Marketing TOWS, Objectives, and Customer Service

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................3
Construct a Marketing TOWS for ALDI, explaining the Marketing Audits that you have
undertaken in doing so. ..............................................................................................................3
On the basis of these findings, state and justify 3 Marketing Objectives that should be set for
the `Express Ourselves` Marketing Campaign over the 12 months period................................6
Marketing Mix plan.....................................................................................................................7
Provide proposals on how ALDI can improve their levels of Customer Service as part of their
`Express Ourselves` Marketing Campaign.................................................................................9
REFERENCES .............................................................................................................................11

INTRODUCTION
The organisational discipline which targets on practically applying marketing methods
and techniques in a business or an organisation is called marketing management. ALDI the
supermarket chain has been taken into consideration while completing this report. ALDI owns
over 10000 stores in around 20 countries. It was found by two brothers Theo Albrecht and Karl
in 1946. They came up with the name ALDI in 1962. Following report discusses about
marketing-management plan for ALDI in upcoming year (Act, 2019). It includes marketing
TOWS, audit, objectives, marketing mix plan and proposal to improve customer service.
Construct a Marketing TOWS for ALDI, explaining the Marketing Audits that you have
undertaken in doing so.
TOWS analysis stands for threats, opportunities, weaknesses and strengths. It links
external factors with internal factors and helps to identify the strategies a business could follow .
The strategies created from TOWS are divided into four broad categories that are maxi-maxi
strategy, max-mini strategy, mini-maxi strategy and mini-mini strategy (Anwar, and El-
Bassiouny, 2020). In order to draft the required marketing Campaign following is the TOWS
analysis of ALDI.
External Opportunities External Threats
Internal Strengths SO(maxi-maxi strategy )
1. The brand image which
ALDI have developed
overtime is one of its
strengths. It can use it
as an opportunity to
venture into different
product. The organic
range of food which
many companies offer
is still not available
ST (maxi-mini strategy)
1. ALDI is well known as
discount supermarket.
This discounting
strategy of ALDI
leaves it with very less
profit margin at the
end. It has worked as a
strength for the
company as it created a
strong customer base.

with ALDI. It can add
organic food in its
product line.
2. Another strength of
ALDI is its strong ties
with suppliers. ALDI
has built a strong
supply network in its
lifetime till date. It can
use these networks as
its core competency.
This can also help the
company to bargain
and attain the goods at
a lower prices. This
will further help ALDI
to gain price leadership
in the market.
The customers of
ALDI are regular and
loyal towards the brand
which other
competitors of the
company can never
have.
2. ALDI also provides its
employees with a
number of benefits.
Although it costs them
but it build the loyalty
of employees towards
the firm.
Internal Weaknesses WO (mini-maxi strategy)
1. Company can ignore
the losses for once and
emphasize on organic
food market which will
generate profit in the
coming years.
2. Company must focus
on hygiene in their
products as well as
stores. It will provide
opportunities of
attracting more
WT(mini- mini strategy)
1. A lot of competition
has been arising in the
market in same
segment. Company's
strategies of providing
discounts is being
copied by competitors.
Company can open
some more stores with
different pricing
strategies and then shut
down some of the