Abstract Present report has been analyses about the marketing-management of Aldi firms. It focuses on TOWSReportfocuses on Marketing TOWS for Aldi and its marketing audit. It also Determines marketing objectives for Express campaign. It focuses on marketing mix plan as well as how Aldi can enhance their customer service levels. 2
Table of Contents Abstract............................................................................................................................................2 INTRODUCTION...........................................................................................................................4 Marketing TOWS for Aldi and its marketing audit....................................................................4 Justify three marketing objectives for Express ourselves campaign..........................................6 Examine marketing mix plan......................................................................................................7 How Aldi can enhance their customer service levels.................................................................8 CONCLUSION..............................................................................................................................10 REFERENCES..............................................................................................................................12 3
INTRODUCTION Marketing management is a process where things can be done within an organized as well as efficient manner. It offers efficient operation regarding marketing actions. It identifies the opportunities as well as strategies for providing the opportunities within a profitable manner. It also represents all the functions of the managerial within the field of marketing. Present report focuses on Aldi as it is the common brand of supermarket chains as over 10,000 stores within 20 Nations. Its headquarter within Eseen,Germany.Based in Germany, the chain was founded by brothers Karl and Theo Albrecht in 1946 when they took over their mother's store in Essen. Reportfocuses on Marketing TOWS for Aldi and its marketing audit(Cortezand Johnston, 2017). It also Justify three marketing objectives for Express ourselves campaign. Furthermore, it examine marketing mix plan as well as how Aldi can enhance their customer service levels. Marketing TOWS for Aldi and its marketing audit Marketing audit refers to evaluating marketing plan, objective, current market activities, etc. of an organisation. Through this, it becomes easy to analyse current market position and identifying areas where improvement is required. Along with it, audit provide data and info about market trends, customers needs, etc. Moreover, accordingly strategy and plans are developed to strengthen market position(Cristobal-Fransi, Daries and Martin-Fuentes, 2020). For this there are several models which help in conducting audit (SWOT of Aldi,2018). Likewise, for Aldi TOWS model is used for it. It is explained as : Threats –Aldi faces a competition from the rivalries such as Best Buy,Walmart and many more. Also in addition to this e retailers such as Amazon move into the online grocery as it faced a potential threat . There is a technology that can be developedthrough competitors as well as the market disruptor that can be serious threat within industry to the long duration of time. The demands regarding productsis seasonal within nature as well as unlike the event because ofthe peak season(Skorobogatykh,Malovaand Agalarova,2016). It influence the profitability of the firm. Also day by day rising of raw material can be threat to the Profitability of ALDI. The regulation of the new environment under the agreement of the Paris ( 2016) as can be threat to certain categories regarding product. 4
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Laws of liability within different nations are several as well as ALDI can be exposed to several liability claims that can be given to the change in the polices regarding market (Homburg, Jozić and Kuehnl, 2017). Weakness –They are used to focus areas where there is a need of improvement. There are some weaknesses regarding Aldi stores. They require more investment in technologies as it the given the scale regarding different geographies the firm is planning to expand in it. Also Aldi has a greater amount of the money to expand within Technology(Keegan, Rowley and Tonge, 2017). There are also various gaps within the range of products that can be sold by the firm. There is a lack of choice that can gives the rivalries a foothold within market. Aldi requires very highlevel regarding productivity sothat they can easily survive within marketplace. There is also poor penetration within high -income groups(Cortez and Johnston, 2017). Opportunities As per the new polices of the environment will create a level of playing field regarding all players within industry as it focuses on the opportunity for ALDI to drive the home as its advantages within new technology as well as gain market within the new products. Economic upstick aswell as increasesthe spending of the costumer. As after the recession as well as slow growth rate is considered as an opportunity so that it can capture new consumers as well as enhance its market share. The inflation rate brought more stability within market as it allows credit at low interest rate to the consumers of Firm(Skorobogatykh, Malova and Agalarova, 2016). The development of market leads to the dilution of the competitors advantages as well as allows ALDI to enhance its competitiveness compare of the other firms. Government also opens an Opportunity for the inventory of the products by the federal government contractors and also the contractors of the state government. Strength As one of the leading firms focuses on its strength as well as allows to thrive within marketplace. 5
There are the strength that are not only helpto protect the market share within the current market as well as also aids new market. Some of the strength of Aldi can be given mention below. Aldi is a strong distribution as it can build a reliable distribution network that can be used to reach the majority for the potential market. It also has a strong base of supplier regarding raw materials that allows the firm to overcome of supply chain. Aldi has a strong free cash flows that gives resources within the hand ofthe firm to broad into the new projects as well as generated goods through the creating of the new revenues. ALDI has a strong base as it has to take the entry within new market as well as also making the success It has leads to the expansion into the new assigned Task. Over the years as it has invested within building a consider as a strong brand as it can be useful to broaden into the new types. They track the records by the acquisition and merger as they have the integrated number of the technologies firm within the past few years regarding its operations . Aldi focuses on the low price strategy as they are capable of sold their products at lower prices as it makes them highly successful within their business(Cristobal-Fransi, Daries and Martin-Fuentes, 2020). They provide a lot of discounts to their costumers so that they can win the support from the consumers as this chain has a number of products that can beoffered the rotational basis by the help of the advertisement. They have the strong base regarding product mix and Aldi that takes up more than 25 percent to the total space as well as also gives the premium brands that can be discounted , Thus the strength of the firm gives the highly differentiated products as well as brands falls under each product category(Skorobogatykh,Malovaand Agalarova, 2016). Justify three marketing objectives for Express ourselves campaign For every marketing campaign it is necessary to define certain objectives so that reason behind campaign is justified. Also, the objectives set provide a direction of what activities are to be done in the market. Moreover, it also enables in attaining overall goals and objectives of 6
organisation. Similarly, it is important for Aldi to set objective of marketing campaign so that they can grow and sustain for long term. Thus, they are defined as below : Target high income group customers– It is the first objective of campaign where company will try to attract high income group. this is because from above analysis it is identified that firm weakness is poor penetration in these groups. So, they are not able to attract and retain them. With help of this campaign, Aldi can target high income people. They will share details of product and convince them to buy it(Lindgreen, Di Benedetto and Ritter, 2018). Besides that, they will tell benefit of using such high quality product. Alongside, goal is to generate rise in sales up to 13% from high class people. Also, there lies an opportunity in which by focusing on premium services Aldi can target these people. In this way high class people will be attracted through this campaign(Cortez and Johnston, 2017). Build brand awareness –This is the second objective of campaign where focus is on building brand awareness about premium products and services. here, Aldi will generate brand awareness through use of social media, organising seminars, and attracting high class people. This is because it will help in creating a positive image of premium products in minds of high class people. With that it will be easy to generate awareness about those product qualities in market. However, Aldi can compete with rivals such as Tesco, M&S, etc(Siemieniako and Gębarowski, 2016). in segment of premium products. furthermore, short term goal is to convert 15% leads into customers and increase customer base within UK and other cities. Increase market share- it is the third main objective of Aldi marketing campaign. In this company focuses on increases market share within UK. through this marketing campaign firm will try to offer discounts, benefits, etc. to new as well as loyal customers. Moreover, by providing new products and high quality services Aldi can increase sales and profits. In addition, advertising and promotion can be done of this campaign so that more and more customers are attracted(Skorobogatykh,Malovaand Agalarova,2016). In addition, by focusing on local market within UK the firm can be enhance market share. Also, it will be beneficial for organisation as they are already having a strong brand image in UK so they can easily increase market share. Examine marketing mix plan A marketing campaign requires a proper plan so that goals and objectives are achieved. With this it becomes easy to proceed in systematic way(Skorobogatykh,Malovaand 7
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Agalarova,2016).. For that a marketing plan mix plan is developed for Aldi Express ourselves campaign. It is as follows : Product –It is a reputable brands and also focused into the quality products as the quality of the product can be maintained as well as offers the various varietiesof food such as biscuits,little Journey ,choco rice and many more.It has around inventory of 1350 products accompanied by the items. They provide the products that are lower as compareto the other supermarkets. It gives the stock of fresh vegetables and fruits,beauty products ,household goods as well as soft tools. It is unable to change its food productsbut at the same time keep on experimenting with the items that are non-food items. Such as in winters Aldi provides the warm campaigning gear and snow gearthus it can change its products as per the change in season. It is also the largest wine retailer within Germany as well as other products such as Aldi mobile in Belgium, Germany ,Australia and Netherlands(Hüttner, 2018). Price - –Aldi provides the low price and gives the high quality. It can offers such products that are not available within market. It uses the Unit pricing strategy for groceries so that it is easy for the consumers to compare its groceries with other groceries. Market penetration- They also focused on the low prices regarding the new products so that they can take entry within market as well as gain quickly(Siemieniako and Gębarowski, 2016). Competitive pricing – Within this case it gives the products to the consumers lower prices as compare to its competitors. Place-Aldi has around 8000 stores within 18 nations as well as roughly opens every store within Britain in every week. It procuresall the goods within bulk form different suppliers as well as stores at their local warehouse. It also mentions that all the products' quality is maintained. It also assures to maintain regional appearance as well as uses the environmental friendly equipment within their store. While on the other hand Aldi also focuses on the online presence that enables costumers to check the details of the product as well as tries to locate it to the nearest store (Skorobogatykh, Malova and Agalarova, 2016). Promotion –The promotion of Aldi within UK,Australian and UK makes the useof the electronic as well as display media. It also use the electronic email marketing regarding the new products and special buys. It can also gives the super buys offers. Within every week it can communicate to the consumers by the weekly newsletter. It also uses techniques such as swape 8
and save to make consumers switch to their brands(Cristobal-Fransi,Dariesand Martin- Fuentes, 2020). How Aldi can enhance their customer service levels It is essential for Aldi to improve customer service so that they can be retained for long term. the customer service include offering after sales services, taking feedback, etc. Besides that, enhancing customer service will help in gaining loyalty and increasing customer base. Furthermore, in order to survive in market for long term and compete with rivals it is necessary for to attract and retain more customers. this will lead to rise in sales as well as profits. However, there are many ways through which customer service level can be improved (Strategies to improve customer service,2018). They are described as : Seek customers feedback – This is the strategy which can be followed by Aldi. Here, they can take feedback of customers and then on basis of that provide them after sales services. Also, by taking feedback it will give insight to firm about the complains of customers regarding products quality, features, value generated from it, etc. Moreover, through multiple ways customer feedback can be taken such as e mail, survey, this ensures that issues are identified along with customer experiences. Hence, it is easy to find out areas where improvement is required. In addition, seeking their customer is also beneficial as it makes them feel that Aldi value them(Kotabe,2020). With that, a relationship of trust is built. However, in this way customer satisfaction can be gained and they are retained for long term. Strength customer service team Aldi can strengthen their customer service team. in this they can hire skilled and qualified staff. this will enable in providing and maintaining high quality customer services. Alongside, they can deal with customer complaints easily. thus, they will be able to communicate in an effective way so that customer problem is listened and solved quickly. Moreover, the skilled staff possessmoreknowledgeaboutAldiproducts,features,etc.However,firmcantrack performance of customer service representative and then train them to deal with customers. Furthermore, customer also feel delighted when they are treated in good way by employees and are provided customer services in quick time(Lindgreen, Di Benedetto and Ritter, 2018). Using CRM systems 9
In recent era of technology there are many types of technology which is used and implemented by various organisations. Likewise, in enhancing customer service, CRM systems can be used in it. This is because it will be help in keeping records of customers and products which they have purchased(Skorobogatykh,Malovaand Agalarova,2016). Along with it, CRM platform ensure that each customer is on same stage and service quality standards are maintained. besides that, system provide insight about customer needs, preference, and on basis of it their individual experience can be enhanced. also, customer interaction can be increased and strong relation are built. With help of system, customer complaints are recorded and Aldi make sure that same mistake is not repeated again. It leads to gaining their satisfaction. apart from it, CRM system can be used to provide customer services from anytime and anywhere. Leverage multi channel service It is also a method through which customer service can be enhanced. here, Aldi can focus on leveraging multi channel services. through that, brand reputation can be boosted. However, there are some practices that can be followed. For instance- use of mobile devices can be useful in providing 24*7 customer support can be provided(Samoggia, Bertazzoli and Ruggeri, 2019). It will be help in meeting their requirements. Besides, social media can be used for this purpose as well. The gap can be reduced by providing solutions to customer problems. So, these are the ways through which customer service levels can be increased. it will be useful in solving their complaints easily. also, the areas can be identified where improvements is required like product quality, features, etc . Besides, customer trust can be gained by offering them high quality product next time if they face any issue in future. in addition in customer service method certain changes can be made which will benefit in dealing with them in effective way(Gaul and Baier, 2019). CONCLUSION From the above report it had been summarized thatMarketing audit analyse current market position developed to strengthen market position. Alsocompetition from the rivalries such as Best Buy,Walmart regarding productsis seasonal influence the profitability require moreinvestmentintechnologiesrequiresveryhighlevelregardingproductivitypoor penetration within high -income groups. inflation rate brought more stability within market as it allows credit at low interest. Aldi is a strong distribution has a strong base of supplier creating of the new revenues. It focused on Target high income group customers Build brand awareness 10
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attracting high class people. Creating a positive image of premium products in minds of high class people. Increase market share- increase sales and profits can be done of this campaign so that more and more customers are attracted.Aldi focused on the low prices focuses on the online presence tries to locate products to the nearest store. Aldi use the electronic email marketing and many more. It also increases customer experience by Using CRM systems as well as Leverage multi channel service. 11
REFERENCES Books and journals Cortez, R.M. and Johnston, W.J., 2017. The future of B2B marketing theory: A historical and prospective analysis.Industrial Marketing Management,66, pp.90-102. Cristobal-Fransi,E.,Daries,N.andMartin-Fuentes,E.,2020.SustainableTourism Marketing.Sustainability,12(5), pp.1-4. Gaul, W. and Baier, D., 2019.Marktforschung und Marketing Management: Computerbasierte Entscheidungsunterstützung. Walter de Gruyter GmbH & Co KG. Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward implementing an evolving marketing concept.Journal of the Academy of Marketing Science,45(3), pp.377-401. Hüttner, M., 2018.Marketing-Management: allgemein-sektoral-international. Walter de Gruyter GmbH & Co KG. Keegan, B.J., Rowley, J. and Tonge, J., 2017. Marketing agency-client relationships: towards a research agenda.European Journal of Marketing. Kotabe, M.M., 2020.Global marketing management. John Wiley & Sons. Lindgreen, A., Di Benedetto, C.A. and Ritter, T., 2018. Past, present, and future business-to- business marketing research.Industrial Marketing Management,69, pp.1-4. Samoggia, A., Bertazzoli, A. and Ruggeri, A., 2019. Food retailing marketing management: socialmediacommunicationforhealthyfood.InternationalJournalofRetail& Distribution Management. Siemieniako, D. and Gębarowski, M., 2016.B2B Relationship marketing management in trade fair activity. Cambridge Scholars Publishing. Skorobogatykh, I., Malova, D. and Agalarova, E., 2016. Marketing management of sustainable development of territories in Russia.American Journal of Applied Sciences,13(2), pp.152-162. Online SWOTofAldi,2018.[online]Availablethrough:<https://www.marketing91.com/swot- analysis-of-aldi/> Strategiestoimprovecustomerservice,2018.[online]Availablethrough:< https://www.socialmediatoday.com/news/4-strategies-to-help-improve-your-customer- service-standards/529799/> 12