Marketing Management - Aldi Company

RUNNING HEAD: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the Student:
Name of the University:
Author’s Note:

MARKETING MANAGEMENT1
Executive Summary:
Aldi is one of the leading super chains in this world. The management team of this company is
interested to conduct an intensive marketing campaign. The newly recruited marketing
consultant has the responsibility to develop a marketing plan for Aldi. This report conducts
TWOS analysis, marketing mix for this company. The strengths and opportunities of this
company can be used to manage the threats and weaknesses of this company. It can be said that
this company can attract the potential high-income customer group, this company should utilise
its CSR initiatives and sales promotion.

MARKETING MANAGEMENT2
Table of Contents
1.0 Introduction:..............................................................................................................................3
1.1. Background of the Company:...........................................................................................3
2.0. Task 1:......................................................................................................................................4
2.1. Marketing objective:.............................................................................................................4
2.2. TOWS analysis.....................................................................................................................4
2.2.1. TWOS analysis of ALDI:..............................................................................................6
3.0. Task 2:......................................................................................................................................7
3.1. Marketing objective:.............................................................................................................7
3.2. Marketing Objectives for Aldi:.............................................................................................7
4.0. Task 3:......................................................................................................................................8
4.1. Marketing Mix......................................................................................................................8
5.0. Task 4:....................................................................................................................................12
5.1. Customer service:...............................................................................................................12
5.2. Recommendation for improvement of customer service for Aldi:.....................................12
6.0. Conclusion:.............................................................................................................................14
7.0. References:.............................................................................................................................16

MARKETING MANAGEMENT3
1.0 Introduction:
During the period of 1st May 2020 to 30th April 2021, an intensive marketing campaign
will be conducted by Aldi (Corporate.aldi.us 2020). The marketing tagline for this campaign is
“Expressing Ourselves”. The management team of ALDI has hired a marketing consultant, who
has the responsibility to deliver a twelve months marketing plan. For the marketing management
plan, the newly hired marketing consultant has to conduct marketing TWOS analysis, marketing
audits, justification of the marketing objectives, evaluation of the marketing mix plan, the
procedure to improve customer service for the “Express Ourselves” marketing campaign In this
report, the result of marketing management tasks will be analysed. It will help the marketing
consultant to develop the 12 months marketing campaign plan for Aldi.
1.1. Background of the Company:
The leading grocery chain of Germany, ALDI group, established in 1946 in Germany, is
controlled by Theo Albrecht and Karl Albrecht. In the global retail industry, ALDI group has
found success not only because of its ‘Spartan atmosphere’ in the stores but also maintaining the
standard of the supermarket. The attributes of the retail strategy followed by this company are
low overhead and scanty range to its thinnest and meanest extreme. Family-owned super chain
market Aldi group do its business throughout the world. Whether cigarettes and tobacco products
should be sold from the discounter or not was the primary conflict for this company divided into
two parts which are Aldi Nords and Aldi Sords. In 2018, total Aldi Group generated gross
revenue of 11.75 billion euros in the UK, which portrays the steady growth of this company
(Wunsch 2020). This company is expecting to generate more than 13 billion euros in 2019 from
the UK. Between 2015- 2019, this company is successful to expand its market share from 4.9 per
cent to 8 per cent (Wunsch 2019). In 2017, this company got the most positive brand recognition