Enhancing Customer Service Level in the 'Express Ourself' Campaign

MARKETING
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Tows analysis..............................................................................................................................1
Objectives....................................................................................................................................4
Marketing Mix............................................................................................................................5
Proposal to enhance customer service level................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is the combination of different factor which looks at influence customer to buy
the product of the company. Aldi is the common brand of two German family-owned discount
supermarket chains with over 10,000 stores in 20 countries. This report explain TOWS analysis
of organization and objective of Aldi. After that the report explains the marketing mix and
proposal to achieve the objective and customer level satisfaction respectively in regards to new
campaign “express ourself”.
MAIN BODY
Tows analysis
TOWS analysis is the framework which is used in the organization to analysis the
internal position of the business and trying to fix a relationship with different opportunity and
threat which is present in front of the organization in long run of a business.
INTERNAL FACTOR
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STRENGTH WEAKNESSES
OPPOUTUNITY Biggest strength of Aldi
in the market is that they used to
follow the low pricing strategy,
which help organization in seeing
good amount of customer toward
the store of the company.
Organization is having good
opportunity to adopt new
technology such as automation
packaging technology from the
market. This will help company
in saving the cost of packaging in
the organization. This will help
company in staying with the
same strategy in the competitive
market for longer period of time,
Low profit margin is the
biggest weakness of an organization,
As Explained that organization used
to sell their product at low price in
the organization, this eventually
used to has a greater impact on the
profit margin of the company.
(Gottfried amd et.al., 2018)
Adopting new operational
management technology in an
organization may help company in
getting cost advantage in an
organization. This may help Aldi in
improving the profit margin of the
company as low pricing used to
increase the customer base but at
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this will help company in
defending the different
competitor challenges in future as
well.
Another strength of the
Company is the Product mix of
the company. As organization
used to offer good variety of the
product in the market to attract
the eye of the customer
(Kulshrestha and Puri, 2017).
Aldi is having good sort of
opportunity to expand their
business to new market by
expanding there business to new
developing market, this will help
company in improving the
customer base of the company
and may result in enhancing
profit margin of an organization.
some point impact the profit margin
of the company. Opportunity of
adopting new technology can help
company in maximizing the profit
for some level in the organization.
Another marketing
weakness for Aldi is that
organization is not able to attract the
eye of the customer group which
belong to higher income group as a
result organization has to
compromise some sort of profit
margin in the market. As a result
expanding their business to many
different developing market may
help company in seeing higher
income customer also. As in
developing market, customer from
all the income group used to demand
variety of different product in the
market.
THREATS Aldi used to operate in
highly competitive market. As
there are many big organization
which used to operate such as
Asda and Tesco Plc.. As a result
Aldi used to dealt with variety of
different competitive force which
different organization used to
offer in the market. So it creates a
good sort of threat for the
There are many different
type of legal laws and regulation
which need to be compiled in the
operation of the business to carry out
different outcome of the business.
This eventually used to impact the
efficiency of the business as
organization is already facing good
amount of competition in the market
and also compiling different activity
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