Marketing Management Process of ALDI: A Case Study

Marketing Management

Abstract
This report includes the marketing management process if ALDI that is the largest
supermarket chain in UK and they serve the best practice to the customers by following different
strategies. This report includes the TOWS as to perform marketing audit and it is conducted by
the marketing consultant that provides the marketing campaign is as “ expressing Ourselves”.
The intensified marketing strategies will be developed in order to enhance the marketing
management of the company. It also covers the marketing mix plan that is developed to achieve
the set objectives of the company that is accomplished within the 12 months.

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Construct the marketing TOWS for ALDI, explaining the marketing audits.............................1
State and justify 3 marketing objectives that set for “ express ourselves” marketing campaign 4
Outlines and examine the marketing mix plan that you propose in order to achieve these
objectives.....................................................................................................................................5
Provide proposal on how ALDI can improve their levels of customer service as a part of their
“ express ourselves” marketing campaign..................................................................................7
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing management includes different planning, controlling, staffing, managing and
implementing of different strategies and tactics to satisfy the need and demand of the customers
in an easiest manner. Every individual business performs different strategies in order to generate
more profit thus they offers different products and services as per the requirements of the
customers (Armstrong, 2018). It is a discipline of an organisation that has a focus and
concentration of different activities that is performed in order to develop more sales and profit. It
helps the business to know about the several opportunities that is generated within the market
and provides accurate strategies to explore the market and converts that possibility into profitable
basis. This report includes the marketing management of ALDI that is the supermarket company
and a common brand two German families that works over 10,000 stores in 20 countries. It was
founded by Karl and Theo Albrecht in 1946 having a headquarter in Essen, Germany. ALDI is
an retain company that was founded in 10 July 1946 and that was splits into two parts in 1960
and renamed as Aldi Nord and Aldi Sud in 1962. ALDI deals with the diversified products as
like grocery and household essentials. ALDI has the subsidiaries named as Trader Joe's that is
the of Aldi Nord. ALDI is the common brand of two German family owned business that is
works over with 10,000 number of stores in 20 countries. The estimated turnover of the company
is approximately €50 Billion and it is founded by the two brothers and they took over the store
named as Essen that was their mother's store. ALDI Nord consist of different operations and it
includes 35 regional companies that works in 2500 number of stores in western, northern and
eastern part of the Germany. Whereas, ALDI Sud's operates their business in 32 regional
companies that is located in 16000 number of stores in western and southern part of the
Germany. ALDI Nord operates their business in Denmark, France, Portugal, Poland, Spain, the
Benelux countries whereas, ALDI Sud's operates their business in Ireland, Hungary, Great
Britain, Switzerland, China, Italy, Slovenia, Australia. There are different stores of ALDI that is
located in 11.234 number of stores and has measured the revenue of €53 Billion in 2010. They
have their own website named as aldi.com ALDI is the retail company that has the lowest price
among all the groceries leaders. The growth and success that has been measured by the company
is due to the contribution and the effective approaches that is used by the business in order to
attain the maximum market share. Due to the best management process ALDI is able to sale their
products with lower cost but manages their quality as well. ALDI always ensures that their
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