Marketing Management: Aldi's Marketing TOWS and Objectives

Marketing
Management

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Marketing TOWS in context to Aldi and explanation of marketing audits in doing so..............1
Three Marketing objectives for marketing campaign of “Expressing Ourselves”......................4
Marketing mix plan which is to be undertaken for achieving objectives over the period of 12
months..........................................................................................................................................6
Proposals related to the ways Aldi could improve customer service levels as part of the
marketing campaign.....................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing management is described as organisational discipline that emphases towards
convenient implementation of all marketing methods and orientation within company along with
management of all activities of marketing (Area, 2017). With effective marketing management,
companies launch their new offerings, increasing production for current products, develop modes
of transportation with communication, and reduce costs related with sales and distribution. To
understand marketing management, Aldi is selected which is German family owned supermarket
chain that executes practices in retail industry. It was established by Karl along with Theo
Albrecht in 1913 at Germany. Its major commodities are household essentials addition to
grocery. The managers of the company have planned to run an intensive campaign with the name
of “Expressing Ourselves” that will start on May 01, 2020 and will last till April 30, 2021. The
report covers essential tasks including marketing TOWS for the entity, objectives of marketing
that are set for the campaign and marketing mix plan which is proposed to be undertaken for
attaining objectives. At last, it provides proposal on the ways the company can improve their
customer service level as part of campaign.
MAIN BODY
Marketing TOWS in context to Aldi and explanation of marketing audits in doing so.
In marketing, TOWS analysis is used as strategic planning tool which adds real values to
company and assist in taking the planning further. It looks for matching internal organisational
factors that are strength and weaknesses to external environment factors that are opportunities
and threats for determining relevant strategic options which can be pursued by entity (Bagozzi
and Et. Al., 2018). Along with this, it the analysis enables in matching enterprise internal
strengths with external opportunities for developing strategies which has huge success potentials.
However, marketing audit is all about thoroughly reviewing plans, mission, aims, strategies,
techniques and existing practices of marketing hat are executed by company. By using marketing
audit, managers of Aldi analyses, evaluates, interprets and control internal and external
marketing environment for ascertaining areas that have problems and opportunities so that plan
of action is recommended promptly to increase marketing performance.
Aldi’s internal strength:
1

 It has wide product portfolio that have uniqueness and innovation characteristics addition
to also have huge social media presence.
 Aldi have low cost structure which assists to produce and offer products at low cost
together with selling at reasonable prices that customers can afford in present context.
Aldi’s internal weakness:
 The supermarket chain has huge employee turnover due to more pressure from
administrators to gain targets in competitive environment.
 Aldi generally thrives on low level of profits and heavily depends on volume of sales. To
attain sales, it often gets indulge in unethical practices and treats suppliers in bad manner
which is its one of weakness.
 It mostly prefers shopping locations that are surrounded by low addition to medium
income groups (Baker and Saren, 2016). It rarely searches highly income groups and
have poor penetration in higher income segment.
External opportunities:
 Aldi can open discount stores in higher income segment and improve online presence to
make sales so to generate huge margins of income.
 In the international market, population is increasing rapidly that provides opportunities
to the supermarket chain for enhancing the customer base by targeting potential people.
 The entity can upgrade existing technologies for automating the operations so that
manual workings are reduced and workings are performed on time.
External threats:
 Development and innovation by rivals of Aldi creates threats for it as majority of
customers are attracted by them.
 Changes in taste, choices and preferences in rapid manner are also threat for the firm as it
leads in changing customer demand for organisational offerings (Deepak and Jeyakumar,
2019).
2