Marketing Management: ALDI Company Case Study

MARKETING
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
TOWS Analysis of ALDI Company............................................................................................3
Marketing Objectives...................................................................................................................7
Marketing Mix Plan.....................................................................................................................8
Strategies to Improve Customer Service Levels........................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing management is defined as a process or an idea to target customer’s with
creative ideas and thought’s (Jibai, Alaaraj and Issa, 2018). Marketing management involve
creating, delivering and managing an idea of communication related to company’s product and
services to all potential customer’s of company. This report is based on the case study of ALDI
Company in respect to the marketing management. ALDI Company was established back in the
year 1946. Company operate its operations in retail sector. Karl and Theo Albrecht was the two
founder of the ALDI Company. Operations of company cater global services at more than 11000
locations worldwide. Henceforth, this report will project marketing audit of ALDI Company with
the support of TOWS analytical tool. Emphasis of this report will also on the suitable marketing
objectives in respect to the marketing campaign ‘Express Ourselves’ run by ALDI Company.
Marketing mix plan will also project for the 12 months of period. Furthermore, this report will
also analyse suitable strategies to improve the customer services of ALDI Company.
MAIN BODY
TOWS Analysis of ALDI Company
Internal analysis is defined as addressing different internal aspects of the corporate
organisation such as different strengths, weaknesses, opportunities and threats that enables
company management to achieve all objectives. In order to conduct marketing audit TOWS
analysis play crucial role.
TOWS Matrix External Opportunities (O)
 Market development
 Product development
 Government green
drive
 Brand repositioning
External Threat (T)
 Competition
 Increasing trend of
isolation
Internal Strength (S)
 Pricing
SO
 Effective pricing
strategies can support
ST
 Affordable pricing
strategy can cut the

 Diversified product
range
the market
development
opportunity.
 Entering into new
market with
diversified product
range.
 Give effective offers
to contractors
involved in grrn drive
initiative.
market competition
for company.
 Diversified product
range ad pricing can
support company’s
growth in isolation
period.
Internal Weakness (W)
 Poor employee
satisfaction
 Ineffective
penetration in upper
class
WO
 Brand repositioning
can improve
company’s presence
in upper class
category people.
 Improving
satisfaction of
employee will
address the product
development strategy.
WT
 Improving employee
satisfaction in order
to achieve high
efficiency to meet the
cusrtomer
expectation.
 Brand projection
based on the upper
class society will
improve the company
presence in upper
class society.
Threat of ALDI Company