Marketing Management: TOWS Matrix, Marketing Objectives, and Marketing Mix for ALDI Supermarket

Marketing management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TOWS Matrix..............................................................................................................................1
Marketing objective to Effectively promote the Campaign of Organization “Express
Ourselves”....................................................................................................................................4
Marketing Mix for ALDI Supermarket........................................................................................5
Marketing Proposal......................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
The process of the marketing management can be considered as process of planning,
organizing, implementing and controlling of marketing policies, strategies, programs and tactics
to meet the business objectives of organization. This report is providing brief discussion of
marketing of ALDI supermarket. ALDI supermarket is a private sector retail organization which
was established in year 1913 by Karl and Theo Albrecht. ALDi supermarket is working over
11234 locations around the world (Najev Čačija, 2016). TOWS matrix will be used to analyse
the internal capabilities of organization in order to improve the performance in marketing
function. On the basis of TWOS matrix analysis different marketing objectives has been formed
in the research that can be used y the ALDI Supermarket to perform marketing functions
efficiently. Marketing mix of the company also will be analysed in the report to develop
marketing proposal to meet the marketing objectives of organization effectively. A marketing
proposal will be formed in the report that can be used by the company to launch campaign to
improve the performance of company in the target market.
MAIN BODY
TOWS Matrix
TOWS analysis one of the form of SWOT analysis which is acronym of Strength,
weaknesses, Opportunities and threats. The purpose of the TOWS analysis is to find the internal
capabilities of organization to make effective marketing plan for organization. The relationship
between different factor and categories are also analysed to find the key opportunities for
organization in the marketing function. By using TOWS analysis marketing department of ALDI
Supermarket can find different strategies and processes to utilise the internal strengths in order to
utilise external opportunities of company (Seturi and Urotadze, 2017). The TOWS matrix stands
for the internal strengths and weaknesses of organization and external threats and opportunities
for organization. The main aim of the TOWS matrix is to evaluate the marketing strategy for
organization. The SWOT analysis of organization starts with internal strength and weaknesses of
company but in the TOWS matrix external threats and opportunities are analysed first. After the
evaluation of external threats and opportunities strengths and weaknesses of organization are
evaluated. This is all about how the internal capabilities of organization can be utilised by the
company to address the external threats of company and convert opportunities as success. The
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TOWS matrix can help the organization to improve their decision making ability by providing
better analysis of relationship between internal capabilities with external challenges.
External analysis for TOWS matrix
Threats for ALDI Supermarket
there are different threats for ALDI Supermarket in Unites Kingdom that can affect the
performance of the organization in the target market. Some of the main threats for ALDI
Supermarket are- There are different supermarket stores are available in UK that are providding
better services at cheaper price. For example organization like Tesco PLC and Sainsbury are two
biggest names in the retail sector organization (Gilligan and Lowe, 2018). These are main threat
for company in the target market. These competitors can affect the customer base of ALDI by
offering better offers and services to customer. There are some government are also affecting the
overall financial benefits of company in the target market. The economical condition in United
Kingdom are poor due to Brexit. It I reducing the interest of investors in the retail sector
organization because of uncertain economic condition. This are some of most crucial threats of
ALDI Supermarket which are need to be consider by the management of organization.
Opportunities of ALDI Supermarket
There are different opportunities ALSI Supermarket have in the global market that cn
improve the performance in the market place. Effective technology can help the organization to
improve their services and business processes. By investing in sustainable business projects
ALDI can get support form government policies (Todor, 2016). By including Celebrities in the
marketing campaigns company can attract more customer to their supermarket. By offering
better quality products at cheaper price company cn attract more customer to take services and
buy products. This are some opportunities for ALDI Supermarket to improve their business at
international level.
Strengths of ALDI Supermarket
The main strength of ALDI supermarket are- global expansion strategy of company is too
good. Low managerial turnover is also one of biggest strength of company. Effective sales in
target market, better employee satisfaction, efficient infrastructure, good quality products at
cheaper price, these are major strengths of ALDI Supermarket in UK market.
Weaknesses of ALDI Supermarket
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