Marketing Management: TOWS Analysis, Marketing Objectives, Marketing Mix Plan

This document provides an overview of marketing management, specifically focusing on TOWS analysis, marketing objectives, and marketing mix plan. It includes a case study of ALDI Supermarket and offers strategies to enhance customer service. The document covers topics such as competition, government policies, customer separation, opportunities for market development, economic growth, weaknesses in profitability and financial planning, strengths in distribution network and brand portfolio, and marketing objectives to improve customer experience, market share, and customer trust. It also discusses the marketing mix plan, including product, price, place, promotion, packaging, positioning, and target customers.

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
TOWS analysis of ALDI Supermarket........................................................................................3
Marketing Objectives...................................................................................................................5
Marketing Mix Plan.....................................................................................................................6
Proposal to improve customer service.........................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing management is specified as a process to implement marketing strategies in
order to reach the target customer's of the company (Azhar and et.al., 2019). Marketing
management is about to frame the suitable marketing strategies that can effectively convince the
target customer's about the desired needs and demands. Marketing management involve
analysing, planning, strategy implementation and control over the drafted marketing campaign.
This report is based on the case study of ALDI Supermarket. ALDI Supermarket is a
retail organisation established in the year 1913 by Karl and Theo Albrecht. Headquarter of the
ALDI group is located in Essen, Germany.
Henceforth, in this report TOWS analysis will be conducted over ALDI supermarket
chain. Marketing objectives will also be reported based on the 'Express Ourselves' marketing
campaign of ALDI supermarket. This report will also analyse suitable marketing mix plan to
efficiently achieving the set objectives of ALDI supermarket. A suitable proposal will be
attached based on enhancing customer services.
MAIN BODY
TOWS analysis of ALDI Supermarket
TWOS analysis is a critical evaluation tool that emphasis over threat, opportunities,
weakness and strength of companies. TWOS analysis is more like a variant of SWOT analysis.
Threat
ALDI supermarket is facing various threats in the retail sector. Threats of ALDI can also
be segregated in the following ways.
Competition: Retail sector is among the most competitive sector across the world (Bowen,
2016). Every year new organizations enters in retail market that causes to heavy competition in
retail market. Increased competition also drives to separation of target customer base.
Government policies: Apart from other threats policies framed by government in various
countries specially in developing countries like India, China that becomes a huge threat for retail
companies at international level. Various changes in tax regimes that also causes to reduced
profitability for companies like ALDI in retail sector.
Customer separation: Separation of target customer base is also a huge threat for private
companies like ALDI. ALDI is a private limited company and it also looks inefficient to provide
total shopping experience to its customer's as company only deals in grocery, households and

essentials with only limited number of choices that also create huge threat in term of separation
in target customer base for the company.
Inflation: Inflation in economy's is also a huge threat for retail companies like ALDI. Inflation
causes to increased prices of retail products that also resulted into reduced sales and product
demands. Inflation is also a huge barrier for retail company's in order to launch new luxury
products as it directly influenced the customer's purchasing power.
Opportunities
Opportunities available for ALDI supermarket chain specifies in the following ways.
Market Development: Retail sector is among the fastest growing sector that carry the market
share of approximately 6.4% (Davari Farid and et.al., 2019). Such huge market share of retail
sector has provided huge business and growth opportunities for the ALDI supermarket chain.
Company can entertain growth and business development opportunities by increasing number of
retail outlets across the globe. Enhanced trend of retail store has drastically influenced the
customer dependency over retail stores that created an effective growth and business
opportunities for ALDI supermarket group.
Economic Growth: Economic growth across the world specifically in developing countries like
India, China and other developing nations has improved the growth opportunities for the ALDI
supermarket group. Developing countries like India is going towards the major infrastructure
revolution that also provided opportunities to retail companies in respect to opening retail stores.
In recent few years developing countries also witnessed huge economic growth that also
enhanced the customer's affordability with the increase of earning packages. All such aspects of
economic growth has resulted into improved business opportunities for ALDI group.
Weakness
Low profitability ratio: ALDI group has a lower profitability ratio as compare to other
competitors like Asda, M&S in retail market. The company is witnessing a market share of
almost 8 % that is significantly lower than other competitors in retail market (Dimitrova and
Desev, 2018). Profitability and market share is a symbol of company's presence in target market
which also look inefficient.
Inefficient financial planning: Financial planning of ALDI group also look inefficient. Current
asset ratio and liquidity ratio of the company indicates that the company management not look
sufficient to use its liquidity potential effectively.

Limited product line: Product line of ALDI company not look dynamic enough to serve its
target customer base. The company is more keen towards restricting its product line bases on its
culture. Restricted product choices for customers resulted into lower market share for the
company as compare to other competitor's like M&S, Asda.
Strength
ALDI is among the top brands in retail market that also reflect the strengths of the
company.
Strong distribution network: ALDI is among the top brands in retail sector across the globe
and company's strong and potential distribution channel played major role in such a success
(HASHIM, 2020). Strong and effective distribution network of the company has enabled the
management to reach efficiently all its target customer's. Distribution network also contributed in
business expansion for the company across the globe.
Strong Brand Portfolio: Branding is one of the leading factor work behind company's success
at the national and international market. Over the years management of ALDI has strategically
invested in its branding that has enhanced the customer's faith in company's products. Strong
branding also guided the company to enter into a new market in order to expand its business.
Quality products: Product quality is among the primary factors work behind the company's
success. ALDI company has a strong customer base across the globe and the product quality of
company's products played major role in building customer's trust across the globe.
Marketing Objectives
Marketing objectives is defined as a goal behind framing marketing strategies for the
success of company's products. To enhance the customer experience management of ALDI
company launched the campaign call 'Express Ourselves'. Objectives that drives the campaign
effectively are specified in the following ways.
Improved customer experience: Improved customer experience is among the prime objective
worked behind the campaign. Company management launched products under this campaign that
can effectively meet the customer's requirements (Kull, Mena and Korschun, 2016). Company
management has also focused over improving the quality of products that also improved the
customer's satisfaction from company's products. Customer satisfaction play the dominating role
in company's presence in the target market. If the customers are satisfied enough it will improve
the growth potential for the corporate organization. Company also aimed to enhance the product

delivery experience by enabling home delivery services. All such tools used under the campaign
has targeted the customer experiences in the target market. Improved customer experience also
dominate the company's image in the market. With the launch of this campaign company
management has tried to polish the company's image by enhancing the consumer experience.
This campaign is launched for the 12 months.
Improve market share: To improve the market share of ALDI company is also among the
major objective behind the marketing campaign 'Express Ourselves'. Market share play the huge
role while evaluating the company's presence in the target market. Market share is more like an
indicator for company's performance in the market. The eye of the company management is
totally over improving market share by getting success in the campaign. This campaign is
launched for the 12 months and based on the performance analysis further strategies will also be
framed to expand the campaign for the longer time. Market share also enable the stakeholders
trust in company management decision-making process. To efficiently improve the market share
company management has also extended the product line so that management can attract the new
customer's. The company management also planned to give discounts under the campaign that
effectively attract the trust of such customer's who are loyal towards other brand in retail sector
like Asda, M&S.
Enhance customer trust: To improve the customer trust is also among the prime objectives
behind the marketing campaign call 'Express Ourselves' of ALDA company. Trust of target
customer's play an effectively role behind the company's performance in the target market. Trust
of customer's in company's products and brand leads the consumer's to procure company's
products and services (Maiyusril, 2018). With the launch of this new campaign company
management of ALDA company not just aimed to enhance the trust of existing customer base
but company management also tried to generate trust in new customer's with the products and
services. Company management also enabled the quality grievance management service in an
appropriate time that also leads to improved customer trust in company products and brand.
All the above mentioned objectives has worked behind the marketing campaign 'Express
Ourselves' of ALDA company.
Marketing Mix Plan.
Marketing mix is specifies as set of actions or strategies to improve the company's
presence in the target market and also to enhance the company's brand image in the target

market. Marketing Mix play for the ALDA company will involve various aspects to effectively
improve the company's brand image.
Product: Product is an important tool used in marketing mix model. Effectiveness and efficiency
of company's products play the huge role behind company's performance in the target market.
Retail sector is among the major growing sector across the globe that also provided huge scope
to market competition in the sector (Mugo and et.al.,2017). In such a huge competitive
environment to survive and grow in the market it is mandatory for company's to sustain the
effective products that can efficiency cope up with the requirements of the target customer's.
Company management not only focused over improving the product quality of existing products
but it also focused over launching new retail products with different features based on the
changing requirements of customer's in retail market.
Price: Price is also a crucial aspect of marketing mix model. Price is among the dominating
factor work behind the product success in the target market. In recent few years retail sector has
achieved major growth because of the increased customer base and product efficiency. IN such a
competitive environment customer's carry plenty of efficient options in affordable prices. The
company who serve the most affordable price range in the eye of target customer's shines the
possibilities of achieving higher growth in the market. While planning for the campaign
management of ALDA company also aimed to serve quality products in the most affordable
price range in order to achieve the highest customer satisfaction as compare to other competitors
in the retail market. The company management is planned to serve the best prices in the market
to improve market share by taking competitive advantage in the market.
Place: Place is a crucial aspect of the marketing mix model. With the effective use of this model
company management of ALDI will focus over targeting all the potential customer base. To
target the customer base effectively company management will focus over launching the
marketing campaign 'Express Ourselves' at all the effective marketing platform in all across the
globe. All the places will be covered in the world that carry the retail outlets of ALDI company
(Paniandi and et.al., 2018). The company will also channelize the local element in its marketing
advertisements to attract the customer's. To have the attractive prices company management will
channelize three pricing strategies market penetration pricing, market skimming price and neutral
pricing. Distribution strategies will also be a part of strategies for place. The company

management will focus over distribution strategies like intensive distribution and exclusive
distribution.
Promotion: Promotion is a crucial aspect of marketing mix model. Promotion plays the
significant role in the success of the campaign of companies. Promotion supports the reach of the
campaign in the target customer's. Management of ALDI company has planned to promote the
campaign 'Express Ourselves' at all the effective marketing channels and platform. The company
will launch the campaign over social media, internet, radio, television, YouTube, holding and
other promotional methods for the new campaign. All such mediums will enable the strong reach
of target customer for the success of new campaign. The company management will portrait all
the strong areas involved in company's products and services like affordable price range, strong
customer grievances in its marketing advertisements.
Packaging: Packaging is the fifth element involved in the marketing mix. Packaging play the
huge role behind the customer attraction towards company's products. Packaging must be
designed in a way that product become memorable for customer's after seeing the product.
Packaging of ALDI products is always an attractive tool that work behind the product's success.
Management is also planning to use new designs, colours over the product packaging to make
products look more attractive and interesting.
Positioning: Positioning is also a crucial aspect of the marketing mix. Positioning play a huge
role in product presence in the target market as it made products reachable for the target
customer's in the market (Papadas, Avlonitis and Carrigan, 2017). Company will channelize all
its distribution channels to effectively position all its products over all retail outlets of ALDI
company. Company management has also planned to position the company's products over
internet at company's websites so that customer's can place the order's from anywhere in the
world. All such tools involved in product positioning will enable the company management to
effectively reach the target customer's with product positioning.
People: People is among the major tool behind all marketing and product strategies of the
corporate organizations. People is denoted as the target customer's of company's products. All
strategies and policies of company's are based on the target people for company's products and
services. The company management of ALDI is planning to target all its existing customer's and
also to new customer's to improve the market share. Marketing campaign of 'Express Ourselves'
will target all customer segment young, old and children's irrespective to all the genders.

All the above tools involved in marketing mix will drive the campaign 'Express
Ourselves' of ALDI company effectively. The company will target all its prime objectives under
the campaign so that all the business objectives of the company can be achieved efficiency.
Strategies use under marketing mix will continue for the next one year. The company
management will also enable possible development based on the performance management so
that all the company's objectives can be achieved efficiently.
Proposal to improve customer service
Customer service is specifies as the interaction between company's representative and
buyer before, during and after the procurement process. Customer service play the major role in
building brand image of company in the market (Patil and Bach, 2017). Happy customer is a way
to achieve success in the market and customer service is a tool that effectively keep the
company's consumer base happy. To improve the customer service company management of
ALDI is aiming to channelize some effective marketing strategies.
Social Media Customer Support: Social media customer support is an effective strategy use by
the corporate organisations to enhance customer service experience with the use of social media
network. To achieve the higher success of the campaign 'Express Ourselves' company
management of ALDI is planning to enable social media for the customer service. This strategy
will enable the customer's to get resolved all the issues over social media and also to place
order's over social media applications like Facebook, Instagram. This is an effective strategy as
all target customers are active over social sites and internet and this strategy will also enable the
company management to sustain its consumer base for the longer time irrespective of market
competition.
Content Creation: Content creation involve sharing all the product information over internet
with the help of content. This is an effective strategy that efficiently convey all the details about
the products precisely to target customer's over internet (Potipiroon, Srisuthisa-ard and Faerman,
2019). Availability of relative information of products over internet will also enhance the
customer service experience. Customer's also get complete detail in respect to competitive edge
for using company's products over other products in the retail market. All such aspect of content
creation will enhance the customer service experience under the campaign 'Express Ourselves'.
This strategy also suits over the campaign title.

Sharing customer stories: Solving customer's grievance is not only the way to improve
customer services. Marketing team of the ALDI company will also focus over sharing customer
stories over social media handle like Facebook, Instagram of ALDI company and also over
company's websites. This is an effective strategy to improve the customer relationship
management. This tool will effectively sustain the customer base as this will drive the company
management to not only improve the customer satisfaction level but also to project the customer
satisfaction over different marketing channels. This strategy will also improve the brand image
of ALDI company.
Customer Loyalty Program: Building customer loyalty program is also an effective tool use to
improve customer service (Sulaiman and et.al., 2017). This strategy enable the company
management to keep engaged with loyal customer's of company. Under this strategy company
management will give loyalty bonus on every purchase. Customer's will also get advantages like
free shipping from the collected points, quality discounts and other associated benefits like free
shipping. This strategy will potentially enhance the customer experience. This is a well efficient
strategy to attract new customer's for the company's products.
All such strategical tool will enable the company management to build healthy
relationship with target customer's. All such strategies will effective enhance the customer
services and consumer satisfaction as well. All such strategies will continue for the next one
year.
CONCLUSION
TOWS analysis has concluded in this report. Various strengths, weaknesses,
opportunities and threats has concluded with the guidance of TOWS analysis. Suitable objectives
like improve customer experience, improve market share has also concluded in this report for the
campaign of the company call Express Ourselves. A suitable marketing mix has also concluded
in order to achieve all such objectives involved in Express Ourselves campaign. Various factors
like product, place, price has concluded to analyse the campaign with the support of marketing
mix. This report has also concluded the ways to achieve higher customer service. This report
concludes the strategies like social media customer support, content creation, sharing customer
stories and customer loyalty programs. This report has specifically concluded how all such
strategies will build an efficient customer service management for the company.

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Online
Marketing Management, 2020. [Online]. Available Through:
<https://www.edx.org/course/marketing-management-2>.