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

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.