Marketing Management: ALDI Marketing TOWS, Objectives, and Marketing Mix Plan

Marketing Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Marketing TOWS.........................................................................................................................1
Marketing objectives for 'Express ourselves' marketing campaign.............................................4
Marketing Mix Plan of ALDI......................................................................................................5
Customer Service Engagement of ALDI.....................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing management is one of the major function of an organization. The marketing
management gives opportunity to a business or company to promote own products and services
in the market. Without effective marketing management a company can't achieve its decided
goals on time. Currently many businesses are investing huge fund in their marketing campaigns
to build large customer base in respective markets segments. This type of managements is
completely managed by the marketing manager of a company, in which that manager prepares
specific marketing plans for boost their brand in different markets (Bhasin, 2018). This report
discusses marketing management of ALDI. It is one of the popular retail companies which
currently has large market share in European retail industry. There are TOWS analysis, different
marketing objectives, a productive marketing mix plan and different suggestions of improving
levels of customer service has been included in this report.
Marketing TOWS
TOWS analysis is a very productive strategical tool for businesses which shows major
internal factors of a business. Basically, TOWS shows four factors of ALDI here called threats,
opportunities, weaknesses and strengths. Marketing team of this company is capable to develop
some innovative marketing techniques through this analytical tool. These four major factors of
this analytical tool has been discussed below;
ALDI Strengths (S): Currently
company has very huge market
share in retail industry. Top-
level management of company
mainly focuses on expand their
business operations in new
market segments. Its current
expansion process is also very
effective, because it has
succeeded in expanding its
operations many European
countries. This company uses
competitive pricing strategy to
Weaknesses (W): The
company gain very low margin
on its products and services,
because it has offered vary low
prices to customers. This
company still using traditional
business strategies in their
daily operations. In this case,
these traditional strategies are
giving much effective return to
the company. Its research and
development team is also not
effective on their job role,
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set prices of their products and
services, in which this pricing
strategy is too good to the
company for taking huge
competitive advantages in the
market (Williamson, 2018).
Company has skilled and
talented workforce too in its
business environment which is
effectively covering all
activities of the ALDI.
because this team takes too
much time to innovate or
produce new range of products
and services in retail industry.
There is decision-making
ability of top-level
management is not excellent,
because many times its
management takes very poor
and unproductive decisions in
the business environment.
Opportunities (O): The
company has great opportunity
to expand its business
operations in new countries.
Marketing team of company is
able to take huge advantages
from digital marketing tool, so
it is another great opportunity
to this company. Literally,
company will gain large
market share in retail industry,
if its marketing team
implement digital marketing
tool in their operations.
Currently ADLI has
opportunity to sell its products
and services on e-commerce
sites as well. It can increase its
revenue through selling
products on own e-commerce
SO Strategies: The top-level
management of company is
able to develop great growth
opportunities by using its
strengths. For example;
currently company has great
reputation or brand image in
retail industry. In this case, this
effective reputation is a
strength of company, its
management is capable to
develop business expansion
opportunity by using its
current market reputation.
According to company's
strengths and opportunities,
management has opportunity
to use “business expansion
strategy”. This strategy will
really help to this company,
WO Strategies: According to
company's weaknesses, it is
still using traditional business
strategies in their daily
operations. Basically these
strategies are not giving
effective results to company.
In this case, ALDI has
opportunity to use “digital
marketing strategy”, because it
is a type of modern business
strategies. This digital
marketing strategy will help to
company for gaining effective
results in retail industry.
Nowadays, it is the finest
strategy to all businesses for
positively influencing
customers in the market, so
this company is also able to
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