Marketing Management: ALDI Company Marketing Campaign

This document discusses the marketing campaign of ALDI company, focusing on the internal and external environment analysis through TOWS matrix. It covers marketing objectives, marketing mix, and recommendations for improving customer service.

Marketing
Management

Table of Contents
1.0 INTRODUCTION.....................................................................................................................3
1.1Background of the company .............................................................................................3
2.0 MAIN BODY.............................................................................................................................3
2.1 Marketing Audit ..............................................................................................................3
2.2 TOWS Analysis ...............................................................................................................3
2.2.1 TOWS Matrix of ALDI company................................................................................3
3.0 Task 2.........................................................................................................................................6
3.1 Marketing objectives........................................................................................................6
3.2 Marketing Objectives for ALDI ......................................................................................6
4.2 TASK 3......................................................................................................................................7
4.1 Marketing Mix .................................................................................................................7
5.0 TASK 4......................................................................................................................................9
5.1 Customer service .............................................................................................................9
5.2 RECOMENDATION.....................................................................................................10
6.0 CONCLUSION........................................................................................................................11
7.0 REFERENCES........................................................................................................................12

1.0 INTRODUCTION
Marketing management is the proper planning, controlling, organizing and implementing
of the marketing polices, strategies, programs, design to create and satisfy the demand for the
firms ' product offering or services as a means of generating an acceptable profit.
1.1Background of the company
This report will cover marketing campaign of ALDI company. It will provide 12 moths
marketing campaign ' Expressing Ourselves”. This campaign will run from 1 may 2020 to 30th
April 2021. This report will analyze the affect of internal and external environment through the
TOWS for he the company. On the basis of this tool this report will analysis the 3 objectives
which will be set for the “ express Ourselves” marketing campaign. This campaign will also
include the marketing mix and in the end of this report will provide a proposal on how this
company can improve their levels of the customer services as a part of campaign.
2.0 MAIN BODY
2.1 Marketing Audit
A marketing audit is a thorough review of your marketing plan, objectives,
strategies, and the current activities being executed in your small business. The goal is
to see what's working and what isn't so you can identify areas for improvement.
2.2 TOWS Analysis
Tows Matrix is the analytical tool which used to compare and select the business
strategies to attain the overall objectives and goals of the company. This tool covers the threat,
opportunities, weakness and strength (Carr., 2017). This will be helpful for ALDI company to
understand affect of internal environment on their business.
2.2.1 TOWS Matrix of ALDI company
Threats
 One of the major threat for the ALDI company is their competitors. They are getting huge
competition on the global level. Their are some top retailers companies like Walmart and
TESCO having huge reputation in the worldwide, and they are having strong hole ion
most of the countries (Cramer., 2019). There are some other retailer companies like
Amazon move into the Grocery which is affecting to the ALDI company, and they are
facing potential threats from them.

 New technology developed by the other competitors are becoming threat for this
company and it can affect on their future expansion.
 Price of the raw material is increasing day by day and it is also affecting the product
prices. It is important for the ALDI company to make good relation with the suppliers
because this can help them to get discount, and they can add some value in their product
and satisfy their customers effectively.
 Increasing trend towards isolationism in the American economy can lead to similar
reaction from other government thus negatively impacting the international sales.
Opportunities
 ALDI company should look for innovation in their website which can lead them to
become more successful (Deepak and Jeyakumar., 2019). It is an opportunity for this
company, and they can take competitive advantages in the market.
 Company can gain competitive advantages through the treading technology. Leaders and
managers of ALDI company should implement new technology in their workplace, so
they can increase their productivity and better equipment improve the services. This will
also affect on their profitability because new technology will attract customers in their
stores which will increase their profitability.
 ALDI company is opening a new market because they get approval from the government.
The implementation of the new technology and free trade agreement has provided ALDI
company an opportunity to enter a new emerging market.
 Lower inflation rates – low in the counties inflation rates bring more stability in the
market v, enable credit at lower rate of interest to the costumers of this company.
Weakness
 one of the major weakness of ALDI company is their customer services for both online
and offline. Employees for the offline services are not able to satisfy the needs of the
customers which is affecting on their profitability. Offline customers services of the
ALDI company is also bed because customers executive of cannot solve query of the
customers related top the product and services (Ellram and Murfield., 2019). It is also
affect on their brand image so it is important this company to look for improvement in
their customer services.

 ALDI company is not using their financial resources properly. They are having enough
financial resources, but they are not using properly. They can take competitive
advantages in the market if they use their financial resources properly.
 Higher attrition rates in workforce – compare to the other organizations in the industry
ALDI company has a higher attribution are they are having more to spent on the
development and training of the employees.
 There are huge gapes in the product range sold by the companies. This lack of choice can
give new competitor a foothold in the market.
Strength
 ALDI company has strong distribution network which cam reach to the majority of their
potential market.
 This company has strong base of reliable suppliers of the raw material thus enable the
company to overcome any supply chain bottlenecks.
 Brilliant Performance in the New Markets – ALDI has built skillfulness at entering new
markets and making success in those markets (Haider And et.al ., 2017). The enlargement
has helped the company to build new revenue stream and modify the economic cycle
risk in the markets it operates in.
 This company is relatively successful at execution of the new projects, and they able to
generated good returns on their capital expenditure by building the new income steams.
Strong Brand Portfolio – Over the years ALDI has invested in building a strong brand
portfolio (Heydari and Mosanna., 2018). The SWOT analysis of ALDI just underlines
this fact. This brand portfolio can be extremely useful if the organization wants to expand
into new product categories.
 Automation of activities brought the quality ion their product and services and also has
enabled them to scale up and scale down on the demand competition in the market where
ALDI company is operating their market.
 ALDI company has strong cash flow in the company which means they are having cash
inn their hands, so they can use these resources in the new projects and achieve
competitive advantages in the market.

3.0 Task 2
3.1 Marketing objectives
Marketing objectives are target of the company which they set to achieve their business
goals. It is important for the every organization to make their objectives, so they can achieve and
gain competitive advantages.
3.2 Marketing Objectives for ALDI
Objective 1
 To improve the customers services of the ALDI company so they can increase their sales
by 20% till the end of the year.
Justification
This will be the aim objective of this campaign to create better experience for the
company on the both online and offline platform. This is important for this company to improve
it because their employees and customers care executive are not able to provide quality services
to their customers and it is affecting on their profitability. This campaign will help them to
improve their customers service's, and they can able to satisfy their customers and take
competitive advantages in the market where they are operating their business. ALDI company
can also gain customer satisfaction through the better customers services.
Objective 2
 To increase the market share by 10 % till the end of this year
Justification
This campaign will help ALDI company to increase their market share by 10 percent
(Juniadi, Astuti and Fadillah., 2019). Main focus of the campaign “ Express Ourselves” will
focus on the company's expansion in the other developed countries. It will help them to increase
their business, and they can also give competition to the other international retailers brands who
have strong hold on the global markets. They will also use some pricing strategies and build
good relation with the suppliers, so they can add some value in the product and they can provide
quality product in the fewer prices. It will help them to take competitive advantages and also
increase their market shares.
Objective 3
 To use companies financial resources properly, so they can increase their profitability
25% till the end of this year.

Justification
This marketing campaign will focus to use proper financial resources of the company, so
they can increase their profitability and take competitive advantages. They will also provide
training and development programs to their employees (Kirkby And et.al., Accenture Global
Services Ltd, 2019). It will increase task efficiency of the employees, and they can increase their
skills and potential. Some of the amount will be used in the social media camping which will be
useful to attract new customers in the market in less amount, and they can also promote their
product and aware about their product to the potential buyers. Leaders and managers of the
ALDI company will financial resources on the other operational activities so they can make this
company successful and company can take competitive advantages in the market where ALDI
company is operating their business. This campaign will focus on the financial resources and
increase cash flow in the workplace of the company.
4.2 TASK 3
4.1 Marketing Mix
The marketing mix is crucial tool which can help ALDI company to understand what
their services and their products can offer to the customers and how to plan for the successful
product offering. Marketing mix plan is made up of 7 p's of the marketing which are – product,
place , promotion, price, people, process and physical presence.
Marketing Mix of ALDI company
Product
Marketing team of the ALDI company will use the resources of the company to develop
the product by research the trends in the market, and they will also look to innovate their website
so customer services can be improved. This will help customers to provide quality products and
better customer services (Kotler and et.al., 2018). Marketing team will study about the needs and
demand of the customers and according to the demand of the customers company will develop
their products and improve the services for the customers.
Place
ALDI company will run their campaign in the market where they have opportunities to
expand their business. It will increase their market shares, and they can show there presence in
the new market. India and china are the two developing counties where ALDI company have
chances of the expansion, and they can increase their profitability as well (Pasquier and

Villeneuve., 2017). They are having more opportunities in those market so company can achieve
their marketing objective and increase their profitability successfully.
Price
ALDI company will use competitive marketing strategies to achieve their marketing
objectives. They will offer quality products to the customers in the law price, so they can attract
customers towards their retailer shops and provide them valuable products. It will help them to
gain locality of the customers, and they will refer others to but their products from the ALDI
company supermarket. Leaders and mangers of the company will also establish good relationship
with their suppliers, so they can get raw material in the less price, and they can add value in the
products. It will enable them to provide quality products in the less prices as compare to the other
brands.
Promotion
Company will promote their campaign thorough the digital marketing tools such as social
media marketing. It is because this is one of the best platform where company can promote their
products effectively (Porssa, A. and Mirzazadeh, H., 2016). They can also canalize that how
many people are visiting their campaign and it will enable them to make new customers. It will
affect on their profitability and company can increase their profitability in the target markets.
Marketing team of the ALDI company will also advertise their product on the TV and new
articles to attract the customers of old age group. It will cover both the age group of people old
and young age group.
People
Management of the ALDI company will provide tanning and development to the
employees, so they can give their best in the market which will affect on the companies
operational management (Salazar, Mills and Veríssimo., 2019). They will also organize
programs in which they will lean how to provide quality services to the customers who enter
their stores. This will increase their experience and they can give their best to achieve the
objectives of the company and make “ Express Ourselves” campaign successful.
process
The process aspect of a marketing mix of the ALDI company case refers to the process
of keeping their customers happy by providing the fast billing of the product they buy from the
stores and easy equipment of the products in their stores offline as well as online. ALDI

company will achieve this by the workers competent staff and paying attention towards the
customers grievances, and they will improve their customer services to address their issues
which create them.
Physical
The ALDI company stores are not overly elaborate like those of Sainsbury and other
grocery stores (Saurabh, Sharma and Jung., VideoMining Corp, 2019). This is because ALDI
company doesn’t see the point in spending more than the necessary amount of money on
furbishing in their stores. Having said this, all its stores of ALDI company are clean and well
maintained. They are easy to sail with all products well categorized and easy to search. Offers in
the stores are also placed such that they lure customers into purchasing more than what they
need, all the while impression that they are in fact preserving their financial resources.
5.0 TASK 4
5.1 Customer service
Customers of the ALDI company are not happy with the customers services. Employees
are not able to provide customers satisfaction, and they are not able to solve query of the
customers on both online and offline (Shaw., 2016). It is important for the management team of
the ALDI company to provide them training and develop skills in the employees to improve
their customers services. Improved customers services can help their company to achieve success
in their business and they can achieve objective of their campaign. Here are some strategies
which can help this company to improve their customer services and make better experience for
their customers.
Training and development
Training and development of the employees can help ALDI company to improve their
customers services. This is responsibility of the managers of the company to give proper training
to their employees, so they can understand how to talk with the customers and how to treat them
when they enter the stores. It will help them to adopt new skills, and they will learn how to make
good relation with the customers and gain their loyalty by the better services.
Learn to empathize with customers
Empathize is the ability to understand what customers of the ALDI company are feeling
and where they are coming from. While, some people born with these skills built some
employees needs to acquire these skills. It is important for the employees who are working in the

ALDI company's workplace. They should listen to the problems faced by the customer and
understand how they are feeling. It will make them understand, and they can help those
customers . It will also help to create good relationship with the customers and company can gain
customers loyalty. ALDI company should use these strategies in their workplace and provide
their employees to feel their customers problem.
knowledge about products
Employees of the ALDI company can provide solution to the customers if they are
having proper knowledge of the product and services they are providing. if they are not having
any knowledge about the product of this company then they will not solve query of the
customers. It important for the superiors of the company to ensure that their employees have
proper knowledge of the products and services in detail, so they can understand needs and
demand of the customer and make their customers happy with the customer services.
Effective communication
Effective communication is one of the best way to improve the customers experience.
ALDI company can provide better customer services to their buyers if their employees have
effective communication skills in themselves (Singh, Singh and Shriwastav., 2019). This can be
improved by providing knowledge about the effective communication skills to the employees
who are working in ALDI company. Superiors of the company should communicate with their
employees and make them learn what are benefits of the effective communication and how they
can envelope these skills. It will create better experience from the customers who will come in
their stores and create positive image among the customers mind. Employees should know how
they should talk with the customers and listen to their needs and demand. It will enable this
company to improve their customer services, and they will able to achieve their campaign goals
and their objectives. This will also help them to take competitive advantages in the market.
5.2 RECOMENDATION
ALDI company should improve and innovate their online website and look for their
innovation. They should improve their customer services on the online website because their
customers are not able to connect with the customer service providers or otherwise they have
hold their call for the long time which is affect on the companies image. They should recruit
more employees for the company who can solve the query of the customers for their online
website. Recruitment of the new employees will improve the pick up time for the customers, and

they cannot with the customers service provider easily and discuss their query to them. They
should also improve and innovate their website and add some new option to provide better
customers services. They can also guide about the query faced by the customers through the
video. They can post video and customers can see how to solve their problems. This can be used
by the ALDI company, and they can make their company successful in the competitive market.
6.0 CONCLUSION
As per the above report has been cover marketing campaign of the ALDI company “
Express Ourselves”. It was for 12 moths marketing campaign which will run from 1 may 2020
to 30th April 2021. This report has been analyzed the affect of internal and external environment
through the TOWS for he the company. On the basis of this tool this report has been analysis the
3 objectives which will be set for the “ express Ourselves” marketing campaign. This campaign
also has been concluded the marketing mix and in the end of this report has been provided a
proposal on how this company can improve their levels of the customer services as a part of
campaign.

7.0 REFERENCES
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