Marketing Management: ALDI Company Marketing Campaign

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.