Marketing Management

Marketing
Management

Contents
INTRODUCTION.......................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1 Market audit of Aldi...........................................................................................................................3
TASK 2.......................................................................................................................................................6
P2 Finding and setting smart business objectives....................................................................................6
TASK 3.......................................................................................................................................................8
P3 Marketing mix of Aldi........................................................................................................................8
TASK 4.....................................................................................................................................................10
P4 Measures of customer satisfaction...................................................................................................10
CONCLUSION.........................................................................................................................................12
REFERENCES..........................................................................................................................................13

INTRODUCTION
Marketing management connotes the planning, directing and controlling the procedure of
promotion and advertisement of specific product or service by a business enterprise. In this
report, principles and concepts of marketing management is applied on Aldi. Aldi is a German
discount supermarket chain. It is a family business split in two parts Aldi Nord and Aldi Sud. It
was founded in the year 1946 by two brothers Karl Albrecht and Theo Albrecht. The report
includes the statement and justification of marketing objective according to SMART model. The
report covers explanation of principles and common practice of marketing audits. The report also
includes assessment of Aldi competitive position using TOWS matrix. The report contains
marketing plan of 12 months (Kotler, and et. Al., 2018)
.
TASK 1
P1 Market audit of Aldi
Marketing Audit
Marketing audit is an analysis of internal and external marketing environment of business
enterprise. It comprises of all elements of marketing such as strategy, tactics, positioning, target

market, advertisement media and pitching process. It is used to find out the areas of
improvement, loophole in marketing plan, issue and recommended plan of actions.
TOWS analysis
TOWS analysis is performed to understand the external threats and opportunities that
come with the existing internal weaknesses and strengths. These factors are thoroughly studied to
create a marketing framework that produces the best results when implemented at Aldi(Keegan,
2017)
.
TOWS matrix of Aldi
Aldi Strengths Weaknesses
1. Effective utilization of
the channels
2. Brand position
1. Research and
development
2. Less diversified team
Opportunities 1. Online presence-
updated website
2. E-commerce
3. Social media
4. Seasonal deals
Threats 1. Competitors
2. Online media
3. Suppliers
1. New entrants
2. Exchange rates
Strengths: Aldi uses the marketing media channels wisely. It sends promotional emails, posts
regularly on social media accounts, engage in public relations activities. Among the sea of strong
competitors, Aldi positions itself as a brand that provides high quality products in fewer prices
than its competitors. It also uses advertising campaign strategies like ‘Like Brands’ to attract
prospective customers (Deepak, and Jeyakumar, 2019)
1. .
2. Weaknesses: Aldi is investing less than recommended resources on the research and
development. It is important to understand the needs and desires of the audience to before
exposing any product promotion in front of them. Any strategy that is not based on the
expectations of the audience end up as failure wasting the time and the money of the