Marketing Management-Individual Report

This Marketing Management-Individual Report discusses the marketing strategies and objectives of ALDI, a leading supermarket chain. It covers topics such as TOWS analysis, marketing objectives, marketing mix plan, and proposals to improve customer services. The report provides insights into ALDI's marketing approach and how it aims to enhance its market share and customer satisfaction.

Marketing
Management-Individual
Report

Contents
Overview of company......................................................................................................................3
MAIN BODY...................................................................................................................................3
1. 1. Marketing TOWS for ALDI:....................................................................................3
2. Marketing objective for ‘Express ourselves’................................................................5
3. Marketing Mix plan for ALDI......................................................................................6
4. Proposal to improve the level of customer services......................................................8
REFERENCES..............................................................................................................................10

Overview of company
The study cover marketing management task in context of ALDI, a Germany based leading
supermarket chain. The Aldi Company is Albrecht and discount mixture. The supermarket
chain is known for its "daily low prices" strategy that does not take into account multi-
commercial deals like buy one and get one free. The corporation also emphasizes on products of
its own label that account for about 90 percent of UK revenue (About Aldi, 2020).
MAIN BODY
1. Marketing TOWS for ALDI:
TOWS Analysis is variation of SWOT Review and a standard market analysis tool. TOWS as
well as SWOT are an expression for multiple of word arrangements named: Strength, Weakness,
Opportunities and Threats. It acts as base for development of a corporation’s market plan and
strategy (Aslan, Çınar and Kumpikaitė, 2012). In this regard following is marketing audits
findings for ALDI derived through TWOS analysis, as follows:
Threats:
After the company Amazon has taken over an American grocery retailer named Whole
Foods, the British grocery sector is worried that Walmart will take away the market share.
Although Whole Foods now has 9 United Kingdom subsidiaries, retailers remain wary, since
Amazon also strives for worldwide market domination, which means that Aldi may sacrifice
some of its market-share in UK.
Aldi is not first or only German company to expand and increase its United Kingdom market
sharing. Lidl now has a 5 percent market sharing in UK and is projected to becoming 7th biggest
retailer above high-end supermarket store Waitrose. Furthermore, the sales of supermarket
brand grew by 6 percent yearly, as contrasted to just 0.6% increase in branded goods, which
means that shoppers who choose cheaper options to Lidl or domestic labels could jeopardize
Aldi's existing growth performance.
Opportunities:
The consumer's requirements are rising and the willingness for the consumer to spend is
also increasing, as consumers are ready to spend higher prices for services. There are ranges of
new varieties of items particularly in niche markets that provide new commercial opportunities.

A range of company Aldi's products are recently rated the finest or better options to
luxury brands in world. An instance is the fact that the Lacura exfoliating masks, that beauty
blogs have declared to have been as perfect for a high-end edition that costs £ 39, are called by
experts around the world given the prices that they cost lower than £ 10. This offers Aldi a
potential to grow these product-line as well as improve and broaden its product portfolio (i.e.
beauty and liquor ranges).
In light of its growth plans, Aldi expects to generate 4 000 jobs within UK in the wake of
growing demand and intends to expand its figure by year 2022 from seven hundred to thousand
shops. A similar approach is that for Aldi by growing its exposure and its position in high street
by launching Express outlets, which are smaller outlets with the necessary goods that are needed
by customers.
Weaknesses:
Discount shops operate on small margins and so rely significantly on sales volume. They
also employ particularly deceptive tactics such as price manipulation and unfairly handle vendors
to ensure their profits are stable.
In attempt to succeed on the business, Aldi must have higher level of profitability. They also
have to work in many shifts as well as are paid lower than any other comparable workers. It
causes a great deal of workplace disappointment and attrition.
Discount outlets are preferred primarily by low to medium-sized incomes groups. Aldi's
higher-income customer groups are exceptionally rare because, although they have been
in market for even more than one generation, they often have to reach low income classes.
Strengths:
Discount store franchises such as Aldi survive since they can supply the buyer with cheap
pricing. Many of what people buy in these shops every day was priced at much cheaper rates
than most big retailers, which makes their organization extremely popular.
Discount supermarket chains also build a powerful environment that has altered the most
important food supermarket parameters. When the only aspect of competition was size, today the
proprietor of discount store/outlet incorporated other factors such as accessibility to shopping,
different locations, product selection and lower duration to queue for buyers.
Discount outlets chain such as Aldi has a diverse merchandise range as their greatest
advantage. At Aldi, general goods that take up greater than 25 percent of the overall shelf area

are a significant component of commodity mix. Therefore, luxury labels including private label
labels do not get a discount. Nonetheless, in each product segment the position in product mix is
quite distinguished between items and brands.
The lower prices offered in Aldi products allow greater discounts than any competing
companies. While marketed goods are cheap prices on rotating basis, stores often sell a wide
range of items that are not marketed that are often priced at cheap rates. The discounted stores
give greater than 50 % of monthly discounts relative to competing supermarkets within same
area.
2. Marketing objective for ‘Express ourselves’.
Marketing strategies tend to influence the company and the targets require input from all
marketing teams to be viewed as important. The link between marketing and sales is all too often
a war. The sales team needs to see even more business-qualified leads, as well as the marketing
team claims they are delivering them at the specific time (Das and Sivakugan, 2016). It is
necessary for the management team of ALDI to set the smart objective that is the approach helps
the team to help plan campaign efforts and assess how effective new goals will be. Effective
setting of targets includes KPIs and objectives to be placed on the plans. Each of the campaign
goals will be allocated percentages, timelines, and measurements. KPIs and marketing analytics
enable manager to measure success across the process, as well as to analyze outcomes at the
conclusion of the specific campaign. In the context of new campaign of ALDI some basic
objective are discussed below:
1. Sales Growth: Marketing team must have an eye on overall turnover (amount of money
flowing into within company through different operation and business activities) and record
the number of units sold that directly increases profits for that period. All of those measures
should help to achieve desired goals set through new campaign increasing ALDI revenue.
Track shifts to see patterns and variations across different time periods as well as over the
period of promotions or strategic programs. Thus company make objective to increase
online sales by 10% within the next 12 months.
2. Market Share: The total market share is really the proportion of a marketplace which is
dominated by ALDI by selling different commodity. It measure allows manager to align
new business program in respective areas and field, which are still out of reach and find
opportunities to meet the capacity for success. Marketing team would also need to learn the

present market share to calculate shifts in market share. This can be analysed by comparing
the overall sales and market value of ALDI business or regional area to determine actual
market share (Basil, 2019). Moreover to determine the exact figure they can split the gross
sales for the company by the overall industry sales. This measure should give manager an
approximation of the percentage of demand of brand in particular market. So they can more
effectively arrange the new campaign and attain maximum market share above all the other
super market in UK and across entire world.
3. Social Media Engagement: Manager can also use KPIs when participating in digital tactics
relevant to social networking, because they contribute to social success. Thus ALDI main
objective are:
Increases followers: quantity of additional customer gained during a given span
Amount of posts: number of feedback made on ALDI articles or tweets
Number of shares: amount of times your content has been shared
Number of opt-ins: number of leads created by your social networks and articles
Traffic to website: proportion of your web traffic relating to social networking publications;
3. Marketing Mix plan for ALDI
To produce above marketing targeted outcomes ALDI has to establish marketing mix
approach which helps to accomplish large marketing plan by the implementing these approaches
that tackle the specific facets of new campaign “express ourselves”. The following are an
overview of the seven components of the marketing mix and proposed approaches for each of
ALDI:
Product:
1. ALDI provides goods with a range of accessible choice, which helps buyers to pick the
product type that fits them better.
2. Company can offers widely specialized goods, with numerous apps that rivals don't bring
to consumers. Hence, the goods are regarded as original (Hollensen, Kotler and Opresnik,
2017).
3. Its goods are seen to be of superior quality than rivals. Buyers are thus ready to pay a
premium for all these goods and needy commodities.
Price:

 A sustainable demand dependent approach is the latest pricing technique to determine the
price point that ALDI practices. That is because, owing to a vast number of rivals within the
market, data on rivals is readily accessible.
 Furthermore, it sometimes uses commodity bundle selling, where goods are packaged and
priced at rates below the amount of individual things.
 It often implements an alternative package pricing approach on certain goods, where it
provides a discount for the base component and different rates for the corresponding
accessories.
Place:
 ALDI markets its goods through two commercial networks. The first one is at which it
markets the internet service exclusively to the client. The secondary is that it supplies to
distributors who then distribute to numerous distributors situated across the world. They
then offer to their clients (Wilson, 2019).
 ALDI provides a large volume of internet purchases on its portals, and regular traffic. To
operate its electronic activities, ALDI has collaborated with various suppliers of logistics
systems to offer sales as per schedule.
Promotion:
 ALDI takes advantage of several advertising outlets to market its goods. It uses mainstream
media and involves television and radio advertising. It is advantageous because of its vast
scope and potential in drawing a significant number of citizens. This utilizes ads digitally
and in social media, which is inexpensive and advantageous thanks to the growing usage of
the Web.
 Despite of strong usage of different social networking sites with an emphasis on YouTube,
Facebook and Twitter Company advertises regularly about their goods and offers. On such
sites, it has approximately one hundred million likes or customers followed, who browse
daily material posted by marketing team.
People:
 ALDI seems to have a customer support team and staff employed. Consumers approach this
in terms of any difficulties inside the company and this staffs tells customers through the
method of fixing the issues. Such employees are educated to value the customers and make
every attempt to fix their problems.

 ALDI has staff employed in grocery shops who are supporting the consumer on location,
addressing their concerns or supporting them determine which what better fits their
requirements (Reible, 2017).
Process:
 ALDI ensuring its goods are still accessible in retail outlets has built software that retailers
will alert when their stock numbers are limited. ALDI supply them with more items to refill
their stock when ordering their outputs. This means goods are still affordable to consumers
whenever requested.
 ALDI provides an electronic distribution mechanism in which requests are issued through
the computer network and the actual commodity from the store is delivered to the service
supplier depending on such requests.
Physical evidence:
 ALDI markets its items in unique, readily recognizable paint packages on store shelves. This
are put on the company's unique shelves which often have a specific colour and pattern. This
makes the positioning of these shelves in busy department stores convenient for consumers.
 ALDI provides a user-friendly multimedia platform that helps consumers to display their
items in high-quality photographs captured from different perspectives.
4. Proposal to improve the level of customer services.
Making customer satisfied is the primary task for every retail business in the present time as
there are various options available for customers. Some of the basic ways recommended to ALDI
in order to increase the level of customer services are as follows:
 Seek Customer Feedback: Communicating with the clients in order to gain reviews always
is a most significant positive strategy to increase the customers’ confidence and their interest
within ALDI products. This lets them believe that company respect them and are able to fix
their problems at in most pleasant way. This may help to create trust, which could also
discourage them from expressing their complaints or derogatory social media messages
(Calco and Veeck, 2015).
 Use CRM Platforms: It offers invaluable insights into your clients that can help you
appreciate their desires, sell more efficiently, as well as provide each consumer with a
customized experience. Many CRM applications can be used on various computers,

including desktops, notebooks and handheld devices that can support your clients from
everywhere in the world anytime.
Aldi must take care that it maintains the trust and loyalty of its customers because it is very
important for its success. It can take the following steps to enhance its customer service-
 Practicing active listening- For providing best customer service it is necessary that a
company pays heed to what the customer wants to convey. It may be a problem, grievance
or an issue with the products and services of firm. Aldi has to find out if its clients face any
problems and if there are any then they should be rectified.
 Emphasizing with customers- It is important for a company to emphasize with its
customers to know the feelings they have. Aldi hast to find out the feelings which clients
want to convey and thus should take the necessary actions required according to them.
 Using positive language- Language is the key to winning the heart of a customer. Aldi’s
staff should be trained to use positive language so that they can deal effectively with the
customers to ensure a better experience for them.
 Improving technical skills- Improvement of technical skills is essential to deal with various
queries customers can pose. Aldi’s staff can use them to deal with clients’ problems and
finding their solutions.
 Knowing products and services- Sound knowledge of product or service which is being
sold to customer leads to a good impression. The staff of Aldi should be trained in this
regard so that they have full knowledge and information (Wymer, Boenigk and Möhlmann,
2015).
 Looking for common ground- It is important for staff of a firm to quickly read the
expressions of client and act accordingly. The employees of Aldi should be trained for this
so that they can manage to convince the customer to buy a product.
 Effective communication- Effective communication is highly essential for firms to deal
properly with their customers. Aldi’s management needs to communicate effectively with
customers.
 Dealing with feedback- The feedback given by customer should be given the highest
priority. Aldi’s managers need to deal with it so that problems or issues of customers can be
solved.

 Willingness to learn- There must be a willingness to learn in the staff of the company to
realize their mistakes of last time while dealing with a customer. It is important that
mistakes are not repeated again in order to facilitate a smooth customer experience.
From above study it is also proposed that marketing plan is essential aspect for a
corporation’s success. It provides detailed analysis about effective marketing steps as well as
existing implemented strategy. Marketing plan relates to detailed guide or strategy that details
the promotional and promotion strategies of coming year. It outlines corporate practices that
accomplish particular marketing goals in a specified time frame. Strong marketing strategy
is basis for an excellently-written marketing campaign in order to accomplish objectives.
Although there is a number of an event in marketing plan, this is of no use to company without a
solid strategic framework. A marketing strategy often provides a summary of a company's
current business role, target market topic and the product mix to be used by an organization to
meet its business objectives (Wymer, Boenigk and Möhlmann, 2015).

REFERENCES
Books and Journals:
Aslan, I., Çınar, O. and Kumpikaitė, V., 2012. Creating strategies from tows matrix for strategic
sustainable development of Kipaş Group. Journal of Business Economics and
Management. 13(1). pp. 95-110.
Basil, D. Z., 2019. The Fundamentals of Social Marketing. In Social Marketing in Action (pp.
23-44). Springer, Cham.
Calco, M. and Veeck, A., 2015. The markathon: Adapting the hackathon model for an
introductory marketing class project. Marketing Education Review. 25(1). pp.33-38.
Das, B. M. and Sivakugan, N., 2016. Fundamentals of geotechnical engineering. Cengage
Learning.
Hollensen, S., Kotler, P. and Opresnik, M. O., 2017. Social media marketing: a practitioner
guide. Opresnik Management Consulting.
Mangram, M. E., 2012. The globalization of Tesla Motors: a strategic marketing plan
analysis. Journal of Strategic Marketing. 20(4). pp. 289-312.
Reible, D., 2017. Fundamentals of environmental engineering. CRC Press.
Wilson, L., 2019. Website Marketing Pain Points and Fundamentals. 30-Minute Website
Marketing, pp.19-36.
Wymer, W., Boenigk, S. and Möhlmann, M., 2015. The conceptualization of nonprofit
marketing orientation: A critical reflection and contributions toward closing the
practice–theory gap. Journal of Nonprofit & Public Sector Marketing. 27(2). pp.117-
134.
Online:
About Aldi. 2020. [Online]. Available through:<http://aldistorejobs.com/about-aldi>