Marketing Management Individual Report

This report discusses the TOWS analysis of ALDI Company, marketing objectives, marketing mix plan, and strategies for improving customer service. It also covers the strengths, weaknesses, opportunities, and threats of ALDI Company in the retail sector.

MARKETING
MANAGEMENT
INDIVIDUAL REPORT

TABLE OF CONTENTS
INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................3
TOWS Analysis of ALDI Company..................................................................................................3
Marketing objectives.........................................................................................................................6
Marketing Mix Plan...........................................................................................................................6
Strategies for improving level of customer services by the “marketing campaign”...........................9
CONCLUSION...................................................................................................................................11

INTRODUCTION
Marketing management is a process that involves selecting the target market to
convey about the company’s products and services in order to expand the sales (Conder,
2018). This report is based on the case study of ALDI Company in respect to marketing
management process. ALDI Company was established in the year 1946. Company operate its
business function in retail sector. Company consisted with the world wide business outlets at
more than 11000 locations. Henceforth, this report will project the TOWS analysis on the
ALDI Company. Suitable marketing objectives will also summarised for the ‘Express
Ourselves’ marketing campaign run by ALDI Company. Marketing Mix plan will also
project in this report. Furthermore, few strategies will also summarise to improve the
customer service of the company.
MAIN BODY
TOWS Analysis of ALDI Company
TOWS analysis is more like a reflective tool of SWOT analysis conducted to assess
the potential of the company. In order to address the internal audit of ALDI Company TOWS
analysis can be summarised in the following ways.
TOWS Matrix External Opportunities
(O)
 Market development
 Product development
 Government green
drive
 Brand repositioning
External Threat (T)
 Competition
 Increasing trend of
isolation
 Threat of major
casualty
Internal Strength (S)
 Well diversified
product.
 Quality product
SO
 Launching products
in new market.
 Offering quality of
products to
government green
drive initiatives.
 Initiative
ST
 Quality product and
diversification in
product range can cut
market competition.
 Effective discount
strategy with quality
products to improve

repositioning by
projecting product
quality.
market share.
Internal Weakness (W)
 Low margins
 Poor employee
satisfaction
 Ineffective
penetration in upper
class
WO
 Low margins can
help in developing
new markets for
company’s products.
 Brand repositioning
can support to
penetrate in the
upper class market
category.
WT
 Low margins can
address completion
by taking
competitive
advantages in the
target market.
 Effective marketing
campaign can
enables company to
enter into the upper
class market category
by implementing
branding strategies.
Threat of ALDI Company
Threats associated with the ALDI Company can be summarised in the following
manner.
Competition: Retail sector is considered as among the major competitive sector due to
effective growth rate of the sector at the global level. Competition for the ALDI Company not
just come from the big retail houses such as Asda, Marks and Spencer, Wall Mart and other
big retail corporate but also at the regional level from small grocery stores, departmental
stores, clothing shops and other business outlets.
Increasing Trend of isolation: Business environment comprises with plenty of uncertainties
that is also a part of business organisations (HAKIM, 2018). In recent years isolation has
been projected in the America that has influenced the sales of companies’ like ALDI
Company and other retail companies. Isolation not just restricts the sales of company but it
also reduces the growth potential of ALDI Company in the target market.

Threat of major casualty: Casualty can be associated with the society at any time. In recent
times due to many reasons such as terrorist attacks, illness, virus spread and due to other
reasons sales of the business organisations has reduced at the global level. ALDI Company
has also suffered from such casual threats.
Opportunities of ALDI Company
Opportunities available for the ALDI Company can be projected in the following
manner.
Market development opportunity: Market development is considered as the major
opportunity corporate houses possess. This is considered as the standard approach to improve
the growth potential of company (Pauziah and Mulyana, 2018). Market development involves
launching new stores and shopping centres at new geographical locations. Market
development opportunity enables companies to expand the current market share by catering
new customers based in such new geographical locations. Launching new retail outlets is an
effective strategy for big corporate houses like ALDI Company as the big companies also
possess goodwill that supports such big companies in making effective business even at the
new location and market.
Product development opportunity: ALDI Company also has product development
opportunity in order to expand the growth potential of company in retail market. Product
development emphasis on launching new retail products to better fulfil the needs of all target
customers of company. Product development also involves updating the quality of all the
existing products company is dealing with. Product development is an effective strategical
tool corporate houses utilise for the longer time. ALDI Company also focuses on improving
the quality of all existing products of the company. Company management also put constant
efforts of expanding the product segment of the company that can more effectively meet up
the needs of all potential buyers of the company.
Government green drive: Government green drive is also an effective initiative launch by
UK government. Due to this initiative ALDI Company management has the strong
opportunity to expand the current market share of the company by catering products of the
company to all federal government contractors (Siciliano, 2016). This is an effective
initiative that has provided growth opportunities to all retail sector companies to improve the
sales turnover by catering effective product qualities.

Brand repositioning: ALDI Company also carries the opportunity to reposition the existing
brand image of the company. Currently the ALDI Company consist the brand image of cheap
brand due to low pricing strategies company apply. With the support of repositioning strategy
company management can attract all the potential customers belong to upper class society.
Weakness of ALDI Company
ALDI Company is associated with the following weaknesses.
Low margins: Retail sector is considered as the dominating sector in the business
environment across the globe. Apart from such a huge growth postnatal of the sector and also
the effective contribution in the economies of all the countries of the retail market due to low
margins the profitability of the sector is restricted in a certain limits. Low margins directly
affect the profitability of retail companies like ALDI Company. Low profitability also
negatively affects the growth potential of the ALDI Company in the business environment.
Poor employee satisfaction: ALDI Company is a well established retail brand apart from
such a fact the company consist with low employee satisfaction rate. This is considered as
among the major weaknesses ALDI Company possess. Low employee satisfaction also
causes to high employee turnover as the company do not able to cope up with the employee
sustainability in the organisation. This also negatively affects the productivity of the
company.
Ineffective penetration in upper class: ALDI Company could not effective approach the
upper class society. Marketing campaign run by company is more keen towers presenting the
brand as a discount store brand that enabled company management to associate with the
middle class and lower class society people but company could not attract the upper class
society with its marketing strategies.
Strengths of ALDI Company
Following strengths are attached with the ALDI Company.
Well diversified products: ALDI Company offer well diversified products in all retail
segments (Syafarudin and Mulyana, 2019). This is considered as among the major strength
ALDI Company consisted with. Effective product line enables company management to
effectively fulfil the needs of all the potential buyers of the company.

Quality product: ALDI Company is well known for catering quality products. Product
quality play the crucial role in improves the satisfaction level of company’s target customers.
All the above aspects has projected the internal audit of the ALDI Company.
Marketing objectives
Marketing objectives that can suits the express we marketing campaign can be
projected in the following ways.
Improve customer satisfaction: Express ourselves marketing campaign of ALDI Company
emphasis on procuring such products that can match up with the personality of the customers.
With the launch of this campaign company management wants to improve the customer
satisfaction. Improving customer satisfaction play crucial role in improving the goodwill of
the company.
Improve brand value: With the launch of express ourselves marketing campaign company
management aimed to improve the brand value of the company in the target market. Brand
value play crucial role in improving the profitability of the company in the market (Tresna,
2017). By launching the campaign management of ALDI Company has projected the brad
relatable for all the potential customers of company.
Improving market share: All marketing campaign consist with the primary objective of
increasing existing market share of the company. Market share denotes about the company’s
presence in the existing market. With the launch this campaign company management has
aimed to expand the market share and the profitability of the company as well.
All the three objectives can be well suitable in respect to ‘express ourselves’
marketing campaign of ALDI Company.
Marketing Mix Plan
It is very essential for the company to have a planned marketing mix for themselves
so that they can have clarity in the organization of ALDI which is going to be very helpful for
the future growth of the company. This will help the campaigning to take place in a planned
manner which is going to be very helpful and the organization will be able to have a better
profit margin in the future. The further report is going to discuss the marketing mix of ALDI
campaigning. Product

The products of ALDI are going to be designed in a manner which can attract a lot of
customers so that they can have a better profit margin for themselves for the long run in the
market (Richardson, 2019). The quality of the products and services has been improved so
that the customers can get the best from the company which is going to be very helpful. The
customer’s satisfaction and convenience is kept that the priority list of the company so that
there is a better functioning. There is an addition of artificial intelligence technology in ALDI
so that the company can function effectively and make the customers get the best form the
company which is a very important factor for the company. Price
The company is using skimming pricing strategy for themselves so that they can gain the
trust of the customers and then they can come in the competition in market faster which is
going to be a great advantage for the company. After the customers get to know the services
and the products of the company then the company can increase their prices according to the
competitors in the market. It is very important that the competitors and the customers have to
analyze by the company so that they can have a better functioning for themselves which is a
very important factor for them. Place
The products of ALDI are going to be found in retailers and online so that the customers
can find it convenient to approach the products of the company. It is very important that the
products of the company can reach the customers directly and not by any third party so that
the customers can give the company feedbacks directly which is going to be better for the
company since they will be able to improve the product accordingly. Online is a very good
idea that ALDI has come up with which is going to make the company have higher market
share and customer value in the company will increase. People
The company working on the services to the customers so that the customers can find the
company more reliable and the loyalty of the customers can increase because of this factor. It
is very important for ALDI to have a trained workforce for them so that they can fulfill the
demands of the customers and the company will be able to have a better functioning for the
future. There has to be a well maintained culture also in the organization so that there is a
better functioning for themselves which is going to be helpful.

 Physical Evidence
The has to be facilities and comfort for the customers and the employees with the
company so that they can have a better functioning for themselves which is going to be very
helpful for them (Alsem, 2019). The packaging of the products of the company have to be
good so that they can have a better customer attraction in the organization and the company
will be able to have a better revenue. Improvement in the product is done accordingly which
is why campaigning and making the people know about the products is going to be a great
idea for the company. Process
There has to be a planned process of the company so that the company can have a better
functioning for themselves which is going to be very helpful for the company. The
production of the company has increased because of the involvement of technologies in the
company and that is going to make the satisfaction of the customers higher which is a great
advantage for the company. The services have improved which is by the campaigning is a
very important factor which ALDI is going in the country for 12 months. Promotions
Campaigning for the products and services of the company is a very good factor in which
free samples of the products will be given to the customers. This factor can make the
customers get attracted to the products and the quality of the products can be tested by the
customers. The company will also have to use the online promotion method so that they can
have a better marketing for themselves and attract a larger customer base for themselves
which is going to be very helpful for a long run in the market. There are discounts which are
being provided to the customers from time to time so that there is a better functioning and the
revenue can increase of the company (Quix, 2019). It is very essential for ALDI to promote
them because the competition in the market is increasing and to have a better market share
than them it is very important for the company to promote themselves so that they can have a
better revenue generation for themselves.
Strategies for improving level of customer services by the “marketing campaign”
Aldi organizes marketing campaign to build trust of customer on brand. “Express
Ourselves” is the name of marketing campaign which is based on the theme. Organization
applies various strategies in the campaign so that enhance level of customer services in

business market. Aldi is famous as highly discounted supermarket chain which is major
strength of organization because it attracts customer towards company and insist them to buy
products from the Aldi. To establish loyalty of customers on brand is a main purpose to take
initiative of marketing campaign. Strategies which includes in marketing campaign is
described below:
Customer loyalty card
It is best strategy which Aldi can involve in marketing campaign because it can build
loyal customer for company who always buy products from the company rather than to
switch to other rivals. By the marketing campaign, organization can invite those customers
who always buy products from it’s stores either product is available in small quantity or high
price. In the campaign can give loyalty card to each customer and can encourage them to give
suggestion about product or services. It can lead value for company in customer mind (Haider
and et.al., 2017). Thus, loyalty card strategy can help company to build number of royal
customer and retain them prolong time by offering respect to give card. It also can help
company to raise its goodwill in global market.
Improve technical skill
It is another strategy which is quite effective for any type of business. For example
when a company has high number of talented personal who gets expertise in different type of
technology. They can automatically help company to generate high revenue by using
different technology for offering high quality customer services. Technical skills is most
important currently because various new technology emerges again and again. Organization
can use new technology to give best quality services or products to customer. Aldi can apply
this strategy which can support company to improve products market share and helps to
expand in business in other countries as well. To improve technical skill can organize skill
and development program per two months. By the program, employees can learn new
techniques for operating any type of technology in business market. It is not only improves
employees technical skills and good will but also maintain well being of employees within
company. Aldi can apply this strategies to enhance customer service and products quality as
well.
Digital marketing

Digital marketing helps organization to connect large number of customers through
social media and internet and upgrade brand position in global market. Digital marketing is
not only supporting to increment selling scale but also improves customer following in
particular site. By the digital marketing can gain trust of customers on the brand. For
example, by the digital marketing can create own website in digital media where can offer
facility to customer for like, share and comment about brand products ad their services
(Chongwatpol, 2017). Even organization can offer own software for shopping purpose to
customer where they can check prices of products and can buy basic commodities which they
want as result sales revenue will improve. Aldi can aware customer about their website and
shipping app in marketing campaign which attracts customer towards company.
Customer relationship management
Customer relationship management has main aim to build good relationship with
customer by resolving their complaints and quarries for products and services. CRM is not
only involved to build customer relationship and complaint handling but also supports
company to improve their product quality and services. So, organization can adapt customer
relationship management strategy in marketing campaign which can help to improve
effusiveness of customer services in business market. To keep management should keep
technical and creative employees who can support to maintain relationship with existing and
new customer. So, Aldi can apply this strategy in marketing campaign.
Offer 24/7 customer support
It is new strategy which can help company to retain large number of customers
with company. By the strategy, company can gather feedbacks from customer about products
and services. In addition, company can inspire customer to give their suggestion for
improving product quality and brand positioning. Management of customer services can offer
24/7 supports for customer where they can solve their quarries and complaint (Iyer, 2020).
This strategy can help company to meet their objectives over the period and can lead suitable
profit from loyal customers. So, organization can involve this strategy in marketing that can
improve level of customer services.
CONCLUSION
It can be concluded TOWS matrix of Aldi company. Three marketing objectives for
marketing campaign has been analysed in report. 7P’s of marketing mix has been

summarized in report. To improve level of customer services through marketing campaign
can be concluded in report.

REFERENCES
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