Marketing Management Individual Report

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.