Marketing Management: ALDI Marketing Audit, TOWS Analysis, Objectives, Marketing Mix

This report discusses marketing management for ALDI, including marketing audit, TOWS analysis, objectives, and marketing mix. It explores the internal and external factors affecting ALDI's marketing strategies and provides recommendations for improvement. The report also covers the company's marketing objectives, such as increasing sales and improving customer service, and discusses the marketing mix factors of product, price, place, and promotion. Overall, the report provides insights into ALDI's marketing strategies and how they can be optimized for success.

MARKETING MANAGEMENT
INDIVIDUAL REPORT

Contents
INTRODUCTION.................................................................................................................................3
TASK 1.................................................................................................................................................3
Marketing audit.................................................................................................................................3
TOWS analysis..................................................................................................................................3
TOWS analysis for ALDI..................................................................................................................3
TASK 2.................................................................................................................................................6
Marketing Objectives:.......................................................................................................................6
Marketing Objectives for ALDI.........................................................................................................6
TASK 3.................................................................................................................................................7
Marketing mix...................................................................................................................................7
TASK 4.................................................................................................................................................8
Customer services..............................................................................................................................8
Recommendation for improvement of customer services..................................................................9
CONCLUSION...................................................................................................................................10
REFERENCES....................................................................................................................................11

INTRODUCTION
Marketing management refers to managing the organization discipline in respect of
adapting the innovative promotion techniques to promote the business at global level. The
impact of Marketing is analyzed through the internal and external sources of the company
and then only accurate strategies and techniques is planned to gain longer terms benefits in
the business (Hirst and Beresford, 2019). Present report is based upon the ALDI which is
carried to be the discounted supermarket chain in Germany spreading its business worldwide.
They are mainly dealing in products related to the grocery, household equipment or any
essential services. This concept is brought by Karl and Theo Albrecht in 1946 and at present
they are located in around 11, 234 places. This report is based upon the 12 months marketing
plan promoting the tagline of the business ‘expressing ourselves’.
In this report, the matter are covered is relating to the examining the marketing
TOWS for ALDI. It also cover the three main marketing objectives which covers the main
tagline of the topic expressing ourselves. It further includes the marketing mix plan that is
proposed for the period of 12 months period. At last, report covers the matters relating to
examining various ways to improve the customer service through promoting the marketing
campaign.
TASK 1
Marketing audit
It is mainly conducted by the person which is authorized by the company to analyses
and interpret the detailed information which is gained by company through internal and
external factors (Grewal, 2018). Through this manner, they manage the overall affairs of the
company in better way and also sustain their position in market for longer way. The main
objectives which they carry is relating to setting the specific goals which they had to achieve
during the specific time period.
TOWS analysis
It refers to analyzing the internals working of the company through analyzing its
internal and external factors which they examined through conducting the audit of the
business. This is mainly adapted in respect of conducting the later part of the business once
they are planning to moving forwards their business into different countries. TOWS matrix is
mainly used in relation to examining the internal strength and weakness of the business which
results in examining the opportunities and threats which restrict the business to expand the
business into such countries.
TOWS analysis for ALDI
By conducting the TOWS analysis for ALDI, it is stated as follows:
Strength
 Due to carrying the
strong marketing
techniques, ALDI
increasing its sales by
Weakness
 ALDI is facing lack
of financial planning
regarding not
managing their

19.8% in comparison
to other supermarket
such as Asda, Tesco,
Morrison’s and
Sainsbury.
 The reputation of the
business of growing
through providing the
strong quality
products at lower
prices which mainly
attracts the customer
interest towards the
business for longer
way (Ramanathan,
Subramanian and
Parrott, 2017).
 ALDI is carrying the
strong cash flow in
respects of promoting
their business or
expanding their
business into new
projects.
 Through carrying the
attractive
performances of the
company, they are
getting success in
respect of attaining
any expansion
procedure of business
(SWOT analysis of
Aldi, 2019).
accounts in better
manner.
 In respect of adapting
the innovative
technology in the
business, they are not
managing their
technology in right
way and thus results
in lacking their
customer interest
through providing
them security (Voigt,
Buliga and Michl,
2017).
 They are facing lot of
complaint from the
competitors regarding
not providing quality
products and also
sometime they are
dealing in cheap
products.
 They not carrying the
larger brand name as
compared to the other
brand which are their
main competitors.
Opportunities  In respect of carrying
the renowned brand
name in the market,
they carry the
opportunities in
respect of adapting
the innovative
advertising technique
to promote the
business at global
level (Ramanathan
 By appointing the
expertise person who
can handle the issues
relating to managing
budgets in right
manner.
 The opportunity
which they gained
through not carrying
the attractive brand

and et.al., 2017).
 Due to carrying the
attractive
performances in the
company which
attract the people to
work in such places
results in gaining
more interest of the
people to work in the
jobs. The opportunity
which they gained is
relating to providing
employment
opportunities to the
people and increasing
the economy of the
country.
name resulting in
bringing innovative
ideas at work place.
Through this manner,
they can promote
their own logo by
attracting customer
needs and demands in
larger manner
(Armstrong and et.al.,
2018).
Threats  By carrying the
renowned brand
image of the ALDI,
the major threat
which they are facing
is relating to tough
competition in
market.
 Through satisfying
the needs by
providing the higher
wages in context of
the work committed,
they are facing
financial crises in
comparison to the
china company which
are attracting their
employees in larger
way (Jones and
Comfort, 2019).
 As ALDI is famous
for its raw materials
which they are using
in producing the
products and by this
manner, the threat is
 In relation to
providing the
products at
discounted rates, the
threat which ALDI is
facing is relating to
affecting the
environment, through
dealing their products
at reasonable prices.
 Due to not managing
the products in right
way, the threat which
the ALDI is facing is
not dealing their
products which
results in facing
losses in the business
and also not
managing the
company finances in
right manner (Kipnis
and et.al., 2019).
 Due to not adapting
the advanced
technology, it is also
one of the major

raised in respect of
changes in pricing of
raw materials.
threats which the
ALDI is facing
regarding not
adapting the latest
technology which
results in bringing
crises in business.
TASK 2
Marketing Objectives:
It refers to the set objectives which is carried by the business in respect of achieving
the goal within the set time period. It mainly refers to the short term objectives which is set
by business in respect of achieving the longer term gain in business. By understanding the
marketing objectives results in formulating the business by motivating the employees and
other team members to achieve such goal within the stipulated time limit (Stone and et.al.,
2019). This is useful for the business in relation to setting the accurate goal and task which
helps in gaining longer terms gains. Through this manner, by setting the particular objectives
helps the employees to manage their day to day operation and also they are guide and instruct
to achieve such targets within the time limit.
SMART objectives in business mainly indicates the smart goal and objectives which
the business had to pertain to achieve success. This also resulting in making the company
objectives specific, measurable, attainable, relevant and timely delivery of the objectives
(Benson, Beresford and Hirst, 2019). It is necessary for the objectives to be smart so that it
motivates the employees and customer to bring new and innovative products of the company
and also increases the company reputation in market for longer way.
Marketing Objectives for ALDI
The objectives which the ALDI had to achieve by taking care of the marketing plan
which is launched for the period of the 12 months. The main reason of conducting this
marketing plan is relating to promoting the tagline which stated that expressing ourselves.
Thus, the three main marketing objectives which stipulated the reputation of the ALDI as:
 To increases the sales of the groceries by 35% at the end of the period April, 2021.
 To expand the operation through reducing waste in the business by 50% for the period
of 5 month till the completion of 12 months’ time period.
 To improve the customer services by resolving queries within three months by
building personal interaction with them.
The main reason of choosing these three main objectives is that, the first objectives
resulting in gaining advantages to business through conducting the market research. In this,
they examined the needs and taste of the customer and then adapt the strategies to gain their
interest towards the business for longer way. The second objectives is resulting in reducing
waste in the business which is occurred through changes in customer taste and thus, if the
products is designed as per the customer needs, than it can be reduced. Thus, the reason of

choosing this objectives is undertaken through managing their services or inventories to
reduce waste during their operational time (Filimonau and Gherbin, 2017). The third
objectives which they had to undertake is relating to improving the customer services through
building strong bases with the customers. The reason behind choosing the three month time
period is that if the company is planning to promote their business with the new taglines, it
makes them easier to reach to large number of customers.
TASK 3
Marketing mix
It refers to the combination of the factors which is controlled or managed by the
business and it mainly refers to such factors which are influencing the customer interest in
respect of preferring such products. Thus, marketing mix is mainly undertaken in respect of
conducting the research on the multiple areas which is important in the business and through
this manner, it results in causing impact in expanding the business into various sectors. In
relation to ALDI, it carries various marketing mix factors:
Product: It mainly refers to the products which determine the integrity of the business
through attracting the customer towards the products and services which they are providing.
Products mainly determine the stability of the business and thus, in case of ALDI, they deal
in wider range of products and services (Liu, Wu and Luo, 2017). ALDI is famous for its
discounted products which they are providing at better quality and affordable pricing. To
regain the interest of the customer towards the business, they are promoting their products
through claiming to provide the products as per the affordable and quality services in
comparison to other branded products.
Price: This is one of the major factors which mainly distract the mind of the customer
through providing higher products which is not easily affordable by any person. But in case
of providing the lower pricing products, it results in distracting the interest through not
getting the quality products. Thus, pricing plays the major role in retaining the customer
needs for longer way. In case of ALDI, they are applying penetration pricing strategy through
examining the situation of the customer in the market (Schmid and et.al., 2018). As customer
are not easily affording the higher products in regular bases. Thus, to retain the customer for
longer time period, it is necessary to impose low pricing at the starting bases and then charge
higher prices to the attract the customer towards the business.
Place: It mainly refers to the physical stores where the customer purchase the products of the
company and also provide feedback regarding the products availability and services which
they are providing. Thus, it refers to such places where the products are brought and where it
is brought, to provide the services to the customers. In case of ALDI, they at present are
located in more than 8000 stores in 18 countries. They recently are planning to operate the
business in Britain. In respect of carrying the tagline regarding expressing ourselves, they
came up with the concept regarding concentrating more on physical stores (Mouzas and Ford,
2018). By this manner, they able to build the strong connectivity with them. By setting the
time period of 12 months regarding achieving the objectives, this is useful in concentrating
more on opening the physical stores.
Promotion: This is adapted by business in respect of promoting the business through
carrying the innovative ideas such as by advertising the products or taking feedback from the

services after availing their products and services. Thus, promotion is done in respect of
creating awareness among of the products to the customer regarding launching their new
products or services in emerging global market. Promotion in case of ALDI is stated on the
bases of choosing the advertising concept through launching their new tagline relating to
expressing ourselves in the market (Gilani and Cunningham, 2017). Advertising is one of the
best mode through which company can reach to large number of customer and also interact
them easily. It is necessary for the business to bring innovative ideas in the business, as
customer are attracted if they find innovative website or ideas in the business official sites.
Thus, it is unique to promote the ideas of expressing ourselves through the mode of
advertising.
People: It is related to carrying or managing the people in the business who are directly or
indirectly connected in the business. People mainly related to engaging with the business
through promoting their products or services to the customers. In context of ALDI, the people
mainly related to the sales team if the business are dealing with the customer through
resolving their issues which they are facing (Jayawardhena, Morrell and Stride, 2016). As it
is necessary for the company to build the strong connectivity with the customers regarding
facing lot of competitors in market. Thus, by taking feedback from the customer and also
making changes as per their set instruction resulting in gaining major benefits to them.
The person which are appointed under the sales team require lot of training as it is
also one of the objectives regarding building the strong customer team to interact with the
customer clearly. For that training is to be provided and also accurate guidance and
instruction is to be given, so that they interact with customer clearly and build loyalty with
them.
TASK 4
Customer services
Customer services refers to providing accurate services to the customer regarding the
company’s services and also provide detailed information about the products which they are
offering. It is necessary to recruit the confident and trained person at work place so that they
interact with customer with full confidence and clarity. The role of customer services is
important in the business as it reflects the positive and negative aspects of the business and
also the sales of the business is enhanced through this perspective only (Souza-Monteiro and
Hooker, 2017). In context of business, their role is to sell the goods and services to the
customer who are in needs of these products. Their role also determined in respect of
resolving their issues which they are facing during preferring such products. As the chances
of crises raised regarding not getting timely solution of the queries raised. Thus, in such
manner by taking appropriate feedback within the set time period, results in gaining major
benefits to the business.
Recommendation for improvement of customer services
In respect of improving the customer service ALDI is undertaking various norms and
strategies such as:
 By using various mode of social media to connect with people and building
the strong base with them. It mainly linked up with connecting people through

email, phones or social media marketing which resulting in enhancing the
customer needs in better way.
 Training is the major perspective which is carried by the leaders and managers
regarding guiding them to interact with the customer personally and also
resolve the risk which they are facing at work place (Lamey and et.al., 2018).
Through adapting the concept of training, it results in building confidence
among the employees to deal with the matter personally and also work as a
team to gain longer term advantages to business.
 It is necessary that employees must work as a team so that they can helps each
other in case of no senior is present during the time of crises. By this aspects
they can learn and develop innovative idea at work place and also helps in
resolving the crises within the stipulated time period. As customer are
attracted if they get timely solution of their problems which they are facing.
This helps them in getting the better solution and also retain towards the
products for longer time period.
 Another point which is to be carried by the manager is relating to using the
clear languages so that it is easily understood by the employee. As most of the
chances of confusion raised in respect of not presenting the thought and ideas
in right manner which results in bringing crises arises at work place. Thus, the
languages must be interpreted and used in clear form, so that the issued
relating to crises at work place is reduced in right way.
In respect of comparing with the other companies regarding attracting the customer
interest towards the business, they mainly focusing on building personal connection with
them through taking reviews personally .in this aspects they mainly applying procedure to
approve customer and then taking reviews about the changes which they needed in the
business. In respect of ALDI they are focusing more on promoting the business through
advertising and also creative new and innovative ideas in the office sites. The business is
lacking in reaching to customer and taking feedback regarding the products availability and
its benefits gained after using such products.
Another perceive which the ALDI is lacking is relating to not reducing the amount of
wastage as other companies are focusing on adapting new trends such as dealing in
ecofriendly products or providing products which are prepared from organic ingredients.
Thus the issue is raised in respect of not dealing in healthy products and also not promoting
their products in different market segment. The report also stated that ALDI is focusing on
limited market segment and thus not trying to expand its brand image in different market.
Thus, through this aspects, the impact on business is raised in comparison to other companies
marketing strategy.
CONCLUSION
From the above study, the report carries the matters relating to marketing
management which is necessary in managing the overall business activity in the business.
The stability of the business is determined through managing sales in the business and also
through carrying the effective customer services. This is also discussed in the report
regarding conducting the marketing audit in the business which helps in examining the

internal and external impact which is occurring in the business. In respect of creating the
marketing objectives, it helps in setting some goal and targets in the business which they had
to attain during the period of 12 months. The matters which is discussed is relating to the
marketing mix in which 5’P are discussed which helps in examining the usefulness which the
ALDI is carrying regarding promoting the business through its tagline expressing ourselves.
In this aspects languages and presenting thought in clear way, is necessary thus the role of
customer services are discussed with various points to be recommended to bring
improvement in their services.

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