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

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