Marketing Audit and TOWS Analysis of ALDI

Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Marketing Audit: ...................................................................................................................3
TOWS analysis of ALDI .......................................................................................................5
Marketing Objectives.............................................................................................................7
Marketing mix plan ...............................................................................................................8
How ALDI can improve customer service level .................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing management is deciphered as a procedure that includes effective planning,
promotion of goods and services, implementation of activities, set pricing as well as
distribution of products in a proper manner (Armstrong, 2018). The main is to fulfil
customer requirements and to attain desired goals of an organisation within given time
frame. For the present report, ALDI which is a supermarket chain is taken into
consideration. The company provides various home essentials and grocery in market. ALDI
was founded by Karl & Theo Albrecht in the year 1946. In addition to this, it has around
12,000 stores globally which shows company have high market share. The managers of
ALDI are decided to organise intensive marketing campaign that is between the time period
of 1st May 2020 to 30th April 2021. In order to conduct this, the tag line that is decided by
higher authorities of ALDI is “Expressing Ourselves”. The present report discuss about
marketing audit and TOWS analysis of ALDI. Along with this, marketing objectives of
Campaign is developed in a proper manner. Moreover, marketing mix plan is as well as
strategies to improve customer service level is discuss in the report.
TASK
Audit: It is termed as a systematic process of examining records, accounts, books, documents as
well as records of an organisation. Audit takes place by companies in order to gain insight about
financial statements & non financial disclosures of an organisation.
Marketing Audit:
It is termed as analysis and examination of marketing objectives, activities as well as
functions. The main motive to conduct marketing audit is too planned and managed all activities
in a proper manner (Brink, 2017). It also assist companies to make improvements that lead to
development of strong market position of brand in market which directly affect on sales and
profitability of an organisation in a positive manner. By the assistance of marketing audit,
companies have the possibilities to gain growth as well as development opportunities which raise
its effectiveness in market. The marketing audit is of two types that is external and internal audit
which are as follows:

External Audit: This type of audit tales place in order to identify the affect of
uncontrollable factors on productivity as well as performance of a company. For this, managers
of ALDI uses PESTTLE framework which is defined below with relation to company:
Political factors: This factor is defined as level of government intervention on activities
and functions of an organisation. It includes elements such as political stability, Taxation
policies, and monetary policies etc. The stores of ALDI is majorly situates in US which is at
presently liberal from any conflicts (Chonko and Hunt, 2018). The intensive marketing campaign
will be easily implement in United Kingdom as it government support companies to expand their
operations globally in a proper manner.
Economical factors: It involves those factors which directly affect on performance of
companies that is interest rates, economic conditions, inflation rates and many more. In context
to ALDI, it provides quality products in market as nowadays people are easily ready to pay the
amount for high quality goods. By the assistance of intensive marketing campaign “Expressing
ourselves”, ALDI can promote and aware maximum people about its quality offerings that will
impact positively on its sales and profits.
Social factor: The major impact on business functions and activities is of society so it is
important for an organisation to examine current trends, lifestyle, buying behaviour of population
living in society. With reference to ALDI, it pays good salaries to staff members so that their
business needs is satisfied that leads to improve in social status of employees. Along with this,
company will recruit effective manpower for intensive marketing campaign and provide them
wages which enhance their social status and living standard.
Technological factor: Change in technologies in a continuous manner affect purchasing
behaviour as well as customer expectations. People prefer to buy those products as well as
service which is innovative and unique in market. ALDI uses advanced technologies for their
process that declines its cost and enhances its profit level (Deepak and Jeyakumar, 2019). Along
with this, ALDI adopts different marketing channels in order to educate maximum people bout
campaign that directly impact on its sales and profit in a positive manner.
Legal factor: It involves all the laws and legislations which are made by government for
the health and safety of employees of an organisation. Companies follow all this laws in order to
run business activities in a proper and smooth manner. The mangers of ALDI follow all