Marketing Management: ALDI Marketing Audit and Objectives

Marketing
Management

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Audit.......................................................................................................................................3
Marketing Audit.....................................................................................................................3
SWOT analysis of ALDI........................................................................................................4
TOWS analysis of ALDI........................................................................................................5
Marketing Objectives.............................................................................................................6
Marketing Mix plan................................................................................................................7
How to improve customer service level.................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing management is defined as a procedure of effective planning, organising, and
implementing, pricing, promoting & distributing goods as well as achieve in market with an
objective to fulfil customer requirements and to attain desired goals within stipulated time
period. For the present report, ALDI is taken into consideration Deepak, R. K. A. and
(Jeyakumar, 2019). It was founded by Karl and Theo Albrecht in the year 1946 and at present it
has around 12,000 stores globally which shows company has high market share within the
market. ALDI mainly offers home essential products and quality grocery through its supermarket
chain. In order to attract and aware more number of people about its offerings, the higher
authorities of company is decided to conduct campaign of 12 months with a tagline “Expressing
Ourselves”. Its managers decide the time period that is 1st May 2020 to 30th April 2021. The
present discuss about marketing audit along with TOWS analysis of company. In addition to this,
SMART objectives is developed for the extensive marketing campaign. Moreover, Marketing
mix plan & strategies is discuss for improving customer service level of the organisation.
TASK
Audit
It is defined as an independent as well as systematic examination of documents, books,
vouchers, records as well as accounts of an organisation. This take place in companies in order to
identify how far non-financial and financial disclosures are presenting fair concerns.
Marketing Audit
It is defined as an analysis & examination of marketing activities, objectives and goals that is set
by companies. This audit is adopt to analyse the way in which marketing activities are planned as
well as managed by an organisation (Bagozzi, 2018). Marketing audit help companies to gain an
understanding about market trends and make improvements in their products and services. The
higher authorities of ALDI uses SWOT analysis in order to examine its strength and weaknesses
of the company. The SWOT analysis is defined below:

SWOT analysis of ALDI
Strength: The Company offers high quality goods with an affordable price which attract
more number of customers towards the company due to which ALDI earn higher profits. In
addition to this, the strength of company is its high market presence as it has more than 11,000
stores globally. Another strength of company is it purchase raw materials in large quantity due to
which company earn higher profit margins (Kotabe, 2020). Along with this, the key success of
ALDI is its talented and effective staff members which offer quality service to customers which
builds a positive image in market.
Weaknesses: ALDI is at present small as compare to its rivals that is considered one of its
major weaknesses. ALDI is not able to satisfy its staff members as they employees perceive that
they are not getting inputs according to the efforts they put in towards attainment of
organisational goals. This create dissatisfaction and lowers down morale of employees due to
which attrition rate of company is high. In addition to this, ALDI is not able to influence globally
as compare to another international chains.
Opportunities: The Company have the opportunity to enter into new product segment in
order to increase its sales and profit level. ALDI can offer organic food as it is easily accept in
market due to its high number of loyal customers. It is determined that company need to spent
amount on promotion or advertising in order to remain in competition at marketplace. In addition
to this, ALDI have the opportunity to enhance its business activities and operations in other
countries such as Africa, Asia and may more (Hüttner, 2018). It will help company to strengthen
market position and raise market share in a proper manner. The company can reposition its brand
as affordable goods rather than cheap products so that sales and profit get increased in a proper
manner.
Threats: ALDI has competitors such as TESCO, Walmart, Best Buy and many more that
has influence on overall profits and performance of the company. Along with this, Government
policies & taxation have an effect on business margins due to which reduces its market share
level. Another threat is its private label brand that can be tossed by well reputed brands within
the market.
Internal environment: Internal audit assist companies to evaluate internal controls that us
corporate governance and accounting processes. By the assistance of this, companies maintain
timely and accurate financial reporting and data collection. Internal audit assist in analysing