Marketing Management: Strategies for ALDI

This document discusses the marketing strategies and objectives of ALDI, a global brand. It explores the TOWS analysis and marketing mix plan to achieve business goals and increase sales and profitability. The document also highlights the importance of effective marketing management in attracting customers and promoting brand loyalty.

Marketing Management

ABSTRACT
Marketing is the essential tool that enhance awareness among consumers about products of
specific company. Managing marketing activities are essential to sustain in market for longer
duration. TWOS analyses help in analysing strength of business that are creating opportunities to
firm and weakness of business that creates threat to enterprise. Marketing objective of ALDI is to
raise sales and this is only possible through effective marketing efforts. Effective planning may
support business in promoting brand well and encouraging consumers to buy its goods and
services.

Table of Contents
ABSTRACT.....................................................................................................................................2
INTRODUCTION...........................................................................................................................4
Construct a Marketing TOWS of ALDI..........................................................................................4
Justify 3 Marketing objectives that help to express marketing campaign.......................................6
Examine marketing mix plan in order to achieve objectives...........................................................8
Proposal on how ALDI improve customer service........................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing plays an important role in overall success of business and help to achieve
goals and objectives of business (Kotler and et.al., 2017). Marketing help companies to attract
customers towards organization products and services and help to improve overall performance
of business. Aldi is a well-established German brand with presence all over the world to improve
effectiveness of product and services and to engage customers more effectively. Firm needs to
offer high quality products as it helps them in attracting customers and improve their presence in
market. This report will discuss marketing strategy with help of SWOT analysis and pestle to
know external effect on business. This report discusses objectives of Aldi with help of marketing
campaign to achieve goals and objectives of business. Further, this study will show importance
of marketing plan as it consists of marketing strategies by which, company accomplish its goals
and take competitive advantages.
Construct a Marketing TOWS of ALDI
Marketing play an important role in developing presence of business in market and to
attract customers towards organization products and services (Keegan, 2017). ALDI is the firm
with more than 10000 stores all over the world their quality product and global presence make
them effective and attractive in market which help them to attract customers towards their
product easily. TOWS analysis help ALDI to prepare marketing strategy of business as follows.
TOWS analysis
TOWS is an analysis which stands threats, opportunities, weaknesses and strengths. This
tool work as a powerful tool to help business to develop a strategy. It is technique used to
determine company's internal strength, weakness and compare it with external opportunities and
Threats. Aldi provide a group of discounted products in their supermarket (Crnčan and et.al.,
2017). So, it can be said that for completing this model and making company beneficial, it is
important to analyse external; factors which can give opportunities and threats. With this tool
some external opportunities and threats are being identified such as:
Internal factors
External
factors
Strengths Weaknesses
Opportunities low prices of companies
products and discount stores is
Weakness of Aldi is its
employees are not satisfied due

one of the main strength- it
can give it opportunity to
Develop new product
categories and taking
competitive advantages.
to working in multiple shifts but
with the help of external
opportunity due to high
unemployment rate it can
attract wider range of skilled
employees.
Threats Strong customer loyalty and
support towards product is
other strength. This strength
can help it out in decreasing
external threat which is
adapting changing needs of
customers and maintain
higher standard of living.
Other weakness of this
company is that it is largely
depended on customers from
low and medium income group
and unable to attract customers
from high income group. It can
increase external threat of
decreasing sale due to higher
competition as it can snatch
opportunities of competitive
advantages.
So, from the above, it can be said that there is strong connection between strengths and
weaknesses with external opportunities and threats. In detailed manner it is described below:
Strengths/opportunities: Marketing organization audit is used as it evaluate
performance of firm by taking into consideration its strength and factors that create
opportunities. Strength means those qualities of organization which separates them from
competitors. Whereas, Opportunities refer to those factors that help organization to earn a
competitive advantage in market like increase in market share or sales of product. Effective
product mix with variety of goods and services in their supermarkets is one of the effective
strength of ALDI which helps it to attract customers easily and establish themselves as one of the
leading company in market. With the help of this strength it can increase demand for product in
market and have a huge impact on smooth working of business in economies (Kulshrestha and
Puri, 2017).
Weaknesses/opportunities: Task environment audit is used as it pays emphases on
factors that can affect performance of firm. Weakness means those areas where organization

need to bring changes and require some improvement (Deepak and Jeyakumar, 2019). In the
context of Aldi, it can be said that company has low margins due to their discounted products
and affect overall relation with suppliers to maintain margin. This weakness can snatch some
opportunities from it such as: invest in development and innovation in technology. Due to low
margin and ineffective financial position, it cannot invest in technology by which it cannot take
competitive advantages.
Strengths/threats: macro environment audit is taken into consideration. Great savings
due to discounted product develop a positive image in mind of customers. This Strength can help
it out in reducing threat of economic fluctuations. As if there is good condition of economy then
it will help it out in retaining its customers as well as employees and it can also help it out in
attracting wider range of customers for making a strong position in the market (Dimitrova and
Desev, 2018).
Weaknesses/threats: Marketing system audit is taken into consideration as it ensures
that staff is performing well or not and if not then try to find out main cause after this.
Dissatisfied employees of ALDI is other main weakness. It is stated that working in multiple
shifts frustrate employees as they find problems in maintaining high level of productivity for
business. This weakness can increase threat of attracting skilled workforce and improving
employment rate as per the governmental law and pressure (Szeliga-Duchnowska and
Goranczewski, 2017).
Justify 3 Marketing objectives that help to express marketing campaign.
Marketing help to support organization's goals and contribute in overall success of
business. Some of the marketing objectives that help Aldi to improve organization performance
as follows.
 To increase sales by 30% within next 12 months.
 To open more branches in two more countries within 6 months
 To increase profit by 20% till the end of 2020
To increase sales by 30% within next 12 months
Aldi overall objective is to develop business and achieve goals and objectives. To expand
business, company need to increase their sales (Gürel and Tat, 2017). Aldi objective is to
increase sales by 30% with help of effective utilization for products and services. Marketing help
company to grow digital presence for business at a large scale. Promotion of products largely

depends on marketing efforts of business. Launching new products and offers with effective
advertising help to attract customers and increase overall sales of business. Focus on sales help
Aldi to increase revenue and gain more amount of money for business. Marketing help to
increase awareness for product in mind of customers with development of brand loyalty to
increase sales (Ozuem, 2016).
To open more branches in two more countries within 6 months
Main purpose of marketing is to help company to gain customers for increasing abilities
of business. Aldi has already a loyal customer base but targeting new audience help to sustain
and grow at a leading level. Marketing help company to promote huge savings on their products
and develop outstanding value for business. Promotion of excellent quality help company to
interact with new customers (Kayabasi and Mtetwa, 2016). Various advertisement on both TV
and radio help company to connect with new customers. Aldi is a global brand and use various
methods to communicate with their customers. Companies above the line and below the line
strategies help to attract new customer’s various campaigns like Swap & Save. Company have
12 months to increase engagement of new customers with effective marketing of their products
and services.
To increase profit by 20% till the end of 2020
Increasing profit is one of the main objective of organization to achieve goals and
objectives and establish their business at a large scale and improve effectiveness of products and
services (Perera, 2017). Marketing play an important role to attract new customers and increase
overall profitability for business and develop overall presence in market. Aldi aim to increase
profit for their business in 12 months. Attractive marketing campaign help company to increase
profitability and achieve goals easily. Company need to cut expenses and overhead and wastage
of resources, marketing of high quality of products with higher margins increase profitability of
business. To increase profitability of business Aldi need to expand business into a new market
with effective marketing strategies. Growing market share of Aldi with innovative marketing
strategies help company to achieve objective of increasing profitability by 20% help company to
increase awareness about their products and services in market (Bucic, Ngo and Sinha, 2017).

Examine marketing mix plan in order to achieve objectives.
Marketing mix is an effective tool or strategy which company use to promote brand and
its product in market. Plan help company to put right product at right time on right price.
Organization need to know every aspect of business to prepare a marketing plan (Datta, Ailawadi
and Van Heerde, 2017).
Product
Product is an item to satisfy the needs and wants of customers. Large number of
organization ensure to develop right product according to demand of market. Marketers do a
proper research on life cycle of product. Companies analyze features that their product provide to
customers to satisfy their needs. In context of Aldi, company will sell their product in 5
categories and lot of variety available for customers in supermarket which will help them to
increase sales by 30% within 12 months (Stead and Hastings, 2018). Company will also offer
differentiated product as compared to competitors with features to satisfy their wants and achieve
goals easily. Unique quality of product will help them to achieve objective to target new
customers more easily (Rastogi and Trivedi, 2016). Customers will perceive Aldi product as high
in quality as compare to competitors and they are willing to pay high prices which increase
overall profitability of business by 20%. Aldi sell product that help customers to improve
standard of living (Orchiston and Higham, 2016).
Price
Price is a value that customers pay to use a product or service. Product price largely
depends on cost of production, target customers. Market ability to pay. Effective pricing help to
differentiate from competitors and develop an image for product in market. In context of Aldi,
company will use penetration pricing strategy which means charge low price for new product to
help them enter market easily and gain a share which increase sales by 30% and profitability by
20% within 12 months period. Company will also use unit pricing strategy for their groceries
product so that customer will be able to compare easily this strategy help to attract new
customers towards business. In case of high competition company will price their product below
the competitor’s price which help them to engage customers easily and achieve goals and
objectives of business (Liu and et.al., 2017).
Place

Place means a point of sale where buyer and seller both meet company set place for
business where they are easily able to catch eye of consumer (Wu and Li, 2018). Attractive place
plays an important role in success of business large number of businesses pay large amount to
get right place. In context of Aldi company, company will increase its stores from 10000 stores
all over the globe and store layouts will be simple and maintain minimum cost for the customers
which will make them attract easily (Bennett, 2017). People will be able to reach stores easily
which help company to increase sales of business by 30%. company provide availability of
adequate parking space to customers.
Promotion
Promotion is one of the main activities that help to develop presence of business and
product in market (Hastings and Stead, 2017). In context of Aldi, company puts less efforts and
amount in marketing of products and services. Aldi is an international brand and to maintain
presence all over the globe require promotion. Aim of this companies for the future is to promote
their product with generating interest of customers towards their product. Company will target
mass audience to improve brand recognition to achieve objective to target new customers. Aldi
will use social media platforms like twitter and Facebook to attract customers easily towards
their product (Jindal, Zhu Chintagunta and Dhar, 2019).
People
Companies analyze people and customers in target market to know enough people are
available to achieve their goals and objectives. Employees are also important for business in
marketing and delivering companies services to customers and for that they need to hire and train
effective employees. In context of Aldi, company will maintain customer service because
employees are not effective to assist customers to make choices. Company will divide everything
in section which will help employees to attract customers easily and increase sales of business.
Aldi will pay higher salary to their employees and provide proper training to new employees so
they are able to treat customers easily and increases overall profitability of business (Meffert and
et.al., 2018).
Process
Companies will make sure that effective process is adopted by organization to minimize
cost of production (Goldberg, van Rensburg and van Staden, 2019). In the context of Aldi
Company simple layout will make it easy for customers to find products. Company will use less

high quality and priced brands to prevent consumers from being confused while selecting a
product.
Physical evidence
Physical evidence means how a business and its products perceive in market it shows
overall presence and establishment of business. In context of Aldi Company will provide cheaper
products and keep prices low globally. Company will also maintain prices of grocery product
which help them to increase sales of their product by 30% within period of 12 months.
Proposal on how ALDI improve customer service.
Overall success of organization largely depends on their customers they act as a lifeline
for business and help company to grow at a large scale. Customers satisfaction help company to
sustain in market for a long run. Companies need to work hard to retain customers. ALDI is a
leading company in market and customer satisfaction play an important role in overall growth of
business at a leading level (WONGMA, 2017). Strategies to increase customer satisfaction for
Aldi are as follows.
Know your customers
Customers play an important role in success of business and companies need to know
taste and preference of customers to provide them quality products and services. Company need
to know what buyers want from business (Blut, Teller and Floh, 2018). In context of Aldi,
company marketing program express ourselves help them to gain data of customer’s profile and
their behavior to provide products and services according to their needs and wants.
Offer personalized services
Business success largely depends on how they treat their customers. In the future
Companies will provide offer notification and messages to customers to keep them engaged with
organization working and also help them to improve loyalty of customers. In context of Aldi, it
can be said that company can promote their offers and services over social media, Email and
messages that will help them to keep their customers updated and help to increase sales and gain
an advantage for development of business at a large scale.
Social media
Large number of people are available online and make it easy for organization to promote
their products. Customers are able to share their experience with company’s products and
services over social media platforms. In context of Aldi company’s express ourselves program

will help to monitor customer’s reactions to products and services (Datta, Ailawadi and Van
Heerde, 2017). Keep proper track about brand presence. Social media platform for Aldi and
express ourselves campaign help them to provide support to customers and solve their problems
easily. Company will be able to engage customers easily with activities like contests, quiz and
improve customer’s satisfaction easily.
Provide additional benefits
Companies provide special benefits and offers to their customers to keep them connected
with organization services. Additional benefits help to develop a positive image in mind of
customers. In context of Aldi company will provide discounts and other regular and day to day
offers for their products to engage customers and make them satisfy with business. Express
ourselves campaign help them to promote their additional benefits easily. By providing post sales
services like solving their queries quickly it can accomplish its all goals and increase customer’s
satisfaction.
Ask customers feedback
Customers feedback help to bring changes and improvement in organizations products
and services. Help companies to know positive and negative affect of their services on
customers. In context of Aldi to know their customer’s preference and develop product according
to their wants and desires and help them to achieve goals and objectives of business.
Analyze online comments
Online media become a major source of company to promote their products and also help
them to gain customers feedback. Company analyze online comments of customers to make
required changes in their products and services. In context of Aldi company needs to make itself
able to get negative as well as positive impact of customers on their business (Vryoni,
Bakirtzoglou and Ioannou, 2017). Company can analyze online comments to make their
customers satisfy by making required changes in their products and services.
Focus on company culture
Organizations largely concentrated towards their company culture to make their
customers satisfied with their products & services. In context of Aldi company’s campaign
express ourselves make customers aware about their company’s culture to keep them satisfied
and attracted towards organization.

CONCLUSION
Report will help to know that marketing of Aldi help company to achieve goals and
objectives of business. TOWS analysis show strength and weakness of organization which help
company to expand business at a large scale and maintain effectiveness of products and services.
It also has shown it the relationship between external opportunities and threats and ways by
which its strengths can help it out in taking all opportunities. Companies marketing objectives is
to increase sales and profitability as well as attract new customers within period of 12 months.
Marketing mix help company to achieve objectives of business and maintain effectiveness of
products and services. Company analyze their customers to improve their satisfaction and to
provide quality products and services to their customers with help of marketing campaign.

REFERENCES
Books and Journal
Bennett, R., 2017. Relevance of fundraising charities’ content-marketing objectives: Perceptions
of donors, fundraisers, and their consultants. Journal of Nonprofit & Public Sector
Marketing. 29(1). pp.39-63.
Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A
meta-analysis. Journal of Retailing. 94(2). pp.113-135.
Bucic, T., Ngo, L.V. and Sinha, A., 2017. Improving the effectiveness of market-oriented
organisation: Empirical evidence from an emerging economy. Australian Journal of
Management. 42(2). pp.308-327.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Crnčan, A. and et.al., 2017. TOWS analysis of ecological production of eggs. In 10th
International Scientific/Professional Conference, Agriculture in Nature and Environment
Protection, 5-7 June 2017, Vukovar, Croatia (pp. 216-220). Croatian Soil Tillage Research
Organization.
Datta, H., Ailawadi, K.L. and Van Heerde, H.J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing. (3). pp.1-20.
Datta, H., Ailawadi, K.L. and Van Heerde, H.J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing. 81(3). pp.1-20.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Dimitrova, T. and Desev, K., 2018. STRATEGIC ANALYSIS THROUGH THE
COMBINATION OF SWOT, AHP AND TOWS (A CASE STUDY ON THE
NEUROLOGICAL WARD IN THE MHAT" SAINT PANTELEYMON"-PLOVDIV).
Economic Studies. 27(3).
Goldberg, R., van Rensburg, R.J. and van Staden, L., 2019. Investigating the place marketing
objectives and activities of Business Improvement Districts in South Africa. Journal of
Contemporary Management. 16(2). pp.382-404.
Gürel, E. and Tat, M., 2017. SWOT analysis: a theoretical review. Journal of International Social
Research. 10(51).
Hastings, G. and Stead, M., 2017. Social marketing. Taylor & Francis.
Jindal, P., Zhu, T., Chintagunta, P.K. and Dhar, S.K., 2019. Marketing Mix Response Across
Retail Formats-The Role of Shopping Trip Types. Available at SSRN 3127580.
Kayabasi, A. and Mtetwa, T., 2016. Impact of marketing effectiveness and capabilities, and
export market orientation on export performance. European Business Review.
Keegan, W.J., 2017. Global marketing management. Pearson India.
Kotler, P. and et.al., 2017. Marketing for hospitality and tourism.
Kulshrestha, S. and Puri, P., 2017. Tows Analysis for Strategic Choice of Business Opportunity
and Sustainable Growth of Small Businesses. PACIFIC BUSINESS REVIEW
INTERNATIONAL. 10(5). pp.144-152.
Liu, Y. and et.al., 2017. The effects of products’ aesthetic design on demand and marketing-mix
effectiveness: The role of segment prototypicality and brand consistency. Journal of
Marketing. 81(1). pp.83-102.

Meffert, H. and et.al., 2018. Marketing: Grundlagen marktorientierter Unternehmensführung
Konzepte–Instrumente–Praxisbeispiele. Springer-Verlag.
Orchiston, C. and Higham, J.E.S., 2016. Knowledge management and tourism recovery (de)
marketing: The Christchurch earthquakes 2010–2011. Current Issues in Tourism. 19(1).
pp.64-84.
Ozuem, W. ed., 2016. Competitive social media marketing strategies. IGI Global.
Perera, R., 2017. The PESTLE analysis. Nerdynaut.
Phadermrod, B., Crowder, R.M. and Wills, G.B., 2019. Importance-performance analysis based
SWOT analysis. International Journal of Information Management, 44, pp.194-203.
Rastogi, N.I.T.A.N.K. and Trivedi, M.K., 2016. PESTLE technique–a tool to identify external
risks in construction projects. International Research Journal of Engineering and
Technology (IRJET). 3(1). pp.384-388.
Shaw, S., 2016. Airline marketing and management. Routledge.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing(pp. 29-43). Psychology Press.
Szeliga-Duchnowska, A. and Goranczewski, B., 2017. Use of Tows Analysis in Tourism and
Recreation Strategy Planning by a Commune Governing the Hosting Area. Ekonomiczne
Problemy Turystyki. 40. pp.103-114.
Vryoni, S., Bakirtzoglou, P. and Ioannou, P., 2017. Customers’ satisfaction and service quality of
spa centers in Greece. Acta Kinesiologica. 11(1). pp.12-18.
WONGMA, M.S., 2017. MARKETING STRATEGY FOR NONPROFIT ORGANISATION: A
STUDY OF THAI CHARITY FOUNDATION MARKETING
COMMUNICATION (Doctoral dissertation, THAMMASAT UNIVERSITY).
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce. Internet Research.