Marketing Management: A Case Study on ALDI

This case study focuses on the marketing management of ALDI, a multinational supermarket chain. It covers topics such as marketing audit, TOWS analysis, marketing objectives, and marketing mix. The case study provides insights into ALDI's marketing strategies and their impact on sales and profitability. It also discusses the company's background, including its history and global presence. Students studying marketing or management can use this case study for reference and analysis.

Marketing
Management

Table of Contents
1.0 Introduction................................................................................................................................4
1.1 Background of the Company........................................................................................4
2.0 Task 1.........................................................................................................................................4
2.1 Marketing Audit...............................................................................................................4
2.2 TOWS analysis.................................................................................................................6
2.2.1 TOWS analysis of ALDI..........................................................................................6
3.0 TASK 2......................................................................................................................................8
3.1Marketing Objectives........................................................................................................8
3.2 Marketing Objectives for ALDI.......................................................................................9
4.0 TASK 3....................................................................................................................................10
4.1 Marketing Mix................................................................................................................10
5.0 TASK 4....................................................................................................................................11
5.1 Customer service............................................................................................................11
5.2 Recommendations for improvement of customer service..............................................12
6.0 CONCLUSION........................................................................................................................13
7.0 References................................................................................................................................14

1.0 Introduction
Marketing management refers to a process which consist of effective planning, execution of
different activities, promoting products and services offered by company, set prices of products
and distribution of goods as well as services in an effective and appropriate manner. their main
objective is to fulfil the needs and requirements of customers and accomplishing organisational
goals within given time frame (Chonkoand Hunt., 2018). In order to complete the whole project,
ALDI is a multinational supermarket chain which is chosen as the base company. It is an
organisation which provides different home products and grocery items. ALDI was founded in
1946 by Karl and Theo Albrecht. Management team of ALDI decide to conduct an effective
marketing campaign between the period of 1st May 2020 to 30th April 2021. For this, a tag line is
prepared by the top management team of the company which is “Expressing Ourselves”. This is
the report which includes a detail discussion about TOWS, marketing audit as well as internal
and external environment (Bang, Joshi, . and Singh, M2016). In addition to this, marketing
objectives are going to be developed according to which all the plans and policies are going to be
formulated by the management team of the company.
1.1 Background of the Company
ALDI is a German family owned supermarket chain with almost 10,000 stores in around
20 countries across the world (Hunt, ., 2018). It is an organisation founded by two brothers
named as Karl and Theo Albrecht in the year 1946 where they take over their mother store. The
company mainly deals in different countries such as Poland, France, Hungry, Ireland,
Switzerland and many other countries across the whole wide world (Deepak, . and Jeyakumar,
2019).
2.0 Task 1
2.1 Marketing Audit
Marketing audit refers to a terminology which is used to examine and identify the
objectives, functions and activities related to marketing. Main aim behind conducting marketing
audit is to manage as well as plan each and every activity in an effective manner. It will aid
business organisation in order to make improvements which leads to the creation of positive and
strong brand image at the competitive marketplace. This as a result directly influences the overall

profitability and sales of the business organisation in positive way. With the help of marketing
audit, organisation can effectively grow and grab different opportunities available at the market it
has been said that marketing audit is mainly of two kinds which is of internal as well as external
audit.
External Audit: It refers to the kind of audit mainly takes place to examine the influence
of uncontrollable elements on the overall productivity and performance of the business
organisation (Key, . and Czaplewski, ., 2017). PESTLE analysis is going to be used by the
management team of ALDI which are going to be discussed as follows:
Political factors: It refers to a factor which includes political stability, monetary policies,
taxation policies and many more which affect the whole performance of the company. In context
of ALDI, it has been said that the stores are mainly located in the marketplace of US which is
liberal from any sort of disputes and conflicts at the present the period. The marketing campaign
developed by the management team can easily be executed at the market place of UK as
government of the country support business expansion.
Economic factors: It consists of all those elements which highly influence the
performance of business organisation such as economic condition, interest rates, inflation rates &
so on. In reference to ALDI, company mainly provides high quality goods to their customers
where they easily pay huge amount for such products. With the help of marketing campaign
“Expressing ourselves”, management team of ALDI can easily promote as well as aware ample
number of people about their goods and services which will positively influence sales as well as
profit of the company.
Social factor: It is very essential for the business entity to examine the needs and wants
of customers, latest trends, buying behaviour of the people living within the society. In present
context of ALDI, managers of the company pay sufficient salary to their employees which help
them in order to improve their living standard as well as social status. In addition to this,
business organisation recruits capable staff members to their marketing campaign as well as give
them good salary to improve their standard of living.
Technological factor: Continuous modification in technologies highly affects the buying
behaviour of consumer and their expectation. In context of ALDI, managers adopt advanced
technologies in order to produce high quality goods and services. In case of marketing campaign,

ALDI adopts various marketing channels to create awareness about the products among
customers. This as a result enhances the overall sale & profitability of the company.
Legal factor: It consists of all laws formulated by the government for safety, security as
well as health of the staff members working in the organisation. In context of ALDI, managers of
the company implement all the laws related effectively so they can perform all the business
function in an effective and appropriate manner.
Environmental factor: It consists of elements like environmental issues, hazardous
material, pollutions which affect the health of individuals. In reference to ALDI, managers of the
company purchase raw material directly from the domestic farmers so that they can provide fresh
and healthy goods and services to their customers and retain them for a longer period of time.
Furthermore, ALDI ensure that the campaign conducted by them does not harm any of the living
being.
Internal Audit: It will assist business organisation in order to examine the internal elements
such as corporate governance, accounting process & so on. Such kind of audit aid in maintaining
and creating authentic financial reports which as a result improves the internal condition of the
organisation. Furthermore, this sort of examination done in different organisational department,
internal process, testing on fieldwork and for preparing audit reports in an effective manner.
Strength & Weaknesses of Internal audit
Strength: Main benefit of this is audit is that it helps a business organisation in order to create
plan for the marketing campaign.
Weaknesses: On the other hand, weakness of this type of audit gains cost to the business entity
which affect the overall profitability of the company in a negative manner.
2.2 TOWS analysis
2.2.1 TOWS analysis of ALDI
TOWS analysis is used by companies so that there can be analysis of different types of
weakness, strength, opportunities and threats. It is used for purpose of achievement of various
objectives.
Managers in Aldi is also using TOWS analysis as approach to make plans for tier
marketing campaign for their tagline “Expressing ourselves” organisational objectives is
achieved in a timely and effective manner. The managers of ALDI uses TOWS framework

so that they can build strategies and plans for intensive marketing campaign “Expressing
Ourselves”.
Opportunities Threats
Strength SO
 ALDI is an established
brand that is providing
products that is home
essentials in the
market. Higher
authorities’ posses’
opportunity so that
they are offering
products with high
quality. Higher
authorities of market
posses’ opportunity in
their new products. It
is very helpful in
enhancing profits of a
organisation.
 Company has a major
competitive edge as
they can use their
distribution network so
that they can help in
negotiation of price
and pay corporate tax
that has to be paid by
Aldi.
ST
 For achievement to
gain a competitive
advantage in the market
ALDI is offering in the
market. They are
offering services at low
rates. It is very helpful
in increasing overall
profits
 Aldi has a brand image
that is helping them in
offering products at
lower prices. It will
help them in increasing
prices of products in
future.
Weaknesses WO WT

 Company is facing
some issues like
decline in sales can
posses a negative
impact on their profits.
ALDI has opportunity
that they can use and
start a new segment of
organic food to attract
a new segment of
customers that are
having preference for
organic foods. So that
they can cope up with
issue of declining
sales.
 Providing more
categories of healthy
food can help
customers of ALDI in
solving their issues and
increase their liquidity
& overall profitability.
 There are more stores
of ALDI that have to be
open and it includes
new categories of
discount stores and
convenience stores that
can help in increasing
profits of ALDI and
their survival in
market. It is also very
helpful in dealing with
overall threats of this
company from
increasing sales of their
competitors. .
3.0 TASK 2
3.1Marketing Objectives
Marketing objectives are very helpful in achievement of a overall objectives for a
organisation. It is very helpful in further formation of marketing strategies in given period of
time.

Objectives have to be always very SMART so that they are specific and are clear enough for all
marketing department companies (Weerawardena, 2018). In case of Aldi, such establishment of
specific and SMART objectives are helpful in further marketing management of organisation.
3.2 Marketing Objectives for ALDI
The main motive of the campaign of Aldi that is “Expressing ourselves” is to make people aware
of their basic motive. There is a period of 12 months that has been decided by this organisation
and major objectives of this campaign are motioned below:
1. To maximize their sales by making people educated & development of awareness to their
target segment about different categories and types of products offered by Aldi.
2. To increase their market share by use of their brand image as a strength
3. For attainment off a competitive advantage so that a leading position can be achieved in their
product by establishment of high quality products and to get a leading position.
Justification of marketing objectives of ALDI:
Objective 1: The main motive of Aldi is to use some intensive marketing strategies in
their campaign “EXPRESSING OURSLEVES” is to make maximum customers aware of their
products. It is going to have a positive impact on overall sales of company. There will be use if
some digital media strategies such as YouTube, Face book, LinkedIn for achievement of higher
sales as compared to present sales figure.
Objective 2: the second objective of ALDI is to develop a campaign that can help in
improvement of their brand image and also make products according to their customers demand.
The market share of ALDI will also be enhanced by use of this campaign as some different
methods will be used for promotion in this campaign (Vivek, Kazanis and Jain, , 2019) .
Objective 3: the third objective of campaign “expressing ourselves” is for achievement of a
leading position in the industry to which this company belongs. It is also helpful in assisting a
company in attainment of a competitive advantage so that they are able to compete with each
other external environment. Quality & the prices these are two most important aspects that are
being used by Aldi for improvement of their prices according to best quality which they are
providing to their customers.

4.0 TASK 3
4.1 Marketing Mix
Marketing mix is a tool that is used by various organisations so that overall sales can be
improved for Aldi. Marketing mix is based on some strategies & tactics so that companies can
used so that awareness and promotion of goods in the market. It consist of 7P’s that are place,
promotion, process, physical evidence, people and price so that profitable decisions can be made
in ALDI. The 7Ps are discussed below in context of ALDI :
Product: It can be defined as a all the different segments of product that are being offered
by a company for its customers. It is very important for a organisation to make goods according
to customer requirements and also trends taking place in the market. In context of Aldi the
company is focussing on production of products such as fruits, beer rice etc. Mangers in ALDI
by their new marketing campaign that is “Expressing ourselves”.
Price: It can be termed as the monetary value charged by ALDI as their products must be
according to their target market and overall value that is being experienced by their customers
(Keegan, ., 2017. ). If prices are higher than customers may prefer to switch to other competitors
who are offering at reasonable prices ALDI is a organisation that is having high preference for
keeping its prices competitive enough.
Place: it is the location that is offering product availability by Aldi. It consists of transport,
distribution centres and different other features. In case of Aldi this company is having
approximately 11000stortes that are offering huge customer reach for their products so that
maximum customers can approach and make their purchases. ALDI is also willing to make it
more convenient for their customer’s such as parking facility etc. They are also using such
measures for supporting the marketing campaign of “Expressing ourselves”.
Promotion: It can be defined as different measures that are being used by Aldi for the
purpose of making customers aware and educating them about different foods and products that
are being offered by Aldi. Aldi is making use of different websites such as LinkedIn, face book
os that they are able to make maximum customer aware of the new launches or their offers
(Kingsnorth,., 20190. The campaign “expressing ourselves” is also build; up with a aim of
making their marketing position more strong and increasing their share of market in given period
of time.

Process: It can be said that there is a particular process that is sued by Aldi for their
products so that they are able to establish cost effectiveness this can be reflected in form of
products that have to be offered at reasonable prices. In this all the products of ALDI will be
providing facilities of fast billing so that it can have positive impact on their sales and customers
can be satisfied (Shiu, 2017)
People: It consists of all people who are directly or indirectly associated with a company.
It includes internal stakeholders such as employees, directors etc. And further external
stakeholders include creditors, customers and debtors, government etc. All these are helping in
smooth functioning of an organisation (MANUAL2019). In Aldi in present case of their
marketing campaign expressing ourselves the most important stakeholders are their customer
who are actually helping in achievement of their overall objectives of high sales and increased
revenue. So prime, focus in maintaining their satisfaction level.
From above discussed pints it can be said that marketing mix plan is very helpful in
providing assistance to companies about placing of right products at right prices and on right
platforms for selling purposes (Sanclemente-Téllez, ., 2017). It is also very helpful for them in
making of strategies to be adopted for further increase in sales.
5.0 TASK 4
5.1 Customer service
There are some ways that can be used by mangers in ALDI so that they are able to make
improvements in their services that are finally provide to customers this is described below:
Timely feedback from customers: it is best alternative to understand whether a organisation has
been able to satisfy their customers or not (Sanclemente-Téllez, .2017). Taking feedback is
actually very useful in developing a basic understanding if the areas where an organisation is
lacking its performance and not able to meet expectations of customers. Such feedback will help
in improvement of their present level of services such as some of customers are not satisfied with
the prices at which Aldi is offering its products so there is a requirement to make improvement in
either terms of quality or reduction in process (Lambert, and Enz, 2017.

5.2 Recommendations for improvement of customer service
After making a detailed analysis there are some recommendation that have to be done to Aldi so
that they are able to improve in those areas where they are not having a satisfactory performance
level.
 Use of update technology: in the competitive environment a organisation has to adopt
technology so that they can use it for having effectiveness in their functions. Managers in
ALDI are willing to adopt advanced technology os that it can help them in improvement
of their performance (Hansen, McDonald and Mitchell, 2017). Additionally, it is also
helpful in making communication with their customers. ALDI is using it for making
communication with their customers and development of a positive brand image as they
can directly interact with their customers such as growth of technology as evolved
platforms such as online applications of social media. It is used for approaching
customers and making them understand the value theta is actually being received by them
in products of a organisation (GrishinaVolchkova, . and Ageeva, 2016).
 Providing training to their employees: Aldi must make adequate attempts to provide
training to their workforce so that they have a competent and trained workforce how can
contribute to maximum for achievement of their overall laid objectives (Schlegelmilch,
2016.). It also helps them in handling of customer requests in given point of time so that
they are prodding best after sales services to their present base of customers.

6.0 CONCLUSION
It can be said that marketing plan is used by organisation in achievement of a differentiation
advantage and also for surviving in the market for a longer duration of time. It is also used for
preparation of further marketing strategies that is used for achievement of some specific
objective in given point of time. Marketing mix help in understand some of the concepts that are
related to products or services and how can such aspects be used for examination of such
elements and then use it further to increase overall profitability of company.

7.0 References
Books & Journal
Bang, V.V., Joshi, S.L. and Singh, M.C., 2016. Marketing strategy in emerging markets: a
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Chonko, L.B. and Hunt, S.D., 2018. Reflections on ethical issues in marketing management: An
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Sanclemente-Téllez, J.C., 2017. Marketing and Corporate Social Responsibility (CSR). Moving
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Schlegelmilch, B.B., 2016. Global marketing strategy. Cham: Springer Nature.
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