Marketing Management for Aldi: TOWS Analysis, Objectives, Marketing Mix, and Consumer Service

Marketing
Management

Table of Contents
INTRODUCTION..........................................................................................................................1
MAIN BODY..................................................................................................................................1
1. Constructing marketing TOWS for Aldi, which explains marketing audits ..........................1
2. Marketing objectives set for the “Expressing Ourselves Marketing Campaign” ..................4
3. Identifying marketing mix plan to achieve its objectives for campaign.................................4
4. Aldi can improve its consumer service for marketing campaign ...........................................6
CONCLUSION...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing management is the process of planing, organising, directing and controlling to
achieve the desired goals and objectives to meet the needs and wants of consumers. This is the
process to determine the consumer equilibrium point at which consumer also satisfies with their
needs and suppliers also maximise their profits with increasing revenues (Atwal and Williams,
2017). In this procedure, Aldi is selected for marketing management which results in
achievement of goals effectively and efficiently. This leads Aldi to identify and determine its
strategic decision-making to compete with its rivalries for its stability and success. This
marketing management is classified on the basis of TOWS analysis, marketing objectives set for
expressing ourselves, marketing mix plan and consumer service to achieve its target.
MAIN BODY
1. Constructing marketing TOWS for Aldi, which explains marketing audits
Introduction:- Aldi was introduced by karl and Theo Albert in 1946. It is very popular
for its supermarket chain exploring to enlarge its consumers with increase in sale. It facilitates
link between its stores and entities to attract consumers to purchase more of their specialised
product (Calder, Malthouse and Maslowska, 2016). The organisation focus to minimise its cost
with brand positioning to its consumers which maximise its revenue and profits with the ability
to sustain.
TOWS Analysis:- This analysis is referred as the process to determine strength and
opportunities over weakness and threats to achieve success. It is the abbreviation form of treat,
opportunities, weakness and strength which enables an organisation to attain its goal and
objectives. This tool is used to analyse, compare and evaluate the business strategies for increase
in sale, profits , brand value from its rivalries as their competitive advantage (Guenzi and
Storbacka, 2015). Managers of Aldi implement this strategy to identify and determine the
competitive strategies adopted by their competitors which are to be minimised by the strength
and opportunities of organisation. The managers examine the upcoming new entrants and exit of
rivalries in competitive market with their innovative ideas, new technologies, etc.
The internal and external environmental strategies of Aldi are been discussed as under:-
1

Internal / External
Environment
Strength (S)
 It covers large area of
market for discount
supermarket chain.
 It have high level of
consumer support
Weakness (W)
 Price discounting of
products have low
profit- margin.
 Employee are not
motivated and are not
satisfied with
distribution of income.
Opportunities (O)
 Increase Consumer
loyalty
 Consumers are ready to
pay high premium
SO
( Maxi – Maxi strategy)
WO
( Mini – Maxi strategy)
Threats (T)
 High competition from
rivalries to sustain.
 Change in government
rules and regulations
ST
(Maxi – Mini strategy)
WT
( Mini – Mini strategy)
These following internal and external strategies are described below:-
Strength- Opportunity (SO): This strategy is termed as the maxi – maxi strategy which
consists of both internal strength and external opportunities. It is referred as the capability of
Aldi to cover large area of market for discounting supermarket which increase its customer
support (Guesalaga, 2014). With this it generates opportunity for organisation to have loyal
consumers for to consume their qualitative products which attracts them to purchase more. This
strategy plays very vital role in achievement of organisation goal and objectives with various
competitive advantage to be stable and expand its growth opportunities. The organisation
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