Marketing Management: ALDI's Expressing Ourselves Campaign

MARKETING
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Marketing audit...........................................................................................................................3
Marketing objectives...................................................................................................................5
Marketing mix plan.....................................................................................................................6
Customer service.........................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing management is defined as the process of planning, organizing and controlling
all the activities which are undertaken by the company for the purpose of market its product and
services into the market (Hirst and Beresford, 2019). In this highly competitive market it is very
crucial for the companies to have effective marketing strategy as if the marketing will not be
good then the consumers will not like the product to a great extent. Also, marketing mix includes
the decision relating to the different policies, strategies and procedures used by the company for
facing the competition. The current report is based in marketing campaign of ALDI that is
‘Expressing ourselves’.
ALDI is a chain of supermarket headquartered in Germany has around 10000 stores in
more than 20 countries. Hence, the competition in retail sector is very high and the company is
planning for a marketing campaign. Thus, the current report will outline the different measures
and decision taken for the campaign. This will start by doing a marketing audit for the campaign
and then in accordance with the market condition the marketing objectives will be determined.
Further the marketing mix for the campaign will be made and then in the end the management of
the customer service will be analysed.
Marketing audit
The marketing audit is referred to as the process through which the company reviews all
the changes taking place within the business environment. This is very necessary because of the
reason that the business exist in environment which is very dynamic and ever changing and it is
very essential for the company to adapt these changes. This is very crucial because of the fact
that if these changes will not be managed in effective manner then the company might lose its
competitive position within the market.
Hence, it is very essential for ALDI to review all its policies and strategies are matching
the current and latest trends within the environment or not. If not then it is very important for
ALDI to adapt to all these changes in effective and efficient manner. Also, the marketing audit is
essential as it also help the company yin analysing the strategies and polices being used by the
other competitors (Grewal, 2018). This will give an idea to ALDI that what the competitors are
using to promote their business. Then ALDI can make its marketing strategies in accordance
with the strategies of the other competitors.

The marketing audit is very important for the business as this will help the company in
getting knowledge of the latest trends and changes which are going within the highly dynamic
environment. Also, this will help the company in getting the knowledge that what is currently
going on in the market and what are the latest trend and requirement of the consumers
(Ramanathan, Subramanian and Parrott, 2017). Hence, this marketing audit will assist ALDI in
making all the changes in its strategies and product and services in accordance with the latest
changes going on within the market. There are many different tools and techniques which can be
used for conducting marketing audit like PESTLE analysis, SWOT analysis, TOWS analysis and
many other different tools of marketing audit. For conducting the marketing audit of ALDI help
of TOWS matrix was used which is discussed as follows-
TOWS matrix Threats
The major threat is the high
competition which is present
in the global market.
Government policies and
taxation.
Opportunities
Invest more in the digital
marketing techniques.
Expand in developing
economies like Africa and
Asia.
Weaknesses
Low presence in global
business world.
It is regarded to have cheap
and low quality products
With the increase in high
competition the company
needs to remove its weakness
of having low presence within
the global market. This is
majorly because of the fact
that the high competition can
be faced only with help of
global presence which is low
for ALDI.
Also, the government policies
and taxation also leads to low
presences in global business
world. The major reason
underlying this fact is that is
The opportunity of investing
in more digital technology is
restricted by low presence in
global business market. This is
majorly because of the reason
that due to low presence the
company will not be able to
cover more area with the use
of digital technology for
marketing.
Another opportunity of
expanding in developing
economies like Asia and
Africa cannot be grabbed as
the goods and services of