Marketing Management: ALDI Marketing Audit and Objectives

This report discusses the marketing audit and objectives of ALDI's marketing campaign. It includes a TOWS analysis, marketing mix plan, and strategies to improve customer service.

Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................4
Marketing audit ..........................................................................................................................4
TOWS analysis of ALDI.............................................................................................................6
Marketing Objectives..................................................................................................................8
Marketing mix plan ....................................................................................................................9
How ALDI can improve customer service level.......................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing management is defined as a procedure that includes effective planning,
execution, pricing, promotion as well as distribution of goods & services in order to fulfil
requirements of customer and to attain desired goals in the given time period (Bagozzi, 2018).
ALDI is taken into consideration for the present report. It was funded by Karl and Theo Albrecht
in the year 1946. ALDI is operating in more than 20 countries and have around 11,000 stores
worldwide which represents it has a high market share. The higher authorities of ALDI is
decided to conduct marketing campaign of 12 months which is held in the period of 1st May 2020
to 30th April 2021. For this, an attractive tag line is decided that is “Expressing Ourselves”. The
present report discusses about TOWS analysis and marketing audits. Along with this, marketing
objectives is develop for campaign which assist company to gain higher growth and development
opportunities. In last, marketing mix plan is described along with the strategies that helps in
improving customer service of company.
TASK
Audit
It is termed as independent & systematic identification as well as examination of records,
documents, account books, vouchers of an organisation. This analysis id done in order to gain an
understanding about non financial disclosure & financial statement of a company.
Marketing audit
Marketing audit is termed as a process to analyse and examine marketing strategies,
activities, goals & objectives. Marketing audit helps an organisation to analyse manner about
how marketing activities is panned & managed in a proper manner. Along with this, marketing
audit assist in gaining an insight about goods & services offered by company in market (Baker
and Parkinson, 2016). The main purpose to conduct marketing audit is to know the performance
of marketing department of an organisation. There are two types of marketing audit that is
external and internal which are as follows:
External Audit: For conducting marketing audit for the campaign in an effective
manner, the managers of ALDI adopts PESTLE analysis. This analysis assist company in
identifying the affect of uncontrollable factors on productivity & profitability of an organisation.
The framework is discussed below with relation to company:

Political factor: It is defined as extent to which government interfere in the activities of a
company. It includes elements such as political stability, monetary policies & taxation policy and
many more. With reference to ALDI, the major stores of company is situated in United states and
it is determined that political stability of US is strong. Therefore, marketing campaign that is
going to be conducted by ALDI will be easily implemented in countries such as Europe &
United Kingdom but may face difficulties when it will conducted in countries like China and
Australia.
Economical factor: It involve factors like economic conditions, interest rates, inflation
rates and many more. In context to ALDI, the buying power of people living in Germany is high
as they prefer to buy quality products on the price which is offered by company in market
(Deepak and Jeyakumar, 2019). The campaign conducted by ALDI will assist in promoting
quality products in market which directly affect on sales as well as profitability of company in a
positive manner.
Social factor: Societies im0pact highly on operations and activities so it is important for
an organisation to examine cultural factors, trends, value, buying behaviour, opinions of people
living in societies. The managers of ALDI give good salaries to staff members which assist them
to satisfy their basic requirements and also help them to raise their social status. The company
will recruit effective staff members & provide them good wages of their working so that social
status & living standard of people can raise in a proper manner.
Technological factor: Changing in the technology affect on the purchasing behaviour as
well as expectations of customer. With reference to ALDI, it uses digital technology & social
media applications in order to reach and aware maximum number of people regarding marketing
campaign that is going to conduct.
Legal factor: It involves all policies and laws that is developed by government like
environmental law, health and safety law and many more. It is essential for an organisation to
follow all the legislation as it assist them to implement functions and activities in a proper as
well as smooth manner (Gaul and Baier, 2019). The higher authorities of ALDI follows all rules
which is associated in conducting marketing campaign in order to execute activities in a proper
manner.
Environmental Factor: This factor includes environmental issues, hazardous material,
pollution, energy consumption and all those elements which harm environment and people as

well. In relation to ALDI, it purchase raw materials by local British farmers so that they can
maintain sustainability on areas in which they operate and functioned. The managers ensure that
activities of marketing campaign will improve environmental conditions & did not harm
environment.
Internal Audit: Internal audit assist company to analyse and evaluate internal controls
that is corporate governance & accounting processes. It assist companies in developing timely &
accurate financial reports and documents (Hutchinson, 2015). In addition to this, internal audit is
used to gain an understanding of internal process, testing fieldwork, sending official reports and
follow up from department staff. The main purpose of internal audit is to give assurance that
companies internal processes, risk management as well as governance is operating in an effective
manner.
Why Audit needs to be undertaken: Marketing audit is termed as a process which assist
in evaluating value of marketing assets & activities that is associated with objectives of an
organisation. Audit helps in gaining understanding whether promotional plans, marketing
strategies, marketing campaign conducted by organisation is right or not. In addition to this, it
also assist companies to make marketing activities more effective and accurate. Moreover, it
assist in gaining an understanding the reason associated with failure of a product and service in
market. The benefit of auditing is company get to know what promotional tools is effective and
who are the potential customers for them. By the assistance of this, an organisation is able to
identify marketing loopholes which inn turn help company to attract maximum customer's and
enhance their sales as well as profit.
TOWS analysis of ALDI
This analysis involves threats, opportunities, weaknesses & strength of a company. It
helps an organisation to analyse threats and opportunities & then make a comparison it with
weaknesses and strength in order to develop strategic planning (Hüttner, 2018). The managers of
ALDI adopts TOWS framework so that they can build strategies & plans foe the coming
marketing campaign in an effective manner. The TOWS analysis of company is mentioned
below:
Opportunities Threats
Strength SO ST

 ALDI is a renowned
and well settled brand
which provide quality
products such as home
essentials and grocery
to its customers (Keller
and Kotler, 2015).
ALDI have the
opportunity to deal into
another segment that is
offering food products
as it will easily accept
by customer's due to its
brand name & market
position.
 It has good relations
with suppliers and have
a good supply network
as company have the
opportunity to
negotiate with
suppliers and cut down
corporation tax that
will assist company to
raise its profitability
level.
 ALDI attarcts more
number of customers
towards their product
by offering them
higher discounts, this
may reduce the overall
profitability and
revenue level of
company.
 The market share of
ALDI is high as it is
offer its product in
more than 20 counties
but did not provide
goods in rural areas
which give a chance to
competitors to offer
their products in rural
and can be act as a
threat for company.
Weaknesses WO
 Decline in sales &
profitability should be
maintained if company
is focusing on
WT
 ALDI sales and profit
is getting declined as
many new convenience
as well as discount

providing organic food
products which is good
for the health of
customers.
 Emphasise on clean
eating & delivering
healthy food in market
helps an organisation to
solve the issue of
liquidity & profitability
(Kotabe, 2020).
stores is opening in
market. ALDI can
open more outlets and
may shut some of
supermarkets which
help then to enhance
sales and profitability
level.
Marketing Objectives
The main objective of conducting marketing campaign by ALDI of 12 months are as
follows:
 To enhance level of sales by creating and educating awareness in market about their
goods and services globally.
 To develop strong market position that raise market share of ALDI. To differentiate & develop value of goods with an aim to attain competitive edge at
marketplace.
Justification of above given Marketing objectives
To enhance level of sales by creating and educating awareness in market about their
goods and services globally: The primary objective of marketing campaign which tag line is
“Express Ourselves” is to aware more number of customers about the quality goods that is
offered by company at marketplace (Macmillan Education Ltd, 2015). The managers of ALDI is
using digital technology and various social media applications like Facebook, LinkedIn,
YouTube and many more. It assists organisation to reach maximum number of people at global
stage that will directly affect positively in sales as well as profitability of ALDI in an effective
manner. With the help of this, it is easy for company to increase revenue rapidly and effectively.
To develop strong market position that raise market share of ALDI: The another
objective in conducting marketing campaign is to build a strong market position of company it

should be achieved if company offer goods and service as per the market trends and needs of
customer. It can also be attained if ALDI position its brand positively in the mindset of
customers. This will lead to development of positive word of mouth by its customers to other
individuals prevailing at marketplace. It will also help company to accelerate market share that
leads to increase in profits of ALDI.
To differentiate & develop value of goods with an aim to attain competitive edge at
marketplace: The another objective of ALDI to conduct marketing campaign “Express
Ourselves” is to develop value of products at marketplace. It can be achieved by company if it
fulfil commitments and promises which has done to its customer's. This develops a sense of trust
among customer's for ALDI & they will not prefer to switch to other products in future (Martín-
de Castro, 2015). With the help of this, company has the advantage to fight with its competitors
and to attain competitive edge at marketplace. In addition to this, it will also help ALDI to reach
on higher position within these sector.
Marketing mix plan
Marketing mix is a tool that is adopted by an organisation in order to sell goods and
services to the potential and target market. It involves tactics and strategies which is used by
companies to educate as well as create awareness of goods and services at marketplace.
Marketing mix mainly involves 7P's that is promotion, price, place, product, process, physical
evidence & people as well. If all these elements is properly managed and arranged then it will
help company to gain growth opportunities and make decision that is profitable for the
organisation. In addition to this, it assist organisations to improve its weaknesses and make
strong position in market (Miles, 2015). Furthermore, marketing mix assist an entity to attain
competitive advantage at marketplace that positively impact on sales and profit of an
organisation. The mangers of ALDI adopts marketing mix tool with an aim to attain marketing
objectives. Adoption of marketing mix too for campaign will help ALDI to target right
customers & raise their level of sales in a proper manner. Below is the description of 7P's of
marketing in context to company:
Product: It refers to an item that is offered by an organisation in order fulfil needs of
customer and create value of company. It is essential for marketing managers to analyse current
trends and needs of customer before bringing product in market. In context to ALDI, it focuses
on offering quality goods at marketplace so that they can gain trust of customers and increases

their performance in market. ALDI provide home essentials & high quality grocery products like
tea, wine, fruits, biscuits, rice, beer and many more. ALDI can attain campaign objectives by
maintaining and offering quality goods to customer's in a proper manner.
Price: An amount that is charged by company in return to providing goods & service to
customers. It is important for organisation to identify competitors price & set price accordingly
as it assist an organisation to retain in market for longer time frame. ALDI adopts competitive
pricing strategy as it assist them to offer products at lower rates in market (Nordhielm, 2015).
Along with this, the company purchases raw material and other goods in bulk that assist in
gaining higher margins and offering products at lower prices. With the help of this, ALDI can
increase its sales and achieve higher profits that is one of its marketing campaign objective.
Place: It is defined as location from where customers an easily purchase goods. It
includes distribution centres, transport, franchise and many more. ALDI has around 11,00 stores
by which it offers product at global level. In addition to this, marketing managers of ALDI
identify market visibility and after that deciding the location of stores. They also consider that
location is convenient for customers and parking space is adequate as it will assist them to raise
their sales of product. Moreover, ALDI emphasise on maintaining store ambience simple as they
did not invest high amount in ambience of its outlet due to which it is easy for them to decline
cost and increases level of profits. In addition to this, raise in sales as well as profit help ALDI to
attain its objectives of marketing campaign within the stipulated time frame.
Promotion: ALDI uses digital and social media websites as well as application like
LinkedIn, Instagram, Facebook, YouTube so that they an reach more number of audience that
impact positively on sales and profit of company. ALDI is going to conduct marketing campaign
with an objective to aware maximum number of customer's that affect positively on sales and
market share of company.
Process: The design and layout of ALDI stores is simple and consist of shelves that assist
users to easily search product. This reduce the usage of staff members at stores that automatically
decline cost of company (Parsons and Lepkowska-White, 2018). In addition to this, the products
of ALDI contains barcodes that is easy for doing billing and giving fast service to customer's.
Physical Evidence: The company putting same price in all the stores globally. In
addition to this, the company follow strategy of everyday low price which impact on sales of

ALDI in a positive manner. Moreover, ALDI offers product at 20% discount that helps in
gaining competitive edge at marketplace.
People: The company provide training session to staff members that raise their skill and
knowledge level. Along with this, it help employees to give best service to customers and to
handle issues and queries of customer in a proper manner.
After analysing marketing mix plan, it is determined that marketing mix assist company
to target right customers on right time and at right place. This will lead to attainment of
marketing campaign objectives within given time period.
How ALDI can improve customer service level
The ways which can be adopt by ALDI for improving customer service level are as
follows:
Provide Training to service team: By providing training session to employees,
company can make improvements in its customer service. This sessions increases skill as well as
knowledge level of employees and also trained them to handle issues of customer (Pasquier and
Villeneuve, 2017). By the assistance of this, ALDI builds positive brand image in market that
will lead to increases in sales as well as profit of ALDI.
Customer Feedback: It is essential for ALDI to analyse requirement of customers as it
assist them to fulfil needs of customer and raise their customer's base level. In order to fulfil this,
ALDI can take reviews from customer about the products and services given to them by
company. It assist company to make improvements that will build trust in mind of customers
towards brand. It also make customers feel valued as well as important that help company to
retain its employees for longer time frame and improve their customer service level.
Using of Advanced Technology: Technology is changing rapidly and affect on the
purchasing behaviour of customer towards products and service offered by company. It is
important for ALDI to use advanced technology in its processes as it attract more number of
customer and enhance level of sales of ALDI. Using of advanced technology help ALDI to solve
queries of customers rapidly and effectively. Along with this, it also help company to interact
and communicate with customers at any place (Quelch, 2017). This will directly affect
positively on customer service which in turn affect positively on profits of ALDI due to which
market share of company also increases in an effective manner.

Along with this, company can use CRM platforms that assist organisation to effectively
coordinate and maintain relationship with customer's that will lead to higher customer
satisfaction. Moreover, focusing in needs of customer and delivering them products as well as
service on time also help company to improve its customer service level (Reic, 2016).
CONCLUSION
From the above study, it has been concluded that marketing plan includes tactics &
strategies which help companies to achieve their desired goals within the time frame. TOWS
analysis helps an organisation to convert their strength into opportunities that leads to success of
company in market. Marketing audit assist organisation to identify tactics, strategies, objectives
of marketing which leads to increase in efficiency of an entity. Marketing mix plan involves
strategies and plans which assist company to target right customer's and increase their sales as
well as profitability level.

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