Marketing Management

MARKETING
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Construct marketing TOWS for ALDI by explaining the marketing audits...............................1
Justify 3 marketing objectives that should be set for the “Express Ourselves” marketing
campaign......................................................................................................................................3
Formulation of marketing mix plan.............................................................................................4
Provide proposals on how ALDI can improve their levels of customer service with its
marketing campaign.....................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing management refers to the disciple of companies that put emphasis on the
application of practical information, theories, techniques and various activities and concerning
resources. It is useful in facilitating different functions and concerning tasks that are involved in
suitable amount of distribution of products and services. Therefore, it is concerned as an activity
that is useful in determining the conditions of marketing, planning, implementation and
controlling of various programmes as it brings concerning changes which targets the market to
attain suitable goals and objectives (Kotler and et. al., 2018). In addition to this, it is concerned
with chalking out of the definite programme that is useful in determining and forecasting of
marketing and its probable conditions for the implementation of plans that helps in attaining
prominent goals and objectives. Management of marketing is important as it is useful in meeting
to the improvised competition and for this they need proper method to distribute their products to
eliminate the cost and increase their profitability. This report is in relation with Aldi which is a
common supermarket chain around 10,000 stores in 20 countries and deals in variety of products.
Company is based in Germany, as it is founded by Karl and Theo Albrecht in 1946. Moreover,
this report is going to cover explanation of marketing audit with the help of TOWS and also
justify 3 marketing objectives with “Express ourselves” marketing campaign. Lastly, marketing
plan is developed and proposal is developed to improve the levels of customer service.
MAIN BODY
Construct marketing TOWS for ALDI by explaining the marketing audits
Marketing audit defines the systematic evaluation of the marketing environment of
business as it is helpful in determining both the internal external factors and its concerning goals
and strategies (Deepak and Jeyakumar, 2019). It is also useful in planning the pre-determined
actions in order to improve the overall marketing performance of an organisation. In order to
conduct the overall market audit and its conditions TOWS analysis is used that helps in
determining the market conditions and reduce the concerning risk from the market.
TOWS Analysis:
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ALDI STRENGTHS WEAKNESSESS
OPPORTUNITIES  Brand image and reputation
 Strong ecosystem
 Diversification
 Decision making
THREATS  Technological advancement
 Customer needs
 Substitute products
 Political
uncertainties
Strengths/Opportunities: It describe the Rapid growth of Aldi which is seen in the
organisations by combining its market share rise to 12% as a result of approximately 1.1 million
additional customers visiting their stores which describes that its market share becomes an
opportunity for company in order to increase its customer base. Moreover the definition of
company e is useful in providing comparable quality that helps in leading brand at low prices
instead of any other competitors as its reputation describes and unique offering that resonates
within the mind of potential customers that leads to result in opening their new 70 stores in 2017
as per the demand of customers (Chernev, 2018). In addition to this discount store chain like
Aldi tends to develop a strong ecosystem that changes the critical parameters of food retailing. It
becomes an opportunity for company in terms of competing with its competitors on the basis of
prices as its discount factor add other elements to it like convenience of shopping, multiple
locations and low waiting time for customers.
Strengths/Threats: By analysing the technological advancement and development of
company it is analysed that company currently uses updated and advanced technology within the
industry which can become threat for its competitors in terms of their survival as the modern
customers are attracted towards the new technologies that help in saving the time (Bagozzi and
et. al., 2018). Moreover the bargaining power of suppliers is currently increasing that leads to
decrease the number of suppliers from the market which depicts that the cost of inputs could
improve for Aldi. In addition to this the frequently changing differences and requirements of
customers put pressure on company to constantly changed their products in order to meet the
requirements of customers as it leads to increase wastage of commodities. Meanwhile frequent
changes tend to bring advancement in the working manner of company which helps in achieving
success in the whole business environment.
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Weaknesses/Opportunities: In order to effectively launch product in the Marketplace
Company of diversification strategy that can generate risk factor in terms of achieving its
success. Meanwhile it can become opportunity for company by conducting proper market
research and data mining the whole condition and situation of market with suitable frameworks
as it helps in eliminating risk factor for company and improving its profitability (Johnsen, 2018).
In addition to this currently the authority of decision making of Aldi is in the hands of top level
management that tends to have limited suggestions and opinions to deal with situation
meanwhile for this company can involve Their employees as well as it is useful in getting fresh
and unique ideas regarding the enhancement of company and its development.
Weaknesses/Threats: Currently company deals in common products that are provided by
other retailers as well as it increases the chances of customer switching from one brand to
another brand and collectively for the whole industry regarding the consumption of current
product is decreases. In addition to this the political stability is quite uncertain because of the
impact of brexit and after this various new policies are developed and many modifications are
done regarding the trade policies that impacts the retailing business in terms of exporting its
commodities photos come which can become threat for company and make its survival worse
(Olson and et. al., 2018). As the uncertain political conditions become barrier in business and
handle the overall performance and make the business incur unnecessary costs. The Strategies
and policies of the international trading keep changing and for this suitable compliance are
required by company in order to offer its services and operate its business globally.
Justify 3 marketing objectives that should be set for the “Express Ourselves” marketing
campaign
As per the above discussion prominent marketing objectives are developed with the help of
come please new marketing campaign named Express ourselves in order to attain success and
dynamic business environment and acquire number of customers that is useful to attend
profitability and productivity (Ziemba, Jankowski and Wątróbski, 2018). In order to achieve its
prominent goals company should set prominent objectives and goals that are useful in terms of
achieving its objectives which are discussed as under:
 Involvement of employees: To achieving success in the dynamic business environment
company need to involve its employees also in order to get fresh and innovative ideas and
suggestions regarding the development of its commodities. The Spectre is also useful in
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motivating employees and enhancing their performance as because of these employees
feel important within an organisation. Moreover Aldi need to hire fresh talent in an
organisation which is useful in getting prominent strategies for the enhancement of
company and accomplishing its targeted objectives. In addition to this company need to
set specific goals that are measurable in terms of determining the progress of company.
 Increasing sales and revenues: The goals and objectives should be developed by
keeping in mind that they should be achievable by company for short and longer period
of time (Iankova and et. al., 2019). For this objective of company is to enhance its sales
and revenues by 15% within 12 months and get hike in its profitability by 7% with the
help of its marketing campaign named Express ourselves. This marketing campaign is
beneficial for company in order to get number of customers weather at local levelor
global level. In addition to this goals should be develop in realistic manner which
describes that they are achievable for the enhancement of company.
 Unique products: By determining the weakness and threats of company regarding at
substitute products company need to develop innovative and unique commodity despite
from all the competitors which is useful in achieving great position in the dynamic
business environment and helps in defeating its competitors (Dogu and Albayrak, 2018).
For this company can opt product development in order to offer innovative products to
their respective customers that helps in achieving competitive advantage in the dynamic
business environment. Moreover to develop unique Aldi take suggestions from there
specialist, expertise and employees as well as their aim is to improve their proficiency
ratio and become the leader of market.
Formulation of marketing mix plan
Marketing mix: It can be defined as the combination of seven different elements that are
required to be focused by all the organisations so that all the marketing objectives could be
accomplished. While planning to attain all the business goals it is essential for all the entities to
make sure that effective strategies are formulated (Möller and Halinen, 2018). As Aldi is
planning to launch a new marketing campaign with the tagline of expressing ourselves therefore
it is essential for it to pay attention towards all the P’s of marketing and create a plan. Detailed
analysis of the plan is as follows:
Marketing Description
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mix
elements
Product It is the first elements of marketing mix in which companies decide to offer
different variety of items to the customers according to their requirements. In
order to achieve the objective of increased sales is very important for ALDI to
make sure that it offers good quality of products to the customers. Marketers
have decided to ensure quality of all the items kept by it in the stores so that
customer engagement could be enhanced.
Price It is the total amount which is paid by a customer to the organization in exchange
of product or service. There are different types of pricing policies such as
competitive, penetration, premium, economic etc. Organizations are required to
select one from them effectively that suits the business (Wang and et. al., 2019).
ALDI have planned to use competitive pricing in future so that it can attract large
numbers of customers and objective of increased revenues could be achieved.
Price is one of the key elements that plays major role in attainment of business
goals.
Place It can be defined as the location where customers come and buy products so that
they can fulfill all their needs. While formulating the marketing campaign ALDI
have decided to analyze that all the stores of it are easy to reach for the clients.
With the help of it, the objective of increasing sales could be achieved because
when supermarkets will be easily accessible for the customers then they will buy
more and more. This element of marketing mix helps all the companies to attract
large number of customers if they are at such location where they can come
easily.
Promotion In order to establish a positive image of company in mind of customers to is very
important for all the companies to promote the products and services that are sold
by them. Effective promotional strategies results in higher engagement of
customers (Gölgeci and Kuivalainen, 2020). It has been planned by ALDI that it
will promote all the items that are sold by it while conducting the marketing
campaign. It will help the company to increase revenues because when effective
promotional activities will be conducted then it will help to position organization
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in the mind of targeted audiences. Some of the policies which will be used by the
entity in future are providing discount coupons to the customers, allowed fixed
percentage of off to the clients who are regularly visiting its supermarkets.
People These are the individuals who are working in an entity. It is the main
responsibility of all the companies to assure that the employees who are working
with them are highly skilled and trained. It has been planned by ALDI that it will
conduct training sessions for all the staff members who working within its
supermarkets. With the help of it, they will be able to resolve all the queries of
customers who are visiting the stores. It is beneficial for the company as it will
result in accomplishment of the objective of higher sales because when all the
queries of clients will be resolved quickly then they will be motivated to buy
more, Higher purchases will result in increased revenues and sales of the
organization.
Process This element of marketing mix states that all the companies should pay attention
towards the process of business execution so that errors in them could be
determined and effective strategies could be formed to resolve them (Müller and
et. al., 2018). As a new marketing campaign is designed by ALDI therefore the
marketers have decided that they will analyze all the procedures of entity. It has
been also planned by them that changes in customer assisting and attending
process will eb made. The procedure which is used to deliver goods at door step
of clients will also be changed. It will be beneficial to achieve the marketing
goals such as increased sales because highly efficient processes result in
increased customers in stores as well as online website.
Physical
evidence
It is the last element of marketing mix which is also required to be focused by all
the organizations so that they can achieve all the predetermined goals that are
formed by them. Regarding this element ALDI have decided that a positive and
peaceful environment at the supermarkets will be made for the customers so that
they can shop easily. With the help of it, objective of higher profits could be
accomplished because when the environment of stores of ALDI will be good
then it will attract large number of customers to buy goods that are required by
them.
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Provide proposals on how ALDI can improve their levels of customer service with its marketing
campaign
The business owners spend lot of money to market and drive customers at the place of
business. For this we create suitable parts and customers walk on it that is advantages for
company. Marketing is a procedure which is useful in letting consumers know about that choice
as what and why they choose suitable products over their competitors full stop in relation with
this companies make prominent mistakes by thinking that marketing is just a single thing
meanwhile it is an actually much broader than that as marketing is not only about the competitors
it’s always about the consumers and their services (Becker, 2019). Customer services are the
personal encounter that company do with their client with the help of email telephone or by face
to face meeting. Success and growth of company depends on the person experience of customer
that is created by company in order to develop loyalty towards the business. Good customer
service makes customer feel special and this factor depicts as an effort made by company to
retain customers. In relation with this currently Aldi use Express ourselves in order to develop
their productivity and performance with the help of its marketing campaigns it is useful and
improving and enhancing the levels of customer service. For this various ways are discussed
underneath:
 Seek customer’s feedback: This is strategy describes that companies need to take
prominent feedback from their customers regarding the experience in order to enhance
and improve their services. In order to offer excellent customer experience companies
need to understand their requirements and pain points of their clients. In relation with this
Aldi need to make sure that they provide their customers various ways to share the
feedback which include telephone survey or with the help of email buy feedback form.
Rather than service company can also develop a complaint system which is quite better in
order to enable and know the arising issues of customers (Chernev, 2018). This way is
useful in exploring and expressing company in terms of knowing about the good and bad
experiences when the brand interacts with the customer. Away with this, Aldi can gain
real experience and vision regarding their overall performance and also determine the
areas for their improvement. Furthermore, connection among the customers and
Company plays an important role in order to collect feedback as it makes clients
important that they are valuable for company and entity is willing to resolve their
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prominent issues. This leads to develop trust and also prevent them from sharing their
concerning details and irrelevant comments on social media.
 Strengthen customer service team: Enhancing the experience of customers and their
service begins with developing a strong customer service team. In relation with this, Aldi
need to hire skilled and trained professionals in order to provide training to their customer
service team which is useful in developing and maintaining relations with prospective
customers (Bagozzi and et. al., 2018). By considering the lack of skilled workforce
company would not be able to have strong customer base as no technique or AI element
will compensate for it. Therefore company need to look for the prominent individuals
with suitable skills. Moreover, Aldi need to organise training sessions for their employees
in order to enhance their current skills and some notable skills are discussed there under:
 Good communication skills: The people in customer service team must have suitable
confidence in them and possess excellent communication skills that are useful in
influencing customers towards their commodities (Johnsen, 2018). The customer service
people are capable enough to convey customers in positive manner and need to strive to
never end the conversation with customers that leaves customers dissatisfied.
 Empathy and patience: Prominent customer service team need to deal with various types
of customers that might be annoying or confused and also have lot of questions in their
mind regarding the product. Therefore a customer support representative must have
patience as it helps them to deal with all the confusions and irrelevant questions in a
professional manner (Olson and et. al., 2018).
CONCLUSION
From the above project report it has been concluded that marketing management is the
process of paying attention towards all the efforts that are made to market all the offerings of
company. While planning for the same it is very important for all the companies o make sure that
they conduct TOWS analysis as it will help to analyze all the weaknesses and threats that are
required to be focused while designing marketing campaign. It is a strategic decision making
model that guides the companies to form effective strategies for future. On the other hand,
effective objectives are also required to be formulated so that the planned activities could be
performed properly. At last, a specific marketing mix plan and proposal is also required to be
formed as it can help to analyze that the goals that are formed will be achieved in future of not.
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REFERENCES
Books and Journals
Bagozzi, R.P and et. al., 2018. Marketing-Management. Walter de Gruyter GmbH & Co KG.
Becker, J., 2019. Marketing-Konzeption. Verlag Franz Vahlen.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Dogu, E. and Albayrak, Y.E., 2018. Criteria evaluation for pricing decisions in strategic
marketing management using an intuitionistic cognitive map approach. Soft
Computing. 22(15). pp.4989-5005.
Gölgeci, I. and Kuivalainen, O., 2020. Does social capital matter for supply chain resilience? The
role of absorptive capacity and marketing-supply chain management
alignment. Industrial Marketing Management. 84. pp.63-74.
Iankova, S and et. al., 2019. A comparison of social media marketing between B2B, B2C and
mixed business models. Industrial Marketing Management. 81. pp.169-179.
Johnsen, T.E., 2018. Purchasing and supply management in an industrial marketing
perspective. Industrial Marketing Management. 69. pp.91-97.
Kotler, P., and et. al., 2018. Marketing management: an Asian perspective. Pearson.
Möller, K. and Halinen, A., 2018. IMP thinking and IMM: Co-creating value for business
marketing. Industrial Marketing Management. 69. pp.18-31.
Müller, J.M and et. al., 2018. Digital, Social Media, and Mobile Marketing in industrial buying:
Still in need of customer segmentation? Empirical evidence from Poland and
Germany. Industrial Marketing Management. 73. pp.70-83.
Olson, E.M and et. al., 2018. The application of human resource management policies within the
marketing organization: The impact on business and marketing strategy
implementation. Industrial Marketing Management. 69. pp.62-73.
Wang, W.L and et. al., 2019. B2B content marketing for professional services: In-person versus
digital contacts. Industrial marketing management. 81. pp.160-168.
Ziemba, P., Jankowski, J. and Wątróbski, J., 2018. Dynamic decision support in the internet
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XXIX (pp. 39-68). Springer, Cham.
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