Marketing Plan for Aldi: Strategies for Success

This document provides a comprehensive marketing plan for Aldi, a discount supermarket chain. It covers the marketing audit, objectives, marketing mix, and customer service strategies. The document also includes a background of the company and its operations.

Marketing plan

Table of Contents
1.0INTRODUCTION............................................................................................................................3
TASK 1.................................................................................................................................................4
Marketing Audit................................................................................................................................4
Task 2....................................................................................................................................................5
Marketing Objectives........................................................................................................................5
Task 3....................................................................................................................................................7
Marketing Mix...................................................................................................................................7
5.0 Task 4..............................................................................................................................................9
5.1 Customer Service.........................................................................................................................9
5.2 Recommendations for Improving Customer Service Operations of Aldi...................................10
6.0 CONCLUSION.............................................................................................................................10
REFERENCES....................................................................................................................................11

1.0INTRODUCTION
Marketing is a strategic business process which involves the advertisement and
promotion of goods and services manufactured to the public in an effort to attract more
customers towards the business organisation’s operations. In today’s digital age, marketers
can make use of various traditional and digital marketing channels and the tools these
individual channels provide, in aiding their marketing efforts in order to reach out to and
promote, advertise about goods and services to a large section of consumers in the market
(Armstrong and et.al., 2018). Using both traditional and digital channels of marketing can be
immensely influential to marketers in accomplishing the objectives set in their strategic
marketing plan. Marketing plan is a strategic blueprint or document created within a business
organisation with the intention to outlining the end marketing objectives, execute marketing
strategies in order to accomplish the set objectives and tracking the progress of marketing
strategies and making necessary changes in order to accomplish the set marketing objectives.
Background of the Chosen Company
This report assesses the multiple marketing efforts and operations of business
organisation Aldi,a discount supermarket chain brand that is owned by two German families,
operating from its headquarters in both Essen and Mulheim, Germany.Aldi was founded in
1946, an astonishing 74 years ago and having operated in the retail industries for such a long
duration of time successfully has presented the business organisation with ample amounts of
opportunities to grow and expand their business operations to international markets in an
effort to diversify their operations, market share and increase their operational productivity
and profitability. Currently, Aldi operates close to 11,234 distinct establishments with its
operations spanning 20 different countries around the globe. Though Aldi’s brand name and
its stores carry the single ‘Aldi’ brand name, its operations were split into two different
business organisations in 1960name Aldi Nord which operates from its headquarters in Essen
and Aldi Sud which operates from Mulheim, Germany (Keegan, 2017). These two distinct
organisations have beenlegally and financially separated in Germany since 1966 with Aldi
Nord now operating 2600 distinct establishments in North, East and West Germany and Aldi
Sud operating close to 1600 distinct stores in Southern region of Germany. Aldi chain of

supermarkets jointly generated revenues of 53 million €as of 2020 through its various
operations in different countries
TASK 1.
Marketing Audit
Marketing audit is defined as a process to assess the competitiveness of company’s
marketing strategies. In order to analysis about the marketing audit of the company TOWS
Analysis tool utilises.
TOWS Analysis
TOWS Analysis is more like an internal analysis of company. TOWS Analysis of the
ALDI Company can be summarised in the following points.
TOWS Analysis Strengths
 Diversified product
range
 Affordable price
range.
 Effective brand
image.
 Good reputation in
retail market.
 Higher customer
satisfaction rate.
Weakness
 Outdated information
technology system.
 Poor financial
planning.
 Limited financial
resources.
Opportunity
 Market expansion
opportunity.
 Products expansion
opportunity.
 Improve customer
service.
 Aggressive online
trade opportunity.
S – O Strategy
 Launch diversified
product range in new
places.
 Provide products in
affordable prices to
new customers.
 Launch new products
over internet.
W- O Strategy
 Technological
advancement.
 Utilisation of
financial resources in
proper manner.
 Aggressive marketing
over internet.

Threats
 Competition in retail
market.
 Ineffectiev marketing
strategies.
S – T Strategy
 Low pricing
strategies.
 Discount strategies
 Improve marketing
campaigns.
 Social media
marketing.
W- T Strategy
 Improved technology.
 Innovation strategies.
S-O Strategy: Company management can launch diversified products range in new market to
attract more customer base. This is an effective strategy which will drive company’s growth
rate and also foster the business expansion potential of company. Providing products at
affordable prices will improve the customer base of company in target market. Company can
also launch new products over internet to attract more potential customers of retail sector.
W-O Strategy: Company management of the ALDI Company can focus over technological
advancement by installing new information technology equipments and software (Larsen and
et.al., 2019). This is an effective strategy to strengthen the brand presence of company in
target market. Company management can also focus on financial planning to improve the
usability of financial resources of company.
S-T Strategy: Company management can implement low pricing and discount strategies to
attract the potential customers of company. Channelizing marketing campaign over internet is
also an important strategic tool company can use.
W-T Strategy: Company management can emphasis on technological advancement.
Company management can also promote innovation in the organisation.
Task 2
Marketing Objectives
Marketing objectives is defined as the factor that drives the marketing campaign of
the ALDI Company. Objectives are considered as all such factors that drives the marketing
strategies of the company.

Importance of marketing objectives
Framing an appropriate marketing objectives provide importance in the marketing
campaigns that can be summarised in the following manner.
Drives marketing campaign: All marketing campaign s of the ALDI Company are framed
based on the set objectives of the company. Company operate marketing functions so that
company management can improve the presence of company’s products in the target market
(Otieno, 2018). Company management and marketing department of the ALDI Company
draft the strategies and policies improve brand publicity based on the objectives of the
company. Profitability and market share is considered as among the primary objectives works
behind the operations of the companies in the target market.
Identify the scale of marketing campaign: Company management and marketing
department of the ALDI Company decide the scale of the marketing campaigns based on the
objectives behind the marketing. Marketing campaign play huge role in improving the sales
of the company’s products in target market. Company management identify the scale and
channels based on the objectives behind the marketing campaign.
Both the factor splay the most significant role in the marketing of the company.
Objectives influence every aspects of the marketing campaign run by ALDI Company.
SMART Objectives
Objectives for the marketing campaign are set on the basis of the smart objective
model. Factors associated with the SMART Objective can be summarised in the following
manner.
Specific: Specific is the first element involved in the SMART Objective model. This model
emphasis that objectives set by company to operate marketing functions must be specific in
nature. It must be clearly indicate all aspects behind the marketing campaign (Pratama, 2017).
All products of company carry the specific target customer base and marketing campaign
must be framed as per the potential buyers of the company in order to achieve the highest
level of productivity from the marketing campaign run by company management.
Measurable: This is the second elements involve in the SMART objective framework.
Outcomes of the objectives must be measurable in nature. This model indicates that company
must set such objectives that can be calculated in order to assess the effectiveness of the

marketing campaign. In case of companies running marketing campaigns objectives are set
on the basis of amount of sales company management aims to achieve from the marketing
campaign. This is an important aspects involve in the model which focuses significantly on
the failure and success of the company’s marketing campaigns.
Achievable: This model indicates that company management and marketing department must
set such objectives that are achievable in nature. Objectives must be achievable based on the
practical situation of the target market (Holzer, 2020). Marketing department must assess te
brand value of company and also the potential market for its products and based on such
assessment company management must set reliable objectives for the marketing campaigns.
Realistic: This model emphasis that objectives of company must be realistic in nature.
Company must assess the practical situation and based on the assessment all objectives must
be analysed and set. Realistic also indicates about the practical reality of company’s products
line. Some times products of the company is only targeting to specific and limited number of
target customers and in such a situation company management must set small or realistic
objectives for the marketing campaigns.
Time bound: Time is also a crucial factor involved in setting the objective for the campaign.
Objective set for the marketing campaign must consist bound of time. Time bound indicate
the facts that company management and marketing team must set a realistic time to achieve
all objectives behind the marketing campaign.
All te above factors indicate about the different factors play a role in setting up
objectives for different marketing campaigns run by ALDI Company.
Task 3
Marketing Mix
Marketing mix is defined as analysing of multiple areas involved in the constructive
marketing plan of company. It involves analysing different factors in order to frame suitable
marketing strategies for the growth and sales of the company in the target market. Marketing
mix analysis involve evaluation about the products, price, promotion, people and place
related factor for company’s marketing plan.

Product: ALDI Company deals in retail products. Company caters all kinds of retail products
that effectively cater the needs of company’s target customers. ALDI Company has a global
brad value and well diversified products range of company played a huge role in achieving
such a grand success in the target market (Goodson, 2017). Diversification in products
enables company management to cater all different kind of customer segment based on any
class and category. This si an important factor played a huge role in the success of the ALDI
Company in the retail sector.
People: Company management target all potential customers of the company. People indicate
about the target customer base of company. Retail products are associated with all customer
segment belongs to any age category and economical class. Company management target all
customers with its marketing campaigns. People play huge role in expanding the reach of
company’s growth and sales turnover.
Price: Price play huge role in the sales and growth potential of the company in target market.
Management of the ALDI Company cater all its retail products at a very affordable price
range. Affordability is among the key aspects behind the purchase decision making of
company’s target customers in the market (Marques, 2018). Retail sector is considered as
among the most competitive market sector as the sector consist up with huge growth potential
across the globe. In such a huge competitiveness of the sector customer get plenty of options
available in the market. Company management of ALDI Company cater all its products at a
affordable price range for all financial category. This also allows company management to
improve the brand presence in the retail sector.
Place: Place denotes about all such channels that will involve in targeting potential customers
of company. Company management of the ALDI Company target customers with the support
of different digital and communication mediums such as social media, internet, radio,
television, holdings and other mediums (Steenkamp, 2017). Management of the ALDI
Company also channelize its marketing campaign at different magazines to reach potential
buyers of the company. Place is an important factor involve in teh marketing campaign as
based on the objectives behind the marketing campaign company management set the
respective place for channelizing its marketing campaigns.
Promotion: Promotion involves different strategies to promote company’s products in the
target market. Company management utilises all effective marketing modes to promote its
products. Company management also give regional touch in its promotion strategies and

campaigns. Company management also involves in different social cause as a part of the
corporate social responsibilities. Company management also promote its products in its
corporate social responsibility campaigns.
All the above factors indicate about different factors involve in framing marketing
strategies for the ALDI Company.
5.0 Task 4
5.1 Customer Service
Customer service is the business operational process performed by an organisation
such as Aldi, which takes care of the of the customer’s requirements and needs by delivering
and providing them with relevant, professional and helpful assistance and service after,
during and before they purchase and use the goods and services made by the business
organisation (Deepak and Jeyakumar, 2019). There are 4 primary characteristics of good
customer service provided by businesses such as Aldi to customers:
Polite: Customer service provided to customers has to be polite in nature if the business has
any chance of hoping to satisfy the needs and requirements of the customer and retain their
loyalty.
Prompt: Customer service provided by Aldi needs to be fast and efficient in nature as
customers are not adequately satisfied with delays and cancellations of the ordered products
or even the customer service.
Professional: Customer service provided by Aldi needs to be professional in nature. For this
purpose, Aldi needs to possess skilled and competent representatives who can service
customers professionally.
Personalised: In order to have a better chance of satisfying customers and retaining their
loyalty, Aldi’s customer service needs to be personalised to each individual customer and
their needs and requirements.
Good customer service is immensely essential to Aldi’s operations for maintaining its
customers loyalty and satisfaction levels in the market. Effective customer service has a
significant impact on Aldi’s productivity and profitability in the consumer markets as it
directly influences Aldi’s brand value, reputation and perception amongst the public in the

markets which is of immense significance to Aldi’s operations and can provide it with a
competitive advantage int the market against its competitors (Mengucand et.al., 2017). Good
customer service assures the customers that they are valued in the organisation and should
they face any sort of inconvenience or problems with Aldi’s products, their concerns and
requirements will surely get addressed, which is a key factor in increasing their customer
satisfaction levels.
5.2 Recommendations for Improving Customer Service Operations of Aldi
Though Aldi currently provides good customer service to its consumers in the market,
they can further improve their customer service operations by following the following
methods:
Feedbacks: One of the most significant ways in which Aldi can improve its customer service
operations is to simply ask the customers how they can improve it, by the way of customer
feedbacks (Goodman, 2019). Though an easy approach, customer insight is immensely useful
to providing effective customer service for Aldi.
Skilled Representatives: Another way to improve quality of customer service provided by
Aldi is to hire or train skilled employees to represent the company, who understand the
importance of the 4 customer service characteristics.
Customer Relationship Management (CRM): This digital customer service tool can help
Aldi manage its interactions and relationships with customers across its various customer
service representatives and team to provide the best customer service possible to their clients.
This method is used by some of Aldi’s competitors and should be adopted by Aldi in order to
improve their own customer service operations.
6.0 CONCLUSION
Based on this report, it can be concluded that the marketing efforts and operations of
Aldi can be successfully achieved as per their marketing plan if theretail giantsfollow
strategies discussed in the report. This report introduces to the reader background of retail
business Aldi and performs marketing audit and TOWS analysis for the business
organisation. Then the report evaluates the marketing objectives of Aldi laid out in their
marketing plan based on SMART principles. The report also assesses the concept of
marketing mix and discusses 5 P’s which Aldi can use specific to their operations and

products. Finally, the report analyses the concept of customer service and its significance to
Aldi operations along with providing recommendation on how Aldi can improve its customer
service operations for their operations.

REFERENCES
Books and Journals
Armstrong, G.M. and et.al., 2018. Marketing: an introduction. Pearson UK.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to
increase positive word of mouth, build loyalty, and maximize profits. Amacom
Goodson, L., 2017. Quick takes. Strategy & Leadership.
Holzer, P. S., 2020. The effect of time-varying factors on promotional activity in the German
milk market. Journal of Retailing and Consumer Services. 55. p.102090.
Keegan, W.J., 2017. Global marketing management. Pearson India.
Larsen, N. M. and et.al., 2019. The marketing firm: Retailer and consumer
contingencies. Managerial and Decision Economics.
Marques, M. M. C .S., 2018. Pingo Doce challenge: how to shift to a new positioning
strategy without losing consumers’ loyalty? (Doctoral dissertation).
Menguc, B.and et.al., 2017. The role of climate: implications for service employee
engagement and customer service performance. Journal of the Academy of Marketing
Science. 45(3). pp.428-451.
Otieno, E., 2018. Aldi Market Report. GRIN Verlag.
Pratama, Y. A., 2017. ANALISIS STRATEGI BAURAN PEMASARAN PADA PT. FRISIAN
FLAG INDONESIA (Doctoral dissertation, Universitas Negeri Jakarta).
Steenkamp, J. B., 2017. Global brand equity. In Global Brand Strategy (pp. 243-273).
Palgrave Macmillan, London.