Marketing Plan for Aldi: Strategies for Success

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.