Marketing Plan for ALDI

This document provides a comprehensive marketing plan for ALDI, including a marketing audit, SWOT analysis, marketing objectives, marketing mix, and customer service. It discusses the background of the company, its marketing strategies, and recommendations for improvement. The document is suitable for students studying marketing or business management.

Marketing plan

Contents
INTRODUCTION.................................................................................................................................3
Background of Company...................................................................................................................3
TASK 1.................................................................................................................................................3
Marketing audit.................................................................................................................................3
SWOT analysis..................................................................................................................................4
TASK 2.................................................................................................................................................5
Marketing objectives.........................................................................................................................5
Marketing Objectives for ALDI........................................................................................................6
TASK3..................................................................................................................................................6
Marketing Mix...................................................................................................................................6
TASK4..................................................................................................................................................8
Customer Service...............................................................................................................................8
RECOMMENDATION.....................................................................................................................8
CONCLUSION.....................................................................................................................................9
REFERENCES....................................................................................................................................10
Books and Journals..........................................................................................................................10

INTRODUCTION
Marketing plan is considered as main part of whole business plan through which a
company can attain its desire goal as well as objectives. In this solid marketing strategy is
determined as foundation of a well-defined or written marketing plan for achieving
objectives. There are several actions are include in marketing plan such as market analysis,
development of plan, market segmentation, delegation of responsibilities and many more
(Borg, 2020). Along with this, there are several elements are include in the marketing plan
such as market research, competition analysis, market plan strategies development, set
marketing plan budget, develop marketing goal, conduct marketing mix and at last do
monitoring of marketing plan result. Organization for this report is ALDI which is a retail
store operating as discount supermarket chain. The main aim of conducting this report is to
understand background of company by conducting several analyses such as marketing audit,
TOWS analysis, developing marketing objective. In addition to this report will also cover
marketing mix, customer’s service and recommendation for respective company so that they
can improve its customer service (Borg, 2020). By conducting all these analyses, ALDI able
to develop an effective marketing plan for future development or business growth.
Background of Company
ALDI is operating its business in retail industry and it is founded by Karl and Theo
Albrecht in year 1946. Its head office is located at Essen, Germany. Respective company
offer wide range of grocery as well as household essentials or products. It is considered as
one of the well-known discount supermarket chain which is operating in approx 20 countries
with nearby 10000 stores. This will include countries like Hungary, China, Italy, Austria,
Spain, Switzerland, Ireland and many more. Respective company also has strong presence at
the online medium as well as they also have website by which they offer quality and all
essential products to customers (Chaffey and Ellis-Chadwick, 2019). At Website Company
offer their products through different segments such as everyday collection, wine and spirits,
groceries, garden shop and many others. The vision of respective company is to develop an
impressive impact on the lives of its potential shoppers so that they can sustain in market for
life time. On the other hand mission statement is attaining high competitive advantage by
providing exceptional services to their customers. Now they want to develop an effective
marketing plan and for that they are conducting several analyses through different model as
that will help in developing decision (Pride and Ferrell, 2016).

TASK 1
Marketing audit
It is that function of marketing department which is related to research about the
market for the product of company to increase the marketing share of company which help it
in development and growth. This is the process which is related to identifying the market
condition for firm’s product and use resources wisely for getting maximum benefit out of it.
It includes strength and weakness of firm which have to identify by firm for getting more and
more benefits.
Importance of marketing audit
Marketing audit is important part of business which helps it in many ways. It helps
firm in identifying its strengths which are unidentified and can help in managing resources
according to it. It will also help firm in identification of weakness of firm which it have to
overcome with marketing tools and management. It will also help firm in identifying
opportunities which are related to success of firm in given time period (Miller, 2017). Firm
can also use this in minimising impact of threats which are arise because of dynamic business
conditions.
Tools of marketing audit
These are those tools which help manager in analysing the internal factors of business
which can impact it directly and indirectly. The major tool in marketing audit is SWOT
analysis which can be used by ALDI in making marketing strategies.
SWOT analysis
It is that analysis includes identification of strengths, weakness, opportunities and
threats of firm which business unit faces while working in dynamic business environment.
This is used to formulate business strategies which help firm in getting what it want do in
future. This means those business strategies which helps it marketing function. This will also
help in making market function according to firm’s strengths and weakness in business
world. In context of ALDI this will be identified an all related things will be evaluated in this
function which help it making marketing plan and god marketing strategy.
Strengths Weakness
 Prices of products is the main strength  Low margins is the weakness which

of ALDI, this is because firm
purchase its entire products in large
quantity which facilitated it heavy
price discount so it can manage lower
prices in products.
 Strong infrastructure and atmosphere
of firm is also strength of ALDI. This
is because it is using good
communication function which help
firm in maintains of better structure in
firm (Nehoda, and Sakhanda, 2017).
ALDI is facing this is because they
sell products at low cost which act as
low margin in products.
 Employees of firm are also not
satisfied with firm operations this act
as weakness of firm.
Opportunities Threats
 ALDI have great opportunity to
change polices and make it global
presence stronger with the help of
changing government polices and
globalization impacts. This will also
help firm in increasing its market
share.
 Price war is the major threat which is
in mind of ALDI. It is dealing in low
prices which will give rise to price
war in market and every business
enterprise will start dipping its prices
which can cause negative impact on
firm profit.
Strengths strategies: Here ALDI can use marketing strategy to attract customer and will
increase its sells and market share in global business.
Weakness strategies: firm can overcome its weakness with the help of number of its
strengths. It can use large sales as the way to overcome the low margin weakness and for
employee satisfaction firm can use approaches of motivation.
Opportunities strategy: ALDI can use its opportunities in by making new polices which can
coordinate with political factor and can use global expansion to get more opportunities in
business environment.
Threats: This is the most complex task for ALDI to overcome from its treats. Here it can use
those prising polices which are related to firms output and make products prices according to
market where they are not to low that other competitor can recognize them.

TASK 2
Marketing objectives
These are those objectives which are related to firms aim, vision and mission in
marketing function that what firms want to achieve in particular time period for development
and growth of firm and its product in given market. Marketing objectives are important for
firm just because they provide an aim and path on which firm can run its operations with
effective utilization of human and capital resources. There are some models which help firm
ion determination of objectives.
SMART goal setting model:
This model which is based on five points which help business enterprise in
determining its goals and objectives in particular time.
 Specific: This point help firm in determine the objective in clear and unambiguous
nature which help in good decision making.
 Measurable: This point state that goals must be measurable in terms of targets where
firm can check its real performance and modify it accordingly.
 Achievable: The objectives must be achievable that firm can get to them with its
current resources.
 Realistic: the objectives must be realistic as firm can achieve them in given time and
can establish good coordination among different departments.
 Timely: the objectives must be time bound, where they are formed for achievement in
specific time period.
Marketing Objectives for ALDI
1. To increase market share of firm by 20 % within one year. For this ALDI can use
huge advertisement and promotion techniques.
2. To increase sale of food products by 25% in one year. This can be done with the help
of bringing new products and heavy discounting on these products.
3. To convert the old billing system in new self-checkout system for increasing sales of
product with the help of technical innovation and bringing new technology.
These all objectives are related to each other as firm have in firm converts is billing
system than it will attract more customer which will get knowledge of food products which
firm is selling at huge discount. This will lead in sale of these products and will ultimately

help firm increasing the market share. So in future firm can use this for better productivity
and profitability (Đokić, 2016).
TASK3
Marketing Mix
It is considered as foundation model of a business as well as it is also considered as
set of marketing techniques which an organization may use in order to pursue its marketing
objectives at the target marketplace. This is generally consist four broad levels of the
marketing decision i.e. products, price, place and promotion but now there is addition of more
three aspects that are physical evidences, process and people (Le, 2019). Moreover there are
numbers of reasons which ensure that conduct marketing mix is essential for a business such
as it helps in facilitates communication procedure and provide opportunities to analyze
elasticity of cost benefits. In addition to this it will also provide guide for conducting
resources allocation at the marketplace as well as it also help in designing products or
services according to customer’s need, requirement and expectations. In respect of ALDI,
their management conducts marketing mix in order to develop market plan in effective
manner. Below explanation of marketing mix factors in respect of respective company are
given:-
 Product: It refers to goods and services which are offer by a company according to
expectation and need of customers. An organization develops products according to
their potential customer’s requirement because through that they can attain
competitive advantages at the marketplace. In respect of ALDI, they generally offer
approx. 1350 products that will include farm low fat kefir, milk greek yogurt, salt free
seasonings, fresh meats and fish, high quality baby products. Along with this,
respective company also offer fresh vegetables and fruits, wide range of wine (rose
wine, sparkling wine, red wine and white wine) as well as they also offer beers.
 Price: It is considered as amount on which an organization sells their product and
services to potential customers. For management of firm it is essential to set price of
the products or services according to economic conduction of customers so that they
can afford it easily. In respect of ALDI they offer their products through suitable
pricing strategy so that customers can afford their products easily. Along with this,
they also offer their products at the low rate without compromising product’s quality

which helps in maintaining customer’s loyalty and relation (Marketing mix of ALDI,
2019).
 Place: This is determined as channel which is adopted by an organization in order
distribute their products and services at the marketplace in effective as well as
efficient manner. There are several distribution models from which a company can
offer their products and services. In context of respective company they offer their
products in several countries such as China, Austria, Poland, Netherlands, Spain,
United Kingdom, Germany, France, Denmark and many more (Martínez Fernández,
2019). They also offer their products at the discounted price.
 Promotion: It refers to methods which are adopted by a company in order to promote
their product and services at the marketplace. This will be conducted through
advertisement, PR, personal selling, sales promotion, social media and many more. In
respect of ALDI they adopt several medium through which they can promote their
products at the wide marketplace such as advertisement through billboards,
magazines, newspaper and many more. Along with this, they also conduct several
workshops which increase their brand awareness at the marketplace such as Swap and
save .
 Physical evidence: At a store there are several factors which are considered as
physical evidences that attract customers and encourage them to for those intangible
services in effective manner (Teuton, 2019). In respect of ALDI they are known for
the simplest business process, standardized products and global pricing which help
them in attracting more customers. It is also determined as store which offers same
price groceries at the worldwide level.
TASK4
Customer Service
Customer services is described as a process in which the need and requirement of
customer is satisfied by transferring admirable quality of products and services. In other
words, it is a provision of services to its customer before, during as well as after buying of
products and services. In context of Aldi, the manager provide high quality products and
services to its buyer such as Groceries, Household essential and many more to its customer in
order to satisfy them. In addition to this, the customer service is important in order to increase
their loyalty and trust towards products and services which is provided by the business

organisation. It helps the company in retaining them for a longer period of time. Beside from
this, if the company provide effective services to its buyer, thus it helps in boosting the brand
image and goodwill of the business firm in front of customer. Therefore, it increases the sales
and profitability level of company in future period of time. The manager of Aldi focuses on
providing effective services to its customer in order to satisfy them. They offer the services
before, during and after the purchasing of products and services to its customer in an effective
manner in order to satisfy them (Teuton, 2019).
RECOMMENDATION
In context of Aldi, the manager can recruit talented and competent sales person in
order to improve the services which is provided by the business firm. In addition to this, the
manager creates referral by providing rewards and incentive to its customer. Also the
company use different promotional techniques such as events, sponsorship, and brand
ambassador in order to improve the level of customer services. Apart from this, it is
necessary for sales person to have a good knowledge of products and services that helps them
in resolving the issue and complaints related to product which is raised by the customer in an
effective manner. In addition to this, it is necessary for the staff of Aldi to communicate the
right information of products to its customer in order to retain them for a longer period of
time. On the other hand, the manager of TESCO makes effective strategy, policies and
procedures for analysing the need and wants of customer in order to satisfy them. Apart from
this, they focus on feedback of client in order to improve the customer services in an effective
manner. Their main purpose is to retain the customer for a longer period of time that helps
them in increasing the sales as well as profitability level in future period of time. In addition
to this, the manager of TESCO focuses on implementing the latest technology in order to
provide innovative and unique products and services to its customer. Thus, it helps increasing
satisfaction level of customer towards products and services of the business organisation. In
assistance of this, it assists in increasing the brand image and goodwill of company in front of
customer.
CONCLUSION
It can be concluded from above mention report that business strategies is an important
tool of management it help firm in identifying its strengths and weakness in current business
environment and major strategy according to it. Marketing mix is also help firm to identify

the competitive advantages. Firm can also use effective techniques which help it in getting
access improve its customer services for long run.

REFERENCES
Books and Journals
Borg, B., 2020. Music marketing for the diy musician: Creating and executing a plan of
attack on a low budget. Rowman & Littlefield Publishers.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Le, N. T. T., 2019. Social Media Marketing Plan for Kamome Restaurant.
Martínez Fernández, A., 2019. Marketing plan for 2020: Blumaq.
Teuton, L. B., 2019. Marketing the college library. College & research libraries
news. 51(11). pp.1073-1074.
González Fernández-Villavicencio, N., 2016. Un plan de marketing no es un plan de
comunicación. Boletín de la Asociación Andaluza de Bibliotecarios, 111, 8-26.
Đokić, I., 2016. Planning of integrated marketing communication as part of a strategic
marketing plan. Anali Ekonomskog fakulteta u Subotici, (36), pp.79-93.
Nehoda, T.S. and Sakhanda, I.V., 2017. Measures marketing plan activities for branch offices
of pharmacies (for phyto pharmacy departments). In International Scientific and
Practical Conference World science (Vol. 5, No. 7, pp. 49-50). ROST.
Miller, K.K., 2017. Catholic School Enrollment: A Study on the Impact of a Marketing Plan
in a Catholic School (Doctoral dissertation, University of St. Francis).
Borg, B., 2020. Music marketing for the diy musician: Creating and executing a plan of
attack on a low budget. Rowman & Littlefield Publishers.
Pride, W.M. and Ferrell, O.C., 2016. Foundations of marketing. Cengage Learning.
Online
Marketing mix of ALDI. 2019. [Online]. Available through: <
https://www.marketing91.com/marketing-mix-of-aldi/>.