Assignment - Marketing Plan of Aldi

Running head: MARKETING PLAN OF ALDI
MARKETING PLAN OF ALDI
Student’s Name
University Name
Author note

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MARKETING PLAN OF ALDI
Introduction
ALDI is a discount supermarket chain based in German. The retail business
organization operates in two main groups including ALDI Sud and Aldi NORD. Both of the
groups operate independently within their specific market grounds. The business organization
offers high quality range of products and services at reasonable prices and ensures
considerable savings for the consumers. The mission and vision of the business organization
is to provide “top quality at incredibly low prices-guaranteed”. The business organization is a
combination of both market and sales oriented. In the past years, the company has grown and
expanded its business organization in the global market (Wood and Jobber 2016). However,
the company plans to alleviate its marketing strategies to boosts its sales and improve its
brand image. Therefore, the business organization plans to initiate a marketing campaign
“Expressing ourselves”. The purpose of this report is to formulate a marketing campaign plan
for ALDI supermarket. The report constructs a marketing TOWS analysis for ALDI. It
determines the strengths, weakness, opportunities and threats of the business organizations. It
formulates the objectives of the marketing campaigns over 12 month’s period. Further, the
report examines the marketing mix plan to be undertaken in order to attain the objectives over
12 month’s period. It provides recommendations to improve their levels of customer services.
Discussion and analysis
Marketing TOWS for ALDI
Strengths - ALDI has numerous strengths and capabilities. The business organization has a
strong distribution network which enables the business organization to reach to wide range of
potential market. The business organization has reliable distributors enabling the company to
overcome supply chain bottlenecks (Wood and Jobber 2016). The company has a wider reach

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MARKETING PLAN OF ALDI
and has entered new marketing which ensures new revenue streams. This enables free cash
flow and good returns on investment and capital expenditure. Further, the business
organization has a strong brand portfolio which is extremely advantageous for the business
organization. It has strong portfolio of brands which enables the business organization to
expand into new category of products (Dib 2018). Aldi supermarket ensures automation of
activities which enables the business organization to cope with ups and downs in demand
conditions in the market. This brings consistency in quality products and services. The
business organization excels at keeping track of the records and integrating latest
technologies to build a reliable supply chain and operations (Dib 2018).
Weakness – Being a discount supermarket chain, the profitability of the business
organization is below the average industry rate. The company also lacks financial planning.
The ash inflows and cash outflows are not managed efficiently (McDONALD,
M.A.L.C.O.L.M. 2016). The business organization also has a high attribution rate which
suggests that the organization needs to spend more on its training and development. Further,
the online delivery systems of the business organization are yet not effective as compared to
other competitors in the market (Mononen et al. 2019).
Opportunities – there are various technological developments and advancements, which is an
opportunity for the business organization to enhance its operations. Due to increase in
globalization, the business organization has the opportunity to open up new markets
(Mononen et al. 2019). There have been increases in customer spending thereby providing an
opportunity to capture new customers and increase its market share.
Threats – The emergence of Corona Virus is one of a major threat faced by Aldi. COVID-19
has a seismic impact on the operations of retail supermarket chains. It can affect the financial
performance of the supermarkets (Perlman 2020).. There have been labor shortages which

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MARKETING PLAN OF ALDI
has been creating gaps in the supply chain. The valuation of the share prices in the recent
times has been squashed due to the uncertainly of Brexit, online disruptions and rise of
discounters amidst the chaos the COVID-19 (Perlman 2020). The stiff competition in the
market also threatens smooth operations of the organization.
TOWS Matrix
Strengths (S) Weakness (W)
Opportunities (O) Aldi has the capacity to
implement latest
technologies in the
operations of the business
organization. The free cash
flow and string financial
position can enable the
organization to grab the
opportunity of various
technological developments.
The prevailing opportunities
will help the organization to
overcome weakness. The
increased customer spending
and technological
developments will ensure
higher sales thereby
enhancing its profitability.
Threats (T) The prevailing threats such
as stiff competition in the
market can be overcome by
implementing innovative
technology to enhance
customer experience. In the
crisis situation, the
organization needs to focus
on efficiency while ensuring
Lack of financial planning
and ineffective management
of finance can be detrimental
to the profitability and
smooth functioning and
operations. The uncertainty
of Brexit and shortage of
labors can affect the
operations and profitability