Improving Customer Service in Aldi's Express Ourselves Marketing Campaign

Project
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Construct a Marketing TOWS for ALDI, explaining the Marketing Audits that you have
undertaken in doing so................................................................................................................3
2. On the basis of these findings, state and justify 3 Marketing Objectives that should be set
for the `Express Ourselves` Marketing Campaign over the 12 months period. .........................6
3. Outline and examine the Marketing Mix Plan that you propose needs to be undertaken in
order to achieve these objectives over the 12 months period......................................................7
4. Provide proposals on how ALDI can improve their levels of Customer Service as part of
their `Express Ourselves` Marketing Campaign. .......................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12
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INTRODUCTION
Marketing management is related with the planning, organising, controlling and
implementation of marketing programmes, norms, strategies designed to satisfy the consumers
needs and demands by offering products as a means of generating profitability and gaining
sustainability (Adams, Freitas and Fontana, 2019). Respective report is based on Aldi Which is
Giant family owned discount supermarket chain in UK marketplace with over 10,000 stores in
approximately 20 countries. Respective report is based on the marketing campaign of Aldi by
covering marketing management tasks with help of TOWS analysis. It includes findings of
TOWS analysis and by justifying marketing objectives that should be set for attaining their
marketing campaign. It also includes marketing mix plan in order to achieve specified goals and
objectives of organisation. Finally it includes proposals related with level of consumer service by
using 'Express ourselves' marketing campaign by respective organisation.
MAIN BODY
1. Construct a Marketing TOWS for ALDI, explaining the Marketing Audits that you have
undertaken in doing so.
For an organisation marketing activities plays very much important role as it provides
acknowledgement to consumers about organisational products and services (Becker, 2019). In
context of Aldi they come up with the marketing campaign `Express Ourselves` to access
consumers demand and priorities to serve them in proper manner. To become successful
organisation need to collect potential knowledge regarding their strength, weaknesses and many
more with the help of TOWS analysis that are as follows:
Strength:
 Market leader by offering discount pricing to consumers.
 Work in strong eco system which altered most critical parameters related with food
retailing.
 They provide high level of consumer support by providing products at affordable price.
Weaknesses:
 Due to provide products at low price organisation thrive on low margins thus heavily rely
on sales volume.
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 Discount stores are preferably place for low and medium income groups, it is rare to find
high income group people in Aldi.
Opportunities:
 The growing needs of consumers in that regards they willing to pay premium prices for
their services.
Threats:
 Aldi encounter lot of competition from the major players of retail market such as
Walmart, Best Buy and many more.
Apply TOWS Matrix:
Strength Weaknesses
Opportunities SO- By using strength of
organisation to capitalise
available opportunities.
WO- Overcome from
weaknesses to gain
opportunities.
Threats ST- Use strength to neglect
threat.
WT- Reduce weakness to
neglect threats.
SO:
 By Focusing on the consumers needs by using technological advancement and accessing
marketing trends organisation can charge higher prices that enhance profitability and
sustainability in marketplace (Cao, Duan, Y. and El Banna, 2019).
 By using their financial and strength of brand image organisation can diversify into new
product to satisfy consumers wants potentially.
WO:
 Release the new range of products that are highly innovative and attract the upper class
people by building another section specifically for respective group of people.
ST:
 Focus on culture change to gain competitive advantage by creating jobs.
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