Marketing Management: ALDI Marketing Campaign

Marketing Management
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing TOWS for ALDI........................................................................................................3
Marketing Objectives..................................................................................................................5
Marketing Mix Plan....................................................................................................................6
Recommendations on how ALDI can improve their levels of Customer Service as part of their
Marketing Campaign...................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Marketing Management can be defied as the process of planning, organising, controlling
as well as implementing of different marketing policies, programmes and strategies that are
designed in order to satisfy the demands for the company's products (Aarikka-Stenroos and
Ritala, 2017). It is important for businesses as it helps them in understanding the needs and wants
of the customers, improve and offer their products to them accordingly. The process also helps
organisations in gaining a competitive advantage over their competitors in the market. The report
is based on Aldi, which is a common name for brand for two family-owned discount supermarket
chains in Germany. The company is planning to run a marketing campaign from 1st May 2020 to
30th April 2021. The report explains a marketing TOWS for the company along with objectives
that it should set for its campaign. A marketing mix plan is also proposed that can be undertaken
in order to achieve the goals and objectives. Recommendations for improving their customer
service for the campaign are also provided.
MAIN BODY
Marketing TOWS for ALDI
A TOWS analysis stands for Threats, Opportunities, Weaknesses and Strengths and can
be defined as a model that enables organisations to match their strengths as well as opportunities
to formulate strategies that ensure their overall success. On the other hand, a marketing audit can
be defined as an analysis of all the marketing activities of an organisation. An audit helps the
organisation in monitoring the marketing efforts as well as managing them effectively. Aldi is
Germany based group of discount supermarkets that sell products ranging from wines, garden
products, daily groceries etc. A TOWS analysis for Aldi is explained below -
 Strengths – One of the biggest reasons for the success of Aldi is that it offers products
with low prices to the customers as compared to other retailers in the market. Also, the
stores sell products that are needed by customers on a daily basis. Low prices of products
help people in saving more, as a result of which customers are loyal to the brand as well
as satisfied with the products that it offers (Adams, Freitas and Fontana, 2019). The
company always has constant discounts and offers running on its products in order to
attract more customers.
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 Weaknesses – The store outlets highly depend on sales volumes and thus requires high
levels of productivity to be able to survive in the market (Cortez and Johnston, 2017).
The employees of the company are often required to work in several shifts and are also
paid less than other players in the market. This has resulted in increased levels of
dissatisfaction among employees as well as a rise in the overall staff turnover.
 Opportunities – Customer needs as well as preferences are changing with time and their
willingness to spend and pay premium for a product is also going up. Thus, discount
stores like Aldi have an opportunity to offer high quality services to the customers. The
company can offer products in new categories which will attract them and encourage
making a purchase. The respective company can also carry out different marketing
campaigns to promote and market new products.
 Threats – Aldi faces a lot of competition from not only other key players in the market
like Walmart, Best Buy etc. but also e retailers like Amazon, Flipkart etc. There are also
threats posed from entrants in the market who offer similar products at a much affordable
price to the customers in order to gain competitive advantage.
 Strengths and Opportunities – Since Aldi is already a well known and popular grocery
brand, it has the opportunity of expanding itself in various untapped markets and building
a brand image there. Also, healthy relations with the suppliers can help the company in
gaining an edge against its competitors in the grocery retail market.
 Weaknesses and Opportunities – Focussing on emerging trends in the market as well as
preferences of customers can help the respective organisation in solving various issues.
Also, the company should hire more employees in order to reduce the workload of
existing employees. Since the company is widely recognised it will have the opportunity
to choose from a lot of candidates.
 Strengths and Threats – Since Aldi has a strong brand image, it can use the same to
overcome any threats that might rise and pose to be as challenges (Deepak and
Jeyakumar, 2019). Also, the company can overcome other threat including the threat of
competition through increased satisfaction among employees as well as customers. This
can be done by offering customers a large variety of products in order to satisfy their
needs and wants.
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