Marketing Strategies for ALDI: Audit, TOWS, and Mix Plan

This report provides a comprehensive marketing analysis of ALDI, a global supermarket chain. It begins with an introduction to marketing management and an overview of ALDI's operations. The core of the report includes a marketing audit, examining both external (PESTTLE analysis) and internal factors, and a TOWS analysis to identify strengths, weaknesses, opportunities, and threats. The report then outlines ALDI's marketing objectives for a specific campaign, justifying each objective. Following this, a detailed marketing mix plan (7Ps) is presented, outlining strategies for product, price, place, promotion, process, physical evidence, and people. Finally, the report discusses strategies for improving ALDI's customer service levels, concluding with a summary of key findings and recommendations.

Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Marketing Audit: ...................................................................................................................3
TOWS analysis of ALDI .......................................................................................................5
Marketing Objectives.............................................................................................................7
Marketing mix plan ...............................................................................................................8
How ALDI can improve customer service level .................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing management is deciphered as a procedure that includes effective planning,
promotion of goods and services, implementation of activities, set pricing as well as
distribution of products in a proper manner (Armstrong, 2018). The main is to fulfil
customer requirements and to attain desired goals of an organisation within given time
frame. For the present report, ALDI which is a supermarket chain is taken into
consideration. The company provides various home essentials and grocery in market. ALDI
was founded by Karl & Theo Albrecht in the year 1946. In addition to this, it has around
12,000 stores globally which shows company have high market share. The managers of
ALDI are decided to organise intensive marketing campaign that is between the time period
of 1st May 2020 to 30th April 2021. In order to conduct this, the tag line that is decided by
higher authorities of ALDI is “Expressing Ourselves”. The present report discuss about
marketing audit and TOWS analysis of ALDI. Along with this, marketing objectives of
Campaign is developed in a proper manner. Moreover, marketing mix plan is as well as
strategies to improve customer service level is discuss in the report.
TASK
Audit: It is termed as a systematic process of examining records, accounts, books, documents as
well as records of an organisation. Audit takes place by companies in order to gain insight about
financial statements & non financial disclosures of an organisation.
Marketing Audit:
It is termed as analysis and examination of marketing objectives, activities as well as
functions. The main motive to conduct marketing audit is too planned and managed all activities
in a proper manner (Brink, 2017). It also assist companies to make improvements that lead to
development of strong market position of brand in market which directly affect on sales and
profitability of an organisation in a positive manner. By the assistance of marketing audit,
companies have the possibilities to gain growth as well as development opportunities which raise
its effectiveness in market. The marketing audit is of two types that is external and internal audit
which are as follows:

External Audit: This type of audit tales place in order to identify the affect of
uncontrollable factors on productivity as well as performance of a company. For this, managers
of ALDI uses PESTTLE framework which is defined below with relation to company:
Political factors: This factor is defined as level of government intervention on activities
and functions of an organisation. It includes elements such as political stability, Taxation
policies, and monetary policies etc. The stores of ALDI is majorly situates in US which is at
presently liberal from any conflicts (Chonko and Hunt, 2018). The intensive marketing campaign
will be easily implement in United Kingdom as it government support companies to expand their
operations globally in a proper manner.
Economical factors: It involves those factors which directly affect on performance of
companies that is interest rates, economic conditions, inflation rates and many more. In context
to ALDI, it provides quality products in market as nowadays people are easily ready to pay the
amount for high quality goods. By the assistance of intensive marketing campaign “Expressing
ourselves”, ALDI can promote and aware maximum people about its quality offerings that will
impact positively on its sales and profits.
Social factor: The major impact on business functions and activities is of society so it is
important for an organisation to examine current trends, lifestyle, buying behaviour of population
living in society. With reference to ALDI, it pays good salaries to staff members so that their
business needs is satisfied that leads to improve in social status of employees. Along with this,
company will recruit effective manpower for intensive marketing campaign and provide them
wages which enhance their social status and living standard.
Technological factor: Change in technologies in a continuous manner affect purchasing
behaviour as well as customer expectations. People prefer to buy those products as well as
service which is innovative and unique in market. ALDI uses advanced technologies for their
process that declines its cost and enhances its profit level (Deepak and Jeyakumar, 2019). Along
with this, ALDI adopts different marketing channels in order to educate maximum people bout
campaign that directly impact on its sales and profit in a positive manner.
Legal factor: It involves all the laws and legislations which are made by government for
the health and safety of employees of an organisation. Companies follow all this laws in order to
run business activities in a proper and smooth manner. The mangers of ALDI follow all

legislations which is associated with marketing campaign so that they can execute functions and
activities in a best manner.
Environmental factor: It involves factors such as environmental issues, pollution,
hazardous material which harms environment & health of people. People are become more
conscious nowadays and consume those products as well as services which are good for their
health and did not harm environment (Gaul and Baier, 2019). ALDI purchases raw material from
local farmers in order to maintain sustainability. Moreover, the company ensure that market
campaign which is going to be conduct will not harm environment and health of people.
Internal Audit: Internal audit assist companies to identify internal controls like accounting
process, corporate governance and many more. This type of audit helps an organisation to
maintain and develop and accurate financial reports. Along with this, it also helps an
organisation to identify loopholes that leads to improvement in conditions of a company.
Moreover, this analysis takes place for examining departments, testing on fieldwork, internal
processes and to prepare audit reports.
Strength & Weaknesses of Internal audit
Strength: one of the main benefits of Internal audit is it assist organisations to develop a more
focused and informed plan for intensive marketing campaign.
Weaknesses: Audit incurs a cost to company that affect negatively on the profitability level of an
organisation.
Why Audit is require to be undertaken: Marketing audit is termed as a process which helps an
organisation to identify marketing assets & activities which is associated with object and goals of
a company (Hua, 2019). Marketing audit develops an insight whether promotional strategies,
marketing campaigns, strategies adopts by company is accurate or not. By the assistance of
Marketing campaign, organisation also get an insight the reason of failure of goods and services
that further helps in making improvements in an effective manner. Moreover, Marketing audit
help an entity to develop effective strategies and plans which in turn leads to attainment of
organisational objectives within the stipulated time frame.
TOWS analysis of ALDI
TOWS analysis is adopted by companies in order to analyse threats, opportunities,
weaknesses & strength as well. It help companies to develop a strategic plan ao that
organisational objectives is achieved in a timely and effective manner. The managers of

ALDI uses TOWS framework so that they can build strategies and plans for intensive
marketing campaign “Expressing Ourselves”.
Opportunities Threats
Strength SO
 ALDI is well known
brand which provides
quality products such
as grocery & home
essential within the
market. Its higher
authorities have the
opportunity to offer
new products which are
organic as it attract
more customers
towards brand and
enhance level of sales
as well as profit of
company.
 The company have the
advantage to attain
competitive edge at
marketplace as its has a
strong supply network
which enables price
negotiation & decline
corporate tax paid by
company.
ST
 In order to gain
competitive advantage
at marketplace, ALDI
offers products and
services at lower price
which attracts large
number of people but
declines its overall
profits.
 It has a strong brand
image in market as it
offers lower price.
Increases in price of
products in future
declines sales of ALDI
that affect negatively
on its performance and
efficiency level.
Weaknesses WO
 The company face
WT
 Due to opening of

issues as its sales is
declined that affect
negatively on its profit.
ALDI have the
opportunity to focus on
providing organic food
and raise its sales.
 Providing healthy food
and clean eating helps
ALDI to resolve issue
of liquidity and
profitability as well.
more discount and
convenience store in
market, the sales and
profit of ALDI is
getting decline which
is act as a major threat
for company. This
sales and growth can
only be achieved if
ALDI shut its
supermarket and open
more number of
convenience outlets
within the market.
Marketing Objectives
The motive of conducting intensive marketing campaign “Expressing Ourselves” by ALDI
of 12 moth duration is mentioned below:
 To increase sales level by educating and developing awareness among people about
products served by company.
 To accelerate market share by strengthening brand image of company.
 To attain competitive advantage at marketplace and gain leading position by
creating value of product is the objective of ALDI.
Justification of Marketing Objectives
To increase sales level by educating and developing awareness among people about
products served by company: The primary motive of conducting intensive marketing campaign
which named as “Expressing Ourselves” is to aware maximum people towards the product
offered by ALDI. It will directly affect on sales as well as profits of company (Komarac,
Ozretic-Dosen and Skare, 2017). In order to educate more customers, ALDI adopted digital
technology & social media applications such as Facebook, YouTube, Instagram and many more.
With the help of this, ALDI can attain higher sales which are one of marketing objective.

To accelerate market share by strengthening brand image of company: The other
objective to organise campaign is to develop a strong brand image in market about company.
This can be attained by company if it fulfils commitments made to the customer. Along with this,
it also increase market share of ALDI that will affect positively on overall revenue of company.
Moreover, the managers of ALDI can adopt different media vehicles which spread positive
message regarding goods and service offered by company at marketplace. It develop positive
mindset of people prevailing at marketplace due to which sales of ALDI increases that directly
impact on market share in a positive manner.
To attain competitive advantage at marketplace and gain leading position by creating
value of product is the objective of ALDI: The motive of campaign is to reach on leading
position in the retail industry. It can be achieved by ALDI if it maintains offering high quality
product at marketplace. It can also assist company to attain competitive edge within the market
and to fight with their rivals prevailing at marketplace (Kotabe, 2020). Along with this,
offering high quality goods raise customer base of company which impact on its sales as well as
profit in a positive manner.
Marketing mix plan
It is a tool which is adopted by organisations in order to sell goods and service to the
potential customers and target market. Marketing mix involves tactics & strategies which is used
by companies in order to develop awareness and promote goods at marketplace. It includes 7P’s
that is place, promotion, product, process, physical evidence, price and people as well. In order
to develop effective and profitable marketing decisions, it is important for marketing managers
of ALDI to arrange all these elements in an effective manner. The 7P’s is defined below in
context to company:
Product: It is defined as an item that is offered by an organisation with an aim to fulfil
needs of customer. It is essential for higher authorities of a company to produce goods after
analysing customer requirements as well as market trends as it will help them to gain success
more rapidly and effectively (Kotler, 2019). With reference to ALDI, it focuses on offering good
quality items in market so that they can attract maximum number of people within the
marketplace. The products which is provided by ALDI in market includes fruits, wine, beer, rice,
biscuits and many other home essentials. The managers of ALDI can attain intensive marketing
campaign objective if they keep offering quality products at marketplace in a proper manner.

Price: It is termed as an amount that is charged by companies from customers in return of
goods as well as services. In order to sustain in market for longer time period and to achieve
success, it is significant for companies to examine competitors price & then offer price in
market. If it is talked about ALDI, it follows competitive pricing strategy which assists them to
offer products at lower rates in market. Along with this, ALDI purchase raw material in huge
quantity which helps them to sell products on high profit margins. By offering product as well as
service at lower price, ALDI can increase its sales & profit level that is considered as one of the
objective of marketing campaign.
Place: A location where people can conveniently and easily reach to product prevailing at
marketplace. It includes franchise, transport, distribution centres and many more. In relation to
ALDI, It has around 11,000 stores globally which assist them to offer products in all over the
world. The managers first identify market visibility and then open stores at location so that more
number of customer reach store and purchase their product (Krasyuk, 2017). In addition to this,
the company also emphasise on maintaining store ambience simple as it cut down the cost and
enhance profits of ALDI. Moreover, ALDI ensures that its stores are located on those places
where parking facility is easily available so that customer can access store in an easy manner.
This helps ALDI to fulfil objective of marketing campaign that is increase in sales as well as
profit.
Promotion: It is defined as a way of developing awareness & educating people regarding
goods and services offered by an organisation in market. With reference to ALDI, it uses
different social media websites like Facebook, LinkedIn, Instagram and YouTube which help
them to reach more number of customers within short span of time. This will directly affect on
sales of ALDI in a positive manner. In addition to this, ALDI is going to organises intensive
marketing campaign “Expressing Ourselves” with an aim to attract maximum of people towards
products offered by them. It will also help company to strengthen its market position that ledas to
increase in market share of ALDI.
Process: It is determined that layout of stores of ALDI is simple and convenient to search
any product by customers which automatically decline the work of staff members and also help
company to cut down its cost in an effective manner. In addition to this, the products of ALDI
contain Barcodes that assist in identification of price of products in a easy manner. By the

assistance of this, ALDI is able to give fast billing service to their customers who attract them
and impact positively on its future sales.
Physical evidence: The Company provide 15% cheaper goods and maintain lower rates
of product every day that affect on its sales in a positive manner (Möller and Halinen, 2018). In
addition to this, it maintain same price of home essentials at all the stores globally so that
customers easily buy its product that leads to raise in profit and market share of ALDI
effectively.
People: It is defined as a person, staff member or employee who provides service to
customers associated with the company. It is important for an organisation to keep encouraging
employees so that they can work with full potential and achieve desired goals within the time
frame. With reference to ALDI, it provides development session to staff members on order to
enhance their skills, knowledge level as well as capabilities. It also assists employees to handle
customer queries in a proper and timely manner which leads to customer satisfaction and impact
on future sales of ALDI in a positive manner.
From the above discussion, it is determined that Marketing mix plan assist companies to
place right products on right place and at right price. It also helps an organisation to attain
competitive advantage at marketplace and achieve leading position at that specific industry.
Moreover, it will directly impact on sales and profitability level of a company in a positive and
effective manner.
How ALDI can improve customer service level
There are certain ways which can be adopted by managers of ALDI in order to make
improvements in customer service level in an effective manner. This are defined below:
Feedback from customers: It is considered as one of the best method to improve
customer service level of an organisation. If it is talked about ALDI, its mangers should
emphasise of taking feedback from customers as it will assist them to gain an insight regarding
customer requirements as well as needs (Pasquier and Villeneuve, 2017). It will also help them
to know customer experience after using the products offered by company. Moreover, it
develops a positive feeling in customers due to which company can easily build trust of
customers and increases their customer base level. It will also help ALDI to make improvements
in its service and enhance level of sales in a best manner.

Provide training to customer service team: Another way of improving customer service
is to provide training and development session to teams who provide service to customers. It will
increases knowledge and competencies of employees due to which they are able to provide
service to customers in more effective way. It also assists company to handle customer queries in
a proper manner which leads to customer satisfaction and increase in sales of ALDI.
Using Advanced Technology: In this competitive world, technology is changing on a
continuous basis and impact on buying behaviour and needs of customer. The managers of ALDI
should adopt innovative and advance technology at workplace which improves its process of
working in a effective manner (Reiter and Matthaeus, 2018). In addition to this, it also helps
company to communicate with customers at any point of time or at any place. Furthermore, it
assist ALDI to resolve problems of customer in a rapid and best manner which develops positive
brand image in the mind of customer that directly affect on sales as well as market share of
ALDI in a positive manner.
CONCLUSION
From the above study, it has been concluded that marketing plan includes a set of actions
and strategies which help companies to achieve their desired goals within stipulated time frame.
In addition to this, market audit assists an organisation to examine elements which impact on
overall productivity and profitability of a company. Furthermore, marketing mix plan assist an
entity to target right and potential customers in an effective manner.

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