Comprehensive Marketing Report: ALDI Supermarket Strategies and Plan

This report provides a detailed analysis of ALDI Supermarket's marketing strategies, focusing on a 12-month campaign titled "Expressing ourselves." It begins with an introduction to marketing management and an overview of the ALDI brand, followed by a TWOS (Threats, Weaknesses, Opportunities, Strengths) analysis to examine the market audit. The report then outlines specific marketing objectives and their justifications, including implementing new technology, improving customer service, expanding the business, and increasing employee salaries. A comprehensive marketing plan is presented, covering product, price, and place strategies. Finally, the report proposes improvements to ALDI's customer service and concludes with a discussion of the company's overall marketing approach. The report aims to help ALDI take competitive advantages and show their presence as emerging brand in the global market.

Marketing
management M

Table of Contents
Introduction...........................................................................................................................................3
MAIN BODY ......................................................................................................................................3
TWOS analyses of the company to examine market audit ...............................................................3
Marketing objectives for campaign and justification .......................................................................5
Marketing plan of the organization ..................................................................................................6
Proposal to improve customer survives............................................................................................8
CONCLUSION ..................................................................................................................................10
REFERNCESS ...................................................................................................................................11

Introduction
Marketing management is the proper planning, controlling, organizing and
implementing of the marketing polices, strategies and polices and tactics designed to make
and satisfy the need for the company’s product offering or the services as a mean of
generating a profit for the company.
This report will cover Aldi Company which is common brand of the be different
German families (Balderjahn, I., 2016). There are total 10000 stores of this company in the
20 different country. They are selling products such as Grocery: household Essentials. This
report will cover marketing campaign of this company which will run of the 12 month period
which is known as “Expressing ourselves. This report will also include TWOS analyses of
the ALDI Supermarket will help to know companies competition, weakness and strength. It
will make smart objective and justify properly in this report. This report will examine the
marketing Mix plan of the company. In the end of this report will provide the proposal on to
improve customer care services in the ALDI Supermarket so they can take competitive
advantages and show their presence as emerging brand in the global market.
MAIN BODY
TWOS analyses of the company to examine market audit
Twos of ALDI Supermarkets
Threat
 Competition- There are many competitors who have strong hold in the global market
and ALDI Supermarket is facing huge competition fro those competitors. Brands like
TESCO, Walmart etc. have good reputation in the market so it is hard for this
company to overtake their competitors (Haider, A.A. and et.aal., 2017). This is
treating for the company and it is important for the company to follow new trends and
technology so they can show their presence and take competitive advantages in the
market.
 Braxit- there are many challenges the global economy in the USA. There are some
growing trend of isolationism and inwardness, while the Braxit uncertainty is shaling
the EU, these are rural challenges for the retailer, and the ALDI Supermarket is not an
exception is required.
 Technology threat- trends in the technology are changing with the times and it is
impotent for the company to follow new trends in the technology so they can take
competitive advantages in the market and show their presence.
Weakness

 Low margins: Discount stores thrive on low margins and thus are heavily dependent
on the sales volume. Often they indulge in highly unethical practice like price
discrimination and treat suppliers badly in order to ensure that their margins are
consistent.
 Poor employee satisfaction: Aldi needs to have very high levels of productivity in
order to survive in the market. Their employees often need to work in multiple shifts
and are paid lesser than most other jobs of similar type (Keegan, W. J., 2017). This
creates a lot of dissatisfaction amongst employees and the attrition is high.
 Poor presentation in high income group- discount stores of the company is preferred
shopping place mostly for the law and the medium income groups. It is very rare to
get high income group in the ALDI Supermarket and they are yet to penetrate into
The higher income segment in spite of being in the market for more than a century.
 Employees in this company does not get proper training so they cannot perform god
in their job so it is important for the company’s management to provide proper
training and development to the employees so they can give their best and achieve
their objectives and goals.
 Customers services of this company is major issues most of the people have to wait
long on the call to talk with the customer executive. Employees who are working in
the offline stores of this company also not able to provide quality services to
customers/ it is important for the ALDI to look for this issues because they cannot be
successful in their business if their customers are not happy with them. Quality
customer services to the people can help this company to increase their reputation in
the market and they can gain loyalty of the customers.
Opportunities
 Company can take competitive advantages through new technology trends in the
market (Kotabe, M. M., 2020). Superiors of the ALDI should bring new
technology in the workplace so their employees can use new technology for the
production of goods and services and help- Company to increase their growth in
the market.
 ALDI should expand their business in the developing counties such as India and
chain. These both countries are underdevelopment and have huge population in
the world. ALDI Company can expand their business in this country and create
opportunities for themselves to give competition to other brands.
 Online market can be opportunity for this company to increase their profitability.
They can make their own website and sell their product through the online
website. Most of the people avoid going to the stores and shop their product
online. This new trend can be opportunity for the company and they can increase
their profitability.
 New trends – There are many trends in the market which can create opportunity
for this company. It is important for the superiors of ALDI to find those trends so
they can take competitive advantages in the market.
Strength
 ALDI is using low pricing strategy in which they are selling their product in
the huge discount as companies to the other retailers. This is making this
company to gain customers loyalty and making their business successful.

 The low prices of products sold by ALDI Stores offer more savings than
most other shopping places can provide. While offering low prices on
advertised products on a rotational basis, the stores also have a wide variety of
non advertised products sold at low rates always. In comparison to leading
supermarkets operating in the same region, discount stores offer more than 50
percent in monthly savings.
 Products of this company are made with the high quality material but they
provide those products in low prices range. This is because their relationship
with the supplier is good so they also get some discount from their supplier so
they can add some value for the customers.
Marketing objectives for campaign and justification
Marketing Objectives
 Implementing new technology in the workplace to increase production
Justification- This is important for the company to implement technology so they increase their
production in the market and they can gain competitive advantages in the market where they are
operating their business (Kotler, P. And et.al., 2018). Technology helps to boost the production and
provide better and quality product. This will also help this company to increase in their profitability
because more production will lead them to increase in their profitability and they can show their
presence in the market.
 To improve customer care services which will make good experience for the customers
This campaign will help in the improvement in companies customer care services because Hr team of
the ALDI will provide training to the employees who are working in this company so they can
understand how they have to communicate with the customers when they come into the store and how
they should behave with the customers so they can get better services form the customers. They will
run seminar in the workplace in which they will most reputed retailers experts bsso they can gain
some experience from them and understand why customer’s loyalty is important for the company.
Training to the employees will also helps to improve their skills and employees can work more
eefct6ivly in their task and achieve their business goals.
 To expand business more in the other companies
Justification- This campaign will lead them to expand their business in the other places which will be
done by the research of new markets where they can expand their market ALDI company has strong
financial resources but they are not using it properly . They can use these advantages to expand their
business and achieve their business objectives. Managers of the ALDi company will use their
financial resources for the companies pension so they can expand their business to the other countries
and show their presence in the international market.
 To increase salary off their employees for their motivation
Justification- employees who are working g in this company get very low salary because of this
employees re demotivated. ALDI will increase this salary of the employees who are working in this
company from long time because employees of the company are important part so it is important for

the company to look for their employees because company cannot be successful if their employees
are not ,motivated so ALDI will look for their employees incensement in their salary thorough this
campaign. If employees of the ALDI Company will be motivated then they will give their best
towards the company and help company to achieve their objectives.
Marketing plan of the organization
Executive Summery
This making plan has cover marketing campaign of the ALDI company ‘Express ourselves”
which will be run for 12 moth of time period. It has been included mission, vision, objectives,
marketing mix of the company, budget and monitoring and co0ntrolling techniques.
Mission
to continually set standards for food retailing and to further expand the market
position of the ALDI North Group.”
Vision
to enable Australian shoppers to live richer lives for less.
Objectives
 To enhance sales of the ALDI company 30% till the end of 2021
 To open three more new branches in the other countries till the end of 2021 so ALSI
can expand their business.
 To enhance profit of the company by 20 % till the end of 2011
Marketing Mix of ALDI company
Product
ALDi company will research the market where company can expand their business
and they will also analyze the market and understand needs and demand of the people in the
target market so Production team of the ALDi company can develop their product and design
those product so they can attract customers from the target market (Olson, E.M. and et.al.,
2018). This will help them to expand their business in the both market with the proper
product and services which can satisfy needs and demand of the customers and company can
take competitive advantages. Their product design and taste o the product will be according
to the needs and demand of the customer’s where company is expanding their business.
Company will also add some new products such as biodegradable water bottles which can
help to protect the environment and company can create good image in the customer’s mind
and gain customers loyalty.
Price
Company will use the strategy which is already used by the company and they will
continues provide their product in the lower prices which will help them to attract customers

and they can provide product to the customers in affordable prices. New products will also
provided by the company which is Biodegradable water bottles will be for less prices. This
strategy will lead ALDi Company to attract customers through their pricing strategy and they
can also create good image in the customers mind and achieve marketing objective to make
successful this campaign.
Place
This company will expand their business in the counties which are underdevelopment
so company can get have better opportunities. One of them is India where pollution is high
and people expand more on the product consumption. This will help them to in increase ion
their profitability. People in this market will be ready to buy product from ALSI company
because they sell their product in less prices which can attract people of this country.
Companies aim is to enhance their business by opening their 3 more branches so this can be
best market for them and they can successfully expand their business in this market.
Promotion
ALSI company will promote thigh campaign through the digital marketing because it
is one of the best tool to promote their campaign. They can promote their campaign to large
population with little money. They will target people who used to shop Grocery product
online. This campaign will attracts them to buy product from the ALDI Supermarket.
Company will also promote their products in the TV advertisement which will be helpful for
this company to promote their stores in the country where they are expanding their business
so people will be aware about their stores and they can take company and do shopping.
People
ALDI company will increase the salary of the employees who are working in the
company so they can be motivated and they can give their best to make this companies
operation successfully (Shaw, S., 2016). People who are working from the lo0ng time will
also get promotion in the post so they can take higher responsibility in the ALTI company
and make this company successful in the market. Management of the company will also
make polices about rewards which will help to motivate employees and employees will give
their best to achieve those rewards. This will also help employees to fulfil their basic needs
which they were not able to fulfil because of lower salaries.
Process
Process of the company will become more smooth because company will bring new
technolo0gy in the company y will make operation smooth and better. Employees can also
learn new skills to operate new technology through training. Management of the company
will use innovate their website so they can cover online market as well which will make
companies operation more better and increase their business both line and offline.
Physical evidence

ALSI Company is having total 10000 stores of this company in the 20 different
country. They are selling products such as Grocery show they are having global presence
which is proof of their physical presence. This company will expand their business in the new
market which will increase their brand value and company can increase their reach tonthe
people.
Budget
Estimate budget of this marketing plan will be 75000 to run this ‘Empresses
ourselves. 10000 will be used for the marketing. 50000 will be used in the new equipments to
increase productivity and 10000 for implementation and training for the employees which
will include this leadings to use those equipment. Other money 5000 will used for the market
research.
Monitoring and Controlling
Feedback
Company will use feedback tequniques to know how their marketing plan is
performing. They will take review from the employees who are working in the ALDI
company to measure the performance of the campaign.
Proposal to improve customer survives
It is important for the company to improve their customers services because many
people have quarry related to the product and companies services. Company need to improve
to customers can get proper locations for their quarry and this will also help ALDI company
to increase their reputation in the customers mind (Shiu, E. ed., 2017). There are some
strategies which can help This Company to improve their customers services and this can
lead them to get success in their business so it is important t for the ALDI company to follow
this strategy and increase their business successfully.
Innovation of Website
ALSDi company should innovate their website by adding proper customers services
option. Customers have to wait for the long time on the call so company can add some chat
option so customers will not have to wait and they will get their answer on the time. They
will can also have to provide them fast and quick services to the customers otherwise they
will not able to gain customer loyalty and they will switch to the other brands
Training to the employees
It is important for the company provide training to their employees because
employees who are working in the ALDI companies workplace are not able to understand
demand of the customers and they are not able to solve their quarry. Companies HR manager
should provide employees training so employees can understand that they should
communicate with the employees and they should provide every detail related to the product
in their training so they can solve quarry of the customer related to the product and

companies services. Training will create chance for the employees to increase their skills and
they can keep them motivated. Without having training employees cannot be solve problem
of the customer and it affect on the companies profitability because customers will not happy
then they will not buy product and services from the ALDI company.
Recruitment
It is important for the company to recruit new employees who can who as a customer
executive for companies online business (Kotler, P. And et.al., 2018). They will need m0ore
employees because company do not have enough employees on this post so they are not able
to solve problems which are faced by the customers and they also have to wait on the call for
long time. More employees means customers will get Quick customer services and they can
solve their problems and am key their customers happy. This will also help them to iunucr4ee
their profitability and company can achieve their goals and create good image in the
customers mind.
Use positive
Some times language become barriers for the customers and companies employees
both. It is important for the employees to use simple language which is easy for the customers
to understand and they can understand what customers need and they can provide quick
services to the customers.
Communicate clearly
It is important for the companies employees to communicate clearly with the
customers bee happy. Effective communication always work good , if employees of the
ALDI company talk in good way with the customers than they will bale to gain loyalty of the
customers.
Listening
Communication is important but more than that listening of the customers is more
important. Employees o0f the company should listen carefully what their customers are
telling them what problem they are facing so employees can provide quick solution of the
problem.
CONCLUSION
As per the report has been conduct Marketing plan “express ourselves for the ALDI
company. This report has been use TWOS tool to understand companies weakness and their
strength band competitive environment. This report also has been concluded three objectives
according to the findings and justify all those objectives. It has been properly make marketing
plan and their budget. In the end of this report has been barfly explain how ALSI company
can improve their customer services.

REFERNCESS
Books and journal
Balderjahn, I., 2016. Nachhaltiges Marketing-Management: Möglichkeiten einer umwelt-und
sozialverträglichen Unternehmenspolitik (Vol. 5). Walter de Gruyter GmbH & Co KG.
Haider, A.A. and et.aal., 2017. Marketing Management. Hea., B. p.22.
Keegan, W. J., 2017. Global marketing management. Pearson India.
Kotabe, M. M., 2020. Global marketing management. John Wiley & Sons.
Kotler, P. And et.al., 2018. Marketing management: an Asian perspective. Pearson.
Lindgreen, A. And et.al., 2018. Past, present, and future business-to-business marketing
research. Industrial Marketing Management. 69. pp.1-4.
Olson, E.M. and et.al., 2018. The application of human resource management policies within
the marketing organization: The impact on business and marketing strategy
implementation. Industrial Marketing Management. 69. pp.62-73.
Shaw, S., 2016. Airline marketing and management. Routledge.
Shiu, E. ed., 2017. Research Handbook of Innovation and Creativity for Marketing
Management. Edward Elgar Publishing.