Comprehensive Marketing Report: ALDI's Strategies and Customer Service

This report provides a comprehensive analysis of ALDI's marketing strategies, focusing on a 12-month campaign. It begins with an introduction to marketing management and its application to ALDI, a leading UK supermarket. The main body includes a TOWS matrix analysis, outlining ALDI's strengths, weaknesses, opportunities, and threats, and explains marketing audits. It formulates three marketing objectives: enhancing customer engagement, increasing sales, and boosting profit margins. The report examines ALDI's marketing mix plan, detailing product, price, place, and promotion strategies. Furthermore, it proposes improvements to ALDI's customer service to enhance the overall customer experience. The report concludes with a summary of findings and a list of references.

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Marketing TOWS for ALDI and explanation of marketing audits..............................................1
Formulation of 3 marketing objectives........................................................................................3
Examination of the marketing mix plan that have been proposed to achieve objectives............4
Proposal on the way in which ALDI can improve its level of customer services as a part of
marketing campaign.....................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing management is defined as set of organisational discipline that are
emphasised on applying different modes and methods which may provide advantages to
performed marketing activities within a business in a considerable manner. The key objective of
this is to ensure that all the responsibilities which are operated with a view to increase
engagement of customer in such a way that it lead to have higher profitability. This report is
based on recognising marketing campaign to a business organisation. The company taken in this
report is ALDI, which is one of the leading supermarkets in UK. This report includes TOWS
matrix, objectives formulations, and examination of marketing mix plan. Along with this the
report includes a proposal in order to have improvements and alterations in customer service so
as to enhance individual’s experience. (Aiyer, Panigrahi and Das, 2018)
MAIN BODY
Marketing TOWS for ALDI and explanation of marketing audits
ALDI is one of the huge retailer chains in UK and their marketing consultant is directed
to submit their marketing campaign of 12 months which includes all the marketing related
activities that they are planning to follow. The tagline given to the campaign is Expressing
Ourselves. With the help of TOWS, objectives are recognised and then required measures are
established by the organisation. TOWS matrix is explained as under:
TOWS analysis: It is having four aspects and they are abbreviated as TOWS which are
threats, opportunity, weakness, strength. This is called as a variation of SWOT matrix. This is
helpful in analysing all the positive elements in a business and all those elements which may
affect the business in an adverse manner. For formulating any marketing campaign, it is required
to prepare TOWS matrix so as to attain marketing objecting in an appropriate manner. In the
context of ADLI it is formulated as below:
Components Opportunities Threats
Planning new marketing
operations
Competition at huge level.
Development in numerous
nations
Absence of customer
involvement.
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Strengths SO
(Maxi – Maxi)
ST
(Maxi – Mini)Huge market segment
emphasised on innovation
Weaknesses WO
(Mini – Maxi )
WT
(Mini - Mini)Weak positioning strategies
Restricted universal existence
As from the aforementioned table different strengths, weaknesses, opportunities and
threats of ALDI have been shown and their interrelationships are explained as under:
SO (Strength – Opportunity): TOWS matrix shows that WALDI is having two key
strengths which are Huge market segment and Emphasised on innovation. These both strengths
are helpful for them in operating their business in a considerable manner and to achieve
competitive edge in the marketplace (Alhelalat, Ma’moun and Twaissi, 2017). Two key
opportunities of ALDI are planning new marketing operations and Development in numerous
nations. Strengths and opportunities are assisting the business in order to carry out all their
business operations in an effective manner and to emphasis on growth opportunities so as to gain
high profitability and higher productivity. The strengths are helpful for the business in finding
new business opportunities in their industry so as to grab lager share in the marketplace. These
strengths are helpful in attracting more customers as in the process of marketing campaign.
Further in the process of business expansion these opportunities and strengths provide guidance
in order to put emphasis on innovation and to cover high market share.
ST (Strength – Threats): Two main threats seen by ALDI are Competition at huge level and
Absence of customer involvement. This is very essential for ALDI to treat both of the threat in
an appropriate manner so as to operate the business in an effective manner. With the purpose of
operate and to reply to those threats, the marketing consultant use their strengths and due to
which the threats are having low impact over the business. With the use of latest technologies the
prevailing market competition can be dealt and with the help of innovation new marketing
position can be hold ALDI. AI can be used by the business so as to renowned as market leader
and to get high competitive edge in the marketplace. On the contrary, as company is having high
market segment so this may be helpful for them to engage more customers and to decrease this
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threat. With proper utilising all the strengths, ALDI may be able to deal with their market threats
in an appropriate manner. (Basil and Bassey, 2016)
WO (Weakness – Opportunity): TOWS matrix is showing two major weaknesses of ALDI
which is Weak positioning strategies and Restricted universal existence. With the purpose of
dealing with these weaknesses, the organisation is supposed to take advantages with their
opportunities so as to respond to their weaker element and to support their business operations.
For instance, the worldwide presence of the organisation is restricted so in order to deal with this
weakness the company is taking advantage from their opportunities and trying to expand their
business throughout the world. This will assist to increase their worldwide existence. On the
other hand, by variation in these marketing campaigns ALDI is able to widen their position in the
marketplace. (Brink and Van Rensburg 2017)
WT (Weakness – Threat): Various weaknesses and threats are faced by ALDI. It is very
essential for the business to ensure that all these factors are operated in an effective manner so as
to have business growth. Some of the weaknesses are Weak positioning strategies, Restricted
universal existence, Competition at huge level, Absence of customer involvement. With the
purpose of dealing these weaknesses and threats new marketing campaigns are designed and
business expansion is made.
With the purpose of TOWS analysis marketing environment audit is conducted which is
explained as under:
Marketing environment audit: The audit is majorly used for the objective of examining
objectives, marketing activities and marketing environment that is associated with marketing in
inclusive and methodical manner. While performing TOWS matrix, the audit is used to gather
accurate and proper information about ALDI.
Formulation of 3 marketing objectives
 To enhance customer engagement by 22% in next 6 months so as to enhance number of
overall customers.
For the business of supermarkets it is very essential to have high customer engagement so
as to attain business goals and objectives. ALDI has designed a new marketing campaign for this
objective for which the marketing consultants has made the plan so as to achieve their target of
enhancing customer engagement with time frame of months. If the goal is met by the company
then their overall income will be increased due to which they will have high ratio of earning
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(Burden and et. al., 2016). For this purpose they are required some high skilled sales personnel
which may provide help to the customers in their buying decision and solve their problems. By
applying these tactics their sales will be enhanced and their customer engagement will be
boosted.
 To increase sales by 5% in the next quarter which will enhance their revenues
Another objective in the process of marketing campaign is helpful in upgrading the sales
revenue of ALDI. This will help in enhancing their profitability as well. During this objective
attaining process, the customer are given knowledge about product sold and kept by ALDI by
their sales agents so as to give transparent information to the customer which will lead to have
high sales (Chonko and Hunt, 2018). When the objective of high sales is achieved then business
development will be adopted by the organisation. Various steps are followed by ALDI under this
process of attaining high sales target. So under this all the employees are measured that they are
working as per their given tasks and guidance of their manager. This marketing campaign will
provide full proof information to the customer that what kind of products is sold by ALDI. So by
knowing the full information the customer will be able to purchase their products without any
hesitation and this will lead to high sales.
 To enhance the profit ratio by 15% in the coming 6 months so as to improve overall
business performance of the organisation.
This marketing campaign is designed for the purpose of enhancing overall profitability and
business performance. So for this purpose marketing consultant has decided to adopt several
digital technologies to sale their goods in the marketplace and to catch large customer number
thereon. With the help of these digital technologies, high profit earning objective can be achieved
due to which more customer will get attracted towards their products. Marketing campaigns are
helpful so as to enhance overall business performance and to provide good sales result due to
which profit can be maximised.
Examination of the marketing mix plan that have been proposed to achieve objectives
Marketing mix: Marketing mix is defined as sum of all the marketing elements which
are associated with marketing of all the products and services which are provided by the
business. It has different elements such as product, price, place, promotion, people, process and
physical evidence (Garga and Bambale, 2016). ALDI is planning to develop new marketing
campaign in order to achieve their various objectives. For this purpose ALDI is using marketing
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mix in a very efficient manner so as to achieve all their goals. Their plan for marketing mix is
described as under:
Marketing Mix Plan
Marketing mix
elements
Detailed analysis
Product Sum of the items which are put for sale by the business organisation are
called as products. As in the process of designing new marketing campaigns
this will be very essential for the marketing manager of ALDI to ensure that
all the products which are provided to customer are of high quality. This is
essential for all the marketing personnel that they use this campaign in order
to enhance awareness about their offerings so as to enhance awareness. This
will be helpful for attaining the target of enhancing profits and sales so that to
enhance customer engagement (Gye-Soo, 2016). When the customer will be
aware then this will help in attaining the overall goals of the company.
Price This represent to the amount which is taken from the customer in lieu of
product of the company. The new marketing campaign which is designed by
ALDI is using effecting pricing strategies for their product and services. On
the other hand, marketing consultant is responsible to communicate their
entire customer about their pricing strategies so as to maintain transparency.
Numerous types of pricing strategies are available in the market such as
penetration, economic and competitive etc. ALDI is using competitive
pricing strategies so as to set prices for their goods and to maintain
appropriate competition with their rivals. For this they will set lower prices
and high discount or bundled products to their customer and as compared to
their rivals. This will enhance their customer engagement and sales as well.
Place It is the location under which product or services are sold by the company to
their customers. In order to design the marketing campaign, ALDI is ensuring
that their stores are easy to reach and their stores are at prominent locations
of the city. By this the organisation will be able to their aim of high sales and
high customer engagement (Johnson-Snyder and Chandrasekran, 2017). If
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the stores are not easy to approach by the customers then they will have low
foot fall of customers and due to which their sales will not de increased in
desired manner.
Promotion This is defined as those activities which are exercised by business so as to
attract huge customers so as to enhance their sales. Various methods are used
by ALDI for this such as advertisement, sales promotion, TV commercials
etc. With the purpose of attaining this objectives ALDI have planned to use
some online promotional techniques such as social media marketing and pay
per click promotions (Luiz, 2016). This will boost their sales and they will
have high customer engagement. .
People All the working employees in within an organisation which are having direct
contribution in the growth of the business are called people. In ALDI. For the
purpose of having increased customer engagement and sales ALDI has
decided to provide relevant training to their employees so as to train them and
to make them aware about market needs and customer needs. On the other
hand, marketing manager has decided to render some additional incentives to
their employees so as to motivate their employees to perform in a better way
(Paramitha, 2016). These trainings will be helpful for them in getting high
productiveness and enhancing their efficiency due to which employees will
be able to tackle their clients in an appropriate manner.
Process The procedures which are followed by company in their regular operational
working are considered as process. As per the new marketing campaign,
ALDI is introducing some changes in their older process so as to being
changes and to enhance their business efficiency. They planned to all the
back office working will be done through computer, no hand written items
will be used as notes or accounting. This will provide them high efficiency
and productiveness and reduces chances of errors in operation. This will
decrease their lead time so that to provide assistance over enhancement of
sales and profits as well.
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Physical
evidence
This is the aspect which gives identity to the products and services which are
offered by the business. With the purpose to attain business objectives of
earning high profits and customer engagement, the marketing manager of
ALDI is introducing several changes which are providing benefits to their
customers (Rasyid, DANI and ANDRIANI, 2017). For this purpose they are
taking feedbacks from customers on regular basis which is helpful in
improving their loop holes may be in packaging or service quality. This will
enhance their sales and customer as well.
Proposal on the way in which ALDI can improve its level of customer services as a part of
marketing campaign
For the business it is very essential so as to establish appropriate marketing campaigns
through which customer service quality may be improvised. Marketing manager of ALDI
is introducing new campaign so as to enhance their customers and profit, which is
described as below:
Proposal
Strategies Details
Identifying needs
of customers
ALDI has decided to recognise needs of the customer with the help of
their new marketing campaigns so as to enhance satisfaction of their
customers. Through this all the products may have some changes which
may have some benefits to their customers. This will provide benefits to
their customers in increasing their satisfaction level and service quality
which is offered by the company.(SUBRAM, KHAN and SRIVASTAVA,
2016)
Taking timely
feedbacks
For the businesses it is important to take appropriate feedback from their
customer so that to identify their needs and demands. This will help the
business in recognising any need of the modifications due to which the
internal processes within an organisation may be improvised. In order to
design the marketing campaign, marketing manager of ALDI has decided
to take feedbacks from their customer on a regular basis. After analysis of
each and every feedback corrective action will be taken by them so as to
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satisfy their customers. This will provide advantages to ALDI as this will
help the business to adapt changes which are beneficial for the customers
and to render best services and product to the customers which are desired
by them. (van der Meer and et. al., 2017)
Staff training With the purpose to achieve success, it is very essential for the businesses
to provide sufficient training to their employees so that they can perform
in an efficient manner which may further help in getting customer
satisfaction and high sales turnover. In the process of designing marketing
campaign the marketing manager of ALDI is introducing various training
programs which are helpful for the employees in enhancing their
productivity and efficiency. This strategy is helpful in meeting demands
of their customers and to resolve all kind of queries which are faced by
the customers. With the help of trained staff their customer will have high
faith in their company due to which they may achieve high sales and
profits.
Rewarding loyal
customers
This is considered as the most effective aspect which is provided by ALDI
so as to enhance level of customer satisfaction. The marketing manager of
ALDI has decided to provide reward benefits to their clients which will
enhance their brand loyalty of customers and provide assistance in their
buying decisions. For this purpose ALDI will provide rewards to their
customers who are their regular customer by giving them discount
coupons and additional discounts. This will provide the additional benefit
due to which customer foot fall will be increased.
Resolving all the
queries of
customers
With the purpose of achieving all the objectives it is required by ALDI so
as to solve queries of their customers so as to provide them assistance.
This will help the customers in their buying decision due to which they
will generate a faith in ALDI. By paying attention towards customer
queries this will help them to enhance their level of customer satisfaction
due to which their service quality will be improvised so this will help
them to have high customer engagement and high profits.
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Paying attention
towards customer
relationship
management
This is considered as essential step which is taken by ALDI in the process
of marketing campaign. Under this process the top level management
makes several strategies for this purpose so as to build good relationship
with their customers. This will provide them path to achieve their
objectives on low time. This will enhance their customer engagement and
relationship with their clients due to which satisfaction of customer will
increase with a positive graph. (Wali and Nwokah, 2016)
CONCLUSION
From the above detailed report it can be concluded that marketing management is the
procedure by which appropriate modifications in marketing activities can be implemented. This
is helpful in increasing organisational performance of the business and to provide assistance in
solving queries of customer so as to get long term sustainability. TOWS matrix is necessary to
make so as to get an idea about success of new campaigns of the business which is performed
with the help of market environmental audits. At the ends numerous ways to enhance customer
experience is explained so as to get customer satisfaction and to become a market leader.
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REFERENCES
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Wali, A.F. and Nwokah, N.G., 2016. Premium customers' perception of firms' customer
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Online
TOWS analysis. 2020. [Online]. Available through:
<https://www.business-to-you.com/swot-analysis/>
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