This report provides a comprehensive analysis of a 12-month marketing campaign plan for Aldi, focusing on the "Expressing Ourselves" campaign. It begins with an introduction to marketing management and Aldi's global presence. The main body of the report includes a TOWS (Threats, Opportunities, Weaknesses, Strengths) analysis of Aldi, identifying key internal and external factors influencing its marketing strategy. Based on the TOWS analysis, the report outlines specific, measurable, achievable, relevant, and time-bound (SMART) marketing objectives for the campaign, such as increasing sales, profits, and customer base. The report then details a marketing mix plan, covering product, price, place, promotion, people, process, and physical evidence strategies to achieve the stated objectives. Finally, the report proposes strategies to improve Aldi's customer service levels. The report concludes with a summary of the key findings and recommendations, supported by references.
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