LSC UoS BA Business Marketing: Aldi's 'Expressing Ourselves' Plan

This report presents a comprehensive marketing management plan for ALDI, centered around a 12-month campaign titled “Expressing Ourselves.” It begins with a TOWS analysis to identify strategic opportunities and threats, followed by the formulation of three specific marketing objectives aimed at improving sales, expanding the customer base, and increasing profitability. The plan outlines a detailed marketing mix, encompassing product, price, place, promotion, people, physical evidence, and process, tailored to enhance ALDI's market position. Furthermore, the report proposes actionable strategies to elevate ALDI's customer service levels, ensuring customer satisfaction and loyalty. The marketing audit ensures accuracy and precision while collecting different information and formulating TOWS analysis.

Marketing Management

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Construct the marketing TOWS for ALDI.............................................................................1
State and justify 3 marketing objectives that should be set for the “expressing ourselves”
marketing campaign...............................................................................................................2
Outline and examine the marketing mix plan.........................................................................2
Provide proposal on how ALDI can improve their level of customer services......................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Marketing management includes the planning, organising, controlling, implementing and
monitoring of different activities that has been performed to achieve the objective of an
organisation in effective manner (Deepak, 2019). It is the discipline by which the company focus
on the practical applications of the different orientation of marketing. It assists several strategies
and tactics that is applied within the company in order to fulfil the demand and need of the
customers in efficient manner. This report is about the ALDI Company that is the common brand
of the two German families and has owned discount chain of supermarkets all over the 20
countries with 10,000 numbers of stores. It was founded by the brothers Karl and Theo Albrecht
in 1946, Essen, Germany. This report includes the 12 months marketing campaign for ALDI
supermarkets with the tagline of “expressing ourselves”. In addition to this it includes the
TOWS, marketing objectives, marketing mix plan, proposal to improve the level of customer’s
services as part of the campaign.
MAIN BODY
Construct the marketing TOWS for ALDI
ALDI is well known and one of the most largest supermarket chain of UK and as being
the marketing consultant is asked for develop and provide the marketing plan for the campaign
known as “expressing ourselves” for 12 months. In order to achieve the objective within the time
consultant prepare the TOWS analysis to formulate the different strategies for the campaign.
This is as explained below as:
TOWS Analysis:
It enables ALDI to compare its strength and opportunities in order to develop effective
strategies. It furthermore helps to gain the higher competitive advantage by implementing best
and efficient marketing tactics and strategies (Chernev, 2018). It is the acronym of threats,
opportunities, weaknesses and strength that is the variant of the SWOT analysis. As from this
analysis company will try to know about the various positive and the negative aspect of the
business that affects the performance of the company. To formulate and design the marketing
campaign it is necessary for the ALDI to analysis the TOWS matrix. That analysis is as
described below as:
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Components Opportunities Threats
Designing new marketing
campaigns
High level of competition
Expansion in different
countries
Lack of customer engagement
Strengths SO
(Maxi – Maxi)
ST
(Maxi – Mini)Huge market share
Determined with innovation
Weaknesses WO
(Mini – Maxi )
WT
(Mini - Mini)Weak position strategies
Restricted global presence
As from this matrix the strength, weakness of the company is being measured on very
clear manner and the interrelationship between the different factors is as described below as:
Strength-opportunities (SO): It is an analysis that shows strength of the company that supports
them to measure the long time success. The two major strength of the ALDI is that they have the
huge market share and believe in continuous innovation (Bagozzi, 2018). These two help to gain
the long term sustainability within the business and gains the large advantage from the market
competition. This strength supports the business to manage and control their different operation
in a systematic manner. By focusing on the different strength ALDI will accomplish their set
target and objectives that helps to gain the higher sales and more profit. With the help of this
strength ALDI grabs the market opportunities that are generated on random basis. It is beneficial
for the company as they has the large market share thus with the new marketing campaign ALDI
will able to attract the large number of customers with their services (TOWS analysis, 2020).
Strength-threats (ST): The major threat of ALDI are that they face the high market competitors
as they has the huge number of rival as like Lidi and also has the less engagement of the
customers too. In order to gain the effective outcome it is mandatory for the business to cope up
with these threats. As after that only they could achieve their target with more sufficiency and in
a balanced format. Thus the marketing consultant must measure and the different strength by
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which the company will be fight over with the different threats. In the huge market competition
ALDI brings the innovation and uses the advanced technologies that attract the customers. In
addition to this ALDI has the large market share and it is the biggest strength of them that is as
supportive as they cope over from the customer engagement (Kotabe, 2020). With the help of it
they attract or grab the attention of the large customer base and help to gain higher advantages.
Weakness-opportunities (WT): The two major weaknesses of the ALDI are as they have
the weak position strategies and have the restricted presence on global level. In order to manage
and control the different weaknesses the marketing consultant could take the support from the
market opportunities as with that ALDI will responded it with delighters. In addition to this the
international presence of the company is very much restricted and for this ALDI expands their
business on wider level. It would help the company to gain the maximum market share and with
this the profit share of the company will also increases. While the market position will be
strengthen by using different strategies and tactics that develops the market positioning of the
company.
Weaknesses-threat (WT): There are different weaknesses and the threats the resist the
performance of the company. It is very much needed for the ALDI to gain the continuous
success and for this they have to operate all the different function in efficient manner. There are
some weaknesses of the company as restrict presence at global level, low engagement of
customers, higher market competition etc. Thus to deal this consultant develop different
strategies and design the marketing campaign.
While conducting the TOWS analysis the marketing audit is also necessary that is as define
below as:
Marketing environment audit: Marketing audit is the comprehensive test and analyses of the
different marketing activities that helps to achieve the goals, objective and targets of the
company (Johnsen, 2018). While formulating the TOWS analysis marketing audit is being used
by which accuracy and precision will be maintain while collecting the different information.
State and justify 3 marketing objectives that should be set for the “expressing ourselves”
marketing campaign
 To improve the sales by 7% in upcoming 10 months as a result the revenues could be
amplified.
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It is the objective that is developed by the marketing consultant in order to operate the marketing
campaign in effective manner. It is developed to develop and integrate the revenue of the
company that results in the higher sales that helps to manage the different operation in different
store in effectual manner. It spread more awareness in the market about the different products
and services that are offered by the company in order to satisfy the basic need of the customers
of different region (Olson, 2018). With the help of this objectives ALDI is able to accomplish the
long term success and growth by providing the better services and gaining the belief of the
customers. It ensures that the working staff of the ALDI will perform all of their assigned task
and activities with full concentration. Through the campaign the detailed knowledge about the
goods of the company will be circulated in the market that increases the sales of the company.
 To increase customer base drop by 25% in forthcoming 6 months in order to boost
amount of customers.
The large customer base for the supermarkets business is very much needed by which they
could achieve their goals within the sufficient manner. The marketing campaign “expressing
ourselves” in which the marketing consultant has designed different objectives through which the
sales and the profit of the company will get on increasing. One of the objectives is to develop or
enhance the market share by 25% within the 6 months. If this target will be achieved by the
ALDI then their net sales and revenue will be increased and more of the customers get attracted
towards the services of the company. In this the need and demand of the customers will get
satisfied by the different products and services that are offered by the company. As with the
customers base of the company will also get enhanced that assist the loyal base that imparts more
profit to the business.
 To enlarge the profitability by 15% in subsequently 10 months to boost performance of
company.
It is the other objective through which the marketing consultant enlarges the profitability ratio of
the company by 15% with the upcoming 10 month of period (Armstrong, 2018). The marketing
campaign induces the different technological up-gradation within the business that supports to
target the large number of customers within the certified period of time. With the help of this
objective there is the possibility that the maximum profit will be generated by the company. As
by using the technologies the large number of people will be targeted by the company within the
less period of time. The marketing campaign develops the more advantage to the ALDI by which
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their revenues will be improvised and large profit will be gained and it also imparts the verified
performance of the company.
Outline and examine the marketing mix plan
Marketing mix: It defines the different strategies and the tactics that are applied by the company
to gain the higher advantage from the market competition and to gain the continuous
development. It is the integrated approach of the company that includes different functions
related to the marketing strategy that is developed to promote the different products and services
of the company (Ziemba, 2018). It includes different components as like product, place,
promotion, price, people, physical evidence and the process that all collectively makes the
magnificent marketing strategies. In addition to this, ALDI design a very new plan to perform
the marketing in effective manner in which the marketing campaign will takes part in that. The
marketing mix plan has been developed to gain the higher profit that also increases the values
and belief of the company in order to achieve the set standards of the company. The marketing
plan for the ALDI is as defined below as:
Marketing Mix Plan
Marketing mix
elements
Detailed analysis
Product It includes all the diversified items or the products that are offered by the
company to their customers. While designing the marketing campaign the
marketing consultant ensures that all the different goods of the ALDI will
maintained with the better quality. It is needed for the company to target to
market and provide all the necessary information to the customers that are
required for them. Through this marketing campaign more of the customers
or the market will be targeted by which the company could focus on the
larger people and implement the changes and the up-gradation as per the
demand of the customers. It helps to make the reliability and the strong
connection with the customers that imparts the sustainability within the
company (Iankova, 2019). As much the people get aware about the products
of the company that much they change their choice and if company maintain
the quality then customers will prefer their goods that develop more sales of
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ALDI.
Price It refers to the cost of different goods and services that are served by the
company to the customers. As per the new marketing campaign of the ALDI
they adopt the effective and unique style of pricing in which they form
different policies for all of their diversified products and services. The
marketing consultant develops the strong strategy through which target the
largest market by which they could attain the attention of most of the
customers of the entire diversified region. ALDI uses the competitive pricing
strategies in order to prevent the best quality products and services with the
reasonable prices (Ellram, 2019). Whether in the future they uses the
penetration strategy for the pricing in which at the starting the less price will
be set and as the time passes the price rate will be increasing. It helps to get
enhance the profitability of the business that also develops the productivity of
the goods and services of the ALDI.
Place It is the region or the locations that are chooses by the company while selling
their products and the services. In designing of the marketing campaign the
marketing consultant of ALDI ensures that those places will be chosen by the
company that much closer to the localities by which more number of
customers visit to the company on daily basis. As by this most of the people
were get to know about the supermarket and once they know that they get the
best quality products that they always get linked with the company and that
improvise the sale and profit of the company.
Promotion It includes the different activities through which company promote their
products and the services in the market by which the awareness will be
spread to gathered the large number of peoples. ALDI adopts different
strategies while promoting their brand services as like advertisement, TV ads,
sales promotion, pamphlets, online search engines etc. To achieve the loyal
customer base ALDI must uses the different activities and perform digital
marketing to occupied the range of wider customer base.
People It includes those individuals that get linked with the company and has the
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major contribution in the success of the company. While achieving the
objectives of the company ALDI provide the adequate training and
development to the staff by which their knowledge and working experience
will get developed by which they manage the need and demand of the
customers with more affection (Gregory, 2019). ALDI also provides the
rewards as per their performance that motivates the employee to perform
their task with more focus.
Process It includes the overall procedure that is adopted by the company to perform
all of its operations in effective and efficient manner. As per the marketing
campaign of the ALDI the marketing consultant make some decisions to
changes the executor process of the company. In this company uses the
computers to get maintain the record of each and every activity within the
timely manner. It also provides easiness while achieving the fastest delivery
to the customers that makes the loyal consumer base.
Physical
evidence
It reflects the packaging or the reflection of the difference between the
various products and services of the company. In order to gain the higher
sales and more profit ALDI makes the desirable changes within the company
and then they collects the feedback from the customers and then implement
the changes as per the necessity.
Provide proposal on how ALDI can improve their level of customer services
It is very much important for the company to get the better result or outcome from the
marketing campaign that enhances the services of the company (Möller, 2018). The marketing
consultant of the company designed the effective strategy to develop more sale and make a
proposal that help to develop the level of customer services. The detailed proposal is as described
below as:
Proposal
Strategies Details
identify needs and
requirements of
ALDI identify and analyse the different needs and demand of the
customers in order to satisfy them by which they could attain with the
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customers company for the longer period of time. Thus with the help of marketing
campaign the company will target the larger audience and spread more
awareness in them about the offers and the discount and other strategies as
well that are implemented to gain the aggressive advantage. It is good for
the company to satisfy the large number of people and prevent the higher
quality products to them with the affordable prices (Hua, 2019).
Taking well-timed
feedbacks
Collecting and analysing the feedback are the major importance for the
company in which they could know about the different problems and the
issues that are faced by the customers while using their products and
services. In this the ALDI could identifies the different consequences that
resist the customers to uses the goods and services of the particular
company. After that company must implement the changes within the
company as per to satisfy the customers. The marketing consultant while
making the marketing campaign proposed to take the feedback from the
customers in timely manner. it furthermore imparts the balance within the
company as its operation will be performed in continuous manner. it helps
to gain the objective of higher revenue generation will be gained and it
modifies the different working aspects of the company that rendered the
customers.
employees training Employees are the most important factor of the company that performs
each and every activity of the company and after that company is able to
preserve the higher sales and profit or shares (Wang, 2019). The work
culture of the company depends upon the performance of the company as
much the employee has the knowledge to manage the different resources
that much the profit gained by the company and the vice versa. They
perform their best then company is able to show their products and
services in the market. Thus ALDI always gave priority to their customers
as well by whom they could provide the training and development process
to the employees that improvise their skills and experience. It reflects the
best performance of the customer and they solve the differed queries of
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the customer in efficient way.
Rewarding
trustworthy
customers
It is the one utmost step that is offered by the company to their customers
in which company gave the rewards to their daily customers. In this ALDI
gains the belief of the customers and imparts the satisfaction in the
employees. The marketing consultant of ALDI decides and adds this in
the proposal to give the rewards to the loyal customers in terms of
vouchers, coupons, discount, offers, travel tickets etc.
Resolving all the
queries of
customers
While achieving the objectives within the timely manner the marketing
consultant of the marketing campaign proposed that ALDI must resolved
the different queries of the customer by which they relate themselves with
the company for the longer period of time. In this the different problems
of the company will get resolved by solving the issues of the company. It
helps to make the best relationship with the customers that increase the
readability and the originality of the customers that develops more
revenue generation of the company (Lambert, 2017). As much the
customers get satisfied with the company that much it uses the different
products and services of the company that helps the company to develop
more and more sales.
Paying awareness
to customer
relationship
management
The customer relationship management is the most important and the
major aspect for the company as through this the customer will always get
satisfied with the company and believe in the different services that are
served by the company. The higher level authority of the ALDI will
decide and make the initiative to make the different strategies to get attract
the large number of customers. It helps to generate the higher profit index
to the company and by making the effective relationship company could
easily enhance the satisfactory level of the customers.
The marketing consultant of the company performs these steps to develop the satisfactory
level in the customers. By this ALDI is able to accomplish their target within the particular
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period of time. This proposal brings the improvement in the loyal customer base by which most
of the customer will get satisfied by using the different products and services of the company.
CONCLUSION
It has been concluded from the above report that marketing management is the process
through which company could develop and enhance their sales and profit ratio within the market.
It concludes the new campaign that is developed to enhance the marketing standard with the
theme of “expressing ourselves”. For this company perform TOWS analysis to perform the
marketing audit. Furthermore, objectives that helps to achieve target in effective manner,
marketing mix plan to enhance sale, different ways to improve the satisfactory level of the
customers.
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