Marketing Management Report: TOWS, Objectives, and Mix for ALDI

This report delves into the marketing management of ALDI, a leading UK retailer, examining its strategic approach through a TOWS analysis, which assesses its strengths, weaknesses, opportunities, and threats. The report outlines ALDI's marketing objectives, including implementing new technologies, improving management structure, and expanding its global presence. A detailed marketing mix plan is presented, covering product offerings, pricing strategies, distribution, and promotional activities. The analysis also addresses potential improvements in customer service to enhance customer satisfaction and loyalty. Overall, the report provides a comprehensive overview of ALDI's marketing strategies and their impact on its business performance.

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TOWS of ALDI...........................................................................................................................1
Marketing objectives...................................................................................................................4
Prepare a marketing mix plan.....................................................................................................5
Improvement in customer service...............................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing management is described as a tool of management that emphasises on
performing various functions such as planning, directing, controlling and monitoring the
activities of an organisation so as to accomplish the task in a best possible manner(Armstrong,
and et. al., 2018). In other words, it provide wide range of goods and services so as to fulfil the
requirements of customers in the market. The four P's of marketing mix play an important role to
generate sales and boost the profit of the company. ALDI is one of the leading company in UK
that deal with wide range of goods and services such as groceries, toys, household appliances
and so on and provide best services to their customers. This report is based on marketing TOWS
and various marketing objectives of ALDI. This report also covers marketing mix plan that
consist of various elements such as product, price, place and promotion with aim to achieve the
business objectives. It also cover various aspects to meet the requirements of customers in a best
possible manner.
TOWS of ALDI
A TOWS analysis assist the firm in matching the internal strength and weaknesses by
making use of opportunities in order to minimise the threats so as to gain a competitive position
within the market(Balderjahn, 2016). Through strategic planning, the manager of ALDI use
strength to maximise opportunities and also by minimising the threats of a firm. Also it uses
strength in order to combat weakness by taking use of opportunities and also to avoid threats. It
also ensure the greater chances of success by preparing an appropriate strategy so as to gain large
exposure in different parts of the country. The TOWS analyses of ALDI are presented as
follows:
Opportunities
1) Introduction of online
shopping
2) focuses on advancement in
technology
3) Growth in tourism sector
Threat
1) Increase in number of
competitors
2) Constant changes in
Technology
3) Lack of political stability
Strength SO ST
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1) One of the renowned brand
in UK that consist of large
number of outlets.
2) Strong financial position
with good profits from last five
years.
3) Has efficient workforce
1) Increasing Market share
2) Improvement in technology
3) Making new investments
1) Performing Research and
development
2) Improvement in competitors
3) Providing efficient training
to their sub ordinates so as to
face changes
Weaknesses
1) Current ratio is low which
create the problem of liquidity.
2) Lack of financial planning
3) Insufficient cash flows
WO
1) Focuses on new
management structure
2) Major emphasises on e-
business and logistics
departments
3) Improving human resource
departments
WT
1) Reducing the threat of
competition by making new
investments
2) By using better technology
3) Making proper use of
financial resources
Strength and opportunities
 Increasing market share: ALDI has wide range of products and also provide the
assurance of good quality to achieve maximum customer satisfaction. Thus, this help in
increasing the market share and improve the overall productivity of an organisation.
 Advancement in Technology: ALDI owns intellectual property that is patent and
copyright and also use innovative technology to gain large access of customers across the
globe.
 Making new investments: The concerned firm could focuses on making new
investments in providing efficient training to their employees so that they could work
with greater confidence and zeal.
Strength and threats
 Performing research and development: The manager of ALDI could perform research
and development so that they can analyse the trends and fashion of customers by and also
extend its opportunities in order to gain a significant position in different parts of the
country.
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 Improvement in competitors: There are large number of competitors of ALDI such as
Walmart, Tesco, Penny market, and so on but these provide products at high cost. So the
manager of respective firm focuses on providing low cost products to gain large access of
customer from different parts of the country.
 Training to their subordinates to face changes: It is essential for the manager of ALDI
to provide training to their workforce so that they could not find any difficulties in facing
frequent changes. This provide assistance to them to cope up with new challenges and
help them in completing their task in a short period of time.
Weakness and Opportunities
 Focus on new management structure: In the context of ALDI, there should be
improvement in new management structure so that proper coordination and cooperation
could take place and it also provide the positive work environment among employees.
This develop positive attitude and promote a sense of team spirit among them.
 Major emphasise on e-business and logistics: The concerned firm could promote
introduction of online shopping so as to provide an ease of convenience among the large
group of customers. It can also promote its product through several social networking
sites such as Facebook, Instagram and so on to gain immense popularity within the
retailing industry.
 Improving human resource department: Human resource management play a crucial
role in an organisation as it perform various functions such as recruitment, selection,
training and development of employees in order to increase the knowledge base and skills
among them. The manager of ALDI divide the roles and responsibilities among staff in
according to their specialised skills so that they could work with greater efficiency.
Weaknesses and threats
 Minimising the threat of competitors by making new investments: The respective
firm could focus more on promotional programmes such as advertising, sales promotion
and public relation so as to grab more attention of public and thus create a brand
awareness at a global level. Thus, this minimise the threat of competitors and create a
positive reputation.
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 By using innovative technology: The manager of ALDI could focuses on providing new
and advancement in technology as it help in conducting the fast operation of a business
and thus promote smooth flow of activities.
 Making proper use of financial resources: The concerned firm could mainly focuses on
making proper usage of financial resources by utilising it in an efficient manner without
wasting it so that it could facilitate cash flow problems.
Marketing objectives
Marketing objectives are very necessary for an organisation so as to fulfil the
requirements of customers in an efficient and effective manner(Bagozzi, and et. al., 2018). And
it also help in promoting the products or services so as to gain large access of clients within a set
time frame. It provide whole information regarding the products or services among the targeted
customers in order to achieve overall organisational objectives. This also help in completing the
task within a limited time frame and also help the firm to make judicious use of resources and
thus encourage positive reputation across the globe. In the context of ALDI, the marketing
objectives are presented as follows:
 To implement advancement of technology in business within 1 year in order to
enhance business share 20% more in the target market.
The manager of ALDI could implement new technology by providing efficient training to
their workforce so that they could handle sophisticated machines and also assist them in coping
up with new challenges. This inculcate confidence in them and thus develop positive attitude and
promote the principle of unity of command. This improves the productivity and efficiency and
therefore gain market share as there main focus is provide good quality products to ensure
maximum customer satisfaction.
 To implement new management structure in business within 4 months in order to
improve flow of communication as well as reduce conflicts by 10%.
The management play a crucial role in an organisation by performing the number of
functions such as planning, directing and monitoring the activities of an organisation to facilitate
smooth operation and also to achieve goal in a proper period of time(Brandes, and Brandes,
2019). The top management of ALDI clarify objectives among the subordinates in an efficient
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manner through proper communication strategy so as to avoid confusion and misunderstanding
in them. This assist in reducing the conflicts and also they could focus more on their work and
thus provide growth opportunities in their respective place.
 To expand business at worldwide within 1 year in order to improve investment
opportunities by 40%.
Another marketing objective of ALDI is that it has strong financial position and also
maintain positive cash flows that help to promote their business in different parts of the country
and this also promote foreign direct investment which encourage growth in a respective
firm(Dagevos, 2016). ALDI focus on providing good quality products at a reasonable cost in
order to gain competitive position and also can make use of funds by promoting innovative
technology that saves time and therefore minimising the cost of production. The respective firm
could also invest on research and development and intellectual property such as patent and
copyrights so that its competitors would not copy the products easily.
Prepare a marketing mix plan
Marketing mix is described as the process of set of actions that assist the company in
achieving its objectives by designing its components in such a way so as to ensure proper
coordination and cooperation in a workplace(Deepak, and Jeyakumar, 2019). It is a combination
of four P's such as product, price, place and promotion to ensure best possible decision by
promoting the sales and profit in an efficient manner. In other words, it also help in combatting
various changes that takes place on an external environment and also by meeting the taste and
preferences of consumers. With reference to ALDI, the components of marketing mix are
described as follows:
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Product: It is a physical product that is purchased by customers in return for prices of
goods paid. It is considered as the core component of marketing mix with an aim of delivering
fewer level of performance(Erlanda, 2018). ALDI is renowned brand in UK that deal with wide
range of goods or services such as groceries, bakery, health and beauty and various types of
home appliances to satisfy the needs of customers. Also, the concerned firm aims to sell its
product in its own private label by providing good quality products among the large group of
individuals at a reasonable price to maximise customer satisfaction.
Price: Price refers to the value of goods or service that has been paid by customers in
return for good sold(Hisrich, and Ramadani, 2018). It is very important to maintain an
appropriate distribution strategy by providing goods at the right place in a right time. ALDI
provide its wide range of products of a standard quality at low cost by achieving customer
loyalty across the globe. The concerned firm adopt competitive pricing policy by selling low
cost products as compared to its competitors like Asda, Walmart and so on and thus results in
greater revenue and improve the overall productivity and profitability of a firm.
Place: The main emphasises is to provide good distribution strategy by providing goods
at right place in a right time by capturing the attention of large number of customers across the
globe(Krasyuk, and et. al., 2017). Location is a very important factor that is considered by the
retailers as they are also ready to pay high prices for it. ALDI could expand its operation in
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Illustration 1: 7 P's of Marketing
Sources: 7 P S Del Marketing, 2019.

different part of the country that is China, Denmark, France, Belgium and so on so as to gain
access of giant number of customers and thus increase the productivity and profitability within
the confines of retailing industry.
Promotion: This is considered as the most important component of marketing mix in
order to create an awareness of products or services among customers and also help to boost the
sale(Kravchenko, 2019). There are various forms of promotion such as mouth of advertising,
sales promotion, incentives and so on to achieve maximum customer satisfaction across the
globe. ALDI can take help of various social media platforms such as Facebook, twitter and many
more to promote its products and could provide information through emails and magazines in
order to create maximum brand visibility at a global level. Also, the firm could increase its sales
by taking part in various trade exhibitions to create awareness of their products.
People: They are regarded as the asset of the company who run its operations from sales
staff to managing director so as to maintain smooth operation of a business. Choosing the right
person at a right place is very important for the manager of a company as it facilitate proper
coordination and cooperation in a workplace. The manager of ALDI provides on the job training
and also pay high wages to their employees so that they could work with greater efficiency and
zeal. This help them to retain for a long period of time and has people who work with suppliers
and help in obtaining easy availability of raw materials at a reasonable cost.
Process: This ensures of providing efficient delivery to their customers in accordance to
what customer is willing to paid for as it saves time and money and thus increases the efficiency
within the market. The manager of ALDI make sure that it maintain sufficient level of inventory
in according to market demand so as to minimise waste. It also focus on keeping limited number
of products so that it reduces the selection time for customers and also avoids confusion among
them.
Physical evidence: This is regarded as the last component of marketing mix which
consider the physical environment where the products or services are provided for. ALDI
provide its product in distinct colour packaging to create product differentiation and has its own
website that provide the facility of high quality images to provide a greater view of a product and
also induce its customer to purchase the product with full interest.
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Improvement in customer service
Customer is core element of marketing as it is important to provide products or services
so as to fulfil their requirements and thus gain maximum efficiency and productivity by
achieving competitive position across the globe(Meffert, Burmann, Kirchgeorg, and Eisenbeiß,
2019). In a dynamic environment, there are changes in taste and preferences of customers, so the
manager of ALDI prepare an appropriate strategies that are given below:
Strategies Detail
Identifying the needs of clients The manager of ALDI firstly identify the needs
and requirements of clients and produce goods
that met the criteria of clients so as to gain
maximum satisfaction across the globe. The
concerned firm also meet with changes,
demands and taste and preferences of clients
that boost the sale of the company.
Ensuring proper feedback Feedback is very crucial for an organisation as
it assist in meeting the changes and thus ensure
proactive services among the group of
individuals at a global level(Shewmake, Siegel,
and Hiatt, 2020). It also help ALDI to make
further improvements and ensure greater
customer satisfaction.
Good communication skills It is necessary for the manager of ALDI to
have excellent communication skills so that it
help in providing complete information about
the products or services to their customers by
avoiding confusion and misunderstanding
among them. Thus, this help in delivering best
and efficient services to their clients.
Solving the problems of clients It is necessary for the manager of company to
handle with complaints and issues they are
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facing as fast as possible so as to maintain
smooth operation of a business. This facilitate
coordination and proper cooperation in them
and also provide greater customer service and
ensure high level of satisfaction.
Good support services People expect good customer services such as
effective delivery of goods in their respective
place and various other services in order to
gain maximum customer satisfaction as it help
in achieving a significant position across the
globe(Tomczak, Reinecke, and Kuss, 2018).
Also, ALDI can provide effective and fast
solutions to their customers by resolving the
queries of them through social media platforms
or in a indirect manner.
Providing educational knowledge It is very important for the manager of ALDI to
provide efficient training to their staff in an
effective and efficient manner so that they
could work with greater efficiency and zeal. It
provide relevant information about the product
or brand and add value among customers. This
enhance greater customer satisfaction and thus
achieve maximum productivity and it also
create a positive reputation in different parts of
the country.
Create Referrals Referral is a method that help the company in
promoting its products in a large group of
customers through an appropriate strategy that
is either by words of mouth or by another
means. One of the major benefit of referral is
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that it provide incentives to customers who
promote the brand of ALDI among their
friends and families and in return they receive
incentives. This engage the promotion of
products and boost the sale and profitability of
a firm.
Providing effective training The manager of ALDI provide efficient
training to their staff that help in raising
various opportunities and thus provide the
expectation of handling various conflicts. Also,
they have power to win personalities of clients
through excellent communication skills and
great sense of humour.
Clarify the mission Setting goal for a business is considered as the
important aspect and it is necessary to track
the results by measuring a level of success.
This ensure success and provide overall growth
opportunities to a business and help in
completing the task in a proper time.
CONCLUSION
From the above information, it can be summarised that marketing mix play a crucial role
that assist the firm in decision making of a firm by making proper utilisation of resources with an
aim of minimising waste. Through effective communication strategy and rendering goods at
right place in an appropriate time help to fulfil the task in a best possible manner and its main
focus is to deliver best services to targeted market and customers. It has been analysed that it is
important to meet the requirements of customers by providing them with excellent quality of
goods or services. Management includes the activities of setting goals and organisation in a
predetermined time period through optimum utilisation of resources such as men, material,
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