Marketing Management Report: ALDI's Strategies, Audit, and Objectives

This report examines ALDI's marketing strategies, starting with an introduction to marketing plans and their importance in the retail sector. It then delves into a detailed marketing audit, explaining its components and significance for ALDI's operations. The report proceeds with a TOWS analysis, eva...Read More

Marketing
Management

Table of Contents
Introduction:.....................................................................................................................................1
TASK 1:...........................................................................................................................................1
P1: Explain the marketing audit and it’s important for the organisation?.............................1
P2: Examine the TOWS analysis in the context of the organisation:.....................................3
TASK 2:...........................................................................................................................................4
P3 : What is the marketing objectives and why it is important for the business to have
objectives in the context of the company:..............................................................................4
TASK 3:...........................................................................................................................................5
P4: What is marketing mix and its uses in the organisation?.................................................5
TASK 4:...........................................................................................................................................6
P5: Explain the role of customer service in the business:.....................................................6
Conclusion:......................................................................................................................................7
References:.......................................................................................................................................8

Introduction:
The marketing plan is a process which helps in advertising product and services of the
organisation in the target market places and generate the sale and revenue in the market.in the
other words, it can be stated that it is process to reach out the market and do campaigning about
its goods and serves to its audience. The plan shows the target market, value proposition of the
good and the campaigns to be initiate. Sometimes marketing plan and marketing strategies are
interchangeably used as plan is develop on the base of the strategies. A marketing plan is
considers as the value proposition of the businesses as value is overall quality of product delivers
to the target customer and build the good brand image in the market. The marketing
management is identifying the market for the product and services and finding channels to
deliver the goods to the ultimate customer on demands. The plan mainly focus on creation
market for the product and prefect time and placement of the good campaigns which helps in
expressing the features of the goods and services to the customer. Under this report, the ALDI
uses marketing plan to reach out their target market and campaigns their goods and services to
increase their sales in the competitive markets. Further their will be discussion on the TOWS
and the marketing mix which will lead to enhance the operations activities of the organisation .
their will also be examine of the use of the marketing objectives in the context of the company
and what company can do to expand its business at the international levels. (TSEGAYE, 2018)
Overview of the company:
ALDI is the brand of the two family of German who owned this supermarket chain with the
10,000 stores in the target market including the 20 countries. This supermarket is found by the
two brother namely Kari and Theo Albrechit back in the 1946 and having the headquartered in
the Essen. The ALDI offers the various different type of the product such as grocery item and
households essential in all the international levels stores.
TASK 1:
P1: Explain the marketing audit and it’s important for the organisation?
The marketing audit is a process of the comprehensive, systematic, evaluation and interpretation
of marketing environment both internal as well as external condition. It refers to process where
the goals and objectives, strategies, principles to examine so that area for the improvement can
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be determine also finds out the opportunities and recommend the plan of action to grow the
organisation marketing performance. The goal is to see what’s working for the company and
what find out the area of improvement . The successful marketing audit provide the pinpoint
the marketing strength and weakness so that effective decision can be made by the senior
manager. In the context of ALDI , the company focus on conducting the campaign for promoting
their product in the market under the tagline of: expressing ourselves”. The company uses this
compaign to make its customer aware about the goods they offers by having marketing audit in
their management levels. (Luiz,, 2016)
The importance of the marketing audit in the organisation.:
 It helps in realign the marketing activities with the goals and objectives of the
organisation ,as small steps are taken to completed the task in the effective ways and
achieve the business goals.
 It provide the manager to see what isn’t working for the organisation objectives and helps
in identifying the areas of improvement.
 A marketing audit provide an excellent way to exposure new ideas and making different
strategies to enhance their business at the international levels.
It also helps in saving the time and money in the long run as it helps maximize marketing
investment. (Mohammadkazemi, 2015).
The company conducting marketing audit must keep the following points in minds:
 The audit must be comprehensive format where it covers the problem of the
marketing strategies.
 It must be systematic in nature as it includes the evaluation of the micro and
macro environment.
 The audit must be independent in its ways.
 The marketing audit must be conducted on the regular biases.
Components of the marketing audit: .
Macro-environment audit: here this audit, all the factors outside the
company influence the marketing performance.
Task environment audit: it includes factors which have close relation
with the markets, customers and competitors.
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Marketing strategy audit: the manager needs to have feasible business mission, objectives and
strategies that have impact on the performance of the company. (Meidan Moutinho. and Cha., 2015)
(McVeigh and Director 2017)
P2: Examine the TOWS analysis in the context of the organisation:
TOWS matrix is used as a tool to analyze and to generate, compare and chose the business
strategies to achieve the goals and objectives in the most effective manner such as increase in the
sale and profits of the organisation in the long period of time and build a brand image in its target
market. The TOWS stands for the threats, opportunities and weakness and strength of the
company in the work related environment. It is used as tool for making strategies for the
company to perform better in the market. With the references of the ALDI, company used this
tool to study its internal as well as external environment. The four strategies of the TOWS are
discuses as follows: (Jones, and Tadajewski,, 2016.)
Strength and opportunities ( SO): it is the first strategy where the ALDI company make use of
its internal strengths with the opportunities present in the external environment to make best of
available resources in best possible ways. It aims that having Maxi-Maxi strategy for the
company in the long run. For example, the ALDI can come up with the new product and
services which helps them to build the brand image in the market.
Weakness and opportunities (WO): under this stage of the TWOS matrix, the manager of the
ALDI focus on finding the options and alternatives to overcome their internal weakness with the
opportunities that are coming in the ways of the company. It is best process to reduce their
weakness and explore the opportunities present in the environment.
Strengths and threats (ST): under this part of the matrix, the company exploit all the internal
strengths to overcome the any threats are coming in way of organisation to achieve the goals
and objectives. It is also know as Maxi-Mini strategies as it helps in maximum the strength and
minimizes the impact of the threads on the company objectives.
Weakness and Threats (WT): it is least appealing strategy of the matrix as company tires to
reduce the impact of the threats on the business activities . it also called as Mini-Mini strategy as
it focus on minimize the weakness and minimize the threats.
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TASK 2:
P3 : What is the marketing objectives and why it is important for the business to have objectives
in the context of the company:
The marketing objectives is the very essential part of any organisation as it helps in increasing
the awareness about the product and service in the target market so that they can build the good
brand image of the organisation. The marketing objectives is a goals which are set by the
organisation while promoting its goods and services to the customer so that mission can be
achieve in the set time frame. It helps the organisation to achieve the goals and objective in the
most effective and profitable ways in the long run. .(Sahin Akkaya. and Celep 2017)
The important of the marketing objectives:
 It helps in making the good marketing decision making.
 It gives the incentives for the team to make good objectives.
 It ensure that all the functional activities are align with the organisation objectives.
SMART approach to the marketing objectives: this approach helps the manager to have
effective marketing activities and to achieve the desire outcomes from the activities. It stands for
the specific, measurable, achievable. Realistic and time specific standards for making the
effective marketing objectives of the company. Whereas specific approach states what needs to
be done to achieve the set objectives within the set time frame. Measurable methods include all
those achievement which can be measured by the manager of the company. Achievable
involves those objectives which are reasonable to achieve by the organisation in the work
environment. Realistic approach includes that organisation has sufficient employees and
resources to achieve the set objectives. Last one is time specific as it shows that objectives can
be achieve within the time frame.(Abebe, , 2018)
In the context of the ALDI company, the manager of the marketing department has to conduct
the campaign to promote their product and services under the tagline express ourselves. The
company must set marketing objectives to achieve their outcomes in the target market.
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Demand and supply objectives: the manager of the ALDI , needs to find out the demand of
various product and services in their target market place. As the taste and preferences of the
customer keeps on changing in the environment so company needs to find out the what customer
are looking after and produce goods according to their needs. This objectives is reasonable
which can be achieve within the 12 months period.
Create the brand image at the international levels: the company have to advertise their
product and services at the international levels so that they can grow their market share in the
target market place. This also helps the company to generate more loyal customer for the
organisation in the period of 12 months or in the long run.(Haji, 2018)
Competitive advantages: The company must focus on taking the advantages at the market by
providing the good quality of goods and services to its customer under its brand name as their
another company who also provide such goods to the client. the company can take the
advantages at the market by giving the product to the customer according to their needs and
wants
TASK 3:
P4: What is marketing mix and its uses in the organisation?
The marketing mix is a process of placing the right kind of product and services in the target
market and earn the profits in lieu of providing goods and service. It is general phrase which is
used to describe the different chose the organisation make to place their goods in the market
place. It generally includes the fours p’s such as product, prices, place and promotion , the
marketing manager uses this four p’s to expand their buiness in the target market place. It
involves unique blend of right product, sold at the right kind of price, in the right place by using
the good methods of promotion. . The ALDI marketing mix focus on giving the high quality of
product that are cheaper then another brands in the market. The marketing mix of the ALDI of 12
months period is stated as below :(Abayneh, 2019)
Product: under this mix, the company provide various kind of goods and services to its target
market so that customer can satisfied their needs and wants in the long run. Here the company
gives the goods that customer are looking for it at various different location.
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The ALDI provides product at the high quality in the market under its brand name so that
customer can easier identified its product under the tagline of express ourselves. ALDI claims to
gives affordable product to its customer offering various goods such as fresh fruits, vegetables,
health and beauty products, electronic product.
Price: It is price of the product which customer is willing to pay for the product and servicers in
the market. It is marked price of product which is available in the stores at different location.
The manager of ALDI uses unit pricing strategy for the groceries items so that customer can
compare the prices . the company also uses market penetration , as they charge low price for
their new product to enter the market and earn the share in the market quickly.
Place: It is important part of the marketing mix as it helps in placing the product and services at
the right market which can be benefits for the company as well as for the customer.
The ALDI has more than 8000 stores in all over the words, it has to keeps its stores outlets
simple to reduce the wastage and keep the cost down. The manager takes into account the
number of the people visiting the stores in all demographic areas and place the stores in the
centre of the location so that all the public transports are linked to the stores.
Promotion: under this mix, the company tries to promote its product though various means of
mode like television, facebook, twitter and many more. This helps in attaching the more
customer to the company’s product and services. (Getaneh,, 2017)
The ALDI company uses different promotional schemes to promote its product and services like
the above the line promotion which includes advertising their goods to the mass audience and
pay for advertisement such as Tv, radi o, magazines and newspaper and it also use below the line
promotion which include use of social media, targeting the e-mails to the customer and public
relation to sale their product in the market .
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TASK 4:
P5: Explain the role of customer service in the business:
The customer services are a one to one interaction between the consumer and representative of
the company. The good customer services are very critical for the business success as it ensure
the brand loyalty from the customer. The customer services helps in attaching more customer to
the organisation as the customer get satisfied with the serves offered at the different locations. It
is important to have a effectives customer services so that customer gets the product on demand
and in the effective ways. (Nandi, 2015)
Recommendations for the ALDI : the organisation is a supermarket chain which need to have
good customer services in their all outlets in the target market so that customer can gets satisfied
in most profitable ways. The can improve their services by having correct information regarding
the goods and so that they can interact with the customer and tell the best features of the product
to the customer and expand their business at different locations. The representative of the
company should have understanding about the competitive market so that they can sale
companies goods in the target market and achieve the desires objectives within the time period.
Conclusion:
According to above discussion, it can be stated that marketing plan is very essential part of the
company as it lead to achieve the goals and objectives in the time. The ALDI has made its
strategies according objectives of the company so that they can earn profits by providing the
goods and services to the ultimate customer. The manager also used different matrix to
understand the market and internal working environment of the company to make use of
resources in the better manner in the organisation.
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References:
Books and journals:
TSEGAYE, A., 2018. ASSESSMENT OF THE SOCIALLY RESPONSIBLE MARKETING PRACTICE: IN
THE CASE OF EAST AFRICA BOTTLING SHARE COMPANY (EABSC) (Doctoral dissertation, St.
Mary's University).
Luiz, M., 2016. Worldwide Casebook in Marketing Management. World Scientific.
Mohammadkazemi, R., 2015. Sports marketing and social media. In Handbook of research on integrating
social media into strategic marketing (pp. 340-358). IGI Global.
Meidan, A., Moutinho, L. and Chan, R.S., 2015. Marketing Effectiveness Index (MEI)-Tool for Strategic
Marketing Planning. In Proceedings of the 1992 Academy of Marketing Science (AMS) Annual
Conference (pp. 480-485). Springer, Cham.
McVeigh, N. and Director, S.S.S., 2017. Sustainability & Responsibility in Marketing.
Jones, D.B. and Tadajewski, M. eds., 2016. The Routledge companion to marketing history. Routledge.
Sahin, E., Akkaya, O. and Celep, E., 2017. CUSTOMER RELATIONSHIP MANAGEMENT IN LIBRARIES
AND DOCUMENT INFORMATION CENTERS: AN EMPIRICAL RESEARCH IN KONYA SELCUK
UNIVERSITY LIBRARY. Economic and Social Development: Book of Proceedings, pp.205-214.
Abebe, A., 2018. Assessement Of Impact Of Marketing Strategy On Market Performance The Case Of St.
George Beer Factory (Doctoral dissertation, Addis Ababa University).
Haji, A., 2018. Exploring Consumers’ Attitude and Behavior toward Carbonated Soft Drinks: In the case of
Coca Cola and Pepsi Cola (Doctoral dissertation, St. Mary's University).
Abayneh, Z., 2019. Impacts Of Marketing Mix Strategy On Organizational Profitability In The Case Of
Automobile Dealers In Addis Ababa City (Doctoral dissertation, Addis Ababa University).
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Ukaj, F., Marketing aspects of tourisem development in Balkan Region.
Getaneh, D., 2017. The Effect Of Relationship Marketing Components On Customer Loyalty In The
Ethiopian Banking Industry: The Case Of Commercial Bank Of Ethiopia And Dashen Bank (Doctoral
dissertation, Addis Ababa University).
Neri, G.T., Terye, N.D., Tadesse, H.Z., Abebaw, W.K. and Endalamaw, T.M., 2015. Multivariate Analysis
Approach on the Study of Quality of Life: A Case Study in Some Towns of Amhara Regional State,
Ethiopia. American Journal of Theoretical and Applied Statistics, 4(6), pp.587-601.
Nandi, D., 2015. Impact of Marketing Stimuli on Mobile Phone Buying Behaviour of Young Indian Adults—
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Indian Adults—An EFA and CFA Approach (November 15, 2015).
Nekoeian, H., KHALILNEJAD, S. and HASSANPOUR, E., 2015. Investigation and identify of marketing
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Najafipour Moghadam, F., Masoudi Asl, I., Hessam, S. and Mahmoudi Majdabadi Farahani, M., 2018.
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Üzümcü, T.P., Günsel, A. and Yavaş, A., 2017. The consequences of internal marketing activities on
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(TSEGAYE, 2018)(Luiz,, 2016)(Mohammadkazemi, 2015). (Meidan Moutinho. and Cha., 2015)(McVeigh
and Director 2017)(Jones, and Tadajewski,, 2016.) .(Sahin Akkaya. and Celep 2017)(Abebe, , 2018)(Haji,
2018)(Abayneh, 2019)(Getaneh,, 2017)
(Nandi, 2015)(Nekoeian,and HASSANPOUR, E., 2015)(Totten,, Paprzycki. and Atkin, 2018)(Üzümcü,.,
Günsel. and Yavaş,., 2017)
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