Marketing Report: TOWS Matrix and Marketing Mix for ALDI Supermarket

This report provides a comprehensive marketing analysis of ALDI Supermarket. It begins with an introduction to marketing management and a brief overview of ALDI. The core of the report involves a TOWS matrix analysis, evaluating ALDI's strengths, weaknesses, opportunities, and threats to formulate effective marketing strategies. It explores internal and external factors influencing the company's performance. Based on the TOWS analysis, the report defines key marketing objectives, such as leveraging celebrity endorsements, promoting sustainable products, and enhancing online business through digital technology. The report then delves into ALDI's marketing mix, covering product, price, promotion, place, people, process, and physical evidence. It emphasizes the importance of offering competitive prices, expanding product ranges, and utilizing digital marketing. Finally, a marketing proposal is presented, offering recommendations to improve ALDI's market presence and achieve its marketing objectives, focusing on campaign effectiveness and customer engagement.

Marketing management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TOWS Matrix..............................................................................................................................1
Marketing objective to Effectively promote the Campaign of Organization “Express
Ourselves”....................................................................................................................................4
Marketing Mix for ALDI Supermarket........................................................................................5
Marketing Proposal......................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
The process of the marketing management can be considered as process of planning,
organizing, implementing and controlling of marketing policies, strategies, programs and tactics
to meet the business objectives of organization. This report is providing brief discussion of
marketing of ALDI supermarket. ALDI supermarket is a private sector retail organization which
was established in year 1913 by Karl and Theo Albrecht. ALDi supermarket is working over
11234 locations around the world (Najev Čačija, 2016). TOWS matrix will be used to analyse
the internal capabilities of organization in order to improve the performance in marketing
function. On the basis of TWOS matrix analysis different marketing objectives has been formed
in the research that can be used y the ALDI Supermarket to perform marketing functions
efficiently. Marketing mix of the company also will be analysed in the report to develop
marketing proposal to meet the marketing objectives of organization effectively. A marketing
proposal will be formed in the report that can be used by the company to launch campaign to
improve the performance of company in the target market.
MAIN BODY
TOWS Matrix
TOWS analysis one of the form of SWOT analysis which is acronym of Strength,
weaknesses, Opportunities and threats. The purpose of the TOWS analysis is to find the internal
capabilities of organization to make effective marketing plan for organization. The relationship
between different factor and categories are also analysed to find the key opportunities for
organization in the marketing function. By using TOWS analysis marketing department of ALDI
Supermarket can find different strategies and processes to utilise the internal strengths in order to
utilise external opportunities of company (Seturi and Urotadze, 2017). The TOWS matrix stands
for the internal strengths and weaknesses of organization and external threats and opportunities
for organization. The main aim of the TOWS matrix is to evaluate the marketing strategy for
organization. The SWOT analysis of organization starts with internal strength and weaknesses of
company but in the TOWS matrix external threats and opportunities are analysed first. After the
evaluation of external threats and opportunities strengths and weaknesses of organization are
evaluated. This is all about how the internal capabilities of organization can be utilised by the
company to address the external threats of company and convert opportunities as success. The
1

TOWS matrix can help the organization to improve their decision making ability by providing
better analysis of relationship between internal capabilities with external challenges.
External analysis for TOWS matrix
Threats for ALDI Supermarket
there are different threats for ALDI Supermarket in Unites Kingdom that can affect the
performance of the organization in the target market. Some of the main threats for ALDI
Supermarket are- There are different supermarket stores are available in UK that are providding
better services at cheaper price. For example organization like Tesco PLC and Sainsbury are two
biggest names in the retail sector organization (Gilligan and Lowe, 2018). These are main threat
for company in the target market. These competitors can affect the customer base of ALDI by
offering better offers and services to customer. There are some government are also affecting the
overall financial benefits of company in the target market. The economical condition in United
Kingdom are poor due to Brexit. It I reducing the interest of investors in the retail sector
organization because of uncertain economic condition. This are some of most crucial threats of
ALDI Supermarket which are need to be consider by the management of organization.
Opportunities of ALDI Supermarket
There are different opportunities ALSI Supermarket have in the global market that cn
improve the performance in the market place. Effective technology can help the organization to
improve their services and business processes. By investing in sustainable business projects
ALDI can get support form government policies (Todor, 2016). By including Celebrities in the
marketing campaigns company can attract more customer to their supermarket. By offering
better quality products at cheaper price company cn attract more customer to take services and
buy products. This are some opportunities for ALDI Supermarket to improve their business at
international level.
Strengths of ALDI Supermarket
The main strength of ALDI supermarket are- global expansion strategy of company is too
good. Low managerial turnover is also one of biggest strength of company. Effective sales in
target market, better employee satisfaction, efficient infrastructure, good quality products at
cheaper price, these are major strengths of ALDI Supermarket in UK market.
Weaknesses of ALDI Supermarket
2

In some cases business of ALDI Supermarket is not that efficient. Main weakness of
ALDI Supermarket are- Limited number of products are offered to customer. The E commerce
business strategy is not that effective as strategy of competitor in UK (Naseri and Noruzi, 2018).
Still organization is facing issues in improving the shoppers experience in the purchasing
process.
TOWS matrix for ALDI Supermarket
External Factors\ Internal
Factors
Strengths
1. Effective Expansion
strategy
2. Less Operation
process.
3. Effective sales
4. Good infrastructure
5. Better quality products
Weaknesses
1. Limited product range
2. Poor E-commerce
strategy
3. Issues with shopper
experience.
Opportunities
1. Technological
development
2. Sustainability
development
3. Involvement of
Celebrity in marketing
process
4. New range of products.
1. Effective use of
technology can be
performed in order to
make business
expansion process
more effective.
2. Sustainable
developments can be
used in organization
processes to get
effective support of
government in business
process.
3. Effective celebrity face
can be used to improve
marketing process to
promote quality
1. Technology can be
used to improve the e
commerce process of
company
2. Shopper experience
also can be improved
by technological
implementation in
organization.
3

products of company.
4. The cost saved in
operation process can
be used in development
of new range of
products.
Threats
1. Poor financial
condition in UK
market.
2. Less marginal profit,
3. Effective Competitors
in market place.
1. Low operational cost
can be utilised to over
come the losses of
organization.
2. Marginal profit of
company can be
improved by effective
sales in market place.
1. E commerce business
processes can be
improved to generate
profit from
international market.
2. By offering better
buying experience
company can attract
more customer to
marginal profit can be
improved.
Marketing objective to Effectively promote the Campaign of Organization “Express Ourselves”
TOWS analysis provide the strategic options to the organization to utilise their strengths
in best effective way. The relationship between the factors of SWOT are used to develop various
strategic options that are highly effective for organization to improve their marketing operations
with better customer response (Linton, 2017). By using the brain storming process also can be
used by the organization to develop better strategies and tactics to utilise the pre analysed factors
of SWOT beyond the purpose of only analysing strengths, weaknesses, opportunities and threats
of organization. This tool is not only for the top management of the organization, it also can be
used at different level of organization to develop different strategy to get better result with
organizational performance in the target market. As per the above analysis there are some areas
that can be targeted by company in the marketing process to improve the market appearance of
organization. Some of main marketing objective of organization are-
Marketing Objectives
4

 To use celebrity in the marketing to promote the products of organization to improve the
sales with 30 %.
 To increase the customer base of organization by developing marketing strategy related
to sustainable products.
 To promote the online business of organization through digital technology to improve the
profit of company by 20 % till 2021.
the objectives that are derived from the TOWS analysis the main focus of the organization
should be on the effective promotion of range of products in the market place to generate
effective marginal profit (Zaveri and Amin, 2019). According the tag line of the company, they
want to express their products and services I the international market to generate maximum
profit. There are different processes are used by the marketing department of the company to
make customers aware of their range of products and services. For this process of promotion
marketing department can access to use celebrity in the marketing process to get more attention
of the customers. The impact of company advertisement can be improved by involve famous
personality as the face of company. There are many followers of celebrities and this large base of
customer s can be easily accesses and influenced by using their favourite celebrity in the brand
promotion process. Customers now more aware of the sustainability and environment safety. By
promoting sustainable products company can access those people who are too much concern
about the environment. Organization also can improve brand awareness by this process through
their tag line “Express Ourselves”. According to the third objective the aim of the organization
should be regarding to the implementation of Digital technology in the marketing of E commerce
website of the organization to improve their global business and over come the losses that are
related to the poor economic condition of market place (Lamberti and Pero, 2019). This is how
by targeting various areas associated to marketing department of organization to improve profit
and customer base of company. By focusing on technological changes organization can
effectively achieve their business goals in the target market.
Marketing Mix for ALDI Supermarket
Three are different element of the marketing need to be considering in the marketing
operation to improve their performance in the target market. Marketing mix can be explained as
combination of actions and implementation of various tactics in marketing process, these actions
are used by the marketing department of the organization to make the promotion effective for
5

products and services of ALDI Supermarket. The main elements of the Marketing Mix that are
need to be considered in the promotion of company products and services are- Product, price,
promotion, place, people, process, and physical evidence of organization. All these elements
need to be focused by the organization to improve their marketing campaign to get better result
with sales and promotions.
Product
There are different products and services are provided by ALDi supermarket to its
customer. By the still they are far behind form their competitor in the target market. The range of
product that is sold by Tesco PLC and Sainsbury is larger than ALDI Supermarket. To improve
the range of product in the retail store organization will be able to provide better experience to
the customers (Damnjanovic, FILIPOVIĆ and JANICIC, 2016). To meet the business objective
company can add more brands in their retail store to attract more people by providing them range
of products at a single place. This also can be be more improved by adding sustainable and
environment friendly products in stores of company. By this actions marketing department can
attract those people are too much concerned with the environmental sustainability. This is how
by improving range or products and their quality company can improve their marketing
campaign.
Price
Price is one of the most important part of seven p's of marketing. There are different
products and services are provided by the company with good quality but this is not enough from
the customer perspective. To attract more customer to the ALDI supermarket it is important for
company to offer better effective price as compared to other competitor organization. These is
important for the organization to provide high quality products at comparative low price to the
competitors. By this process ALDI Supermarket will be able to attract all people to buy their
products. This is how by offering effective price company can draw more customer to their
stores.
Promotion
Promotion can be explained as the process that is used by the business organization to
make people aware of their products and services through different marketing operations (Jones
and Tadajewski, 2016). As per the current trends, digital technology is one of the best process to
reach to the larger audience in less time with cost effectiveness. For the process of promotion
6

ALDI also can used social media promotion process to address more people at very low cost.
This processes also can improve the information and knowledge of organization related to
customer behaviour and interest. This is how technological implementation in the promotion
process to get effective result.
Place
In the marketing mix place is consider as the market place that is used by the organization
to perform business and how the product of organization is being distributed by company in
market place. There are different approaches are used by the business organization to meet the
customer demands with high effectiveness. There are different channels of distributions are used
by he business organization to maintain the efficient of the distribution channel. For example
various technology like block chain technology and RFID technology can be used to improve the
distribution process that is used by the organization (Le and Karlsson, 2017). The technology
like RFID can be used to track the consumer behaviour in the retail store to make changes in
ergonomic changes in structure of organization to improve their buying experience.
People
People in marketing mix are considered as stakeholders of organization with are
important to ALDI in different manner. In this P of marketing employees, customers, managers,
leaders, suppliers and other people are included. Mainly this p is concerned about the customer
and employees of organization. To meet the customer objective ALDI can make several changes
in their business and operations to encourage and motivate employees. By motivating and
encouraging employees management of company can improve the performance and services of
organization. This is how by providing better facilities to the employees company can offer
better services to the clients (Bakhtieva and Koval, 2016). This positive change in employees can
help the organization to provide better facilities to the customer in the purchasing process.
Process
In the business organization different processes are used to deliver effective product to
the company with no any delay or fault in the product or service. This is p is mainly concerned
with the process of developing and designing products or services that are provided to the
customers. In the produce development process ALDI Supermarket can make technical changes
in their technology to improve the inventory management to meet consumer demand with higher
7

efficiency. Technology like automation and transaction processing tools can be used by the
business organization to provide higher satisfaction to the employees.
Physical evidence
The physical evidence of the company can be consider as the physical assets that are
possess by the organization and they can use those products for promotion. The envioronment of
the retail store of ALDI can be consider as physical evidence of company. For example the
layout of the retail store and ergonomic measures can be improved by the company to provide
better experience to the customer to improve their purchase experience (Pato and Kastenholz,
2017). This is how by making changes in layout and ergonomic measures target of customer
satisfaction can be achieved.
This is how certain changes can be made in ALDI Supermarket to improve the marketing
process. By considering all these measures organization can achieve their business objectives.
Marketing Proposal
Exclusive Summery- This plan has been developed to improve the performance of the
marketing department in the market place to improve the customer base of ALDI Supermarket.
The main objective of this marketing plan is to implement different changes in the marketing
processes of the company. Objectives of the marketing plan are based on the tag line of the
company which is “Express Ourselves”. In order to meet this tag line organization can provide
more detailed information to the customer regarding their products and services. This is how
marketing plan will be followed to meet the business objectives of organization,
Aim
 To improve the performance of the marketing function of ALSI Supermarket in order to
increase the business of company with 30 % till 2021.
Objectives
 To use celebrity in the marketing to promote the products of organization to improve the
sales with 30 %.
 To increase the customer base of organization by developing marketing strategy related
to sustainable products.
 To promote the online business of organization through digital technology to improve the
profit of company by 20 % till 2021.
Strategy
8

There are different strategies can be used by the organization to improve their marketing
operations. The most common strategy that can be used by organization are
1. Implement Digital technology in the promotion process to deliver effective information
and data to customer.
2. Use various social media sites to perform the marketing for company and reach to the
larger audience.
3. Implement Artificial Intelligence in marking process to track customer data effectively.
Tactics
1. Hire digital media promotion companies to make effective digital advertisement of
company.
2. Use various social media platforms to make direct communication to the customers.
3. Hire famous celebrity to become the brand ambassador of company to attract more
people to get better result with promotion activity.
4. By Advertisement in gaming and global events to make people aware of the company
actions.
Financial Plan
Asset Actual cost Budget
Digital advertisement
company
1500 Euro 1400 Euros
Social Media Promotion 1000 Euro 1000 Euro
Marketing campaign with tag
line
5000 Euro 7000 Euro
Brand Ambassador 4000 Euro 3500 Euro
This is how by performing different activities organization can improve their marketing
process to get better result with their sales and promotion in the target market.
CONCLUSION
This report is concluding the importance of the marketing department for ALSI
Supermarket. Various assets of marketing process has been explained in the study to improve the
marketing function of company. TOWS analysis and TQWS matrix has been used in the report
to improve the marketing strategy of the company to get better response from customer base in
9

from of increased profit. On the basis of TOWS analysis different objectives has been selected in
order to improve the performance and productivity of company in market place. Marketing mix
has been analysed in order to make positive implications in marketing process. A marketing plan
has been proposed to improve the performance of ALDI Supermarket in the market global place.
10