Sample Assignment on Marketing Management (GC01718)
Table of Contents
1.0 Introduction.
2.0 Construct a Marketing TOWS for ALDI.
3.0 Marketing Objectives for the `Express Ourselves` Marketing Campaign over the 12 months period
3.1 Objective 1: To maintain its costs/prices to be lower than the competitors.
3.2 Objective 2: To follow differentiation strategy to attain mission and vision.
3.3 Objective 3: To maintain the availability and proper use of resources.
4.0 Marketing Mix Plan to achieve these objectives over the 12 months period.
5.0 How ALDI can improve their levels of Customer Service as part of their `Express Ourselves` Marketing Campaign.
6.0 Conclusion.
References.
1.0Introduction
Dyson (2014) stated that business organizations have set different objectives and strategic goals base on firms’ strengths and opportunities. In the case of retail stores like Aldi need to consider the internal and external factors of market environment and marketing mix to expand the market from one place to another. Aldi has a huge number of grocery shops in Germany and this shop has huge loyalty. Aldi offers products & services at reasonable prices along with the quality of products are very good. After that, Aldi had started business in Austria, Netherland and other countries. At present, Aldi has nearly 10,000 shops in 70 countries (Aldi Stores Limited, 2019). This paper constructs marketing TOWS for Aldi and then Aldi’s marketing campaigns and marketing mix systems are analyzed.
2.0 Construct a Marketing TOWS for ALDI
According to Waheed (2013), SWOT analysis is referred to as the analysis of strengths, weaknesses, opportunities and threats of a company. But SWOT analysis has some drawbacks that can’t say the actual decision of the company (Gilligan, 2012). In this circumstance, the TOWS matrix is one of the important tools that say the accurate decision to the business firm (Panagiotou, 2015). Here, the below table represents the SWOT analysis along with the TOWS matrix on the basis of Strengths-Opportunities (SO), Strengths-Threats (ST) Weaknesses-Opportunities (WP) strategies and Weakness-Threats (WT).
| TOWS Matrix | Threats 1. New competitors in the market 2. Exchange rate fluctuation in a negative trend 3. Increase the input cost of production 4. High level of competition in the market 5. Product delivery 6. Changes in the tax system 7. Changes in customers’ choice 8. Customers switch off 9. Change environmental factors 10. High labor turnover (Panagiotou, 2015). | Opportunities 1. Internet-based platform is a very attractive platform for eCommerce. Increase the internet-based platforms and customers 2. Social media interaction of the people 3. Rising income level of people 4. Increasing purchasing power of the people 5. Moderate rate of inflation 6. Favorable environmental issues 7. Government privileges 8. Lower interest rate on the loan 9. Increase the population 10. Advance technology (Anon, 2015) |
| Weaknesses 1. Ineffective use of resources 2. Higher fixed cost 3. Low research & development activities 4. Higher staffs turnover 5. Lower motivation and appraisal techniques 6. Lower rate of profitability 7. Cash flows problem 8. Quality management 9. Poor online services 10. Lower brand loyalty (Anon, 2015) | WT Strategies · Reduce the input cost of production through effective use of resources (W1, T3) · Affect positively on customers’ choice through better quality management (W8, T7) · Increase the rate of expense on R & D to fight with a higher level of competition (W3, T4). · Offer and arrange better motivation and appraisal techniques to minimize high labor turnover (W5, T10) · Lidl can increase the cash flows of the firm through reduce the customer switch of and increase the customers’ loyalty (W7, T8) · Increase the rate of profitability by managing environmental factors (W6, T9) · Creating brand image and loyalty by ensuring easy and due time product delivery (W10, T5) | WO Strategies · Increase the internet-based platforms and customers through better online services (W9, O1) · Cover social media to increase brand loyalty (W10, O2) · Reduce profitability and liquidity problem through the increasing purchasing power of the people and their purchasing products (W 6, O4) · Reduce cash flows problem by taking a low-interest loan (W7, O8) · Arrange better motivation and appraisal techniques through ensuring a better environment (W5, O6) · Use advanced technology to ensure quality management of products and services (W8, O10) · Use advanced technology to improve online services (W9, O10) · Use advanced technology to increase brand loyalty (W10, O10)
|
| Strengthens 1. Proper supply chain management 2. Easy marketing and distribution policy 3. ALDI has a low-cost system of production 4. Higher level of profitability and liquidity comparative to the competitors 5. Aldi has skilled and qualified employees 6. Aldi has a Lower pricing strategy 7. Financial leverage 8. Advance technology (Anon, 2015) | ST Strategies · By using proper supply chain management, ALDI can ensure easy and due time product delivery (S1, T5) · By applying easy marketing and distribution policy, ALDI can remove the threat of new competitors in the market (S2, T1) · Use the low-cost system to reduce the input cost of production (S3, T3) (Anon, 2015) · Higher level of profitability and liquidity removes the negative outcomes of environmental factors (S4,T9) · Use lower pricing strategy to reduce customers’ switch off (S6, T9) · Use advanced technology to remove the threats of competitors (S6, T9). | SO Strategies · Increase the internet-based platforms and customers to make easy marketing and distribution policy (S2, O1) · Cover social media to increase customers, profitability and liquidity comparative to the competitors (S4, O2) · Reduce profitability and liquidity problem through a low-cost system of production (S3, O4) · Reduce cash flows problem through increasing financial leverage (S7, O8) · Use advanced technology to ensure the skill and qualification of the employees (S5, O10) (Anon, 2015). · Use advanced technology to improve supply chain management (S1, O10) (Anon, 2015)
|
3.0 Marketing Objectives for the `Express Ourselves` Marketing Campaign over the 12 months period
3.1 Objective 1: To maintain its costs/prices to be lower than the competitors
Aldi is a grocery shop and its number of competitors is higher than other businesses. In spite of having a higher competition level, Aldi set an objective to maintain the costs or prices of products are lower than the competitors (Bartol, 2015). Since Aldi does not produce goods; therefore they need to reduce the operating costs to maintain a lower cost of product receiving. Then, Aldi can use an effective marketing strategy and effective supply chain management to distribute and market the products to the different shops of Aldi. In addition, Aldi can reduce the stores’ rent expense and reduce the number of employees to reduce the cost level. These strategies help to reduce the overall cost of products and Aldi can set up lower prices level of the products for the customers than the competitors………………
Full Documents Click Download Button
You may also like
UNIT 2– Marketing Essentials Assignment with Zara (GC01722)
UNIT 2 –Marketing Essentials Assignment with 7Ps (GC01721)
