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Importance of Marketing Management Plan

University: LSC London

  • Unit No: 13
  • Level: High school
  • Pages: 14 / Words 3398
  • Paper Type: Assignment
  • Course Code: N/A
  • Downloads: 252
Question :

This sample will let you know about:

  • What is marketing management?
  • Define SWOT Analysis.
  • Define TOWS Analysis.
Answer :
Organization Selected : ALDI


Marketing management is termed as a process that involves planning, implementing, promoting, pricing and distributing of products and services with an aim to meet customer needs and achieve organisational goals within specified time frame (Bagozzi and et. al., 2018). Marketing management also involves managing and controlling objectives, strategies as well as tactics which is related to marketing of an organisation. In the present report, ALDI is chosen as a base company. It is a supermarket chain and offers high quality grocery and home essentials in market.

The company was established in the year 1946 by  Karl & Theo Albrecht. ALDI has high market share and has more than 12,000 stores world wide. The company have decide to conduct 12 month marketing campaign between the tenure of 1st May 2020 to 30th April 2021 and for this its higher authorities decided a tag line “ Expressing Ourselves”. The intensive marketing campaign is going to conduct by ALDI in order to create awareness and raise sales of company. 

The report covers TOWS analysis along with explanation of marketing audits. In addition to this, SWOT analysis is discuss in the present report with relation to company. The  report also covers the  development of  marketing objectives for “Express Ourselves” campaign. Later it discuss Marketing Mix plans and strategies that help company to improve customer service. The marketing mix involves 7P's which help company to target right customers at right time and at right place.


Audit is defined as systematic and independent examining of various documents, records, vouchers, books and accounts of a company. This is done on order to analyse how far the financial statements and non financial disclosures are presenting fair concern. 

Audit marketing

A marketing audit is defined as comprehension examination and analysis of the marketing goals, activities and objectives. This audit is used for analysing the way in which efforts of marketing are planned and managed properly. This is an important way of assessing the marketing plan. This audit helps in improving knowledge regarding products, brand and services. The purpose of marketing audit is to analyse the plan of marketing department and know what is it's success rate. It is important for any organisation to know how it can use the marketing activities and promotional events to reach the potential customers and increase sales of the company. The higher authorities of ALDI uses swot analysis in order to examine threats and opportunities of the company. The swot analysis is mentioned below:

SWOT analysis of ALDI

Strength: ALDI offers quality products in market at lower prices which is one of its major strength as this technique help company to attract more number of customers and earn higher profits. The another strength of ALDI is its global presence as it have more than 2500 stores in Germany due to which is able to raise market share easily. In addition to this, ALDI purchases raw materials in bulk which lower down the cost and increases profit margins of company. ALDI exist in more than 15 countries that is internationally it has around 10,000 stores all over the world. Moreover, the strength of ALDI is its effective and talented employees which is the main reason behind growth and success of company. Get Assignment Examples.Talk to our Experts!

Weaknesses: The company is still small as compare to its competitors which is one of the weakness of ALDI. The another weakness of company is poor employee satisfaction as it employees did not receive output as per the potential or the hard work they put in order to meet targets on time. This develops dissatisfaction between employees due to which there is increases in attrition rate of ALDI. In addition to this, ALDI has not been able to influence globally as compare to its other international chains.

 Opportunities: ALDI has the opportunity to enter into new segments that is it can offer organic food in market which maximize sales level. Along with this, ALDI require to spent more amount on advertising which will lead company to beat competition in market. The company has also the opportunity to expand its market in countries such as Asia, Africa and so on as it will help in raising market presence as well as market share in a effective manner. Moreover, ALDI has the opportunity to re position its brand as a affordable products instead of cheap products which can boost its business in a best manner.

Threats: Competitors such as Walmart, Best Buy, TESCO and so on affect on the overall performance and profits of ALDI. In addition to this, taxation and government policies impact on business margins that decline overall market share of ALDI. The another threat of company is its private label brand which can be tossed by well settled brands

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