Journal of Destination Marketing & Management

Running Head: MARKETING ESSENTIALS
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MARKETING ESSENTIALS

MARKETING ESSENTIALS
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Marketing functions support the organization to achieve target of sales and increase the profit by
satisfying customers at a large level (Golgeci & Gligor, 2017). As a junior manager at the Aldi
store will discuss and analyze the marketing function roles with the key responsibilities that
affect the departments of organization.
The main role of the marketing function of Aldi is to expand its share of market around the
globe. Organization provides high-quality products and effective values to customers. It offers
the smart way to customers to shop. Aldi’s mission is to regularly set standards regarding
retailing and to develop the market spot of the group of ALDI. The organization emphasizes its
intention to distinguish by regularly improve approaches of business as the mark of its high
standards.
Situation analysis is known as the proven management framework that enables ALDI to
benchmark performance and business compared to the industry and competitors. This is the
leading brand in the sector of retail and lifestyle.
 Strengths
This is known as the leader of discount supermarkets. It builds a strong ecosystem that has
changed the most crucial parameter of retailing (Pearce, 2015). It enjoys a large number of
support from customers and a wide series of choices at the reasonable prices that individual
shops for daily purposes.
 Weakness
Discount stores of the ALDI thrive on the low margins and depend on the sales volume. The
organization needs to have productivity at the high level to survive in the marketplace.
Employees of the organization require working in the many shifts with a lesser amount that
generates a lot of frustration between employees and attrition at a higher level.
 Opportunities
Customers’ requirements are regularly growing and customers are alacritous to pay the premium
prices for facilities. Outlets can charge upper rate by offering the best quality amenities. There

MARKETING ESSENTIALS
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are also a large number of categories of new products available within the niche products that
offered to new business avenues.
 Threats
Threats are factors in which environment can be unfavorable regarding business growth (Arnett,
& Wittmann, 2014). Threats include the lot of competition between players like Walmart and
best buy. The Amazon as retailer moves within the grocery and can also present the potential
threat.
The ALDI uses marketing strategy to minimize the cost that includes the expenditure on
the promotion by impressing the strategies like cost-effective on its workers as the culture. The
organization uses many different strategies to survive within the marketplace and edge off
opponents. These kinds of strategies referred to responsible individual that holds the competitive
advantage of ALDI. This implied the organization's capacity to make profits by offering the best
qualities and values.
 Cost leadership
It includes the manufacture of the goods at low-slung costs and sells them within the marketplace
that is above average price. Organization makes a profit by sales of its goods and gives a
discount on the purchase at lowest conceivable price and operates its philosophy of low price.
The organization manages its product sells at the low price due to the minimized operational and
transportation expenses by keeping the goods directly within the stores and purchase the single
line of product.
 Differentiation focus
Satisfaction of customer is about to know the requirement of customers by observing the
shopping culture and offer the premium value that covers the excess costs of production which
incurred within the product differentiating. The organization targets people that belong to the
middle class and buying is organized by the value in place of quality of the product. It also
includes producing an emphasis on product uniqueness and makes a value within its chain over
the product within the market (Leeflang, et al., 2014).