Marketing Essentials Assignment

This assignment delves into fundamental marketing concepts such as the 7Ps of marketing mix, the Ansoff matrix, consumer behavior, and ethical marketing practices. It requires students to demonstrate their understanding of these concepts by answering a series of questions and analyzing real-world marketing scenarios. The assignment emphasizes the application of theoretical knowledge to practical situations within the context of various industries.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1Role and responsibilities of marketing...................................................................................1
P2 How roles and responsibilities of marketing relate to the wider company context of ALDI
.....................................................................................................................................................4
TASK 2............................................................................................................................................7
P3 Compare the way in which ALDI applied marketing mix for planning process to achieve
business goals..............................................................................................................................7
TASK 4..........................................................................................................................................11
P4. Evaluating and producing a basic marketing plan for ALDI .............................................11
CONCLUSION..............................................................................................................................14
REFERENCES .............................................................................................................................15

INTRODUCTION
Marketing is a process that used to build relation between organisation and customers
through business activities. For a business organisation it is required to manufacture quality
products and services to provides higher satisfaction to their consumers. These types of business
activities aid to provides higher growth and income to a firm. All these approaches includes
research and analysis of marketing activities, understanding of specific and target place, analysis
on customers and market demand as well as create a specific strategy helps to achieve target
objectives and goals easily. For a business organisation it is require to understand values of
customers relations for garbing long term benefits and achievements. Requirement of marketing
is very essential that needs to create innovative ideas and things for organisational operational
and functional activities (Berkowitz, 2016). This research reports is based on Aldi which is
discount supermarket chain. This organisation was founded in the year of 1913 by Karl Albrecht
and Theo Albrecht. Aldi is basically provide Food, Beverage, Articles and Household Goods in
worldwide. They has around 10000 stores in approx 20 countries. For them it is very important
to manage their marketing things in effective manner to getting higher benefits and income
easily. This report includes role and responsibility of marketing or how its related to wider
company context. At last its represent marketing mix for planning process as well as evaluation a
marketing plan of Aldi.
TASK 1
P1Role and responsibilities of marketing
Marketing play a most important for an organisation to providing them appropriate
growth and benefits easily. Main objective of marketing function is to provide effective products
and services to target customers according to their need and demand. For this procedure, Aldi
needs to develop effective marketing strategy to getting appropriate competitor advantages.
There are various purpose of marketing as well as its role or responsibility in the context of Aldi
are given below -
Purpose of marketing -
 Marketing is a specific term that require in an organisation to analyse market and
customers demand easily (Brassington and Pettitt, 2013).
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 Through this process, Aldi can easily analyse target market and audience who require
specific products and services as well.
 Main function of marketing is to introduce new goods and services in front of consumers
through different promotional tools such as - advertisings, personal selling and door to
door selling as well.
 Through this procedure, Aldi can easily analyse their competitors organisation to make
appropriate strategy fort them.
Roles and responsibilities of marketing function -
 Marketing and advertisement – Marketing is a specific procedure that helps to analyse
each and every aspect that related to market aspects. Through this procedure, Aldi can
easily analyse customers needs and demand to provide specific services according to their
requirement. Sometimes organisation needs to adopt different kind of tools to promote
their products and services in target market. For this Aldi uses different kind of
promotional techniques such as advertising, online marketing and personal selling to
build large customers chain easily (Desai, 2013). Advertising includes various procedure
such as paper promotion, internet marketing and electronic advertising. All these things
help to introduce organisation's product and services in front of target customers.
 Competitor and customer research – For Aldi, it is very important to analyse their
competitor firms and target customers to make effective strategy for them. In this
procedure marketing helps them to provide appropriate information regarding each and
every element. Through this research, Aldi can easily improve their market position and
build strong relation with target customers to getting long term benefits easily. These
type of things help to create effective marketing functional process for organisation to
perform effectively in competitor market. This is the only things that help to build
effective relation with customers for getting long term benefits easily.
 Searching new customers and merchandising opportunity- For a business
organisation, it is require to capture their eyes on different marketing opportunities
because through this they can easily create their own market image in front of target
customers. All these things are provide higher benefits and income to an organisation if
marketing activities are done in appropriate manner (Dibb and Simkin, 2013). In this
procedure, Marketing manager needs to provide their effective services or activities in
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long period of time, so that organisation's name and product are easily remind by
consumers. These type of opportunities help to provide desire growth and income to Aldi
easily.
 Creating goods and services that represent value – For a business organisation, it is
very important to manage their products quality effectively to getting higher benefits
easily. These type of things help to build organisational value in target market or in front
of target audience. All goods and services represent organisational value and
rapprochements in front of customers. Through this procedure Aldi can easily adopt
higher benefits and objectives through different marketing activities as well. For this
organisation can easily make appropriate strategy for their organisation to introduce their
stores at various location that aid in examine various marketing possibility for getting
large benefits and relation with customers (Hsu, 2011).
 Creating innovation – this is a process that help to translate new and creative ideas in
organisational activities. In this process, advance technology and latest techniques helps
for increase maximum profitability and income easily. Advance technology and
innovative ideas always provides high level growth and productivity in organisation. For
this, employees needs to provide their effective ideas an d thoughts in business activities
that help to provide appropriate path for getting maximum profits easily. Innovation
always use to increase values of existing products and services to provide higher
satisfaction to customers easily.
 Delivering customers services standardised communication with buyers – In a
business organisation, it is required that its employees have effective communication skill
to build positive interaction with customers. This is a very important elements for Aldi
that needs to understand customers demands and needs for specific product and services.
Fro this procedure organisations conduct effective training and learning program for their
employees to enhance their skills and working ability easily. Positive and effective
communication always build good relation with customers and reduce conflict and
barriers between their conversation. Fro this process, Aldi provide effective training to
their employees for enhancing their communication skill to interact positively with their
consumers (Jones and Rowley, 2011).
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 Developing competitive advantages – For Aldi, it is very important to create
appropriate strategy that helps to developing competitive advantages easily. All these
things build proper image and goodwill of organisation in target market. Aldi is a
discount supermarket chain which is basically provide Food, Beverage, Articles and
Household Goods in worldwide. So for them it is very important create effective strategy
to getting desire growth and effective long term benefits easily. Aldi facing strong
competition from different organisation but for this they need to improve their product
quality and using cost effective strategy to build strong relation with customer to getting
long term benefits easily (Lamb, Hair and McDaniel, 2011).
 Setting pricing, margins and profit level – This functional activity of marketing
involve different strategy as Setting pricing, margins and profit level that aid to provide
effective success and growth to organisation. For this it is very important that
organisation analyse their competitor firms and their business strategy to make effective
planning for this. In this procedure Aldi needs to manage their products cost and selling
price at a specific place which should have to affordable for each and everyone. In it they
needs to manage their margin and profit level at a specific rate that provide them desired
outcomes easily. Price and cost of each products should have to be adaptable for every
person at sensible rate. Aldi provides proper price and cost of its products and services in
target market and customers as well.
P2 How roles and responsibilities of marketing relate to the wider company context of ALDI
A business organisation operate their business activities in different departments that
provide their effective services to achieve business objectives in appropriate manner. Aldi is a
discount supermarket chain which has around 10000 stores in approx 20 countries. For them it is
very important to manage their business activities in appropriate manner to getting higher
benefits easily. In it, their workforce provides their effective services through their own skill and
knowledge. Main objectives of this firm is to contribute quality products and services in target
market according to customers need and demand. There are roles and responsibility of marketing
in relation to ALDI are given below -
Research and development department - This is a most important division of Aldi,
that helps to provide appropriate information about market demand and need. Through this
procedure, research and development manager of organisation make effective strategy to analyse
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each and every element that related to marketing aspects. All these things are helpful for further
division to manufacturing appropriate goods and services according to customers need. In this
procedure Aldi makes effective strategy to getting appropriate knowledge about market trend,
fashion and provide proper updates regarding various changes in customers demand and need as
well. Through these key elements, an organisation can easily manufacture their quality products
properly (Lane, 2016).
Production and operation department – This division of Aldi, help to manufacturing
quality products and goods according to market demand and need. Production division follows
appropriate instruction of research and development department to manufacturing quality goods
easily. These type of strategies of firm provide effective management for quality products and
services. Production department of Aldi also focus on just in time, lean manufacturing and six
sigma strategy to reduce extra wastage and cost from their finished goods. Production division
needs to focusing on these things to enhance quality of their products or goods at a specific
timing as well.
Human resource department – This division of Aldi works to analyse and monitor
various business activities. Main objective of this department is to enhance working quality of
employees to achieve business objectives easily. This division of an organisation is working in
several areas such as – monitoring and analysis, control, training and development, recruitment
or selection of skilled as well as experienced candidates who helping to achieve business targets
in effective manner. Through these procedures, Aldi can easily enhance their employees skill and
their interpersonal working capacity to face different kind of challenges. All these things help to
provide different kind of opportunities to a firm which is aid to bring desired growth and
incomes easily (Mihart, 2012).
Finance department – This is one of the confidential department of firm who manage
organisational account and financial terms in effective manner. This department provide
appropriate funds and reserve for new objective of firm. This division manage accounting and
finance activities such as treading account, balance sheet, cash flow, fund flow, management of
income and expenditure and provide cash reserve for operational as well as functional activities.
For Aldi, it is require to hire most experienced and skilled candidate who manage all accounting
activity according to their financial year transaction. This division manage all financial activities
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of firm to manage things according to its priority for enhancing performance and productivity
easily.
Technology department – In this era, a firm needs to manage all business activities
effectively to getting higher business advantages easily. Advance technology always help to
provide different and creative ideas to getting effective approaches for improving products and
services quality. This division provide their effective services to Research and development
department, Production and operation department, Human resource department, Finance
department and marketing division to garb technological equipment as well as tools easily. By
using this, a firm can easily improve their products quality and reduce extra wastage or cost from
services. These type of things always making innovative approaches for Aldi (Nguyen and
Simkin, 2012).
Marketing Department – After analysing all these things, marking division help to
spread information about product and its services in front of target customers. Through this
market understand things that related to organisational services and its quality approaches. This
division work to build effective relation with customers to getting long term benefits easily. For
this, marketing manager needs to make things creatively that helping them to grab customers
attention toward their goods easily. This procedure include different marketing procedure as
promotional activities, advertising approaches and effective communication with customers to
getting higher benefits. In this thing finance and production division helps to provide their
contribution to conducts specific marketing term for firm.
Quality of product and services – After completing all business activities, Aldi needs to
analyse their products quality that needs to be according to customer's need. All these things help
to contribute effective services in market and making proper image of organisation easily. This
process of organisation is working through total quality management strategy to provide desired
services to customers easily. For Aldi it is very important to manage their organisational
procedure in appropriate manner to provide quality products to consumers. These type of things
always build firms reputation and positive goodwill in competitor market. So for this
management of Aldi needs to analyse their services before supply them to customers
(Papasolomou and Melanthiou, 2012).
Customers services – This is final division of firm that help to provide face to face
services to customers. For this, employees of firm needs to be skilled and experienced who
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understand their consumers demand and need to serve better things easily. All these approaches
always make things clear for to reduce conflicts and barriers from their conversation. For this
Aldi always conducts effective training and learning program for their employees to enhance
their interpersonal skill easily. These effective business approaches help to build long term
relation with customers to getting desired income and growth easily. A satisfied consumer
always be as a loyal customers of firm for long period.
TASK 2
P3 Compare the way in which ALDI applied marketing mix for planning process to achieve
business goals
For each and every organisation, it is very important to use marketing mix to getting
higher benefits easily. These things includes various strategies and action plan for making
appropriate position of organisation in market (Perreault, 2010). Company consider these kind of
approaches to produces quality goods and services for consumers. These kind of things always
provide higher satisfaction to audience as well as market. As per this procedure, Aldi can easily
alter best and effective promotional activities to spread information about new products and
services as well. For this firm needs to make effective research and analysis on target market to
grab information regarding market and customers needs as well as demand. Through this,
organisation can easily understand impact of external factors on decision making and internal
procedure. Aldi is a discount supermarket chain which provides their services globally. So for
this, they needs to analyse marketing mix to collect effective data and information easily.
Through this process they can easily focus on marketing effective strategy for organisation.
Marketing mix of Aldi is representing with its competitor firm IKEA -
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Marketing
Mix
ALDI IKEA
Products Aldi is a large discount supermarket
chain which provide several products
and services globally. This
organisation is basically deals in
luxuries Food, Beverage, Articles
and Household Goods and sanitary
products in worldwide. It is generally
provide varieties in food products as
vegetable, fruits and home base
products at a reasonable as well as
affordable prices. Through this thing,
organisation can easily build
effective relation with their
This is also a multinational brand which is
provides effective product and services to
their customers. This firm is basically deals
in designer furniture, kitchen appliances and
home accessories. These products are based
on ecofriendly appliances for their
customers. Through this thing they build
effective customers range toward their
services. These goods consider market and
consumer's demand or need to provide them
higher satisfaction easily (Pike, 2015).
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Illustration 1: 7Ps of marketing mix

customers by offering quality
products to them.
Price Aldi is a multinational discount
market which provides effective
services to their customers at
affordable cost. This organisation
basically manage their products price
as per their customers demand.
These costs are affordable for poor
and rich both standard individuals.
This organisation makes effective strategy
for their customers to provide them quality
services. But prices of its products are very
high which are not affordable for everyone.
So by this factors, its products are not
provides higher satisfaction to poor or
medium class people (Swenson, 2014).
Place Aldi is a multinational discount
market chain who provide their
effective services in approx 20
countries. This firm has around
10000 stores in several countries. At
these places, they provide effective
services at lower cost and prices.
Management of this organisation is
basically focusing to provide
effective services at several places to
build positive relation with new
customers for long term period. For
this they also use promotion and cost
effective services that can easily
build effective and positive relation
for appropriate time period.
IKEA is also a large retailer store which
deals in luxuries furniture and home
appliances services. This organisation
operate their business activities in around
49 countries with approx. 411 stores. To
making strong relation with customers they
also build online services to make a
effective connection with them easily. These
kind of thing help them to getting higher
benefits and growth easily. At new places
they also conducts different promotional
activities to introduces their products in
front of target customers easily.
Promotion This is a one most important tool that
help to build effective customers
relation for long term. For this Aldi
use different kind of activities such
IKEA is a well known organisation but they
do not more effective tools to promote their
services in front of customers. They
basically believe to take face to face
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as Cost effective methods,
advertising tools through print and
electronic media as well. All these
things help tot build quality
approaches for firm to provide
effective information about products
and services as well. In this
procedure organisation also use
internet media because this help to
connect them with new generation
easily.
feedback of customers to improve their
services. One specific promotional tool that
this organisation uses is print media to
provide information regarding their new
services in target market (Wirtz, 2012).
People Aldi is a well known organisation
which provide quality and effective
products to their customers. To make
a effective relation with them they
uses various strategies such as cost
effective method which is help to
capture customers eyes toward their
products and services as well.
Through this procedure they build
strong relation with customers to
provide them long term services
easily. Their consumer also believe
on their products and show their
loyalty toward organisational
services.
IKEA also make strong strategy to make
relation with customers directly but their
cost of products is not help to make strong
relation with each standard individuals. For
this they need to make some more effective
strategy top build strong relation with target
customers. For this they also use different
training method for their employees to
communicate effectively with uses and
consumers.
Process ALDI implement various process in
their manufacturing services. For this
they basically use research for target
market to analyse customers demand
IKEA is a well known organisation and they
basically use just in time process to provide
effective services to their customer.
Through this they can easily implement
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and need, effective manufacturing
process that include quality
approaches, use advance technology
to improve employees productivity
and profitability easily. All these
business procedure help to pro0vide
effective and quality products or
services to their customers.
different strategy to build strong relation
with customers easily. For a effective
business procedure they needs to use cost
effective method to provide higher
satisfaction to their customers easily
(Papasolomou and Melanthiou, 2012).
Physical
Evidence
ALDI is basically use some
significant physical evidence in their
store. Its products or their qualities
help to make their appropriate
goodwill and image in market. They
always use one specific strategy as
cost effective services to build strong
relation with their customers.
IKEA is a large furniture store which is
different kind of strategy to make effective
services for their customs. They basically
deals in luxuries restaurant, hotels and other
places where valuation of its products are
very high.
TASK 4
P4. Evaluating and producing a basic marketing plan for ALDI
Marketing plan is an organisational activity that help make effective strategy to getting
desire objectives easily. Through this process organisation create different plan for analyse
market demand and customers need as well. This plan help to provide proper direction to
organisation by using various activities such as -
Overview of the company – Aldi which is a multinational discount market chain which
was established in the year of 1913 by Karl Albrecht and Theo Albrecht. This firm is provide
their effective services in approx 20 countries with around 10000 stores. This firm provide their
effective services as Food, Beverage, Articles and Household Goods in worldwide (Mihart,
2012).
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Vision and mission of the company – This organisation was established with a specific
vision to provide quality services to their customers at specific cost. Their main mission is to
build ethical , legal and social values for organisation easily.
Situational analysis – For making a effective strategy, organisation needs to analyse each and
every market elements to build effective plan easily. For this process organisation can easily use
Ansoff matrix to analyse each and every element effectively as -
Ansoff Matrix of ALDI -
 Market penetration – This strategy is basically use to provide adopt appropriate plan
when firm wants to make values for their existing products and services in target market.
 Market development – This strategy is a basically uses when organisation wants to
implement organisational target in new market with existing products.
 Product development – This strategy is basically useful for those organisation who
wants to introduce new products in existing market to build its values easily
 Diversification strategy – This strategy is usually beneficial for those firms who wants
to introduce new products in new market to bring its values at best level.
Allocation of resources
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Illustration 2: Ansoff Matrix

In a business organisation marketing and business activities are done through three major
departments as -
 Financial resources – This things are basically related to accounting and financial
resources of organisation that help to provide effective services to grab various
opportunities easily (Desai, 2013). These things needs to be adopted and implement in
proper manner.
 Technological resources – These kind of things are basically help to provide innovative
ideas and advance technological terms to improve working ability and productivity of
employees. Through this process, Aldi can easily attain higher growth in their business
activities. Human resource – This is one important department of organisation that helps to
monitoring and analyse all business activities effectively to make effectiveness in them.
For this HR manager of firm use training and learning process to enhance their
employees skill and working approach easily.
Budget – For Aldi, it is very important to manage their accounting and financial terms
effectively to getting higher benefits easily. These things includes income, capital, investment
and expenses of organisation such as -
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Capital 100000 2000 4200 3800 3000
Investments 18000 18000 17500 17000
Total 100000 20000 22200 21300 20000
Marketing expenses
Sales 5500 5000 4500 5000 4500
Marketing 6000 7000 3500 4500 3000
Promotion 6000 2500 2700 3200 3500
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Printing 3500 4500 2400 1800 2500
Advertising 4500 2000 2500 3000 9000
Internet Marketing 1500 1800 4500 4200 800
Networking 5000 5500 3500 2600 3200
Total 32000 28300 23600 24300 26500
CONCLUSION
As per the above report it has been summarised that marketing activities are most
important thing for a business that help to create strong relation in target market with customers.
Through this process they can easily analyse their products valuation to make effective changes
in them easily. This project report is based on Aldi which is a discount supermarket chain and
provide their products and services in world wide. For this process organisation manage their
business activity through different department and its employees. For analysing their business
approaches they analyse things through marketing mix procedure. After this, research includes
evaluation of effective business plan as well.
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REFERENCES
Books and Journals
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Brassington, F. and Pettitt, S., 2013. Essential of marketing.
Desai, S.S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research. 12(1). p.22.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Hsu, W., 2011. The vocabulary thresholds of business textbooks and business research articles
for EFL learners. English for Specific Purposes. 30(4). pp.247-257.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Lamb, C.W., Hair, J.F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Lane, P., 2016. Human resources marketing and recruiting: essentials of employer branding.
Handbook of Human Resources Management, pp.23-52.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies. 4(2)
. p.121.
Nguyen, B. and Simkin, L., 2012. Fairness quality: the role of fairness in a social and ethically
oriented marketing landscape. The Marketing Review. 12(4) . pp.333-344.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3) . pp.319-328.
Perreault, W.D., 2010. Essentials of marketing: A marketing strategy planning approach.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Swenson, M.J. And et. al., 2014. Startup marketing: Leveraging leverage. The Journal of Applied
Business and Economics. 16(6). p.56.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies.
4(2). p.121.
Desai, S.S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research. 12(1). p.22.
Online
7Ps of marketing mix 2018.[Online]. Available through <https://www.talisman.co.uk/blog/7-ps-
financial-services-marketing/>
Ansoff matrix 2018. [Online]. Available through <https://www.edrawsoft.com/template-
marketing-ansoff-matrix.php>
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