Designing and Implementing Marketing Strategies

The assignment tasks students to produce a detailed marketing plan for Aldi, incorporating the 4 Ps (product, price, place, and promotion) and utilizing the 7 Ps framework. The plan should outline strategies for effective product development, pricing, distribution, and promotion to maximize revenue and customer loyalty. This requires a comprehensive analysis of Aldi's strengths and weaknesses, as well as an understanding of market trends and consumer behavior.

Marketing Essential

INTRODUCTION
Marketing is one of the main and essential tool which is applied by each and every
business in order to attain their long term targets easily. With the use of this tool, company easily
attract large number of customers towards business operations. Thus, it help the organisation to
maintain their long-lasting position at marketplace (Baker and et. al., 2016). Along with this, in
the all enterprise marketing play vital role for the growth and success of firm at international and
global level. In simple word, marketing is an effective activity or process which support a
company to expand their business operations and activities at different level. In this report,
selected enterprise is Aldi, it is a retail store which deals in different types of grocery items.
Main motive of this enterprise is to gain maximum amount of capital and gain competitive edge
within predetermined period of time. This assignment cover different elements including role of
marketing functions which are interrelated with different department of company. Along with
this, 7P's of marketing mix play vital and effective role in the introduction of new services and
products to the customers. Marketing plan of the company support them to maintain goodwill in
the mind of customers which is also explained in this project.
TASK 1
P1. Roles and responsibilities of marketing function
Marketing functions is important for the business entity to attract various number of
customers towards business process, activities, functions, products and services. All these are
beneficial for the company to gain competitive benefits within desired time period. Aldi is a
retail store that provide different varieties in its retail and grocery products. In this need of
management is to used different functions of marketing which are determined as below:
Product: It is important function which is followed by all organisation with motive to
maximise their sales and revenues. In case of Aldi, they deals in different variety of grocery
products, in this they required to design an effective packaging which support them to maximise
customer base in the organisation (Baker and et. al., 2016). This function play vital responsibility
for increasing growth and success of company at international level.
Selling: This is another useful and important function which support the enterprise to sell
out their grocery products at end user in systematic manner. Main role of this function is to
provide competitive advantage to the company within predetermine period of time. This

marketing function benefited to the enterprise to attain long term objectives and targets. In order
to sell out their products and services to the customers, Aldi apply different kind of promotional
mix including advertisement, sales promotion and many other.
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Pricing: Aldi products are available at different place with its quality and prices. In this
products of the company are differentiate as per the product quality and quantity (Berkowitz,
2016). Aldi apply price skimming, cost leadership and many other strategy which assist to attract
different number of clients towards grocery items. Main responsibility of this function is to
increase sales and turnover of the organisation.
Promotion: It is another tool and function which is essential for the enterprise to
maximise their growth and development internationally. Aldi use different types of promotional
channel including publicity, sales promotion, advertisement through TV, social and print media.
Thus, it is essential function which assist the company to gain competitive edge easily. It also
support to attract various customers in an easy and systematic manner.
Financing: This function is highly important for the company to arrange accurate
amount of capital. Main role of this function is to find out different source of funding in order to
do all activities of company smoothly (Brooks and Simkin, 2012). This function also help them
to increase financial situation as well as assist to maximise turnover of the organisation in certain
time.
Distribution: Distribution of the products and service at different level support the
organisation to maintain their goodwill and reputation at international level. Thus, it is essential
and beneficial for the Aldi to produce their products at different place which benefited to them
to accomplish their objectives and goals in predetermined time period. In case of Aldi, products
and services of the company are accessible at various place which is strong point of the business
growth and development.
Marketing information system: It is another and essential function which play vital and
significant role for providing accurate information and data to the customer about grocery
products, services, methods, structure and many other. In the Aldi, this function play significant
responsibility for achievement of long term success and growth easily.
M1. Duties of marketing with respect to marketing environment
Marketing has different roles and responsibility which support to gain competitive
advantages within predetermined time period. There are different roles and duties of marketing,
these are explained as below:
Market strategies: In this Aldi manager set an effective strategies which assist to attain
large number of clients easily.
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Marketing information system: This techniques Yield whole information towards
product, execution, monitoring and designing of marketing plan of action.
Monitoring and controlling of marketing situation: Function of marketing is essential in
the designation of precocious development in the situation. This type of betterment yield creative
outcomes for the merchandise alteration.
Marketing inquiry: It is the main component of marketing or selling which includes of
limited knowing of merchandise, customers’ necessarily and price.
Market division: In this, Aldi requires accurate segmentation which are served by the
sales manager. It help the decision maker in knowing of customer’s basic necessity.
P2 Relation of roles and responsibilities with wider context of organisation
Marketing has different responsibility and duties to attain long term objectives and target
easily. It is important tool for the all business to maximise their sales and revenues in given time.
There are different role of marketing including, promotion, designing products, attracting large
number of audience and many other (Brassington and Pettitt, 2013). All these are useful and
valuable for the company to accomplish their long term goals and objectives. In the business,
there are different departments are work together and have motive to increase sales and revenue
of company. All these departments are interrelated with the functions of marketing, it is
beneficial and important for the Aldi to maximise their turnover and sales. All these departments
and its relation with the marketing are determined as below:
Marketing and operations department: Operational manager has various role and responsibility
to manufacture products and services as per the needs of customers and demands of market. In
this manager need some tools and techniques for produce their goods to the customers easily. In
this marketing manager provide different tactics to the operational administrator including
digitalisation and many other (Caragher, 2016). These are important for the success and
development of company in accurate time period. It proof it, without marketing tool company
can not survive at marketplace. Thus, marketing is needed by all departments with purpose to
attain long term objectives and goals.
Finance and marketing department: Finance manger has certain role to arrange
sufficient amount of fund for their daily basis activities and functions. In the marketplace, there
are different source of funding including bank loan, peer to peer finance, friends and relatives
and many other. All these are beneficial for the business to complete their all tasks and work in
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appropriate way (Desai, 2013). Thus, marketing is also required by the finance manager with
motive to maximise sales and revenue of enterprise.
Human resource management and marketing: HRM has various roles and
responsibility to provide accurate training, learning and many other programmes to the
workforce. So that they are able to wind up all tasks and activities in allotted time period
(Gamble and et. al., 2011). It will also assist to maximise their turnover in given time duration.
In this marketing manager also play essential role for providing important data regarding
employees needs and wants. Therefore, without marketing and without organisational
department company can not increase their turnover and not gain competitive advantages easily.
Research & development and marketing: R&D is important department in the all
organisation. Main role of this department is to identify needs and wants of the customer by
organising effective research programme (Dibb and Simkin, 2013). In this marketing manager
render different kind of necessary and valuable information about market trends, customer's
needs and many other. Thus both are important part for the development and progress of
company at global level.
Sales and marketing department: Sales manager has various responsibility to produce
their goods and services to the last user. In this marketing manager use various promotional
channel including advertisement. Publicity, sales promotion, marketing mix and so on. All these
are shown as a useful and important element for the development of Aldi operations and
activities at various place (Hsu, 2011). It shown that, marketing are useful and necessary for the
sales department to easily render their grocery products and new services to the customers in an
effective and efficient manner.
Information technology and marketing department: Role of IT department in the Aldi is
to give entire data about top to middle, middle to lower and lower to top. It is a chain process
which supports the firm to accomplish their desired goals within predetermined time period. It is
important for them to keep strong position in market as well as attract various customers towards
grocery items and services. Marketing manager provide all information to the information
technology department with motive to maximise their revenues and turnover easily. It will also
support to increase their reputation at market (Illing and Anders, 2016). Thus bother are useful
and beneficial for the enterprise success and progress at international or global level.
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M2 Significance of inter-relationship between marketing and other functional unit
Interrelation between marketing and other department of the enterprise is essential for the
development and success of business. It is useful part for the organisation to attract large number
of clients easily. Another benefit of strong relation is to keep their better image in the mid of
customer's and in the marketplace. Thus, both are beneficial for the company to increase their
turnover easily (Jones and Rowley, 2011). Strong and better relationship also support the
company to gain higher benefits as well as develop their long-lasting position in market. Overall
relationship between marketing and other unit of the organisation benefited to the enterprise to
increase their sales and gain competitive advantages easily.
D1 Critically evaluate the key element of marketing function
Marketing functions in the every organisation play significant responsibility with motive
to develop strong reputation of the company in marketplace. There are different core functions of
marketing which are briefly determined under this:
Research or investigation: Research is more significant approach for the Aldi to
recognise requirement of business in systematic manner. In this researcher use different
techniques including survey, questionnaire and many other that support the company to increase
their sales.
Strategy: It is anther important part for the company to attract large number of customer's
towards grocery items. Thus it is beneficial for the organisation to maximise their revenue.
Tactics: In this role of the marketing manager is to apply various promotional tactics
which support the firm to innovate their new services and products in marketplace (Kennedy
and Parsons, 2014). It will also assist to increase competitive benefits for future time period.
Planing: In each and every firm, planning play significant role for analysing target
customer's, target market, pricing strategy, taste and preference of clients and many other.
TASK 2
P3 Comparison of marketing mix applied by different companies
Marketing is a best technique and approach which is followed by each and every
enterprise with motive to attract different number of audience by rendering essential information
about new product development, unique services, effective process and many other. Thus in the
business marketing mix has various roles and duties to accomplish desired objectives and goals
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of enterprise in given time period (Lamb, Hair and McDaniel, 2011). Marketing mix includes
seven parts namely, physical evidence, produce, price, promotion, place, people and process.
Thus all these element are valuable and beneficial for the company to introduce their new flavour
products and creative services to the clients through applying promotional mix.
Aldi is a retail store which deals in different variety of grocery products. All products of
the company are available at market place at reasonable price. In the market, Aldi has different
number of competitors which highly impacts on its performance and productivity. In this Lidl is
main competitor of the firm (Malhotra, Birks and Wills, 2013). Both are apply marketing mix
which are determined as below:
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Basis ALDI ASDA
Product Product in the organisation is more
important part of its development
and growth in international level.
Under Aldi, they deals in different
kind of quality and grocery products
at reasonable cost. For creating
quality in its products and service
company buy or gather raw material
from only chosen providers and
apply appropriate techniques and
tactics for the activity of promotion
(Mihart, 2012). In this business
keep a fresh and healthy stock of
vegetables, fruits as well as electric
and beauty products.
ASDA gives a wide variety of products
such as fresh food, clothing, home,
grocery, leisure and entertainment goods.
clients can purchase fresh, frozen and
chilled, food, health and beauty products,
clothing, laundry and household products,
outdoor and entertainment products, pet
products and so on.
Price Aldi products are available at low
and affordable price which benefited
to the company to attract various
number of customer towards quality
and healthy products. It also support
the business to retain strong position
in marketplace. Aldi use differential
pricing strategy as per the product
life cycle. At first level of product
business charge maximum price
from the buyers in order to recover
the cost turned in investigation and
implementation process. Further,
ASDA engage low cost agenda to serve
lower prices for its clients. It is wrapped
up to rendering clients with outstanding
and better value for fund across its whole
scope of food, broad merchandise and
clothing.
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Aldi set affordable price or cost for
its non food products to effects the
clients for purchasing.
Place Today company is serving its
effective services via approximately
8000 stores in about 80 nations.
Company use simple layout which
maximise the shopping and
convenience of clients. In this Aldi
apply friendly and healthy
environmental tools in order to store
raw material which see minimum
loss of goods (Ogunmokun and
Tang, 2012). Beside this company
render supplying on online
purchasing to its clients.
ASDA has a different range of store
formats i.e. superstores, supermarkets,
supercentres,, Petrol Filing Stations and
Asda Living. Supercentres are big stores
which serve lengthy range crosswise food,
George and non-food, often supported by
concessions such as food service offers,
banks, hairdressers and dry cleaners
Promotion It is identify one of the important
and beneficial part for the company
to produce their all goods and
services effectively. In this Aldi
apply different kind of
communication channels and
promotion mix including sales
promotion, advertisement, publicity,
public relation and many other
essential techniques. In this Aldi
advertise their products and service
by applying TV, social and print
media etc. Thus, all these are
benefited to the business entity in
ASDA uses newspapers, television and
other media outlets in order to
communicate with its clients. The business
entity uses various techniques and tools of
sales promotion as well. All these are
important for the company to attract
different number of customers easily.
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order to maximise their sales and
revenues.
People It is another important and
significant part of the marketing mix
which assist the business to
accomplish their long term
objectives within predetermined
period of time (Papasolomou and
Melanthiou, 2012). In the
organisation, there are large number
of employees are work with the aim
to maximise business sales. In this
manager play vital role by providing
effective training and development
to the workers so that they are easily
work and gain competitive
advantages.
Approximately 160,000 workers are work
in ASDA. The business organisation
serves both on-the-job as well as off-the-
job training to create workers at entire
levels. In order to acknowledge hard work
of its workforce, ASDA pays an excess
£2.04 for unfriendly hours that effort
between 10.00pm and 6.00am.
Process Company makes different efforts in
the purchasing process of clients
with more convenient. For this
purpose, company try to follow
simple and attractive layout of its
retail store. It is benefited to the
clients in order to find out products
and services in appropriate and
simple way.
Process refers to an effective set of
activities which is performed in order to
accomplish something. ASDA get
products from its provider and then these
commodity are unionised and unbroken on
postpone for clients to purchase. clients
pick up their goods and go to consumer
assistants to pay.
Physical
evidence
Aldi is a well-established and
famous for applying global pricing
strategic or scheme for its services
and products. In this company serve
Physical evidence is the identify as a last
component of the marketing mix of
business. It bring up to the components of
the physical environment traveler and
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its own as well as branded goods in
its super and global marketplace.
clients experience. ASDA’s physical
evidence covers but not limited to its
equipment, logo, stores, website, and
brochures.
M3 Evaluate different tactics chosen by Aldi to achieve business objective
Marketing mix consists 7p's which are benefited to the Aldi and many other organisation.
With the use of this methods company easily innovate their all unique products and services to
the large number of population (Rowley, 2016). Marketing mix is one of the main and essential
tactics which assist business to introduce their entire facilities and grocery products in market. In
this company follow different tools of promotional mix including sales promotion,
advertisement, publicity, public relation and many other valuable techniques. All these are useful
for the Aldi to increase customer base as well as accomplish their long term targets within
predetermined period of time. 7P'S of marketing consist product, place, price, promotion,
physical evidence, process and people, all these are important for the organisation to develop
strong reputation and goodwill in market.
TASK 3
P4 Marketing plan for Aldi
Marketing plan is important for the all company to accomplish their long term growth
and success in marketplace. It is an effective document which support to develop strong position
in marketplace. This plan includes different information including company overview, their
mission, vision, objectives, STP, SWOT analysis and many other. All these are determine as
below:
Overview of ALDI: It is a retail store that provide different products and services to the
customer. Main motive of the company is to earn maximum amount of the capital which assist to
accomplish their long term goals and objectives in limited time period.
Vision: Vision of the Aldi is to earn maximum amount of the capital and accomplish long
term goals and objectives in certain time period.
Mission: Mission statement of the enterprise is to provide quality products and services
to the customer at reasonable price that support to maintain strong position at marketplace.
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Objectives: Main and foremost objective of the company is to gain competitive
advantages and maximise customer base in the organisation. For achievement of this Coca-Cola
provide quality products and services to the customers at reasonable price.
Competitors analysis: This part of marketing plan is highly effects on the business
operations and activities. This plan show the competitors of company whose are currently
present in marketplace. Beside this Aldi has different challengers such as Lidl, Tesco and many
other. All these are effected for the productivity and profitability of enterprise in a direct manner.
Segmentation, Targeting and Positioning:
 Segmentation: People looking out to buy grocery items at competitive prices.
 Targeting: Target audience of the Aldi is Households.
 Positioning: Aldi is a place which large number of person focus much with its private
labels. They Having powerfully placed in Germany, it is present trying to steadfastly
place itself globally.
SWOT Analysis on Aldi
It is essential for every organisation to identify their actual strengths and weaknesses so
that further actions to be taken in order to work on improving the weak areas and convert them
into strengths. For this, the marketing manager of Aldi needs to conduct SWOT analysis which
are briefly described as below:
Strengths: Weaknesses:
Aldi charges an affordable prices of their
products and services due to which it has
attained huge customer strengths across
worldwide.
It has operated more than 8000 stores in
Europe and other different countries due to
which the company has generated huge
revenues every year.
Due to adoption of advanced and updated
technologies, the company can able to
minimize the cost of operations through
utilizing optimum utilization of resources.
Offering discounts reduce their profit margins
therefore the company are much dependent on
the sales volume (Wirtz, 2012). Apart from
this, the company also indulge in unethical
practices such as price discrimination and treat
their suppliers badly so as to maintain their
profit margin.
Due to high workload the staff members
working at their different stores works in
multiple shifts which brings dissatisfaction
amongst them and attrition is high.
Aldi also faces lots of problems regarding the
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Offering wide variety of product along with the
discounted prices due to which large number of
customers prefer to do shopping at their stores
to fulfill their daily needs.
quality of their grocery items which largely
damage their brand image in competitive
market.
Limited market share due to having limited
number of stores at global level.
Opportunities: Threats:
Require huge amount of funds in order to
sustain and compete with the large number of
rivals exist in similar market.
Need to expand its business into developing
economies such as Africa, Asia etc.
Due to high competition from rivals such as
Walmart, Best buy etc. along with the online
retailers such as Amazon, it brings potential
threat to Aldi.
Brexit uncertainty and increasing trend if
isolationism in USA brings more challenges
for Aldi to exist in market.
Marketing Budget-
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 40000 21000 24100 20900 19000
Investment 22000 10500 15000 14200
Total 40000 43000 34600 35900 33200
Marketing
expenditures
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Advertisement 8000 7200 7000 7200 6800
Sales promotion 2500 4200 3300 3200 7500
Direct marketing 8500 7500 3200 6500 3000
Total 19000 18900 13700 16900 17300
Available balance 21000 24100 20900 19000 15900
Monitoring and controlling: In this part of marketing plan, manger play vital and foremost role
for managing all activities and operations of company in an effective manner. It is also beneficial
for the enterprise to develop their operations at different level.
M4 Produce detailed marketing plan for Aldi
Product: Aldi offers wide variety of grocery products which includes fresh foods, bakery,
drinks, beauty and many more (Spillan, 2010). The company sells multiple number of products
with their own private label brands. Due to having best suppliers, they are able to deliver best
quality of products.
Price: Aldi is known for offering discounts. It sells products with great value and
optimum quality due to which the company already attained a huge customer base. Charging an
affordable prices on quality product and service will help company in achieving customers
loyalty.
Place: Aldi has attained multiple numbers of stores in more than 19 countries all over the
world. Having 700 stores in United Kingdom and over 1600 stores in 35 states of USA
maximises their market share. Availability of stores in different places, the customers finds no
difficulties in searching their stores. Aldi mainly focuses on delivering products to postal areas in
mainland UK which doesn’t required huge amount of investment for delivery.
Promotion: Aldi adopts various promotional tools such as advertising, public relations
and sales promotions which grabs an attention of large number of customers across worldwide.
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Having a large number of projects concerning corporate social responsibility help company in
increasing their brand image in market.
D2 Design marketing plan with the use of 7Ps
Marketing plan is more beneficial and essential part for the all business to maximise their
revenues and sales in limited time period. Further, it support to introduce their new products and
services in marketplace as well as to the customers in an effective and efficient manner. Thus, it
is important for the organisation to develop an effective image in marketplace.
CONCLUSION
From the above mentioned report, it can be concluded that marketing is a core concept of
every bushiness. It is important for the organisation to keep their goodwill and image at
international or global marketplace. In the all enterprise, marketing is identify foremost and
effective elements which support them to maximise their revenue and turnover in limited time
period. Marketing functions has different roles and responsibility which benefited to the firm to
attract various number of customers towards grocery products and innovative services.
Marketing is an effective tool which is applied by all departments of the company with the
motive to achieve long term goals and targets. Marketing mix is also beneficial and useful
elements for the firm to introduced their grocery products and new services in the marketplace.
Thus, it is essential for the development and progress of enterprise. Along with this, marketing
plan is consider important component that help the customer to gain competitive advantages in
limited time period.
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