ALDI Market Analysis and Strategy

This assignment delves into a comprehensive analysis of ALDI's market position and potential using SWOT and STP models. It examines ALDI's strengths like quality products and competitive pricing alongside weaknesses such as low employee satisfaction and a limited product range. The analysis also explores opportunities for growth through advertising, mobile applications, and expansion into new markets. Finally, it identifies threats posed by competitors and supply chain risks.

Marketing Essential.

Contents
INTRODUCTION.....................................................................................................................................3
TASK 1....................................................................................................................................................3
P1 Key roles and responsibilities of the marketing function..............................................................3
P2 Roles and responsibilities of marketing relate to the wider organisational context.....................4
TASK 2....................................................................................................................................................6
P3 Comparison of the ways in which organisations are using marketing mix....................................6
TASK 3....................................................................................................................................................8
P4 Basis Marketing plan for ALDI.......................................................................................................8
CONCLUSION.........................................................................................................................................9
REFERENCES.........................................................................................................................................11
............................................................................................................................................................11

INTRODUCTION
In business world, marketing is the importnat tool in the innovative business and it
have various comprehension of profitable interior, requests of buyers, relations, consumer
driven market technique and gives quality of thwe customer. (Albright, 2014). The business
associations have understood the significance of customer connections and they are trying to
get a creative approach towards marketing system in business. It is the responsibility of
companies to ascertain the current trends of market and produces only those products that
will benefit the customer most. To understand the importance of marketing ALDI is chosen.
It is one of the leading supermarket chains in UK and at global level with almost 10,000
stores in 20 countries.
In this project report, chief roles and responsibilities of marketing function and the
relation of marketing department with other department is shown. Report focus on
importance of marketing mix for selected company and its comparison with other company is
shown. Basic marketing plan is discussed in this report.
TASK 1
P1 Key roles and responsibilities of the marketing function.
The marketing department has large duty regarding increasing income, expanding
market share and organization development and to add profitability. It is observed that in a
private compnany only a single individual is reasponsible to handle marketing activities such
as, promoting features of product, production process and instances. In ALDI, marketing
manager perform various function that helpful in making its product best for the customer. As
more customers are attracted towards company goods and services there must be a chance of
creating more profit in ALDI. Some of the basis function that is performed by marketing
function is described below:
 Stretegy formation: The higher individual from the marketing division accepts
liability for setting promoting according to method. With the help of this system, teh
componaies are able to expand ist market share for instance in ALDI manager first off
all set certain criteria about sales, than prepare proper strategy to attain those targets.
Doing proper market research: It is a key duty of marketing department as research enables
the organization to differentiate advertises openings and gain a superior understanding of
client needs (Aschengrau and Seage, 2013). The office can do its very own exploration by
considering industry reports; advertise information on sites, or by reaching clients and
prospects to overview their requirements and states of mind. So manager of ALDI does a
proper research that helps them to determine customer demand and types of product they
need. If company start producing that product company profitability will increase in future.
 Product developments: The main role of maketing department is to work with
internal and external division of production section of company to develop a new

product or change the existing one. Then marketing department add a feature in
product improvement such as duarability, benefits, economical and that provide most
satsifaction to customer. So in ALDI, manager does lots of product development
activity such as labelling with new design, packaging in beautiful structure, branding
etc. that makes their product to look good in market.
Customer sales support services: Marketing department helps in making customer
familier with the new product that have been produced in company. This help customer to get
the best knowlegde about the product ande they will be able to make decision about to buy
that product or not. They can give deals groups astounding leads by running ads that
incorporate an answer instrument, for example, in ALDI a coupon or phone number, or by
urging guests to the organization site to enlist their points of interest as a by-product of a free
pamphlet or exceptional report (Baker, 2014).
 Effective communications: The key point is to have an effective communication
either with internal section of company or with customer that help companies like
ALDI to ease the process of producing and delivering goods. Marketing division plan
movements and create interchanges material to lift items and administrations to
customers. Reliant upon their available spending plans, they may design spreading
efforts, create email showcasing programs, make special substance for the
organization site, compose authorized statements or item distributions.
 Promotion events: In almosty every organisation it is thr responsiblility of
marketing manager to organise various promotional activities that will be helpful in
promoting product on a large scale. For instance, displays Ads, schedule courses for
promotion, deals meetings or client friendliness occasions. They plan the coordination
of the occasion, booking show corners or meeting offices. For instance, manager of
marketing department of ALDI wants to promote their product in market at a large
platform. They have to organise number of important events such as workshops,
promotional exhibition, shows etc. This will be helpful; in bring customer attention
and as a result there are more number of clients those wants to buy product that satisfy
them in best manner. Company would be able to generate large amount of profit with
proper execution of events.
P2 Roles and responsibilities of marketing relate to the wider organisational context.
Marketing capacity can be considered or clarified as the jobs of the business
relationship which inspires it to distinguish and foundation maybe effective items for market
and after that helps in its progression also. These advertising abilities have typical jobs to
advance development in the business association. The main role of marketing manager is
make effectrive improvement in items, well comminicate with other worker, make sure about
the movement of goods and also some time envolving in decision making process of other
department. There is a nearby connection between promoting capacities with other
organisational context in an association. So it is observed that, single department are not able
to operate alone as they requires other to support them. In ALDI all department are
interlinked with each other in some manner (Brooks and Simkin, 2012). Such as if marketing

department wants funds for promotion and production of goods and wants to spend these
resources in proper manner. It is the responsibility of finance department to formulate proper
budget and guide them for proper utilisation of available resources. Importance of relation of
marketing department with other division is discussed below:
Marketing department with operation department: In large business firm all departments
are interlinked with each other as a result t help in easy process of various relevant activities
in company. In ALDI, the marketing workplace should work closely with the operation
department to assurance that, sufficient innovative work is planned to fulfil current and
upcoming client needs. The thing can be made to the quality and structure particulars set
somewhere near the purchaser. It is likely that the marketing section will set due dates that
may spread the abilities of the operation division. Thus marketer make sure that operation
activities should not be hinder in any way as it wil reduces the productivity of company.
Marketing with finance department: The marketing office is possibly going to focus on
having sufficient amount and building share in the overall industry, while the finance
department might be more centred around income, taking care of expenses and paying back
assumption as fast as could sensibly be expected. In ALDI manger of both department work
for the better flow of work as marketing department needs satisfactory spending plan to
address the issues for research, advancement and conveyance. Same finance department
needs income to be generated from selling goods in market (Caragher, 2016).
Marketing with HR division: The marketing office should work closely with the HR
department of company to make sure that highly qualified and well trained market executive
are hired. They also help HR personnel to research and develop new ideas for improvement
of product. The HR office will have numerous enrolment and preparing requests from over
the association. It should adjust its commitments to showcasing with those to different
divisions.
Marketing section With R&D department: The people those are in-charge of research and
inspection division drives that the marketing office and aides its promoting techniques by
getting some answers concerning the objective clients and the opposition of the business.
Such as in ALDI Research manager visit to various people or gather information from
surrounding so that product are produced accordingly and these goods are promoted or
market effectively. So that customer might get to know about these products.
Marketing department with sales division: The business division leads the pack in setting
techniques and chooses what advertising correspondences it needs to help its endeavours. In
its constricted form, a sales department prompts the promoting division dependent on its
input with clients and spotlights on client contact to drive deals. The advertising division
advises the business staff what to underline and what deals instruments are will utilize.

TASK 2
P3 Comparison of the ways in which organisations are using marketing mix
Marketing mix can be defined as the mixture of seven different elements that represents
situation of a company (Illing and Anders, 2016). It is very important for the organisations to
have detailed information about marketing mix as it help to grab attention of customers
because this guides the marketers to analyse what type of decisions needs to be taken by the
organisation in order to enhance profitability and productivity. Comparison of marketing mix
of ALDI with Sainsbury’s is as follows:
Marketing
mix
ALDI Sainsbury’s
Product Products provided by ALDI are of
good quality as the company
believes that the products that are
provided to the customers should
be according to their needs so that
they may adopt all of them. It helps
the organisation to be more
competitive in the sector of
supermarkets when there are end
numbers of customers who are
willing to acquire the market share
of the company.
Products that are offered by
Sainsbury’s are majorly based on
customers perception as they are
considered as the king of the market.
It is very important for the company
to offer such products that are easy for
adopt by the individuals who are the
buyer of the products (Rudden, 2016).
Price Appropriate pricing strategy is used
by the company to grab higher
market share. ALDI is offering
products to every type of customer
who is from different level.
Penetration pricing strategy is used
by the marketers of the organisation
in which the products are sold on
fewer prices with good quality
(Khan and Adil, 2013).
Premium pricing strategy is used by
Sainsbury’s as the organisation is
offering high quality products on
higher prices to the customers. The
company is mainly focused with the
top class customers and providing
them products according to their
demand.
Place Location of the company is related
to the place which is very good and
easy to access by the customers
Place can be defined as the place
where the company is operating the
business. Place of Sainsbury’s is easy

where they may visit the shops and
buy those items that they are
willing to purchase.
to reach for the customers it helps the
organisation to increase the number of
them.
Promotion Promotional activities are
conducted very effectively by the
marketers of ALDI. They provide
valuable deals to their regular
customers and also provide good
discount of the purchase of a
certain amount.
Sainsbury’s is very good in
promotions it is promoting the
business by using online applications
and in which customers may order
food online and can get discount of
the purchase.
People Employees and customers
assistants of the company are well
trained and they get good training
from experiences persons in order
to deal with conflicts of the
customers as well as provide them
valuable information that they are
willing to gather.
Managers of Sainsbury’s are hiring
skills employees who have ability to
deal with customers grievances. This
step of the organisation helps to set a
positive image in the market.
Process It is related to the execution of the
services that are provided by ALDI
to its customers. It is very
important for the company to make
effective strategies for all the
processes so that cost can be saved
for future perspective (Proctor,
2014).
All the processes like supply chain,
product delivery system are
effectively handled by the staff of the
company in order to enhance
profitability and productivity of the
organisation.
Physical
evidence
It can be defined as the way in
which organisations are pertaining
their products in the market. It can
also be identified with the help of
quality of products and services;
Sainsbury is a large organisation
which is because of its physical
evidence. Large market share is
because of the quality of its products
and services that are offered by the

ALDI is providing good quality
products as it may help to set an
effective market image in the mind
of customers.
company to all its employees in order
to enhance effectiveness of the
company and also to grab growth
opportunities that may rise in the
market (Mueller and et. al., 2015).
TASK 3
P4 Basis Marketing plan for ALDI
Marketing plan: It is a detailed format in which all the information related to the
marketing and promotional activities are recorded. While a company is willing to launch a
new product in the market than it is very important to form an effective marketing plan that
may help to reach to the predetermined goals of business and also guide the organisation
throughout the way of success. For example, if ALDI is willing to launch a new service in the
market in which customers may order all the items online and the products are delivered at
their home by the organisation. For this purpose, it is very important for the company to
formulate an appropriate marketing in which all the details of promotions are mentioned and
the steps needs to be taken are also defined. The marketing plan for this service which has
been formed by the marketers of ALDI is as follows:
Overview of ALDI: It is one of the largest supermarkets in UK who is offering
various different products to the customers of various levels. The organisation is now
launching a shopping application that may help the customers to order all the products from
their home. It can help them to save their money and time.
Mission: ALDI has set a mission for its self that can be attained with the help of new
service of shopping application which is going to be launched by it in the market. As it can
attract most of the prospect customers of the company (Schlenker and Roth, 2013).
Vision: ALDI is willing to be on the top of the supermarket industry of UK by
fulfilling the demands and needs of their valuable customers.
Target market: ALDI is targeting the technology friendly customers who are very
much friendly with technology and can adopt it easily.
To grab the market attention, it is also very important for the company to grab analyse
all its strengths, weaknesses, opportunities and strengths. All of them can be analysed with
the help of SWOT analysis which is as follows:
Strengths Weaknesses
 Quality of the products offered by
ALDI is very good that attract the
 Employee satisfaction is very low and
it is a weakness of the company

customers.
It was declared best supermarket of the year
in 2017, it was the fourth time when ALDI
got this position (Larson and Draper, 2015).
 Prices of the items of ALDI are
comparatively less form others that
help to be more competitive in the
market.
 Organisation is having higher level of
customer support which helps it be in
the list of top businesses in UK.
because if they are not satisfied with
their jobs than it may reduce the
productivity of whole organisation.
 Now a day’s needs and preferences of
customers are continuously changing
and they are willing to buy new
products that may help reduce its
market share if the company has
failed to fulfil them.
 Product range is limited in ALDI
which is affecting the profits of
organisation because customers are
switching to other companies.
Opportunities Threats
 The company should spend more
money in advertising activities to be
more competitive in the market.
 The company has an opportunity to
grab attention of customers with the
help of new mobile application which
is going to be launched by the
organisation.
 The organisation can expand its
business in growing economy
countries to increase profits.
 There are various competitors in the
market like Tesco, Sainsbury’s etc.
who may acquire market share of
ALDI.
 As ALDI has various suppliers who
are from different regions if they
change the rate of goods than this
may put the company in situation of
risk.
STP analysis is another technique which can be used by the company to analyse
market situations (STP Model, 2018). It is explained below:
 Segment the market: ALDI is going to launch its service to a small market segment
of UK to test that the customers may adopt it or not.
 Target best customers: In this step the company decide the target customers, for
ALDI they are technology friendly individuals are the targeted customers.
 Position offering: In last the organisation just has to launch the service in the market
so that large number of customers may get attracted toward the company.

CONCLUSION
From the above project report, it has been analysed that marketing essentials are the set of
marketing decisions, strategies, market condition and other factors that may affect the
promotional activities of an organisation. All the departments of a company are interlinked
with each other as they have to perform all the tasks together to attain organisational goals. If
a company is willing to launch a new product or service in the market than it is very
important for it to get information of market with the help of SWOT in which it can analysed
that organisation is able to attain development in the market or not.

REFERENCES
Books and Journals: