Significance of Marketing Team at Workplace

This assignment explores the significance of a marketing team at workplace, highlighting their crucial role in maximizing organizational profit through various promotional programs and sessions. The report focuses on the interrelationship between marketing teams and other business sections, with a specific analysis of ALDI's marketing strategy and its success factors. It also discusses the importance of marketing mix elements, such as PESTLE, SWOT, segmentation, budget, and more, in defeating competitors like IKEA.

MARKETING ESSENTIAL

INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function........................................................1
P2 Roles and responsibilities of marketing relate with organizational context......................3
TASK 2............................................................................................................................................5
P3 Comparison between marketing mix of different organization........................................5
TASK 3............................................................................................................................................1
P4 Marketing plan..................................................................................................................1
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing is a continuous process whose main objective is to promote organizational
products or services across the international boundaries in order to generate maximum return on
their investment. In fact, company needs to make changes as per consumer needs or demands for
acquiring their trust or loyalty for establishing their image at marketplace (Cooper, 2012). ALDI
is a most successful retail organization and engaged in manufacturing grocery items to their
desired customers. Beside this, managers of business entity is trying to expand their business
across the globe by coming with creative ideas and adopt modern methods of marketing.
Therefore, assignment is going to throw lights on major roles and obligation of promotional
department and its interrelationship with other departments. Along with this, showing
comparison between marketing mix of two retail organizations in order to understand its
significant at workplace. Furthermore, an appropriate marketing plan is also outlining in this
project for attaining targets in a defined time frame by considering necessary facts or figures as
well as factors.
TASK 1
P1 Key roles and responsibilities of marketing function
ALDI is a most popular retail association by having its outlets in number of countries
which is around 10000 stores and succeeded in gaining maximum return on their investment.
Along with this, trying to cope up with complex situations by making impressive plans and
strategies. It is essential for organization to focus on their marketing plans to promote their goods
or services across the worldwide marketplace. Basically, marketing is a term which is engaged in
conducting several useful or advanced programmes and sessions to inform entire public about
the specific products in order to maximize the revenue (Dibb and Simkin, 2013). Their main
objective is to increase the company sales with the use of advanced technology by attracting
consumers with unique ideas and thoughts. Beside this, users are playing a very eminent role in
marketing activities because products are finally consumed by them only. Hence, it is essential
for ALDI to focus on their marketing activities by taking correct initiatives. Thus, some of the
major roles and responsibilities of marketing department are described as follows:-
 Understand consumer needs:- Users are seen as most indispensable factor for company
success because products are consumed by them only. Therefore, ALDI is focussing in
understanding the actual requirement of clients to design products as per their choice or
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preferences. Thus, marketing department is using various tools for analysing the taste or
basic needs of distinct users in order to manufacture goods such as; requisite to create a
healthy relationship with various users by having conversation and so on. This activity is
done by sales team only because they are involved in marketing activities. For instance;
need to conduct internal surveys for directing the strategy designer towards correct path.
Moreover, social sites are also used by an enterprise to create social networks by having
healthy interaction.
 Track trends:- According to current situation it has been understood that market of an
association is fluctuating in every month due to changes in several elements such as; legal
norms affects the company policy and so on. Marketing team is liable for tracking the
current trends and changes which might occur in global environment in order to assist
other department of an organization to accomplish the business activities as per
reformation in other components. Along with this, tracking trends is beneficial for
company because it helps in controlling the possibilities of losses by understating the
requirement of users (Malhotra and et. al., 2013).
 Monitoring of competition:- ALDI is getting succeeded in attaining their set objectives
by analysing the rivalries strategies in order to make changes as per requirement.
Monitoring process helps in identifying the hidden problems, competition, current market
fluctuation, currency rate and so on. As a result it helps marketing department of an
organization while making final decisions by considering necessary facts or figures. For
example; policies of IKEA is analysed by ALDI marketing department for manufacturing
organizational goods.
 Management of marketing budgets:- Finance management is essential for
accomplishing organizational activities in effective manner because expenses are
occurred at workplace while promoting goods across the international boundaries. In fact,
it is essential for marketing manager to manage promotional budgets so that they can
maximize their company sale by conducting various awareness sessions. Additionally,
management aids in controlling extra cost or expenses (Baines, Fill and Page, 2013).
 Measure the ROI:- According to this element marketing department of an organization
is worried about their return by understanding each or every aspect. In fact, their main
motive is to acquire maximum return on their investment by promoting goods or services
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in various regions. Thus, manager of sales are analysing the company status in order to
maintain the image of an enterprise at marketplace by gaining more or more benefits by
fulfilling the consumer requirements in a given time frame.
 Conduct marketing campaigns:- One of the most indispensable obligation of sales
department is to design an appropriate sessions for capturing attention of maximum range
of customers. Additionally, ALDI is focussing on various programmes to expand their
business across international boundaries by satisfying needs of domestic as well as
foreign clients.
P2 Roles and responsibilities of marketing relate with organizational context
Marketing department of an organization is fully connected with other sections of an
enterprise because success is based on all the necessary elements to gain maximum return on
their investment by accomplishing various business activities in appropriate manner. Marketing
manager of ALDI is trying to establish the image of company at marketplace by enhancing the
performance of an association (Brassington and Pettitt, 2013). Therefore, with this statement it
is determined that all the other department of enterprise are having direct connection with sales
team as well as somehow depend upon also for further programmes. an appropriate
interrelationship between all the function of business entity are discussed as follows:-
 Marketing and HR:- One of the most prominent role of HR team is to recruit and select
eligible candidate at workplace for fulfilling the vacant position in order to increase the
productivity. Thus, company is using modern technologies of marketing to give
advertisement at marketplace for capturing the attention of unemployed persons. It
means, HR team is acquiring support from sales group in order to attract maximum
number of employees for attaining their set objectives or goals.
 Finance and HR:- Capital is seen as most indispensable element for overall organization
because all the business activities are depend upon sufficient amount of funds. It means
ALDI is trying to gain maximum amount of capital for launching new ideas and
creativity at societal place which is only possible if there is large number of workforce.
Hence, for recruiting deserving candidates manager of personnel team is requisite finance
for handling all the necessary job role as well as concentrating on hiring skilled or
talented employees for enhancing the organizational performance. It shows that monetary
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supports is highly mandatory for conducting further activities as number of expenses
incurred while selecting eligible person.
 Production department and finance:- Manufacturing team of an association is engaged
in designing qualitative goods or services for maximizing their profit by offering
marvellous products to their desired clients. In fact, their main job role is to increase the
stock of an enterprise with the help of qualitative raw materials. However, this is only
possible if production department is having sufficient amount of capital for purchasing
necessary resources such as; manpower, monetary support is a top most help, plan and
machinery and so on. All the useful assets or resources are placed by using money (Silver
and et. al., 2012).
 Marketing and production: - Designing of goods is not that much difficult but
promotion of it is much hardest job because every consumes are having distinct
backgrounds, taste or preferences. Thus, company needs to focus on their sales team for
convincing consumers in order to maximize their sales performance for gaining
maximum profits by satisfying the needs of clients. For example; after manufacturing
qualitative items company is focussing on promoting products across various regions.
 Finance and marketing:- According to this element one of the major roles and
obligation of sales department is to conduct campaign, advertisement through
newspapers, magazines and so on. Thus, all these thing happened only with the use of
maximum amount of funds because advertisement activities incurred high range of funds.
For example; ALDI is always focussed on their finance department for accomplishing
their promotional activities (Malhotra, 2015).
 Quality and marketing:- In today’s modern world most of the customers are quality
oriented instead of worrying about the price. It means ALDI is focussing on their product
quality for promoting their goods across the international marketplace in order to capture
the minds of millions of clients. However, number of multinational organization are
establishing because of which number of unemployed people are getting employed. As a
result, national income of an association is getting maximized and users are becoming
more quality oriented instead of concerning about the price. Therefore, marketing
department of selected firm is encouraging whole association towards quality check for
maintaining their goodwill at marketplace. Thus, if company is getting succeeded in
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building their image then customers automatically get attracted because some of the users
are brand oriented.
TASK 2
P3 Comparison between marketing mix of different organization
Marketing mix is a cluster of various P'S which is followed by an organization reduce
probabilities of mistakes and errors while accomplishing various business activities. In fact, it is
a foundation framework in merchandising department which plays a crucial role in maximizing
the company sales in a defined time frame by satisfying the users needs. Traditionally, around in
1990s model of 4C'S was emerges at marketplace as maximum customer driven replacement of 4
P'S. Mainly, two major theories are based on 4 C'S; one is Lauterborn's (consumer, cost,
communication and convenience), whereas another one is Shimizu's 4Cs named as (commodity,
cost, communication and channel). Basically, introduction of 4P'S was traced in almost 1940s
which is initially attributed to a professor of marketing at Harvard university, Prof. James
Culliton. Approximately in almost 1948, Culliton was published an outstanding article that is
“The management of marketing costs” which is expressing that marketers are seen as “mixture of
ingredients”. E. Jerome McCarthy was engaging in proposing 4PS in a modern way which
consist of several things such as; assessment of customer behaviour, market research,
segmentation and planning. Furthermore, Philip Kotler was promoting this model and trying to
spreading it across the globe. In coming time frame extension of ingredients of P'S was emerges
and it took place for a first time in a AMA conference (Moore, 2014). However, main objective
of this conference meeting is to revise the marketing mix to make some changes in them as per
current requirements. Therefore, in 1981 Booms and Bitner coined an impressive approach of 7
P'S comprising of previous one and extended by process, people and physical evidence.
By considering above information it is determined that entire corporate world is adopting
marketing mix for promoting their goods by considering necessary facts or figures such as;
consumer choices, preferences, political norms, legal rules and regulations, competitors prices
and so on. Marketing manager of ALDI is engaging in following all the terms and conditions of
7P'S in order to launch creative products at marketplace. On contrary to this IKEA is also one of
the most successful retail company which is involved in producing grocery items for generating
maximum revenue by satisfying clients needs. But at the same time it has been understood that
both the companies are distinct from each other in various aspects such as; size, scope, methods
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of running an enterprise henceforth. Thus, an appropriate comparison in usage of marketing mix
by ALDI and its competitors IKEA is discussed as follows:-
Basis ALDI IKEA
Product Goods or services which are provided by
ALDI is of same quality as compare with
other brands but at affordable price.
Basically, they are offering grocery
items, basic needs, furniture and all the
household products for gaining
maximum benefits. Apart from food
products company is also offering health
and beauty items, clothes, stationery and
soft tools. For instance; in winters firm is
offering snow gears and warm camping
gear in order to facilitate consumers with
standardized products.
On the other hand, IKEA is also engaged
in proving same product as per ALDI but
differentiate in some aspects. Along with
this, selected firm is keep reforming their
current commodities due to changes in
business environment. Ranges is present
in various categories like; home
furnishings, bathroom fitments, kitchen
products and so on. It shows that both the
companies are dealing in a same field and
offering similar products but differences
in quality (Perreault, 2010).
Price Throughout the study it has been
understood that company is having a very
strong customer base which shows their
positive relations with domestic as well
as foreign clients. As a result, managers
of an enterprise are offering products on
cheapest price for gaining attention of
society. Additionally, this company is
using unit pricing strategy for selling
grocery items. On the other hand, if
company is launching any new product
then they can charge very low cost for
gaining consumer trust. But if there is a
competition in pricing then they can
On contrary to this, IKEA is demanding
high range of price from their consumers
because of product quality. In fact, top
most factors which shows that company
believes in acquiring maximum benefits
by charging high range of cost on
particular goods. It means, number of
individuals is not buying products of
IKEA whosoever is not having maximum
income level.
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change their product price as per current
market situation. Hence, it shows that
cost of goods fluctuated as per various
components.
Place Location plays very crucial role in
capturing attention of maximum
customers because rich people are always
preferred hygienic place in order to
prevent them from harmful affects. Thus,
ALDI is having around 10000 stores in
almost 20 nations and having a long
chain across the globe. Basically, on
every place company is offering
minimum price of products to their
customers for gaining trust or loyalty
(Jones and Rowley, 2011).
On other hand, IKEA is also seen as a
large retail organization and deals in
designing luxurious furniture as well as
household appliances to increase the
return on their investment. Basically, this
association is having its outlets in around
49 countries with almost 411 stores. As a
result it shows that ALDI is much larger
than this company in terms of locations.
Apart from this, managers of IKEA are
also focussing on designing online
services to maximize their profit in a
minimum time. Additionally, they are
also launching new products with the use
of STP.
Promotio
n
As per this element company needs to
promote their products across various
international globes in order to create
healthy relationship with them for long
duration. Therefore, marketing team of
ALDI is using distinct of methods such
as; cost effective, advertisement tools
like print or electronic media and so on.
Hence, by using these entire methods
company can easily create awareness
amongst society about qualitative
Whereas, IKEA is not using that much of
advanced technique of promoting goods
because of less knowledge. In fact, they
believe in face to face conversation.
Instead of this company also prefers
electronic media technique for
encouraging organizational products or
services in a defined time.
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products of an association.
People Employees and consumers are seen as
most indispensable aspect for
organization success because business
activities are managed by staff members.
Along with this, products are finally
consumed by clients. Thus, ALDI always
focussed on their workers as well as
design products as per consumer choice
or preferences in order to create a
positive connection with various
members. For example; ALDI change
their product price as per users choices
and requirement in order to gain their
trust or loyalty (Bennett, 2010).
Whereas, IKEA believes in acquiring
maximum range of revenue by satisfying
the needs of clients. Basically, selected
firm is engaged in launching advanced
ideas for attracting domestic as well as
foreign customers. In fact, they are
engaged in seeking minds by coming with
creative ideas in order to expand their
business in various regions.
Process Distribution is all about delivering
consumer products at right time at right
place in order to make healthy relations
with clients. In fact, various methods are
used by ALDI to develop the
organization such as; electronic media,
pamphlets, brochures, advanced facilities
like online services and so on. However,
in today’s modern world most of the
customers are addicted towards social
sites which is seen as most prominent
tool of transferring goods or services.
IKEA is also preferring modern
technology for transferring consumer
goods or services across the international
boundaries. For example; online
processing, newspapers and so on.
Hence, company believes in establishing
their image at marketplace but still they
are concerning about profit instead of
customers.
Physical
evidence
Feedback is highly indispensable for
company success because it helps in
assisting company towards corrective
Whereas, IKEA believes in making
products for maximizing their profit in
effective manner by taking correct
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path by understanding the customer
needs or requirements. However, it is
beneficial for attaining set objectives by
making connection with clients. It shows
that ALDI are customer oriented.
initiatives.
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TASK 3
P4 Marketing plan
Marketing plan can be described as an important activity of an organisation to carrying
out promotional processes in effective as well as efficient manner for attaining desired outcomes.
It is necessary to observe, analyse and evaluate several kinds of factors which may impacts on
marketing events and prepare an appropriate plan of action. This will facilitate to determine
upcoming threats previously then they will reduce properly. ALDI have to make a correct
marketing plan which is given below.
Overview of the company: - This marketing plan is based on ALDI which can be
considered as a multinational discount market chain. It was established by Karl Albrecht and
Theo Albrecht in the year of 1913. It is kind of retailing company which provides services at
global level having 10000 stores across 20 countries and an estimated combined turnover of
more than € 50 billion. It provides several products such as food items, beverages, sanitary
articles and household goods (Baack, Harris and Baack, 2013).
Vision and mission of the company: - The vision statement of ALDI is to revolutionize
the grocery industry with an unique business model. They have a n aim to render better quality
services to people at reasonable price. Mission of this company is to manufacture and provide
top quality at incredibly low prices guaranteed.
Situational analysis: - There are several types of conditions which are faced by
company. It is necessary to build an appropriate strategies or policies in correct manner through
analysing different factors those impacts on operations of ALDI. To determine suitable
technique, an enterprise can utilise Ansoff Matrix to analyse components properly is given
below:
Ansoff Matrix of ALDI
 Market penetration: - It refers to an effective strategy which is generally used to apply
an appropriate plan of action to improve values of brand in changing trends of market.
 Market development: - It can be described as an accurate policy to which provide
support to improve productivity as well as profitability of an organisation in new market
with existing services.
 Product development: - This can be defined as to implement several modifications into
products or services through innovative techniques to attract new customers.

 Diversification strategy :- This refers to an appropriate strategy which is utilised by
firms to improver their values in market through introducing new products with fresh
concepts that helps to brand company at better standards (Shaw, 2016).
Illustration 1: Ansoff Matrix
(Source:- Ansoff Matrix, 2018)
Allocation of resources
Financial resources :- Various kinds of financial resources such as money, funds or capital
which is implemented in comp[any to carrying out various kinds of operational activities
to gain desired outcomes, allocation of funds should be done very carefully and mange
properly to conduct each and every process in appropriate way.
Technological resources :- Several types of equipments, machines, plants, software, and
may other sources are utilised in company to conduct required events to generate required
outcomes. It is necessary to use new technological programmes to work more
appropriately to get mire netter results.
Human resource :- The term human resource is all about work force of company which is
necessary to be mange in proper manner. It is mandatory to allocate tasks as per their
field of expertise to get desired outputs.
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Apart from this SWOT assessment is essential for company success as it helps an
organization while making further plans and allocations of funds (Ansoff matrix 2018).
Basically, it aids in understanding the strength and weakness of company for making further
steps to overcome drawbacks. Thus, SWOT assessment of an enterprise are described as
follows:-
Strength:-
 Qualitative products with best features
which attract minds of various clients.
 Effective communication between staff
members.
 Affordable price for customers which is
seen as most useful factor for seeking
the attention of distinct clients.
 Proper management of an organization
aids in overcoming various small- small
problems.
Weakness:-
 Due to cheapest price of product
customers may doubt about the quality
of goods or services.
 Lack of communication between
supervisor and subordinates create
problem while accomplishing business
activities.
 Ineffective method of promoting goods
or services.
Opportunities:-
 Emergence of advanced technology
helps an association while promoting
their goods or services across the
international boundaries.
 Maximization in consumer demands
provides best chance to organization for
seeking their attention.
Threats:-
 Number of competitors are emerging at
market due to which company might
face major challenges.
 Micro and macro factors are having
major impact on company performance.
It means changes in other elements
creates major problem for company
while running their business activity.
Budgeting : Finance is blood of company without this no department can work in proper
manner. There is requirement of budget for doing work in better way because when fund is
allocate to particular department then they have to do work in that manner. Budget is the thing
which should be prepare by top management or they can hire professional for this. Along with
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this it need proper attention as well must be formed with full care. With the assistance of proper
budgeting there will be no over utilisation of resources and no wastage.
Particulars 1st year
Capital 6000
Investments 21000
Total 27000
Marketing expenditures
Promotion 2500
Sales 5500
Marketing 1800
Internet Marketing 2000
Networking 15500
Printing 500
Advertising 1700
Total 29500
CONCLUSION
From the above report it has been summarized that marketing plays a very eminent role
in maximizing the organizational profit in a minimum time frame by conducting several
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programmes or sessions. In fact, number of business activities are based on promotional team
because taste or preferences of society are getting fluctuated. Main objective of this report is to
focussed on significant role of marketing team at workplace and their interrelationship with other
section of an association. ALDI is considering all the necessary facts or figures for enhancing
their performance and productivity by gaining attention of high range of customers. Additionally,
one thing was also shown on above information that cluster of marketing mix act as a success
tool for overall company as it aids in defeating other competitors such as IKEA is major rivalry
of ALDI in retail sector. At last, an appropriate marketing plan was also designed for conducting
business activities or promotional in correct manner with the use of necessary elements such as;
PESTLE, SWOT, Segmentation, budget and so on.
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REFERENCES
Books and Journals
Cooper, C., 2012. Essentials of tourism. Pearson Financial Times/Prentice Hall.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Malhotra, N.K and et. al., 2013. Essentials of marketing research. Pearson.
Baines, P., Fill, C. and Page, K., 2013. Essentials of marketing. Oxford University Press.
Brassington, F. and Pettitt, S., 2013. Essential of marketing.
Silver, L and et. al., 2012. The essentials of marketing research. Routledge.
Malhotra, N.K., 2015. Essentials of marketing research: A hands-on orientation. Essex: Pearson.
Moore, G.A., 2014. Crossing the Chasm: Marketing and Selling Disruptive Products to
Mainstream Customers (Collins Business Essentials).
Perreault, W.D., 2010. Essentials of marketing: A marketing strategy planning approach.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal, 29(1), pp.25-36.
Bennett, A.G., 2010. The big book of marketing. Tata McGraw-Hill Education.
Baack, D.W., Harris, E.G. and Baack, D., 2013. International marketing (Vol. 3). Sage.
Shaw, S., 2016. Airline marketing and management. Routledge.
Online
Ansoff matrix 2018. [Online]. Available through <https://www.edrawsoft.com/template-
marketing-ansoff-matrix.php>
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