Marketing Essential Role Aldi

MARKETING
ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Role of marketing and its interrelationship with other functions of business organization...4
Responsibilities and roles of marketing relate to organisation...............................................7
TASK 2............................................................................................................................................8
Marketing Mix of ALDI ........................................................................................................8
TASK 3..........................................................................................................................................12
Marketing-Plan.....................................................................................................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
In today dynamic business environment where in there is tough competition in market
not only in terms of large no of competitors but also because even the customer today has
become quiet knowledgable and selective about goods and services they purchase (Berkowitz,
2016). Thus, marketing helps a firm to capture attention of its target audience by creating
relevant products and services to reach new potential customers and to retain its existing target
audience.
Aldi is one of the discounted supermarket chain which was established in 1913 with its
headquarters Germany. Aldi's main products includes daily necessary household products,
vegetables, dairy products, clothing range, beverages both alcoholic and non alcoholic and so on.
This project will discuss the various roles and responsibilities of marketing department
along with evaluating how it influence other function of business organization. Further in report
interrelationship of marketing function of Aldi with its other departments will be discussed to
analyse how it contributes in company;s success and growth. In later part of project a detailed
marketing plan of Aldi will be analysed besides giving synopsis about comparative study of
company's marketing mix strategies in relation to its competitors.
TASK 1
TO: Marketing Manager Aldi
FROM: Assistant Marketing Manager, Aldi
SUBJECT: Key roles and responsibilities of Marketing Department
Date: 13.06.2018
Role of marketing and its interrelationship with other functions of business organization
Marketing is a customer focused concept that involves tightly integrated efforts for
discovering and creating innovative products and services as per customers needs and
requirements with minimum cost so that company can attain customers satisfaction which will
ultimately reap benefits of high profits and strong hold on market share of the company.

Today, the needs, preferences, fashion, taste of customers changes so frequently in blink
of eye that it becomes critical yet quiet important for a business to cope up and manage these
demands in order to satisfy its target audience and to maintain and enhance its edge in market
(Blythe, 2012). For handling this crucial situation, it is essential for a form to monitor and
evaluate past and present market trends so as to predict likeable future changes that can occur
and to address unfulfilled wants and needs of consumers by introducing new and creative
products to get high sales volumes and maximum returns. Marketing is a vast concept that
involves a firm to undertake various activities including coordination with other functional
departments like HR, finance etc. in order to formulate best and most appropriate strategies,
products and services in accordance with different needs and aspirations of various consumers
(Brassington and Pettitt, 2013). Marketing helps a firm to communicate benefits and value of its
products and services by making use of various tools and techniques for promoting its products
such as advertising, direct selling, online marketing etc.
Marketing department of Aldi assist the company in enhancing its revenue, market share
and in its innovations by undertaking various roles and responsibilities such as formulating
various strategies, marketing plans by analysing past and present market environment and
various other functions that are related to conversion of raw material into delivering it to end
users. Mentioned below are some of the most prominent roles and responsibilities undertaken by
marketing department of Aldi:-
Market research- Marketing research formas the basic function of marketing function. It
involves gathering and analysing information and data related to customers taste, needs,
preferences, business rivals tactics and schemes, prevailing market trends, government policies
etc. with the help of various tools and techniques like survey, questionnaire, internet,
government portals and many more other sources (7 Functions of Marketing, 2017). The
marketing manger of Aldi evaluate this information to make necessary modification in its
existing products in terms on adding new features in it or to design an entire new product that
perfectly fits into customers specifications. Also it helps a firm to make alteration in its
marketing and other strategies so that it can remain ahead of its market contenders.
Monitoring and managing social media: In this era of digitalization, where in
everyone prefers to be techno friendly and make use of internet to carry out various activities
starting from shopping to paying bills, to entertain themselves social media can serves as a