Marketing Plan for Aldi Supermarket Chain

This assignment provides a comprehensive marketing plan for the Aldi supermarket chain. It includes a vision and mission statement, a SWOT analysis that highlights the firm's strengths, weaknesses, opportunities, and threats. The marketing budget is also provided, outlining expected expenditures and available balances over five years. Additionally, the assignment discusses the importance of merchandising in business organisations and how it can be effectively managed to increase sales and productivity.

Marketing Essentials

INTRODUCTION
The main aim behind conducting business is to earn large number of profits. Marketing is
most important aspect which contributes their effort in improvement of number of sales.
Marketing is a most important functional procedure in an organisation that is used to analyse
customer's requirement and need (Baker and Saren, 2016). Through this, firm can bring changes
in their actual production processes to cater their different needs. Marketing executive of firm
provide their effective contribution in order to analyse market condition and demand to make
proper changes in their production as well as distribution services. This report is based on Aldi
which is a discount grocery store unit and was established in the year of 1913 by Karl Albrecht
and Theo Albrecht. Aldi essentially deals in substance, beverages, articles and household goods.
This project represent roles and responsibilities of marketing function and their interrelation with
others organisational departments. Its also determine marketing mix for effective planning
procedure and assessment of primary merchandising plan of ALDI.
TASK 1
P1 Roles and responsibilities of marketing function of Aldi
In an economy, different business entities are basically established to getting desired
profitability and growth on the bases of their products and facilities. In this process, employees
of firm render their impressive effort to increase sales and productivity of firm. Marketing
employees of Aldi play a most important role in order to examine customer's need and
requirement for particular product and facilities (Brady, 2014). With the help of this, they can
easily form optimistic alteration in their business strategy to getting desired outcomes easily.
There are different role and duties of merchandising functions are given below as -
Pricing – In an enterprise, selling division play a most essential role to examine
customer's need and market expected for particular merchandise. Through this, they can easily
analyse consumer's capacity to afford specific cost of products. These activities helps to make
proper change in production cost as well as services to cater satisfied in market. Pricing strategy
of an organisation is known as most impactful promotional tool that assist to capture customer's
attention easily toward organisation and its services. Through this, Aldi can easily maximise
products sales and build customer loyalty to getting desirable outcomes of their business
approaches.
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Promotion- For a business organisation, it is needed to utilise several promotional tool in
order to present their new merchandise and services in target market easily. Marketing division
of Aldi play a most crucial function in this process to increase income of their services by using
different techniques properly. Employees of Aldi uses different promotional services as
advertising, e-marketing, online dealing and customers interaction. Through this, they can easily
increase trust of customer's toward their products and services (Chamorro-Mera, Miranda and
Rubio, 2014). Main objective of this process is to create a large consumer chain for increasing
their business structure easily. Aldi can easily expand their business in several countries by using
different promotional tool and techniques.
Marketing analysis – For a business organisation, it is require to analyse market trends
and practices to create appropriate policies for them. In this process, merchandising employees
of an organisation render their impressive part to examine each and every factors that are related
to business procedure. Marketing analysis consider, competitive organisation, cost of products,
current trends and customer's demand. For this, Aldi can easily make optimistic modification in
their commodity and facilities to getting higher profitability and growth. These are the most
important factors that can affect decision making process and several business approaches
directly. Main objective of this process is to build direct connection with customers by providing
quality services to them.
Selling – In a business organisation, merchandising division play a most crucial role to
present fresh merchandise and services in advance of target consumer. Main goals of this activity
is to increase sales and profitableness of firm casually. For this, they used various promotional
methods and techniques as online dealing, advertisement and store distributions. Through this,
they develop appropriate connection with customers to acquiring long term benefits. These are
are sales promotion techniques that assist to getting higher competitive advantages from target
market. To increasing sales of products, management of Aldi needs to adopt creative ideas and
innovative thoughts to make desired modifications and alteration in their services
(Fazlollahtabar, Aghasi and Forte, 2012).
Financing: It is the most essential part for a company to focus on their employees skills
and abilities to provide them appropriate responsibilities. Financing is an act for providing funds
for a business from any financial institution. If financing portion of an ALDI is strong, it is easy
for company to be stable in market for a longer duration. It helps in maintaining financial records
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of a company such as purchases, selling, journal entries, maintaining cash book of a business
enterprise. By maintaining these attainment, it is simpler at the time of auditing. Through a
strong financial position, a company can sustain for a long period in competitive market.
Financial institution and banks provides investment to business, consumers and investor to help
them in achieving their objectives. Through this Aldi can easily operate their marketing activities
in effective manner.
Management of Services: Managing services is a managerial activities which focused on
customers and services. It is an intangible product that brings utility and customers if
management of services are better then existing companies. For marketing executive of Aldi, it is
required to provide quality services and products in order to maximise profitability of firm
easily. These employees can analyse each and every factor of target market to manage their
management activities properly.
Distribution: The channel of distribution includes people, institutions and merchants
who helps in distribution of goods and services. It can be of two types direct distribution channel
and indirect distribution channel (Fırat, 2013). Direct Channel: When a producers or manufacturing business immediately sells goods to
customers without pertaining a middlemen, is termed as direct channel. It is easy and
shortened way of dispersion. This includes door to door selling, internet selling,
telemarketing or company owned retail outlets such as Mc Donalds, Bata, etc.
 Indirect Channel: It is a process of channel where a manufacturer or producer includes a
middlemen to distribute goods to customers is known as indirect channel. This involves
various chain such as-
Manufacturer – wholesaler – retailer – customers
Manufacturer – retailer – customers
P2 The way roles and responsibilities of marketing relate to wider organisational context of Aldi
Aldi is a large scale discount supermarket chain that provide their quality products and
services to customized on the bases of their demand and necessity (Forshier, 2012). Worker of
this administration are celebrated as their key capability who render their effectual services to its
individual correctly. Management of Aldi distribute roles and responsibilities to their different
worker on the bases of their skills and abilities. By using these strategies, they can reduce work
load from an individual. In this procedure, marketing employees play a most important role to
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coordinate with several division properly. Main objective of them is to render proper information
in each department about customer's requirement and need for specific good. Through this,
management can easily operate their operational and functional activities as -
Research and development department – This division play a most important role in
organisation to make proper analysis on customers and market condition. Through this,
employees of this division can easily analyse their major competitors who also provide similar
services in market. After analysing such factors, Aldi can easily make proper changes in their
marketing strategy to getting desired benefits easily. Marketing employees of Aldi also provide
their contribution with this division to properly analyse each and every factor that can affect
business activities. Research and development division assist to make positive relation with
target customers to maximise profitability of firm (Gertner, 2011).
Production department – Employees of this division provide their contribution by
manufacturing quality products and services in organisation. In this process, workers of
marketing division cater proper information about customer's taste, current trends and market
demand for specific goods. By analysing all these factors, workforce of manufacturing division
can easily produce exact services. Through this, Aldi can easily create their positive image in
target market. Aldi always provide quality products and services to their consumer's as per their
requirement and need for getting higher competitive advantages easily. All these business
strategies aid to getting desirable outcomes on the bases of management planning (Jones and
Rowley, 2011).
Marketing division – This division play several role in an business organisation. Their
major role is to introduce new products and services in market by using different techniques and
tools. With the help of this, they can easily increase sales and profitableness of an organisation.
Aldi is a largest discount supermarket chain that supply quality goods to their consumer's on the
bases of their necessity and want. They are basically helps to operate all the functional activities
in effective manner. Marketing employees of firm are basically uses several promotional tool as
internet, paper media, digital technology and many others to easily represent new services in
front of them. By using all these tools, marketing workers can resolve issues and queries of target
customers to maximise their loyalty and trust toward organisational services.
IT division – In an organisation, advance technology play an essential duty in order to
maximise effectiveness and employees performance easily. Main objective of these
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implementation is to improve quality of products and adopt several changes quickly. Through
this, management of Aldi can easily enhance skills and knowledge of their workforce to getting
desired outcomes and benefits. This division also provide their positive contribution to manage
funds, investment, expenses, transactions and its record in appropriate manner. By using advance
technology in such activities, management of an organisation can easily operate their business
approaches at several countries. So through this Aldi can easily expand their structure by
providing their services in different countries (Joshi, 2012).
Human resources department – This is the management department of Aldi that works
to manage, control and implement appropriate services in firm. Human resource manager of firm
play a most important role in this process. They analyse organisation's future goals and objective
to make proper strategy for accomplish them easily. For this they monitor employees skills and
abilities to attain future objectives. After analysing all these things, manager conducts
recruitment and selection process to hire new and experienced candidate in firm. For existing
employees, they organise a training session to enhance their interpersonal skills and working
approaches to getting desired goals and objectives in effective manner (Kennedy and Parsons,
2014).
Finance division – This working division of Aldi is manage finance and funds of
organisation to manage future objectives properly. Main objective of this division is to analyse
organisation's overall expenses, income, furthers liabilities and funds procedure top manage them
in appropriate order. Through this, management of firm can analyse their profitability ratio on
the bases of their past performance to present. Employees of finance division are basically
provide appropriate suggestion to management for investment procedure that help in getting
desired outcomes and benefits. To manage all the financial approaches of a business firm,
management needs to hire experienced candidates.
TASK 2
P3 Comparing ways in which Aldi applies marketing mix to marketing planning process
For a business, it is need to analyze marketing activities and approaches that can affect its
procedure and profitability (Khan and Adil, 2013). Through this, management of firm can easily
make positive alteration in their services. These activities assist to gain competitive advantages
from target market. In this process marketing mix helps in proper planning process of firm.
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7P's of the marketing in organization
Basis ALDI SANSBURY
Product ALDI focuses on providing
qualitative products to the
customer’s with variety of
services. ALDI provide same
quality products as other
branded products. The retailer
always experimenting with
non food items Like in winter
snow gear,warm camping etc.
to modify product line. Store
basically deals in
food,beverage,sanitary
articles, household items at a
special price (Lehmann and
et. al. 2016).
Sainsbury focused on the
quality and innovation .It
offers new products by
enhancing existing range of
products. Company follows
differentiation strategy for
product. It select the product
which can improve their profit
margin. Sainsbury is a
supermarket deals in
convenience store offering
more than 30,000 product
lines.
Price ALDI offers low price than its
competitors without
comprising on quality. ALDI
sourced good with selected
supplier as well as their own
brand which make the control
over the production and cost.
This is the only reason ALDI
prices is low as compared to
other supermarket (Lovelock,
2011).
Sainsbury tried to leveraged a
premium price with the
quality or innovative product.
Its strategy is based on
providing value for the money
by maintaining quality
products. Prices of the
product based on the
profitability of the business.
This make them condemned
to compete with other
discounted stores if they want
to.
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Place Their outlets are expanding
globally. ALDI has more than
8000 stores in 18 countries
and opening a new stores in
every week at Britain. To get
regional appearance they
modify store name
accordingly like in
Switzerland it is known as
ALDI Suisse.
Sainsbury has 598
supermarkets and 714
convenience stores out of
which 45 stores operate 24*7
and rest remain open till
midnights on Friday.
Promotion ALDI offers “super buys”
which are remain till the
stocks lasts and any changes
in schemes communicate at
store or by news letter or
mail. They also uses ATL and
BTL for the promotion of the
product. It uses technique
“swap and save” through
inducing own brand with
competitor brand (Malhotra,
2015).
Sainsbury used a above the
line(ATL) and below the line
(BTL)marketing strategy to
induce customer. Under ATL
it uses media such as TV and
radio to communicate with
client and while in BTL its
uses sales promotion,database
marketing and packaging. In
Sainsbury sales promotion at
its premises with bundle of
offers,demonstration of the
product,special discounts in
order to maintain in store
promotions .
People ALDI has very less
employees than its rival
because they arrange
everything proper in the
stores by dividing in proper
It has a good numbers of well
skilled and trained person
who can make customer to
buy it is done by
understanding their buying
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sections. In this client by own
scanning of the products
resulted in faster sales. ALDI
provide on the job training to
new employees.
behaviour. In this main focus
is on customer needs the new
employees are trained under
wide range of skills.
Process ALDI by its store layout
make the product searching
easy as customers need not
more employees to find the
product. It keeps price bands
to avoid confusion at the time
of selection (Ogunmokun and
Tang, 2012).
It offers online shopping very
easy with the “click and
collect” service where
groceries get immediately .It
change in their prices and
delivery slots, along with
changes in the store which
increase customer and their
loyalty.
Physical evidence In ALDI 85% of the stock at
its stores of their own brand
and rest of another brand. It is
the store which maintain same
price globally for groceries.
Sainsbury has different stores
design and layouts to fulfil
needs of customer. The layout
of stores and its shelves make
shopping convenient.
TASK 3
P4 Producing and evaluating a basic marketing plan for Aldi
For a business organisation, it is require to make an effective and appropriate marketing
plan to achieve desired success and growth easily. This marketing plan consider vision, mission,
strategies, budget and future target of firms. All these factors are requires to accomplish by
effective planning and strategies (Ozuem and Prasad, 2015). For Aldi, it is required to create a
impactful marketing plan that determine organisational target properly. Through this,
management of firm can easily improve performance of firm to attain such objectives easily.
There is marketing plan of Aldi is determine below -
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Vision of Aldi – For a business organisation, it is required to achieve long term benefits
and growth by accomplishing their vision and targets. Aldi is also focuses on this strategy to
make positive changes in their business procedure. Their vision is to analyse customer's
requirement and provide affordable services according to this (Papasolomou and Melanthiou,
2012).
Mission of Aldi – Mission statement of an organisation is determine their purpose and
objectives. Aldi is a well known discount supermarket chain that provide quality product and
service to customers. Mission statement of firm is create a positive image and goodwill in target
market on the bases of their quality product and services. They are basically focuses on
customer's capacity to spend a little amount and live a lot.
SWOT analysis of Aldi -
Strength Weaknesses
 Employees and product of firm are the
key strength of Aldi.
 Cost effective strategies.
 Unique offers and higher customers
loyalty
 Alternative products and services.
 Existing competitors
 Inappropriate promotional tools and
techniques (Rossi, Allenby and
McCulloch,2012).
Opportunities Threats
 Affordable cost of products and
services.
 Impactful marketing strategy and
planning.
 Major competitive organisations.
 Most effective and impactful
acquisition policy and procedure. Of
competitive organisations.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 60000 15000 17000 20000 12000
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Investment 15000 13000 20000 24000
Total 60000 30000 30000 40000 36000
Marketing
expenditures
Advertisement 15000 10000 5000 15000 7000
Sales promotion 2000 10000 3000 4000 7000
Direct marketing 3000 4000 2000 2000 3000
Total 20000 24000 10000 21000 17000
Available balance 40000 6000 20000 19000 19000
CONCLUSION
From the preceding study it has been summarised that merchandising is one of the
important structural tool of an business organisation that uses to introduce products and services
in target market. These activities includes market analysis approaches that required effective
changes and modification in products and facilities. In this process, employees of firm render
their effectual efforts to increase sales and productivity of firm. Management of an organisation
play a most important role to distribute roles and responsibilities to their different worker on the
bases of their skills and abilities. Through this, they can easily manage organisational approaches
and activities for getting higher advantages and profits.
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