Marketing Essentials 1

MARKETING ESSENTIALS
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Table of Contents
INTRODUCTION............................................................................................................................. 3
1. INTRODUCTION OF THE MARKETING CONCEPT WITH EXPLAINING THE DIFFERENT
CURRENT AND FUTURE TRENDS OF ALDI...................................................................................4
2. PRESENTATION OF THE MARKETING PROCESS AT ALDI......................................................5
3. ALDI MANAGER’S MAIN ROLES AND RESPONSIBILITIES OF THE MARKETING FUNCTION...6
4. EXPLAINING THE ROLES AND RESPONSIBILITIES OF THE MARKETING IN THE WIDER
CONTEXT OF THE ALDI AND THE INTERRELATIONSHIP OF THE MARKETING DEPARTMENT
WITH THE OTHER FUNCTIONAL UNITS......................................................................................7
ANALYZING THE ENVIRONMENT OF MARKETING OF THE ALDI IN RELATION WITH THE
MARKETING FUNCTIONS........................................................................................................... 9
5. THE IMPORTANCE OF THE INTERRELATIONSHIP OF THE MARKETING FUNCTION OF ALDI
WITH THAT OF THE OTHER FUNCTIONS OF THE ORGANIZATION............................................11
7. CONCLUSION OF THE EMPHASIS OF SIGNIFICANCE OF THE EFFECTIVE
INTERRELATIONSHIP OF THE ALDI’S MARKETING FUNCTION WITH THE OTHER FUNCTIONAL
ORGANIZATIONS......................................................................................................................13
7. COMPARISON OF THE DIFFERENT WAYS IN WHICH THE ALDI WILL MAKE USE OF
MARKETING MIX STRATEGIES WITH THE LIDL AND WAL-MART..............................................15
8. PRODUCTION AND EVALUATION OF THE MARKETING PLAN FOR ALDI............................19
CONCLUSION............................................................................................................................... 23
REFERENCES.................................................................................................................................24
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TABLE OF FIGURES
FIGURE 1: MARKETING CONCEPT..................................................................................................5
FIGURE 2: MARKETING ENVIRONMENT AT ALDI..........................................................................10
FIGURE 3: INTERRELATIONSHIP OF THE MARKETING FUNCTIONS WITH THE OTHER
ORGANIZATIONAL FUNCTIONS....................................................................................................12
FIGURE 4: MARKETING AT ALDI...................................................................................................14
FIGURE 5: MARKETING PLAN FOR ALDI.......................................................................................20
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INTRODUCTION
The assignment will be focusing on the different concepts of the marketing along with the
explanation of their principles. Aldi is the retail market store in the UK which is very famous and
has a higher brand image among the other competitive brands. The assignment work on Aldi’
and will help the company to improve their marketing by using various marketing strategies and
techniques so that they can achieve their goals and objectives. The aim of the assignment is to
deeply explain all the related terms with marketing in the context with Aldi. Here the different
roles and responsibilities of the marketing manager will be explained to improve the
performance of the marketing team at Aldi. The marketing head will also be explaining the
interrelationship of the other functional units of the organization with that of the marketing
function.
The relationship of the different functions at Aldi with the marketing function shares
significance to the organization and thus helps the company to achieve its aims and objectives
of the company. The other section of the report explains the different marketing mix strategies
used by the Aldi so that the company can compete in the competitive market and can take the
brand value at its heights. The Aldi aims to increase the sales margin by satisfying the
customer’s needs and wants and for that company try to maintain the quality and standards of
the products and services.
The last section of the report will be discussing the marketing plan formulated for Aldi
marketing. So that the budget of the plan can be decided and the marketing manager of the
company can take further decisions related to the marketing of the products and services of the
Aldi.
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1. INTRODUCTION OF THE MARKETING CONCEPT WITH EXPLAINING THE
DIFFERENT CURRENT AND FUTURE TRENDS OF ALDI
INTRODUCTION- MARKETING CONCEPT
In context with the company Aldi, the marketing concept holds that the organization should
focus on improving the quality and standard of the products and services to satisfy the
customer’s needs (Tadajewski, 2018). The marketing concept focuses on providing the value to
the customers and thus helps the company to attract more customers towards their products.
The various future and current trends that could be adopted by the Aldi will help the marketing
head to focus and achieve the aims and objectives of the company (Tadajewski, 2018). The
current trends of Aldi include social marketing that focuses on the benefits of society. Green
marketing that promotes the safety of the environment in the different processes of the
company (Tadajewski, 2018). The future trends will include location marketing, mobile app
marketing, and live stream marketing etc.
FIGURE 1: MARKETING CONCEPT
[Source: Tadajewski, 2018]
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2. PRESENTATION OF THE MARKETING PROCESS AT ALDI
The marketing process at Aldi include the various steps that help the marketing head to focus
on the needs of the customers and thus helps in managing the different marketing activities in
the organization.
The marketing process at Aldi includes the different steps that are mentioned here below:
 Analyzing the market opportunities for Aldi
 Selecting the target market for the company (Mouzas and Ford, 2018)
 Developing the marketing mix strategies
 Managing the efforts of the marketing at Aldi
 The first step of the marketing process at the Aldi is including analyzing the
market for finding the opportunities available for the growth of the company.
The company conducts the research and tries to get the best information about the macro and
micro environmental forces. The analysis of the market forces helps the company to work on
the areas where the competitors are unable to focus and are not able to satisfy the customer’s
needs (Mouzas and Ford, 2018).In the next step of the process, the marketing head of the Aldi
tries to separate the customers on the basis of the strengths and opportunities available for the
company (Mouzas and Ford, 2018). The company focuses on target customers and work on
fulfilling their needs. In this process, the customers are decided on the basis of positioning,
targeting, and segmentation.
The next step includes the development of the various strategies of the marketing mix for the
improvement of the products and services delivered by the company to the customers. Aldi
plan the different marketing strategies that includes the product that is offered to the
customers, the competitive price, the efforts of the company that will ensure the availability of
the products and the promotional and advertising activities that helps to communicate the
value of the Aldi’s products and services (Mouzas and Ford, 2018).
The last stage of the Aldi’s marketing concept includes the management of the marketing
efforts for the improved performance and operational results.
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