Marketing Plan Development and Analysis

This assignment requires students to develop a detailed marketing plan for a business or product. The plan should encompass essential elements such as market research, competitive analysis, target market identification, marketing objectives, strategies (including the 4Ps), implementation details, and evaluation metrics. Students are expected to demonstrate a thorough understanding of marketing principles and apply them to create a practical and actionable plan.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Responsibilities and roles of marketing function...................................................................1
P2 Relation of roles and responsibilities of marketing with wider organisational.....................4
TASK 2............................................................................................................................................6
P3 Comparison of application of marketing mix by various enterprises....................................6
TASK 3............................................................................................................................................9
P4 Marketing plan for enterprise.................................................................................................9
CONCLUSION..............................................................................................................................11
REFRENCES.................................................................................................................................13

INTRODUCTION
Marketing is a process that consists of various activities such as research, promote,
influence, distribute and sell products and services to satisfy the needs of customers and to keep
them for a long time (Baker and Magnini, 2016). Mainly, this is done by enterprises for
developing a specific way for a business to engage consumers in business operations. Various
activities are done under this for creating a strong customer base that contributes in success and
growth of firm. Generally, all activities are related with buying and selling of company's goods
to final consumers. Individuals work under marketing department of firm do various efforts to
grasp the attention of large number of people towards firm's offering. Overall, marketing is
everything that a business entity done to acquire consumers and develop a relationship with them
(Brooks and Simkin, 2012). One of the main purpose of marketing is to match the products and
services of an enterprise with the individuals who need them and generate profits. ALDI a
common brand of two discounted supermarket chain who operate in more than 20 countries with
approximately 10000 stores is considered under present report for study. This business is divided
into two groups known as ALDI Nord and ALDI Sud. Marketing department of a firm and its
major roles in is given in this report. In addition to this, application of various elements of
marketing mix by various enterprises is also detailed in this.
TASK 1
P1 Responsibilities and roles of marketing function
Marketing is considered as one of the most significant functions of every enterprise as
this is the one which provides opportunity to business entity to communicate with target
audiences. Through this, company makes its consumers inform about the features and usage of
its goods (Desai, 2013). Advertisement, selling and distribution are the major activities
performed by marketing manager of firm. Marketing is the function under which firm carry out
research in order to collect information about the requirement and needs of consumers. This
supports firm in introducing modifications in its products as per the requirements of customers.
Final price of products is also fixed by marketing manager as he analyse how price affect the
buying behaviour of consumers. Further, marketing manager formulate strategies for undertaking
promotion of product to increase its demand. One of the most important advantage of marketing
is that it supports firm in creating value and offer the same to its customers for fulfil their
requirements. Developing and keeping a relationship with target customers is also covered under
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the marketing function of firm. Marketing manager is the one who remains liable to consider all
elements that impact marketing operations during formulating policies and strategies. When a
firm implement an effective action for promotion of its products, then it enhances company's
profits and at the same time, provides competitive benefit to business entity (Draelos, 2010)
(Durmaz, 2011). Overall, marketing department of an enterprise perform various roles and
responsibilities as given in following points: Product: Manufacture and offer products as per the requirements of consumers is known
as one of the most important function of marketing department of every firm. For this,
marketing manager remains liable to carry out research for gathering information related
with market trends, requirements of customers, their attitudes and about the goods offered
by rivals. This supports marketing manager to decide final features of products and use
updated technology for influencing more individuals. All this support in creating and
maintaining a positive image of enterprise in market which enhances its market share.
With unique and innovative goods, ALDI can generate a great amount of profit and can
satisfy the needs of large number of consumers. Price: This factor is known as the amount that a business entity charges from its final
customers in exchange of product. It is the only factor through which company generate
large amount of profits. Set the final price of a product which firm will charge from its
consumers is also come under the function of a marketing department. This is known as
one of the most essential functions as price largely affects the behaviour and purchase
decision of consumers (Griffitts, 2016). Various factors that are required to be considered
by the marketing manager before setting the final price of product such as price charged
by its competitors, main cost, overhead occur in manufacture the product and many more.
Right price of goods support in attracting large number of customer and help in generate
more profits. Selling: Under this, marketing manager formulates and uses various strategies to increase
the sales of final product of firm. This consist a way to hand over the final product in
hands of customers. In this different distribution channels are used by firm to deliver the
product to various supermarkets so customers can easily buy it. Number of distribution
channels are there that can be used by firm but it is very essential that cost effective
channels should be used by company as this helps in decreasing the final price of product
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and supports in encouraging so many individuals to go with company's product. Further,
various efforts are done by manager to enhance the convenience level of customers
during purchase of products. Promotion: This is known as the core function performed by the marketing department of
a business entity. In this, various strategies are formulated and different actions are taken
by company to make the consumers aware about company's product. It is very essential
for entity to use right mode of marketing for promotion (Eslinger, 2014). Most popular
tools of promotion are sales promotion, advertising, personal selling, trade shows and
many more. One of the main reason by enterprise remains to make more customers
inform about its offering and influence them to buy the same. All this creates demand of
company's product in market and provides competitive benefit to company. With the help
of technology, company can undertake the process of promotion as this is a cost effective
method. Financing: For carry out all activities, it is very essential that firm should have adequate
amount of finance. In case of lack of funds, company cannot execute its operation in an
effective manner. Adequate amount of funds support business operations and contribute
in growth of business. Marketing manager of firm remains responsible to identify the
funds require to execute various promotional activities for achieving its set objectives.
All this helps in executing business operations in an effective way and increase profits. Distribution: This aspect covers the process of transfer the goods from warehouses to
final target consumers. Various distribution channels and methods are there which ALDI
can use for distribution of its products (Hsu, 2011). Cost effective channels increase
profits of firm and ensure timely delivery of products. Effective distribution channel
helps in satisfying the consumers and provides competitive benefit to firm.
 Management Information System (MIS): This aspect related with collection of relevant
data and use its for take informed business decision. Marketing department carry out
various type of research for collect information related with attitudes, behaviour and
purchasing pattern of consumers as this support in take informed decision (Jones and
Rowley, 2011). MIS supports manager in storing huge amount of data in a place and this
increases effectiveness of decision making process.
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P2 Relation of roles and responsibilities of marketing with wider organisational
Concept of marketing is a wider one as this consists various activities carry out by firm to
create and keep a large number of customers for long time. Activities perform by this department
affect the different operations of entity (Lancaster and Massingham, 2010). One of the main
motive of marketing is to influence large number of individuals for purchase company's product.
This also make the manager inform about the strategies use of its competitors and this support
company in formulate better policies then its rivals. Further actions and decision taken by
marketing department affect the various other function of firm. Relation of marketing department
with other function of entity is given in following points: Marketing department with operation department: Operation and marketing are known
as one of the most important department of every corporation. There is a link between
these two functions. Marketing department is the one which carry out different type of
research for collect information about the requirements of customers of various areas.
This type of collected data support operation department in undertake manufacture
process as per the requirements (Lipsman and et. al., 2012). This not only help in satisfy
the needs of customers but at the same time provide competitive benefit to company.
Overall marketing department collect relevant data and provide the same to the operation
department which increase the effectiveness of production process. Marketing department with finance function: Funds are known as the blood of an
organisation. Without fund a company cannot execute its operations and cannot
contribute in growth of firm. As marketing department perform various promotional
activities related with product of enterprise so it is very important that marketing
department should have adequate amount of funds (Martin, Campbell and Harmsen,
2014). Manager of finance department is the one that formulate budgets and allocate
funds to different department. Activities of both finance and marketing department are
interrelate with each other as finance department is the one which allocate fund to
marketing department so it can execute all its operations in an effective manner. Human resource department with marketing function: Today staff members are known
as one of the valuable assets of every enterprise as these are the one who provide their
support to enterprise to execute various business operations. HR department of firm do
various efforts to hire skilled candidate so company can reach its end goals easily.
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Marketing department finalise the features and function of product. After that firm
conduct training programmes for employees so they can produce products as per the
specific requirements of consumers. All this help marketing department in do promotion
of company's products for attract large number of customers to purchase the same. Research and development department with marketing function: Activities of
marketing department of firm are interrelate with actions taken by research and
development department. R&D is the one that do research on continuous basis for
identify the features which a firm can add in its current product for make it more
attractive and to attract more customers towards it (Mihart, 2012). Data collected through
R&D department support marketing manager in do the modifications in its current policy
further this also indicate to change the final price of product for attract more customers. Marketing and sales function: Sales is known as the department that directly affect the
activities carry out by marketing department. When firm carry out various promotional
activities then it increase the number of company's customers and directly increase the
effectiveness of sales department. Activities of marketing department support sales
manager in achieve set goals and target related with sale of product. In addition to this,
marketing department provide various support services to sales department to reach the
sales target. This directly increase the profits of firm and ensure long term survival of
company.
 IT department with marketing function: IT department of firm is the one that identify
various new technologies and encourage adoption of same for carry out business
operations (Moons and et. al., 2010). These technology support marketing department in
carry out various promotional activities in an effective way and make large number of
customers inform about its goods. All this help in create and maintain a large customer
base. Technology help marketing manager in collect and store information and overall
increase the effectiveness of marketing activities.
Overall marketing department is known as one of the most significant part of business
entity as this is the one which carry out promotional activities and make the individuals inform
about goods and services offer by firm. Further, it influence them to buy the same for fulfil their
requirements. Interrelationship of marketing department with various enterprise functions should
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be consider by manager as this help company in reach its set goals and provide various long term
benefits.
TASK 2
P3 Comparison of application of marketing mix by various enterprises
Marketing mix is a concept consist four major elements known as product, price, place
and promotion. Today every enterprise use this concept for achieve its set goals and objectives.
Elements of this concept remain the same but different enterprises apply the same in other way
for achieve set goals and objectives (Papasolomou and Melanthiou, 2012). This is a marketing
mix of ALDI and Sainsbury which enable in defining and making valid comparison between
both these companies on the basis of marketing mix section. This tool define and vary two
association on the basis of their product, price, place and promotion strategy. Such aspect enable
them to generate more and more profit as well as revenue. ALDI required to understand such
aspects properly sop that better and effective working could be done as well as better results
suppose to derive in form of revenue and profit of a company as well as competitive advantage
suppose to gain. Marketing objective of ALDI is to increase its sales by 15% and to increase its
customer base with market share. With help of marketing or by use various communication
channels in an effective way , company can achieve its set objective. Further it can increase the
sale of its products and can generate more profits as compare to its rivals.
Basis ALDI Sainsbury
Product It is one of a famous retail sector
company in the world and have
various quality products in their
range. For this aspect, there
products are retail section of food
etc. Products of a company have
good nature as it enable them to
upraise and further might become
largest super market chain in UK.
It is a largest super market chain in the
United Kingdom which specify that their
products quality are appropriate in
nature as they deal in each and every
kind of goods which facilitate them to
provide better results.
Price They are providing appropriate price
products. Usually prefer penetration
Sainsbury is the second largest retail
section in the world which define that
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pricing strategy through which they
become able to compete into market
world properly. Their prices
concentrate on every group
individual which enable them to
generate more and more revenue
and support in deriving growth and
development.
their products prices are usually high as
compared to others. Basically they deal
in luxury group of products and services
which enable in generating more and
more profit so that better deriving results
could become possible for sustaining
into keen competitive market world.
Place Opening more and more super
market in London and other parts of
the world which make ease to
purchase products from differ
places. This consideration always
support them to reach wide range of
customers so that better and
effective delivery of products
become possible which enable in
maximise their satisfaction level.
Sainsbury is largest retail section in the
world as they also have more number of
stores but not as much as ALDI. They
usually target high income customers
which restrict them to open more
number of stores at each and every
convenient location. This might be
underpin as one of a weakness for
Sainsbury.
Promotion ALDI providing good offer discount
and coupon vouchers to all
customers. The promotional strategy
of a company is quite aggressive
where event sales, exciting vouchers
and offers enable and attract many
users (Perreault, 2010). This section
made them differ from others which
facilitate appropriate growth
towards working.
They focus more on social media
promotion where management suppose
to target only a definite area of users.
Although, their promotional strategy is
quite weak as compared to ALDI which
need to improve in define time frame
otherwise a big harm lead to suffer in
form of losing market share.
People Staff members of entity play a
significant role in process of
One of the main feature of Sainsbury is
that it has a workforce of well trained
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marketing as these are the one who
manufacture products and deliver
services to the customers. It is very
essential for enterprise to hire
skilled candidates and offer them
training to fulfil the specific
requirements of customers. When a
business firm hire the individuals
who believe in what company
manufacture and offer then in that
case employees perform their best.
They give their opinions, thoughts
and support that contribute in
growth of firm. This serve as
internal competitive benefit to firm
and largely impact on business's
position in market. Skilled
candidates of ALDI support firm in
manufacture and offer better
services to its clients as per their
requirements.
professionals and experts and all have a
great understanding about the behaviour
of consumer. Firm always given its first
preferences to its customers, provide
training to its workers so firm can
achieve set goals and objectives.
Training help in develop skills of staff
members which support them in perform
their roles and responsibilities in
effective way.
Process Process, method and system adopt
by firm directly impact the
execution of its service. So it is very
essential that firm should have a
well procedure manufacture
products with minimum cost. It is
very important for enterprise to have
a effective distribution system, pay
system and sales funnel as this
support in run the business
Sainsbury offer its products to its
customers online which enhance their
convenient as now they can click and
collect the products they want.
Enterprise introduce a variation in its
pricing policy which help in enhance
customer's loyalty.
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effectively. Effective distribution
system of ALDI help firm in deliver
products to its customers in given
time.
Physical
Evidence
ALDI group today operate more
than 80000 stores in more than 20
countries. Overall firm has a overall
presence and have large number of
supermarkets in which it stores 85%
stock of own brand and rest other
branded products. Low cost of its
products support firm in create and
maintain a large customers base.
Company use an effective strategy to
promote its product by use the concept
of physical evidence. Firm has a unique
layouts and design of store as per the
requirements of customers. Further firm
use quality baskets and trolleys which
add a positive note in shopping
experience of customers.
TASK 3
P4 Marketing plan for enterprise
Marketing plan is a written document that highlights the tactics and strategy use by
business enterprise for carry out marketing activities. This contain information about the
marketing related data such as goals, cost and action plan of company. One of the main feature
of marketing plan is that it require to be change on continuous basis as business achieve growth
and per the changes takes place in business environment. This written document is formulate by
various firms to reach business goals but one of the main motive of this is to increase the sale of
company's products (Scarborough and Zimmerer, 2011). One of the main benefit of produce
marketing plan is that it enhance the understanding of manager about target market of firm,
provide direction, support in create a effective message and many more. This should be
formulate by manager after consider all the major factors exist in business environment that
impact business activities. All this help in formulate a better marketing plan and provide various
benefits to firm. Marketing plan of ALDI is given under:
Overview of ALDI: It is a multinational firm operate in various countries and deals in
various type of products such as food, home products, luxury products, groceries and many
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more. It has approx 10000 stores in 20 countries and offer discounted products to its customers.
Company offer quality products at affordable prices and this is the main reason why it has a large
and strong customers base as compare to its rivals.
Vision of ALDI: Offer quality products to its customers at minimum price is one the
vision of firm. This vision of entity is mainly based on five ideologies known as better quality,
purchase with confidence, better value, special buy offers and outstanding value.
Mission of ALDI: Mission of firm is to be a leading retail firm in grocery sector by offer
quality products to its customers.
It is very essential for marketing manager to have detailed information about the vision
and mission of firm as this help in give shape to business operations accordingly. Further,
manager should have data regarding strengths, weakness, opportunities and threats of company
as this assist in formulate strategies and decide business actions accordingly. SWOT analysis of
ALDI is given as follows:
Strengths:
 Good quality of its products is one of the major strength of firm which attract large
number of individuals towards its product.
 Enterprise offer quality products at affordable prices.
 Firm operate on a global level over more than 15 countries. Low operating cost support company in offer quality products at affordable prices.
Weakness:
 Promotional activities of firm are not much effective.
 Due to low prices, products of firm are prefers as of low and cheap quality. As compare to other retail stores, presence of firm is not much effective.
Opportunities:
 For create a large customer base, ALDI can expand its business activities in countries
having high economic growth rate such as Africa and Asia. Due to less effective promotional programmes, firm can invest more funds in
promotional campaigns to make more individuals inform about its offering and to serve
them.
Threats:
 High and extensive competition in retail sector is one of the biggest threat for ALDI.
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 Firm face a competition from retailers who operate SKUs.
Goals and objectives of firm: These are known as the end results for which various
efforts are done by firm. In retail industry, duel to large number of rivals, one of the main
objective of entity is to capture and maintain a larger market share. For this, firm manufacture
goods as per the needs of its consumers. This support entity in keep the customers for a long time
period and at the same time increase its profits.
STP of ALDI: Segmentation: In this aspect, company segment the whole market into various groups on
basis of some factors such as income level, occupation, age and many more. Targeting: Main target of ALDI is individuals with middle income who want quality
products at affordable prices. Positioning: ALDI is one of the most popular chain of supermarket in United Kingdom.
Company is trying to strengthen its image by offer quality products.
Marketing mix of ALDI: Product: ALDI deal in different type of products such as food products, luxury products
and many more. Firm offer high quality and featured products at affordable prices. Price: ALDI use strategy of market penetration and offer high quality featured products
at lower prices. Place: Due to various large number of stores in various location support entity to serve
large number of customers. Promotion: Company use coupon vouchers and discount to serve its customers. Entity's
promotional strategy is aggressive which help in attract more number of consumers. People: Capable and skilled employees help organisation in execute production process
in an effective manner. Process: Use of effective distribution channels support organisation in serve large
number of customers. Physical Evidence: Today ALDI operate in more than 20 countries and has more than
80000 stores.
Marketing budget:
Marketing budget
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Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial capital 8000 3000 5000 7000 9000
Investment of
finance 10000 15000 20000 20000
Net Total 8000 13000 20000 27000 29000
Types of marketing
Promotion 1000 1000 1000 1000 1000
Advertisement or
publicity 3000 3000 3000 3000 3000
Direct selling 2000 2000 2000 2000 2000
Grand Total 14000 19000 26000 33000 35000
Marketing strategy: This is known as a sequences of steps taken by company to reach its
marketing goals and objectives. Formulate and use an effective marketing strategy is very
essential for ALDI. Company use strategy of relationship marketing as this consists create and
keep a good relationship with customers for get their loyalty.
Execution: Under this implementation of all strategies and policies is carry out by firm to
achieve end goals (Wieser, 2012). All this contribute in growth of enterprise and provide
competitive benefit to entity.
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Evaluation: This is the last step, this consist examination of all actions and decision
taken by firm. For this following methods are use by entity: Sales Analysis: This measure is use by corporation to calculate the sales of various
products offer by firm such as grocery, home product and luxury items. Market Share Analysis: This method is used by entity to analysis the increase or
decrease in market share.
 Efficiency ratios: Under this, various ratios are use by firm to determine it cost and sales
arise in a specify year and to calculate he profits of company.
CONCLUSION
From the above given project report, it can be concluded that for achieve success, it is
very essential for enterprise to ensure effective execution of all activities of marketing
department. This is known as one of the significant department of every enterprise, one of the
main reason behind this is that it is the one which carry out promotional activities of a product.
Different methods are use by marketing manager to communicate with target customers and
make them inform about company's products and its features in order to influence them, to
purchase the same. Various roles and responsibilities of marketing department should be perform
in an effective manner as this support firm in achieve its sales target. Further, all activities of
marketing department should be decide by consider various other function of company because it
is interrelate with all other activities of enterprise. In addition to this, it is also very important
that all elements of marketing mix should be effectively apply by entity as support in achieve end
results.
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