Marketing Essentials Assignment Solution - ALDI

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Key roles and responsibilities of marketing functions...........................................................3
P2 Roles and responsibilities of marketing with organisational context....................................5
TASK 2............................................................................................................................................5
P3 Marketing mix with two different organisational context.....................................................5
TASK 3..........................................................................................................................................11
P4 Creating a marketing plan....................................................................................................11
CONCLUSION..............................................................................................................................13
REFRENCES.................................................................................................................................14

INTRODUCTION
Today's business environment is full of competitions so for gaining place in market it is
necessary to do marketing. It help in achieving goals and objectives of particular enterprise that
can be small or large scale. Along with this it help in generating more and more revenue as well
profit maximisation (Dibb and Simkin, 2013). Marketing essentials includes those activities
which help in promotion of goods and services. It includes advertising, promotion techniques
and several other distribution techniques. This entire process is dependent on research part
because before doing this there is requirement of identifying needs and wants of customers.
Research is done by marketing manager of the company with the motive of satisfying customers.
This assignment is based on ALDI which is retail sector organisation founded in 1913 by Karl
Albrecht and Theo Albrecht. Products serving by them are foods, beverages, sanitary articles,
households and several other. Apart from this, report explain roles and responsibilities of
marketing essentials and how they are related with working of company. Moreover the same
project will discuss about marketing mix within business. Generally marketing plan is that which
should be formed in proper manner by using marketing strategies.
TASK 1
P1 Key roles and responsibilities of marketing functions.
In an organisation different departments have their own significance. It is important that
each unit performs their duties in an appropriate manner as only than the goals and objectives of
an enterprise can be achieved. Aldi is an economic retail outlet which is known for delivering
quality products at reduced price to its customers (Wirtz, 2012). its whole enterprise is further
divided into various sections among which the marketing department plays the most crucial role.
It performs a range of functions which helps in achieving the targets and also leads to the benefit
of receiving competitive advantage in the retail industry. On broader concept the responsibilities
of marketing department along with its operation are discussed below:
Selling – This is crucial function of marketing with which revenue is generated. Through
marketing function, it is ensured that the product is introduced to the market in in a way that
maximum sales are made using the provided resources. Defining of product and service

particulars is essential as it assist in encouraging people to buy same. There are a number of
options that are present in the market through which the process of promotion can be carried out
and hence this department by doing proper auditing selects the best suitable option. The
profitability of firm depends much on which marketing tool has been adopted as it is important
that such tool is used which has the capacity of covering maximum market share. Aldi marketing
department helps the management to achieve its goals by delivering the best tool to maximise
sales (Pike, 2015).
Communicates with other business in market – In order to remain updated in the
business activities it is required that there is a continuous interaction of Aldi management with
its other associates who are present outside the business boundaries. Marketing department in
this case plays an efficient and crucial role by representing the brand to world. It communicates
with other in the industry and gather the required information so that same can be implemented
in own business scenario. This way the decisions taken are more effective and are capable of
delivering potential results to business.
Market research – In order to take profitable judgments for business it is required that the
best option for business to deal with is chosen. The officials of marketing section do the
investigation of market and identifies the potential opportunities. It helps in reducing the gap
between actual and expected results which is crucial to substitute the risk. Under this the
marketing manager also identifies the expected change that may take place in future and can
affect the function of business. It further helps in making arrangements well in advance through
which the risk of change that may take place can be reduced.
Product development – It is another important responsibility which is performed by the
marketing manager. In order to generate revenues, it is important that product is developed to an
extent that it delivers maximum satisfaction on its usage. By marketing function, it is examined
that what all features must be there in a particular commodity so that it can be examined that how
product will be competitive for other which are already existing in this field (Lamb, Hair and
McDaniel, 2011). Apart from this it is also necessary that new features are added to the existing
products so that the interest level of customers is maintained and brand value is developed over a
period of time. To promote a particular commodity, it is important that it is innovated using the
best option which is made available through using the marketing function.