Roles and Responsibilities of Marketing Function in ALDI

This assignment highlights the significant roles and obligations of the marketing department in ALDI. It discusses the responsibilities of the marketing team, such as listening to end users, tracking current trends, maintaining professional connectivity with marketing partners, innovating, managing marketing budgets, and conducting promotional campaigns.

Marketing Essentials

INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing function...................................................................1
P2 Roles and responsibilities of marketing relate to wider organizational context....................3
TASK 2............................................................................................................................................4
P3 Comparison between 7P’s of ALDI and IKEA.....................................................................4
TASK 3............................................................................................................................................7
P4 Marketing plan.......................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is an on-going procedure which helps in studying the management of
exchange relationship between buyers and sellers. However, this element is used for satisfying
the customer requirements in order to make long term connectivity with them. In simple terms,
it’s a cluster of institutions, process of creating, communicating, delivering as well as exchanging
distinct offerings which is having a value for users, clients, partners and society at large extent
(Dibb and Simkin, 2013). ALDI is a most successful organization in supermarket by having its
large number of branches at international marketplace. Basically, main objective is to grab the
market opportunity for enhancing its performance by seeking attention of final users. Therefore,
this assignment is going to highlight the significant roles and obligation of marketing
department. Along with this, outlining the 7P’S by comparing ALDI with IKEA. Lastly, an
appropriate marketing plan will framed for understanding the factors which comes under
effective plan.
TASK 1
P1 Roles and responsibilities of marketing function
Marketing department is all about promoting business and mission of an association in
distinct marketplace with the help of various traditional and modern methods. In fact, this section
of company is act as a face of ALDI which supports to several other department too such as;
coordinating with production sections for designing best creative products with the help of
suitable materials. Moreover, its their responsibility to reach out to prospectus, customers,
investors or whole community in order to inform them about company’s product. ALDI is
investing high range of funds in their marketing department in order to promote organizational
goods across the distinct market. Their main motive is to target various types of users with the
help of several modern methods of marketing in order to maximize the range of revenue (Pike,
2015). It means, marketing team of ALDI is playing a very number of roles and responsibilities
that is discussed as follows-
 Listening to end users- As per this element, it has been understood that creating close
relations with customers is a key to establishment of marketing strategy because
connectivity helps an organization in understanding users need. As it helps associations
while making plans, producing goods and various other things. Basically, suggestion
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from customer assist company to make products as per clients requirements and needs.
As a result, it will help in controlling extra cost which might incurred without knowing
about customer choice. Meanwhile, various methods are used by marketing team in order
to understand opinions of end users such as; creating surveys, capturing information from
sales executives which are close to final users and many more. On the other hand, this job
of marketing team supports in maintaining positive relationship with customers which is
beneficial for ALDI in future programmes.
 Tracking current trends and monitoring competition- One of most necessary work
which is accomplished by marketing department is to analyse the heights of competition
and challenges that might raise at marketplace. In order to make further plans and
strategies to overcome these issues in a defined time frame. Along with this, promotional
team also track the current trends which are going at market for suggesting their
production department while manufacturing process. It means, information about trends
is acquired by this team for acting accordingly (Berkowitz, 2010).
 Maintain professional connectivity with marketing partners- ALDI is having number
of competitors in supermarket which influence their business in both manner either in
negative and positive too. Therefore, marketing department of an association always tries
to maintain an effective connectivity with suppliers or other competitors for running their
business in smooth manner.
 Innovate – They are responsible for coming up with creative ideas for seeking the
attention of large number of customers in order to cope up with current changes that
might incurred in various external and internal factors. For example; team of ALDI
marketing is focussing on new promotions, affiliate programs, events, session, utilizing
customer retention tools and doing enhancement in several other activities (Malhotra,
Birks and Wills, 2013).
 Manage marketing budgets- Funds is considered as lifeblood in every organization
because all the business activities are accomplished with the use of sufficient amount of
capital. Therefore, head of marketing team as well as other members are also liable for
managing their budgets in order to reduce obstacles in their promotional process. For
example; allocate resources in sufficient manner, use limited funds instead of wasting it
henceforth.
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 Conduct promotional campaign- Responsibilities of marketing team is incomplete
without conducting, planning or organizing various promotional campaign, programmes
and events for informing customers about product quality and benefits. In fact, this action
is foremost in maximization of sales performance because it will aid in influencing
buying decision of customers by impressing them with creativity of presenting
information.
Hence, it has been understood that marketing department are surrounded with various
roles and obligation as profitability of ALDI is somehow depend upon effective team of
promoting goods across distinct marketplace.
P2 Roles and responsibilities of marketing relate to wider organizational context
Marketing team of ALDI is playing crucial role in their success by taking distinct
measures which helps whole association in expanding their business in different market. Along
with this, informing customers about company image, its position, profile, product information;
its drawbacks and limitation and many other things. In fact, all the department of company is
interlinked with each other and make decision by getting influenced by others. For example;
change in external factor enforces an organization to make changes in their current policies,
norms, rules and regulations (Perreault, 2010). It means, marketing department is connected with
other section of an association also in various manner that is discussed as follows-
Finance and marketing- Cost is indispensable for success of an organization because all
the business activities are managed and controlled with the help of sufficient amount of funds.
However, availability of appropriate funds is useful for conducting effective marketing activities
which helps in generating maximum amount of profit level. Along with this, aids in calculating
maximum rate of return by analysing various factors which are available at marketplace. It
means, without funds an organization cannot able to reach at their final users.
Production and marketing- As per this element, manufacturing department can only designed
products which are demanded by promotional team because they have direct relationship with
end users. However, marketing team of an organization understand the views and opinions of
various customers which are belong from distinct background in order to design products as per
their choice or preferences. Therefore, team of marketing assist production department while
designing goods in order to make corrective goods by considering necessary elements such as;
current trends, choice, rivalries products and so on.
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HR and marketing- Personnel department is liable for hiring best or suitable employees
for certain post of an association. However, ALDI is a large enterprise by having its branches in
various regions due to which they need to follow an appropriate procedure of hiring employees.
On the other hand, marketing team of an organization helps HR members in selection process by
adverting the post through various media such as; social media, television, pamphlet, brochure,
internet henceforth. All these strategies of marketing team help in seeking attention of eligible
candidates for fulfilling the vacant position of an organization (Joshi, 2012).
IT and marketing- IT is all about facilitating company in protecting confidential data or
information from getting misused as well as help in performing various business activities in
better manner. Along with this, support marketing team for safeguarding the customer data from
getting misused by other in order to gain trust of clients. Moreover, usage of IT tools helps
promotional team in gaining competitive advantage by grabbing current market opportunities.
Throughout the analysis, it has been understood that marketing department of an
organization is playing crucial role in the success of ALDI by supporting in various manner. For
example; assist staff members towards their set objectives and goals which helps in attaining set
target in a defined time (Jones and Rowley, 2011).
TASK 2
P3 Comparison between 7P’s of ALDI and IKEA
Marketing mix is all about cluster of various promotional factors which are used by an
organization for attaining their sales targets in a minimum time period. Along with this, easily
understand the opinions of desired users for continuing long term connection with domestic as
well as foreign customers. However, 7P’S of marketing is used by ALDI and their competitors
for managing their promotional activities in smooth manner. But, somehow there is a major
difference between usage of 7p’s by ALDI and IKEA that is discussed as follows-
Basis
of
compa
rison
ALDI IKEA
Produ
ct
ALDI always claim to offer affordable
food goods which are of similar quality as
On the other hand, IKEA is another
leading global retail chain organization
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compared to other branded products.
However, items which are sold by ALDI
are sourced from few selected suppliers
and then make it branded on their own in
order to have full control over
manufacturing process. Hence, this is a
single reason which makes the cost of
products lower than other competitors
(Papasolomou and Melanthiou, 2012).
across international marketplace.
However, goods which are offered by
this organization covered high range of
offerings. Mainly, this is classified into
outdoor furniture, baby and children’s
products, eating and many more goods.
Instead of this, IKEA also keep kitchen
cabinets as well as appliances henceforth.
Price This organization is having a very strong
base amongst customer because of cheap
or minimum price and quality which is
offered by company is of its own brand.
Apart from this, there are some other
policies which are utilized by ALDI are –
Unit pricing strategy used for groceries,
market penetration charges minimum
prices for newly arrived products in order
to enter into market for gaining share
instantly henceforth.
This association is competing with
various global retail supermarkets as well
as local also. Minimum price shows the
vision of an organization and its business
idea. As, this organization believes in
designing furniture of low prices in order
to use of furniture and household. Main
objective of IKEA is to control the cost
due to which company can easily
minimize the price of its product (Lane,
2015).
Place When it comes about location then, it has
been analysed that ALDI group have more
than 8000 stores in almost 18 countries. In
fact, rough assumption is that in every
week there is a new store in Britain.
However, this organization believes in
storing very simple layout for having
minimum expense. On the other hand,
ALDI make sure that minimum waste will
incurred during transportation of products
and prefer environmentally friendly
IKEA is having an outstanding place as
well as distribution strategy as a part of
its promotional scheme. However,
product distribution of an organization is
based on principles. Mainly, this
association is having global networks
such as; almost 25 plus distribution
centres and having business operations in
more than around 50 nations. Meanwhile,
products are directly transferred from
suppliers to IKEA.
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equipment’s in its store.
Promo
tion
Promotional strategy of company is
comprehensive and claim to be a cost-
saving strategy. In few markets such as
US, UK and Australian markets makes
extensive use of print, electronic and
display media for promoting its stores.
Additionally, company is also making
extensive use of e-mail service or
marketing through which they want to
inform its users about some special buys as
well as launching of new products. Apart
from this, some other mix is also used by
company such as ATL (above the line) and
BTL (Below the line) as a promotional
strategy (Purvis, 2015).
Marketing team of IKEA fully
concentrated on its promotional
activities. IKEA utilized promotional
techniques such as TV, print, online
advertisement, billboards and so on.
However, company have launched wide
advertising campaigns across UK.
People ALDI is having very lower customer
service as compared to its competitors
because staff members of an association is
not supporting customer during selection
process. Because, ALDI has very
thoughtfully designed their stores in which
everything is classified into appropriate
sections that reduces number of employees
requisite at every floor.
On the other hand, IKEA is having
utmost significance towards people such
as its customers and employees. In fact,
staff members believes in straightforward
idea with full passion for home
furnishing. Basically, togetherness is a
major culture of employees as well as
full of enthusiasm and fun.
Proces
s
ALDI maintained very minimal number of
high quality, nominally priced brands for
preventing clients from getting confused.
As a result, reduces selection duration.
IKEA is having number of businesses
processes in place from which almost 44
production units scattered across almost
more 10 nations. However, this
organization is having very much unique
supply chain and stock management
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tools. Their slogan is based on clean
environment and their designs get
differentiated in terms of price.
Physic
al
eviden
ce
ALDI is internationally renowned for
simplest business processes,
standardization as well as global pricing.
However, 85% of stock are almost home
brand whereas rest are from well
recognized brands.
IKEA is having around 350 plus stores in
closely nearly 50 countries. Physical
evidence for this organization is its large
store layouts that offer more than
shopping experience. Additionally, their
interior is just mind blowing and stores
are packed with restaurants for
refreshments as well as baby handling
regions are also separately designed.
TASK 3
P4 Marketing plan
ALDI is a top most brand in supermarkets which are famous for their unique policies and
plans that make them from totally distinct from their competitors. However, this organization
was originated in almost 1946 in Germany by 2 brothers Karl Albrecht and Theo Albrecht.
Basically, company have initiated there operations mainly on limited assortment concept wherein
qualitative products is going to sold but stock is limited in store. Marketing team of an
organization have spent large amount of funds in their product promotions. Therefore, it is
essential for making an effective marketing plan for attaining set objectives or goals in defined
time frame (Baker and Magnini, 2016).
Marketing plan is a blueprint which consist of necessary roles and responsibilities of staff
members in order to assist them towards their set objectives or goals. Some of the essential
factors which falls under marketing plan is discussed as follows-
Executive summary- This plan is going to describe the necessary information related
with company as well as their direction towards which they are going. It means, an appropriate
plan is going to assess necessary elements and consider that for minimizing the probabilities of
mistakes and errors. Therefore, some of the necessary factors which falls under marketing plan
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are; overview of an organization for understanding company market, another its vision and
mission for directing employees towards corrective path, situational analysis for determining
changes incurred, budget for setting funds for marketing activities and last controlling the
negativity. Hence, all these elements will help in forming an effective plan free from maximum
number of errors as well as aids an enterprise in attaining their set objectives or goals.
Company overview – ALDI is a successful supermarket which offers grocery items to
their desired customers and believes in satisfying customer needs or demand by putting single or
unique piece of any item. Basically, this organization is expanded across number of countries for
gaining maximum amount of advantages in order to set their top most position in retail sector
(Moons and et. Al., 2010).
Vision – They just wanted to enable Australian shoppers to live richer lives for less.
Along with this, company wanted to offer opportunity to every individual that they must have
groceries of top most quality in minimum price.
Mission – They believe in “spending little, but living a lot”. Main or foremost mission
of company begins when they are going to offer low quality products to poor who are not able to
afford to shop.
Situational analysis- Internal and external factors are interlinked with each other due to
which company needs to assess the changes or fluctuation in internal element and external too.
 Internal – employees are playing major part because all the business activities are
managed and regulated by them only. Therefore, company needs to understand their
opinions also before making any final decisions. Along with this, suppliers is another
factor whose understanding is requisite for company during material acquisition. It
means, mutual understanding of suppliers needs to available by informing them about
necessary changes whatever is done in the plan (Nguyen and Simkin, 2012).
 External- These fluctuation are not control by organization due to which manager of
marketing team needs to design their policies as per governmental demand and need for
controlling probabilities of fraudulent activities.
Budget- Funds are very indispensable for the success of marketing plan because all the
business activities are accomplished by the help of sufficient amount of funds. For example;
almost 50000 GBP is allotted for selected project in order to accomplish all the necessary
promotional activities.
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Control- After analysing the overall factor, an organization to monitor the things for
controlling the probabilities of mistakes and errors that might incurred while accomplishing
business activities.
CONCLUSION
From the above report, it has been summarized that marketing team plays a very crucial
role in the success of an organization because it helps in seeking attention of large number of
customers. In fact, entire team of promotion is having major responsibilities towards success of
an association because they are having direct connectivity with end users. Hence, they are liable
for understanding opinions and viewpoints of several users which helps other department an
organization in performing their assigned job in corrective manner. Apart from this, marketing
mix is another strategy that is used by top most players of retail sector in order to promote their
products across distinct regions. Therefore, for implementing all the necessary activities, an
effective marketing plan is beneficial for controlling major probabilities of mistakes and errors.
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REFERENCES
Books and Journals
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Berkowitz, E., 2010. Essentials of health care marketing. Jones & Bartlett Learning.
Malhotra, N.K., Birks, D.F. and Wills, P., 2013. Essentials of marketing research. Pearson.
Perreault, W.D., 2010. Essentials of marketing: A marketing strategy planning approach.
Joshi, M., 2012. Essentials of marketing. Bookboon.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal, 29(1), pp.25-36.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management, 18(3), pp.319-328.
Lane, P., 2015. Human resources marketing and recruiting: essentials of employer
branding. Handbook of Human Resources Management, pp.1-30.
Purvis, J., 2015. Human resources marketing and recruiting: Essentials of digital
recruiting. Handbook of Human Resources Management, pp.1-19.
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management, 28(8), pp.1510-1534.
Moons, I and et. Al., 2010. The extended decomposed Theory of Planned Behaviour. A
framework for investigating the adoption process of electric cars. In The 6 Senses-The
Essentials of Marketing (EMAC 2010) (pp. 191-191).
Nguyen, B. and Simkin, L., 2012. Fairness quality: The role of fairness in a social and ethically
oriented marketing landscape. The Marketing Review, 12(4), pp.333-344.
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