Roles and Responsibilities of Marketing Function in ALDI

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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