Marketing Essentials of Aldi : Report

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 The key roles and responsibilities of marketing function for ALDI......................................1
P2 Marketing inter-relationship with other departments in organisation....................................5
TASK 2............................................................................................................................................8
P3 The ways in which different organisations apply the marketing mix to the market planning
.....................................................................................................................................................8
P4 Produce and Evaluate a basic marketing plan for ALDI.....................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Every organisation in world is focusing on directly connecting with consumers and
making there experience more personal and wonderful. That is where marketing is used as a tool
to establish channels for connecting with people, understanding there needs and providing goods
and services which will fulfil them. It is a very vital function that has to be maintained by the
organisation for ensuring that they are able to cater to the needs of customers in market.
Marketing assist a company in establishing relationship with consumers and other intermediaries
(Al-Hasan, Thomas and Mansour, 2016). As defined by American Marketing Association,
“Activities which are conducted by set of institutions and process created for communication,
delivering and exchanging offerings that have high value for consumers, partners and society”.
This report is based on ALDI which is a leading global discount store that has more than 10,000
stores in more than 18 countries. There are certain issues which it has to face in market and to
overcome these problems company uses marketing and its tools. In this project it will be
analysed as to how ALDI uses marketing function in order to achieve desired level of growth. It
will be compared with other organisation application of marketing mix and finally a marketing
plan will be produced for company which will assist company in identifying and overcoming
various issues.
TASK 1
P1 The key roles and responsibilities of marketing function for ALDI
Marketing is a concept which states about how goods and services will move from
blueprint to end user. It is a process which is used to create interest in customer and clients about
the company services (Babin and Zikmund, 2015). It is a process as it involves various activities
such as researching, promotion, selling and distribution of goods and services. An organisation
uses it for developing a feasible and viable marketing plan on the basis of four key elements:
 Product
 Price
 Place
 Promotion
The basic purpose behind using marketing is attracting and retaining customers while
growing a base of satisfied end users (Baines, Fill and Page, 2013). Development of marketing
1