Roles and Responsibilities of Marketing Function in Aldi

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION......................................................................................................................................3
Lo 1.............................................................................................................................................................3
P1. Roles and responsibilities of marketing function.......................................................................3
P2. Roles and responsibility of marketing in organizational context..............................................5
Lo 2.............................................................................................................................................................7
P3. Comparison of ways by which various organization applies their marketing mix..................7
Lo 3...........................................................................................................................................................10
P4. Evolution of basic marketing plan..............................................................................................10
CONCLUSION........................................................................................................................................16
REFERENCES........................................................................................................................................17

INTRODUCTION
Marketing Essentials refers as advertising, sales and publicity techniques that
are used to earn higher profitability in a business. Marketing of any product is being
done after it is ready or produced to sale. Marketing is done to increase the sales of the
company. The good marketing strategy helps to build brand reputation in customers
mind. The Study is based on Aldi.
The report will covers key responsibilities and role of marketing function. It will
clarify how responsibilities and roles are related with organization. It will analyze how
marketing functions are interlinked with functional units of an organization. Furthermore,
study will cover the way by which various organizations apply their marketing mix for
achieving their business objectives. It will produce a marketing plan for the chosen
organization.
Lo 1
P1. Roles and responsibilities of marketing function
Overview of Aldi Company
Karl and Theo Albrecht's mother was the founder of this company, this company
was founded on 10 July 1946 in Germany as a small general store and then it started
expanding all over the world. The company is now working in more than 20 countries,
and with more than 10000 stores. The company opened his first store outside the
country in Sydney in 2001 and is rapidly growing, and yet it has to open stores in
Australia and some other continents (8 things you never knew about Aldi, 2018).
Key roles and responsibilities of the marketing functions
Profit increment - The first and most important fact about the marketing is profit
maximization. For instance early Aldi Company as a multiple branches all around the
world with ample of workers (Perreault, 2018). Due to diversification of the business all
over the world a company is able to grab big portion of market and share in profit. Profit

is essential for growth and survival of the organization in competitive market for long
period of time.
Sustaining in the market - According to a number of researches in the field of
business to groom the competitive markets without advertisements it is impossible to
survive (Henríquez, 2018). So if an organization needs to survive into the market then it
must advertise its products into the Marketplace otherwise the goodwill for reputation of
the company will not increase in the market rather can be damaged. Aldi
 Promoting brand - Another very important function of marketing is brand
promotion; the branding strategy is one of the most important aspects of market
that helps the customer in easily identifying the brand. The Aldi Company needs
to give a unique brand name which must be brief to its stores which will be
helpful in expanding and diversifying the business all over the world.
 Market expanding - Due to rapid growth in the Global market or international
market a business unit is in need to diversify its business on the basis of changes
in the business environment whether internal or external like economical,
technological, legal, political and social. So the business engaged in retailing like
Aldi needs to diversify it's business after proper analysis of changes in the
market. The changes will be helpful in increasing the profit and reducing the cost
as the company will be able to use latest technologies and the changes will be
favorable.
Introducing new stores - The introduction of latest technologies opens the door of
growth and expansion but the growth is in two ways, diversification and expansion
(RancatiGordini and Capatina, 2016). The companies like Aldi are not in need to
diversifies the business but are in more need to expand the number of stores which can
make the work of grabbing a big share in market easier.
Importance of marketing research - The market is full of opportunities and threats but
a company should not neglect the threats instead must analysis them and be prepared
for them. Also the company like Aldi needs to analyze the business environment which
can be helpful in various ways; also the company can take the first mover advantage