Analysis of Marketing Theories and Practices

This assignment is a detailed analysis of marketing theories and practices. It includes a review of articles on destination branding and marketing, website development for effective reputation management, viral marketing strategies, and the role of marketing departments in organizations. The document also provides information on the 4 P's of marketing mix, marketing plans, and roles and responsibilities of marketing departments. The summary aims to provide a comprehensive overview of the importance of marketing concepts and theories in various industries.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and duties of advertising capacity ..........................................................................1
P2 Roles and obligations of advertising in firm ...................................................................3
TASK 2............................................................................................................................................5
P3 Marketing mix...................................................................................................................5
TASK 3............................................................................................................................................8
P4 Marketing plan of Aldi......................................................................................................8
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is necessary in each and every business entity which will help business entity
in selling to their consumers. Staff members of firm have to do research so that identify needs
and wants of service users and managers and employees have to fulfil responsibility to provide
maximum satisfaction to them. According to demand supply needs to be done so that targets can
be easily achieved and can generate maximum revenue (Aaboud and et. al., 2017). Relevant and
appropriate tools and techniques should be used by them so that they can improve strong base of
purchasers. When company having a good brand image which assist in attracting large number
of consumers. The tool which can be used by firm for promoting product is marketing mix which
assist in providing qualitative products and services in a competitive market. Present report is
based on Aldi which is a supermarket chain and deals in food, beverage, household goods etc.
Along with this company having a revenue approx. €53 billion. In below mentioned report,
different marketing concepts of marketing which has to be demonstrated this will assist in
attaining success in the competitive market. Further, role and responsibilities of manager so that
they can improve performance and productivity (Aad and et. al., 2012).
TASK 1
P1 Roles and duties of advertising capacity
Marketing is administration system by which merchandise and enterprises move from
thought to client. Marketing having a coordination of 4P's for example, product, promotion,
place, price. For instance, Apple is thought of its new product so the cost of new merchandise is
rely on inventory which are as of now accessible in the market. Basically marketing is about
publicized your products on the web or TV or any sort of media where client can think about
your merchandise. In offering consumer trade money from your products (Al-Hasan, Thomas
and Mansour, 2016).
Marketing function is somewhat part by which an organization recognize its potential
items and separate from its comparative inventory. Extensive business are utilizes advertising
capacity. Without it no organization can offer their products. Basically marketing work
incorporate market research, market advancement and making promoting plan. There are ten
critical market functions which are Market design, Market data, Customer support, Packaging
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naming and marking, Risk taking, financing, Standardization and reviewing, Product separation,
Product outlining and improvement, Exchange capacities.
Marketing division assumes an exceptionally critical part in stock function of Aldi and
also a tool which aid in promoting product across national boundaries (Babin and Zikmund,
2015). This is a obligation of the marketing department to achieve the consumer so it can support
the offer of result of organization. Significant part of promoting capacity is contrast from firm to
business entity.
(Source: Roles and responsibilities of Marketing department, 2017)
Oversee and clarify the image: This is the first and beginning part of marketing in Aldi.
It clarifies about the business entity likewise identity, what they can say in regards to
organization and how the organization can demonstrations.
Conduct Campaign: This is another part of promoting to lead campaign for advertise
activities. It recognize products in offer cycle and than mastermind material for their marketing.
Create internal communication: It is essential for the organization to make inner
conversation in a better and effective manner. Workers need to comprehend about the
organization its esteems, principles and strategies (Baines, Fill and Page, 2013).
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Illustration 1: Roles and responsibilities of Marketing department

Conduct statistical surveying: Market look into is critical for investigate target market
and clients for various items. Additionally vital to see how products detected.
Monitoring vendors and agencies: Marketing division is in charge of choosing offices
who mastermind the promoting material for item. These may incorporate PR agencies, print
sellers and so on.
Advertising have extremely fundamental duties in Aldi which is:
Market surveying: It is the vital obligation of promoting division. It assist in
understanding the need of clients and increase better market opportunity likewise help to think
about possess business from its rivals in feeling of quality as well as weakness of the
organization.
Product improvement: This is the another vital obligation of promoting the products
along with the services. Its enhances and build up the result of organization. For this reason
supervising division have their improvement groups who attempts to pick up data about client
needs and inclinations (Baker and Saren, 2016).
Communication: Marketing divisions make conversation materials for advancing their
item and administrations. It relies on accessible spending plan than they make crusade, limited
time occasion for showcasing their items.
Sales Support: It incorporates coordination amongst deals and advertising office so it can
enhance deal execution. Marketing department have deals group who plan introduction for
limited time material to give clients.
Events: Marketing offices is in charge of occasions classes and exhibitionisms is vital for
any association since it boost sales and administrations of the organization.
P2 Roles and obligations of advertising in firm
In every single organization, advertising division is fundamental or basic this will helps
in conveying better items and administrations to shoppers. When they do marketing them this
will convey data identified with results of Aldi which they are delivering to customers.
Representatives of business entity need to do powerful correspondence with the goal that they
can procure their objectives and furthermore aid in giving fulfilment to their shoppers (Banerjee,
2013).
Relationship of the marketing team with the other functional units:
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Purchase department: As Aldi is a grocery retailer company, they are having a separate
department which work to purchase products to sale it in their stores. They are having a huge
range to sale in their retail outlets. It is essential for them to sale out those kind of products which
are huge in demands of their customers. The purchase department is having based on the
marketing team's informations, marketing team works to analyse needs of the customers which
can be implemented in the product range of the company. So purchase department will align
their purchase as per the needs of the product and can make a change in the product range.
Finance department: It is a department which allows funds to different teams of the
company to perform their business activities. The finance team is having authority provide funds
to the purchase department to make a purchase of products to sale in the company. Marketing
activities is having a need of financial supports so it is essential for the marketing department to
take permission from the finance department to conduct marketing activities. So finance team is
having relation with most of the team which are working in the company because they are having
a need of finance to work according to organisational objectives.
Sales department: The sales team is having a huge responsibility in context of the
organisational success so they have to deliver a proper efforts from their side. ALDI is a retail
organisation and it is essential for the company to provide a better services to their customers
because it is essential for them to compete with their market rivalries by providing a better
assistance to their customers. Informations from the marketing team are having a huge relevance
with the sales because they are having needs of market information by which they can expand
their exercise. Market informations can be adopted by the sales teams which can help to them to
make a better change in the company. A market analysis and survey provides market trends
which can be implement in the organisation, so according to these market trends they have to
make changes in the customers assistance. Statistical surveying is particularly useful in satisfying
needs and wants of shoppers and it is a major task for higher authority of promoting division.
There are different devices and techniques which can be utilized by them to direct statistical
surveying. They need to take criticism by survey with the goal that they can recognize regions
for development and achieve focuses in an aggressive market (Beatty and Samuelson, 2014).
Human resource development: This department works for the betterment of the
employees which can help to them to make changes in the performance, the company is having
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HRD department and according to the customers information HR development department has to
conduct different development programmes which can help to improve performance.
Marketing play a vital and also fundamental part with the goal that they can achieve
targets. It help with making mindfulness identified with items and administrations in a focused
market and achieve upper hand. The most essential piece of marketing is to perceive real needs
of customer so they can design their items and organizations suitably which helps in extending
purchaser devotion level. The marketing branch of Aldi relied upon that to accept their parts and
obligation in a path help to grow its profitability which is a common goal for every business.
TASK 2
P3 Marketing mix
Promoting Mix is a combination of various factors which can be controlled by
individuals from Aldi which help in pulling in buyers with the goal that they can buy numerous
items and on the premise of that, they can build offers of the firm. Aldi and Sainsbury both are
utilizing same components of marketing mix which helps in doing appropriate functions and in
addition operations. Alongside this, it additionally helps in giving best and subjective items to
the customers. The staff individuals need to give administrations as indicated by the necessities
of buyers so they can accomplish objectives and targets (Chamorro-Mera, Miranda and Rubio,
2014).
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(Source: 4 P's of marketing, 2017)
Basis Aldi Sainsbury
Product It provide affordable products which
having a best quality. It enable Aldi to
price its products which will lower
than other supermarkets. It does not
make changes on their food products.
The managers and employees of
business entity focusing on
innovation as well as quality
management so that they can
improve their products and
services which will assist in
enhancing existing range of
products and services.
Price Aldi having a strong consumer base
according to cheap price as well as
quality so that they can give offer for
their own brand merchandise which
They are using appropriate pricing
strategy which helps in offering
products and services to
consumers at a reasonable price
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Illustration 2: 4 P's of marketing

are not available with their
competitors. Aldi is using different
pricing strategy which includes
competitive pricing, market
penetration etc.
which will helps in retention of
service users. Managers of
Sainsbury is using Premium
pricing policy which will assist in
increasing market share in c
competitive market (Clow and
James, 2013).
Place Aldi having more that approx. 8000
stores in different countries. It
delivers products to consumers at a
reasonable and affordable price. Staff
members of Aldi is maintaining
quality while offering products to
suppliers or any store. Business entity
tries to maintain their appearance so
that it will become easy for their
service users (Cohen and et. al.,
2010).
Business entity having a approx.
598 supermarkets, it handled its
distribution on its own so that
employees and managers can
resolve dispute so that targets can
be achieved.
Promotion Aldi doing their promotional activities
in a better manner under its marketing
mix strategy so that targets can be
achieved. Some techniques which
they are using includes swap as well
as swap to buyers so that they cannot
switch to other brands. Aldi have to
provide products at a cheaper rate so
that they can build trust in its service
user.
They have to use appropriate
promotional strategies which will
assist in making consumer
attention as well as assist in
building brand name. It helps in
boosting sales as well as building
consumer loyalty.
Process They have to make proper process so
that consumer can easily finds very
Sainsbury started provides
products online shopping for its
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easy so that consumers select their
products and services on their own.
They have to set price according to
the merchandise which they are
selling as well as competitors in the
market.
consumers. They have to made
changes in its pricing policy along
with distribution which will assist
in increasing consumer loyalty.
People Business entity does not having a
lower consumer base than its
competitors as employees does not
provide proper assistance to
consumers in doing the selection of
products and services. It pays its
employees higher than its competitors
as well as provide job training to new
employees.
It has a mix of well trained experts
so that they are aware of behaviour
of consumers. New employees in
the firm are to be trained on job so
that they can satisfy the needs and
wants of consumers as well as
fulfil the organisational goals
(Cua, Reames and Chai, 2013).
Physical evidence Company having approx. 85% stock
in their stores which assist in
maintaining their brand image in
market at a time of high competition.
Sainsbury having an effective
strategy to sell products and
services in the market. They are
having a different store designs
and layouts so that they can
address various needs of
consumers.
TASK 3
P4 Marketing plan of Aldi
There are different steps which are included in a marketing plan of Aldi and this is made
for the improvement in company so that targets can be attain in a effective manner.
Executive summary
In each and every company, plans should be made so that they cannot face any type of
obstacles in delivering better products and services. These plans also assist in doing proper and
effective marketing of merchandise this will assist in offering correct information or data about
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stock and this will aid in attracting large number of consumers. employees should do evaluation
of environment whether it is internal or external so that they can identify and analyse areas where
they can make changes for improvement and this will help them in attaining goals and objectives
(Dioko, 2016). From the tactics or situations which they are facing while delivering products and
services they have to make plans and procedures and should implement them or take actions
accordingly which will aid in reaping targets as well as maximum benefits at a time of high
competition.
Overview of Company
Aldi is a common brand which having a leading supermarket chain and deals in food,
beverage, household goods. The company having a turnover of more than €50 billion. The
company having a vision and mission statement and they want to achieve them which will helps
in improving brand image in the market. Aldi having a strategy that they have to offer consumers
low price product on a limited assortment of products which are private labelled. The sales of
business entity is increased by approx. 19.8% and market share of Aldi is approximately 12%.
(Source: Marketing Plan, 2017)
Current marketing situation analysis
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Illustration 3: Marketing Plan

 Internal analysis: It is an investigation for the study of internal environment which help
with deciding the quality and shortcomings of Aldi. This internal examination helps in
understanding the weakness of the business enterprise (Harris, Schwartz and Brownell,
2010). The organization having the effective structure of the association and boost staff
morale which help in capturing the opportunities so they can take an interest in the
administration exercises.
◦ Primary activities: These exercises are utilized by the organization to convey the best
administrations with the goal that they can gain an advantages in high competition. It
help with making the esteem so they can create a higher benefit. Inbound logistics
incorporates the warehousing alongside the stock control of a raw material of Aldi.
Outbound logistics are those exercises which are expected to get a completed item for
business entity. Marketing and additionally deals are those exercises of the business
element which helps in acquiring the stock to purchaser. Along with this
administrations exercises helps in expanding the price of products.
◦ Supporting activities: These are the activities which helps in doing the best possible
business. Along with this it help with doing the correct administration of the business
exercises by taking an assistance of a department of human resources so the staff
individuals from Aldi can accomplish objectives and goals. Supporting exercises
incorporates the execution of finance strategies and in addition the structure which is
identified with the communication internally so they can do the correct control on
cost and on premise of that buyers of Aldi can do best buys so organization
individuals can achieve objectives and targets (Hoványi, 2013).
 External analysis: For the analysis or evaluation of external environment, there are
different methods which they can use so that they can identify their strength and
weakness as well as impact of different elements so that targets can be attain in a
effective manner.
◦ SWOT analysis
Strength Weaknesses
 Business entity serve high quality
products to consumers.
 As compared to other brands Aldi still
relatively small.
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 Offers at a affordable services.
 Company should having a strong
presence.
 They have to keep operating cost low.
 Company has not been able to impact
globally.
Opportunities Threats
 They needs to invest more in
advertising so that they can increase
competition.
 Aldi having a private label brands so
that they can tossed away by
established brands.
◦ PEST analysis
Basis Description
Political factor In this employment legislation should continue so that they can
make changes on a regular basis. They have to make changes
having a economic impact on the business which creates risk. In
this goods and services should be demand by consumers is a
function of their social conditioning
Economic factor At a time of financial pressure consumers turn to cheap rate
suppliers which decreases the growth rate of Aldi. A change in
regulatory bodies may create a difference in tax requirements
which helps in becoming products costly (Jain, Ahuja and
Medury,2013).
Social factor UK having a ageing population which become costly in term of
products and services. There are different competitors of
company which includes Asda, Tesco as well as Sainsbury etc.
which introduce different range of products involves clothing,
travel agencies etc.
Technological factor Service user of Aldi need more experience and high tech
experience while doing shopping and in this technology play a
vital role in increasing the consumers and also boosting in sales
so that they can generate more revenue. Point of sale system as
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well as checkout facilities are different in large stores. Aldi
operates a traditional conveyor which having a approach with no
options for the self services.
Objectives of Aldi
Employees and managers of Aldi have to develop or improve their objectives so that they
become successful in the competitive market and this will help in developing brand image as
well as goodwill in the market at a time of high competition. They have to use or adopt SMART
approach so that they can improve their quality of products and also deliver in a specific time.
 To attract large number of consumers by 50% in 5 years.
 They have to deliver high quality products and services at a reasonable price so that every
buyers can afford.
 To increase brand image in the competitive market in 2 years.
 To boost brand awareness between consumers so that they can attain maximum
advantage (Joshi, 2014).
Strategies of firm which is associated to marketing
There are different and various strategies which can be adopt by the manager of Aldi.
They have to adopt appropriate and relevant strategy for proper marketing so that success can be
attain for a longer period. Employers and employees of Aldi can use price skimming and product
development policy. These policies help in introducing or launching new and innovative
products and services in the market when they are facing high competition. They have to
innovate existing products which will assist in attracting large number of consumers. They have
to sell their products and services at a high price in starting so that they can generate high profits.
But after some years, price of merchandise comes down then many consumers purchase that. So,
managers and employees of Aldi have to sell their goods at a affordable price so that everyone
can purchase and company can increase their sales.
Segmentation, Targeting and Positioning strategies of Aldi
There are three type of strategies which managers of business entity have to use to sell
the market. First they have to segment the market after that target needs to be done as well as
positioning of products in market. Unique selling price of Aldi is to sell products at a affordable
price so that they can maintain their top quality products (Kirby, 2012). Segmentation of the firm
is to look people who purchase grocery at a competitive prices. Target group of Aldi is
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Households which helps in increase the selling and generating more revenue. Positioning of
business entity is that it is a place in which people reckon more than its private labels. The
company having a high brand image in international market.
Tactics and action
Higher authorities of Aldi have to adopt proper plans and should be implement and take
actions according to tactics which they are facing. They have to do best advertising of their
products which they are selling to their consumers this will helps in delivering proper and correct
information to them and this will assist in attracting large number of consumers. It will help Aldi
in increasing their sales and generating more revenue. The products which they are delivering to
their consumers it should be in high quality and sell it on a reasonable price so that everyone can
afford and every service user will satisfied from services of Aldi (Aaboud and et. al., 2017).
Managers should provide guidance by conducting training programmes which will helps in
offering best and qualitative products to their purchasers.
Budget for marketing
Managers of Aldi have to make proper budget so that targets can be achieved. This
budget helps in making correct decision for each activity that how much they can spend and this
will generate attain goals and objectives. They have to make proper plans and should be taken
into action which will aid targets in a specific time period.
Marketing budget
Particulars
1st
year
2nd
year
3rd
year 4th year 5th year
Initial money 20000 2500 4800 4200 5600
Investment 17500 15200 15800 14400
Total 20000 20000 20000 20000 20000
Marketing
expenditures
Advertisement 8000 8000 6000 5000 7000
sales promotion 2000 2000 3000 2000 2000
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Direct marketing 2000 1500 2500 2500 1500
digital marketing 3000 1000 2000 2000 2000
Social media 1000 1000 1000 1000 1000
printing 500 700 300 400 550
Events 1000 1000 1000 1500 1000
Total 17500 15200 15800 14400 15050
Available balance 2500 4800 4200 5600 4950
Control in any unwanted activities
Managers and staff members have to put more efforts so that they can control in each and
every operational activities. They have to use appropriate rules and regulations as well as
policies in a proper manner which will assist in attaining targets. This will assist in generating
more and more revenue (Aad and et. al., 2012). When they put control in different activities then
they have to attain success and improve their performance along with productivity by adopting
relevant tools and techniques. Employers and employees of Aldi have to put coordination among
other members in all department which will aid in reaping targets and attain maximum advantage
in the competitive market.
Conclusion
From above plan it has been analysed that they have to adopt proper plans and procedures
so that they can deliver better and qualitative products and services so that targets can be
achieved. They have to make appropriate strategies so that they can implement in doing their
operational activities in a better way. Then proper analysis or evaluation should be done by using
appropriate methods whether it is SWOT or PESTEL. This will assist in reaping goals and
objectives. Managers of finance department in Aldi have to make appropriate budget so that
employees cannot face any type of issues in spending in doing different activities and also have
to put proper control which will helps in accomplishing goals and objectives.
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CONCLUSION
After summing up assignment it has been concluded that in marketing department
manager of Aldi have to have to fulfil roles and responsibilities so that consumers will make a
correct decision in purchasing products and services. They have to maintain quality of
merchandise as it helps in attracting large number of consumers and on the basis of that they can
generate more and more profits. Managers and employees of Aldi have to do analysis by using
marketing mix as it involves different P's. Along with this they have to make proper marketing
plan which will help them in doing spendings so that targets can easily achieved.
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