Roles of Merchandising Function in Aldi : Report
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Added on 2020-07-22
Roles of Merchandising Function in Aldi : Report
Added on 2020-07-22
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MARKETING ESSENTIALS
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1 Marketing function's roles and responsibilities......................................................................1P2 Relation between marketing roles/responsibilities and organisation.....................................5TASK 2............................................................................................................................................7P3 Ways in which two enterprise apply their marketing mix to accomplish their organizationalgoals............................................................................................................................................7TASK 3..........................................................................................................................................11P4 Merchandising plan..............................................................................................................11CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................15
INTRODUCTIONMarketing is that business process by which company can promote and advertise itsgoods and services within market place. This concept includes various tools and techniquesthrough which enterprise can determine buying behaviour of their customers. In modern world,almost all organisations gives core attention to their merchandising department. Marketing isknown as most important function of business enterprise because it is interrelated with allfunctions of corporation (Lamb, Hair and McDaniel, 2011). It is very much important formangers to operate merchandising activities and practices in most effective manner otherwisethey can not accomplish organisational goals and objectives. With the help of marketingfunctions firm can make positive relations with all market factors. This concept helps companyin communicating with its potential customers. In involves various activities such as promotionand advertisement by which enterprise can promote their products and services in effectivewithin market place. Basically, it is a process of buying and selling different goods and services.This project report is focused on ALDI which is grocery retailer company. It have 7,000 stores inall over the world. In this report, different roles of merchandising function has been explained inthe context of cited company, along with their interrelation with other organisational functions(Dibb and Simkin, 2013). Different ways has been evaluated in which two companies apply theirmarketing mix to achieve their desired objectives. At last, new marketing plan of ALDI has beenProduced for its better growth and development. TASK 1P1 Marketing function's roles and responsibilitiesMarketing is that function of business enterprise which helps it in promoting andadvertising its manufactured goods and services. Its sub functions are purchasing, selling,transporting, storing, financing and risk management. With the help of merchandising activitiesorganization can attract a huge number of customers and also can identify their buyingbehaviour. It includes 4 Ps which are product, price, place and promotion. But due to serviceprovider companies these Ps has been extended which are process, people and physical evidence.In simple words, marketing can be defined as planning procedure of distribution, promotion andpricing of products and services which can help in fulfilling customer needs and wants (Baker,2014). It involves those activities which transfer products from production place to consumption1
place. Merchandising is a huge concept which gives central attention to customer and theirpreferences. With the help of this approach, business enterprise can produce mass productionwith less operational cost. Also, it gives accurate information about customer's buying behaviourby which company can set its pricing policy according to that. This can help in attracting a hugenumber of individuals. Marketing marketing function have gone through from several phaseswhich are follows as under: (Source: Bhasin H., 2017)Production concept: The main motto of mangers was to increase the efficiency and effectivenessof their production department. They used to produce goods which have have high demand inmarket and involves lower operational cost in their production. Product concept: According to this concept, customer liked to purchase those products whichhave high quality, value and durability. So, it was responsibility of manufacturers to producegoods as per their requirements. For providing high quality organisation used to produceinnovative products or make some changes in existing products. Selling concept: According to this concept, every product should be sold at some price which isset by the product's value. Manufactures used to set their pricing policy as per the buyingbehaviour of customers (Ko, Hwang and Kim, 2013). 2Illustration 1: Concepts of marketing
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