ALDI Marketing Essentials

Added on - 21 Jul 2020

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Marketing Essentials
Table of ContentsIntroduction..........................................................................................................................................3Task 1....................................................................................................................................................4P1 Marketing function roles and responsibility...............................................................................4P2 Major role and responsibility relates to wider organizational context.........................................5Task 2....................................................................................................................................................7P3 Marketing mix and planning in organization context.................................................................7Task 3....................................................................................................................................................9P4 Development of marketing plan for EE limited..........................................................................9Conclusion...........................................................................................................................................11
IntroductionToday, business environment is to complex and competitive which required aneffective marketing essential which helps in attaining organization goals and objectives.There are various marketing strategy and tactics can be used by a company in order toprovide competitive advantage in the market (Shepherd, 2012). These strategies marketingmix, promotional aspects like electronic media, print media and social media tools. Thepresent report is based on ALDI which is one of the leading retail chain in United Kingdom.They provide a wide range of product and services to its customers at the affordable price.But after Brexit and increase competition level in its existing market having adverse impacton their market share and profitability. The main aim of this report is to using marketingstrategy and develop an effective marketing plan which help to meets its long term target.Task 1P1 Marketing function roles and responsibilityMarketing is related to delivery of products and services in an effective manner whichenhance customer service and provide money value. The main aim of marketing function isto satisfy customer needs in an effective manner which leads to increase its goodwill in themarket (Whitlow, 2012). Therefore, ALDI required that to use various function of marketingin order to sustain in its position in the market. There are following roles and responsibility ofmarketing function which are given below:Market research: This is one of the major role of marketing function which related tocollecting various information regarding customer, market position, business environment,potential risk associated with business, and internal factor of the company. with the help ofsuch research an organization overcome potential risk and increase efficiency (Wu, 2010).Marketing manager of ALDI, required that to conduct market research over a period of timeand know these factors in an effective manner. there are various tools and techniques can beused by them such as PESTEL and SWOT in order to know external and internal factors.Product development: This is another responsibility of marketing function where concentrateon product and service development. with the help of effective marketing research, acompany can know exact need of customer and provide goods and service accordingly. ALDIis one of the well-known brand in retail needs to analyses its product performance over aperiod of time. Because, in retail sector various product having less maturity life required to
improve and relaunch in an effective manner. there are various tactics such as pricing stageyaggressive promotional campaign etc. in order to promote its product in an effective manner(Huang, 2016).Market development: Customer research helps to provide information regarding market andany future opportunity available in the market. So that they can identify new market for theirproducts in order to maintain its market share and profitability which is a common goal for acompany. ALDI, can use marketing plan and expand its business in to other country due tomarket attractiveness and consumer spending power (Banerjee, 2013).Financing: This is another key role of marketing function where manager of the companyrequired to estimate and analyses the budget for its promotional campaign. They alsoresponsible to arrange fund from various sources it can be internal or external. Apart fromthat they also need capital for product development and market expansion and try to attractinvestor in an effective manner.Risk management: It is related to insurance function of the goods and services at the time oftransporting through different modes. There are various types of risk involved in a businesswhich need to be protected by insurance (Beatty, 2014). The product may be destroyed anddamaged by sea ports, fire, theft, storm etc. Marketing function is responsible to manage suchrisk in advance so that they can minimise heavy losses of the company.Supply chain management: This is one of the major role where firm’s required to arrange it’sall resources especially raw material from suppliers. For this, they can make a interlinkedsupply chain system where all retail store of the organization can get information andupdating regarding its product.P2 Major role and responsibility relates to wider organizational contextThere are following roles and responsibility of marketing function in the context ofALDI are given below:Identify customer needs: This is one of the major role where marketing departmentrequirement to conduct customer survey and feedback in order to determine customer needs.It is more difficult in retail sector because most of goods are perishable in nature (Samuelson,2014). Therefore, they required that to modify its product according to changing needs.
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