This assignment delves into the core principles of marketing by examining the strategies and practices of ALDI, a renowned supermarket chain. It explores the key roles and responsibilities of the marketing function within ALDI, analyzing its relationship with other organizational departments. The assignment further compares ALDI's marketing mix approach with that of Waitrose, another prominent supermarket chain, highlighting their distinct strategies for achieving business objectives. Finally, it culminates in the development and evaluation of a basic marketing plan for ALDI, incorporating a comprehensive situational analysis and outlining actionable strategies for future growth.