P1 Explain the key roles and responsibilities of the marketing function - ALDI

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Marketing Essentials
Table of ContentsINTRODUCTION..........................................................................................................................1TASK 1............................................................................................................................................1P1 Explain the key roles and responsibilities of the marketing function....................................1P2 Explain how roles and responsibilities of marketing relate to the wider organisationalcontext.........................................................................................................................................5TASK 2............................................................................................................................................6P3 Compare the ways in which a company applies marketing mix............................................6TASK 3............................................................................................................................................8P4 Produce and evaluate a basic marketing plan\.......................................................................8CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
INTRODUCTIONIn present time social media, video and TV advertisement is the biggest platform whichis used to promote the products and services and in future it can be more attractive due totechnological advancements. A business always seeks to increase its sales and marketing plays acrucial role in it. Marketing can be defined as an action of promoting and selling products orservices through conducting marketing research and advertising. The firm develops interestamong the customers towards goods in order to raise their purchasing power so that the companycan gain profit. This report is based on ALDI which is originated in Germany. It provides a hugerange of food, beverages, sanitary articles and house gold goods. Therefore, the report is basedon roles and responsibilities of marketing and its functions, comparison of marketing mixstrategies between two organizations. In addition, it also covers marketing plan of the companywhich is required to control the activities (Aaboud and et. al., 2017).TASK 1P1 Explain the key roles and responsibilities of the marketing function.ALDI isone of largest discount supermarket chain which has over 10,000 stores in 20countries. This is serving in various countries along with United Kingdom, United States andAustralia.Marketing conceptsdevelops a strategy that satisfies the customers’ needs andrequirement. Through analysing their needs, it establishes such policies that can increase firmssales and maximises it profit in order to gain the competitive advantage. ALDI is advertising itsproducts among its customers. Company is promoting its goods to increase the sales and raisethe revenue.People should know about the existing and new products because if they do nothave any information then they will not be able to buy the goods. In order to increase the salesALDI should gather the information about the requirements of the products in order to develop aspecific product that can satisfy the needs of customer. If company do not have any informationabout the expectation of people, then they can't be capable to supply products to prospectcustomers which has value for them. This is the core concept of marketing to cater theinformation about the products requirement then promote it among the people. So that they canpurchase goods and increase the profit of the company. There are five marketing concepts thatare mentioned below -1
(Source : Concepts of Marketing, 2018 )Production concept– ALDI should offer the products which are widely available becausepeople prefer to purchase cheap products.It is operation oriented like manufacturing cost whichconsists of raw material, machinery, labour, etc. In order to sale products ALDI should supplylow cost production goods which can attract the customers in an effective way. As productionconcept is based on the maximum availability of low cost product so that people can buy that toincrease the profit of the company. Similarly, ALDI should offer a huge range of products whichcan be frequently use by customers. Through providing such kinds of products the company canraise the profitability.Product concept –It can be seen that people favours to the quality and innovativefeatures of the goods. They wanted to get more benefits from a wide range of new kinds ofproducts. It converts them to be more loyal towards company because ALDI is offering theninnovative products that has various advantages.Selling concepts– In order to raise the sales of products ALDI needs to aggressivelypromote the products throughpromotional strategy. It is encourages sales of company throughattracting customers.Marketing concepts– It refers to focus in the prospect customer needs andrequirement determining a target market where ALDI can provide a better products than itscompetitors. Thus, marketing concept implies to attract customers through establishing brandimage among their rivals such as Morrisons and Tesco. Customer attracts towards the strongappearance of company image and it increase the profit of the firm (Babin and Zikmund, 2015).2Illustration1: Concepts of Marketing
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