Marketing Essentials of ALDI

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of the marketing function.......................................................1
M1 Roles and responsibilities of marketing in context of marketing environment....................3
P.2 Evaluate roles and responsibility are interrelated with marketing in organizational context3
M.2 Importance of interrelationship of marketing and other function........................................5
D.1 Evaluate elements of marketing function.............................................................................6
TASK 2............................................................................................................................................6
P3 Application of marketing mix in planning process to achieve objectives..............................6
M3 Different tactics used by organization to achieve objectives................................................9
TASK 4........................................................................................................................................9
P4 Marketing Plan of ALDI........................................................................................................9
M.4 Marketing plan for the firm................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is process in which items are sold by seller to buyer. This helps them in attracting
attention of various users. They can also maintain good reputation in the market as well as in
front of buyers. Thus as a result they can generate more revenues. Hence they can also increase
the market share. Report discusses about the ALDI Company which is retail firm. It was found in
1939 in U.K. Assignment describes about the role of marketing in the company and it relation
with other functions of marketing. It also describes about comparison of ways of marketing mix
of two firms to accomplish the goals (Baker and Saren, 2016). It further describes about the
creation of marketing plan and it include SWOT analysis and Porter’s five forces model which
are used by marketing unit to have complete and accurate information about market conditions
and system abilities. This also helps management to frame appropriate strategies and use tools
and techniques which benefits them to provide items and services in according to needs and
wants of people. Hence, as a result company is able to enhance sales and can earn more
revenues.
TASK 1
P1 Key roles and responsibilities of the marketing function
Marketing includes activities which are executed by members to sell items to consumers.
Advertising, sales promotion, personal selling, online marketing and social media are various
techniques that are used by firms to grab attention of large number of people. These tools help
management to inform public about products, its features and benefits. This helps ALDI to
attract people by establishing good image in market. Along this, company is able to establish
competitive advantage and position system higher than rival firms. Henceforth, management is
able to attract people and increase sales and profitability. These are various activities that are
performed by marketing unit are described below (7 Functions of Marketing, 2017):
Product or service management: Organization provides things to fulfill needs and wants
of public; thereby make adequate revenue. It is essential that items and services are
manufactured in respect to taste and preference of consumers. For this, management requires to
formulate strategies and tactics to make system function in according to demands of people. In
ALDI, marketing unit work with research segment which benefits operation members to design
products and provide things in respect to requirements of consumers. Along this, 24 hours
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customer service facility through online tactic is provided by seniors to clients. This advantage
firms to have large number of customers; thereby enhance sales and revenue. Administration
design items and provide quality things to consumers which help firm to sustain them for longer
period (Brassington, and Pettitt, 2013).
Marketing information system (MIS): This defines activities executed by management
to conduct market research to anticipate needs and wants of people. It is necessary that
organization have complete and accurate information about demands and requirements of public.
Along this, they even require determining market reputation and image of ALDI; thereby
position system higher than competitors. Management even adds funds to expand business and
set up numerous branches in different nations to have large customer base (Desai, 2013).
Financing: Marketing department require having adequate money to implement new and
unique technologies and tools to execute activities effectively. Information technology (IT) unit
formulate appropriate online platform and manage websites of ALDI to establish good market
position. These activities needed proper support from finance segment to provide adequate
money to marketing team. This helps them to organize activities and use promotional techniques
such as social media and online advertising to attract people by informing them about items and
services.
Marketing planning: This concept includes activities that are executed by marketing unit
to formulate appropriate program and tactics to make system function in according to needs and
wants of people. It is necessary that management frame adequate strategies and plan which
includes information about marketing mix, budget and standards that are specified by
administration. Product, price, place, promotion, people, process and physical evidence are
various components which are specified by marketing team of ALDI in respect to demands of
consumers (Desselle, Zgarrick and Alston, 2016).
Market research: Administration requires having complete information about needs and
wants of public. This helps them to design system and use appropriate tools and techniques
which benefits ALDI to provide things in according to demands of consumers. Market survey is
adequate tactic which helps marketing department to acknowledge constraints required by them
to attract people. Along this, it also benefits members to use appropriate promotional techniques
in respect to competitors.
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