Organisational Functions and Marketing Mix

The provided assignment delves into the importance of organisational functions and the marketing mix in achieving distinctive positions in the market. It highlights various types of departments established within an organisation to carry out tasks systematically, and discusses the concept of marketing mix as a set of factors controlled by an organisation to achieve desired outcomes. The document also references several books and journals on marketing essentials, including product planning, supply chain management, human resources marketing, and international marketing.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1 Key roles of marketing and relevance with other functional units........................................1
P2 Roles and responsibilities of marketing relate to the wider organisational context..............4
TASK 2............................................................................................................................................7
P3 Comparison of marketing mix...............................................................................................7
TASK 3..........................................................................................................................................10
P4 A market plan.......................................................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
The marketing essentials can be described as those tools and techniques which are
mandatory for carrying out more effective as well as efficient promotional activities . Marketing
refers to an important activity for each and every organisation so that they can promote their
goods or services in an appropriate manner to earn better outcomes on regular basis. There are
various kinds of promotional methods such as advertisement, posters, banners, pamphlets and so
on. These activities provide support to boost up goodwill of brand along with improving
productivity as well as profitability in desired manner (Kahn, 2014). This report is based ALDI
which is a German discount supermarket chains that deals in retailing and render required
products to people for completing their requirements properly. It was founded by Karl Albrecht
& Theo Albrecht in the year of 1913, almost 105 years ago. It has around 10,000 stores at global
level in 20 nations as well. They provide main goods such as food, beverage, sanitary articles,
household goods and so on. This assignment will discuss about role of marketing and its
relevance to other functional units. It also includes the comparative description of factors
involved in marketing mix of ALDI with another retailing company.
TASK 1
P1 Key roles of marketing and relevance with other functional units
There are various types of departments which are established in an organisation to carry
out several kinds of activities or tasks in proper and systematic manner . All sections of a
company has their own roles and responsibilities according to which they recruit desired staff
members as per their field of expertise in particular branch. This will facilitate them to attain
actual requirements of company in order to fulfil duties or tasks in an appropriate manner along
with desired outcomes on regular basis (DuBrin, 2011).
Marketing: - The term marketing can be described as to conduct an effective as well as
efficient methods to make people aware about product or brand. It is all about to communicate
with customer properly and promote brand along with motivation clients to purchase specific
product or service.
Nature of marketing: - Marketing can be considered as human activity which is
customers oriented to know about their actual requirements. The procedures of marketing helps
to improve productivity as well as profitability to complete goals of an organisation.
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Concept of marketing: - The term marketing has concept of making an effective as well
as efficient strategies to implement for satisfying customer properly,. It includes several factors
to fulfil client needs, increase sales, maximize profits and beat the competitors accordingly.
ALDI has its different departments that are organised in correct way to conduct required
process more effectively as well as efficiently to gain better outputs properly. Some of these
sections and their relation to other functional units are described below:
Product (Service management): - The term product can be described as final good
which is ready to be sold to customers for completing their requirements (Ottman, 2017). It is
necessary to first obverse and analyse thoroughly about actual needs, wants and demands of
clients so that according to their preferences an appropriate products or service can be produced
to fulfil expectations of consumers properly. ALDI have to focus on needs of consumers as well
as changing trends of market so that required goods can be manufactured to provide satisfaction
to customers. This will facilitate to gain loyal people for company which make sure long term
profitability for same. Marketing team can provide exact information about requirements of
people along with fashion of market according to which ALDI can produce correct goods to
achieve satisfaction of customers.
Pricing: - This can be described as price of any product which is expected from
customers in exchange of specific goods or services from an organisation. Price of products
includes cost of production, profit of firm and other minor expenses which are spend into other
activities relevant to goods. It is necessary for an enterprise to focus on budget of income of
customers so that more number of people can afford products of company. It will helps to boost
sales which results into improving profitability of an organisation. ALDI have various kinds of
products at different range of price so that every person can buy its goods as per their efficiency
of affordability and need as well. Marketing section of company have duty to determine actual
needs of people along with their budget of income according to which ALDI can decide their
new budget of manufacturing an innovative product.
Promotion: - It can be described as major role of marketing in which organisation can
promote their product through various kinds of promotional activities (Hugos, 2018). It includes
several modes of promotion such as advertisement, posters, banners, pamphlets and many more
which helps to improve goodwill of brand. These activities motivates or make people convinced
to buy goods through promoting an attractive features. Marketing department of ALDI provide
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support to boost up brand image in front of customers which facilitate to increase productivity as
well as profitability along with grabbing more profit share in market.
Selling: - This can be explained as to sell bulk of goods to earn desired profits and
complete given targets of sales in a particular period of time. It is necessary for every company
to sell its goods at correct price to gain desired profits from business (Rowley, 2016). A person
starts to run their business to attain better profitability along with growth of business to improve
their positioning in market. ALDI have focus on sales team and provide them an effective as well
as efficient training so that they can sell bulk of goods to customers properly at given deadline.
Marketing department of ALDI helps to promote product which facilitate to boost up number of
sales that helps to gain desired profits in ALDI.
Financing: - The term financing refers to funds of money which is an essential
component to run a business properly. A require amount of capital must be invested in company
to carrying out different types of activities on regular basis. It is necessary for ALDI to kept
margin of capital to remain safe for some emergency situation which requires immediate
investment in an organisation. Marketing team conduct an effective research of market situation
in order to know about present trends and organise different promotional activities to promote
product and improve its sales. This will facilitate to increase number of customers for company
along with profitability as well. Marketing activities requires funds for conducting their duties in
ALDI.
Marketing Information System (MIS): - This can be described as an effective system
which collect required information and prepare of record of the same along with maintaining it
for future purpose. Marketing information system provide support to gain needed knowledge for
any specific aim to complete it properly through analysing data collected from this system. It is
relevant to marketing as it maintain data about market trend along with various factors such as
fashion, competitive situation, needs or clients and so on (Lane, 2016). Marketing department of
ALDI has role to utilise this kind of system to maintain desired knowledge for future purposes
and provide it to other functional units as per requirement.
Distribution (Channel engagement) : - This can be explained as to conduct supply of
products to different stores of an organization as per demands of customers. It is necessary to
first observe and analyse the actual demand of goods in various geographical areas then supply
bulk of goods to these places. It will affiliate to make products available for customer. It is an
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essential tasks because people will easily switch to another brand if they are facing difficulty to
purchase goods of specific company. ALDI have to make sure to supply required amount of
products to different established or linked stores and shops so that they can retain their regular
consumers properly. Marketing department of ALDI will render actual information about
demand of people in different areas so that desired goods can be distribute to market and fulfil
requirements of clients as well.
P2 Roles and responsibilities of marketing relate to the wider organisational context
Marketing is an important procedure of each and every organisation as it provides exactly
information about scenario of market including trends as well as requirements of customers. It
will help other functional units to carrying out their tasks or events in an accurate way to gain
desired outcomes (Wolfinbarger and Bush, 2012). There are various kinds of organisational
functions which are carrying out in correct way according to gained knowledge with helps of
marketing team to earn better outputs. The department of marketing includes Roles and
responsibilities to render support to various kinds of other section of ALDI. Some of them are
briefly described below:
Research and development (R & D): - This can be described as to research procedure
that includes duty of carrying out an effective as well as efficient search about any particular
field to known actual scenario. It is necessary to conduct for various purposes so that exact
information can be achieved to work on it to attain required outcomes. In this context, marketing
team of ALDI can conduct an appropriate research to know about actual fashion of market along
with current needs of consumers. It will help to production department to manufacture desired
products through innovative modifications into features of goods. This will facilitate to achieve
development in company as well as improving growth of business.
Administration: - The term administration refers to a separate section of company that
focus on entire functional units ad make sure that everything is going on perfectly (Blyhte,
2012). They have a duty to observe, analyse and evaluate several procedures that are conducting
in different departments along with their opportunities and threats. They will convey information
of administering different sections so that they will grab better chances an reduce possibility of
issues by taking required steps properly. Marketing team of ALDI provide knowledge about new
trends of innovative technique and fashion of market to administration then they will allow for
implementing them after ensuring benefits.
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Customer service: - This can be explained as to provide required product or service to
consumers to complete their actual needs wants, demands, taste and preferences properly. It is
mandatory to first observe and analyse exact desires of people then only manufacture goods
accordingly. It will facilitate to attract new customers along with retaining the current ones that
helps to boost up profits of an enterprise. Marketing department of ALDI had an important roles
to conduct an appropriate research of market trends and gain information about actual
requirements of consumers. Production section will achieve knowledge for exact preferences of
people and manufacture desired product to fulfil their expectations in an accurate way (Perreault,
Cannon and McCarthy, 2015).
Distribution: - The term distribution refers to supply of goods in an accurate manner to
fulfil demands of customers properly. It is necessary to make product available easily for
customers so that they can purchase required goods to complete their needs and wants properly.
It is important supply an required amount of products to different geographical areas to fulfil
demands of people and earn profits accordingly. Marketing team will provide an appropriate
information about actual demands of consumers according to which supply of goods will be done
properly in market. Sometimes, it is observed that people get switched to another brand if they
are facing problem to buy goods of particular company. To retain regular customers, it is
mandatory for ALDI to carrying out distribution of products in more effective as well as efficient
manner
Finance: - The term finance can be explained about the criteria of funds or money which
is utilise in company to run business properly. It is necessary to invest required amount of capital
in an organisation for carrying out needed activities or procedures properly. Each and every
small or large process requires a particular amount of money to be invested for conducting them
an accurate manner along with generating desired outcomes on regular basis (Baack, Harris and
Baack, 2013). Marketing department conduct several promotional events and research of market
trends which requires certain amount of capital to carrying out these procedure in correct
manner in ALDI.
Human resource: - This can be described as an essential department of an organisation
which is relevant to staff members. It is necessary to hire desired candidates as per their skills or
abilities for specific position in company. It will helps to carrying out required roles and
responsibilities in an accurate way along with generating better outcomes on daily routine. It
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includes the criteria of selecting correct people for marketing team having an effective
convincing power along with motivating customers to purchase product and complete target of
sales in given period of time. ALDI have to hire an effective employees to build an appropriate
marketing team to gain better outcomes.
ICT: - The term ICT refers to information and communication technology which include
several effective as well as efficient tools or techniques that helps to make an appropriate
conversation properly (Charles, JOSEPH and CARL, 2011). It is required many times to convey
the same message to number of employees working in whole organisation then verbally it is
quite difficult and time consuming. And providing information through hierarchy from top to
bottom level actually change the actual knowledge which is needed to be send. ALDI can utilise
Information and communication technology to covey correct message at one stroke to bulk of
members properly so that employees can follow instructions accordingly in right way. Marketing
team can also use these techniques to convey desired information to customers which facilitate to
motivate them for purchasing goods.
Marketing: - This can be explained about various kinds of marketing activities in proper
manner in company. Major tasks of this department is to carrying out promotional events and
research of market trends in an appropriate way to attain better outcomes. They have to carrying
out several promotional activities with innovative methods to attract new customers long with
retaining the current ones to improve profitability of an organisation. ALDI have to establish
well qualified and experienced marketing team so that they can conduct several activities
properly to earn better outcomes. Efforts of this department helps to boost up number of sales
that ensures profitability of company.
Sales: - The term sales refers to the number of sold units of particular product to
customers (Baker and Saren, 2016). It is necessary to complete target of sales in given period of
time as it will make sure about profitability of an organisation. Earning more profits for company
can be done through improving number of regular customers through providing desired products
with needed features which helps to attain more new clients accordingly. It will facilitate to boost
up demands of products through which better profits can be achieved by company. ALDI can
focus on this section and improve quality of goods to attain satisfaction of consumers along with
increasing efficiency of sales team to fulfil targets at given time properly.
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Production: - This can be described as the department of production that has duty to
manufacture correct product as per demand of customers in market. It is necessary to produce
required amount of units so that needs of consumers can be fulfilled properly. Marketing team
provide support by providing an actual information about actual taste or preferences of people
along with changing trends of market (Jones and Rowley, 2011). It will facilitate the
manufacturing section to prepare an accurate goods and fulfil expectations of people. ALDI can
focus on information provided by marketing department about preferences of clients along with
market trends to manufacture desired products to achieve satisfaction of customers.
The above mentioned functional units are necessary to be organised in an accurate
manner so that required activities of each section can be conducted properly. These departments
are inter related to marketing section in several aspects to generate better outcomes on regular
basis.
TASK 2
P3 Comparison of marketing mix
The concept of marketing mix undertakes set of factors which are controlled and
influenced by an organisation to achieve distinctive position in the market. These four elements
of marketing mix are channelised by management to make sure that promotion of brand is being
carried out in the right manner. The comparison between marketing mix of ALDI and LIDL are
described through tabular representation.
Elements of Marketing
Mix
ALDI LIDL
Product  This organisation is offering
variety of product offering in
the form of Fresh food,
bakery, health & beauty care
products and drinks (Babin
and Zikmund, 2015). All the
above mentioned products are
sold under the label of the
company. The company have
 This organisation have
been offering similar
products when
compared with ALDI.
There is variety of
offering of meat and
fresh fruits and
vegetables along with
frozen and gluten free
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stated that it possess
partnership with best supplier
which is helpful in procuring
best services.
offerings. This
organisation has been
emphasizing on
attaining a distinctive
edge through offering
specialised offering
through baby products
and housekeeping
products.
Price  Price constitute as one of the
crucial aspects of this
organisation . This business
have been renowned to be a
major discount provider in the
supermarket companies in the
UK market. This organisation
have been selling value
products at competitive prices
which have rewarded this
business with a loyal
customer base. The use
psychological pricing is well
emphasized in this
organisation which persuades
people to avail more goods
from this supermarket
operator (Lilly, 2014).
 This organisation have
been taking assistance
of competitive pricing
technique. This
organisation have
recently cut prices by
9% on grocery
products so that market
share of this business is
enhanced. The sourcing
from local suppliers
helps in keeping prices
of products and
services lower. The
lower prices of services
are appreciated by the
customer based for this
business.
Promotion  This organisation have been
taking assistance from
numerous channels such as
 The major setback for
this organisation in
comparison with ALDI
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sales promotion activities,
advertisement and public
relation through which
products and services of this
brand are marketed. This
brand has been renowned as a
major discounter in the United
Kingdom market which
attracts major budget
conscious people.
is that they do not
possess any loyalty
schemes for loyal
customers. This
organisation have been
known to organise
numerous in-store
promotions which is
helpful in driving sales
of this business.
Place  This element of marketing
mix focuses on the place
where products and services
are being sold to the
consumers. ALDI possess a
strong market presence in the
USA and UK along with
marking presence in the 17
other nations. This business is
providing opportunity to avail
products and services of this
organisation through online
channels.
 This business mostly
covers major sections
of UK and Europe
through its major
number of retail
outlets. There are
approximately 10,000
stores of this
supermarket chain in
the world, which are
almost similar to that of
competitor which
stands at 10,366
outlets.
People  ALDI had implement an
effective layout of stores
which reduce requirements of
more employees and provides
proper service to people. They
focus on efficiencies staff
 This company focus on
skills or abilities of
candidates and hire
well qualified and
talented employees so
that thy can fulfil their
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members through conducting
effective training events so
that they can complete
required tasks properly.
roles or duties in proper
manner to gain
required outputs.
Process  They apply more effective
procedures to conduct various
kinds of activities and
generate desired outcomes
along with providing easy
purchasing methods to
customers.
 LIDL has their own
criteria of providing
goods at lower process
so that every person
can afford their
products which helps to
increase number of
customers for
company.
Physical evidence  This company is commonly
known for its attractive
layout, global pricing and
other effective procedures
which are conducted by ALDI
to render an appropriate
services to customers.
 This company is
following traditional
layout which attracts
people and facilitate to
boost up sales of goods
(Campbell and et al,
2013).
TASK 3
P4 A market plan
The market plan can be described as design of several activities of marketing in
sequenced manner so that whole procedure can be completed in correct way. It is necessary to
prepare an effective plan of market in ALDI to conduct properly and gain desired outcomes. A
market plan for ALDI is given below:
Overview of company: - ALDI is kind of retailing company which commonly
considered as discount supermarket chains that provides varieties of products to customers at
global level. It was founded by Karl Albrecht & Theo Albrecht in the year of 1913 and splits into
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two parts called as ALDI NORD & ALDI SUD in 1962. This company provides several products
to customers such as food, beverage, sanitary articles, household goods and many more
Vision and mission of ALDI: - The mission statement of ALDI is to provide better
products having top quality at incredibly low prices guaranteed. Vision of ALDI id to
revolutionize the grocery industry with an unique business model.
Market segmentation: - The market segmentation of this company is done according to
requirements of customers and focus on several factors that are critical. It includes those clients
who are regular to brand and considered as potential consumers for the company as well.
Marketing objectives: - ALDI has and objective of providing better quality of products
to customers so that they can more profits share of market. It will facilitate them to improve their
efficiencies along with welcoming opportunity top expand business in future to earn better
profits.
Situational analysis of ALDI
The situation analysis can be described as to several factors that are importation to be
analyse for making an appropriate market plan. It is divided into two sections that is known as
internal and external analysis. The internal one involves strengths and weaknesses of company
and external includes certain opportunities & threats as well (Fill, 2011). These elements are
defined below in respect of ALDI.
Strengths
 ALDI provides low cost offerings along with good quality of products to customers.
 They have low cots lean operations and positive suppliers relationships which provide
certain benefits to firm.
 They have innovative sales models, effective store- layouts and locations as well.
Weaknesses
 ALDI provide varieties of goods to customers and perception of people about quality of
goods.
 They do not have effective customer service due to size of stores and ability of stock. They adopt technology frequently which welcomes difficulty for employees to work with
new techniques that impacts negatively on regular outcomes.
Opportunities
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 They have a chance to expand their business across United States and Abroad markets to
earn more profits.
 They can boost up brand loyalty and awareness amongst customers so that they will
retain with company for long time which helps to attain better profitability as well. Focus on customer relations and try to improve perception of clients about quality of
products.
Threats
 They have threat of having larger number of competitors that provides goods at low
prices (Baines, Fill and Page, 2013).
 They have low brand loyalty due to which loyal customers are decreased which impacts
negatively on profitability of ALDI.
 Customers are very price sensitive with pricing level of products of this company.
Marketing strategy: - The marketing strategy of ALDI to utilise innovative techniques
to conduct required activities to attract more customers. They thoroughly observe and analyse
actual needs, wants, demands, taste and preferences of people and the manufacture an
appropriate products to fulfil desires of them along with achieving their satisfaction.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 30000 15000 13000 30000 15000
Investment 30000 13000 30000 30000
Total 30000 45000 26000 60000 45000
Marketing
expenditures
Advertisement 7000 6000 4000 9000 8000
Sales promotion 3000 7000 2000 5000 6000
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Direct marketing 10000 9000 5000 7000 8000
Total 20000 22000 11000 21000 22000
Available balance 22000 10000 12000 15000 20000
Control measures: - The company follow several policies to control wastage of
resources and save cost while carrying out required activities properly. It also includes to
conduct various events in an accurate manner to generate desired outcomes.
CONCLUSION
The above report had concluded that marketing essentials can be described as those tools
and techniques which are mandatory to carrying out more effective as well as efficient
promotional activities properly. There are various kinds of promotional methods such as
advertisement, posters, banners, pamphlets and so on. There are different types of departments
which are established in an organisation to carrying out various kinds of activities or tasks in
proper manner systematically. It will help other functional units to carrying out their tasks or
events in an accurate way to gain desired outcomes. There are various kinds of organisational
functions which are carrying out in correct way according to gained knowledge with helps of
marketing team to earn better outputs. The concept of marketing mix undertakes set of factors
which are controlled and influenced by an organisation to achieve distinctive position in the
market. An appropriate market plan should be made to conduct everything properly to gain
desired outcomes.
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REFERENCES
Books and Journals
Kahn, K. B., 2014. Product planning essentials. Routledge.
DuBrin, A., 2011. Essentials of management. Nelson Education.
Ottman, J., 2017. The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.
Hugos, M.H., 2018. Essentials of supply chain management. John Wiley & Sons.
Rowley, J., 2016. Information marketing. Routledge.
Lane, P., 2016. Human resources marketing and recruiting: essentials of employer
branding. Handbook of Human Resources Management, pp. 23-52.
Wolfinbarger, M. and Bush, R., 2012. Essentials of marketing research.
Blyhte, J., 2012. Essentials of marketing. 5. Painos. Barcelona. Person Education.
Perreault, W. D., Cannon, J. P. and McCarthy, E. J., 2015. Essentials of marketing: Amarketing
strategy planning approach.
Baack, D. W., Harris, E. G. and Baack, D., 2013. International marketing (Vol. 3). Sage.
Charles, W. L., JOSEPH, F. and CARL, M., 2011. Essentials of Marketing. Cengage Learning.
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp. 25-36.
Babin, B.J. and Zikmund, W.G., 2015. Essentials of marketing research. Nelson Education.
Lilly, M. C., 2014. Content marketing essentials for small business. London: Create Space
Independent Publishing Platform.
Campbell, R. and et al, 2013. Media essentials: A brief introduction. Bedford/St. Martin's.
Fill, C., 2011. Essentials of marketing communications. Englewood Cliffs, NJ: Financial Times
Prentice Hall.
Baines, P., Fill, C. and Page, K., 2013. Essentials of marketing. Oxford University Press.
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