Marketing Essentials Assignment on ALDI

MARKETING
ESSENTIALS

Table of Contents
Introduction............................................................................................................. 3
Task 1..................................................................................................................... 3
Task 2..................................................................................................................... 8
Task 3................................................................................................................... 10
Conclusion and Recommendation............................................................................... 12
REFERENCES....................................................................................................... 13

Introduction
Marketing essential is too significant for every business unit because its contribute in create
awareness of products and services and gain competitive advantage. The role of marketing
department is relating to producing high quality goods and transfer to end user at the right
time and right price. The report will be explaining about the marketing plan and marketing
mix which helps to meet long term goals and target. This report based on ALDI which is one
of the most valuable brand in the UK (Akturan and Tezcan, 2012). They provide a wide range
of products and services to its customer. the main purpose of this report is to identity roles
and responsibility of marketing department and design an appropriate market plan which
provide long term success.
Marketing: It is a systematic process of creating awareness of firm’s products and services
to their customer. it is the way of communication where company tries to provide relevant
information regarding their products, price specification, offer and so on. There is various
function which performed by marketing department and provide long term success to their
business.
Background of the company: ALDI is a retail business corporation and conduct their
operation in UK and other parts of the world. It is one of the well-known brand in the UK and
other European market which market share is 5.1 percent which is quite goods as compare to
other counties. This company was state in early 1900’s and become the moot growing in
1960’s. In 1962 the higher authorities of the business organization owned more than 300
stores. Today, ALDI having more than 10000 stores across the world and operate their
business in 1800 counties (Albayrak, Aksoy and Caber, 2013). The total revenue of the firm
is €53 billion which is quite large from different sectors such as food, clothing, household
goods, beverage etc. there are three subsidiaries of ALDI, ALDI talk relating to mobile
network, ALDI liquor and Diskont.
Task 1
P1 Key roles and responsibility of marketing function
Marketing department plays a prominent role in attaining organizational goals and objectives
in an effective manner. There is various function of marketing department from distribution
to financing and each element provide unique strength to the company. It helps to increase
revenue and market share by offering high quality goods and services to its customer and

enhanced customer loyalty. Therefore, every business entity tries to use these function in a
manner which gain competitive advantage in the market over its rival corporations. In the
context of ALDI, there are various element in the marketing and use in an appropriate manner
in order to meet its short and long term targets. These are:
Market research: This is one of the most significant function of marketing department
which related with the collecting information. These data can be related with the customer,
competitors’ products, and other aspects of their goods and services. The main aim of this
function to get updated information from the market at the right time (Annie Jin, 2012).
ALDI required that to conduct market survey on regular basis so that they can knowing the
current need and produce its products accordingly. Apart from that they also gather
information about their existing product so that they can improve its performance in the near
future.
Production function: This is another major function where a company can get the design of
its product from the marketing research department and develop it. This is one of the most
crucial function of marketing which can help to increase the satisfaction level of its customers
in an effective manner and create competitive position in the market.
Distribution: It is essential for a company is to use appropriate distribution strategy, so that
they can offer these products in an effective manner. Today, every corporation is try to locate
these channels in strategic location where customer footy prints is too high. In the context of
ALDI, marketing department required that to select its store location at the best place where
the potential of selling is more. The cited firm can use three types of store in their strategy,
urban store, semi-urban and hyper market for different types of target customers.
Product-service management: This is another most critical and competitive function where
a business organization required that to focus on product and service management. According
to ALDI, they need to conduct survey which helps to get the right information of their
choices (Burke, 2010). For example, the cited unit wants to launch food items, they can
distribute free to the customers at their store and gather feedback regarding improvement. It
helps to attain long term success and increase customer loyalty and profitability which is
common goal a business unit.
Pricing: One of the most difficult task is to setting right price of their product and services. If
product price is high nobody can buy it, on the other hand product price is lower it may affect
revenue of the business. Therefore, marketing department helps to calculate right price which