Analyzing ALDI's Strategic Marketing and Financial Strategies

ALDI has established itself as a formidable competitor in the global retail industry through its strategic emphasis on cost leadership, efficient market positioning, and sustainable practices. This essay delves into ALDI's approach to maintaining low operational costs without compromising quality, thereby offering high-value products at competitive prices. By implementing minimalistic store designs and focusing on private-label brands, ALDI reduces overheads while enhancing customer value perception. The strategic location of stores in areas with lower rent and effective inventory management further supports its cost-efficiency model. Additionally, ALDI's commitment to sustainability not only aligns with contemporary consumer values but also positions the company as a responsible market leader. This essay evaluates ALDI's financial performance metrics, such as revenue growth, profit margins, and return on investment, which underscore its successful execution of strategic initiatives. Through a SWOT analysis, the paper identifies strengths like operational efficiency and customer loyalty, weaknesses including limited product range, opportunities in expanding digital presence, and threats from emerging retail trends. The essay concludes that ALDI's blend of cost leadership and sustainability is pivotal to its financial success, providing insights into how similar strategies can be adapted by other retailers aiming for competitive advantage.

Marketing
Essentials
Assignment

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Responsibilities and roles of marketing function...................................................................1
P2 Relation of roles and responsibilities of marketing function with organisational context....3
TASK 2............................................................................................................................................5
P3 Marketing Mix application by various organisation..............................................................5
TASK 3............................................................................................................................................9
P4 Marketing plan ......................................................................................................................9
CONCLUSION .............................................................................................................................11
.......................................................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Concept of marketing is very wide it include activities from marketing research to
offering a innovative product to large number of customers. It is one of the essential and most
important activity of every enterprise (Mattson and Basu, 2010 ). Under this manager of
company use large number of communication channels to motivate the customers to buy the
firm's product. Every organisation use this to attract more customers and to capture a larger
market share. ALDI one of the leading global brand who deals in grocery product, based in UK
is that under this report for study. Today company is operating in more than 35 countries and
have more than 2500 stores. Main roles and responsibilities of marketing function of an
enterprise is mentioned under this report. Hoe functions of marketing departments are related
with other activities of a company is detailed in this. Further, application of various elements of
marketing mix by different organisation and marketing plan for ALDI is all described in this
report.
TASK 1
P1 Responsibilities and roles of marketing function
Function of marketing is essential element of every enterprise. Large number of activities
are covered under this (Functions of marketing, 2017). This provide an opportunity or platform,
to the firm to communicate with its customers and to motivate them to buy the firm's product.
Create demand is one of the important function of marketing department (Grönroos and Ravald,
2011 ). For this various promotional tools or a mix of communication tools are used by the
company. Optimum utilisation of all the funds and resources available is also come under the
main responsibility of marketing function. Further main responsibilities and roles of a marketing
department of an enterprise can be understood by the following points:
 Product: A product can be anything which a firm offer to its customers for satisfying
their needs. For attracting more customers it is very essential that it must be well featured
so that it can fulfil the requirement of different customers (Functions of marketing, 2017).
It is one of the main responsibility of a marketing department to make and offer
innovative products. For this marketing department of ALDI can conduct research to
identify the needs of customers. A product having more features attract more customers.
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(Ananda, 2010) Price: That monetary amount which a company charge from its customers in exchange of
then commodity is knowns as price. It is very essential for every organisation to set an
optimum price for its goods. Right price of the product attract more customers increase
financial returns of the company. In today's competitive business environment substitute
of every product is available in the market. So price is the only factor which can attract
more consumers that's why it become more essential for the firms to set a low price for its
products. Selling: Process of hand over the firm's product in the hand of buyers is known as selling.
It is one of the foremost duty of marketing department to do various efforts to make the
process more convenient (Molina, Gómez and Martín-Consuegra, 2010). For this
manager of manager of ALDI can make the products available near all the stores of
customers so they can easily buy the goods. Promotion: Effective use of all communication process just to inform customers about
company's offering and motivate them to buy the same is known as promotion. It is one
of the important activity of marketing department. For attracting more individuals
marketing manager of ALDI can use various communication tools such as advertising,
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Illustration 1: Marketing Functions

radio, newspapers and many more to make the customers inform about its goods and
services. MIS (Management information system): Marketing department of every firm conduct
some research to identify the features customers want in the company's product. All the
collected information support the enterprise while taking important decisions. So it comes
under the responsibility of marketing department to collect, save and provide relevant
data to the top managers of firm so that they can important decision about the company. Financing: Finance is the blood of every company. Without funds no enterprise can
execute it operations effectively and can not achieve the desired results. Lack or shortage
of funds creates unnecessary obstacles in the process of firm and hamper the quality of
product (Weinreich, 2010. ). So ton avoid this kind of problem it is very necessary for the
marketing manager of ALDI to identify the needs of funds required and communicate
same with the finance department so that proper amount of funds can be allotted to them.
 Distribution: Choosing an effective distribution channel for deliver products to the final
customers come under the responsibility of marketing manger. It is very necessary that
distribution channel must be cost and time effective so that firm can deliver its services to
its customers without any delay.
All these are the main responsibilities of a marketing function of a firm. By effectively
execute them set objectives can achieve by the firm.
P2 Relation of roles and responsibilities of marketing function with organisational context
Concept of marketing is very broad because large number of activities are covered under
this. Operations of marketing department of a company affect other activities of a business. It is
very necessary that manager of company should have a understanding of this so that he can plan
the business activities accordingly (Daymon and Holloway, 2010). Relationship of marketing
activities with wider organisational concept can be understood by the points stated below:
 Operation function with marketing function: These two are one of the important
department of every department. Coordination between the activities of these is very
necessary for a firm to achieve its set targets. At one hand operation department of
company undertake the process of production while on the other hand marketing
department of company collect information about the needs and wants of customers.
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That's why it is very necessary that there must be ordination among the activities of both
department so that operation department of ALDI can make products as per the needs of
consumers.
 Marketing department with finance function: Finance manager of a company identify
financial needs of every department and than make budgets and allot funds so they can
execute their operations effectively. It is very necessary that there must be a coordination
between the marketing and finance manager of ALDI so that required amount can be
allocated to the marketing department for its activities.
 Human resource function with marketing department: Management of employees and
their activities come under the HR function of a company (Sozinova and Fokina, 2015).
Workers are the one who make final products for large number of customers and it is
very necessary that there must be a coordination among the activities of HR and
marketing department. Function of marketing guide employees about the features which
must be there in a product. In this way company can deliver effective and quality
products to its customers.
 Marketing department with research and development department: As the name implies
research and development department of a company conduct research in order to identify
the tastes and habits of customers. All this collected information provide input to the
marketing department do to necessary changes in the products and services which
increase the effectiveness of business operations (Hill, O'Sullivan and O'Sullivan, 2012).
So it is very necessary that there must be a coordination among the activities of research
and marketing department.
 Marketing and sales function: Both these are interlinked department of an enterprise.
Promotional activities of marketing department influence or motivate the customers to
buy the firm's product which increase the effectiveness of sales department (Sterne,
2010). So it is must tat there must be a coordination among the activities of these
functions so that sales manager of ALDI can known about the activities of marketing
department and can make the things ready accordingly. In this way overall effectiveness
of company's operations can be increased.
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 IT department with marketing function: Due to technology revolution various
technologies are used by marketing department of a firm to create demand, to promote
product and many more. It is essential that activities of marketing and IT department
must be coordinated with each other (Terpstra, Foley and Sarathy, 2012.). In this way
marketing manager of firm can use effective technologies during the promotion
programmes. Manager of ALID can do the online marketing of firm's product and overall
can increase the sales of the firm.
Main function of a marketing department are related with the other important function of
a company so there must be a coordination among all these. So that firm can achieve efficiency
in business operations and at the same time can maintain the quality of its products. It is very
necessary for the manager of ALDI to understand this relationship and then formulate the
business policies accordingly. In this way firm can offer quality and innovative products to its
customers and can get their loyalty and trust. Further company can get advantage over its rivals
and can capture a large market share (Day, 2011). Lack of coordination hamper the quality of
business activities and its products also so there must be an effective coordination and
cooperation among the various activities of a business and its marketing department. By bring
coordination ALDI can generate large number of profits.
TASK 2
P3 Marketing Mix application by various organisation
Marketing mix is an important and necessary elements which is apply by every enterprise
(Marketing Mix, 2017). It includes 7P's i.e. price, place, promotion, product, process, people and
physical evidence etc. All components are use ALDI for offering different goods to many buyers
as well as to capture a market trends and their share (Jeffery, 2010). So it is very essential
concept for completing their purpose and buyers needs regarding products. One of the main
reason of this approach is to achieve long term goals and objectives. Different marketing mix
elements and their applications which is use by various enterprise which are as follows:
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(Pennsylvania, 2017)
Basis ALDI LIDL
Product This kind of business deliver
and mad special product
quality to its buyers.
Manufacture of this retail store
buy raw material quality from
better provider in bulk which
minimise the all product price.
Mentioned business provide
better product at affordable
cost. This business is sustain
their quality in fresh stock i.e.
vegetable, fruits and house
hold items which is highly
attract buyers towards the
retail store.
LIDL is a retail store in united
kingdom. They have strong
product brand. They sale
different items in various
verity. So in this customer
largely attract. This store
provides its goods and services
through different supermarket
chain. But many times buyers
perceive law items quality of it
less cost.
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Illustration 2: 7P' of Marketing Mix

Price One of the main strength of
business is low and affordable
cost product (Mattson and
Basu, 2010). ALDI use
different kinds of pricing
strategies one is bulk and unit
etc. both are important for the
company in order to attract
large number of the buyers.
Main reason of the less prices
is which is fixed by the
organisation is that industry
purchase their materials in
bulk . It reduce the finished
goods price. A retail store also
fix the minimum cost of the
items which is essential for
acquiring its satisfactoriness in
public. Non food product price
also very low, so it is very
attractive for the buyers.
This company also use
different pricing strategies in
their store. Low product cost
attract large number of
purchaser. LIDL use the
Skimming pricing stargate
because it is beneficial for the
business in order to achieve
buyers satisfaction at large
level. This business also set
minimum price if the goods
and deliver better quality
(Molina and et. al., 2010).
Place It is another elements of
marketing mix which is
essentials for every business.
Mentioned firm has 8000
stores in 18 countries. So it is
generate high profit in every
month and year. Business
layout is very simple which
support buyers in determining
the items easily (Sozinova,
This company has different
stores in United Kingdom.
This company use different
channels which is essential for
firm to make product
existences to the buyers. They
also use software which
support in checking the quality
of raw material.
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and Fokina, 2015). It will
maximise firm convenience
level.
Promotion Promotion is a par of
communication channel which
is very important every
company. Mention department
use various promotion mix
such as advertising, publicity,
designing and another
elements.
LIDL is use different
promotion mix such as
employee relation, sales
enterprise, advertisement.
With the help of this business
provide many information
regarding products.
People This firm has lower buyers
service than its challengers as
workers do not help buyers in
items section (Sterne, 2010).
Mentioned business has very
thoughtlessly set their layout
store where all section are
divided in proper way which is
decrease the workers needed
on each floor.
This company has skilled
person in comparison ALDI.
Manager of this business
conduct different training and
development programs which
is very important for the
person in order to increase
their skill and knowledge.
Employees are capable to give
complete purchasing
experience to its clients.
Process Business by its sheer design
makes items finding is easy. In
this buyers mostly choose the
items on their own. It decrease
the number of workers that
firm needs to supports the
buyers.
This company use different
process in selling goods. They
use different strategies in
reducing the buyers
involvement in the all activity
(Terpstra and et. al., 2012).
Physical Evidence ALDI s worldwide famed for This company select
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easy business process, global
pricing and standardization
etc. They has 85% stock I their
store. It includes home brand
and many are recognized.
traditional method of selling
goods in the hyper and supper
market. They use various
forms of colours in their
packing which assists clients
in determining the product
requirement which reduce
time.
TASK 3
P4 Marketing plan
Marketing plan is define as a written document which includes different activities
regarding company information. There are various elements which is considers in merchandising
thought are as follows:
Overview of ALDI:
Aldi is a retail store in UK and they has common brand in global supermarket. They has
over 10,000 stores in approx 18 countries (Hill and et. al., 2012.). Their turnover is more than 50
billion. It is formed in year 23 June 1931 as well Karl Albrecht and Theo Albrecht founded.
They provide households goods, food beverage and sanitary etc. Their Tag-line is Pass a little,
live a hateful (Walker, 2014). USP of mentioned company is sell at reasonable cost sustaining
high goods quality. Target group of this business is Household. Aldi is a best place which person
reckon much with its local labels. They having powerfully placed in location is Germany. In
international market tey also trying firmly place.
Mission:“To provide quality products to its potentials and target buyers at reasonably cost.”
Vision: “To give a stable and long term success of the enterprise in order to contribute future
development”.
Objectives: One of the main objectives of ALDI to provide quality product ad creative services
to the clients in an essentials and efficient manner (Weinreich, 2010). They give different variety
in their foods items which is very important for the buyers because in this they fulfil their needs
and requirements.
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