Marketing Plan for a Company

This assignment requires students to analyze a given organization and create a detailed marketing plan outlining how the company achieves its goals and objectives in the long run. The plan should include specific strategies and tactics to be implemented. Students will also need to demonstrate an understanding of key marketing concepts and theories by citing relevant academic sources.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and duties of marketing function ................................................................................1
P2 Responsibility and wider organisational concept..................................................................3
TASK 2............................................................................................................................................5
P3 Marketing mix .......................................................................................................................5
TASK 3............................................................................................................................................9
P4 Marketing Plan.......................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
In order to face the various competition in the market it is very necessary for the
management of different enterprises to be aware about its distinct essentials of market so that
they can deal with maximum efficiency. Essentials provides strength to the business as this way
the enterprise take the right decision for their commercial unit. As the surroundings of business
are dynamic it is very necessary that each one of them are analysed properly so that the best
results are achieved. Aldi is a German based company having its branches across boundaries in
many countries (Baker and Saren, 2016). It is a super market store in which different activities
related to marketing and selling of products take place on daily basis. In order to excel in its field
cited company needs to take various decisions for which immense marketing research has to be
done. Following report will discuss the role and responsibility of marketing manager and will
enhance the knowledge of user regarding how the authority concern for the marketing
contributes in taking the organisation at higher level. Further the given study will also highlight
the factors of marketing mix which will show how the same are applied in the given enterprise
and lastly the report will conclude with an effective marketing plan of Aldi in which its
strengths, weaknesses and related factors will be elaborated (Jones and Rowley, 2011).
TASK 1
P1 Roles and duties of marketing function
In order to achieve the goals and objectives of the organisation management needs to
analyse various functions among which marketing is most essential. It helps in delivering the
products and service to a place where they are actually required at right time. Producing goods is
not just enough as if they are not made available at the right destination on right time it has no
value. Total revenue of the firm can be increased only through performing various duties and
function by the marketing manager. Some of them are discussed below in detail:
Marketing Information system – It is an important function as through this the cited company
gets to know about the various changes that are taking place in the external surroundings. An
organization can recognize diverse necessities, requests and inclinations of client by conducting
statistical surveys (Griffin and Ebert, 2010). Through this organization can assess purchasing
conduct of buyers and then can create commodities and administrations accordingly. Assembled
1

data from statistical survey reports can help in making powerful procedures and plans
considering that this can give better satisfaction to the coustomers.
Evaluation of best value: Price is the total amount of particular commodity and management
which are paid by clients in return of services they receive. With the assistance of evaluating
process organization can set and impart particular price of various items and offerings. This
helps advertisers in setting the proper cost at right level. It is considered as the most essential
factor of market benefit. Consumers are so much sensitive towards the price they pay for
different commodities therefore it becomes an important issue to ascertain the best price
(Bennett, 2010). Before taking the buying decision, the product is compared with various options
by the consumers hence through this function of marketing manager gets to know about the best
possible price at which the commodities can be sold in the market.
Promotion – Another major task performed by the marketing manager is of making the goods
and services known to the market. There are variety of options that are available in market like
advertisement through social media, print media etc. according to the nature and type of the
product appropriate medium is selected which need proper evaluation by all the sources.
Financing – In order to carry out different activities companies need cash resources. In this
promoting capacity gives a nonstop check on capital with the goal that all business exercises
works in a compelling and orderly way. For orchestrating proper assets promoting office can
compose different occasions with the goal that speculators can be pulled in towards association.
There are various options which are available with the cited organisation from where funds can
be raised. Each option offers different returns and therefore it is the duty of the concerned
manager to select the best suitable option which is easily available and costs minimum to the
business (Campbell and Martin, 2015).
Distribution – Once the products are produced another major task is to make them available to
the potential customers. Distinct channels are available in the market which are taken in use to
move the products from the location of its manufacturing to the place where it will be consumed.
Decision regarding selecting direct channel or going for multi channels are taken by the
marketing manager and hence make it an important part of the organisation.
Marketing research – To choose the best option for the production it is necessary that
investigation of the surroundings is done properly so that it can be examined that what can offer
maximum profit to the company. Those items which has various options available needs to be
2

launched in the market ensuring that they have such qualities that can offer the customer a better
choice.
Product development – In order to maintain the interest of clients it is necessary that continuous
innovation in the existing commodities are done. This is because consumers appreciate change
and response positively to the same. Also, when new services are provided to the customer it
shows that the company has an effective research team which improves the brand image of the
company.
P2 Responsibility and wider organisational concept
By analysing the functions of marketing, it can be said that it is a mix of every activities
that are performed in the given organisation. All undertakings are set up to fulfil distinctive
needs and necessities of clients. This is the core duty of marketing division to advance and
publicize hierarchical items and administrations with the goal that clients give attention to them
and have high expectations from the same. An organization cannot make big progress without
performing advertising exercises in a successful and methodical way (William, 2012). There are
different parts of Aldi which are identified with its marketing division and some of them are
discussed in the following text:
Viable designing of plans: It is considered as the critical capacity of marketing division,
since it gives best and efficient systems and plans to produce products and servises An effective
outlined advertising design can help association in reaching to higher benefit and profitability.
With promoting plan Aldi can decide its present position and furthermore can take restorative
activities to achieve standard position in a given time span. Marketing group can make proficient
systems which can helps in limiting generation cost and furthermore can enhance execution of
workers inside association. With the assistance of this cited organisation can deliver its items and
administrations according to the prerequisite of clients.
Organisation brand image: Aldi can create and convey more compelling products just
by performing viable methodologies, exercises and activities of advertising, which brings about
aides in expanding corporate picture. In basic words, association can improve their goodwill by
giving fitting and high qualified merchandise and enterprises to clients. By utilizing limited time
movement of promoting business undertaking can pull in more potential clients. It likewise helps
in accomplishing upper hand which is such a great amount of valuable for authoritative
development and advancement (Forshier, 2012).
3

Procedure making: the vast majority of the essential capacity of business are performed
by its promoting area, marketing group makes different powerful and methodical methodologies
so needs and needs of clients can be recognized and fulfilled. It is immense duty of advertisers to
consider different natural angles while making showcasing arrangements and systems on the
grounds that small scale and full scale ecological factor influences a ton hierarchical present and
future execution.
Controlling and observing: This is most imperative undertaking of showcasing group to
control and oversee different exercises and practices of business venture. Promoting division can
screen and survey authoritative execution by deciding consumer loyalty. Through assessment
purchaser's delight organization can distinguish its present execution in commercial center and
furthermore can discover those territories in which change is required. Universal extension:
Cooperative work and endeavours of promoting individuals can assist business association with
accomplishing its coveted outcomes and furthermore can help in growing business at
international level. With the assistance of powerful limited time and promotion systems Aldi can
grow all inclusive (Marshall and Johnston, 2011).
Monetary development - For delivering more items and administrations organization
require high quality of representatives which makes greater work for individuals. It coordinate
effect on financial development of country and association. Since more laborers will create more
merchandise which brings about higher money related benefit. It is the primary capacity of
promoting leave to set compelling techniques with the goal that organization can enhance its
execution and accomplish high benefits. It is resolved that high productive company contributes
a considerable measure in monetary development of nation 3.
Development of commodities - At an immersion period organization requires some
imaginative procedures, items and administrations to contend in commercial centre, it should be
possible just by utilizing proficient systems and techniques of promoting. It is obligation of
advertisers to discover prerequisites of item change and development. With the goal that
Company can keep up its development and piece of the overall industry. Additionally, through
assessing previously mentioned focuses it can be understand that promoting capacities assume an
essential part in finished all association. Aside from this there are additionally some significant
capacity of Aldi in which exercises of marketing are requires and these are following as under:
4

Human asset administration: For making the required number of employees availbe,
organization needs suitable working of promoting. Through leading different statistical
surveying human asset office can evaluate what number of workers and staff individuals are
required working business exercises and practices.
Innovative work: There is a colossal connection amongst showcasing and R&D. The
most critical movement of promoting division is to direct statistical surveying with the goal that
organization can mindful about various needs, requests and inclinations of clients. Aldi can get
educational information by directing different shopper's reviews with the goal that their real need
can be recognized and satisfies.
Finance: For performing hierarchical exercises and practices, business people requires a
gigantic measure of capital. Advertising office can make working capital accessible by sorting
out different occasions through which it can draw in more speculators to put resources into big
business.
Request and supply: With the assistance of fitting working of advertising, organization
can make adjust amongst free market activity of different products or administrations. It is
obligation of promoting group to ceaseless screen what is the request of market and what number
of items and administrations are conveying by organization (Babin and Zikmund, 2015).
Henceforth, these are the most essential authoritative capacities which requires diverse
parts and obligations of promoting office. With the assistance of fitting working of promoting
Aldi can enhance its present and future execution alongside this additionally can fulfill its
coveted objectives and goals in a brief period. Marketing is an immense idea which is
interrelated with all elements of association.
TASK 2
P3 Marketing mix
The marketing mix is a concept or a model which is used by an organization, when it
considers a wide range of activities, which are vital for construction and implementation of a
comprehensive marketing strategy. In this light, it can also be said that it is most commonly
expressed in terms of four Ps , which can be classified as Price, Product, Place and Promotion. In
context of Aldi, which is engaged in a business of retail, marketing manager of cited
organization is desirous of conducting an analysis over its marketing mix (Baack, Harris and
5

Baack,2013). In this light, it can also be said that there is a great significance of Marketing mix
in context of Aldi, as it will enable marketing manager to identify various aspects and
components of its target market and customers as well.
In other words,marketing mix can be defined as a term, which involves putting right
combination of a product at a right place, at an appropriate time and also with right price. The
marketing mix of an Aldi can be elaborated as:
 Product: A product can be referred as an item which is created and manufactured with a
main purpose to satisfy its respective customers and consumers. The product can be
intangible and intangible. In this light, it can be referred in terms of from of services and
goods.
It is a notable fact that a product has a certain life -cycle, which involves phase of growth
and maturity as well as decline phase(Gummesson,2011). So, it is considered as an important
part for marketing managers of companies to reinvent and renovate their products to enable more
demand at the time when it reaches the sales diminution of phase.
In context of Aldi, it has been analysed that it has own specialised brands, which builds a
financial outlook in a positive sense. However, its product mix is low of Aldi, but still the
company is able to obtain a strong customer base, with a low prices and convenience. Moreover,
it offers a quality products to its customers for an example bread and sticks. Also, in addition to
this it can be said that, it is also possible for Aldi to expose their own brands to its respective
customers as many of its consumers are desirous to purchase these less famous brands for
quality and price (Papasolomou and Melanthiou, 2012).
 Price: It is basically a price or a cost of a particular brand or a product,which is being
paid by a customer to enjoy that specified thing. Price can be considered as an important
component of definition of marketing mix. It is just because of a reason that, it enables a
marketing manager to identify profit of firm and survival. Moreover, making adjustments
in price of product creates a big and huge impact on whole strategy of marketing strategy.
Along with this, it greatly affects demand and sales of a particular product.
Furthermore, pricing of an organization also helps to structure perception of a particular
product in the eyes of law.
In the context of Aldi, price plays an important role in marketing plan. In this sense, it
can be evaluated that prices of aldi are consecutively cheaper than its rivalry companies. In this
6

regard, it has also been assessed that Aldi offers good quality of goods and services which are up
to the standard of goods and services. In addition to this, cited organization has adopted market
penetration scheme in functioning of their organization. In accordance with this price
penetration, Aldi, charges lower price from their customers in regard to their products to attain a
large market share.
 Place: It is another component of marketing mix plan of a company. Proper network of
placement and distribution is considered as a very important task for definition of a
product mix (Shukla, 2015). Marketing manager of an organization realises a duty to
effectively position and distribute product in place which is accessible to its respective
customers.
In this aspect, Aldi, keeps its store in simpler terms, so that it can emphasise more on
cheaper costs for its consumers and public. In addition to this, it is also under an obligation to
minimise waste in transportation of goods and services from supplier to the store.
 Promotion: It is considered as an important part of the marketing mix plan, which is
related with an efficient distribution and promotion of goods and services. It is a tool or a
technique which creates awareness in regard to a particular product that business is
desirous to sell ad to bring in prevailing market of the company. Furthermore,
promotional mix is a component,m which enables creation of brand recognition and sales.
It consists of following elements :
◦ Organization of sales.
◦ Relations with public.
◦ Advertising.
◦ Sales publicity.
In context of Aldi,it can be evaluated that Aldi use above and below the line promotion
technique for a purpose of effective promotion of its goods and services. In addition to this, cited
organization, utilises advertising for promotion of its products offered. Moreover, E- Mrleting is
also a criteria which is used by Aldi, in order to promote and distribute its goods (Boag, 2012)
Moreover, effective promotion can also be achieved by building and boosting up of its
products.
 People: People are the most important and vital part for any business organization. Of
both target people and market create effect directly on the business environment of Aldi.
7

The employees of a company have a significant role to play in context of marketing just
because they are those persons who offers and renders services. In context of Aldi,
customers are low and also staff are a;so present to guide its customers fopr a particular
product.
On the other hand, comparison of Aldi can be performed with another organization,
namely Tesco, which is also a company engaged in a business of retail. Marketing mix of Tesco
is as follows: Price: It is a component of a marketing of a company which signifies its actual cost or
price. In relation of pricing component of marketing mix plan with Tesco, it is considered
that Tesco attempts to hold over low prices with no reduction of quality in terms of
products or running its operations in loss. Similar to Aldi, Tesco has adopted low price
strategy to attract its customers by fulfill8ing all requirement and desires of its customers.
Moreover, Tesco, has also applied a system of club card system in its functioning. Place: It is an element of marketing mix which is related with location, from where
consumers purchases goods and services and also distribution also takes place. Tesco had
adopted two channels of distribution and transmission of goods and services, that can be
characterised as offline and online. Product: It can be considered that Tesco renders and supplies a wide spectrum of goods
and products. Particularly, along with grocery and food items, it offers other products
also, through its supermarket chain (Gummesson, 2011). If company will sell good
quality goods and sevices, effective connection with its consumers will be created and
enhanced. Promotion: Promotion is an activity which is related with an effective publicity and
promotion of materials and products which is offered by it. In this aspect, Tesco uses
various techniques for its promotion. In addition to this, different advertising techniques
are also adopted by management of Tesco.
 People: It is a notable fact that Tesco's facilitates excellent sales services to its customesr,
this is only possible through an effective management and training of its employees and
sales persons. They are responsible for its success.
8

TASK 3
P4 Marketing Plan
Marketing plan of a business organization is framed so that a company can achieve its
business objectives. In addition to this, it can be defined as a written document which entails
each and every vital information and details. (Shukla, 2015). It is a considerable fact that
marketing plan is formed for a product, service, brand and a particular product line. It can be
considered as a part of entire business plan.
Executive summary
Marketing planning is most important function of a company. Thus, it can be said that marketing
is considered as significant function by which company can get its objectives fulfilled. In
addition to this, it is required to determine and fulfil all requirements of customers and gain
competitive advantage over its rival companies.
Introduction
Aldi is an organization which is engaged in a retail business, having more than 8000
stores in entire world ((Mihart, 2012) . Its main marketing objective is to expand its market share
in entire world. Its main focus is on to rendering good quality products and services which are
regarded as its strategy to achieve profits. In US alone, it has approximately 1220 stores. It earns
around $7.8 billion of revenue every year.
Marketing objectives
In this context, Aldi has formulated marketing objectives so that it can attain maximum
customer satisfaction by preparation of an effective marketing plan. These can be elaborated as;
 To render its services and products of good quality to its respective customers.
 To expand and grow its area of operations within the UK market area.
 To gain competitive advantage over its rival business organizations (DuBrin, 2011)
 In addition to this, its main focus is to enable its brands recognition as much as its
competitors’ is.
Marketing mix Analysis
Product:
Product is considered as the most important component of marketing mix of Aldi, In this,
Aldi specialises in offering their own brands, instead of selling other company's brands. It offers
clothes, health and beauty items and vegetables and fruits.
9

Price:
It is an actual cost or price, that has been assigned to each and every product. Considering
this, Aldi offers wide range of products and services at reasonable prices, so that customers can
be attracted. The management of cited organization has adopted an effective scheme of low -
price strategy.
Place:
It is considered as one of important component of marketing plan. It is concerned with a
proper channel of distribution of its goods and services. Aldi has its physical existence in form of
its outlets and stores established at varied regions in UK.
Promotion:
It is an activity which is related with an advertising and promotion of its products and
services offered (Nguyen and Simkin, 2012). Aldi has used various techniques like advertising
and Promotion through different techniques like social media etc.
SWOT Analysis
Strength:
 Aldi offers a wide range of products, which includes clothes, utility items, beauty and
other grocery products.
 It has an image of rendering a qualitative goods and services to its customers.
 Also, it renders its products and materials at a reasonable price.
 It has a higher-level of interaction with its consumers. In addition to this, it has a manpower which is productive in nature.
Weakness:
 The major weakness of Aldi is that it faces a wide range of technical issues.
 The major weakness of cited organization is that it is not successful in creating any
impact on customers across world.
 Also, sometimes, it is not regarded as good store as it sells its products at cheap rate. It has a poor record in respect of activities related to Corporate Social Responsibilities.
Opportunities;
 It has a major opportunity that it can expand its market area with help of effective
strategies. Moreover, enabling of effective online retailing also make them a world leader.
10

Threats:
 The biggest threat of Aldi is that it is not able to cater shoppers who looks all their
demands fulfilled in one place (Novak, 2011).
 It also includes a threat that its competitors has different outlets across the world.
CONCLUSION
From above study, it can be summarised that marketing essentials is an effective tool for
any enterprise. It helps Aldi in taking various important decisions regarding the supply,
manufacturing, promotion of produced goods. The study shows how by performing various task
the organisation scale can be developed and expansion can be achieved in future. Later the
elements of marketing mix are discussed in detail which shows how judgement regarding each
needs to be taken with maximum care. It is given how Aldi utilises these in a different manner as
given in comparison to TESCO. Lastly, the above text ended with a proper marketing plan of the
company which shows how the cited organisation achieves its goals and objectives in the long
run.
REFERENCES
Books and Journals
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.\
11

Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal.29(1). pp.25-36.
Griffin, R.J. and Ebert, R.W., 2010. Business essentials.
Bennett, A.G., 2010.The big book of marketing. Tata McGraw-Hill Education.
Campbell, R. and Martin, C., 2015.Media essentials: A brief introduction. Macmillan Higher
Education.
Forshier, S., 2012.Essentials of Radiation, Biology and Protection. Cengage Learning.
William, K., 2012. Essentials of marketing research. London: Cengage Learning.
Marshall, G.W. and Johnston, M.W., 2011.Essentials of Marketing Management.
McGraw-Hill/Irwin.
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Baack, D.W., Harris, E.G. and Baack, D., 2013. International marketing. Sage.
Gummesson, E., 2011. Total relationship marketing. Routledge.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management.18(3). pp.319-328.
Shukla, P., 2015. Essentials of marketing research. Bookboon.
Cavusgil, S. T. and et. al., 2014. International business. Pearson Australia.
Boag, D., 2012. Essentials of Marketing.
Draelos, Z.D., 2010. Essentials of hair care often neglected: Hair cleansing. International
journal of trichology.2(1). p.24.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies.4(2),
p.121.
Novak, J., 2011.Game development essentials: an introduction. Cengage Learning.
DuBrin, A., 2011.Essentials of management. Nelson Education.
Nguyen, B. and Simkin, L., 2012. Fairness quality: the role of fairness in a social and ethically
oriented marketing landscape. The Marketing Review.12(4). pp.333-344.
12

13