Marketing Plan & Mix Analysis

This assignment delves into the fundamental aspects of marketing. It requires students to analyze core marketing functions, understand the elements of the marketing mix (product, price, place, promotion), and apply these concepts to develop a comprehensive marketing plan. The assignment emphasizes the importance of strategic marketing planning for achieving business objectives.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1 Duties and roles of marketing functions ...............................................................................1
P2 Marketing responsibilities and roles in context with enterprise............................................4
LO2..................................................................................................................................................6
P3 Comparison of marketing mix applied by various companies ..............................................6
LO3................................................................................................................................................11
P4 Marketing plan for ALDI.....................................................................................................11
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................15
........................................................................................................................................................16
.......................................................................................................................................................16

INTRODUCTION
Marketing is the management and study of exchange relationship. It is the activity,
communicating, exchanging and delivering offerings that have value for clients, customers,
society and partners at large. It is used to keep, create and satisfy the buyers. It support to
maintain, achieve and raise the living standards, it means through which purchasing power and
production are converted into consumption. It is very important to maximise employment
opportunities. It will also involves different functions like selling, buying, financing,
warehousing, transport and risk management etc. These sub functions are very essential to
generate need for various specializations regarding 30-40 % population depends indirectly and
directly on marketing (Baker and et. al, 2016). This report is based on ALDI, which is one of the
largest leading stores that deals in grocery products.
In this report some roles and duties of marketing and their interrelationship with various
functional unit will be determined. The main purpose of this study is to understood how
businesses make use of different activities and marketing techniques in order to satisfy demand
and recruitment of customers. In this file three, 3 tasks will be carried out which assist in
summarising various aspects which are in link with marketing. Different strategies of marketing
mix will be concerned in order to have marketing planning.
LO1
P1 Duties and roles of marketing functions
The concept of marketing is identified as the process which is carried out by ALDI in
order to define needs and demands of buyers and then provide decisions so as to meet customers
needs in easy way. Marketing play an important role in determining relationship between
customers and enterprise. These functions is tasked with organisations related to advertising,
branding, participation in publicity, customer interaction by collection of feedback (Berkowitz,
2016).
A essentials role as well as duty is being played by marketing in identifying relationship
among customers and organisations. These functions also involves participation branding in
regards with promotion activities with the assist of continuous feedbacks and reviews. Main
function of marketing is to increase product sales which are productivity for buyers. By having
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healthy and good market competition in an organisation so ALDI will be capable to make large
revenue and profit.
Roles of marketing
The marketing departments have all role and responsibility for making profit and
maximising market share and contributing for growth and profitability of company. In many
businesses and marketing department may be an individual and it may involve executives,
manager and director of marketing who are liable as well as responsible for various functions
like: advertising, events and publications (Brassington and Pettitt, 2013). It has been determined
by company owners in order to create profits & revenues. Services and products must be sold
decently and this can be complete with the assist of marketing activities. In ALDI, marketing
function involves different roles, which can be determined as follows.
Distribution: It can be termed as the decision process which is made how ALDI will collect
goods and services which they need to sell to their potential buyers are willing to purchase them.
To have a plan about specific products is good but if a cited company is not capable to supply
goods for their buyers than they will be capable to make money. Distribution process can be
simple as setting store in specific location of city where there are potentials as well as target
buyers but in improving interconnected world, it define that business should take products and
services to their customers.
Financing: It is an essential part of any enterprise, it has been calculated that money is necessary
of any organisations. It is an important function in marketing of a services and products is to
collect money through own individual owner of capital, investments and loan as well as creation
of goods and services etc.
Market research: It is a best function which can be termed as collecting important information
in concern with potentials and target buyers of a business. It support to providing inputs to the
outputs like examples” who are the buyers to whom business willing to sell, why they should to
buy from you as against to aggressive company. These answer to questions need that ALDI must
do several activities in perceiving competing beverage items and recent market trends (Brooks
and Simkin, 2012).
Pricing: To primed an appropriate pricing strategy for product and service can be challenging. If
cited company product price will be very high than they may loose their buyers. According to the
another , if product price is very mow then enterprise might be robbing profit themselves. The
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fixing and setting accurate price which is basically arrives by error and trial or performing
several research of marketplace.
Product and service management: Target market is being identifying the price of products and
services which have been set them the important purpose is to make impactive management of
items. These functions may involves, listing to buyers needs, to keep goods and services up to
date and to make customers responses related to needs and wants (Caragher, 2016).
Source 1: Marketing functions, 2017
Promotion: There are more businessman who are familiar with the idea of promotion. Product
and services advertisement is very important as well as necessary to used for capturing many
other customers and also assist in maintaining old buyers (Desai, 2013). Changing marketplace
then enterprise have to make decent outcome by tailoring messages of publicity to Media for
examples like Facebook or twitter etc. by making use of new and old and by sticking with formal
outlets.
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Selling: Marketing and selling both are closely interrelated with each other. It is examined as the
last function of marketing because selling can take best place after determination of wants and
needs o0f the potentials buyers.
Marketing information system: It is an another essential function of marketing. It is necessary to
maintain proper MIS. It have several roles and responsibilities for maintaining, obtaining and
using proper information for the buyer so as to develop business decision making and to make
estimation about what ALDI will sell to its buyers and to perform different tasks as well as
activities.
P2 Marketing responsibilities and roles in context with enterprise
In ALDI, different activities as well as tasks are there which are defined by various
departments of a cited company (Dibb and Simkin, 2013). The one of the main function is
marketing which plays an essentials duty in promotion of various services and products. It is
interrelated with other functions of the company and it is considered as the important and core
function. It is termed as an essentials process for the growth and success of an enterprise. It also
makes involvements of researching, packaging and presenting of products and services to buyers.
Impactive marketing business helps in giving important informations and driving sales to their
buyers.
Departments of marketing which is carries out difference roles and responsibilities. It is
necessary because it assists cited company in maximising revenue, profitability, growth and
market share. Marketing department of ALDI which is consists of a all group who make various
functions like advertising, publications and events etc. duties of marketing is board concept of an
enterprise which can be determined as follows:
Research: It is a one of the important as well as main function of marketing is to make proper
research on potentials and targets customers. Activities of marketing support to give attention on
different trends and help cited company to focus on healthy goods which will complete customer
wants and needs. Like examples is, ALDI have to be high about the upcoming and latest trends
so as to know on which goods focus should be here in marketing programs. Marketing research
is also involves check on some challengers. Market research is the essentials duties of every
department of marketing (Gamble and et. al, 2011). It is necessary because it helps cited
company in determining different opportunities which are exist in marketplace and
understanding in regards with buyers needs and wants. It also support in knowing strength and
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weakness of challengers, so that different action can be taken to assist firms with potentials
buyers. Under this department will carry out all investigation by making accurate study of firms
reports, by examining customers survey regarding their needs and attitudes. It is needed by
making contract with buyers and marketing data on various websites.
Packaging: According to the market investigation about buyers needs and wants, functions of
marketing also involves product and services packaging in a better manner which makes define
to the target customers. Logos and packaging materials both are should be designed by buyers in
mind. Apart form market research is essentials it being evaluated in order to find prototypes
which collect right and positive feedback from the market test. Regarding to marketing functions
which will be includes product price where company will be capable top make high revenues and
profits.
Transportation: An other marketing functions which is very essentials and it is called the
transportations of goods and services. In this way cited company will have accurate products as
per the buyers demand, then they will be liable to make its dissemination to customers.
Marketing supports in figuring their storage and shipping concept about various items of stock.
Apart form cited company decided how the goods is being supplied by an enterprise has direct
on different businesses.
Risk assessment and quality control: Both is termed as important function of marketing. Risk
assessment focuses on different variables which may effect the products and services sales.
Quality control is necessary because in this way cited company looks at how their goods will
make a base against various numbers of opposition. It will also include standards meeting about
of goods.
Product development: Marketing departments makes working with internals and externals
groups of product improvement in order to make production of innovative goods and it also
make development in existing ones. Existing product regarding to the sales which was
determined by marketing department is also analysed in the range of goods where there are an
opportunities for an enterprise (Hsu, 2011). Employees who are there in the marketplace to gives
as the term of improvement with accurate information on needs and preferences of buyers to
support then in evaluating features and improvements so as to essentials them in current items.
At last, in the product development process and marketing department sets up price in make
ideas in order to supply goods.
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Communications: Marketing department is responsible to make best planning and improve
communication so it means promotion of products and services to customers and prospects.
Regarding to the present budget, advertising businesses is being planned, different programs of
online marketing are improved, promotional for the various website of the cited company is
generated, publication of the products like leaflet, brochures, date sheet, newsletter and press
release etc. They may write and design promotional materiel if ability are there in cited
department. In this way advertising appointment agencies are can be complete and industry can
be designed in order to maintain their work.
Sales support: Coordination between sales and marketing department will develop the sale
performance and speed up success and growth of ALDI. Under this department provides high-
qualities which is leads to the sales groups by launching as well as running advertisement. They
will may involves reply mechanism for examples like coupon, telephone number by encouraging
buyers to the website of cited business and to make registration of their important details in
instrument of free newsletter or particular report. It will also make preparation of marketing
presentation for the sales team and supplies business with promotional stock of materials which
can be provide to customers and prospects.
LO2
P3 Comparison of marketing mix applied by various companies
Marketing mix is a important as well as necessary concept including 4 basis elements are
place, product, promotion and price (Illing and Anders, 2016). And three more elements are
includes like people, process and physical evidence as the time passes, which is called 7P's of
marketing mix. The main reason of businesses behind using this elements is to maximise the
features of its goods, fixed the correct price for their products and used effective tools &
techniques of promotions (Jones and Rowley, 2011). Various enterprise use in on various way to
attain its objectives and targets. Comparison of the marketing mix concept and how ALDI and
LIDL apply this for attaining goals of organisations can be determined as well as understood by
the followings:
BASIS ALDI LIDL
PRODUCT Under this company deliver
and make products quality to
LIDL is one of the strong and
best brand which deals in
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its buyers at affordable or low
prices. For making goods
quality the industry collect and
purchase raw material form
only chosen proceeder and use
effective techniques and tools
for process of production and
increasing the all cost. ALDI
achieve a proper and fresh
inventory of fruits and
vegetables and other grocery
products. Quality and
affordable goods is one of the
more quality of their store.
various goods variety. This
industry deliver services and
goods through different supper
market at comfortable as well
as low price. Sometime
potentials and targets buyers
doubt and perceive on the
goods quality due to its less
cost.
Price Low cost of its goods qualities
is one of the major highlight of
cited company products. The
main purpose of this is that
industry buy raw material in
bulk which reduce the
groceries products price. ALDI
sometime used various
strategy of pricing regarding to
the product life cycles. Goods
initial stages that industry can
charge and set high cost from
the buyers to recover the price
inverted in research and
improvement activities. ALDI
set less cost for its non food
products to influences the
One of the main and important
comparative benefits of this
company which is used
different strategy of pricing by
the industry for its various
products range. Under this
company offer goods values to
its buyers at less and
comfortable price.
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buyers for buying.
Promotion ALDI managers use effective
and different kinds of
promotion strategy to impact
the buyers and they
communicate with them. This
business sustain better
relations with its potentials as
well as targets buyers by
delivering them content
through newspapers and direct
mail. Under this company use
different kinds of
communication channels like
print media, electronic mail
and other channels.
This business does not
consider in building and
making relationship with their
buyers like ALDI. But this
industry think that less
strategies of pricing are attract
various numbers of buyers.
Under this company focus on
store publicities and set
product price at lower cost
than its challengers.
People This company does not
conduct different
developments programs and
trainings for its workers and
that's why employees of this
industry fail to provide
recommendation to different
buyers come at department for
buying. For value adding to
the overall shopping
experience of buyers.
Company need to provide
emphasis on maximising the
qualities and skills of its stores
LIDL employees are enough
experienced and skilled to
supports buyers during their
purchasing. Under this
business pay much to its
employees. In this way
enhancement of employees
experiences and skills can by
fulfil by leader by conducting
developments and training
events as well as programs.
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employees.
Process Under this industry to make
efforts on shopping and
purchasing process of buyers
more convenient. This
company tries to follow and
make the layout of its
groceries stores simple so that
buyers can find better products
regarding to their needs and
requirements. In this super
market only high quality have.
LIDL company use very
simple ans easy process to buy
raw materials from its targets
suppliers. Under this business
tries to add facilities and
convenience to the buying
process of its buyers.
Place At the present day this industry
is delivering its facilities as
well as services through more
than eight thousands stores in
more than eighty countries.
The simple and easy layout of
company's goods maximise the
shopping and convenience
experience of buyers. ALDI
use best as well as friendly
environmental tools and
techniques of storage raw
materials which protect less
wastage of goods. Apart form
this also give online shopping
provision to its buyers and
provide then a chance to
evaluate and check the
At present, under this company
have various numbers of their
stores in Europe as well as
United kingdom. LIDL use
different distribution channels
like cost and time in an
effective to the final buyers.
This industry sustain and use a
software which support
companies in sustain nominal
inventory level all the time in
its different super markets.
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company products features
before buying.
Physical evidence ALDI is best leading as well as
popular company for using
global pricing strategy for its
goods. Industry deliver its
other as well as own branded
goods in its supermarkets.
LIDL company use an
appropriate as well as
traditional concept in its stores
in which workers of the
support buyers in finding its
goods.
Effective use of different sources of marketing mix which assist organisation in
positioning its groceries and other products in marketplace and mind of its potentials as well as
targets market. According to the same, it will be complete by ALDI manager for focusing large
number of buyers towards its goods (Kennedy and Parsons, 2014). By survey of this research
activities when this industry can determine the patterns of buyers purchasing and can make
healthy goods. By fixing accurate price and by providing value for goods to its buyers. Both
firms are can not capture the larger market share but can generate high numbers of revenues than
its rivals. As affordable and discounted prices is necessary because it is one of the biggest
strength of company than they can sustain this by buying raw materials in bulk and applying cost
impactive methods of making goods. So the ALDI use different kinds of distribution channels to
make its healthy goods available to all of its buyers. Cited company manager a mix
communication channel to convey with buyers and influence them. The another features of cited
company stores in that effective as well as simple layout of industry which support buyers in
finding their goods and make their buying experience more positive.
LO3
P4 Marketing plan for ALDI
Marketing plan : It is crucial written document including whole needed steps ans decisions
which is taken by industry in future (Lamb, Hair and McDaniel, 2011). It also involves various
important information regarding business including its present market position, use whole
marketing mix elements its potentials targets and objectives etc. impactive marketing plan is
needed for every organisation to attain growth and success. ALDI manger can gather relevant
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information from different factors to make an impactive company plan. For this importance
details description of mission, vision, objectives and targets of ALDI is necessary.
Overview of the company: Company is a grocery leader in united kingdom. They have 10,000
stores in around eighteen countries as well as their turnover is €50 billion. Business is founded in
1931 and their aim is providing healthy and better quality in product.
Objectives of ALDI
Objectives are the last which ALDI want to attain. Objectives are classified into 2 parts
one is short term ad second is long term. The main objective of cited company is capture a high
market share and for attaining the the equal industry deliver better and healthy product quality to
its buyers. Cited company is highlighting on sustaining loyalty of its buyers. Under this industry
also undertake different activities as well as tasks to sustain healthy and good relations with its
potentials as well as target customers (Nguyen and Simkin, 2012).
Vision of the ALDI: “ALDI vision is to be leading retailer in grocery marketplace by delivering
and making product quality to its buyers.”
Mission of the organisation: “ALDI wants to give to BiH citizens the involvement in creation
of environment for improvement of open society with organisations independent citizens.”
SWOT Analysis:
Every firm have several number of strength and weakness which are related with merging
market trends. Along with that it also have several number of opportunities and threats which are
associated with the number of competitors. Hence, this SWOT analysis is based on the ALDI
which is one of a largest retail outlet of Germany and have a franchise over at UK.
Strength Each and every firm have some number of
advantages or skills which aid them in
differentiate them from others. These abilities
are helpful for them in gaining the competitive
advantage. ALDI have some number of
qualities which support them in generating
more and more profit. Company operate in an
international level and has more than 2600
stores in Germany and 7000 stores in other
countries. At present the operations of firm is
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spread in more the 50 countries and strong
management is there among all stores. Hence,
as by this, company have largest user base and
their customer trust on them than any other
else.
Weakness It is associated as the disability to prove
themselves as a established brand.
Management have to get aware about all of
their weakness and take appropriate actions
against them. ALDI have some number of
strength but also have several weakness also
which directly going to affect their business
(Mihart, 2012). They do not have appropriate
number of stores at all over the world and this
signifies that they have less global presence
which is not appropriate for business at all.
Thus, company have good brand image but
lack of stores lead to affect their business very
badly.
Opportunity Number of chances for attaining the success
and gearing up the business are consider as the
opportunity. It is a duty of managers to
measure the number of opportunities which are
taking place in present world. ALDI managers
have to measure these factors and work on
them. As according to modern world, online
marketing is consider as one of a major tool for
making and generating more and more
revenue. Management have to use this tool and
increase their user base which is consider as
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one of an opportunity for them.
Threats There are few risk are also associated with the
market trends and business. Managers have to
find out them and prepare their strategies
according to such threats. One of a major threat
for a company is number of competitors. Thus,
for this appropriate strategies have to frame out
for overcoming such sort of things.
STP(Segmentation, Targeting and positioning):
Segmentation It is a best process of distribute buyers or
making team of them regarding to their gender,
age, attitude, values and other ways. According
to this approach, ALDI focus on person having
interest to purchases grocery goods having top
quality with less cost.
Targeting ALDI target on person having household wants
and needs.
Positioning At the present day, business has a strong and
best brand image in German and is maintain to
trying to achieve its presence of a foreign level.
For attaining this cited company use its own
personal label (Ogunmokun and Tang, 2012).
STP approach is very important because it define the company position in the market.
After using this concept, to make as impactive firm plan, marketing mix elements can be used by
ALDI manager. It is one of the important and main role and responsibility of marketing. So
company manager use all approaches in an effective manner.
Marketing mix
7ps of marketing Description
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Product It is a final term which is offering by industry
to its buyers having lot of features and
intangibility. For completing the wants and
needs of buyers in a essential manner and to
maximise the company product sale and ALDI
can add different features in its goods.
Price Price is an amount of money which is
uncharged by industry from its buyers to
deliver them finished goods. Set the correct
place of the industry products is needed to
create revenues. Cited company supply its
goods to buyers at comfortable cost as
company predate a discount scheme whole
time.
Place At present then industry supply its goods
through large number of supermarkets. To
maximising the product sales and it is
important for the manager of marketing
because they make their goods in near the
stores of buyers.
Promotions Promotion is a best process of influence and
communicate large number og buyers to
purchase the company products for this
manager of use mix communication for
maximising the sale of industry's goods
(Papasolomou and Melanthiou, 2012).
Product They provide different healthy products to their
customers. They mainly deal with veg as well
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as non-veg products.
People Main assets of the is person, they play essential
role in a each and every organisation.
Company has various persons who give
different variety in their food items as well as
creative service also.
Physical Evidence It is known as process of manufacturing and
producing products to the end user with the
help of communication channel.
CONCLUSION
As per the above mention report, it can be concluded that ineffectively decide whole task
and activities of marketing and slay them buy applying effective techniques and tools is very
essentials for an industry like ALDI. Marketing functions effectiveness maximise the sales of
cited company goods and support business in attracting a high number of share. In this report has
different kinds of tools and techniques which is use all marketing elements which can be
complete by company managers of enterprise to supply product quality. Marketing plan is very
important to play essentials duties and support business activities in a way of growth as well as
success.
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<http://www.marketingteacher.com/marketing-mix/>. [ Accessed on 8 August 2017].
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