Marketing and Consumer Behavior Analysis

The provided assignment is a detailed analysis of marketing strategies, focusing on consumer behavior, brand awareness, and the impact of marketing mix elements. It draws from various sources, including journals, books, and online resources, to provide a comprehensive understanding of marketing principles. The assignment requires students to critically evaluate the importance of marketing functions, such as customer decision-making processes, emotional brand attachment, and relationship marketing management.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Roles and responsibilities of marketing function.............................................................1
P2. Interrelationship of marketing to the wider organisational context.................................5
TASK 2............................................................................................................................................8
P3. Marketing mix of two business organisations..................................................................8
TASK 3..........................................................................................................................................11
P4. Developing a basic market plan.....................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is a procedure through which customers' can get knowledge about products
and services of a company. It helps in attracting people by developing innovative goods which
can fulfil their needs and wants in an effective manner. In other words, marketing is a
management process which helps in increasing sales and profits of firm in the target market.
Managers are making marketing plan in order to evaluate future market position and those
elements that will affect their operations (Wirtz, 2012). ALDI Ltd. is the chosen organisation in
this present report; it is a leading brand of retail supermarket chain. The firm is located in 18
countries and its main aim is to deliver qualitative products and services to customers to gain
higher market share and growth. The biggest competitors of this company are TESCO,
WALMART, Sainsbury, Morrison’s, etc. Apart from this, assignment will deliver roles and
responsibilities of marketing functions and the way they are assistive in achieving sales targets.
Readers will also come to know that marketing department is interlinked with all other functional
units of company in order to make effective working activities. A marketing plan will be created
as well for ALDI Ltd.
TASK 1
P1. Roles and responsibilities of marketing function
In every business entity, marketing plays a significant roles in transferring products to
their end users. Customers can get such goods by various intermediaries such as: - whole sellers
and retailers, etc. In this sense, marketing is an accessible activity for consumers as well as
producers. Apart from this, marketing is useful in overseeing and raising the living standard of
people by supplying them qualitative products and services. ALDI Ltd. is using the latest
marketing tool to produce innovative and new products in order to attain the interest of large
customers. For that, company focus on producing products at low prices to attract a large group
of people in order to achieve high market growth and success.
Role of marketing in a business entity: -
 The main role of marketing is to promote company's products and services t among its
potential users. . This would help managers in achieving their goals and objectives in an
effective manner.
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 Marketing department also plays an important role in creation and execution of marketing
strategy that aids in getting closer to employers with their potential clients to identify
their expectations. In modern era, marketing helps managers in hearing buyers’ needs and
wants (Malhotra, Birks and Wills, 2013). This is necessary for managers in order to take
feedbacks and reviews about existing services of the company.
 Marketing department is also helpful in managing positive and healthy relationship with
their employees. But for the same, managers have to implement free flow of
communication within workplace so as to connect at all level of subordinates.
 Marketing department is also liable in recognising new market trends and measuring
competition level. In addition, it is beneficial for higher authorities in order to identify
those factors which will impact upon organisation's productivity and performance level.
Through the same, they can also adopt the best method of production and high
proficiency.
 In order to gain high competitive advantages, marketing executives always emphasis
upon innovating new things which is able to satisfy market demands in pervasive manner.
They also works on adopting new promotional as well as customers retention strategies
affiliate programs or activities and improvement in conversion of their services and
actions (Papasolomou and Melanthiou, 2012). Foremost, responsibility of marketing department is to make budgets, through this, they
can decide how much amount will be spend on each activities.
Below mentioned several marketing functions: -
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(Source: The functions of Marketing, 2017)
 Financing – This marketing function refers to provide credit for channel members and
operation teams so as they can produce new technologies. In completion of various
marketing activities, funds will be required that will have to be collected by managers.
Finance managers provide financial assistance to their clients for purchasing of goods and
services. Apart from this, they need to provide different payment methods to customers in
order to generate high income revenues and profitability. Therefore, finance is an
imperative part of every business organisation, it helps them to raise their capital to start
effective business operations and retain success for a long term period. Marketing research – It is very much important task for marketer because with the help
marketing research such person can easily know about new market trends. -. Beside, this
is also essential for managers to know that whether customers are getting maximum
satisfaction through their products and services; it helps in remaining buyers’ loyalty
towards company. This aspect forces marketing managers to regulate a research plan in
order to analyse needs and wants of customers (Mihart, 2012). Through which, ALDI
Ltd. also get opportunities to expand itself in global environment. Market research is an
accessible in rendering information about nature of competition, sales performances,
buyer’s satisfaction level, distribution channels and market share of competitors. With
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Illustration 1: Roles and responsibilities of marketing functions

this, managers can develop their marketing strategies by resolving all these issues and
threats. Branding – Good and attractive brand is an important aspect of effective marketing
strategy. In order to increase brand image, managers need to focuses more and more on
their marketing research. Apart from this, branding is not about getting benefits from
target market even though it emphasis on getting optimum level of customer satisfaction.
ALDI Ltd. adopt new tools to promote their brand, this is the reason that company
operates in global market. Branding also enhance number of loyal customers by
providing them new and qualitative goods. Therefore, a strong brand is a source of
promise towards buyers, in other words, it helps to clients to= connect with firm for a
long term period. Marketing information system – It is a system which is accessible in assessing marketing
information and collecting various internal as well as external sources at workplace. The
function is very important tool which support in decision making process of the company.
Marketing information system relates with gathering data and information about past
records and financial history of company. Additionally, managers need some essential
sources while developing marketing plan or strategies. Evolving a MIS is extremely
essential for ALDI in resolving ups and downs in economy of economy that depends on
trades and it helps in better understanding of specific demands of audiences. Marketing planning – In order to make important and fast decisions, different business
entities making a marketing plan which helps in getting knowledge about their
competitors or other external threats.. Such decisions are emerged with complex
interaction of numerous customers. Marketing planning also carries out different
responsibilities of managers and employees. In refereed business organisation, marketing
executives create an imperative marketing plan which assists them to achieve their vision
and mission in a certain time period. Apart from this, it is a forward looking strategy
which analyse future market condition; the main aim of making marketing planning is to
improve the process of new product development, sales promotion, channel design and
profitability (Murdy and Pike, 2012). Product designing and development – The function of product development and
designing play a crucial role in selling goods. The firm which have attractive trades is
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able to attract large number of people from global environment. Therefore, business
organisations need to design unique and new products in order to gain high competitive
advantages in target market. Promotion – Advertising and promotion both are important tools which helps in attaining
and retaining customers towards a company. It is the process of interacting with buyers
and influence them to purchasing products and services of company for gaining desired
outcomes in a meaningful manner. Promotion encompasses; personal selling, public
relations, publicity, direct marketing etc. These decisions have to be taken by keeping in
view of firm's marketing budget.
 Physical distribution – Under this function, managers decides how to carrying out things
from one place to another. A product should be reached in minimum time period and at
right place to their end users. For this purpose, managers have to select different methods,
such as transportation, warehousing, inventory and order processing.
The above explanations are different types of marketing functions. All these are
having their own importance in accomplishing company's goals and objectives. But due
to some external forces, marketing function cannot be performed well and negatively
impact the market image. For this, marketing managers have to classify roles and
responsibilities between staff members. This will improve working activities and increase
the chances of attaining goals and objectives.
P2. Interrelationship of marketing to the wider organisational context
Marketing department is the heart of every successful business organisation. A
company's success or failure is rely upon its marketing strategies. In ALDI Ltd. marketing
department also works with its other functional areas such as finance, human resource,
information technology, customer services, sales, production, research and development, etc. If
all these departments are engaged with each other, then commercial enterprise can attain its goals
and objectives in a minimum time schedule (Malär and et. al., 2011). This will also help them as
they share all ideas and innovations which are related with market growth and development of
company. There are given different departments and their interrelationship with marketing which
is described as under: - Finance – Marketing and finance both are two pillar of a successful business
organisation. A company's growth and prosperity depends upon both units. This
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interrelation helps in achieving great results from competitive market. Apart from this,
finance department is liable for all economic aspects i.e. profits, sales growth, feasibility
of projects, costs and financial performance of the firm at the end of year whereas
marketing department is fully concerned with achieving sales goals and volumes in
comparison with their rivals. It also focuses on adopting innovative methods of
advertising and promotion. There is required large amount in promotional activities, if a
company financial position is strong, then it can easily spend on its marketing activities
in order to gain better results. Human resource department – There are many advantages of collaboration of marketing
and human resource department. This area consists with execution of effective marketing
leaders, innovation and higher productivity. Customer segmentation is foremost for
marketing department and whereas HR department emphasis on hiring talent personnel.
Well skilled and qualified leaders have enough knowledge as they can make effective
marketing strategies and policies. Apart from this, the main role of human resource unit
is to regulate training and development assistance for their employees to improve their
skills and competencies. . If marketing department is having qualified employees who are
able to know needs and wants of customers, it is really beneficial for company. Trained
and experienced workers are needed for marketing department who helps them in
providing new and innovative ideas of product development. Production and operations - Now a days, business organisations have to manage needs
and demands of their clients. Whereas marketing and operation department are the
backbone of every business organisation, these both has an imperative role in fulfilling
customer expectations in best possible manner. The main role of operation unit is to
maintain company's standard and its reputation in global market, to do this, managers
require to focuses on improving quality of their goods (Brunello, 2013). Therefore, if
customers are getting value added products as they can easily attract towards company.
This could open door of success to ALDI Ltd. by improving its market share. Research and development – Main responsibility of research and development is to
conduct market research in order to understand the needs and demands of audiences in an
adequate manner. It also gives knowledge to managers about strength and weaknesses of
competitors. This will help a company to meet market trends getting customers attention
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in target market. Research managers also recognise those factors which will influence
firm sales and profits. With this, marketing managers can easily improve their current
strategies. Therefore, it can be said a research unit helps a company, as it can easily
compete with all external forces in order to achieve sales goals and objectives. Information technology – In today's scenario there are diverse type of tools and
techniques are developed. In order to gain high competitive advantage, companies are
adopting various methods so as to make effective manufacturing process. The department
of information technology can gives different methods of reducing production cost as to
deal with managers in a pervasive manner.
 Customer services – It is must for business organisations to make healthy and friendly
public relationship so as to deal with customers effectively. Customer service department
of ALDI Ltd. Give more preference to resolve buyer’s queries and issues. There are
several technical problems are occurred in a product when a person use it. In addition,
good customer services make a consumer feel special or unique as he or she become
loyal towards company. It also helps in retaining them for long term period in order to
gain high market growth (Bloch, 2011). Now these days, companies are connected with
their clients on social media, this will them in taking feedbacks and reviews so as to make
necessary improvement in existing products of the company.
There are described how marketing department is linked with other units of business
entity. But when managers are functioning with each other, there is a chances of conflicts and
disputes among all of them. Therefore, it is necessary for higher authorities to make some
strategies and plans in order to reduce all these issues. In addition, they also have to conduct
seminars and workshops, so that all functional units can interact with each other. This could also
assistive in engaging and monitoring managers in best possible way.
B2B marketing – It concerns with buying and selling goods and services between
businesses. In B2B marketing, efforts geared to generating inquires, leads and direct sales as well
as helping companies in order to maintain their brand presence, among other firms that they deal
with. In other words, business to business marketing is a marketing of products to another
businesses that can be used in production of goods or for resell to customers in order to gain
higher profits.
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B2C marketing – In this products are directly sells to its end users so as to increasing
profitability and sales by using different marketing tools and tactics, like advertisements,
promotions etc. Basically, B2C marketing helps in improving public relationship in order to
attain and retain customers for long term period. It can also reduces the role of various mediators,
like whole sellers, retailers etc. it results decreases selling prices and customers will products and
services on reasonable rates.
TASK 2
P3. Marketing mix of two business organisations
Marketing mix aids in creation of marketing strategies. It can be considered by the
managers of business organisation while developing marketing plan. Marketing mix also has an
important role in designing new products and serve them at suitable place where a large number
of people are lived.
(Source: THE EXTENDED MODELS OF MARKETING MIX, 2017)
There is described marketing mix of ALDI Ltd. Product – The retailing company is offered a wide range of products of its own brand on
cheaper prices. ALDI Ltd. does not offer high quality and branded goods, instead of this
the company emphasis upon how to attain the interest of large number of people.
Therefore, it serve its services to middle and lower class people (Satit and et. al., 2012).
In UK, there is a large section of society of less income. A product's quality and its
feature are important attributes which make it different from others. In order to gain high
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Illustration 2: Marketing mix

market share, ALDI Ltd. continuously improve quality of its goods, it also helps in
reducing defect and wastages. The firm also provide new and innovative food products in
order to imitating with brands. Price – Price setting in an appropriate manner is too difficult tasks for marketing
organisations. While executing price of a product managers have to follow various
strategies i.e. market penetration, strategic pricing and competitive pricing. In which,
ALDI Ltd. is using competitive pricing strategy. In this, company set is rates as per their
competitors in order to gain high profits and sales from target market. Due to its low
prices of food products, manufacturers buys them in huge volume. Apart from this, the
company also offers great leverage for negotiating in pervasive manner for goods. Due to
its competitive pricing strategy, the firm is become one of the largest supermarket chain
of food or retail products in United Kingdom. Place – It is an important elements in order to access out to numerous target audience in
certain time period which is really essential for growth and development of business
organisations. Effective distribution strategy is adopted by ALDI Ltd. in order to capture
high market share. As above mentioned, the refereed company point out middle and low
income earners (Hu, 2011). The company also serves its services across the world in
many countries, such as UK, US, Australia etc. It has big network of suppliers who
suppliers its trades in all supermarkets. The firm make a lot of investment in their
distribution channels so as to gain high competitive market. Promotion – For enhancing profitability, retailing industries have to increase their market
share. Promotional activity gives demonstrate balance to marketing mix. The refereed
business entity uses diverse promotional techniques in order to build awareness as well as
customers' loyalty towards products and services of the company. Effective and strong
promotion helps in improving demand of a specific products and it also gives knowledge
to people as they understand smoothly about uses or benefits of goods which are
supplying by ALDI Ltd. It involves above and below the line promotional strategies. In
this sense, above the line policy can be applied through advertising on mass people
whereas below the line helps in engaging customers towards this retailing industry. Physical evidence – Infrastructure and physical layout of commercial enterprise is tend
towards receiving good reviews from their clients. If a person purchase some retail units,
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then they expect high level of interior in supermarket shops. This would give a wonderful
shopping experience and simultaneously it can maximise moral standard of business
enterprises (Brooks and Simkin, 2012). People – Retailing industries are focusing on improving their customer services which
aids in attaining and retaining customers within workplace. For this purpose, the
company provides training and development assistance to their people in order to
compete operations in a systematic manner. Process – ALDI Ltd. usage different processes in order to handle problems and queries of
customers. If their issues are resolved on time, it would a firm's efficiency. Apart from
this, the company also conduct workshops and seminars in which it share its production
process which their customers.
Marketing mix of WALMART: - Product – WALMART is a multinational retailer, its products are able to consume in day
to day life of people. The company has wide range of goods which are able to attract
many customers from target market. It sells trades which are divided in different
categories such as groceries, apparel, home furnishings, household appliances, hardware,
health and wellness, entertainment, etc. Apart from this, business organisation focuses on
improving quality of their products so as to cover a large market share and growth in
order to achieve high competitive advantage (Chikweche and Fletcher, 2012).
WALMART also provides money back guarantee to customers as if its goods are not able
to meet their expectations. Place – In context of place element, the main aim of business is to make convenient
shopping for their clients in terms of location. The company has 11000 stores all over the
world. It uses various websites, mobile apps and social media channels in order to reach
large number of buyers. WLAMRT choose those area where numerous persons are lived.
In order to expand market share the company planned to increase sales revenues by 15 to
16 million. Apart from this, it usages intensive distribution strategy; in this the firm stores
will be offer same kind of products. In addition, it continuously open new branches and
stores for access to more buyers. Price – Refereed firm uses everyday low price (EDLP) policy. The prime goal of this
pricing strategy is to attract a wide of customers in order to increase sales and make
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higher profits as well. If company has low range products as it is able to attain and retain
people for a prolong term period. In marketing mix of WALMART, pricing policy helps
it in to gain high competitiveness in target market. Apart from this, the company's
produce its goods over the world for enjoying the benefits of economics of scale. Promotion – This element of marketing mix emphasis upon how to bring buyers and
maintain their interest in order to achieve long term growth and success. WALMART
adopts in-store promotional techniques in which the company gives attractive offers to
their customers so as to extend their sale turnover. The company also gives
advertisements in magazines, web portals and newspapers. Process – The business enterprise has an effective customer services which helps it in
making attractive marketing (Huang and Sarigöllü, 2014). Their managers are polite with
their clients, they smoothly handle their queries, complaints or problems. Apart from this,
managers are also liable to listen customers’ needs and tries to satisfying them in
pervasive manner. Physical evidence – It refers the way of product, interior, logo, quality and everything
about firm which appear from outside. WALMART gives importance to hygienic as well
as clean decorum, at the same time it provides attractive interior to people.
 People – In WALMART, all people are involved directly or indirectly in consumption of
trades. Employees' skills and knowledge, management and other workers are often able to
add a vital value in services offerings to their end users.
TASK 3
P4. Developing a basic market plan
It is essential for managers to plan their day to day operations as to compete them on a
given time frame. Marketing planning process includes assessment of future opportunities or
resources; it also helps managers through which they can determine marketing objectives which
are linked with vision and mission of ALDI Ltd.
Below mentioned marketing plan of this business organisation: -
Introduction of the company
ALDI is a common brand of retailing and food products, it serves its services across the
globe. It has 10000 stores in 18 countries, overall revenue of firm is €60 billion. The Germany
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based company was founded in 1946 by Karl and Theo Albrecht. There are over 34560
employees are currently worked with ALDI. Local superstore, off license, WAITROSE,
ICELAND, SAINSBURRY, ASDA, TESCO etc. are the competitors of this firm. It also deals in
food products where it has highly competitive market. It supplies best quality products to their
customers in order to achieve goals and objectives in a certain time period.
Vision and mission
The mission statement of ALDI Ltd. is to provide to quality products at incredibly low
prices. The company also forces customers to participate in creation of environmental activities
in order to open a society with of economic independent citizens are lived (Miquel-Romero,
Caplliure-Giner and Adame-Sánchez, 2014). Apart from this, ALDI vision statement refers to be
achieve long term stability and growth by contributing in economic development of UK.
Situational analysis
STRENGTHS
 Cost effective products and services.
 Simplicity in operations and working
activities so as to deal with external
market forces effectively.
 Qualitative and value added brands.
 Decentralised structure.
WEAKNESSES
 Stagnant domestic growth.
 Frequent price wars due to absence of
fixed retail prices.
 High occupancy and labour costs.
OPPORTUNITIES
 Social and mobile commercialisation.
 Global expansion
 New investors and capital ventures.
 WALMART can go for brand
extension.
THREATS
 Entry of new competitors and
technological advancement.
 Anti-competitive and dumping laws
and legislation.
 Terrorism and wars.
Marketing budget
Particulars Amount
Sales promotion 10000
Promotional 8000
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Personal selling 5000
Advertising 12000
Social media marketing 4000
Online surveys 5000
Direct marketing 2000
Total 46000
Target market and market segmentation
The concept of target market refers that, ALDI is focused on the process of developing
products and make them more effective rather than its competitors. It offers around 30%
products on cheap rates to their potential customers. The company also uses effective and
innovative techniques in order to reach target customers. Apart from this, ALDI also segment its
customers on the basis of their taste, i.e. demographic (people who have low income),
geographic (rural and suburban population), behavioural (person who only wants qualitative and
branded products at cheaper prices) etc. In addition, the company target market where customers
get best value for money (Donnelly and et. al., 2012).
Monitoring and controlling
After executing all these factors, managers of ALDI have to monitor all these elements
and their impact so as to gain better marketing growth and success. For this, managers need to
allocate some effective resources in order to complete work in effective manner. In addition, they
also need to put a control upon all activities which are include in marketing planning process so
as to make effective operations and practices which are liable to attract more and more
customers.
CONCLUSION
From the above report, it can be concluded that marketing is an important aspect of every
firm. It helps in rendering market growth and success by attaining numerous consumers towards
a company. Apart from this, the present report has described roles and responsibilities of
marketing, the way they are assistive in delivering value added trades to their end users. There is
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a discussion upon marketing mix of two multinational business organisations, that is, ALDI and
WALMART. It involves seven elements i.e. product, price, place, promotion, physical evidence,
people and processes. In addition, the document has assessed that there an effective relationship
of marketing department with other functional units of Aldi. A basic marketing plan is also
prepared by which company can gain higher market share at the global level and attain a great
success.
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