Marketing Essentials of ALDI Ltd

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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