Exploring Marketing Research Essentials

This assignment is focused on exploring the fundamentals of marketing research, covering a wide range of topics such as marketing strategy and management, quality management, social media marketing, and more. The provided references include various books, journals, and online resources that offer insights into these key concepts. Students are expected to analyze and plan these concepts in a systematic manner, making connections between different ideas and applying them to real-world scenarios.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function............................................................1
P2 Roles and responsibilities of marketing.................................................................................3
TASK 2............................................................................................................................................5
P3 Compare marketing mix........................................................................................................5
TASK 3............................................................................................................................................8
P4 Prepare a marketing plan.......................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing essential can be define as creating, delivering, promoting product and services
to clients as well as business unit. It is a set of activities and processes for communicating,
exchanging offer, creating etc. Through this, firm are able to achieve aim and objectives in given
time frame. In this report select ALDI firm (Babin and Zikmund, 2015). It is international retail
chain stores which are run their task to achieve particular goals. Company has run their business
under two brand name ALDI Nord and ALDI Sud. They are operating approx 10,000 discounted
supermarket store in around 20 nations. In this assignment explain role of marketing and its
interrelation with other functional units as well as develop marketing plan of ALDI. This report
determine marketing mix.
TASK 1
P1 Key roles and responsibilities of marketing function
Marketing
It is an one of important functions of every company to introduce or communicate their
products as well as services within a marketplace. Marketing is a set of proper and institution
process for transmitting, developing, delivering and raising the customer value.
Marketing current and future trends
Some of current trends are mobile marketing is having a vast use in today's scenario. In
this activities are performing activities by using online websites. In future trends, having a use of
smartphones ad social networking will play a very main role in upcoming times. Transparency
will dictate a relations with brand buyers (Baker, 2014).
Different marketing process
It is a process of marketing are mission set by company for running a business, situational
analysis is analysed the needs of buyers, marketing strategy are providing new schemes to their
customers, marketing-mix help in evaluating all the 7Ps within a marketplace and implementing
and control of the whole plan.
Roles and responsibilities of marketing functions
ALDI is performing the activities of marketing as it is an essential part of the
organisation. They conduct a effective research which aid in taking a proper decisions for
1

meeting objectives as well as goals within a given period of time. Some of marketing functions
roles and responsibilities are discussed in detail below: Organising campaign management for marketing incentives: It proactively find out
the goods as well as services to concentrate over the course of their sales cycle along
with that company manufactures materials and communicate all the incentives of
marketing (Functions of marketing, 2017). Manufacturing marketing as well as promotional activities: Organisation department
of marketing produce the goods by using the raw materials as per customers needs and
wants and at a time of promoting their key services or products as well as they keep on
updating their services and goods. Providing information by using websites: Companies online websites are also giving
informations to their customers. It is a place where people prefer to search about the
firms products. Department of marketing duties is to keep on updating the content of
web and ensure that their websites should come up at a time of searching the kind of
enterprise. Managing and monitoring of social media: In this, marketing divisions involve to
maintain as well as manage firms accounts and pages of social media. Managers should
be very much carefully about what they are posted in their social pages along with that
they have to keep on updating current informations of the organisations. Communications: Companies workers should know their firms values, its priorities and
its targets. In this, department of marketing is having its duties for workers to
interacting with them by using intranet as well as newsletter. Organising a market as well as buyers research: Marketing department aid in defining
opportunities as well as target a markets accordingly along with that it assist in
knowing the customers needs and wants. Through this research they analyse the trends
within a marketplace for manufacturing a product accordingly (Walliman, 2015).
 Overview outside agencies and suppliers: Marketing divisions are having their duties
and responsibilities for managing as well as choosing the vendor and agencies who
manufacture materials along with that give support. It also consists print suppliers,
advertising agencies, web providers, specialists etc.
2

Operational activities are mainly affect by external and internal components of
marketing. It consists the concept of sales and distribution, promotion, pricing and so on. Role of
such components are given below: Market strategies: It is a initial part of marketing represents strategies improvement as
well as development and business planning. It generate balance within companies
objectives and market opportunity. Market Research: It involves specific knowledge of customers, price and goods. It aid
organisation to convey its best services and goods within a marketplace.
 Brand Equity: Buyers at market will always look after better goods with a better mage of
brand.
P2 Roles and responsibilities of marketing
ALDI is running their business by following a well defined structure for carrying day to
day functions effectively. Therefore, company is maintaining all the departments within their
internal organisation. Some of functional departments and its relationship with marketing
divisions are as follows: Production: In this, it is very important stage of every business as they manufacture a
goods according to their customers needs and demands. In order to attract buyers they
have to produce a goods as per trends within a marketplace. It keep on working in regular
basis for producing a quality goods after taking their valuable suggestions.
3

( Source: Functional departments, 2017) Administration: Major aim of this divisions is to control all the working areas of the
organisation. Organisation are linked with human functions which are organising at a
time of planning a manufacturing of goods till its implementation (Batt, 2013). Research and development: Company is mainly responsible for accomplishing a
research as per customers demand and needs within a marketplace. After the research,
company evaluate the information and applying at a time of developing a product. It will
aid in finding out the problems n existing goods. Finance Department: In this divisions, it is one of most essential part of every firms. In
each departments there is a needs of funds for running all the activities efficiently and
effectively. For manufacturing a product organisation should have enough finance to
purchase all the necessary materials which is required at a time of producing goods. Sales: This divisions also play a very vital role in providing a quality services and
products. In this, department analyse the buyers wants and demands which are satisfied
by them within a given time. Feedbacks of the firms are collected by sales department
from several buyers and after that they evaluate the complaints of customers and try to
resolve it as possible as they can (Chinn, 2017).
4
Illustration 1: Functional departments, 2017

 Human resource: ALDI entire operations are based of HR because they are recruiting
the employees for the company. Company is selecting those candidates who are capable
as well as skilled and they are ready to work in any shifts. As per this peoples should
have innovative abilities which can be a proper assets of an organisation. Resources
which are utilize by firms are also analysed by Human resource divisions. IT: In modern times, there are several technologies for followed by organisations to
manufacture unique goods from others. Now a days technology play a very main role for
all the companies for running their business activities fastly. ALDI is adopting proper
technologies for creating perception of brand within the customers mind. Marketing: After manufacturing of goods by the organisation then the role of marketing
departments starts. Its make all the strategy of marketing for making a product
successfully launched within a marketplace. They collect all the responses of buyers after
utilization of goods by the end users (Swenson, Rhoads and Whitlark, 2014). Distribution: In this divisions, it works in providing the products within different
locations. It aid in delivering companies products in several areas for operating a
enterprise successfully. Distribution chain of the ALDI is responsible for giving support
to every vendors as well as retailers for distributing goods.
 Customer service: This department is very important for each company to know the
reviews of their customers and solve them in effective manner for satisfying them. It will
assist in maintaining customers for a long period of time. It is necessary to collect
feedbacks of their customers for providing better services to them.
All the above given points are very same as compared to ALDI. It is responsible for
managing a balance within all the functional departments for meeting targets and objectives. It
also aid in increasing sales as well as productivity for creating a opportunity of growth within
future.
Marketing consist of numerous function such as finance, advertising, distribution etc. that
are closely interrelated with the operation of business. These division need:
 Economical resources for execution, market evaluation, analysis of planning and
strategies.
 Personnel from HR division, logistic and finance section and distributive framework.
5

 In regard of increasing production and sales of organization, marketing division require
policies of HR as well.
Hence, with the assistance of this, this can be observed that entire marketing functions are inter-
associated with other division of organisation.
TASK 2
P3 Compare marketing mix
It is a main elements of business marketing system which is adopted for developing
services as well as goods for determining its different strategy of pricing. It helps in promoting
their products so that customer should get aware of goods offered by organisation. It is helpful in
fulfilling buyer’s requirement and desires by the companies within a marketplace. There are 7Ps
of marketing mix are compared with ALDI rivals below:
Marketing mix
elements
ALDI Sainsbury's
Product Organisation claims to give products
which are affordable by the customers
at same quality of the branded goods.
ALDI sold the products which are
sourced from chosen vendor.
Overview of ALDI marketing mix
product strategy. Various goods which
are provided by the company are food
and beverages, beauty and health
products, fresh vegetables and fruits,
stationary, clothes, soft tools,
electronic goods and household
products (Desai, 2013).
Sainsbury's has a border providing
for their buyers within the strategy of
marketing mix products.
Additionally, companies are
concentrating on quality
management and innovation. It also
observes after developing of new
goods as well as increasing the
previews product ranges.
Organisation is having its two
formats like as local convenience
and supermarkets stores providing
30,000 of product line out of it at-
least 20% are from companies own
brands. It has its basis such as
stationary, toiletries and food which
consists bakery goods, organic
6

products, clothing line, kitchen and
furnishing and many more.
Price Company is having a better base of
customers because of lower price in
same quality is given for their branded
goods which is not offered by their
rivals. Some of ALDI pricing policies
are adopted by firms are competitive
pricing as well as market penetration.
They also use unit pricing strategy for
their groceries so that buyers can
compare easily.
Sainsbury's strategy of pricing is
based on giving the buyers ' money
value' as well as hence it maintains
quality services and goods ensuring
the retention of customers. Company
is adopting the strategy of
competitive pricing instead of price
cutting policy as it increases the
share of market within short run.
They make a better use of
discrimination strategy according to
product positioning, hence company
mainly use premium pricing because
they position themselves within a
high market (Diana, 2013).
Place ALDI organisation is having their
business in 18 nations with 8000 stores
along with that roughly new shops are
opens in weeks within Britain.
Organisation procures all goods in
bulk from different stores and vendors
them at local warehouses, all time it is
ensured to maintain the quality of
products. It makes sure that less waste
is disposed at a time of transportation
of products as well as use eco-friendly
equipment’s in their workplace. ALDI
is also having its online presence
Sainsbury's is having 598
supermarkets as well as 714
convenience stores. In this store
approx. 45 are run 24*7 along with
that rest are open till midnight.
Additionally, it provides home
delivery as well as order are placed
through using online websites by
smartphones.
7

which allow buyers to analyse the
details of goods (Rudden, 2016).
Promotion Organisation promotional activities in
this strategy of marketing mix is
comprehensive. It claims to be a
strategy of cost-saving. Firms invest
low cost in promotional activities.
They are using newsletter called
“ALDI informs” which is given to
customers in store or through
newspapers or direct mail. ALDI is
using several activities of promotion
which are 'save and swap' to attract
buyers towards their brand and 'Like
brands' as it gives less cost goods for
building buyers trust.
Companies is making a better
utilization of below the line as well
as above the line strategies of
promotion to draw attention of
buyers as well as build the name of
brand. They are adopting the
strategies of promotional such as
they had sponsored celebrity for
advertising their goods, radio,
television, sales promotion etc. It
presently adopting a “Live well for
less” slogan for all the campaigns of
promotions (Purvis, 2016).
Physical evidence Company is renowned globally for
simple process of enterprise, global
pricing and standardised. 85% of stock
is of home brands within their stores
as well as rest are well recognized
brands. It gives 30% low rate goods as
well as keep their prices cheaper every
day. Along with that it is the store
which maintain similar pricing for
groceries products within the globe
(Durand and Barlow, 2012).
Sainsbury's is having an excellent
techniques to market its goods by
using physical evidence. It has
various layouts as well as store
designs addressing varied buyer’s
requirements. Quality of trolleys as
well as baskets ensures excellent
experience of shopping.
Process ALDI is using the process of sheer
layout which makes goods
identification easily as well as buyers
Sainsbury's had made their shopping
online for their buyers very
convenient with its services of
8

mainly choose the goods by
themselves which decline the numbers
of worker that organisation require to
help their buyers. Additionally,
company’s goods are having a large
barcodes for identify quickly along
with that wide longer conveyor belt for
billing fastly.
'collect&click' where groceries are
rolled out immediately. Organisation
has made modifications of pricing as
well as allocation of increasing
delivery slots for its buyer’s loyalty
and order numbers. They are coming
up with new formats of stores to
address the modification of buyers
needs and choose areas for new
stores (Perreault, 2010).
People ALDI is having a low buyer services
than its rivals as workers does not help
customers in selecting of goods
because they are having their stores
layout categorised in effective sections
which decline the numbers of workers
required in each floor. Organisation
pay their workers higher than its rivals
along with that they gives on the job
training to new workers.
Companies is having a better mix of
professionals as well as well-trained
experts who are aware of customers
behaviour sensitivity. Customers of
this organisation is given first
preference. Therefore, they trained
new workers on job for fulfilling
requirements of buyers along with
companies goals.
For gaining business growth and success, ALDA require to make objectives, vision and
mission. It will assist in achieving a positive results. In order to increase buyers, this company
have to make marketing tools which will help in building proper image of brand. Price of goods
can be affordable to buyers. It will aid in managing all the business activities efficiently and
effectively.
9

TASK 3
P4 Prepare a marketing plan
Marketing plan is a documentation of activities those are completing by
organisation in order to get higher market share and long run sustainability. Here are explain
marketing plan of ALDI as follows:
Executive summary: ALDI was established in year 1913 by Karl Albrecht and Theo Albrecht.
Firm are running their business activities in approx 20 countries. It was the founder of
supermarket chain in 1946 within Germany. Organisation has transformed themselves from
small enterprises to a globally renowned chain of supermarket within an annual turnover of EUR
53 billion, employing over 1,00,000 persons in stores 9600 which are spread within 18 nations.
Vision
“To revolutionize the industry of groceries within an unique model business”
Mission
“Top quality at incredibly cheaper cost guarantee”
Objectives
 To increase the sales with 7% in the month
 To enhance the use of new technologies
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 59000 15700 17300 24000 20000
Investment 23600 17900 20000 17300
Total 59000 39300 35200 44000 37300
10

Marketing
expenditures
Advertisement 10000 7100 6700 6400 6600
Sales promotion 2500 2500 5000 3600 9000
Direct marketing 7500 6500 2500 7500 2500
Total 20000 16100 14200 17500 18100
Available balance 39000 23200 21000 26500 19200
SWOT Analysis Strength: Organisation has increased the sales rose by 19.8%. By comparing with four
biggest supermarkets of UK are Morrisons, Tesco, Sainsbury's and Asda whose are
growing sales collectively by 1.6%. Weakness: ALDI is having experienced with higher growth rate in 2017, it is still far
behind the largest four supermarkets of British in the context of market share, with
Sainsbury's 16% Share, 28% share of Tesco, 15.1% Asda and 10.6% shares of Morrisons. Opportunities: Organisation has planned to create 4000 jobs within United Kingdom as
part of expanding plans amid in raising of sales as well as purpose is to increase stores
from 700 to 900 by the year of 2022 (Papasolomou and Melanthiou, 2012). Threats: ALDI is not only German organisation accelerating as well as growing its sahre
of market within the market of UK. Organisation presently holes shares of 5% of grocery
market within United Kingdom.
STP Segmenting: It is an plan of marketing action which are categorised all wide target market
within a manageable subsets of customers, business, nations etc. By this perceived
similar demand, designing, priorities etc. It is divided into three types of geographic such
11

as semi urban, rural, psycho-graphic, behavioural and many more. ALDA management
are based on goods size such as large blocks, small blocks etc. Targetting: In this, they target a market is a individuals groups by this ALDA has decided
their efforts of marketing. Companies management is targetting buyers on the basis of
age, education, perception, needs and so on. Positioning: It is to build the organisation image and brand about enterprise goods and
activities. ALDA is positing their goods by online websites (Ogunmokun and Tang,
2012).
Marketing strategies
ALDA management is developing a action plan in which they involve market research,
product development, promotions, advertisements, campaigning and so on. Organisation is
choosing a best approach from all the alternatives which are available as it aid them in meeting
targets as well as get sustain for a long time within a market place (Mitchell, 2012).
Implementing and control
ALDA is applying all the plans and strategies within the company itself. After that they
analyse the deviations in applied plans and control them in an effective manner. It will help in
achieving targets and objectives within a marketplace.
Evaluation
ALDA is reducing obstacles as well s barriers within the marketer phase.It will help in
making policies for eliminating issues for making a business successful within a marketplace.
By developing marketing plan, an organization can consider their potential buyer. This
include numerous practices, strategies and procedure that are optimized to attain their mentioned
target and objectives of company in disciplined manner. through this sort of plan, Cadbury
management become able to undertake more effective judgements for developing the
performance and growth. By this, this can recognize their competitor threat along with market
trends. Henceforth, in regard of benefiting all, an organization require to conduct and assess an
authentic marketing plan that influence production and sales.
CONCLUSION
As per above report, it has been concluded that there is an roles and responsibilities of
marketing functions along with that there are various departments of marketing which are
interlinked with others department of the company. In this, marketing mix is analysed and
12

compared with their competitors. Their are 7Ps which are compared with their competitors.
Along with that they prepare a marketing plan of an company in which their vision, mission,
objectives, marketing mix, SWOT analysis and many more are planed in an systematic manner.
13

REFERENCES
Books and Journals
Babin, B. J. and Zikmund, W. G., 2015. Exploring marketing research. Cengage Learning.
Baker, M. J., 2014. Marketing strategy and management. Palgrave Macmillan.
Batt, P. J., 2013, December. Quality management essentials and the importance of smallholder
farmers collaborating. In II Southeast Asia Symposium on Quality Management in
Postharvest Systems 1088 (pp. 47-52).
Chinn, E. R., 2017. Essentials of Branded Event Marketing(Doctoral dissertation, University of
Oregon).
Desai, S. S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research. 12(1). p.22.
Diana, D. P., 2013. Build a Better Web site: Web Site Essentials for Mental Health Professionals.
Marketing for the Mental Health Professional: An Innovative Guide for Practitioners,
pp.165-171.
Durand, V. M. and Barlow, D. H., 2012. Essentials of abnormal psychology. Cengage Learning.
Forrester, D., 2010. Turn Clicks Into Customers: Proven Marketing Techniques for Converting
Online Traffic Into Revenue. McGraw-Hill.
Gummesson, E., 2011. Total relationship marketing. Routledge.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Mitchell, B. L., 2012. Game design essentials. John Wiley & Sons.
Ogunmokun, G. O. and Tang, E. C. H., 2012. The effect of strategic marketing planning
behaviour on the performance of small-to medium-sized firms. International Journal of
Management. 29(1). p.159.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Perreault, W. D., 2010. Essentials of marketing: A marketing strategy planning approach.
Purvis, J., 2016. Human Resources Marketing and Recruiting: Essentials of Digital Recruiting.
Handbook of Human Resources Management, pp.53-71.
Rudden, D., 2016, November. Can You Hear Me Now? Marketing Essentials for Audiologists in
a Noisy Health Care World. In Seminars in hearing (Vol. 37, No. 04, pp. 325-339).
Thieme Medical Publishers.
Swenson, M. J., Rhoads, G. K. and Whitlark, D. B., 2014. Startup marketing: Leveraging
leverage. The Journal of Applied Business and Economics. 16(6). p.56.
Walliman, N., 2015. Social research methods: The essentials. Sage.
Online
14