Roles and Responsibilities of Marketing Function in ALDI

Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function for the chosen organisation.....3
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context.......4
TASK 2..........................................................................................................................................................6
P3 Compare the ways in which the chosen organisation applies the marketing mix to the marketing
planning process to achieve business objectives.....................................................................................6
TASK 3........................................................................................................................................................11
P4 Produce and evaluate a basic marketing plan for the chosen organisation......................................11
REFERENCES..............................................................................................................................................15

INTRODUCTION
Marketing is defined as the set of activities and processes for developing,
communicating, exchanging and delivering offerings that have some value for clients, partners,
customers and society at large (Baker and Saren, 2016). This is the function that helps firm in
communicating value and benefits of its product to customers in an effective way. The
contribution of marketing is high in increasing sales and profit ratios of company. In the present
assignment, chosen organization is ALDI which is a discount supermarket chain headquartered
in Essen, Germany. This report covers key roles and responsibilities of marketing function and
its interlink with other departments. Apart from this marketing mix is applied to planning
process for attaining business objectives. At last marketing plan is developed for ALDI in this
project.
TASK 1
P1 Explain the key roles and responsibilities of the marketing function
for the chosen organisation
In the competitive business market, it is highly essential for every business organization
to effectively promote its products and services in market and convey its value and benefits to
customers. The marketing concept refers to the strategy that companies execute to satisfy needs
of customers, maximize sales, increase profits and beat market competition. There are five
concepts of marketing which companies adopt and implement. These concepts includes
production, process, marketing, selling and societal marketing concept. In Cadbury, marketing
plays vital role in developing with customers. There are various roles and responsibilities of
marketing function in ALDI which are defined below:
Defining a managing brand: Marketing plays vital role in defining and managing brand of
company. It helps in creating effective brand image of firm in market. In ALDI, marketing
function helps in developing eye catching image of brand in eyes of customers that helps in
attracting them more towards firm (Desselle and et. al., 2016).

Market research: One of the key responsibility of marketing function is research which assist
company in determining market opportunities and and get better understanding regarding needs
of customers. It also assist firm in understanding strengths and weaknesses of competitors so that
effective actions can be taken for protecting business with existing competitors. By
understanding industry reports, contacting customers to survey their attitudes and needs and
analyse market data, the marketing department of ALDI conduct its own research.
Communication: Marketing department develop communication materials and plan campaigns
to promote goods and services in market. Depending on the budget availability, company
develop email marketing programs, advertising campaigns, create promotional content for firm
website and right product Publications or press release. In ALDI, marketing function helps in
developing effective Communications with customers and satisfying their needs and
requirements in more effective way (Brassington and Pettitt, 2013).
Sales support: Marketing function highly contributes in increasing sales of the company. Its main
responsibility is to promote products and services of company in market which in turn results in
increasing sales and maximizing profitability. In ALDI, marketing function plays crucial role in
communicating its products to market which supports in generating sales for product. It assist
maximizing profit ratio and attaining golas and objectives of company.
P2 Explain how roles and responsibilities of marketing relate to the
wider organisational context
Roles and responsibilities of Marketing department are interlinked with other departments of
business enterprise. Functions and activities of one department are highly linked with others. For
collecting proper information about market trends, manager of ALDI requires to conduct
research. Interrelationship of Marketing function with other department are defined below:
Human Resource Department and marketing
Human Resource Department in Marketing department are interrelated with each other as human
resource higher skilled employees for marketing department so that all its activities can be
carried out in an effective way (Dibb and Simkin., 2013). The main role of Human Resource
Department is to recruit and select skilled workforce which is able to accomplish predetermined
goals and objectives of company. ALDI, a crucial role played by Human Resource Department
for marketing by hiring skilled and Competent workforce for company so that its operations are