Assignment on Marketing Essentials : ALDI
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Added on 2020-07-22
Assignment on Marketing Essentials : ALDI
Added on 2020-07-22
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Marketing Essentials
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1. Roles and responsibilities of marketing function.............................................................1P2. Roles and responsibilities of marketing relate to wider enterprise..................................3M1: Roles and responsibilities of marketing..........................................................................5M2: Importance of interrelationships between marketing and various function of enterprise5D1: Analyse and evaluate the key factors of marketing function..........................................6TASK 2............................................................................................................................................6P3. Comparison of application of various elements marketing mix......................................6M3: Evaluation of various tactics apply by enterprise...........................................................9D2: Strategic marketing plan..................................................................................................9TASK 3............................................................................................................................................9P4 & M4 Marketing plan........................................................................................................9CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................14.......................................................................................................................................................16
INTRODUCTIONMarketing is an activity which is used to influence the interest and buying behaviour ofcustomers towards company's products and services through adopting various promotionalstrategies. It is considered as an important tool which helps company in attracting new customersand retain loyal customers. Through marketing the goods and services the company can be ableto communicate with their targeted customers and provide benefits to them by rendering qualityproducts and services as compared to what competitors are offering (Babin and Zikmund, 2015).The main purpose of preparing this project report is to evaluate the roles and responsibilities ofmarketing function which play an important role in achieving organisational set objectives. It isessentially required for every company to formulate an effective marketing plan which helps inachieving the success and growth of business and its products and services. Company named“ALDI” which is a UK based firm that deals in offering grocery retail products is selected for thepurpose of preparing this report with reference to which various concepts associated withmarketing will be discussed.TASK 1P1. Roles and responsibilities of marketing functionMarketing refers to an important tool which is used to promote company's products andservices in order to attract large number of customers. The main objective of marketing is toinform customers about company's product and services and its standard quality which helps inenhancing the level of satisfaction of customers. If the company is successful in influencinginterest and buying behaviour of customers to purchase their product through adopting variouspromotional strategies then it will help company to achieve growth and profitability for longerperiod of time (Baker, 2014). Communicate through using promotional tools such asnewspapers, advertisement, magazines etc. enable the targeted customers to know aboutcharacteristics of product. As ALDI company offers grocery products then it it essentiallyrequired for them to inform customers about their product's quality along with their chargingprices through which customers able to decide whether they want to buy their products andservices or not. Therefore it is important for ALDI to have effective marketing management whoperforms their roles and responsibilities in order to achieve organisational goals and objectives.Such roles and responsibilities of marketing department of ALDI are explained as under:1
Product: Product is one which is offered to customers for satisfying their wants or needsin an effective and efficient manner. Thus it is important for ALDI to offers quality productwhich maximises the customer's satisfaction level (Batt, 2013). As there are many competitorsin market offering similar grocery product therefore in order to compete with them the companyneeds to enhance the quality and features of their products as per the needs and demands of thetargeted customers which help them in getting large customers strength. For this the marketingdepartment has to make research which help them to know the taste and preferences ofcustomers and accordingly make changes in the features of their company's product.Price: It refers to an amount of money which is charged by company from the customersfor their products. The price of products plays a crucial role in influencing the buying behaviourof customers thus it is essential for ALDI to offers their products at an affordable prices to theircustomers which help them in attracting large number of customers and attain competitiveadvantage as well (SWOT Analysis, 2017). It is the responsibility of marketing department to firstidentify the purchasing capability of customers and also analyse its competitors price of sameproduct and then accordingly fix the price of their product. This will help company in generatinghuge profits as well as attain strong position in competitive market.Selling: It is the process of transferring good to final customers without facing anydifficulties. The company needs to confirm that the customers should not faces any difficulties orproblems of purchasing their product and it can be only possible when they supply their productto all nearby retail store on timely basis. The marketing department has to select appropriatechannel of distribution through which they can deliver company's product at right place at righttime.Promotion: It is important activity which need to be performed by marketing departmentwith a motive of selling company's product to targeted customers (Chinn, 2017). The marketingmanager need to adopt various promotional tools which is effective in influencing the interestand behaviour of customers towards company's product. As ALDI offers wide variety ofproducts in market thus it is essential for them to communicate its targeted customers about theiroffering product. Through various promotional tools such as advertisement through newspapers,pamphlets, TV ads etc. the customers may show their interest or willingness to purchase theirproduct. This will help company in attracting large number of customers and achieve competitiveadvantage in competitive market world. 2
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