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Marketing Essentials of Aldi in Comparison to Tesco

   

Added on  2020-10-05

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Marketing Essentials

ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3P1 Roles and responsibilities of the marketing function........................................................3M1...........................................................................................................................................5P2 Marketing relate to the wider organisational context for the chosen scenario..................5M2...........................................................................................................................................6D1...........................................................................................................................................6TASK 2............................................................................................................................................6P3 Marketing mix of Aldi in comparison to Tesco................................................................6M3.........................................................................................................................................10TASK 3..........................................................................................................................................10P4 Produce and evaluate a basic marketing plan for the chosen organisation.....................10D2.........................................................................................................................................13CONCLUSION..............................................................................................................................14REFERENCES..............................................................................................................................15

INTRODUCTIONMarketing is referred to be an approach through which a business promotes its products andservices in the target market. The marketing function is not confined to promotion of products asit also includes market research and advertising (Aaboud and et. al., 2017). The marketing hasbecome crucial function in an organisation as it is identified to be an approach through whichcommunication with consumers can be established. The managers and leaders in an organisationhave been directing their efforts to launch a successful business campaign which will helps anorganisation in reaching unmatchable position in the market. Aldi is the common brand of twodiscount supermarket chains with over 10,000 stores in 20 countries, and an estimated combinedturnover of more than €50 billion. In order to achieve growth, it needs to innovate its presentworking system. This assignment focuses on marketing activities which have been carried out bythe Aldi. It is a supermarket chain operating in the market of the United Kingdom. Themarketing function will be explained along with its interrelation with various other functions ofan organisation. The use of marketing mix in context of organisation will be carried out alongwith identification of right strategy for the business. TASK 1P1 Roles and responsibilities of the marketing function The concept of marketing is defined to be performance of business which results intransfer of ownership of goods and services of an organisation. It can also be defined to beprimary function of an organisation which is assures that there is ideal fulfilment of needs andexpectations of customers in the ideal manner. This definition focuses on the social andeconomic aspects of marketing and makes sure that consumption needs of prospects are supplied.The major roles and responsibilities which are being carried out by the marketing function are asfollows:Customer: The primary role which has been catered by the marketing function is to makesure that needs and demands of the customers are being fulfilled (Aad and et. al., 2012). Themarketing manager in this feature plays a crucial role and makes sure that suitable marketresearch is conducted and leads to identify distinct expectations of consumers which are not yetbeing served by the company. The marketing efforts which are undertaken by an organisation

assures that value offering are being supplied to consumers which is being rewarded withcustomer loyalty and repetition of sales. Finance: The marketing activities which are undertaken in an organisation helps inenhancing the financial capacity of the firm. Through the process of marketing the referredenterprise identifies the future demand of cash and communicate same to the concerndepartment. This way the finance section takes it decisions accordingly and smooth functioningat the work place. HumanResources: To carry out the day to day operations of Aldi in effective manner it isimportant that the work force which is employed by the enterprise is efficient. For samemarketing is of great help. Management concern for this division ensures that it uses appropriatemode of advertisements to attract the capable candidates to apply for vacancies in business(Babin and Zikmund, 2015).Producing marketing and promotional materials – this is one of the most important roleperformed by the marketing department in Aldi. It ensures that the strategies of promotion areconstructed in a manner that it can highlight the core products of the firm in which Aldi isdealing in. apart from this the latest process are produced which can have competed with othersand can help enterprise in achieving competitive advantage.Monitoring and managing social media – These days to bring improvements in ownproducts it is important that customers feedbacks are recorded as they are relevant and help muchin growing. The marketing department takes care of this and does timely audit of the commentsthat are posted on the networking sites about the brand and its various services. Reaction to sameare given by solving quarries if there is any and adopts the advice if found to be productive forbusiness.Produce inside organisation interaction – To keep the employees happy and informed it isrequired that they are delivered with the quality information about company’s profile, visionmission etc. For this purpose, again marketing department plays an important role as itcommunicates with the work force through different medium like newsletter and marinating thework force updated (Baines, Fill and Page, 2013). Competition– There is close rivalry in the retail sector and in order to compete it is ofgreat importance that high quality of products is delivered in the market so that they are preferover the others. Apart from this it is also crucial that Aldi maintain the latest product line so that

no potential demand in market is missed. For same marketing department plays an important roleas it investigates the trends in market and gives the relevant information to the production teamof company. it further does the work accordingly and help in capturing greater market share.M1A marketing manager performs a range of functions and roles like developing themarketing strategies and plans. Customer needs are identified by the officials of promotiondepartment so that accordingly the strategies can be planned and hence the productivity ofbusiness is raised. It monitors the different factors that can influence the business and itsoperations.P2 Marketing relate to the wider organisational context for the chosen scenarioIn the above discussed matter it was identified that marketing lays an important role in Aldi byperforming range of functions. The role of this referred division is not just limited to itself but isalso elated to the wider organisation context (Baker and Saren 2016). The interrelation betweendifferent departments of an enterprise leads towards achievements of the organisation goals andobjectives. Planning is done in a way that required assistance is given by each section to oneanoter so that together they can do full capacity utilisation of the resources all other to eachsection of business. This can be understood through the following discussion in more details:Marketing versus production – To produce in right quantity it is important that theproduction department is communicated with right information so that accordingly they can plantheir future proceedings. Marketing department does the research of present situation and collectdata for the estimated sales which are possible in the future. This way accordingly the requiredamount of stock is maintained and hence over and under stock situations are avoided.Marketing versus H.R – To recruit effective work force it is important that propermarketing of the present vacancies is done so that accordingly the work force apply for the samejob. Only if the marketing department will choose the right mode of promoting brand qualityapplications will be received.Marketing versus finance – In the given enterprise both finance and promotion section areinterlinked though their function is entirely different. Funds are required by the marketingdepartment in order to carry out its distinct roles and same are allotted by the cash division.request is made on time by the marketing head which helps the financial section to planallocation if funds. Apart from this there are different sources of raising capital for business and

also there are range of options in the market where investment can be made and profit can beearned. This work of identifying best suitable option is done by the marketing department asthrough evaluating the surroundings it suggests the best possible option for business. This waythe productivity of financial department is raised and business leads towards growth in the longrun.Marketing versus sales – It is one of the most interlinked departments of any enterprise. in orderto achieve the sales targets it is important that effective mode of promotion is used as it ensuresmaximum sale. There are different options through which costumers can be reached andinformed about the new or existing products. With the help of different alternatives to market theproduct Aldi does it sales and marinating continuity in the flow of revenue in business. apartfrom this the selling department also needs to have the data about the market response as howcustomers have reacted to the products of firma and again this information is provided by theadvertising section (Banerjee, 2013). The officials of promotion department interact with themarket and collect relevant information and further provide same to the sales section. It helps indeveloping the total sales in long run and hence productivity of business is improved.Marketing versus production – To do the manufacturing of right quantity of products it isimportant that true demand in market is communicated to the production team so that theyaccordingly plan their work. Marketing department by doing research of surroundings gather thedata regarding how much is demanded by the costumers and what level of quantity can be sold inthe present market conditions. This way the marketing department helps organisation to growand expand in the coming time (Braslow, 2015). M2In order to maintain continuity and raise the productivity of an enterprise theinterrelationships between the different departments with marketing function is of greatimportance. It assists with the required information and data which is crucial and helps eachsection to use the resources to their full capacity. It has a strong interrelationship with otherimportant departments of the referred enterprise like finance, human resource etc. D1According to Caporaso,and et. al., (2010) marketing is playing a number of differentfunctions in Aldi in order to market products in the market. for same it is taking assistance offinancial department as through this it receives funds to carry out its important activities. It does

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