Marketing Strategies for Competitive Advantage

The assignment delves into the importance of marketing for every company, highlighting its role in increasing satisfaction levels and maintaining a competitive edge. It covers various marketing functions such as product, promotion, and pricing, which help businesses sell unique products and maintain a smooth operational flow. The document also explores segmentation, targeting, and positioning strategies to capture a larger market share. It provides an in-depth analysis of the competitive marketing strategies employed by businesses in the hospitality industry and emphasizes the importance of integrated marketing communication on consumer behavior.

MARKETING
ESSENTIALS

Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
P.1 Monitoring roles and responsibilities of various marketing functions...............................................3
P.2 Role of marketing interrelated with other function in organization..................................................4
TASK 2..........................................................................................................................................................6
P.3 Comparison of marketing mix of two organizations..........................................................................6
TASK 3..........................................................................................................................................................8
P.4 Marketing plan of Aldi.......................................................................................................................8
CONCLUSION.............................................................................................................................................10
REFERENCES..............................................................................................................................................12

INTRODUCTION
Marketing is the process in which goods are sold to seller to customer according to their requirements.
Thus they can capture many users in minimum time period. It is important so that they are satisfied and
firm can earn more profits (Baker and Saren, 2016).Through this they can maintain unique image in
front of all users and in market. This helps them in increasing brand loyalty of firm. Hence as a result
company can easily expand their business. This helps the company to expand the business in less time.
Report discusses about the Aldi company which is a retail firm. It was found in 1939 in U.K. Project
describes about the role of ,marketing and its relationship between other functions of marketing. It
describes about comparison of ways of marketing mix of two organization to achieve business
objectives. It further explains about creation of marketing plan which includes SWOT analysis etc.
TASK 1
P.1 Monitoring roles and responsibilities of various marketing functions
Marketing helps in selling goods to various users .It uses various techniques such as advertising, personal
selling, sales promotion etc. Through this they can attract many users in less time. Thus they can earn
more revenues. Hence it leads to maintaining competitive edge over other firms. So hence marketing
plays different function so firm so that firm can run smoothly (7 Functions of Marketing, 2017). Role and
functions of marketing in Aldi are-
Marketing information system(MIS):
MIS is a system which helps in identifying customer needs and choices and tell their choices to
administrator about their requirements. Hence Aldi company can create goods and services according to
users preferences. Hence firm can use thus system so that they can know interests of all users and thus
they can create goods according to their needs. This system helps them a lot and thus they can create
goods and they can make modifications in creating various goods and they can change their services.
This helps them in capturing more users and as a result they can generate more revenues. It resuts in
increasing of profits of Aldi firm. Hence they can also increase their market share. So thus they can easily
satisfy and expand their business in various nations.
Product or service management: Aldi company can modify their products according to needs and
requirements of all users. They provide all retail products. They can evaluate all users needs and hence
they can also provide customer services through 24* 7 hours through different shops and they can also
provide online services to all users. So hence they have alter their services and products according to
users needs and wants. Thus they can provide online shopping to all users. Thus helps the company to
attract more users as they are fully satisfied. Hence as a result they can increase their revenues and can
capture many users and they can attract many users (Brassington and Pettitt, 2013)

Market research: Aldi can search of users needs and wants hence they can alter their products and
services (Desai, 2013).As a result they can create various retail products according to their needs.
Hence they can also set their products for all their goods according to market needs and according to
their choices. As a result they can generate more profits and they can increase their market share. Thus
they increase their operations in all countries. Thus they can maintain good and strong position in minds
of all users.
Financing: Company can consider various factors of finance. So hence as a result they can take their
funds from internal as well as external source. They can take their money from their friends and
relatives so that they can invest in their business. They can also take funds from external sources such as
stakeholders, investors etc. This is important so that they can receive funds and can invest in all
activities and tasks in business. By searching customer needs they can invest their money in those
activities and task where they can earn more money. Through this they can also reduce expenses in the
company. Hence as a result they can increase their operations in various nations.
Marketing planning: Company can create efficient and effective marketing by searching customers
needs and wants in market. They can monitor the recent changes and tends in market and hence they
can change in their operations and activities. Thus they can create all products and services according to
needs and wants of all users. Hence they can invest in those products where they can era more profits.
Aldi can create such a marketing plan and can deliver product according to other choices. Through this
plan they can achieve their targets and also can capture many users from not only a single nations but
they can attract many customers from worldwide (Swenson, Rhoads and Whitlark, 2014).
Promotion: They can use that selling process which is convenient and suitable for all users. Hence as a
result they can use many promotional strategies such as advertising, sales promotion and personal
selling, online promotion etc. So they can attract many users in less time period. Aldi can use online sites
to capture many users as all customers are now using online site so that they can attract many users .
Hence they also create attractive sites in which details are mentioned. Through this they can increase
their loyalty and hence a result can increase their revenues.
Pricing: Aldi can use low pricing strategy in which they can charge low prices from all users and
customers. Thus as a result they can attract many users . They sets low prices for all products and items
as compared to all competitors. Thus it is crucial so that they can attract many users. They can use
online sites from selling the products. In stores and in online shopping they have changed low prices for
all their products. Thus as a result they can capture many users. They can also maintain superior position
in minds of all users and in market (Desselle, Zgarrick and Alston, 2016).
P.2 Role of marketing interrelated with other function in organization
Marketing is interrelated with all functions of company. Marketing helps in other functions such as
finance, HR ,selling, IT ,operation etc. Through this all functions run effectively and efficiently. Hence as a
result firm can earn more profits and they can increase the market share. Thus role and responsibilities
of marketing for other departments is described below of Aldi are-

Marketing and finance: Marketing helps in evaluating all needs and wants of all customers and hence
they can give this data to all users (Dibb and Simkin, 2013). They can identify the internal as well as
external factors such as other stakeholders and investors which can give funds to company. This
knowledge can be given to firm. They can also evaluate customer needs and thus they can give this data
to finance section. Hence as a result they can invest in those task where they can earn more revenues
and they can easily capture more users and they can gain more users.
Marketing and HR department: Marketing helps the HR department. Marketing helps in providing all
data related to effective employees in company. Thus helps HR department to promote and transfer
effective employees in promotion and other departments which helps them in selling and promotion
their products. They also provide details of colleges and different effective other various through which
HR department can recruit talented employees (Papasolomou and Melanthiou, 2012). Hence as a
result they can use external source to recruit and select talented and competent employees. Thus it
helps them in increasing satisfaction level of all users and hence they can increase their profits.
Marketing and operations: Marketing helps in other deportment such as operations. Operating helps in
evaluating all activities and task in business. So marketing helps in providing necessary and crucial data
such as of activities related to finance and other functions. So as result operations department can
evaluate all activities and task related to operations. Thus they can stop those activities in which extra
expenses are incurred and invest on most profitable activities. Thus helps the in earning more profits
and they can gain more market share as compared to other competitors.
Marketing and production: Marketing helps in other departments such as Production. They can give
different data related to all customer needs and wants. So hence production department can create
products and services according to the needs and wants of all users. So Aldi can create products which
can fulfill all demand of users. So through data received by marketing production department can create
those products through which they can satisfy all needs of all users. Thus as a result they can increase
their market share. Hence they can capture many users.
Marketing and information technology: IT department can use advanced and recent technologies so
that they can satisfy all needs and requirements of all customers. So hence marketing helps the IT
deportment in providing the relevant data and information such as demand and requirements of all
users. Hence IT department use that techniques so that they can attract more users as compared to
other competitors. They can use social media in which they can provide details of all products and
items. So hence as a result they can gain more profits. Hence they can give competition to other rivals
such as Lidl etc.
Marketing and sales: Marketing gives relevant data such as customer records and other statements.
They can give details regarding prospective buyers. So as a result sales department can sell all products
and items according to choice and requirements of all users. By receiving adequate data from marketing
department they can create various strategies and policies related to selling of product. Hence they can
increase their profits and as a result they can also widens their operations. Thus they can increase their
reputation and image in front of all users and in market (Hauer, 2011).

Marketing and research and development: Marketing helps in giving latest records and statement of
needs and requirements of all users. They can also give data regarding the resources and other relevant
data. So hence research and development department can have all data regarding customer demand
and requirements so hence they can adopt latest resources with relevant tools and techniques so that
they can helps in creating all products (Jones and Rowley, 2011). Thus as a result they can gain more
users and can easily expand their tasks in many nations. They can maintain unique position in front of all
users and in market.
Marketing and customer service department: Marketing helps in receiving data and information about
the customers. So it can give requirements and other information to customer service department.
Through thus they can provide efficient and effective services to all users. Hence as a result they can
increase the satisfaction level of all users .It directly results in increasing the satisfaction level of all users
and thus the firm can generate more revenues and thus they can attract more users and hence they can
maintain competitive advantage over other firms (Perreault, 2010).
TASK 2
P.3 Comparison of marketing mix of two organizations
Marketing mix is process through which company can easily promote all the products and items to
customers. It is crucial so that form can attract many users and can generate profits. Comparison of
marketing mix of Aldi and Lidl is described below:
Elements of marketing mix Aldi Lidl
Product They generally affordable
products the customers and
have control over production
costs so hence they charge
lower prices other than
competitors. They also sell non-
food items in company. They
modify their product range in
different season. For example In
winters Aldi sells snow gear to
various users and thus they
modify their products line
according to requirements of all
users.
It sells many different products
such as fish, bakery products,
food and healthy products to
many users. Around 70% of all
products are supplied from
British farmers and suppliers.
They have all sell exclusive
brands. For example Oaklands is
exclusive brand of fresh fruits
and vegetables. Hence they can
attract many users.
Price It generally uses two pricing
strategies to attract many users.
First is competitive pricing in
which it charge less process as
compared to all competitors. It
uses economies of scale
through which it can maximize
It only uses price penetration
strategy and not uses
competitor pricing strategy to
attract many users. Thus it can
capture many users. It removes
intermediary between producer
and customers and hence sells

their production level. Second is
the market penetration pricing
strategy in which it charges very
less price of all products and
items so that they can capture
more market share and can
generate more revenues.
products at higher margins to
earn more profits.
Place It has a simple layout of their
stores is that users have to pay
minimum charge for all their
products . They monitors the
product quality and check that
they can use products which do
not environment damage .It has
online applications in which it
sells many products and thus it
can attract many users.
It has different distribution
outlets through which it can
distribute many products.
Hence it can easily capture
many users in less time. For
example it has approximately
650 stores and around 10000
stores which are located outside
the country. This helps the
county to attract many users.
Through thus they can gain
more market share.
Promotion It has a super buys offer which
is available on newspapers. It is
crucial so that they can promote
all products and items. It uses
email in which they can give
discount offers such as swap
and save to various users in
various emails. Through this
they can capture many users
and hence they can generate
more users.
It uses various promotional
campaigns so that all customers
can easily purchase the
products. It uses various mobile
application such as Lidl app in
which it gives different offers to
all users. Hence as a result they
can sell many products through
different offers to all customers.
Hence they can capture many
users in less time period.
People The have less staff members
and it has different sections in
which all products are kept. All
people use computers to scan
different products and hence it
helps in quick and rapid
services to all people. It also
organizes various training
programmes for all workers. It is
crucial so that they can properly
attend all users.
Personal training programs and
seminars are organized so that
they can provide training to all
members . Through this they
can increases the knowledge
and enhance their selling skills.
Through thus they can capture
many users. They also gives
different incentives so that they
can satisfy all users and can
change their attitude.
Process They helps less brands but they
jeep high quality of all
products . This is important so
that all customer do not get
confused and hence and they
also use barcodes so that
They uses many processes and
techniques so that they can sell
products alt less costs. Through
this only all customers get
involved in their buying process.
Through these strategies and

people can easily identify all
products and they feel
convenience in doing shopping
from Aldi. Through this process
they can easily increase the
sales.
process they can capture many
consumers. Hence they can
earn more revenues. Through
this they can easily increase the
market share. So Lidl can also
maintain competitive advantage
over other firms.
Physical evidence In this maximum percentage of
goods are from its own brand
and some have from outside
countries. It has very less prices
as compared to other
competitors. It is only company
which can maintain same prices
for all products and then sell
out the country. It creates very
standardized products and uses
market penetration strategy.
They kept the look very
traditional and unique. They
uses colors such as yellow and
blue so that they can attract
many users. Through these
unique colours many users can
easily identify that it a Lidl store.
Hence through this it also gives
a positive and unique image of
this brand in front of all
consumers and in market.
TASK 3
P.4 Marketing plan of Aldi
Marketing plan is plan through which company sells various products and thus satisfy many users (How
to Create a Marketing Plan, 2017). Thus marketing plan of Aldi is described below-
Marketing objective: It’s main marketing objective is to increase its revenues by 20% in this year and to
increase the level of satisfaction so that it can gain competitive advantage over other firms (Lamb,
Hair and McDaniel, 2011).
Marketing budget:
Marketing budget (in Pounds (£))
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 50000 12000 13000 22000 14000
Investment 21000 14500 16000 14000
Total 50000 33000 27500 38000 28000
Marketing

expenditures
Advertisement 8000 5000 6000 6000 6000
Sales promotion 1000 2000 4000 4000 9500
Direct marketing 7000 6000 5000 4000 2250
Total 18000 15000 11000 17000 16000
Available balance 34000 28000 26000 31000 33750
SWOT analysis: Aldi’s Swot analysis is described below:
Strengths Weakness
 It helps in
creating good
quality of
products. It is
crucial so that it
can attract
many users.
Through this it
can increase
revenues and
satisfy all users.
It generally sells
products at low
costs and it
keep less
operating costs
of products.
Through this
many buyers
are ready to
purchase the
products from
this store.
 There are many
other
competitors
which are
available in
market. So
hence they
cannot have
good and
drastic
influence on
people who are
living in other
foreign
countries.
 It do not have
good impact on
other firms
countries so
hence it is not a
bug brand It’s
market share is
still small as
compared to
other rivals.
Opportunities
 It has various
opportunities.
Aldi can put
more focus on
Threats
 It cannot fulfill
all needs and
requirements of
all users who

promotional
efforts such as
advertising so
that they can
attract many
users. Hence it
can give strong
competitors to
other rivals.
 It is increasing
their
operational
activities and
tasks in
different
countries such
as Africa and
Asia etc. Hence
it can easily
capture many
consumers.
generally all
shopping
products from
the shops. Thus
it is the biggest
threat for the
company.
 It private lable
brands cannot
establish
unique position
in market as
there are many
different
establish brands
which are
prevailing in
market. So this
is also a threat
for Aldi.
STP (Segmentation, targeting and positioning strategy):
Segmentation: It had done segmentation whole population on basis of different criteria such as on
geographical basis ,behavioral and psychographic needs (Malhotra, Birks and Wills, 2013). So hence
it can segment whole population basis of age, sex ,income and other factors. This is important so that
targeting and positioning strategies can be created. Through this it can create unique image in users and
in market. Through proper segmentation it is easy for company to target and can create various
strategies to attract the particular section among whole group of population.
Targeting: It is mainly targeted to households who want to buy grocery items at less process. So it is
mainly targeted to women households as they generally revenues many household items in there home.
Targeting a particular section is important so that it can create particular positioning strategies and can
gain attention of that section of population (Mihart, 2012).
Positioning strategy: All people are attached and attracted towards all private label brands. It has
already maintained string image in Germany ( Novak, 2011). So hence it is creating various unique
strategies and policies to increase their operational tasks in international countries. Through this it can
capture user from various other nations. Through this it can attract women households from all over the
world.
Porter’s 5 force model: There are 5 factors which can influence Aldi. They are:

Threat of new entry: It is low. As new competitors has to incur huge cost to establish in the market. So
threat from all competitors is low for Aldi.
Threat of substitutes: It is high. Aldi has opened different stores in the market. Its other competitors are
also having different outlets in many nations. So hence it is a big threat to Aldi (Pike, 2015).
Bargaining power of suppliers: It is low. Aldi has high power over suppliers so hence they can purchase
all goods in bulk quantities. So buyers do not have power to receive discounts or other incentives from
company.
Bargaining power of customers: Aldi creates various products according to needs and requirements of
all users. It keep low pieces as customers want that products can kept at lower prices. So hence as a
result bargaining power of customers are high (Silver and et. al., 2012).
Rivalry among existing firms: It is high. Aldi is charging lower prices. All existing firms are also charging
lower prices. So Aldi has to put more promotional efforts such as advertising and direct marketing. So
hence there is huge competition from existing firms. So firm needs to create different strategies to give
strong competition to rival firms (Ormrod, 2014).
CONCLUSION
Marketing of any product is important for every company. Through this firm can sell products with many
promotional offers such as advertising etc. It helps firm to increase the satisfaction level of all users and
can maintain competitive advantage over other firms. Various functions of marketing such as product,
promotion helps firm to sell ,many unique products in market. Marketing helps other departments such
as finance, HR ,operations and production etc. so that all can run smoothly. Marketing plan includes
SWOT analysis, segmentation, targeting and positioning strategies, Porters 5 force analysis so that it can
capture many users.

REFERENCES
Books and Journals
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exploration. International Small Business Journal. 29(1). pp.25-36.
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Online
How to Create a Marketing Plan. 2017. Available through:
<https://www.entrepreneur.com/article/43018>.
7 Functions of Marketing, 2017. [Online]. Available through:
<http://smallbusiness.chron.com/functions-marketing-business-32399.html>.