Essentials of Marketing and Strategic Planning

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Responsibilities and roles of marketing function...................................................................1
P2 Roles and responsibilities of marketing relate to wider organisational context....................3
TASK 2............................................................................................................................................5
P3 Comparison of various ways in which various enterprises apply elements of marketing mix
to achieve objectives of business................................................................................................5
TASK 3............................................................................................................................................8
P4 Marketing plan for an enterprise............................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is known as one of the crucial tool in enterprises, this include understand the
market, demand of customers, offer quality products to consumers and build profitable relations
with them. Now business enterprises has realised that create good relations with customers and
maintain the same is important and for this all firms are trying to use a innovative and unique
strategy for business (Wirtz, 2012). It is very essential that all activities of marketing department
of enterprise should be well executed as these play a big role in success of enterprise. One of the
most important feature and advantage of this concept is that it provide an opportunity to business
enterprises to influence large number of customers by tell them about main features of company's
product. ALDI, one of the leading grocery retailer based in UK is taken under this report for
study. Main roles and responsibilities of a marketing department of a company and how it is
relate with other functions of a firm is all mentioned under this report. Further, how various
enterprises use the concept of marketing mix in order to achieve set objectives and targets is all
detailed under this report. Along with this, marketing plan for ALDI and how it contribute in
achieve end results of company is all given in this.
TASK 1
P1 Responsibilities and roles of marketing function
Marketing can be defined as the roles of an enterprise which help it to identify successful
products and helps in its promotion. The main objective of this is to attract more number of
customers and create demand for company's product in market (Rowley, 2016). This help
organisation in capture a larger market share and at the same time enhance profit of firm.
Different type of promotional tools are there which can be use by the manager of ALDI for this.
Success and growth of firm is largely depend on how marketing department implement its
various activities. Main roles and responsibilities of marketing function of ALDI are stated
below under the following points: Product: This is known as all tangible and intangible features which a firm offer its
customers in order to satisfy their needs, this known as final offering of an enterprise. It is
very important for every enterprise to offer unique features in its products so large
number of customers can be attracted towards the same. This come under the
responsibility of marketing department to identify how company can better serve to its
target market. For achieve the same, marketing department can carry out various type of
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research in order to known more about trends exist in market and about the variation take
place in demand of customers. All this help in make the final offering of firm more
attractive. Price: Amount which a customer pay to buy product of company is known as the price.
This also refers as one of the mos sensitive part of products and largely affect its growth
and acceptance in market (Pike, 2015). Set a right price it is very important, it should be
like that so that firm can offer value to its customers and at the same time can generate
adequate amount of profits. It also come under the responsibility of marketing department
to set right price for thee product and for do the same managers can collect information
from customers to known about what they are willing to pay for company's product. Selling: Hand over the final product to customers in exchange of its price is known as
selling. Every enterprise do various efforts to make this process more convenient as this
add value in final experience of customers. It comes under the responsibility of
marketing managers of ALDI to identify the ways in which company can do the same
and for this it is very essential for firm to deliver all its products to all near stores of its
target market. Promotion: This is known as one of the most important activity of marketing department.
Under this manager use mix of communication tools to communicate with customers and
to attract them towards company's offering. Main aim of this is to attract more number of
individuals to generate more profits as compare to its rivals. Management information system (MIS): Marketing department of firm carry out
different type of research in order to know more about trends exit in market and about the
features which customers want in final product of company. Marketing manager is
responsible to analyse the collected information and use the same to take major decision
about business. Financing: It is very essential for an enterprise to have adequate amount of funds as this
help in achieve effective execution of commercial operations (Papasolomou and
Melanthiou, 2012). It comes under the responsibility of marketing manager of ALDI to
identify the funds require execute business operations and allocate the funds as per the
requirement of various activities. Proper amount of funds is very essential to achieve end
objectives as lack of funds create delay and unnecessary hurdles in business activity.
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