Essentials of Marketing and Strategic Planning

The provided document is an assignment that delves into the fundamental aspects of marketing and strategic planning. It includes references to various academic sources, such as books and journals, which provide insights into marketing research, social engineering, and social marketing. The assignment also touches upon the importance of fairness quality in a social and ethically oriented marketing landscape. Additionally, it explores the role of human resources marketing and recruiting, as well as destination marketing and information marketing.

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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 Distribution: This is related with process of deliver final goods of company near all
stores and locations of customers. It is very essential for organisation to choose effective
channel as this ensure effective distribution of company's product and at the same time
help enterprise in offer its products at lower prices.
All these are the main roles and responsibilities of marketing department of an enterprise
it is very essential that all must be execute in an effective way. One of the main benefit of this is
that it help enterprise in serve more number of customers which increase profits and market
share of organisation. Marketing function is the only one which make the customers inform
about offering of enterprise and about its features and use various tools and techniques to attract
more number of customers.
P2 Roles and responsibilities of marketing relate to wider organisational context
In today's competitive business environment, where different type of enterprises offer
variety of products to its customers at affordable prices, marketing play a big role. One of the
main benefit of marketing is that it make the enterprise able to attract more number of customers.
Marketing department of organisation perform various kind of activities and it is very essential
that all must be execute in a effective manner (Ogunmokun and Tang, 2012). Various actions
and functions perform by marketing department of company largely affects the various
operations of business so marketing manager should consider this before take any action or
decision. Relationship of main roles and responsibilities of marketing with various activities of
enterprise can be understood by following points: Operations function with marketing department: Operation department of firm is the
one which carry out production process of enterprise. If ALDI wants to achieve its set
goals and objectives then it is very important that there must coordination between
marketing and operation function of company. Marketing department is the the one
which carry out various type of research in order to get more information about the
features which attract more number of customers and about the trends exist in market
(Nguyen and Simkin, 2012). Cooperation between marketing and operation department
guide manager of operation department about what must be quality of product and many
more. All this affect the activities of operations department and help enterprise in achieve
end goals and objectives in an effective way.
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 Finance function with marketing department: Finance department of company play a
big and important role as this is the one which allocate funds to other department of
enterprise so they can execute their business operations and activities in an effective way
(Mihart, 2012). It is very essential that there must be cooperation between these two
department of enterprise so marketing department can execute all its promotional and
other activities in an effective way. In this way, company can attract more number of
customers and at the same time can generate more amount of profits then its rivals.
Cooperation between these two department effectiveness of business operations. Human resource function with marketing department: HRM function of company is
relate with the workers work in enterprise and with their actions. Employees of enterprise
play a big role in growth and success of company as these are the one which support
company during its tough time and also provide their support during implementation of
business strategy (Malhotra, Birks and Wills, 2013). Quality and skills of human
resource of enterprise directly affect the satisfaction of customers as these are the one
which make final products and services for target market of company. To offer better
quality products managers of ALDI can conduct training programs for its employees as
this will enhance their skills. All this affect the quality and feature of product which
directly affect the marketing operations of company. Research and development function with marketing department: Department of R&D is
the one which carry out research in order to collect information about needs of customers.
Basically research and development department collect huge amount of relevant
information which help enterprise in achieve its end goals and objectives in an effective
way (Kennedy and Parsons, 2014). It is important that there must be cooperation
between these two department. With use of collected information, marketing department
of ALDI can give right direction to its marketing activities. Sales department and marketing department: Marketing ans sales are the two
department which largely affect by the operation and activities of each other. For
example: various actions and decisions of marketing department directly increase the
sales of company's product which increase the effectiveness of sales department of
company.
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 Marketing department and IT function: Various type of tools and techniques are used
by marketing department of collect, analyse and store information about market and
target market of company (Illing and Anders, 2016). It is essential that these must be
cooperation among IT and marketing department of ALDI so marketing manager can use
right technology to do promotion of of product.
From all these above points, it can be summarised that marketing department and various
activities of this are largely relate with various other activities of enterprise. So, it is very
essential for marketing managers of ALDI to consider all these before take any decision and
action. It is very essential that there must be coordination among various function of company so
managers of department can take right action and business can achieve its set objectives and
targets in an effective way.
TASK 2
P3 Comparison of various ways in which various enterprises apply elements of marketing mix to
achieve objectives of business
Marketing mix is a concept consists various elements such as product, price, place
promotion, people , process and physical evidence. All these factors are use by managers to
achieve end objectives and goals of business (Dibb and Simkin, 2013). It is very important that
all must be use by ALDI in an effective way so more number of customers can be attracted
towards company' s product and firm can offer value for money to its customers. Various
enterprise use the same elements of marketing mix in different way due to their different
business objectives. Application of various elements of marketing mix by different enterprises in
different way can be understood by the table given below:
Basis ALDI LIDL
Product One of the main feature of ALDI is that
it offer affordable products with same
quality as of other branded products.
Company purchase raw materials from
selected suppliers in bulk quantity
which make the enterprise able to offer
it at lower prices which help in attract
LIDL is a very solid brand and is
one of the cheapest retailer.
Products sold under LIDL are
similar as sold in other
supermarket the only different is
name of the product in its stores.
Large number of customers have a
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large number of customers. wrong perception offer quality of
its product due to its low prices.
Price Firm has a strong base due to better
quality of its products and cheap prices
which are not available with its rivals.
Company use strategy of unit pricing
for its groceries items so customers can
easily compare and charge low prices
for its new products so it can capture a
large market share in short period of
time (Desai, 2013). Further, in case of
high competition, firm set the prices of
its products lower than its rivals to
attract and serve more customers.
One of the feature which provide
competitive advantage to
enterprise is its clever pricing
strategy. Firm enter in the market
on basis of one of the most value
driven supermarket. As
organisation offer quality products
at cheap prices so customers think
quality of its products low. Under
store of LIDL all payments are
made before leave the store at
check outs.
Place Firm is operating in more than 15
countries with more then 8000 stores.
Company keep layout of its stores
simple and purchase raw material in
bulk form trusted suppliers and store the
same in local warehouse and all this
help enterprise in maintain the quality
of its products. Firm use environmental
friendly equipment for its storage
which ensure minimum wastage during
transportation. Other than physical
presence ALDI has online presence
which provide an opportunity to
customers to check and collect
information about features of products.
LIDL has number of stores across
Europe and UK. Depend of the
country, firm operate in various
segments in supermarket industry
range from value to high end
goods. Company has variety of
distribution centres across UK and
Europe that maintain adequate
amount of stock. Business model
of enterprise is to sell large amount
of goods in short period of time
and for achieve the same it is very
essential for enterprise to maintain
adequate amount of stock in its
stores.
Promotion Promotional activities of enterprise Firm do not use any kind of loyalty
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under the concept of marketing mix is
very comprehensive. Enterprise invest
a minimal amount on its promotion
activities. In UK, ALDI makes use of
print, display media and electronic
media to promote its products in
market. Further, company use the
technique of 'swap and save' to
influence customers to switch their
brand from the rivals brand.
schemes in United Kingdom as
company think that pricing model
of enterprise is enough to attract
more number of customers.
Further, company take help of in
store promotions but does not
provide any kind of discount on its
products as large number of
retailers are already exit in market
which offer products at lower
prices.
People Customers services of ALDI stores is
low as compare to its competitors as
staff members do not assist customers
in product selection, this is because
company has very thoughtfully store
under which every thing is divided into
different section which reduce the
number of manpower require on every
floor. Unlike other stores staff members
at billing counters are seated which
make it easy for employees to scan the
products which make the process of
sales more fast. Further, firm pay its
workers more as compare to its rivals
and also provide them in the job
training.
One of the main of LIDL is that
company offer a attractive salary
to its employees but they have to
perform very well at their jobs.
Scanned items are used as a
performance indicator of
employees. Customers may feel
that staff members do not pat
enough attention as they are very
rushed during doing their jobs.
Company use high training
standard to ensure that employees
can scan the items at fast to meet
the requirements of customers.
Process One of the main feature of ALDI us that
with its sheer layout firm make the easy
for its customers to find the product
Primary procedure of firm is to
purchase and sell large amount of
goods at affordable prices
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they want and this reduce the number of
customers require. ALDI keep and sale
eliminated amount of high quality and
priced brands which reduce the
confusion of customers during process
of purchase. Along with this, products
of ALDI have barcodes which ensure
quick identification and help in fast
billing.
(Caragher, 2016). Involvement of
customers in any kind of process is
very low and they have very little
over business operations.
Physical
Evidence
ALDI is renowned for its simple
process of business, global pricing and
standardisation. Firm keep the stock
85% of its home brand and rest other
popular brands. Firm offer 30% cheap
products and keep its prices low. This
is the only store which keep the prices
of its products same throughout the
world.
Majority of LIDL stores are laid
out in a traditional manner and this
help customers in find goods in
minimum time. Further, firm use
various colours to exhibit their
brand such as yellow and blue
which help customers know that
there is a LIDL store near them.
TASK 3
P4 Marketing plan for an enterprise
Marketing plan is a written business document that outlines marketing strategy of
enterprise. Basically this is a blueprint that outlines marketing efforts and advertising activities of
a firm in coming year. An effective marketing plan describe the current marketing position of a
company also this also consists information about marketing mix that company will use to
achieve objectives and goals of marketing (Brooks and Simkin, 2012). Main benefit of this is
that it increase profits of enterprise. Before formulate a marketing plan it is very essential for
manager of marketing department to collect information about various aspects of enterprise. In
the case of ALDI, it is very essential for manager to collect adequate amount of information
about the following:
Vision of ALDI
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Vision of ALDI is to offer quality products to its customers at affordable prices and to become a
leading grocery retailer in grocery sector.
Mission of ALDI
Mission of firm is to satisfy more number of customers by offer quality and featured products.
After collect information vision and mission of firm, it is very essential for manager of
marketing department to collect information about strengths, weakness, opportunities and threats
of enterprise. This can be done with help of tool called SWOT analysis.
SWOT analysis of ALDI
Strengths: These are unique features of a firm which provide competitive advantages to
company and ensure effective execution of various business operations (Brassington and Pettitt,
2013). Biggest strength of ALDI is that it offer quality products to its customers at affordable
prices. Operating cost of firm is low and firm has more than 8000 stores in UK and Europe.
Weakness: ALDI is still small as compared to other brands. Global presence of firm is
not effective and large number of customers think that quality of company's product is not good
due to cheap price of its products. Online presence of ALDI is not effective as compare to its
other rivals
Opportunities: Opportunity for ALDI is that firm can expand its business operations in
countries having developing economy such as Africa and Asia. This will enhance profits and
revenues of enterprise. Firm can invest funds in various activities such as promotion in order to
serve more number of customers.
Threats: Firm fail to offer a full shopping experience to its customers and large number
of rivals are exist in UK market. Frequent changes in needs of customers and policies of
government all serve as a threat to business operations of ALDI.
After implement SWOT analysis it is essential for manager to collect information about
various goals and objectives of company.
Goals and objectives of ALDI
These are known as end results which an organisation want to achieve and do various
efforts for that. Objective of ALDI is to earn huge amount of profits by serve more number of
customers. For this, firm produce and offer quality products to its customers as this help
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enterprise in retain customers for long period of time (Berkowitz, 2016). Company do various
efforts to do improvements in its current product to satisfy existing customers and attract
potential customers.
After collect information about objectives and goals of company manager should focus to
use STP approach as this help in collect information about target customers and about their
needs.
STP of ALDI
Segmentation: Under this, company divide the whole population into small identifiable
groups who share same interests, attitudes, income and other. This help firm in choose a right
group which help firm in attain in end goals and targets. Focus of ALDI is to target those
individuals who have interest in purchase quality products at affordable prices.
Targeting: Target of firm is to satisfy households needs of people.
Positioning: At present, ALDI has a strong brand position in Germany along with this
firm is doing continuous efforts to get effective presence on international market.
After that, analysis of marketing mix should be done by manager of ALDI as this help in
know about how company use various elements of marketing mix to achieve end goals and
objectives.
Marketing mix of ALDI
Product: This is known as bundle of features which enterprise offer to its customers to
fulfil their specific requirements and to satisfy their needs. Main feature about products of ALDI
is that firm offer featured and unique products to its customers which help enterprise in retain
them for long period of time.
Price: This is known as that monetary amount which a company charge from its
customers in exchange of product. ALDI charge low prices for its quality product. Main reason
behind this is that firm purchase raw material in bulk quantity which help enterprise in get
discount which company pass it to its customers.
Place: At present, firm is operating in more than 18 countries. Enterprise has variety of
stores in various areas.
Promotion: Marketing manager of ALDI use a mix of various communication tools to
communicate with its customers ad to attract them to buy company's product.
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Marketing strategy: Strategy is known as that sequence of steps which a firm follow to
achieve set objectives and targets of company (Baker and et. al., 2016). Relationship marketing
strategy is the one which use by ALDI, under this firm focus to create and maintain good
relations with its customers. This help organisation in better satisfy needs of its customers which
ensure their loyalty.
Implementation: It is very essential that all activities include under the marketing plan
should be implemented in an effective way a this contribute in success and growth of firm.
Evaluation: This is the last step, under this marketer evaluate every step include in
marketing plan in order to find any area of improvements.
For formulate a better marketing plan it is very essential for marketing managers of ALDI
to first analyse the situation and identify the main factors which affect the marketing process of
company. This help manager in formulate better plan which help in attract more number of
customers and contribute more in growth and success of enterprise.
CONCLUSION
From the above information, it can be summarised that function of marketing is refer as
one of the most important activity of enterprise. This function help the enterprise in serve more
number of customers which increase both profits and market share of enterprise. It is very
important that all activities of marketing department must be execute in an effective way.
Execution of marketing operations in an effective way is essential because this not increase
profits of company but at the same time provide various long term advantages to enterprise.
Further, marketing activities are also relate with other functions of company so it comes under
the responsibility of managers of marketing department to consider all these before formulate the
marketing plan or before take any kind of decision related with business. It is very essential for
ALDI to apply all elements of marketing mix in an effective way in order to generate more
amount of funds and to offer value for money to its customers.
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REFERENCES
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Brassington, F. and Pettitt, S., 2013. Essential of marketing.
Brooks, N. and Simkin, L., 2012. Judging marketing mix effectiveness. Marketing Intelligence &
Planning. 30(5). pp.494-514.
Caragher, J. M., 2016. 7 Essentials for a CPA Firm Marketing Program. The CPA Journal.
86(12). p.11.
Desai, S. S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research.12(1). p.22.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Illing, L. and Anders, F., 2016. Human Resources Marketing and Recruiting: Essentials of
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Kennedy, A. M. and Parsons, A., 2014. Social engineering and social marketing: why is one
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Malhotra, N. K., Birks, D. F. and Wills, P., 2013. Essentials of marketing research. Pearson.
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Online
Functions of marketing. 2017. [Online]. Available through:
<http://smallbusiness.chron.com/functions-marketing-business-32399.html>.
Marketing Mix. 2017. [Online]. Available through:
<http://www.marketingteacher.com/marketing-mix/>.
Strategic Planning Solutions - SmartDraw Has Everything You Need. 2017. [Online]. Available
through: <https://www.smartdraw.com/strategic-planning/>.
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