Marketing Essentials of Aldi Company : Assignment

MARKETING ESSENTIALS
CONTENTS
INTRODUCTION.......................................................................................................................................1

TASK – 1....................................................................................................................................................1
1. Key roles and responsibilities of marketing function.......................................................................1
2. Roles and Responsibilities in relation with the wider organizational context..................................4
TASK – 2....................................................................................................................................................6
3. Comparing and applying the Marketing Mix to business objectives................................................6
TASK – 3..................................................................................................................................................10
4. Developing and evaluating the Marketing plan..............................................................................10
CONCLUSION.........................................................................................................................................14
REFERENCES..........................................................................................................................................15
BIBLIOGRAPHY.....................................................................................................................................16

TABLE OF FIGURES
Figure 1 Marketing Function...........................................................................................................2
Figure 2: Functional areas of organizations.....................................................................................4
Figure 3: Grocery market share in Great Britain...........................................................................10

INTRODUCTION
Marketing is nothing but a function that evaluates the relationship of an organization with
the environment. Nowadays, because of the competition and unstable environment it is very
difficult to carry out market research, irrespective of the sector or activities involved in the
companies (Wood, 2008). Talking about general, people have misconceptions in relation with
the term marketing. It is basically understood as sales and advertising the products and services.
However, these two terms are simply the functions of marketing. Thus, here, in this current study
a detailed analysis of this particular subject will be carried out being an Assistant Manager of the
chosen organization. The company taken under consideration for this research is Aldi.
Throwing light towards the firm, it is a German retailer which has initiated their business
in the year 1913. Now, Aldi has more than 10,000 stores in almost 18 nations (Lancaster,
Massingham and Ashford., 2002). The main aim of the company is to offer products to the
customers which they use regularly at reasonable price. Through this lower price strategy, the
organization is able to market them successfully. Therefore, the present research will focus on
analyzing the roles of marketing function and its relation with Aldi. It will further enlighten the
concept of marketing mix and develop a marketing plan or the company to accomplish the goals.
TASK – 1
1. Key roles and responsibilities of marketing function
Marketing function has its early stages in the mid of the 20thcentury in 1960. According
to the American Marketing Association, marketing is nothing but the function that helps the
producer to take its products and services to the end consumers. In addition, it is regarded as the
product distribution activity which does not include market segmentation and research
(Christopher, Ballantyne and Payne, 1991). In every five year AMA evaluate the definition of
marketing so as to modernize with the changing scenario. Presently, the marketing function
provides customers a leading role and it is not just concerned with the exchange of products and
services. They want to satisfy the customers and add value to their lives. Just for a case, the
marketing objective of Aldi is to show their customers that their brands are of good quality as
compared to the other brands in the market.
Apart from offering merchandise to the customers, marketing function of Aldi also
supports in filling the needs of community, customers, stakeholders and partners (Tuominen,
1