Marketing Essentials and Strategic Planning

This assignment delves into the fundamentals of marketing, including the marketing mix, social engineering, and fairness quality. It also explores strategic marketing planning behavior and its effects on small-to-medium-sized firms' performance. Additionally, it discusses the role of social media in marketing public relations and the importance of integrated marketing communication. The assignment aims to provide a comprehensive understanding of marketing essentials and strategic planning, making it an ideal resource for students looking to enhance their knowledge in this field.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Role and Responsibilities of marketing function ..................................................................1
P2 Relation of responsibilities and roles with wider context of enterprise.................................3
TASK 2............................................................................................................................................6
P3 Comparison of marketing mix applied by various companies...............................................6
TASK 3..........................................................................................................................................11
P4 Marketing plan of ALDI......................................................................................................11
CONCLUSION ............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is the processes, activity, and set of institution for communicating,
exchanging, creating, and delivering offerings that have value for partners, clients, society and
customers at large. It is activities of a business associated with selling and buying a service or
product. It includes delivering, advertising and selling goods to people. Person who work in
marketing departments of firms try to get the audiences attention by using packaging design,
slogans, general media exposure and celebrity endorsements. Essentially, marketing means
promoting and delivering healthy products and creative services to businesses and buyers. The
scope of what is marketed is vast. Organisations, places, people, services, goods, events,
experiences, information, property, and even idea are marketed. This report is based on the topic
is 'Marketing Essentials' on the study of ALDI.
In this file some role and responsibilities of marketing and their relationship with other
functional will be analysed (Wirtz, 2012). The main purpose of this file it to understand how
ALDI make use of different marketing activities and tools in order to fulfil demand and
requirements of buyers. In this file, four questions will be carried out which assist in
summarising various aspects which are in link with marketing. In this report various strategies of
marketing are described. How managers of ALDI can apply all elements of marketing mix in an
effective manner for achieving end results is also mentioned under this essay.
TASK 1
P1 Role and Responsibilities of marketing function
Different departments are there in every organisation from which marketing is most
essential and it undertake different activities and influence a various number of persons to
purchase companies products. For this, marketing manager use different promotional technique's
and tools. It is the important role and responsibilities of handler to ensure that whole promotional
tools should be complete in an effective way. Duties of marketing function can be determined
such as understood by the following:
Product: Product is the main function of company which is offered to its buyers for fulfilling
their requirements and to capture a large number of market share (Spillan, 2010). It is needed
that goods of the industry should be well featured. Different research activities are understood by
the department of marketing and they identify preference and needs of different customers.
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Gathered information supports the company in making specific and innovative goods according
customers needs and wants.
Price: It is the monetary transaction which an industry charges from its potentials buyers in
exchange of its service and product. Setting right amount of product price is one of the important
and main duty of marketing function. As in current company environment, every product
substitutes are available in the marketplace at comfortable price (Rowley, 2016). For maximising
the sale of ALDI products and in this way business can capture a high amount of market share.
Research can be complete by marketing price of items to identify the amount which buyers are
ready to give. By this cited company can set affordable price.
Selling: It is the best step involved in the purchasing process. In this way, company product is
lastly handed over the buyers. Activity are complete by department of marketing and they make
this process in a more convenient. Cited company should try to make more efforts that whole of
its goods should be present near store of its buyers.
Promotion: This is important and main process of communicating buyers with the goods or its
features which an industry has to offer (Pike, 2015). In this way, it should be complete by ALDI
marketing department for maximising the products sale. As this is one of the essential function to
communicate with buyers so, it should be executed by ALDI.
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Source 1: Salman,Q.,2017

Management information system: MIS is very essential because in this way research and study
can be complete by every marketing department of an industry to collect important information
regarding recent market trends and other applicable message regarding buyers. Collected data
support the top level of the management of an industry to take essentials judgement regarding the
organisation success. So, in this way handler of ALDI marketing department should make sure to
gather complete information for directing or planning the future actions of business.
Distribution: There are various channels of the marketing distribution which are available to an
industry. ALDI choosing the effective distribution channel, it is one of the important and main
duty of marketing department (Papasolomou and Melanthiou, 2012). This assist in decreasing the
product cost of transaction which minimise all product cost and influence buyers to purchase the
same. In the other way, distribution channel of industry should be time impactive so that delays
can be ignored. Regarding to the distribution channel process cited company manager need to
select an effective technique.
Financing: It is a one of the most essentials responsibilities and roles of marketing function is to
make best budget or provides funds to different activities of an organisation. By doing this,
company can utilise different funds and can attain an effective outputs. Sometime, various kinds
of distribution channel used by challenges also support the industry in selecting the best one.
To perform whole tasks as well as activities is an effective manner, marketing department
manager should have needed information regarding all these duties. By performing in the way of
same, ALDI manager can give different advantages to business and customer. As growth and
success of company's goods which is entirely depends on marketing departments functions, so
cited company leader should make sure that whole kinds of duties which should be executed and
performed by manager in an effective manner. Overall maximising marketing function can force
a high number of buyers towards the cited company products.
P2 Relation of responsibilities and roles with wider context of enterprise
Different person think that marketing which is includes companies products to end users
but is nor right. As marketing is not only mere selling of firm's product it is a broader concept
include all activities from identifying the needs of customers to deliver them the same.
Marketing activities impact the all task of every organisation (Ogunmokun and Tang, 2012).
Understanding the this approach can assist the economy in planning its potentials activities. In
this way cited company can attain its goals and objectives in a better manner if firms manager
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understand the decided aim regarding the marketing function. Company growth and success of
all functions are very important because products growth is always depends on such kind of
function at the same time. Ling between the marketing function and organisation function can be
understood by the mentioned points:
Marketing function with operational function: Operational department of an organisation
undertake manufacturing process are make end products for high number of buyers (Ogunmokun
and Tang, 2012). Cooperation between marketing department and operational activity of
company, which is required as marketing department learning or identify the changing wants and
needs of consumer than they provide direction department operation to make required changes in
the basis goods of the business. All this maximise the sale of firm's goods.
To attain aggressive benefits, it is important for business to deliver or make products regarding to
the better requirements of the buyers.
Marketing function with finance department: Finance is one of the important and basis need
for performing different activities in organisation. In this way for executing high number of the
marketing activities funds are necessary by marketing department. The department of the finance
that the make best budgets and distribute as well as allocate funds to every and each activity of
the industry. Coordination or cooperation should be there among finance department and
marketing function of ALDI (Nguyen and Simkin, 2012). In lack of cooperation so in this way
4
Source 2: Organisation Function, 2017

marketing department will not slay its activities in an effectively and industry will fail to attain
its fix objectives. Marketing department manager can provide necessary description to finance
leader of cited company to achieve needed funds.
Marketing function with human resource department: Coordination among marketing
department and human resource of an organisation which support in attaining its set targets,
develop innovative features, making specific products and many more. In this way ALDI
manager can do the equal task and activity to attain production targets. Regarding to the
changing requirements and needs leader can conduct various training activities for manager as
well as workers of HR department can modify the staffing process to hire knowledgeable and
skilled candidates.
Marketing and sale department: Department of marketing in an every organisation to plays an
essential role in maximising the product sale of companies offerings (Mihart, 2012). Both
activities such as sale and marketing department are interrelated with each other.
Information technology and marketing department: ALDI managers can use effective
technology for doing internet and online marketing of the industry. Various technique's and
tools which is used by an industry that is impact the marketing activities of business.
Having broad scope activities and functions of marketing that are highly impacted
department activities in direct and indirect way. In this way to maximise the business activities
and to sustain the product quality so it is very important as well as necessary for the ALDI
marketing department to cooperate with each other industry department. By doing all of the
activities which can be sustained at the same time of production cost that can also increased. In
the lack of cooperation and coordination between different departments of an industry. In this
way department of marketing can not attain its set targets and goals.
So all above marketing function is very important and necessary of every department.
Product success is entirely depend on the different activities in this way efforts complete by
marketing manager (Malhotra, Birks and Wills, 2013). Relationship as well as cooperation is
necessary such as required between all activities of an industry. ALDI manager has ability to
maximise the product sale by understanding this fact.
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TASK 2
P3 Comparison of marketing mix applied by various companies
Marketing-mix is an important and main concept including different elements such as
product, place, price and physical evidence this is called as 4Ps and other elements is process,
people and process are known as 3Ps of marketing so both are called 7Ps of marketing-mix. The
main reason of businesses behind using this approach is to maximise the product features,
service quality. Fix the affordable and right prices for the goods and using effective tools and
technique's of promotion (Lamb, Hair and McDaniel, 2011). These elements which are different
kinds of an organisation due to achieve its set targets. Comparison of the concept of these kind of
elements or how other companies apply this for attaining objectives of an organisation. There are
two organisation ALDI and LIDL. Both types of enterprise apply 7Ps of marketing are as
follows:
6
: 7Ps of Marketing, 2016

BASIS ALDI LIDL
Product ALDI company make as well
as deliver different quality
products to its customers at
comfortable and low price. For
making best product quality
that an industry buy or gather
raw material from individual
supplier which is selected and
use effective methods and
technique's for manufacturing
process for increasing the
overall cost (Lamb, Hair and
McDaniel, 2011). Under this
company sustain a healthy
such as fresh & proper stock of
vegetables and fruits. It will
also including beauty and
electric items. Product quality
and affordable price is very
essential.
These kind of business is one
of the strong brands which
deals in different types of
product variety. At the present
time LIDL deliver innovative
product and creative services
through different super market
at affordable price (Berkowitz,
2016). Sometimes buyers
perceive on the goods quality
due to its less price.
Price Low cost of products quality is
one of the main highlights of
mentioned business product.
Main purpose behind this is
that company buy raw material
in mass quality which decrease
the groceries and other product
One of essentials and main
aggressive advantages of these
type of business. Theses
company best pricing
strategies for its various range
of goods. Under this industry
offer best value of the products
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price. Under this industry
sometime used various pricing
strategies regarding to product
life cycle (Berkowitz, 2016).
At the stage of initial that cited
firm can charge as well as set
high costs from the potentials
customers to recover the price
inverted in development
activity. ALDI set affordable
prices for its non food products
to influence the buyers for
purchasing.
to its audience at low cost.
Place At the current day, ALDI is
offering and delivering
through more than 8000
sectors in more than 80
countries. These kind of
company has simple layout of
product that is needed to
maximise the convenience &
shopping experience of buyers
(Baker and et. al., 2016).
These industry use an friendly
environment technique's and
tools of storage raw material
which see minimum goods
wastage. Along with this form
give provision of internet
shopping to its target
customers and give them a
At today, these business have
large number of retail store in
EU and UK. LIDL use cost
and time effective distribution
channel of marketing for make
available product to the end
user. These will also sustain
and use a software which assist
an organisation in maintain
minimum level of stock all the
time ion its different super
markets.
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modify to evaluate as well as
check the products features
before buying.
Promotion ALDI company manager use
effective promotion
technique's to influence the
buyers that are communicate
with each other. ALDI sustain
better relation with its buyers
by delivering important
information through direct
mail and newspapers etc. along
with cited company use
different type of
communication channels like
electronic, print, radio and
other way.
These firm dost not believe in
sustaining or building link
with customers. But in this
way an industry think that
cheap pricing strategies which
is enough to attract customers
in a large level (Baker and et.
al., 2016). LIDL give focus on
store publicity and set the low
price of qualitative product to
its challenges.
People These kind of business not
conduct development and
training programmes for its
workers. That's why staff
members of cited firm fail to
give recommendation to
different customers come at
store for buying (Berkowitz,
2016). For value adding to the
different shopping experience
of few customers need to
provide emphasis on
maximising the qualities of its
These company have less
knowledge and experience to
support buyers during their
buying process. In this way
cited company pay more to its
staffs. Employees
enhancement skill can be fulfil
by the leader by conducting
different kinds of training and
developments programmes.
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store employees.
Process Under these kind of an
industry make the purchasing
process of customers in a way
of convenient. Apart form this,
cited firm tries to make the
simple layout of its retail
stores so that buyers can
identify the better products
about their needs (Brassington
and Pettitt, 2013). ALDI store
only high quality goods in the
different type of market such
as super market.
These kind of business use
very simple process to buy the
product raw material from its
individual suppliers. In this
way cited firm tries to add
convenience to the buying and
shopping process of its
audience.
Physical Evidence These kinds of industry use
global pricing strategy for its
goods so in this way it is a
very popular company in UK.
An industry supplies its
branded product in its market.
These type of firm use
traditional method in their
store in which firms workers
support buyers in finding its
items.
Effective use of marketing-mix is very important which supports organisation in positing
its quality product in the marketplace as well as customers mind. Same can be fulfil by the
leaders of cited company for attracting the large number of clients such as customers towards its
goods. By undertaking the research and development activities, so an industry can identify the
consumer purchasing process and can make quality product. By setting affordable prices and by
providing best value of its product to its audience (Kennedy and Parsons, 2014). In this way firm
can not capture the market share but create the high revenues. As low and discounted prices is
important and main strength of cited company that can sustain this for buying raw material in
bulk and using best strategies of price of making quality product. At now ALDI use different
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kinds of communication channels to communicate with each other and influence them. The
another feature of these stores is that very simple and effective design of an industry which
supports in finding their best products in organisation and make their buying experience in a
positive way.
TASK 3
P4 Marketing plan of ALDI
Executive summary:
ALDI manager have to implement different effective plans which will lead them to
perform marketing activities for their qualitative goods whatever they are contribute such as
offering to their buyers. Leader of an enterprise required to conduct appropriate method to
evaluation of present marketplace for determining the preference and taste of national and
internation buyers. In fact they also demand to get important information regarding various kinds
of products. In this way buyers wants affordable price of products (Jones and Rowley, 2011).
Apart form this effective schemes must be selected by them for decreasing barriers and conflict
which is faced by an enterprise while making plans.
ALDI overview:
These kind of business is very famous in supermarket. These chains by having its
different branches across in national boundaries in approx 18 countries with approximately 1000
stores. ALDI is having world's largest chain that is founded by Karl and Theo Albrecht, both are
brothers that established in almost 1946 which produce approx 68 million in 18 state. Thus they
are supplying services and products on the basis buyers wants and needs for fulling them. These
business is very famous and popular supermarket in the economy by offering qualitative and
fresh products to millions of buyers.
Current market circumstance investigation:
Internal Investigation: It is an assessment or examination which is to be complete inside in the
industry. It support in deciding as well as in addition exhibiting product quality and shortcoming.
ALDI is following high spirit and fitting structure of staff which will support in generating
alongside transgressing opens doors with the objective that employees can do appropriate help in
administration of firm.
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Essential exercises: These exercises are complete by the business representatives elements to
convey good product and advantages an upper hand. It incorporates 2 type of coordination that is
outbound and inbound coordination. Inbound incorporates additionally and warehousing control
the stock which is very important of ALDI (Illing and Anders, 2016). The next Outbound
experience which are expected to achieve a completed administration and items for customers.
Supporting exercises: These are best exercises which supports in working together in a suitable
and superior manner. In the way of incorporates the performance of financial scheme alongside
layout so interior agreement should be possible.
External examination: It is a best process which support with doing assessment of outside
market so they can identify their product quality and defect so target can be attain in a way of
legitimate.
SWOT analysis:
STRENGTH WEAKNESS
 It has a assumed name in the
marketplace between their
challenges.
 They are concentrating on increasing
product quality as well as provide
preparing to its employee and in
addition rising abilities.
 ALDI is having high product price.
 Enterprise spent sum part in providing
preparing of representatives.
OPPORTUNITIES THREATS
 It can success their company by
providing natural sustenance line.
 It could increasing by supplying
diverse sort of menu to buyers.
 It is confronting large rivalry for boosting
restrictions. Another they having a basic
outlets that known with substances (Hsu,
2011).
 In the program that remedial measures are
interpreted by them so they are largely
having a negative impact.
PEST analysis:
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BASIS DESCRIPTION
Political These are best factors which does not having an impact on enterprise. It is
also obliged so that they can give more charge which incorporates deals
evaluate and in extra finance revenue to the bodies of an administrative
(Gamble and et. al., 2011). The elements of a business which is confronting
a high amount of price as claims as far and also suit with the objective and
goal that they can express subjective organisations.
Environmental These factor plan an important as well as critical role. It is a additional part
of fundamental in the business operations in a substance way. These types
of elements supports in supplying extravagance merchandise with the target
objective. That they can confront area and this will reverse impacting offers
of cited company.
Social It is an imperative with the company goal that they can bench on key firms
choices. Values, culture, living style of shoppers and their standards which
having as impact on the business operations (Dibb and Simkin, 2013).
ALDI representatives their needs to determine such as utilise social and
religious boundaries with the such goal that they can select substance menu
in different outlets.
Technological They required to make products as per the buyers needs and wants with the
objective as well as goal which are complete by customers. In the outside
they can utilise fresh innovation for publicity of goods. Apart form ALDI
manager utilizing better innovation which is very assist in dealing with the
stock. Another they support with offering quality products so large income
can be produced.
Objectives of ALDI:
The primary objective and goal of ALDI is to serve and convey great nourishment in a
sympathetic situation and it is a largely such as socially able enterprise. In the outside they want
and need to provide big comes back to its ventures. ALDI representatives that can receive
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SMART method which support with conveying and enhancing better stock. In this way need to
maintain up a product nature for a more closed out time frame.
1. To support various members of an individual by half in next four years.
2. They required to convey better management as a sensible value with the target that
administration can handle the cost in a effective way (Desai, 2013).
3. ALDI chiefs and their need to expand their buyers numbers in next four years.
4. To raise mark heedfulness between buyers which support with accomplishing their top
hand.
Technique's of ALDI as indicated by promoting: There are such a different numbers of
methodologies which are determined with showcasing so they can convey qualitative product
and administration to their buyers in a compelling manner. This will provide achievement in a
specific day as well as age. For offering best quality product and management, in this way ALDI
administration can attain arrangement that identified with value which is skimming and support
in presenting innovative and creative stock yet at the main beginning season so they required to
charge high price from their buyers so they can produce much advantages.
Segmentation. Targeting and positioning strategies:
Workers and supervisor of cited company can utilise different technique's as well as identified
with focusing, division and situating so they can form legitimate benefits & stock and that ought
to be sent in a proper way. They required to do object on the premise of different age collecting
and after that want to analyse company benefits (Caragher, 2016). This will inverse impacting
company sector position and provide better product nature which assist in maintaining their
position in a comparative market.
Tactics and action:
ALDI employees and managers have to select action regarding to the tactics for
formulating impactive advertising which will help them in transferring proper information and
data regarding to services and goods so that buyers may buy impressive goods at low price. In
another fact it also supports the cited company in creating high profits by delivering better
product quality for completing the wants and needs of last user.
Budget for marketing:
Finance department manager requires to prepare accurate and appropriate budget so that
manager of sale can make effective strategy and plan for taking initiative towards improvement
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of all organisation in a specific time period so that goals and objectives of an enterprise must be
sustained in a minimum period (Brooks and Simkin, 2012).
Marketing budget
Particulars
1st
year 2nd year
3rd
year 4th year 5th year
Capital 30000 3500 3800 5200 6600
Investment funds 27500 35200 24800 15400
Total 30000 31000 39000 30000 22000
Marketing outlay
Promotion 9000 9000 9000 6000 7000
Sales publicity 1000 1000 1000 1000 1000
Direct marketing 2000 2500 2500 1500 1500
Online
merchandising 2000 1000 2000 2000 1000
Social media 1000 2000 2500 2000 2000
Writing 1000 500 1000 500 550
Programs 2000 2000 2500 2500 2000
Total 18000 18000 20500 15500 15050
Acquirable balance 12000 4800 4200 19500 6050
CONCLUSION
As per the above mentioned report, it can be concluded that marketing is one of the
important and main factors for achieving objectives and goals of an enterprise by completing the
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wants and needs of desired buyers. This file is all regarding marketing strategy of a cited
company which is one of the popular and famous supermarket for its grocery and fresh products.
In fact this report also highlight essentials role of 7P's of marketing-mix in promoting services
and goods of a selected enterprise that comparing with their challenges. Therefore at the last
effective marketing plan is formulated by considering needed factors.
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