Marketing Essentials Assignment - ALDI supermarket

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explain the key roles and responsibilities of the marketing function....................................1
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................3
TASK 2............................................................................................................................................5
P3 Marketing mix of ALDI.........................................................................................................5
TASK 3............................................................................................................................................8
P4 Produce and evaluate a basic marketing plan for ALDI........................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is considered as a process of promoting company’s goods and services with help
of various communication channels. This is the only process which provide an opportunity to
company to interact with its target customers. Main purpose of this is to make customers aware
about special features of company’s product and influence them to buy the same (Mihart, 2012).
ALDI, a discount supermarket based in United Kingdom is taken in this report. Different roles
and responsibilities perform by marketing department of company to achieve marketing goal is
given in this report. Further, interrelationship among various functions performed by different
department of company and application of various components of marketing mix to sustain in
market for long run is also detailed in this.
TASK 1
P1 Explain the key roles and responsibilities of the marketing function
Marketing is a strategy of an organisation to increase sales, maximise profit, satisfy the
need of customers and beat competitors. Market is a place where large number of buyers and
sellers are gathered to buy or sale of goods and services. There are basically five concepts of
marketing: product, production, marketing, selling and societal marketing concept (Baker and
Magnini, 2016)
These concepts helps ALDI to make strategy and implement plan for action. According
to this, company analyse the market condition and then take decisions regarding production of
those goods and services that readily meet customers demands.
In concept of current marketing trends, ALDI focuses on customers value and perform
work with more efficiency and effectiveness. Technologies are used which are more updated
with current inventions. Advertising and selling on social media trend is more popular in recent
years. Online marketing and digital payment option is also available to customers through which
they get product easily. It is helpful to save time and increase sales (Martin, Campbell and
Harmsen, 2014).
Future marketing trends help the organisation to make long term strategic plans and
estimation of future production and sales. In future, market will depend on 4Es approaches,
which are: Experience, Emotion, Engagement and Exclusivity. Customers will ignore brand
name and focus on the quality of product with best possible price. ALDI should also focus to
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maintain one to one relation with their customers because a company will run for a long time
only with customer's support.
Overview of Marketing Process:
Marketing process is a series of some different steps that helps to identify the vision,
mission and objectives of the firm and a path which helps to reach their goals. The steps of
marketing process are: Situation analysis, Marketing strategy, Marketing mix decisions,
Implementation and control.
 In situation analysis, ALDI has to examine the market condition, recent trends in market
and need of consumers.
 After analysing the situation ALDI has to make marketing strategy to attract more
customers and to beat competition.
 In marketing mix decisions ALDI take decision regarding the product development,
distribution channel, promotion techniques and pricing decisions.
 After completing the above steps, ALDI to implement their plan for action and control
those factors which create the barriers in the success of an organisation.
Roles and Responsibilities of Marketing Departments:
Effective use of Marketing Information System:- In this role, departments of different
organisations gather information about customers like what type of people and what are their
needs. ALDI has to observe the market trends and competitor's strategy. Company can use their
sales department for feedback.
Ensuring proper product distribution:- This is a process of deciding that what are ways
or channels of distribution by which customer get the goods and servicing. Sales department
handle the distribution of products (Brooks and Simkin, 2012). Personal selling, online selling,
retail marketing etc. are the different types of distinction channels.
Product modification:- It is the responsibility of production department to identify the
demand of product in market and add features to make product different from other similar
products with some unique qualities. ALDI have to improve and develop their products with
reference to customer needs.
Setting up strategies related to Pricing:- The price of a product should not be more or
less. ALDI has the responsibility to decide price of their foods and beverages as per quality,
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