Marketing Essentials of Aldi : Assignment
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Added on 2020-07-23
Marketing Essentials of Aldi : Assignment
Added on 2020-07-23
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MarketingEssentials
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1 ...........................................................................................................................................1P1. Roles and responsibilities of marketing function.............................................................1P2 Relation of roles and responsibilities of marketing with other organisational functions'.3TASK 2 ...........................................................................................................................................4P3 Application of marketing mix by difference enterprise...................................................4TASK 3 ...........................................................................................................................................8P4 Marketing plan for ALDI.................................................................................................8CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................13
INTRODUCTIONMarketing is one of the important activities for any enterprise. It is the process of using amix of communication tools in an effective way for attracting a large number of customers. Thisprovides a platform to the firm for communicating with mass audience about company's productsand its features (Baker and et. al., 2016). It is used by various organisations for creating demandof its product in the market and to capture a large market share than its rivals. Marketing is notjust mere selling of firm's offering but it is the process of identifying various needs of customers,doing research and providing specific features for satisfying them in an effective way. ALDIwhich is one of the leading global brands having large number of discounted supermarkets ischosen in this report. Firm starts its operations in the year 1913. At present, it deliver services toits customers through more than 2500 stores in more than 35 countries. Basic roles andresponsibilities of marketing function of a firm are detailed here. The way in which activities ofmarketing department relate with other organisational function are also mentioned in this study.Along with this, the way various enterprises can apply all basic elements of marketing mix forachieving end results is also detailed.TASK 1 P1. Roles and responsibilities of marketing functionMarketing is one of the essential functions of every firm as it includes various activitiesof promoting the firm's offering and influence large number of public for buying the same. Oneof the main responsibilities of marketing function is to create demand for company's productamong large number of individuals. Various promotional tools can be used by the marketingmanager for this. One of the main roles of marketing manager is to properly utilise all resourcesand funds of firm for effectively communicating with variety of customers (Berkowitz, 2016).Other than this, main roles and responsibilities of marketing function of ALDI can be understoodby the following points:Product: Product is the final offering of firm to its large number of customers. Mainoffering of organisation should be well featured so that various needs and wants ofdifferent customers can be satisfied. It comes under the responsibility of marketingdepartment of firm to execute various research activities, collect relevant informationabout the tastes of individuals and then add that special feature in the product for1
satisfying their wants. Featured and quality products attract a large number of customersand help the firm in capturing a great market share than its rivals. Same should be doneby the marketing manager of ALDI so that firm can make featured goods for itscustomers.Price: Price is that monetary amount that is charged by firms from its customers inexchange of the product. Setting a right and optimum price for product is one of the mainroles of marketing manager of firm (Brassington and Pettitt, 2013). As in today's businessenvironment substitutes of all products are available in the market, in this situation, it isnecessary for ALDI to set an optimum price for its products so that large number ofcustomers can be influenced and at the same time, firm can earn higher profits.Selling: Selling is the process of final transaction of products to customers in exchange ofamount. In case of this, it comes under the responsibility of marketing manager to makethis process more convenient for customers. In this, it is the responsibility of marketingmanager of ALDI to deliver products to nearest store of customers so that they can easilypurchase the product.Promotion: Promotion includes all activities of using various communication tools todeliver information about the firm's offering to a large number of customers. Manager ofmarketing department of ALDI can do the same for attracting mass public and earnhigher profits. It is one of the main processes of every firm as this delivers relevantinformation of company to customers.Managementinformationsystem: Conducting research is one of the main and importantactivities of marketing department. While conducting research, firm collects relevantinformation regarding the habits and tastes of firm. Along with this, current trends ofthemarket (Brooks and Simkin, 2012). All this collected data guide the top manager of firmin taking important decisions so that same can be done by the managers of ALDI forplanning their future activities.Financing: Funds are essential for executing various activities of business as withouthaving the same, marketing manager of ALDI cannot achieve its objectives. Absence offunds stops various activities of organisation and hampers the quality of final product.2
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