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Essentials of marketing

   

Added on  2020-09-03

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Marketing Essentials
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Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P.1 Key roles and responsibilities of the marketing function.....................................................1P.2 Roles and responsibilities of marketing related to Aldi in wider context............................4TASK 2 ...........................................................................................................................................6P.3 Comparison between marketing mix of organizations to achiever objectives.....................6TASK 4 .........................................................................................................................................11P.4 Preparation and evaluation of marketing plan in Aldi........................................................11CONCLUSION..............................................................................................................................14REFERENCES..............................................................................................................................15
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INTRODUCTIONMarketing is the most important activity in management today. The major functionswhich are performed under marketing are creating, promoting and delivering goods and servicesto their end customers. There is a huge importance of marketing for every organisation to attainsustainability in their business operations. The benefits which are gathered by organisation arecompetitive advantage, improved market share, higher profitability, large number of sales,satisfaction of different demand of customers, etc. Marketing also includes the functions ofresearch which helps in identification the factors which are present in business environment andpreparation of effective policies and procedures. The modern promotional tools which are usedfor advertisement are social media and electronic media. Social media is the most effective andcost efficient method which helps a wider range in comparison to other methods. Marketingactivities help in popularizing the existing products of organisation and penetration into the newmarket. There is a huge influence upon the behaviour of customers through effective marketingactivities. ALDI has a large number of supermarket chains over 10000 stores in 20 countries.The management decided to adopt effective marketing policies which help in improvement oftheir sales and profitability.In the present report, key roles and responsibilities of marketing function, roles andresponsibilities of marketing in relation to the wider organisational context as well as applicationof marketing mix regarding marketing planning to achieve business objectives will be explained.Also, basic marketing plan for ALDI will be provided here.TASK 1P1. Key roles and responsibilities of the marketing functionMarketing: It is considered as a management process which helps in delivering goodsand services to the end customers. It includes the combination of four elements of marketingwhich help in performance of diversified activities in easier manner. Such different marketingfunctions include:Identification, selection and development of productDetermination of effective pricing policies which help in influencing the behaviour ofcustomers1
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Selection and development of distribution channels which help in supplying products andexpanding their reach towards customersApplication of effective promotional strategy which helps in popularise the products Marketing also includes the activities related to study and management of exchangerelationships. It is used by management of ALDI regarding creation, keeping and satisfaction ofdifferent demands of customers. It helps in attraction of a large number of customers and clientstowards their business activities and products.About ALDI: It is a retail market organisation which deals in large number of productslike food, beverages, sanitary articles and household goods. It has more than 10000 stores in 20countries. The number of locations where they provide their services are 10366. It wasestablished on 23rd June 1913. The total number of employees which are working in ALDI in allover the world are 162579. ALDI Nord's has 35 regional companies which are having more than 2500 stores inwestern, northern and eastern Germany.ALDI Sud's has 32 regional companies which are having around 1600 stores in westernand southern Germany. Roles and responsibilities of marketing function There are many roles and responsibilities included in the marketing function. All suchroles have their different functions in the organisation. There are large number of importance isgathered ALDI through application of the different marketing function which are mentionedbelow:Product: It is considered as the most important offering of ALDI through which theysatisfy different demands of customers. So, it the responsibility upon management ofALDI to make their products unique from other competitors. This helps in theimprovement of their sales figure. In this regard, manager of ALDUI has duty toconduct research about market and identify requirement of customers.Price: It is the most important factor which has a direct impact on the buying behaviourof customers. ALDI is needed to decide the prices of their products which are affordableand right for the users. Setting right price not only helps in attraction of large number ofcustomers but also contributes in building a positive brand image. It is responsibility of2
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