Roles and Responsibilities of Marketing Functions in Lidl

This report discusses the roles and responsibilities of marketing functions in Lidl, a German global supermarket chain. It covers topics such as gathering and analyzing market information, market planning, product designing and development, standardization and grading, packaging and labeling, branding, customer support service, pricing of products, and promotion.

Marketing Essentials (Unit 2)

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
P1 Roles and responsibilities of marketing functions .................................................................1
M1 Roles and responsibilities of marketing in context to environment......................................3
P2 How roles and responsibilities of marketing relate to the organisational context..................4
M2 Significance of interrelationships between marketing and other functional units................5
Task 2...............................................................................................................................................5
P3 Compare the ways in which different company apply the marketing mix ............................5
M3 Evaluation of different tactics applied by company that helps to attain the business goals..7
Task 3...............................................................................................................................................8
P4 & M4 Marketing Plan for company........................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCE.................................................................................................................................12

INTRODUCTION
Marketing is important for every business as it allows organisations to maintain long
lasting and ever relationships with customers. Without marketing it become difficult for
company to get introduce from its products and services. This is playing an important role in
influencing people and increasing selling activity that can help to make higher profits. It is used
to attracts people in a crowded marketplace and increase the business performance (Rather,
2019). To understand about in a better way Lidl has been taken that is German global
supermarket chain. It operates more than 10,000 stores across Europe and United States.
Different topics are discussed in this report such as roles and responsibilities of marketing
functions, organisation uses elements of marketing mix for achieving goals and evaluation of
marketing plan that helps to maintain the productivity and profitability.
Task 1
P1 Roles and responsibilities of marketing functions
Marketing is the way that keep engage customers by introducing new products and
services in market. This is important for organisation to run their business by influencing people
and encouraging them effectively (Parola and et. al., 2018). It is consider as a effective procedure
that maintain relationship with people by satisfying them. In other words, marketing is related to
exchanging of goods and services which helps to maintain the good profitability. Lidl is
supermarket chain that provides different types of products and services to customers. Herein,
marketing manager of such organisation are playing significant role as they evaluate the needs of
people and perform their responsibilities in order to attain the business goals and objectives.
Different types of marketing functions are as defined with the roles and responsibilities that
are:
Gathering and analysing market information: This is main function in relation to
marketing that states before producing, marketing and selling the products there is required to
conduct market research regarding particular product and services. With the help of this function
various informations are collected that states what need to taken in order to influence customers.
In Lidl, manager of marketing department are playing a role of researcher in which it analysis the
market and get information about people needs and wants. The responsibilities of manager is to
meet with people and collect various information so improvement can be done accordingly.
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Market planning: Planning is the important part of any functions which is used to make
plans for organisational welfare and goal achievements. When people are demanding different
types of products and services planning helps to introduce that increases profitability. In Lidl,
managers are playing a role of planner in which it formulates plans and run them effectively. The
responsibilities of manager is to understand goals of organisation and make plans accordingly so
it can be achieved effectively (Chang, Wang and Arnett, 2018).
Product designing and development: The designing of product is a influencing way
that attracts customers and make decision to buy them. An organisation whose products are
better and attractively designed attracts customers and increase sale. In Lidl, marketing manager
are playing a role of product designer in which their responsibility is to design their product
accordingly that can influence customers to purchase it. If company is providing special design
of products then only it can be competitive and maintain the profitability.
Standardisation and Grading: This means standard of product that states size, quality,
ingredients, weight and colour that helps to make decision regarding particular product. In Lidl,
manager in relation to marketing is playing a role of quality checker in which it perform
responsibility by analysing the product. They give standard to their products that helps to
maintain the sale of its products. Providing best quality of product helps customers to no doubt in
their minds regarding low grade and quality of products (Kotane, Znotina and Hushko, 2019).
Packaging and Labelling: If products are packed properly then there is no chances of
damage, transit, breakage and destruction. Packaging attracts customers that such products are
convenient to transit and carry than others so they they make buying decisions. In Lidl,
marketing manager are responsible for product packaging and labelling that helps to transit
easily and make customers satisfied. Label is a slip which can be found on product itself that
provide all information regarding the product and producer.
Branding: The aim of organisation is their product have a special identity in the market
through which it become easy for customers to choose product easily. In order to realise this
organisation should provide different types of products and services that can help to taken a
place in people's mind. In Lidl, marketing manager are playing a role of creating a special
identity in regard of become a special brand and increasing selling. The responsibility of
managers is to create a popularity of commodity and brand with the help of marketing that helps
to attain the business goals (Batat, 2019. Gaur, 2019).
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Customer Support Service: Organisation influences people by solving their queries that
helps to make decision regarding buying products again. All knows that customers are the king
of market who choose products and buy them that increases sale of enterprises. In Lidl,
marketing manager are playing an important role in which they support customers by solving
their problems 24/7 hours that influences customers and make decision to buy products (Saura,
Palos-Sanchez and Correia, 2019).
Pricing of products: Prices is those element which mostly influences customers and
make decision to buy the products and services. If organisation has set prices of products
according to customer's income and spending level then only it can influences people and get
competitive advantages. In Lidl, manager set the prices of its products and services by comparing
with others and give them discountable goods that helps to increase sale. The responsibility of
manager is to analysing the income level of people and then set prices of its products that can
help to maintain the profitability.
Promotion: This is another activity which is done by management in order to increase
sales and profitability. Promotion means to promote products and services in relation to
organisation that increases productivity and profitability. In Lidl, managers are playing a role of
promoter in which they advertise the products and increase sale of products in order to make
profits. In this organisation, managers are responsible for publicity and sales promotion that can
help to increase the sale of super market and increase a chain by maintaining good relations with
customers.
M1 Roles and responsibilities of marketing in context to environment
Marketing environment is related to various factors which are used by organisation for
operating all functions effectively. Every organisation uses marketing activity in order to inform
people and sale them products and services effectively. In Lidl organisation marketing manager
is playing important role as it conduct market research, design, promotion, setting prices of
products, branding and labelling that helps to maintain the productivity and profitability of
organisation. The roles of marketing in environment are making strategies, providing
information, monitoring of marketing environment, research, brand equity and market
segmentation that helps to attain the business goals effectively. The responsibility of marketing
manager in context to Lidl is to recognise the requirements of targeted customers and provide
their products and services accordingly, provide information regarding product, planning,
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implementation and controlling the marketing strategies that helps to maintain the distribution
network efficiently. Moreover, marketing is playing essential role in finding the new
development process in marketing environment that maintain the high performance of
organisation and increase profitability (Diez-Martin, Blanco-Gonzalez and Prado-Roman, 2019).
P2 How roles and responsibilities of marketing relate to the organisational context
Marketing is needed at every place that helps to increase the sale and organisational
profitability effectively. In present era. Every organisation is using marketing in order to inform
and aware people regarding particular product and services that helps to make profits. In
marketing, managers are playing different roles and responsibilities that increase brand image
and profit margin. Marketing department is needed in all organisation as it is used to collect
information and run all activities effectively. In Lidl, manager in relation to marketing
department are related to all functional department that are as defined:
Marketing with HRM : Marketing is needed to inform people and aware people
regarding particular product and services. HRM is also important department who understand the
requirement of organisation and employees and formulate plans accordingly. Both functions are
interrelated that helps to attain the business goals effectively. In Lidl, marketing function
understand the require of HRM department regarding vacancy and other in which role of
manager is to give advertisement and influence pool of candidates. Marketing is used to collect
people and HRM function is used to select best people out of them who can perform business
activities effectively and increase organisational performance (Aswani and et. al., 2018).
Finance with marketing: Marketing is the part of organisation in which manager is
playing an important role as they advertise and promote organisational products so sale can be
increase. In Lidl, marketing manager advertise the products and services through various
resources helps to increase the sale and profitability. Marketing and finance are interrelated as
finance function provide money to marketing department that helps to complete the marketing
activities effectively. In this organisation, the responsibilities of managers are as to get funds
from finance department and complete the goals so profitability can be increase effectively.
Marketing with operation : The operation department of organisation control all
activities and functions effectively so goal can be achieved effectively. Marketing function used
as “voice of the customer” that helps operational department to achieve customer satisfaction. In
Lidl , marketing and operation function are interrelated such as marketing department has solid
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and direct contacts with customers that guides operational department to expands their business
opportunities. Herein, role and responsibility of marketing manager is to understand the demand
of customers and guide operation function so activities can be performed and increase
profitability effectively (Viertola, 2018).
Marketing with IT department : Technology is consider as important part of
organisation which is used to introduce something new and improvements in services that can
help to attain the business goals. For organisation, marketing is needed to be well integrated in
mostly all functions that complete the task and run business effectively. In Lidl, managers are
playing a role of communicator who understand the new technology which is related to IT
department and uses in marketing activities can be perform effectively in less time. Herein,
managers are responsible to use new technology in marketing and supply chain activities that
helps to attracts customers and provide them products in less time (Islam, 2018).
M2 Significance of interrelationships between marketing and other functional units
Interrelationship is the connection and interaction between people, groups and
department that helps to maintain the good profits in organisation. If functions are interrelated
then goals can be attained in less time period. The functional department of Lidl are HRM,
finance, IT and other are interconnected with marketing and helps to increase business activities.
In Lidl, HRM, finance and IT department ate linked with organisational structure that helps to
perform all activities efficiently. Marketing function is used to conduct market analysis and
provide information regarding vacancy that fill HRM requirement by sourcing pool of
candidates. Finance function make available funds to marketing for running its activities and
conducting research to know needs and wants of people that processes to gain profits. Moreover,
marketing activity are done by managers in Lidl that helps to operate a business and other
administration activity. IT department is also interrelated with marketing as it introduces new
technology and innovation in product and supply chain marketing function provide information
and increase profitability (Andersson, Evers and Gliga, 2018).
Task 2
P3 Compare the ways in which different company apply the marketing mix
Marketing mix is the combination of various factors which are used to influence people
by comparing with others and make a clear judgement to attain the business goals. In business
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organisation, various people works collectively in order to complete task and attain business
goals. Every organisation is needed to use marketing mix that can help to know what actions
should be taken in order to perform business activities. In context to Lidl, marketing mix is used
by managers by comparing with Aldi company that are as defined:
Comparison of marketing mix in context to Lidl and Aldi organisation
Basis Lidl Aldi
Product Such company variety of products like
fruits & vegetables, meat, fish, pet
goods, house hold products, baby
food, baby health care, cleaning
products etc. that create a exclusive
brand of products.
This organisation offers a wide
range of products like fresh food,
bakery, healthy & beauty, pet care
and whole types of products. This
also sells good number of private
level brands.
Price It is famous as a discounter in which it
provides discounted products to
customers. This organization is using
competitive, unit and loss leader
pricing strategy .
Aldi make use of number of pricing
strategy such psychological,
penetration and economical pricing
strategy that can help to attracts
customers and increase selling
activity.
Place This mainly refers as distribution
channel where Lidl has good number
of regional distribution centres to
deliver quality of products across UK.
This is operating 760 Lidl stores in
UK, 3100 in Germany and across
10,000 stores across Europe and USA.
Aldi sells its products by using two
channels such as online websites
and whole sellers who are living
outside the country. In presently it
has connection in more than 500
retailers who are selling products in
large number.
Promotion Lidl is using promotional campaign
throughout the year. This involves
promotional campaign in other
countries that inform people regarding
products effectively.
Aldi using multimedia channels,
traditional media, advertisements,
newspapers, personal selling and
sales promotional methods that
helped to connect with people and
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increase sales.
People People are working under Lidl
organisation by performing all
activities effectively. The team of such
organisation involves sales team,
technical employee, marketing team,
selling, operation and employees who
have contributed widely and perform
activities effectively.
Aldi has lower customer service and
selling team then its competitors.
People who are working in this
organisation are consider as sale
manager, marketing manager,
operation, administration and supply
chain that helps to increase the
business activities.
Physical
evidence
Lidl is big brand across the UK and
other countries that sells distinct
colour packaging, label and good
structure of super market which is
used to keep all products properly and
maintain the organisational
profitability.
Aldi is larger size super market that
has different infrastructure and
labelling product that are easily
identifiable and customised services.
Process This has a very strong loyal customer
base because it is using online delivery
process where it receives order from
customers and deliver them. This
actively involves research and
delivering process through computer
system that increases sales.
Aldi is making finding easy so
customers select products by using
online and offline option. It make
sure customers that its products are
always available at retail stores by
using a proper system.
M3 Evaluation of different tactics applied by company that helps to attain the business goals
Tactics are action plan which is prepared by management in order to complete task and
increase profitability. In Lidl, managers are using marting mix tactics by comparing with Aldi
organisation that helps to gain the competitive advantages. This involves product, price, place,
promotion, physical evidence, process and people that helps to attain the business goals. This
tactics states that what people wants at what prices then decisions are made accordingly.
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Moreover, competitive pricing strategy and having skilled and competent employees put their
efforts in organisational capabilities that helps to attain the business goals (Bu-Shakra, 2018)
(Matic and et. al., 2019)(Osinulu and et. al., 2018)(Thomas, 2018)(MSahoo and et. al., 2018).
Task 3
P4 & M4 Marketing Plan for company
Marketing plan is defined as broad document that cover the marketing and advertising of
efforts for the future period of time. There are defined various activities and marketing tactics in
order to execute plan in specific period of time. This plan cover, mission, vision, STP approach,
cost of project and many others.
Overview
Lidal is a German global discount super market chain which is situated in Neckarsulm,
Germany. The company have about 10000 above stores across Europe and the United states. It is
related with the Dieter Schwarz that owns store chain handelshof and hyper market Kaufland. It
is competitor of Aldi in different market also involve the United States. The business wants to
open new store into other market so for this apply services of robotic delivery. This service
attract people to arrive in store and order online things in broad manner (Islam, 2018).
Mission
The mission of the Lidl to increase the lives of users and offering good quality products
at market to become leading store in supermarket industry. Along with fulfil the requirement of
customer on time and heart of every thing to do (MSahoo and et. al., 2018).
Vision
To accomplish long term success by investing amount in the robotic services and
development of individuals. Moreover, work with partners in sustainable relationship,
contributing positively to current market (Mission & Vision of Lidl, 2019).
Objectives:
The objectives represent about the main target for the new services. To apply this
services to attract customer for store and increase selling of Lidl.
STP approach
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Marketing and sales both are essential elements for growth & success which is applied by
any business entity to analysis own position at the market place. Accordingly they are
developing business strategy for new services. This approach mainly concentrate on most
valuable segments of markets, effective marketing mix and product positioning strategy to
impress potential customers in regard new services. Lidl wants to open new store into Australian
market where offering robotic services so for this develop effective marketing strategy. The main
components of STP model such as: Segmentation: In this process analysing about potential customer and try to impress them
for the particular products as well as services. This technique is utilise to recognise the
specific requirements and wants of a target market. Basically this store is provide
effective services to every type of people and delivering services through robotic way. It
is categorised potential market into various categories in which provide facilities to select
appropriate customer. Lidl use to Geographic segmentation (Andersson, Evers and Gliga,
2018). Targeting: In this strategy consisting of a particular market which is categorised into
market segment that is suitable for a robotic services. The robotic services of Lidl is quite
expensive but it is main target to medium income level people. The main aim targeting to
provide services to those people who wants to enrich experience of driving an automated
and delivery by robots (Bu-Shakra, 2018).
 Positioning: The main purpose of this store to spread out the business operations to set
up good brand image in the Australian market. For this require to analysis interest of
customer in regard of their products & services. It is used Symbolic positioning to
develop awareness in among the customer in regard of robot services. As a result it is
fulfilling all the requirements of customers (Matic and et. al., 2019).
SWOT analysis
It is strategic planning framework which is applied by the every organisation in order to
recognise particular strength, weakness, opportunity and threat of particular business. According
to that business prepare different marketing strategy and compete with rivals.
Strengths Weakness
 Strong business framework enables to  Have less market share as comparison
of other super market like Tesco,
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sale out their products at less price.
 Broad network of private labels which
is providing exclusivity and security.
 Number of stores at world wide level
and effective business strategy.
Sainsbury etc.
 Cheap price of products so people think
quality is not good enough.
 Do not able to enhanced business
activities outside of Europe.
Opportunities Threats
 Expected to spread out business
operations in United kingdom and
achieve higher share from UK grocery
market.
 Customise website to actually accept
orders and deliver through robotic
system.
 Successfully open new stores into
foreign market and provide more funds
to invest in the UK.
 It is linked with the price war with the
major grocery retailers then they could
force competitors price less down.
 Open store at international level where
face lot of competition.
 Aldi surpassing their market share and
becoming the dominant discount
grocery retailer (Thomas, 2018).
Budget
Following budget is prepared by Bentley or this project:
MARKETING BUDGET (£)
PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial money 4000 7400 12200 14360 20870
Investment 8300 11500 23930 31530 12550
TOTAL 12300 18900 36130 45890 33420
MARKETING OUTLAY
Promotion 4646 2559 4693 1975 2111
Sales publicity 1365 800 2452 1492 1050
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Direct selling 3135 1800 4751 2000 4334
TOTAL 9146 4159 11896 5467 7495
Monitoring & Controlling
Monitoring and controlling technique are require to apply in business in order to
determine all the activities of task which is completed on time. It is helping to maintain
profitability of business. There are consisting of schedule control, cost & quality control and
feedback on the performance by preparing of reports and compare with competitors to determine
actual performance with planned performance. To control and monitor scope & time for business
require to take right decision on right time. Along with analysis of desired of customer and
objects that can be acquired. To assure about the success require to apply effective marketing
strategy in order to proper controlling and observing techniques at all the stages with specific
activities (Osinulu and et. al., 2018).
CONCLUSION
From the above report it can be concluded that to influence customers and increase
organisational sale marketing mix is important that helps to attain the business goals. Marketing
mix is the combination of various factors such as product, price, place, promotion, people and
physical evidence that helps to complete the task in certain period of time. The functions of
marketing involves gathering information, product designing, labelling, standardisation,
promotion, selling activity, storing etc. are required in organisation. Manager are performing all
these functions and managing business performance. In other words, business plan is a document
plan is which is used to introduce new product and services in market in order to increase
profitability.
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Online
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Mission & Vision of Lidl. 2019. [Online]. Available through:
<https://www.lidl.co.uk/about-us/vision-and-mission-statement>
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