Marketing Plan and Analysis of ALDI

This marketing assignment analyzes the discount supermarket chain ALDI. It involves creating a marketing plan for ALDI, utilizing a SWOT analysis to identify strengths, weaknesses, opportunities, and threats. The assignment explores concepts of integrated marketing communications and consumer behavior within the context of ALDI's operations.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Roles and responsibilities of marketing function in context of ALDI..................................1
P2. Way in which roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................4
TASK 2............................................................................................................................................6
P3. Application of marketing mix to the marketing planning process........................................6
TASK 3............................................................................................................................................6
P4. Evaluation of marketing plan for ALDI................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
.........................................................................................................................................................9

INTRODUCTION
In the recent scenario, marketing is an important aspect for every organisation because it
helps to promote and sell company's products and services outside the market. It includes several
activities such as advertising, promoting, branding, distributing, selling, marketing research and
so more. Marketing can be termed as a continuous process that assists it to increase profitability
and productivity of firm. Due to every organisation seeks to adopt smart and attractive marketing
tools and techniques (Dibb and Simkin, 2013). Therefore, in this report, ALDI has been chosen
that is a supermarket of UK dealing with home products and goods. This assignment will be
discussing about the major roles and responsibilities of marketing functions in context of ALDI.
Additionally, it will be effectively defining about marketing mix which will be related to
marketing planning procedure. At last, the actual results and outcomes of marketing plan will be
evaluated.
TASK 1
P1. Roles and responsibilities of marketing function in context of ALDI
Basically, marketing is an effective process that helps to increase profitability and
productivity of company as well as assist to attain mission and vision. Due to, every business
firms will uses smart and innovative marketing tools and techniques in their organisation.
Additionally, it includes some major activities and operations such as advertising, distributing,
collecting, advertising, promoting and so more (Wirtz, 2012). All these activities help to enhance
the awareness of company as well as their products outside the market. Apart from this, ALDI is
a common brand of worldwide discount supermarket chains. It has approximately 10000 stores
in 18 countries dealing with food, beverage, sanitary, articles and household goods to customers
(Trouble for the big four supermarkets as Aldi and Lidl growth speeds up again, 2017). Along
with this, marketing plays several roles in cited organisation as well as it has different
responsibilities which should be effectively performed. Some of these are as follows:
Market research: Marketing is a continuous process that plays various roles among
which market research or survey is one of the most important one. Basically, reason behind the
market research is to find out some new information and data as well as to identify the actual
market trends and customer's expectations from ALDI. With the help of research, company can
set their standards and targets. Due to, it is essential for every organisation should be conduct
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research in outside of market place (Pike, 2015). It assists in increasing revenue of company as
well as market research aids to set a brand image in customer's mind. In other words, market
research is a process that helps to identify current market trends and situation as well as
customer's demand. Thus, with the help of survey, company can produce their products and
services for customers as per requirements.
Distributing: It is a process of marketing products and goods of company which will
distribute in market for customers to full fill their needs in effective and efficient manner. This
marketing role performed by the producer and service provider also can be understand it done by
indirect channels with intermediaries (Jones and Rowley, 2011). Therefore, distributing is the
major part of marketing mix, so plays significant role in marketing process.
Pricing: Basically, price is the unit of product which put as per the product quality, size,
brand, quantity and so more. Setting of pricing is the calculation and complex part because it
includes some risk. Due to, it is necessary for every business firm should set effective prices as
per the product's quality. Further, it helps to attract high number of customers towards
organisation as well as their services. For deciding the pricing of products and goods, every
company seeks to be choose smart and suitable pricing method and strategy. Price of a product
helps to set image as per the price and quality of product customer's will purchase for getting full
satisfaction towards their needs and requirements. Apart from this, pricing strategies an methods
helps to set effective price or cost of goods according to their quality, quantity, size, brand, trend,
features and so more (Mihart, 2012).
Managing activities and operations: Marketing process helps to maintain and control
business activities and operations in effective and efficient manner. Apart from this, every
customers wants better services from organisation, it should be care about delivery services,
product quality, customer's issues and problems etc. For managing all these activities and
operations of firm must be implement better and effective management system inside of ALDI
(Desai, 2013).
Promotion: As per above define several activities and roles of marketing, hence
promotion is one of the important role. It helps to promote company's products and goods in
external market place. Apart from this, every organisation wants to be select different type of
promotional tools and techniques such as online ads, advertising, banners, new paper ads, offer,
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sale, discount and so more. Because at this time within attractive advertising customers can easy
to attract. So, promotion of products and services must be impressive.
Selling: Company's revenue and productivity is based on sale of products and goods. For
enchaining selling, organisation try to adopt smart and something innovative tools and
techniques. Thus, they will provides better service and facilities to customers as per their demand
and requirements (Nguyen and Simkin, 2012).
Apart from this, marketing functions has some responsibilities which should be
effectively perform in ALDI such as follows:
 One of the major responsibility of marketing department is should be conduct effective
research or survey in outside of market. Because with the help of research effectively will
identify and determine current market situation or trend as well as customer's demand.
After that, as per the result and outcomes of research company will take corrective action.
Thus, they can set their standards of product also decide short and long term targets
(Ogunmokun and Tang, 2012).
 Another responsibility is that, have to be understand and listen customer's needs and their
expectations from company. Also, try be make comfort them so they share any kind of
issues and problems regarding company as well as their services. Better interaction and
communication will helps to develop mutual understanding also assist to better relation
with customers and seller.
 Outside of the market regularly increased competition within supermarkets and retail
chains. Therefore, competition either positive or negative for organisation. Thus, it is
essential to understand and identify the competition level in market place. Therefore,
every competitors wants to build a brand image as well as seek to enhance their selling of
products. (Caragher, 2016).
 In the last, another one duty of marketing department is must be prepare a effective
marketing plan as well as should be implement better management system in the
organisation. So with the help of this, will significantly manage and control business
activities and operations. Further, better management will helps to increase profitability
and productivity of company. With the help of management system, employees will
complete their operations and activities in a systematic way also as per their priorities. It
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assist to achieve decided targets of company also aids to develop mutual understanding
between employees and employers (Hair and et. al., 2012).
P2. Ways in which roles and responsibilities of marketing relate to the wider organisational
context
Marketing is an important aspect, it assist to encourage awareness of company's products
and goods in market place. Additionally, marketing is a systematic process it plays several roles
and responsibilities in an appropriate manner (Kozinets and et. al., 2010). Hence, it is necessary
for every organisation must be manage and control all marketing activities within better
management system. Therefore, major roles and duties are elaborating such as follows:
Distribution will helps in defining demand and supply: In the first, distribution is one
of the important function of marketing because it assist to increase awareness in outside area of
market as well as helps to enhance productivity of products and goods. Therefore, ALDI always
concentrate on to adopt and use something new and smart distributing methods and techniques in
their working environment. Distribution of products and goods aids to attract high number of
customers towards company as well as their services (Kotler, 2011).
Promotion helps to sales team: Promotion is an important aspect of marketing because
it assist to promote company as well as their services. Presently, there are different tools and
techniques of promotion such as advertisement, banner, pamphlets, sale, attractive offers,
internet or online ads and so more. In this current time, online or internet is the best method of
promotion (Hoffman and Fodor, 2010). Every customers wants easy to purchase its necessary
products and goods without consuming more time. So, most of the companies create their own
page and website on internet. With the help of this, consumers can easy to visit and buy products
and goods as per their requirements. On the web page and site available all information about
company, their products, offers, sale, packages, trends and so more. Internet is one of the best
method and technique of promotion. It assists to enhance profitability and productivity of
organisation as well as helps to establish a brand image (Vries, Gensle and Leeflang, 2012).
Research and Development: R&D is important aspect for every kind of organisation
because with the help of survey and research will effectively identify market trend and
customer's requirements. After this, company will significantly take corrective action as well as
they will set their standards of products in effective and efficient manner. Research is one of the
best method because it assist to find out something new and innovative things and important
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information for company, which can be useful for ALDI also which may be increase their
revenue and sales. Therefore, after conducting research, firm will significantly produce
something new and attractive products and goods to customers so organisation will get more
attention from customers (Berthon and et. al., 2012).
In addition, market survey helps to identify and determine current market trend,
customer's demand and major competitors of ALDI. All these things are very important to be
identify on time because as per the result of survey company will take corrective decision.
Therefore, with the help of survey will identify the customer's issues and problems regarding
company's services and their products because in survey they can easy to share any kind of
information either positive or negative then as per the result and recommendation of customers
organisation will take corrective decision in effective and efficient manner.
Additionally, product development can be consider as a systematic process because in
which producing and developing effective products and goods for customers as per their
requirements and expectations. In this procedure, including different activities and operations
which is all set as in a systematic manner. Due to, all transactions will significantly perform by
employees as per their priorities. Before starting product development process must be conduct
research in market place because with the help of this identify the market situation as well as
customer's expectations from ALDI. After that employee will decide actual quality standard of
product also better product development techniques. For developing goods to consumers must be
implement management system in organisation because it assist to manage and control business
activities and operations in systematic manner. After manufacturing products should be select
appropriate distribution and promotion tools and techniques. Because it helps to enhance
productivity and profitability of firm.
In this light, marketing is one of the important concept for every organisation which
should be effectively performed by employees. It assist to increase revenue of company also
helps to attract high number of customers towards organisation and their products. Marketing can
be also known as a continuous process, basically, it includes different activities and operations of
marketing such as distributing, advertising, promoting, selling, branding, pricing and so more.
With the help of effective marketing process, company will build a strong brand image in market
as well as in customer's mind also they can compete with their major competitors (Grönroos,
2011).
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TASK 2
P3. Application of marketing mix to the marketing planning process
Marketing mix refers to, it is a concept of market in which includes some contents such
as product, price, place, promotion, process, people and physical evidence. Therefore, with the
help of marketing mix, company will significantly produce new and attractive products for
customers as per their requirements and needs.
Basically, revenue and productivity of company depends upon marketing mix and
process. Because in marketing mix included basic contents which helps completing marketing
procedure in effective and efficient manner. Further, this aspect defining within the content of
three companies such as ALDI, IKEA and CADBURY. These companies are proving different
type of products and services to consumers, so there are defining marketing mix such as follows:
Marketing mix of IKEA
Product: IKEA is one of the largest and leading retail chain of UK which dealing at
global level. Mainly its products are categorised into different sections such as furnitures, baby
and kid's products, food, bathroom equipments, desks, mirrors, beds, cooking products,m
clothes, decoration items, safety products and so more.
Price: At this time, IKEA compete with different largest retail supermarkets either global
or local. This company focus on low cost of product concept due to it manufactured or produced
low cost furnitures for house and offices. With the help of this aspect, this organisation seeks to
control and manage cost.
Place: IKEA got better place and distribution technique as a content of marketing mix.
Further, distribution is based on different principles such as IKEA dealing at global level due to
it has large distribution network. IKEA has more than 25 distributors who distribute nad promote
their products in several areas of whole nation. Additionally, this organisation produce more than
10000 products and goods for customers.
Promotion: Promotion is one of the important aspect of marketing, due to IKEA
concentrate on marketing activities and their major operations. Basically, this organisation using
different promotional tools and techniques such as TV, online, ads, pamphlets, banner, holding
and so more.
People: IKEA gives more importance to people in which includes customers and
employees. In this organisation passionate employees are working who are straightforward for
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their works and tasks. Further, employees environment and their culture basically based on
enthusiasm, fun and unity.
Process: IKEA uses different type of business process in their organisation. Due to, it has
approximately 44 production units which is established in more than 10 countries. As well as
IEA has effective house production facilities within developed and innovated technologies.
Physical evidence: IKEA has approximately more than 350 stores in 50 countries. In the
context of physical evidence, it includes huge store layout with the help of them customers can
easy to purchase any kind of products and goods as per their needs and requirements.
Marketing mix of ALDI
Product: ALDI focuses to provide affordable products to customers within better quality.
This company's products and goods sold to selected suppliers due to they can manage their
production and ultimately cost. Basically, this company follows mixed product strategy in their
working environment due to it deals with food, health, beauty products, vegetables, fruits and
beverage.
Price: ALDI has strong customers humble because of it provide better quality of
products at cheap cost. This strategy does not followed by their major competitors. Additionally,
it is followed more pricing strategies such as unit pricing strategy, market penetration,
competitive pricing, psychological pricing, loss leader pricing.
Place: In this context, ALDI has approximately more than 8000 stores in 18 countries at
worldwide. As well as this this organisation roughly open new stores in Britain in a every year.
Further, it follows simple layout of stores for providing products to customers at cheap price.
Promotion: ALDI does not invest more amount in promotion activities and operations.
Also in Germany it does not keep marketing department for managing marketing actions. ALDI
provide super offers to customers till last stock of products also any changes has done in their
business which effectively communicate with all customers.
People: ALDI does not focuses on customer care services as compare with their major
competitors because it want to be increase their products sale means ALDI seeks to be supply
better quality of products at cheap price. Also in this organisation have billing counters for
employees with the help of this workers can easy to scanning products by computer system on
the front of customers.
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Process: ALDI use sheer layout for developing or producing products with the help of
this procedure customers can easy to find and choose appropriate and necessary goods as per
their requirements and affordable level.
Physical evidence: Basically, ALDI renowned simplest business procedure,
standardization and global pricing method. Addition is has approximately 85 % stores of their
products and goods.
Marketing mix of CADBURY
Product: The product of Cadbury is pretty huge and this company produce large unit of
products and goods. Basically, products of Cadbury are classified as per the season. Due to, it
has different type of products standards such as Bournville, Cadbury Dairy milk, Fruit & Nut,
five star and so more.
Price: This company decided product's price as per their quality. At this time, price of
few new goods are more high as compare to others such as Bournville. Additionally, other
products of this organisation which priced are low like Eclairs, Perk, Five star.
Place: Cadbury products and items are available at worldwide because it dealing at local
and national level. On this organisation distribution channels are majorly impacts. In this time, it
has high number of customers as compare with their competitors.
Promotion: Cadbury has several kind of promotional ways to promoting company's
products and goods. Additionally, it seeks to adopt effective and smart promotional strategy in
marketing mix such as television, posters, newspaper, online, radio and so more.
People: In the context of marketing mix, people of organisation plays significant role
basically it includes customers and employees. Basically, Cadbury focus 55% adult, 45%
children for developing their company.
Process & Physical evidence: as per above defined, this company maintain high level of
of services as well as Cadbury World operations because it dealing at global level.
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TASK 3
P4. Evaluation of marketing plan for ALDI
Basically, marketing plan is an important concept for every organisation because it helps
to manage and control marketing activities and operations in a effective and efficient manner
(Marketing plan, 2015). Therefore, there are producing an appropriate marketing plan for ALDI
which includes some stages that are as follows:
Illustration 1: Process of marketing plan
(Source- Marketing plan, 2015)
Situation analysis: ALDI is the largest retail supermarket of UK, it has approximately
10000 stores in 18 countries, it dealing with every kind of products and goods such as sanitary,
food, beverage, clothes, home product and so more (Michaelidou, Siamagka and
Christodoulides, 2011).
SWOT analysis of ALDI
Basically, this is an effective method or technique of analysis with the help of this
significantly identify company's strengths and weaknesses in a appropriate way (Day, 2011).
SWOT analysis includes major four points such as follows:
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Illustration 2: SWOT analysis of ALDI
(Source- Haughey, 2017)
Strengths Weaknesses
 It claims to provide better quality of
products at reasonable cost.
 Provides several attractive offers to
customers (SWOT analysis, 2017).
 It has approximately 10000 stores in 18
countries worldwide.
 ALDI keeps low cost in their
operations.
 Still this company related with small
level supermarket as compare with
other large brand of UK.
 Sometimes, it provides very low quality
products to customers (Sheth, 2011).
Opportunities Threats
 ALDI is required to invest more
amount in advertisement and promotion
for competing with their major
competitors.
 Other major competitors of
organisation who have thousands
several SKUs.
 In retail sector regularly increased
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 ALDI has an opportunities to expand
their business firm in Africa, Asia and
so more.
competition (Hinz and et. al., 2011).
Company and market goals: One of the major aim or objective of ALDI is increase
their market share with the grocery stores of UK. Further, after survey and research has been
found ALDI has 80% high customer base.
Marketing strategies: As per above discuss marketing mix concept in the content of
ALDI. With the help of this aspect effectively analyse and identify their products, pricing
strategy, place, promotional techniques and method, process, people and physical evidence of the
company. In this aspect, before developing marketing plan must be effectively conduct research
and survey in outside (Grönroos and Ravald, 2011). Because with the help of significantly
analyse and identify customer's requirements and current market trends. It helps to take
corrective decision as well as systematically set effective standards of their products.
Budget and plan:
Contents January February March
Personal 50 60 80
Market research 45 55 60
Marketing
communication
100 200 154
Channels 20 25 56
Customer acquisition
and retention
54 35 100
Others 10 15 20
Total marketing
Budget
279 390 470
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Metrics and adjust: This is the last stage of marketing plan, in this stage identify the
actual result and outcomes of this plan. Also collect appropriate recommendations with the help
of this company will significantly improve and make positive changes.
CONCLUSION
From the above mention report, it can be concluded that marketing is a continuous
process which helps in promoting and distributing products and goods outside the firm.
Basically, it has been defined about major roles and responsibilities of marketing such as pricing,
distributing, selling, promoting and so more also understanding issues and problems, marketing
plan, research and development respectively. Additionally, it has been elaborated about product,
price, place, promotion, people, process and physical evidence in the context of ALDI, IKEA
and CADBURY. In the last, here has been produced a effective marketing plan for ALDI it
includes some stage such as situation analysis, marketing and company goals, market analysis,
budget plan and in last is adjust. Also it has been identify strengths, weaknesses, opportunities
and threats of ALDI with the help of SWOT analysis method.
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