Marketing Analysis of Aldi : Report

MARKETING
ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 The key roles and responsibilities of the marketing function for Aldi company..............1
P2 How roles and responsibilities of marketing relate to the wider organizational context. .3
TASK 2............................................................................................................................................4
P3 Compare ways in which Aldi and Lidl use elements of the marketing mix (7Ps) to achieve
overall business objectives.....................................................................................................4
TASK 3............................................................................................................................................7
P4 Produce and evaluate a basic marketing plan for Aldi......................................................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is become one of the very important part of any business organization which
aims to design various marketing strategies and organizes different programs to understand
marketplace and customers’ needs. In corporate world, marketing managers owes accountability
to create values for customers and thereby drive maximum turnover and contribute towards
business profitability. Aldi is a retail company established on 23rd, June 1913 and it is located in
Germany. The operations of Aldi consist of Aldi Nord's 35 individual regional companies with
about 2500 stores in western, northern and eastern Germany and Aldi suds 32 regional companies
with 1600 stores in western and southern Germany. The current report aims at presenting detailed
marketing analysis of Aldi which target aim of is to increase their market share all around the
world. The assignment also will examine the roles and responsibilities of its marketing activities.
Lastly, marketing plan will be constructed for the firm by applying various tools like PESTLE,
SWOT and STP.
TASK 1
P1 The key roles and responsibilities of the marketing function for Aldi company
The aim of marketing function of Aldi company to increase their market share in all
around the world by providing good quality products and services to their customers and offers
them innovative ways of shopping which attract customers. The marketing department of Aldi
plays a crucial role in expanding business and thereby achieving the business goals. The
marketing department of Aldi deals with customers, investors, and others and always try to keep
good image of company (Dibb and Simkin, 2013). The duties and responsibilities of marketing
function for Aldi are as follows:
 Conducting marketing programs and campaign management for those products and
services which are need to be focus this is done to promote and to increase sales of
products and services.
 Promotional tools: For conducting programs and campaigns tools and material is
required to be produced which help in promoting products. These tools and materials
include description of products and services. If there is any change in products and
services the tools and material is needed to be updated as per changes in product and
services. For examples: The website of Aldi is the only place from where customer can go
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to get information about the company and companies products and services. So the
websites should include all content about company and its products and services.
 Marketing through social media: Marketing of Aldi company is also done on social
media platform. This the duty to monitor and to manage the social media pages and
accounts and be careful about posts related to Aldi company.
 Internal marketing: Internal Marketing of company is equally important as external
marketing (Lamb, et.al., 2011). The employees of companies must know about the
company and also must know about products and services company is producing.
 Help companies executive to face media: This is duty of marketing managers to act as a
spokesperson of company or helps the executives to face media by guiding them that how
to respond the questions asked by media person.
 Research of market place and customers: To understand the needs of customers and
opportunities the market and customers research is very helpful. In this research the
nature, etc. of market and customers is included.
 Appointment of agencies and vendors to produce marketing tools: This also duty of
marketing to select and manage agencies and vendors who are producing and creating
marketing tools or materials which supports in marketing functions. These vendors or
agencies includes ad agencies, print vendors, web providers, etc.
The marketing plays an important role in development and expansion of businesses in
many ways such as:
 Large number of customers: Marketing plays a important role in increasing the number of
customers of Aldi globally. Marketing functions includes the development of marketing
tools and materials which helps to promote products and services in market which attract
more customers to purchase more products of Aldi.
 Good quality products at lower prices: This help companies in producing improved
quality of products (Malhotra, et.al., 2013). The marketing research is done by an
organisation to understand customers needs that they want good quality products at lower
prices.
 Create good reputation: They help in developing the reputation of Aldi in market globally.
Marketing of products and services of Aldi creates its reputation in market.
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