Marketing Mix of ALDI- PDF
Added on 2020-12-10
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MARKETING ESSENTIALS
Table of ContentsINTRODUCTION...........................................................................................................................1TASK1.............................................................................................................................................1P1.Responsibilities and roles of a marketing manager...........................................................1P2. Explain roles and responsibilities of marketing related to wider organisational context3TASK 2............................................................................................................................................5P3. Marketing mix of ALDI...................................................................................................5TASK 3............................................................................................................................................7P4. Marketing Plan.................................................................................................................7CONCLUSION..............................................................................................................................10REFRENCES................................................................................................11
INTRODUCTIONMarketing is a process through which customers get attracted towards the products of acompany. Factors like research, analysis, requirements and needs of consumers plays animportant role in this aspect. Marketing involves all aspects related with business such as productmanufacturing, distribution and sales, advertisement etc. Without marketing concept, even themost valued product fails to reach the potential customers (Wirtz, J., 2012). In this report,research is carried out in the context of ALDI which is a German brand and manufacturer offood, beverages and household goods. It was founded by Karl and Theo in 1913 and situated inEssen. It is a brand related with discounted supermarket chain. This report will include theconcepts and different process of marketing. Also, responsibilities of manager along withrelation of marketing with other departments is mentioned. At last, strategies like marketing mixand market plan is for ALDI is discussed. TASK1P1.Responsibilities and roles of a marketing managerConcept of marketingMarketing is a concept through which firms carry out analysis and research in respect totheir potential customers (Akaka, M. A., Vargo, S. L. and Lusch, R. F., 2013). These analysishelps the company in formulating effective strategies. This will help ALDI in gaining widemarket popularity and high sales growth. Five kinds of marketing concept are widely in use:Production concept: It is one of the oldest business concept. It includes consumers willbuy those goods only which are not more expensive and available with ease. To take thisconcept into use manager of ALDI needs to focus on production efficiency and lessproduct cost.Selling concept: It states that if products are not well promoted then people will feelreluctant in buying them. It is very important for ALDI to undertake effective promotionefforts that will increases there sales widely. ALDI can use this approach in case ofovercapacity of products (Silver, L., et. al., 2012).Marketing concept: This approach is based in accordance with the targeted market. Here,goals of an organisation is achieved through producing and distributing better products to1
potential targeted market. It is a “customer first approach”. ALDI can target particularsection of people to fulfil their desired needs.Product concept: According to this concept, customers will buy products in accordancewith their quality and performance. Improvement in old selling products is the core ofthis approach. For this ALDI needs to increase the quality of their products keeping inmind the low prices.Social marketing: In this approach, aim of a company is to satisfy their clients more thantheir competitors. In context to ALDI, firm should focus on well-being of both customersand society.Current and future trends of marketing is measured according to the needs of business.Globalization and technology advancement highly impacts the field of marketing by introducingnew concepts everyday (Arguello, N., 2013). These factors are not independent and carried outin relation marketing approach. ALDI can focus on daily requirements of potential clients alongwith taking care of future needs by improving the quality of goods and services.Overview of different marketing process:Marketing is a set of various activities that results in high production sales andsatisfaction of customers. It includes sales, advertisement and distribution factors. To introduce anew product market research and segmentation is a basic step. Several factors like pricingstrategies, budget, desired goals of firm must also given consideration. Marketing process ifimplemented in an appropriate manner will leads to high profit margins and increased sales forALDI along with desired satisfaction of targeted customers.Roles and responsibilities of a marketing manager: Marketing resources of a company are managed under the supervision of marketingmanager. Manager needs to be polite, patient, friendly and easy going person to carry out itsresponsibilities efficiently (Functions and Responsibilities of Marketing Manager,2016). Inreference with ALDI, manager must be highly focused and capable to manage budgets andtimelines of company.Roles:To launch new product: Manager needs to study the wants and demands of marketdeeply. This will help ALDI in attracting new customers and retaining old ones which2
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