Marketing Essentials Report

This report analyzes the marketing essentials of ALDI, a leading supermarket chain. It examines the role and responsibilities of the marketing function, analyzes ALDI's marketing mix, and compares it to TESCO. The report also includes a comprehensive marketing plan for ALDI, outlining its mission, vision, SWOT analysis, STP strategy, and budget.

Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................................3
Role and responsibilities of marketing function......................................................................................3
role and responsibilities of marketing function in ALDI firm....................................................................5
Compare the way in the ALDI applies the marketing mix to the marketing planning process for achieve
the business goals and objectives............................................................................................................6
Comparison between the marketing mix of ALDI and TESCO:-................................................................7
Evaluate and produce the basic marketing plan of ALDI.......................................................................12
CONCLUSION.............................................................................................................................................16
REFERENCES..............................................................................................................................................17

INTRODUCTION
Marketing is an essential tool and platform in the modern business process and it also
involves to understand the demand of customer, customer driven, market strategy, building the
profitable relations etc. Marketing is the best approach for improve the business process in
organization and also realized to understand the importance of customer relationship with the
firms. ALDI is a leading organization which is based on the super market for providing the best
quality of product and service to their customers. This report focus on the marketing essential for
the business process to expand their business all over the world. This report will discuss about
the specific role and responsibilities of marketing functions. Furthermore, this assignment will
describe the different marketing function for the ALDI. It also discuss about the marketing mix
of marketing planning process and comparison between the two companies on the basis of
marketing mix. This report will produce the marketing plan of ALDI which described in this
report.
Role and responsibilities of marketing function
Marketing concept is a process that help for managing the business operations and
functions. The latest trend of Marketing process is to use the promotions tools and techniques
for increasing the growth and development. They also believe in promoting the product and
service all over the world.
Marketing function is the main important part of organization to identify the actual
source of potentially successful product for the market that help for promoting the product across
the world. Marketing manager of ALDI performs different role and responsibilities to handle the
business operations and functions in proper manner (Role of marketing function, 2018.).
 Strategy- Marketing manager is planning an effective strategy for increasing the business
process and activities. Strategy planning is important part of organization to establish the
business across the world. This planning will help for increasing the productivity and
profitability for the enterprises process. Strategy planning is required for organization to
achieve their goals and objectives (Macarthy, 2018 ).
 Managing the brand- this is the main role and responsibilities of ALDI to manage their
brand image and value in the marketplace. Brand image is required for managing the

market values because many customer are attracted towards their brand and market
position. ALDI is the fastest growing organization and always maintain their position in
marketplace.
 Marketing and Promotional activities- Marketing manager is playing important role for
create various materials that support for promoting the product and service in
marketplace. They also used the different tool and platform for promoting the product
and service. In this way, ALDI always update their product or service on time because
many consumer want the accurate information and detail regarding the particular product
and service.
 Monitoring and managing the social media- Social Media is the best approach for
promotions and it should manage and maintain the social media pages in proper manner.
Marketing manager uses the social media platform that provide the best quality of service
and manage in proper manner. This is the best approach to share the information of
product in front of consumers. Many customer uses this platform to check the details of
product and service.
 Product development- Marketing manager and team work on the internal and external
product development to develop the effective quality of item and also improve the
existing product. Marketing team analyses the sales of existing product and also identifies
the different range of product whereas there are some opportunities for the organization.
Marketing team member provide the information to development team to identify the
need and requirement of product and then improve the quality of product and service.
 Brand Equality- The consumer attract towards the organization because of their quality
of product and brand image in the marketplace which is the most important part of ALDI
to build strong brand values and also added value in their product and service. Marketing
is crucial part to provide the reputation in marketplace which is directly impact on the
business process to increase the sales and production.
The present trend of marketing function to use the innovative ideas in their growth and
development. This process will help for increasing the business all over the world by using social
media marketing, Facebook, twitter, internet etc.

Current trend of Marketing:
ALDI uses the effective marketing approach that useful for increasing the business productivity
and profitability in marketplace. The world of marketing is continuously changing because there
are different modern technology applicable in the business operations and functions such as
social media, audience analytic, Facebook etc. These are the best platform for increasing the
business product and service in the marketplace.
role and responsibilities of marketing function in ALDI firm
Marketing function is main role of business organization which help for determine the
actual source of market and also help for promoting the business. These are the most common
function of marketing manager in ALDI such as marketing research, development process,
marketing plan, sales, customer service, finance and promotions etc. these marketing function
have many responsibilities of ALDI to increase the growth of business activities. These are the
main important part of this organization and also link between the marketing function with other
companies function in proper manner. The interrelationship between the ALDI and marketing
function. All the department and their functions are connected to each other. The business needs
to plan and implements the marketing plan because it helps for support to the other department of
ALDI such as production department, sales department, resource department, human resource
department etc (JAMES, 2017).
The marketing team of ALDI offer discount and voucher on the product to the customers.
The marketing team performs different operation to communicate with the consumer to identify
their need and requirement. This team is also established
The good relationship with the other department to share the information from one place to
another. Marketing functions are various function like advertising, distribution, finance etc. these
activities are the part of the marketing process.
Interrelationship with marketing team to another departments-
 Marketing department-Marketing department is playing important role in the entire
organization to coordinate with other department such as human resource department.
Marketing team can research of business process to analyses the need and requirement of
organization. Research will help for collecting the valuable information and details

regarding the resources, finance and raw materials etc. the business goals and objective
can be achieved by using research only because this will help for identify the strength and
weakness of business activities. It is considered to be the important part of marketing
function.
 Finance department- This department is managed the overall budget of business
After completion of strategy and research process, the next function performed by
planning to increase the business all over the world. Manager is coordinate with finance
team to determine the overall budget and planning according to the investment and funds.
(Swanson, 2018). The marketing manager involves distribution communication, financial
planning, sales forecasting and other factors etc. these are the important planning of
manager to utilize the specific timeline and converting the effective strategies into the
specific goals and objective of business organization.
 Human resource department- HR department can coordinate with the sales team to
identify the specific role and responsibilities. They communicate with finance
department, sales department to identify the information of different product and
services. ALDI provide the different offer and scheme for specific time period. In this
way, ALDI is promoting their product and service in marketplace (Ramos and et.al.,
2018). At the initial level, this organization is mainly concern about the pressure towards
the competitors that boost in the sales.
Compare the way in the ALDI applies the marketing mix to the marketing planning process for
achieve the business goals and objectives.
Marketing mix is the most common approach in the marketing plans for increasing the
productivity and profitability in marketplace. This process includes all the important elements
that are required for manufacturing the sales of product in marketplace.

Comparison between the marketing mix of ALDI and TESCO:-
ALDI TESCO
Product Aldi is provide the best
quality of affordable food
product to their consumer.
This organization is selecting
the suppliers that control the
entire process of production
and ultimate cost of items.
This is the main reason when
the price of ALDI product is
lower than another
supermarket. This
organization follows the
overall marketing mix of
product strategy that help for
increasing the productivity
and profitability in
marketplace. ALDI provide
the food items, vegetables
and health or beauty product.
It should always change the
product quality according the
demand of consumers.
TESCO is also leading brand
in the supermarket in Britain.
It can be managed the
consumer popularity and
provide the best service to the
consumers. Tesco provide the
different range of products
such as food, electronic,
clothing and financial
services etc. this organization
is expanding the business by
using online marketing. This
company will offer the online
delivery service to the
consumers. Tesco provide the
large number of product than
the ALDI.
Price ALDI provide the product in
cheap price and quality. This
organization is also offers its
own brand product and
service to their customers
(Grönroos, 2017). This
organization is also following
TESCO always maintain their
product in lower price without
losing the quality of products.
This organization is manage
the cost advantage of the
consumer and keep happy
because of their services.

different policies to maintain
their brand values in proper
manner. ALDI use the pricing
strategy in the groceries items
so that consumer easily
compare the product price
and quality to another brands.
Sometimes, this company
will charge the low price to
the new customer. In this
way, it easily enter in the
market to gain the share
quickly. There is tough
competition in market that’s
why ALDI minimize their
product price than the other
competitors.
There are different number of
measurement to identify the
economies scale of business.
TESCO follows the low price
strategy and recommended to
consumer to buy the product
in marketplace. This
organization can pass their all
expectations and becoming
leading brand in the super
market. Tesco uses the club
card system to allow it the
customer to collect thee
points for the purchasing
product. This is the price
promotional strategy and
target to loyal customer with
extra offer and discounts. In
this way, price strategy help
for reducing the price of
product and increasing the
sales.
Place Aldi is the fastest growing
organization to establish their
store in 18 different countries
and 8000 stores open in other
cities of Britain. This
organization build an
effective store layout simple
in the minimum cost. This
firm supply the bulk of
Tesco is provided the both
online and offline channel for
distributing the product to the
customers. This organization
is open various stores in
England. There are six
different type of stores
available such as TESCO
Extra, TESCO Compact, and

product to the supplier and
store the product in the local
warehouse. ALDI use the
environmental friendly
equipment in their store. This
firm always try to maintain
the appearance and name of
stores in proper manner. For
Example- In Switzerland,
there are different stores of
ALDI open and other hand
physical stores of ALDI also
use the online presence that
allow the customer to check
the details and product nearby
stores.
TESCO Superstore etc.
This organization use the
smaller stores which is easier
for the accessibility. The
online mode of TESCO
directly comprises to its
official website (Inan and
Kop, 2018).
Promotions ALDI uses the different types
of promotions activities for
increasing the productivity in
marketplace (Mintu-Wimsatt
and Lozada , 2018). This firm
use the cost saving strategies
to invest less amount of
money on the promotions.
There is no marketing
department in Germany.
Sometimes, ALDI also offers
the super buys scheme of
customer which are available
in the stock. In UK or US,
ALDI using the different
TESCO is using different
promotion scheme while the
biggest advantage is its low
prices. In this way, it also
expand the business and
brand image all over the
world.
TESCO is mainly focus on
the advertisement of product
at lower price. It is easy for
the customer to find the best
offers such as half price and
buy one get one free offer etc.
TESCO use different types of
promotions techniques such

platform such as print,
electronic and display method
to promote the stores and
their products in marketplace.
Email marketing is the best
part of organization to share
the details of product to the
customer and also understand
the need and requirement of
customers.
as television, website and
promotional offer like
discounts, charitable events
and sale strategies points.
People ALDI provide the lower
customer as compare to the
other competitors in
marketplace. Employee of
organization don’t assist for
the product selection because
ALDI put an effective layout
store and divided in a proper
section. In this way, it can be
reduced the number of
employee which is not
required for every floor. This
organization will pay more to
their employee than other
competitors in marketplace.
TESCO excellent sales is
responsible for the success of
organizations it can be used
the programs such as
privilege card, colleague to
save and earn the money. In
this way, this organization is
build the loyalty of the
workers (Charter and
Polonsky, 2017). The
employee of TESCO are
highly competent and
dedicated towards their work
or also contribution for
making Tesco become
successful.
Process Aldi is provided the limited
amount of product with full
of quality service to their
customers. Sometimes,
customer confused with the
The process of TESCO is
very fast and quick. This firm
always keeping the customer
happy in their billing services.
They also provide the

price of brands. In this way, it
can be reduced the selection
if time. The product of ALDI
uses the barcode service
which is easily useful for
identification of item and
product.
acquirement of item in the
stores online as well as
offline. TESCO also achieve
their staff member competent
employee and attention to
customer grievances.
Physical Evidence ALDI is globally for the
simplest business process,
global pricing and
standardization. 85%
products are available in the
store of ALDI and 30% are
cheaper product or keep
every day on their low price
(Islam, 2018).
Tesco is not concern about
their physical stores and
cannot spend the more money
on the furbishing. It is only
attractive and clean which is
maintain in a proper manner.
TESCO use the official
website and navigate to their
customer regarding the
product and their service in
effective manner. TESCO
website is easy and simple to
operate every people.
Organization improves the marketing mixes to contribute to the specific goals and
objectives:
Aldi is applied the different approach for changing the business operations and functions. It is
required for organization to improve their marketing mix to change the product quality, price and
physical evidence, people etc. these the marketing mix element to managing the business process
effectively and efficiently. There are important part concepts that help for managing the business
aspects.
 Changing the policies.
 Used the technology for improve the business process.

 Planning an effective strategy.

Evaluate and produce the basic marketing plan of ALDI
Marketing plan is basically process or approach to maintain the overall performance of business
process effectively and efficiently. ALDI uses the basic marketing plan for achieving their
specific goals and objectives.
Executive Summary
This report mainly concern about the evaluation of marketing environment of the organization
known as ALDI. It is a supermarket organization in UK that considered to be one of the most
leading organization all over the world. SWOT analysis and PESTLE helps for analyzing the
internal and external factor of the organization (Tomczak Reinecke and Kuss, 2018). This factor
will help for identifying the financial performance, value chain and product portfolio etc.
sometimes, there are some issues related the communication between the different departments
and their brand recognition.
Mission and Vision
The main mission or vision of this organization to expand their business all over the world.
They also using different strategies that help for increasing the productivity and profitability in
all over the world.
Company Overview
The supermarket and grocery industry has 17.89 market value all over the world. It can be
observed that the value of this organization is the fastest growing. According to survey, there
estimate as 8% in 2018.ALDi is increasingly their business because of their effective quality of
product and service to the customers. Aldi establish the business by two brothers Karl and
Theo. they are located the business in Germany to build the top competitors retail food
industry across the world. This organization operated 3,000 stores under the Aldi. This
organization is also operates the grocery business as provide the limited assortment stores.
Marketing Situational Analysis
Supermarket Market Share (In %)

Tesco 28.5
ASDA 17.3
Sainsbury’s 16.5
Morrison’s 10.0
The Co-operative 7.0
Aldi 5.7
Waitrose 6.1
Lidl 3.8
According to the survey, it can be identified the different market value and share of Aldi and
other competitors of ALDI. This organization is targeting to open 1500 store in the country.
There are 500 Aldi store open in UK. This organization is made the position in the top super
store of the nation among Sainsbury’s, Morrison’s etc.
SWOT Analysis
Strength-
Aldi is the market leader in the super market industry.
This organization provide the high performance delivery services to their customers.
ALDI official website provide the security on their transaction and payment.
This organization support the high level customer services.
Weakness-
ALDI requires to have high level of profitability and productivity in order to survive in the
marketplace.
The employee of ALDI need to work in effective manner to fulfil the requirement of business
process all over the world (Saravanan, 2018) .

It is rare to search the high-income groups in Aldi organization.
Opportunities-
ALDI charges more money to the customer on the premium services. There are large number
of different product and service offer to customer for increasing the productivity and
profitability.
Threats-
Competition is major threat in the organization because there are various type of business
established in the UK such as Amazon move towards the grocery business.
STP
Segmentation- it is a process for dividing the market into different ways according to the
characteristics such as geographical, demographic and behavioral etc. Aldi firm is segmented
with the entire global market to launch new product and also increase their brand values and
market share.
Targeting- After segmentation, ALDI is mainly focus on the segment that can be targeting to
the customer. ALDI is target the customer of TESCO and other super market organizations.
Aldi is targeting the regular customer to provide the best quality of product and services. It is
an essential for the business process to manage the super market strategies and plans.
Positioning- this is the process or technique that help for change the mind of targeting the
customer. ALDI tries to position the premium brand. It can be analyzed that the organization is
charging the high prices and serving the low quality of products to the consumers.
Budget
A budget is financial plan that can be creating by the financial department. It is also identified
the actual cost of production in the marketplace. According to survey, the budget of ALDI is

increased by $7,000 to $9,000.
Operational cost – The operational cost of the product increases from $1.0 to $2.3. This is the
required for the organization to manage resources.
Raw materials- Raw materials are important that used in the product development. This
material is applied such as fibres, cloth materials etc.
Marketing- Aldi use the marketing option to promote their product and service such as
website, social media etc.
Production cost- the production cost increases from 2.3 to 4.6 because for the changing the
trend to manufacture different types of product and services in marketplace.
Control evaluation techniques
Control evaluation technique is help for managing the business operations in proper manner.
This technique help for control the business plan according the demand of customers and
clients. This technique requires for developing the business strategies and planning for
achieving their goals and objectives.

CONCLUSION
As per discuss, it concludes that Marketing is the best tool and platform in the modern
business process and it also involves to understand the demand of customer, customer driven,
market strategy, building the profitable relations etc. Marketing essential is process for
improving the business process of organization and also realized to understand the importance of
customer relationship with the firms. ALDI is a leading organization which is based on the super
market for providing the best quality of product and service to their customers. This report focus
on the marketing essential for the business process to expand their business all over the world.
This report discuss about the specific role and responsibilities of marketing functions.
Furthermore, it summarized the various type of marketing function for the ALDI. It also discuss
about the marketing mix of marketing planning process and comparison between the two
companies on the basis of marketing mix. This report evaluate the marketing plan of ALDI
which described in this report.

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