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Marketing Principle Assignment - Aldi organisation

   

Added on  2020-01-07

14 Pages4252 Words241 Views
MARKETINGPR
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Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................31.1 The various elements of marketing process..........................................................................31.2 Evaluating the benefits and costs of a marketing orientation of the organisation................4TASK 2............................................................................................................................................42.1 Macro and micro environmental factors influencing marketing decision............................42.2 Proposing the segmentation criteria to be used for products in different markets................52.3 Choosing the targeting strategies for the product and services.............................................52.4 Demonstrating buyer behaviour affecting marketing activities in different buyingsituations.....................................................................................................................................62.5 New positioning for the selected product and service..........................................................7TASK 3............................................................................................................................................73.1 Development of the product to sustain competitive advantage............................................73.2 Arrangement of the distribution to provide customer convenience......................................83.3 Set of prices to reflect an organisation's objectives and market condition...........................83.4 Illustrating promotional activity integration to achieve marketing objectives......................93.5 Analysing the additional elements of the extended marketing mix......................................9TASK 4..........................................................................................................................................104.1 Planned marketing mixes for two different segments in consumer markets......................104.2 Differences in marketing products and services to the business rather than consumer......104.3 How and Why international marketing differs from domestic marketing..........................11CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12
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INTRODUCTIONThe marketing is the set of activities of activities which helps the organisation to promotethe products among the large number of the audience in the target market . The marketing isdone in the process which helps the organisation to achieve the marketing objective of theorganisation. The marketing creates the awareness among the individuals about the availabilityof the products. In the following assignment we will study the elements of the marketing mixused by the organisation and also the market segmentation of the Aldi organisation. The Aldiorganisation is the store which operates in 18 countries and provides variety of the product to thecustomers(Abdullah and Ismail Ahmad, 2010). TASK 11.1 The various elements of marketing process.The marketing is significant and common function for the businesses. The marketinghelps the business to survive in the competitive market. As the Aldi is the super market it isnecessary for the organisation to understand the process of marketing. The good selectedmarketing process will help the business in the growth and creating the brand image. The processof marketing for the Aldi is as follows:-Situation analysis:- The analysis of the situation where the business is working is referred as thesituation analysis of the business. The situation analysis process helps the organisation to get theknowledge of the environment where the business is functioning. The analysis helps the businessto get the knowledge of the gap between the consumer needs and the things which are currentlydelivered. The Aldi can analysis the situation by the tools such as PESTEL and Swot analysis.Marketing strategy:- After analysing the situation where the Aldi operates the next step in theprocess is to identify the organisation has to develop the marketing strategy to grab theopportunities.Marketing Mix Decisions:- The marketing mix is the key factor to the process of the marketing.The marketing mix includes the product, price, place and promotion. The Aldi can develop theproduct, which will help the organisation in increasing the user(Jobber and Ellis-Chadwick,2012). The price of the product and promotion strategy must be build by the Aldi.
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Implementation and control:- The implementation and control is the final step for the Aldi in themarketing process. The Aldi has to implement the strategies framed and should monitor theprogress of the implemented strategy(Sheth and Sisodia, 2015).1.2 Evaluating the benefits and costs of a marketing orientation of the organisation.Benefits:- The marketing orientation helps the Aldi to analyse the wants and needs of theconsumer. The determination of the wants and needs of the consumer will help the organisationto develop the products and and develop the pricing strategy to full fill the requirements of thecustomers as per their needs. The orientation of the market will help Aldi to build the relationwith the consumer and will help the organisation to retain the current user and increase the newcustomers of the organisation.Cost:- The orientation of the market leads to the significant cost for the business organisation.The marketing research has to be done by the human resource by collecting the data. The hiringof the employees for the market research and collection of data leads to the cost for theorganisation. The marketing orientation benefits the organisation if it is done without exceedingthe cost for the company. TASK 22.1 Macro and micro environmental factors influencing marketing decision.There are various factor in the macro and micro environment which effects the decisionsand other business functions of the Aldi. The determination of those factors which influences thefunctioning of the business will help the Aldi to make good marketing decisions. Some of themacro and micro factors influencing the functions of Aldi are as follows:-Macro environment factors:Technology:- The use of the latest technology within the organisation and in the distribution willsignificantly help in the growth of the Aldi. The organisation have to be up to date in relation tothe technology used within the organisation. Foreign competition:- The Aldi faces a good competition in the market from the internationalbusiness which directly influence the marketing decision of the organisation(Frederiksen,Solomon and Brehony, 2013). The low priced product with the good promotion by competitorwill grab the customers of Aldi. Thus the competition from international organisation directlyinfluence the marketing decision.
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