Marketing Essentials and Competitive Strategies

This assignment delves into the fundamentals of marketing, including product, price, place, promotion, people, process, and physical evidence. It also explores competitive marketing strategies in various industries, such as hospitality and services marketing. The document provides a comprehensive overview of essential concepts, policies, and analyses for effective marketing operations.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of the marketing function of ALDI..............................................1
P2 Different roles and responsibilities of marketing relate to the wider organisational context
of ALDI.......................................................................................................................................4
TASK 2............................................................................................................................................6
P3 Marketing mix to the marketing planning process to achieve business objectives...............6
TASK 3............................................................................................................................................9
P4 Produce and evaluate common marketing plan for an organisation......................................9
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................13

INTRODUCTION
Marketing is the process which help in selling and promoting company products or
services in the large market place. Marketing is the study of management operation for
developing interpersonal relation. In this, it can be used for offering, bringing and framing the
customers and also satisfy them towards effective goods and services of an organisation. The
concept of marketing is considered as the procedure of administration where goods and services
are shifted to the consumers who are satisfying their all requirements and needs. Along with this,
it is method and techniques which help in conducting innovative activities and functions
effectively. The process of management includes developing strong relation, adopting best and
suitable strategies, determining demand of customers and face off the rivals for achieving desired
goals and targets of the company (Berkowitz, 2016). Marketing includes four elements such as
product, price, place and promotion. This report is based on ALDI which is multinational
supermarket chain with around 10,000 stores in 18 countries. The production and development
of new product of ALDI is to improves the technology and its system which can be framed on
various prices that are totally depend on capacity of the customers.
TASK 1
P1 Roles and responsibilities of the marketing function of ALDI
The organisation concept has been shifted to the buyers with the assistance of marketing
procedures. It is necessary evaluation of the management for exchanging effective relation. The
marketing operation mainly deal with development, exchange, communication and delivering
products to their potential buyers at market place. It is that analysis which is critical and major
concept locality elements of an enterprise. Through the marketing activities and functions, ALDI
willing to convince the major target customers regarding their unique and innovative type of
products in better manner. Along with this, they will required to fulfilling all needs and demands
of buyers while they are purchasing different types of goods and services (Brassington and
Pettitt, 2013). In this stage, all the major rivals is encouraged and specific goods has been selling
in the large market place. The main work of this firm is to make buyers capable for purchasing
certain brand and its existence in the whole market area so they can easily earn huge amount of
income and profitability. Marketing is that practice which provide help to the company for
gaining attention of large number of buyers towards their services and products.
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Marketing define to the awareness and promotion method for the organisation brands,
products and services. In this, an enterprise need to divide huge amount of budget with the help
of marketing campaign due to this, they require to determine the significance of such activity
which can be capable for giving more profits. For this, they make sure that all the promotional
and advertisement activities having unique and creative product which attracting more buyers. In
addition to this, they required to evaluating and understanding the importance of different
marketing functions and at this time, company need to be aware about their new commodities
who are offering various services or facilities at the same department (Desai, 2013). All the
marketing practices are developed by the company and it has increasing the demand and
requirements of customers towards their unique services or products. The main motive of this
company is to satisfying their customers regarding all goods. They need to sell their products but
before, organisation need to carry out various marketing activities for convincing the buyers
regarding their effective products and services.
With the alteration in time, trends are required to change so company mainly focus on
buyers needs and demand. This can be declared that in current time period, marketing is became
main focused origin to purchasing capability and bargaining power of customers has been
increased. The marketing company main mission is to increasing the consumer and they are
capable for improving their profit ratio. Thus, company require to adopt certain strategies and
policies of marketing that are based on customers needs and requirements which help in
achieving desired goals and targets.
ALDI is multinational supermarket chain that is situated in Germany. This is the retailing
company that provides various types of goods and services to their customers at large market
place (Dibb and Simkin, 2013). Along with this, all the major marketing activities and functions
revolve around products elements of such goods where they are offering effective commodities
to the potential buyers. There are various types of marketing activities and functions that ALDI
required to perform and these are described as under:
Distribution – It is that type of element which provides details about innovative products
and services which can be distributed in the large market place, therefore this will depicts that
which type of method and technique can be adopted by company products and facilities in better
manner. For example, ALDI has certain roles in their showroom but if they does not conduct
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effective marketing activities in better manner, products and services will be fail in the large
market place.
Financing – For such functions and activities of marketing, they need to develop budget
which can be used to bring out all the campaigns of marketing (Hsu, 2011). The improper sum of
finance can be issue for the marketing goods and services and therefore, it is necessary for
company is to get appropriate funds for conducting effective campaigns of merchandising where
they are offer various types of goods and services.
Marketing information – This is the important function of ALDI with the assistance of
market data so they are capable for understand their needs and requirements in proper manner.
Along with this, it is required for firm is to providing effective services and goods to their
desired customers in the large market place. Company are capable for offering new products and
services for whole family members because when all the members come out and invest their
quality time with each of them.
Pricing – This is critical and hard task for determining the price of products and services
which required to be sold by ALDI company. In this, pricing should be flexible so that will assist
in attaining competitive benefits in effective manner. Thus, they need to identify what is the
suitable price for each person through this they will easily ready for their serving goods and grab
the competitive advantages. This is the major player which assist in getting success and growth.
ALDI require to ensure that they will be determining the best appropriate rate because low cost
will be captured more customers but lower the advantages margins.
Goods and management of service – In this, the firm require to determine best suitable
cost but this will gone in wastage if goods and services of ALDI has not efficiently managed and
maintained (Jones and Rowley, 2011). Therefore, company require to conduct survey of entire
market place and analyse the requirements of their customers. It is the main role and duty of the
organisation manager is to maintain clean and neat environment so employees are doing
appropriate work for achieving desired goals and targets in proper manner.
Promotion – There are various stages which can be used by ALDI for promoting their
products and services that can be offer by organisation. Advertisement is an essential method and
technique that can paid different types of promotion which can be undertaken towards the
promotion and on the other hand, social media is effective method of marketing different
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products that are capable for gaining attention of large number of customers towards their goods
and services.
Selling – Marketing and selling are two major practices which are totally linked with
each other. The main aim of ALDI is to sell different types of products and services which
required to be manufactured for their buyers in the market place (Lamb, Hair and McDaniel,
2011). Along with this, it can be determine that customers need quality based commodities from
an organisation.
P2 Different roles and responsibilities of marketing relate to the wider organisational context of
ALDI
Marketing play an essential role in encouraging company productivity and profitability in
better manner. They will giving accurate data and information regarding various techniques and
methods that can be gaining competitive benefits. The marketing activities and functions indicate
the interrelationship with different divisions of an organisation. This can be depicted that
customers requirements and needs making effective relation with the buyers so company have all
major objective which they required. ALDI main objective is to providing wide range of
products and services to their consumer on given time frame, reasonable price, achieving firm
goals and targets on scheduled time, employees of various department play an essential role in
giving services or facilities effectively. Along with this, an organisation provide wide variety of
qualitative goods to their customers at affordable rate by this they will getting huge amount of
income and profitability. There are various roles and responsibilities of marketing in relation to
ALDI company that are described as under:
Research and development department – In this division, it is one of the necessary
department of ALDI company which are doing work for analysing market as well as customers
demand and needs with the help of using methods and techniques of business strategies and also
collect data in appropriate manner (Lane, 2016). The future business strategies and policies of
company totally depend on research and development division reports. Rest of the department of
business organisation are doing work as per the investigation project for the betterment of
productivity and performance of goods and services in effective manner. Along with this, it is
that type of research which help in giving detailed data and information regarding all necessary
resources which are necessary for producing, manufacturing and developing effective marketing
goods at reasonable rate.
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Production and operational department – This is important division of ALDI company
so without usage and execution of innovation and creativity on goods production, so this will
directly or indirectly effect on organisation sales and financial growth level. The customers have
purchasing power towards their company goods and services in proper manner. For acquiring
accurate information with the help of research and development department regarding customers
as well as customers demand, on the other side, production division require to manufacture their
goods according to the need of buyers in appropriate manner. Along with this, production
department mainly concentrate on small waste that has been produce at the time of conducting
different procedures (Mihart, 2012). In this division, manufacturing has been focus on reducing
the time and also increasing quality of products by adopting innovative methods and techniques
in proper manner. This will assist in decreasing the cost of commodities with the improvement of
quality that will directly impact on company sales and also increasing business growth for satisfy
their customers needs.
Marketing department – In current time period, advertisement and promotion of products
and services of ALDI business concern required. This will play an important role in maintaining
customer relationship and also increasing firm performance and productivity for sharing accurate
information with the existing buyers regarding their goods and services by using various
platform and channels. Along with this, financial sales and growth is based on advertising and
marketing various policies or strategies in effective manner. With making funding that includes
accounts and finance department, goods availability for buyers on given time period and there
are various important detailed information regarding new market techniques or platforms. The
marketing department does not require support in appropriate and productive manner towards
company sales or growth with developing customer relationship in proper way (Nguyen and
Simkin, 2012).
Accounting and finance department – It is that department which help in managing and
maintaining funds or capital to all different division. In addition to this, accounting department
manage all budgets and financial activities in an organisation that can set its priority with the
help of systematic funding as per market demand and organisation main focus on better
performance and productivity in proper manner. Finance department is one of the most important
in an organisation which help in managing and controlling all financial transactions, cash flow,
credit, debit, balance sheet and assets of the firm effectively. Accounts and finance division is
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very confidential division for each business where all the company operations and developing
appropriate budgets in effective manner.
IT and Technical department – In this department, company provides their services and
facilities with the assistance of technical operation and function in effective and efficient way.
Information technology department define different division works by giving them technical
support and technical software that assist in gathering and collecting accurate data in well
organised manner (Papasolomou and Melanthiou, 2012). Along with this, finance department
provides help in future regarding past years for financial data, profit and growth in previous
decades on one click. With the assistance of software's, all banking transactions are done on one
click. This department will promoting company goods and services through online basis so they
can easily attracting domestic as well as international customers. IT manager require to analyse
whole requirements and needs of their desired customers that will assist in gaining high level of
success and growth in better manner.
Human resource management department – It is that department of organisation which
play an essential role in managing and controlling all business operations in effective way. HR
management division developing healthy and sound environment in the firm, so the workforce
provides them services which assist in achieving firm goals and targets in given time frame. The
main aim of this firm is to developing and creating training and learning session for present
workers and they required to hire those employee who are able for manage all business activities
and functions. The major motive of HR department is to conduct selection and recruitment
procedures in productive manner within an organisation. Along with this, whole process has
been done which need to be hire talented employees who have best quality or ability to taking
appropriate job position (Perreault, 2010). The HR manager have leadership quality by this they
can easily resolve issues and problems which occur in the environment and also developing
ambience where all staff members feel that they are seen as a part of an organisation. They are
managing and operating all major functions which conduct within an enterprise in proper
manner.
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TASK 2
P3 Marketing mix to the marketing planning process to achieve business objectives
In current market place, every organisation require to implement strategies and policies
of marketing mix for promoting their products and services in the large market place. Along with
this, marketing mix is that factor which help in determining effectiveness of services that can
lead towards getting accurate results and outcome in proper manner. In addition to this, there is a
comparison between organisation that provides similar goods for their customers in the huge
competitive market area. There are two organisation which can put efforts for compete each
other for sustaining strong position at the market place so this will attracting large number of
customers towards their goods and services (Pike, 2015). The competition among such two
organisation that will determine by 7Ps of marketing mix that includes product, price, place,
promotion, people, process, physical evidences. This will includes, there are two organisation
such as ALDI and IKEA that will consider for developing comparison with the assistance of
marketing mix that are described as under:
Marketing mix ALDI IKEA
Products An organisation mainly deal with
reasonable food items which are same
to the goods of other brands that are
presented in the market place. The
food making company provides fresh
vegetables, beauty and health care
products, clothes, stationery,
electronics items, household products.
ALDI take proper control over the
manufacture. Management can set
lower rate of goods as compared with
other firm.
Company mainly deal with products
and services manufactured by wood,
this is determined as franchiser and
retailer. An organisation mainly
providing services and facilities to
their loyal customers. IKEA also
promoting ideas of demographic
designing and preparing. In this,
there are more than 9500 products
which can be sold by an
organisation. Management redesign
the their goods while attracting large
number of buyers in given time
period. They are mainly concentrate
on five forms such as function,
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quality, form, sustainability and
lower rate.
Price ALDI can maintain command on
customers because they are providing
cheap price and quality based
products that will offer by company
management in better manner
(Swenson And et. al., 2014).
In this, management executing
common strategies and policies by
using leadership pricing. This will
help in concentrate on various goods
and services so various class of
people. The home development and
improvement are capable for
managing their products at low price
for enhancing sales of goods.
Place ALDI consist with more than 8000
shops in around 18 countries and
strategies that can be implemented by
firm for open different stores that are
open in a week in Britain. The store
layout are very simple so their goods
has been managing at low rate. An
organisation manufacture different
types of goods from various suppliers
and stores in the warehouses. In this
management mainly focus on best
quality of products in proper manner.
IKEA refer as multi channel retailer
that will effectively combined with
online and offline channel of sales.
Along with this, it is that group
which contain 340 stores in 28
different countries in all over the
world.
Promotion It is one of the essential components
of all organisation for introducing
their various goods and services for
target whole market as well as desired
customers. ALDI does not spent any
capital for promoting different types
of goods and services.
IKEA can using effective methods
and techniques for communicating
with their desired customers for
providing accurate knowledge and
skills to gain feedback. The main
motive of buyers is to increasing
demand for achieving desired targets
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and goals in proper manner.
People ALDI company deliver effective
services and products to their
customers with the help of employees
who are doing work for reaching with
target goals and objectives in proper
manner. This will reduces the number
of staff members on each store. ALDI
using advance billing counter to
attract their customers towards
effective services and products.
IKEA put efforts to retain strong
relationship with their customers for
satisfying all needs and demand of
people in better manner. An
organisation also introducing
various new goods and services for
attracting large number of
customers.
Process ALDI need to executing appropriate
procedures that will assist in
identifying goods by their loyal
customers. The company will
manufacturing high quality based
goods to their customers at the large
market place (Wirtz, 2012). An
organisation implement huge barcode
that will assist in making fast
identification of goods so this will
provides long messenger.
IKEA deals in furniture products
which they are offer to their desired
customers. The firm have low price
for such type of products effectively.
An organisation committed to their
buyers for providing various types
of goods at lower cost.
Physical evidence ALDI should manage and maintain all
business procedures which need to
maintain standard of goods in better
manner. This will provides cheap or
reasonable rate of products to the
organisation that assist them in
attracting large number of buyers.
IKEA contain huge number of stores
which consist large collection of
furniture commodities. They are
implementing technology and
techniques for display advertisement
of various furniture items.
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TASK 3
P4 Produce and evaluate common marketing plan for an organisation
Marketing plan of an organisation is mainly based on developing appropriate strategies
and policies that can be made for analysing and evaluating direct impact of business operations
and its functions effectively. There are various types of company activities that can be used for
reaching with desired goals and targets in proper manner (Papasolomou and Melanthiou, 2012).
It has been included different stages such as planning and research, developing effective
marketing strategy, considering actions and control, etc. marketing plan provide accurate
direction to the firm members for doing different activities and functions according to customers
as well as market requirements.
Overview of company – ALDI is one of the major largest grocery and supermarket chain.
This is founded in 1913 having features of low overhead and scanty selection to their meanest
intense. In addition to this, ALDI keep more than 500 products in their shops for developing
international presence. The company stands for commitment towards their people, partners,
customers and environment. This will encompassing the effectual principle and standards of
openness, fairness, service oriented and friendliness.
Mission and vision of the company
ALDI company vision and mission is to provide quality based services and products to
their customers in large market place. In addition to this, they required to developing promise to
giving accurate services and facilities to their buyers. Vision of the company is to making spirit
of cooperative and promote in desired personal and professional life. They will ensure that those
people remain ALDI activities.
Situational analysis
Adoption of marketing strategy – Ansoff matrix is one of the appropriate marketing
strategy that will help ALDI for gaining high competitive advantages (Mihart, 2012). This will
assist in analysing different market and desired success and growth of the company.
Ansoff matrix of ALDI
This is that term which describe as marketing model of planning that can help business of
ALDI for determining their goods and services regarding their accurate strategies of marketing
growth. This will contain different factors that are described as under:
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 Market penetration – It can be termed as strategy which can be adopted in given time
when company deliver existing goods and services for current market scenario. Market development – This will define to the second market growth strategy that can be
used at the time of target organisation in new market with present goods. Product development – It is that factor which define that organisation have effective
market share in present scenario and therefore they need to introduce new products for
expanding their brand in other location (Desai, 2013).
 Diversification strategy – It can be described as that use of products is completely new so
this has to be introduce in new market place.
SWOT analysis:
Strength Weaknesses
ALDI is very famous organisation that provide
best quality based products and services to
their desired customers. Also they are innovate
new type of goods and services within an
organisation.
Product which they are serve to their customers
are very small in size as compare to their
competitors. Sometime the company also
producing cheap and low quality based
products.
Opportunities Threats
ALDI require to expanding their stores in other
location where they are attracting large number
of customers in proper manner. They need to
invest more money which help them in
promoting goods against with their
competitors.
The major threat is that when some new entry
who are developing same type of organisation.
Such organisation provides small quality based
goods and services to their buyers at the large
market place.
Budget information – For developing marketing budget, it will assist in determining the
amount that will spending on various activities related to marketing. Along with this, that
includes developing effective financial projections and planning of products, market planning
which set out pricing objectives, distribution methods and techniques.
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CONCLUSION
From the above mentioned report, it can be analysed that Marketing is the study of
management operation for developing interpersonal relation. Through the marketing activities
and functions, ALDI willing to convince the major target customers regarding their unique and
innovative type of products in better manner. With the alteration in time, trends are required to
change so company mainly focus on buyers needs and demand. Marketing play an essential role
in encouraging company productivity and profitability in better manner. They will giving
accurate data and information regarding various techniques and methods that can be gaining
competitive benefits. In current market place, every organisation require to implement strategies
and policies of marketing mix for promoting their products and services in the large market
place. Marketing plan of an organisation is mainly based on developing appropriate strategies
and policies that can be made for analysing and evaluating direct impact of business operations
and its functions effectively. The competition among such two organisation that will determine
by 7Ps of marketing mix that includes product, price, place, promotion, people, process, physical
evidences.
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REFERENCES
Books and Journals
Berkowitz, E.N., 2016. Essentials of health care marketing. Jones & Bartlett Publishers.
Brassington, F. and Pettitt, S., 2013. Essential of marketing.
Desai, S.S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research. 12(1). p.22.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Hsu, W., 2011. The vocabulary thresholds of business textbooks and business research articles
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Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Lamb, C.W., Hair, J.F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Lane, P., 2016. Human resources marketing and recruiting: essentials of employer branding.
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friend. Journal of Promotion Management. 18(3) . pp.319-328.
Perreault, W.D., 2010. Essentials of marketing: A marketing strategy planning approach.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Swenson, M.J. And et. al., 2014. Startup marketing: Leveraging leverage. The Journal of Applied
Business and Economics. 16(6). p.56.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies.
4(2). p.121.
Desai, S.S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research. 12(1). p.22.
ONLINE
Marketing essential. 2017. [Online]. Available through
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