Impact of Marketing and Innovation on Firm Performance

This assignment delves into the crucial relationship between marketing strategies, innovation activities, and a firm's overall performance. It examines how various aspects of marketing, such as customer relationship management (CRM) and brand building, influence business success. Additionally, it analyzes the impact of different types of innovation on firm performance and explores the moderating role of factors like internal social exchange processes. Drawing from relevant academic research papers, the assignment seeks to understand the complex interplay between these elements and provide insights into achieving sustainable growth.

RESEARCH PROJECT

Table of Contents
TITLE:- ...........................................................................................................................................1
TASK:1 INTRODUCTION.............................................................................................................1
1.1 Overview of research............................................................................................................1
1.2 Background...........................................................................................................................1
1.3 Aims and objectives..............................................................................................................2
1.4 Research questions................................................................................................................2
1.5 Gantt chart.............................................................................................................................2
TASK:2 LITERATURE REVIEW..................................................................................................2
2.1 Company overview and its current position..........................................................................3
2.2 Methods of promoting goods................................................................................................3
2.3 Relationship between effective strategies and company performance..................................4
2.4 Barriers faced by company while promoting products.........................................................5
TASK:3 RESEARCH METHODOLOGY......................................................................................6
3.1 Type of research....................................................................................................................6
3.2 Approach...............................................................................................................................7
3.3 Data sampling........................................................................................................................7
3.4 Tools for collecting data........................................................................................................7
TASK:4 DATA ANALYSIS...........................................................................................................7
TASK:5 CONCLUSION AND RECOMMENDATION..............................................................16
5.1 Recommendation.................................................................................................................16
5.2 Conclusion...........................................................................................................................16
REFERENCES..............................................................................................................................18

TITLE:-
“To determine the impact of marketing on sales and performance of an organization:
A case study on ALDI”
TASK1: INTRODUCTION
1.1 Overview of research
In this part of investigation programme learner should get aware about actual reason
behind conducting this research session by understanding the overview of selected company. In
fact, major motive is to throw lights on marketing sector of ALDI in order to maximize their
company sales as well as enhancement of overall performance (Nath, Nachiappan and
Ramanathan, 2010). Along with this , it will also throw few lights on necessary questions which
might be put up during accumulation of data. Basically, an enterprise need to design effective
programme for attaining their organizational targets in a defined time period by considering
relevant facts or figures. Additionally, it is essential for referred company to pay full attention on
their marketing strategies for enhancing their performance by satisfying needs or demands of
customer. Hence, it has been understood that an enterprise need to conduct research programmes
for getting updated about their company position at national and international marketplace so
that they can reform their current policies or strategies accordingly.
1.2 Background
ALDI is a multinational retail company whose main objective is to provide qualitative or
fresh grocery items and various other household goods to the numerous of customers (Rapp,
Trainor and Agnihotri, 2010). However, it was founded in around 1946 by two brothers Karl and
Theo Albrecht by having almost 10000 stores in nearly 18 countries. They are trying to expand
their business across the globe in order to maximize their revenue and succeeded in earning more
or more money by gaining almost more then €50 billion turnover on yearly basis. Thus, it has
been understood that an organization need to focus on their selling strategies for improving their
organizational performance in an efficient way as well as wanted to establish their goodwill at
marketplace. First and foremost motive of assignment is to highlight the schemes which is
adopted by marketing managers of ALDI for maximizing their sales by considering choice or
preferences of various domestic or foreign clients. Moreover, report is all about showing recent
position of an association at UK marketplace in order to identify their hidden issues or barriers
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which may affects their success and profits. However, major objective of ALDI is to focus on
their selling schemes for gaining maximum benefits by satisfying needs or demands of numerous
of customers. For example; household goods, grocery items, food products and various other
fresh or hygienic commodity (Chang, Park and Chaiy, 2010).
1.3 Aims and objectives
Major aims or motive of this assignment is “to determine the impact of marketing on
sales and performance of an organization: A case study on ALDI”. Along with this main
objective of this project is “to strengthen the selling strategies of refereed enterprise in order
to maximize their sales for generating high level of income” as well as trying to establish the
goodwill of a company at marketplace.
1.4 Research questions
 What is the impact of marketing strategies on company performance?
 Does profit is affected by promotional schemes?
 Is there any change in employees performance?
 What are the factors which affects the company policies?
 Is there any improvement in organizational image?
1.5 Gantt chart
In this part of research project leaner should get updated about activities whatever is
going to be accomplished by company for enhancing their employees performance as well as
overall company (Protogerou, Caloghirou and Lioukas, 2011). Along with this, it also highlight
number of days which is going to cover by particular task or activities to complete it and trying
to accomplished it as soon as possible. Basically, before designing this chart an enterprise need
to accumulate necessary data or information for making effective decisions and try to safeguard
the time period.
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Under this Gantt chart, firm task is identification of problems that need to be determine in
2 days. After this, there is a requirement of select an appropriate topic for conduct an
investigation and the time duration of this task is 3 days. After selection of topic, there is need of
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develop the aims and objectives of research because through them all investigation will be
conducted in systematic manner. The time duration for develop reliable aims and objectives is 2
days. Literature review is main part of research and it is based on research objectives. In order to
complete the literature review, researcher use secondary methods of data collection and these are
books, journals, articles etc. IT will be done in 5 days. The time period for completion of
research methodology is 7 days. Collection of suitable and reliable data is necessary task for
completing an investigation. The time duration for complete this research task is 12 days.
Conclusion and recommendation are the last stage in research. After completion of all further
tasks, researcher give a conclusion about whole research and its time duration is 5 days. At last
time duration for submission of this research project is 1 day.
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TASK2: LITERATURE REVIEW
This section of research project highlight all the essential factors or elements which plays
a major role in attaining organisational goals or targets in a defined time period by considering
precise information. In fact it shows all the components which is used by managers of ALDI
while promoting their goods or services across international borders by understanding the choice
or preferences of local as well as foreign clients. Additionally, it also throw lights on various
issues or barriers that is encountered by an association during promoting goods or services due to
fluctuation in other factors (Ernst, Hoyer and Rübsaamen, 2010). Thus, this part of investigation
is mainly covers almost all the information related to the topic and supports learner while
decision making policies.
2.1 Company overview and its current position
In recent years director of ALDI is expanding their business in various other nations and
opening new branch at various marketplace for gaining maximum benefits by fulfilling the needs
or demand of millions of consumers. Currently, it has been observed that selected company is
having more than 10000 stores in almost 18 countries only because of their impressive strategies
by coming with creative ideas and facing a tough competition at international marketplace (De
Clercq, Dimov and Thongpapanl, 2010). Along with this, they are trying to improve their current
status day by day by changing their recent trends, policies and promotional schemes. Majorly
their major motive is to design food items as per consumer choice or preferences in order to
fulfils societal demands and succeeded in cope up with current circumstances.
Furthermore, as per survey report of 2015 ALDI was having maximum number of
employees roughly around 104,400 which are performing for this association and loyal towards
them from last decades. In fact, because of their hygienic or qualitative food items it becomes
fifth largest supermarket across the globe and developing their organization in a great extent.
Consequently, it has been identified that according to sales report of ALDI they are
succeeded in gaining maximum return on their investment by implementing number of effective
strategies of promotions. Therefore, due to their unique ideas or policies they are becoming one
of the leading supermarket at European marketplace and succeeded in establishing their positive
image (Ataman,Van Heerde and Mela, 2010).
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2.2 Methods of promoting goods
Corporate world is adopting numerous of strategies or schemes for encouraging their
sales by seeking the attention of millions of customers. Basically, marketing manager of ALDI is
also trying to maximize their sales by adopting useful marketing schemes by considering taste or
preferences of entire society. After analysing current scenario it has been identified that number
of techniques are available at marketplace which is used by company while promoting their
goods or services across international boundaries. Thus, various number of promotional schemes
that is adopted by ALDI is mentioned as follows:- Social media:- According to this mode an enterprise can easily promote their grocery
items, beverages or provide household services to their clients because in today's scenario
entire society is circulated around advanced machineries or equipments (Trainor and et.
al., 2014). Along with this, mostly youngsters get addicted towards modern devices and
drifted around it. Thus, usage of social media or devices which consist of internet is one
of the appropriate method of promoting food items. Newspapers:- Published some impressive quotes in article form is also useful tool for
capturing attention of customers in a minimum time period because newspapers are read
by almost 90% of human beings on regular basis in order get updated about current
information. Therefore, marketing team of referred association need to design attractive
quotes on their food or beverages for gaining attention of youngsters as well as aged
people. Magazines:- Most of the celebrities, rich people, players, politicians, businessmen and
various other individuals are love to prefer magazines for updated about necessary
information about world. It means publication in various books or public press is one the
useful idea to promote goods or products.
 Door to door policy:- As per this strategy managers of an enterprise need to hire
salesmen for encouraging them to promote products by contacting personally with
various clients. According to Theodosiou Kehagias and Katsikea, (2012) this policy
managerial team can also able to promote their grocery items while personal meetings,
official gatherings, parties and so on.
Hence, it has been understood that an organization need to use all the above marketing
strategies while encouraging their goods across international borders because it helps an
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enterprise to enhance their business performance. Basically, it is also useful in establishing
goodwill at marketplace and indirectly supports in attaining long term or short terms goals of a
company by gaining trust of customers.
2.3 Relationship between effective strategies and company performance
According to above information it has been identified that usefulness or success of
marketing strategies have a greater impact on a companies performance because customers only
get attracted towards organisational products with the implementation of impressive schemes. If
an association get succeeded in designing appropriate strategies for increasing sales of a
company then it automatically hamper the goodwill of an organization in various manner. Thus,
an appropriate relation between marketing strategies and company performance is mentioned
below:-
 According to Farris and et. al., (2010)Marketing team of ALDI design plans for
capturing attention of customers such as conduct promotional campaigning by offering
demo to the numerous of customers. Thus it may support an association in achieving
short term goals or targets .
 Improvement in employees skills, talent or learning by experiencing new things is
automatically enhance the organization performance.
 Strengthening of current products or services is another example which shows the direct
relation between impressive strategies and image of an organization.
2.4 Barriers faced by company while promoting products
It is not easy for marketing managers of ALDI is to implement all the promotional
activities in an efficient manner due to fluctuation in various other factors which have a direct
impact on success of an enterprise. According to Crook and et. al., (2011) Basically number of
issues or barriers are encountered by company while making plans or policies which is described
as follows:- Political:- Governing bodies of a nation have implemented number of laws, norms, rules
and regulation which control an association while performing their business operations.
Along with this, sometime restrict them to trade with foreign companies due to some
personal reasons such as; political issues, conflicts and so on. Thus ALDI is restricted by
fundamental rules of advisory team and need to plan their strategies according to
government norms.
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 Legal:- Legitimate bodies of a UK was enacted several number of acts or legal laws
while designing company policies and need to protect rights of their employees as well as
prevent entire staff members from any type of exploitation. Thus, at some place legal
laws also restrict an association while implementing complicated promotional plans. Capital:- If ALDI is not having maximum funds or money to expand their business as
well as to conduct various effective promotional programmes then it will may hamper
their success and company performance. In fact companies may failed in performing their
business activities because without fund nothing is possible. Employees:- Availability of less skilled workers have a greater influence on companies
performance because all the activities or business operations are handled or managed by
them only. As a result if employees are not leaned then they get failed while
accomplishing their assigned job (Gunday and et. al., 2011).
 Change in trends:- Most of the companies are coming up with several number of ideas
and various close substitutes such as; ASDA, Sainsbury and other competitors of ALDI
are emerging with similar items. It means products launched by rivalries is a major
barrier or obstacle for selected firm because it affects their sales as well as company
performance at marketplace.
Apart from all the above factors there are some other elements are available which act as
a major barrier or create problem for an organization while performing their business activities in
order to maximize their sales.
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TASK 3: RESEARCH METHODOLOGY
In this part of investigation programme researcher is going to collect necessary data or
information with the help of suitable tools in order to make effective decisions. In fact, it also
throw some lights on useful methods of gaining precise facts or figures without exploiting
anything. Thus, it has been analysed that first and foremost motive of this portion is to
accumulate relevant content with the help of useful method that is used by company while
designing their marketing strategies, company policies or various other things (Yang, Hong and
Modi, 2011).
3.1 Type of research
Investigation process is not an easy task which requires advice from experience or
talented persons for accumulating necessary data that is further used by company while
decisional process. In fact it is a very longer process which is collected either in qualitative and
quantitative form for attaining goals or objectives of an association. Quantitative is a term which
is shows gathered information in numerical form whereas qualitative data means facts is going to
collected by ensuring best in quality and need to maintain their standard. Thus, it has been
identified that evidences collected in this project is in qualitative form because it helps in
highlighting affects of strategies on employees as well as company performance.
3.2 Approach
Mainly there are two different kinds of approaches or frameworks are available that is
inductive and deductive. In this type inductive programme is adopted by specialist or
experienced persons in order to create a hypotheses on assessment basis. Whereas another one is
fully opposite of this one (Chiang and Hsieh, 2012).
3.3 Data sampling
According to this strategy an enterprise need to select few data from larger one then need
to design questionnaire for getting aware about feedback so that they can understand the need of
any change. Basically, it is a one of the useful schemes or strategy that is used by referred
enterprise for getting updated about requirement of any change in current schemes which is
designed by marketing team of an association.
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3.4 Tools for collecting data
Gathering of relevant information is consider as a one of the useful or necessary task
which for researcher team because it helps an enterprise in various situation such as; during
decision making process, planning, designing strategies and so on (Green Jr and et. al., 2012).
Thus specialist person uses number of techniques such as questionnaire for assembling data in
order to settle issues or barriers which create problem while performing business operations.
Data collection is a process of gathering information in a systematic way and it enables
an individual to answer questions regarding following research evaluate outcomes and can make
predictions related to new trends. There are two methods of data collection:
Primary method is used by researcher when they are collecting data for first time.
Primary data has not been collected by anyone and hence this provide investigator with first hand
information.
Secondary method is used by researchers when they collect information from other
sources like, newspapers, journals, etc. There is so much data available in these sources which
can be helpful for investigators conducting secondary method.
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TASK 4: DATA ANALYSIS
This portion of research project shows the perspectives of various number of individuals
available at workplace as well as some of them are customers also which are giving feedback on
company change policy. Thus, for example around 20 people are selected in this survey report
which are described as follows:-
Questionnaire
Name : ------------------------------------------------------------------------------------------
Age : ---------------------------------------------------------------------------------------------
Gender : ------------------------------------------------------------------------------------------
Q1. Is there any improvement in company performance? Yes No
Q2. Have you identified any influence of marketing strategies on business operations ? Yes No
Q3. Which department of ALDI needed to be more enhanced? Human resource department Manufacturing department Financial Marketing
Q4. Which mode of promotion is more suitable for ALDI products? Social media Newspapers Magazines Pamphlets
Q5. Is there improvement in employees learning or personality? Yes No
Q6. Did newly implemented marketing strategies is beneficial? Yes
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 No
Q7. Which are the major factors encountered by ALDI while promoting their goods or
services? Lack of expertise. Political norms. Recent trends. Capital
Q8. Does reformation affects the environment of an association? Yes No
Q9. Is there any change in organization turnover or investment return? Yes No
Q 10. Suggest some of the creative ideas and strategies for implementing change at
workplace in order to enhance the company performance?
Theme:1 Improvement in company
performance.
Frequency
 Yes 16
 No 4
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Interpretation:- According to above graphical representation 16 people are thinking that
company performance get enhanced by using the better promotional technique. It will help in
attract large number of consumers towards company. On the other hand, there are 4 respondents
which are not agree with this mention statement.
Theme:2 influence of marketing strategies on
business operations.
Frequency
 Yes 17
 No 3
13
Yes No
0
2
4
6
8
10
12
14
16
16
4
Column B
Yes No
0
5
10
15
20 17
3
Column B

Interpretation:- In this above representation out of 20, 17 individual are thinking that
marketing schemes have a greater impact on business operations because if strategies will be
made in a better manner then there will be no difficulties will be faced by company and it will
attain its target in a better manner. On the other hand, 3 respondents are not agree with this.
Theme:3 Department of ALDI needed to be
more enhanced.
Frequency
 Human resource department 6
 Manufacturing department 4
 Financial 6
 Marketing 4
Interpretation:- As per above diagrammatic presentation it has been analysed that 4
people are thinking that HR department requires improvement, 4 are for manufacturing team, 6
are in favour of financial and rest 4 are selecting marketing. By maximising size of HR
department, organisation can manage their operational as well as functional approaches in
effective manner. These can be the beneficial approaches because HR manager works for
analysing, controlling and enhancing practices of firm.
Theme:4 Mode of promotion for ALDI Frequency
14
Human resource department
Manufacturing department
Financial
Marketing
0
1
2
3
4
5
6
6
4
6
4
Series1

products.
 Social media 15
 Newspapers 1
 Magazines 1
 Pamphlets 3
Interpretation:- According to above information social media is an appropriate
promotional tool and rest of them are utilized according to situation. Firm needs to promote their
products and services on social media sites because these are the cost effective and most
impactful platforms that assist in grabbing customer's attention toward the organisational
services easily.
Theme:5 Improvement in employees learning
or personality.
Frequency
 Yes 15
 No 5
15
Social media Newspapers Magazines Pamphlets
0
2
4
6
8
10
12
14
16 15
1 1
3
Column B

Interpretation:- 15 individuals are thinking that personality of employees get enhanced
rest 5 are raising their voice against this.
Theme:6 Benefits of newly implemented
marketing strategies.
Frequency
 Yes 18
 No 2
16
Yes No
0
2
4
6
8
10
12
14
16
15
5
Column B

Interpretation:- From the above graphical representation it has been analysed that out of
30 individual, 18 individuals are agree with this statement whereas rest 2 are not. There are
maximum people thinks that newly implement marketing strategy provide most desirable results
and outcomes as well.
Theme:7 Major factors encountered by ALDI
while promoting their goods or services.
Frequency
 Lack of expertise 7
 Political norms. 3
 Recent trends. 5
 Capital 5
17
Yes No
0
2
4
6
8
10
12
14
16
18
18
2
Column B

Interpretation:- Out of 20, 7 are thinking that lack of expertise is major reason behind
failure of implemented strategies, 3 of them are pointing towards political norms, another 5 are
raising voice against recent trends and rest 5 are thinking that capital is major barriers of success.
Theme:8 Influence of reformation on
business environment.
Frequency
 Yes 17
 No 3
18
Lack of expertise
Political norms.
Recent trends.
Capital
0
1
2
3
4
5
6
7
7
3
5 5
Column B

Interpretation:- From the above representation, it has been analysed that 17 respondents
agree with the concept of reformation have greater influence on company as it provide support to
implement new strategies which are beneficial for business and facilitate to boost up
profitability. At the other hand, rest 3 people did not in favour of the same thought and said that
reformation will not have impact on organisation.
Theme:9 Change in organization turnover or
investment return.
Frequency
 Yes 18
 No 2
19
Yes No
0
2
4
6
8
10
12
14
16
18
17
3
Column B

Interpretation:- As per above representation, it is evaluated that 18 respondents are
thinking that implementation of marketing strategies is beneficial for ALDI as it is helpful to
boost up brand image as well as sales to gain better profit in business. In contrary to this, another
2 individuals are not in favour of make policies of marketing in company because they think that
it consumes more cost as well as time but not provide desired benefits.
20
Yes No
0
2
4
6
8
10
12
14
16
18
18
2
Column B

TASK 5: CONCLUSION AND RECOMMENDATION
5.1 Recommendation
After analysing above information it has been observed that an enterprise need to follow
some major steps as well as required to consider few special points in order to remove their
hidden issues. Thus, an effective suggestion is mentioned as follows:-
 Need to accumulate all the necessary information or data before making decision.
 Take advice from expertise person.
 Hire skilled or leaner employees.
It has been suggested that ALDI should hire the competent persons in marketing which
can convince the customers to purchase its products effectively. On the other hand, company
should provide the training opportunities to staff members so that their skills will be enhanced
and they can perform in a better manner.
5.2 Conclusion
From the above data or research it has been summarised that marketings strategies have a
greater impact on a success or development of an association because it will consider all the
relevant facts or figures before implementing business activities. Along with this, it will enhance
the knowledge or talent of employees by polishing their learning. Additionally, it shows that
implementation of appropriate strategies supports in maximizing sales of an association in a
minimum time period by capturing attention of millions of customers. In this mention research
discussed about the literature review by using the different objectives research to specific subject
area. In the part of literature review, researcher discussed about the different promoting methods
to promote products and services at market place. With the help of using the secondary sources,
researcher collect data in literature review. There has been studied about the research
methodology to complete this research project in a better manner.
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REFERENCES
Books and Journals
Nath, P., Nachiappan, S. and Ramanathan, R., 2010. The impact of marketing capability,
operations capability and diversification strategy on performance: A resource-based
view. Industrial Marketing Management. 39(2). pp.317-329.
Rapp, A., Trainor, K.J. and Agnihotri, R., 2010. Performance implications of customer-linking
capabilities: Examining the complementary role of customer orientation and CRM
technology. Journal of Business Research, 63(11), pp.1229-1236.
Chang, W., Park, J.E. and Chaiy, S., 2010. How does CRM technology transform into
organizational performance? A mediating role of marketing capability. Journal of
Business Research, 63(8), pp.849-855.
Protogerou, A., Caloghirou, Y. and Lioukas, S., 2011. Dynamic capabilities and their indirect
impact on firm performance. Industrial and Corporate Change, 21(3), pp.615-647.
Ernst, H., Hoyer, W.D. and Rübsaamen, C., 2010. Sales, marketing, and research-and-
development cooperation across new product development stages: implications for
success. Journal of Marketing, 74(5), pp.80-92.
De Clercq, D., Dimov, D. and Thongpapanl, N.T., 2010. The moderating impact of internal
social exchange processes on the entrepreneurial orientation–performance
relationship. Journal of Business Venturing, 25(1), pp.87-103.
Ataman, M.B., Van Heerde, H.J. and Mela, C.F., 2010. The long-term effect of marketing
strategy on brand sales. Journal of Marketing Research, 47(5), pp.866-882.
Trainor, K.J and et. al., 2014. Social media technology usage and customer relationship
performance: A capabilities-based examination of social CRM. Journal of Business
Research, 67(6), pp.1201-1208.
Theodosiou, M., Kehagias, J. and Katsikea, E., 2012. Strategic orientations, marketing
capabilities and firm performance: An empirical investigation in the context of frontline
managers in service organizations. Industrial Marketing Management, 41(7), pp.1058-
1070.
Farris, P.W and et. al., 2010. Marketing metrics: The definitive guide to measuring marketing
performance. Pearson Education.
Gunday, G and et. al., 2011. Effects of innovation types on firm performance. International
Journal of production economics, 133(2), pp.662-676.
Yang, M.G.M., Hong, P. and Modi, S.B., 2011. Impact of lean manufacturing and environmental
management on business performance: An empirical study of manufacturing
firms. International Journal of Production Economics, 129(2), pp.251-261.
Chiang, C.F. and Hsieh, T.S., 2012. The impacts of perceived organizational support and
psychological empowerment on job performance: The mediating effects of
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management, 31(1), pp.180-190.
Green Jr, K.W and et. al., 2012. Green supply chain management practices: impact on
performance. Supply Chain Management: An International Journal, 17(3), pp.290-305.
Crook, T.R and et. al., 2011. Does human capital matter? A meta-analysis of the relationship
between human capital and firm performance.
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