Roles and Responsibilities of Marketing Essentials

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing department..............................................................1
P2 Roles and duties of marketing relate to wide organizational context....................................3
TASK 2............................................................................................................................................5
P3 Comparison between marketing mix.....................................................................................5
TASK 3..........................................................................................................................................10
P4 Marketing plan.....................................................................................................................10
Overview of ALDI..........................................................................................................................1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing is an ongoing process whose main objective is to promote organizational
products and services across distinct marketplace as well as engaged in informing customers
about specific goods. In this modern world entire corporate companies are focussing on their
advertisement strategies because sales of an enterprise is totally depend upon effective
marketing. Retail industry is growing in a rapid sense because of increment in consumer
demands and clients are curious to try something new or unique (Baines, Fill and Page, 2013).
ALDI is one of the most successful company engaged in manufacturing creative items in order to
fulfils the basic requirements of distinct customers. At the same time, it is also identified that
number of competitors are emerging in retail sector such as IKEA is a major competitor of ALDI
because they are coming with close substitutes.
Thus, this assignment is going to classified into three parts for explaining the
indispensable roles and responsibilities of marketing department and its interrelationships with
other functions. Along with this, an effective comparison of ALDI with its competitor IKEA is
also going to discussed on the basis of 7P'S. Furthermore, an appropriate plan is also deigned by
considering necessary elements for attaining set goals in a defined time frame.
TASK 1
P1 Roles and responsibilities of marketing department
It has been identified that organisations now-a-days practice customer centric approaches
through distinct marketing processes. The marketing function of an organisation plays a crucial
role as it ensures that products which are being desired by the consumers are created,
communicated and ultimately delivered to consumers with the right approach (Bowie,
Paraskevas and Mariussen, 2014). The role which has been catered by marketing function
revolves around making sure that needs of target customers are being fulfilled and they are
satisfied with the offering by an enterprise. The role of marketing is further enhanced as there is
a significant rise in the competition in the market of the United Kingdom. Aldi is an organisation
which is known to provide low priced quality offerings to people which simultaneously have
introduced a price war amongst other renowned chain such as Lidl and Tesco. Therefore
marketing function is heavily relied upon by organisation so that major they are able to sustain
their operations in the target market.
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Marketing function arises a major scope through which more and more people could be
persuaded to avail offerings of an enterprise. Therefore a organisation allocates a major section
of the budget to marketing activities so that a business is able to develop a competitive edge
amongst rivals. The budget is being rightfully utilised by the marketing manager in making sure
that all the activities are carried out in the right manner. The trends in market along with
preferences of customer are undertaken so that right strategies for marketing could be developed
on behalf of an organisation (Brassington and Pettitt, 2013). This feature will assure that
products and services which are being offered by the business are appreciated by customer base
of this supermarket retailer. The application of marketing strategies are carried out with a view to
enhance existing customer base along with enhancing reach of products and services in the
operating market. The grocery items which are being offered by this German based retailer are
often opted by the people over products of rival due to pricing strategies and quality oriented
offerings. The various types of marketing function which are being played within an organisation
are as follows:
Marketing Research: Research can be referred as primary function which has been
played by the marketing team in an organisation. It is a crucial attempt by the marketing domain
which helps in identification of needs, wants and desires of the customer base of the company.
The information which has been collected through marketing research is further channelised in
making sure that suitable products and services are being offered to consumers. This research
will assist an organisation in gaining familiarity with characteristics of consumers along with
identifying what, why, when and how of their buying pattern. The determination of level of
income will help an organisation in carrying out effective pricing strategies ensuring higher sales
figure and profits for a business (Cleverley, 2017). The research provides a basis for
segmentation of customers which can later be targeted with promotional services. A business can
makes use of tools such as observation and questionnaire so that views and opinion of
prospective buyers of a company can be identified and capitalised.
Distribution channel selection: The distribution channel determines manner through
which goods and services will be delivered to consumers. This supermarket retailer is making
use of its retail outlets which are approximately 10,000 in number present in more than 20
nations around the globe. The demand which has been generated through marketing activities is
only fulfilled when an organisation is able to make best use of its retail stores. It is very
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important for this business to identify presence of prospective buyers on geographical grounds
and making sure that they are catered with outlet in their neighbourhood. It has been a crucial
function which is to be catered by marketing as it ensures that goods being made available to
buyers in an convenient and cost effective manner.
Promotional Activities: According to this element, marketing department of an
organization is engaging in encouraging organizational products or services at marketplace. As a
result trying to gaining maximum benefits by satisfying clients requirements in a given time
frame (Clow and James, 2013).
P2 Roles and duties of marketing relate to wide organizational context
Marketing functions has its important role in organisation as well it is important in every
type of enterprise it can be large scale or small scale. This involves several advertising and
promotional tools and techniques. This is the department which which put their efforts in
attracting more and more customers which help in generating profit. For getting best outcomes in
company marketing department of ALDI communicate with other also such as finance,
manufacturing, product development, selling and many others. Marketing division assist in
conducting research also which is important for identifying need and wants of customers, current
market trend as well feedback of buyers about existing products.
Retail sector is large which have many company this results in high volume of
competition. Major competitors of ALDI is IKEA, TESCO and many other to look distinct from
other enterprises marketing department play important role. In an organisation there are several
activities which take place at single time period that should be managed in proper manner. Roles
and responsibilities of marketing in relation to the other organisational factors are explained
below:-
Research and development – This is important for organisation so they can identify
several market related trend as well customers needs and preferences (Desai, 2013). Research
should be conducted by marketing team before developing their products in market or a project.
It play important role in satisfying customers needs and wants because they are important part of
business environment without their satisfaction no firm can sustain in market for long duration.
Marketing assist in constructing new ideas, establishing market, also in developing products and
services in market. Marketing team have its main focus on that they will bring such product in
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market which can satisfy current market and customers. As well result in generating large
amount of profit.
Administration – This is the whole authority of organisation they are the person who run
an company. They are the management team whose main motive is to accomplish the task in
effective manner as well without administration no organisation can exist in market. The person
involved in enterprise are managing directors, chief executive officer, board of member,
stakeholders (Dibb and Simkin, 2013). Every firm has an HR department also whose major work
is for hiring candidates , look all the issues of staff member and work for their benefits also.
Same departments are also in ALDI for its smooth and easy working. Human Resource and
marketing both department are interlinked because if there is requirement of employees for doing
marketing work then marketing manager will tell to HR and they will conduct recruitment and
selection process for it. Apart from this there is requirement of budget because without resources
no department can do their work. Same in the marketing also budget is the thing which is
approved by top level administration of firm.
Customers Services – Major work of customer services in organisation is to solve issues
or problems of the customers through which they are going on. Thus, ALDI have an call number
on which buyers can call and solve their issues with customers service executive of company.
After providing solution by executives they can ask for feedback also from their clients related to
provided services. In this work direct interaction with customers take place which s important for
identifying their opinions, views, taste and preferences related to existing as well new launching
goods. Hence, ALDI is providing best customers services so that their buyers will never get
unhappy through their servings. Goals and objectives can be achieved in better manner which is
important for sustain in market.
Distribution – This is related to the distribution of goods and services which is
important. Because without proper distribution no one can fulfil needs and wants of customers in
market area. Through, distribution process ALDI serve their offering to their target customers as
well there is requirement of proper channel for this which can be decided by marketing
department. It simply means that it is the process of outsourcing only for fulfilling need and
wants of customers (Durmaz, 2011). If there is perfect source that only company can generate
large amount of revenue and profit.
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