Marketing in the Public Sector

This assignment delves into the field of marketing within the public sector, focusing on the essential skills required for effective service delivery. It examines a range of academic sources that explore marketing strategies, consumer behavior in the public domain, and the ethical considerations involved in public sector marketing.

MARKETING ESSENTIAL

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Roles and responsibilities of the marketing function..............................................................3
P2 Roles and responsibilities of marketing related to the organizational context.......................5
TASK 2............................................................................................................................................7
P3 Marketing mix to the marketing planning process to attain business objectives....................7
TASK 3..........................................................................................................................................11
P4 Marketing plan for ALDI......................................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is said to be one of the essential process that is used by the manager of the
company in order to grab the attention of customers towards their products and services. For this,
they optimize latest tools and technologies that are present in the market. Therefore, the concept
of marketing helps the organization in increase the profitability and productivity so that they can
sustain in the market for a longer period of time (Malhotra, Birks and Wills, 2013). Thus,
marketing is used by most of the company for influencing the consumers so that they can buy
their products and avail the facilities. This includes certain factors like selling, advertisement,
promotional activities and many more through all these aspects companies can enhance the sales
and profitability at market area. Therefore, it can be said that the department of marketing make
sure that organisation provides better services and facilities in order to fulfill the needs and wants
of customers. This will help the company in sustaining a better position in the market area for a
longer period of time. Organisation that is taken in this assignment is ALDI which is a retail
firm, the report will throw light on different roles and responsibility that are performed by
various departments. Other than this, important elements of marketing mix are mentioned in this
assignment so that organisation can attain all the goals and objectives in a specific period of
time. Lastly, marketing plan of ADLI is included in this report.
TASK 1
P1 Roles and responsibilities of the marketing function
Marketing is a concept that is adopted my most of the organisation so that they can
promote their activities and products in order to increase the sales and productivity (Macarthy,
2018). Thus, the main aim of marketing is to increase customer's awareness and produce goods
as per the choices and preferences. This will enable them in gaining the loyalty of consumers, for
this ALDI is using latest tools for making promotional activities like social media, newspapers,
magazines, commercial advertisements etc., therefore, it is helping ADLI to communicate with
their customers and employees and this is enabling them in knowing the issues and preferences
of consumers so that they can make products as per their choices. Henceforth, it is important that
all the role and responsibilities are assigned in such a manner that it can enhance their
performance level some of the points are given below in order to understand it in a better
manner:

Products: This is the final element that is being delivered to its end customers. Thus, it is
essential that company optimizes all the raw material that are present with them so that effective
products can be manufactured. It will help them in providing best quality products to their
consumers. Therefore, for this, marketing manager tries to go through a research in order to
know the needs and wants and it will assist them in attaining the goals and objectives in specific
time frame. Other than this, ALDI is making some changes in their existing product and also
making new and innovative commodities so that they can attract more and more customers
towards their organization (Bean and Hussey, 2012).
Price: This is an essential component and for this, company is conducting survey so as to
know whether the price they are implementing will give them maximum benefits or not.
Therefore, it is important they managers and all the subordinates discuss the appropriate rates
before initializing them in the market area. This will assist them in growth of the company and
gradually its profit will can be increased.
Selling: It is an important element because of which company increase their profit and
growth. For influencing the consumers, it is required that organization provides better facilities
through a service that is more convenient (Babin and Zikmund, 2015). Therefore, it is necessary
that manager of the company choose appropriate tool for communicating with its customers so
that they can deliver the product in an effective manner. As a result it help this, company can get
excellent outcomes.
Promotion: This is the platform that is used by most of the company in order to make
their product reach to every individual. For this, ALDI is using every available medium through
which they can promote their commodity. This is gradually assisting the organization in
increasing market shares and value as well. Other than this, company is using effective
communication tool so as to interact with customers so that issues can be resolved if any.
MIS (Management information system): This is a process that is used by managers for
accessing information related to market area so that company can know the circumstances of the
market. Therefore, marketing department along with their managers collect relevant information
that can be used for analyzing the future strategies in order to increase growth and sales

(McDonald and Meldrum, 2013). Thus, for this, company utilizes many tools and technologies
that are according to the recent market trends.
Financing: For making appropriate products it is important that firm has ample amount
of money this will assist them in delivering the best quality products to its end customers. With
the help of sufficient fund, company will be able to operate their business in an effective manner
as this will enable them in producing goods as per the needs and wants of customers. Apart from
this, it is prime duty of managers to make sure that the resources which the firm is using are
appropriate or not.
Distribution: It is considered as an important factor as this is optimized so as to deliver
the right products to its customers. Therefore, for this, it is necessary that managers have
formulated different strategies through which they can attain their goals and objectives. It will
help the organization in enhancing their brad image and market shares.
P2 Roles and responsibilities of marketing related to the organizational context
According to the current scenario, there are various kinds of business organisation that are
providing their services at a reasonable prices so, sometimes it is quite difficult for organisations
to attract more and more customers towards their company. On the other hand it provides a
variety of products to consumers so that they can choose an appropriate one according to their
choices and preferences (Rossi, Allenby and McCulloch, 2012). For expanding the business in an
effective manner, marketing help them in doing so. Therefore, by providing quality services to
its customers they can sustain the loyalty of customers for a longer period of time. Some of the
roles that are related different organisational functions are mentioned below so as to understand
it in a better manner:
Marketing function with operation department: It is considered as an essential element
as operational department are responsible for giving products that are of best quality. Company
gives competitive advancement and also assists the company in improving their performance so
that they can enhance their position at the market level. Therefore, for achieving the positive
outcomes it is necessary that organization maintain a healthy relation with other department as
well because other department also plays an important role in attaining the goals and objectives.

Thus, manager of marketing must have appropriate knowledge about the products so that they
can manufacture commodities as per the needs and demands of customers so that they can satisfy
and fulfill their requirements (Satit and et. al., 2012).
Finance department with marketing function: Financial resources are considered as an
important factor that every company must determine so that they can gain maximum benefits.
Therefore, it is required that managers of the company must have adequate amount of money
which they can spend in order to buy latest tools and technologies so that they can manufacture
products appropriately. Thus, with the help of financial department, organization can implement
and formulate new strategies and plan of action so as to get effective results.
Marketing department with sales: Marketing and sales go hand in hand as for enhancing
selling it is required that company utilizes appropriate marketing strategies. Therefore, for
promoting their activities ALDI has adopted various tools and technologies and as a result it is
increasing their sales and profitability. For increasing their sales company is using both offline
and online mediums and it is helping them in doing so.
Marketing function with research and development department: With the change in
course of time, the market environment is also changing as perceptions of the people are
changing. Thus, it is important that company manufacture foods as per the choices. This will
help them in sustaining a better position in the market area. The main role of development
department is to gather information that are relevant and through which they can meet the needs
and wants of customers. Therefore, it enables the organization in delivering the product easily
according to the current market scenario (Morgan, 2012).
Marketing department with human resource management function: Employees are the
biggest assets for a company because they are the one work for the firm so that organization can
get maximum benefits. Therefore, it is prime function of human resource department that they
maintain a healthy environment at work place so that effective outcomes can be gained. Thus, a
proper interaction always helps the organization in sustaining a better communication with
customers and employees as well.
IT department and marketing function: There are various functions that are to be
performed by the manager of marketing department for example gathering additional
information about the recent trends that is going in the market area so that company can
manufacture goods accordingly. Therefore, ALDI is optimizing these tools and technologies for

storing information and data, so that company can enhance productivity along with taking right
decision. Other than this, it assists the firm in obtaining their set objectives in positive and
systematic manner (Laczniak and Murphy, 2012).
Henceforth, all the points that are mentioned above is important to be considered before,
an organization makes any policies and strategies in order to expand the business. This will
gradually increase the performance level of the firm.
TASK 2
P3 Marketing mix to the marketing planning process to attain business objectives
Marketing is an important concept in which company enhance their profitability level by
delivering quality goods and services to its customers as per their needs and wants. Along with
this, by using effective marketing procedures company can easily attain their set goals and
objectives in appropriate time frame which directly contribute in attaining better success ay
market place (Chan, He and Wang, 2012). In this concept, marketing mix also an important term
in which firm produce their products and services with the purpose of attaining better growth
level at market place. It includes various elements which contribute in enhancing the profitability
level and at the same time also aid in capturing larger market share from its rivals. In addition of
this, ALDI also use effective market mix to produce their services as per customers’ needs and
wants by influencing them to consume company products and services. For attaining better
growth level at market place, it is important for business organization to follow all the elements
of marketing mix which directly contribute in capturing larger marketing share and customer’s
attention also. Furthermore, number of companies uses marketing mix to establish their brand
image at market place. These can be understood by effective comparison of marketing mix are as
follows:
Basis ALDI LIDL
Product As a popular company, ALDI
serve variety of products to
their customers as per their
needs and wants. Basically it is
an effective term by which
As a retail company, LIDL offer
various types of products to its
customers. Along with this
company also serve their
products to various supermarket

company enhances their
profitability level. Basically, it
helps in satisfying customers’
needs and wants in effective
way which may leads in
creating strong customers base.
In addition of this, ALDI serve
their quality products and
services in front of customers
for influencing them to buy it.
Along with this, company also
buy quality raw material from
suppliers in which they
produce quality products and
offer their target customers at
affordable cost. With the help
of this company enhance their
profitability level at market
place as compare to its
competitors.
stores with the purpose for
attaining positive outcome. The
main difference is that company
offers cheap rate products with
high quality as company easily
enhance their profitability level
at market place. In addition of
this, company also implement
new and innovative features
within their products process to
offer quality services to their
service users in order to attain
their higher satisfaction.
Price This element is one of the
important for business
organization because it directly
contributes in increasing the
profitability level of the
company at market place. In
this ALDI set their product
price is more effective with the
high quality. By which
company easily create strong
customers base. With the help
LIDL serve their products with
low cost which may leads in
inviting number of customers
towards its products and
services. On the other hand
sometime consumer think that
lower price products having
cheapest quality so that they
does not purchase company
products which negatively
affect the overall brand image at

of this firm established their
positive image in front
customers and at the same also
attain competitive advantage
from its rivals. In this context,
ALDI various pricing strategy
such as market penetration,
competitive pricing in order to
offer quality services at low
cost. This will help business
organization to enhance their
productivity level as compare
to its competitors. For attain
better growth, company should
produce quality products at
lowest price so that number of
customers easily consume its
products and services for
satisfy their needs.
market place. Thus company
serve evaluate their products
quality is best in front of
customers so that they easily
consume it and provide them
positive feedbacks. By this
company easily maintain their
positive image at market place.
Place As a famous company, ALDI
operate their outlets in various
areas where they offer their
products to number of
customers. Along with this,
company also set their stores
near the customers where they
easily buy company services.
With the help of this ALDI
create strong customers base
by inviting them towards the
company products and
On the other hand, LIDL also
operate their supermarkets in
various location where they
serve variety of products and
services to their customers in
order to attain their satisfaction
level. This will aid in enhancing
the productivity level of the
company at market place. Along
with this, it is also vital for
company to select best place to
deliver their products where

services. customers easily reach and
consume company services.
Promotion ALDI invest their lots of funds
in promotional techniques for
increase customer’s awareness
towards the company products
and services. Along with this
company use electronic media,
display media and many more
to promote their services in
market place which may leads
in inviting number of
customers towards the
company products. This will
help in attaining better
profitability level.
In this, LIDL use various
promotional tools to invite
larger number of customers
towards the products and
services. Along with this, LIDL
also provide discount to their
customers in order to increase
their profitability level at market
place.
People Workers and customers both
play important role in
managing as well as enhancing
the company image at market
pace. Thus ALDI include
talented workers within their
business for delivering quality
services to its customers as per
their needs. Along with this
company also provide better
training and development
programs to improve their
performance level. This will
aid in improving profitability
level at market place.
Workers of the LIDL is not
much effective so that some
time company fails in providing
better services to their
customers as per their needs, it
negatively affects the brand
image of the company. In this
company provide better training
and development programs to
their workforce in order to make
them able to handle their
customers effectively. By this
they easily provide better
satisfaction to its customers
which directly contribute in

enhancing the profitability level.
Process For attaining better success,
ALDI use appropriate process
in which they easily produce
quality products and services to
their customers. In this
company put their best efforts
to making attractive services
which may leads in improving
the number of customers
towards the products.
As lower price of the products
customers does not purchase
company products. In this LIDL
make their process more
effective to manufacture quality
products and services to their
customers in order to attain their
better satisfaction.
Physical evidence It is important element for
business organization which
help in delivering services to
its customers. Basically it
includes transparency areas
where firm operate their
business. As ADLI having
various attractive outlets in
which company offer their
services which helps in
attaining competitive
advantage from its rivals.
LIDL operate their outlets in
traditional way in which they
customers easily consume its
products and services in
effective manner which may
leads in improving the overall
performance level of the
company at market place. For
attaining better results, LIDL
use appropriate strategies for
meet their customers’ needs in
order to attain better results at
market place (Dahnil and et. al.,
2014).
Thus, marketing mix play vital role in enhancing profitability level of the company at
marketplace. With the help of all the elements of marketing company easily attain their set goals
and objectives in appropriate time frame. It directly contributes in overall success of the
company.

TASK 3
P4 Marketing plan for ALDI
Marketing plan is a typical document that is prepared by managers of an enterprise as per
needs of business for future achievements (French and Russell-Bennett, 2015). This type of plan
helps members and other departments of organization to gain proper direction for execution of
marketing activities. Working on appropriate path aid managers leads to utilize all resources
available at workplace in an effective way. This type of documentation is helpful when sales
performance of a company is not going well. Therefore, in order enhance production
management of associations are needed to consider on all aspects while making an effective plan
of marketing. This will lead enterprises to gain their targeted goals and objectives in a given
period of time. In context with ALDI, a marketing plan for its association is given as:-
Overview of the company: ALDI is the largest retailer in UK which has expanded its
business in more than 20 countries of worldwide along with 10,000 stores. It helps this
organisation to capture more market share as compare to its rivals. Beside this, annual turnover
of this firm is near about €50 billion as per statistical point of view. It has delivered a wide range
of household commodities to national and international customers according to their demand on
time which aids this firm in making business more successful and gain competitive advantage in
a higher manner.
Vision of ALDI: Vision is a type of written document that forecast the position of an
organisation at marketplace as per their desires. Therefore, ALDI is always seeks to become a
largest retailer at UK and other countries by proving unique services and high qualitative
products to its clients. This vision helps in attaining the highest position at marketplace in future.
Mission of ALDI: It is another essential part of marketing plan which set a specific goal
and objectives of business. Along with this, it provides a framework of time for management in
order to attain targeted aim in a systematic manner. The main mission of ALDI is to get higher
level of satisfaction of customers at local and global level by offer its products on affordable
price. This mission will prove beneficial for company enhancement and increase their sales
performance in higher manner (Finch, Nadeau and O’Reilly, 2013).

SWOT analysis: It is a most effective tool used to analyse internal strengths and
weaknesses of a company in a proper way (Chitakornkijsil, 2012). This analysis aid firm to
measure their current position at marketplace as well threats and opportunities present there.
Therefore, in context with ALDI its SWOT analysis can be described as:-
Strength Weaknesses
 One of the best strength of ALDI is that
it has offered good quality of products
at low prices which helps in gaining
high retention of customers towards its
services.
 Strong brand image and high profitable
share at market place is also reflects its
effective quality.
 Cost of production and operation at
various outlets is as compared with
other retailers very low. Due to
different location of business in
developing as well as developed
countries.
 As compare with TESCO, Morrisons,
M&S and other retailers, size of
organisational structure of ALDI is
much small.
 Offering products and services on low
price doesn’t prove effective in
increasing efficiencies of firm.
 Along with this, expanding business at
international level seems not so
impressive in enhancing goodwill of
presence of company.
Opportunities Threats
 The golden opportunity for ALDI this
time is to expand its business in
countries like Asia and Africa. As
government of these developing
countries do not stable which proves
beneficial for this firm to open its
outlets easily and on low capital.
 Investing funds in promotional and
advertising activities will be helpful in
 The major threat for business of any
firm is number of competitors present
in market place. Its main competitors
are TESCO, Sainsbury and Morrisons
who offer their price on much less as
compare to it.
 In addition to this, changes in rules and
regulations, taxation rates and more
impacts on trading business of ALDI

marketing the products in a profitable
manner.
also (Sheikh, Shahzad and Ishak, 2016).
Goals and objectives of ALDI: To sustain a better position in the market area it is
important that company set objectives that they can achieve in order to get into a better position.
Thus, the main aim of ALDI is to retain their customer’s loyalty so that they can maintain this
for a longer period of time. Therefore, by giving best quality products company will improve the
image of the organization in a positive manner.
STP:
Segmentation: In this, company tries to divide a small group for whom they try to
manufacture goods in order to identify whether the product will sustain in the market for a longer
period of time or not. This will show the interest of consumers towards the favorable products.
Thus, it will help the company in gaining maximum profits from their commodities (Coulon and
et. al., 2012).
Targeting: It is important that company has fixed the target audience so that goods can
be produced according to the choices and preferences. Thus, it will help the manager in
evaluating the aspects that must be considered before implementing any strategy or before
launching any product.
Positioning: In this, company tries to give better services so that company can sustain a
better position in the market area. Other than this, they show their efforts in order to expand their
business in other parts of the country as well.
CONCLUSION
From the above report it has been concluded that, marketing is one of the essential tool
that is optimized by most of the company in order to increase the sales and productivity. Through
this, company tries to attain their goals and objectives in specific time frame so that they can
attract a large number of people towards them. The biggest advantage of optimizing this
marketing tool is that it provides various opportunities for promoting the activities through which

organization can increase the rate of sales and productivity as well. Therefore, firm includes
various factors by which they can influence consumers so that they can buy their products in
order to enhance the business operations. Further the company is using marketing mix so as to
attain competitive advancement this will enable them in giving tough fight to their rival firms.
Thus, it is essential that if an enterprise wants to manufacture goods they must work according to the
needs and demands of customers.

REFERENCES
Books and Journals
Malhotra, N. K., Birks, D. F. and Wills, P., 2013. Essentials of marketing research. Pearson.
Bean, J. and Hussey, L., 2012. Marketing Public Sector Services: essential skills for the public
sector. HB publications.
Macarthy, A., 2018. 500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for
Business Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and
More!. CreateSpace Independent Publishing Platform.
Babin, B. J. and Zikmund, W. G., 2015. Exploring marketing research. Cengage Learning.
McDonald, M. and Meldrum, M., 2013. The complete marketer: 60 essential concepts for
marketing excellence. Kogan Page Publishers.
Rossi, P. E., Allenby, G. M. and McCulloch, R., 2012. Bayesian statistics and marketing. John
Wiley & Sons.
Satit, R.P. and et. al., 2012. The relationship between marketing mix and customer decision-
making over travel agents: An empirical study. International Journal of Academic
Research in Business and Social Sciences. 2(6). p.522.
Morgan, N. A., 2012. Marketing and business performance. Journal of the Academy of
Marketing Science, 40(1), pp.102-119.
Laczniak, G. R. and Murphy, P. E., 2012. Stakeholder theory and marketing: Moving from a
firm-centric to a societal perspective. Journal of Public Policy & Marketing. 31(2).
pp.284-292.
Chan, H. K., He, H. and Wang, W. Y., 2012. Green marketing and its impact on supply chain
management in industrial markets. Industrial Marketing Management. 41(4). pp.557-562.
Dahnil, M. I. and et. al., 2014. Factors influencing SMEs adoption of social media marketing.
Procedia-social and behavioral sciences. 148. pp.119-126.
French, J. and Russell-Bennett, R., 2015. A hierarchical model of social marketing. Journal of
Social Marketing. 5(2). pp.139-159.
Finch, D., Nadeau, J. and O’Reilly, N., 2013. The future of marketing education: A practitioner’s
perspective. Journal of Marketing Education. 35(1). pp.54-67.
Chitakornkijsil, P., 2012. Moral meaning in green marketing and socially responsible marketing.
International Journal of Organizational Innovation (Online). 4(3). p.113.
Sheikh, A. A., Shahzad, A. and Ishak, A. B. K., 2016. The mediating impact of e-marketing
adoption on export performance of firms: A conceptual study. Journal of Technology and
Operations Management. 11(1). pp.48-58.
Coulon, S. M. and et. al., 2012. Formative process evaluation for implementing a social
marketing intervention to increase walking among African Americans in the positive
action for today’s health trial. American journal of public health. 102(12). pp.2315-2321.
Fazlollahtabar, H., Aghasi, E. and Forte, P., 2012. Bi-objective two-stage decision-making
process for service marketing. International Journal of Strategic Decision Sciences
(IJSDS). 3(3). pp.24-39.