Unit 2 Marketing Essentials

This assignment examines the importance of marketing in business operations, using ALDI as a case study. It analyzes merchandising functions, the interrelation of marketing with other functional units, and the application of the 7Ps of marketing mix. The assignment also develops and evaluates a basic marketing plan for ALDI, focusing on strategies to increase sales and customer satisfaction. Desklib provides past papers and solved assignments for students.

Unit 2. Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Merchandising functions and its various roles and responsibilities........................................3
Role of marketing and its inter-relation with other functional units............................................3
P2 Roles and responsibilities of marketing in aspect of ALDI....................................................4
TASK 2...........................................................................................................................................6
P3. Marketing mix (7Ps) to achieve overall business objectives.................................................6
TASK 3..........................................................................................................................................11
P4. Develop and evaluate a basic marketing plan......................................................................11
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing essential plays a very important role in overall operation of business. Further,
it is a way through which organization made their marketing strategies in order to run their
business smoothly and to aware the customers regarding all the products and services on the
basis of which they can their business for longer period of time (Baker and et. al., 2016). Apart
from it in changing dynamic environment modification has been made in the technology and
innovative ideas that coming in the form of products and services that attract the target audiences
towards that items therefore it is important for all corporate to establish strong tactics for
business. Under this assignment the company which is preferred i.e. ALDI which is UK based
retail store engaged in grocery and clothes items. Further it discusses about the role of marketing
and its interrelationship with other functional units, marketing mix 7 P’S and marketing plan in
order to evaluate the overall performance of company.
TASK 1
P1 Merchandising functions and its various roles and responsibilities
To: Marketing manager, ALDI
From: Assistant manager, ALDI
Subject: Key roles and responsibilities of a marketing manager
Date: 14/08/2018
Role of marketing and its inter-relation with other functional units
MARKETING PROCESS
Marketing means to perform business operations in effective and efficient way. There are
possibilities that due to change in demand of costumer, manager does not have to make changes
in plans and policies (Bastable ,2016). There is requirement of changes in plans and this helps to
make changes in operations of plans and policies. Marketing is processes actions which has to be
performed by managers through which they can increase sales and profits. There are many
changes taking place in product of ALDI, so it is essential to convey this to society, this is
responsibility of marketing department. There is requirement of proper process through which
they can apply a change in their actions, so it is essential to know what has to be done through

which company can give knowledge to society. Marketing manager of ALDI follows following
process through which they can apply make aware society about product and services.
Mission identification- ALDI wants to perform business operations in way through which
they can achieve targets i.e. to make workers aware. Then this helps to make changes in their
plans and policies. It is important to know what has to be done through which targets can be
achieved. When some new product is launched in market, then this helps to convey product to
society.
Situational Analysis- After knowing mission, company has to make changes in their
actions ton know what has to be done and this helps to work according to requirement of society.
There are factors which affect business operations, hence manager has to select sources through
which they can achieve targets. Further actions taken by manager will be done according to
situation.
Marketing objectives- Market is the place from where ALDI can achieve targets. It is
essential to know what requirement of society is and then take actions through which they can
perform business operations. As per market need Marketing manager of ALDI will plan
promotional action.
Strategy Implementation- Strategies are made by company to know that has to be done
through which they can apply changes in market. It is essential to know demand of customer and
then use policies to satisfy them. It is essential to know what can be done through which
company can apply policies and this helps to make changes in efficient way.
Evaluation and Feedback- At last step of marketing department, then there is requirement
of evaluation and feedback from customers, so it is essential to know what improvement e can
done through which ALDI can improve their image. It is effective with use of factors which are
efficient in development and growth f Production and profits.

P2 Roles and responsibilities of marketing in aspect of ALDI
ROLES AND RESPONSIBILITIES OF MARKETING MANAGER
Producing marketing and promotional material- Marketing manager basically deals
with society to know what requirement of society is and then provide it. They deal with
managers ton know what has to be done through which they can apply changes in proper way.
Defining and managing brand- ALDI is a brand which is famous among people who
promote and enhances sales and profits. So, it is essential to know what can be done through
which they can apply good image in market.
Producing internal communication- There are many departments in ALDI such as
sales, production, research and development, etc. which works to promote profits, so it is
responsibility of marketing manager to promote good communication with each department and
convey them correct information.
Customer and marketing research- Marketing department works to perform business
with which they can know about demand of society. When some new product is initiated in
market. In this case manager has to adopt approaches which helps in achieving targets.
INTERRELATION WITH VARIOUS FUNCTIONAL DEPARTMENTS
Marketing and Human Resource- Marketing and human resource department are not
directly related, but when there is need of workers in marketing department, then HR manager is
only person which helps to perform business. Marketing manager has to conduct knowledge to
HR manager and this helps to get best candidate among them.
Marketing and Finance- Finance is the department which plays vital role in business.
Due to change in business policies marketing manager has to select alternative which is best.
There are factors which are efficient to know what has to be done through which ALDI.
Marketing manager of ALDI select source of finance which is efficient and cheap for company.
Marketing and Operations- There are many activities which has to be performed by
managers, through which goals can be achieved. As in case of ALDI there are many actions
which are required to be followed by managers through use of actions in efficient way.

Operations department has to make policies for promoting product and then this helps to perform
operations in effective way.
Marketing and production- ALDI is the department which is working to perform
business operations in effective way. It is effective for knowing production and this assist to
know what has to make changes in appropriate way. Thee is requirement of raw material to
produce product and then this helps to apply production in efficient way.
Marketing and sales- These two department are important department whose aim is to
make good profits. When marketing manager of ALDI came to know about some bad review of
product or improper sales services, then this is delivered to sales department. Marketing manager
is responsible for delivering knowledge of product or offers which are running inn ALDI, this
helps to achieve profits.
TASK 2
P3. Marketing mix (7Ps) to achieve overall business objectives
Significance of marketing
ALDI one of the prestigious organization in retail sector which offer products according
to needs demand of customers. Apart from it there are different type of modification which has
been made in business which is important for effective growth of business. Therefore, to
implement all the changes which are more important for business can be applied in every
business in order to perform all the activities in better and accurate manner. Marketing division
has to make modification in their department at the time of making changes in their organization
structure. Applicability of changes is possible when policies and strategies are made to
accomplish all the targets of company. Importance of marketing for ALDI are stated below: -
Making mindfulness about brand: Marketing division works for giving information to society
and this s compelling for organization to know what should be possible through which they can
apply to society. It is successful as this uses strategies through which they can utilize powerful
methods. In the event that brand is well known at that point there will augment in deals and
benefits (Hoffman and Turley ,2015).

Innovative products: - There are different items which are offered by ALDI, so they able to
keep eyes on all items or administrations (Pappas, 2017). Advertising office manages client and
after that
this is powerful to make changes in item. Through advancement ALDI can contend with outside
variables.
Effective communication: - There is prerequisite of legitimate correspondence through which
organization can utilize viable systems which are proficient for performing business tasks.
Advertising work force needs to be in contact of different divisions, so for this situation they
should impart viably through which is powerful for development of affiliation and activities can
be performed in productive way.
Relationship building: - Relations are the critical segment which help to make business tasks
successful (Hoffman and Turley, 2015). It is imperative to fill in according to necessity of
society, to accomplish great picture. There are numerous gatherings which are identified with
each other, so advertising division makes great relations with outside gatherings.
Rivalry: - There is much rivalry in retail; segment. Principle contenders of ALDI are-Tesco,
Waitrose, ASDA, LIDL, and so on so it is fundamental to outline approaches which are present
and stylish. However, at a similar they need to choose approach which are fetched effective.
Keeping up organization's Goodwill: - Goodwill of ALDI is great in showcase. This is on the
grounds that advertising office needs to embrace sources which are effective for development of
organization. Generosity can be kept up when they deal with purchaser need and request. There
are different publicizing approaches advertising chief must be utilized as a part of request to pass
on what is request of society and give it.
Diversification of products: - Through using different tools and techniques of marketing
components allow organization to know the needs and desire of different people belonging to
different background through which new feature add on different products and services on the
basis of which ALDI make diversified their goods services at different countries which enhance
their sales and productivity.

Marketing mix
The term marketing mix means alludes to the arrangement of activities, or strategies, that
an organization uses to advance its image or item in the market. The 4Ps make up an average
showcasing blend - Price, Product, Promotion and Place. In any case, these days, the showcasing
blend progressively incorporates a few different Ps like Packaging, Positioning, People and even
Politics as indispensable blend components. Marketing manager require to perform various
marketing task that help in attracting millions of customers from various countries and it is way
that guide marketing manager that what action they need to make in order to make their
marketing effective.
Basis ALDI TESCO
Products ALDI serves assortment of
item, for example, rolls,
Choco Rice, Little Journey,
and so forth. They have load
of astounding which serves to
fulfillment of client. ALDI
serves frozen products such
as ice-cream, dairy products,
etc. they also serves baby
wipes, snakes, fresh meat,
etc.
Tesco gives an extensive
variety of items that
incorporate nourishment,
attire, gadgets, budgetary
administrations and so forth.
This consistently growing,
product offering takes into
account each conceivable
need of its buyers and has
along these lines ventured into
the internet promoting
division as well! It offers
staple conveyance
administration and free music
downloads other than the
other at least 40,000 product
offerings that its retail
locations show. This company
deals in food, pet products,
bakery products, frozen food,
gaming product, financial

services, clothing, jewelry,
etc.
Place ALDI has 8000 stores in
various parts of 18 countries
such as US, UK, Poland,
Netherlands, Italy, Ireland,
Denmark, China, etc. Area
where population of 30,000 is
residing and public transport
is easily available are basic
serves which has to be
considered by managers of
ALDI.
TESCO distribute its place of
operation into two parts I.e.
online and offline through
which they distribute their
products and services both Its
disconnected gathering has
stores of six various types –
Tesco Express, Tesco Extra,
Tesco Metro, Tesco Compact,
Tesco Home plus and Tesco
Superstore. Tesco's
examinations demonstrate that
all clients are not happy with
enormous stores like Tesco
additional items nor is it
conceivable to set up such a
significant number of them.
Along these lines, it makes
utilization of littler stores for
less demanding availability.
Its online discussion Tesco
Direct involves its official
site.
Price It is a consideration which is
given in respect of goods and
services provided by
company. There are varieties
of customers dealing with
ALDI, so they have to adopt
TESCO ha good image in
market as they use Ansoff's
matrix through which they set
price according to customer
and product. Tesco
appreciates economies of

market penetration for
providing satisfaction. They
believe to increase sales
through competitive
advantages hence they use
competitive pricing strategy.
scale. What's more, Tesco
utilizes a club card framework
to enable its clients to
accumulate focuses for its
buys, which can be changed
over, to cash at a later stage.
This helps to provide cost
effectiveness benefit to
customers.
Promotion ALDI advancement exercises
under its showcasing blend
procedure is far reaching.
Guaranteeing it to be a cost-
sparing procedure ALDI
contributes irrelevant sum for
advancement and does not
keep an advertising division
in Germany. ALDI comes
with 'Super Buys' offers as
clearance sale, weekly
newsletter known as ALDI
Informs which are provided
to customer at store. They
have 'special buys' for new
products. Below the line and
above the line are two
promotional strategies which
are effective for increasing
sales. Other promotional
techniques are swap and save,
like brand only cheaper, etc.
Tesco has their item requiring
little to no effort, this is there
a standout amongst other
Benedict. Tesco has
commercial which centers
around quality items. They
have advancement coupons,
season end deal, and so on.
Some of the promotional
techniques are advertisement
ion TV, radio, newspaper and
magazines, internet, Billboard
campaigns, direct marketing,
etc. They utilize procedure to
advance new item, for
example, ''Buy one get one
free'', ''Half value'' these are
compelling in their
development

are used.
Process This company uses such type
of techniques that help them
in providing utmost
satisfaction to customers or
society through which
delivery system is very
simple and less time
consuming. Managers of
ALDI works to reduce cost
and wastage and hence goods
can be easily delivered to
ultimate customer. They have
many outlets and hence there
is easy reachability for
consumer.
Process is the way through
which customer gets product
and services on time. There is
fast billing services, quick
online services, fast exit
system, etc. which help to
reduce processing time of
TESCO.
People ALDI trusts that
representatives are most
critical segment which assist
them with making great and
long connection which are
viable for development of
organization. It is powerful to
raise outlet and give
fulfillment to clients.
Individuals are essential
source in showcasing. There
are numerous progressions
which must be taken by
chiefs. There is need of
competitors which assist
relationship with achieving
targets. There are numerous
strategies which are cultivated
by individuals related with

association, for example,
provider, client, and so forth.
There are around 480000
employee working to attain
targets. They ave workers
from various parts of country.
Manager of TESCO works to
improving condition of
employees, so they can give
their best. Managers give
emphasis on promoting
workers as per their
performance. They promoted
to help other people and be
supportive.
Physical evidence Physical proof means
condition inside affiliation.
They don't grow much on
costly ad, yet they utilize
procedures which are
imperative making their
outlets alluring from where
merchandise can be gathered
on speedy premise. ALDI
uses 85% of product of its
own. So they have cheap
rates as compared to other
brand.
The Tesco stores are not
excessively expanding like
those of Sainsbury and other
supermarkets. This is on
account of Tesco doesn't see
the point in spending more
than the important measure of
cash on renewing its stores.
Having said this, every one of
its stores are perfect alluring.
Physical evidence have
authenticity for product and
this is effective for attracting
customer. They have logo,
color, etc. are evidence of
TESCO. They have easy

shopping facility and sales
person are ready to serve.
TASK 3
P4. Develop and evaluate a basic marketing plan
Marketing plan in identify as an effective tool which support people of organization in
order to understand regarding variation which are executed by managers. It is also important and
essential for them to evaluate entire process in an effective and appropriate manner. This plan
consists different aspects which are determined as below:
Section 1: Executive Summary:
There is requirement of renovation in business operations through which satisfaction of
customer is possible. So managers of ALDI are thinking to open kids zone at their outlets,. This
helps to provide ease in shopping to parents having children up-to the age of 10 years. This helps
to increase sales and profitability of company.
Section 2: Company profile/ product/ service:
ALDI is a retail store in the United Kingdom that deals in different kind of grocery
products and services to the potentials and target clients at affordable cost. They are the
combination of 2 discount supermarket outlet in 20 countries with thousands stores. This is the
retail or grocery sector and implanted in 1913 (Hoeffler , Herzenstein, and Ginzburg ,2015). This
provide grocery as well as home decor items such as baby products,, fresh meats, grocery items,
beer, wine cellar, etc.
It is important part for the company which is mainly related with short term goals and
objectives of the company. In order to accomplish predetermined objectives and targets company
provide quality in their products and services “Mission statement of ALDI is Spend a little, Live
freely”.
ALDI neediness to grow concern and this enlargement must be accordant to which they
have to execute enterprise objectives appropriately. It is essential for the business entity to
accomplish their long-term goals within predetermined period of time.

Section 3: Target Customers:
The main targets of ALDI is customers facing problem in shopping with the small
children, so they can shop with security of their children. There are people who feel
inconveniences to shop with their children, this helps to increase sales and productivity.
Section 4: Unique Selling Proposition (USP):
ALDI services product at low cost but at the same time they are working to provide best
quality services. This provides edge over others. This helps to give satisfaction to customer and
creates faith and loyalty among them.
Section 4: Pricing & Positioning Strategy:
There is much competition in retail sector so it is important to work according to
competitors, so it helps to know what helps to improve satisfaction to customer. ALDI uses
competitive pricing strategy and market penetration through which they can set price according
to customer trend. They use economy price policies.
Section 5: Distribution Plan:
Distribution system of ALDI is direct. There is no mediator between customer and ALDI.
They have various outlet in different countries through which they can serve customers at low
cost and timely.
Section 6: Promotions Strategy:
ALDI has many promotional techniques which are significant for increasing sales and
profits. It is important to market product among customers, through television advertisement,
press media, social sites, etc.
Section 7: Online Marketing Strategy:
As these days online marketing is important because it provides help to making changes
in working style. There must be use of changes which are important for analyzing demand of
customers. Search Engine optimization is one of the best technique which is used by managers of
Aldi to know which product has to be provided to which customer. As people are more active on

social media, so this helps to catch customers accordingly. This is chaep media of promotion as it
covers more people at a time.
Section 8: Joint Ventures & Partnerships:
To promote this brand, managers of ALDI is using helps of various transportation and
logistic service providers. This is out sourcing for ALDI but this is cost and time effective.
Amazon, Flipkart, etc. are some sources which are associated with ALDI.
Section 9: Referral Strategy:
Mouth to mouth promotional strategy is one of the best strategy. There is no cost
associated with it and it helps to make changes in services. As managers are thinking to come
with kids zone then there must be promotion of this services. This can be promoted when some
reward is given to customers and employees to promote it.
Section 10: Strategy for Increasing Transaction Prices:
Transaction cost means amount associated with production to delivery of product. This
can be done with the help of providing goods in bulk. This helps to reduce storage and holding
cost.
Section 11: Retention Strategy:
Customer retention policies are adopted by ALDI to make good and long relations with
customers. This brings loyalty factor in the mind of customer. Feedback are taken from
customers to know what improvement can be made in services. There is use of Club care which
makes customer as member for some specific tenure.
Section 12: Financial Projections:
MARKETING BUDGET
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year

Initial money 55000 34500 42500 45600 36100
Investment 21500 16000 15000 17000
Total 55000 56000 58500 60600 53100
Promotional
expenditures
Advertisement 9500 6500 6500 7000 7400
Sales promotion 3000 1500 5400 2000 9500
Direct marketing 8000 5500 1000 8000 3000
Total 20500 13500 12900 24500 19900
Available balance 34500 42500 45600 36100 33200
From this expenses positive results can be judged by promoting and controlling business
operations. Sales of ALDI gets improved up-to 20% because of this service. Controlling is one of
the most important aspect which has to be performed in marketing plan at last. It is essential that
company must make policies to review actions of workers. There are chances of change in plans
and policies which assist them to achieve them and then tries to achieve them. There are chances
that ALDI manager must work as per change in plans and policy and then this must be
communicating to workers. There is some benchmark which are set by top level management, so
it is applied in efficient and effective way, so this must be compared with actual performance of
company (Brychkov and et. al., 2017).

CONCLUSION
From the above assignment it has been concluded that marketing essential is one of the
important tools in overall success of business. Further different tools and mechanism used in
marketing by company for increasing the demand of products and services and ALDI also adopt
such marketing practices that allow them to accomplish their objectives.

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What Are the Functions of a Marketing Manager or Officer?. 2018. [Online]. Available
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