Marketing Essentials Report: Aldi Company Marketing Analysis and Plan

This report delves into the marketing essentials of Aldi, a retail firm founded in 1939. It examines the crucial roles and responsibilities of the marketing function, including product management, marketing information systems, financing, planning, market research, promotion, and pricing. The report explores the interrelationship between marketing and other organizational functions such as human resources, finance, production, sales, research and development, procurement, and customer service. The report further analyzes Aldi's marketing plan, incorporating SWOT analysis and Porter's Five Forces model to understand market conditions and strategic capabilities. The report also highlights the application of the marketing mix in achieving organizational objectives, emphasizing the importance of promotional techniques and pricing strategies to enhance market position and customer base.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of the marketing function.......................................................1
M1 Roles and responsibilities of marketing in context of marketing environment....................3
P.2 Evaluate roles and responsibility are interrelated with marketing in organizational context3
M.2 Importance of interrelationship of marketing and other function........................................5
D.1 Evaluate elements of marketing function.............................................................................6
TASK 2............................................................................................................................................6
P3 Application of marketing mix in planning process to achieve objectives..............................6
M3 Different tactics used by organization to achieve objectives................................................9
TASK 4........................................................................................................................................9
P4 Marketing Plan of ALDI........................................................................................................9
M.4 Marketing plan for the firm................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is process in which items are sold by seller to buyer. This helps them in attracting
attention of various users. They can also maintain good reputation in the market as well as in
front of buyers. Thus as a result they can generate more revenues. Hence they can also increase
the market share. Report discusses about the ALDI Company which is retail firm. It was found in
1939 in U.K. Assignment describes about the role of marketing in the company and it relation
with other functions of marketing. It also describes about comparison of ways of marketing mix
of two firms to accomplish the goals (Baker and Saren, 2016). It further describes about the
creation of marketing plan and it include SWOT analysis and Porter’s five forces model which
are used by marketing unit to have complete and accurate information about market conditions
and system abilities. This also helps management to frame appropriate strategies and use tools
and techniques which benefits them to provide items and services in according to needs and
wants of people. Hence, as a result company is able to enhance sales and can earn more
revenues.
TASK 1
P1 Key roles and responsibilities of the marketing function
Marketing includes activities which are executed by members to sell items to consumers.
Advertising, sales promotion, personal selling, online marketing and social media are various
techniques that are used by firms to grab attention of large number of people. These tools help
management to inform public about products, its features and benefits. This helps ALDI to
attract people by establishing good image in market. Along this, company is able to establish
competitive advantage and position system higher than rival firms. Henceforth, management is
able to attract people and increase sales and profitability. These are various activities that are
performed by marketing unit are described below (7 Functions of Marketing, 2017):
Product or service management: Organization provides things to fulfill needs and wants
of public; thereby make adequate revenue. It is essential that items and services are
manufactured in respect to taste and preference of consumers. For this, management requires to
formulate strategies and tactics to make system function in according to demands of people. In
ALDI, marketing unit work with research segment which benefits operation members to design
products and provide things in respect to requirements of consumers. Along this, 24 hours
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customer service facility through online tactic is provided by seniors to clients. This advantage
firms to have large number of customers; thereby enhance sales and revenue. Administration
design items and provide quality things to consumers which help firm to sustain them for longer
period (Brassington, and Pettitt, 2013).
Marketing information system (MIS): This defines activities executed by management
to conduct market research to anticipate needs and wants of people. It is necessary that
organization have complete and accurate information about demands and requirements of public.
Along this, they even require determining market reputation and image of ALDI; thereby
position system higher than competitors. Management even adds funds to expand business and
set up numerous branches in different nations to have large customer base (Desai, 2013).
Financing: Marketing department require having adequate money to implement new and
unique technologies and tools to execute activities effectively. Information technology (IT) unit
formulate appropriate online platform and manage websites of ALDI to establish good market
position. These activities needed proper support from finance segment to provide adequate
money to marketing team. This helps them to organize activities and use promotional techniques
such as social media and online advertising to attract people by informing them about items and
services.
Marketing planning: This concept includes activities that are executed by marketing unit
to formulate appropriate program and tactics to make system function in according to needs and
wants of people. It is necessary that management frame adequate strategies and plan which
includes information about marketing mix, budget and standards that are specified by
administration. Product, price, place, promotion, people, process and physical evidence are
various components which are specified by marketing team of ALDI in respect to demands of
consumers (Desselle, Zgarrick and Alston, 2016).
Market research: Administration requires having complete information about needs and
wants of public. This helps them to design system and use appropriate tools and techniques
which benefits ALDI to provide things in according to demands of consumers. Market survey is
adequate tactic which helps marketing department to acknowledge constraints required by them
to attract people. Along this, it also benefits members to use appropriate promotional techniques
in respect to competitors.
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Promotion: This tactic includes activities executed by management to inform public
about items, its features and benefits. Print media such as newspapers and magazines, electronic
techniques such as radio and Television are various traditional tools that were used by
organization to grab attention of people. Besides these, social media, personal selling, sales
promotion and e-marketing are various other devices that are used by marketing unit of ALDI to
attract buyers. This helps management to design attractive message and videos which provide
accurate data to public about variety of items, benefits and features (Dibb and Simkin, 2013).
Pricing: Business person even require setting appropriate rates of items and services in
according to needs and wants of people. It is essential that adequate pricing strategies are used by
firms in respect to enhance market position. ALDI provide variety of products and which are of
different price ranges. This helps seniors to increase customer base; thereby enhance sales and
profitability. Along this, company is able to attract people from rival firms as they provide things
at adequate prices.
M1 Roles and responsibilities of marketing in context of marketing environment
Marketing department duty is to use appropriate promotional techniques such as online
marketing, sales promotion, personal selling and social media to provide accurate and complete
information to people about items and services. This helps management to create strong market
position and goodwill. In ALDI, marketing unit responsibility is to grab attention of people by
informing them about variety of items and services. Promotional is important activity which
benefits company to attract consumers by providing them information about features and benefits
of products. This also helps seniors to easily compete with competitors and enhance sales and
profitability.
P.2 Evaluate roles and responsibility are interrelated with marketing in organizational context
Marketing helps other departments so that they can function well and their activities can run
smoothly and successfully. Thus they can work in proper and effective manner. Hence as a result
they can earn more revenues and it can lead to increase in market share. Thus it leads to
enhancing the market share (Hauer, 2011). Marketing helps other departments such as finance,
HR etc. So the role and responsibilities towards in Aldi are-
Marketing and Human resource department: Marketing helps other departments to function
smoothly. Marketing gives necessary details and other information related to various needs and
wants of various employees. Through this it can easily capture many users. Through proper
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evaluating different information and data related to various existing employees. Thus HR
manager can create different strategies and policies so that they can create goods and services.
Thus as a result they can recruit many educated and competent employees within the firm. This
leads to effective and efficient functioning of various activities and tasks. Hence HR department
can give training according to their needs. They can also take decisions related to the recruiting
of various new people.
Marketing and finance: Marketing helps finance department in choosing different sources of
finance. Hence as a result they can select various sources of finance. Through this they can
choose various sources of finance. They can select various sources such as bank and other
intermediaries. Through tis they can choose cheapest source of finance. Thy can put their money
in profitable products and hence they can generate more profits. They can reduce the extra
expenses in all products. Hence as a result they can increase their profits and can expand their
tasks in various nations. Through this they can increase their sales. This helps them in maintain
good and strong position in the market (Jones and Rowley, 2011).
Marketing and production: Marketing helps the production department in various ways. They
can generate more revenues through investing in production department. Marketing gives the
full information related to customer needs and wants. Hence they can create products and items
according to choices and preferences of various users. Thus as a result they can invest in various
products and they can deliver to various users. Hebe as a result it can lead to increase in
revenues. Through this they can easily expand their task and operations in many parts of world.
Thus as a result they can maintain good and positive image in market as well as in front of all
consumers. Hence they can easily diversify their activities.
Marketing and sales: Marketing helps sales department to so that they can effectively sell
products. Marketing department helps in monitoring various data and information and they can
easily sell goods. Marketing after monitoring data and information can tell sales department
about creation of different unique plans and policies to sell various o0rdicts which can be
delivered to users. Thus as a result they can easily sell the goods. Marketing department helps in
evaluating the customer behavior and they can tell this data to sales department. Through this it
can make changes in existing products and can create different and unique products. Hence Aldi
can maintain unique and positive image in front of all buyers. Through this they can maintain
good and strong position in minds of all buyers (Lamb, Hair and McDaniel, 2011).
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Marketing and research and development: Marketing helps in monitoring of various tools and
techniques so that they can produce goods using advanced tools. Hence marketing manager gives
full information related to advanced tools and techniques so that they can produce good quality
of goods. Market survey is appropriate tool which is used by R&D to have complete information
about needs and wants of consumers. This helps management to execute business operations and
design items and services in according to taste and preference of people (Malhotra, Birks and
Wills, 2013).
Marketing and procurement department: Marketing helps the procurement department so that
they can choose best sources of suppliers. Hence marketing department can give full information
and data regarding selection of best suppliers and hence they can choose cheapest supplier who
can give good suppliers and other resources at less costs. Thus they can select any supplier and
they can take raw material and other necessary resources which is crucial for every company.
Thus they can procure various resources and they can easily other various goods according to the
consumers.
Marketing and customer service department: Marketing helps other departments including the
customer service department. Marketing gives full information and data regarding various
customers. Hence customer service department can solve all problems and issues of different
customers. Through this they can easily convince users by interacting with them and solving all
issues. Marketing gives full data regarding their behavior and thus they can easily solve different
issues and problems etc. Hence as a result they can attract and capture many users in minimum
time (Mihart, 2012).
M.2 Importance of interrelationship of marketing and other function
Marketing is very important and it has a good relationship with other functions of
marketing. Marketing helps in finance, HR and others. Through this all departments can give
good results and they can produce good quality of goods to various users. Through good and
efficient functioning of other departments it can distribute gives in less time to various users.
Hence as a result they can generate more revenues and they can easily increase the market share.
Thus they can maintain strong position in the market and they can also diversify the business in
many nations. Hence they can easily diversify the business.
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D.1 Evaluate elements of marketing function
There are different elements of marketing function. Various elements such as finance, HR
and production and procurement etc. Marketing assists in all these departments and thus they can
generate more revenues. Through this it can also enhance market share. Hence as a result they
can diversify and expand business. This also helps in maintaining of good and strong image in
market. Hence through marketing all departments can give superior results and thus they can
satisfy all users.
TASK 2
P3 Application of marketing mix in planning process to achieve objectives
Marketing plan which includes information about marketing mix used by management to deliver
appropriate things to consumers. Product, price, place, promotion, people, process and physical
evidence are various components which are specified by seniors in respect to provide adequate
products and services to clients. This help organisation to enhance market position and
accomplish goals and objectives within specifies time (Novak, 2011).
Basis ALDI LIDL
Product ALDI provide different
variety of items and services
in respect to needs and wants
of people. Firm have variety
of things in their portfolio
which includes food products
and other various things. This
helps management to have
large customer base which
help them to generate
adequate profit and enhance
sales.
Fish, bakery items, healthy
products are various variants
that are provided by firm.
British farmers and suppliers
are used by LIDL to deliver
quality items to consumers.
They even require to provide
things which help them to
compete with rival firms and
attract people from competitor
brand.
Price ALDI have good market
position which is set up by
management as they uses
Company uses skimming
pricing strategy which
specifies that LIDL have set
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penetration pricing tactic. This
strategy determines that items
are provided at reasonable
rates which help firm to attract
large number of people;
thereby enhance sales and
revenue.
high prices. This impacts on
sales as people prefer to
purchase quality things at
reasonable rates.
Place Administration has established
branches in different nations
which help ALDI to have
large customer base. This
helps enterprise to increase
market reach and enhance
sales volume. Online
applications are also taken by
public which benefits firm to
deliver things by using various
transportation channels.
Different distribution channels
are used by firm to provide
items and services to
consumers in respect to their
requirements. LIDL have
outlets in limited countries
which impacts on sales
number.
Promotion Online marketing, social
media and sales promotion are
various techniques used by
marketing unit of ALDI.
These tools help firm to
provide appropriate
information to public about
items, its features and benefits.
In LIDL marketing members
organise campaigns and use
personal selling, electronic
devices and online marketing
tactics. This help management
to construct good image in
market and influence people.
People ALDI have skilled and
competent manpower which
help management to provide
quality things to consumers.
Training and development
Administration of LIDL
provide duties and tasks to
members in respect to their
skills and capabilities which
benefit firm to provide things
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programs are organised by
firm to enhance skills and
abilities of members; thereby
make them capable to deliver
quick services to clients.
Company provide items and
services in according to needs
and wants of people. With
help of market research,
management have accurate
information about taste and
preference of consumers. This
helps ALDI to provide things
accordingly and retain
members and customers for
longer period.
in according to needs and
wants of people.
Along this, survey and
feedback are taken from
clients who help marketing
team and seniors to design
system and deliver appropriate
items and services to
consumers.
Process In ALDI, management have
implemented latest tools and
techniques in system which
benefits firm to provide
quality items and services to
consumers. Along this,
quality products and quick
services are provided by
enterprise.
Marketing team and IT
department both keep
updating technologies and
modifying system to make it
function efficiently; thereby
provide effective things to
LIDL system has appropriate
technologies used by
administration which helps
firm to provide adequate
things to consumers.
Apart from this, changes in
tools and techniques are made
by seniors to make system
function in according to
market conditions.
This helps firm to attract
people and to make
organisation superior in
respect to rival firms.
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consumers.
Physical evidence ALDI constitutes simple
infrastructure which helps
customers get quality
experience. Along this
appropriate tools and
techniques are implemented in
system which helps
management to give quality
and quick services to
customers.
Company uses traditional
techniques to organise
business activities in
according to use resources and
generate adequate revenue
from business. Besides this,
marketing team provide
appropriate things to
consumers and after sales
services.
M3 Different tactics used by organization to achieve objectives
Marketing unit formulate appropriate strategies in respect to pricing and promotion to
establish adequate position and reputation in market. It is necessary that items and services are
provided by organization in respect to needs and wants of people. Along this, management need
to utilize resources that is funds, material and manpower efficiently; thereby make system
function effectively. Marketing plan which constitutes information about marketing mix and
various techniques such as SWOT and porter’s five forces model used by members to
acknowledge market situation of firm in respect to competitors.
TASK 4
P4 Marketing Plan of ALDI
Marketing plan helps management to have complete information about market situations.
This benefit them to formulate appropriate strategies and use adequate tools and techniques in
system which helps them to provide items and services in according to needs and wants of
people. This also advantage seniors to direct and make team members function in proficient
manner; thereby make them accomplish goals and objectives (Ormrod, 2014).
.
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Overview of the company: The company creates dairy free frozen products varying in
24 different flavors. ALDI is a retail organization which has its headquarters in England. The
company operates its business with workers that are earning over $ 6,00,000 annually for the
organization. ALDI also takes help of social media to advertise its products to specific buyers
(How to Create a Marketing Plan, 2017).
Vision and mission statement: The Company has a vision to become the most sought after
premium seller of frozen dairy products (Papasolomou and Melanthiou, 2012).
Mission: Availability of essence of flavours that interests the customer so as to increase the
company’s position in the market.
SWOT Analysis: SWOT tool is used by the company for keeping track of the external
and internal environment on its business operations. SWOT analysis of Aldi are-
Strength Weakness
 It produces superior quality of
products. Hence as a result they can
capture many users. Hence it leads to
increasing of more profits and can
enhance market share. It charges low
price for all items. Through this many
buyers can purchase the products. Thus
it helps in attracting of many users.
 Through charging of lower prices many
consumers can easily purchase the
products. Hence as a result they can
purchase the products.
 There are many other rival which are
available in the market who can
produce various goods. Thus it cannot
create good and strong position in
many countries. Hence as a result it
cannot create products and services.
Thus it cannot increase people upto that
manner.
 It has small market share as compared
to other rivals. Thus it cannot maintain
unique position in the market as well in
front of all users.
Opportunities Threats
 It has different opportunities. Aldi put
emphasis on different promotional
activities such as advertising and thus
they can capture many users. Thus it
can give string competition to other
competitors.
 Company is started operating different
activities in various countries. Thus as a
result it can operate in various other
nations such as Africa and Asia.
 It cannot satisfy demands and
preferences of all people. Thus as a
result it cannot attract many users as
they only increase shopping products
from the stores. Hence it is biggest
threat for firm.
 It private label brand cannot maintain
good and strong position in the market.
As it has various competitors in the
market hence it cannot maintain good
position in the market.
STP (Segmentation, targeting and positioning)
Segmentation: It is done on different criteria such as behavioral, geographical and
psychographic basis etc. It can segment population on basis of various age of population such as
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income, sex and other factors. Through this they can create various strategies and policies so that
they can target the population. Hence as a result they can increase their revenues.
Targeting: It is targeted to households who can purchase grocery items in less cost. It has
targeted to women households so that they can create different positioning strategies to target a
particular section of population. Hence as a result they can increase the satisfaction level of all
buyers and thus they can attract many users. Through this they can increase their sales and can
maintain good image in minds of all people (Perreault, 2010).
Positioning strategies: It has a strong position in Germany. So it has created different policies
and plans to widen different policies. Hence as a result they can generate more revenues and can
enhance market share. It can position through lower price and by creating superior and advanced
quality of products which can be delivered to various users. Hence as a result they can capture
many users. Thus they can create different and unique positioning strategies so that they can earn
more revenues.
Porter’s five forces model: This include 5 factors. They are:
Threat of new entry: It is low. Threat from competitors are very low as there are less rivals.
Threat of substitutes: It is very high. Aldi has different stores so hence it faces big threat for all
competitors. Through this it has to create various policies to survive in the market (Pike, 2015).
Bargaining power of buyers: Aldi can create different variety of products. It is high as they can
shift to another brand if there are low prices.
Rivalry among existing firms: It is high. All existing firms charge less prices from users. Thus
as a result they cannot give huge competition to other firms. Hence it has to create unique
policies to beat the rivals.
Bargaining power of suppliers: Manager have power to control over various suppliers so thus
they can purchase different materials from the supplier. Thus they can purchase goods in bulk
from supplier.
Competitor’s analysis: Companies face major competition from their rivals as they limit
the number of workers. Rivals of Aldi includes Tesco, Alsa, Walmart etc. All these competitors
operate at a large level unlike Aldi (Rossi, Allenby and McCulloch, 2012 .
Marketing budget: Aldi is required to make an effective marketing budget that will help
the company to achieve its final goal effectively and to run the business in systematic manner. It
has spend 40000 pounds in production, 50000 in operational tasks and 80000 in promotion
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function. It is crucial to create a good marketing budget so that firm can reduce extra expenses
and can enhance profits.
Control and monitoring: Company manager has to keep track of all the essential
functions and take all corrective measures to avoid any future hindrance and obstacles. This is
done after the implementation of the plan (Silver and et. al., 2012) .
M.4 Marketing plan for the firm
Marketing plan is very important in firm. Through this firm can easily identify the SWOT
analysis, competitor’s analysis etc. They have also applied Porter’s five forces model. Through
this they can also create various opportunities and remove threats. Thus as a result they can
easily accomplish different objectives and can earn more profits. Through this it can also
maintain good position in industry and in front of people (Swenson, Rhoads and Whitlark, 2014).
CONCLUSION
From the above report, it can be concluded that marketing concept plays essential part in
each and every form of organization. It is necessary that firms have good market position and
reputation which is created by informing public about items and services. Marketing unit
functions include executing research to acknowledge needs and wants of people; thereby
providing support and guidance to other departments. Human resource provides duties to
members and take care that marketing segment have skilled and competent workforce. This helps
enterprise to design attractive messages and use appropriate promotional techniques to influence
and persuade buyers. Finance, production, sales, research and development are various other
units which get help form marketing department. Management uses adequate promotional,
pricing and distribution tactics which benefit organization to have large customer base. This
benefits seniors to enhance sales and generate adequate profit from business.
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REFERENCES
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Hauer, C., 2011. Marketing in the digital age. Editors' Bulletin. 7(3). pp.77-79.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
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Online
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<https://www.entrepreneur.com/article/43018>.
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<http://smallbusiness.chron.com/functions-marketing-business-32399.html>.
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