Marketing Essentials Report: Roles, Mix, and Marketing Plan for ALDI

This report provides a comprehensive overview of marketing essentials, focusing on key roles and responsibilities within an organization. It delves into the importance of product development, pricing strategies, selling techniques, promotional activities, and management information systems. The report also examines how marketing functions relate to the wider organizational context, including operational, financial, human resource, research and development, sales, and IT departments. Furthermore, it includes a comparative analysis of the marketing mix, using ALDI and LIDL as examples, covering product, price, place, and promotion strategies. The report concludes with a detailed marketing plan for ALDI, highlighting its approach to customer satisfaction and market share acquisition. This document is designed to provide students with a thorough understanding of marketing principles and their practical application.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of the marketing function......................................................1
TASK 2............................................................................................................................................5
P3 Comparison in different organization on marketing mix ......................................................5
TASK 3............................................................................................................................................9
P4 Marketing plan for ALDI.......................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is wide concept of every organization which is more important for the
business to exchange relationship within firm and customers. It is an effective action of
promoting and selling products and service to customers in order to satisfy their needs in
appropriate manner (Black, 2013). Mainly marketing is set of activity of communicating,
exchanging, offer values for customers to meet their requirements. For organization it is more
effective process to invite large number of customers by delivering products and service. It also
include various promotions tools to increase awareness of the customers toward firm and its
products. Basically is is an appropriate method to buying and selling products at marketplace
which aid in increasing company performance as well as profitability ion appropriate manner.
The main and important purpose of marketing is to identifying customers needs and provide
quality products to customers for achieving organizational goals and objectives in effective way.
Present report is based on ALDI, it is one of the biggest leading brand that having various
number of discounted supermarket in UK. It provide quality products to its customers to get
higher satisfaction by them. In this report various key roles and responsibilities of market
function of an organization are mentioned (Ehret, Kashyap and Wirtz, 2013). Comparison of
marketing mix is also discussed in this assignment which assist in evaluating the actual
performance of the firm. Along with this, marketing plan for ALDI is also define in their report.
TASK 1
P1 Key roles and responsibilities of the marketing function
Marketing is an effective activity to identify the customers needs and provide quality
products to get satisfaction by them. It include various process to promote and increase
awareness of the products ion customers mind. The important purpose of marketing function is
to create products demand among large number of customers which aid in increasing sale of the
company. For this marketing manager use various and effective promotional tools to provide
important information about the products and service in order to invite variety customers. The
main advantage of marketing concept to improve the overall performance of the firm by
providing quality products to its customers (El-Gohary, 2012). There are some key roles and
responsibilities of marketing function are as follows:
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 Product development: Products if more important for the organization which offer to its
customers. So that it is an important responsibility of firm to add new and innovative
products in their operational process. In this process of product development it include
the modification in existing product and present new products that satisfy customers
demand. Main purpose of this concept is to offer new and extra benefits to its customers.
It may assist in inviting large number of people toward its services (Fox and Wareham,
2012). Marketing manager of ALDI done this responsibility to capture large market share
from its competitors. Pricing of products: Setting right price of the products is main and important
responsibility of marketing manager which aid in increasing sale of the company in
appropriate manner. ALDI tries to set effective price to its products and provide it large
number of customers to increase the profitability of the firm in appropriate manner.
Effective pricing of the product is more important for the company so that they can easily
achieve competitive advantage in today's complex market. Selling: It is final activity of marketing process to exchange the products into monetary
terms. In this it is important responsibility of the manager to provide quality products to
its customers and also give convenience in appropriate manner. Manager of ALDI use
effective process to provide its products at nearest store of customers so that they easily
buy company service and fulfil their needs in effective way. Promotion: It is an effective responsibility of manager to use best promotional tools in
their marketing process to increase customers awareness about its products and service.
This assist in communicating with customers in order to attract large number of people
towards firm and its services that they offers (Friis, 2012). It is one of the important
activity of every organization to promote their products and information in market so that
they invite more customers and increase their profitability. This process influence the
people to buy the products and satisfy their needs. Management information system: It is more important process of the company which
used in a collecting and storing relevant information about market trends and customers
preferences. Manager of the ALDI undertake various research to evaluate the current
marketing activities and trends. All these information help top manager to take best
decision for future process as well as activities to attain higher profitability at market
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place. MIS is a systematic process which is define by the manager to produce regular
reports of operational activities (Gertner, 2011). Financing: Proper fund is more important for the organization to perform their activities
in effective manner. With out enough financial fund manager of ALDI can not executing
their business activities and also fails in achieving its goals and objectives. It is managers
responsibility to making final budget of marketing so that they easily manager all the
resources in their process and utilize effectively so that they can easily attract customers
and achieve appropriate profitability in their function.
 Distribution: It is an important responsibility of marketing manager of the ALDI to use
effective distributional channels which assist in saving both time and money. It is an
effective process to making quality products which available for the consumer easily. It
aid in making quality products to its customers at convenient place for the people so that
they easily reach and increase company efficiency in appropriate manner.
Role of marketing
Marketing play an important role in organization which help in setting best relationship
between organization and customers. The main purpose of marketing is to identify customers
needs and demand (Haiyan and Jianwei, 2011). It also helps in increasing the organizational sale
by providing quality products to its customers and get effective satisfaction level by them. Using
marketing process in the company process ALDI easily invite large number of customers and
get higher success at marketplace. On other hand there are some another roles and
responsibilities of marketing sectors which are as follows:
 Define the company brand.
 Manage all the campaign.
 Effective management of production and promotional activities which used in the
marketing process to attract large number of customers toward its products.
 Effective communication with consumer and suppliers.
 Do all the important research about the customers taste and market trends.
 Measure all the process of competitors.
 Manage effective coordination with organization and its activities.
 Effective use of innovative process in business operations (Hsu, Tsai and Doong, 2012).
 Maintain effective budget.
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 Use best and best process as well as method to increase sale volume.
 Formulate as well as communicate about all the process and market trends with
employees and operational department (Hsu, 2011).
 Offer and deliver quality products to its customers to achieve higher satisfaction by them.
P2 Roles and responsibility of marketing relate to the wider organizational context
Marketing is very wider concept because it include identifying and communicating with
customers needs. It is not only buying and selling products but also increase the awareness
through promotional activities. Manager of ALDI define customers taste and preferences and
than provide quality products to its service users in order to achieve higher satisfaction by them.
Whole marketing activity affect the overall performance of the company and introduce about
new and current market trends. There are some points which assist in understanding of marketing
responsibilities of other organizational functions: Marketing department with operational function: It is more important for the ALDI to
maintain better relationship with marketing department and other operational function
which assist in achieving higher success at marketplace in appropriate manner.
Operational sectors undertake various research to identify customers demand and than
work on production process to produce final products to its customers to fulfil their needs
and get higher satisfaction by them. Financial function with marketing department: In ALDI, financial department define
and provide the requirement of funds in marketing function to executing their operation
process effectively. It is important responsibility of marketing manager to maintain
coordination between both function and allot proper fund to execute all the marketing
activities in appropriate manner. Human resource function with marketing department: It define the valuable employees
in organizational process of ALDI (Kennedy and Parsons, 2014). So that it is more
important for manager of the company to maintain proper coordination among them
because every employee contribute in making final products to fulfil customers demands.
So that give proper training to the workers is essential in order to make innovative
products in effective manner and get higher satisfaction.
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 Research and development function with marketing department: The main
responsibilities of research and development function to undertake effective research to
collect all the relevant information about market trends as well as customers preferences
(Nguyen and Simkin, 2012). These process helps in providing better products and
services to fulfil appropriate demand. Sales and marketing function: In this activity marketing department helps top sales
function by promoting its products and service information to increase awareness in
customers mind. This assist in increasing in sale of the company.
 Marketing function with IT department: It is more important relation in organization
because ALDI use various technologies to maintain important information about firm and
its customers. They use different promotional activities with is related to the online
process in order to increase the sale of the products.
All these are more effective and its process are interrelated with other organizational
function which aid to the company to capture large market share as well as competitive
advantage from its competitors in appropriate way (Odunlami and Ofoegbu, 2011).
TASK 2
P3 Comparison in different organization on marketing mix
Marketing mix is more effective concept of organizational function which include four
elements such as product, price, place and promotion but in recent time it also include other three
elements are people, process and physical evidence. All these are more effective and also
contribute in profitability of the ALDI. This process is used by the company to delivering quality
products to its customers at reasonable rate so that they easily capture large market share from its
rival. These are aid in fulfilling the actual purpose of the company regarding its product and
customers. The main reason of conducting marketing mix is to evaluate the market trends and
customers taste so that company add features products in operational activities to attract large
number of customers and get higher success at competitive market place (Ogunmokun and Tang,
2012). In this process caparison of marketing mix in different organizational sectors these are in
below mentioned:
Basis ALDI LIDL
Product ALDI produce as well as deliver quality LIDL is biggest company which
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price to its customers at affordable price.
Manager of the company purchase
effective quality raw material from
trusted suppliers in large number of
quantity which assist in reducing the
overall price of the final goods and
purchase. One of the best role of ALDI to
deliver quality service at low price and
also store effective quality of products to
attract as well as invite large number of
customers to buy its products in order to
increase overall sale of the company
(Ozuem and Prasad, 2015).
provide quality products at lower
price in order to achieve higher
profitability in appropriate manner.
They also deliver their services
through different supermarkets. But
sometime customers wants the lower
price of products so that they set
their product price accordingly.
Price ALDI set their product price according to
their customers so that more customers
are attract towards its products and buy
it. One of the best reason behind this
process because company purchase their
raw material in bulk so that they set low
price of final products. ALDI use unit
pricing strategy which assist in setting
effective rate. Firm produce new and
innovative products so that they set low
rate for achieving higher acceptability of
its products for customers. One of the
best advantage of using unit price
strategy in their process they easily
increase their sale volume in appropriate
manner and get higher profitability at
competitive market.
LIDL having its product price is
very competitive so that they can
easily capture competitive advantage
in market. They also use various
process to compete their competitors
and get higher success in appropriate
manner. The rate of LIDL products
attract new and existing customers
because some time they provide
discounted and rewards on particular
products so that every level of
people buy its products and increase
their sales (Papasolomou and
Melanthiou, 2012).
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Place Place is more important for the
customers as well as company because it
contribute in overall sales of the firm
where they provide their quality products
to large number of customers. ALDI has
more than 9000 stores in different
countries where they provide their
products to variety customers. They also
set their product price very affordable for
their regular customers. According to this
element of marketing mix ALDI always
tries to maintain their brand name in
global economy (Rashid, Ahmad and
Othman, 2014).
LIDL has their outlets at various
countries and also provide their
products at large number. They
define various segmentation
according to customers and their
preferences. They also having
various variety of stores at UK
which also provide household
products in order to to increase
customers demand. This outlets
define more convenience for its
customers so that they easily buy its
products and service.
Promotion ALDI use lots of funds on their
promotional activities to increase their
brand image at marketplace. At present
use effective distributional channels to
increase their products to increase their
product awareness. They also include
communication tools to interact with its
customers and provide effective and
relevant information regarding its
services. They use mail, newspaper to
deliver best and appropriate information
of its products in order to invite large
number of customers. ALDI use swap
and save promotional techniques which
assist switch customers on their brand
from its rival. With the help of print
media, electronic and online they easily
Promotion is more important for
LIDL to invite large number of
customers toward its products as
well as brand image. They highly
depend on their promotional strategy
to increase their sale volume. They
undertake store promotion because
they already having low product
price which is reasonable for its
customers.
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reach on its target customers and get
higher profitability (Rossi, Allenby and
McCulloch, 2012).
People ALDI fails in satisfying customers needs
because its star do not provide proper
recommendation which negatively
impact on organization performance so
that company give proper training to its
employees to get best end results in
appropriate manner.
LIDL include hired employee in
their organization process so that
they provide best and appropriate
recommendation which aid in
increasing the overall sale of the
company.
Process ALDI having primary process which
define high quality and normal product
rate. They add features as well as value
in their process at priority basis.
The initial process of LIDL define
lower cost and more sale. Which
also increase their selling process by
using effective process and get
positive end results in appropriate
manner (Sharma and Baoku, 2012).
Physical
evidence
ALDI having simple, standardized
outlets which provide goods and service
according to segmentation. They
maintain hygiene products service which
aid in attracting large number of
customers toward its products and
service.
The structure of LIDL is traditional
which assist in attarcti9ng more
customers toward its brand. They
use exhibition of products to
increase overall performance of the
company.
The best benefit of effective using of marketing mix is to get higher success at
marketplace. It helps in giving appropriate guidance to manager to adding new feature products
in their product process so that they easily attract large number of customers and satisfy their
needs in appropriate manner. It also assist to company to set product price according to its
quality in order to generate more profits and attain competitive advantage at marketplace. With
the help of this concept manager of ALDI use best distributional channels to offer best quality
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products to its final consumers (Shukla, 2015). And also capture large market share from its
competitors.
TASK 3
P4 Marketing plan for ALDI
Marketing plan is an important process of organization which is make by the manager of
the company in written form. It include all the activities of marketing which perform in the
business to achieve its goals and objectives. In this plan it include all the important steps which
based on market process. It include description of current trends, various marketing tools to
increase the overall productivity as well as sales of the company in appropriate manner. Every
organization define and make their marketing plan and follow it. But it is more important for the
manager of the company to before making plan they undertake all the effective research to
collect important and relevant information which include in this plan (Siricharoen, 2013). It
should have define the company mission, vision, goals and objectives so that manager easily
work on it to get higher success at market place:
Mission of ALDI:
Provide and deliver quality products at minimum price is main and important mission of
ALDI which assist in increasing the profitability of the company.
Vision of ALDI:
To be leading supermarket in global market by serving quality products is important
vision of the ALDI.
After evaluating the company mission and vision it is more important to identify the SWOT
analysis of the company which assist in measuring the overall performance in appropriate
manner.
SWOT analysis of ALDI:
Strength Weaknesses
 Making and delivering top quality
products is one of the biggest strength
of the ALDI.
 They set affordable price to its product.
 They always keep their operating cost
 Having small brand is biggest weakness
of the ALDI.
 They fails in attracting large number of
customers toward its products.
 Some time ALDI provide as well as
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is very low (Solutions, 2011).
 ALDI operates their business process at
different countries.
 Customers loyalty is also a main
strength of the ALDI.
deliver low quality products so that
they reduce their goodwill at
marketplace.
Opportunities Threats
 They wants to compete their
competitors by investing more funds in
their advertising process.
 ALDI can make and deliver new and
innovative products to its customers.
 They want to expand their business at
global market.
 Competitors are the biggest threats of
the ALDI.
 They fails in providing quality products
and service to its customers.
 Biggest competitor of ALDI is LIDL.
 Fast change in government rules and
regulation which create more obstacles
in their process (Wirtz, 2012).
After evaluating SWOT of ALDI it is more important to define the company objectives so that
they follow their process accordingly.
Objectives of ALDI:
Objectives is more important because it show the end results which is achieve by the
ALDI. The main and important objective of company is to capture larger market share. They also
wants to grow their business at global market by providing quality products to its customers.
ALDI deliver top quality products at lower cost which aid in increasing the profitability of the
company and get customers loyalty towards it brand image. For this company conduct various
activities and events to increase awareness of the people in order to get higher success at
marketplace and they also tries to keep on their old customers and attract new services users in
their process to get higher success at marketplace.
After deciding the main objectives of the company manager focus on the STP strategy
which define the target customers as well as market trends (Woodside, 2015).
Segmentation:
In this approach it is more important for the company to set their segmentation to divide
its customers on the basis of age, gender, culture and region. ALDI focus on those people whom
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purchase grocery products at low price so that they deliver them accordingly. Basically it is
based on customers taste and preference all these are related to attitude of the customers.
Targeting:
It is more important for the ALDI to set their target so that they easily deliver their
products and achieve end results in appropriate manner. They focus on those customers who
define their interest in purchasing household products so that they provide them and achieve their
higher satisfaction level.
Positioning:
At present time ALDI set their strong position at Germany and also also ants to framed its
brand image at international market (Yamamoto, 2010).
Marketing mix:
 Product: It is more important for the company which contribute in success of the
company by satisfying customers needs because these are tangible which is used in
providing to fulfil customers needs. Under this ALDI provide quality products to attract
large number of customers.
 Price: It is important for ALDI to set right price of the products to achieve higher
profitability in appropriate manner. It is monetary element which charged by the
company on its products. ALDI provide quality products at lower price to its customers.
 Place: Through various supermarkets ALDI provide effective services to its customers
and also achieve their satisfaction level. Manager of the company to produce their
product available near customers so that they easily buy its products.
 Promotion: It is an effective process which is used by the ALDI to promote its products
features and quality which aid in attracting large number of customers. ALDI use various
promotional tools to communicate with target customers and also put some efforts to
maintain their relationship among customers.
Market strategy:
Best strategy is an effective process which is used by the ALDI to completing all the task
in appropriate manner. Effective marketing strategy is used by cited company to achieve market
goals and objectives (Lipsman and et.al., 2012). It also define the loyalty of customers toward its
products and brand image.
Implementation:
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In this activities it define after operation planning which is more important for the
achievement of its goals and objectives of marketing plan. It also define proper utilization of
funds which aid in attracting large number of customers. So that effective implementation is
more important to achieve positive end results.
Evaluation:
It is an effective and last step of marketing plan to measuring overall process and ensure
that all the process are effective and desirable. All these steps are conceder in their process to
evaluating the effective utilisation of funds as well as resources (The 10 Responsibilities of
Marketing Departments, 2014). In this manager of the company focus on weakness in order to
reduce it effectively and get positive end results in appropriate manner.
Hence, marketing plan is more important for the company to attain business goals and objectives.
It is important responsibility of market manager to collect all the important information before
making marketing plan so that it contribute in overall success of the company and get
competitive advantage in marketplace.
CONCLUSION
From the above mentioned report, it can be concluded that marketing is more effective
process for ALDI to invite large number of customers to buy its products and increase their sales
volume in appropriate manner. This activity help to company to capture large market share and
also compete their competitor at market place. With the help of evaluating roles and
responsibilities of marketing function the manager of the company improve overall performance
of the firm and get higher success at market place. In this different type of organizational
department is also interrelated to the function of the company which assist in manager to
generate more revenue. On the other hand marketing mix also contribute in company success
because it give effective direction to the manager to add quality and innovative products in their
operational process so that they are able to deliver effective products to its customers and get
their satisfaction. Marketing plan is also crucial which is make by the manager so that they can
use proper fund as well as resources in their activities to get positive end results. All these are
more essential for the organization to attain higher success at marketplace.
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