Marketing Essentials: Roles, Strategies, and Plan for Aldi Report

This report provides a comprehensive analysis of Aldi's marketing strategies, focusing on the roles and responsibilities of the marketing function within the organization. It examines how marketing interrelates with other departments like operations, finance, and R&D. The report delves into the key factors influencing marketing effectiveness, including product, price, place, and promotion. A detailed comparison of Aldi's marketing mix elements with those of competitors like Lidl is presented. The report also includes an evaluation of various marketing tactics employed by Aldi and concludes with a strategic marketing plan. The report covers the marketing mix, the importance of market research, campaign management and the impact of marketing on sales and distribution, providing insights into Aldi's approach to the retail market.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing function...................................................................1
P2 roles and responsibilities of marketing related to wider enterprise........................................3
M1 Roles and responsibilities of marketing................................................................................4
M2 Importance of interrelationship between marketing and other functions of the Enterprise. .5
D1 Analysis and evaluation of key factors of marketing............................................................5
TASK 2............................................................................................................................................5
P3 Comparison of various elements of marketing mix...............................................................5
M3 Evaluation of different tactics applied by enterprise.............................................................9
D2 Strategic marketing plan........................................................................................................9
P4 & M4 Marketing plan.............................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is a very crucial aspect of any business, a company can produce even the
highest quality of products or services but it would not make any difference until and unless it is
marketed well among consumers in a significant manner. Therefore it is of paramount
importance for companies to spend a certain amount on marketing of their products as well as
services. There are various ways through which marketing can be done, these includes
advertisements, promotions etc. in newspapers and media. Aldi is a leading retail company
which is engaged in the sector of Super as well as hyper market (Askeland and Wright, 2013).
The company keeps products of various brands within its stores and sell them for a profit margin.
The level of competition in the sector is quite high and thus it is quite crucial that Aldi spends a
certain amount on marketing of its products as well as services. The company is having more
than 30,000 employees around the world and this numbers is growing rapidly. It is having
around 10,400 stores around the world. The retail business is growing significantly in United
Kingdom and it is expected that company will be able to gain a good customer base in future by
adopting proper marketing techniques.
TASK 1
P1 Roles and responsibilities of marketing function
Marketing can be regarded as the concept which a company uses for the purpose of
promotion of its goods as well as services. One of the primary aim of any company would be to
increase the customer base for its products as well as services among masses. This will give
organisation a competitive advantage as well as higher amount of profits in the longer run. There
are various communication and promotion tools which an organisation may opt for, these are
advertisement, newspapers, radios, magazines etc. It is also very necessary that major roles as
well as responsibilities of marketing department are well executed, various roles and
responsibilities are laid down as follows:
Product: It refers to the final offering made to ultimate consumers by the company. The product
of the company should have necessary features that will fulfil the needs and demands of
consumers. For this purpose marketing department of the company should make necessary
research and development for improvement in its product (Nguyen and Simkin, 2012).
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 Price: It is the monetary value paid by the consumers to company in exchange of the
goods or services. The pricing of the product is decided by various factors like cost,
pricing of competitors etc.
Figure 1: Various Marketing Functions
 Selling: it refers to finally handing over the goods to buyers of consumers. It is necessary
that this process shall be convenient to consumers, and for this for purpose it is the
responsibility of marketing manager that he chooses an effective channel of distribution
to sell the same. Promotion: It refers to promoting the goods that are being manufactured in front of
consumers and buyers, for this purpose a company may choose various promotional
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avenues that are available which includes print advertising, media, other communication
tools etc. Management information system(MIS): The marketing Department of Aldi got the data
and information for the purpose of making strategies to market its products and increase
the level of sales. For this the company continuously you that various tools and
technologies for effectively gathering information. Management information System
helps company to do business efficiently. Financing: it refers to the funds that are being allocated and are available with the
marketing Department of Aldi. For the purpose of conducting marketing activities it is
quite necessary that right kind of funds available with the department so that necessary
spending on marketing activities can be done (Desai, 2013). Management of Brand: It basically involves telling people about what company is, what
they want to achieve, what they stand for etc. It is very necessary that right kind of
management of the Brand of company is done otherwise it will reduce the reputation of
company among consumers. It is also very important that there should not be any
negative publicity regarding brand of company which may hamper the image of
company. Campaign management and Marketing Functions: The marketing department is
responsible for making sure that right kind of campaign and marketing is done for Aldi's
products and Services, because of the fact that company is engaged in the retail sector, it
continuously comes up with necessary discounts and schemes to attract consumers. Conduction of Market research: For the purpose of conducting marketing activities,
market research is very essential, this will include analysis of consumers preferences,
tastes etc. this is done to know about market well and accordingly strategies are framed
by the marketing head.
 Selling and Distribution: The marketing department is also responsible to make sure that
the goods of companies are properly sold and distributed to desired customers and
consumers in an effective as well as efficient manner. The sale should be within the time
frame allotted and the department shall also check out that the quality of the goods are
not compromised until it is delivered to customers.
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Aldi is making sure that marketing department of the company works efficiently
for the purpose of serving customers well and to get the best possible outcome. It is also very
important for the manager of marketing department to understand the importance of all these
functions so that, proper strategies can be framed in an effective as well as efficient manner
(Cleverley, 2017).
P2 roles and responsibilities of marketing related to wider enterprise
In today’s competitive Era, it is quite essential that marketing department of the company
works in tandem with other departments of the organisation, in order to achieve maximum
productivity as well as profitability within the operations. If there will be no harmony within the
functioning of the company, it will lead to wastage and higher cost of production and hence low
competitiveness in the market. Functioning of marketing department within the organisation can
be discussed through following points:
 Marketing function with operation department: It is very important that marketing
Department of Aldi work in harmony with the operation department, as operation
department is responsible for manufacturing of products, the marketing department
knows the exact features that would be needed in those products for increasing the overall
sales in the market By following this way a company can match its customer needs and
demands.
 Marketing function with finance department: For the purpose of performing marketing
activities it is quite necessary that proper finances are available to marketing manager.
The marketing manager is also responsible for disbursing salary of individual’s works in
marketing department and the role of department in this function is also very important.
Finance department will make sure that funds are not misused. Finance department is the
one which allocates and disburse resources to other department.
 Sales and marketing function: Sales and marketing department are interrelated with
each other, for examples, there will be good implementation of radius marketing policies
by the marketing department, then it will result in higher sales of the company.
Therefore, the sales department will be able to make more say if they will be efficient
marketing and promotion that will be done by the company. Aldi’s sales as well as
marketing department function in tandem with other departments to make sure that there
is an optimum utilisation of resources.
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Research and development and marketing function: for the purpose of remaining competitive
in the market and gaining more customers over It is neceaaary that new kind of products are
being developed and it is the responsibility of marketing Department to inform R&D department
of the company that what are the features that are needed by clients and customers in the
products so that research and development department can initiate necessary procedures for
incorporating the same in product (Ottman, 2017).
 Human resource function and marketing: Human resource is one of the most important
aspects of any organisation; marketing department consists of various personal who are
responsible for dealing with customers and attracting them towards goods and services of
company, employees who work within the company responsible for managing healthy
relationship with customers in order to ensure their loyalty.
 IT department and marketing function: Information technology is needed in almost
every department of an organisation, because the need of computers and software
required to make the process more faster as well as accurate. For the purpose of
marketing efficiently, the marketing manager takes help of IT department to promote its
products and services through Internet and various web-based applications, this could not
be possible without the help of IT manager and the whole IT department in general.
M1 Roles and responsibilities of marketing
Marketing department is a very crucial department in any organisation. It does not make
any sense to produce goods and services without promoting it to people and making them aware
of company’s policies and products (Brooks and Simkin, 2012). Marketing department functions
in tandem with other departments of the organisations like finance, HR, IT, research and
development etc. The marketing department of Aldi make sure that marketing functions are
carried out in an effective manner so that, competitiveness can be enhanced and profitability can
be achieved.
M2 Importance of interrelationship between marketing and other functions of the Enterprise
It is very important that Aldi and its various departments work in tandem with marketing
department to make sure that efficiency can be checked and competitiveness can be gained in the
market. This into relationship indicates that all the activities of an organisation are into related
with each other and can affect the functioning of each other. It is Therefore very important that
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all the departments of the company functions together in an effective manner to get the best
possible outcome.
D1 Analysis and evaluation of key factors of marketing.
There are various factors that are involved for the purpose of admission functioning of
marketing. The sector elements are the wariest departments within the organisation like HR
department, finance department, operation, production etc. It is very crucial that all the
department Functions together to execute each and every task of an organisation in the most
effective way possible.
TASK 2
P3 Comparison of various elements of marketing mix
Marketing Mix is an idea which incorporates four fundamental components known as
item or product, value or price, place and advancement or promotion. Every one of these
components is apply by firm to accomplish its set objectives and targets. According to the
necessities and requests of clients ALDI need to create as indicated by prerequisites and need to
advance them all together impact their purchasing conduct towards the item. It is basic for
organization to publicize their items and administrations through utilizing on the web stage
which help them in pulling in extensive number of clients. Consequently it is critical for an
association to take after different components of promoting blend methods so as to draw in huge
number of clients. As different organisation uses different element of marketing mix in various
manner, these are described as follows:
Basis ALDI LIDL
Product ALDI offers results of same quality when
contrasted with their rival's items at a
moderate cost. It impacts purchasing
conduct of focused clients towards
obtaining their item. Powerful providers
transmit crude materials to them in mass
amount through which organization charge
less costs keeping in mind the end goal to
draw in expansive number of potential
clients (Hsu, 2011).
LIDL is considered as the least
expensive retailer which offers items like
the item accessible in store. The main
distinction is that they offer items with
various names in its stores. As clients
imagine that low value item contains low
quality and along these lines they
demonstrate less eagerness to buy their
items and administrations. This will
harm their business activity on huge
scale
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Price ALDI accomplishes substantial client’s
base by offering quality items at shabby
cost with their own image name. This will
enable them in increasing aggressive to
advantage. There are additionally different
approaches which should be utilized by
ALDI, for example, unit valuing
methodology, showcase entrance,
aggressive evaluating and so forth through
which they can without much of a stretch
think about and offers quality item at
shabby costs and increase substantial piece
of the pie in focused condition. The
organization ought to likewise bring down
their costs than their rivals which help
them in drawing in potential clients.
The items accessible at grocery stores are
of less expensive value which pulls in
extensive number of clients. In any case,
a few clients have wrong discernment
that maker offers low nature of items
because of its low cost. This will
expedite unfavourable influence their
business. Accordingly firm need to
actualize astute evaluating system which
enables them in increasing aggressive to
advantage. Firm go into advertise based
on a standout amongst the most esteem
driven market.
Place ALDI gather has working more than 8000
stores in 18 nations. They centres on
growing their business through opening
new outlets in various nations. ALDI
gathers items from providers in bull from
different trusted providers and keeping
them at neighbourhood stockrooms which
helps in keeping up quality and guarantees
the supply of item to clients on time
(Purvis, 2016). So as to diminish squander
transfer while transmitting products. ALDI
utilizes earth inviting types of gear at its
stores which improves the execution of an
association and makes a brand and
dependable picture before the contenders.
ALDI additionally centres on keeping up
local appearances through actualizing store
name as per the nations. ALDI additionally
encourage clients to confirm item subtle
elements and visit the closest stores.
LIDL has vast number of stores in
various nations, for example, Europe and
UK. There are distinctive sections in
store industry which offers diverse
assortment of items (Ogunmokun and
Tang, 2012). They have principle
objective is to undercut items in
timeframe and to accomplish their
coveted targets it is fundamental for big
business to keep up surplus measure of
items at stores with the assistance of
which they can supply items on time.
Promotion ALDI spends least sum on advancement LIDL centres around applying evaluating
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exercises. They just printed week by week
bulletin or send post office based mail to
focused clients keeping in mind the end
goal to advise them about their offers. In
UK, ALDI utilizes diverse special
procedures, for example, print, electronic
and show media keeping in mind the end
goal to advance their stores.
model with a specific end goal to pull in
substantial number of clients as opposed
to utilizing any reliability conspires in
United Kingdom. They advance their
stores through utilizing distinctive
limited time systems however can't
benefit rebates on their items because of
increment in number of little retailers in
showcase who offers items at bring down
cost.
People ALDI encourages the clients to choose the
items all alone through making sheer
design which causes them in diminishing
number of workers to help them (Larson
and Draper, 2015). The clients can
undoubtedly choose the items without
squandering whenever as they are solid on
ALDI's image name and its quality items.
ALDI's items contain bigger standardized
identifications which help in snappy
distinguishing proof and aides in quick
billing.
LIDL offers obscure brand items at a
moderate costs accordingly clients
demonstrate less eagerness to buy their
item because of obscure brand name.
This will decrease the productivity and
piece of the overall industry in the
aggressive market world.
Physical Evidence ALDI's stores gives 85% of the stock from
domestic brand and the rest of the stocks
are from perceived brands. Firm offers
30% shabby items and spotlight on
keeping its costs low. ALDI's store is the
special case who offers basic supplies
items at same cost all over the world
which enable them in picking up market
and aggressive to advantage.
The clients can discover products
effectively at LIDL store as they are laid
out in a customary way (Walliman,
2015). The organization likewise utilizes
different hues to display their image, for
example, yellow and blue which
demonstrate the clients about area of
store at their close place.
M3 Evaluation of different tactics applied by enterprise
It is very essential that right kinds of tactics are used by company for the purpose of
gaining competitive advantage and increasing the customer base within the market. Some of the
tactics used by Aldi for the purpose of retaining its competitive position at the market place is
use of high quality raw material, which enables company to provide efficient quality in its end
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products (Alkhateeb and Osolin, 2011). Yet another tactic would be to ensure proper training as
well as development of its employees and workforce, that will enable them to treat customers of
the company well in an effective as well as efficient manner and thus contributes in productivity
of the firm.
D2 Strategic marketing plan
ALDI is a main staple retailer which offer distinctive sort of items to its clients, Keeping
in mind the end goal to fulfil the necessities of its clients it is imperative for organization to
detail a key arrangement by utilizing all components of idea called promoting blend. This
assistance association in set a correct cost for its item and offer an incentive to its clients. The
company revisits its strategies based on the market conditions and the changes in needs as well
as demands of consumers at the marketplace (Swenson, Rhoads and Whitlark, 2014).
P4 & M4 Marketing plan
Marketing plan is a kind of document usually written by the top management of the
company, and this would contain the various future activities that will be carried on the firm and
that would enable the company to grow and prosper. It helps the manager to execute marketing
activities in an effective manner and at the same time ensures optimum utilisation of the
resources as well as funds of the company. A marketing plan would take care of various aspects
of a firm and it would be necessary to incorporates all those aspects before framing a marketing
plan (Rudden, 2016).
Vision of ALDI
The aim of ALDI is to become the top retailer of grocery by offering High level of quality in its products at very
affordable and conservative prices to customers.
Mission of ALDI
Mission statement of the company clearly states that its ultimate aim is to achieve customer satisfaction by offering
those features as well as high quality products in the market.
For the purpose of framing an effective plan it also very essential that right knowledge of
Strengths, weakness, opportunities as well as threats of company is having with the manger.
Hence, for this very purpose it is necessary to do a SWOT analysis of Aldi.
SWOT Analysis of Aldi
 Strengths: Fundamental attributes and highlights of big business which guarantee viable
official of business tasks and in the meantime contribute more in progress and
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development of organization is known as quality. Offering High quality goods at very
low prices is one of the major strength of company. Firm is working in Europe and UK
and have approx 8000 stores and because of this the working expense of organization is
likewise low (Papasolomou and Melanthiou, 2012).
 Weakness: Size of ALDI is still little as contrast with its adversaries. As firm offer items
at bring down costs so because of this worldwide nearness of big business isn't that much
compelling. Once in a while, client relates the nature of its items low because of low
costs. What's more, worldwide nearness of big business is likewise not compelling.
 Opportunities: The Company have the scope to grow in most of the parts of Asia and
Europe as there is high demand of company’s products as well as services in these
countries. The company can also enhance its overall productivity and profitability by
doing so. It can also spend aggressively on promotional activities in order to serve a
wider area of customers around the world.
 Threats: Expansive number of opponents exists in advertise is one of the greatest risks of
firm. Organization neglects to give a full shopping background to its clients. Moreover,
quick changes in tastes of clients and arrangements of government additionally fill in as a
danger for big business.
Goals as well as objectives of Aldi
Objectives are the end goals that an organisation wants to achieve. The ultimate objective
Aldi is to retain its customers for a longer period by providing the high quality products and
services at reasonable prices as compare to its consumers. The company also believes in making
necessary improvement in its goods as well as services meet the needs and demands of
customers in market. The company at the same time also wants to maintain its profitability and
become a top retailer in the industry by beating its rivals.
STP
Segmentation: Under this, the company will divide the whole population into small
groups and target those groups in an isolated manner so that their needs as well as preferences
could be understood and they can be served well. This process is called segmentation as under
this consumers are divided into different Segment (Perreault, 2010).
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Targeting: This would mean targeting specific segment in order to meet their
requirements and this will also involve designing product and processes to target a specific
audience or pool of consumers.
Positioning: The Company enjoys a competitive position at the market place and is doing
well in international market place, therefore the positioning of company is quite good in the retail
industry, some of the major contributing nations for the company is United Kingdom, Germany
etc.
Marketing Mix of Aldi
The company frames a plan of marketing mix in order to ensure better service delivery to
its customers in an effective as well as efficient way. The ultimate of the company is to gain
productivity and efficiency in its operations by framing as effective policies as possible. Its
marketing Mix can be describes as follows:
Product: This refers to the products that the company offers through its stores, it carries a
wide range of products from distinct brands of all over the world.
Price: The pricing of company’s products are highly competitive and the quality offered
is also unique and distinguish company from others (Purvis, 2016).
Place: The company is spread all over the world and having a diverse range of
operations. It is also aiming to grow in some of the places in Asia and Western Europe.
Promotion: The Company believes in heavy advertising and promotional expenses to
make people aware of their products and stores, which are quite unique and affordable. The
company also chooses various mediums of promotion for the purpose of advertising and
publicizing its goods as well as services in an effective manner.
CONCLUSION
Thus, from the above discussion it can be said that marketing is a very crucial element of
any business and is considered as one of the most important pillar on which a business usually
stands. There are various roles as well as responsibility of the marketing department in an
organisation. These responsibilities shall be fulfilled in a proper manner by the management of
company, so that business can grow going forward through increased customer base and better
competitive advantage. There are various tools of marketing, like promotion through media,
advertising, social media etc. Right kind of policies shall be framed by the management of
company so as to attract more consumers and increase market penetration of the company.
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Marketing department shall function in tandem with other important department of the
organisation, so that productivity can be enhanced and higher profitability can be achieved going
forward. There should no be miscommunication among all the departments of the company and
harmonious environment shall prevail within the same.
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