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

This report delves into the core principles of marketing, emphasizing its significance in enhancing brand awareness and driving business profitability. It explores the key roles and responsibilities within the marketing function, highlighting elements such as product, price, promotion, and distribution. The report examines the marketing mix and its application to the marketing planning process, focusing on how these elements contribute to achieving business objectives. A significant portion of the report is dedicated to analyzing the marketing plan of ALDI, a major retail company, providing insights into its strategies and their effectiveness. The report also discusses the interplay between marketing and various organizational departments, such as finance, sales, and research and development, underscoring the integrated nature of marketing within a business context. The study also covers the importance of MIS and IT in marketing activities.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of the marketing function......................................................1
P2 Roles and responsibilities of marketing related to the organizational context......................3
TASK 2............................................................................................................................................6
P3 Marketing mix to the marketing planing process to attain business objectives.....................6
TASK 3............................................................................................................................................9
P4 Marketing plan for ALDI.......................................................................................................9
CONCLUSION..............................................................................................................................12

INTRODUCTION
Marketing is an important function for every business organization because it helps in
increasing public awareness towards the company product and services. Basically, it includes
various tools and techniques which used by manager of the company to attain better results at
market place. With the help of this, company increase their profitability level at market place.
Along with this, marketing is an important aspects which leads in promoting company goods and
services in front of customers (Babin and Zikmund, 2015). By using this firm easily increase
their market share as compare to its rivals. Furthermore, it play vital role in providing quality
services to its customers in order to attain their higher satisfaction level. Present report is based
on, ADLI which is biggest retail company which offer grocery products to larger number of
customers at market place. This assignment discussed about various marketing function which
may leads in attaining better results. Various key elements of marketing mix also mentioned in
this report. In addition of this, marketing plan of ALDI is also discussed here which leads in
improving overall performance level of the company at market place.
TASK 1
P1 Key roles and responsibilities of the marketing function
In today's business environment, marketing play vital role in increasing public awareness
towards the company band its products and services. By using this, company easily enhance their
performance level and profitability also. Basically the main aim of marketing is to exchange
relationship with customers by providing them better services as per their requirements. With the
help of this company easily attain higher profitability level market place and also compete their
rivals in most effective manner. Furthermore, it include various promotional tools which such as
advertisement, sales promotion and many more. By this, company easily invite larger number of
customers towards its products and services. In context of ALDI, they also use effective
marketing concept by which they easily communicate with their target customers by providing
them better information (Functions of marketing, 2017). Furthermore, it consider as an important
factors by which firm easily enhance their brand image at market place and customers mind also.
For attaining better results, it is essentials for business organization to define their roles and
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responsibilities of marketing function which mat leads in improving overall performance level.
All these can be understood by following points: Product: It is one of the important element which offer to the customers as per their
demand. Basically it is final offering which offer by company to its customers as per their
needs. Which the help of this company enhance their profitability level and also attain
customers satisfaction level in market place (Baker, 2014). In context of ALDI, it is
important duty of manager to deliver quality services to its customers as per their needs
which may leads in enhancing overall performance level of the company at market place. Price: To increase profitability level, it is important for company to set right price of the
products which helps in improving their overall performance level at market place.
Basically it is monetary term which charger by firm towards its products. By this, they
easily enhance their sale volume which directly contribute in enhancing profitability level
of the company at market place. Along with this, it is important duty of manager to set
their product price is more appropriate manner. Selling: In this activity firm sell their products to final customers as per their demand.
Basically it is consider as an important function by which company enhance their
profitability level. In this, it is important duty of marketing manager to consider effective
distribution channel at the time of selling their products and services. This will aid in
attaining higher profitability level at market place. Along with this, it is also important for
manager to provide their product those place where customers easily buy and consume.
With the help of this ALDI easily satisfy customers satisfaction level. Promotion: To enhance public awareness, it is one of the important function by which
manager of them marketing easily communicate with their target customers. With the
help of this company create strong customers base within their business (Batt, 2013).
Furthermore, promotion activities help company in enhancing market share form its
rivals. In context of ALDI, they use effective activities of communication to provide
relevant information to its customers towards the products and services. This will
enhance profitability level of the company at market place. Financing: For executing business activities, proper financial resource is important for
company. With out this, company face various issues and obstacles in their production
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process. So that enough funds are important for ALDI to produce quality of products and
services which may aid in establishing positive brand image ta market place (Chinn,
2017). Along with this, it is important duty of marketing manager to keep sufficient funds
so that they easily implement their activities by eliminating any kind of obstacles in
effective manner. Distribution: it is also an important function for every business organization to serve as
well as deliver their services in front of customers. In this company provide their services
as per customers convenient so that they easily consume company products and services.
By this customers get satisfied which may leads in attaining positive outcomes. In context
of ALDI, they use better distribution channel in which they service quality products to
their customers at affordable price. By this they easily attaining customers satisfaction in
effective manner. This will also helps in attaining attaining competitive place at market.
 MIS (Management information system): It is also an important function of marketing in
which company manage as well as store relevant information their customers and market
trends. In this manager of the marketing department, gather data which helps company to
understanding customers taste and preferences towards the products and services. In this,
manager also use various new and innovative technologies to save as well as store
information which used at the time of taking final decision. Along with this, by using this
company easily gather data form various online system. This will aid management in
taking right decision in appropriate way.
Thus, all these are most important marketing function which helps in executing business
activities in effective manner. With the help of this customers get attracted towards the company
products and services. Along with this, it is important duty of marketing manager to understand
customers taste and preferences before producing products. This will aid in attaining their better
satisfaction. Furthermore, it also contribute in capturing larger market share at market place.
P2 Roles and responsibilities of marketing related to the organizational context
Every business organization use marketing concept for enhancing their positive brand
image at market place. In this, it is also important for company to set their product price is more
effective by which they easily invite number of customers towards the products and services
(Desai, 2013). With the help of this company enhance their profitability level by delivering
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variety of services to its customers. In this context, ALDI deal in retail industry in which they
serve their services at larger level (Diana, 2017). For attaining competitive advantages, it is
important for marketing manager to undertake an effective marketing research in order to
determine customers taste and preferences which may leads in attaining their better satisfaction
level. By this company improve their overall performance by using appropriate process.
Furthermore, there are some effective roles and responsibilities of marketing which are related
with organizational function. All these are as follows: Finance department with marketing function: Proper fund are more important for every
department to execute their activities because without this term company can not able to
attain profitability level. In this marketing function and finance department both are
interrelated because lack of finance create number of obstacles in front of marketing
department. So that it is important for them to allocate sufficient financial to marketing
section. By this they easily improve their overall performance and attain positive results
in most effective manner. Sale department with marketing: This department is one of the important section for
ALDI in which marketing manager offer their services to its target customers according
to their demand. Along with this, marketing department define various information to
sales department in which they execute their activities accordingly. With the help of this
company attain larger market share form its rivals and also increase their loyal customers
by introducing quality services. Research and development department with marketing function: To attaining
competitive advantage, it is important for market manager to undertake an effective
market research in which they take support for HRD department. In this they provide
various information to marketing department which helps in making variety of products
and services for its target customers (Durand and Barlow, 2012). With the help of this,
manager of ALDI easily enhance their positive image at market place by changing their
activities as per customers needs. Operation department and its relation with marketing function: To enhance customers
base, it is important for operational section to produce quality services in which they take
help form marketing manager to assess it effectively. In this they provide better
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information of the customers to manufacture department so that they easily maintain their
performance level (Forrester, 2010). This will helps in attaining competitive advantage
form its rivals. Along with this, marketing manager also responsible for providing
information about market trends and customers taste by which company easily execute
their production activities in order to attain satisfaction level of the customers. Human resource department with marketing function: One of the main responsibility of
manager to hire skilled and capable employees who easily manage entire activities of the
business. In this marketing manager also play important role because they are responsible
for delivering quality services to its customers as per their needs. Along with this,
manager of ALDI, recruit able candidates for marketing department who have ability to
handling customers. By this they determine customers needs and wants towards the
products and services. This will helps in creatine loyalty customers towards the company.
In addition of this, it also contribute in increasing profitability level of the firm at market
place as comp-are to its rivals.
 Marketing function with IT department: Under this, IT department use various tools and
techniques to storing data as well as information about marketing trends and customers
preferences. Along with marketing department also take helps by them in taking right
decision of the products and services. In context of ALDI, manager of marketing
department also provide their entire information about raw material to IT department so
that they appropriate store it and provide it time to time as per requirements. With the
help of this company save money and time as well. IT directly affect overall profitability
level in positive way.
All these responsibilities of marketing is interrelate with business which directly
contribute in overall success of the company at market place (Gummesson, 2011). Along with
this, manager is responsible for effectively executing all these roles and responsibilities which
may leads in attaining competitive advantage at market place.
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TASK 2
P3 Marketing mix to the marketing planing process to attain business objectives
Marketing considered as a essential part of business organization to increase profitability
level at market place because it create public awareness towards the company products and
services. In this marketing mix also play vital role by which firm easily achieve their end goals
and results in appropriate time frame. Basically it influence customers to buy products to satisfy
their needs in effective manner. For attaining same company also use this all the marketing
elements which may leads them in enhancing profitability level at market.
As ALDI is biggest company so that they offer quality services to its customers with the
purpose of attaining their positive response. For this they use marketing mix in which they easily
increase their positive performance level by accomplishing competitive place (Marketing Mix,
2017). It also helps in making effective marketing strategies which leads in attaining set goals
and objectives in effective manner. Along with this, it define various factors such as product,
price, place, promotion. By following these ALDI maintain their suitability at market place.
Along with this, company also use online platform, to expand their overall business activities in
which they easily invite number of customers towards its products and services. By this firm also
make their strong customers base as compare to its rivals in most effective manner. In addition of
this all marketing elements are understood by comparison between two firms which deal in same
industry.
Basis of comparison ALDI LIDL
Product As a biggest company, ALDI offer
variety of products to its customers
as per customers demand. By this
they easily attract larger number of
customers and attain their higher
satisfaction level. Furthermore, firm
select best suppliers to but quality of
raw material in which they easily
provide quality of products and
LIDL operate their business at
larger level in which they
consider quality products to its
customers. In this they also set
their product price is cheap
rate. It helps in improving
overall performance level at
market place as compare to its
competitors.
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services at affordable cost. It aid in
attaining better results.
Price As a popular business organisation,
they have strong customers base
because they set their product price
cheap. With the help of this they
invite number of customers towards
the products. In this context, ALDI
use various policies like competitive
pricing to serve their services to its
customers. By which they easily
compete their rivals in effective
manner (Jones and Rowley, J.,
2011).
As a important element of
marketing mix, in this LIDL
set their products price is more
effective which may leads in
increasing profitability level at
market place. For attaining
better results, it is important
for business organization to
maintain better coordination
between all the activities
which may leads in attaining
competitive advantages.
Place ALDI operate their various stores in
various location which may helps
them in enhancing their productivity
level. Furthermore, ALDI also use
online platform in which they reach
number of customers at same time
and provide them better services as
per their demand in order top attain
their higher satisfaction level.
In this LIDL also introduce
their various outlets nearest
stores by which customers
easily consume its services in
appropriate way. Apart from
this, they also set attractive
store to invite various
customers towards its products
which may leads in attaining
their better response.
Promotion It is one of the important element of
marketing mix which used by ALDI
to increase customers awareness
towards company products and
services. In this they use various
In this, LIDL also use various
channels to communicate with
their target customers. Along
with this, company also serve
their quality services at
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channels such as newspaper, mail
and many more by which they
effectively communicate with their
customers and provide them better
information. Along with this, this
will helps business organization to
enhance their customers base which
directly contribute in increasing
their positive brand image at market
place.
affordable cost which mar
leads in attracting number of
customers towards the
company, by this firm improve
their positive brand image at
market place (Mitchell, 2012).
People ALDI having larger number of
employees to operate its activities in
effective manner. In which they
effectively handle as well as
communicate with their customers
and understand their taste towards
the company products and services.
With the help of this, company
enhance their market share form its
rivals.
In this, LIDL also includes
number of worker within their
operational process by which
they offer their services to
larger number of customers as
per their demand. In this they
also provide better training and
development programs to their
workers in which they enhance
their performance level.
Process In this the process of ALDI is very
as customers easily find it products.
By this number of employees get
reduced. Along with this, it is
important for company to maintain
their product quality which may
helps in improving overall
performance level at market place.
Furthermore, ALDI having barcodes
In this LIDL also define their
effective process within their
operational activities in which
they easily serve their services
to its customers. But on the
other side as compare to ALDI
they having less effective
techniques with their process
which many reduce their
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which helps in fast billing. It
directly contribute in enhancing
profitability level of the company.
profitability level at market
place (Ogunmokun and Tang,
2012).
Physical evidence As ALDI operate their business
globally in which they renowned for
their simplest business in market
place. It is identify as an essential
element of marketing mix which is
important for the organisation to
provide friendly and effective
environment to their customers.
They renders 30% of cheaper goods
and maintain their prices. So it is
beneficial for the company to attract
large number of the customers
towards business products and
services.
On the other side, LIDL also
operate their business in retail
industry in which they also
serve their services at global
level. But on the other side,
some time they fails in
providing better environment
which negatively affect on
customers mind. It reduce
profitability level of the
company at market place. For
improving this they should be
establish friendly environment
for their customers so that they
consume it services for their
getting better satisfaction.
TASK 3
P4 Marketing plan for ALDI
Marketing plan is one of the important document which used by every business
organization to evaluate their overall performance level at market place. This is prepare by top
level management in which all the activities is set in effective manner. Basically it consider as an
effective path. With the help of this, manager of the company easily execute entire activities in
order to attaining positive outcomes (Papasolomou and Melanthiou, 2012). It also helps in
utilizing all the available resources in appropriate manner. In context of ALDI, it is important for
manager to include all the aspects before making marketing place which contribute in attaining
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set goals and objectives in appropriate time frame. Thus, marketing plan of company cover
following activities:
Overview of the company: It is retail organisation which provides their products and services in
all over the world. There are large number of stores are operated in more than 20 countries. The
revenue which is earned by organisation from their business functions is 50 billion. It offers
household products to their customers as per their preferences.
Mission of ALDI: It is important for business organization to set their mission which mat helps
in improving their profitability level at market place (Perreault, 2010). In this, ALDI offer better
services to its customers at affordable cost. By this they enhance their profitability level at
market place.
Vision of ALDI: To be number one in grocery sector is main vision of ALDI. For this company
serve variety of products and services to its customers.
SWOT analysis:
Strengths Weaknesses
 ALDI having positive brand image at
market and it is biggest strength.
 They serve variety of products and
services its customers.
 Higher competition at market place is
biggest weaknesses.
 Some time products of ALDI are prefer
low quality due to its less prices.
Opportunities Threats
 They expand their business activities in
various location in which they
accomplish their competitive place at
market place.
 They also wants to use effective
promotional activities to invite larger
number of customers towards its
products.
 Number of competitors are also create
problems within their profitability
level.
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