ALDI Marketing Analysis: Roles, Responsibilities, and Mix

This report provides a comprehensive analysis of ALDI's marketing strategies, focusing on key roles and responsibilities within the marketing function. It examines the importance of marketing research, promotion, distribution, and information management in ALDI's operations. The report explores how marketing integrates with other organizational departments, including finance, R&D, HR, customer service, sales, and information and communication. Furthermore, it includes a comparative analysis of ALDI's and LIDL's marketing mix, detailing the 7Ps: product, price, place, promotion, people, physical evidence, and process. The report also outlines the elements of ALDI's marketing plan, contributing to the company's goal achievement. This assignment offers valuable insights into ALDI's approach to market analysis and how it maintains its competitive advantage in the retail sector.

Marketing Essentials

INTRODUCTION
Marketing is an vital process for each and every firm to selling and buying goods and
services. Basically it is an effective tools which include customers demand, understand market
place and many more which leads in increase the customers consciousness towards company
products (Jones and Rowley, 2011). By this, organisation can attract more customers by
providing them better quality services. It assist in getting competitive benefits in appropriate
manner. By using marketing tool firm exchange better relation with their customers by providing
them better services. One of the main advantage of marketing is that company easily enhance
their performance level and at the same they also increase their production process at market
place. Current assignment is discussed about ALDI, which is one of the famous retail firm. They
provide household products to their needs and wants. Additionally, some roles and
responsibilities of marketing are evaluated under this report. Along with this, marketing mix is
considered by company which is beneficial for them to increase their sales and profitability
margins. Lastly, marketing plan also takes place in this assignment which leads company in
attaining their set goals and objectives.
TASK 1
P1 Key roles and responsibilities of the marketing function
In today's time marketing is an important tool and technique in which company earn
larger profitability in an effectual manner. By this firm easily attain set end targets and
objectives. Along with this, marketing helps in communicating with customers by providing
better entire information about the company and its products (Papasolomou and Melanthiou,
2012). By using this tool manager of ALDI maintain better relation with this customers by
providing them quality services. Along with this, it firm use effective marketing strategy then
they easily attain high growth at market place. It aid in boost brand image of the company at
market place. Furthermore, the main objective of marketing is to increase sales and level of
production by providing different varieties of products to its customers. The concept of
marketing is also beneficial for ADLI as it helps to attain goals of company in gain competitive
advantage at marketplace. In addition to this, there are some roles and responsibilities of
marketing function considered by ALDI which aid them in improving the overall performance of
company. All these roles are as follows:
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 Marketing research: This is one of an important role of marketing for business
organization to evaluate relevant information of customers and market place. By this
manager easily determine their demand towards company products and services (Baker
and Magnini, 2016). Marketing research play important role in making an effective
marking plan which helps in achieving set goals and objectives in suitable manner. The
main focus of undertaking marketing research is to assess as well as find out the potential
clients. By this, company can easily make and allure more customers to buy products and
services to satisfy their needs. In this context, ALDI also considers and do marketing
research in order to determine market trends and competitiveness in market which help
company to serve their services in effective manner and attain better response by their
customers at market place. Promotion: It is important and prime function of marketing which aid in increasing
customers awareness towards company services. By using this function ALDI easily
increase curiosity in customers mind about the products. It helps in increasing positive
image at market which contribute in enhancing the overall sale of the company at market
place. One of the main advantage of using promotional activities is to enhance sale of
company and also attain better profitability level at market (Hauer, 2011). Distribution: It play important role in function of marketing through which company
serve their services. For attaining better results it is crucial for firm to use effective
strategy to improve their customers demand. In this manager have to use effective
distribution channels to invite larger number of customers. By this ALDI maintain their
profitability level at market place and also enhance their sales. Marketing information management: The another essential function of marketing used
by company is marketing information management . This helps organisation to manage
their entire information and operations in a systematic manner. This assist company to
accomplish their set goals and objectives in allotted time frame. (Nguyen and Simkin,
2012). The main objective of MIS is to gather data and data towards market trends and
customers also. By this ALDI, easily enhance their overall sales volume in most
appropriate manner. Product and service management: This function is also important for business
organization to manage entire activities of marketing department. With this assistance,
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manager can easily manage their production system and operational activities in
systematic manner. In absence of this function company fails in adding features in their
products. Basically it include, designing and developing products concepts or methods
which helps company in increasing their sales. (Pappas, 2017). Pricing: The another foremost function for business organization and its marketing
department to set right price of the products. If ALDI set their product price right then
they easily increase overall sale of the company. By this, more customers are attracted
towards the company products. It results in increasing overall sale of the organisation at
marketplace. Information and communication: This is important for company to make effective
communication with their stakeholders to attain better satisfaction level. Because it help
marketing department to understanding customers demand and preference in effective
way. One of the important benefit of this function is to increase loyal customers towards
the company.
 Establishing coordination: Effective coordination among all the department is important
for ALDI because it helps in introducing products in market in effective manner. Along
with this, better communication and medium manager easily set proper coordination and
attain competitive advantage in market place (Griffitts, 2016).
All these roles and responsibilities of marketing function help ALDI to attain set goals
and objectives. It leads company in promoting goods at marketplace which results in attaining
better success. In addition to this, it assists ALDI capture larger market share from its
competitors.
P2 Roles and responsibilities of the marketing related to organizational context
Marketing is termed as an important aspect for every business organisation to attain
better success at market place. In this, different departments of company also plays a vital role
and perform responsibilities in evaluating business operation in an effective manner. In order to
get best outcomes it is important for manager of company to provide training session to its
employees properly. In addition to this, marketing functions also plays a dominant roles and
responsibilities in ALDI. In this, the company has segmented its operations in different
departments. For example, production of goods will be processed in production department and
selling of products will be in hands of sales section etc. In this way, company easily execute all
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activities and operations to get positive outcomes in systematic manner. In addition to this, there
are some roles and responsibilities of marketing which are interlinked with other departments of
the company (Desai, 2013). All these are as follows: Finance department: This is main and crucial section for business organization in which
manager have to make effective financial strategy which helps in maintaining effective
budget in systematic way. Enough finance is foremost component for organization to
implement their activities which leads in attaining competitive edge in systematic
manner. Thus, it is important for marketing team to provide adequate data and
information to financial department in which they make an effective budget which define
entire information (Hsu, 2011). Along with this, they also maintaining better
promotional campaign which aid in inviting larger number of customers and provide
them better services. Research and development department: It is important for ALDI to develop specific
team by which they can easily assess customers needs and demand. The R&D department
generate information from market about taste and preferences of their customers. By this
marketing team easily serve their services as per customers needs and attain their higher
satisfaction level. Along with this, ALDI easily reduce their operational cost by gathering
relevant information towards the marketing trends. It aid in attaining competitive
advantage in most effective manner. Human resource department: HR department play crucial role in managing entire
activities of the company in systematic way. In this marketing department work with
human resource department to hire capable worker who are able to communicate with
their customers and understand their needs (Khan and Adil, 2013). In context of ALDI,
they serve better quality of products to their customers in order to get their better
satisfaction level and also retain them for long time of period. Customers services: Satisfy and happy customers are important for company to attain
competitive advantage in effective manner. For attaining advantage and grab more
customers it is essential for ALDI to provide best quality products to their potential
customers. In this, the department of customer service play significant role in resolving
all the issues and queries of the services users to make them satisfy towards the company
and its products. In context of ALDI, company invite larger customers by providing them
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better services. For example, ALDI use effective marketing method to resolve entire
issues in effective manner. Sales and Distribution department: It is also a crucial department for business
organization which helps them to enhance overall sale and revenues.(Mueller, Rand et.
al., 2015). In this, marketing team helps sales section by providing them information
about which product is most preferred by consumers at marketplace. This helps sales
department in distributing products according to needs or wants of customers. By this,
consumers can easily attain their goals and increases their profitability level. Along with
this, marketing department of ALDI also workers with distribution department in which
they easily serve their quality services to customers in effective time frame which helps
in getting their higher satisfaction level.
 Information and communication department: It is important for marketing department
to work with another information division in order to collect as well as gather relevant
information about the customers and their demand (Urbina, 2014). In this process
marketing team use effective IT tools and methods determine issues and find appropriate
solution because at the time of promotion activity company face various issues. By this,
ALDI can easily promote their products or services at marketplace among consumers. In
this regard, the main function of this department is to maintain entire data and
information of the market which leads in influencing the customers towards its products
and services.
All these are important for ALDI to make their effective process which leads in attaining better
results and also improve their performance level at market place.
TASK 2
P3 Comparison of marketing-mix between ALDI and LIDL
Marketing mix is a method which helps company effective in increasing their sales and
accomplishing goals in allotted time frame. By this firm easily enhance their performance level
and attain competitive pace at market place. Every business organization use this concept of
marketing mix in order to invite larger number of customers (Aschengrau and Seage, 2013). The
main aim of marketing mix is to identify position of brand at market place from their
competitors. Along with this, ALDI also considers marketing mix which helps them to enhance
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their overall sales and allure more consumers towards them. The concept of marketing mix
involves 7Ps such as, Product, price, place, promotion, people, physical evidence and process.
These elements helps company to make their the customers base strong and also spreads
awareness about products of company at market place. In this regard, marketing mix of ALDI is
as follows:
Basis ALDI LIDL
Product Products are important for ALDI
to attain better results at market
place. In this ALDI offer variety
of products to its customers as
per their demands which helps in
satisfying their needs in most
effective manner. They serve
household products to their
customers to attain money for
the users which directly
contribute in increasing overall
profitability.
In context of LIDL, they offer
quality service to its customers and
set their strong brand image at
market place. In this company
offer variety of services form their
supermarkets in different areas.
Price ALDI serve better products with
unique features and with
affordable price to its customers.
With the help of this company
easily attain their set goals and
capture larger market share form
its rivals.
LIDL use unique price strategy to
invite as well as attract larger
number of customers towards their
products and services which helps
in attaining competitive advantage
in effective manner. Along with
this, company offer unique
products at minimum cost which
help them in retaining customers
for long period of time.
Place In recent time, ALDI serve their
services to its customers through
LIDL offer quality as well as
variety of products by various
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various stores in different
locations. They operate their
operational activities more than
15 countries. Along with this,
company use effective layout of
stores which invite larger
customers and use quality
services as per their choice. With
the help of this customers get
more satisfied.
stores. In this they use effective
distribution channels in which they
make quality products available to
nearest store of the users so that
customers easily use company
services (Chisholm-Burns,
Vaillancourt and Shepherd, 2012).
Promotion ALDI use different type of
communication resources in
which they easily make aware
the customers towards the
products and service (Kennedy
and Parsons, 2014). Along with
this, mail, newspapers and so on
used by ALDI to communicate
with their customers by sending
then relevant information about
their products and services
which helps them in creating
customers base within their
organization.
LIDL use effective promotional
channels in which they set their
price is low to attract larger
number of customers which aid in
attaining better results in
appropriate manner. So that
company do not uses different sort
of promotional activities.
People Employees are the important
aspect for business organization.
In this ALDI provide better
training and development
programs to their staff members
in order to enhance their skills in
LIDL worker are able to attend
heir customers and understand
their needs. By this they
effectively improve their services
and increase customers base by
providing them better services as
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which they easily understand
customers needs in order to
provide them better services.
per their needs.
Process ALDI manager put their best
efforts to make their stores
attractive which helps in making
an effective process of
purchasing. It helps in
determining more convenient in
which customers easily buy
products and services.
Effective process used by the
LIDL in which they reduce their
employees involvement in
effective manner. By this company
increase overall sale of the
company at market place.
Physical evidence ALDI use effective process in
which company set their outlets
in most effective manner by this
company invite large number of
customers which leads ion
increase the overall performance
of the company.
LIDL use traditional outlets in
which they make their product
available to final customers. For
inviting more and more customers
they set heir outlets more attractive
which influence their users in
effective manner.
All these are important elements which helps in achieving set goals and objectives in
appropriate time frame and also enhance their productivity level.
TASK 3
P4 Marketing plan of ALDI
Marketing plan refers to a overall business plan which includes marketing strategy and
tactics. This is an important document which every company considers before taking any action.
This plan helps company to develop products and services that meets their business goals or
targets in allotted time frame. The manager of company prepares marketing plan to evaluate
future marketing activities and operations. (Jones and Rowley, 2011). By this, company can
easily generate more revenues and increase their sales. Along with this, it define marketing
position of the company. This also assist company to formulate plans of business organization to
execute entire promotional activities which leads in increasing overall sale of the firm. Along
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with this, it is also significant for manager of company to collect all the relevant information
before creating an effective marketing plan. In addition to this, to make an effective marketing
plan it is important for manager of ALDI to consider all the information which are as follows:
Overview of the company: ALDI is a common brand of two German companies of
discount supermarket chains. The company deals in retail sector and provides various products
such as, food, beverage, household products and many more. It operates its business in UK by
Karl Albrecht and Theo Albrecht. There are more than 10000 stores operated by company in
approx 20 countries. In ALDI, approximately 104400 employees are there which are performing
their activities. The company serve superior quality products to its customers at affordable rates
to satisfy them from all aspects. The main purpose of organization is to fulfil demands of
consumers’ with aim of increasing their sales.(Papasolomou and Melanthiou, 2012).
Mission of the company: The mission of ALDI is to produce more goods or products by
reducing wastage. Their mission is to produce products utilising all resources properly and which
fulfils consumers’ demands.
Vision of the company: The vision of ALDI is to become a renowned brand of UK
which provides top quality products in incredibly low and affordable prices.
SWOT analysis of ALDI:
Strengths: The strength of the ALDI is low pricing strategy and position of their brand
image at market place. This helps company to gain competitive advantage and enhance their
profitability level. ALDI offers better quality products and services at affordable cost to its
customers which is a positive aspect by which company attain better satisfaction level (Baker
and Magnini, 2016).. Along with this, strong management of its stores is also their strength in
which they easily deliver quality products in less time period. Furthermore, effective global
distribution of company is also helps in reducing the overall cost of company in appropriate
manner.
Weaknesses: The main and biggest weakness of ALDI is that they deal at global level in
which number of rivals are there to compete them. They fails in creating customers due to less
diversification of the products. Along with this, online presence is also weak in which they fails
in improving their brand image at market place. Further, cost structure of the company is also not
good which create problems in promoting their services in front of customers (Hauer, 2011).
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Opportunities: ALDI can expand their business activities in various development
countries by delivering their quality services like Asia and Africa. Along with this, company
enhance their increase their customers and also capture larger market share. Further, manager
invest their financial funds in promotional activities to advertise their products and spread
awareness among consumers about products.
Threats: Various number of rivals in market is biggest threats for ALDI in which they
fails in inviting customers due to their less shopping experience. Along with this, variation in
customers needs and instability in government rules in also create negative impact on company
performance (Nguyen and Simkin, 2012).
External analysis: This type of analysis are uncontrollable by the company which
directly affect on productivity level. Thus, it is essential for manager to evaluate all external
factors effectively. By this, company enhance their performance as well as production level and
can reduce negative impacts from operations. Basically it is related with external factors which
exist in outside of the company. For attaining better results manager have to effectively assess
the political, economical, social and technological factors in order to manage their performance
level at market place (Pappas, 2017).
Objectives: The main objectives of ALDI is to provide quality services to its customers at
affordable rates to fulfil all needs and demands. . For this, company put their strong efforts in
their production line in order to retain customers for long time period.
Segmentation: Under this process manager of the company set segment in whole
population by diving various groups. The main aim of ALDI is to cover all the customers to buy
the products and services at affordable cost.
Targeting: In this, ALDI target those customers and target who are interested in buying
household products. By this they easily satisfy their needs and demand in most effective manner
and capture larger market share.
Positioning: In this, ALDI has their strong brand image as well as position in Germany.
For attaining better success they do continuous efforts and offer superior quality products to
maintain their image in market among consumers. (Griffitts, 2016).
Marketing mix: This is also an important strategy which helps business enterprise to improve
level of performance at market place. This is beneficial for company to gain competitive
advantage and growth at the same time. It can be understood by some elements are as follows:
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