Marketing Essentials Report: Marketing Plan and Analysis for ALDI

This report delves into the marketing essentials, focusing on the application of marketing principles within the context of ALDI, a global discount supermarket chain. The report begins with an introduction to marketing and its significance for businesses, followed by an examination of the core roles and responsibilities of the marketing function, including product development, pricing strategies, selling processes, promotional activities, management information systems, financial considerations, and distribution channels. The report then explores the relationship between the marketing function and other organizational functions such as operations, finance, human resources, research and development, sales, and IT. The report also analyzes how various enterprises apply the elements of the marketing mix (product, price, place, promotion). Finally, the report provides a detailed marketing plan specifically tailored for ALDI, incorporating the SOSTAC framework and considering both business-to-business and business-to-consumer aspects. The report concludes by summarizing the key findings and insights regarding ALDI's marketing strategies.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1. Roles and responsibilities of marketing function.............................................................1
P2 Relation of roles and responsibilities of marketing with other organisational functions'. 3
TASK 2 ...........................................................................................................................................4
P3 Application of marketing mix by difference enterprise...................................................4
TASK 3 ...........................................................................................................................................8
P4 Marketing plan for ALDI.................................................................................................8
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is one of the important activities for any enterprise. It is the process of using a
mix of communication tools in an effective way for attracting a large number of customers. This
provides a platform to the firm for communicating with mass audience about company's products
and its features (Baker and et. al., 2016). It is used by various organisations for creating demand
of its product in the market and to capture a large market share than its rivals. Marketing is not
just mere selling of firm's offering but it is the process of identifying various needs of customers,
doing research and providing specific features for satisfying them in an effective way. ALDI
which is one of the leading global brands having large number of discounted supermarkets is
chosen in this report. Firm starts its operations in the year 1913. At present, it deliver services to
its customers through more than 2500 stores in more than 35 countries. Basic roles and
responsibilities of marketing function of a firm are detailed here. The way in which activities of
marketing department relate with other organisational function are also mentioned in this study.
Along with this, the way various enterprises can apply all basic elements of marketing mix for
achieving end results is also detailed.
TASK 1
P1. Roles and responsibilities of marketing function
Marketing is one of the essential functions of every firm as it includes various activities
of promoting the firm's offering and influence large number of public for buying the same. One
of the main responsibilities of marketing function is to create demand for company's product
among large number of individuals. Various promotional tools can be used by the marketing
manager for this. One of the main roles of marketing manager is to properly utilise all resources
and funds of firm for effectively communicating with variety of customers (Berkowitz, 2016).
Other than this, main roles and responsibilities of marketing function of ALDI can be understood
by the following points: Product: Product is the final offering of firm to its large number of customers. Main
offering of organisation should be well featured so that various needs and wants of
different customers can be satisfied. It comes under the responsibility of marketing
department of firm to execute various research activities, collect relevant information
about the tastes of individuals and then add that special feature in the product for
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satisfying their wants. Featured and quality products attract a large number of customers
and help the firm in capturing a great market share than its rivals. Same should be done
by the marketing manager of ALDI so that firm can make featured goods for its
customers. Price: Price is that monetary amount that is charged by firms from its customers in
exchange of the product. Setting a right and optimum price for product is one of the main
roles of marketing manager of firm (Brassington and Pettitt, 2013). As in today's business
environment substitutes of all products are available in the market, in this situation, it is
necessary for ALDI to set an optimum price for its products so that large number of
customers can be influenced and at the same time, firm can earn higher profits. Selling: Selling is the process of final transaction of products to customers in exchange of
amount. In case of this, it comes under the responsibility of marketing manager to make
this process more convenient for customers. In this, it is the responsibility of marketing
manager of ALDI to deliver products to nearest store of customers so that they can easily
purchase the product. Promotion: Promotion includes all activities of using various communication tools to
deliver information about the firm's offering to a large number of customers. Manager of
marketing department of ALDI can do the same for attracting mass public and earn
higher profits. It is one of the main processes of every firm as this delivers relevant
information of company to customers. Management information system: Conducting research is one of the main and important
activities of marketing department. While conducting research, firm collects relevant
information regarding the habits and tastes of firm. Along with this, current trends ofthe
market (Brooks and Simkin, 2012). All this collected data guide the top manager of firm
in taking important decisions so that same can be done by the managers of ALDI for
planning their future activities. Financing: Funds are essential for executing various activities of business as without
having the same, marketing manager of ALDI cannot achieve its objectives. Absence of
funds stops various activities of organisation and hampers the quality of final product.
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 Distribution: Choosing time and cost effective distribution channel is one of the main
responsibilities of marketing manager. By doing this, manager of ALDI can save the
funds of enterprise and cost effective channels decrease the cost of final product.
All these are the main roles and responsibilities of marketing function (Caragher, 2016).
Carry out research in order to identify the needs and requirements is also comes under the
responsibility of marketing department. This help firm in better satisfy the needs of its customers
and help in remain competitive. Further, examine the actions and strategies adopt by rivals is
also come under responsibility of marketing manager as this help firm in take better and
effective actions.
Further, execute innovation at workplace is known as one of the most important
role of marketing department. When an enterprise offer something new and effective to its
customers on continuous basis then this help firm in retain customers for a long time period. It is
very important for an enterprise to make its customers aware about its products and services and
for this it comes under the responsibility of marketing department to use right and effective
channels of communication. Satisfy the needs of customers is not the only important function
perform by marketing department. Create and maintain good relations with customers is also
come under the responsibility of marketing department. In addition to this, marketing department
of firm is the one which set final price of product and help firm ion maintain level of its profits.
By executing all operations or activities in an effective way, manager of ALDI
can attract a large number of customers towards the firm's product.
P2 Relation of roles and responsibilities of marketing with other organisational functions'
Marketing is a broad concept as it includes all activities form identifying the needs of the
customers to delver them the same by adding specific features in the product. Various activities
of marketing department affect the other operations of firm (Wirtz, 2012). By understanding this
fact managers of ALDI can better execute other activities. Better understanding of marketing
activities and its relationship with other operation can be understood by the following points: Marketing department with operation function: Coordination among the various
activities of marketing department with the different activities of operation department is
required in every enterprise for successfully achieving end results. Operation department
is the department which undertake the production process and make final products for
large number of customers and on the other hand marketing department conduct research
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for identifying the needs of customers. By bring coordination among the activities of
these department ALDI can make specific or unique products for satisfying the needs of
large number of customers. Finance function with the marketing department: Finance department of the enterprise
identify the requirement of funds by various department and allot the same for executing
number of operations. Budgets for whole firm is made by the finance department and
than funds are allotted. There should be a coordination among the marketing activities
and functions of finance department. So that proper funds can be allotted by the finance
manager to the marketing manager so that marketing department can execute all its
activities. Marketing department with human resource function: It is essential for a manager of
marketing to cooperate with the activities of human resource department. Employees are
the valuable asset of an enterprise and are the one who make final products for large
number of customers (Spillan, 2010). So proper training should be provide to workers so
that they make products according the new technology and as per the changing wants of
the customers. By bring coordination among these activities ALDI can make or develop
new products for large number of customers. Marketing department with research and development function: Main activity of
research and development department is to collect information by conducting various
kind of research activities (Rowley, 2016). After that research department provide
guidance to marketing department about the current trends which assist marketing
department in doing necessary changes in various activities. Sales and marketing function: Marketing department support sales department by
promoting the features of firm's product which increase the sale of firm's offering.
Overall various functions of marketing department increase the profits or efficiency of
sales department.
 Marketing function with IT department: Manger of marketing department use various
type of technologies for storing the data collected from various activities. Various tools
and updated technology provide opportunities to the manager for doing online promotion
of the company's product. Managers of ALDI can use various the technology for online
promoting the product and for increase the overall sales of the product.
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So marketing is a broad concept and its activities are related with various other functions
of organisations (Pike, 2015). For capturing a large market share and for increasing the
efficiency of marketing activities it is very necessary for the managers of ALDI to understand the
relationship of various marketing activities with other operations of firm.
PR Smith SOSTAC framework given below:
Situational analysis- Under this, manager of ALDI company require to identify it current
position at market place., from this firm can gain the proper results in an effective manner. The
situation analysis of ALDI company shows that it has better market position in context to present
time period.
Objective- In order to execute process of marketing in successful manner, ALDI needs to
develop many objectives in support to business. The main objective of ALDI company is to
provide better quality of goods as well as services to consumers which can satisfy their needs in
effective or proper manner.
Strategic planning- It is necessary for firm to develop plan for future with the helps of effective
strategies so that outcomes will be better. It is an essential factor for ALDI which are providing
better quality of products to consumers.
Tactics- These are related to strategy details under which an appropriate examination of the
every technique and tool get prescribed. Tactics are helpful for all employees of ALDI firm to
perform their all responsibilities in proper manner.
Action- It is regarded as necessary thing to gaining success and achieving all aims and objectives
of company in an effective manner. It is necessary for manager of ALDI firm to define all
business tactics to staff members.
Control- Manager should control on each operation of ALDI company and know how to
manager them in a proper manner. It is necessary that there should be control of manager on each
action of staff member and focus on reducing wastage.
Business to business of Aldi
This includes about conduct market research which helps in identification of needs of customer's
and produce goods as per their preferences. This provides opportunity to the production
department to produce the goods on the basis of such market research and optimally utilise given
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resources. After such production needs to take support of whole sellers, retailer and suppliers to
provide their products to end customers. This helps to achieve their targets and attain competitive
advantage and large market share.
Business to consumer of ALDI
It is the responsibility of firm to provide better products to consumers at reasonable cost.
Manager should search suspect and then determine prospect for convert in to the buyers which
are ready to buy products.
TASK 2
P3 Application of marketing mix by difference enterprise
Marketing mix is a concept basically include four elements called product, price, place
and promotion. As time passes various authors add three more elements under this concept called
people, process and physical evidence. This concept is used by various enterprises for offering
their product to large number of customers and to to capture a large market share. This concept
used by different organisation for fulfilling their different kind of purpose. The reason behind
using this approach is different form organisation to organisation. Application of various
elements of marketing mix by different organisations can be understood by the following:
Basis ALDI LIDL
Product ALDI mad and deliver special quality
products to it customers. Manufactures of the
firm purchase quality raw material from
good suppliers in bulk quantity which
decrease the overall prices of the final
product. One of the main quality of ALDI
stores is that is deliver quality products at
discounted prices. Firm maintain quality and
fresh stock of fruits , vegetables , electronic
and households products which attract large
number of customers towards the ADLI
stores (Papasolomou and Melanthiou, 2012).
LIDL is one of the strongest brand
which sale various quality products
under various sub brands. Firm
deliver its products and services
through various chain of
supermarkets. But sometimes
customers perceive the quality of
products low because of its low
prices.
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Price Quality products at affordable or low prices
is one of the main strength of ALDI stores.
Firm apply or use unit pricing strategy for its
various products. One of the main reason
behind the low prices of ALDI products is
that firm purchase raw materials in bulk
which decrease the cost of final product.
Firm set low prices of new product for
getting its acceptability in large number of
public. Lower prices of non food items
attract large number of customers towards
the ALDI stores.
Pricing strategy use by the firm
serve a competitive advantage to the
whole organisation. LIDL set low
price for the products and deliver
value for money to its customers
and satisfy their needs in a better
way.
Place Today ALDI has more than 8000 stores in
more than 18 countries which create large
number of revenues every year. Store layout
of ALDI is simple which help customers in
finding the products easily and increase their
convenience level. Company purchase raw
material in bulk and tore it in a warehouse
which helps in maintain the quality of the
products at the same time decrease the
overall cost. Company work on the principle
of minimum wastage and use an
environmental friendly technique for making
the products. Along with this ALDI promote
its products on online which gives
opportunity to customers to buy the product
and check the features of the product before
the final buying take place.
LIDL has many stores in UK and
Europe. Firm use different
distribution channels to make the
product available to the customers.
Company use an effective software
which helps in checking the stock of
raw materials.
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Promotion At present firm use an time or cost effective
channel of distribution. Managers use a mix
of communication tools for communicating
with customers. Firm deliver message to its
customers through the use of direct mail or
newspapers.
One of the main concept used by the
LIDL is that firm does not much
believe in using the mix of various
communication channels. Firm think
that pricing strategies or low price
of the products are enough for
attracting large number of
customers. That's why firm did not
give much focus on promotion of
its products.
People Workers of ALDI are not much skilled that's
why employees fails to give
recommendation to customers during their
purchasing process. ALDI stores fails to
provide or deliver better quality services to
its customers than its rivals. As layout of
ALDI stores is very simple which reduce the
requirement of man power needed at every
floor. ALDI should focus to provide training
to its workers for enhancing their skills and
to add more convenience to the purchase
experience of customers.
Employees of LIDL are more skilled
when compare which the workers of
ALDI. Manager of LIDL conduct
training programmes for its workers
for enhancing their skills and pay
more to its workers for performing
complex tasks at workplace.
Workers are able to provide full
shopping experience to its
customers.
Process Process of purchasing the ALDI product is
very easy as the layout of ALDI stores is
simple and effective. This not only increase
the convenience of individual but also reduce
the manpower needed. Firm deals in only
quality products and do efforts for
eliminating the confusion from mind of
customers at the time purchasing.
LIDL use and effective or simple
process of selling products which
reduce the involvement of
customers in the overall process.
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Physical
Evidence
ALDI use global pricing strategy and use
and standard method or process for making
final products for large number of customers.
Firm sell 80% its own product under its
stores and 20% other branded products.
LIDL adopt a traditional approach
of selling the products in the super
market (Ogunmokun and Tang,
2012). Firm use different type of
colours which helps customers in
recognise the products they need
and reduce or save their time.
One of the main benefit of effectively applying the various elements of marketing mix is
that it helps an enterprise in achieving success in an effective way. It guides the manager in
adding specific featured in the overall product so that different needs and wants of various
customers can be satisfy with one single product. It guides firm in setting an optimum price for
its product for generating large amount of profits and and at the same time to deliver value to the
customers for the price they pay. By using this ALDI can use an effective distribution channel
for delivering its products to the final customers. It assist marketing manager in effectively using
all communication channel so that maximum customers can be influenced towards the firm's
product. It helps in making the process of buying goods easy for customers so they can be
influenced for repeat purchase (Ogunmokun and Tang, 2012). So by using this concept in an
effective way ALDI can capture a larger market share than its competitors and can deliver
quality products at affordable prices to large number of customers.
TASK 3
P4 Marketing plan for ALDI
Marketing plan is a written document including all the future marketing activities of a
firm for achieving the end results. All necessary steps are included in this plan. Description of
current marketing position of firm is involve under this application of various elements of
marketing mix or various promotional tools by the firm all are included under this. Every firm
make or create a marketing plan for increasing the sale of its products. But before deciding all
the activities of marketing or before final designing a marketing plan it is very necessary for the
manager of marketing department to first collect all the relevant information form various
sources (Nguyen and Simkin, 2012). It is very essential that manager of marketing department of
ALDI should have detailed information about the vision, mission, goals and objectives of the
firm as all these affect the various activities of enterprise.
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Vision of ALDI
Vision of ALDI is to be number one retailer in the grocery industry by delivering quality
products at lower prices.
Mission of ALDI
Mission of ALDI is to deliver quality products to its customers at affordable prices.
After collecting information about the vision and mission of the firm it is very necessary
for the manager of marketing department to have detail knowledge about the Strengths,
weakness, opportunities and threats for the firm and for this SWOT analysis of form can be done.
SWOT analysis of ALDI
Strengths
Strengths are the special quality of a firm, which make its different or unique form its
competitors and make organisation able to capture a larger market share. Quality grocery
products at lower price is on of the biggest strength of ALDI. At present firm is operating in
more than 15 countries and have more than 2500 stores which increase the global presence of the
firm (Mihart, 2012). Loyalty of customers and strong management in all stores is one of the
strength of ALDI. Business operations in various countries help firm in achieving economy of
scale.
Weakness
Global presence of ALDI is not effective as compared to its rivals and sometimes
customers perceive the quality of ALDI products low because of it cheap price. Firm fail to get
effective presence on online and still the organisation is small as compared to other big brands.
Along with this customer service and cost structure of the firm is not much impressing.
Opportunities
Countries having developing economy like Africa and Asia are one of the biggest
opportunity for the ALDI. Firm can expand its operations in these countries and can generate
more revenues. Firm can invest its funds in activities like advertising for attracting alarge
number of customers (Malhotra, Birks and Wills, 2013). Along with this concept of online
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