Marketing Essentials Report: ALDI's Marketing Strategies Analysis

This report examines the marketing strategies of ALDI, a major player in the supermarket sector, focusing on the key roles and responsibilities of its marketing department. It begins with an introduction to the marketing process, including mission identification, situational analysis, setting marketing objectives, strategy implementation, and evaluation with feedback mechanisms. The report then delves into the specific roles of a marketing manager at ALDI, such as defining and managing the brand, conducting campaign management, producing marketing materials, managing social media, and overseeing product evaluation and launches. Furthermore, it explores the interrelation of the marketing department with other functional departments like human resources, finance, operations, production, customer service, and sales. The report also highlights the importance of marketing for ALDI, emphasizing brand awareness, product innovation, effective communication, relationship building, competitive analysis, and maintaining goodwill. Finally, it analyzes ALDI's marketing mix using the 7Ps framework: product, place, price, promotion, people, process, and physical evidence, to achieve its business objectives. The report emphasizes the need for ALDI to adapt to market changes and consumer needs to maintain its competitive edge and brand image.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
P1. Role of marketing.............................................................................................................1
P2 INTERRELATION WITH VARIOUS FUNCTIONAL DEPARTMENTS....................3
P3 Marketing mix (7Ps) to achieve overall business objectives............................................4
P4 Develop and evaluate a basic marketing plan...................................................................7
CONCLUSION................................................................................................................................9

INTRODUCTION
Marketing is the department which deals with consumer and its aim to give knowledge
about product and services. There is increasing role of marketing department to make profits
achievable. There are factors which are making changes in plans and policies then it must be
communicated to consumers (Baker and et. al., 2016). This is done by marketing manager. This
department is attached with various other departments, so it is essential to keep eyes on actions
of association. This report is based on ALDI which is one of the big name in super market sector.
This is combination of two discount retail stores. There are 10000 stores of ALDI in all over 20
countries. In this report there is discussion about marketing process, marketing mix, relations of
marketing department with other departments and marketing plans. There are some roles and
responsibilities of roles and responsibilities of marketing manager, importance of marketing
department, etc. are discussed in this report.
TASK
To: Marketing manager, ALDI
From: Assistant Marketing manager, ALDI
Subject: Key Roles and responsibilities of a marketing Department
Date: 13/06/2018
P1. Role of marketing
MARKETING PROCESS
Marketing is the process which has to be performed in effective and efficient way
through which company can make changes in their plans and policies. There are various factors
which has to be considered by mangers to know improvement area. In ALDI there are various
departments which are working to know what can be done through which they can alter policies
and provide more satisfaction. Marketing process followed by ALDI is as under-
Mission identification- This is the primary step which has to be performed by managers
so all other actions can be done in efficient way. There are vision and mission which talks about
actual aim of association. In case of ALDI they have to make their best in retail sector by
providing satisfaction,. So in this case manger ha to work to achieve it.
Situational Analysis- There are various situations which arise in association. There is
difference in perception of workers so there is difference in way they handle it. So it is important
to know what can be done through which they can perform business objectives in efficient way.
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While making changes, it is essential that company has to make alterations in their actions
(Bastable, 2016).
Marketing objectives- After analysing situation, market has to be considered in business
operations. It is essential because ALDI has good image in market. This is factor which has
adverse effect if not considered properly. Marketing demand will be known in this step and this
helps to grab opportunities present in market.
Strategy Implementation- Strategy will be make after knowing market demand. There is
requirement of policies which has to be considered. Strategies must be implemented properly and
actions must be performed in effective way. This step is operational where actions are taken to
achieve objectives (Berkowitz, 2016).
Evaluation and Feedback- This is the last step in which evaluation is done of actions
which are taken place. There are possibilities of negative as well as positive results, then
corrective measures must be taken.
ROLES AND RESPONSIBILITIES OF MARKETING MANAGER
Roles and responsibilities of marketing department are as under-
Defining and managing brand: ALDI has god brand which is effective for making
changes in industry. It is responsibility of marketing manager to take care of brand. They have to
define brand in front of society, so this helps to make good image.
Conducting campaign management for marketing initiative: There are many campaigns
which are required to be framed by marketing department of ALDI. As there are changes in their
products so it is necessary to conduct campaigns in effective way.
Producing marketing and promotional material: Marketing means to contact with
society and tell them about changes in product and services. They have to contact with
departments and then convey them to improve product and services.
Monitoring and managing Social media: Social media is the platform whicjh is
important for company to use them in effective and efficient way. They can contact to numerous
customers at a time. So marketing manager of ALDI has to monitor and manage social media
because it helps in increasing sales.
Supervision and co-ordination- There is requirement of guidance to workers, through
which they can perform business objectives effectively. Marketing manager has to work as per
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requirement of business goals. Guidance of worker is one of the important task which has to be
done by managers in making changes in their growth and development.
Evaluation of product- It is essential that company has to evaluate product which they
are services. This evaluation must be in terms of quality, trend, etc. this helps ALDI to make
improvement in their product and services. This helps to make good image in market and provide
products which are recent in trend. Evaluation product helps to make improvement in product of
ALDI.
Launching new product and services- There are many changes taking place in marketing
department,s so in this case association has to launch new product. This launching is done by
marketing department after proper analyse. This launch has to be promoted in market so
consumer can get chance to alter policies.
Creation of marketing plan- Marketing plan is one of the important task which is
performed by marketing department. There are factors which has to be considered while
performing operations. Creation of market plan means to analyse and this is effective for
performing business operations (Brychkov and et. al., 2017).
P2 INTERRELATION WITH VARIOUS FUNCTIONAL DEPARTMENTS
There are many departments working in ALDI to achieve targets. It is essential that
company has to make changes inn their plan and policies to attain targets. There is effective and
efficient role of marketing managers to make good image in market. As activities of ALDI is
increasing, role of marketing personnel is also increasing. This department is related to various
other sector in association. Inter- relation of marketing department in ALDI with various other
segment are as under-
Marketing and Human Resource- Marketing department has personnel which work to
attain goals. So human resource department has to make policies through which best and
appropriate candidate can be selected (Cabrera and Williams, 2014). There is requirement of
changes in policies which help association to get new ideas. It is essential that marketing
manager has to select candidate with is competent for the post.
Marketing and Finance- There is requirement of funds to perform policies in operational
manner. There are various factors which has to be considered and then select source which is
cheap and affordable for company. There are many sources through which company can achieve
targets and this helps to achieve profits and sales. Finance is the department which has to be
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considered by marketing, so appropriate source can be used through which they can make their
cos low and target more and more people.
Marketing and Operations- Operations department works to perform business activities
such as guiding customers, packaging, stock handling, etc. While marketing department delivers
information about product and services to society. Then it is effective because marketing
department tells about demand of customers so this helps to provide satisfaction to customers.
Marketing and production- In ALDI there is requirement of production department
which help to provide good products at appropriate time. There is requirement of raw material
source whose cost is low which makes profits effective. As in case of production they have to
perform business in way through production cost gets reduced.
Marketing and Customer service- Customer service is department which is directly
related to marketing. As in case Of ALDI there is feedback taken from customers to know about
service qualities of product. Then those feedback musty be considered and customer service
department take actions accordingly.
Marketing and sales- Marketing and sales are dependent departments. There are policies
which has to be considered by sales department of ALDI (Griffitts, 2016). As marketing manager
remains in contact of customer, they deliver information to society and then sales department
sale product. Sometimes when customer is satisfied then marketing manager can sell product to
consumer.
P3 Marketing mix (7Ps) to achieve overall business objectives
IMPORTANCE OF MARKETING
ALDI has good image in market, so they have to work as per customer need. There are
various changes which are taking place in business and this is effective for growth of business.
To apply changes which are significant for association can be applied by manager so they can
perform business activities in proper way (Hoeffler, Herzenstein and Ginzburg, 2015). Marketing
department has to alter department which are making changes in operations of changes. While
applying any change it is essential that organisation has to make strategies through which targets
can be achieved on time. Importance of marketing of ALDI is as under-
Creating awareness about brand: Marketing department works for providing knowledge
to society and this s effective for company to now what can be done through which they can
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apply to society. It is effective as this helps to use techniques through which they can use
effective techniques. If brand is famous then there will increment in sales and profits.
Product innovation- There are various products which are offered by ALDI, so they ave
to keep eyes on all products or services (Pappas, 2017). Marketing department deals with
customer and then this is effective for making changes in product. Through innovation ALDI can
compete with external factors.
Communication- There is requirement of proper communication through which company
can use effective techniques which are efficient for performing business operations. Marketing
personnel has to b in contact of various departments, so in this case they must communicate
effectively through which is effective for growth of association and actions can be performed in
efficient way.
Relationship building- Relations are the important component which help to make
business operations effective (Hoffman and Turley, 2015). It is important to work as per
requirement of society, to attain good image. There are many parties which are related to each
other, so marketing department makes good relations with external parties.
Competition- There is much competition in retail; sector. Main competitors of ALDI are-
Tesco, Waitrose, ASDA, LIDL, etc. so it is essential to frame policies which are current and
trendy. But at the same they have to select approach which are cost efficient.
Maintaining company's Goodwill- Goodwill of ALDI is good in market. This is because
marketing department has to adopt sources which are efficient for growth of company (Karasar
and Öztürk, 2014). Goodwill can be maintained when they take care of consumer need and
demand. There are various advertising approaches marketing manager has to be used in order to
convey what is demand of society and provide it.
MARKETING MIX
A in case of marketing, there are different techniques which are required to be taken to
achieve business goals,. It is essential that marketing manager has to analyse market properly
through which customer satisfaction is possible. Marketing mix is the technique which is
marketing operations can be done in efficient way (Mueller and et. al., 2015). Marketing
manager can perform marketing task through which they can attract more and more customer
which are efficient for association. Marketing mix is applied by manager to know what actions
can be effective to make marketing efficient.
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ALDI
Product: ALDI serves variety of product such as biscuits, Choco Rice, Little Journey,
etc. They have stock of high quality which helps to satisfaction of customer. These product are
up- to date which help company to compete.
Place: ALDI operates in various parts of company which is effective for creating
awareness about brands. This company operates in 20 countries such as UK, Ireland, Poland,
Portugal, etc. As there is difference in demand of customers because of taste, culture, etc. so it is
Important to analyse them and then take actions.
Price: Price is one of the main factor when managers wants to attract customer. Price of
product must be lower, so this helps to increase sales of company. Product can be lowered down
when marketing manager use resources which are cheap.
Promotion: ALDI use techniques such as brands, swap, save which helps to react
awareness in society about product and services. They use techniques which are cheap and
covers more people.
Process: ALDI use technique which is helps to provide satisfaction to society through
selecting delivery process simple. They use strategies which helps in exchanging goods
frequently, so this helps to improve good image.
Physical evidence: Physical evidence means environment within association. They do
not expand much on expensive advertisement but they use techniques which are important
making their outlets attractive from where goods can be collected on quick basis.
People: ALDI believes that employees are most important component which help them to
make good and long relation which are effective for growth of company. It is effective for
raising outlet and provide satisfaction to customers.
TESCO
Product: Tesco has good image in super retail market. In this case, they have to use
policies which are efficient for growth of company. Product are mainly effective for creating
knowledge to customer. When company is thinking to increase sales and profits for this they
have to make changes in their product regularly.
Place: Tesco has good image in market, so they have to work as per society to enhance
image. Marketing manager has to approach managers through which customer has loyalty factor
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in mind. While delivering product place has to be considered and loyalty will be created among
consumers.
Price: Price of product of Tesco is low as they have knowledge that consumer will be
part of company. Mangers of Tesco tries to company with strategies which keeps price low.
Tesco enjoys economies of scale.
Promotion: Tesco has their product at low cost, this is their one of the best Benedict.
Tesco has advertisement which focuses on quality products. They have promotion coupons,
season end sale, etc. They use strategy to promote new product such as ''Buy one get one free'',
''Half price'' these are effective in their growth.
Process: Process helps company to make availability of resources easy. There is
requirement of changes which has to be taken care of managers so they use techniques which are
efficient for growth of company. They use quick billing, training of employees, etc.
Physical evidence: Physical evidence are the source which are effective for company to
work as per change in business policies. These evidence are impatient for company to know
through which they can enhance image and this helps to satisfy customers. Online source,
website, etc. are source which is effective for physical evidence.
People: People are important source in marketing. There are many changes which has to
be taken by managers. There is need of candidates which help association to achieve targets.
There are many policies which are farmed by people associated with organisation such as
supplier, customer, etc.
P4 Develop and evaluate a basic marketing plan
Marketing plan is the technique which help people of association to know about changes
which are performed by the, there are some goals which has to be achieved by managers to
achieve business objectives. There is requirement of proper analysis which help them to provide
direction to workers. Through market plan workers are aware of their roles and responsibilities
and this helps to complete business activities in proper way (Kennedy and Parsons, 2014).
Market planning is futuristic planning performed by company to know what can be done which
help company ton achieve goals on time. Marketing plan of ALDI is as under-
OVERVIEW OF ALDI
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ALDI is combination of two discount supermarket stores in 20 countries with 10000
stores. This is the retail sector company and established in 1913. later on this organisation was
spit into two parts: Aldi Nord and Aldi Sud. In 2017, there are 1600 stores all over country.
MISSION
Mission of ALDI is that they must stand in ethical positions which helps them to make
good image in industry. Mission statement of ALDI is Spend a little, Live freely.
VISION
ALDI wants to expand business and this expansion must be according to which they have
to perform business objectives appropriately.
SMART OBJECTIVES
ALDI managers are thinking to work according to current market. This is effective for
making changes in working styles. Managers of ALDI are thinking to launch pick and drop
services for customers for their convenience within 2 months. SMART objectives are described
as under-
Specific- Above discussed targets are specific to perform and this helps to make changes
in working place. This helps to set objectives and achieve them.
Measurable- This services helps to increase sales , profits and production. This helps to
know targets are measurable.
Achievable- These targets are set by analysing market. These targets are achievable by
using targets.
Reliable- There is reliability in this targets, so this makes changes in working style.
Targets which are set and reliable and this helps to make good image in industry.
Time bound- This is one of the best of the best feature of SMART objectives which are
time specific and efforts are done to achieve targets on time. Time of this services is within 2
month.
SWOT ANALYSIS
STRENGTH
They have good image in market. They take
new changes which are effective in growth of
business. There are 2500 stores all over
company. They keep operating cost low.
WEAKNESSES
They have small outlet as compared to other
competitors. They have low and cheap quality
in some sector. This company does not have
global search.
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OPPORTUNITIES
They can plan good promotional events
through which they can fight competition.
They can expand their business in growing
economies such as- Africa, Asia, etc.
THREAT
They can renovate their outlets which help
them to attract more customers. Due to more
competition customer starts switching to other
brand due to new and trendy products.
COMPETITIVE ANALYSIS
As there are many competitors which are taking place in retail sector. As it is essential
that company has to perform business objectives so they have to analyse strategies of
competitors (Lane, 2016). Competitors of ALDI are- LIDL, Sainsbury, Tesco, ASDA, Waitrose,
etc.
STP Technique
This is the best technique which is used to divide customers and serve product
accordingly. It is important because it makes policies according to group of customer. STP can
be understood by following three techniques-
Segmentation- This is the factors which creates group in consumers. This helps manager
to show product by knowing in which criteria he/ she lies. N the basis of income, age, gender,
geographical background, etc. customers are segmented.
Targeting- In targeting, products are delivered as per demand of customers. As managers
of ALDI is thinking to launch services of pick and drop, so this is beneficial for old age people.
Positioning- As there are any brand in retail sector, so it is important to serve something
special which is not so common. So ALDI can promote their brand and gets edge over others.
MARKETING BUDGET
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 55000 34500 42500 45600 36100
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Investment 21500 16000 15000 17000
Total 55000 56000 58500 60600 53100
Promotional
expenditures
Advertisement 9500 6500 6500 7000 7400
Sales promotion 3000 1500 5400 2000 9500
Direct marketing 8000 5500 1000 8000 3000
Total 20500 13500 12900 24500 19900
Available balance 34500 42500 45600 36100 33200
CONTROLLIING AND MONITORING
Controlling is the thing which is performed at last but after completing all other activities.
It is essential that top level management has to keep eyes on activities which are performed by
workers which are effective for growth of business (Mittal, 2014). Controlling is the actions
which is performed at last to know whether results are positive or not. In case of positive results
rewards must be there while in case of negative result corrective actions must be there. Manager
must analyse where flaws are and then direction must be there through which employees of
ALDI achieve targets.
CONCLUSION
From the about department, it is clear that manager has to analyse market,so there are
policies which are competent to current trend. There are actors which has to kept in mind, while
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running business this is effective for making changes in business operations. As changes are
taking place in business frequently, so in this case they have to make changes in their plans and
policies,. There is effective role of marketing department in growth and development of
association. There is use of marketing plan which is effective for delivering duties and
responsibilities of marketing manager to execute it in effective way. There are some benchmarks
which has to be performed with the help of employee's motivation. Marketing process is
effective for making changes in efficient way, through which goals can be achieved properly and
on time. There are various activities which are performed by marketing manager which help to
get positive results.
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