Marketing Strategies: An Analysis of ALDI's Roles and Responsibilities

This report provides a detailed examination of ALDI's marketing strategies, functions, and responsibilities. It begins with an introduction to marketing concepts and their application within ALDI, including the production, product, selling, marketing, and societal concepts. The report then delves into the roles and responsibilities of the marketing function, discussing the marketing concept, the marketing mix, and the integration of marketing with other departments such as production, research and development, administration, customer service, finance, human resources, and ICT. The analysis includes ALDI's approach to MIS, pricing, product and service management, distribution, financing, selling, and promotion. Finally, the report outlines a marketing plan for ALDI, offering insights into how the company implements these strategies to achieve its business objectives. The report also provides references to relevant academic sources.

MARKETING ESSENTIAL

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of the marketing function of ALDI..............................................1
P2 Role and responsibilities of marketing in ALDI....................................................................3
TASK 2............................................................................................................................................6
P3 Marketing-mix followed by ALDI.........................................................................................6
TASK 3..........................................................................................................................................11
P4 Marketing plan for ALDI.....................................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is commonly known as a tool that is used by most of the companies in order to
understand the market price. This helps them to determine the demands of consumers so that
firms can build profitable relations with them (Malhotra, Birks and Wills, 2013). Thus, after
realizing the importance of consumers relationship firm will apply different innovative
approaches so that they can manufacture goods according to the choices and preferences of
customers. Therefore, to understanding the concept of marketing essential is not an easy task as
its awareness is to high according to the current market situations. Company that will be taken in
this assignment is ALDI which is a supermarket. The report will focus on the role and
responsibilities of various marketing functions in context with selected organization.
Comparisons of firms in order to know how they implement marketing mix to the marketing
planning so as to achieve business objectives. Lastly, a basic plan for the selected company will
be included in order to have a overview of their marketing strategies.
TASK 1
P1 Roles and responsibilities of the marketing function of ALDI
Marketing function can be said as a concept that is used by most of the companies in order
to know the role and responsibilities of firms so as to identify the source potentiality of a
product. This helps them to understand what kind of promotional activity can be applied for
getting maximum results.
Marketing concept: This is a study that is important to be considered so that company can
manufacture goods according to the needs and wants of the customers. ALDI is using this
concept, for developing and improving the growth of the organisation (Macarthy, 2018).
Therefore, it is giving them benefits as it is enabling them in giving services according to the
needs and wants of the customers. Thus, some of the marketing concepts are given below so as
to understand it in a better manner:
The production concept: The common reason behind implementing this concept is to
produce goods which are good in quality and economical as well. For this, ALDI is using various
strategies for developing their business in forward direction. Thus, before implementing any plan
of action they must consider the aspects that are available in the market. Therefore, it will give
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an overview about the sectors that are to be focused for gaining maximum benefits. Henceforth,
it will increase the efficiency of the product manufactured by the organisation.
Product concept: This concept tells about the behaviour of customers, like people will
like the products that are best in quality and along with some attractive features. To make
improvement on a continuous basis is the prime factor of this concept. Thus, in context with
ALDI, they are implementing new technologies for making their application. Therefore, this
concept is helping them in making some improvising in their products (Lusch and Vargo, 2014).
The selling concept: Selling is the prime concept as this is the source through company
gains profit. It helps the organisation in building better relations with their customers. From a
study it can be evaluated that there is a perception, unless the product is not popular it will not
gain any profits. For this, it is important that company must utilise all the resources that are
available to them for promoting their activities so that they can pull attention of customers in
maximum number. Therefore, it helps the company what they are producing that are according to
the choices and preferences.
Marketing concepts: Making an appropriate strategies and implementing them in right
way is a difficult for companies. So, it is essential that company have appropriate knowledge of
the market situation as this will enable them in making appropriate marketing strategies for their
company. This will help the organisation in delivering the products right on time to its end
customers
Societal concept: This is the place from where company can get profit; society will help
them in evaluating the customer’s taste in order to enhance the value of product and the firm as
well. If the products are manufactured according to the choices and preferences of consumers
than, it will help the organisation to sustain a better position in the market for a longer period of
time (Babin and Zikmund, 2015).
Role of marketing:
The role played by market is crucial as it helps the company in increasing their sales and
profitability. Along with this, it assist organisation in developing a better relation with their
customers. Thus, it can be said the role of marketing is to increase the sales of the company so as
to maintain a healthy competition at market area. Therefore, some of the functions performed by
marketing are given below:
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MIS( management information system): It helps the organisation by providing them with
data that are related to customer’s behaviour towards a product like its quality, reliability of the
product and many more. As a result sit is helping them in making proper decision for any policy
(Sheth and Sisodia, 2015).
Pricing: This is what a customer pays for a commodity, so it is necessary that organisation
impose right cost that consumers can agree to pay. Therefore, in context with ALDI they are
implementing pricing strategy after going through the current market situations.
Product and service management: Under this step, all the process of designing, introducing
and improvement of products are done so that customers can get excellent quality products. In
case of ALDI, they are focussing more on deigning and packaging of the products
Distribution: Establishing the best ways in customer point of view to locate, obtain and make
use of product of an organization. A network of distribution is followed by McDonald's in
delivering product to its customer (McDonald and Wilson, 2016).
Financing: Manufacturing a product is not an easy as this requires a lot of money and
resources as well. In case of ALDI, they are collecting information for preparing a budget so that
elements can be applied in a systematic manner. Therefore, for producing goods they are joining
hands with stakeholders and investor who can invest a certain amount of money in their project
for gaining maximum returns.
Selling: For this, ALDI is communicating with its customers so as to tell them about
products in order to influence them for buying their commodities. As company is manufacturing
goods as per the choices of people therefore, it is helping them in increasing their sales as a result
they are gradually improving their position in the market area.
Promotion: According to the current market scenario, many promoting activities are
available and ALDI has incorporated all these so as to reach to maximum number of people. For
example: company is making attractive ads through which they are influencing customers for
buying their products.
P2 Role and responsibilities of marketing in ALDI
In an organisation there are various departments that play their role in providing benefits to
the company (Rossi, Allenby and McCulloch, 2012). Therefore, the role of marketing
department is to increase their sales so that company can hit the set targets in specific time
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period. Thus, relations to marketing department with other departments are explained below so
as to understand it in a better manner:
Production: In this process, the company conducts research through which the needs of
customers are evaluated. Thus, all the information will gather by the department of the
production so as to make the product more reliable and effective.
Research and development: A further study always helps the organisation in evaluating the
benefits of introducing any new product in the market area. Henceforth, it is assisting the
organisation in developing a marketing strategy through which they can gain maximum benefits.
Administration: They can be said as the backbone for the company because they are the one
who manages the entire work of the organisation. All the activities that are performed are looked
after by this department. Therefore, they help the organisation in managing all tasks in a better
manner so that all the work goes in a systematic manner. This is assisting the organisation in
achieving their goals and objectives right on time (Satit and et. al., 2012).
Customer service: Most of the companies manufacture goods in order to earn profits and
provide better services to its customers. Thus, it is essential that all the work is done according to
the customers choices because they are the one who on whom their sales and profitability
depends. Therefore, it is prime duty of managers of marketing department to know the
environment of the market area so that they can fulfil the demands of customers in a right
manner.
Distribution: With the help of this department company will distribute their products to
different source in an effective way. So that customers can buy their required products from
there. For this, it is important that customers know about the respective products that will be
done with the help of marketing department. This will help the organisation in determining the
ways through which company can expand their business and distributors at large level
Finance: This department plays ad crucial role in providing adequate amount of funds to
various departments for their activities which they are performing. Thus, in case of promotion,
finance department is providing sufficient money through which they are buying latest tools and
technologies (Garrigos-Simon, Lapiedra Alcami and Barbera Ribera, 2012). Along with this,
they are giving information about a particular commodity in social media sites, commercial ads
telecasted in television, newspapers and magazines and many more. Other than this, finance
department will fulfil all the demands so that they can manufacture goods according to the needs
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and wants of the customers without any difficulties. Therefore, providing money is not the only
task department of finance must make sure that the given amount is optimised in a better way or
not.
Human resource: This department is fully responsible for hiring eligible candidates who can
help the organisation in obtaining better results (Morgan, 2012). Thus, marketing and HR
department can be linked with one another because staff that will be hired will give effective
results or vice-versa. New employees can give them suggestion about the innovative ideas
through which they can increase their sales. In context with ALDI, fresh candidates are helping
the marketing department in applying various innovative strategies for enhancing the process of
sales. Also this is helping the company in achieving their set targets in an effective manner.
ICT: As the scenario of world is changing so as the technologies are developing. In context
with human beings new tools have made life of people easier and effortless. Companies are
incorporating new machineries so as to manufacture goods as per the current market scenario.
Thus, it is helping them in producing ample number of goods in specific time frame which is as
compared to earlier times is good. Although these technologies are helping the organisation in
every aspect but with the change in time now trends are changing so producing goods in large
number is not providing maximum benefits (Laczniak and Murphy, 2012). Technology has
become one of the important tools for most of the companies in order to promote the activities or
the products. It is helping the company in delivering the related information in a better manner.
Along with this, it is providing a lot of information about the strategies applied by the rival
companies.
Marketing: This is considered as an important element as it helps an organisation in
promoting their products in order to increase their sales and profitability. In context with ALDI,
they are using various marketing tools like marketing mix, online services, social media platform
and many more. Therefore, all these action is performed so as to attract more and more
customers towards their organisation. It will assist them in increasing their market value and
shares respectively. Henceforth, before implementing any marketing tool for promotion company
must look after the market environment present at the current situations so that company can
gain maximum benefits in specific period of time
Sales: Sales department and marketing goes hand in hand because without marketing sales
cannot be done (Tollin and Schmidt, 2012). Thus, to increase the sales it is important that
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company have introduced appropriate marketing strategies so as to aware customers regarding
their new product or modified commodities. Therefore, case of ADLI, in order to increase the
sales company is using online platform as they are selling some of the products through online
medium at a reasonable cost. It is enabling the organisation in generating more and more money
for the company (Taneja and Toombs, 2014).
TASK 2
P3 Marketing-mix followed by ALDI
Marketing mix refers to a combination of different activities which company utilise for
operating their business in an effective manner. Thus, ALDI is using this for making tactics so as
to promote the brand and product at market area. In general terms it can be said as the foundation
model that company utilise for marketing. Therefore, marketing mix is considered as one of the
effective tools which companies adopt so as to attract more and more people towards their
organisation (Definition of Marketing Mix, 2018). Along with this, it increases the ability if the
company by delivering the best quality of products to its end consumers according to the needs
and wants of the customers. Henceforth, it can be said that marketing mix is an effective tool
through which company promote their products just to fulfil demands and for attaining better
growth at market area. In case of ALDI, it is helping them in giving services as per the needs and
wants of consumers. Furthermore, the concept of marketing mix incorporates 7Ps of marketing
that is used for making business strategies and these are as follows:
Basis ALDI LIDL
Product AS ALDI, is one of the leading
companies in United Kingdom,
they are manufacturing goods
for a purpose of increasing
their sales and profitability. For
this, they are conducting
surveys in order to know the
needs and wants to its
consumers. Therefore, for this,
they manufacture products
LIDL is also a retail
organisation that give a chance
to consumers to buy the product
goods form their company.
They have collaborated with
various stores as well; it will
assist them in expanding their
outlets in the market area. As a
retail company, organisation is
serving their products in
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which can increase the
profitability level. ALDI, in
order to pull attention of
customers are making changes
on their existing commodities,
along with this, they are
developing new product as
well. Sustaining the loyalty of
customers in required so for
this, company is producing
goods that are best in quality
and services. Thus, it is
influencing customers in
buying their products
according to their satisfaction
level. Company has maintained
a good relation with their
distributors as well because of
which they are getting raw
material of excellent quality at
a reasonable process which is
assisting them in making
perfect finished goods along
with reasonable rates.
different stores so as to get
positive outcomes of its clients.
As both the company deals in
same sector but the difference is
that other organisation is selling
the same product at low cost
and with best quality. So, as
compared to ALDI, their
profitability level is low Along
with this, for manufacturing
goods company is using new
and innovative tools and this is
providing benefits of producing
products at a cheap price.
Henceforth, it is helping LIDL
sin gaining some kind of
satisfaction level of its
customers (Suss, 2013).
Price ALDI company is using
different marketing strategies
for fixing a set price which
customers can agree to give.
Price is always considered as
an important element as it
directly contributes in
As compared to ALDI,
company has made certain
changes in their pricing strategy
and after alterations they are
now selling goods at low cost.
Thus, it is helping the, in
attracting more number of
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generating more and more
revenues for the organisation
so that it can be applied for
their future proceedings. Thus,
the range that is decided by the
company is very limited and
normal people can also afford
that. This is assisting ALDI in
building a strong customer
base as a result it is helping
them in establishing a positive
image in front of its customers.
Competitive advancement is
gained through process of
pricing. Henceforth, in context
with ALDI, company is using
various pricing strategies like
market penetration; vary in
prices as compared to other
rival companies so that they
can provide products at low
costs. Therefore, in order to
pull attention of maximum
number of people ALDI has
fixed a price category for
various commodities. This is
enabling customers to buy
products at low cost.
customers towards their
organisation. Low rates of
products can sometimes make a
perception on the minds of
customers that products of low
price may not be as good as of
high price and because of this
the it creates a negative impact
of the brand in front of its
customers. Therefore, company
must evaluate the product’s
quality before introduce it in the
market area. Feedbacks and
reviews from customers will
help the organisation in making
changes according to the needs
and wants if required. This will
help the company in creating a
positive image of their brands in
front of its consumers.
Place As ALDI is a famous, so they
have a number of outlets in
different parts of the world
With comparison to ALDI,
LIDL is also operating its
business in large number and at
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form where they are earning
maximum amount of revenues.
Therefore, firm has established
many stores in nearby place
from where customers can buy
whatever they feel like.
Therefore, it is helping the
organisation in creating a
healthy relation with their
customers and for this; they are
offering various discount
coupons for grabbing attention
of maximum number of
people.
various locations as well. In
their store they are offering
variety of products which
customers can buy according to
their choices. By providing
good quality products company
is being able to sustain a better
position at market area and
gradually their sales and
profitability will increase.
Promotion ALDI has invested a lot of
money in their promotional
activity thus, it is increasing
awareness amongst customers
regarding the products they are
launching or selling. Apart
from this, company is using
electronic media for promoting
their products. It is helping the
organisation in delivering the
right information about the
commodity to its customers.
Therefore, this process is
helping them in attracting more
and more consumers towards
their company.
They are also using the various
promotional tools so as to attract
a large number of people
towards their organisation.
Along with this for promoting
their products and increasing its
sales they are giving offers and
discounts coupons so as to
enhance their profitability level
in market area.
People ALDI is producing goods for While manufacturing their
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its targeted customers. So, it is
essential that company make
goods accordingly to people
because they are the one who
will buy their products. For
delivering best possible
services company is hiring
people who are eligible in
handling such kind of
situations. It is assisting them
in increasing their revenues in
specific time frame.
products LIDL has considered
the choices and preferences of
customers which is now
enabling them in producing
goods as per the need and wants
of consumers. But they have
failed in delivering products on
timely basis because of which it
has put negative impact on the
brand. By incorporating some of
the changes the company is able
to manufacturing goods
according to the needs and
wants of customers, therefore,
their sales and profitability has
increased.
Process ALDI is following is a
systematic process through
which they can manufacture
best quality products in limited
time and cost as well. For this,
ALDI is giving its best efforts
in order to provide attractive
services this will improve and
increase the number of
customers towards their
organisation.
They are using similar process
for manufacturing clothes and
other materials thus, it is giving
best quality products to its
customers and gradually they
are manufacturing goods
according to the choices and
preferences.
Physical evidence This is considered as an
important element for any
company because to sell their
product it is essential that they
LIDL operates its business by
using traditional way through
this customers can easily buy
their products from their outlets
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have a place from where
customers can buy their
products as per the choices.
Therefore, in context with
ALDI, they have a maximum
number of outlets in which all
the items are available that are
required. Thus, it includes area
form where owners can operate
their business in an effective
manner. Hence, ALDI have
interesting outlets, and people
are going there for purchasing
goods thus, it is giving
competitive advancement to
the organisation.
or shops. This is enabling them
in increasing their sales and
profitability of and as a result
they are sustaining a better
position at market area.
Henceforth, marketing mix plays a prominent role in growing company’s performance
and growth. This is enabling company in achieving their set goals and targets right on time.
Thus, it is providing overall improvement for the organisation.
TASK 3
P4 Marketing plan for ALDI
Marketing plan is developed by the manager so that they can have an idea about the
strategies through which they can achieve their future goals (French and Russell-Bennett, 2015).
This helps the company in taking proper direction so that they can execute the plan in an
effective manner. For this, superiors optimise all the resource that is present at the current
situation. In context with ALDI, marketing plan is given:
Overview of the company: ALDI comes under the top mist companies in United
Kingdom and throughout the year they have expanded their business in around 20 different
countries. Along with this, they have approximately 10,000 stores and its annual turnover is
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nearly €55 billion as per statistical point of view. They have produced and delivered every kind
of products at national and international level.
Vision of ALDI: Vision of the company is to sustain a better position at market area and
at top level for maximum period of time (Finch, Nadeau and O’Reilly, 2013). For this, they are
providing better services and facilities to its customers.
Mission of ALDI: Mission of this company is to deliver best quality services and
products so that it can fulfil the demands of customers. Through this, customer’s satisfaction
level can be increased.
SWOT analysis: in order to know the strength, weaknesses etc., than SWOT analysis will
help you for the same. This will give an idea about internal and external source of gathering
information, therefore, it will assist them in knowing the current position of ALDI at market
place.
Strength Weaknesses
 As they offer the best quality services
thus, it is considered as the biggest
strengths of the organisation. This is
assisting company in sustain the better
position.
 Maximum market values and shares has
increased and it reflects the quality of
the product at market area
 As compared to other rival companies
their prices is comparatively low which
is giving them huge success.
 The organisational structure of ALDI is
small as compared to other rival
companies who are currently operating
their business in United Kingdom
 Even though selling product at low cost
to is not proving the effectiveness of
the products.
 Expanding business at various levels is
not giving the, maximum benefits.
Opportunities Threats
 Expanding their business is the golden
opportunity for ALDI as it will help the
organisation in generating more amount
of money.
 They can influence stakeholders for
 As the world is growing number of
rival companies are also increasing and
this is working as a threat for ALDI.
 Sudden change in laws and legislation
can hamper the entire process of
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investing their money so as to get better
results in future.
business operations as a result it is
having a great impact on firm
(Chitakornkijsil, 2012).
Goals and objectives of ALDI: To obtain a better position at market so that sales can be
increased. Along with this, to provide best quality services and facilities is a big concern for
ALDI. Winning customer’s loyalty is also a big goal of the organisation.
STP:
Segmentation: Under this stage, the product is first distributed in different sectors so as
to know the effectiveness of the products whether it will sustain in the market or not. This will
show the behaviour of customers towards the product. If the results are positive than it will give
better outcomes or vice-versa.
Targeting: Before launching their product company have set a targeted customers so that
they can gain maximum benefits in shorter period of time. This also enables the firm in
manufacturing goods according to the needs and wants of consumers (Castronovo and Huang,
2012).
Positioning: In this, products are developed in order to get into a better position and for
this, firm make changes in their existing products or develop a new commodity.
CONCLUSION
From the above report it has been concluded that, marketing is an important tools all the
companies must incorporate this in their organisation if they want to see growth in their business.
Marketing function have different roles and responsibilities through which company can operate
its business in an effective manner. Finance, production, sales, IT and human resource are
different department which have interconnection with marketing team. Marketing mix that are
product, price, place, promotion, people, process and physical evidence are designed in
according to competitors and market. This also assist company in making appropriate strategies
in order to attain their objectives right on time. Therefore, it is enabling the organisation in
attracting more and more customers towards their company. Marketing plan which includes
firm's background, vision and mission statement, objectives, SWOT analysis are frame by
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management. This helps them to direct team members and other people to conduct activities in
according to business goals and targets.
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