Marketing Essentials Report: ALDI's Roles, Mix, and Strategic Plan

This report provides a comprehensive analysis of the marketing essentials of ALDI, a grocery retailer. It begins by defining the roles and responsibilities of the marketing function, including product, price, selling, promotion, MIS, financing, and distribution, and examines their importance within the wider enterprise. The report then delves into the interrelationships between the marketing department and other key functions such as operations, finance, sales, R&D, HR, and IT. Furthermore, it compares the application of the marketing mix elements (product, price, place, and promotion) by ALDI and other enterprises, evaluating various tactics and strategies employed. The report also includes an examination of the marketing plan and strategic elements. The report aims to provide insights into how ALDI effectively utilizes marketing strategies to achieve its goals and maintain a competitive advantage within the retail industry. This report is contributed by a student to be published on the website Desklib, a platform which provides all the necessary AI based study tools for students.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Roles and responsibilities of marketing function.............................................................1
P2 Roles and responsibilities of marketing relate to wider enterprise...................................3
M1 Roles and responsibilities of marketing...........................................................................5
M2 Importance of interrelationships between marketing and various function of enterprise5
D1 Analyse and evaluate the key factors of marketing function............................................5
TASK 2............................................................................................................................................5
P3 Comparison of application of various elements marketing mix.......................................5
M3 Evaluation of various tactics apply by enterprise............................................................9
D2 Strategic marketing plan...................................................................................................9
TASK 3............................................................................................................................................9
P4 & M4 Marketing plan........................................................................................................9
CONCLUSION..............................................................................................................................12

INTRODUCTION
Marketing is a process under which marketer use various promotional tools in
order to make the customers inform about products and services of organisation. Mainly, this is
used by the firm to create, satisfy and retain customers for long period of time. Number of
communication tools are there which marketers use to make the customers inform about
offerings of firm (Babin and Zikmund, 2015). Satisfying the needs of customers is highly
important for organisation in order to achieve growth. Marketing department of organisation is
known as one of the most significant divisions of firm and it is essential that all activities and
operations of this department must be well executed. Large number of individuals think that
marketing is mere selling of products to customers but it is a broad concept as this starts with the
activity of identifying needs of customers and then offering them unique products to satisfy the
same. ALDI, a grocery retailer based in the United Kingdom which operates in more than 18
countries with more than 10000 stores is selected in this report for study. Major roles and
responsibilities of marketing department of ALDI and their interrelationship with other
departments of company are all discussed. Further, key elements of marketing mix and
application of those elements by different enterprises to achieve end goals and targets are also
studied here.
TASK 1
P1. Roles and responsibilities of marketing function
Basically, marketing is a concept which helps the firm in doing effective promotion of its
products and services in order to influence large number of customers. One of the main aims of
marketing is to create the need of company's products among large number of individuals. This
helps the enterprise to earn high amount of profits and at the same time, provide competitive
advantage (Baker, 2014). Number of communication and promotional tools are there such as
advertisement, newspaper, radio, magazines and many more which marketer of ALDI can use. It
is very important that all roles and responsibilities of marketing department of firm must be well
executed. Major roles and responsibilities of marketing department of ALDI can be better
understood by the following points: Product: Product is known as final offering of an enterprise to its target customers to
satisfying their needs and specific requirements. In order to attract more number of
individuals, it is very important that product of ALDI must be unique and featured. For
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this, manager of marketing department of firm remains responsible to carry out research
in order to find out the main features which must be there in a product so that company
can achieve its set objectives and targets. Research helps organisation in making the
product more attractive and contribute much in success of company. Price: This is known as a monetary amount which a firm charges from its customers in
exchange of final products and services. Final price of products largely affects the
success of company (Batt, 2013). Setting a right price is very important for the enterprise
as cost should be like that so company can offer valuable products to its customers and
at the same time it can earn huge amount of profits. This also comes under the
responsibility of manager of marketing department to set right and final price of product.
It can be done by taking opinions from customers in order to know how much they are
willing to pay. Selling: This is known as the process when product is finally hand over to the customer.
In order to influence the customers for buying company's products, it is essential that this
process must be convenient. For achieving this, firm should make sure that products of
enterprise are available at all nearby stores of customers so they do not find any kind of
difficulty during purchase. For this, marketing manager remains liable to choose an
effective channel of distribution to ensure fast delivery of company's offerings near all
stores and areas of customers. Promotion: This is known as one of the key activities of marketing department. In this,
manager uses various communication tools and mix of interaction resources in order to
make the customers informed about company's offerings. This is done by the firm in
order to serve more individuals and to increase market share of enterprise (Chinn, 2017).
Effective use of communication tools help the firm in attracting more number of
customers and at the same time, in increasing its profits. MIS (Management information system): Marketing department is known as one of the
most essential divisions of firm because it execute various research in order to collect
information about changing needs and preferences of customers and at the same time to
collect information about trends exist in market. For this, manager uses various types of
technologies to collect, analyse and store data for the future purpose as this information
helps and guide top managers in taking expansion decision about the firm.
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 Financing: To achieve set objectives and ensure effective execution of various business
operations, it is essential for ALDI to have sufficient amount of funds. Lack of financial
resources create unnecessary obstacles and delays in the firm's operations. It comes under
responsibility of marketing manager to examine the financial resource require to
implement operations. With this, company can achieve its end targets easily.
 Distribution: This activity is related with delivering products and services near all stores
of customers. It is essential that distribution channel of firm must ensure fast delivery of
products at minimum cost. This helps the enterprise in offering high quality products to
its customers at affordable prices. For choosing the best channel of distribution, ALDI
can do analysis of distribution channel used by all its competitors.
All these are known as the main responsibilities and roles of marketing department of
enterprise. It is essential that all must be well executed by ALDI so that firm can better satisfy
the needs of its customers by offering them quality products at affordable prices. Effective
execution of these activities not only increase profits of enterprise but at the same time provide
various long term benefits to company (Desai, 2013). It is very important for the manager of
marketing department of ALDI to understand importance of all these activities as well as
analysis of competitors can also done by firm to formulate better strategies and to serve more
number of customers.
P2 Roles and responsibilities of marketing relate to wider enterprise
In today's competitive environment where large number of enterprise are there who
provide quality products at affordable prices, it is very complex and difficult for firm to attract
customers and influence them to buy its products. In this situation, marketing play a big and
effective role. This department take different decisions relate with expansion of company's
operation which affect almost every activity of organisation (Durand, and Barlow, 2012) . Roles
and responsibilities of marketing department are interrelate with each other and this can be
better understood by following points: Marketing function with operation department: Operation function of company is relate
with the production process of enterprise. It is very essential that production process of
company must be execute in an effective manner as this help company in maintain
quality of its products and at the same time provide competitive benefit. It is very
important that there must be a coordination between manager of marketing and operation
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department of company (Forrester, 2010). As marketing manager have information about
the features which must be there in a product in order to attract more number of
customers. In this way, production process of company can be execute as per the
requirements of customers. Finance department with marketing function: Funds are one of the most essential
component behind existence of every kin of enterprise. Without adequate amount of
funds an enterprise can not execute its operations as shortage of funds create unnecessary
obstacles and issues in business process (Gummesson, 2011). To achieve end results it is
very essential that activities of marketing department of ALDI must be execute in an
effective way and to achieve this it is very important that manager should have adequate
amount of funds and resources. For this, it is very essential that there must be proper
communication between marketing and finance manager of enterprise as finance
department is the one which formulate budgets and allocate resources to other
departments. Sales and marketing function: Both marketing and sales are interrelate department. For
example when marketing department execute all its operations in an effective way then it
hep in attract more number of customers and directly increase the effectiveness of sales
department of company. Research and development department and marketing function: In today's business
environment, where needs and tastes of customers are changing at a fast speed R&D has
become one of the most function of every enterprise as this is the only one who carry out
various kind of research in order to collect information about specific requirement of
customers (Jones and Rowley, 2011). It is very essential for marketing manager of ALDI
to have this collected information so they can introduce changes as per the changes arises
in needs of customers. Marketing department with human resource management function: Employees are
known as one of the most valuable assets of every enterprise as these are the one who
products products for final customers and at the same time interact with customers
(KAUR, 2015). These help in create and maintain good relations with customers which
ensure their loyalty.
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 IT department and marketing function: Marketer carry out different kind of research in
order to collect information about the trends exist in market and about the features and
factors which influence customers to but company's product. It is very important fr
marketing manager of ALDI to choose right technology in order to analyse and store the
information for future purpose. All this help and support managers in take right decision
related with expansion of business operations
M1 Roles and responsibilities of marketing
Department of marketing is known as one of the most essential department of company
as this is the only one which provide an opportunity to manager to communicate with target
market of enterprise and influence them to but firm's product (Mitchell, 2010). Main
responsibilities which come under the marketing department of ALDI includes the product,
price, selling, management information system, distribution, financing and promotion. For
achieve end results and to get competitive advantage it is very important that all must be execute
in an effective manner.
M2 Importance of interrelationships between marketing and various function of enterprise
Interrelationship among various departments or function of enterprise indicate that
various activities perform in an enterprise are link with each other or get affected by each other.
It is very necessary that there must be cooperation and coordination among various department
as this help enterprise in utilise all its resources and at the same time help in get efficiency in
production process.
D1 Analyse and evaluate the key factors of marketing function
Main key elements of marketing function include financing, HRM, operation, production
and many more. All elements contribute in growth of enterprise and ensure completion of
business activities in time.
TASK 2
P3 Comparison of application of various elements marketing mix
Marketing mix is a concept which includes four basic elements known as product, price,
place and promotion. All these factors are apply by firm to achieve its set goals and targets. As
per the needs and demands of customers ALDI need to produce according to requirements and
need to promote them in order influence their buying behaviour towards the product. It is
essential for company to advertise their products and services through using online platform
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which help them in attracting large number of customers (Ogunmokun and Tang, 2012) .
Therefore it is important for an organisation to follow various elements of marketing mix
techniques in order to attract large number of customers.
As different enterprises uses various elements of marketing mix in different manner which can
be understood through table given below:
Basis ALDI LIDL
Product ALDI offers products of same quality as
compared to their competitor's products
at an affordable price. It influences
buying behaviour of targeted customers
towards purchasing their product.
LIDI is considered as the cheapest
retailer which offers products
similar to the product available in
supermarket. The only difference is
that they offers products with
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Illustration 1: Marketing mix
Source: The Marketing Mix 4P’s and 7P’s Explained, 2017.

Effective suppliers transmit raw
materials to them in bulk quantity
through which company charge less
prices in order to attract large number of
potential customers.
different name in its stores
(Papasolomou and Melanthiou,
2012). As customers think that low
price product contains low quality
and therefore they show less
willingness to purchase their
products and services. This will
damage their business operation on
large scale
Price ALDI attains large customers base by
offering quality products at cheap price
with their own brand name. This will
help them in gaining competitive
advantage. There are also various
policies which need to be used by ALDI
such as unit pricing strategy, market
penetration, competitive pricing etc.
through which they can easily compare
and offers quality product at cheap
prices and gain large market share in
competitive environment. The company
should also lower their prices than their
competitors which help them in
attracting potential customers.
The products available at
supermarket stores is of cheaper
price which attract large number of
customers. But some customers
have wrong perception that
producer offers low quality of
products due to its low price. This
will bring adverse affect on their
business (Perreault, 2010).
Therefore firm need to implement
clever pricing strategy which help
them in gaining competitive
advantage. Firm enter into market
on the basis of one of the most
value driven supermarket.
Place ALDI group has operating over 8000
stores in 18 countries. They focuses on
expanding their business through
opening new outlets in different
countries. ALDI collects products from
suppliers in bull from various trusted
LIDL has large number of stores in
different countries such as Europe
and UK. There are different
segments in supermarket industry
which offers different variety of
products. They have main objective
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suppliers and keeping them at local
warehouses which helps in maintaining
quality and ensures the supply of product
to customers on time (Purvis, 2016). In
order to reduce waste disposal while
transmitting goods. ALDI uses
environmentally friendly equipments at
its stores which enhances the
performance of an organisation and
create a brand and reliable image in front
of the competitors. ALDI also focuses on
maintaining regional appearances
through implementing store name
according to the countries. ALDI also
facilitate customers to verify product
details and visit the nearest stores.
is to sell products in short period of
time and to achieve their desired
targets it is essential for enterprise
to maintain surplus amount of
products at stores with the help of
which they can supply products on
time.
Promotion ALDI spends minimum amount on
promotion activities. They just printed
weekly newsletter or send direct mail to
targeted customers in order to inform
them about their offers. In UK, ALDI
uses different promotional techniques
such as print, electronic and display
media in order to promote their stores.
LIDL focuses on applying pricing
model in order to attract large
number of customers rather than
using any loyalty schemes in
United Kingdom. They promote
their stores through using different
promotional techniques but cannot
avail discounts on their products
due to increase in number of small
retailers in market who offers
products at lower price
People As in ALDI employees makes no
contribution to their customers while
product selection through which the
In order to motivate the employees
to perform better LIDL has offering
attractive salary to its employees.
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customer service are lower than its
competitors. As ALDI store is large in
size where everything is divided into
different sections which reduces the
availability of employees on every floor.
Unlike other store billing system also
done through scanning products which
help in making the process of sales more
fast. ALDI also offers on the job training
to new employees and pay more to them
as compared to its rivals.
Mostly customers feels that
employees or staff members pay
less attention on supporting them in
purchasing product. This will create
dissatisfaction among customers.
Thus company need to implement
training programs in order to
encourage them in meeting the
requirements of customers.
Process ALDI facilitates the customers to select
the products on their own through
making sheer layout which helps them in
reducing number of employees to assist
them. The customers can easily select the
products without wasting any time as
they are reliable on ALDI's brand name
and its quality products. ALDI's products
contain larger barcodes which help in
quick identification and helps in fast
billing.
LIDL offers unknown brand
products at an affordable prices
therefore customers show less
willingness to purchase their
product due to unknown brand
name. This will reduce the
profitability and market share in
the competitive market world
(Swenson, Rhoads and Whitlark,
2014).
Physical
evidence
ALDI's stores provides 85% of the stock
from home brand and the remaining
stocks are from recognized brands. Firm
offers 30% cheap products and focus on
keeping its prices low. ALDI's store is
the only one who offers groceries
products at same price throughout the
world which help them in gaining market
The customers can find goods
easily at LIDL store as they are laid
out in a traditional manner. The
company also uses various colours
to exhibit their brand such as
yellow and blue which indicate the
customers about location of store at
their near place.
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and competitive advantage.
M3 Evaluation of various tactics apply by enterprise
For achieve set goals, it is very important that effective tactics must be use and
implement by ALDI. For example, in order to increase the number of its customers it is very
important for ALDI to use raw material of good quality. Further, in order to achieve its end
objectives it is very important for firm to offer training to its employees so they can serve
customers in an effective way.
D2 Strategic marketing plan
ALDI is a leading grocery retailer which offer different kind of products to its customers.
In order to satisfy the needs of its customers it is very important for company to formulate a
strategic plan by use all elements of concept called marketing mix. All this help organisation in
set a right price for its product and offer value to its customers.
TASK 3
P4 & M4 Marketing plan
Marketing plan is known as a written document formulate by top managers of firm which
consists future marketing activities of enterprise. One of the main advantage of this is that it
provide direction to managers during execution of marketing activities and at the same time
ensure optimum utilisation of all resources and funds. For make a marketing plan more effective
and useful it is very important that various aspects related with firm must be consider by
manager.
Vision
Vision of ALDI is to become the leading grocery retailer by offer high quality products to its
customers at affordable prices.
Mission of ALDI
Mission statement of firm indicate to achieve satisfaction of its customers by offer them
featured and quality products.
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