Marketing Report: ALDI's Marketing Function, Mix, and Planning Process

This report provides a detailed analysis of ALDI's marketing strategies, focusing on its marketing function, roles, and responsibilities within the organization. It explores the key aspects of marketing, including market research, product development, and promotional strategies. The report delves into t...Read More

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
P1. Key roles and responsibilities of the marketing function for the ALDI...............................3
P2 Roles and responsibilities of marketing relate to the wider organisational context for the
ALDI...........................................................................................................................................4
P3 Compare the ways in which the chosen organisation applies the marketing mix to the
marketing planning process to achieve business objectives.......................................................7
P4 Produce and evaluate a basic marketing plan for the ALDI................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is related to the exchange the goods and services to the consumers. Marketing
essential is one of the important function in the organisation that assist to reach their specific
goals and objectives. Marketing is tool or platform for promoting their product and services in
marketplace. This approach will help for providing the customer satisfaction in order to full fill
the need and requirement of customers. Marketing is requires for gain the customer attention by
ordering the effective good and services. ALDI is a leading organization which is based on
supermarket to provide the best quality of product and service to their customers. This report will
discuss about the specific role and responsibilities of marketing function in ALDI. This
assignment will discuss about the comparison between the two different organization that applied
marketing mix concept for planning and development to achieve their goals and objectives.
Furthermore, this report will also discuss about the responsibilities and role of marketing that
interrelated with the organization of ALDI. At last task, it also produces and evaluate marketing
plan of ALDI to identify their overall cost and budget of company.
P1. Key roles and responsibilities of the marketing function for the ALDI
Marketing function is main part of Aldi to manage the entire business process in effective
manner. A role of this organization to identify the specific source potentially successful for the
marketplace. It includes different functions market research, producing the marketing plan and
product development as well as planning an effective strategy for the purpose of promotions,
customer service, distribution of sale, public relation etc.
There are different types of role and responsibilities for managing the entire business operations
and functions. Analysing and Gathering the market information- This is the important part of
organization for marketing that putting some efforts to understand the need of customer
thoroughly (Coppens and et.al., 2017). In ALDI, Marketing manager is responsible
person for analysing the entire business process and finding the best market values that is
required for the organization. They also analyse the latest trends and techniques for the
promotions. Marketing planning-Marketing planning is an essential of organization in order to
achieve their objectives. Marketing manager is plan an effective strategy for increasing
the product values in marketplace. In this way, many customers attracts towards their

services and goods. This is the main part of generating large revenue which is beneficial
for organization and economy. Manager has to prepare plan in respect to the level of
production and promotions. Product designing and development- Product designing is playing important role in the
selling product in marketplace. ALDI produce better quality of product and there is
attractive designed sell more than the item of organization. It is required for organization
for managing the business process in proper manner. Standardisation and grading- Standardisation depend on their size, design, colour, raw
material, size in respect of the particular product. Marketing manager always try to
increase their standard of product all over the world. They are used different techniques
and approach to increase the level of quality (Rao and Abegaz, 2017).
 Packaging and Labelling- Marketing manager is try to manage the packaging and
labelling because it also avoids the damage, breakage, destruction of the product during
the storage and transit. This facility help for lifting, conveying and handling the good and
service.
P2 Roles and responsibilities of marketing relate to the wider organisational context for the
ALDI
In Aldi, there are some roles and responsibilities of the marketing that plays important
role in the organization. Sales or marketing team has to be influence on the productivity and
profitability of the business. They perform different task for achieving the goals and objectives.
 Market segment- the role of marketing manager for managing the sales and marketing
team to provide the information regarding the market values. Sales team depend on the
product and item that offered in marketplace (Davis, 2017). For Example- if the product
of AlDI is highly technical and segmented by the industry in effective manner because
the team of sale responsible for dividing the product according to the quality and
efficiency.
 Strategy- Marketing manager is plan an effective strategy for identifying the market
segment
 They represent. It makes sure that marketing strategy addressing all the requirement of
their segments. For promotion, Marketing strategy is playing important role of achieving
their goals and objectives.

 Marketing Plan- In Aldi, team developed the marketing plan, each and every team is
responsible for implementing new plan in different areas. The responsibilities include
decide the promotional material according the price and market segment, marketing
manager ensuring the entire prevent inconsistent pricing between the contradictory
promotions and market segments (FloraSchooler and Pierson, 2018).
 Outcome- An effective team of ALDI is balance the conflicting the demand of sales and
their marketing environment. In this way, it can be achieved their goals and objectives.
Employee offering the support to help for improve the performance of business operation
and function.
Analyse the role and responsibilities of marketing in the context of marketing environment-
Roles Responsibilities W.R.T.Marketing
environment
Information technology
department / manager
Information technology is the
main department in the
organization because it will
manage the entire latest
technology and techniques in
proper manner. IT manager is
responsible person for uses the
automated software for
increasing the speed of tasks
and operations.
Main objective to build a
strong network in the
marketing environment.
Modern technology is dynamic
in nature. Aldi uses this
technology for update the tasks
in order to increase the profit
of business all over the world.
Sales department / manager Sales department is identified
the demand of customer. Sale
manager is planning an
effective strategic and also
develop promotional tool that
Sometimes, sale manager
cannot capable for making an
effective tool which requires
for planning strategies to
manage the business

help for exploring the product
in global marketplace.
operations. It also impacts on
the social culture. Many
customer demands dynamic
facilities because changing the
trend can impact on the
functionality of business
process.
Human resource manager The human resource manger of
ALDI plan strategic policies
that help for increases the
benefits of company
(Katsikeas, 2018).
Political factor is impact on the
business process because these
policies are created by
manager. Sometimes, it will
check according to the
political factor of country.
Political factor always affect
the business policies in the
organization.
Analysing the importance of interrelationship between marketing and function unit of
ALDI-
Each and every department of ALDI performs significantly role and function according
to the requirement of business. When ALDI requires for implementing new plan for increasing
the sales, production in marketplace. Sales team or marketing team are connected with the
finance department to share the information regarding the product and their services. Finance
department is identified the actual cost and complexity of business process(Raynard, 2017).
Human resource and finance department are important for performing different function
such as recruiting and selection, analysing the cost and budget etc. in this way, it can be
identified that each and every department requires for working together to balance the business
tasks in proper manner. In this way, ALDI is generating more profit with the help for
collaboration among the departments.

Human resource department is organizing the recruitment process and hire the efficient
people that has capability for managing the business process in proper manner. ALDI is spending
many budget for conducting the recruitment and selection process.
P3 Compare the ways in which the chosen organisation applies the marketing mix to the
marketing planning process to achieve business objectives.
Marketing mix is a business strategy for analyse the organization brand which cover all
the necessary element such as product, price, place, promotion and physical evidence etc.
Elements ALDI Marks and Spencer
Product Aldi provide the affordable food
product to their customer which is the
same quality as other branded products.
The product sold by aldi are to be
selected by supplier and branded as
own control to the cost and production.
In this way, the price of aldi products
lower than other supermarket.
Marks and Spencer is popular retail in
UK that provide the best quality of
product and service to their customer.
This organization offers different
product such as blazers, shirt, skirt,
cardigans and many more. They also
provide the famous brand product to
their consumer. M&S offers furniture
and home appliances section to the
customers.
price Aldi is mainly strong customer based
organization that provide the product
and service on cheap price and the
quality. They are offered their brand
product in the marketplace. Aldi uses
the pricing strategy in their groceries
item so that customer easily compare
among the product.
It charges low price to their new
product and gain more popularity
quickly in marketplace
Marks and Spencer uses marketing mix
strategy for its product. They have own
brand of cloths that could be categorize
according to demand of customer. The
price of M&S is high as compare to
ALDI. They offering medium to high
level price of product because of their
premium quality. This organization
follows the competitive pricing strategy
for providing the more option to their
customers. Sometimes, this company

(MaheshwariSinnott and Morris, 2017).
Aldi offering non food product in cheap
price to bring more customers in stores.
There is minor difference in their
product price but in the customer mind
make huge difference in their price.
face problem regarding the price
because of loads of competitors. The
organization follows the dynamic
pricing strategy in during seasons
because it provides more offers,
discounts on the product.
place Aldi has many stores in different 18
countries such as 8000 stores.
Currently, new store also open in
Britain in every week (Muruges and
et.al., 2017). This organization keep it
store simple and effective and it also
supply the bulk of product from the
supplier. Each and very store has some
local warehouse to store the products.
This organization always maintain their
product quality and services. Aldi try to
maintained their regional appearances
and its name stores. Physical store is
also online facilities that allow the
customer to check the availability of
product and their details.
Marks and Spencer is based on
international brand and there are 1000
stores open in 50 other countries, this
organization is established their business
all over the world. 50 + stores also open
in India. M&S give the option to the
international delivery to the customers.
All the product easily available in their
local stores (Sharma, Nasreen and
Kumar, 2018).
Some of different countries where it has
got presence such as Ireland, turkey
Finland, Spain and France etc.
promotions The promotion activities of ALDI is
according to the marketing mix
strategies which is based on the
comprehensive. Time to time, it also
offers different facilities such as
discount, vouchers etc. Every week this
organization is directly communicate
with the customer to identify their
M&S promote their product and service
to their customer. They choose an
effective marketing strategy such as
advertisement campaign, Email, social
media, digital marketing etc. these are
the important approach for quickly
selling their product in marketplace.
Many customers use this technique for

demand and requirement. In US or UK,
Aldi is expanding their business all over
the world. Aldi makes use the print of
electronic and display media help to
promote their stores. Aldi uses the
modern technology for promotion and
marketing purpose. Aldi also use the
email, social media, you-tube all this
technology help for promoting the
product and service to the marketplace.
purchasing the product. M&S use their
own website to promote the brands and
customer easily find the blog and
fashion tip on the website. This
organization build loyalty by giving the
special offer and discount.
This organization provides the reward,
price and awards to the lucky customers.
People ALDI has lower customer service other
than the competitors because they
mainly focus on their store layout and
divided intro proper manner and
section. In this way, it will reduce the
number of employee required on the
floor. Aldi pay the employee higher
than other competitors and also
providing the best job training service
to new employees (Moraru, 2017).
Marks and Spencer open 1000 store in
different countries. The strength of
employee is more 80000. This
organization gives the special attention
to their employee. This firm provide the
high pay according to their performance
and capability it depends on the
performance of employee ability. M&S
provide the benefits such as pension
facilities, health insurance, life insurance
schemes, share buy to their employee.
Process In Aldi, the store layout is based on
sheer which is easy for customer to find
the right product and generally
customer choose the product according
to their requirement. They also reduce
the number of employee. Aldi provide
the limited product but high quality of
service and normally brand value
prevent for customer form getting
The store of Marks and Spencer can be
available in mall, urban areas etc. these
store can be design in beautiful
organized in the perfect ways.
The store is divided into different floors
and arranging all section for cloths,
furniture and accessories. Customer can
select the best stuff and there is also
another check out counter on each and

confuse to reduce the selection time.
Aldi use the barcodes for easily identify
at the time of billing process.
very floor (Smilansky, 2017).
Physical
Evidence
Aldi is globally re-owned the business
process, pricing and standardisation etc.
there are different product and item
available such as home brand and rest
form recognized the brands. This
organization provides the 30% cheaper
product in store that maintain the same
price in proper manner.
Marks and Spencer has more stores all
over the world. This company also
began their operations in India 2001. It
is a major business UK and there are
around 850 stores available in the
country. This firm sell variety of items
form cloths to gift, homes decorate,
furniture etc. All these things under the
physical evidence and this organization
provide the own website when the
customer easily buy the product by
using website.
P4 Produce and evaluate a basic marketing plan for the ALDI
Executive summary
This report is mainly focused on the business process of ALDI that provide an effective quality
of product and services. Aldi follows the marketing plan to identify their specific need and
requirement of business operations.
Introduction
ALDI is a leading organization for expanding their business all over the world. This company
has 8000 store available in different countries. They provide the product services such as cloth,
supermarket and home accessories etc.

SWOT analysis
Strength-
 Aldi offers variety of product and service to its store and it always keeps operating the
low cost which helps for people with better margins.
 There are 1,00,000 employee working in this organization. It also performs different
operation in over 15 countries all over the world.
 Aldi provide the top quality of product in affordable prices.
Weakness-
 Aldi brand is still small as compare to another brand such as Marks and Spencer.
 Sometimes, this company will provide the cheap and low quality of product to
customer's. In this way, it directly impacts on the global market value and brand.
Opportunities-
 ALDI is the fastest growing organization to expand their business all over the world.
They also growing the economies such as Asia and Africa etc.
 ALDI need to improve the quality which is required to invest some money on
promotions and advertisement (Usu, 2018).
 This company re-positing to itself and provide the product in lower price. In this way,
many customers attract towards the product and service to boost the business process.
Threats-
 There are may competitors in marketplace which impact on the productivity and
profitability of ALDI.
 The other governmental policies and taxation can affect the business cost of margins.
 Private label brands provide the same product at lower price that directly impact on their
brand image and value.
STP
 Segmentation- Segmentation process is dividing the market into different segments
according to the feature and characteristics of product. The segmentation of ALDI can
be done on the basis of geographic and demographic behavioural.
 Targeting- Targeting is mainly the concept for targeting those customers that help for

achieving the objective and increase the profitability and productivity in marketplace.
 Positioning- It is technique for portraying the actual image of customer towards the
product and service. ALDI positioned themselves as an affordable price and budget
accommodation for the organization.

CONCLUSION
As per discuss, it concludes that Marketing is related to the exchange the goods and
services to the consumers. Marketing is a process for promoting the product and item in market
place by using social media, website, mobile application etc. this tool is applicable in the
organization for managing the business process in proper manner. Marketing is requires for gain
the customer attention by ordering the effective good and services. ALDI is a leading
organization which is based on supermarket to provide the best quality of product and service to
their customers. This report provides the specific role and responsibilities of marketing function
in ALDI. This assignment describes the comparison between the two different organization that
applied marketing mix concept for planning and development to achieve their goals and
objectives. Furthermore, this report is also discussed about the responsibilities and role of
marketing that interrelated with the organization of ALDI. At last task, it also produces and
evaluate marketing plan of ALDI to identify their overall cost and budget of company.

REFERENCES
Books and Journals:
Coppens, D.. and et.al., 2017. Decision-making for marketing approval of cell and gene based
therapy products in the European Union, United States and Canada. Cytotherapy, 19(5),
pp.S84-S85.
Davis, J.A., 2017. Measuring Marketing: The 100+ Essential Metrics Every Marketer Needs 3rd
Edition. Walter de Gruyter GmbH & Co KG.
Flora, J.A., Schooler, C. and Pierson, R.M., 2018. Effective health promotion among
communities of color: The potential of social marketing. In Social Marketing (pp. 353-
373). Psychology Press.
Katsikeas, C.S., 2018. Special Issue on the Future of International Marketing: Trends,
Developments, and Directions.
Maheshwari, V., Sinnott, K. and Morris, B., 2017. Digital Marketing and Young
Consumers. Young Consumer Behaviour: A Research Companion, p.153.
Moraru, G.M., 2017. An integrative approach of the marketing research and benchmarking.
In MATEC Web of Conferences(Vol. 121, p. 07014). EDP Sciences.
Murugesan, M., 2017. Marketing Strategies for Library Resources and Services to the
Engineering College Students.
Rao, G.S. and Abegaz, G.T., 2017. The Role of Relationship Marketing on Employee Job
Satisfaction: The Case of Abay Bank in Dessie Region of Ethiopia. International
Journal of Research in Finance and Marketing, 7(2), pp.15-27.
Raynard, M., 2017. Understanding Academic E-books through the diffusion of innovations
theory as a basis for developing effective marketing and educational strategies. The
Journal of Academic Librarianship, 43(1), pp.82-86.
Sharma, Y., Nasreen, R. and Kumar, A., 2018. Impact of Marketing-Mix for Core-Food Items on
Purchase Behavior at Subsistence Marketplace-An Empirical Study of Urban
Subsistence Market of Delhi. Global Journal of Management And Business Research.
Smilansky, S., 2017. Experiential marketing: A practical guide to interactive brand experiences.
Kogan Page Publishers.
Usui, K., 2018. Critical Marketing in Japan: The Legacy of Fujiya Morishita. Markets,
Globalization & Development Review, 3(1).