Marketing Report: Aldi's Strategies, Roles, and Responsibilities

This report provides a detailed analysis of Aldi's marketing strategies, focusing on key roles and responsibilities within the marketing function and their relationship to the wider organization. The report explores market research, advertisement, and promotional activities, emphasizing their impact on customer satisfaction and profit enhancement. It also examines the marketing mix and develops a marketing plan tailored for Aldi, considering the company's strengths and weaknesses. Furthermore, the report delves into the roles of marketing concerning human resources, IT, customer service, research and development, production, finance, and the application of the SOSTAC framework. The report concludes with an overview of Aldi's business-to-business and business-to-consumer approaches, highlighting the importance of maintaining good relations with consumers and suppliers. The analysis aims to provide a comprehensive understanding of Aldi's marketing operations and their effectiveness in a competitive market.

MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of the marketing function..................................................1
P2 Roles and responsibilities of marketing relate to the wider organisation.........................3
TASK 2............................................................................................................................................6
P3. Marketing Mix..................................................................................................................6
P4. Marketing plan for Aldi....................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................11

INTRODUCTION
In the today's business world there is existence of various organisation thus it can be said
that there is a tough competition in the market. It is the marketing which aware people about the
brand and the products & services offered by them. This all report will be dealing with various
aspects of marketing through considering the case scenario of Aldi which is a retail company. To
increase the market they carry out various marketing campaigns thus convincing people to buy
their products (Baker and Saren, 2016). Other than this there will be brief on the marketing mix
thus making the marketing plan a effective tool for the organisation like Aldi. The strengths and
weaknesses are also highlighted to show their impact on the company.
TASK 1
P1 Key roles and responsibilities of the marketing function
The significance of marketing division has is continuously increasing in present business
environment because this department play crucial role in enhancing the profit of company (Pike,
2015). In this era, understanding the need of customer is very important, marketing wing is
accountable for finding the needs of buyers so a company can offer better product to their
customers. Below are some of the responsibilities of marketing function:
Market research – Manager of marketing division is responsible for analysing the
present trends in the market. Aldi has many competitors and they are running their business in a
highly competitive market. This department is accounting for finding the demand of various
product that is offered by Aldi. If this wing of the company predict appropriate demand of an
time then cited firm can make production and other plans accordingly (William and Jerome,
2012). The rules made by government changes in regular interval of time, it is the duty of
marketing managers to evaluate the changed rules and then communicate it to the management
so they can form their strategies by keeping new rules in their mind.
They also analyse the marketing strategy of other organisation who are operating is same
industry. The data and information collected from this research can be used by various divisions
of the company. By conducting market research, they try to find the profitably of a product. It is
their function to find the best channel of distribution. They are accountable for find the correct
market of a product. This work can only be done by research the demand, taste and preference of
the buyers.
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Advertisement and Promotion – Simply making a good product does not assure its
success in market. In this era, companies need to make people aware about the unique features of
their product. It is the role of marketing department to find and use correct source of
advertisement. They are responsible for branding of a product (Perreault, 2010). If a company is
launching new product, they it is their accountability to arrange promotional activities so an
organisation provide all the information about their product to the public. Marketing manager
play an important role in deciding the method and money for advertising companies products.
Sometime right strategy of advertising become the main cause of success of an item.
Stop bad promotion – Social media now considered as the one of the best source for
promotion of a product. Marketing department use it because they know that it is not very
expensive and various of of a product can be communicated to large number of people by using
internet. But at the same time, this mode of advertisement can also used for tainting the image of
a company (Thomas, 2011). Marketing wing of Aldi is responsible for finding removing all the
rumour about the enterprise which is present on various social media website. They are
accountable finding the need of a buyers by analysing their comments which they have written
regrading cited corporation.
Enhance profit of company – Every department in an organisation has some role, like
production division is responsible for making quality product at best price. Although marketing
department has to perform various function but the most important activity which they perform is
to find the ways which increase the net profit of the business. One can say that all the division
has to perform this function but in reality, the manager of marketing wing are responsible for
growth of the firm.
Physical distribution – Aldi has many almost 9221 stores, send products to these stores
is not an easy task. Marketing managers play significant role in making a system of timely
delivery of the product at the stores.
Increase customer satisfaction – This division is accountable for finding the problems
which is faced buy customer regarding a product. It is the role of marketing manager to resolve
the problems that is faced by this company. If customers are happy with a product then they will
always prefer to buy product from cited firm (Brady, 2014).
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P2 Roles and responsibilities of marketing relate to the wider organisation
Marketing department is totally interlinked with different organisation in any manner.
Marketing perform basic functions and activities which help in targeting desired goals and
objectives in better manner. Departments within an organisation is based on goals and motives
by satisfying large number of customers towards firm products and services. ALDI manage and
maintain all departments for performing each function in proper way. Marketing is the common
part of organisation which help in promoting various goods and services of company among
buyers. There are various roles and responsibilities of marketing which directly influences the
other departments that are as follows:
 Human resource department- This department is the backbone of every organisation
which help in recruiting, selecting, training, staffing, directing all employees in right
manner. The duty of manager is to select those candidate who have desired skills and
knowledge which are necessary for the company growth and success. There are various
responsibilities which should be performed by them that includes encourage employees,
health and safety services, inspire workers for achieving goals and objectives in
effectively (Joshi, 2012). Human resource managers are provide equal rights to each
candidate at right place.
 Information technology- In this department, information system, computer software,
computer hard ware and other computer related technologies. This department help the
Marketing department for giving advertisements, branding, images, videos, graphics,
disseminate which are related to the organisation. There are some methods and
techniques which help in doing promotions product such as online, websites, extranet
marketers. Websites are used for promoting business functions and operations in proper
manner (Rossi, Allenby and McCulloch, 2012).
 Customer service- It is that department which help in listening customers issues and
problems that totally related to products of the company. This is the duty of customer
service team is to listen their issue and try to solve it in effective manner. This process
will help in support customers in effectively and efficiently manner. The main objective
of this department is to satisfy customers needs and wants by fulfilling all demand and
requirements in proper manner.
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 Research development- This department will help in analysing data or information
which should be collected through research and development. They analyse reports,
records and consumers behaviours, attitudes, needs and wants in proper manner. With the
use of research department, they assist in improving different products and services
according to the demand of customers. Research and development is that process which
assist in marketing by observing environment and make effective marketing strategy or
planning (Griffin and Ebert, 2010). This kind of unit is associated with marketing
department; therefore, they will provide items to people as per their needs and wants.
 Production and operation department- Marketing department help these departments
for maintaining effective products and services as per the demand of customers. There are
various functions which will performed by operation department that includes packaging,
producing, logistics and distribution of different commodities. Logistics assist in
producing various goods and services which can satisfy all buyers needs and wants in
proper manner. Marketers duty is to sell products and services among the desired
customers. It is important to distribute various goods and services equally to their buyers
(Blythe, 2012). This unit is connected with finance unit because if they are having proper
fund then they will easily purchase material to develop items for customers and will able
to provide them within limited time duration.
 Finance department- In order to maintain the required level of funds for different
marketing activities it is necessary that the marketing department maintain good
coordination with the finance department so that deficiency in funds can be maintained.
Apart from this it also provide the data regarding future requirements of funds to the
financial division of Aldi (William, 2012). This department is associated with al divisions
because every unit needs finance to accomplish their task in an effective way. This will
provide budget to them under which they have to fulfil their work.
PR Smith SOSTAC framework will stated as beneath: Situational analysis: This is considered as a first stage which is related with procedure.
As indicated by this, it is required for management to identify recent position if
enterprise. It is must to evaluate entire risk and resolve it appropriately; therefore, firm
will acquire best outcome.
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 Objective: It is essential for an organisation to implement procedure of marketing into
business effectually. For above stated purpose, it is necessary for manager to frame
certain targets which needs to be attained by them within limited period of time. It is
required for company to provide qualitative services to clients as this will help them to
improve their goodwill. Strategic planning: It is fundamental for an enterprise to develop plan with aid of some
requisite strategies, this will help them to acquire adequate outcome. This is considered
as a guideline to achieve desired goals and targets. As a result, quality of products and
services will maintained effectually. Tactics: It is description of strategies; thus, appropriate examination will be conducted.
With assistance of this, employees will able to accomplish their roles as well as
responsibilities proficiently. This helps in improvisation of work and in addition attain
objectives within limited time duration. Action: It is consider as one of the vital part in business. To establish a new business it is
essential to complete the task. Implementing new strategies or action is most important in
the model of action. In order to gain all goals and achievement it is crucial to consider all
factors related to this. Marketing managers are the one who have to take care or ensure
that all tactics of marketing are implemented properly so that they can able to execute
that in a proper way so as to achieve targets appropriately. Control: This phenomena is very necessary for business managements so that they can
compare the performance and predetermine what outcomes will be there for the same.
They come under managerial functions like planning, organising staff and directing them
in right direction. It is duties of managers to make appropriate control on all actions so
that a healthy environment is maintained in workplace.
Business to business of ALDI:
Manufacture goods and services and to know customer's needs company has to conduct
market research before establishing their enterprise. Their main duty is to convert raw material
into finished goods so as to fulfil buyer's needs and satisfaction. They look out for various
intermediaries like broker, wholesaler, retailers and agents for smooth conduct of their business.
Therefore, ALDI store is maintaining good relations with their consumers by supplying them
with products they want with suitable commodity. Their chain of supplying goes on with a flow
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so that production is not stopped. This assist them to have a fair relations and complete their task
on time.
Business to consumer of ALDI:
company is set up to fulfil all customer's needs and deliver them necessary items.
Managers finds out suitable retailer who buy their products and sell to consumers. Goals and
objectives depends upon the sales person and analyse whether they can achieve targets and
provide services in a proper manner which help them to invest in right commodity so that
maximum profit can be made out of that. ALDI is establishing loyalty with customers by
offering them with best quality products. Products existence in the market should be provided by
organisation in order to know information regarding that commodity. They have increase amount
of sale by implementing new technologies and tools.
TASK 2
P3. Marketing Mix.
Marketing mix is the set of actions which a company uses to promote their brand or the
product in the market. It consist of 5Ps expanded as price, product, promotion, place and people.
The marketing of Aldi are as follows:-
 Product:- It is an item which is manufactured by the organisation to meet the demand of
the consumers. There might be chances that the product can be either intangible and
tangible.
Each of the product has certain lifestyle and after a certain time period it becomes outdated so it
is the responsibility of the marketing manager to modify and renovate the products to meet the
demands. In the case of Aldi, it can be evaluated that it has own specialised brands which builds
a financial outlook in the positive sense (Jones and Rowley, 2011). They does not offer much
products but still they are able to maintain the strong consumer base and this has happened
because they offer better prices for the products.
 Price:- It is the cost of the each product which the consumer has to pay to get that
particular product. Price is one of the crucial element of the marketing mix as it is the
factor which decided the organisation's profit margins thus directly connected to the
survival of the brand in the market (Novak, 2011). There can be big influence on the
marketing strategy if much variation in the price is there. This is the factor which mostly
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affects the demand and sales of the certain product. It can be said that the pricing is one
of the factor which affects the demand and sales of the certain product.
In the case of Aldi pricing holds a key spot in the marketing plan and it can be analysed that the
prices offered by Aldi for their product is quite low as compared to their opponents. This is
helping them in occupying large market share.
 Place:- It is necessary that each of the organisation existing in the company should be
aware about the placement and distribution of product mix of the organisation. It is the
duty of the marketing manager market research and find out the places where they can
put the product so that maximum customer could have access to it (Baack, Harris and
Baack,2013).
In this context, Aldi try to ensure that all their stores has normal common setup because they
emphasis more on the cheaper costs for their customers and public. It is also their duty to make
sure that minimum wastage is done for the activities related to it.
 Promotion:- This is the important part of the marketing mix plan as through this only
distribution and promotion of the goods and services takes place. This is the technique
through which the consumer are applied to buy the products as they contain certain
benefits (Nguyen and Simkin, 2012). Organisation of the sales, Public Relations,
Advertising and Sales publicity are the elements which are part of this.
Aldi use line promotion techniques for the purpose of effective promotion of the goods and
services and other than this they use TV, radio and newspaper ads for this purpose.
 People:- They are the individuals to whom they sell the products so that they can earn
profit. Aldi set their target customer to whom they will be selling their products and
according to their requirement they arrange the things (Gummesson,2011). On the other
hand employees of the company has important role in effective marketing as they guides
the consumers that what is the best product for them according to their needs.
 Process:- This can be stated as an essential part, because on daily basis new techniques
and technologies comes up. This needs to be followed by Aldi and analyse it from time to
time. It may help in giving hard competitions to rivals and also helps in enhancing profit
maximisation.
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 Physical evidence:- This part is related to where Aldi can target most of the consumers
at places. Here, Aldi open it retail stores where they can grab attention of most of
customers. This may enhance sales of products and services.
Aldi is facing tough competition in the market as there are lots of brand available and out of all
one of them is Tesco. Following are the marketing mix of Tesco:-
 Price:- Tesco has good hold on their market because they offer good quality products at
low rates and to maintain the prices they someone have to decrease the profit margins.
This concepts attracts a lot of consumers towards their side and they have applied a club
card system in their functioning (DuBrin, 2011).
 Place:- Tesco sells their product at both online and offline platform and ensuring that all
kind of people have reach to it.
 Product:- Normally, Tesco sells their grocery and food items through the supermarket
chain and other than this they also sells household goods. If they gain success in
delivering quality products they will able to build a better relation with the employees.
 Promotion:- This is the activity which is concerned with the publicity and promotion of
the material and products offered by them. Tesco uses various modes of advertisement
for their promotion (Papasolomou and Melanthiou, 2012). Banners, email marketing are
some of the other things which are used by them for the promotion as this makes the
consumer aware about their products and offerings.
 People:- When it comes to the sales services they stand on the top position as compared
to their competitors like Aldi and this is just because of their effective management thus
giving priority to the customer feedback and opinion. To ensure that the consumer don't
face any difficulty while shopping with them they have appointed the sales assistance
who guides them to their products thus giving more knowledge about it.
 Process:- New techniques and technologies Tesco adapts from time to time. This helps
organisation to give hard competition to rivals and also increases both productivity and
profitability of the company. Modification of products by using new tools may enhance
sale of commodities according to requirements of end users.
 Physical evidence:- Tesco also try to grab most of the customers by opening stores at
places where it can attract them. This enhances sale of services that they are giving to end
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users. Also, Tesco keep on monitoring the sales from every single store and also makes
changes if needed.
P4. Marketing plan for Aldi.
As per above define marketing is one of the major aspect for every business firm because
it aids to increased awareness of the company's products and goods in an effective and efficient
style (Mihart, 2012). Therefore, there are significantly preparing an appropriate marketing plan
for the ALDI so that it can achieve their goals and objectives as well as get success in the
competitive market place. Apart from this, in the marketing plan included several appropriate
concepts such as explaining under below:
 Executive summary: Generally, marketing planning is one of the important function of
the business firm. Therefore, it is necessary to be compete all major functions and
operations in an systematic way so that organisation can easy to achieve their goals.
However, it is necessary to be full fill basic needs and requirements of the customers as
well as gain competitive advantages in the market place.
 Introduction: Aldi is one of the leading supermarket of the UK it is providing several
services and facilities to consumers. Therefore, Aldi has more than 8000 stores across all
over the world. In order to this, one of the major objective of this organisation is to
increased market share (Shukla, 2015). Due to this, it focus on to adopt and use smart
strategies within the organisation so that employees can easy to understand customers
needs and expectations.
 Market objectives
To provides better and effective quality of services and facilities to customers
To expand their business firm in several areas
To gain competitive advantages from the competitive market place.
Marketing mix
 Product: It can be consider as an important component of marketing mix. Due to this,
Aldi focus on to produce and deliver better quality of products and goods to customers so
that they can get fully satisfaction. Aldi offers clothes, health, beauty, food, retail and so
more products.
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 Price: It is an actual cost which is decided by the employers as per the quality and size of
the business firm (Boag, 2012). Therefore, Aldi provides better quality of products to
consumers at reasonable cost.
 Place: It is also an important concept of marketing mix. It is related to the channels of
distribution which is used by Aldi for distributing products and goods to customers
(Shukla, 2015). Additionally, Aldi has large number of physical stores and outlets.
 Promotion: Aldi using smart and innovative promotional tools and techniques within the
organisation for promoting products and goods across all over the world.
SWOT Analysis
Strengths Weaknesses
 Aldi provides wide range of products
and services to customers
 It focus on to maintain quality of goods
due to this they can supply better
services to customers
 It rending goods and materials at
reasonable cost
 One of the majro issue is Aldi facing
wide range of technical issues and
problems
 It does not have good stores so sells its
products to consumers as per their
needs.
 It have poor records of related to the
CSR.
Opportunities Threats
 It can be expand their business firm
 Aldi can be used online system
 Increasing competition between retail
stores
 Unstable economic condition of the
country.
Monitoring and control
After setting a plan and executing it, managers responsibility don't even get over. They
also have to keep an eye on the plan, employee and other operations if it is going in a proper way
or not. Unsuccessfulness under this may lead organisation to loss. Aldi's managers also needs to
keep on looking at planning and controlling of every plans. Objectives that has been set by
company. This option may help in enhancing both profitability and productivity of the firm.
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CONCLUSION
From the above report it has been summarized that marketing plays a very indispensable
role in promoting various types of products or services across international boundaries with the
help of effective techniques. ALDI is a major brand which is famous for its grocery items in
number of countries due to their qualitative products with effective strategies. This assignment is
all about essential roles and responsibilities of marketing department as well as its vital role in
attaining set objectives of an enterprise. Therefore, it has been analysed that consideration of
necessary factors is mandatory while making successful or developmental plans with the use of
advanced technology. Marketing mix is a cluster of 7 P'S which act as a major promotional tool
in merchandising department because of their roles and responsibilities towards increment in
sales are also addressed in this project. At the end, an appropriate marketing plan is also framed
for guiding entire corporations for executing business operations in efficient manner as well as
tries to reduce their organizational risk by overcoming existing barriers at workplace.
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