Aldi's Marketing Essentials: Roles, Responsibilities, and Objectives

This report provides a comprehensive analysis of marketing essentials, focusing on the roles and responsibilities of the marketing function within a business context, using Aldi as a case study. It examines key functions such as product management, pricing, promotion, financing, and distribution, highlighting their impact on achieving organizational objectives like revenue maximization and customer satisfaction. The report also explores how various organizational functions, including production, research and development, administration, customer services, and human resources, relate to the wider marketing process. Furthermore, it discusses the importance of the marketing mix and the development of a basic marketing plan for Aldi, outlining strategies to enhance product quality, customer satisfaction, and market share in the competitive retail sector of the United Kingdom.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P 1 Key roles and responsibilities of the marketing function................................................1
TASK 2............................................................................................................................................4
P 2 Roles and responsibilities of marketing relate to wider organisational context...............4
TASK 3............................................................................................................................................6
P 3 Marketing mix to the marketing planning process to achieve business objectives.........6
TASK 4............................................................................................................................................9
P 4 Basic marketing plan for Aldi..........................................................................................9
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
As there is cut throat competition in every sector of business environment all over world,
companies try to survive through many marketing strategies. Retail industry is one of most
common and competitive in current scenario. Aldi is a leading brand in this industry of United
Kingdom which deals in Food, Beverage, Sanitary Articles, Household Goods (Yi and
Yazdanifard, 2013). Being a well known company, it has to adopt some major effective and
efficient strategies to accomplish organizational objectives and goals of profit maximization and
revenue generating. In following report, function of marketing like distribution, financing,
market research, pricing, selling, promotion, product and service management as well as their
roles in business will be discussed. They play a vital role in achieving target to capture lion
market share in retail sector. Marketing mix is also an important aspect which needs to be
considered by company.
There are some elements like place, product, promotion, people, physical evidence, price
and process. Another things which should be described is planning to design future strategies of
firm to provide best quality in product and services and get maximum customer satisfaction
(WuKirkole and Huang, 2016). An effective marketing plan is like game changer that can hinder
or foster growth of enterprise in long term. So this is an essential part of business tactics in
which various techniques and tools are utilized to gain maximum outcome in business in future.
Through above scenario, company can get connected to its customers easily and make most
profit out of it. Different stage ate included in marketing plan which is used to increase market
share of company in retail,sector in United Kingdom.
TASK 1
P 1 Key roles and responsibilities of the marketing function
Marketing is a process through which firm or an individual can fulfil their needs by
creating and exchanging value of something to others. It it away that helps to establish a strong
relationship to customers (Woodside, 2015). Aldi is a well known company of United Kingdom
which has revenue of 53 billion euro as per latest data. It was established on 23rd June 1913 by
Karl Albrecht and Theo Albrecht. It is a global organisation which has business in Australia,
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Austria, Belgium, Denmark, France, Germany, Hungary, Republic of Ireland, Luxembourg,
Netherlands, Poland, Portugal, Slovenia, Spain, Switzerland, Great Britain, United States.
There are 10366 employees and 2500 stores all over world. It has top bottom
organisational structure and mixed culture due t host country effect. Being a leading firm in retail
sector, Aldi has powerful position in market and a good image in sight of its consumers. To
maintain this situation, it has to make some major efforts to uplift its product quality and keep its
customers happy in long term. So it has to execute some function in marketing like MIS
(marketing information system), product management, distribution, selling, promotion, product
& services, pricing, market research, financing, packaging, transportation, risk assessment and
quality control (Stanton and Salnikova, 2016). These function play a vital role in accomplishing
form vision and mission as following through their roles and responsibilities as following.
 Product(Service) management-It is one of most important function of marketing which
plays a vital role in gaining maximum profit and turnover through innovative product and
goods. Company estimates what features its customers want in current services and items
so that they can be more satisfied with firm. It is process of planning, testing, developing,
conceiving, delivering and launching of product in market for target group of people.
This function has main purpose to create customers value and measurable business
benefits. For example, Aldi firm wants to manage its existing product to attract maximum
consumers and uplift sales in future. There is an important role of product life cycle
which consist of some stages to well plan launching of goods in market as a refreshing
form. In this function, company tries to promote its product with press, customers and
partners (Simintiras, Dwivedi and Rana, 2014). There are two types of product
management like inbound and outbound which helps in marketing of it among target
consumers.
 Pricing-This is also an crucial function of marketing of business organisation like Aldi
which is a leading firm in retail sector of United Kingdom. This helps in setting right
price for product so that maximum customers can buy it and get satisfied with its pricing
policy. Along with reasonability of rate, form has to make sure that it maintains its
quality of goods so that no drawback will be occurred in long term in future. For
example, if organisation sets too high price for its product and services then it may loose
some customers who can not afford that rate (Shaik, 2016). On other hand, if price is set
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too low then there will be huge loss occurred for company which can affect it in a
negative way.
 Promotion-This is a major function of marketing which affects business of firm directly
and indirectly. This is process in which product is advertised in such way that more
customers can be attracted to buy it and maximum profit can be gained in long term. This
has main purpose to increase number of of new consumers and retain existing one to
capture dominating share of retail sector of United Kingdom. As there is continue
changes in market, an appropriate tailoring is required in message of firm while
advertising product on social media. There are many methods to promote it like
Television, news paper and word of mouth.
 Financing-This is foundation of marketing of any business organisation. There is need of
money to make it in future, so firm makes sure that it has sufficient funds to promote its
product and services like household, food and beverages (Saluja and Singh, 2014). There
are many types of methods for which finance can be arranged for business like loans,
investment and personal capital of organisation. These help in smooth functioning of
advertisement to attract maximum customers and sustain existing consumers in future. So
this function has to be managed in effective and efficient manner by marketing manager
of company.
 Marketing information system-This is main function in which information about
product is gathered, analysed and distributed to higher officials so that they can make
profitable plans for future and contribute in accomplishing goals of customer satisfaction
and better quality of goods. This data is collected from inside and outside sources by
company which is used in decision making for promotion and helps in monitoring
success rate of firm in term of marketing in retail sector.
 Distribution management- This includes the way in which raw material or any
supporting product is received and make it available to customers in easy manner. For
example, Also can set its stores in min market areas so that maximum people can access
that particular place (Reynoso, 2013). On other hand, if stores are far from population
then there will be less selling of product in future.
 Selling-It is final aspect of marketing functions in which needs and desires of consumers
are determined and customise product is delivered to them to increase sales and profit of
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business. For example, company tries to provide right product to right target buyer to
improve its current performance and image in retail industry of United Kingdom. Thus
there are many marketing functions which play a vital role in achieving organisational
objectives and goals of revenue maximization and customer satisfaction in long term.
TASK 2
P 2 Roles and responsibilities of marketing relate to wider organisational context
Every business organisation has to present its product in such a way that new customers
can be attracted to buy in future. Marketing plays an important role in achieving desired target of
firm as to capture a considerable share in retail industry. Aldi, being a leading enterprise, has to
execute its main functions with effectiveness. These aspects of firm are production, research and
development, administration, customer services, sales, marketing, human resource, ICT and
finance (Purvis, 2016). They have their own roles and responsibilities to achieve different
motives in various departments of company. Following are some explanation of these important
elements.
 Production-This is one of most important business functions which affect marketing
process and organisational objectives in future. This includes process of manufacturing of
product from raw material or components to provide customers in market. In this, firm
tries to input best quality elements and get standard final product for its target group of
market. Main stakeholders of production are customers, producers and suppliers. For
example, if supplier make changes in quality of raw material or pricing policy then it may
have a huge impact on production process of company also and consequently it will
increase or decrease its product quality.
 Research and development-This function of firm also plays a vital role to accomplish
objectives of profit maximisation and uplift sales of product in future. In this, company
conducts a survey in market to estimate its target customers needs and desires in
particular goods. So that appropriate changes can be mad e in features and increase sales
of specific profit and services in long term (Pike, 2015). There are two methods of
research in retail, industry like qualitative and quantitative. First includes words and
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languages to prepare report from customers or employees. On other hand, second
technique contains statistical and numerical data for survey.
 Administration-This organisational function plays a vital role as effective management
officer can make best plans to achieve target in time with accuracy. They can help in
gaining maximum output form minimum input in different process related to marketing
(Dioko, 2016). On other hand, they contribute in preparing smart advertisement
techniques which can cover maximum customers and capture a lion share in retail sector
of United Kingdom. So administration of company can change whole scenario of
business.
 Customer services-This organisational function includes solving every single problem of
consumer and get their maximum satisfaction. For example if any person has query or
complaint about product, form responds in quick manner and makes sure that there will
be no difficulty in future. So Aldi adopts effective customer services to sustain its
existing clients.
 Distribution-This function incudes suppliers chain management through which company
gets best quality raw material to produce goods (Pike, 2016). On other hand, being a
leading firm, Aldi has world wide distribution channels which help it to achieve its
objective. They make product available to public in an easy way so that people can reach
there.
 Finance-This function is a basic foundation of every business organisation as there is no
company without money. As mentioned firm has well known image in retail market, it
has sufficient finds to operate its business with smooth functioning. This leads to
maximum quality in product through attractive advertisement to increase sales in long
term.
 Human resource-As employees are key asset to every firm like Aldi, they have to be
skilled and qualified which can uplift productivity of company and its product for
customers (Cua, Reames and Chai, 2013). There are different methods through which
enterprise can recruit ans select most suitable candidate for its better performance like
interview, written test or role play. To maintain performance of workers, Aldi makes suer
that there is no discrimination among them on basis of skin colour, language, religion ,
region or gender.
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 ICT- Information and communication technology also plays vital role as organisational
function in which all necessary data about marketing is analysed and conveyed (Parsons,
2013). Aldi uses advanced and latest technology to communicate its information within
firm. So that every employees involved can get clear idea about his role and
responsibility in marketing of product.
 Marketing-This is the main function of company as it helps in getting final outcome of
business like profit, revenue, customer satisfaction and market share or goodwill. There
are different types of marketing which are executed by form lie digital, door to door and
other. Aldi uses digital methods as there are many potential customers who can be
covered on online advertisement.
 Sales-This is final or last function of organisation in which product is made available to
consumers and firm makes profit out of it. Company makes sure that it uses effective
methods or ways to provide product and services to target market, otherwise there can be
less revenue in future (Mittal, 2014). So company has to keep mind that product should
be in best quality and up to the mark. Thus there are many different functional areas
which are considered while marketing process. Proper monitoring of these above aspects
may lead to capturing top position of organisation in long term and it can accomplish its
objectives and goals in time.
TASK 3
P 3 Marketing mix to the marketing planning process to achieve business objectives
There are many different organisations which apply their own effective aspects to
improve its product sales in long term. Marketing mix includes place, product, people,
promotion, price, process and physical evidence. Tesco and Aldi are two companies in retail
industry which can be taken as example to compare their process to accomplish goals and
motives in a long as well as short term (Clow and James, 2013). Followings are some
explanation to understand better difference between these two firms.
Marketing Mix Aldi Tesco
Product It is a retail firm which deals in
households product, fine range
of grocery items and sanitary
On other hand, this element of
Tesco contains a international
and widest range of products
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goods which are most useful in
daily life of people. This is one
of most important part of
marketing mix. Company
provides reasonable products
so that maximum consumers
can buy and it can gain profit
margin at most.
like daily households
products,foods and beverages
which require fresh quality. To
gain maximum profit,
company makes sure to
provide best standard in goods
especially in perishable items.
For example, it has customised
product for specific target
market.
Price Being a well known brand in
retail sector, Aldi tries to set a
affordable price to products
ans serveries so that maximum
customers can be able to buy
them in future. So there is
comparatively lower rate of
goods. For example, it makes
cheese which can be purchased
by maximum consumers in
market.
On other hand, being world
class form in retail, market,
Tesco offers higher price to its
products and services with
international standard to
satisfy consumers. As it has to
maintain its image and
goodwill, it offers exclusive
product which contain high
price.
Place This is one of major part of
marketing mix in which Aldi
has established its various
store at reachable places so
that all people can go and buy
products. For example it has
all its stores in main cities of
country to connect maximum
people with 8000 stores in 18
On other hand, Tesco is a
bigger brand and has many
store all over world to make it
easy an reachable fro
customers. It has also digital
stores which are assessable for
everyone and can easy get
goods at home. It has 6,900+
stores in 11 countries
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countries
People This marketing mix helps in
increasing productivity of
company. Aldi has less
employees than other
competitors as it provides less
assistance to its customers at
stores as there are well
maintained sections of every
item range division.
On other hand, Tesco has
480,000 employees in 11
markets all over world.
Diversity is appreciated by
firm which helps in boosting
productivity of employees. All
are supportive to each other an
promotional opportunity
encourages them to work hard.
Promotion Aldi adopts various
promotional strategies like
swap and save which helps in
switching customers to its
brand from other. It provide
occasional discounts to
increase sales of goods with
cheaper price. It uses print,
display media ans social media
to uplift sales of products and
services.
Tesco has well established
image in retail market due to
lower prices of products and
services. It uses loyalty card a
strategy which long time
customers get points which are
redeemed on purchase of
future buy. It utilizes
televisions, hoardings,
charitable events to promote its
goods.
Process Aldi use layout in its process
to make goods easily found for
customer as per their
requirement. It needs less
workforce and provides high
quality items with limited
range.
Tesco has considered some
aspects in business process like
minimum deviation, service
features, accessibility and
capacity level of production.
These factors play vital role
and help in making best
quality products and services
in long term.
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Physical evidence Aldi has all well maintained
stores which offers 87 percent
home brand items and rest are
from top brands. Its all stores
have same and standardised
atmosphere all over world.
There are less assistance to
customer at store in helping
them in purchase.
On other hand, Tesco has a
big image in market and its
logos, colours, labels and
equipment are most effective
evidence which helps in
sustaining customers in long
term. It has maximum stores
where sufficient number of
employees are available to
assist consumer in purchase
and inform them about any
beneficial reprogramme or
event.
TASK 4
P 4 Basic marketing plan for Aldi
Marketing plan is an official document which is considered a blueprint of strategies and
techniques to achieve organisational objectives and goals in future. This includes some major
activities and task which should be executed to gain short tern targets within time frame (Martin
and Reed, 2015). There are main five steps which are followed to prepare a marketing plan and
implement it on business process to uplift sales and market share of company in comparison to
other competitors. These major stages are market research or analysis in which customers are
identified, segmentation,targeting positioning, marketing objectives, strategies and control of
plan so that company can increase its turnover in long term in retail industry. Following are some
important parts of marketing plan.
 Identification of potential customers- This is first thing to do while making marketing
plan for future. Firms detect all its potential buyer in market through some market
research. There are two types of research to identify consumers like qualitative and
quantitative methods. These techniques help to know exact desires or needs in retail
market so that firm can make product according to them and get maximum profit and
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revenue form it. In first method, company conducts forecasting through personal
interview, online or offline survey, open group discussion and questionnaire (Malhotra,
Birks and Wills, 2013). On basis of response of public in market, a reports is prepared
and potential consumers are detected. Organization focus on this group only to establish a
connection with its customers.
 Market segmentation-It is a process in which whole market is divide into parts on basis
of their needs and class so that firm can concentrate in its most potential buyer who are
profitable for its business in long term in future. It can personalize market campaigns to
increase sales of product and gain maximum customer satisfaction (Chamorro, Miranda
and Rubio, 2014). This technique helps in reducing risk of unprofitable market
investment where no customers wants particular product of Aldi. One of important form
is niche marketing in which a specific group of consumers is targeted and customised
product is produced for them. This division is based on age,gender, economic situation,
preferences, choice,and culture of customers. Mentioned firm has divided its total market
on basis of demography in which it mainly targets to female middle age women for
grocery product as they are mainly bought by them.
 Targeting the market-At this stage of marketing plan, Aldi concentrates on its
statemented consumers which are middle age women which are most potential buyers of
the firm product and goods (Lane, 2014). It focus on particular needs and desires of these
customers and make product according to them only to get maximum satisfaction in
future. To achieve objectives and goals many strategies can be used like undifferentiated,
concentrated and differentiated. First includes whole market and marketing mix is applied
to improve performance of product. Aldi adopts differentiated target strategy in which it
separates target customers into categories on basis of demography. For example, it
provides different products for men and different variety for women and children. It
reduces risk on single targeted people. Third target strategy is concentrated in which
multiple segments are focused by firm through single type of goods.
 Positioning-This is one of most powerful concepts of marketing in which firm launches
its new product with new and different feature from other competitor in retail market of
United Kingdom. It is a process to establish a brand as perception of customers for
particular product and services. There are different types of strategies which are used by
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