Marketing Report: ALDI's Marketing Roles, Mix, and Strategic Planning

This report provides a comprehensive analysis of ALDI's marketing strategies. It begins by defining marketing and its importance, then delves into ALDI's roles and responsibilities within the marketing function, covering areas like distribution, financing, marketing information management, pricing, product and service management, promotion, and selling. The report then explores how these roles are related to the organizational context, highlighting the connections with departments like human resources, accounting, sales, research, transportation, and risk assessment. Furthermore, the report examines how ALDI applies the marketing mix (product, price, place, promotion) and planning processes to achieve its business objectives, including a comparative analysis with IKEA. Finally, the report includes the production and evaluation of a basic marketing plan for ALDI. This report offers valuable insights into the marketing practices of a major retail chain, providing a detailed overview of its strategies and their impact.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P 1. Roles and responsibilities of marketing function of ALDI..................................................1
P 2. Ways in which roles and obligations of marketing is related to organisational context......3
TASK 2............................................................................................................................................5
P 3. Different ways in which ALDI apply marketing mix with planning process to achieve
business objectives......................................................................................................................5
TASK 3............................................................................................................................................9
P 4. Producing and evaluating a basic marketing plan for ALDI...............................................9
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing can be simply defined an activity of sales and promotions. This is also
involving actions associated with market research as well as advertisements. Thus, it is
considered as an important technique which is being applied by the business organisation in this
contemporary world. Through this tool, company can easily understand about the requirements
and demands of civilians and existing condition of market place. Therefore, as a fruitful result,
business owners can create positive and healthy relations with their potential users and can be
able to earn high sum of profitability at last. Marketing usually comprises of four essential
components that are product, place, price and promotion (Narver and Slater, 1990). The current
report is based on ALDI which was founded in the year of 1913. Two brothers Karl and Theo
Albrecht were operating this company. But after that it was divided into two parts in 1960 and
was become popular as Aldi Sud and Aldi Nord in the year of 1962. This is famous as
supermarket chain which is used to provide great discount on their merchandises and are offering
services at international level. They are having around ten thousand stores within approx
eighteen countries. It is one of the largest retail corporation that is situated in Germany. It has
been observed that they are making turnover of more than € 50 billions. In this project, main
roles and responsibilities related with functioning of market has been discussed associated with
Aldi. Apart from this, a basic marketing plan for this venture is also going to be designed and
evaluated properly.
TASK 1
P 1. Roles and responsibilities of marketing function of ALDI
In the process of marketing, the conception of venture will shifted towards the
purchasers. It commonly refers to the action of creating awareness by taking help of promotional
activities for the products and services of especial brand. As Aldi is dealing with the retail sector,
they are providing different kinds of food items, beverages, commodities linked with sanitary
and households merchandises. They are giving their best in manufacturing better quality goods
or services and offering the same to the people (Ogunmokun and Tang, 2012). But consumers
are demanding best deliverables at minimum charges or prices. For doing this, ALDI needs to
focus on the wish and request of their possible clients and design products in accordance to their
feedbacks. This would help them in attracting large number of users towards their firm.
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This has been recognised that with the change in time, trends existing in given company
has also been altered. They are focussing more on the needs or necessitates of their clients. It can
be said that marketplace has completely become purchasers' centred and due to this reason
bargaining power as well as purchasing power of buyers is enhancing a lot. In order to attain best
possible outcome, ALDI requires to perform various marketing functions. Its roles and duties are
below mentioned :
 Distribution : This factor is giving information about merchandises that would be
supplied in market location. Thus, it is depicting that what will be the techniques that
could be used by Aldi for doing the same. For instance, they may apply few newer roles
in their showrooms ion order to reach at large number of audiences. Whereas if they got
failed in doing proper marketing then it will become impossible to complete their final
aim and objectives.
 Financing : For carrying out certain activities within merchandising, it is needed to make
correct budgets so that various campaigns associated with promotion can be executed
effectively. If improper sum of revenue would exist then they acts as great barriers for the
given firm (Malhotra, 2015).
 Marketing information management : According to this term, Aldi is required to
collect, store, analyse and distribute relevant information associated with marketing. This
can be carried out by special research team and data that is being gathered should be
transferred to the managers as per their informational necessitates on daily basis.
 Pricing : In according to this element, affordable costing should be imposed by cited
organisation so that each and every one whether they belong to poor or rich section can
enjoy their deliverables easily. Aldi needs to emphasis on making flexible pricing
schemes in order to earn competitive advantages and for conveying this information they
can take assistance of suitable marketing plan of action.
 Goods and service management : Though they are determining proper costing but if
they do not concentrate on products and service management appropriately, then all
things will go in vain. Therefore for doing this, ALDI should do survey of local market
place and need to determine the present requests of users so that satisfaction can be
achieved.
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 Promotion : For creating awareness about any kind of information associated with the
newely developed goods among citizens of not only UK but also those people who are
living in other nations, Aldi need to adopt effective promoting strategies. For example,
they could take use of social media platforms, newspapers, magazines, radio, etc. for
reaching at more and more civilians.
 Selling : Marketing as well as selling are two activities that are closely linked with one
another since if marketing would be done in appropriate manner then range or level of
selling will rise automatically.
It has been observed that there are different macro factors (such as technology, society,
economic situations of nation where business is being operated, environment, legal rules being
imposed by government bodies, political circumstances of country, etc. ) which are influencing
the overall performance of Aldi at greater extent. These impacts will be positive as well as
negative depending on their nature (Lovelock, 2011). For example, change in technology makes
the work of corporation very easy and because of this whole productivity and profitability of
Aldi get increases. On the other hand, government are imposing high taxation rates. Due to this,
large sum of money of venture goes on paying such taxes only ; thus giving adverse effetcs.
P 2. Ways in which roles and obligations of marketing is related to organisational context
Marketing is also described as a business function since it aids in knowing about the
requirements or demands of consumers and values that should be provided to them. It supports in
doing lots of works such as understanding objectives of company, performing analysis regarding
rivalries. In addition to this, value as well as market analysis can also be carried out by the
assistance of it. There are various roles and responsibilities of marketing functions which has
been discussed above. These are inter-linked with several other departments so that each and
every aim of ALDI can be reached. This can be better understand by below stated points :
 Human resource : The main aims of this department is to recruit suitable workers in
firm so that man power could be enhanced in effective manner. Marketing sector would
aid in spreading consciousness in context to the vacant designations existing the Aldi so
that all those positions can be filled appropriately.
 Accounting : This is nothing but the management of all revenues that is being earned
from selling products or services. This also linked with department of marketing since if
helps in acquiring large sum of money by doing promotional actions.
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 Sales : The sales rate of company is being increased drastically if they utilise proper
commercialism in their venture. If Aldi become capable for seeking attention of
numerous of people then, their selling level enhances automatically which in turn helps
in making high turnover.
 Research : None of the venture would perform their marketing functionalities without
doing investigation of market. In order to get familiar about what is happening in the
present marketing location, owners of Aldi need to carry out a research program for
looking after various facets of it. Via the assessment of the market they would become
capable to make firm's acts that necessarily to be accomplished in decorous style. For
determining actual objectives and targets, venture have to know about the strategical
aspects of their challengers so that they can formulate their own and can create
uniqueness in the same.
 Transportation : ALDI is needed to have transportation facility so that they could be
able to deliver their products as well as services form one position to another and supply
those to the ending users. Therefore, it is essential that organisation have to utilise
effectual transportation services that needs to be cost effective and make this available in
lower prices.
 Risk assessment : There are numerous of risks that may which may occur while
manufacturing products and services that as a result creates negative impacts. All those
adverse effects could be reduced by performing proper risk assessment. These things are
affiliated with marketing information management since every data is being collected
from this divisions (Functions of marketing, 2017).
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(Source : Functions of marketing, 2017)
TASK 2
P 3. Different ways in which ALDI apply marketing mix with planning process to achieve
business objectives.
In market the 4ps and 7ps are the one which is very much important aspect and every
company has to include such for their product. These aspect are those which help firm in making
better decision and strategy in great manner and thus it also leads to production of goods and
services for customer satisfaction with their needs and wants as well in proper way. Marketing
manager of organisation do always find a appropriate method for particular product and services
in great way and it this research and survey is being also included which also look forward to
gather information with their analyse the particular demand of their customers, competitors and
also market trends too (Lindley, 1937). This is such which help in making better strategies for
promoting the goods and services which also look to create a strong image against their rivalries
as well. ALDI is such which is among the largest supermarket in country and thus it also
concentrate in mix strategies and thus also create demand with attract number of customers
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Illustration 1: Functions of marketing

towards the organisation. Moreover, a comparison is being made in between ALDI and IKEA
Plc. And they both are those which consider different things like strategies in marketing mix with
which it can also be achieved in business objectives as well:
Marketing mix tools ALDI IKEA
Product Company is that which provide
the better product and services
in great manner and thus also
satisfy needs and wants if
customers. They also offer
various kind of products like
fresh vegetables, products and
cloths, stationary etc. at
reasonable prices.
This is being considered into the
global retail chain across the
world. They are such which also
offer various kinds of products
such as outdoor furniture, baby
and children's products, desks,
chair etc. with safety products too.
Price ALDI is somewhere having a
strong consumer base and it
also sell their product and
services in better manner.
Supermarket use pricing
strategy and provide quality
goods and services at better
prices as well. Moreover
making customer satisfied with
this companies goals and
objectives can be attained.
This firm is such which looks
forward to have competition with
various retail chain store and thus
it also look for global level and
thus local supermarket are having
various competitors as well.
Business vision is to keep their
product and service at lower prices
so that they can make proper focus
on controlling cost and operational
details. Firm also uses pricing
strategy with their product and
services as well.
Place ALDI is having a around 8000
stores in 18 countries and thus
also focus on particular place
which also look for venture and
This firm is something which is
looking forward to have effective
place and also have distribution
strategies which is marketing mix.
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having number of customers
and it does also have reach
easily for buying the items as
well. Organisation is such
which also uses warehouses as
well which also store product
and services with online
presence with providing the
information as well (Lehmann,
and et. al. 2016).
Although it includes the global
distribution network and even they
have a distribution channel in
more then 50 countries round off
and it also consider the effective
supply chain and it somewhere
also reduces transportation costs
too.
Promotion ALDI is such organisation
which use comprehensive
marketing mix strategies which
help to promote their product
and services in market as well.
It also look forward to have
creation of awareness and it
also lead to have a awareness
among the customers which is
related with goods and its
details is being done in
appropriate manner as well.
Promotional tool is that which
include the various things as
media, internet and commercial
ads with electronic ideas and
having display media with the
number of customers which is
attracted them towards
company.
Such firm also concentrate on the
various marketing tools and
activities with providing
information which regarding with
particular product and services as
well. They are such which uses
promotional activities as TV,
prints and online ads and
billboards too etc. IKEA is that
which has launched advertising
campaign in UK with the name
and sign like Not For Sale and
which is part of campaign too.
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People This is something which has
lower customer services which
can be divided into task and
among the employees with
assign the work and also look
forward to provide them proper
satisfaction to customers as
well and even employees has to
done the work in effective
manner. Such thing as
employee with billing counter
and even sales person with the
displaying the variety of
product to consumer.
They also provide the proper
environment to atmosphere and
the customers with employees.
This is something which include
the effective culture and
somewhere it is based on
togetherness and enthusiasm with
fun as well (Laudon and Laudon,
2011).
Process ALDI firm is that which find
various thing and this has to be
done in suitable ways for
looking forward to have
producing and promoting the
particular goods and services as
well. ALDI is that supermarket
company which generally keeps
their product and services of
high quality as well (Khan and
Adil, 2013). So customer will
not spend much time on
selection too.
This is something which has
various process. It has around
approx. of 44 manufacturing units
and also having 10 countries too.
Although they also use better and
effective procedure which help
them to have a clean and suitable
environment too. IKEA has most
special and better quality of supply
chain inventory management
system as well.
Physical evidence ALDI is global retailer store
and thus it also has renowned
for business procedures as well
Around they have 250 stores in
almost 50 countries. IKEA is
having a huge store and layout is
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with global pricing too. Its store
is mainly consist of different
thing like home brand and
recognised brands too.
there which also provide the
shopping experiences to people as
well. It has many restaurants, baby
and handling area, smoking zone
with many more customer as well.
Marketing planning process:
Normally, in every organisation the effective and efficient plan is required in better
manner. Moreover company looks to develop themselves with the marketing plan and firm also
have decide how to sell their particular goods and services as well. There are some steps which
has to be followed for proper working as well:
Analysis : This is being considered as first phase of planning and thus it also consider the
environmental studies as well (Kennedy and Parsons,2014).
Planning : In this phase, marketers are such which make blueprint of selling their
product and services which help in providing them for implementing the procedure as well in
effective way. ALSI has to take various decision in better manner regarding to tools for
marketing and pricing as well.
Implementation : This has to be done in better manner as execution has to be done in
systematic manner and consider every flow of activities required.
Controlling : Control should be there on every activity as this help in having a plan
execution in right direction and this also help marketer to know any gap in between the working
as well.
TASK 3
P 4. Producing and evaluating a basic marketing plan for ALDI
Marketing plan is a business document that highlights marketing tactics and strategies
formulated for a specific period of time. It is a blueprint displaying details of plan related to
policies,procedures , budgets, etc. required to carry out various activities of an organization
(Joshi, 2012). It is critically important for any firm to make effective marketing plan as it is
helpful in approaching target audience, boosting consumer base and setting clear ,realistic and
measurable future objectives for a company. Aldi group is supermarket selling a wide variety of
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products, food items and services with the policy of providing low prices & better quality of
goods everyday to its customers. Mentioned below are the inclusions of ALDI's marketing
planning :-
Vision of ALDI : “Their vision is to enable British shopper to live richer lives for less.”
every people should have opportunities for buying every grocery items at the highest quality with
lowest possible price . They offer their customers in smarter way to shop.
Mission of ALDI : Company's mission is to provide incredibly high quality of goods and
services at lower price to the customers and keep them satisfy by effective goods and services.
After analysing visions and mission of Aldi firm, it must be required for manager of
marketing department to collect relevant data as well as information regarding Aldi's SWOT
analysis such as:
SWOT analysis of ALDI
Strengths:
 With span of time ALDI has successfully built a strong and reliable channel of
distribution which is quiet efficient in reaching majority of its target audience
 ALDI has a committed and trustworthy association with its suppliers ensuring
uninterrupted supply of raw material leading to withstand any supply chain bottlenecks.
 Having a strong brand image ALDI operates in around 15 countries worldwide having
approx 8000 stores (Jones and Rowley, 2011).
 Unique features that attracts customer to choose ALDI over other brands is that it
provides quality products & services in affordable prices to its customers.
Weaknesses:
 ALDI even been one of the leading brands in its industry has to face intense competition
in other product segments apart from its core business leading to its limited success
 The attrition rate of ALDI is quiet high in comparison to its competitors due to which it
spent a significant part of its income on training and development of its employees.
 Although Aldi has experiences quiet a high growth but it lacks in making global impact
and is still far behind from four British supermarkets in terms of market share.
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