Marketing Report: Aldi PLC's Marketing Plan and Competitive Analysis

This report offers a comprehensive analysis of Aldi PLC's marketing strategies, focusing on the roles and responsibilities of the marketing function within the organization. It delves into how the marketing department collaborates with other departments to achieve organizational goals. The report explores the development of a marketing plan for an innovative product, using the SOSTAC model to outline situation analysis, objectives, strategy, tactics (including the marketing mix), action plans, and control mechanisms. It emphasizes the importance of digital marketing, sample distribution, and employee training in promoting the new product. The report concludes by highlighting the significance of marketing in enhancing sales, building a positive brand image, and maintaining a competitive edge in the market. References to relevant literature are included. The report also analyzes the competitive market and the importance of marketing in the retail sector. The report also considers the role of the marketing department in Aldi PLC and its impact on the organization's success.

Marketing Essentials

Contents
Introduction.................................................................................................................................................3
Activity 1.....................................................................................................................................................3
Roles and responsibility of marketing function.......................................................................................3
The marketing department and other departments working together in order to set goals of an
organisation.............................................................................................................................................4
Marketing plan........................................................................................................................................5
Conclusion...................................................................................................................................................7
References...................................................................................................................................................8

Introduction
Marketing refers to the process of actions in which the Enterprise used to promote their
goods and services into the competitive market which helps them to attract their targeted
customers. An organisation can promote their services with the help of marketing research and
advertising their products into the market. It is the most important process which must be
adopted by every organisation so that they can encourage the audience towards their offered
products and services (Badaró, 2020). The report is being discussed about Aldi plc which is an
organisation dealing in the retail sector of industry. It was founded in the year of 1946. It is
owned and managed by Karl and Theo Albrecht. The headquarter of the company is situated in
Essen, Germany. It has a discounted Supermarket chain which has more than 10,000 stores in
around 20 countries. The report is analysed about the roles and responsibilities of marketing
functions and how these are related to the wider organisation. The marketing plan of innovative
products is discussed in the project.
Activity 1
Roles and responsibility of marketing function
Marketing department of every organisation plays an important role in order to promote
their goods and services into the competitive market. It is also helpful in order to maintain long
term relationship with their targeted audience as they always used to encourage them in order to
avail their products and services which resulted in enhancement of sale and profitability of the
firm (Campbell, Naidoo and Campbell, 2020). The roles and responsibilities of marketing
functions are discussed below:
 It is helpful in order to identify and source potentially successful products for market and
also used to encourage the customers to buy such products.
 The marketing department is responsible for the growth of an organisation as it is that
department who used to develop different business strategies.
 The company used to conduct different campaign programs in order to identify the
production of services on which it is necessary for the organisation to focus upon it as it
is useful in order to increase their sales (Del Giudice and Della Peruta, 2017). The

department also used to determine different procedures which will be helpful in
communicating with their customers which helps them to develop a positive brand image
into the market.
 The department is also responsible to develop the materials in such a manner which is
used in order to encourage their targeted customers towards the organization (Duthler and
Dhanesh, 2018). The department also used to modify the existence of products and
services which helps them to satisfy the desires of their customers.
 The department plays an important role in monitoring and managing the social media
platforms as it is used in order to analyse the demands and desires of their targeted
customers (Badaró, 2020). It is also used to determine the current trends which are going
in the competitive market with respect to the products offered by the competitors.
 The department is responsible with respect to internal and external Products
Development as it is used to improve and develop a new product in existing products
which is used while satisfying the targeted audience.
 The department is also responsible for developing proper communication and
promotional materials used to have a proper communication with their customers in order
to determine their desires.
 The department is also used to support the sales team as it is used in order to improve and
enhance the sales which resulted in the profitability enhancement (Campbell, Naidoo and
Campbell, 2020). The high quality leads to running advertisements that includes a reply
mechanism.
 Exhibition seminars and other events are also organised by the department which is used
to promote their customers and other companies towards their organisation. These events
are beneficial for both customers as well as organization (Del Giudice and Della Peruta,
2017). The benefits which are enjoyed by the customers are they are used to gather the
information related to Products and the company is developing a positive brand image
into the competitive market while executing such events.

The marketing department and other departments working together in order to set goals of
an organisation
The interrelationships between the marketing functions and other organisations plays an
important role so that they can attain the common goal of Organisation in an effective manner.
All the departments within the organisation are connected with each other as they are working
together to attain the common goals. The Marketing department is required to develop a plan so
that they can implement the actions upon it for that they are required to have support from the
financial department Human Resource Department sales and production department and other
departments. With respect to the chosen organisation, it is necessary for the supermarket to take
advantage of the competitive market. They are required to take support from the financial
department because there is a cost of promotion (Rapp and et. al., 2017). The most important role
of the marketing department is to promote their goods and services which resulted in the
enhancement of sales of all such products which are offered by the organisation.
Marketing plan
It is important for every business organisation to develop a marketing plan so that they
can promote their innovative products in the competitive market with the help of effective
marketing strategies. It is difficult for the business Enterprises to have a sustainable growth in the
market without determining the effective strategies properly (Duthler and Dhanesh, 2018). The
marketing plan is mentioned below with the help of SOSTAC model:
 Situation: The Aldi plc is determined, meaning the competitive market, so that they can
develop different strategies which will be helpful in order to innovate a new product in
the competitive market which is mostly required by the customers. While considering the
present scenario of pandemic situation, every customer is demanding such products
which can be used by them in order to boost their immunity system. For this the
organisation has developed a new product of Tea which can be used by the customers in
order to improve their immunity power.
 Objective: the main objective behind this project is to enhance the immunity level which
will be helpful to their customers to fight against the covid-19 virus.
 Strategy: the organisation has planned to develop different digital promotional techniques
which can be used by them in order to promote their new product in the competitive

market. The companies also decided to provide samples to all those people who are
visiting their stores which will be helpful in order to take customer feedback.
 Tactics: it is the details of strategy and the model which helps the organisatto achieve the
objective in an effective manner. It is discussed with the help of marketing mix model:
Product: the marketing plan of new innovative healthy tea which is used by the customers in
order to boost their immune system. As it is determined by the organisation the demand of sach
products is increasing in this pandemic situation.
Price: the price which is asked by the customer is totally dependent upon the quality of
product and also the deep pockets of their clients. It is the stage where the company has
determined to sell their products at a reasonable price and also so with some attractive offers.
Place: the product is being distributed in all the physical stores of the UK. Further, it will be
expanded into other countries also.
Promotion: the organisation has decided to have a Digital marketing platform in order to
promote their goods. The company will also promote their new product by providing samples of
it to their customers who are visiting their stores.
People: the company also gives importance to their employees as they are the one who are
directly dealing with their customers. The managers of the chosen organisation used to provide
different training and development programs to their subordinates so that they can have better
communication techniques with their clients and be helpful in order to resolve the issues faced
by them.
Process: it talks about the series of actions which can be adopted by the organisation while
delivering their products to their clients.
Physical evidence: it is the most important as the customers are already aware about the
brand and it is easy for them to interact at the physical stores when they are facing any issues
with respect to the product.
 Action: the action plan talks about what is required by the company to access the human
resource and other employees. It is also necessary for the organisation to examine the set
of skills which are acquired by them in their employees in order to promote their healthy
tea.
 Control and monitoring: the managers of the chosen organisation used to track the work
of their employees in order to determine that they are working in the right track or not.

Conclusion
It can be concluded from the above report that Aldi plc is the most famous organisation in
the competitive market. It is important for the company to determine different approaches in
order to encourage their targeted customers towards their products and services. The organisation
uses different techniques in order to balance a marketing mix and also used to provide high
quality products at reasonable price which will be helpful in order to and hence their sale. The
companies use different channels of promotions which will be helpful in order to encourage their
customers and create positive feedback upon the organisation. This is also used in order to
develop a positive brand image in the competitive market. The comparison with Tesco and Aldi
with the help of marketing mix is being discussed. The marketing department plays an important
role which will be helpful in order to promote the products and services in the competitive
market.

References
Books and Journals
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Campbell, K.S., Naidoo, J.S. and Campbell, S.M., 2020. Hard or soft sell? Understanding white
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Del Giudice, M. and Della Peruta, M.R., 2017. Definition and Evolution of the Variables in the
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Palgrave Macmillan, Cham.
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