Marketing Functions and Strategies for ALDI: A Comprehensive Report

This report offers a comprehensive analysis of ALDI's marketing strategies, examining the roles and responsibilities of the marketing function within the organization. It delves into the various functions such as market information, planning, product development, pricing, and distribution, highlighting their significance in achieving business objectives. The report explores the inter-relationship between marketing and other functional units like human resources, research and development, sales, finance, and administration, emphasizing their collaborative efforts. Furthermore, the report includes a comparison of marketing mixes employed by different companies and evaluates the tactics chosen by ALDI to achieve its business goals. A detailed marketing plan for ALDI, incorporating the 7Ps of the marketing mix, is also presented, providing actionable insights into the company's strategic approach. The report concludes by summarizing the key findings and recommendations for ALDI's future marketing endeavors.

MARKETING ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Roles and responsibilities of marketing function..................................................................1
M1. Duties of marketing with respect to marketing environment..............................................3
P2. Relation of roles and responsibilities with wider context of organisation............................3
M2. Significance of inter-relationship between marketing and other functional unit................5
D1. Critically evaluate the key element of marketing function .................................................5
TASK 2............................................................................................................................................6
P3. Comparison of marketing mix applied by different companies............................................6
M3. Evaluate different tactics chosen by ALDI to achieve business objective..........................9
TASK 3............................................................................................................................................9
P4. Marketing plan for ALDI......................................................................................................9
M4. Produce detailed marketing plan for ALDI ......................................................................12
D2. Design marketing plan with the use of 7Ps .......................................................................12
CONCLUSION..............................................................................................................................12
.......................................................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is the process by which an organisation create value for clients and make
better relationship with them in order to achieve long term goals and objectives. Marketing is one
of the best tool which is apply by the each and every enterprise with motive to develop strong
position in marketplace (Marketing Functions, 2017). Thus, it is a management process which
support the business entity for identifying, anticipating and satisfying basic needs and
requirements of customers. Marketing is more essential and beneficial techniques for consumers
as well as organisations in different terms like maximise living standard, employment
opportunities, economic stability, develops utility and satisfaction of individual wants
(Asaduzzaman, Hossain and Rahman, 2014). In case of organisation, marketing help in gathering
important information, increasing sales, channel and source of innovative plan and decision-
making. Thus, marketing is necessary and significant tool for each and everyone. In this
assignment chosen organisation is ALDI, it is a common brand of two discount supermarket
chain. They provide different products such as food and beverage and many households goods to
the customers at reasonable price. Roles of marketing functions and inter-link with functional
unit of organisation are determined this report. Marketing plan and 7P's of marketing mix which
is also determined in this study.
TASK 1
P1. Roles and responsibilities of marketing function
Marketing is main and important function which is follow by all enterprise with purpose
to maximise their strong position in market. It is beneficial tool for the business organisation to
innovate and introduce their new services and products to the customers by applying different
kind of promotional mix such as advertisement, public relation, sales promotion, publicity and so
on. Thus, in the organisation, marketing play vital role for the success and growth of the
company. ALDI is a supermarket chain across the world and in this they highly needed to apply
different kind of marketing function in their business operations and functions (Black, 2013).
Therefore, they use various function of marketing which are determined as below:
Market information: Information related to the marketing is one of the main and
foremost function. In this role of the marketing manager is to analysis basic information related
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to the market and customers. So that they are understood regarding customer and market needs
they can easily fulfil their demands and wants.
Market planning: It is another important part of the marketing function which is
essential for the business organisation in order to plan an effective strategy and policy for
achievement of long term targets. In this manager of the ALDI plan and design a better plan of
action that support them to accomplish their predetermined objectives.
Product designing and development: ALDI deals in different kind of food and beverage
products and in their they highly required to design their products. This function benefited the
business to attract large number of audience and maximise their sales and revenues.
Pricing: Price of the product is totally based on market demands and wants. In this
company set appropriate price for their products (Chamorro-Mera, Miranda and Rubio, 2014).
Thus, this function of marketing help the company to maintain their long-lasting and strong
position at marketplace. ALDI use different kind of pricing strategy for their products such as
competitive, Psychological and loss leader pricing. All these are highly essential for the company
to gain competitive advantages in limited time duration.
Product or service management: Product and service both are the main and critical part
of the business success and development. In this role of the manager is to mange all activities
and function of the company in systematic manner. This function assist the organisation to attract
large number of clients by providing better quality in their food and beverage.
Distributions: ALDI is a biggest supermarket chain across the world. Company has their
different stores in various countries. Thus, it is shown as it business has better position in
marketplace. Further, they try to expand their business operation at international level so in this
they try to innovate their products and services which help them to maximise their turnover.
Financing: Finance and money is more essential function of the marketing which play
vital role in the organisation for doing all activities and functions in systematic manner. This
function is important for the ALDI to arrange proper amount of the money by following different
resources such as long and short term loan of bank and many other (Getnet, Kedir and Yousuf,
2014).
Selling: It is another important function in this business entity sell their products to the
end user. In order to attract maximum number of the in their organisation company try to provide
quality products and services to the customers.
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Promotion: It is identify as one of the main and essential function of marketing which is
used by the all organisation with purpose to advertise their new products and services in
marketplace. In this company apply different kind of promotional mix like, publicity, sales
promotion, advertisement and many other essential tools. These adverts show that Aldi products
are of equal quality to famous and popular brands for instance, Heinz tomato ketch up, Pampers
diapers and Fairy Liquid.
Different role of the marketing functions: Function of marketing is biggest and essential which
play important role in the organisation (Ionitã, 2012). These are some roles and responsibility of
marketing functions which are determined as below:
 Main role is to introduced new products and services of the company in marketplace as
well as to customer also.
 Another role is to accomplish long term goals and predetermined objectives of the firm in
limited time duration.
 Marketing function help an enterprise to attract large number of customers towards
business products and services.
M1. Duties of marketing with respect to marketing environment
Marketing has different roles and responsibility in the organisation which help them to
maximise their sales and profit. There are some roles of marketing in the context of marketing
environment are explained as below:
Market segmentation:It is the main role of the marketing which is important for the
ALDI to classified their products at different marketplace. Thus, it is benefited to them to
improve their position at marketplace.
Brand Equity: This function is also essential for the company to maintain their strong
position at marketplace. In this company provide quality products and services to the clients at
reasonable price that support to maximise their sales and profit in limited time period.
Marketing research: It is the role and responsibility of marketing manager in order to
conduct an effective research (Jacobs, MacRae and Sladyk, 2017). It is helpful function for the
company because in which they can easily identity the basic needs and wants of the customers.
P2. Relation of roles and responsibilities with wider context of organisation
Marketing is important factor for the each and every department of the organisation.
Entire success and development of the business entity is totally depends on marketing tool.
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ALDI is a retail store which has different departments in the organisation such as production,
human resource, research and development, sales, Finance, distribution, administration and many
other departments. All these are play vital role in the success and progress of company. It is not
possible and achievable without applying tools and technique's of marketing. All these
departments are determined as below:
Human resource: In the ALDI, this department have different responsibility in the
context of hiring and recruiting talented workforce either internal and external. Another role of
this division is to provide proper training and development to the employees (Khan and Adil,
2013). Now they are capable to complete all tasks and functions of the company in given time
period. On the other side marketing is also beneficial for the enterprise to provide basic
information related to the job vacancy. Thus, both are important necessary part for the
development and growth of company.
Research and development: Role of this division is to conduct research events for
purpose of identifying the basic wants and needs of the clients towards ALDI products and
services. It is possible with the use of marketing tools. In this company follow different kind of
primary and secondary resources including survey, online methods and many other. Thus, it
shown as marketing and department of the business organisation inter-link with each other.
Sales: In order to provide goods to the customer at reasonable price, sales department
play vital role. Thus, it is beneficial for the growth and development of company. On the other
hand, marketing is also important part of the company because in which it play critical role for
attracting large number of customers. From the same, business use different kind of promotional
channel like advertisement on social and print media, publicity with the help of celebrity, public
relation and many other. Thus, sales department and marketing are interrelated with together and
have same motto to to gain maximum amount of the money.
Finance: In the business finance is necessary part for all activities and function of
company. In this main role of finance manager is to arrange accurate amount of capital (Kwon
and et. al., 2017). In this they follow different resources of the finance such as bank loan, hire
purchase, friend & relatives and many other. All these are possible with the use of different
marketing because in which it play critical role for choosing one of the best source. Thus, both
are inter-link with each other and have same motto to accomplish predetermined objective of
ALDI.
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Administration: This is another department in the organisation which has different role in
managing and controlling all activities and functions of company in limited time period. For
achievement of this, marketing manager play essential role in using different kind of useful tools
and technique's. In this they mainly focus on motivating their employees by using various types
of motivation theory. Thus, both such as marketing and administration department of ALDI
interrelated with each other. It is essential for the development and progress of business entity in
future time period.
Distribution: This department has various kind of role and responsibility for distributing
all work and tasks to the employees as per its capability and skill. Thus, it is beneficial for the
company to maintain better relation with employees. On the other hand, marketing department
also have different duties for using leadership and management theory which help them to
complete all work in allotted time (Lin, Li and Wang, 2015) Thus, it is shown that distribution
and marketing function are important part for the development and success of organisation.
Production: Role of this department is to provide and manufacture goods in systematic
manner. Main duty is to improve product and service quality which help them to attract different
number of audience towards food and beverage of ALDI products. Beside this, marketing is
also0 important and valuable tool for the company to use innovate their product and sell it to the
end user with the use of transportation services. Production department and marketing both are
useful for the business entity because it support them to accomplish their long term targets.
M2. Significance of inter-relationship between marketing and other functional unit
In the ALDI different departments are work with each other and have different motive to
achieve long term advantages and benefits for the company. These is achievable with the of
marketing because without this tool they can not do their all activities in proper manner. Better
interrelation assist the company to increase their profitability and productivity ratio. Further, it
support to maximise their better and strong position in market (Natarajan and et. al., 2013).
Another benefit and importance of inter-link between functional unit and marketing is to gain
competitive advantages. It is also helpful to compete different number of challenger's who are
existing in marketplace and render same kind of the products and services to the customers.
D1. Critically evaluate the key element of marketing function
According to the Tang, (2012) marketing function has different key elements which
support the business entity to maximise their sales and customer response in the organisation.
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There are mainly four kind of important and core function of marketing which are explained as
below:
Research: It is first and necessary part for the ALDI to do effective marketing research
which is valuable for them to recognise basic wants and needs of the customer. It is also helpful
for gathering important information about the taste and preferences of clients.
Strategy: It is the main role of manager is to plan an effective strategy which help entire
workforce to complete all work and activity in given time period. Proper plan of action and
strategy support the business to maximise their sales.
Planing: This is identify as a core and main element of marketing in which manager play
vital role in plaining of effective strategy and policy that to do all activities in systematic manner.
Therefore, it support the company to maintain long term and strong relation with customer
(Ogunmokun and Tang, 2012).
Tactics: Last and important function of marketing, it is more essential for the business
administrator to apply digitalisation and innovation in their operations. Thus, it help company to
save their time and money.
TASK 2
P3. Comparison of marketing mix applied by different companies
Marketing mix is necessary element for the enterprise and it is useful for them to
introduce their services and new flavour in food and beverages to the large number of
population. Marketing mix is also known as 7P's including product, place, price, promotion,
people, process and physical evidence (Papasolomou and Melanthiou, 2012). All these are
elements are show the business position at marketplace. In this task, there are another chosen
organisation is TESCO, it is a retail store which is located in United Kingdom. So that
marketing mix between ALDI and TESCO are explained as below:
Marketing Mix ALDI TESCO
Product Product is main and foremost
element for the business
growth and success. ALDI is
retail store which deals in
different variety of food and
TESCO has a different range
of products providing at its
large number of stores. They
render various products like:
Food, Pet care products,
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beverages such as beauty and
health products, electronic
products, clothes, households
goods, stationery and soft
tools. All these products
currently available at
marketplace.
Frozen food, Beverages,
Technology and Bakery
products, gaming products,
Home and garden products,
Do-it-yourself (DIY) Toys,
and car products, Baby and
toddler products, Sports and
leisure products, Party and gift
products, Clothing and
jewellery, Health and beauty
products, Entertainment and
books.
Price Price of the ALDI products are
different as per its quality as
well as quantity also (Peck
and Hall, 2013). They use
different types of pricing
strategy for their food and
beverages such as competitive,
loss leader and psychological.
All these are suitable for the
company and increase
customer response in the
organisation.
TESCO apply cost leadership
pricing strategy which assist
them to increase customer
response in organisation.
Company provides stable and
low prices, after receiving
commends from its clients
company cut down their
promotional outgo to further
lower prices.
Place Stores of the ALDI in 18
countries are 8000 plus, thus it
identify as a company is well-
established and famous across
the globe. In thus business
entity supply their all products
In 11 countries company has
6900 plus stores including
metro, express, superstore,
Extra etc. TESCO products are
available at different places
which is good for them to
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and services in bulk from large
number of provider and stores
them at general warehouse.
Thus, it is essential part for the
company to maximise their
sales.
maximise their reputation and
goodwill at international level.
This part of the marketing mix
show the business strength
which help to overcome their
weakness.
Promotion Under the marketing maxi
strategy, promotion activities
of ALDI is comprehensive. In
the Australia, UK, and US
markets company creates
extensive use of display,
electronic and print media in
order to promotes and
advertise its stores. Thus, it is
important to promote their
services as well as products in
market and to the audience in
systematic and easy way.
In order to promote their
services and products, Tesco
uses television ads, hoardings,
and charitable events as a type
of promotional channels.
Company also sells and
advertise its products online
(Rossi, Allenby and
McCulloch, 2012). Thus, it is
highly beneficial for the
business to attract different
customers and increase their
revenue in limited time
duration.
People Company has minimum
customer service than its
challenger as workers do not
help clients in selection of
product, this is because they
has thoughtfully put layout
where all things are classified
into accurate section which
decrease number of workforce
required on each and every
In the organisation different
employees are work with the
motto to gain competitive
advantages in limited time
period. There are approx
480,000 worker in 11 markets
across the world. In this
manager of the company play
vital role for providing
accurate training to their
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floor. ALDI pays its workers
higher than its challengers and
gives on the job training and
learning to new workforce.
employees. So they are
capable to deal difficult
situation easily.
Process It is another and important part
of the marketing mix. They
apply different process in
providing their goods to their
end user which is very simple.
Thus, it attract different
number of clients (Shukla,
2015). Further, it is important
for them to develop an
effective relation with
employees as well as customer
also.
Process is more important and
beneficial part in the company
because its totally depends on
production process and many
other. The other factors that
are reasoned are the service
feature accessibility and
capacity levels of product
production. Thus, it important
for the company to maximise
their sales.
Physical Evidence ALDI is renowned and well-
established for simplest
business standardisation,
process and global pricing.
They renders 30% cheaper
goods and maintain everybody
low prices. It is important
factor for the company to keep
better relation with customers
and employees.
The physical evidence base as
a evidence of reliable products
provided to the clients. The
logos, labels, colours, and
many other equipment are a
some of the physical evidence
that’s utilised by Tesco as a
impervious to its consumers.
M3. Evaluate different tactics chosen by ALDI to achieve business objective
There are different tactics and tools which are follow by the ALDI in order to promote
their services and products. In this they mainly follow 7P's of marketing mix because it is useful
for them to innovate their all new and effective goods in marketplace. They also apply
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promotional technique which assist to easily attract large number of clients. This tool includes
different kind of social, print and display media. All these are useful and essential for them to
maximise their turnover in certain time period.
TASK 3
P4. Marketing plan for ALDI
Marketing plan is a framework which is design by the all enterprise. Main purpose and
motto of this plan is to describing entire information and data regarding business (Solutions,
2011). This plan is incomplete without business overview, marketing objectives, mission, vision,
budget, competitor strategy and SWOT analysis. All these are explained as below:
Overview of ALDI: It is a common and Well-established brand of two discount
supermarket chain. This business was founded by the Theo and Karl Albrecht in 1913 which is
located in UK. ALDI deals in different kind of products like beverage and food, electronic
products, households goods, soft tools, stationery and many other products. In the organisation
different number of workforce are work and all members has motive is to gain competitive edge
within an organisation.
Vision: “To revolutionize the grocery sector with an unique and effective business model”.
Mission: “ALDI Promise top quality at incredibly low prices guaranteed”.
Objective: “ALDI objective is to gain maximum amount of the money by satisfying basic needs
and wants of customers”.
SWOT Analysis: It is main part of the company which shows its internal and external factor
(Wright, 2015). In this they can identify their strength & weakness and Threats & Opportunities.
Strengths Weaknesses
 Well-established brand name across the
world.
 Quick shopping experience.
 Low pricing strategy.
 Limited services and products.
 Quality perception.
 Customer services.
Opportunities Threats
 Use of advanced technology  Online shopping
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