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

This report provides a comprehensive analysis of ALDI's marketing strategies, focusing on the roles and responsibilities of the marketing function within the organization and its relationship to the wider organizational context. The report delves into the marketing environment, differentiating between micro and macro factors and analyzing the significance of interrelationships between the marketing unit and other functional units. A key component involves a comparison of ALDI with TESCO, evaluating the implementation of the 7Ps marketing mix (Product, Place, Price, Promotion, People, Processes, and Physical Evidence) in their marketing planning processes. The report also evaluates various tactics employed by organizations to achieve business objectives and culminates in a basic marketing plan for ALDI, applying the 7Ps to achieve overall marketing goals and objectives, with specific recommendations for product development and online presence enhancements.

MARKETING
ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1 & 2.....................................................................................................................................1
P1 & P2 Roles and responsibilities of marketing function in ALDI and how roles and
responsibilities relate to the wider organisational context.....................................................1
M1 Analysis of roles and responsibilities of marketing in context of the marketing
environment of chosen entity.................................................................................................3
M2 Significance of the interrelationships between the marketing and other functional units.3
D1 Analyse and evaluate the key elements of the marketing function and there interrelation
with other units.......................................................................................................................3
TASK 3............................................................................................................................................3
P3 Comparison of ALDI with another organisation in the process of implementing 7Ps
marketing mix in marketing planning process.......................................................................3
M3 Evaluation of different tactics applied by organisations to achieve business objectives.6
D2 Marketing plan to apply the use of the 7Ps in ALDI to achieve overall marketing
objectives................................................................................................................................6
TASK 4............................................................................................................................................6
P4 Produce and evaluate a basic marketing plan to meet marketing goals and objectives....6
M4 Detailed, logical evidence-based marketing plan for ALDI............................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing of a business is the most essential element. It is a factor that can either made
or fade the value of business. In this study, the key roles and responsibilities of the marketing
function are explained. Also, the importance of marketing mix is evaluated in the following
report. This study further involves the actions of different environments in marketing.
The organisation chosen for this study is ALDI. The market share of this establishment is
5.3% of the total share and thus, it is essential for them to have effective marketing planning. The
marketing planning processes depending upon the 7Ps of marketing mix of the organisation are
studied in this learning. Moreover, the effectiveness of the marketing process of ALDI is
evaluated by comparing the systems used in TESCO.
TASK 1 & 2
P1 & P2 Roles and responsibilities of marketing function in ALDI and how roles and
responsibilities relate to the wider organisational context.
Marketing function is a role of identifying the successful products and then promoting
them in order to have maximum sales to enhance the business value of an entity. There are
certain roles and responsibilities of marketing function to create and capture the value, some
major actions are stated below:
 Listening to need and demand of customer- This is the most important tool of marketing.
Needs and demands of customer result in development of the required product only
which will benefit the entity in many ways, such as creating the name of firm by
providing customers what they need, increased sales value and the wastage of not
required product will be suppressed (David and David, 2017). This evaluation can be
done by either using the internal channels of the company or through channels outside the
entity.
 Follow recent trends- Following the current trends will help in effective product
development. Thus, it is crucial for business organisations to stay updated with the recent
trends arising in the market.
 Monitor competition- For enhancing the marketing process, it is necessary to evaluate the
position of the company from marketing and competition point of view.
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 Innovations- New products are always part of attraction, everyone wishes to try them
once. Marketing department should implement innovative promotion methods that draws
the attraction of the people.
 Communication- Marketing department needs to communicate well with the other
departments foe the proper functioning of the business processes. If there will be no or
less communication that the effectiveness of marketing will not meet up the expected
targets.
Hence, these point should be noted while planning for implementing a marketing process
in the entity.
In context to the ALDI, there are certain roles of various functioning units to enhance the
marketing value. Some functions of units are explained below:
 Product management unit- This unit aims to manage the product by maintaining the
supply chain management. Also, this unit listens to the need of the public demand and
design the services accordingly.
 Sales Department- The major role of sales section is to meeting the sales target through
effective planning and budgeting.
 Human resource- This department needs to do proper allocation of resources used in
business marketing. HRM department should conduct some campaigns for marketing
initiatives (Basile and et.al, 2016). Further, it is the duty of HRM to select right and
deserving person for the work type.
 Finance & RD department- This division should look after providing sufficient funds for
the marketing processes to be accomplish.
 Social Media unit- Nowadays, social media is the biggest platform of marketing. Thus, it
is necessary to have an effective team to handle the social media marketing pages and
accounts.
 Advertising unit- This is the most important unit for business marketing. All the results
thus concluded by the other units are merged into a form that results in preparation of an
effective advertising report. This unit performs that merging process.
 Further, it is the responsibility of managers and leaders of the department to maintain a
high communication level to bring effectiveness in the working.
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Thus. above were some roles and responsibilities of different functional units for business
marketing which should be followed up by ALDI to bring out impelling results.
M1 Analysis of roles and responsibilities of marketing in context of the marketing environment
of chosen entity.
There are two different type of environment that are associated with the marketing
namely, micro and macro. Micro environment includes the internal factors of the organisation
which directly impacts upon the marketing function. This environment should manage the
supply, selling, customers, competition etc. whereas the macro environment revolves around the
external forces. ALDI can manage these factors by implementing strategies and policies to deal
with them.
M2 Significance of the interrelationships between the marketing and other functional units.
It is important for an organisation to constituent good relations between and within the
departments for proper functioning of all the planned process (Liu nd et.al, 2017). The
marketing unit highly depends upon the product development, advertising, social media and
human resource unit. In ALDI, for marketing of products it is important to observe the results
obtained by the internal and external channels of entity.
D1 Analyse and evaluate the key elements of the marketing function and there interrelation with
other units.
The marketing function involves four basic elements and they are research, strategy,
planning and tactics. In order to achieve these elements, marketing unit needs some other other
functional unit of the organisation (Harrington and et.al, 2017). For example the research is
highly dependent on the product management department, strategy is prepared using the ideas of
employees and the tools used in marketing like social media etc. are managed by the respective
departments.
TASK 3
P3 Comparison of ALDI with another organisation in the process of implementing 7Ps
marketing mix in marketing planning process.
Marketing mix is a tool which is used by organisation to meet the needs and expectations
of customer. It is known as marketing mix because it comprises of combinations of various
elements that builds a business. Marketing mix is necessary in planning marketing processes to
achieve the organisational objectives (Hamzah and Sutanto, 2016). There are seven elements in
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this mixture. In present context, these elements of ALDI are to be compared with another
organisation to evaluate the effectiveness of this tool and for executing this task, the another
organisation selected is TESCO. Both are retail industries but have lot of differences between
them.
The marketing mix of both the entities along with their comparison is explained below-
Elements of
Marketing Mix
Description ALDI TESCO
Product It is the service or
good that customers
purchase from the
organisation. The
product should fit the
expectation of the
consumer (Ng and
et.al, 2016).
Needs work on
product development.
Lacks in fluidity of
product.
Better than ALDI in
product development.
More satisfied
customers.
Place This element denotes
the areas where the
product will be
available and can be
accessed by the
customers. Thus place
may be high street,
malls or online shops.
ALDI should work on
online shopping
facility.
The online shopping
provided by this entity
is very effective in
increasing the number
of customers. This
feature also saves time
for both, the entity and
the customers.
Price This is the most
important element
which is considered by
the people. Price is the
money which
customers pay for the
product or services
ALDI has low priced
product which attracts
the consumers to shop
from their entity
Price of products in
TESCO are higher as
comparison to ALDI.
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bought by them.
Promotion This element is used in
persuading customers
to buy the services of
the organisation. The
promotion can be done
using advertising,
sales promotion, social
media, etc.
Promotion techniques
used in ALDI are
effective and focuses
on the price.
TESCO uses quality
factor in promotion.
People This is the element on
which the
organisations are most
reliable on. It is
important to have right
people at right time
and on right place.
ALDI follows internal
recruitment system,
thus, all employees are
already known with
the norms and culture
of entity.
From front line sales
person to mangers,
TESCPO has skilled
and deserving
candidate as the
recruitment process
followed is external.
Processes This element is about
the process of delivery
of product to a
customer.
Effective and proper
monitoring of
processes.
The large size of the
firm is bit challenging
to handle.
Physical These are the
evidences experienced
by the customer in
receiving their
services.
ALDI provides high
level of facilities to the
buyers.
Provide high level of
facilities.
From the above table, the effectiveness of ALDI can be evaluated by comparing to the
TESCO. There are soke factors on which ALDI should work to attain the business objectives.
For example- Organisation should implement the option of online shopping for the customer
convenience. Also, some work on product development is needed to meet up the customer
expectation.
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M3 Evaluation of different tactics applied by organisations to achieve business objectives.
In order to attain the goals, ALDI has implemented various techniques. They have done
value addition in their services depending upon the need and demands of customers to meet their
expectation (Edwards, 2016). Further, to overcome the problem of online shopping they have
implemented E-commerce to enhance their customer figure.
D2 Marketing plan to apply the use of the 7Ps in ALDI to achieve overall marketing objectives.
According to above evaluation done in P3, it was observed that ALDI needs to work on
product and place elements. To overcome the product related issues, ALDI should work on the
logistics to mange the supply chain and thus maintain the liquidity (Purcarea, 2017). To
overcome the place problems, social media marketing can help in promoting the official site.
TASK 4
P4 Produce and evaluate a basic marketing plan to meet marketing goals and objectives.
Planning is essential requirement while carrying out the processes of marketing. Planning
helps in setting objectives and work in that order to achieve them. Also a good marketing plan
helps in:
 Identifying the customers to be targetted.
 Identifying the competitors.
 Developing market strategies effectively depending upon the results of above points.
Below are the steps of planning a marketing plan:
 Research- The situational analysis will done in this step. All the necessary information of
present time will be analysed to prepare the plan for further processing. The elements of
marketing mix that helps in researching are product (Jaggia and et.al, 2016). Product
details help a lot in understanding the needs of customer and work according to them.
 Target Audience: The audience between which the marketing is to be done is selected.
The promotion tool of marketing mix plays a important role in targetting the audience.
 Goals- For impelling planning it is necessary to write down all the goals which are to be
aimed by the organisation. These goals will provide direction to the people associated
with the marketing.
 Strategies- After setting objectives, techniques and strategies will be prepared to achieve
the goals setted. The people element is involved in preparation of the strategies of market
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planning. The effectiveness of the policies depends upon the efficiency of the people
associated with the business.
 Budget breakdown: This is the last section of marketing plan which includes a brief
dislocation of budget associated with all the techniques and strategies.
ALDI can implement an effective action plan for marketing by following the above steps.
These steps can help in enhancing the market value of organisation. Further, the performance of
the marketing processes can be enhanced by monitoring the below listed factors-
 Customer Feedback- This is the most effective method of monitoring the performance of
the marketing. In this tool customers are said to give feedback of the marketing function
and by working on the negative comments found in feedback, marketing process can be
improved (Griffitts, 2016).
 Customer Analysis- By analysing the services that are being bought by the customers, it
can be evaluated that what are the most liked services and on which factors
improvements are needed.
 Competitor Analysis- In this monitoring method, the best strategies implemented in the
other entities will be observed. After observing them, designing of strategies will be
done.
These methods can help ALDI in improving the marketing processes.
M4 Detailed, logical evidence-based marketing plan for ALDI.
In this type of marketing organisation use detailed researches, reports, statistics, trends
etc. Evidence based marketing can be done by finding detailed and relevant information of all the
foreseeable aspects of business and then setting a realistic timeline for all the procedure from
production to selling (Ryan, 2016.). This type of planning further involves the experts and
professionals for their valuable opinions.
CONCLUSION
The above report is based on the marketing essentials in an entity. This learning states the
importance of marketing in enhancing the market value of an organisation. The roles and
responsibility of different functional units along with the importance of their interrelations in an
organisation are explained in this study. This report also compares the ways in which different
organisations implement the marketing mix to achieve the overall business objectives. Further, a
marketing plan is developed and evaluated in this study to meet the marketing goals.
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REFERENCES
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