Aldi's Marketing Essentials: Strategies, Trends, and Market Analysis

This assignment provides a detailed analysis of Aldi's marketing strategies, current and future trends, and the overall marketing process. It explores the roles and responsibilities of the marketing manager, the interrelationship of the marketing department with other functional units within Aldi, and the importance of this interrelation for achieving organizational goals. The assignment also analyzes Aldi's marketing environment and compares its marketing mix strategies with competitors like Lidl and Wal-Mart. Furthermore, it includes the production and evaluation of a marketing plan designed to enhance Aldi's market position and increase sales by effectively meeting customer needs and maintaining product quality. The document aims to provide insights into improving Aldi's marketing efforts and achieving its objectives, contributed by a student and available on Desklib.

MARKETING ESSENTIALS
1

Table of Contents
INTRODUCTION................................................................................................................................3
1. INTRODUCTION OF THE MARKETING CONCEPT WITH EXPLAINING THE DIFFERENT
CURRENT AND FUTURE TRENDS OF ALDI....................................................................................4
2. PRESENTATION OF THE MARKETING PROCESS AT ALDI.......................................................5
3. ALDI MANAGER’S MAIN ROLES AND RESPONSIBILITIES OF THE MARKETING FUNCTION...6
4. EXPLAINING THE ROLES AND RESPONSIBILITIES OF THE MARKETING IN THE WIDER
CONTEXT OF THE ALDI AND THE INTERRELATIONSHIP OF THE MARKETING DEPARTMENT
WITH THE OTHER FUNCTIONAL UNITS........................................................................................7
ANALYZING THE ENVIRONMENT OF MARKETING OF THE ALDI IN RELATION WITH THE
MARKETING FUNCTIONS.............................................................................................................9
5. THE IMPORTANCE OF THE INTERRELATIONSHIP OF THE MARKETING FUNCTION OF ALDI
WITH THAT OF THE OTHER FUNCTIONS OF THE ORGANIZATION.............................................11
7. CONCLUSION OF THE EMPHASIS OF SIGNIFICANCE OF THE EFFECTIVE
INTERRELATIONSHIP OF THE ALDI’S MARKETING FUNCTION WITH THE OTHER FUNCTIONAL
ORGANIZATIONS........................................................................................................................13
7. COMPARISON OF THE DIFFERENT WAYS IN WHICH THE ALDI WILL MAKE USE OF
MARKETING MIX STRATEGIES WITH THE LIDL AND WAL-MART...............................................15
8. PRODUCTION AND EVALUATION OF THE MARKETING PLAN FOR ALDI.............................19
CONCLUSION.................................................................................................................................23
REFERENCES...................................................................................................................................24
2

TABLE OF FIGURES
FIGURE 1: MARKETING CONCEPT....................................................................................................5
FIGURE 2: MARKETING ENVIRONMENT AT ALDI...........................................................................10
FIGURE 3: INTERRELATIONSHIP OF THE MARKETING FUNCTIONS WITH THE OTHER
ORGANIZATIONAL FUNCTIONS......................................................................................................12
FIGURE 4: MARKETING AT ALDI.....................................................................................................14
FIGURE 5: MARKETING PLAN FOR ALDI.........................................................................................20
3

INTRODUCTION
The assignment will be focusing on the different concepts of the marketing along with the
explanation of their principles. Aldi is the retail market store in the UK which is very famous and
has a higher brand image among the other competitive brands. The assignment work on Aldi’
and will help the company to improve their marketing by using various marketing strategies and
techniques so that they can achieve their goals and objectives. The aim of the assignment is to
deeply explain all the related terms with marketing in the context with Aldi. Here the different
roles and responsibilities of the marketing manager will be explained to improve the
performance of the marketing team at Aldi. The marketing head will also be explaining the
interrelationship of the other functional units of the organization with that of the marketing
function.
The relationship of the different functions at Aldi with the marketing function shares
significance to the organization and thus helps the company to achieve its aims and objectives
of the company. The other section of the report explains the different marketing mix strategies
used by the Aldi so that the company can compete in the competitive market and can take the
brand value at its heights. The Aldi aims to increase the sales margin by satisfying the
customer’s needs and wants and for that company try to maintain the quality and standards of
the products and services.
The last section of the report will be discussing the marketing plan formulated for Aldi
marketing. So that the budget of the plan can be decided and the marketing manager of the
company can take further decisions related to the marketing of the products and services of the
Aldi.
4

1. INTRODUCTION OF THE MARKETING CONCEPT WITH EXPLAINING THE
DIFFERENT CURRENT AND FUTURE TRENDS OF ALDI
INTRODUCTION- MARKETING CONCEPT
In context with the company Aldi, the marketing concept holds that the organization should
focus on improving the quality and standard of the products and services to satisfy the
customer’s needs (Tadajewski, 2018). The marketing concept focuses on providing the value to
the customers and thus helps the company to attract more customers towards their products.
The various future and current trends that could be adopted by the Aldi will help the marketing
head to focus and achieve the aims and objectives of the company (Tadajewski, 2018). The
current trends of Aldi include social marketing that focuses on the benefits of society. Green
marketing that promotes the safety of the environment in the different processes of the
company (Tadajewski, 2018). The future trends will include location marketing, mobile app
marketing, and live stream marketing etc.
FIGURE 1: MARKETING CONCEPT
[Source: Tadajewski, 2018]
5

2. PRESENTATION OF THE MARKETING PROCESS AT ALDI
The marketing process at Aldi include the various steps that help the marketing head to focus
on the needs of the customers and thus helps in managing the different marketing activities in
the organization.
The marketing process at Aldi includes the different steps that are mentioned here below:
 Analyzing the market opportunities for Aldi
 Selecting the target market for the company (Mouzas and Ford, 2018)
 Developing the marketing mix strategies
 Managing the efforts of the marketing at Aldi
 The first step of the marketing process at the Aldi is including analyzing the
market for finding the opportunities available for the growth of the company.
The company conducts the research and tries to get the best information about the macro and
micro environmental forces. The analysis of the market forces helps the company to work on
the areas where the competitors are unable to focus and are not able to satisfy the customer’s
needs (Mouzas and Ford, 2018).In the next step of the process, the marketing head of the Aldi
tries to separate the customers on the basis of the strengths and opportunities available for the
company (Mouzas and Ford, 2018). The company focuses on target customers and work on
fulfilling their needs. In this process, the customers are decided on the basis of positioning,
targeting, and segmentation.
The next step includes the development of the various strategies of the marketing mix for the
improvement of the products and services delivered by the company to the customers. Aldi
plan the different marketing strategies that includes the product that is offered to the
customers, the competitive price, the efforts of the company that will ensure the availability of
the products and the promotional and advertising activities that helps to communicate the
value of the Aldi’s products and services (Mouzas and Ford, 2018).
The last stage of the Aldi’s marketing concept includes the management of the marketing
efforts for the improved performance and operational results.
6

3. ALDI MANAGER’S MAIN ROLES AND RESPONSIBILITIES OF THE MARKETING
FUNCTION
The key responsibilities and roles of the manager of the marketing function at Aldi are:
 The responsibility of the manager at Aldi is to ensure the availability of the products that
they have to serve the customers and conduct the marketing research to analyze the
different marketing tends
 The role of the manager also include that no employee should feel demotivated towards
his work, they should conduct the activities for the employees in which they can
recognize their value and can work with more dedication
 Another function or role of the manager at Aldi is to manage the advertising and the
promotional activities at the organization so that they can attract more customers
 The other responsibility of the manager at the Aldi is to take care of the quality of the
products and services
 The hygiene must be maintained at the store for the efficiency and improved
performance of the employees as well of the organization
 The responsibility of the manager also include that they should serve to the customers
according to their needs and requirements and the company must be able to meet the
expectations of the customers
 It is also the role of the marketing manager to ensure the dignity of all the employees at
the company, no employee should feel insulted so that the company must be able to
maintain the trust between the employees and the company
 The manager must also ensure that the company must take care of the ethics and
values of the organization in order to increase productivity at the workplace
Thus, the responsibilities and roles discussed above would gather attention to fulfilling the goals
and objectives of the company. The teamwork must be and coordination among the employees
must be appreciated for the better functioning and performance of the company.
7

4. EXPLAINING THE ROLES AND RESPONSIBILITIES OF THE MARKETING IN
THE WIDER CONTEXT OF THE ALDI AND THE INTERRELATIONSHIP OF THE
MARKETING DEPARTMENT WITH THE OTHER FUNCTIONAL UNITS
The marketing function of an organization plays an important role in attaining the aims and
objectives of the company. In this section, the interrelationship of the different marketing
functions with that of the other organizational functions will be discussed here. The
interrelationship between these functions in the company will help the organization in the
growth and development (Hill and Hill, 2017). The relationship between these functions has
been mentioned hereunder:
THE DIFFERENT ORGANIZATIONAL FUNCTIONS SHARES THE LINK WITH THE MARKETING
FUNCTION IN THE WIDER CONTEXT WITH THE ALDI:
Relation of the marketing function with the production management team
For the marketing of the products at Aldi, the marketing function manager of the Aldi has to
ensure with the production manager that they can make available the products on time or not.
In case of the offers that can be provided by the marketing manager to the customers than at
that time the quality and standard of the products can only be ensured by the production
manager (Hill and Hill, 2017). Thus, this clear that there is a relationship between the marketing
and the production management, the communication between both the functions must be
clear for the better performance of the organization (Kozlenkova et al., 2015).
Relation of the marketing function with that of the finance management function
For the success of the marketing activities at the Aldi, it is important for the marketing function
to take the support of the finance (Hill and Hill, 2017). The finance function will help the
marketing manager by providing funds for conducting different campaigns and promotional
activities. Each and every activity of the marketing whether it can be advertisement or
availability of the offers to the customers, they all can be conducted at Aldi only when the
finance manager ta the company will ensure the availability of the funds (Hill and Hill, 2017).
8

Thus, the above discussion also states that there is a strong relationship between finance and
the marketing function at Aldi.
Relation of the marketing function with the human resource
At the time of the peak season in the company, the marketing function needs the help of the
human resource department. When the demand and supply of the products at Aldi increases
rapidly then marketing function confirm with the human resource (Hill and Hill, 2017). There is
again the relationship between the human resource and marketing function manager because
almost in every function of marketing there is the need of the person that is a human resource
to handle the work or tasks. Thus, on the peak season the requirement of the human resource
increases, they are more interdependent on each other and hence share the link between them
(Hill and Hill, 2017).
Relation of the marketing function with the research and development department
Marketing at Aldi is done on the basis of the research and development of the market; thus, the
R&D department manager is responsible for providing the information on the market to the
marketing manager. The research conducted helps to recognize the customer's needs and
requirements and on the basis of that, the manager of marketing decides strategies and plans
for marketing of the products (Kozlenkova et al., 2015).
Thus, the research and development department also share the link with the marketing
department and helps the company in better functioning and improved performance for the
satisfaction of the customer.
9

ANALYZING THE ENVIRONMENT OF MARKETING OF THE ALDI IN RELATION
WITH THE MARKETING FUNCTIONS
FIGURE 2: MARKETING ENVIRONMENT AT ALDI
[Source: Ramanathan et al., 2017]
The important marketing roles in context with the marketing environment of Aldi:
The marketing function plays a very important role in the functioning of the organization. The
functions of the marketing take the many other factors into account such as the promotion,
sales, advertisement etc (Ramanathan et al., 2017). thus here in this section, the different
marketing functions are being discussed in the wider context of the environment of marketing
of Aldi:
10

Aldi’s marketing strategies, marketing information system of Aldi, Examination of the Aldi’s
environment of marketing, Aldi’s marketing research, Market segmentation for Aldi, Brand
equity for Aldi. These functions of the company will help in providing satisfaction to the
customers and thus will help in maintaining their brand image in the market (Ramanathan et
al., 2017).
11

5. THE IMPORTANCE OF THE INTERRELATIONSHIP OF THE MARKETING
FUNCTION OF ALDI WITH THAT OF THE OTHER FUNCTIONS OF THE
ORGANIZATION
6.
FIGURE 3: INTERRELATIONSHIP OF THE MARKETING FUNCTIONS WITH THE OTHER
ORGANIZATIONAL FUNCTIONS
[Source: Madhani, 2017]
There is an importance of the interrelationship of the various functional units of Aldi with the
marketing department (Madhani, 2017). The finance depart allows the marketing manager of
Aldi to take the decision related to the advertising and promotional activities (Madhani, 2017).
The human resources department ensures that there will be no delay of the services provided
to the customers at Aldi during the peak season and also he will take care of the recruitment
process for Aldi and the training program to be conducted so that the company can compete
with the other companies (Madhani, 2017).
12