Marketing Essentials: Developing a Marketing Plan for ALDI Report

This report examines the marketing essentials for ALDI, a leading retail chain in the United Kingdom, focusing on strategies to maintain market share and profitability in a competitive environment. It begins with an introduction to marketing essentials and their role in achieving organizational goals, followed by an analysis of marketing function roles and responsibilities, including market research, product development, and risk management. The report then explores how these functions relate to the wider organizational context, emphasizing the importance of identifying customer needs, marketing planning, and promotion. The second task delves into the marketing mix elements – product, price, place, and promotion – and how ALDI utilizes them. The report also covers pricing strategies and promotional activities used by ALDI. The report concludes with the development of a marketing plan for ALDI, providing recommendations for future strategies.

Marketing Essentials

Table of Contents
Introduction .............................................................................................................................................3
Task 1.......................................................................................................................................................4
P1 Marketing function roles and responsibility .................................................................................4
P2 Major role and responsibility relates to wider organizational context .........................................5
Task 2.......................................................................................................................................................7
P3 Marketing mix and planning in organization context ...................................................................7
Task 3.......................................................................................................................................................9
P4 Development of marketing plan for EE limited ...........................................................................9
Conclusion.............................................................................................................................................11

Introduction
Today, business environment is to complex and competitive which required an
effective marketing essential which helps in attaining organization goals and objectives.
There are various marketing strategy and tactics can be used by a company in order to
provide competitive advantage in the market (Shepherd, 2012). These strategies marketing
mix, promotional aspects like electronic media, print media and social media tools. The
present report is based on ALDI which is one of the leading retail chain in United Kingdom.
They provide a wide range of product and services to its customers at the affordable price.
But after Brexit and increase competition level in its existing market having adverse impact
on their market share and profitability. The main aim of this report is to using marketing
strategy and develop an effective marketing plan which help to meets its long term target.
Task 1
P1 Marketing function roles and responsibility
Marketing is related to delivery of products and services in an effective manner which
enhance customer service and provide money value. The main aim of marketing function is
to satisfy customer needs in an effective manner which leads to increase its goodwill in the
market (Whitlow, 2012). Therefore, ALDI required that to use various function of marketing
in order to sustain in its position in the market. There are following roles and responsibility of
marketing function which are given below:
Market research: This is one of the major role of marketing function which related to
collecting various information regarding customer, market position, business environment,
potential risk associated with business, and internal factor of the company. with the help of
such research an organization overcome potential risk and increase efficiency (Wu, 2010).
Marketing manager of ALDI, required that to conduct market research over a period of time
and know these factors in an effective manner. there are various tools and techniques can be
used by them such as PESTEL and SWOT in order to know external and internal factors.
Product development: This is another responsibility of marketing function where concentrate
on product and service development. with the help of effective marketing research, a
company can know exact need of customer and provide goods and service accordingly. ALDI
is one of the well-known brand in retail needs to analyses its product performance over a
period of time. Because, in retail sector various product having less maturity life required to

improve and relaunch in an effective manner. there are various tactics such as pricing stagey
aggressive promotional campaign etc. in order to promote its product in an effective manner
(Huang, 2016).
Market development: Customer research helps to provide information regarding market and
any future opportunity available in the market. So that they can identify new market for their
products in order to maintain its market share and profitability which is a common goal for a
company. ALDI, can use marketing plan and expand its business in to other country due to
market attractiveness and consumer spending power (Banerjee, 2013).
Financing: This is another key role of marketing function where manager of the company
required to estimate and analyses the budget for its promotional campaign. They also
responsible to arrange fund from various sources it can be internal or external. Apart from
that they also need capital for product development and market expansion and try to attract
investor in an effective manner.
Risk management: It is related to insurance function of the goods and services at the time of
transporting through different modes. There are various types of risk involved in a business
which need to be protected by insurance (Beatty, 2014). The product may be destroyed and
damaged by sea ports, fire, theft, storm etc. Marketing function is responsible to manage such
risk in advance so that they can minimise heavy losses of the company.
Supply chain management: This is one of the major role where firm’s required to arrange it’s
all resources especially raw material from suppliers. For this, they can make a interlinked
supply chain system where all retail store of the organization can get information and
updating regarding its product.
P2 Major role and responsibility relates to wider organizational context
There are following roles and responsibility of marketing function in the context of
ALDI are given below:
Identify customer needs: This is one of the major role where marketing department
requirement to conduct customer survey and feedback in order to determine customer needs.
It is more difficult in retail sector because most of goods are perishable in nature (Samuelson,
2014). Therefore, they required that to modify its product according to changing needs.

Marketing planning: It is essential for a company is to develop marketing plan help to attain
its long term targets. In the context of ALDI, marketing department create an effective plan
and implement in an effective manner (Berens, 2007).
Market information: There are various information required to make decision making by all
level from top level to lower level. This information can get from various sources like
government websites, magazines, market research and expert survey related to customer,
demand, competitors, social and demographic changes etc.
Promotion: This is another role where marketing manager use various promotional tools and
techniques in order to promote firm’s product. For example, if ALDI wants to launch a new
product in the market they can use both social media and electronic media and create
awareness of its new product (Black, 2010).
Transpiration: The major principle of marketing is to provide right product at right time.
Therefore, the role of transportation having significant for the company and customer
satisfaction. ALDI required to improve supply chain and reducing supply chain time which
leads to increase operational efficiency.
Packaging: It involves design package for product, and putting all relevant information on the
package. This is one of the key function of marketing which needs to be implemented more
effectively in order to increase brand reputation. For example, today customer is more aware
towards environment, ALDI can use eco-friendly packaging for its product.
Product development: Retail product are perishable in nature and its saturation period also
short. In such situation, ALDI required that to launch new product over a period of time
(Clemmensen, 2010). Apart from that, they also improve its product performance in all
aspects like quality, standards etc.
Public relation: There are various communication tools can be used by the cited firm in order
to interact with its stakeholders. for example, marketing department can provide all relevant
information through its annual report or conducting press conference for any specific issue. It
helps in building harmonious relationship with them.
M1 Analyse of marketing role in marketing environment
There are various roles of marketing which already discussed in previous part for the report.
The major role of marketing function is to increase sale by using different tools and tactics.

Marketing environment is complex and competitive need appropriate approaches and
implementation (Skov, 2010).
M2 Significance of marketing function in business unit
The major significance of marketing function is related to the customer satisfaction. Because
all function like determining customer needs, market research, product development,
distribution etc. focused on provide high quality goods and services to the customer at the
right time and lower price (Braslow, 2015).
D1 Critical evaluation of marketing function
According to the marketing experts these function plays a significant part in to success of a
firm. And by using marketing strategy a company can easily attain its goals in more
appropriate way. On the other hand, other experts said that these only tool which needs more
resources and management for implementation.
Task 2
P3 Marketing mix and planning in organization context
It is essential for a business organization is to analyses market position so that they
can design its marketing strategy. Marketing mix refers with set of action, plan which use by
the company in order to promote its product and services and create awareness in the market.
These set of action relate with product, price, place and promotion of the firm. ALDI required
that to use these elements are given below:
Product: This is one of the major element of marketing which related to product and services.
It is responsibility of a business entity is to provide goods and services according to customer
needs (Chahal, 2010). There are various tools and techniques in order to determine customer
needs. ALDI can conduct customer survey and intensify changing demand and make its
product accordingly. Apart from that cited firm also having large number of loyal customer
they can taking feedback from them and improve its product performance in an effective
manner. ALDI provide a wide range of its product to its customer such as fashionable
clothing in men’s, women’s and child-wear. They also having quality packed food products,
electronics items and furniture. These product quality is too good as compare to its
competitors and also imported different countries like India, China, Turkey and other nation
due to lower cost and better quality (Sharma, 2010). These all aspects can help to provide
competitive advantage in the market over its rival companies.

Price: It is another key part of marketing mix which is related with price of the product and
services. Customer is price sensitive which required for a business unit to set product price
carefully. There is various strategy which are known as pricing tactics use by a firm. These
are:
 Discount pricing: Business unit use discount pricing for its product and services in
order to increase market share and revenue. The main motive of such strategy is to
maximise sales which gain competitive position in the market (Chamorro-Mera,
2014). ALDI which is a retail company needs to be use discount price tactics at the
time of demand. Apart from that they can also use reward system for its regular
customer and provide discount offers in festive session which motivate customer to
buy goods.
 Premium pricing: This is another pricing strategy where producer set its product price
higher for a similar product. The main motive of this tactics is to increase revenue
from its target customer. this is also known as skim pricing because its attract upper
class segment. ALDI can use such strategy for its selected product like fashionable
clothing, luxury furniture etc.
Place: The product should be available for its target market at the right place and easily find
by them (Miranda, 2014). This marketing element is related to distribution centre for the
company where the sale their product and services in an effective manner. In the context of
ALDI which having more than 10000 stores across the world. Its distribution network is too
strong as compare to other retailers. They categorize their store chain in to urban store, semi
urban and street shop which approach large number of customers effectively. Apart from that,
manager of ALBI also sale its product through online which is more cost effective way.
Promotion: There are various tools and methods in promoting of product and services needs
to be used by customer. with the help of these tools a company can communicate its
stakeholders and create awareness about its product and services. ALDI is spending millions
of dollars in to promotional activities (Rubio, 2014). These are:
Advertising: This is one of the best to motivate its end consumer towards product and
services. There are various approaches like electronic media, print media can be used by
them. on the other hand, today use of social media includes Facebook, Instagram, You Tube
also use by the cited firm in an effective manner.

Personal relation: Stakeholders plays a prominent role in the success for each and every
business organization such as employees, customers, investors, suppliers, government and
society (Chang, 2010). This is the responsibility of marketing department is to maintain
relationship with them. for example, company can conduct annual meeting for its
shareholders and provide relevant information to them and make its decisions according.
With the use of effective personal relation practices a firm develop a positive image in the
market.
M3 Different tactics in attaining achieving business objectives
A company is required to use it marketing mix in a way to achieving organizational goals and
objectives. All marketing mix like product, price, place, promotion, process, physical
evidence and people. Each element is required to use in an effective manner so that the cited
firm easily achieve its target (Chin, 2011).
Task 3
P4 Development of marketing plan for EE limited
It is essential for a business entity to create its marketing plan effective which provide
competitive position in the market. ALDI operates its business operation in to UK where
competitive is too high having a negative impact on its future performance and market share.
Therefore, it is the responsibility of marketing department is to develop a marketing plan
which helps in attaining long term goals and objectives (Clow, 2013). There are following
stages involves in marketing planning:
Identify organizational objectives: This is the first stage of marketing planning where
marketing manager is to formulate organizational goals and mission in an effective manner.
In the context of ALDI, which needs to develop mission statement helps providing future
direction (James, 2013). The cited firm mission statement is to provide high quality goods
and services to its customer at affordable price. They also need to create SMART objectives
which are:
Specific It is important for a firm is to set its objectives in a specific manner.
for example, ALDI wants to increase its position in the market by
provide high quality goods and services.
Measurable These objectives must be measurable for a given period of time. In
the context of given case, the cited organization wants to increase its
market share by 5 percent in UK market.
Attainable Objective should be attainable within a given time frame. Marketing

manager also required that to analyses its resources and then set its
target.
Realistic Their objectives also real in terms of quality and quantity. As per the
given case, ALDI their target can be realistic and easily achieved by
using of appropriate strategy.
Time bound Each goal is having a time frame which helps save time and cost.
ALDI is required to set its target within a given time limit.
Market analyses: Business environment one of the complex and competitive task for
marketing manager. There are various factors having huge impact on business and its future
performance. external factors cannot controllable for the company but an effective analyses
of marketing environment help to minimise potential conflict (Cua, 2013).
Political factor This is one of the major factor which is relate to government stability
and business policy. In the context of given case, UK politically
stable as compare to other countries provide consistent regulation and
legislation.
Economic factor This is another factor related to economic aspects like inflation,
interest, growth rate, job situation in the country. UK which is one of
the 7 largest economy in the world approx. $2.5 trillion provide a
good market opportunity.
Social factor It involves population size, per capita income, standard of living etc.
for example, per capita of UK is approx. $32000 which is quite good
which helps to increase demand of products and services in an
effective manner.
Technological
factor
Innovation and technology having a large impact on business
performance. there is various technological advancement can be used
by the cited firm. For example, ALDI can use information technology
is their supply chain system. With the help of such system the
employees easily communicate with each other and share various
information and increase effectiveness decision making process.
Situational analyses: In this stage marketing department conduct situation analyses with use
of SWOT. With the help of such evaluation understand available resources and opportunity in
the market (Reames, 2013).
Strength ALDI is providing high quality product to its customers.
They having more than 10000 stores across European countries such
as UK, Germany, Hungary, France etc.
Its operation cost is quite low as compare to their rival companies.
They operating internationally approx. 15 countries.
Weakness Market share relatively low as compare to its other firms.
Its supply chain management and customer service is low as compare
to its customers.

Opportunities There is various emerging market like India and China which provide
more market opportunities.
They required to invest more in advertising and promotional
activities.
Threats There are various large competitors in the UK market which adverse
impact on ALDI growth and future performance.
After separation from EU, demand of retail goods is going down
which influenced its consistent performance.
Designing marketing strategy: In this stage marketing manager select an appropriate
strategy which helps in meeting its long term goals and objectives. For example, if cited firm
wants to expand its business in to other countries (Chai, 2013). manager can use suitable
strategy like joint venture, green field investment etc. according to the requirement.
Implementation and evaluation: This is final stage of marketing planning where marketing
department implement proposed plan inn an effective manner. their marketing plan must be
flexible which can be modified according to requirement.
M4 Details based of marketing plan for the organization
According to above development plan it is clearly mentioned that while making
strategies an organization need to follow appropriate steps and procedure to achieve its target
or objectives in a minimum time period. Apart from this all the internal and external factors
must be considered due to their effective role in growth plan (Desai, 2013).
Conclusion
As per the above mentioned report it has been concluded that the role of marketing is
to significant in the business and its future growth. The current report discussed about the
various functions of marketing in the context of ALDI and marketing environment. The
report also explained about marketing mix like product, price, place and promotion in order
to achieve competitiveness in the market. There are also evaluate the marketing plan and its
various stages like environmental analyses, organization scanning with use of PEST and
SWOT tool. So that the cited firm attain its short and long term objectives in an effective
manner.

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