Marketing Essentials: Roles, Planning, and Mix for ALDI (BUS101)

This report provides a comprehensive analysis of ALDI's marketing strategies. It begins by outlining the key roles and responsibilities within the marketing function, emphasizing the importance of strategies, management information systems, market research, market segmentation, monitoring market trends, and establishing a brand image. The report then explores how these marketing roles relate to the wider organizational context, highlighting the need for collaboration with departments such as human resources, research and development, manufacturing, finance, information and communication technology, and administration. A significant portion of the report is dedicated to examining the application and comparison of the marketing mix (7Ps) to the marketing planning process, using ALDI and LIDL as examples. The report concludes with an overview of developing a marketing plan, essential for aligning marketing activities with overall business objectives. This report aims to provide a detailed understanding of how marketing principles are applied in a real-world business context, specifically within the competitive landscape of the supermarket industry.

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Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of the marketing function......................................................1
P3 Application and comparison of marketing mix to marketing planning process....................4
P4 Developing marketing plan....................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is an essential tool for every organization through which they promote their
products and services. There are various companies which utilises marketing for awareness of
the people. Every firm utilizes promotional techniques that enhances visibility of firms along
with their products and services so that prospects can enhance their purchasing power (Griffitts,
2016). As every organisation uses marketing ALDI also utilizes marketing to increase its sales as
it is life blood of business. ALDI is one of the largest German discount supermarket chains that
consists of approximately 10000 stores in 20countries. The organization offers a huge range of
food, beverages, sanitary, articles and household goods. Therefore, the reports underpins roles
and responsibilities of marketing along with its functions. Further, it also comprises of marketing
mix in comparison to implement an effective planning. In addition report also incorporates a
marketing plan which is essential to align the activities.
TASK 1
P1 Key roles and responsibilities of the marketing function.
Marketing have a significant place in every organization because in order to sell products
and services these firms needs to provide information to the people. So that they will become
aware about the existence of a company. ALDI is a large organization which offers a various
kinds of products. In order to increase sales company needs to utilise marketing in an effective
way. Marketing has changes with time, it depends on the current and future trends that may
change according to new evolving technology and requirements. As in present time, firms are
using digital media for promotional activities which can be changed or advanced in the future
(Brooks and Simkin, 2012). There are several roles and responsibilities of marketing functions
that are mentioned below -
Marketing strategies – In order to lead in a marketplace ALDI needs to develop
effective planning on the basis of strategies. In order to conduct marketing activities in an
appropriate manner strategies are essential because it aligns all required tasks that can reach
towards objectives and goals of the organization. The first step of developing marketing
strategies is to identify the needs and requirement of the potential customers. So that they can
finds the right things at the store. It will also helpful in raising sale of products and services that
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will dramatically increase revenue of organisation. If company does not recognize requirement
and preferences of the people then it will not be able to raise business at the desired level.
Management Information system (MIS) – This is a documented record that contains
entire information about the product development. It consists of product development activities
that are required to producing the goods that can satisfy customers. It contains specific
information about products from planning, implementation and control. There is a requirement
to closely watch each operational level so that product development growth can be measured in
an effective way. There are various things that are needed to record through out the process so
that it can be analyse in an effective way.
Market research - It is a crucial task for ALDI, in order to recognise needs and
requirements of potential customers it needs to conduct an effective research. It is beneficial
because through research it will be easy for the organisation to provide goods to them. Research
is important because it supports in analysing requirements and preferences of the people because
company can provide customer satisfaction. In order to get success and sustain in marketplace a
firm always needs to achieve customer satisfaction because if users are not happy with products
then it is impossible to attain success. So if customer are not happy with the services then it will
be difficult for ALDI to stay in the marketplace for a long time (Wirtz, 2012).
Market segmentation – This is a beneficial function of marketing because it helps in
conducting research on behalf of segments of target market. In order to analyse market the
research team can divide market in three basic segments such as demographic, geographic and
behavioural. Through these segments research team will be able to identify the needs of the
people on behalf of their age, gender, status and so on. If ALDI is launching a new store in new
location then it will research to identify the needs and requirement of people in a particular
geographic reason. So that firm can provide them specific things according to their requirements
(Kladou and et. al., 2016). If company offers such things which are needed by them then
organization will also increase its revenue.
Monitoring market trends – Marketing team closely watch market trends and provides
information to the organization. So that company can recognise actual trends of market and
provide goods according to the market needs and requirements. It is beneficial for ALDI because
it will be update about changing preferences and priorities of the people. If it is aware about the
changing trends then it can develop new strategies to reach out people. These strategies will help
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it to gain profitability and increasing revenue. If it does not need monitor the needs and
requirement of customers then it can increase in customer turnover.
Establishing a brand image – When an organisation came in inception at that time it
needed to promote its business among potential customers. So that they will become aware about
the firm and its products and services. They utilizes a wide range of promotional activities such
social media campaign, mobile advertisement, etc. It use to target several people that may
convert in several customers. Through utilising promotional activities it can establishes an iconic
image of brand that can be easily accessible by customers (Rancati, Gordini and Capatina, 2016).
Therefore, there are various marketing functions that plays an important role for ALDI
such as marketing strategies shapes an effective planning that leads towards success and attain
predetermine goals of the firm. It is supported by marketing segmentation and research that used
to analyse present needs and requirements of prospects. It is also helpful in shaping a brand
image among customers.
Role and responsibility of marketing manager
 Developing marketing strategy – In an organisation marketing manager play a most
important role in order to creating marketing strategy for product development and its
successful delivering practices. Through they can analyse target market and audience
who have requirement for specific products or services.
 Marketing research – Marketing research is a most crucial aspect that assist in
analysing current marketing condition. On the basis of these analysis, marketing manager
takes decision for future business practices.
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context.
There are various roles and responsibilities of marketing department and in order to
accomplish these it needs to interrelate with other sections of the organization. As ALDI is a
large organisation which consists of several sections that needs to work with coordination. In
order to give a fruitful results marketing team needs to collaborate with several sections that are
mentioned below -
Human resource management – When ALDI launches a new store at new location then
it needs to cooperate with marketing department because there will be requirement of new staff.
In order to fill the vacancies HR management will provide information to the marketing section
then they will post advertisement so that appropriate candidates can be hire for specific job role.
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In order to run organisational activities and operations employees will be required in order to
recruit qualified employees marketing team will support management (Scarborough, 2016).
Research and development – Marketing team needs to stay in contact with the research
and development team. As research team caters information about needs and requirements of
people so that ALDI can analyse data that supports in providing valuable goods to them. ALDI is
opening its new store in Ireland so its is essential for it to recognise the needs and preferences of
people. So that it can stay in the market for a long time to provide customer satisfaction which is
essential to run a profitable business.
Manufacturing department – Marketing is closely related with manufacturing
department because it monitors market and it provides information to manufacturing sections.
As it has several manufacturing products that customers does not find at other places. So when
marketing team observes need of manufacturing products then it can transmit this information to
the manufacturing department. So that they can produce goods according to the requirement this
will save money and resources from wastage (Purvis, 2015).
Finance department – Marketing runs various activities for promotions and campaigns
in order to conduct its activities in an appropriate manner it requires funds. Therefore, money is
provided by finance department according to approved budget. There are several activities which
needs finance that's why it is essential for marketing team to work with coordination with finance
departments.
Information and communication technology – It is most important part of ALDI as it
is digital world and everything is handle by digital media. It stores customers information along
with their personal details. So that it can send information about weekend discount sales on their
e – mail id to reach towards potential customers. They can reach to the store and enhance
purchasing that is beneficial for company. Marketing department utilizes ICT in an efficient
manner to promote products among customers (Pike, 2016).
Administration – It is top management of every organization that's why without their
approval marketing manager is not able to do perform actions. Therefore, marketing managers
needs to take approval of the CEO of ALDI. In order to sanction their marketing plan marketing
section needs to send a proposal to the management so that they can analyse plan. It is important
to present marketing plan to top management because without their approval marketing team
cannot take any decision.
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P3 Application and comparison of marketing mix to marketing planning process
Marketing is a process which interchanges customer needs into revenue generation for
company's profitability and overall development. Marketing mix is a structure consisting seven
important elements of marketing that focuses on smooth and profitable business operations.
These seven element of marketing mix for ALDI Stores are as follows:
Elements of
marketing-mix
(7Ps)
ALDI LIDL
Product ALDI is a famous brand that is
focused on serving qualitative
products to its customers. It offers
variety of food products, with its in-
house brands. The company assures
and guarantees of their in-house
brands that they are ready to replace
and refund the money if their
products are found unsatisfactory.
These kind of strategies can be
beneficial for firm as through this
thy can build long term relation with
their customers.
This is a supermarket chain of
discounted products and contains
both in-house products and other
private labelled products. It offers
a varied choices of products to its
customers.
Price ALDI faces from several rival
brands and keep its prices
marginally lower than its
competitors. It has adopted a
competitive pricing policy that help
to sell its prices at low rates as
compared to its rivals.
ALDI busy in stocks and on
possible negotiable prices, which
LIDL delivers quality goods at
affordable prices and this is its
company policy although it has to
face stiff competition from
several rival brands (Pappas,
2017).
Hence LIDL has decided to adopt
a competitive pricing strategy.
In order to penetrate in new areas,
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helps in creating better volumes and
results in generating greater
revenues. Low cost strategy of firm
can create issues for firm in order to
attaining desired growth and
profitability at desired level.
it has decided to adopt a
penetration pricing policy as well
as this brand has opened several
new outlets.
Place ALDI is chain of supermarkets
globally which spreads over many
nations. It has more than ten
thousand outlets in many countries
such as US, UK, Spain, France,
China etc. (Nguyen and Simkin,
2012).
ALDI usually displays its products
at discounted price and keep its
layout simple so as to minimizes its
costs.
ALDI outlets follows several facts
and focuses on it location with good
visibility and with a minimum
population count of approximately
30,000 people (Lipsman and et. al.,
2012). It also ensures that people
should be able to reach the stores
easily and comfortably especially in
public transports. The company
ensures availability of adequate
parking spaces for customers
comfortability. These kind of
aspects can create advantages for
firm for effective distribution of
LIDL has set up a well organised
distribution channel and also have
regional centres to procure and
transport its products or stocks to
its outlets.
It has eliminated the concept of
middleman and adopted direct
dealings from local market.
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products at different location for
grabbing maximum growth and
opportunities of success.
Promotion ALDI believes in initiating and
generating interest to attract
customers to its outlets. ALDI has
adopted both above-the-line and
below-the-line marketing strategies
to pull in its customers and focuses
on campaigns like Swap & Save and
like Brands.
To improve brand recognition, it has
started targeting mass audiences
where brand campaign focussed on
a particular product while keeping a
similar product from the rival brand
as its benchmark (Lane, 2015).
Through this, organisation can get
numerous benefits by brand
campaign for promoting their
products effectively in front of large
audience.
Many campaigns helped in building
an emotional connection with ALDI
audiences as well as seasonal offers,
discounts are an integral part of its
promotional activities to lure in new
and manage customer loyalty.
LIDL has also adopted above-the-
line and below-the-line marketing
strategies to attract mass
consumers. It has done
advertisement campaigns through
print and broadcast media in
several channels of television,
radio, newspapers, magazines,
leaflets, billboards and hoardings
(Malhotra and et. al., 2013).
The company also put forward in
digital marketing and sends SMS
of updates to its regular customers
and inform them about latest
offers.
Process ALDI follows new trends of
marketing like digitalization,
LIDL believes in connecting its
potential customers by
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express counters and other which
helps in improving its customer's
satisfaction and the quality of
services they get. In order to
accessing digital technique properly,
Aldi needs to hire experienced and
skilled candidates otherwise
technical resources cant be utilized
properly.
establishing frequent contact with
them and aware them with recent
updates and offers (Koontz,
2010).
People This brand rest heavily on its
people, this is because customers
faces a few difficulties which affect
branding of product either positively
or negatively.
With this, ALDI motivate its
workers by giving discounts to its
staff when they shop, and also
provide efficient training to their
staff so that they can satisfy
customer's curiosity satisfactorily
(Jones and Rowley, 2011).
Sometimes organisation can faces
difficulties in terms of providing
training and learning individual of
firm.
LIDL employs more than three
lakhs employee in its outlets and
each of them is well trained with
an approachable and friendly
attitude to serve its customers
effectively.
Physical Evidence ALDI has nearly ten thousand, three
hundred and sixty-six outlets in
about twenty countries like United
States, United Kingdom,
Switzerland, Spain, Portugal etc.
LIDL has its presence in nearly
ten thousand locations in UK and
US. The brand has outlets in
places like Austria, Denmark,
France, Germany, UK etc.
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P4 Developing marketing plan
Marketing plan: Marketing needs an effective plan that helps in conducting and aligning
its activities and functions in an proper manner. It is essential for ALDI to prepare plan to
achieve its objectives and goals of the organization through leading towards a specific directions
(Hugos, 2018). Marketing plan is as follows -
Executive summary – Marketing plan consists of various activities that are needed to
accomplish to attain a predetermine objective and goals of the organisation. It comprises of
internal strength of the company that leads towards success of the firm. A plan is essential for it
reduce the existing issues with a new techniques that can provide growth to ALDI.
Company review – ALDI established with a core purpose to provide unique quality of
products according to the needs and requirements of customers. It offers a huge range of food,
beverages, sanitary, articles and households, etc. at 10366 locations (Dibb and Simkin, 2013).
Objectives – ALDI came in inception with a core purpose to provide quality products
that needs can capture users attention and provide a great satisfaction to them. It core objective is
to provide goods on discount that can capture attention of the people and also enhance its
business.
Mission and objective – ALDI mission it to offer a large range of products with quality
and spread its business across the boundaries.
Segmentation – There are several segmentation through which company can identify
needs and requirements of people that supports in increasing sales. As it is opening its store in a
new location that's why it is essential for it to analyse market to attain profit. ALDI needs to
focus on geographic location in order to identify the needs and requirements of the people where
it is launching a store.
Targetting – As ALDI is offering all kinds of products in its new store. But it mainly
targetting to children and women to enhance selling of food, beverages and household goods.
After preparing strategies to target the customers, next step is to provide grab attention of
potential customers (Bennett, 2010).
Positioning – ALDI needs to promote its new business through print media, social media
so that people can know about launching of firm and enhance selling of the products. Through
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promotional activities it will set a position in the marketplace and people can easily reach
towards its store.
Marketing situational analysis – It is required for ALDI that it analyse existing
marketing conditions. It can analyse marketing situations from external and internal environment
that impacts on its business. In internal analysis organisation can know about it strength,
weaknesses, opportunities and threats of the company.
SWOT analysis
Strength
 It offers a huge variety of product with quality.
 ALDI cares for its customers that's why it provides goods on affordable prices.
Weaknesses
 ALDI does not have a international appearance due to presence of other giant
organisation (Baker and Magnini, 2016).
 It is still a small brand as compare to other company that are also serving in the same
sector.
Opportunities
 It has a wide opportunities to expand it business in China and India because that are
developing nations.
Threats
 There are various private label products available in the marketplace that can be threat for
ALDI.
Marketing mix
 Product – The organisation having an objective to providing their products on desired
discounts. Thus, they needs to analyse requirement of customers for individual products
to provide them quality services.
 Price – Aldi needs to analyse discount price that they want to offer on their products for
enhancing relations with customers.
 Place – Organisation having target to maximise number of their outlets in US, UK,
Spain, France, China etc..
 Promotion – For the effective promotional strategy, firm needs to implement promotion
through social media platform that provide instant information to service users.
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