This report provides a comprehensive analysis of marketing essentials, focusing on Aldi, a German retailer known for its discount pricing strategy. It begins by exploring the key roles and responsibilities of the marketing function, emphasizing its evolution from a product distribution activity to a customer-centric approach focused on adding value. The report details seven crucial marketing functions: market research, distribution, pricing, selling, financing, promotion, and product/service management. It then examines the relationship between marketing and other organizational functions within Aldi, such as finance, production, R&D, and HR, highlighting the importance of interdepartmental collaboration. Furthermore, the report delves into the application of the 7Ps of the marketing mix at Aldi, comparing it with competitor Lidl, and concludes with the development and evaluation of a marketing plan for Aldi to achieve its business objectives, stressing stakeholder engagement and environmental considerations. Desklib offers similar solved assignments for students.
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