Marketing Report: ALDI's Marketing Strategy and Mix Analysis

This report provides a comprehensive analysis of ALDI's marketing strategies. It begins by outlining the key roles and responsibilities of marketing functions within the organization, including an examination of current and future marketing trends, and the different marketing processes. The report then explores the interrelationships between the marketing department and other functional areas within ALDI, highlighting the importance of these connections. The core of the report focuses on the 7Ps of the marketing mix, comparing ALDI's approach with that of Walmart, a competitor in the retail sector. This includes a detailed examination of product, price, place, promotion, people, process, and physical evidence. Finally, the report concludes with a marketing plan specifically tailored to ALDI, synthesizing the information presented throughout the analysis.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of the marketing functions for the ALDI ..............................1
P2 Roles and responsibilities of marketing related to the wider organisational context ..........3
TASK 2............................................................................................................................................4
P3 7P's of marketing mix used by two organisation in similar sector to achieve overall
business objectives .....................................................................................................................4
TASK 3............................................................................................................................................8
P4 Marketing plan of ALDI .......................................................................................................8
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing refers to the effective activities and process of an organisation associated with
selling and buying a service or product (Astuti, Silalahi and Wijaya, 2015). It includes selling,
delivering and advertising products to people. Marketing is essential for the company to
improves their brand recognition and awareness. It creates trust and loyalty, with both current
clients and prospects of business. It support an enterprise to build credibility and authority as
well as retain long run sustainability at large marketplace. In this report, given organisation is
ALDI which is a retail industry in United Kingdom. It was founded by Karl Albrecht, Theo
Albrecht in 1946. This report divided in different parts which includes roles and responsibilities
of marketing functions and interrelationships between functional department of company. At
last, marketing mix and marketing plan of company is also include in this report.
TASK 1
P1 Key roles and responsibilities of the marketing functions for the ALDI
Marketing function can be explained or defined as the responsibilities of business
enterprise which supports it to analysis and source potentially successful goods for market and
then supports in its promotion as well. Marketing functions are common in enterprise and
involves product plan, marketing research, promotions, development process, customer service,
finance and so on. These functions involves different roles and duties of the ALDI which help
them to grow their success at marketplace.
1) Concept of marketing, including future and current trends
Marketing concepts classified into five main parts which depict the core and foremost of
marketing at ALDI. These concepts involves the future as well as current trends for a marketing
planning in successful manner (Bahadir, Bharadwaj and Srivastava, 2015). Production, selling,
product, societal and marketing are main concepts which help an enterprise to identify customer's
perception towards their brand.
Digital media in marketing is identify as current trends which help an enterprise to easily
introduce their products or services to customers. In the recent times period, buying behaviours
of customer is getting more difficult and complex for the ALDI. For this company use different
innovative and unique marketing strategy such as mobile marketing, SEO and social media
marketing to maximising customer base.
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Future trend of the marketing involve: user generated content in order to attract new
customers, maintaining transparency to develop effective and strong relationship with clients. It
also involve mobile marketing strategy which will also support an organisation to introduce their
products easily.
Beside this, ALDI must create a blog and their mobile application technology for their
clients to attract more customer's as well as achieve better outcomes within predetermined time
period.
2) Overview of different marketing process
Marketing process is identify as an effective process of evaluating opportunities or
chances in the market about selection of target markets, management of marketing efforts and
development of marketing mix (Baker, 2016). Marketing process involves identification of
mission, analysis of situation, objective development marketing strategy development, and
evaluation and planning. Apart from this, for attracting large number of clients with
effectiveness, it is essential for ALDI to create mission statement by examining both external and
internal business environment. ALDI is a retail store that must create their marketing objectives
and strategy only by considering those environments successfully.
3) Roles and responsibilities of marketing manager
Marketing manager of ALDI has different roles and responsibilities to innovate goods or
services and retain long run sustainability for organisation. There are some roles and duties of
marketing manager which are determined as under:
Development of the marketing strategy and plan: It is a role of marketing manager of
ALDI in order to develop digital marketing, online advertising, direct marketing etc., to
maximise customer base and increase their sales and profitability (Bowie and et. al., 2016).
Forecasting budget: It is another role of marketing manager is to keep budgeting and
forecasting flexible, implement rolling budgets and forecasts, communicate early and often,
include profit and cash flow goals etc.
Identifying and managing the marketing mix: It is important and main role which is
play by the marketing manager of ALDI. Beside this, they identify market trends and customer
need and develop new product or service according to them. Thus, it will support an enterprise to
achieve better outcomes within predetermined time period.
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P2 Roles and responsibilities of marketing related to the wider organisational context
ALDI is a retail store in UK and has different departments such as production, marketing,
research and development, human resource management, finance and so on. All these
departments are work together and have common motive to retain strong position of company at
marketplace.
1) Marketing influence and interrelates with other functional department of ALDI
In the organisation, there are different departments that are work with each other. Some
departments and their effects are explained as under:
Marketing and Human resource department: Marketing department of ALDI is work
with HR department by providing accurate and relevant information about candidates
background etc. This information help an human resource manager to recruit and hire talented
and knowledgeable candidates in the organisation (Dahl, Gorn and Weinberg, 2018). Thus, it
effects on business sales and productivity because experienced people are able to easily attract
customer's.
Marketing and finance: Role of finance department is to plan, audit, control and arrange
sufficient amount of capital from different sources. Beside this, marketing manager of ALDI
play vital role for searching best source from collecting sufficient amount of money for doing
business operations and activities in systematic and successful manner. This relation also effect
and impact on business functions and activities which is good for the success and growth of
company.
2) Importance of marketing role
Marketing role is more essential and important for the ALDI to achieve long term goals
and objectives within predetermined time period (Kraus and et. al., 2016). There are some
importance and significance of marketing role which are determined as under:
 Marketing support in development of the effective services as per the needs and wants of
customers.
 It is also essential and important in development of distribution channel.
 This support in creation and development of competitive environment. Importance and values of the marketing department of ALDI is satisfaction of the
customer's needs and enhance clients by connecting them with another part of globe.
3) Significance of having effective interrelationships between different functional departments
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Effective interrelationships among different departments of company support them to
know clients with more effective and efficient manner. There are some significance of effective
relations to ALDI are determined as under:
 To maximise trust and respect among various department that supports them to
understand their clients in more effective and efficient manner.
 To increase effectiveness and importance in customer services (Lam and Harker, 2015).
 Good and better interrelationship between various department develop a cooperative and
collaborative work environment that support them in order to share exact requirement or
needs so they can treat the clients with more effectiveness.
From the above mentioned information it can concluded that effective interrelationship
between different departments support an organisation to retain strong position and goodwill in
market. It is also significant for future growth and development of ALDI within predetermined
time period.
TASK 2
P3 7P's of marketing mix used by two organisation in similar sector to achieve overall business
objectives
Marketing mix refers to the set of tactics or action that an organisation uses in order to
promote its product or brand in the market. The 7P's make up a typical marketing mix elements
such as price, product, place, promotion, physical evidence, process and people (Lovelock and
Patterson, 2015). All these are essential and important for the development and growth of an
organisation in limited time period. There are two organisation such as ALDI and WALMART,
both are use marketing mix to advertise their goods or services to the customers. Marketing mix
of both organisation are determined as under:
Marketing Mix ALDI WALMART
PRODUCT ALDI is a reputable and famous
brand and is emphasised on serving
better quality products to its clients
(Marketing mix of ALDI, 2018).
Company offers different variety of
food products to customers with its
Walmart is multinational retail
organisation in UK and produce
different products or services to the
customers. Company mainly specialise
in selling of movies, quality food
products, Electronic items, home
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in-house such as Rich tea biscuits,
Fresh fruits and vegetables, Clothes,
Stationery, Health and beauty
products, Electronic products, Soft
tools, Household goods and many
other (Pike, 2015).
appliance, toys, outdoor living,
jewellery, photo centre, funeral,
grocery, video games and many other.
PRICE The consumer market is very
competitive with clients having a
better choice. ALDI inquires and
determines the requirement and
desire of its customers and then takes
accurate steps in order to fulfil those
desire and demands through suitable
pricing strategies. Company follow
different types of pricing strategy
such as unit pricing strategy,
competitive pricing and many other.
All this are help an enterprise to
maximise customer base and achieve
better outcomes within
predetermined time period. The
company has taken help of social
media platforms like Twitter and
Facebook to open two-way
communication with its consumers.
ALDI interacts via these mediums
and encourages customer
participation to create better brand
visibility. It uses direct e-mails to
promote its seasonal offers. The
company has an official website that
Walmart business model does not
cover manufacturing of any type of
product; it procures goods crosswise
the world in big quantities to enjoy
benefits or welfare of economies scale.
Walmart uses various pricing concepts
or strategy to get emphasis of the
clients and stimulate a buying
behaviour via discount strategies.
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features its promotional messages
like new campaigns as well as
additional contents like weekly
offers, recipes and new additions in
its stores.
PLACE ALDI is a supermarket chain and
spread over various parts of the
world. It has just about 10366 outlets
in 20 nations like United States,
United Kingdom, Portugal, Poland,
Netherlands, Luxembourg, Italy,
Switzerland, Spain, Slovenia,
France, Denmark, China, Ireland,
Hungary, Germany, Belgium, Austria
and Australia. Thus, company
produce their quality products and
services in different countries which
shows, ALDI is a famous and well-
established brand name across the
globe.
Walmart has approx 10,020 retail
stores which is spread crosswise 28
nations and operates in 60 banners.
Store operations of the company is
categorized into different areas such as
discount stores, super centres,
neighbourhood markets, express stores
and many other (Sethna, 2015). Thus,
it proves, Walmart is a multinational
brand name in across the globe.
PROMOTION In order to promote and advertise
their products or services to
customers, ALDI has taken support
of social media platforms like
Facebook and Twitter. It is a open
two-way communication with its
clients. ALDI interacts through these
mediums and promote clients
participation to develop better brand
visibility and awareness. Company
Company has their own in-store
promotional channels and activities
which covers sales promotion via
bundling and their pricing strategies. In
order to promote their products and
services to the customers, company
follow different marketing strategies
such as social media marketing, mobile
application and many other that
support an enterprise to maximise
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follows direct e-mails to advertise its
seasonal offers. An organisation has
an official website that characteristic
its promotional information like
innovative campaigns as well as
extra data like weekly recipes, offers,
new additions in its stores and many
other.
customers base and accomplish better
results within predetermined time
duration.
PHYSICAL
EVIDENCE
ALDI is internationally renowned or
famous for simplest standardization,
business process and international
pricing (Srinivasan, Rutz and
Pauwels, 2016). Company gives
approx 30 percent cheaper products
and create everyday minimum price
the same internationally. Also, it is
the main and only shop which retains
the similar prices for groceries
products throughout the globe.
Physical environment or evidence
covers but not sufficient to entire the
tangible representations of an
organisation such as aprons, furniture,
brochures, menu, business cards,
letterhead, equipments, reports,
signage and many other. Walmart has
an excellent and effective logo which
attract large number of customers
towards business brand in effective and
efficient manner.
PROCESS ALDI by its absolute design in order
to makes finding of products very
easy, and therefore clients generally
choose the goods on their own which
decrease the employees number that
ALDI requires to supports the
clients. Company creates limited
number of better quality product,
nominally priced product to prevent
buyers from acquiring confused and
this in move decrease the selection
It is refer and identify as a set of
activities which is perform in order to
accomplish something. In Walmart
offline stores, clients pick up their
goods and go to clients assistants to
pay. Company can also follow self-
service machines in order to make
payment more easy for the customers
(Stead and Hastings, 2018).
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time. On the other hand, products of
business have larger barcodes for
speedy determination.
PEOPLE Company has lower service of
customer than its challengers as
workers do not support clients in
selection of product, this is because
business has precise thoughtfully put
layout of stores where everything is
classified into accurate sections
which decrease the number of
workers required on every floor.
In the organisation different number of
employees are work together. It is
essential for the organisation to deal
with customers in easily. Company
give more importance to the employees
as compare to many other aspects.
TASK 3
P4 Marketing plan of ALDI
Marketing plan is identify as a business's operational document for advertising and
outreach to create leads and search its target market. Marketing plan includes entire detail of an
organisation which will support a customers to increase their awareness towards business brand.
It is a systematic process which includes some steps (Stern and Porr, 2017). These are
determined as under:
Executive summary: Main purpose of of the ALDI is conducting marketing plan is to
introduce their new product such as Footwear for children and men. It is identify as business is
expand their product in different places. Marketing plan covers the all details regarding ALDI
vision, mission, overview, marketing strategy etc. All these are explained as under:
Background of ALDI: Aldi is private retail industry in the United Kingdom. It was
founded in 1946 by Karl Albrecht and Theo Albrecht in different places. Company mainly
specialise in selling and marketing of food, beverages, household goods etc. All these are
currently available at marketplace with reasonable price. USP of the ALDI is to sell top quality
at affordable prices.
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Vision: Vision statement of the ALDI is to revolutionize the grocery sector with an
unique and new business model.
Mission: Mission statement of ALDI is to maintain top quality at incredibly low prices
guaranteed.
Objective: ALDI has SMART objectives to achieve better outcomes within predetermined time
period.
 To increase sales of footwear up to 10 % within 2 year.
 To maximise variety of shoes within 1 year. To achieve better growth and success in ½ year.
STP: This is identify as one of the best marketing strategy which is used by ALDI in order to
describe their segmentation, targeting and positioning.
Segmentation: Large number of person looking out in order to buy grocery items at
competitive prices.
Targeting: Target audience of the ALDI is its individuals and households.
Positioning: ALDI is a best place which an individual reckon more with their private
labels. Having strongly and better placed in Germany. Company is now trying to firmly best
place itself in international marketplace.
SWOT Analysis: It is another important and essential analysis that define business performance.
With the help of this analysis business can easily identify their strength, weakness, threats and
opportunities (Tan and Sousa, 2015). SWOT analysis of ALDI is determined as under:
Strength Weakness
 ALDI provides better and top quality
products at reasonable price to its
clients.
 Company has strong and effective
presences in Germany with over 2500
outlets.
 ALDI offers a variety and different
product portfolio at their stores.
 Poor channels of promotions is identify
as its biggest weak point that effects on
their business operations.
 Poor penetration in high-income
groups.
 Poor satisfaction of employees which
will highly effect on company and its
operations in direct manner.
Threats Opportunities
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 One of the main threat for ALDI is its
competitors such as Walmart, TESCO,
Waitrose etc.
 Taxation and policies of government
can impact on business margarines and
sales.
 ALDI requires to invest more amount
of capital in advertising product to beat
competition.
 Expanding business operations into
growing countries such as Africa, Asia
etc.
 Implementing different digital
technology such as social media,
mobile application to beat competition.
Marketing Budget: It is identify as a cost sheet of company that will be required to
advertise their new product or services at market.
Monitoring and controlling: It is identify as a last step of marketing plan. In this marketing
manager of ALDI control and monitor all activities of marketing plan in a systematic and
accurate manner. Thus, marketing plan is essential and significant for the success and
development of company within predetermined time period (Tan and Sousa, 2015). Along with
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this, business manager play vital role for identifying the source of fund where they can easily
collect accurate amount of capital and do their business operations and activities systematically.
CONCLUSION
From the above mentioned information it can be concluded that marketing is essential
concept for the organisation to maximise customer base and improve their brand awareness. In
order to attract large number of customers company was used digital media such as social media
marketing and mobile application. Both are identified as best way for he organisation to easily
introduce their products or services at marketplace. Marketing mix is also identify as an essential
and and useful part of marketing which is used by an organisation to innovate their new product
or service features to customers. For this, company need to prepared a marketing plan which
includes entire details about its SWOT analysis, STP, vision, mission, SMART objectives and
many other useful information. All this data help the customer's to increase their awareness about
business brand. Thus, it is essential for the growth and development of company within
predetermined time period.
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REFERENCES
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Online
Marketing mix of ALDI. 2018. [Online]. Available through:
<https://www.marketing91.com/marketing-mix-of-aldi/>.
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