Marketing Essentials: Roles, Strategies, and Analysis for Aldi

This report provides a comprehensive analysis of Aldi's marketing functions, focusing on the roles and responsibilities of a marketing manager within the company. It explores key marketing concepts, including market research, product and service management, advertising, innovation, distribution, and competitor analysis. The report also examines how marketing relates to wider organizational functions such as administration, human resources, finance, and IT. Furthermore, it delves into Aldi's marketing mix (7Ps), SWOT, PESTLE analysis, and market plan, offering insights into the company's strategies and objectives. The report aims to provide a detailed understanding of Aldi's approach to marketing and how it can be enhanced to achieve its goals of market share expansion and customer satisfaction. The analysis includes discussions on pricing, promotion, and customer service, highlighting the importance of adapting to changing market trends and customer preferences. The report also discusses the role of marketing in relation to other departments within the wider organization, such as administration, distribution, HR, finance, and IT.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
P.1 Role and responsibilities of marketing.................................................................................3
p 2. Roles and responsibilities of marketing relates to wider organizations...............................5
Task 2...............................................................................................................................................8
P 3. Marketing mix 7 P's.............................................................................................................8
Task 3.............................................................................................................................................11
P 4. SWOT, PESTLE and market plan of Aldi.........................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
The aid of this research is to analyze marketing functions that are performed under Aldi
company. Measures need to be adopted by assistant marketing manager to enhance its marketing
functions among its competitors. Aldi's main objective is to enhance its market share all around
the globe. Major emphasis are taken in manufacturing quality products with low prices which is
affordable for every potential buyers. Aldi company states that ' provides consumers with
livelihood'. This company believes in delivering products with environment friendly packaging
which will enhance loyalty and trust among consumers as well as among its government.
Further, Aldi wants to expand its store globally by acquiring competitiveness among its
competitors. Lastly, purpose of this company is to fulfill needs of old people by serving them
with less expansive goods in order to generate their livelihood.
P.1 Role and responsibilities of marketing.
During 20th century several companies have undergone in adopting or analyzing
marketing concepts in order to generate marketing functions effectively. Marketing concepts
basically comprises product orientation, pricing orientation, certain processes, consumers needs
and many more. However, as an assistant marketing manager of Aldi company I have to perform
several roles and responsibilities in regard to generate high productivity with quality products as
well as more revenue through increase sales of manufactured products. Any company who is
undertaking without forming marketing department is basically unconscionable. However, it is
very crucial for Aldi company to perform several roles and responsibilities in regard to perform
effective marketing functions : -

 Market research : - in order to generate the market competency and positioning it is very
important to develop effective marketing functions by the cited organization (Desselle,
Zgarrick and Alston, 2016). In regard to overcome hurdles that are faced by Aldi
company marketing manager has to play an important role in generating their competitors
and measures to overcome those efficiently. Publishers, journalists, designers, consultants
etc are the contributors among marketing functions of Aldi company. However, they
work with the aid of achieving its goals and objectives. Similarly, effective control
should be managed within the department in order to enhance its work efficiency.
 Product and service management : - consumer needs keeps on fluctuating as per the
changing environment. Dynamic techniques are emerged in order to fulfill the livelihood
of consumers, therefore, major responsibility of marketing manager is to obtain creative
and innovative ideas in order to generate quality products which serves targeted
costumers needs and demands. It is very essential to develop the products according to
the needs and demands of the customers. In order to develop such services, Aldi needs to
conduct some questionnaires and feedback (Zolkifly and Baharom, 2016). This tools will
provide the entity with the idea of appropriate production by stating the flaws in the
exiting services. In addition to this, this survey can also be attained by checking the
earlier records of the organization itself.
 Marketing and advertising: The foremost role of marketing manager is promotion of
the goods and services of the company by using various promotional tools such as,
advertising, public relation etc. In this function, the manager of Aldi is responsible for
making its customer aware about the products and services of company. In this the
individual make use of advertising which is done through various sourced of media that is
television, radio, newspaper, social media channels etc.
 Making innovation: In this the manager is responsible or analyzing market trends and
making internal department of organization aware about the changes. This is the best
marketing strategy which assist the firm in making innovation in comprises existing
products and services.
 Distribution :- It is the tool which is highly required in effective functioning of all the
business activities and thus, it is needed in marketing too. It is necessary for the

advertising g unity to have regular interaction with the other units of the entity such as
product, R&D, HR, etc. This technique will maintain the transparency in the functions of
marketing. However, it is very beneficial in determining targeted consumers to whom
manufactured goods ans services need to be served. It can be undertaken in several ways-
for example-b setting up a shop ans selling products among desired buyers.
 Analyzing market opportunities: The another major responsibility of marketing manager
of Aldi is to determine market opportunities by analyzing market factors, trends and
changing customers preferences. Analysis of changing market requirements assist the
manager of Aldi in determining and grabbing market opportunities.
 Competitor analysis: The another responsibility of marketing manager of Aldi is to
evaluate competitors and their strategies of attracting customers. This assist the
organisation in evaluating the innovation made by competitors of business which assist in
setting prices and implementing strategies in order to attain competitive advantage.
 Financing - It is the most crucial step before performing any business activity. Marketing
being such an important task, it is necessary to plan or formulate budgets well before
working further in this direction (Berkowitz, 2016). The financing plan should involve
the proper segmentation, assigning, time based deadlines, etc. Further, strategies that are
to be implemented should also be covered. It is necessary to ensure the proper budgeting
of all the tasks that are to be performed in the marketing profunctioncedure. This feature
will bring the cost-effectiveness sin the advertising.
 Selling : - in this aspect it is essential to determine feelings and emotions of targeted
consumers before undertaking the process of sales. Selling is the most crucial function of
marketing management which is performed after implementing all other tasks such as-
adoption of techniques, analyzing consumers wants, promotions etc. apart from this-
performing effecting selling function contribute main role in generating growth as well as
revenue for the firm (Johnston and Marshall, 2016).
 Pricing :- it is the biggest challenge that need to be overcome by Aldi comp[any in order
to enhance its sales as well as market expansion. This is because if high price is generated
for the manufactured product than it will reduce its demand. However, on the other hand,
cost effective products attracts more consumers towards the manufactured goods.
Therefore, price of the product should not be too low because it may result in low quality.

Thus, by applying effective trial and error method right price of the manufactured product
can be determined.
 Promotion : - most effective role and responsibility of marketing managers lie under this
aspect. Promotion is the key factor which is directly connected with the expansion and
goals of business firms. The best way of approaching the potential consumers'
advertisement is determined as most effective source of promotion function (McDonald
and Wilson, 2016). However, effective promotions also attracts new consumers towards
the manufactured products which enhances companies sales and generate brand image.
Moreover, now-a-days many of the organizations are developing there promotion
functions through social media such as- Facebook. Instagram , Twitter etc.
 Customer service standard: The another responsibility of the marketing manager of
Aldi is to make sure that the services of organisation are according to the needs and wants
of consumer. It is the duty of individual is to make sure that the customers queries are
resolved on time. It helps the firm in serving consumer satisfaction and understanding
the importance of following service standards.
 Setting prices: Analysis of marketing strategies and market requirement assist the
marketing manager and conveying company about the pricing strategies which assist the
firm in setting prices of products which are affordable for buyers and aid enterprise in
managing return on investment.
p 2. Roles and responsibilities of marketing relates to wider organizations.
Undertaking various exchanges between organizations and its stakeholders is considered
as a marketing management. Main aid of this department is to focus on the needs and demands of
consumers. On the other hand, they focus over creation and innovation of product manufacturing
process in order to generate high quality products. Similarly, they emphasis in developing cost
effective goods to generate more sales and revenue. It is the basic responsibility of assistant
marketing manager to enhance their perspective among demand and supply of goods or services.
Therefore, Aldi company needs to develop unique culture among marketing functions for
achieving growth and trust of consumers (Yee, Sujan, James and Leung, 2017). Every large
firms build up effective functional areas within firm to achieve their desired goals and objectives.
Further, such functional areas identifies roles and responsibilities that are performed by them
including : -

Administration function : - it is crucial aspect in providing effective support in all over the
department. Several tasks are formulated under this department from hiring new staff to that of
monitoring the planned budgets. Preparing and filing documents, opening of mails, sending faxes
and mails, arranging staff meetings, flexibility and creativity etc. for maintaining companies
reputation and brand image it is very crucial to adopt marketing functions (Loo and Leung,
2016). However, many of the wider organizations inquire with their external costumers if any
development or improvement is desired by them within manufactured products.
Distribution function : - to ensure whether goods and services are delivered at right location on
right time is the crucial aspect of this function. Many of the wider brands delivers there goods
directly among consumers (Khodaparast Sareshkeh, Razavi, Rezaee Soufi and Safania, 2016).
For example- Amazon, Flip kart etc. on the hand other firms collects their products under their
warehouses, to deliver among desired people in several areas. Such firms include – Sainsbury, B
& Q etc. business organisations who sell large heavy vehicles has to manage their distribution
functions effectively to overcome risks during loading or un-loading heavy parts and materials.
Human resource functions : - managing workers under business organization is a crucial
function that has to be performed effectively. However, Aldi company should provide some
training and development sessions for its employees in order to increase their skills and
knowledge regarding functions they are performing. This in turn enhances morale and trust of
human resource towards its workplaces and would like wise increase their interest in
accomplishing their assigned task. Human resource management aids in creating friendly
working environment of employees in order to decrease retention rate as well as eradicates
conflicts that are prevailing under them. This HR of the Aldi is responsible for making
availability of adequate manpower in all the departments of organisation.
Finance function : - every large business organisations adopt this function in order to manage its
several undertakings. In order to perform production tasks main requirement is to obtain large
number of finances. Every record of funds in monetary term are recorded by the financial
department to maintain accurate business culture. However, failure as well as success of business
organisations are completely dependent under this department. Management of accounts,
controlling of credits, development of financial accounts, formulation of budgets etc are some
functions that are performed under this section. This department of Aldi ensures smooth flow of

funds in all the departments which assist in making adequate availability of all type of resources
which are essential of making goods and services effective and efficient.
IT functions : - with the upgrading technologies every business organizations are now carrying
out their tasks on computers. However, storing every data related to organization function under
software's are very beneficial and reduces all failures as well as risks that are prevailing. Large
firms are now operating every functions among their staff with the help of computers. Several
functions that are performed by IT are- cabling and network cards, printer cartridges, issuing and
purchasing computer supplies etc. every sort of problems or hindrances that are occurred at times
when several activities are undertaking are resolved with the help of IT functions. This
department of business makes sure that the all the technological tool which assist in making
business process in all the functional units of Aldi are working properly similar are working
appropriately.
The costumer service function : - it is duty of every business organization to understand the
needs and wants of consumers. It has been noticed that expectations of every consumers are
increasing day by day (Meredith and Meredith, 2016). For this reason, it is necessary for every
companies to train their workers effectively in order to enhance its production level. Usually,
engineers and technical operators are adopted by every business organization in aid of designing
products and services which will generate innovative goods to serve their potential consumers.
Marketing functions : - identifying and coping up with consumers desires is what marketing
department looks upon. Every wider firms aids in adopting specific strategies for formulating
marketing plans to understand the existing market and likewise encourages high productivity
with quality outputs. On the other hand this department follows marketing mix method in order
to cope up with competencies including- product, price, place and promotion. Similarly, by
adopting these factor's objective and goals of this department can be easily achieved. This
department of business is responsible for resolving consumer queries which are related to
products. For resolving buyers queries the department seeks for information from all the
department of firm and then makes final confirmation.
Production function : - this department plays most important role in the organization because
production function are the roots of every business undertakings. Assembling all the resources
efficiently is termed as production. Staff under this department ensures manufacturing of quality
products at right place and right time (Abedi and Abedini, 2017). While undertaking

manufacturing process quality of goods are timely checked by production department personnel
at every level. The production departments seek for manpower from hr, tools from IT, innovation
from marketing and funds from finance department of organization. This is clear cut example of
interrelationship between business functional units. For example- Marks & Spenser company has
formulated precise standards has been settled down for their staff performing tasks of production.
Sales functions : - most crucial aspect of every large firms is to develop effective selling criteria.
If there will be no effective selling function adopted under business firm than generation of
quality goods is of no use. Automobile store seller need to train their staff effectively in order to
enhance their skills and abilities of convincing potential consumers to buy those products that are
manufactured by them. This department of Aldi assist the finance department in determining
profits, production in determining the needs for producing specific goods and HR department for
recruitment according to changes in market trends and requirement. Hence, it has been evaluated
that all the functional units if Aldi are inter-related to each other.
Marketing process
Marketing process of Aldi is based on the framework of PR Smith’s SOSTAC which is
as follows:
Situation Analysis: In this the firm focus on analyzing its own performance which is
done through Swot analysis in which the firm focuses on analyzing its own strengths and
weakness. Further, in this the organization evaluates the performance of goals and determines its
customer base. This is the step which assist Aldi in identifying its current situation, capabilities
and resources.
Objectives: This involves five objective of Aldi that is Sell, serve, sizzle, speak and save.
In this the firm focuses on evaluating all the factors which are involved in production and sale of
companies products and services. Apart from his, the firm sets targets on the basis of which it
evaluates the performance of 5 S.
Strategy: In this step of marketing process Aldi focus on implementing the best strategy
which can assist in attain objective. Like the firm make use of Segmentation, targeting and
positioning where the marketing team of firm first segment market on geographical, behaviors
and psychological factors. Further, the manager targets those segmented consumers and lasts
divides the buyers as per position which assist the firm in making essay evaluation about the
effectiveness of goods and services.

Tactics: In this step of marketing process the firm focuses implementing the use of
effective tactics to attract consumes like, Aldi offers schemes and discounts for limited periods.
The firms set price of grocery little less in comparison to competitors. Apart from this the
products are offered on schemes like buy and buy 22 which attracts the buyers and assist the
marketing team in increasing the sales of firm. In this enterprise make use of E marketing, E
campaigning etc.
Actions: In this step the firm implements the use of tactics and strategies to analyze
buyers reaction towards companies innovative products and services. This comprise
responsibility and structure followed by marketing team, internal skill's and resources which
assist in making products trending according to market requirement etc. It is the execution of
plans which assist in maximizing profits and generating sales.
Control: In this last step the marketing manager reports actions and strategies used by
Aldi. Further, in this step the firm evaluated the budget, plans and profits which assist in deriving
results and establishing control over the practices of enterprise.
Role of marketing in context to Business to customer services: In this the consumers
are directly related to company. The sale and purchase activities of the buyers is directly
connected to firm. Like, in case of Aldi, the enterprise has it owns grocery stores from where the
company sells its goods and services directly to consumer. In this the marketing team of firm
ensures that buyers are aware about the buying goods. In this process the marketing manager of
company directly connects to potential buyers of Aldi.
Role of marketing in context to Business to Business services: In this the company is
indirectly connected to its buyers. In this type of business the firm sell its products to whole
sellers and retailers and further consumers buys products of local retailers. In this the firm
provides some extra monetary befits of whole sellers and retailers for selling their goods
specifically. The transfer of goods from company to retailers is business to business services of
Aldi.
Marketing is the major business functions as it assist the company in creating awareness
about its products and services. Further, it assists the firm in determining the changing trends and
requirement of market which can affect the sales, profits and market of the enterprise. The
market function of the firm is connected to all the departments of entity. Thus, the
interrelationship between the functional units and marketing is described under:

HR department: Marketing team of the firm conveys the changes and innovation required
according current trends of market. Further the department ensures that there are adequate ad
skilled and cable employees which can assist the firm in fulfilling the requirement. If the firm do
not have adequate required employees then the HR professional focus on requirement which
aims t fulfilling the requirement analyzed by marketing unit of business.
Finance department: In this the marketing department conveys the change's required to
be made in goods and services for which the finance team analyses the fund requirement for all
the departments. Thus, the business units ensures smooth flow of funds in all units which can
assist in fulfilling the requirement analyzed by marketing team.
Production department: The marketing team conveys all the changes and requirement of
customers to production units because it is the department which makes innovation in products
according to trend which has been analyzed by marketing team.
Sales Department: Marketing department and sales department are closely interconnected
to each other. The functional units are related to demand and supply of companies products and
services.
IT department: This department of Aldi ensures that there are technological tools which
assist the business units in making innovation in goods as er the requirement. IN this the
marketing department conveys about the all the necessary requirement of tools and techniques.
Task 2
P 3. Marketing mix 7 P's
Organization objective of Aldi company can be achieved by adopting proper and
effective managing functions. Analyzing marketing mix concept of cited organization explains
it's marketing and business strategies. However, in understanding marketplace & P's of
marketing are emerged such as : -1. Price : - cited firm produces their products and services by providing cheap price
products to their desired consumers. Usually more consumers are attracted towards less
expensive products. Therefore, cited company faces less amount of threat from its
competitors. Similarly, this company has formulated number of policies for generation of
expansion and profits. Such strategies include- competitive pricing strategy which
implies in reducing the price of product among their market competitors. However, this
firm adopts the idea of serving discounts on bulk quantity (Grant, 2016). Further, it

adopts market penetration strategy under which new products or services are sold in less
price with a motive to expand large market. Similarly, psychological pricing, unit pricing,
loss leader pricing are also adopted by Alsi organization.2. Promotion : - they perform comprehensive marketing strategy in order to invest
negligible costs over promotions. This company enhances its sales by providing
promotional ads in newsletters with an aid of providing effective information's to the
targeted consumers and to attract more consumers towards manufactured product. Such
newsletters are either directly delivered to the target market or is provided in stores to
create awareness among potential buyers. On the other hand, Aldi company adopts
several print media, electronic ads, or printers in order to enhance its promotion among
UK, Australia or US. The moto of attracting more consumers are fulfilled by adopting
techniques including- 'like brand, only cheaper' or 'sway and save'.3. Place : - over 800 stores are owned by this company within 18 countries all around the
globe. In order to ensure the quality of products, cited company procures their
manufactured milk products under its warehouses. Moreover, environment friendly
equipment are used in transporting goods from one place to another which reduces the
disposal waste at a large extent. Further, target consumers of this organization can even
upgrade information related to its manufactured products with the help of its online
websites.4. People :- this company has divided its store into several layouts which has reduced the
requirement of human resources. However, it results in reduction of consumer services
when compared among its competitors (Keegan, Keegan, Rowley and Rowley, 2017).
Employees are made comfortable by settling them at the cash counter which enhances the
billing criteria even faster than compared with other stores. Not only this, effective
training sessions, seminars, conferences etc. are provided to their employees to enhance
their skills and knowledge as compared to their competitor firms.5. Physical evidence : - global pricing, business processes, standardization are some aspects
that are globally owned by Aldi company. 85% of home items which are comprised of
highly recognized brands are made available at stores of cited organization. This firm
however, sells cheap rate products globally by maintaining same price of groceries at
every physical store. Similarly, physical layouts are even generated under this company