Comprehensive Marketing Report: ALDI's Strategies and Market Analysis

This report provides a comprehensive analysis of ALDI's marketing strategies. It begins by outlining the roles and responsibilities of the marketing function within the organization and in relation to the wider organizational goals. The report then delves into the application of the marketing mix (7Ps) in ALDI's marketing planning process, comparing it with ASDA, another major supermarket chain. The comparison highlights differences in product offerings, pricing strategies, and market positioning. The report also develops and evaluates a marketing plan for ALDI, focusing on how the company can achieve its objectives. This includes recommendations for promotional activities, market research, and strategies for growth and development, ultimately aiming to maximize sales and enhance brand awareness.

MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing function...................................................................1
P2 Roles and responsibilities of marketing relate to wider organizational.................................4
TASK 2............................................................................................................................................6
P3 Marketing mix to the marketing planning process and its comparison with other
organizations...............................................................................................................................6
TASK 3............................................................................................................................................9
P4 Marketing plan.......................................................................................................................9
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is a term where buyer and seller met with each other for exchanging goods and
services with mutual understanding. In fact merchandise is a management of promotional
activities at a marketplace by satisfying the needs and wants of domestic as well as foreign
customers. Basically this report is classified into three segments fir explaining the marketing
techniques of one of famous supermarket named as a ALDI. Along with this, selected
organization is a very popular enterprise by having its branches in almost 18 countries with
approximately 10000 stores across national boundaries. Therefore, this assignment is going to
highlight necessary roles and responsibilities of marketing function as well as towards
organization (Woodside, 2015). Apart from this, it also throw some lights on use of 7P'S in
marketing planning process by comparing this supermarket with ASDA which is also one of a
multinational enterprise popularized for its kitchen appliances and household appliances. At last,
report is going to prepare and evaluate an appropriate or effective marketing plan for attaining
goals and objectives of an enterprise in a given time frame.
TASK 1
P1 Roles and responsibilities of marketing function
Marketing is an appropriate process of transferring goods and services to desired
consumers by fulfilling their demand in a given time frame. In fact merchandise is a cluster of
traditional and modern P'S for example product, price, place, promotion, people, physical
evidence, process. Basically ALDI believes in adopting useful marketing strategies for
advertising their products with the use of various promotional techniques for example online or
television and different type of media where consumers get aware about newly introduced goods.
In fact marketing is totally differentiate from selling because in selling customers exchange cash
in place of products (Saluja and Singh, 2014)..
History of ALDI:- Initially it is owned and managed by two brothers and founded by
Albrecht family whose first store is inaugurated in almost 1961 in Germany. In fact this
organization is having approximately 16000 stores in numerous countries by having nearly
25000 employees to run their business smoothly as well as to attain their goals and objectives in
a minimum duration. Marketing function is a essential role played by company for identifying its
position of their products as well as role availability of close substitutes. There are number of
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large organizations are present which are using functions of marketing to achieve their goals
because without merchandise techniques referred company can't able to promote their products.
Therefore market function consist of investigation programme of market, development and
growth of market by preparing appropriate marketing plan (Shaik, 2016).
Apart from this department of merchandise plays a very eminent role in marketing
function of ALDI as well as it act as a very mandatory tool of promotion of goods and services at
international level. Basically role of marketing function is differ from size of an organizations.
Therefore there are number of roles are performed which is mentioned below :-
 Management and overview of brand: First and foremost role of marketing of ALDI is
to highlight about company, plans, policies and how an organization can manage their
brand awareness.
 Conduct campaign: Secondly, selected enterprise wants to conduct campaign for market
initiatives. Main motive of this campaign is to identify products positions at a
marketplace by arranging material for marketing functions (Stanton and Salnikova,
2016).
 Management of promotional substance: They are also liable for arranging essential
material which are very indispensable for promoting goods and services of an
organization.
 Social media: Marketing department also trying to take advantage of social media for
promoting their products across national boundaries by highlighting quality of their
goods. Therefore it act as a very appropriate technique of maximizing sell of a product.
 Effective communication: One of important role of marketing is to create effective
interaction between supervisors and subordinates for maintaining a healthy environment
of a an organization. Therefore employees require to understand about company values,
norms, beliefs, rules and procedures.
 Conduct investigation programmes: It is very indispensable for acquiring accurate
information and data which is used by selected organization during decision making
process for attaining their company objectives and set target (Woodside, 2015).
 Monitoring and reviewing agencies: Monitoring is a process of identifying effectiveness
of overall roles which is performed by marketing department. Basically it used by
enterprise to get updated about hidden problems for overcoming it as soon as possible.
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Apart from above roles marketing department also perform some important responsibilities
which is stated as follows:- Research programmes: One of indispensable responsibility of marketing department is
to conduct impressive investigation sessions for acquiring accurate and real data or
information which is used by sales manager during decision making process by
considering relevant facts or figures. Therefore it is very helpful in understand the
demand of domestic as well as foreign customers by grabbing available market
opportunity Growth and development of goods: According to this responsibility of marketing
department they need to enhance the quality and features of available products and
services for capturing the attention of millions of customers by considering the taste and
preferences of various clients (Simintiras, Dwivedi and Rana, 2014). Communication: Effective communication as well as mutual understanding between
supervisors and subordinates is very appropriate for promoting their product and services
at international level. Maximization of sales:- One of major responsibility is a increase in sales by adopting
various methods and techniques. It means sales of a ALDI maximizes by enhancing the
performance of overall marketing department which includes coordination between sales
and marketing department (Stanton and Salnikova, 2016).
 Events: According to this they also believes in conducting various useful events,
seminars and exhibitionisms for creating awareness about products of an organisation
which helps in boosting the sales of product and services of ALDI.
Other roles and responsibilities of marketing function of ALDI is mentioned below :-
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(Source:- Responsibilities of marketing functions, 2017)
P2 Roles and responsibilities of marketing relate to wider organizational
Small and large every company marketing department is very much indispensable and
mandatory section because it will support organization while delivering best products and
services to consumers. Main motive of merchandising is to deliver relevant facts and figures
related products of ALDI which they are going to manufacture for their customers. Therefore
employees of selected business needs to conduct effective interaction between them for attaining
their target in a minimum duration by satisfying needs of different consumers (Shaik, 2016).
Apart from this marketing plays a very eminent role in attaining targets by creating
awareness about products and services in a competitive marketplace. Therefore some essential
roles and responsibilities of marketing department towards ALDI is described as follows:- Improvements in current strategy:- First and foremost responsibly is to enhance the
existing schemes of an organization by generating various creative ideas with the use of
different techniques. Research programmes:- According to this they are responsible to provide support to
ALDI during decision making process by acquiring relevant facts and figures. In fact
4
Illustration 1: Responsibilities of marketing functions

investigation sessions are appropriate in understanding the taste and preferences of
domestic as well as foreign customer. Profit maximization:- One of a major role of a marketing department is to increase profit
by implementing various effective plans and policies of promoting products across
national boundaries. It means it is essential to generate maximum revenue. Introduction of creative products:- They are also responsible for launching new product
at a marketplace by considering taste and preferences of various consumers (Saluja and
Singh, 2014). Goodwill:- According to this, marketing department of an organization is liable for
establishing goodwill of a company at a marketplace by coming up with different ideas.
 Expansion process :- While expanding business across national boundaries, higher
authority of ALDI needs to conduct advertising campaigns for promoting their products
and services at international market. Along with this, merchandising activities is also
useful in understanding the strategies of their competitors before implementing their
plans and policies of expansion.
Some other roles and duties of marketing department towards development of
organization is shown as follows :-
(Source:- Roles of marketing department towards ALDI,2017)
Thus it has been understood that marketing functions is very much indispensable and
essential for developing and uplifting the economy of nation as well as organizations.
5
I
llustration 2: Roles of marketing department towards ALDI

TASK 2
P3 Marketing mix to the marketing planning process and its comparison with other organizations
Cluster of 7P'S is known as a marketing mix which is adopted by small as well as large
organization to perform their marketing activities in a proper manner to run their business more
effectively and efficiently. ALDI is a major supermarket expanded over the seas whereas ASDA
is also one of multinational supermarket retailer by having its headquartered in Leeds, west
Yorkshire which is founded in approximately 1965. Basically marketing mix is managed and
controlled by sales and merchandising managers for influencing the decision of buyers.
Therefore it includes 7P'S which is stated as follows :-
Basis ALDI ASDA
Product Production and consumption is one of a
indispensable part of a retail industry which
requires marketing activities to promote their
product. In fact ALDI is selling grocery items
as well as all the basic needs which require
human begins to live their livelihood
comfortably. Sometime for capturing the
attention of millions of customers they are
going to offer some combos of items which
will guide them in fulfilling needs and wants
of desired consumers (Reynoso, 2013).
ASDA is a very famous for its fresh
items who delivers qualitative
products to domestic as well as
foreign customers. Basically ASDA
believes in introducing totally fresh
and new marketing activities by
improving the current products
which they are selling. In fact they
are having a isolated area for
cooking as well as production. Apart
from this they also offers mobile
phones and other financial services
which differentiate this supermarket
from their competitors.
Place Outlets of ALDI is spreading across national
boundaries by providing home delivery of
their goods and services. Therefore location
of this supermarket is easily accessible. Along
with this due to emergence of advanced
ASDA is having its branches in
whole market due to their by
classifying their segments into three
equal parts in its global operations.
Instead of this, this supermarket is
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technology ALDI also provide takeaway
facilities from their outlets which may
enhance their business.
having its subsidiaries in very big
cities by expanding their business
across national borders. Impressive
locations is one of a major
advantage of this company which
may attract millions of customers.
Price ALDI is providing very reasonable price to
their desired customers for fulfilling their
basic needs and wants. Therefore one of a
major reason behind offering affordable price
is to increase their sales as well as they also
want to raise the living standard of weaker
sections of society. Actually they believe in
offering best product at minimum price (Pike,
2015).
Managers or supervisors of ASDA
adopted competitive pricing because
competition at a marketplace is very
much high. ALDI is a major
competitor of ASDA because both
the companies are trying to
maximize their sales by suing
similar pricing strategy. Therefore
higher authority of an organization
are conducting proper monitoring of
market as well as assessment of
policies for deciding price of
products according to income group.
Thus they have to implement
effective policy and acquire
necessary data or information which
might be used while decision
making process (Purvis, 2016).
Promotio
n
One of indispensable elements of marketing
mix linked with services provided by
company to customers. Prime focus of ALDI
are children and youngsters because they
always wants something new and fresh.
Along with this they also want to capture the
ASDA is adopting best promotional
schemes which is totally depend on
the concept of brand for a particular
period of time. Another name of
process is distribution of product at
a marketplace by fulfilling the
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attention of mature persons or head of the
family by offering totally fresh items as well
as hygienic. In additional numerous schemes
are also offered by sales manager of ALDI for
example winning prices or few scratch cards
at the time of placing order on different
combos. It will assist in serving high
satisfaction level to their desired customers
and also useful in seeking minds of maximum
number of consumers. Apart from this
according to this strategy , ALDI can easily
boost their sales by generating maximum
revenue.
demand of various customers.
ASDA is offering maximum
quantity of food smaller than its
rivals which includes different
process of interacting with
consumers which is very useful in
serving best offerings. Therefore it
will guide in accomplishing best
advantages (Mittal, 2014). This
company is having a targeted
consumer for example head of the
family. Along with this they can also
adopt appropriate promotional
schemes.
Process Superiors and subordinates of ALDI are
trying to manufacture best and high quality
goods and services by implementing proper or
appropriate process. In fact few products are
hand made which produce in front of
consumers which will be very much
beneficial for their future as well as goodwill.
In fact it will also ensure the quality of goods
and effective process of delivering products
act as a very impressive tool of capturing
attention of numbers of consumers (Martin
and Reed, 2015).
Process is an appropriate method of
transferring goods from sellers to
buyers at a right time at a right
place. Therefore ASDA adopted
various effective methods or
techniques of providing goods and
services to foreign as well as
domestic products. In fact main
motive of process is to deliver
correct information about products
which they are offering to
consumers. Apart from this ASDA
is also popular for providing
services on time with relevant
information related to products for
attaining their targets in a given time
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frame.
People Employees of ALDI are performing their
task and activities in a proper manner by
following necessary rules and regulations for
example wearing of similar uniform, coming
on time etc. Along with this they are also
paying attention on creating healthy
relationship with buyers as well staff
members (Lane, 2014).
People of ASDA includes
customers, employees as well as
management team participated in
process of making products and
services by delivering them to
consumers at a right time. Apart
from this it also helps in maintaining
goodwill of a company at a
marketplace and image of brand in a
competitive market.
Physical
Evidence
Higher authority or supervisors of ALDI is
paying attention on hygienic surroundings
for protecting sellers and buyers from any
health hazards. Therefore they need to make
impressive interior as well as clean
environment organization to attain their set
targets and objectives.
ASDA includes experience of
selling goods and services.
Sometime it also attract their
customers with their outer and
interior appearance which have a
greater impact on overall society. In
fact this organization is mainly
believe in establishing their business
at best location along with visual
aspect.
TASK 3
P4 Marketing plan
Executive summary:
Managers of ALDI have to implement effective plans which will guide them to perform
marketing activities for their products whatever they are offering to their consumers. Managers
of an organization need to conduct appropriate analysis or evaluation of existing marketplace for
understanding the taste and preferences of foreign as well as domestic customers. In fact they
also want to get information about type of goods customers wants as well as at what price they
want products (Jain, Ahuja and Medury, 2013). Along with this effective schemes must be
9

adopted by them for removing obstacles and barriers faced by organization while making plans.
Therefore according to tactics they have to prepare actions for attaining their set goals and
objectives in appropriate manner.
Company overview:
ALDI is a very famous supermarket of two top most discount supermarket chains by
having its branches across national boundaries in almost 18 countries with approximately 10000
stores. This company is having world's largest chain founded by two brothers Karl and Theo
Albrecht established in almost 1946 which serve approx. 68 million in 18 country. Thus they are
offering products and services on the basis customers needs and wants for satisfying them. ALDI
is a very popular and famous supermarket in the world by offering fresh and qualitative products
to millions of customers (Hoványi, 2013).
Current market circumstance investigation:
Internal investigation: It is an examination or assessment which is to be done inside in the
firm. It help in deciding and in addition exhibiting quality and shortcoming. ALDI is following
fitting structure and high spirit of staff which will help in creating alongside catching open doors
with the goal that worker can do appropriate support in administration exercises.
Essential exercises: These exercises are finished by the representatives of business
element to convey better items and benefits and procure an upper hand. It incorporates two kind
of coordination that is inbound and outbound coordination. Inbound incorporates warehousing
and additionally control of stock is essential of ALDI (Dioko, 2016). Outbound exercises are
those which are expected to get a completed items and administrations for buyers.
Supporting exercises: These are the exercises which helps in working together in a
superior and suitable way. It incorporates the execution of finance strategies alongside structure
so interior correspondence should be possible in a legitimate way.
External examination: It is a procedure which help with doing assessment of outer
market so they can recognize their quality and shortcoming so targets can be achieve in a
legitimate way.
SWOT analysis:
Strength Weakness
 It has a presumed name in the market
among their competitions.
 It is having a high cost.
 Offers of business substance rely upon
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 They are concentrating on enhancing
sustenance quality and furthermore
give preparing to its workers and in
addition boosting abilities (Cua,
Reames and Chai, 2013).
discretionary cash flow of people.
 Organization spend part of sum in
giving preparing of representatives.
Opportunities Threats
 It can grow their business by giving
natural sustenance line.
 It could growing by offering diverse
sort of menu to purchasers.
 It is confronting enormous rivalry for
new rising restrictions and furthermore
having a natural outlets identified with
substances.
 In the event that remedial measures are
taken by them then they are having a
negative effect.
PESTLE analysis :-
Basis Description
Political These are factors which does not having an effect on organizations. It is
obliged so they can pay charge which incorporates deals assess and in
addition finance expense to the administrative bodies. Business element
confronting a high cost as far as claims and also suits with the goal that
they can convey subjective administrations (Chamorro-Mera, Miranda
and Rubio, 2014).
Environmental It play a critical and in addition fundamental part in the operations of
business substance. The business element helps in delivering
extravagance merchandise with the goal that they can confront retreat
and this will adverse affecting offers of ALDI.
Social It is likewise imperative with the goal that they can settle on key
business choices. Culture, values, standards and additionally living style
of shoppers which having an effect on the operations of business
substance. Representatives of ALDI need to utilize social and in addition
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religious boundaries with the goal that they can choose sustenance menu
and furthermore in various outlets (Braslow, 2015).
Technological They need to make items as per needs and needs of buyers with the goal
that they can fulfil buyers. Alongside this they can utilize refreshed
innovation for promoting of items. At the point when directors of ALDI
utilizing best innovation then this will helps in dealing with the stock and
furthermore help with offering best items so more income can be
produced.
Objectives of ALDI :-
The primary goal of ALDI is to convey or serve great nourishment in a benevolent
situation and it is a socially capable organization. Alongside this they need to give great comes
back to its investors (.Banerjee, 2013). The representatives of ALDI can receive SMART
approach which help with enhancing or conveying better stock and furthermore need to keep up
a nature of items for a more drawn out time frame.
(1.)To help number of individual by half in next 4 years.
(2.)They need to convey best administrations at a sensible value with the goal that
administrations can manage the cost of effectively.
(3.)Chiefs of ALDI need to expand their number of buyers in next 4 years.
(4.)To raise mark mindfulness among purchasers which will help with accomplishing their upper
hand.
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(Source :- Marketing plan, 2017)
Techniques of ALDI as indicated by promoting:- There are such a large number of
methodologies which are identified with showcasing so they can convey better items and
administrations to their purchasers in a compelling way. This will give achievement in a
particular day and age. For offering better items and administrations, administrator of ALDI can
receive arrangement identified with value that is value skimming which helps in presenting and
also propelling new and creative stock yet at the season of beginning they need to charge high
cost from their purchasers so they can procure more benefit. They need to pull in expansive
number of purchasers in the event that they need to support their deals and this will just done
when they convey items at a sensible cost (Baker and Saren, 2016).
Segmentation, targeting and positioning strategies:
Supervisors and workers of ALDI can utilize techniques identified with division,
focusing and in addition situating so they can make legitimate stock and benefits and that ought
to be conveyed in a suitable way. They need to do portions on the premise of various age
gatherings and after that need to examine or assess benefit clients conduct. Alongside this viable
discussions should be done which will help in procuring focuses in an aggressive market. They
can do division and focus on their customers on the premise of wage level, age gathering,
expectation for everyday comforts and so on (Babin and Zikmund, 2015). They need to put more
endeavours and additionally inventive in their items and offer at a sensible cost. This will
adverse affecting business sector position and give better nature of items which will help in
keeping up position in an aggressive market.
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Illustration 3: Marketing plan

Tactics and action:
Managers and employees of ALDI have to adopt actions on the basis of tactics for
implementing effective advertising which will support them in transferring accurate information
and data related to goods and services so that customer may purchase impressive products at
affordable rates. In fact it also helps the company in generating maximum revenue by delivering
best quality food items for fulfilling the needs and wants of their end users.
Budget for marketing:
Manger of finance department requires to prepare appropriate and accurate budget so that
sales manager can make effective plans and strategy for taking initiative towards development of
overall enterprise in a given time period so that objectives of an organization must be attained in
a minimum duration (Al-Hasan, Thomas and Mansour, 2016).
Marketing budget
Particulars
1st
year
2nd
year
3rd
year 4th year 5th year
Initial capital 20000 2500 4800 4200 5600
Investment
funds/assets 17500 15200 15800 14400
Total 20000 20000 20000 20000 20000
Marketing outgo
Publicity 7000 8000 6000 5000 7000
Sales promotion 2000 2000 3000 2000 2000
Direct merchandising 3000 1500 2500 2500 1500
Internet marketing 3000 1000 2000 2000 2000
Social media 1000 1000 1000 1000 1000
Printing 500 700 300 400 550
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Programs 1000 1000 1000 1500 1000
Total 17500 15200 15800 14400 15050
Available balance 2500 4800 4200 5600 4950
CONCLUSION
From the above report it has been understood that marketing is one of indispensable
factors for attaining gaols and objectives of an organization by fulfilling the needs and wants of
desired customers. This report is all about merchandising strategy of a ALDI which is a one of
famous supermarket popular for its grocery items as well as fresh food products. In fact this
assignment also highlight eminent role of 7P'S in promoting goods and services of a selected
organization by comparing it with their competitors. Therefore at the end effective marketing
plan is implemented by considering necessary factors.
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