Marketing Essentials: Roles, Strategies, and Marketing Plan for Aldi

This report delves into the essential aspects of marketing, analyzing the roles and responsibilities of a marketing function within a business context, with a specific focus on the strategies employed by Aldi. The report explores the various tools and techniques utilized by marketing departments, including product development, pricing strategies, distribution, and promotion. It also examines the interrelationship between the marketing department and other key departments within an organization, such as operations, finance, research and development, human resources, and IT. Furthermore, the report provides a comparison of the application of various elements of the marketing mix by different enterprises, evaluating tactics and offering a strategic marketing plan tailored for Aldi. The report emphasizes the importance of effective marketing in achieving business growth, customer satisfaction, and competitive advantage.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Various Roles and Responsibilities of marketing Function..............................................1
P2: Roles and responsibilities of Marketing...........................................................................3
M1 Different roles and responsibilities of Marketing Function.............................................5
M2 Importance of Interrelationship between marketing and various other function of
enterprise................................................................................................................................5
D1 Analysis and evaluation of the key factors of marketing function...................................6
TASK 2............................................................................................................................................6
P3 Comparison of application of various elements of marketing mix...................................6
M3 Evaluation of various tactics apply by enterprise............................................................9
D2 Strategic Planning for Marketing...................................................................................10
TASK 3..........................................................................................................................................10
P4 & M4 Marketing plan for ALDI.....................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is a very crucial aspect of any business and it is therefore very important that
this department is managed in an effective as well as efficient manner. There are various
marketing theories which can be applied by companies in proper and effective management of its
marketing department. Marketing can be called as process under which a marketer uses various
tools to attract consumers to sell their products. The main aim of marketer is creation,
satisfactions as well as retention of new customers. The ultimate satisfaction of customers from
the products of the company is extremely important for organization to achieve growth as well as
success. Marketing department is seen as a very significant contributory for the sales of
company’s products and if there will be no marketing of the products, people will never be able
to know about the company and its products (Akaka, Vargo and Lusch, 2013).
This report will throw some light on various essentials of marketing that is needed for
effective growth of business. Basically Marketing is a broad concept and it is not merely about
selling goods and services to customers anyhow rather it starts with identification of various
needs and demands of consumers and then offering those unique kinds of products to satisfy the
same. ALDI is a well-known brand in retail sector that uses effective marketing strategies to
increase their sales and maintain effective brand in the market. The major functions, roles as well
as responsibilities of marketing department of ALDI and its relationship with other major
departments of the company will be discussed in detail in this particular report. The key elements
of marketing mix and application of such elements by various enterprises will be discussed in
detail under the report.
TASK 1
P1 Various Roles and Responsibilities of marketing Function
Overview of ALDI:
Aldi is known as one of the common brand of two well established German discount
supermarket chains with more than 12000 stores in almost 20 nations. It has predicted turnover
of more than 50 billion. Their growth and sustainability are attributed to their commitment to
developing efficiently at every level of production. Marketing is the major techniques which will
be used by Aldi to sell maximum products and generate reliable outcomes during the period.
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Simplicity create more efficiency, clarity and orientation within Aldi as well as for their
customers.
Marketing is a concept in which a company would try to do effective promotion and
advertising of its products and services in order to sell goods and services of the company. One
of the primary aims would include creation of need or demand of company’s products among
consumers. By doing this the company will be able to gain competitive advantage over the other
players that would be prevailing in the market and it will also help in raising the profitability as
well as productivity of the company. It does not matter what a company manufacture and
whether the product is different from other competitors, it is highly essential that these products
are offered in the market with right kind of marketing tactics, so that people will know about
products and services of the company (Bačík, Štefko and Gburová, 2014). There are various
tools of marketing which can be used by the company for effective promotion of its goods, these
includes, advertisements, campaigns, radio and television, newspapers, exhibition, online
marketing etc. ALDI can use any or all of these mediums to promote its goods and services
which it offers to consumers. Some of the major roles as well as responsibilities of a marketing
department are elaborated as follows:
 Products: It is basically the tangible offering of goods by the company to its ultimate
consumers. For the purpose of gaining customer attention it is quite essential that ALDI
should carry certain features in its products and services which would make it different
from its competitors. For this purpose, the marketing manager is responsible to assess
what kind of features those products of the competitors carry and how ALDI can improve
in its own products as well as services so that company can get customer attraction and
thus will be able to increase market penetration. The one of the best way to make
medication such as packaging, feature and quality within the product so that it will be
looks attractive in the market. This will assist in drawing the attention of customers more
effectively.
 Price: Once the product and its features has been decided, the next step involves pricing
it effectively, so that consumers can buy that product. The pricing of products depends on
various factors like the price set by competitors, pricing of substitute products, cost of
production and distribution to the company etc. Ultimate the final price of products will
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largely decide them in a price sensitive market. Therefore, it is vital to decide that prices
which will be easily affordable to their customers.
 Selling: It means selling goods to consumers or handing over of the goods. It is necessary
that all kinds of products of the company are available to nearby stores of consumers and
hence, the company should carry a robust Distribution system in place. Marketing
manager of the company will decide the extent of selling that is needed and how that can
be achieved.
Promotion: It is a very key activity of marketing and it involves promoting various goods and
services of the company, so that people would be aware of their goods as well as services. This is
known as one of the key exercises of showcasing division. In this, administrator utilizes different
specialized instruments and blend of collaboration assets with a specific end goal to make the
clients educated about organization's offerings. This is finished by the firm with a specific end
goal to serve more people and to expand piece of the pie of big business (Baker, 2014). Viable
utilization of specialized devices helps the firm in pulling in more number of clients and in the
meantime, in expanding its benefits.
 Financing: To accomplish set targets and guarantee powerful execution of different
business tasks, it is basic requirement for ALDI to have adequate measure of assets.
Absence of monetary assets makes pointless impediments and postponements in the
association's activities. It goes under obligation of advertising director to look at the
budgetary asset require to actualize tasks. With this, organization can accomplish its end
targets effortlessly.
Henceforth, it has been recognised that for gaining maximum market share, director as well
as managers have to accomplish their task in an efficient manner by satisfying the demand of
desired customers.
P2: Roles and responsibilities of Marketing
In today’s world there are various organization that provides goods as well as services on
a larger scale and at very affordable prices, hence it becomes extremely difficult for companies
to convince customers to purchase the products of the company. Under such situation, Marketing
can play a Deciding role, and it can differentiate a company and its resources from others.
Effective use of marketing as a tool can make company and its products very competitive (Batt,
2013). ALDI shall market its products and services in such a manner that will distinguish it from
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its other competitors, such as Tesco etc. The roles and Responsibilities of marketing Department
can be discussed as follows: Marketing Function in harmony with operation department: Operation department of
the company would mean the production department. It is quite important that production
or operations of the company are done in an effective manner so that right kind of quality
of the product can be maintained. When the quality of the goods is good, it becomes
extremely easy for a marketing department to market a product, because such different
feature of that particular product will attract consumers to buy those products easily.
There should be right kind of co-ordination among Marketing and Operation Department.
 Co-Ordination between Finance and Marketing Department: Assets are a standout
amongst the most fundamental segment behind presence of each family of big business.
Without satisfactory measure of assets, a venture cannot execute its tasks as deficiency of
assets makes superfluous obstructions and issues in business process. To accomplish final
products, it is extremely fundamental that exercises of advertising division of ALDI must
be execute in a compelling path and to accomplish this it is essential that supervisor
ought to have satisfactory measure of Funds. For this, it is exceptionally basic that there
must be legitimate correspondence amongst promoting and fund administrator of big
business as back division is the one which detail spending plans and dispense Funds to
different offices.
Research and development (R&D) Department with marketing Function: Marketing
department of a company knows it better what the consumers want in products as well as
services (Cabrera and Williams, 2014). Therefore, marketing department should function well
with the R&D department of the company, which is rest with responsibility of developing a kind
of product which will fulfil the needs as well as demand of end consumers and will ensure higher
profitability for the company. It is very essential that ALDI manages both these departments well
so that there is no conflict and communication gap between them.
 Marketing and Human Resource Management Department: Representatives are known
as a standout amongst the most profitable resources of each undertaking as these are the
person who items for conclusive clients and in the meantime interface with clients. These
assistances in make and keep up great relations with clients which guarantee their
dedication. It is essential for ALDI to retain with itself a force of dedicated marketing
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personals which will ensure higher sales for the company, and management of such
personal is the responsibility of HR department of the company.
 IT and Marketing Department: Advertiser do diverse sort of research so as to gather
data about the patterns exist in showcase and about the highlights and factors which
impact client’s decision to purchase organization's item (Urbina, 2014). It is imperative
for advertising supervisor of ALDI to pick right innovation so as to break down and store
the data for future reason. This assistance and bolster directors in take right choice related
with development of business tasks.
Marketing department used to play an eminent role in achieving the aims of Aldi through
enhancing their product and services at the marketplace for gaining overall trust of customer as
well as shareholder. By summarizing roles and duties of marketing segment in organizational
context, it has been acknowledged that every department lies upon each other. The main
objective is to established the goodwill of ALDI at a domestic as well as international
marketplace which is effectively planned by the marketing manager of the company.
M1 Different roles and responsibilities of Marketing Function
Marketing department within the organization is responsible for various functions and
plays a very crucial role in overall development of business. The marketing department of ALDI
is rest with various responsibilities like ascertaining the prices of products, pricing, selling and
distribution system etc. A marketing department has to work with various other departments of
the organization to achieve greater results and efficiency, these departments would include,
Human resource for the purpose getting manpower to market products, R&D department to
develop new products, Operation department for the purpose of inclusion of various features
within the products, its packaging etc., sales department for the purpose of selling goods
(Chisholm-Burns, 2012). It is thus very essential that the top management of the company hires
capable managers within the marketing department with greater experience so that they manage
that department well and generate effective results over period of time.
M2 Importance of Interrelationship between marketing and various other function of enterprise
The marketing department of ALDI is interlinked with various other departments of the
company who performs certain different functions, these departments include, HR, operations,
Selling, R&D, etc. Basically an organization cannot work in isolation, It is a compound way of
performing activities, therefore ALDI also make sure that all the departments of the organization
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are working in an effective and efficient manner for the purpose of achievement of
organizational goals as well as objectives. It is quite essential that there must be coordination and
harmony among the entire department and should be aiming to fulfil the main objective of the
company. If these departments will not work in tandem, it will be difficult for company to
generate higher profits and maintain its productivity and competitive advantage in general.
D1 Analysis and evaluation of the key factors of marketing function
There are various factors which is responsible for proper functioning of marketing
department. A marketing manager would have to make sure that these factors are taken care of.
These factors are products, price, place, promotion in other words deciding perfect market mix.
The marketing department will also assign responsibilities to employees within the department
along with setting various targets for them that needs to be achieved (Srivastava., 2014). The
marketing manager also has to make sure that there is no deficiency of funds for the purpose of
accomplishment of various marketing tasks. For this, manager will make a budget for department
and also conduct an evaluation of the same budget on a consistent basis. The department will
also frame strategies to choose the right and effective kind of medium for reaching to consumers
in most effective way possible. ALDI is engaged in Retail business and the company will have to
make a full proof and effective strategy to stand in very tough competition that prevails within
the Retail Segment. Marketing is not a easy task, asking people to buy your products involve
various complexities and these has to be addressed by a manager in order to stand apart in a
crowded market with already established players.
TASK 2
P3 Comparison of application of various elements of marketing mix
Marketing Mix is an idea which incorporates four fundamental components known as
item, value, place and advancement, commonly known as product, price, place, promotion.
Every one of these elements are apply by firm to accomplish its set objectives and targets.
According to the necessities and requests of clients ALDI need to create as per prerequisites and
need to advance them all together impact their purchasing conduct towards the item. It is basic
for organization to publicize their items and administrations through utilizing on the web stage
which help them in pulling in huge number of clients (Dudu and Agwu, 2014). In this way it is
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essential for an association to take after different components of advertising blend strategies to
pull in vast number of clients.
Different company’s uses marketing mix theory in different ways, a comparison of two
organizations is as follows:
Basis ALDI TESCO
Product ALDI’s Product is affordable and it
offers them a low price than its
competitors, which adds value to
company and its growth. It also makes
sure that buyers get what he wants, by
providing them right kind of goods
with quality as expected by
consumers. They purchase from
suppliers in bulk which enable them to
have a pricing power on its products
and they can charge less from
customer by passing on these less
prices to ultimate consumers.
Tesco gives an extensive variety of items
that incorporate sustenance, garments,
gadgets, money related administrations
and so on. This consistently growing,
product offering takes into account each
conceivable need of its customers and has
in this way ventured into the internet
showcasing segment as well! It offers
basic need conveyance administration
and free music downloads other than the
other at least 40,000 product offerings
that its retail locations show.
Price ALDI is known for offering quality
products at a less price than its
competitors; it gives company a
competitive advantage to its
competitors (Friis, 2012). The
company can make necessary changes
in its pricing policy by applying
various pricing strategies like unit
price, market penetration, competitive
pricing, Target segmenting etc.
Tesco endeavours to keep up as low costs
as conceivable without lessening the
nature of its items or running itself in
misfortune. With a specific end goal to
pass all cost focal points to its clients and
keep them upbeat, it utilizes various
measures which incorporate the
economies of scale it appreciates. Many
players once they get established in the
market starts to increase the pricing of its
products, but Tesco differs in this.
Place ALDI has been actively working in
more than 8000 stores in 18 nations.
Tesco is headquartered in UK and is
spreading its business all over the world
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They centre around growing their
business through opening new outlets
in various nations. ALDI gathers items
from providers in bull from different
trusted providers and keeping them at
neighbourhood distribution centres
which helps in keeping up quality and
guarantees the supply of item to
clients on time. Keeping in mind the
end goal to decrease squander transfer
while transmitting merchandise. ALDI
utilizes naturally well disposed types
of gear at its stores which improves
the execution of an association and
make a brand and dependable picture
before the contenders. ALDI likewise
centres around keeping up territorial
appearances through executing store
name as per the nations. ALDI
likewise encourage clients to confirm
item subtle elements and visit the
closest stores.
very rabidly, It is also committed to
increase its distribution reach. The
company currently has two main
channels for the purpose of distribution
for its goods and services, these are
Offline and Online. Its offline stores are
named as Tesco express, Tesco metro,
Tesco Compact and many others. As far
as online distribution is concerned, the
company sells goods through its online
forum, which is basically the official
website of Tesco.
Promotion ALDI is a company which believes in
maintain its brand image through right
kind of promotion techniques among
people. It usually spends minimum
amount on various promotional
measures (Guffey and Loewy, 2012).
They basically believe in printing
weekly newsletters to inform
customers regarding their offers and
Tesco is a much bigger company, as
compared to ALDI in terms of size.
Therefore it does have the necessary
resources to spend a much bigger amount
on aggressive promotional techniques for
the purpose of marketing of its services
and products and so that people will be
able to know the various benefits of
purchasing from the company.
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various discount policies.
People ALDI believes in empowering its
workforce by providing them
opportunity to grow, by providing
them necessary skills by proper
training as well as development
programmes.
Tesco is having various policies for its
employees as well as customers. It
believes in keeping its employees for a
longer term and treat them as a family by
providing necessary promotion and
appraisals and to motivate them to do
well in future for the company.
Process The company has a simple and hassle
free process, customers can come to
store make a selection of items by
their own, there is minimum
involvement of employees in product
selection etc. It is a easier process for
both customers and Company as it
does not cost much to the company.
Tesco carries usually big stores than
ALDI and therefore its cost of operations
is also higher than ALDI. It offers
services in a unique way to its customers.
Its employees are customer friendly and
believe in serving them well.
Physical
Evidence
Most of the stock that the company
offers, is occupied by the company
from Home brands and rest of the
products are of well reputed Brand.
This is the primary reason that
company is able to sell its products at
a price which is 30% cheaper than
others.
Tesco is a big company and therefore can
afford to keep [products of even big
brands at its store and at the same time
maintaining the profitability as well as
sales of the company in an effective
manner.
M3 Evaluation of various tactics apply by enterprise
ALDI applies various tactics to gain competitive advantage in the market, some of the
tactics are getting a good quality of raw materials as well as products from suppliers and offering
them at low prices to consumers (Ionitã, 2012). The company also focuses on proper training as
well as development of its employees in an effective and efficient manner so that they can serve
its customers well and gain an overall advantage in comparison to others. The company aims at
providing high quality goods and service to customer at least possible price.
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D2 Strategic Planning for Marketing
ALDI is a main basic need retailer which offer diverse sort of items to its clients. With a
specific end goal to fulfil the necessities of its clients it is essential for organization to detail a
key arrangement by utilize all components of idea called advertising blend. This assistance
association helps in setting a correct cost for its item and offer an incentive to its clients.
TASK 3
P4 & M4 Marketing plan for ALDI
Showcasing plan is known as a composed archive detail by top chiefs of firm which
comprises future advertising exercises of big business. One of the primary favourable position of
this is it give guidance to supervisors amid execution of advertising exercises and in the
meantime guarantee ideal use of all funds and assets. For making an advertising arrangement
more compelling and valuable it is critical that different perspectives related with firm should be
consider by supervisor (Kennedy and Parsons, 2014). For the purpose of making an effective
plan it is essential for ALDI to have a proper SWOT analysis of itself to assess its weakness as
well as strength.
SWOT Analysis
Strengths
Primary qualities and highlights of big business which guarantee compelling official of
business tasks and in the meantime contribute more in progress and development of organization
is known as quality. Quality and one of a kind items at bring down process is one of the greatest
quality of results of ALDI. Firm is working in Europe and UK and have approx 8000 stores and
because of this the working expense of organization is additionally low. The firm can reap the
benefits of Economies of scale.
Weakness
Size of ALDI is still little as contrast with its opponents. As firm offer items at bring
down costs so because of this worldwide nearness of big business isn't that much powerful. Now
and then, client relates the nature of its items low because of low costs that it offers ( Khan and
Adil., 2013). Likewise, worldwide presence of the business is additionally not successful.
Opportunities
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The company have the opportunity to tap the lower segment of the retail market by
applying various kinds of marketing tactics like low pricing, schemes and offers. This is a
segment which is neglected by big players and hence can be grabbed by small players like ALDI.
Threats
Big number of competitors exist in retailing industry is one of the greatest risk of firm.
Organization neglects to give a full shopping background to its clients. Moreover, quick changes
in tastes of clients and strategies of government likewise fill in as a risk for big business ( Pike
and Page, 2014).
Hence, The Company can aim at making good as well as effective plan for growth of its
business. It shall make sure that proper involvement of employees and whole workforce is their
in the plan which will make the plan even more effective.
CONCLUSION
As per the above discussion, it can be concluded that Marketing is a very important and
major aspect of business and without which it is not possible for businesses to grow substantially
beyond a point. The primary reason behind the same is that Marketing department controls the
function of selling, what company has produce to consumers, if the department will not be able
to market its products effectively, this will have direct impact on the overall sales as well as
profitability of the company. The main benefit of executing the whole marketing functions in an
effective way is that it increases market penetration of the company and hence higher
profitability and productivity. The place of a company in competitive market can well be
established if it will be able to market its products well. The main advantage that big and
established players have over the others is that they already marketed their products in a way that
has created a brand image within thee mindsets of consumers, irrespective of the fact that the
established player might be offering less quality in its products than the new comer. Hence,
Marketing is basically management of customer’s perception about company and how to change
them. There are various ways of marketing and its important elements which a company should
incorporate in its marketing strategy for the purpose of effective implementation of the same and
to achieve overall growth and profit maximization for the firm. The marketing strategy is made
up of various marketing mix and it includes making strategies for Product, Price, Place,
Promotion etc. If there will be proper marketing strategies that will be framed by the company
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then it will easy for other departments of the company to sell goods and services easily and make
company grow and prosper over period of time.
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