Marketing Essentials: Roles, Mix, and Planning for ALDI

This report provides a comprehensive analysis of marketing principles, focusing on the application of these principles within the context of ALDI. The report begins by outlining the roles and responsibilities of marketing functions, including marketing and advertisement, competitor and customer research, customer service, and innovation. It then delves into how these roles are specifically implemented within ALDI's organizational structure, examining the contributions of various departments such as Research and Development, Production and Operations, Marketing, Finance and Accounting, IT and Technical, and Human Resource Management. The report further investigates the marketing mix and its significance in the marketing planning process, highlighting how ALDI utilizes these elements to achieve its business objectives. Finally, it evaluates a common marketing plan for an organization, providing insights into strategic marketing approaches. The report emphasizes the importance of understanding customer needs, competitor analysis, and innovation in the marketing landscape.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing function...................................................................1
P2 Roles and responsibilities of marketing relate to ALDI Organisation...................................3
TASK 2............................................................................................................................................5
P3 Marketing mix to the marketing planning process to achieve business objectives...............5
TASK 3............................................................................................................................................9
P4 Produce and evaluate common marketing plan for an organisation......................................9
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................11

INTRODUCTION
Marketing is the process of organisation where different products and services should be
promoted and introduced in the large target market. Business organisation require to offer
different products and services within the market but not any person aware about it. Generally,
marketing refers for promoting, creating and delivering commodities and services to consumers
but such activities are not limited. Marketing has large scope which includes place, promotion,
goods, services, information, people, resources and ideas of marketing and analyse the actual
demand of buyers and their requirements (Berkowitz, 2016). The report is based on ALDI which
retailing company and they offer different types of products and services for their desired
customers. There are around 10000 stores in all over the 20 countries and its major turnover is
more than 50 euro billion. The purpose of this assignment is to understand the roles and
responsibilities of different marketing functions. Also compare with two companies of marketing
mix for achieving desired organisation objectives.
TASK 1
P1 Roles and responsibilities of marketing function
The main role and responsibility of marketing function is to gives effective products and
services to their buyers according to the requirements and needs. For getting success within the
large market place, it is very essential for firm is to develop and build trust among customers
regarding their goods and services which can provide maximum profitability in easy manner.
There are different roles and responsibilities of marketing functions that are discussed as under:
 Marketing and advertisement- It is essential factor for an organisation is to promote their
effective goods and services in effective manner. By this process, company provide
knowledge of their innovative goods, its features and quality for easily attract their users.
ALDI use different marketing and promotional methods for advertising their goods and
services in target market (Brassington and Pettitt, 2013). With the help of advertisement,
an organisation adopt different tools and techniques that includes television, internet,
newspaper, promotion etc. for promoting their business functions in easy manner. Such
procedure assist them for gaining maximum profitability.
 Competitor and customer research- It is necessary for firm is to analyse and examine
their rivals within the market who provide various services to their buyers. This process
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aid for analysing the consumer demand and needs for present goods and services in
proper manner. It is important for an organisation is to provide innovative and creative
commodities which higher the customers satisfaction level (Desai, 2013). This procedure
assist in increasing the market value of firm and develop trust in customers mind.
 Searching new customers and merchandising opportunity- It is needed for firm is to
find out those customers who willing to purchase such type of products and services. It is
that process which assist in satisfying the desired goals of an organisation. ALDI is very
famous enterprise which provides their effective goods and services in different
countries. The effective strategy of company is open their stores at particular location
which help in analysing different marketing opportunities for getting large number of
customers.
 Creating goods and services that represent value- Products are the major key factors and
aspects of an organisation which assist for increasing some value. It is very effective
method for firm which is to make and create innovative goods for providing higher
satisfaction to customer by fulfil their desired needs and requirements. With the
assistance of this, it is essential for customers is to analyse buyers demand and wants for
attracting large number of buyers.
 Creating innovation- In this process, company can adopt latest techniques and methods
which help organisation for gaining maximum profitability. Also an enterprise can easily
acquire high level of profit ratio and productivity which assist technology for reducing
wastage and gain extra cost from manufacturing and production services in appropriate
manner (Dibb and Simkin, 2013). It is very essential components that can aid for
developing and building company market share and also provide high level satisfaction to
their customers.
 Delivering customers services standardised communication with buyers- It is very
crucial elements for the firm which needs to understand their buyers demands and needs.
By this, there are different organisation that will conduct development and training
sessions for building effective communication skills of employees. On the other hand,
positive communication of workers and customers assist in reducing disputes and
conflicts between their conversation. Aldi provide effective training procedures to their
workers for evaluating demand of buyers in easy manner.
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 Developing competitive advantages- The effective goods and services which assist in
developing competitive benefits in the target market. Aldi is very popular company
which provides effective goods and services to their customers. An organisation has been
facing strong competitors from different organisation but they never lose their products
quality for providing lower cost (Hsu, 2011). It is one of the only components which help
in making relation with their customers for long time period and provide them
competitive benefits in easy manner.
 Setting pricing, margins and profit level- Prices and cost of effective products is main
promotional method which assist in attracting large number of customers in proper
manner. In this procedure, an organisation require to understand products quality as a
effective promotional method so cost and quality is higher. The price of each products
should have facilities for each and every person at reasonable rate. Aldi provides
effective price and cost of their products and services to their buyers who can easily
afford this.
 Understanding objectives of company- This is very essential for business organisation is
to understand their upcoming future goals and vision because all the business functions
take next step behind it. It is only that procedure which assist in encouraging employees
and management of firm for achieving them in effective manner. By doing such type of
organisation activities which take place and workers provides them effective services for
contribution of all future goals and objectives in easy manner.
P2 Roles and responsibilities of marketing relate to ALDI Organisation
A commercial business organisation builds and maintain their business structure with
different environment. Within business enterprise ALDI, various divisions and their different
departments provides their services and responsibilities to achieve company desired goals and
objectives in a given time period (Jones and Rowley, 2011). Maintain and govern different
divisions in various environment as well as maintain relationship and communication
collectively within single roof of enterprise this whole process is known as business structure.
Objective of ALDI enterprise is to provide wide variety of quality products under one roof at
affordable prices and for achieve a company goals and objectives on scheduled time, employees
of different division as well as various departments plays vital role by providing their services.
Company provide broad variety of qualitative products to all its customers at reasonable rate to
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earn maximum profit as well as to compete with its rivalry. Here roles and responsibility of
marketing in relation to ALDI is discussed below-
Research and Development department: This is one of most essential division of ALDI
which works on analysing reality of market and customers demands by using scientific tools and
business strategies and collect data in a productive and appropriate manner. Future business
policies and strategy of ALDI completely depend on R&D department reports (Lamb, Hair and
McDaniel, 2011). And remaining all other division of business enterprise will work according to
research reports for betterment in performances and productivity of ALDI products and services.
This research will provide detailed information regarding all required resources needed for
manufacturing, producing as well as for marketing products at affordable rates.
Production and Operational Department : This is also an essential division of ALDI
because without utilisation and implementation of innovation and creativity on product
manufacturing, it returns costly products which directly or indirectly impact on company's
financial and sales growth as well as on customers purchasing power towards firm products and
services. After getting information from research and development department about market and
customers demand, production division will have to produce their products as per customers
needs by providing their services in a productive way. In addition to this, production department
also focus on small-small waste which produce during different processes. Production
department have to focus on reducing time as well as enhance quality with quantity by utilising
new innovation or technologies within their division. This helps in reducing cost of products
with enhancement of quality which directly affect positively on company's sales and business
growth as well as on customers satisfaction level.
Marketing Department: In today's highly competitive world, advertisements and
promotion of products as well as services of ALDI business organisation is most essential. And it
plays huge role in maintaining customers relationship as well as enhancing company's
performance and productivity by providing or sharing information with valuable exiting or non
existing customers about their products and services by using different platforms as well as
channels (Lane, 2016). Company's financial growth, sales as well as customer relationship is
totally depend on marketing or advertising department strategies and policies. But without
funding through finance and accounts division, products availability for customers on time from
manufacturing section and most important without detailed information about market new
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platforms and technologies from research and development division, marketing department can't
provide its assistance in productive and appropriate way towards organisation growth and sales
with profitability as well as customers relationship.
Accounting and Finance Department: They are the one who manage and provides
funds and capital to all different divisions. This department manage all financial activities within
organisation which set its priority through systematic funding according to market demand as
well as company top priority for better performance and productivity (Mihart, 2012). Finance
department is the one who manage as well as track all business financial transactions, balance
sheets, cash flow, credit, debit and assets of a company. This Finance and Accounts is an most
confidential division of this large group formerly known as ALDI which manage all cash flows
within organisation, with trading accounts and manage organisation yearly budget with priority
for specific projects and tasks as per market and customer demand.
IT and Technical Department: This IT division within company provides its services in
form of technical support for operating different operations in a effective and efficient manner.
IT department simplifies various other division work by providing them technical support as well
as application software which collects huge relevant data in a systematic and structured manner.
Which provide assistance for finance department in future regarding previous years financial
data and company sales, growth and profit in previous decades on one click. By using software's,
all banking transactions are done on just one click in a secured form and all employees data,
different outlets sales, profits information, feedbacks, and many more things are easily manages
and monitored in a very simplifies form.
Human Resource Management Division: This division of company plays crucial role
in managing overall business organisation as a family. HR management department builds a
healthy and fruitful environment within organisation, in which workforce provides their services
for achieving company desired goals and vision on given period of time. Their main objective is
create and organise training and learning sessions for existing employees as well as for newly
hired employees through different workshops as well as various creative activities. Main
objective of HR division is to organise recruitment and selection process in a more fruitful and
productive way within organisation. And this whole precess is done for hire well skilled and
talented employees which are suitable for their organisation at various positions from bunch of
candidates. They are the one who create an environment in which conflicts and concerns of
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employees or trainees are to be solved in a appropriate manner as well as create an ambience in
which all employees feel that they are also a part of organisation not just for salary only.
TASK 2
P3 Marketing mix to the marketing planning process to achieve business objectives
Every organisation implement strategies of marketing mix for promotion of their brand and
products in marketplace. Marketing mix is the factor which aids to ascertain effectiveness in
providing services which leads to acquire effective result (Nguyen and Simkin, 2012). There is
comparison between companies which provide similar products to their consumers in
competitive market. These two organisation put their effort to compete each for sustain strong
position in marketplace which aid them to attract large number of customers. The competition
between these two companies can be determine by 7ps of marketing mix.7ps of marketing mix
are like products, price, promotion,place,promotion, people,process, physical evidences. There
are two companies like ALDI and IKEA which are considered to make comparison with the
help of marketing mix which are mentioned below:
Marketing Mix ALDI IKEA
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Illustration 1: 7Ps of marketing mix, 2017
(Source: 7Ps of marketing mix, 2017)

Products This company deals with affordable
food products which are similar to
the products of other brand present in
marketplace. Other than food
products company provide fresh
vegetables, health and beauty
products, clothes, stationary,
electronic products, household goods
and soft tools (Papasolomou and
Melanthiou, 2012). Customers can
attain these goods from retail store
opened by company. ALDI took
proper control over production.
Management set low price of
products as compared to other
companies.
This company deals with goods
manufacture by wood, it also
concerned with retailer and franchisor.
This company provide effective
service to its loyal customers. IKEA
promote idea of democratic design.
There are approx 9500 products which
are sold by company. Management
redesign there products in order to hold
attraction of customer at regular
interval of time. It focuses on five
dimension like form, quality, function,
sustainability and low price.
Price ALDI put proper command on
customer because of cheap price &
quality of products which is offer by
management of company itself.
This company implement strategies of
leadership pricing. This provide
focuses on to provide different
products and services so that different
class of people. The home
improvement and furnishing chain is
able to maintain its low price in order
to increase sells of products.
Place ALDI contain more than 8000 stores
in almost 18 countries and strategies
which are implemented by company
to open different stores which are
open on week basis in Britain. The
layout of stores are very simple in
IKEA define itself as multi channel
retailer which effectively integrated
themselves online and offline sales
channel. This group contain 340 stores
in 28 different nations around world.
IKEA appoints 22 pick up points and
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order to products at low prices.
Company procure all various
products in bulk order from different
suppliers and stores it into ware
houses. Management focuses on to
improve quality of different
products (Perreault, 2010). It reduce
the wastage in organisation by using
environmental friendly equipment in
stores.
also 11 countries, 41 shopping Centres
in 15 countries. IKEA globally sells its
furniture products by online sales
channel which help company to
accomplish gaols and objectives.
Company also segment different
customers in order to promote itself to
enhance sales
Promotion This is most significant element of
all company to introduce their
different products and services in
target market and customer. ALDI
do not spent any capital for
promotion because it has large
number of customer. Rather
company communicate with their
customer which help to give
information regarding new range of
products. It only promote itself by
printing media. It also take help of
digital media like emails, weekly
newsletter which are given to
customer.
IKEA use this tools in order to
communicate with there potential
customer by giving knowledge about
different products and gains feedback
from them. The main target of
customer to enhance demand in order
to accomplish target. Company
promote itself by means television
advertisement, direct or personal sales
which helps to increase sales of
different products at affordable price.
People ALDI provide better service than
any other company present in
marketplace but employees works in
organisation in do not able to assist
customer in selection of different
IKEA put its effort to retain strong
relationship with customer by fulfil
their desire and wants of people. So
company launch many alternative
energy saving light bulb. It also offers
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products. It reduce number of
employees on each floor of shops.
ALDI uses advance billing counter to
assist its loyal customer in effective
manner (Pike, 2015). ALDI provide
high salary to its employee than
rival company also provide effective
training.
eco-friendly solution like water saving
tap various appliances and special tools
which are used to recycle the waste of
household. It also provide effective
training methods in order to assist the
customers.
Process ALDI implement very simple
processes which help to identify
product by its loyal customer. ALDI
put high quality of products for its
loyal customer which help customer
in order to save selection time of
customer. Company implement
large barcode which help to make
quick identification of products and
provide longer conveyor belt for
quick billing.
The furniture products made by
company by its own wooden
components. Customer have to go to
store for selection of various types of
products and they have driven their
products by themselves. This is made
by company to lower the price of
products. Company committed to their
customer to provide different types of
products at low price.
Physical
Evidence
ALDI known for its simple business
processes maintain standards of
products high from other brand. It
provide cheaper products among
other companies which help them to
attract large number of customers. It
is only store which maintain same
pricing strategies for different
groceries through whole products.
IKEA contains very large stores which
contains large collection furniture
products. These stores contain well-
equipped with restaurants have very
large car parking space for its loyal
customer. Implementation of advance
technology to display for
advertisement of different furniture
products.
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From mentioned comparison ALDI aids to grab brief cognition about different products
and services. It also provide different types of offers which help to enhance sales of products in
the marketplace (Swenson and et. al., 2014). After determining various factor marketer get
appropriate knowledge about different situation of market which aids to make effective decision
making processes to maximise the level of profit of ALDI organisation.
TASK 3
P4 Produce and evaluate common marketing plan for an organisation
Marketing plan of an enterprise is totally based on making effective strategies which has
to be made for analysing the direct or indirect impact of business activities on customers demand
and needs. This includes different type of firm activities which can used for attaining future goals
and objectives in effective way. This is mainly included various stages such as research and
planning, making effective marketing strategy, determining control and actions etc. Marketing
plan also provides appropriate direction to company members for doing several activities as per
the customers and market demand ( Wirtz, 2012).
Overview of the company – ALDI is known as one of the largest grocers and
supermarket chain. The firm was established in 1913 by having features of low overhead and
scanty selection to its leanest and meanest extreme. Along with this, ALDI holds more than 500
items in its stores as this is the reasons of its global presence. The organisation stands for
commitment towards its people, customers, partners as well as the environment. It also
encompasses standards and principles of honesty, openness, fairness, service orientation and
friendliness.
Vision and mission of the company
Statement of vision and mission of Aldi supermarket can be expressed as to render
quality as well as value it to its all desired clients. Along with it they also make promise to
provide service or product to them being fair to everyone. Vision of this firm is to develop spirit
of cooperative and promote it in various desired aspects of professional and personal life. They
will ensure criteria such that people for people remains at core of Aldi's activities (Papasolomou
and Melanthiou, 2012). On the other hand, its mission is to have ethical, social and dynamic
model of business which is capable of developing innovative and consistent processes. It also
have to create economic value which able of supporting growth of people.
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