Marketing Essentials: Roles, Plan, and Mix for ALDI Marketing Report

This report provides a comprehensive analysis of marketing essentials, with a specific focus on the application of marketing principles to the retail giant, ALDI. The introduction highlights the dynamic nature of the business environment and the importance of adapting marketing strategies to meet evolving customer demands. The report delves into the key duties and responsibilities of marketing officers, examining marketing planning, financing, promotion, selling, and research and development. It then explores the roles and responsibilities of a marketing manager within the business environment, emphasizing the importance of adapting to external factors and corporate social responsibility. The report further investigates the inter-relationship between marketing and other functional units within an organization such as research and development, human resources, sales, customer service, finance, production, information technology, and distribution. The report culminates in the creation of a detailed marketing plan for ALDI, incorporating the 7Ps of the marketing mix and discussing various tactics to achieve business objectives.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key duties and responsibilities of marketing officers.......................................................1
M1 Roles and responsibilities of marketing manager in environment...................................3
P2 Relation of roles and responsibilities with wider context of organisation........................4
M2 Significance of inter-relationship between marketing and other functional unit ............6
D1 Critically evaluate the key element of marketing function...............................................6
TASK 2............................................................................................................................................7
P3 Marketing mix...................................................................................................................7
M3 Various tactics applied by company to achieve business objectives.............................10
TASK 3..........................................................................................................................................11
P4 Marketing plan for ALDI................................................................................................11
M4 Produce detailed marketing plan for ALDI ..................................................................13
D2 Design marketing plan with the use of 7Ps ...................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES .............................................................................................................................15
.......................................................................................................................................................16

INTRODUCTION
Marketing is the department which helps to achieve targets in effective way. These days
there are many changes which are taking place in business environment. So it is important to
work as per it. This helps to achieve targets in specific way (Berkowitz, 2016). Due to change in
factors which affect business then it is essential to motivate workers to give their best. Marketing
means to create awareness in market about product, sales of company gets increases. There are
policies which has to be taken in consideration which tells about demand of customer and
through this they can perform activities in effective way. These days demand of customer are
changing very frequently, so it is essential tom work as per market, so customer wants to avail
regular services from brand. This report is based on ALDI which is big retail store in UK. It has
various competitors accordingly, they have to perform activities. This report enhance knowledge
abourt job responsibilities of marketing manager, interrelationship between various departmental
functional units, application and role of marketing mix. There are important job responsibilities
which has to be taken place in business.
TASK 1
P1 Key duties and responsibilities of marketing officers
There are many responsibilities which has to be done by marketing managers. It is
important to know what can be done through which society need gets satisfied. As compared to
initial days there is more work load over marketing managers, so they have to work after proper
analysing. ALDI is the organisation where many workers are working to attain goals, so in case
of any change in rules and regulations then they must be aware,so there will not discrepancies in
actions. Marketing is basically works to create aware about use of policies through which society
become aware of product and services served by ALDI (Blythe, 2012). In case manager wants to
increase sales, then they have to design factors through which they can achieve targets in
efficient manner. Some of the main roles and responsibilities which has to be followed by
marketing manager are as follows-
Marketing Planning: This is the basic function which has to be done with the help of
change in business policies. As there are many changes which helps to achieve targets in
effective way. While dealing with changes in plans and policies, it is important to know what can
1

be done through which actions does not get collapse. Through planning management of ALDI is
are how to perform actions and how is it beneficial for growth of association.
Financing: Funds is the most important concept which is undertaken by marketing
managers. If cost of services is more then profits may get affected. So it is essential to know
sources through which association can get finance from sources and it must be selected from
most effective source.
Promotion: Promotion of product means they have to know what can be done to make
growth of sales is possible (Brassington and Pettitt, 2013). While ALDI is coming with some
new product or services, then it is essential to frame promotional events through which it can be
popularised in public. Measures like- free samples, discounts, discounted price, etc.
Selling: These days marketing manager has to perform activities of selling too. they
basically work to give some knowledge to society and in case customer is ready to buy product
then they have to sell it. This actually provides benefits to association in increasing profits.
Research and development: Research and development task is also performed by
mangers. It is important because through this manger came ton know that can be done with the
help of increase sales of company. There are various ways through which R&D is possible, so
best method must be selected to get positive output.
Marketing planning process
this is one of the main important process which has to be followed by managers to attain
what is held by organisation. There are policies which can be done in effective and efficient way.
There are some steps which help to perform activities in efficient way, through which
organisation is getting positive results. Marketing process is discussed as under-
 initially there is requirement of process in which organisation has to analyse market. This
helps to9 know where organisation lacks (Cavusgil and et. al., 2014).
 After analysis there is requirement of knowing market targets, if ALDI wants to achieve.
In this step organisation has to step their targets goals.
 After fixing targets, manager has to plans how targets can be achieved. Techniques which
help to know what can be done in business environment through which goals can be
attained.
2

 Setting marketing strategy helps to perform further actions of marketing mix. In
marketing mix components which helps to perform actions in efficient way has to be
attained.
 In last step marketing controlling is done. This is most important factor which helps to
know what can be done which is effective for make good image in market,. This
controlling is done by managers and through this employees can perform activities in
efficient way (Cooper, 2013).
Illustration 1: Marketing planning process, 2017
(Source:- Marketing planning process, 2017)
M1 Roles and responsibilities of marketing manager in environment
There are many changes which are taking place in business. Responsibility is not only
of marketing manager but also of external factors too. It is essential to set targets which are
beneficial for society too. There are factors which has to undertaken these days by managers so
there is no government interference (Jones and Rowley, 2011). While performing activities in
effective way, there is changes in plans and policies through which they can achieve satisfy
demand of customer. CSR activities are required to be done by manager so give and take activity
will remain equal. Customers has to be motivated to give their best by saying that through
growth of association, their personal goals can also satisfy. There is difference in employees
personal and association's targets, manager has to bridge gap between both.
3

P2 Relation of roles and responsibilities with wider context of organisation
In the each and every organisation marketing play important role in the development and
growth of company. It is highly essential and significant part for the success of firm at
international level. In ALDI, there are different number of departments are work such as human
resource, information technology, production, sales, research & development, finance,
distribution, customer services and many other (Lilly, 2014). All these are important part for the
business to maximise sales and revenue of enterprise by providing quality products and service
to the customers at affordable price. Along with this, marketing is also essential and foremost
element which play critical role for achievement of long term goals and objectives. All these
departments have different roles in the ALDI with motive to increase sales of the company.
Thus, various departments of company and its interrelation with marketing are explained as
below:
Research and development department linked with marketing: In the business R&D
departments has various responsibility for identifying the desired and requirement of the
company about its grocery products, services and process. Thus, it support company to satisfy
desire needs and wants of clients. It is achievable with the help of marketing and its different
kind of tools and techniques because without this they can not accomplish their predetermined
objectives. In this role of marketing is to provide various information through using print and
social media. Thus, both R&D and marketing are interrelated and have common objective gain
maximum amount of capital.
Human resources development connected with marketing: In the ALDI, HRD has
various responsibility to recruit talented workforce from internal as well as external factor.
Another role of human resource department is to provide training and development, appraisal,
reward management, flexible working options and many other benefits to the employees which
are selected for the vacant position. In this marketing is also has certain duty to give basic
information about personal description, advertisement and many other essential data about
candidates to the HR department. Hence, HRD and marketing are interconnected and has similar
objective to accomplish set objectives within predetermined period of time (Malhotra, Birks and
Wills, 2013).
Sales and marketing: It is another important department in the ALDI which has various
responsibility for rendering quality goods and services to the last consumer. Beside this,
4

management need to adopt different kind of marketing and promotional mix such as
advertisement, sales promotions, public relation etc. Thus without marketing elements sales
department can not do activities and functions of company in proper manner. On the other hand
without sales department marketing is not an essential tool for the business. So, it proof that both
are inter-linked with each other (Mihart, 2012).
Customer service: In the ALDI, main role of this department is to render beneficial
services to the customer such as FAQs, Product Recalls, Store Locator, Mobile App, Instacart,
Newsroom, Double Guarantee, Shopping at ALDI, Community Giving and many other. All these
are benefited to the organisation to maintain long-lasting relation with customers. Along with
this, marketing is also essential and important for the organisation to render basic information
and data about these services. So marketing is essential element for the department of customer
services.
Finance department inter-linked with marketing: ALDI is a multinational retail store
across the globe with its quality services and products. Recently, company aim is to expand their
business operations at global level and thus in this they needed proper amount of money. In order
to arrange sufficient fund for the activities and functions of company marketing manager play
vital role for funding best resources from pool of aspects. In these different resources are
includes such as Equity financing, personal savings, friends and relatives, debt financing, lease
and many other. Thus, both are important parts for the development and growth of firm in
limited time duration.
Production department inter-linked with marketing: Production manager of the ALDI
has different responsibility and duty to manufacture quality products and services. It is beneficial
and essential for the organisation to retain their strong position in market and increase their sales.
Under this, marketing has various roles for designing, planning, storing the products. Thus both
are beneficial and essential for the business to attain their long term goals and objectives within
predetermined period of time (Papasolomou and Melanthiou, 2012).
Information technology connected with marketing: IT department has various role for
innovating in products, services and process of business. In this they used different kind of
marketing aspects which support them to easily provide necessary information to the customers.
Thus, both are connected with each other and have common objective to gain competitive edge
within an organisation.
5

Distribution department: In the ALDI, main role of the distribution department is to
distributes quality services and products to the customers at reasonable price. It is possible with
the support of marketing because in this they have some role for giving accurate information
about product quality, services, process, technologies and many other. Thus, distribution
department of the retail store are worked with the help of marketing elements. So both are
interrelated with each other and benefited to the business to improve their market position easily
(Peter and Donnelly, 2011).
M2 Significance of inter-relationship between marketing and other functional unit
In the ALDI business different department are work and have various roles for the growth
of company at international and global level. Better and strong relationship with them is highly
essential and important for the organisation to maximise their revenues and turnover. It also
assist in achievement of long term objectives and goals. Further, it support ALDI to provide
better quality in their products and services. It assist to maintain strong position at market as well
as capture large number of market share in predetermined period of time.
D1 Critically evaluate the key element of marketing function
Marketing functions has various key and core components which benefited to maximise
sales and revenue of company. In this mainly four kind of elements are included which are
determined as below:
Planning: In this role of manager is to plan an effective policies and strategies which
assist to maximise performance and profitability of company. Further ALDI managers has
certain roles in forecasting of sales, financial planning and communication channels.
Research: It is important element which help the company to conduct an appropriate
research program. In which marketing manager gather various information regarding market
trend, customer's desire and many other aspects.
Strategy: Company plan an appropriate strategy of price, product, place, promotion and
so on. All these are valuable part for the growth of organisation. It is beneficial for the ALDI to
keep strong and better relation with customer for long time period.
Tactics: It is identify as a main and foremost element of marketing which benefited to the
company to attract large number of customers by applying various type of promotional mix,
communication channel and many other.
6

TASK 2
P3 Marketing mix
In order to take different decisions it is important that importance to each factor is given
which can have its influence on the profitability of the firm. Marketing mix s a concept through
which organisation takes its decision after doing proper evaluations so that best judgement is
taken which has the capacity to give maximum returns (Shaw and Director, 2012). The following
table will show how Aldi marketing mix is different from IKEA as each has different strategies
for each element of marketing mix:
Basis of Difference Meaning ALDI IKEA
Product This component of
marketing mix defines
the physical element
that is delivered by the
company to their
customers in market
place.
ALDI offers high
quality food items to
their potential
consumers. They also
supply beverages,
vegetables, fruits,
clothing items,
electronics. They have
a quality to make
experiment on their
non food items so that
continuous
experiments can be
done and customer
satisfaction could be
achieved. They alter
their products
according to the
present season, for
instance, during winter
IKEA is consider most
established retail
company world wide.
They classify their
products according to
various elements that
include furniture, food,
children's items, home
appliances. All these
have are present in the
stores that are located
in several places.
Thus, they supply
variety of products to
their customers.
7

they produce warm
camping gear and
snow gear and change
it in summers.
Place This component of
marketing mix
determines the
presence of
organisation in market
place.
ALDI have around
8000 outlets that is
present in 17 countries
across the world. They
have simple design
store and also offer
online services to their
customers. They
always make efforts to
ensure applying
strategy for waste
disposal.
IKEA have superior
place strategy and
follow their
distribution system
effectively. They have
around 30+ stores
Price This is one of the most
effective factor that
needs to be decided
with maximum care as
profitability of firm
depends much on the
same. Every business
has to do proper
market research so that
it can reach to the best
price which can be
easily acceptable by
the clients as well as
give maximum returns
It is found that the
prices of Aldi are
economic hence it has
covered a greater
market share.
In comparison to Aldi
the price maintain by
IKEA are higher
which shows that its
price strategy is
different has demand
from distinct class of
customers.
8

to the organisations.
Promotion It is a method through
which an enterprise
promotes its product in
the market. There are
range of modes which
are available for the
organisations through
which they can
introduce the product
to its customer
depending upon the
needs of clients.
Aldi spends very
negligible amount on
the promotion
activities and use that
saved cost on other
productive areas.
It uses a range of
promotion tools in
order to promote itself
in the market and
keeps its focus on the
middle class people.
Strategies are updated
on regular basis by the
marketing team which
helps it in raising the
profit margins.
Physical evidence This is component
which is important for
knowing actual origin
of product or services.
It is important to work
with society need and
evidence mus not be
common with
comparison to other
brand. This provides
edge over competitors.
ALDI is big brand
which has their own
hologram with which
customers can identify
them . It is important
to work as per demand
and this helps to attain
goals and objectives
appropriately.
IKEA uses some good
and innovative
techniques through
which customer can
judge about quality of
product and services.
It is essential that
company has to make
factors through which
customer is ready to
buy it because of
brand loyalty.
Process There are some
process which helps to
achieve targets in
efficient way. Due to
change in technology
ALDI is best outlet
which helps to satisfy
demand of customer in
efficient way. It is
essential to know what
IKEA uses process
which helps to know
change in demand of
customer and then use
technical approaches
9

organisation has to do
activities in efficient
way. While doing
actions it must be
aimed at achieving
targets.
can be done, so it
helps to make good
image in market and
customers are ready to
take services from
them.
which helps to satisfy
demands frequently.
At the same time it is
important to know
techniques through
which they can save
cost also. There is
requirement of training
for employee's through
which the can achieve
targets effectively.
People This is the component
which are related with
company and as per
requirement it is
essential to know what
can be done with help
association to achieve
business objectives.
There are many people
which are included in
this such as customer,
employees, suppliers,
etc. they help to
perform actions in
appropriate way.
ALDI has many
policies which has to
be taken into
consideration which
are associated with
their key personnel.
People must help to
have good relations
with various external
factors. It is important
to know which factors
are efficient to know.
IKEA is the
organisation which has
good name in furniture
and home appliances.
People are most
efficient to deal with
demand of society and
helps to achieve
targets. IKEA has
good image in market
with which they can
use policies in market.
M3 Various tactics applied by company to achieve business objectives
From above discussion it is clear that company can perform activities in efficient way, if
they consider all approaches through which goals can be achieved. While working in business
10

environment, then manager has to consider external as well as internal forces through
organisation growth is possible (Silver and et. al., 2012). This is responsibility of manager to
take actions on these factors regularly, so negative results can be avoided. Positive factors are
helpful for organisation to achieve business objectives on time. Manager has to clearly define
activities in appropriate manner, so employees can perform operations as per their assigned job
responsibilities.
TASK 3
P4 Marketing plan for ALDI
Marketing plan is an effective framework that sets out what an enterprise wants to
accomplish and gives the detail mandatory to control and review their progress and development
in marketplace. In this plan different information related to company are consider which are
determined as below:
Overview of company: ALDI is a retail industry which has founded by Karl & Theo Albrecht in
1913. They deals in different types of products such as Sanitary Articles, food, beverages and
many households goods (Wirtz, 2012). All these are currently available in market place.
Recently, 104,400 employees are work in the business and has motive to accomplish their set
targets.
Vision Statement: “To producing quality in our services and products to the customers at
reasonable price”
Mission Statement: “To developing value for customers with aim to maximising loyalty and
relation with them for long term”
Marketing Objectives: ALDI has different objectives to expand their business operations and
activities at international level. Main motive to gain competitive edge by providing quality in its
grocery and many other households products to the customers.
STP Approach:
Segmentation: Different people seeing out to purchase grocery and households products
at competitive as well as cheaper prices also.
Targeting: Target people of the ALDI is households as well as lower, upper and middle
class people also (Wirtz, Chew and Lovelock, 2013).
11

Positioning: ALDI products are available across the world but they having strong and
better position in Germany.
SWOT Analysis:
Strength Weaknesses
 Well-established and popular Brand
name in all over the globe.
 Quick shopping experience.
 Better quality of products and services.
 Limited goods are available at certain
places.
 Poor customer services.
 Quality perception of the customers is
not good.
Threats Opportunities
 Fluctuations is Fuel prices.
 Online shopping.
 Being noticed by large number of
players.
 Use of advanced and new technology.
 To maintain better relation with
customers.
 Continue expansion in different places.
Competitor Analysis: ALDI is a supermarket chain in all over the world. In the market
there are various competitors of the ALDI such as LIDL, TESCO, WAITROSE etc. All these are
provide similar types of services and products to the clients. In order to compete them, company
use various tools, techniques and set appropriate price of their products (Berkowitz, 2016).
Marketing Budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 5000 6000 7000 9000 10000
Investment of
finance 35000 33000 30000 12000
Net Total 50000 41000 40000 28400 23400
12

Outlay of marketing
Promotion and
publicity 7000 3000 5000 2000 2300
Advertisement 3000 2000 2600 1000 2500
Direct selling 5000 3000 4000 2000 1000
Grand Total 35000 33000 28400 23400 17600
Controlling and Monitoring: It is last process of the marketing plan which is valuable
and beneficial for the business to improve their market position. In this all activities and
functions of the company is systematically maintained by the ALDI Manager with motive to
maximise their turnover in an effective and efficient manner. Manager play vital role for
arranging accurate amount of the capital which is necessary for them to do their all activities in
accurate manner (Blythe, 2012).
M4 Produce detailed marketing plan for ALDI
Marketing plan is consider valuable and essential component which is design and plan by
each and every firm. For this, business entity can easily attain long term goals and targets within
predetermined period of time. This plan includes various information considering, overview,
STP, SWOT, competitors, marketing budget, objectives, mission, vision and many other useful
data. Such type of information is beneficial for the ALDI to attract different number of customers
by rendering such kind of data to the customer and in market (Brassington and Pettitt, 2013).
D2 Design marketing plan with the use of 7Ps
Marketing-mix ALDI
Product Product of the ALDI are classified into Food;
13

Beverage Household Goods, Sanitary Articles
and many other.
Price Company use different pricing strategy unit
pricing, Competitive pricing, loss leader and
psychological pricing.
Place ALDI products are available in different
places. In this they mainly includes
accessibility, distribution channels, locations
and distribution coverages.
Promotion In order to adverts their grocery products they
use advertisement, sales promotions, personal
selling, publicity and so on.
Process In the business process are consider as a
employee discretion, mechanisation, policies,
flow of activities, customer direction and
involvement.
People In the company different employees are work,
it is the role of manager is to provide personnel
training, incentives, discretion and many other.
Physical Evidence Physical evidence in ALDI is mainly related to
furnishing, environment, layout, colour,
facilitating goods, noise level and tangible
clues.
CONCLUSION
From the above mentioned report, it can be concluded that marketing has various
responsibility and duty to gain competitive advantages within predetermined period of time. In
the organisation, marketing functions play viral and significant role for pricing, promotion,
14

market research of products or services. In each and every business different department are
worked with each other and motive of them is to maximise business sales. It is possible with the
use of different element of marketing. Marketing mix is one of the best and useful element for
the company to introduce their new services and products in marketplace. For achievement of
this, company design a marketing plan which benefited to the firm to attract various number of
customers towards grocery items.
15

REFERENCES
Books and Journals
Berkowitz, E. N., 2016. Essentials of health care marketing. Jones & Bartlett Publishers.
Blythe, J., 2012. CIM Coursebook Marketing Essentials. Routledge.
Brassington, F. and Pettitt, S., 2013. Essential of marketing.
Cavusgil, S. T. and et. al., 2014. International business. Pearson Australia.
Cooper, C., 2013. Essentials of tourism. Pearson Higher Ed.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Lilly, M. C., 2014. Content marketing essentials for small business. London: Create Space
Independent Publishing Platform.
Malhotra, N. K., Birks, D. F. and Wills, P., 2013. Essentials of marketing research. Pearson.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies.
4(2). p.121.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Peter, J. P. and Donnelly, J. H., 2011. Marketing management: knowledge and skills: text,
analysis, cases, plans. Plano: Business pub., INC.
Shaw, M. and Director, M. S., 2012. The state of social media. Comscore, Online Marketing
Institute.
Silver, L. and et. al., 2012. The essentials of marketing research. Routledge.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Wirtz, J., Chew, P. and Lovelock, C., 2013. Essentials of Service Marketing 2nd.
Online
7 Functions of Marketing, 2017. [Online]. Available through:
<http://smallbusiness.chron.com/functions-marketing-business-32399.html>.
Marketing Mix. 2016. [Online]. Available through:
<http://www.marketingteacher.com/marketing-mix/>.
16