Marketing Essentials Introduction Report: ALDI Marketing Analysis

This report provides a comprehensive analysis of ALDI's marketing strategies, focusing on the roles and responsibilities of the marketing department, its relationship with the organization, and a comparison of the marketing mix between ALDI and IKEA. The report delves into the importance of promotional activities for company success, highlighting how ALDI utilizes various marketing aspects to achieve its objectives. It discusses the essential roles of the marketing department, including promotional campaigns, defining promotional materials, identifying target consumers, monitoring social media, and conducting market research. The report also explores the interdependencies between the marketing department and other key organizational functions such as finance, human resources, IT, research and development, and production. Furthermore, the report compares the marketing mix of ALDI with IKEA, examining the differences in their product offerings, pricing strategies, distribution channels, and promotional activities. Finally, the report outlines an effective marketing plan designed to assist employees in efficiently fulfilling their assigned roles, concluding with a summary of the key findings and a list of references.

MARKETING
ESSENTIALS

INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................2
P1 Roles and responsibilities of marketing department.........................................................2
P2 Relation between roles or obligation of marketing with organization..............................4
TASK 2............................................................................................................................................6
P3 Compare the usage of marketing mix between two organization.....................................6
TASK 3..........................................................................................................................................10
P4 Marketing plan................................................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
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INTRODUCTION
Marketing is an continuous process which is used by overall corporate world for
attracting maximum of customers by disclosing the advantages and disadvantages of specific
goods. In fact , number of technologies are used by an enterprise for promoting their goods or
services across global marketplace (Dibb and Simkin , 2013 ). ALDI is a major supermarket
which is expanded in several nations for increasing revenue of an enterprise. Therefore,
assignment is going to segmented into three parts for highlighting the significance of
promotional activities for company success. Along with this, it helps an enterprise while
accomplishing several business activities with the use of numerous aspects of marketing.
Moreover, report is highlighting the major roles or responsibilities of merchandising department
and its relations with organization benefits. Furthermore, marketing mix is also outlining in this
project for attaining maximum revenue by gaining attention of clients. At last, an effective
marketing plan is also discussed in this project for assisting employees to accomplish their
assigned job role in efficient manner.
TASK 1
P1 Roles and responsibilities of marketing department
Marketing department plays a very crucial role in managing entire promotional activities
by taking suitable measures as well as acquired help from digital technology such as; promoting
goods with social media services. Their main objectives is to encourage company sales by
conducting effective research process as well as trying to identified the target consumers and
various other audiences (Pike , 2015). However, they are engaged in four major components
such as; product to client solution, expense of goods, encourage interaction between consumers
and company and furthermore need to offer best convenience services to needy people. It means,
overall success of ALDI is depend upon their marketing managers because they are involved in
facilitating end users with outstanding products of an organization. Thus, some of the essential
role which is played by marketing department is described as follows:-
 Conduct promotional campaign:- As per this element it is analysed that marketing
manager is liable to implement various programmes or sessions for gaining maximum
clients by offering qualitative products to them. For example; ALDI is curious about their
profit due to which they are focussing on various factors like; adopt modern technologies,
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conduct sessions at crowd places and so on. It means, team of promotions is involved in
performing various marketing activities in more effective manner.
 Defining promotional materials:- Manger is identifying numerous of tools to encourage
their sales such as; door to door policy, social media, website designing, handouts,
brochures, various professional posters to gain maximum attention of consumers. In fact,
multinational companies are using several other ideas of enhancing sales performance
with the use of modern technologies in order to attract minds of youngsters that are
surrounded with high tech equipments. Hence, marketing manager is protecting entire
materials that are used by them while accomplishing promotional activities ( Malhotra ,
Birks and Wills, 2013).
 Identify target consumers:- It has been analysed that consumers are classified into various
segments and prefer products as per their age group, background, class, lifestyles and so
on. Thus, marketing department is segregating marketplace into various groups such as;
demographical, geographical, behavioural etc. in order to design products as per
consumer requirement. For example; kids always love games or toys, whereas youngsters
are involved in buying trendy items for maintaining their image at societal place and so
on. It means, ALDI is using this strategy for reducing possibilities of losses because it
assist them while producing goods or services. Thus, marketing manager is trying to
identify target market in order to satisfy needs of various age groups as per their choice or
preferences.
 Monitoring social media:- According to this element consumer executive team is
concentrating in analysing the social sites for identifying the interest of distinct
youngsters in order to make products as per their choice. In fact, it helps in determining
various hidden barriers which may hamper the profit level of an enterprise. Basically ,
websites are playing a very eminent role in assessing current trends which might occurred
due to emergence of close substitutes. Thus, entire department is conducting effective
process of monitoring because it helps in reducing probabilities of mistakes or further
losses ( Blythe , 2012).
 Market research :- Investigation process is all about gathering of relevant facts or figures
about current choice or preferences of number of consumers. Main objective of research
is to identify the changing trends which might occurred at marketplace due to emergence
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of competitors. Along with this, it helps in identifying the strategy of rivalries and close
substitute launched by them for increasing their revenue. However, marketing managers
are paying attention on their research process in order to understand the existing position
of ALDI at global marketplace for designing further policies. Thus, research method must
be implement by an organization at workplace with the help of advanced technology. As
a result, company get succeeded in overcoming chances of mistakes.
 Establish company goodwill :- One of the most indispensable duty of an organization is
to maintain the image of ALDI at global marketplace by improving their sales with the
help of modern technology. In fact, marketing team is focussing on their consumer taste
or preferences for gaining their trust or loyalty in order to establish organization
goodwill. As a result, company may also get succeeded continuing their business for
longer period of time by seeking the attention of numerous of clients ( Rossi , Allenby
and McCulloch ,2012).
Hence, it has been understood that success or development of an organization is mainly
depend upon entire customer executive team because major roles or duties are played by them
only. For example; focussing on societal need, analyse competitor strategies, designing schemes
for beating close substitutes, adopt advanced technology at workplace and so on. It means,
marketing team is liable for numerous of job role which automatically increase the sales
performance of ALDI .
P2 Relation between roles or obligation of marketing with organization
Merchandising team is interlinked with each other because every department of an
organization are depend upon promotional team as final executive done by them only. However,
company is focussing on every department as every aspect is playing a very effective role in
success of an organization. In fact, marketing team is liable for analysing the current situations of
marketplace for understanding the need of various consumers in order to assist other department
to perform their job role in appropriate manner. For example; manager of merchandising is
assisting production team to design suitable product as per consumer choice or preferences.
Thus, proper relation between various department of an organization is described as follows:-
 Financial team:- Capital is considered as a backbone of an organization because
business activities is accomplished with the help of sufficient funds. In fact, promotional
things can only done by acquiring maximum amount of funds in order to analyse the
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need of customers in more efficient manner. For example; accounting department of
ALDI is allocating funds for customer executive team for implementing various
programmes by using advanced technologies ( Mihart , 2012). Beside this , it is assessed
that marketing activities can only conducted with the use of sufficient amount of capital
which supports while buying costly strategies or equipments for accomplishing various
business activities. Along with this, one of the major factor which shows the effective
relations between finance department and marketing is that promotional team is
responsible for identifying the need of various customers which helps accounting section
while allocating funds to entire organization.
 Human resource department:- Personnel department is responsible for hiring skilled
or talented employees in order to fill the vacant position of an organization. Along with
this liable to manage extra curricular activities of ALDI. Thus, marketing team aids HR
department by giving advertisement in newspapers, social media and so on for company
vacant position. Moreover, candidates only get attracted by high tech quality of
marketing services of an organization in order to enhance their productivity. Hence, HR
team is also connected with marketing in various aspects for proper functioning of an
enterprise.
 IT:- As per this element, it is assessed that information technology helps in offering
corrective data to various section of an organization. As a result it helps in minimizing
the chances of mistakes or errors by providing accurate information to the marketing
mangers. In fact, ALDI is also focussing on their IT department for gathering relevant
facts or figures about various essential factors such as; changes in current trends, market
position, choice or preferences of clients, competitors strategies, analysis of close
substitutes and so on. Thus, companies needs to understand the need of relevant
information ( Lane , 2016).
 Research and development:- Investigation process is all about assessing the market for
understanding the choice or preferences of consumers at marketplace. Along with it also
helps an organization while decision making process for attaining objectives in a defined
time frame.
 Production:- Manufacturing team of an enterprise needs to analyse the demand or
desires of customers in order to control probabilities of losses which might incurred due
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to designing of maximum output. Thus, marketing department of ALDI is focussing on
analysing the societal need with the help of modern technologies such as; personal
interaction with consumers for understanding their opinions, need to make healthy
relations and so on.
By analysing the above information it has been analysed that marketing department of an
organization have a major relations with other sections as well as interdependent with each other
for attaining set objectives in a minimum tine period. In fact, it supports supermarket in every
situations by overcoming several unusual situations ( Nguyen and Simkin , 2012).
TASK 2
P3 Compare the usage of marketing mix between two organization
Marketing mix is a bundle of traditional and advanced P’S whose main objective is to
support marketing department while accomplishing numerous promotional activities. In fact, it
plays a very vital role while transferring goods from seller to buyer by offering an effective
process which starts from designing of product and ends upon physical evidence that is
acquisition of consumer feedback. However, it is an integral tool of merchandising activities
which is engaged in convincing customers for buying specific products by showing that what is
offered by an organization as well as why it is distinct from its substitutes.
Beside this, marketing mix is all about managing various promotional activities by
considering each or every aspect. Their main objective is to maximize the sales performance of
an enterprise. ALDI is having its outlets into around numerous nations with almost 10000 stores
in order to gain maximum competitive advantage as well as wish to defeat their emerging
competitors like; Sainsbury, ASDA, TESCO, IKEA and various small ones. Basically, all these
companies are having much more differences in their marketing strategies which means distinct
technique of following marketing mix ( Desai, 2013). Therefore, an appropriate comparison
between ALDI and IKEA is discussed as below :-
Basis ALDI IKEA
Product Tangible and intangible products are
served by an organization for dealing at
various marketplace as well as trying to
gain trust of domestic and foreign
On contrary to this, IKEA is also
dealing in same sector and design
similar products as ALDI. It means
they are also engaged in producing
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clients. Main items that is designed by
ALDI is grocery items or focussing on
fulfilling the basic needs of consumers
such as; organic foods, gluten free
items, basic needs, day to day
commodities and various residential
products. However, their main motive
is to satisfy the needs of common
people on reasonable rate.
grocery items but their way of
producing is different as compare
with their competitors. In fact, image
of products are not that much high
because of quality. As a result, it has
been analysed that designing way of
goods are little bit differ from its
rivalries due to which products of
IKEA are less qualitative and organic
in nature.
Price Their main aim is to gain trust or
loyalty of large number of customers
by providing high tech items at the
time of need. Thus, they offer
reasonable and affordable rate to every
group of society without charging extra
amount. Basically , pricing strategy of
ALDI is based on marketplace and cost
that might incurred while entire
manufacturing process ( Baker and
Magnini , 2016).
On the other hand, this company is
focussing on acquiring more or more
profit instead of offering best
products to their clients. In fact,
sometime they may discriminate
between customers on the basis of
income, age, gender, class, colour
and so on. It means, pricing strategy
of IKEA always fluctuate as per
situation and they may charge
according to consumer paying
potentiality because their main
motive is to generate maximum
revenue.
Place Location is playing a major role in
attracting customer minds because
people belong from high class society
always prefer standard places to buy
their products. Thus, company needs to
establish their outlets on crowded place
Whereas, IKEA believes in gaining
maximum benefits but still focussing
little bit on their locations in order to
offer best suitable products to their
desired customers. Mainly, company
is not spending high much amount in
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which is surrounded by residential
houses because ALDI deals in grocery
items that is used by families. In fact,
most of the clients buy items by get
attracted towards interior and exterior
of an organization for maintaining their
image at societal place.
their location because they wanted to
attract the minds of every group of
people without focussing only one.
But still it has been observed that
IKEA is having their branches in low
standards area as compare to ALDI.
Promotion According to survey report it has been
observed that number of tools or
techniques are identified which is used
by company for promoting their
products across international
boundaries. For example;
advertisement on social media,
websites used by youngsters, internet
sources, handouts, brochures and so on.
In fact, they believes in using modern
technologies for gaining attention of
rich people in order to maintain
positive relations with them for
expanding their business more or more
( Smith, 2014).
IKEA is using traditional as well as
modern method both because they
wanted to grab the minds of lower
section of society also instead of
higher class. It has been analysed that
their main aim is to acquire more or
more revenue in a minimum time
period either by hook or crook. They
just want to enhance their sales
performance by using number of
promotional techniques such as; door
to door policy which is very old
method of promoting goods.
People Employees and end users both of them
are seen as one of the most
indispensable resource for success of
organization because business
operations are managed by them only.
Thus, ALDI is focussing on creating a
positive relations with their staff
members as well as desired customers
As per this element it has been
assessed that business activities are
regulated by individuals but still they
are not focussing attention on their
employees development. For
instance; conducting inappropriate
growth sessions for staff members.
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for maintaining their goodwill at
marketplace. For example; need to
conduct training programmes and so
on.
Process Modern technologies are preferred by
most of the multinational companies
because society are fully surrounded
with advanced equipments. Thus,
ALDI is using standardized process of
transferring goods from one seller to
buyer. In fact, their motive is to
delivered right product at right place on
right time for gaining trust or loyalty of
numerous domestic and foreign clients.
Whereas, IKEA is using traditional
way much more because there is
absence of skilled employees for
managing modern technologies. In
fact, employees are not much
interested in using advanced
equipments due its high level of
complexity.
Physical
evidence
ALDI is trying to acquire more or more
loyalty of customers for establishing
their goodwill at marketplace. In order
to analyse the desires or need of
distinct clients it is essential to gain
feedback from customers with the help
of numerous tools such as;
questionnaire , interview and so on.
In fact, IKEA is also trying to
understand the requirement of
society but their way of doing is
different from their competitors.
It means ALDI is getting succeeded in establishing their goodwill at global marketplace
by satisfying needs of clients. In fact, they are focussing on planning strategies in order to reduce
possibilities of losses by defeating their competitors with modern technologies. Therefore, an
organization needs to follow every step of marketing mix in order to accomplished marketing
activities in appropriate manner ( LEHTINEN and MÄKINEN , 2012). Basically, above 7P’S
aids multinational enterprise in various situations by resolving various major problems.
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TASK 3
P4 Marketing plan
Marketing activities is all about promoting goods or services across the borders but it is
indispensable to make an effective plan or strategy to assist employees towards their certain job
role in order to attain set objectives or goals. Basically, marketing plan is a blueprint of various
promotional activities which is assigned by merchandising department to their customer
executive members for completing the various job role. In fact , it is helpful for organization in
various aspects such as; reduce the probabilities of frauds, emissions , mistakes and errors
because all this elements may hamper the profit level of an enterprise. Thus managers of ALDI is
fully focussed on each or every aspect while conducting several programmes for gaining
attention of customers. For example; preparation of an appropriate strategy consist of analysis of
macro and micro environment, designing of suitable budget by considering relevant facts or
figures hence forth. Thus, an appropriate marketing plan is described as follows:-
Executive summary:- Marketing plan consist of various factors which consist of several
factors such as; initial step is to understand the company background for making plans as per
their sector. Furthermore, an effective analysis must be done for micro and macro both in order
to identify the changes which might occurred as these elements are having a major impact on a
company performance. Then after assessing necessary factors its time to make suitable budget by
considering relevant facts or figures because it helps while allocating funds to distinct
department of an organization. After that, need to make controlling strategy to regulate chances
of loss with the help of various factors ( Pappas , 2017).
Company overview :- It is common brand which deals in retail sector for offering best
services to their distinct customers such as; providing grocery items, basic items, household
appliances and so on. In fact, they are having almost 10000 stores in around 20 nations for
generating high level of income to gain attention of domestic and international users. Basically,
company is classifying into two different parts in approximately 1960 for targeting customers of
various regions. Thus, they are facing high level of competitions due to having outlets into
number of nations. Along with this company is offering a large number of opportunities to their
end users and alternatives for creating a friendly relations with them.
Situational analysis:- According to this element it is identified that company needs to
assess changes which is occurred in micro and macro environment by conducting SWOT and
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PESTLE analysis. It helps in understanding the various differences which is occurring at
workplace and marketplace for making final decision in much suitable manner. Thus, suitable
analysis of SWOT is conducting is discussed as follows:-
Strength:-
 Qualitative products .
 Effective communication at workplace
between employees and employers.
 Having maximum branches at various
global market.
 Succeeded in gaining trust or loyalty of
various local and foreign clients.
 Brand image across various areas.
Weakness:-
 Improper management due to number
of outlets at distinct nations.
 Lack of experience employees at some
outlets.
 Perception on quality.
 Limited items.
 Positioning issues
 Lack of interior ambience.
Opportunities :-
 It is essential for managers of an
organization is to concentrate on
moving various other nation such as;
India and Brazil because these two
comities are having vast number of
populations.
 Chances of growth in USA also.
 Usage of modern technologies to
accomplish their business operations in
effective manner.
Threats:-
 Emergence of high level of
competitions due to establishment of
various other rivalries with close
substitutes. For example; Walmart,
TESCO, ASDA, Sainsbury and so on.
 Brexit is a major threat for European
marketplace as it shakes the corporate
world.
After analysing the internal environment its time to understand the changes which might
occurred at macro level that is highlighted below:-
 Political:- Governing bodies is playing a very eminent role in designing policies, norms,
rules and regulations for entire corporate world for restricting sellers to do various
wrongful activities. Along with this , it also help in assisting employees during
complicated situations as well as provide best opportunities to employees.
 Economic:- Changes in currency rate, fluctuation of inflation or deflation is falls under
this category.
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