Marketing Essentials: Roles, Planning, and Mix Analysis Report

This report provides a comprehensive overview of marketing essentials, focusing on the roles and responsibilities of marketing functions within an organization. It explores how marketing departments collaborate with other departments to achieve common business goals. The report uses Aldi plc as a case study, examining its marketing plan and comparing it to Tesco PLC using the marketing mix (product, price, place, and promotion) to evaluate how different organizations apply the marketing mix to achieve their business objectives. The analysis covers product strategies, pricing approaches, distribution channels, and promotional techniques employed by both companies. Furthermore, the report emphasizes the importance of understanding the competitive landscape and developing a positive brand image to attract and retain customers in the retail sector.

Marketing Essentials

Contents
Part 1 ..........................................................................................................................................................3
Introduction ................................................................................................................................................3
Main Body....................................................................................................................................................3
P1 Roles and responsibilities of marketing functions ..............................................................................3
P2 The marketing department and other departments working together to achieve the common goals
of an enterprise ......................................................................................................................................6
Part 2 ..........................................................................................................................................................7
P 3 evaluate the ways in which different organisations apply the marketing mix to the marketing
planning process in order to achieve the business objective...................................................................7
P4 Produce and evaluate a basic marketing plan for an organisation...................................................10
Conclusion ................................................................................................................................................14
References ................................................................................................................................................16

Part 1
Introduction
Marketing plays an important role in every business enterprise as it is the process of
action plan which is used by the companies in order to promote their goods and services into the
competitive market. It is the process which helps the targeted customers to attract towards the
offered products and services by the company (Hapgood, 2018). It includes the resorts of the
market and advertise the products which is beneficial for the company as it is the most important
process which is used in order to obtain the common goal of the organisation. The report
discusses Aldi plc which is dealing in the retail sector industry and founded in the year of 1946
by Karl and Theo Albrecht. It has around 10,000 stores in almost 20 countries. The report is
being discussed about the roles and responsibilities of marketing functions and how they are
related to the wider company. The marketing plan of innovative products is also discussed in this
report.
Main Body
P1 Roles and responsibilities of marketing functions
Marketing refer to the activity which help in analyzing and undertaken the company to
promote and buying the behavior to work and manage product, service or different type of
goods. With the help of marketing direct impact and their behavioral concept are related to
business directly.
Marketing functions is the activity which is working in order to promote the goods and
services into the competitive market. As these types of functions are used in order to attract the
targeted customers towards the organisation which resulted in enhancement of sale and
profitability for the enterprise (Hood, 2020). These types of activities are used by the
organisation in order to maintain on long lasting and ever present relationship with their
customers.
Roles of Marketing Functions

Marketing department of every organisation plays a vital role while encouraging the
customers to buy the offered products and services (Kumar and Nayak, 2019). This helps the
organisation to attain the mission and objective. There are several roles of marketing department
which are discussed below:
 Conduct Campaigns: the department used to proactively identify the production services
on which the company is to focus so that they can develop their cycle of sale into an
effective. The department also used to analyse the material which can be used by the
company in order to produce their goods and services.
 Developing material for marketing: the department used to analyse the raw material
which can be used by the company in order to develop their goods and services, so that
they can promote effective manners (Lin, 2018). The department also used to update the
product so that they can provide innovative products and services to the targeted audience
which helps them to satisfy their current needs and wants and the Trends which are going
on in the market.
 Monitoring and managing the social media platforms: the department also used to
manage and maintain the social media pages which help them to identify the current
trends and strategies which are used by the competitors in the competitive market. It is
also used in order to identify the effective techniques which can be adopted by the
organisation in order to defeat the competitors.
Responsibilities of marketing functions

 Internal and external development of product: the department used to work with internal
and external product development teams where the department is responsible to develop
innovative products or improve the existing product which can be utilized as satisfying
the desires of their customers.
 Communication and Promotional Materials: the marketing department used to identify
and plan campaigns and other communication methods which can be used by the
company in order to promote their goods and services while telling the features of it to
their targeted audience (Miclau and et. al., 2020). The company can also design templates
and other promotional materials which can be used on the offline and online mode of
platforms.
 Support the sales team: the marketing department also used to support the sales team
which helps them to improve and increase their sales. This can be done with the help of
identifying the promotional techniques which can be used by the company in order to
promote their goods and services.
 Exhibitions, Seminars and Events: the department is also responsible to organise the
events such as seminars, exhibition, sales and conferences for their customers. This is
used by the company to promote their external events so that the customers can recognize
their brand into the competitive market and also used in order to develop a positive brand
image (Moscato and de Vries, 2019). These types of events help the company to tell the
discounts and other attractive offers to their targeted audience and are also helpful in
order to ensure the successful attendance of them in such events. These types of events
help the company to display presents and handouts their products to their customers as a
sample or at a discounted price.

With the help of this marketing process, the company make the effective strategies and
work effectively on the terms. It will include the 4 main stages which start form attraction and
end on delights.
P2 The marketing department and other departments working together to achieve the
common goals of an enterprise
It is important for every organisation to have a marketing department as the department is
an interrelationship between other departments of the company. The interrelationship between
marketing functions and other organisational functions plays a significant role while attaining the
ultimate goal of the company. Each department of an organisation is connected with one another
(Baqai and Qureshi, 2020). The marketing functions are required to backup with respect to the
other operational department as when as helpful to perform effectively within the organisation.
When the marketing functions are required to develop a plan and implement the action then it is
necessary to get support from the financial department, Human Resource Department, sales and
production department so that the company can analyse the working of each department in an
effective manner. With reference to the chosen organisation the marketing team plays an
important role encouraging their targeted audience so that they can increase the sale of their
super market. This can be done because of the support of other departments within the
organization (Ferri and Palazzo, 2018). The Finance Department used to support with respect to
the cost of promotion. This helps in increasing the profitability which can be because of the
enhancement of sales. The participation of every type of department is required so that they can
work together to achieve the common goal.

Marketing department with Finance department: This is related to the growth of company,
when the marketing department help the finance to allocate the fund in other departments and
help to work as per the progressive field. These department are related to B2B and B2C context
and work as per the progressive reprot in the company.
Marketing department with HR department: with the help of marketing department, the
company make HR department more effective and work as per the progressive changes to
analyses the outcome and work as per the effective and new talented people.
Part 2
P 3 evaluate the ways in which different organisations apply the marketing mix to the
marketing planning process in order to achieve the business objective
It is important for the chosen organisation to analyse the competitors which are present in
the market so that they can develop their goods and services in a unique manner. This can be
used by Aldi plc in order to increase the profitability from the competitive market. The company
also used to develop a positive brand image of the organisation. In this report the competitor
company of Aldi is taken as Tesco PLC. Tesco is the company which is dealing in the retail
sector industry and the headquarter is located in London. It is the third largest retailer in the
world as measured by the gross revenue which was owned by the company. Tesco was founded
in the year of 1990 by Jack Cohen. The comparison between Tesco and Aldi with the use of
marketing mix is discussed below:
Product: Aldi is the organisation which is dealing in a variety of goods in to the
competitive market and also developed various strategies in order to expand their product line so
that they can provide better products and services to the targeted audience. The company is
focusing on serving the quality products to their customers who is also used in order to develop a
positive brand image into the market (Tanev, Rasmussen and Hansen, 2020). The company has a
separate Department which is working in order to determine the quality of their products and
maintain them. The organisation has a stock of nearly 1350 products with a new item which is
offered to the customers.

Tesco is a supermarket which is dealing in a wide variety of products such as food, cloth,
stationery, cosmetic, electronic items and several other things which are offered by the company.
It is determined by the organisation to expand their categories of products so that they can satisfy
the needs and wants of the targeted customers in a better manner. The company also used to
manufacture and sell their own goods and products in their supermarket stores.
Price: Aldi has a chain of supermarkets around the globe. It has more than 10260 outlets
in 20 countries. This helps in easy access to their customers and the organisation is especially
considering the comfort of public transport so that the customers can visit their stores in an
effective manner. The company is also providing an accurate parking space for their customers
which help them to park their vehicles easily.
The Tesco plc has adopted a cost leadership pricing strategy which helps them in
providing a low price as it is possible for the company without compromising the quality of
goods. This was also used in order to enjoy the economy of sale and work continuously while
supplying the goods in an effective way which helps them to reduce the price of the products.
Many times the company used to plan who is major price was against the discounters.
Place: Aldi plays a significant role while determining the pricing strategy so that they can
provide better services to their targeted customers. The organisation also determines the pockets
of their customers which is also helpful in order to analyse the pricing strategy which can be
adopted by the company (Tomczak, Reinecke and Kuss, 2018). The targeted people of the
organisation belong to the lower middle class and middle class of the society. The company also
offers the lower price with the accurate quality of their products as this helps the company in
achieving the profitability and satisfaction of their customers.
There are two main channels of distribution which were used by Tesco as the companies
dealing in the retail sector industry. The Chosen organisation used to provide both online and
offline stores so that they can reach their targeted audience without geographical barriers. There
are more than 7000 offline stores around the world which are used in order to provide better
reach to the stores for their customers.
Promotion: Aldi is the International brand so it is important for the organisation to
analyse the effective promotional techniques so that the customers can attract towards the

promotional activities of the company, which resulted in buying more products from stores
(Seebacher, 2020). The marketing department of organisations uses to focus upon the
promotional techniques which can be used while promoting and encouraging the customers to to
avail the products which are offered by the company. The organisation also used to provide free
samples of their products to all those customers who have reached their stores. The company also
determined the several new campaigns and other official websites while advertising there which
are offered by the company.
Tesco already has a strong brand image in the Marketplace but also the marketing
department of the company uses strong promotional activities while promoting their goods into
the competitive market. The organisation uses social media platforms in order to promote their
goods and services.
Process: Aldi has adopted a different set of activities which is used in order to complete
their task in an effective manner. For this the company has determined several departments with
respect to their work force with similar skills and knowledge. This helps them to provide the
satisfaction of the team as well as to their customers.
It is a set of activities which is used by the company in order to provide or deliver their
goods and products to their targeted audience. It is important for every organisation to provide
easy access to the stores for the customer so that they can pick the product of their choice and
buy it from the store.
People: The employees play an important role in order to deal with the customers who
have visited their offline or online stores. It is required by the chosen organisation to provide
better training and development programs so that they can develop the skills which are required
in the workforce in order to resolve the issues faced by the customers in an effective manner (del
Pozo Andrés and Braster, 2018). This is also used in order to enjoy the job role of the employees
by them so that they can stay for a longer period of time in the organisation.
Tesco is a world famous organisation which has more than 420000 employees who are
working in the organisation. As it is important for the organisation to provide better training
programs which can be used in order to satisfy the job role of their employees so that they can
provide better services to their customers. It is required by the company to invest huge amounts

of money and time in their employees so that they can adopt better manners to address their
customers. It was also determined in the report that several times the company used to fail in
order to motivate the young workers and the resultant of which the workers should leave the
company in a shorter period of time.
Physical evidence: the organisation has more than 10000 stores over the country as this
resulted in a physical existence of the company into the competitive market. The organisation is
also providing online and offline stores so that they can satisfy the desires of their targeted
customers and help them to buy more products from the company.
It includes the physical existence of the company. As it was already mentioned that the
company is working around the nation and has a physical existence. The company has an
excellent logo which helps them to be recognised by the customers. The organisation is also
available at navigation so that the customers can easily reach their offline stores.
P4 Produce and evaluate a basic marketing plan for an organisation
Marketing Plan
Marketing plan helps the business organisation in order to make an action plan which
helps in attaining the ultimate goal while promoting the goods and services into the competitive
market. It can be also said that it is difficult for the organisation to have a sustainable growth
without determining the effective strategy of promoting their products. The marketing plan is
being discussed with the help of SOSTAC model:
Background
The Chosen organisation used to analyse its own business so that they can determine the position
which is processed by the organisation into the competitive market and then further plan their
strategies accordingly (Sharma and Jhamb, 2020). It is very important for the organisation to
determine the needs of their targeted customers in the current situation as due to covid-19 the
customers after referring to have healthy foods for the consumption which can be used in order
to boost their immune system.
Aims and Objective

the main purpose behind innovating the healthy drink is to boost the immune system of their
customers while consuming get on the alternative bases. This helps the company to increase their
sales and capture a good market place in the competitive market.
STP analysis
As the company has determined the needs of the targeted customers it is important for the
organisation to develop effective plans while promoting their products into the Marketplace. The
chosen organisation has decided to promote their products on the social media platform as well
as on the physical stores by providing the free samples for all the customers who are visiting the
stores. It is important as it helps the organisation to take the feedback of their customers and
work towards the loopholes which are in their product.
Marketing Mix
Helps in taking a detailed strategy which helps the company to get their goals. It is discussed
with the help of marketing mix:
 Product: the marketing plan of the new and innovative product which is offered
by the organisation is used in order to boost the immunity system so that the
customers can fight against the covid-19 virus.
 Price: the main aim behind adopting the pricing strategy is totally dependent upon
the quality of product and the power of customers with respect to their
expenditure. While considering the pandemic situation the organisation has
determined all low pricing strategies as this helps them to attract the customers
which resulted in higher consumption of goods into the competitive market.
 Place: the innovative product will be available on the online and offline platform
so that the customers can easily.
 Promotion: the companies adopting a social media platform in order to promote
their innovative product in the competitive market. As this platform is the most
trending placing where many companies use to promote their goods.
 Process: the process of marketing mix is discussed about the series of actions
which is used by the company in order to deliver their products to the targeted
audience.
 People: it refers to the workforce as it plays an important role in order to promote
the innovative product in the market (Mehta and Chugan, 2019). Because of the

talented workforce only the company can achieve their targets in an effective
manner.
 Physical evidence: it is discussed about the physical existence of the organisation
as it was already mentioned in the report that Aldi plc is the most famous
company and has more than 10000 stores around 20 countries. It is important for
the customers to know about the brand from where they are purchasing and also
have a physical existence in order to interact with the customers.
Pestle analysis
With the help of this plan, it can be analysis that the company should overcome all their external
factors and make sure for managing difficult structure and work as per the progressive growth in
firm.
Action Plan:
The Action Plan which was determined by the company while accessing the human resources
and other resources in order to provide their goods to the targeted audience. It is analysed by the
chosen organisation that the employees must have a set of skills with respect to the immune
system and various ways which can be used by their employees in order to attract the customers
to consume the product.