ALDI: Roles, Responsibilities, and Marketing Mix Analysis

This report provides a comprehensive analysis of ALDI's marketing strategies, roles, and responsibilities within the organization. It begins with an introduction to marketing principles and then delves into ALDI's specific marketing functions, including pricing, distribution channels, selling, product and service management, promotion, marketing information systems, and financing. The report also examines how these marketing roles relate to other departments within ALDI, such as production, research and development, human resources, finance, and IT. Furthermore, it explores the application of the marketing mix (product, price, place, and promotion) to ALDI's marketing planning procedures, detailing how ALDI positions its products and services in the market. The report concludes with an overview of ALDI's overall marketing plan, highlighting its key elements and strategies.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing function...................................................................1
P2 Explain how roles and responsibilities of marketing relate to the wider organisational.......3
TASK 2............................................................................................................................................4
P3 Marketing mix to marketing planning procedures.................................................................4
TASK 3............................................................................................................................................8
P4 Marketing plan.......................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................11

INTRODUCTION
Marketing is that procedure which help in promoting selling and purchasing various types
of goods or services by customers. This includes various activities and functions of firm that will
assist market for distribute their unique products or services in proper manner. Such type of
activities involves buying, promotion, selling, delivering and advertisement of different goods
and services. Along with this, company can formulating and developing strong marketing plan
after research and survey so this will help company for enhancing huge amount of income or
revenue in better way (Pike, 2015). The major motive of this firm is to attracting large number of
customers so this will help in increasing their selling and increasing profitability of an
organisation. The report is based on ALDI which is multinational company and its headquarter is
located in Germany. It was established in 1913 and it is one of the biggest retail store in
Germany. The main purpose of this project is to describe various roles and responsibilities of
marketing functions of an enterprise.
TASK 1
P1 Roles and responsibilities of marketing function
Marketing includes different activities that can assist firm for providing services and
facilities while distributing new goods among their customers and also target customers in the
large market place. Along with this, company require to develop and design specific goods by
determining all buyers needs and wants in better manner so they can easily satisfy their
customers demand or requirements. On the other hand, if buyer is satisfied then they will chose
those goods over this and the major goal of each company required to be accomplished. ALDI is
the retailing store and in current time period it is the biggest store which has large number of
loyal customers. This can became successful with their strong and effective planing and prior
research of analysing customers as well as market needs in proper manner (Scarborough, 2016).
They are leading in the market of united kingdom and it can be satisfy by customers in all over
the world. In addition to this, it have became successful due to this they continuously alternating
and modifying their strategies in given time frame and also make proper changes in the market
products or services. For retaining and leading in the large market place, it is required for them is
to develop and make effective policies or strategies which can assist various marketing functions
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and activities. They are giving marketers with taking accurate direction or path that assist in
developing best marketing strategies in effective manner.
Marketing is process by which buying and selling of goods that all those offered by
company. At this level corporates are identifying, satisfying, evaluating needs and wants of
customers of a product for income.
Marketing function of ALDI :-
Pricing :- Brand of product are decided value of items, in market consumers purchase goods and
return money, it charge by company for earning profit. ALDI face many kinds of problem
related to competitors price because they providing different type of goods to customers at very
low value. This type of markets are selected low cost supplying policy with setting low price
and earning high profit. With over coming low value of items company offering differentiating
product that competitors not match super market price.
Distribution Channel :-Marketing function are depend on that managers determining how and
where goods provided and why, satisfying needs of end users. ALDI expanding their business in
many country they more focus on using cost effective supplying and distributing channel for
product to customers. Different type of market are uses supplying goods with the help of
internet, retail outlets. In market business men's needs to require for distributing product like
care fully handling, shipping, storing and distributing for easily fulfilling consumers wants.
Selling :- Main objectives of business is to satisfying needs and wants of customers for
earning income. Mangers are directly communicate and identifying the requirement of end users,
so that company offering product according to present and future needs of consumers. Selling
of items are way through which ownership of product easily transfer from sellers to buyers fore
achieving profit.
Product and service management :-Marketers providing many types of inputs like
information related to test and preference of customers, all those data are to needed for
manufacturing new goods according to requirements of end users. ALDI offering different
types of product
to consumers in market at lower price with higher features for meeting the wants of users.
Promotion :- For building an good business structure mangers requires to increasing
in sales with the help of many function like advertising, personal selling, public relation, goods
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display, sponsorship publicity etc. in market. Direct connection with customer is determining
demand for a particular product and services at business level for obtaining success. With uses of
proper promotional function in business it makes more aware of end user in matter to company's
product.
Marketing Information System :- In modern business environment marketers needed a
high quality of data like accurately, speedily, adequately information of customers needs,
competitors product and requirements of goods in market. Multi stores market like ALDI are
get-herd information about its client and provided at right price at best quality.
Financing- Successful marketing activity provides a regular flow of revenue to perform
business activity. Marketing program builds customer loyalty and provide long term revenue. In
ALDI Financing plays a important role in the success of marketing function as it provide
different methods to get more customers by providing methods of payment like loans,extended
credit terms or leasing.
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
ALDI has educated and qualified employees who have common desires for taking
accurate decisions and this will help in increasing income of an organisation. Along with this, it
can assist them in accomplishing competitive benefits over major challengers and survive in the
large market area (Malhotra, 2015). They are became successful so this will help in developing
and building effective or strong relation with their customers that will satisfying their needs and
demand in better manner. These are as follows:
Production department - The production department is concerned about the
manufacturing of the products which starts from putting input and getting converted into output.
ALDI marketing department get the help of production department to get info about the product
which is in the stock and which can be get ready in the reasonable time on the basis of which
they do the marketing activity (Dessain and Zeuch, 2015). Otherwise they will perform activity
to increase the sale of the product which product cannot be supplied. ALDI have various product
line and many brands which help marketing team to reach wide no. of customer.
Research and development department- Research and Development in the
organization generate new ideas, innovations, and new product and services. Innovative products
and services are the result of the continuous effort of R&D . ALDI R&D department provide the
information about the future needs of the consumer. R&D doing surveys regularly in the market
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through which they get essential information about the taste and preference of the customer and
competitors strategy to marketing team so that they can make policies according to that.
Human resource development department - Human resource is the most important
part of the organization. HR persons are responsible for recruiting ,selecting, training and the
overall development of the employees. Marketing manager get the help of hr department to get
appropriate marketing assistant. HR department of ALDI also help the marketing team by
providing requisite talent with appropriate skills are in place for the marketing profile. HR
department provide all the raw material and source things required to the marketing team.
Finance department – ALDI finance department ensure that there is adequate budget to
meet the needs for promotion and distribution. Business profitability should be assured so that it
can be invest in delighting customer. They provide last year records on the basis of which
information is get about the profit and loss.
Marketing department: This is the major department of any company as they are
responsible for selling products and services to target market and customers. They develop
proper market plans and stickily follow according to that (Hall, 2014). They uses best promotion
tools that help company to advertise their products into market. Different promoting tools are
advertisements, newspaper, online, etc. They gathers information from Research Department
related to customers demands and needs and try to achieve that through their products and
market plans. With strong marketing plans, Aldi can gain market share and profits.
IT department: This department deals with all software and technical part of Aldi
company. They keep records related to past transactions, informations about employees and
employers, secret and confidential data of company, etc. This department ensures that every
computers and software on which employees are working is free from every type of viruses and
bugs. For that, they implement high level of security and firewalls so that third part cannot access
the data of company (Dessain, 2016). They also provide necessary information to different
department and assist them while formulating strategies.
TASK 2
P3 Marketing mix to marketing planning procedures
Marketing mix is generally focused with positioning of accurate products at the time,
right place, at right rate. Along with this, it can be complex task for performing such things. In
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addition to this, marketing mix can be define as foundation model of marketing (Tyson, 2014).
This can be used by sellers for achieving all desired marketing functions and objectives in better
way. It includes 4Ps, it involves product, price, place and promotion where total 7Ps are process,
people and physical evidence. The marketing mix of ALDI that are follows:
Marketing Mix ALDI
Products An enterprise mainly providing affordable products and
services that are similar to the branded goods which are
existing in the large market place (Urbina, 2014). The food
developer providing fresh vegetables, health care items and
beauty care products, stationery, clothes, household items and
electronics items. ALDI require to manage and control all
production procedures of an organisation. Company
administration need to fix low price of their products as
compare with other rivals.
Price ALDI need to develop and maintain loyalty among their
customers because they are providing cheap price and deliver
high quality based products or services that will offer by firm
administration in appropriate manner (Lanier and Lanier,
2017).
Place ALDI has more than 8000 stores or shops in across 18 nations
and there are various strategies which can be implemented by
company for various establish various stores which are open in
a week in Britain. The store layout is very simple so their
products has controlling and managing at low rate. The firm
require to produce various type of products from different
suppliers and stores in the warehouses. Along with this,
management mainly concentrate on best quality based services
and products in effective way.
Promotion This is one of the important factor of all firm for launching
their different products and services for target whole market
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place and their potential customers in proper manner. ALDI
does not spent such type of capital for promoting various kind
of products and services in better manner (Rudden, 2016).
People ALDI firm deliver and serve effective products and services to
their buyer that will help their staff members who are doing
work for accomplishing desired goals and targets. Along with
this, it will reducing the number of employees on each store.
ALDI can adopting and using modern billing customer for
attracting large number of buyers towards their products or
services.
Process ALDI require to execute and implement effective process
which will help in recognising appropriate products or services
by their loyal customers. The firm will producing best quality
based goods and services to their buyers in the large market
place (Dessain and Zeuch, 2015). Along with this, an
enterprise execute barcode that will help in developing and
making speedy identification of goods so they will delivering
long messengers.
Physical evidence ALDI need to manage and control all business procedures that
required to maintain high standard of products in proper way.
Along with this, they need to provide reasonable or cheap rate
goods to the firm that will help them in attracting large number
of customers.
TASK 3
P4 Marketing plan
Marketing plan play vital role in achieving competitive advantages and increase goodwill
in the particular market place. Every firms focus on creating better position and generating
demands with the help of proper marketing plan where they promote products as well as
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business. An organisation marketing plan contain with all details and specifications which
provide accurate direction and path to their employees which carry out their work in better
manner. Along with this, it will assist in developing and making certain policies or strategies that
can be useful for firm and their customers. They require to analysing all business activities and
functions of customers demand and needs in effectively. Plan can be includes various type of
functions or activities that will help in achieving desired goals or targets that required to be
achieved in future time period (Hall, 2014). There are different stages such as developing
appropriate strategies, evaluating actions and control, survey and research, etc. Aldi is planning
to launch apparels as per trending and new fashions so it is necessary to make better plans for
getting success within limited time period.
Overview of an organisation
ALDI is one of the biggest grocery shop and this was established in 1913. Its headquarter
is located in Germany. The company provides more than 500 goods and it has been regulating in
around 19 nations within thousand of stores. ALDI company operates and regulate business in
two different groups such as ALDI Nord, headquarter in Essen and next is Aldi Sud that is
located in Mulheim. An organisation stands for commitment towards their people, customers,
partners and surroundings. There are defines a proper marketing plan for the ALDI by
considering various aspects such as:
Vision and mission statements of organisation
Vision and mission of ALDI provides various offers and discount items to their
customers. They have regulating and maintaining best quality based goods and serve to their
desired customers in all over the world. An organisation vision is to develop spirit for promoting
and cooperating their desired personal and professional life (Dessain, 2016). the purpose of this
firm is to provide better quality and new fashion cloths as per the trends.
Marketing objectives:
 To increase expenditure on advertisement by 10% in one year
 To increase number of visitors in the stores by 15% in one year.
STP of ALDI
This can be stands for segmentation, positioning and targetting which reflects the
organisation core marketing strategy. These are described as follows:
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 Segmentation – They are mainly concentrate on goods values and prices that provided at
discounted rates. Most of the customer prefer Aldi so they are providing goods at
reasonable rate. They segment the market as per demographic that on the basis of gender. Targetting – They are mainly focus on females with the age of 18 to 40.
 Positioning - This can be regulated and operated in various part of nations and it is the
large chain of supermarket in Germany. In current time period, they mainly focus on
expanding their business operations and functions in other countries in which they have
no established store (Tyson, 2014).
SWOT Analysis of ALDI
Strength Weakness
 High quality based commodities
 Located in around 15 nations
 Offer variety of products and services
 Maintaining lower operating cost
 Having strong customer support
 ALDI have strong product mix
 Low level of advertisement
 Limited range of goods
 Facing positioning issues
Opportunity Threats
 Need to expand business operations and
its functions in other areas.
 Cover remote areas where customers
easily attracted.
 Risk associated with suppliers.
 Major rivals are Amazon, TESCO,
LIDL, etc.
Marketing Budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 54000 15000 15000 26000 20800
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Investment 20000 15000 16000 14000
Total 54000 35000 30000 42000 34800
Marketing
expenditures
Advertisement 10000 7200 6800 6500 6200
Sales promotion 2200 2000 5000 3000 9100
Direct marketing 7700 6500 2500 7500 3000
Total 19900 15700 14300 18000 18300
Available balance 34100 19300 15700 24000 16500
Situational analysis – They are adopting Ansoff matrix which is one of the major
marketing strategy that will assist ALDI for gaining high competitive benefits. It will help in
analysing and examining various market as well as customers growth of an organisation.
Ansoff matrix assist strategic planning and facilitate managers, marketers, executives for
making effective strategies to future growth (Zeuch, 2016). This involves four segmentation such
as market penetration, market development, product development and diversification.
Porter's five force model application of Aldi:
Competitive rivalry: There are number of competitors of ALDI available in the world
such as Tesco, Lidl, Sainsbury and many more. They all are using best strategies for selling
products as hygienic and organic so these are biggest threats of Aldi. Clothing companies also
exists in the market. Such as M&S and PRIMARK.
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Threats of new entry: This is another big factor of ALDI that many of firms are entering
into international market in the retail sector. Therefore, it is not easy to occupy the better position
due to increasing new firms. They should requires to make strategies regarding launching a new
products or promote it in the international market.
Bargaining power of buyers: Customers are educated and they have knowledge about
the products or its price. They usually compare then products with another brands or competitors
so it is necessary to satisfy their needs or wants by providing them better quality of products or
services with effective price.
Bargaining power of suppliers: Aldi is getting various products from different suppliers
so they can balance the demand and supply process in well manner.
Threat of substitution: there are some common items which ALDI is selling in its retail
store so the chances of substitution of products or services are high this is also can affects on the
sales of products in the market.
CONCLUSION
As per the above mentioned report, it can be analysed that Marketing is that procedure
which help in promoting selling and purchasing various types of goods or services by customers.
This includes various activities and functions of firm that will assist market for distribute their
unique products or services in proper manner. Along with this, company require to develop and
design specific goods by determining all buyers needs and wants in better manner so they can
easily satisfy their customers demand or requirements. it can be complex task for performing
such things. In addition to this, marketing mix can be define as foundation model of marketing.
This can be used by sellers for achieving all desired marketing functions and objectives in better
way.
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