Marketing Essentials Report: Marketing Functions, Mix, and Plan

This report provides a comprehensive overview of marketing essentials, focusing on the roles and responsibilities of marketing functions within an organizational context, specifically using Aldi as a case study. It delves into the application of the marketing mix, analyzing how organizations utilize product, price, place, and promotion strategies to achieve their business objectives. The report also includes a basic marketing plan, outlining key elements such as market analysis, target audience identification, and strategic implementation. The report emphasizes the importance of marketing information management, financing, selling, promotion, pricing, product/service management, and distribution management in achieving marketing success. It also highlights the significance of various departments, including human resources, product development, research and development, and finance, in supporting marketing efforts. The report underscores the need for continuous market research, strategic planning, and adaptation to maintain a competitive edge in the dynamic market environment.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION.......................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1 Roles and responsibilities of marketing functions..............................................................................3
P2 Roles and responsibilities of marketing relate to the organizational context......................................5
TASK 2.......................................................................................................................................................8
P 3 Comparison of ways in which organizations apply the marketing mix..............................................8
TASK 3.....................................................................................................................................................11
P4 Basic marketing plan........................................................................................................................11
CONCLUSION.........................................................................................................................................13
REFERENCES..........................................................................................................................................14

INTRODUCTION
Marketing is a process which helps company to distribute their products and services to
desired customers from manufactures. Marketing can also be defined as, the activity, set of
institution and process for creating; communicating, delivering and exchanging offerings that
have value for customers, clients, partners and society at large (Baack, Harris, and Baack, 2013).
With marketing, organisation is able to sell their products in global or local markets and can earn
maximum profits. Aldi is which is operating in more than 20 countries with more than 9000
stores worldwide. It was founded in 1913 and was headquartered in Essen and Mulheim,
Germany. It has been supplying and selling its goods and services in almost all part of nations
and this has become possible due to effective marketing. This assignment will mainly focus on
roles and responsibilities of marketing functions and how they relate to organizational context. In
addition, it will cover how marketing mix is used by company in order to achieve business goals
and objectives with a basic market plan of organisation.
TASK 1
P1 Roles and responsibilities of marketing functions.
As mentioned above, marketing is a process which enables company to sell their items in
different markets in order to satisfy their customers. Aldi is operating in many countries with
thousands of stores selling different types of products and satisfying customers worldwide
(Babin and Zikmund, 2015). Due to this, they have attained a great brand image in markets of
United Kingdom. It requires strong marketing skills and efforts of marketing department to reach
to this extent and to hold a position in competitive market.
Marketing department of company employs employees and managers which perform
their respective roles and put great efforts in order to develop better marketing plans which can
maximize their sales as well as attract large customers at the same time. Marketing department
plays crucial roles in order to ensure success to the company and this is done by marketing
products and services mad by organization (William and Zikmund, 2012). It also includes timely
distribution of those goods to customers and should have the capacity to satisfy all requirements
of customers. They can take help for Human Resource department in order to get talented and

skilled candidates which have the zeal to do something for their company. Aldi recruits
candidates which can make profits out of available resources. They also hire experts and
professionals which can guide them and provide them with valuable suggestions which can
profitable to the company. Aldi uses different marketing functions to make their marketing plans
more effective and better and some of them are mentioned below:
Marketing information management (MIS): It is the practice of monitoring the market,
organizing and analyzing the results of data collection and developing strategies according to
that. The information is provided to markets and they develop best strategies out of that
information (Baker and Saren, 2016). MIS is gaining importance in every organisation as it
provides great and useful information which give better idea about needs and demand of
customers and recent market trends, etc. MIS distribute every type of important information to
associated people on time.
Financing: It helps in providing necessary funds to company for carrying out their
activities. It is an important marketing function because finances are involved at almost every
step of marketing and without it; marketers are unable to implement their strategies. This enables
company to earn profits after implementing strategies. Company can take help form different
financial institutions which includes banks. They can provide appropriate strengths to company.
Selling: It involves buying of products by customers and selling by company.
Organisation can sell their products in different markets in order to attract customers form
different segments. Another way to sell the product is to directly communicating with potential
buyers.
Promotion: It is an effective marketing function which helps company to advertise and
promote their products in global market through various promotion tools and techniques. Various
promoting tools are advertising, personal selling, publicity, public relations. It is crucial for
company to advertise their products, on through this customers will come to know about
particular products and buy them. This is the way through which firm attracts large number of
customer towards their product or services. Marketing department can plan their promotions and
launch events and can provide sample of products for customers. They can also take advantage

of internet and e- commerce websites in order to spread across the world. This is a great media to
connect with millions of customers at the same time.
Pricing: It is an important marketing function as this will decide selling of a product or
service or not. Customers mainly prefer those items or services which are economic and
reasonable and avoid referring high prices. So company should set price according to buying
habit and capacity of customers (Scarborough and Zimmerer, 2011). This will not only benefit
organisation but also satisfy their customers and will lead to increase in sales. Setting the correct
prices for a commodity is a difficult task for company but they can consider customers
perception and spending habits. They cannot keep prices too high, this will lose customers nor
too low which can give a perception of bad quality. Accurate price is set after research and trials
on market.
Product / service management: If the company has set the prices and done the research
on target market, then their goal is to manage their product or services. This involves feedback
given by employees after tringg product or services and implements any changes and re- launch
again in market. It is the duty of company to launch new product in certain period of time and
keep their existing products up to date.
Distribution management: This ensures proper and timely management and distribution
of products or services to customers. This requires effective management of supply chain and
identifying different channel of distributing products. Distribution management involves various
activities and processes like inventory, supply, logistics, packaging, etc.
Above mentioned were some important marketing functions which are crucial for
company to implement in their marketing plans. This will help company to increase their sales of
product and will maximize the profitability. With the help of these functions, company can
achieve goals of marketing and make a strong hold in the market. It requires great dedication ad
effort by marketers to analyze all features related to marketing, any lack or miss can result in
severe losses to company. Proper research is required to develop marketing plans and this will
make the process easier. They will give them with best ideas and can market their product in that
direction.

P2 Roles and responsibilities of marketing relate to the organizational context.
Marketing functions are crucial for organisation to implement within their marketing
strategies as they make them more effective and profitable. It also ensures timely distribution of
products and services to target market as well as customers which is very important. These
function are now days are implemented by every organisation and mainly includes include
research of market area, development of product plan, formulation of procedures and processes,
finances, sales of product, customer service etc. Aldi is operating in many countries and this has
been possible with hard work of personnel working in the company, specially marking
department as they are directly link with selling and marketing of products worldwide. They
have been effectively utilizing marketing functions and making more effective and better
strategies (Perreault, Cannon and McCarthy, 2015). These functions are mainly responsible for
Aldi’s growth and mainly consists strategic management, sales support system, finance team,
marketing research, product developments, distributions systems, human resource departments
etc. Each department has their own importance and plays numerous roles and activities in order
to ensure that company achieve its success and ultimate vision. Following are some department
which helps company to achieve their targets.
Human resource department: This department is referred to as backbone of a company
which recruits, handles, manages, and coordinates all the activities going on in the company.
This department also provides marketing department with important information which they can
use at the time of decision making process. The main responsibility of Human Resource
Department is to provide company with highly talented and qualified candidates which can
increase their sales as well maximize the profits. They provide marketing department with highly
skilled marketers which have the vision and knowledge to develop effective marketing strategies
and can result in more benefit to the company (Dibb and Simkin, 2013). Other responsibility of
HR department is to provide appropriate and necessary resources and raw materials to different
department which can be used at the time of implementing actual strategies and also ensure
minimum wastage of resources by them. They also provide information about recent changes in
external market and according to that company can develop their further activities. Aldi have
efficient HR department as they are managing a lot of activities and employees very effectively
and perform their responsibilities sincerely.

Product development department: This is another very important department, which is
responsible for developing and designing innovative and creative products according to needs
and demands of customers. If the production department develops products which have the
capacity to fulfill all requirements of customers then they will ultimately enjoy increase in sales
and profits. It is crucial for Aldi to focus on customers’ needs and develop their production
strategies according to that. With these types of products, company can attract as many
customers as possible. If there is increase in customer, there will be increase in sales and profits.
Company can also make modifications in existing products and re launch it again in existing as
well as new markets to increase sales. It is responsibility of production manager to check
whether their production teams are meeting all the quality standards as stated. They should not
compromise with quality of products as this can lead to decrease in sales and ultimately loss to
the company.
Research and development department: This department is an essential part of a
company. They are concerned with all the research work which is required for the company to
develop their strategies and activities. Research can be done on customer’s likes and dislikes,
market trend, different market segments, competitors, market growth, etc (Rebore, 2011). They
can run their research with the help of different techniques and provide company with essential
facts and figures so that associated people can implement them in their planning and earn
maximum profits. With the help of research, company comes to know about their competitors
and their hold on market share. It is crucial for every company to carry out necessary research in
order to get crucial information about market and customers. Aldi perform their research on
certain time interval in order to stay updated with recent changes and competition in market.
Financing department: This is one of the key departments as it is mainly concerned
with providing finances and funds to company in order to implement their theoretical procedures
in practical. Every company requires huge amount of cash in order to implement day to day
activities and is important for company to have that much of finances available with them. They
can their funds from selling their products and services to customers in different markets.
Increase in sales ensures increase in funds coming to the company. Finance department also
records profits and loss and other investments and provide necessary information to production

department in order to set appropriate price for the products. Finance manager provide necessary
funds to all departments and manages their finances effectively and avoid wastage of money.
Above are some departments which plays crucial role in developing marketing plans and
providing marketing department with necessary funds to carry out their marketing and timely
distribution of products and services to customers. It is necessary for company to have good
communication and relations between each department in order to increase the efficiency of
company (Martin, Campbell and Harmsen, 2014). This also creates healthy and good working
environment. With the help and efforts of department, company can achieve their goals and
objectives in efficient manners and also accomplish them on time. If a department lack behind or
unable to function well, then this can result in heavy losses to the company and can lose their
market position.
TASK 2
P 3 Comparison of ways in which organizations apply the marketing mix.
Marketing is described as offering right product customized as per consumers demand at
right time at place and at right place. For efficiently catering its consumers need and demands a
company critically uses its marketing in order to attain its set business goals and objectives. It is
based on goods and services of firm, size of market and company, its market demographics and
other factors. It involves 7 P’s of marketing i.e. product, price, place, promotion, people ,process
and physical evidence.
Product: Product is that tangible and intangible attribute that is manufactured or offered
by a firm to satisfy demand of certain group of people. Aldi being one of global leading brand in
discounted supermarket stores put immense attention to provide affordable products with high
quality assurance. To capture large market share and cater demands of all its consumers Aldi
offers a wide variety of products ranging from food items to household, health , beauty, pet food
and so on (Lamb, Hair and McDaniel, 2011).
Price: It is referred amount that customers are willing to pay for a given commodity. It
forms an important determinant in success of a firm as it significantly impact people’s decision
about how much to pay and whether to pay that much or not. Thus, a company generally set its

price keeping in mind in various factors like competitors strategy, buyers purchasing capacity
etc. Aldi enjoys a strong and loyal customer base which is due to its efficient pricing strategy
which offers high quality products at reasonable prices (Fill, 2011). It uses unit price strategy
which enables consumers to easily compare prices with other business rivals. To penetrate the
market it keep prices of its new product low so that consumers are willing to buy it to try it once
giving an opportunity for company to enter market and gain share quickly.
Place: It includes positioning and distributing a product in allocation where it is easily
accessible to potential customers. It includes in depth analysis of a company’s target and nature
and type of product as it directly influences consumers decision to buy it from any location. For
instance if product being sell by a firms of limited edition of some exclusive brand available at a
particular store only then people will readily travel to that particular location irrespective of time
spent, distance traveled which might not be the case if a product been offered is normal
consumer able good. Thus firm to find out most appropriate channel of distribution to make its
product available to its potential buyers (Blythe, 2012).Aldi be global market leader in
discounted supermarket stores having large consumer base and variety of products makes its
open more than 8000 stores in 18 different countries worldwide. To make its products available
to its consumers anytime and very time without delay company stores bulk of products in its
warehouses to ensure that its availability to consumers where ever they demand for it. To make
sure that products quality is maintained while they are stored it make use eco friendly
equipments in its stores. They can include several distribution strategies such as, intensive,
exclusive, selective distribution and franchising.
Promotions: It is one of the most important component of marketing mix as it plays
significant role in boosting product sales by attracting consumer to buy it through various
elements like sales promotion, advertising, direct selling and so on. It is basically the use of right
type of communication medium for persuading or attracting target market segment to purchase a
particular product or service by highlighting its main features. Aldi claims its promotional
strategy to be te most cost effective leading to company spending negligible amount on its sales
promotion. One of the most prominent feature of its promotion is that Aldi maintain regional
appearance and name its stores in accordance to it. It also introduces several weekly and daily
offers like Super Buys which are available only till limited time period (Baines, Fill and Page,

2013).Aldi also make extensive utilization of email marketing where in it
notifies it consumers about its upcoming offers, discounts and new product
launches through email.
People: People forms focal point of any business firm. Being it its consumers to whom a
firm produces its products or services or either being it its employees utilizing whose capabilities
efforts and skill business achieve its targets , a company has to keep in mind satisfaction level of
both these groups. Employees are the face of company the first people with whom a consumer
interacts therefore it is important for affirm to hire proficient employees who can deliver superior
services to clients at various levels like at help desk, through customer care services etc. Aldi to
assist its customers and to reduce their decision making time in choosing out among various
products has smartly designed its stores layout. Its stores are divided into various sections having
where different products are displayed reducing need of employees on every floor (Huang and
Sarigöllü, 2014).Also to increase working efficiency of its employees and reduce waiting time of
consumers to stand in a queue, Aldi provided for sitting facilities for employees at billing
counters which make it easy, comfortable and quick to scan products as computer screen is
rightly align in front of them.
Process: Process is a amalgamation of time, activities, schedules and routines to plan
out to minimize the efforts a consumer has to put for availing a service or getting a product. The
aim is to have a well sequential process of business activities wherein consumers are actively
engaged without getting bored or tired. Aldi by its convenient and properly coordinated store
layout make it convenient for people to easily find out products reducing no of employees
required to assist a consumer. Moreover as Aldi deals in limited no. of high quality brands at
affordable prices it makes buying decision easy for customers without getting too much confused
among variety of brands reducing their selection time (Mintz and Currim,, 2013).
Physical evidence: It is the way in which services and products are been perceived in
market and are delivered. Organization should have physical evidence that their services was
delivered to target markets. It also pertains to how a business and its products are perceived in
market place. Aldi being among world renowned discounted supermarket chain having simple

process, standardized and quality products and global pricing enjoys a huge market share and
customer base. Being the only stores who maintains same price for its groceries round the world
Aldi is able to secure and maintain an edge over its business rivals.
TASK 3
P4 Basic marketing plan.
Company Overview :- Aldi is one of the world’s top most privately owned and managed
chain which is having its operations running in more than 20 countries having 10,000 stores
with a turnover of more than €50 billion. It was founded in 1946 with its headquarters base in
Germany. Apart from dealing in grocery products like fruits, vegetables Aldi also offers daily
necessity households like beauty products, clothing range, kitchen and garden equipments,
bathroom accessories and so on. The most prominent feature of Aldi is that it provides its
consumers with products having quality as other expensive brands in affordable prices (Gordon,
2012).
Vision and mission statements
Vision: The vision of Aldi is “Top quality at incredibly low prices- guaranteed".
Mission: To set standards for food, discounted supermarket ing and to diversify its market
position and to adhere by three values Simplicity, responsibility and reliability.
SWOT Analysis:
STRENGTHS WEAKNESSES
 One of the most leading global leading
brand Aldi strength is its low cost
strategy. The company provided high
quality products at affordable price.
 Another major strength is the mart and
well designed and coordinated
convenient stores which make it easy
for customer to find out any product
 Although its physical stores are present
in abundance delivering high quality
services but in this era of digitalization
Aldi lacks in its onlibe delivery
services in UK affecting its sales since
its major business rivals like TESCO
offers online services.
 In comparison to major competitors

easily, thus reducing no of employees
required to present at each floor.
 Other strength of Aldi lies in physical
visibility of its stores making it hard
for customers to avoid a low prices
supermarket chain to shop in. Aldi has
more than 10000 stores worldwide
located in almost every corner
inducing customers to make a
purchase.
 Its lean operations reducing wastage of
resources giving company cost
benefits.
like Sainsbury’s, TESCO who offers a
wide variety and different products
under one roof Aldi by offering limited
and basic products doesn’t give its a
customer a full shopping experience.
 As its products are low prices it is
alleged to be of chap quality
OPPORTUNITIES THREAT
 With the considerable change in need
and preference of consumers to eat
healthier food Aldi can grab this
opportunity to gain higher edge over its
leading business rivals by introducing
organic, sugar free and fresher range of
food products.
 Company should successfully execute
its planning of opening 300 stores in
UK by 2022 to maintain its lead.
 They can expand their business in
other fast emerging economies like
India having potential market.
 Aldi’s legal controversies with its trade
unions hampering its brand image.
Inventory issues.
 Stiff competition from major rivals like
TESCO which is offering wide range
of products at reasonable prices.
 Substantial rise in fuel prices leading to
increase in transportation costs.
 In this digitalization era, customers
prefer shopping online which is area of
lacking for Aldi.
STP Approach