Marketing Fundamentals Analysis and Evaluation for ALDI Report

This report provides a comprehensive analysis of ALDI's marketing fundamentals. It begins with an introduction to marketing and its importance, followed by an examination of the stages of marketing, including mission and objectives, situational analysis (SWOT and PESTLE), marketing mix, and segmentation, targeting, and positioning. The report then explores the role of marketing in creating customer value, emphasizing the importance of understanding customer needs and expectations. Furthermore, it delves into stakeholder engagement and its impact on marketing activities, highlighting the influence of employees, managers, investors, and customers. The report concludes with a discussion on tactical communication tools used to generate awareness and interest in the project. The report is supported by relevant marketing theories and concepts, providing a detailed overview of ALDI's marketing practices.

MARKETING FUNDAMENTALS
ANALYSIS AND EVALUATION

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1A.........................................................................................................................................3
Stages of marketing with the role of marketing mix...................................................................3
Role of Marketing in creating value for customer......................................................................4
Stake holder engagement and its impact on marketing activities...............................................7
TASK 1B.........................................................................................................................................9
Essay on tactical communication tools used to generate awareness and interest in the project. 9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the most essential function which is performed by the organisations to
communicate details of the goods and services to their target market. It includes the advertising,
selling and delivering goods to the consumers (Kotler and et.al., 2015). It is the study of
management of exchange relationships with the satisfying customers needs and wants. This
study is based on the firm ALDI, this is the firm which deals with the food, beverages and
household essentials (ALDI, 2019). It is the retailed chain stores firm. ALDI has 1000 stores in
across 20 countries. Further the file provides the brief discussion on role of marketing in the
creation of values for the customers and stakeholder engagement and their impacts on the
marketing actives of an organisation. Tactical communication tools will be explained in the
report.
TASK 1A
Stages of marketing with the role of marketing mix
Marketing plays a critical role in the business. It promotes the goods and services which
is provided to the customers by the organisations. Marketing plays an essential role in
establishing the relationship between the customers and the organisation. Marketing is the set of
activity and process of creating, communicating and exchanging the offerings that have value for
customers. The process of marketing is an analysis the opportunity in the market and selection of
target market and developing the marketing mix (Kotler and et.al., 2018). The five stages or
steps are taken for the successful marketing process which are discussing below:
Mission and Objectives
The mission and the objectives of the company ALDI is to become the market leader.
Objective of firm is to increase its profit by20% till the end of 2019.
Situational analyses:-
SWOT and PESTLE
Situational analysis is the term which viewed as an analysis of external (PESTLE) and
internal (SWOT) environment of the ALDI firm.
SWOT analyses

Strength
 It has loyal staff members
 Company has strong brand image in the market.
Weakness
 Poor financial resources are available to business
 Poor investment policies.
Opportunities
 Globalisation can create opportunity for firm as it will be able to enter into international
market through globalisation.
Threats
 High competition can create threat to business (Lovelock and Patterson, 2015).
PESTLE analsyes
Impact of Political factor:-
When there is stability in government or can say in ruling parties then it will be beneficial
for the ALDI As they have to work on same policies and the need of change in internal policies
of firm is not arises which is good for the management of firm and also for the consistent
working of business activitiesInstability in government will leads the instability in the working
of the the concern. It will affect the organisation or industry negatively, as because all the
policies followed by the need to change frequently which will interrupt the fluency of working
of the ALDI.
Impact of Economic factor:-
If the unemployment rate fall down, it will be profitable for the , as the employment rate
increases means the maximum citizens have the jobs and they are earning and also able to spend
money, which finally impact the ALDI positively. As the earning capacity of maximum people
get increased then they prefer to went in s as a result the get the benefits such as: increases the
number of customers, increases the earning of ALDI , increases the profitability etc. .
Impact of Social factors:-

When the religious beliefs, customs or the values of the society are entertained then it
will increase the profitability of the concerned industry. If the management committee of ALDI
takes care of the religious believes, customs and the values of the society, then people will
appreciate the presence of the in the society and also praise its efforts for the society, which
ultimately raise the goodwill of the ALDI in the society.
Impact of Technology factor:-
It is very important for the smooth running of ALDI that to be aware about the
technological change in surroundings. If the authorities follow the technological change and be
updated about the new versions or new software or new technologies then this will raise the
profitability of the and at the same time this will increase the interests of customers as well as
the number of customers.
Impact of Legal factors:-
There are so many laws for the protection of the rights of the customers as well as for the
protection of producer's rights. If the ALDI follow the laws and regulations made by legal
authorities then the will never face the complexity in running smoothly and effectively..
Impact of Environmental factors:-
If the betterment of the environment is in the priority concern of any industry or
organisation then it will impact the concerned industry or organisation positively. For example:-
if the management team will support the use of renewable energy or have concern for the
recycling of the used materials then the standards could be set by the ALDI which will further
be beneficial for the ALDI .
Marketing Mix:-
Market strategy is the evaluation of marketing options that are available for the firm.
ALDI provides quality products to consumers. It takes support of penetration pricing strategy to
gain attention of mass audience. It promotes brand through social media and also distribute
products through direct distribution channels (Kerin and Hartley, 2015). These tactics will
support business in meeting with its profitability target effectively.
Segmentation, targeting and positioning
ALDI takes support of demographic segmentation strategy, as it targets consumers on the
bases of their age and income. This will support in attracting younger people which will enhance

sales of the firm and profit can be raised easily by the end of 2019. Cost positioning strategy
used by the firm and differentiate targeting is used by ALDI to sustain in market for longer
duration.
Budgeting:-
Marketing Budget is generally the part of the marketing plan, where it estimate the actual
amount of the cost that require to promote the product or its services and it is necessary for
growing the business (Wilson and et.al., 2016). Budget of entire marketing plan is 800 Pound. In
this budget enterprise will easily be able to meet its profitability target of 20% significantly.
Monitoring and controlling:-
Marketing control is the process of Monitoring and there is no planning without control.
Monitoring is done by financial audit in ALDI, this helps in analysing effectiveness of marketing
plan. Further ore, feedback is taken from consumers to control over marketing plan (Chaffey and
Ellis-Chadwick, 2019).
Role of Marketing in creating value for customer
Marketing is a process for creating communication and delivering value to the customer
for improving customer relationship.
In Marketing Concept it put the customer first, as a most important goal, satisfying the
customer is goal of everyone in the ALDI organization. And also Marketing concept is where it
reminds that for achieving the success of the company it has to do three things (Tuten and
Solomon, 2017)
To provide value for the customer company first has to identify what the customer want
which satisfy the customer. ALDI takes support of social media to interact with consumers and
analyses their needs. By this way firm can get to know needs of buyers which will help in
offering them products as per their need that will create value for the firm. Because consumers
will pay for their required items only.
By identifying the customer or potential customer needs in the market the company can
develop the product by keeping in mind the need of the customer which provide satisfaction to
the customer by getting the desire product they need. Marketing team of ALDI conducts market
research and inform to production department, accordingly production department develops
products so that consumers needs can be satisfied (Baker, 2016). For example if consumers want
quality products then they will be happy to pay high prices for high quality products, but if

consumers need affordable items and company produces the same products then customers feel
happy to get their required products. Hence this thing will create value for consumers and they
will get products and services asper their capacity and requirements (McDonald and Wilson,
2016)
Beside providing the customer useful information about product and services. Marketing
also set to help the managing customer expectation.. ALDI organization also use the marketing
to make customer aware of the major changes such as merger and transfer of the ownership that
affect the product offering to improve a quality. Companies are taking assistance of social
networking sites through which they become able to make communication with buyers and
understand their requirements (Pieters and Wedel, 2017). This will be helpful in producing same
quality products that are required by them which will help the organisation in satisfying them.
Apart from this, social sits are helpful in resolving complains of consumers quickly (Haider and
et.al., 2019).

Stake holder engagement and its impact on marketing activities
People may support or oppose the decisions. Stakeholder may include locally affected
communities or individuals and their formal and informal representatives, national or local
government authorities, politicians and religious leader, civil society organization and groups
with special interests (Kotler and et.al., 2015). Stakeholder engagement is the process of
engaging all stakeholders (Lovelock and Patterson, 2015).
So good worker know all the strength and weaknesses of the firm, they help the company
in taking marketing decision about the company (STAKEHOLDER MAPPING – MARKETING
THEORIES, 2019). They influence the marketing process of the ALDI firm, employees deal with
consumers and inform to marketing department about needs of buyers. By this way company can
make effective marketing plan. For example if ALDI involve employees then workers will get to
know objective of firm and they will trust of the business, they have real knowledge about
market and needs of consumers. Their involvement can support the firm in getting innovative
ideas to attract more consumers hence this will raise their interest in business and will give
benefit to firm as well. (Wilson and et.al., 2016).
Managers are another internal stakeholders, they have innovative ideas and give heir
valuable suggestion to improve performance of company. They monitor the progress
continuously and make changes in marketing plan accordingly. This helps in implementing
correct marketing strategy, if firm fails to engage them then it will not be able to make strategic
marketing plan which may give negative result to firm. . For example: if managers are involved
in decision making process then ALDI would get innovative ideas from them and they will help
in evaluating each option care fully which will support ALDI in taking right decision otherwise it
might get failed to get desired results.
Investors are stakeholder of company, they provides funds in stake of ownership or future
returns (McDonald and Wilson, 2016). If they don’t provide fund to business then entity will not
be able to spend much amount in marketing activities hence their involvement influence
marketing plan of business. For example if ALDI involves investors in annual meetings then
they will get to know profit generate by the firm. In such condition they will get to know
potential of the firm which will encourage them to invest amount in the firm. Whereas if entity
involve them in decision then it can help ALDI in gaining high investment which will support in
promoting brand at broad level (Pieters and Wedel, 2017).

Customers are stakeholder who pay money to the firm for buying products and availing
their services. Needs and requirements of customers guide the company to make new marketing
plans and initiatives so that the sale of the firm can be increased. Marketing plan is affected by
the change in the attitude of buyers regarding a particular product or service on an organization.
If ALDI do not involve them in company then it may help to design the correct marketing plan
which may give negative result to organization.
Government is also a stakeholder of an organisation. All the policies and procedure of the
company is affected by government. Government acts as a regulatory body of the country which
affects the marketing policies and planning of the business through its different regulatory
norms and policies (Baker, 2016). All the marketing activities of ALDI company are done under
guidelines of the government. Its compulsory for every organisation to consider different
government rules and regulations while designing their marketing strategies. As when there is
any change in government norms and policies the marketing activities of the company will be
affected i.e. the firm has to make new strategies following the new government norms and laws.
(Kotler and et.al., 2015). Government involvement helps in making correct marketing plan
otherwise company can face legal issues. For example government has made norms related to
marketing such as false advertising laws is implemented by government ,now ALDI cannot hide
anything from consumers in marketing. ALDI ensures that it gives correct information to
consumers and no customer misguided through marketing.
TASK 1B
Essay on tactical communication tools used to generate awareness and interest in the project
Integrated marketing communication theory involves different communication tools to
send right message to the end user. It ensures that consumers get all the detail so that no
confusion takes place. Promotion mix is the model that describes the ways through which
communication can be done. Advertisement, public relations state all detail about business and
coordinate the necessary information of firm with end users. System marketing communication
theory states that company has to take support of public relations or sales promotions to market
its products and services.
Blogging is the most popular tool of communication in the business (Tuten and Solomon,
2017). Which has a meant to engage the workforces with the view to gets the feedback. If the
organisation listen opinion, comment an complains of the employees it motivates the workforces

to work with the interest in the organisation. I have read the blogs of ALDI company, I got know
about products quality offered by firm and attractive discounts that are provided by company to
us (Kerin and Hartley, 2015)... This blog has improved my knowledge about company and its
uniqueness. Blog of company was looking systematic and presentable, there was the detail of its
consumers and clients. This blog has made my decision and I have made my mind to buy its
products and services in near future.
Social media platform like websites and Facebook is the on of the most used
communicational tools that facilitates for an external communication to the target market builds
an interest and consciousness about the product which are produces by the ALDI company to the
potential customers. It is all about the forming groups and sharing the content and transfer the
information. It is an invaluable tool for internet marketing (Haider and et.al., 2019).. I use
facebook very frequently, I saw the advertisement of ALDI on my facebook. It was such a great
tool and have improved my knowledge as well. On Facebook page of ALDI, firm has given all
detail of its products, additional services. I have seen comments of other users of its items and
they are very satisfied with its products and services. It has presented all detail by using
attractive pictures. I got all the detail about the firm and its market positon and I made my mind
to buy its products soon. I have also raised my quarry on Facebook regarding pricing of
particular products and its guaranty. I received their response within a mint which was so
amazing. Customer care executives take immediate action to resolve complains of consumers.
They coordinate with us quickly so that consumers become frequent buyer of the firm.
Website is another communication tool, ALDI gives all detail about its products, services
and additional features on its website (Wilson and et.al., 2016). I was searching for the high
quality products and someone suggested me for ALDI. When I went to website of ALDI,I
realised that entity has communicated all necessary details through its website.
CONCLUSION
From the above file it has been concluded about the process and stages of the marketing
which considers the situational analysis, market analysis, marketing strategy, marketing mix and
implementation and control. This report has been gives the brief discussion on the roles of
marketing in creating values for the customers. Further the report has been summarised the
stakeholder engagement and it impact on the marketing activity performed by the ALDI firm.

REFERENCES
Books and Journals
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Baker, M. J., 2016. What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Haider, A. A. and et.al., 2019. Marketing Management.
Kerin, R. and Hartley, S., 2015. Marketing: the core. McGraw-Hill.
Kotler, P. and et.al., 2015. Marketing. Pearson Higher Education AU.
Kotler, P. and et.al., 2018. Marketing management: an Asian perspective. Pearson.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Pieters, R. and Wedel, M., 2017. A review of eye-tracking research in marketing. In Review of
marketing research (pp. 143-167). Routledge.
Tuten, T. L. and Solomon, M. R., 2017. Social media marketing. Sage.
Wilson, A. and et.al., 2016. Services marketing: Integrating customer focus across the firm.
Online
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<https://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/10343032/Aldi-
a-history-of-the-low-cost-supermarket.html>
STAKEHOLDER MAPPING – MARKETING THEORIES. 2019. [Online]. Available through
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marketing-theories>