Marketing Essentials Report: Marketing Roles, Plans, and Comparison

This report delves into the fundamental aspects of marketing, beginning with an exploration of the key roles and responsibilities within the marketing function, encompassing product, price, place, promotion, and management information systems. It further examines how marketing integrates with other organizational departments, such as operations, finance, human resources, and research and development, highlighting the interdependencies and collaborative efforts required for effective marketing strategies. The report then moves on to a comparative analysis of how different organizations, specifically ALDI and LIDL, apply the marketing mix (product, price, place, promotion, people, process, and physical evidence) in their marketing planning processes, providing insights into their strategies and competitive approaches. Finally, the report evaluates a basic marketing plan for ALDI, assessing its effectiveness and providing a comprehensive overview of its marketing strategies.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Explain the key roles and responsibilities of marketing function.........................................1
P2 Hoe roles and responsibilities of marketing in relation to wider organization context.........3
TASK 2............................................................................................................................................4
P3 Compare the ways in which different organizations apply the marketing mix to the
marketing planing process...........................................................................................................4
TASK 3............................................................................................................................................7
P4. Evaluate a basic marketing plan for ALDI...........................................................................7
CONCLUSION..............................................................................................................................11

INTRODUCTION
Marketing is a significance of an organization to buying and selling goods and service.
With the help of advertising, it promote goods and service and increase awareness about the
goods in customers mind (Rowley, 2016). It is an important process to attract and invite larger
number of customers. Basically, marketing is used by every organization to create and satisfy the
customers and identify their demand and needs. It is the study of exchange relation with people.
It defines the best marketing mix which includes product, price, place and promotion to define
their products in front of customers according to their demand. Marketing is one of the
important processes to increase production and performance level at marketplace. Present report
is based on ALDI which is one of the biggest company (Spillan, 2010). They earn high
profitability in every year and provide best service to its customers and get satisfaction by them.
Recent days marketing is more effective process to invite n number of customers and identify
their demands in appropriate manner. Present report defines the roles and responsibilities of
marketing function along with providing basic marketing plan for ALDI to attain success in the
marketplace.
TASK 1
P1. Explain the key roles and responsibilities of marketing function
Marketing is essential process to identify customers needs and wants and get higher
satisfaction by them (Pike, 2015). It is a one of the most important sector to every organization to
promote and delivered company product and service to the service users. In every organization
manager used different types of promotional tools to attract large number of customers to buy the
product. It is a process of communicating and delivering information about the specific product
and service in effective manner. There are main roles and responsibilities of marketing function
which aid in achieving goals and objectives in best way and also improve their performance level
at marketplace:
Products: Product is essential element of every organization which is offered by the company to
their customers. Best product and service satisfy customers need and wants. Aldi make
innovative product to their customers to attain higher success in appropriate manner
(Papasolomou and Melanthiou, 2012). Marketing department attempt research activities to attract
large number of service user. Effective product design is helpful in making attractive products to
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invite customers to buy the specific products. According customers need and demand ALDI
produce well featured products.
Price for products: It is a one of the main role of organization to attain success in effective way.
In today's competitor world set the correct product price is more challenging. If an enterprise set
high price of their product they lose customers. In market substitutes of products are easily
available at low prices. In this condition Aldi face more difficulties while setting price to attract
large number of service user and same time generate high profitability in their process is also
difficult. Marketing manager of ALDI set right price to right product to attain success and
performance level at marketplace (Ogunmokun and Tang, 2012).
Selling for profit purpose : It is a essential function to giving and offering final product to
customers in effective manner. Marketing department of ALDI set activity to maintain this
process easily so that service user buy specific product in convenient way. Selling process is
essential to organization to earn higher profit. With the help of personal selling, publicity and
sales promotion ALDI sell their product to end user. This function of marketing transfer
ownership of product to the customers so that they can increase sell volume (Wirtz, 2012).
Promotion through various tools: This function include promotional tools to attract large
number of customers to buy the product. ALDI include advertising process to invite new
customers to maintain relationship with them and it is necessary to increase profitability level.
Basically it is a effective process to increase customers awareness about product and service. It is
part of the marketing mix which helpful to get higher success at marketplace (Nguyen and
Simkin, 2012).
Management information system: It is a systematic process to collect sample and information
regarding the product which assist to taking best decision. Marketing department of ALDI use
same process to gather appropriate information to make best plan for future time. It define daily
basis report of organization to maintain their process and make effective decision to get
appropriate result.
Financing with different sources: It is essential function of marketing in Aldi which define
optimum utilization of resources. It involve owned capital, bank loan and trade credit to make
money. With funds organization can not exist in marketplace and stop their organizational
activities. This role of marketing provide funds for organization to run their business easily.
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Distribution of goods and services: Choose cost effective distribution is one of the main
responsibility of marketing manager. It helps firm in delivering products to customers at low
price and achieve competitive advantage. Same can be done by the manager of ALDI for
delivering products at low cost.
Marketing department of ALDI define the whole information of roles and responsibilities
which helps in attaining success. These function assist to the manager to make best plan and
implement in their business activities. Manager of ALDI use management information system to
provide effective information regarding the marketing activities which increase effectiveness in
their organization process. With the help of marketing function Aldi attract large number of
customers to offer best product in front of service users (Mihart, 2012).
P2 Hoe roles and responsibilities of marketing in relation to wider organization context
Marketing is not only selling of goods and product but it is larger process. It define whole
activities which identify customers needs and demand and offer them effectively. Manager of
ALDI understand customers mindset and demand which is more effective to attain marketing
goals and objectives in appropriate manner. Marketing activities affect organization process.
There are important function of an organization:
Marketing with operations department- Marketing manager of ALDI has responsibility to do
work in proper manner and maintain coordination with operational department to implement
their plan and research regarding changing needs of service users (Malhotra, Birks and Wills,
2013). It define effective process to provide and making best quality of service and goods to their
customers and get satisfaction by them. Marketer define competitive advantage to offering goods
in accurate time. Marketing manager can look into the process of business activity division. This
reason define relation in marketing and operation department.
Finance and marketing department- In every organization finance is essential department
which provide proper funds to their business activities. This function take responsibilities to give
appropriate funds for marketing department to tackle different activities such as distribution,
promotion, research etc. finance department of ALDI prepare budget for enterprise. So that
marketing manager of ALDI perform all the activities with the organization, set budget and
department of finance will provide appropriate funds to the marketing manager to define their
work effectively.
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Marketing and human resource department- According to this function it is also essential for
department of marketing which get together with the human resources function. It will helps in
setting targets and enhance products and service as well as appoint professional workforce. HR
manager of ALDI tries to change their process of selection in order to increase the effectiveness
of business operation (Lamb, Hair and McDaniel, 2011).
Marketing and research and development department- Marketing is effective significance of
every organization to provide better guidance to development of the firm. This process assist in
research and development department to knowing regarding the different kinds of good which
are used by the service users.
Sale and marketing department- This marketing department describe business activities to
influences the sale process of the particular goods. These type of process increase effectiveness
of sales department in ALDI.
IT and marketing department- Marketing manager of ALDI uses various technology to make
the plan activities. It define by the manager of the company to do online marketing of the
products and service. Industry collect information, analysis and define information to take best
decision regarding the business activities which will helps in increasing sale volume in
appropriate manner (Kennedy and Parsons, 2014).
Marketing is a wide nature of significance which attract large number of customers. All
these activities affect another essential functions of business organization. It is important
responsibility of marketing manager to maintain relationship with other function of enterprise. It
will helps in increasing effectiveness in organization process. It is a complex process to collect
appropriate information about other department of business organization. These type of
information help to the manager to maintain business efficiency. This function increase the
organizational sales and provide best facilities to research department of firm. All these function
are increase the effectiveness in ALDI.
TASK 2
P3 Compare the ways in which different organizations apply the marketing mix to the marketing
planing process
Marketing mix basically separate into seven elements, four components related with
goods like product, price, place and promotion and three are related to the services are process,
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people and physical evidence etc. There are several comparison of marketing mix of between
LIDL and ALDI can be understood are as follows:
Basis ALDI LIDL
Product Cited company provide quality
goods at a affordable and low
prices. They buy raw material
from chosen suppliers. Aldi
stores that they always supply
discounted products to their
buyers. According to this
industry keeps healthy and
fresh inventory of vegetables
and fruits.
Lidi is a one of the leading
company and they have strong
brands. They produce various
products brands. They deliver
their goods in different
supermarkets.
Price Providing as well as offering
service quality and innovative
product to their target
customers. Cited company use
various pricing strategy for its
groceries goods.
The main competitive benifts
of Lidi, this company used
various pricing strategies in an
enterprise. This industry
entered in the market place as
a value ofer and driven their
products at a cheap rate.
Place Cited company is providing its
services in more than 18
countries through 8000 stores.
This company has numerous
stores in UK. There are
different distribution channel
are used by this firm to
produce final goods in
supermarket.
Promotion This company uses a cost
effective advertisement as well
as promotion strategy. It
incessantly communicates with
This company believes the
pricing strategies are sufficient
to attract target buyers and is
the reason why firm does not
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buyers through direct mail or
newspapers. Cited company
uses electronic, print or display
media to provide vital
information to customer about
Aldi offerings its innovative
products.
use buyers loyalty schemes
like Aldi.
People Cited company fails to give
buyers services on the basis of
large level challengers. Staff of
cited company to provide
recommendations to their
clients. There is no
requirement of large number
of workers at every level.
Lidi company member get
attractive compensation but
they have to execute complex
work on the job position. The
training standards are set by
the director and skill of
employees are enhanced to
better serve last buyers.
Process Cited company makes best
layout of its stores easy which
assists buyers in finding the
items very easily. This decease
s the number of company
numbers necessary to guide
consumers.
This company uses a specific
process to buy products at low
cost. Customers involvement is
very low in the environment.
Physical Evidence This company is using global
pricing strategy for their
goods. It sell out 80% of own
items and other are branded
goods. Under this industry
keeps price of its goods low.
Cited company uses a
traditional way in their stores
which assist user in finding
their goods easily. This
industry uses different colours
which support consumers in
finding Lidl stores close to
them.
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Best utilization of marketing mix helps the organization to attract large number of
customers. With the help research process manager of ALDI define customers needs and wants.
Effective price of the product increase profitability level and invite N number of service users to
buy the goods (Jones and Rowley, 2011). Discounted price of the specific product is biggest
strengths of ALDI. Other hand ALDI use different communication channels to invite customers
and provide effective information about the product in appropriate manner.
TASK 3
P4. Evaluate a basic marketing plan for ALDI
Marketing plan is a written document which defines business activities in proper manner
It shows the actual marketing position of organization to attain set goals and objectives in a
systematic manner. It defines customers’ needs and also evaluates the way in which enterprise
fulfils them. Mainly, this plan defines the current market situation, programs and budget.
Marketing mix is an essential part of business which is used by the firm to attain effective goals
and objectives. The manager of Aldi can prepare marketing plan to set objectives and targets.
Before making marketing plan, it is important to the organization to understand marketing goals
and objectives. Marketing plan includes all over description of business process and actual
position to be attained by the firm in marketplace.
Vision of ALDI:
The vision of ALDI, they introduce new and revolutionary in aggressive market and increase
their profitability level at marketplace.
Mission of ALDI:
To Offer and deliver the best quality service and products to their customers at low prices is
mission of ALDI (Illing and Anders, 2016).
After analysing the mission and vision of organization, it is easy to do SWOT (Strengths,
weakness, opportunities and threats) analysis of enterprise. This analysis helps a firm to
understand about its strengths and weaknesses. With the help of this, company can define
opportunities to minimise the threats effect an the business organization.
SWOT analysis:
Strengths Weaknesses
The important strengths of ALDI is that they Aldi has few number of chain stores so that
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provide or deliver products and service to their
customers at low price. Company have more
then 2500 stores in Germany. At international
level they having 8000 stores in Europe and
another countries. They offer products at very
cheap price to its customers to get faith in
effective manner. Customers loyalty is biggest
strength of the Aldi which is more effective to
increase their sale volume and profitability
also. This company maintain low operating
cost to earn more and more profits in
marketplace. This organization is doing their
business in more than 15 nation and have best
management in all departments (Hsu, 2011)
they can not been able to impact globally. This
organization is small than to other large
companies and some time they offer as well as
provide less quality of products. ALDI has
limited product and service which is there
major weakness. They have less advertising
tool to promote their product in market and
customers mind so that they cant eligible to
increase their growth of sale. Brand image of
its enterprise is very weak as compare to other
brand.
Opportunities Threats
Africa and Asia give opportunity to the Aldi to
expand their business into growing market at
international level. Company can maintain
high revenues if they invest in these
developing economies. To attract larger
number of customers, this enterprise invest
large amount of fund in advertising to invite
more customers in their business to buy the
product. Firm can use online process to offer
their product and service to potential customers
which will increase sale volume in appropriate
manner. They use new and more effective
technology to expand their market at
international level and attain best success
(Gamble and et. al., 2011).
Aldi can not provide complete shopping
experience to larger shopper. Competition at
marketplace is one of the biggest threats for
every business organization. Same case for the
Aldi. Competitors used different type of
strategies for executing their business
activities. LIDL is biggest competitors of
ALDI. Main threats of the firm are changing
needs, taste, preferences of customers at a fast
speed. Changing rules and regulation of
government also a threat towards the ALDI.
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After analysing regarding the strength, weakness, opportunities and threats of Aldi,
marketing manager define business objectives in easy manner.
Objectives- The main and important objective of ALDI is increase market share. Firm produce
and provide best quality of service to their customers to get higher satisfaction by them.
Company can tries to focus on customers satisfaction and loyalty which will improve their
performance level in appropriate manner. They give efforts to keeping existing service users.
After defining the company objectives, marketing manager of ALDI can used STP
(segmentation, targeting and positioning) approach to define their target customers in
organization in effective manner. This approach is one of the most important to apply in
marketing process that is part of the modern marketing (Dibb, Simkin, 2013).
Segmentation- In this process heterogeneous market is converted into homogeneous market.
Mainly ALDI focus on customers who buy best product at low cost with having best quality. It is
customers orientation to meet individuals needs and demand. It involve various ways to segment
target market which is demographic, geographic, psycho graphic and behavioural.
Targeting- Basically ALDI focus on customers who privation to purchase family products and
service to fulfil their demand and needs.
Positioning- There position on Germany is very strong and now ALDI planning to entering in
new international market (Desai, 2013).
After the analysing segmentation, targeting and positioning, manager of company
focused on the marketing mix elements which define products, price, place and promotion. It is a
important responsibility of ALDI manager to evaluate effective process in which marketing mix
elements will used in proper way to attain marketing goals and objectives.
Product- Goods and products are tangible which satisfy the customers needs and wants. ADLI
provide and offer various variety of grocery products to their customers according to demand.
They define innovative and new products in their marketing process to increase sales of the
company.
Price- It is a monetary term which is charged by the Aldi in exchange of product and service to
its customers. Define right cost and price of a particular product is important for every
organization. Aldi offer best quality of product to their service users at low cost and some time
they also provide discount on best product which will attract customers.
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Place- Through various stores at different place ALDI provide its product and service to their
customers. They providing convenience for customers, it is responsibility of marketing manager
offer product at point which is near the service user (Caragher, 2016).
Promotion- It is a effective process of using communication channels to aware customers about
the company product and service. ALDI use different tools of marketing mix to communicate
with n number of customers and get best result in their process. With the help of promotion
company inform their service users about its products and also influence to potential customers
to buy the product.
Marketing strategy- Aldi used relationship marketing to attain marketing goals and objectives
in appropriate manner. This type of marketing used by the firm to build best relationship with
customers and increase their loyalty. According to this function firm make effective plans and
activities to identify customers needs and demands.
Implementation- After setting whole activities, the company have to implement their plans to
get marketing goals and objectives in effective manner. Better implementation can helps in
company to set the targets and goals. Manager of ALDI requires effective service and proper
fund which is assist in effective implementation in it. It may define better performance and attain
appropriate results.
Evaluation- It is the last step which define the effectiveness in organization. It also show
efficiency of marketing plan. This term is more important to make a judgement about activities,
which will help in organization to attain its target (Brooks and Simkin, 2012).
In the evaluation activity manger can evaluate the activities and plans included in the plan
in order too increase the effectiveness of business operations and at the same time decrease the
cost6 of commercial activities. One of the main feature of marketing plan that it should be
flexible enough so that ALDI can do necessary changes as required. This phase helps manager in
doing the necessary or correction action in the plan for attainment of business objectives. One of
the main advantage of marketing plan is that it help manager in continuously mentoring the
business operations.
Manager of ALDI follow some important steps to make effective marketing plan:
Situational analysis- It include analysis the actual perspective of the company in marketplace.
According to this step, manager of the company evaluate SWOT analysis of enterprise which
helps in making decision regarding future trends of the marketing process. It define current
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position of business activities. Analysis of competitors is involve in this step to understand
whole strategies and tools which is define by the competitors. This process describe the internal
and external elements which impact on ALDI performance.
Description of target audience- Second step define in the marketing plan to identify the target
audience to improve organization performance at marketplace. It also define STP (segmentation,
targeting and positioning) approach to evaluate the various market segments which is related to
the growth of the company. Manager of ALDI define same activity to choose best marketing
segment (Brassington and Pettitt, 2013).
Marketing goals- Goals and objectives are essential and should be attractive to attain success.
ALDI set best marketing goals and target which will helps in upcoming year to attain it
effectively. ALDI make best plan to define specific objectives to ensure success of enterprise.
Communication strategies- Marketing manager of ALDI use communication tool to
communicate with customers to provide better information about their product and service. Cost
effective communication is essential which is used by the firm to define best result in their
process (Berkowitz, 2016).
Marketing Budget- Budget, which is prepare or made by the top manager for management of all
activities of marketing of firm's product is known as marketing budget. It helps business
enterprise in properly utilising all its funds for attainment of organisational objectives.
Budget:
Operating expenses October November December
Payroll 6000 7166 8966
Rent 1500 1500 1500
Marketing 500 500 500
Equipment 200 200 200
Utilities 170 170 170
Insurance 100 100 100
Benefits 1467 1528 1837
Depreciation 1175 1175 1175
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Interest 130 150 190
Others 0 0 0
Total 11242 12489 14638
Marketing plan is essential for every organization. It is a written document which define
all steps of a organization to attain marketing goals and objectives. After collecting appropriate
data and information, marketing manager of LADI make marketing plan effectively. The main
marketing objective of ALDI is to offer and deliver best quality of products to its customers at
minimum price. This process is done by the organization with the help of purchasing raw
material from trusty supplier because it will assist in making final products. ADLI can use cost
effective distribution channel to provide products and service at lower price.
For attain objectives of marketing is important to an organization because it will
contribute in entire success of firm (Baker and et.al.,2016). Making marketing plan is more
effective to aware its customer about the products and service which they offer them. If service
user not aware about the product so that they can not buy the good. It is a main and important
responsibility of every organization to attain success in market and attract target number of
customers.
Control: It is more important for manager of the company to effectively control their policies
and methods so that they easily utilize their available resources in systematic way. With the help
of this company maintain their product quality and also improve their overall performance in
appropriate manner. Along with this top management also get feedback from their customers to
evaluate their actual performance in market place.
CONCLUSION
In above mentioned report can be concluded that marketing is essential process to every
organization to exchange products and service. It provide better commination with customers to
aware them about the products they offer. Marketing process define customers demands and
satisfaction level at marketplace to attain success in appropriate manner. Manager of ALDI
define this process in attractive manner to invite lager number of customers to buy the products
and increase sale volume. They make best plan for ALDI to increase effectiveness in their
business function. Best marketing plan is more important to attain organization goals and
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objectives. It also define the better use of resources which will invite and attract buyer to attain
marketing objectives in best way. This report evaluate the marking aim and also define that how
to get more profits. Marketing process of an organization define best product service to influence
customers demand and satisfaction level.
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