ALDI Marketing: Roles, Responsibilities, Marketing Mix & Plan

This report provides a comprehensive analysis of marketing essentials, focusing on the roles and responsibilities within the marketing function, particularly in relation to organizational context using ALDI as a case study. It examines the marketing mix (product, price, place, promotion) and its application in the marketing planning process to achieve business objectives. The report details the key roles of marketing in product development, pricing strategies, selling processes, and promotional activities, as well as the importance of management information systems (MIS), financing, and distribution. Furthermore, it explores how different departments within an organization, such as operations, finance, sales, research and development, human resource management, and IT, interact with the marketing function. The report also compares ALDI's marketing strategies with those of its competitor, LIDL, highlighting differences in product quality, pricing, and promotional approaches. Finally, it presents a marketing plan outlining objectives, strategies, and tactics for ALDI to enhance its market position and achieve its business goals.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of the marketing function......................................................1
P2 Roles and responsibilities of marketing related to organisational context............................3
TASK 2............................................................................................................................................5
P3 Marketing mix to marketing planning process to attain business objectives.........................5
TASK 3..........................................................................................................................................10
P4 Marketing plan.....................................................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is considered as an eminent element for every company because this will help
them to capture attention of numerous individuals towards them. If it is done in a significant
manner then, they will easily take benefits from rivals at competitive world (Babiuk and et. al.,
2015). There are many type of techniques or methods will be used by firm to conduct market
activities and in addition maintain healthy relations with clients, such as social sites, e- mail etc.
Present assignment is based on ALDI which is supermarket chain and operating their business in
United Kingdom. They are providing variety of goods and services to people which help to
accomplish their requirements within set time duration. There are many roles and responsibilities
which are done by marketing department. Each function and division of firm are interrelated
with each other and this helps them to increase sales and profits effectually. Marketing plan is
developed by higher authority so that employees will complete their task by following proper
directions.
TASK 1
P1 Key roles and responsibilities of the marketing function
Marketing is required for each and every kind of firm because this will help them in
improvisation of sales as well as productivity at marketplace (Baker and et. al., 2016). It is done
to capture attention of numerous people towards products and services; therefore, they will easily
enhance their market share. Company will utilize some promotional techniques for the aim of
marketing, for example advertisement, newspaper and so forth. With assistance of these tools,
ALDI will make interaction with clients and cater them requisite data and information about
goods and services. Organisation has to perform their operational activities in an appropriate
manner. Additionally, it is must for marketing unit to fulfil their entire duties and responsibilities
so that they will increase revenues of firm.
Product: This is an item which is providing by enterprise to people; therefore, they will
accomplish requirements and demands of persons within limited period of time. It is required for
company to produce qualitative items and services; thus, they will render maximum satisfaction
to clients. Manager will conduct research to know needs and wants of individuals as this will
help them to attain coveted goals and objectives within set time span. Along with, they will alter
products as per need of consumers or implement some new techniques into this which will aid to
gain attention of numerous persons (Baker and Saren, 2016).
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Price: This is considered as foremost factors which is in term of monetary. Firm charged
this amount from people and for this, they sell some products and services to them. Hence, it is
required for an enterprise to set an appropriate value of product as it will provide affect to growth
of firm in a direct way. If price of goods and low and quality is appropriate then, this will easily
gain attention of many persons. This will assist organisation in improvisation of their profits and
brand image. Along with, they will take benefits from rivals at competitive place effectually.
Selling: This is most significant procedure of any firm because, it is must for them to sell
items and services to people according to their requirements. This will aid to cater them
maximum satisfaction. It is essential for an enterprise to make selling process more easy;
therefore, they will be able to render qualitative services to people timely. It is main duty of
marketing manager to choose an effective distribution channel to sell items. For above stated
aim, they will take assistance of some stores or websites as well. As a result, they will gain
positive outcome proficiently (Bastable, 2016).
Promotion: It is much significant role of marketing unit to utilize many kinds of
techniques or methods so that they will be able to interact with consumers easily. By doing this,
they will aware individuals about the products and services of firm. There are many tools which
will be used by affiliation to develop communication with people, for instance social sites,
advertisement, website and many others. It will assist company in improvisation of profits and
along with productivity.
MIS (Management information system): With assistance of this, superior of ALDI will
easily manage entire information and data which is associated with clients or market. They will
conduct research to gather proper info regarding taste and preferences of consumers and in
addition trend of marketplace. Instead of this, some latest methods will be used by company so
that they will store data effectually as it assists them into decision making procedure.
Financing: Fund is like a blood for an enterprise because it helps them to complete
operational activities in an appropriate manner (Cleverley, 2017). If they are having sufficient
amount then, they will take judgement regarding expansion of business activities. Along with,
entire task will get completed within limited period of time. In relation to marketing department,
if they have finance then they will fulfil their activities properly; as a result, coveted targets and
goals will be accomplished by them timely.
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Distribution: It is considered as an effective activity for any kind of company because if
this is much appropriate then, products will be delivered to individuals within time duration. It
has been analysed that delivery system of ALDI is very easy so that they will sell items to
individuals at affordable value. This enables them to gain competitive benefits from rivals at
marketplace.
Henceforth, above described roles and responsibilities are connected with marketing unit
of an enterprise and this needs to be accomplished by superior. Thus, they will fulfil demands
and desires of consumers within limited period of time. It enables them into their success and
enhancement. This will aid them to increase market share and profits; as a result, they will be
able to gain positive results properly. Certain kind of strategies will be formulated by manager to
manage overall operational activities; this will aid them to increase market share as well (Del
Giudice and Della Peruta, 2017).
P2 Roles and responsibilities of marketing related to organisational context
In recent era, there are numerous kinds of products and services are available at
marketplace for individuals at consumable prices. Therefore, it is not easy for an enterprise to
maintain customer base and in addition, survive in market for maximum time duration. For this,
it is required for them to implement latest techniques and methods into products to make them
more attractive as this will assist to capture attention of numerous people towards them. Along
with, it is fundamental for an organisation to enlarge operational activities and for this, they have
to acquire an appropriate judgement. Firm needs to sell qualitative products and services to staff
members because this helps them to maintain sustainability at marketplace (Iancu, and Maier,
2017). It has been examined that, each department of company and their functions are
interrelated with each other so that they will perform their work in an effective and efficient
manner. It will be comprehended by the following discussion:
Marketing functions with operation department: They both are connected with each
other, it has been examined that operational activities are associated with procedure of
production so that affiliation will develop quality items for clients. This enables them to take
benefits from rivals at marketplace which help them in improvisation of market share. By
maintaining an adequate coordination amongst them, ALDI will be able to gain positive result.
Company will know about needs and wants of consumers so that they will manufacture items
accordingly.
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Finance department with marketing function: Finance is considered as a foremost
component which help firm to perform overall operational activities in an effective manner. To
gain positive outcome, it is must for an enterprise to use fund in a significant way (Jacobs,
MacRae and Sladyk, 2017). Manager of financial unit will develop a budget and provide it to
other division as this assists to reduce wastage from business process.
Marketing department with sales: They both are linked with each other as firm needs to
develop qualitative items for people so that they will gain attention of numerous individuals
towards them. Through this, enterprise will easily increase their profits and in addition sales.
This enables them to gain maximum market share which assist to take advantages from
contenders as well.
Marketing function with research and development department: It has been analysed
that, requirements and desires of people are changing quickly. To know about their demands,
superior of ALDI will conduct research as this will help them to gather requisite data as well as
information about people (Kazmi, 2017). Therefore, employer will modify goods and services
accordingly which assist them to increase their level of performance and maintain customer base.
Marketing department with human resource management function: Employees are
considered as a prominent asset for company as they aid manager to manufacture qualitative
items as well as services. Along with, they have to maintain an effective interaction with
consumers because it will help them to gain their loyalty as well as trust. As a result, association
will be able to improve their profits.
IT department and marketing function: Employer of marketing manager will conduct
market research as this enables them to know about taste and in addition preferences of
individuals. Therefore, they will influence consumers to purchase any items and services.
Additionally, it is fundamental for an affiliation to use correct techniques and tools; thus, they
will obtain corrective judgement for them. This will also assist them into expansion of
operational activities so that they will achieve positive results systematically (Kowalczyk, 2017).
Therefore, it has been examined that, each functions of an enterprise are connected with
each other. This will help them to take benefits from rivals at competitive place. Through this,
organisation will easily increase their working performance which enables them to maintain
client base in a significant manner. As a result, firm will achieve growth and development in a
significant way.
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TASK 2
P3 Marketing mix to marketing planning process to attain business objectives
Marketing mix is an eminent aspect for each organisation so that they will be able to
achieve desired targets and goals within set time duration. This will comprise almost four
components such as product, price, place and promotion. ALDI is providing variety of items and
services to clients as per their requirements and this helps them to maintain profits and
production in a proper manner (Krumova, Paunova and Yotova, 2017). They will sell their goods
and services to people, with assistance of some online sites; therefore, they will gain attention of
numerous individuals towards them.
Basis ALDI LIDL
Product Quality of items and services
of company is much accurate
which help to gain attention of
numerous individuals towards
them. They modify products
on regular basis which help
them in improvisation of sales
and profits. They purchase best
quality of crude material
which assist them to maintain
effectiveness of goods and
services.
Prices and quality of products
are much less which is
providing by LIDL. They are
selling items with distinctive
name to people. Due to less
price of goods, people assume
that quality is not appropriate.
Thus, to capture attention of
numerous persons it is must
for affiliation to implement
some innovative thoughts
while manufacturing item.
Price To maintain client base in an
effective manner, firm needs to
cater items to people at
reasonable cost. This will aid
an enterprise to compete with
contenders at competitive
place. There are many kinds of
strategies will be utilized by
It has been analysed that
quality as well as prices of
goods and services of an
organisation is much less
which will cater negative
impact on the minds of people.
As per perception of
individuals that if value of
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firm, such as promotional,
pricing and so forth. With
assistance of this, affiliation
will easily increase market
share and productivity in an
effective manner. By setting
less value of goods and
maintaining quality, company
will gain positive outcome
effectually. As a result, they
will invite numerous
individuals for purchase of
products and services
item is high then only its
quality is good.
Place ALDI is having more than 80
stores in distinctive places so
that people will easily
purchase requisite items and
services. Manager of firm
wants to enlarge their business
activities so that they will
obtain maximum growth as
well as success. Moreover,
they are using best and
appropriate techniques or
methods which will help them
to increase entire working
performance. They are selling
products and services to clients
online as well, which assist
them in increment of customer
base. As they fulfil their
LIDL has many stores in
United Kingdom so that
people will easily purchase
items from their outlets. As
they are selling variety of
goods; thus, many sections are
divided over there; hence,
individuals will easily find out
products. It will aid persons to
select items within less time
duration. As a result, they will
be able to attain coveted
targets and goals within
limited period of time.
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demands and desires within
limited period of time.
Promotion It is not required for company
to utilize any kind of
promotional methods, because
they are much famous in
country. They are maintaining
an effective relationship with
their clients by sending mails
to them to regular basis. Along
with, to gain attention of many
individuals they will take
support of other tools, such as
social sites, advertisement,
websites and so forth. This
will help them in
improvisation of client base.
It is must for LIDL to use
some promotional techniques
so that they will capture
attention of numerous
individuals towards them.
They have to implement
pricing framework into
business. Along with, they will
organise some sessions for
people to resolve issue; this
will increase their brand
image. As a result, profits and
sales of affiliation will easily
get improved.
People Staff members are prominent
for each type of company
because they produce products
and services for people in a
qualitative way. This will help
them to gain positive outcome
for firm. Workers of ALDI
help clients in selection of
products and this will provide
positive impact on their brand
image. They are operating
their business at large scale;
therefore, it is needed for them
Workers of organisation are
not paying attention to clients
which will render an adverse
impact on their position. It will
create dissatisfaction amongst
consumers. This has been
analysed that staff members of
firm are not much motivated;
therefore, it is fundamental for
superior to inspire them so
they will complete their task
with maximum effectiveness.
Along with, they need to
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appoint more individuals so
that they will be able to cater
maximum satisfaction to
consumers. Manager of firm
will render training to
employees which assist to
improve their working
performance. This enables
them to take benefits from
rivals at competitive place. As
a result, profits and
productivity of an enterprise
will get enhanced.
provide training sessions to
them as this enables to boost
their morale.
Process It is required for an affiliation
to manufacture attractive
products and services as this
will aid to enhance
effectiveness as well as
appropriateness of products
and services. It will help firm
to gain attention of numerous
individuals towards them. To
make procedure more easy and
convenient, superior will cater
training to staff members. It
will aid in improvisation of
working performance.
Process of LIDL is much
complicated which will
provide an adverse impact to
their productivity and
profitability. It has been
examined that, consumers are
paying less interest to their
items due to lack of quality. In
the outlet of firm, products of
some other brands are also
available.
Physical Evidence It is a major component which
need to be taken into under
consideration by the
They are using traditional
methodologies into their
business. Products are placed
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organisation so that they will
be able to cater qualitative
items and services to
individuals. It is must for
superior to select proper place
for products; therefore, they
will be able to fulfil needs and
wants of individuals within
limited period of time. They
are operating their business in
various countries and their
profits margin is more than
80%. this aid them to take
benefits from contenders at
competitive place/
in stores properly so that they
will easily select item for
them. Company has to
comprehend demands of
consumers; therefore, they will
accomplish it within limited
period of time.
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Illustration 1: Marketing Mix
(Source: Allen, 2017)

TASK 3
P4 Marketing plan
It is fundamental for each company to prepare an appropriate plan for their business and
this is termed as written agreement (Medina, Coelho and Bellido-Pérez, 2017). Basically, it is
developed by higher authority which need to be follow by each staff member. Fundamental
benefit of developing this plan is to determine an appropriate way; therefore, superior will
perform his working in an effective manner. This will assist firm in optimum utilization of
resources. As a result, coveted targets and objectives will be achieved by association within
limited period of time. It has been analysed that marketing plan help an employer to complete
entire work systematically.
Overview of company: ALDI is a supermarket chain, which is established in United
Kingdom. They are operating their business in more than 18 nations. This will help them in
increment of market share; as a result, they will take benefits from contenders at competitive
place. Enterprise's turnover is almost €49.5 billion in the year of 2016. firm is providing variety
of products and services to their clients which aid to make their more successful at marketplace
(Panigrahi, 2017).
Vision of ALDI: This is considered as a written agreement which will describe position
of an enterprise that where they want to see themselves in upcoming period of time. As they
want to lead in market and for this, it is must for them to use latest techniques or methods
because this enables them to gain attention of numerous people towards the. This will assist them
to make an effective brand image at marketplace and they will easily take benefits from
contenders in market.
Mission of ALDI: This needs to be develop by superior so that coveted targets and goals
will be achieved by firm within set period of time. Company is providing qualitative items and
services to people which help them to cater maximum satisfaction to consumers. As a result,
profits as well as sales of affiliation will get enhanced. They will be able to maintain customer
base in an effective and efficient manner (Pappas, 2017).
SWOT analysis: It is foremost method which aids an organisation to identify their
strengths, weaknesses, opportunities and along with threats. This will help them to know about
their recent position at marketplace.
 Strengths:
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◦ Reputation of an enterprise is much effective at marketplace.
◦ They are offering better quality of items as well as services to consumers.
◦ As firm is operating their business in many location which help them in decrement of
operating cost.
◦ They are having significant image in Germany.
 Weaknesses:
◦ ALDI's market share is still less.
◦ There are some items of affiliation which is providing by them at less values and this
is influencing their success and enhancement.
◦ Their international presence is not much accurate (Perkins and et. al., 2017).
 Opportunities:
◦ They have maximum chances to enlarge their market share in some other countries,
for instance: Africa, Asia and many others.
◦ Enterprise invest some fund into promotional activities; therefore, they will gain
attention of numerous individuals towards them.
 Threats:
◦ There are numerous contenders of ALDI which are present at marketplace.
◦ Many times, company is not able to render items to people at a single place.
◦ There is lots of modifications in laws and acts which are formulated by government.
Goals and objectives of ALDI: Organisation has to decide some targets as well as goals
which they need to achieve in limited time span. Basic objective of firm is to provide qualitative
items to consumers so that they will be able to retain them for maximum duration. It will aid to
cater positive brand image in market (Puddle, 2015). For above stated aim, enterprise will
implement some new or creative ideas into products and services because this will help to
capture their attention. This will provide maximum satisfaction to clients. Additionally, firm will
conduct market research so that they they will easily accomplish requirements and desires of
individuals. As a result, they will be able to compete with rivals at marketplace.
Segmentation, Targeting and Positioning: Segmentation: As indicated by this, it is required for an association to classify market
into some sectors; thus they will be able to accomplish needs and wants of each client
within limited time duration. It is must for superior to concentrate on those items which
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are much demanding by consumers. As a result, they will easily increase their revenues
as well as market share. Targeting: Fundamental aim of company to find out demand of clients which is
associated with house hold goods and services.
 Positioning: Affiliation is setting their positive reputation in Germany and along with,
they are putting efforts to gain maximum market share at international level through
providing qualitative goods and services (Purcarea, 2017).
Marketing mix of ALDI: Product: Company is selling item to people so that they will easily satisfy their needs and
wants as per their desires. It is must for them to modify their goods according to
requirement of individuals as this enables them to gain attention of numerous individuals
towards them. Price: Value of products and services are much affordable so that people will easily
purchase them. This will assist them in maintaining customer base; as a result, they will
increase sales and production. Place: ALDI is providing products to consumers on their stores and online as well.
Therefore, they will buy items as per their convenience.
 Promotion: Brand image of company is much effective; thus, it is not required for them
to use any kind of promotional techniques. But, they will use some tools to make an
effective connection with clients for maximum time span. For instance: e- mail, social
sites, newsletters and many others. This will help them to take benefits from rivals at
marketplace.
Marketing strategy: It is required an enterprise to utilize an appropriate marketing
strategies as this will aid them to attain positive outcome (Salesky, 2017). They are using
relationship strategy of marketing as this will assist them to promote items and services in front
of clients. By maintain proper relations with consumers, organisation will be able to maintain
their sustainability at marketplace for longer period of time. As a result, they will obtain
maximum share of market effectually.
Implementation, evaluation and control: It is must for superior to implement marketing
plan into company in an appropriate manner. This will help an affiliation to attain coveted targets
as well as objectives within limited period of time. As a result, they will fulfil needs and
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requirements of individuals as per their demands (Shaw, 2016). Along with, it is required for
manager to examine working performance of staff members on regular basis as this enables them
to reduce deviations from business procedure. Along with, employer will formulate some
strategies to control each and every thing in a significant manner. Therefore, entire work will get
completed within set period of time. This assists firm to take benefits from contenders at
marketplace. For above stated aim, they will formulate budget so that they will be able to know
that where and how much amount they need to spend on working procedure. Hence, resources or
assets will be utilized by association in an effective as well as efficient manner (Spanjaard and
Vonk, 2015).
CONCLUSION
From above described assignment it has been understood that marketing is considered as
a prominent factor which need to be done by each and every kind of company. This will help
them to gain attention of numerous people towards their products and services. Manager has to
conduct research so that they will get to know about requirements and demand of individual.
This enables them to accomplish it within limited period of time. For marketing, there are
distinctive kinds of tools and methods which will be used by superior, such as social sites,
websites and so forth. On the other hand, marketing plan will be formulated by employer as it
workers as a direction for staff members; as a result, they will be able to use resources in a
significant manner. In this project, there is comparison of marking mix elements to know firm's
effectiveness as well as appropriateness.
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Allen. R., 2017. The 7P's of Marketing mix. [Online]. Available through:
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7ps-marketing-mix/attachment/the-7ps-marketing-mix/>.
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