Marketing Essentials Report: Roles, Mix, and Planning for ALDI

This report provides a comprehensive overview of marketing essentials, focusing on the roles and responsibilities within a marketing function and their interrelation with other organizational departments. The report uses ALDI, a global supermarket chain, as a case study to illustrate these concepts. It explores the key roles such as promotional functions, research and development, planning, finance, marketing information systems, and customer relationships. The report delves into how these roles are interconnected within the organizational context, highlighting the importance of human resources, finance, research and development, customer service, and production departments. Furthermore, the report analyzes the application of the marketing mix in the planning process to achieve objectives and provides a detailed marketing plan for ALDI. The analysis covers promotional strategies, market research, and customer relationship management to achieve set goals. The report concludes with an analysis of ALDI's marketing plan, summarizing the key strategies and their effectiveness.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of the marketing function.......................................................1
P.2 Roles and responsibility are interrelated with marketing in organizational context.............3
TASK 2............................................................................................................................................5
P3 Application of marketing mix in planning process to achieve objectives..............................5
TASK 3............................................................................................................................................8
P4 Marketing Plan of ALDI........................................................................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is an important process that is carried out by business organisation in order to promote
their products and services in the market place. It involve number of interrelated activities that is
run by marketing manager of a company like communication, promotion, production so that final
products and services are delivered to customers in order to satisfy their needs and wants. The
organisation included in this report is ALDI, supermarket that operates in approx. 21 countries
having 10000 stores worldwide. They offer sanitary, food products, beverages and household
goods (Baker and Saren, 2016). The assignment will throw light on several aspects that involve
roles and responsibilities of marketing function as well as its relationship with other departments.
Apart from it, company apply marketing mix and take decisions according to the components
that are included in this procedure. Manager have to defat marketing plans that include steps
that have to be followed in order to carry out the whole process in effective and efficient manner
so that ultimate aim could be accomplished in set time period.
TASK 1
P1 Key roles and responsibilities of the marketing function
Marketing is a broad concept that involves different type of roles and functions that have to
be incorporated in order to attain final aims and objectives. It is very much necessary to maintain
conducive relationship with their consumers by satisfying their desires and needs in proper way
so that they could be retained for longer period of time. It is the responsibility of marketing
manager to perform environment scanning so that he could study all factors that affect the
decision making process (Brassington, and Pettitt, 2013). Marketing manager of ALDI have to
make plans and carry out their roles and duties in effective manner. Some are discussed below:
 Promotional function: This function involves persuading customers to buy product of
that company. ALDI carry out number of promotional activities through number of
sources and help in establishing distinctive image in customer’s mind. They make use of
print and electronic media therefore through this successful promotional activity is done.
There are various promotional techniques that are available with the company therefore,
it is required to examine all these tools so that best alternative could be selected and
results can be determined.
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 Research & Development function: R&D is an essential function that focuses on
carrying out research and development action so that proper decisions can be taken place.
They keep a check on changes that are taking place in business environment and supply
relevant information to the organisation which can be useful to take steps accordingly
(Desai, 2013). R&D department of ALDI is properly structured and carry out actions in
effective way and helps in achieving the final vision and mission of company in proper
time period. R&D have to regularly examine all elements and its impact so that steps can
be taken wherever required.
 Planning Function: Every company carry out their work in accordance to the set plans.
Managers formulate plans that provide the framework on which all actions are carried
out. It involve how activities need to be coordinated in proper manner so that it get
completed in adequate way. For instance, ALDI have to launch new product into the
market hence, manager have to draft proper plans in this regard and take steps on
relation to it so that final objectives can be met out. Long term and short term have to be
formulated in accordance to strategies that have to be formed so that final decision can be
taken and objectives gets accomplished. On the other hand, plans also helps in seeking
the correct steps so that all activities are framed in this respect. Manager have to make
efforts to frame such plans that are clear and transparent so that every individual can
work in accordance to it. Plan is initial function that is followed by number of actions
which leads to attainment of set goals and objectives.
 Financial Function: Every business activities require sufficient amount of funds to be
utilized in optimum manner. There are number of sources which are available through
which financial assistance can be provided to business organisation. Financial manager of
ALDI have to make decisions in this regard and make choice from number of options that
are available and make perfect choice out of it. It is very much necessary to allocate
finance in such key areas where organisation can yield high outcomes in form of profits
(Desselle, Zgarrick and Alston, 2016).
 Marketing Information System (MIS): This system is adopted to know the consumer
behavior so that decision are taken in this respect. Every organisation exists to deliver
products and services to their potential consumers and make them satisfy. Therefore, it is
very much necessary to gather all relevant information in this regard. ALDI have proper
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structured system through which they collect information about consumer’s prevailing
preferences, nature, demand so that all process is carried out taking into consideration.
There are different types of customers that are present in market place. Company have to
target their group and make all products for them.
 Customer relationship Function: It is very essential to keep the customer’s satisfied with
the services and products that are offered by the company. It is the prime duty of business
organisation to maintain healthy relationship with their customers so that they can be
retained for longer period of time. Therefore, ALDI have to make efforts to build trust
and conducive relation with the consumer. For this, they carry out number of action for
example, they listen to customer’s complaints, seek redressal, and take feed backs and
work in accordance to it (Dibb and Simkin, 2013).
From the above discussion it has been observed that marketing function have several roles
and responsibilities that is carried out marketing manager of the company. ALDI perform all
these functions in proper style so that their ultimate aims gets full filled. Main focus is to staify
the needs and wants of customers so that they remain as a regular consumer for the organisation.
These responsibilities must be carried out in operative and effective method.
P.2 Roles and responsibility are interrelated with marketing in organizational context
Marketing activities are performed to determine the needs of the customers. This task of
recognizing overall requirements of the customers is performed by business managers who
possess appropriate knowledge and skills. That is why marketing managers are appointed by the
by the companies to handle the functions relating to marketing and customer needs. Actions of
these marketing managers ensure smooth working of an organization by increasing the
productivity of various tasks and activities. And this will ultimately result in profit increase,
increase in market share, growth and expansion of an organization and better market image of an
organization in the eyes of customers and other market constituents (Hauer, 2011).
Various departments in an organisation perform various functions and it is the marketing
manager who evaluates the functioning of each department and then allocates the work and
responsibilities to all the departments in an organisation. This will impact the effectiveness and
efficiency of the working of an organisation in a positive way and also creates an efficient
organisational structure. Ultimately, all these efforts will result in achievement of all the goals
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and objectives of the organisation in the best possible manner. Duties and responsibilities of
managers of ALDI are:
Human resource management and marketing – Human resource department of an
organisation is an integral part of the company. It helps in running the business smoothly by
fulfilling the requirement of human resources of an organisation. This department is responsible
for hiring of all the employees. Human resource manager is the head of this department and
manages all the functions of thus department. He also appoints the marketing manager who
analyzes and evaluates all the functions of the marketing and helps in achieving the departmental
as well as organisational goals efficiently. Before hiring, human resource manager test the
knowledge, potential and capability of a marketing manager and then chooses a person who
exactly fits for the job. HR department also organizes various test and training programs to
evaluate the performance and train the employees. This will increase the profit earning capacity
of an organisation (Jones and Rowley, 2011)
Finance and marketing – One of the most important departments of an organisation is
its finance department. This department manages the finance involved in the company. It
allocates the budgets to each and every department after a thorough study of the requirement of
money to perform each and every task smoothly by each department. It is the responsibility of
the finance manager to look after the financial requirements of every department and also
manages the finance involved in each department. Each department has its own finance manager.
Also the finance manager of the marketing department manages the money involved in the
marketing and sets the budgets for every marketing strategy. This will result in efficient use of
the financial resources and there will be no wastage of the scarce resources of an organisation.
Proper plans and policies are formulated by the finance manager which helps marketing manager
to decide upon the level of activities to be undertaken related to marketing, advertisement and
promotion.
Research-and-development and Marketing– To be able to survive in the market, every
organisation knows that their product needs to be the best available in the market. R&D
(Research and Development) department helps the organisation to make the best product.
Organizations either have their own R&D department or they outsource their research work to
other specialized organisation. These departments study the current market trends and submit
their report to manufacturing department so that they can manufacture the product required by
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the customers. Either they can invent the new product or they should innovate the existing one as
per the needs and requirements of the customers. It is the core necessity to understand the
customer needs to be in the competition in the current market situation. ALDI also has a very
strong R&D department which helps the company to stay ahead of other competitors in the
market by analyzing and grabbing the opportunities available in the market and eliminating the
threats to the organisation (Lamb, Hair and McDaniel, 2011).
Customer Service and Marketing – Once the product is sold, the success of the product
is also determined by the type of customer service is provided related to the product sold. These
services are known as after sales services. Though this department is not directly related to the
functioning of the company as it is concerned with outside customers and not the employees, still
it is a core department which helps the company in achieving its objectives. So it becomes
necessary for every organisation to maintain an effective customer service department which
listens to its customers and solve their problem. If this function of good after sales service is not
performed properly by the organisation there is a risk that they will shift to other better options
available in the market as customers prefer to buy products from those organisation who provide
better after sale services (Malhotra, Birks and Wills, 2013).
Production and Marketing – Production and marketing department perform their
function in alignment with each other because production department produces those products
which are highly demanded by the customers and marketing department helps the production
department to know the choices and requirements of the customers. So we can say that these two
departments are inter connected with each other. Functions performed by the marketing
department acts as a source of information to production department which helps them to
perform in a better way and ultimately they will be able to deliver that product which is required
by the customers.
TASK 2
P3 Application of marketing mix in planning process to achieve objectives
Administration design system and implement adequate tools and techniques which help
them to deliver items and services in according to needs and wants of people. ALDI has
marketing team which are given responsibility to frame appropriate marketing plan. This plan
comprise information about marketing mix, budget for each promotional activity and various
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techniques such as SWOT analysis executed by manager to acknowledge market position and
reputation of company. This tool also helps administration to have completed and accurate
information about system abilities to utilise market opportunities and protect from threats that are
present in market (Mihart, 2012).
Marketing mix which includes various elements that is product, price, place, promotion,
people, process and physical evidence which are defined by management of ALDI in respect to
their competitor firm LIDL. Thus, both companies need to have appropriate marketing mix to
establish adequate position and reputation in market; thereby accomplish goals and objectives.
Basis ALDI LIDL
Product Dairy items, honey, grocery,
organic things and many more
are provided by ALDI.
Company provides different
items in respect to needs and
wants of people which help
management to have adequate
customer base (Novak, 2011).
Along this, quality items and
quick services are given to
customers who benefit firm to
enhance sales and
profitability.
LIDL provide variety of
bakery things, fish and other
healthy products to people.
Management keep modifying
things and provide items in
according to demands of
consumers to attract people
and influence them to
purchase items in respect to
fulfil their requirements. This
helps superiors to gain
adequate revenue from
business.
Price ALDI provides organic items
at appropriate rates which help
manager to attract people. In
set up phase penetration
pricing strategy was used by
superiors. But after setting
adequate position in market,
seniors increases rates to
increase amount of revenue.
Management of LIDL set
prices in according to market
conditions and competitors.
Skimming pricing tactic is
used by firm to gain large
profits from business
(Ormrod, 2014).
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Place ALDI has branches in
different nations which
benefits management to
increase market reach and
customer base. Along this,
online websites help owner to
export things to international
market.
LIDL comprises outlets in
limited countries which define
that seniors have less coverage
than rival firm.
Promotion Social media, e-marketing,
online website are tools that
are used by ALDI to attract
people by informing them
variety of organic products
and other things that are
present in their outlet.
Sales promotion, publicity and
online advertising are various
techniques that are used by
LIDL to grab attention of
people by providing them
information about items
(Papasolomou and
Melanthiou, 2012).
People ALDI has skilled and
competent members which
help management to deliver
quality items and services to
customers. This benefit
company to fulfill needs and
wants of people; thereby
satisfy them and make them
loyal towards firm.
In LIDL, administration has
adequate manpower which
helps enterprise provide
appropriate products to clients.
Process ALDI comprises modern tools
and techniques that are
implemented in system to
provide quality products and
quick services to people.
Along this, management
In LIDL, management doesn’t
transform system and make
changes in technologies. This
helps company deliver
standardized items to people
and give them satisfaction that
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provide creative and
innovative items in according
to needs and wants of
customers which advantage
firm to sustain customers for
longer period.
they will get things in respect
to their demands
(Perreault, 2010).
Physical evidence ALDI infrastructure is
attractive and provides
adequate facilities to
customers to make their
experience wonderful. This
helps company to enhance
market goodwill and image;
thereby attract people and
increase sales and revenue.
LIDL provides adequate store
which have systematic set up
and help people to purchase
things easily. This advantage
firm to give appropriate
environment and conditions to
members.
TASK 3
P4 Marketing Plan of ALDI
Marketing plan is formulated by management which specifies information about
organization overview and statement which defines mission, vision, goal and objective. It is
essential that executive design system and implement adequate tools and techniques in according
to market conditions. Marketing team uses SWOT analysis to acknowledge system capabilities
and it function effectively. . Along this, they even require to frame adequate policies and use
appropriate strategies in respect to price and promotion. This helps manager of ALDI to design
adequate marketing mix to compete with competitors and attain goals and objectives (How to
Create a Marketing Plan, 2017).
Overview of the company: ALDI is firm which manufactures dairy free frozen items
which has 24 various flavors. This is a retail company which has headquartered situated in
England. Owner of firm have sufficient manpower which benefit them to generate revenue about
$ 580000 annually. Organization has good image and reputation in market which is due to
quality items and services provided by management to clients. Marketing team uses social
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media and e-marketing are techniques used to grab attention of people by informing them about
items (Pike, 2015).
Vision and mission statement: Administration formulates this statement to set adequate
goals and objectives which are used by them to design system and direct members to function
effectively.
Vision: ALDI prime goal is to become popular and leading retail store in UK. Company
provides different items in market to enhance productivity and improve profitability
(Rossi, Allenby and McCulloch, 2012).
Mission: Administration of ALDI provides different variety of products to attract people
and have large customer base which help company to enhance market position and goodwill.
SWOT Analysis: This tactic is used by management to have accurate and complete
information about strengths and weakness of system. Along this, they even require to
acknowledge opportunities and threats that are present in market. This helps superiors of ALDI
to have information about internal and external environment.
Strength Weakness
 ALDI is famous retail store as they
provide different variety of items in
respect to needs and wants of people.
 Management uses latest technologies
which help them to provide quality
products and quick services to
customers. This benefit firm to enhance
market position and generate adequate
profit from business (Silver and et. al.,
2012).
 Management of ALDI requires using
adequate tools and techniques to make
system function efficiently than rival
firms.
 Company even need to conduct training
and development programs to enhance
skills and abilities of members; thereby
make them competent to attract
customers.
Opportunities Threats
 ALDI has opportunity to open new
branches and expand in different
nations such as Asia and Africa to
increase market reach and have large
customer base.
 Company has option to increase
business in various other segments;
thereby enhance variety of items in
according to demands of people. This
benefit management to grab attention of
large number of individuals and make
 TESCO, ASDA, Sainsbury and LIDL
are various competitors of ALDI.
Management requires providing quality
items and quick services to customers.
 Company even need to use appropriate
tools and techniques which help
administration to deliver creative and
unique products in market. For this,
they even require to have skilled
members and conduct training
programs to enhance abilities of staff.
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them purchase things in respect to their
needs.
This involves large amount of money
and consumes huge time of both
superiors and members.
STP (Segmentation, targeting and positioning): This techniques helps marketing team
of ALDI to provide variety of items in according to demands of people. This help management
to have appropriate customer base and attract them by giving them products in respect to their
taste and preferences.
Segmentation: This concept define that management uses different criteria that is
psychographic, behavioural and geographical that are used to divide people in different groups
and segments. Country has population which varies with each other in respect to age, gender,
region, income and various other background aspects. So, administration of ALDI requires using
appropriate tools and techniques to provide things in according to people (Swenson, Rhoads and
Whitlark, 2014).
Targeting: This is another tactic of STP which define that management require to use
appropriate tools and techniques which help them to deliver things in according to needs and
wants of people. ALDI is retail store which have variety of products in their outlet. This helps
company to target customers by giving items in respect to their taste and preferences. Along this,
superior are even able to attract people by giving them quality products and quick services.
Positioning: This is last part of STP which defines that every organization comprises
marketing unit which responsibility is to use adequate promotions tools such as publicity,
personal selling, online advertising, e-marketing and social media to inform people about items.
These are techniques that are used by ALDI to attract customers and construct position in mind
of people. Coupons, rebate, discount, voucher and offers are various tactics that are used by
management to build loyal customers (Jones and Rowley, 2011).
Marketing Mix: This is one of component which is specified in marketing plan which
helps manager to attract people by giving them appropriate items and at adequate rates. ALDI
has strong market image and brand equity as management provide variety of products in respect
to demands of people. These are various elements which are designed by marketing team in
according to market conditions and competitors which are as follows:
Product: ALDI is retail store which provide variety of items such as food, home items
and many more in respect to needs and wants of people. Management uses latest tools and
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