Marketing Essentials Report: Roles, Plan, and Analysis for Aldi

This report provides a comprehensive analysis of Aldi's marketing operations, focusing on key roles, responsibilities, and their relation to the wider organizational context. The report delves into the marketing function's role in promoting goods and services, managing product development, enhancing profitability, and building brand image. It also explores the interconnectedness of marketing with sales, HR, finance, and production within Aldi. Furthermore, the report includes a detailed marketing plan for Aldi, outlining strategic objectives, target markets, SWOT analysis, and marketing budget. The plan is designed to enhance customer attraction and market share. Finally, the report evaluates the marketing plan, offering insights into its effectiveness and potential for improvement. The report uses the 7Ps of marketing mix in the marketing plan for the organization and also evaluates the plan.

MARKETING
ESSENTIALS

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function....................................3
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context..........................................................................................................................................4
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives........................................................6
P4 Produce and evaluate a basic marketing plan for an organisation..........................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
Books and Journal......................................................................................................................12

INTRODUCTION
Marketing can be defined as a management activity that assists the business organisation in the
sales and promotion of their goods and services within the business environment. It can
considered to be a management function through which business firms enhances the demand for
their products and services among the customers and persuade the same to show adequate
interest in the organisational offering provided by the company (Charlesworth, 2020). The
proposed report will reflect upon the respective roles and responsibilities exhibited by marketing
function within Aldi organisation. It also involves a detailed discussion and comparison of Aldi’s
is marketing mix with other leading business firm. The report also incorporates a well designed
marketing plan formulated by Aldi in order to capture a large percentage of market share within
the respective target market and increase customer attraction as well.
MAIN BODY
P1 Explain the key roles and responsibilities of the marketing function.
Marketing is an integral business function that allows the enterprises to communicate and
interact about their products and services in a better way with the targeted customers. There are
several roles catered by marketing in regard with enhancement of business performance and
productivity of operations within an organisational setting (Proctor, 2020). Marketing manager
of a business institution is entitled to perform a variety of roles and responsibility so as to ensure
that the business organisation is able to achieve its objectives and goals in a considerate and
successful manner. Some of the roles and responsibility catered by marketing function are as
follows:-
 The major role of marketing is to promote the goods and services of the business
enterprise to a large set of customers. Marketing facilitate the business organisation with
various number of tools and techniques that can be utilised by the same in order to
promote and create awareness about the organisational offering within the business
environment. Advertisements, public relations, digital marketing, email marketing,
influencer promotions, celebrity collaboration etc. capitalised by business firms so as to
build more product awareness and increase the sales of the same as well.

 Marketing also assist in the management of product designing and development. In order
to facilitate the formulation of a new product or service, an in-depth and detailed market
research needs to be conducted by the marketing team in order to assess the requirements
and demands of the customers. This further helps the business organisation to align the
product development in accordance with the expectations of the customers. Hence, it can
be stated that marketing provide the much needed assistance to the enterprises in order to
lead their product management operation in an effective and outstanding manner.
 The profitability of the business forms also depend upon the marketing operations taken
into consideration by the same within the target environment. In order to enhance the
sales of the products and services and ensure that the company is able to acquire a good
profit margin, the company needs to regulate their marketing objectives and operation in
an advance and successful manner (Xu and Gao, 2021). Marketing is a function that helps
the business firm to convince the customers to invest within the organisational products
and services in order to raise the profitability of the firm.
 In order to facilitate products and services that have appropriate value generation within
the market, it is very necessary for the business enterprises to regulate their research and
development procedure in an organised and effective way. Marketing tools allow the
business firm to analyse the ongoing trends in the market so as to identify the
expectations of the customers and formulate innovative and creative products that can be
useful for the same.
 Brand management is an extremely significant component in order to acquire a good
market position within the global platform. Marketing heads the business organisation to
connect with a large percentage of audience and build a positive and strong image of the
company among the same. This further helps the business enterprises to increase their
customer retention and build loyal customer base.
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context.
Marketing can be characterised as a business function that provides several types of assistance to
the business organisation in regard with its operations and management system. Aldi is an
international business organisation operating at extremely wide scale across the globe. There are
various roles and responsibilities catered by marketing within the business practices of Aldi.

 Sales and Marketing
The sales operations of Aldi are dependent upon the marketing tactics adopted by the same. The
company is required to optimise upon the appropriate set of marketing tactics in order to capture
the interest of its target customer in a prominent manner (Venkatesan and Lecinski, 2021).
. It can be stated that without the systematic and right set of marketing operations, it can get
extremely difficult for Aldi to capture and hold the interest of customers towards its
organisational offering. Thus, it can be said that sales and marketing are the business functions
that are interconnected with each other. In order to achieve productivity and profitability in the
long run, the management of Aldi needs to perform both of the above mentioned business
function in an excellent manner.
 HR and Marketing
The formulations of HR objectives and policies within Aldi are guided by the marketing
principles and standards regulated by the firm within its work environment. In order to ensure
that the employees of the company are able to meet the marketing objectives of the same, it is
very necessary for the HR department to analyse and determine the skills and competencies
which will be required by the workforce in order to complete the marketing objectives of the
company. Hence, the HR team of Aldi works excessively upon training and development
procedure of its employees in order to increase their competence and knowledge in the field of
marketing. It also helps to raise their standard of performance so as to achieve the marketing
goals of the company in the long run.
 Finance and Marketing
In order to lead the marketing operations in a successful and effective manner, Aldi needs to
provide huge investments upon acquisition of the marketing tools and techniques. The respective
business entity delegates a separate budget to the marketing department of the company in order
to provide them with the much needed financial assistance to achieve and accomplish the
marketing aspirations of the company (Balis, 2020). The company is also required to maintain
optimum financial stability so as to ensure that it has adequate finances in order to invest into its
marketing and promotional tactics so as to leverage from the same within the supermarket
industry.
 Production and Marketing

Marketing also assist the production management of Aldi in the formulation of products and
services in an optimum manner. Marketing helps the business firm in assessing the demand and
requirements of the products and services offered by the company within the industry. Hence, the
company is able to acquire insights about the estimation of production requirement it needs to
generate in order meet the demands of the customers. This further assists the company in
maintaining a considerable level of inventory and ensuring that it does not over produce or under
produce. It can be said that marketing allows the production team of Aldi to get an overview
about the production requirements and the firm capitalizes upon the same in order to maintain
adequate stock within the production sector.
P3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
Covered in PPT
P4 Produce and evaluate a basic marketing plan for an organisation.
Marketing plan can be defined as a blueprint or document formulated by business enterprises in
order to demonstrate the plans and objectives undertaken by the firm in order to achieve their
short and long-term marketing objectives.
Strategic Objective
 The strategic objective of Aldi is to acquire the largest percentage of market share within
supermarket industry (Bridges, 2020).
 The company also aims to enhance its current level of customer attraction and retention
to the maximum.
Offerings
Aldi is currently catering a vast and wide variety of offering to its customers in every possible
line of products and services in the retail sector. The company is relying upon the availability of
maximum types of products and services within its business practises in order to boost its sales
and improve its profitability.

Target Market
The respective organisation targets both male and female population ranging from lower to
middle level earnings. The company provides high-quality products at reasonable prices to the
middle class income group in order to live up to their consumer expectation and enhance their
loyalty towards the firm.
Swot Analysis
Strengths
 The global presence of Aldi can
considered to be one of its biggest
strength within the industry.
 The pricing strategies capitalised by the
firm also provides it with competitive
strength within the market domain
(Stalmirska, 2020).
 Moreover, the wide range of offering
facilitated by the firm to the customer
also acts as one of its trend within the
supermarket sector.
Weakness
 The company needs to realign its
business management policies in order
to sustain its position as one of the
prominent companies within the
supermarket industry.
 Lack of immediate action and
retaliation strategies can also be
characterised as a prominent business
of Aldi.
Opportunities
 The emerging trend of online business
and digitalisation can be one of the
most essential opportunity for the
company.
Threats
 The neck to neck competition within
supermarket industry can impose
negative implication on the business
performance of Aldi.
 Existence of Brexit policy within
United Kingdom and political
instability can emerge as threat for the
business practices of the firm in the
long run

Marketing Budget
Marketing Budget can be describes as the budget delegated towards leading the marketing
practices of the business entity. It can be defined as the sufficient financial assistance facilitated
in regulation of the marketing plan of the business firm appropriately. Aldi’s marketing budget is
mentioned below:-
CONCLUSION
From the above discussion, it can be concluded that marketing essentials is an extremely
significant concept within the business domain. It allows the business organization to conduct
and implement their marketing objectives and goals with excellence. Aldi’s marketing objectives
are very relevant and reliable in a nature. The company has the right set of marketing mix but it
needs to work upon leading some transformation and alterations within the same to suit the
dynamic changes in the supermarket industry. The marketing plan of Aldi is appropriate as well.
It can be said that the company needs to keep up with the successful marketing operations by
putting in constant efforts in the up-gradation of marketing standards in a continuous and
persistent manner.

REFERENCES
Books and Journal
Charlesworth, A., 2020. Absolute Essentials of Digital Marketing. Routledge.
Proctor, T., 2020. Absolute Essentials of Strategic Marketing: A Research Overview.
Xu, J. and Gao, X., 2021. E-payment systems, e-marketing, and e-advertising. E-business In The
21st Century: Essential Topics And Studies, 7, p.125.
Venkatesan, R. and Lecinski, J., 2021. The AI Marketing Canvas: A Five-Stage Road Map to
Implementing Artificial Intelligence in Marketing. Stanford University Press.
Balis, J., 2020. Brand marketing through the coronavirus crisis. Harvard Business Review.
Bridges, E., 2020. The Undergraduate Marketing Research Course: Two Decades of
Change. Journal of Marketing Education, p.0273475320960501.
Stalmirska, A.M., 2020. Cultural globalisation and food in urban destination marketing. Tourism
Geographies, pp.1-19.