Report on the Marketing Essentials and Aldi Business Context

This report delves into the marketing essentials for Aldi, a fast-growing organization. It examines the roles and responsibilities of the marketing function, including public relations, customer services, and promotions. The report explores how Aldi applies different marketing approaches and strategies to achieve its business objectives, focusing on marketing research, market segmentation, and the marketing information system. It analyzes the interrelationship between marketing and other organizational functions, emphasizing the importance of marketing in managing business operations, increasing brand value, and understanding customer needs. The report also covers key marketing functions such as setting prices, product and service management, and social marketing, highlighting how Aldi utilizes these elements to promote its products, increase sales, and maintain customer relationships. It uses examples to illustrate how Aldi adapts to the modern marketing environment and utilizes technology to expand its business and increase profitability.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1 Responsibilities and role of the marketing function for the Aldi......................................1
P2 Responsibilities and Roles of marketing and the wider related to the organisational
context for the Aldi.................................................................................................................3
LO2..................................................................................................................................................6
P3 Compare the different approaches in Aldi apply the marketing mix to the marketing
planning process to achieve business objectives....................................................................6
LO4..................................................................................................................................................9
P4 Evaluate a basic marketing plan for the Aldi....................................................................9
CONCLUSIONS............................................................................................................................10
REFERENCES .............................................................................................................................11

INTRODUCTION
Marketing essential is very important part of organization to promoting their product in
marketplace. This tool is helpful for organization to communicating within the customer and
promoting an effective services and goods in marketplace. Aldi is a fast growing organisation to
communicating with their clients to provides an effective product information in proper ways.
Marketing is a primary concept that would be helping for company to increases their brand value and
image in market (Davis, 2017). They planning a new strategy for increases the number of visitors and
customers. Marketing is creating, delivering services and goods, promoting the product to business
process. This activity is unlimited to sell the product in market. This report will determine the role
and responsibilities of marketing in the business environment. Aldi is uses different techniques to
approaches for business development. This is main part to managing the business activities
effectively and efficiently.
LO1
P1 Responsibilities and role of the marketing function for the Aldi
To – Marketing manager, ALDI
From- Assistant Marketing Manager, ALDI
Subject- Role and responsibilities of marketing department
Date-5 June 2018.
Marketing is a process to explain their specific role and responsibilities of business which helps
to find out the market position with the help of promotions. This is an effective tool to identify
the need and requirement of customer. This is the approach to analyse the marketing plans,
research, development, promotions and customer services etc. these are the key elements to
responsible for growth and development of organization. They use different tools to promoting
their product in marketplace. The marketing essential is performing a various role such as
communicate within client, selling and promoting the product, planning an effective strategy
etc. these are important part of organization to increase their brand image and value in
marketplace. This is the crucial part of organization to maintain the business operations and
activities (Macarthy, 2018). This is the common part of each and every organization to
understand the requirement of business. There are important part of interrelationship between
the marketing and organization function discussed in given below:
1

The marketing is important for organization to managing the business operations such as
departments and other functions are easily connected with each other. These functions are a
needed for company performing a different role. Aldi is a leading organization to planning an
effective strategy that would be helping for business purpose. They implement the marketing
plans to achieve their goals and objectives. There are various department in organization that
would be managing the process by Manager. The manager is managing all the information of
product. The main objective of marketing to increase their productivity and profitability in
marketplace. This is the best way to achieve their all goals and objective in the business
environment. There are various department in the organization to performing a different
functions and role that would be control by head of department. The finance team is managing
the budget of product to planning and implementing the marketing strategy and plan. On the
other hand, Another department is production team to communicate with the logistic
department to identify the demand of customer and then according to the requirement provide
the goods and services in marketplace.
Marketing functions and responsibilities-
Public relations-- Public relation is very important part of organization to creating a strong
relationship between employee and organization. They support to their regular customer to
provide all details related product and development. They always influence and motivate t their
employee to design an efficient product so that it is helpful for customer. In this way, it
increases the brand image in marketplace.
Customer services-This services is helping for those organizations to always change their
promoting style and marketing. It is very essential for solving the issue and problem of client.
Aldi is design an effective logo that can considered as unique identify in-front of customer.
Customer services is important to provide the informations related the product, price, items etc.
this services is provides for client to giving the proper information and maintain the
relationship between the customer.
There are important factors that helpful for organization to maintaining the relationship
between client and employee's
 The organization is establishing a strong relationship with client to coordinating
between them. Aldi is always support to the customer to enhancing their business in all
over the world. This firm is developing new relationship with the supplier and buyer.
2

They have responsibility to provide the better services in marketplace. There are some important marketing functions that performing a different task such as
Buying, risk, warehousing, selling and financing etc. this function is performing
different task to achieve their goal and objectives.
Promotions- Information technology is increase their branches in all over the world. Most of
company use this tools to promoting the product in marketplace (Golder and Steckel, 2018).
They are using online platform to share the informations of product and development. They
launch a new product in marketplace to achieve their goals and objectives. In this way, it
encouraging the media to sharing the detail of good and services in effectively and efficiently.
Setting price- it is very challenging part to maintain the price of product in marketplace. Some
times, the price is very high due to unavailability of product in market. Marketing team is
identify the actual cost of product and then provide the details in marketplace.
Market research- Marketing research is basically collecting all information of product and that
can be concern about the consumers as well as targets. It will analyse the whole business need
and requirement. It is very essential part to identify the current trends and future scope with the
help of marketing research.
Product and service management- marketing is responsible platform to exploding the product
and sales in global market. There are so many scopes in enhance their product infront of
customers. Aldi is try to provide an efficient item to generating a high revenue that would be
beneficial for country. The efficient marketing planning to achieve their goals and objectives.
P2 Responsibilities and Roles of marketing and the wider related to the organisational context for the
Aldi
Marketing is a process to mainly focus on to understand the need of customer and client in
which deliver the best quality of product and services in marketplace. It is better for Aldi to increase
their product quality so that most of customer are attracted towards the quality of services. This
process is planning an innovative idea that would be implementing for development. This marketing
process is related the sales, promotions and pricing etc. They performing a major role and
responsibilities of marketing in business environment as followings:
3

Marketing strategies- This is the initial part of marketing when Aldi is planning new strategy
for development of organization. The most important person in firm is Manager because they
performing various task to handle the critical situations in proper manner. This is playing important
role to determines the need and requirement of customer (Mwangi, 2018). They set some specific
targets and goals to provide the facilities according he requirement. In this way, Aldi is increase their
productivity and profitability in marketplace. This development strategy and planning is balance the
Aldi operations and activities. It provides the better opportunities for marketplace.
Marketing Research- this is important part of organization to consider as specific
responsibilities to analyses the need of company and then making the best product in marketplace.
They try to increase their profitability in market by making effective planning. Marketing research is
a key element of each and every organization to analyses the product details such as price, ingredient
information etc. they provide all information related the product in proper manner. They directly
communicate with the customer to understand the need and provide the information. For example-
Marks and Spencer is planning an effective strategy to analyses the whole market and this is essential
for organization to find out the latest trend in marketplace.
Marketing in formation system- The marketing information system is essential for Aldi to
providing the correct information of particular product. There are some important factors that are
needed for business development such as product details, execution, controlling new marketing
strategies. For example-Sainsbury is a leading organization to making an effective marketing plans to
promoting their product in marketplace.
Market segmentations- in the modern world, the marketing approach is change because the
organization is managing the accurate segmentation that would be providing at the time of marketing.
The manager of Aldi is helps to identify the customer in the large markets to promotes an effective
good ans services in the organizations.
Monitoring of marketing environment- This is essential part of organization for making new
development planning in the business environment (Wheeler, 2017). This development process is
establishing response for growth and development of services and goods in the organization. The new
innovate development is involved to changing the global market such as External and internal factor
of firm, Social economic forces, legal and political factors etc.
4

The marketing process is the major role and responsibilities in business activities. It is very helping
for current and future to creating an effective marketing planning. There are some important process
involved such as social marketing, production and selling the product etc.
Production- The production is very important part of supermaket to change the perceptions of
customer towards the organization. Aldi is provides an effective quality of services to their regular
customer. They provide an offer to their customer to reducing the price of product, increase the
quality etc. this is very important for organization.
5
Illustration 1: Marketing concept
(Source:Marketing process, 2017)

Marketing – marketing is essential part of organization to promoting their product in market
proper manner. Aldi is use different tools and technology to promoting their product in effective
ways. They using own website to share the information of product in marketplace in efficient way.
This is very important part of organization to expanding their business in all over the world. In this
way, the market value is increase with the help of marketing.
Selling- In modern technology, most of the organization are uses different technology and
tools to promoting their product in marketplace. With the help of promotions, the customers are
attracted towards the services and goods. They mainly focused to change the product services and
style of marketing (Charter, 2017). This is the best way to increase the productivity and profitability
in marketplace. Aldi is the organization to selling their product in market with the help of internet,
This is the best medium to increase their productivity and profitability in marketplace. For example-
Marks and Spencer is use modern technology to expand their business in all over the world. This is
very best way to increase the sales in global market.
Social marketing- The social marketing is the best medium to understand the need and
requirement of consumer. Aldi is using different social marketing campaign to promoting their
product by online. This is the best process to increase the number of customer because most of the
clients are attracted through internet. It is very easy process to easily exploring the product detail in
proper manner (Greenway and Ross, 2017). According to Aldi, Social media marketing is techniques
to promoting their product on the internet because most of the customers are interacted through social
media. This is the best technique to sharing the information in efficient ways.
LO2
P3 Compare the different approaches in Aldi apply the marketing mix to the marketing planning
process to achieve business objectives
The marketing mix is the important part of organization to establish a successful firm to
increase their brand value in marketplace. The business process is running due to the profit, this is
good for organization to making an effective strategies and planning. Marketing mix is techniques to
provide the right product at right time for particular people. This concept is suitable for Aldi to easily
increase the sales and profit in marketplace. There are some important parameters that helpful for
organization for growth and development such as place, price and product etc. but nowadays, the
current scenario has been change, Aldi is use different technology and tools that applicable for
increase their branches in all over the world. The 7P's are compared as a two other organization such
6

as One firm is the British mobile company whose headquarter is located in United Kingdom. They
provide an effective services like 4G technology. This is a leading organization to control their
services in effective ways. Another organization Aldi, it is based on super market to provide an
effective service in market (Charter, 2017). There are variety of collection available for human to
chose and product according to the requirement of customer. This both are fast growing organization
to expanding their business in all over the world that is highly demanding firm in United kingdom. It
can be compare the marketing mix in given below:
Product- this is the success key element of organization to increase their brand value in global
market. Aldi is launch a new product in market that would be promoting their product with the help
of online marketing tools. This tool is very helping for organization to sharing the information
towards the customer /clients (Dangelico and Vocalelli 2017). The difference between two
organization to provide a highly effective good and services to their customer. They provide services
on particular time interval to solve the issues and problems of clients. One company is based on
mobile industry to promoting their cell-phones in market because they added many unique features so
that most of the customers are attracted towards their unique product. Another organization is Aldi, it
is based on supermarket to provide all type of item are available. These both companies provide to
sufficient product that putting some efforts to increase the productivity and profitability in
marketplace.
Price- Price is essential factor because the customer choice change according their price value
because most of the product available in market but they have differs prices. The customer chose an
effective product because payment is important part to buyer and they never lose their money on
insufficient product. The customer always finding the best product in reasonable price. The
competition level of companies should very high because there are variety of item available on other
e-commerce site so it is very difficult to exploring their own product in marketplace. Both the
companies are planning an effective marketing strategies to promoting their efficient product in
marketplace (Charter, 2017). Some times, it decreases the productivity and profitability in
marketplace. This is a leading organization to provide the better mobile phones services to their
customer in reasonable price. There are high range of product and services applicable for business
development. Price is very important for organization to increasing their productivity and profitability
in marketplace.
7

Place- This is the another best criteria in marketplace to sold an effective product and services
in marketplace. It is important factor to identifying the availability of customer. Both the organization
has been expanded their business in all over the world. This is the best way to sell their product in
marketplace proper manner. This is important for organization to buy the product through online
website which is the best suitable platform for people. This is very attractive part for customer to
supply the best chain. This is the technique and tool to enhance their business operations and it can be
easily achieve their desirable goals and objectives. Both the organization has spreading their brand
value in worldwide. This company has mainly fixed some goals and targets to selling the product in
global marketplace.
Promotions- For advancement of technology, it is very important for promote their product
with the help of tools and strategy (Charter, 2017). These both the organization use variety of
advertisement tools to promoting their product in marketplace. The essential media is electronic and
print widely use this concept for various organization to exploring their business in ll over the world.
This concept is use for promoting their brand value in 2013 at Film Academy awards.
People- Human resource management is important for business process to running the
different operations with the help of Human resource. Both British mobile company and Aldi are
performing a different task to achieving their goals and objective. They hired an efficient employee to
do their task in proper manner. This organization is try recruit those people who has capabilities to
enhance their skill and knowledges for growth and development. Innovative strategies is required for
each and every organization to provide the better quality of marketing for growth and development.
The staff of these organizations have efficient staff to managing the whole business process in proper.
They understand the need and requirement of customer and then provide the facilities according to
their need.
Physical evidence- Marketing and planning is performed the dynamic function to moving
from the success of organization. It is required for implementing a different service that would be
satisfy the customer need as services in the physical environment. These organization uses different
techniques for solving the problem of clients. There are some issues face in organization to creating
the better brand image in front of customer.
Process- This is the best process for business to performing a various task and operations that
are essentials for organization to delivering their product on time. At the time of delivery, there are no
issues and problem arise and making a strong relationship with the customer and organization
8

(Charter, 2017). British Mobile phone industry is try to delivers an effective service to their customer.
This is the best way to compare both the organizations in proper manner.
LO4
P4 Evaluate a basic marketing plan for the Aldi
Executive summary
Aldi is planning a new idea for the purpose of marketing so that it can be reduce the issues and
problems in the growth and development of marketplace. It will analyse the experience and
performance of market value. They planning a strategy for future scope to increase their growth and
development (Charter, 2017). This planning is making for future use to achieved their goals and
targets in which the organization is future development. British telecommunication is a popular
organization to spread their value in United Kingdom. It provides internet services for long term
plans. For marketing, the organizations is taking initiative towards the growth and development. For
analysis for current trends and marketplace to planning an effective functioning to managing the
external and internal factor of companies.
Company Profile
Aldi is one of the renowned supermarket and grocerry organisation operating in United
Kingdom. It specialises in providing quality products and services to its target customers.
Target Customers
The target customers will be people of age 15 and above of all genders.
USP
The USP of the company will be providing quality products at lower price as compared to the
competitors.
Pricing and positioning strategy
The pricing and positioning strategy will be economy pricing. The products will be affordable
and reasonable as compared to competitors.
Distribution Plan
It will be directly provided to the consumers through its own supermarket store.
Promotion strategy
Through television and print media.
Joint Venture and Partnership
9

The organisation will work sole proprietor and individually.
Referral strategy
Rewards and bonus points will be given to the consumers.
Retention strategy
Special cashback schemes will be provided to the consumers in order to enhance their
attraction and retention.
Business objective- the main objective of organization to enhance their product in all over the
world. They try to achieve their goals and objective while it increases their productivity and
profitability in marketplace. Aldi is established their business in other countries as well as cities.
10
Illustration 2: Marketing Plan
(Source: The marketing plan)