Marketing Essentials Report: M&S, ALDI, and Marketing Strategies

This report provides a comprehensive analysis of marketing fundamentals, focusing on the roles and responsibilities of marketing functions within Marks & Spencer (M&S). It delves into how these roles relate to the organizational context, examining both internal and external environmental factors. Furthermore, the report undertakes a comparative study of M&S and ALDI, evaluating their application of the marketing mix (product, price, place, and promotion) in their marketing planning processes. The comparison highlights the strategic differences and similarities in how these organizations approach their target markets and achieve their business objectives. The report concludes with the production and evaluation of a basic marketing plan, demonstrating the practical application of the concepts discussed throughout the analysis. The report emphasizes the importance of market research, anticipating consumer needs, and the strategic use of promotional channels in achieving marketing success.

Marketing Essentials
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Contents
INTRODUCTION...........................................................................................................................3
PART A...........................................................................................................................................3
P1 Discuss about the key roles and responsibilities of marketing function in M&S..................3
P2 How different roles and responsibilities of marketing related to the organizational context.5
PART B...........................................................................................................................................7
P3 Comparison between the different organizations that apply the marketing mix to marketing
planning process..........................................................................................................................7
P4 Produce and evaluate the basic marketing plan for organization.........................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
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INTRODUCTION
Marketing is based on the process that consider as primary need of organization as it help in
promoting their different product as well as service in global marketplace. Marketing strategy
will be prepared by enterprise in order to target the global market. With consideration of
different factors that will consider as promote the various kind of services through marketing
mix. This report will discuss about the roles and responsibilities of marketing function in M&S,
how will different roles of marketing related to organizational context. Furthermore, this
documentation will describe about the differentiate between two different enterprise in context of
marketing mix. However, it will evaluate or produce the effective marketing plan.
PART A
P1 Discuss about the key roles and responsibilities of marketing function in M&S.
In M&S, there are different kind of role and responsibilities of marketing function which
plays important role in promoting the business and mission. It serve as face the enterprise that
can establish a coordination and produce all kind of materials representing the enterprise.
Marketing officer within M&S has been performed the different kind of responsibilities to
handle the business operations and functions in proper manner.
Marketing function is basically concerned about both buying as well as selling of goods
for satisfying all need or requirement of potential consumers (Aziri and Zeqiri, 2020). The
primary role of marketing is to stored, collected different type of market functions and fulfil
consumer’s expectations. There are different roles and responsibilities of marketing function as
follows:
Market research- it is one of the important role of Marketing officer in M&S to conduct the
survey, gathering or collecting large amount of information regarding preference of potential
client. Nowadays, it has been continuously changing the need or demand of client as rapidly.
That’s why, it is very important to conduct market research and focus on the needs, want and
habits and attitude or behaviour of consumers.
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Anticipating the client needs- In M&S, it is the important responsibility of marketing
officer for anticipating the requirement of potential client. Afterwards, it can provide the better
advantage that can help to meet the demand of potential consumers in proper manner.
Creating the product promotional channels- it is also consider as important role and
responsibility of marketing officer in M&S. it is always keep in the knowledge that can promote
the different kind of good and services in global marketplace. Basically, it can be performed the
promotional activities by using distributed channels. It involves social media platform, website
and other newspaper advertisement. These are considered the important role played within M&S
for purpose of promotion.
Product development and management- on the basis of research, marketing officer in
M&S has been focused on the different production process (Blythe and Martin, 2019). They have
produced a high quality or product that can support for increasing overall business profitability in
global marketplace. In M&S, Marketing officer is responsible person to find out the latest trends,
implementing appropriate product function. Afterwards, it help for gained more competitive
advantage in global marketplace.
Distribution of good and services- this is another important function of marketing, which
is mainly applicable within M&S. Marketing officer is basically considered the different kind of
element in term of marketing mix such as product, price, promotion and place. Main function of
officer in M&S is to finalize the best quality of product and service. in this way, it will be
increasing the growth opportunities and available all type of product to their potential consumers.
Monitoring the marketing environment- it is one of the important role played by
marketing officer in M&S, identifying the new development areas. Sometimes, it provide the
brief overview of constructive response for good and service of enterprise. In some situation,
Marketing officer can change their business process according to the demand while changing its
social factors, internal or external change of market, legal and political etc.
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P2 How different roles and responsibilities of marketing related to the organizational context.
In M&S, various type of marketing function remains the same in both business to business,
business to consumer. In context of business, marketing function involves public relation, event,
direct marketing and advertisement. The primary focus of marketing officer is to establish a good
coordination with different marketing function. Afterwards, it will gain more competitive
advantage in global world. It can help to M&S in achieving their business goal and objective.
Roles and responsibilities of marketing is directly relates to their organizational context in term
of internal as well as external manner.
Internal Environment- this type of concept is based on the specific term or condition, which
are completely surrounding within specific areas of M&S. basically, marketing officer is
concerned about the existence of enterprise resources such as financial, physical and human
resources (Charlesworth, 2020). These are considered as important assets in marketing function
which help them to control entire performance of organization effectively and efficiently.
On the basis of the essential resources, M&S will be creating as valuable goods and
service which always helping to fulfill all need or requirement of potential client. Role and
responsibilities of marketing is mainly supporting for M&S, brings more improvement with good
or service. Afterwards, marketing officer will promote the best quality of item in order to attract
more consumers.
External Environment- this type of environment will help for M&S to identify their
current market competitors, potential client and their demands. In this way, M&S can mainly
focused on the various factors but it may exist outside the scope of business. Roles and
responsibilities of external environment of marketing in related the enterprise context,
identifying their significant impact on the organization in either positive or negative manner. IN
M&S, marketing process can analyse the external environment impact and understand as tough
competition.
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Interrelationship between marketing other
Marketing and finance- In M&S, it can be considered as marketing strategies which are
completely relevant to suitable plan in particular budget. At that time, finance function which
provide the information related budget to the marketing department. In this way, it has been
developed the relationship between marketing and finance (Lovelock, Wirtz and Hemzo, 2020).
In M&S, financial manager can share the price of cost of product related information to
marketing officer. Therefore, they can easily identify their current financial position in
marketplace.
Marketing and Human resources- Main function of HR department is basically work for
welfare of each and every staff members. In M&S, it can recruit or hire the skilled candidate for
handling the business activities. The marketing department has been linked with HR department,
ensure that vacancies which filled on particular time. Sometimes, marketing officer can establish
a coordination with human resource department while helping the candidate to find out the
current challenging situation or condition (Pellechia, 2020). HR department is also helping
marketing to provide the satisfaction level of staff members and achieve their desirable goal or
objective.
Marketing and information technology – In M&S, both marketing, IT department are
working together to handle every kind of organization objective effectively. This can help to
establish a strong collaboration with marketing department in order to perform different tasks.
Afterwards, it also identified that advance technological equipment use by marketing team to
complete their task efficiently. However, it can fulfill all need of potential client regarding
product information or detailed.
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PART B
P3 Comparison between the different organizations that apply the marketing mix to marketing
planning process.
Marketing mix is based on the process which is mainly used by marketing officer in M&S
for purpose of analysing current situation or condition of market. Basically, M&S can focus on
the marketing mix while using price, place and product, promotion. After analysing, it has been
evolving the suitable strategic plan in marketing (Poleschuk, 2020). These are considered as
necessary aspects of M&S to achieve their long-term goal and objective. Moreover, it enabled
them to increase the overall business process and more competitive advantage in global
marketplace.
Marketing Mix Marks & Spencer ALDI
Product M&S is one of the most
popular retailer brand in
global world. There are
various kind of product for
M&S in its marketing mix,
covering item for age group
men, women and kids. M&S
offers product for women such
as jeans, shirt, and cashmere
skirt and so on. On the other
hand, M&S also offering food,
wine section which
particularly sell all kind of
dinner, main courses and
starters (Blythe and Martin,
2019).
ALDI has been provided the
affordable food products that
are maintained the better
quality as other brands provide
like M&S. This company has
been focused on the selecting
the suitable suppliers and
control the entire production
process.
ALDI has provide the various
options in food and beverage
items such as Fruits,
vegetables. Healthy beauty
items and clothes for men or
women.
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Price M&S is basically focused on
the competitive pricing
strategy that why. They can
fixed the price from medium
to higher category on the basis
of premium quality. But this
organization is also follows
the competitive price as
provide the various option of
their consumer in best ways. It
will be changing the price or
cost of item on the basis of
seasonal aspect which always
attracts more consumers
towards brand.
ALDI has focused on the
pricing strategy so that they
can provide items within
cheap price and also maintain
the quality of services. on the
other hand, ALDI can use unit
pricing strategy so that they
can easily give option for their
consumers to compare item
with another brand.
In high competition, ALDI
have tried to below its
competitors which make use
of its economies of scale in
product purchasing.
Afterwards, it enable them to
bargained price and gain more
profitable.
Place M&S is a kind of international
brand which has opened 1000
physical stores in 50 different
countries. Usually, this
company has been established
their business in 2001,
expanding into different
countries such as France,
Ireland and Turkey. M&S also
ALDI has more than 8000
stores opened in 18 different
nations. It always open a new
stores every week in UK. This
company will keep its
maintain their simple
structure, layout with
minimum price or cost.
ALDI firm has tried to
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giving the option for
international delivery service
to their potential consumers.
maintain their regional
appearance with their brand
image, reputation. Thus, it will
open their physical stores in
different location or areas
accordingly.
Promotion M&S is mainly focused on the
promotional and
advertisement strategy that
why, they can select the best
marketing strategy. Thus, they
can align its multiple
advertisement campaign with
the help of digital marketing.
M&S emphasizes to follow
the message on establish a
coordination with consumers.
M&S can use other
advertisement media such as
TV, print media, social media
campaign and other mobile
ads. These are attracting more
client towards brand. Official
website of M&S is another
important medium that can use
for purpose of promotion.
Afterwards, it will smoothly
ALDI can use different type of
promotional activities within
specific marketing strategy.
This company is mainly
believed on the negligible
amount for promotion. It will
be selecting the traditional
method to promote their good
and service in global
marketplace. it involves
newspaper, magazine.
Sometimes, ALDI can offers
its super buys which are
basically available in stock
and change very week on the
basis of communication with
consumer (Blythe and Martin,
2019).
Moreover, ALDI can use
display media, electronic and
print which help them to
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running their business towards
loyalty, trust.
promote its business and
stores. Usually, it is focused
on the Email marketing to
target its potential consumers
in global marketplace.
People In M&S, there are basically 8,
3000 staff members which
may consider as greatest
strength of enterprise. It also
follows the efficient
competitive policy in which
retain its employees. The
company will also provide the
better flexible working hours
in order to support their
family. Moreover, it
emphasizes on the workforce
diversity which brings friendly
environment or culture
(Blythe and Martin, 2019).
Nowadays, ALDI has lower
consumer service rather than
its competitors. That’s why,
staff members are not assists
their client in selection of
product. ALDI has been
thoughtfully established the
store layout and divided into
proper manner. In this way, it
will reduce the number of
employees. In this way, it has
identified that number of
employee within ALDI are
limited.
Process M&S can build as different
process that help to handle
overall organizational
activities. Basically, it can be
categorised into different
section where individual
people can select best items.
ALDI can use as sheer layout
process which make easier to
find out particular items.
Basically, potential client can
select the best item which may
reduce the demand of
employee in the organization.
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Different staff members can
perform different task so that
they can handle individual
client in proper manner. M&S
can perform the process in
which provide rewards,
discount and offers to conduct
as loyalty program.
The company has limited
quality which nominally
priced demand in order to
prevent the confusion of client
in selection of process.
ALDI also used as barcode
process in identification while
completing the billing as
quickly.
Physical Evidence M&S has more than 1000
physical stories in 50 different
countries. It has begun their
operation in India.
Furthermore, it is selling their
item while opened physical
store with central location or
area. That’s why, It is majorly
influence for potential
consumers towards brand.
ALDI has been globally
renowned its business process
and setting as suitable price or
cost. As per physical evidence,
85% product stocks are
available in the physical
stores. In order to provide the
best quality of item so that
consumer can touch a
particular item to identify its
uniqueness. In this way, ALDI
has increased their physical
existence and opened their
store in different countries.
Table: 1
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P4 Produce and evaluate the basic marketing plan for organization.
Executive Summary-
The marketing plan of M&S which is based on the retailer in UK which operates in different
countries. The reason for developing a marketing plan which needs to target existing market and
customer segment through different innovative product as well as service. The attempt of
marketing plan in which reach out the final destination and implementing different strategies that
will attract more consumers (Іgnatovich, 2020). Furthermore, it will define as supported
promotional campaign to create brand awareness among people.
Overview of M&S-
M&S is based on the British multinational retailer in London, especially provide the various
kind of clothing, home items and food products. This company was founded in 1884 by Michael
Marks and his partner. Usually, this company has 959 physical stores across UK, including 600
sell their products in global marketplace. Although, M&S has been evolved the marketing
strategy and developed the plan to fulfil all essential need or requirement of potential consumers.
Due to the fact, company has already established the better relationship with customer
segment, trying to identify the importance of different marketing channels such as social media,
website and other distributed medium (Blythe and Martin, 2019). M&S will create brand
awareness for next generation so that they will create the effective marketing plan.
SWOT Analysis-
Strength
 M&S has the strongest brand presence within existing marketplace. that’s why, it become
easier for targeting the potential consumers.
 M&S can provide the product services in quickly manner.
Weakness
 High competition level is the weakness of M&S where company needs to be focused on
the innovative product or service.
 Lack of coordination
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