Marketing Essentials: Roles, 7Ps Comparison, and Marketing Plan

This report provides a comprehensive analysis of marketing essentials, focusing on the roles and responsibilities of a marketing function within the context of the wider organizational structure. It delves into current and future trends in marketing, detailing various market processes and the specific responsibilities of a marketing team, such as understanding customer needs, tracking trends, maintaining partnerships, and managing budgets. The report further explores the interconnectedness of the marketing department with other key organizational functions like finance, production, HR, and IT. A significant portion of the report is dedicated to comparing the 7Ps of marketing (Product, Price, Place, Promotion, People, Process, and Physical Evidence) between ALDI and IKEA, highlighting their differing approaches to marketing strategies. Finally, the report concludes with the development of a marketing plan, outlining the key factors essential for an effective marketing strategy. The assignment aims to provide a clear understanding of marketing principles and their application in real-world business scenarios, offering a valuable resource for students studying marketing.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1Roles and responsibilities of marketing function....................................................................3
P2 Roles and responsibilities of marketing relate to wider organizational context....................5
TASK 2............................................................................................................................................7
P3Comparison between 7P’s of ALDI and IKEA......................................................................7
TASK 3..........................................................................................................................................10
P4 Marketing plan.....................................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is an on-going procedure which helps in studying the management of
exchange relationship between buyers and sellers. However, this element is used for satisfying
the customer requirements in order to make long term connectivity with them. In simple terms,
it’s a cluster of institutions, process of creating, communicating, delivering as well as exchanging
distinct offerings which is having a value for users, clients, partners and society at large extent
(Dibband Simkin, 2013). ALDI is a successful organization in supermarket by having its large
number of branches at international marketplace. Basically, main objective is to grab the market
opportunity for enhancing its performance by seeking attention of final users. Therefore, this
assignment is going to highlight the significant roles and obligation of marketing department.
Along with this, outlining the 7P’S by comparing ALDI with IKEA. Lastly, an appropriate
marketing plan will framed for understanding the factors which comes under effective plan.
TASK 1
P1Roles and responsibilities of marketing function
Marketing department is all about promoting business and mission of an association in
distinct marketplace with the help of various traditional and modern methods. Moreover, it’s
their responsibility to reach out to prospectus, customers, investors or whole community in order
to inform them about company’s product. ALDI is investing high range of funds in their
marketing department in order to promote organizational goods across the distinct market. Their
main motive is to target various types of users with the help of several modern methods of
marketing in order to maximize the range of revenue (Pike, 2015).
Current and future trends of marketing are discussed as follows-
Current trends- Present strategy of marketing is a combination of past trends which has
been enhancing more such as TV ads and print with additional new schemes which focussed on
inbound practices. Therefore, some of the most common strategy of promoting products that are
used today are- social media marketing, retargeting campaigns, and advertisement through text
messages, targeted mails and internet video advertisements.
Future trends- It’s hard to forecast or assume future exciting promotional techniques but
still it has been understood that there is a great improvement in technology in coming eras.
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Overview of different market processes- It’s an appropriate method or process of
conducting promotional activity in order to attain set objectives or goals in a defined time frame.
Therefore, some of the essential which is followed by marketing team while process is detailed
below-
 Defining of problem or availability of opportunity for taking further initiatives.
 Requisite to define research plan.
 Accumulate necessary data or information.
 Need to analyse the data and findings.
It means, marketing team of ALDI is playing a very number of roles and responsibilities
that is discussed as follows-
 Listening to end users-As per this element, it has been understood that creating close
relations with customers is a key to establishment of marketing strategy because
connectivity helps an organization in understanding users need. As it helps associations
while making plans, producing goods and various other things. Basically, suggestion
from customer assists company to make products as per client’s requirements and needs.
As a result, it will help in controlling extra cost which might incur without knowing about
customer choice. Meanwhile, various methods are used by marketing team in order to
understand opinions of end users such as; creating surveys, capturing information from
sales executives which are close to final users and many more. On the other hand, this job
of marketing team supports in maintaining positive relationship with customers which is
beneficial for ALDI in future programmes.
 Tracking current trends and monitoring competition- One of most necessary work
which is accomplished by marketing department is to analyse the heights of competition
and challenges that might rise at marketplace. Along with this, promotional team also
track the current trends which are going at market for suggesting their production
department while manufacturing process (Berkowitz, 2010).
 Maintain professional connectivity with marketing partners- ALDI is having number
of competitors in supermarket which influence their business in both manner either in
negative and positive too. Therefore, marketing department of an association always tries
to maintain an effective connectivity with suppliers or other competitors for running their
business in smooth manner.
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 Innovate – They are responsible for coming up with creative ideas for seeking the
attention of large number of customers in order to cope up with current changes that
might incurred in various external and internal factors. For example; team of ALDI
marketing is focussing on new promotions, affiliate programs, events, session, utilizing
customer retention tools and doing enhancement in several other activities(Malhotra,
Birksand Wills, 2013).
 Manage marketing budgets- Funds is considered as most important aspect for every
organization because all the business activities are accomplished with the use of
sufficient amount of capital. Therefore, head of marketing team as well as other members
are also liable for managing their budgets in order to reduce obstacles in their
promotional process. For example; allocate resources in sufficient manner, use limited
funds instead of wasting it henceforth.
 Conduct promotional campaign- Responsibilities of marketing team is incomplete
without conducting, planning or organizing various promotional campaign, programmes
and events for informing customers about product quality and benefits. In fact, this action
is foremost in maximization of sales performance because it will aid in influencing
buying decision of customers by impressing them with creativity of presenting
information.
Hence, it has been understood that marketing department are surrounded with various
roles and obligation as profitability of ALDI is somehow depend upon effective team of
promoting goods across distinct marketplace.
P2 Roles and responsibilities of marketing relate to wider organizational context
Marketing team of ALDI is playing crucial role in their success by taking distinct
measures which helps whole association in expanding their business in different market. Along
with this, informing customers about company image, its position, profile, product information;
its drawbacks and limitation and many other things. In fact, all the department of company is
interlinked with each other and make decision by getting influenced by others. For example;
change in external factor enforces an organization to make changes in their current policies,
norms, rules and regulations(Perreault, 2010). It means, marketing department is connected with
other section of an association also in various manner that is discussed as follows-
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Finance and marketing-Cost is indispensable for success of an organization because all
the business activities are managed and controlled with the help of sufficient amount of funds.
However, availability of appropriate funds is useful for conducting effective marketing activities
which helps in generating maximum amount of profit level. It means, without funds an
organization cannot able to reach at their final users.
Production and marketing- As per this element, manufacturing department can only
design products which are demanded by promotional team because they have direct relationship
with end users. However, marketing team of an organization understand the views and opinions
of various customers which are belong from distinct background in order to design products as
per their choice or preferences. Therefore, team of marketing assist production department while
designing goods in order to make corrective goods by considering necessary elements such as;
current trends, choice, rivalries products and so on.
HR and marketing- Personnel department is liable for hiring best or suitable employees
for certain post of an association. However, ALDI is a large enterprise by having its branches in
various regions due to which they need to follow an appropriate procedure of hiring employees.
On the other hand, marketing team of an organization helps HR members in selection process by
adverting the post through various media such as; social media, television, pamphlet, brochure,
internet henceforth. All these strategies of marketing team help in seeking attention of eligible
candidates for fulfilling the vacant position of an organization(Joshi, 2012).
IT and marketing- IT is all about facilitating ALDI in protecting confidential data or
information from getting misused as well as help in performing various business activities in
better manner. Along with this, support marketing team of firm for safeguarding the customer
data from getting misused by other in order to gain trust of clients. Moreover, usage of IT tools
helps promotional team in gaining competitive advantage by grabbing current market
opportunities.
Throughout the analysis, it has been understood that marketing department of an
organization is playing crucial role in the success of ALDI by supporting in various manner. For
example; assist staff members towards their set objectives and goals which help in attaining set
target in a defined time (Jonesand Rowley, 2011).
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TASK 2
P3Comparison between 7P’s of ALDI and IKEA
Marketing mix is all about cluster of various promotional factors which are used by an
organization for attaining their sales targets in a minimum time period. Along with this, easily
understand the opinions of desired users for continuing long term connection with domestic as
well as foreign customers. However, 7P’S of marketing is used by ALDI and their competitors
for managing their promotional activities in smooth manner. But, somehow there is a major
difference between usage of 7p’s by ALDI and IKEA that is discussed as follows-
Basis of
comparis
on
ALDI IKEA
Product ALDI always claim to offer affordable
food goods which are of similar
quality as compared to other branded
products. However, items which are
sold by ALDI are sourced from few
selected suppliers and then make it
branded on their own in order to have
full control over manufacturing
process. Hence, this is a single reason
which makes the cost of products
lower than other
competitors(Papasolomouand
Melanthiou, 2012).
On the other hand, IKEA is another
leading global retail chain
organization across international
marketplace. However, goods which
are offered by this organization
covered high range of offerings.
Mainly, this is classified into outdoor
furniture, baby and children’s
products, eating and many more
goods. Instead of this, IKEA also
keep kitchen cabinets as well as
appliances henceforth.
Price This organization is having a very
strong base amongst customer because
of cheap or minimum price and quality
which is offered by company is of its
own brand. Apart from this, there are
some other policies which are utilized
by ALDI are –Unit pricing strategy
This association is competing with
various global retail supermarkets as
well as local also. Minimum price
shows the vision of an organization
and its business idea. As, this
organization believes in designing
furniture of low prices in order to use
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used for groceries, market penetration
charges minimum prices for newly
arrived products in order to enter into
market for gaining share instantly
henceforth.
of furniture and household. Main
objective of IKEA is to control the
cost due to which company can
easily minimize the price of its
product(Lane, 2015).
Place When it comes about location then, it
has been analysed that ALDI group
have more than 8000 stores in almost
18 countries. In fact, rough assumption
is that in every week there is a new
store in Britain. However, this
organization believes in storing very
simple layout for having minimum
expense. On the other hand, ALDI
make sure that minimum waste will
incurred during transportation of
products and prefer environmentally
friendly equipment’s in its store.
IKEA is having an outstanding place
as well as distribution strategy as a
part of its promotional scheme.
However, product distribution of an
organization is based on principles.
Mainly, this association is having
global networks such as; almost 25
plus distribution centres and having
business operations in more than
around 50 nations. Meanwhile,
products are directly transferred from
suppliers to IKEA.
Promotio
n
Promotional strategy of company is
comprehensive and claim to be a cost-
saving strategy. In few markets such as
US, UK and Australian markets makes
extensive use of print, electronic and
display media for promoting its stores.
Additionally, company is also making
extensive use of e-mail service or
marketing through which they want to
inform its users about some special
buys as well as launching of new
products. Apart from this, some other
mix is also used by company such as
Marketing team of IKEA fully
concentrated on its promotional
activities. IKEA utilized promotional
techniques such as TV, print, online
advertisement, billboards and so on.
However, company have launched
wide advertising campaigns across
UK.
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ATL (above the line)and BTL (Below
the line) as a promotional
strategy(Purvis, 2015).
People ALDI is having very lower customer
service as compared to its competitors
because staff members of an
association is not supporting customer
during selection process. Because,
ALDI has very thoughtfully designed
their stores in which everything is
classified into appropriate sections that
reduces number of employees requisite
at every floor.
On the other hand, IKEA is having
utmost significance towards people
such as its customers and employees.
In fact, staff members believe in
straightforward idea with full passion
for home furnishing. Basically,
togetherness is a major culture of
employees as well as full of
enthusiasm and fun.
Process ALDI maintained very minimal
number of high quality, nominally
priced brands for preventing clients
from getting confused. As a result,
reduces selection duration.
IKEA is having number of
businesses processes in place from
which almost 44 production units
scattered across almost more 10
nations. However, this organization
is having very much unique supply
chain and stock management tools.
Their slogan is based on clean
environment and their designs get
differentiated in terms of price.
Physical
evidence
ALDI is internationally renowned for
simplest business processes,
standardization as well as global
pricing. However, 85% of stock are
almost home brand whereas rest are
from well recognized brands.
IKEA is having around 350 plus
stores in closely nearly 50 countries.
Physical evidence for this
organization is its large store layouts
that offer more than shopping
experience. Additionally, their
interior is just mind blowing and
stores are packed with restaurants for
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refreshments as well as baby
handling regions are also separately
designed.
TASK 3
P4 Marketing plan
ALDI is a top most brand in supermarkets which are famous for their unique policies and
plans that make them from totally distinct from their competitors. However, this organization
was originated in almost 1946 in Germany by 2 brothers Karl Albrecht and Theo Albrecht.
Basically, company have initiated there operations mainly on limited assortment concept wherein
qualitative products is going to sold but stock is limited in store. Marketing team of an
organization have spent large amount of funds in their product promotions. Therefore, it is
essential for making an effective marketing plan for attaining set objectives or goals in defined
time frame (Bakerand Magnini, 2016).
Marketing plan is a blueprint which consists of necessary roles and responsibilities of
staff members in order to assist them towards their set objectives or goals. Some of the essential
factors which fall under marketing plan are discussed as follows-
Executive summary- This plan is going to describe the necessary information related
with company as well as their direction towards which they are going. Therefore, some of the
necessary factors which falls under marketing plan are; overview of an organization for
understanding company market, another its vision and mission for directing employees towards
corrective path, situational analysis for determining changes incurred, budget for setting funds
for marketing activities and last controlling the negativity. Hence, all these elements will help in
forming an effective plan free from maximum number of errors as well as aids an enterprise in
attaining their set objectives or goals.
Company overview –ALDI is a successful supermarket which offers grocery items to
their desired customers and believes in satisfying customer needs or demand by putting single or
unique piece of any item. Basically, this organization is expanded across number of countries for
gaining maximum amount of advantages in order to set their top most position in retail sector
(Moons and et. Al., 2010).
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Vision – They just wanted to enable Australian shoppers to live richer lives for less.
Along with this, company wanted to offer opportunity to every individual that they must have
groceries of top most quality in minimum price.
Mission – They believe in “spending little, but living a lot”. Main or foremost mission
of company begins when they are going to offer low quality products to poor who are not able to
afford to shop. Basically, SMART objective of an organization is to improve their sales
performance by 10% in coming 6 months by conducting promotional programmes in various
other markets.
Situational analysis- Internal and external factors are interlinked with each other due to
which company needs to assess the changes or fluctuation in internal element and external too.
 Internal–employees are playing major part because all the business activities are
managed and regulated by them only. Therefore, company needs to understand their
opinions also before making any final decisions. Along with this, suppliers are another
factor whose understanding is requisite for company during material acquisition. It means
mutual understanding of suppliers needs to available by informing them about necessary
changes whatever is done in the plan (Nguyenand Simkin, 2012).
Strength –
 discounting chain and offer minimum
price in supermarket as compared to
other organization.
 this company is having high level of
consumer support because customers
are enjoying discounting offers.
Weakness –
 Low margins for organization which
create problem for them while attaining
profit level.
 lack of employee satisfaction level
because employees are working in
multiple shifts and paid less for their
job.
Threats –
 high level of competition due to the
availability of large number of players
in supermarket.
Opportunities –
 customers are preferring this company
due to minimum price.
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 External- These fluctuation are not control by organization due to which manager of
marketing team needs to design their policies as per governmental demand and need for
controlling probabilities of fraudulent activities.
Budget- Funds are very indispensable for the success of marketing plan because all the
business activities are accomplished by the help of sufficient amount of funds. For example;
almost 50000 GBP is allotted for selected project in order to accomplish all the necessary
promotional activities.
Marketing expense Amount
Planning 10000GBP
Employees 5000GBP
Training and development 10000GBP
Designing process 10000GBP
Create videos, pamphlets etc. 15000GBP
Total 50000GBP
Control- After analysing the overall factor, an organization to monitor the things for
controlling the probabilities of mistakes and errors that might incurred while accomplishing
business activities.
CONCLUSION
From the above report, it has been summarized that marketing team plays a very crucial
role in the success of an organization because it helps in seeking attention of large number of
customers. In fact, entire team of promotion is having major responsibilities towards success of
an association because they are having direct connectivity with end users. Hence, they are liable
for understanding opinions and viewpoints of several users which helps other department an
organization in performing their assigned job in corrective manner. Apart from this, marketing
mix is another strategy that is used by top most players of retail sector in order to promote their
products across distinct regions. Therefore, for implementing all the necessary activities, an
effective marketing plan is beneficial for controlling major probabilities of mistakes and errors.
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