Marketing Essentials: Marketing Roles, Strategies, Plan and Comparison

This report provides a detailed analysis of marketing essentials, focusing on the key roles and responsibilities of a marketing function within an organization. It examines market research, product development, communication strategies, sales support, and the importance of observing and controlling the marketing environment. The report then delves into a comparison between Aldi and IKEA, analyzing their marketing mix, including product, price, place, and promotion strategies. Furthermore, the report explores how marketing relates to the wider organizational context, emphasizing the interconnectedness of marketing with departments like research and development, administration, finance, and production. Finally, a comprehensive marketing plan is presented, outlining strategic objectives and tactics for achieving them within a defined timeframe. The report highlights the importance of adapting to consumer preferences, maintaining competitive advantages, and effectively coordinating marketing efforts to achieve organizational goals.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function............................................................1
P2 Roles and responsibilities of marketing relate to wider organization context.......................3
TASK 2............................................................................................................................................4
P3 Comparison between two organization on the basis of marketing mix.................................4
TASK 3............................................................................................................................................7
P4 Marketing plan.......................................................................................................................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is a continuous process which is known for studying the exchange relationship
of sellers and buyers. In fact, this term is interconnected and interdependent upon other functions
in order to promote company goods at global marketplace. Beside this, their main goal is to
increase the company sales in a minimum duration as well as believes in establishing
organization positive image at marketplace (Aaboud and et. al., 2017). ALDI is a most successful
supermarket in European marketplace whose main objective is to offer best qualitative items to
their desired clients. Therefore, assignment is going to focussed on necessary activities that is
incurred while doing to marketing function such as; cluster of traditional and modern P'S. Along
with this, healthy comparison is going to take place in between ALDI and its competitor named
as IKEA for understanding the differences between both the company. Last but not the least, an
appropriate marketing plan will be designed in this project for directing an organization towards
corrective path for gaining set objectives in a defined time frame.
TASK 1
P1 Key roles and responsibilities of marketing function
ALDI is a popular enterprise across international borders due to their qualitative products
and outstanding image at marketplace as well as get succeeded in attaining company goals. In
fact, company is expanded in various outlets by using numerous of useful marketing strategies
such as; Ansoff Matrix, Porter five force model, generic approach and so on. At the same time, it
has been analysed that implementation of all these schemes are not an easy task due to its long
process and availability of lots of confusion (Aad and et. al., 2012). It means, managers of an
organization is liable to handle several difficult situation in proper manner. Thus, companies are
involving in designing various types of marvellous goods in order to facilitate consumers for
gaining maximum benefits. All this thing happen if marketing department will perform their
functions in suitable way by understanding the choice or preferences of consumers. Major roles
and responsibilities of marketing department is describing as follows:- Market research:- As per this element, it has been analysed that senior manager of
merchandising team is focussing on investigating process of understanding the choice or
preferences of distinct clients. It helps manufacturing department while producing goods
for society. Along with this, investigation procedure aids in overcoming distinct problems
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by accumulating necessary facts or figures. As a result, it aids managing department
while making effective decision process by considering relevant information. Therefore,
first or foremost step of promotional department is to focus on research process because it
helps in gathering useful content such as; current market status, share, growing revenue
and so on (Al-Hasan,Thomas and Mansour, 2016). Product development:- ALDI is trying to design qualitative items for enhancing the sales
volume of an organization by considering the current trends, close substitute as well as
fluctuation in several micro or macro factors. Basically, selling of products is main role
of promotional team in order to maximize their company sales as well as tries to gain
consumer trust or loyalty. Enhancement of items is indispensable process because success
is mainly depend upon this only. Thus, manager is involving in encouraging product team
by guiding them to design products as per customer preferences. Communications:- Effective interaction with customers is essential for creating a mutual
understanding because it helps an enterprise in gaining their trust or loyalty for attaining
set objectives or goals. Along with this, promotional team is liable for managing a major
relations with consumers by doing numerous of activities such as; e-mail marketing,
campaigns, press release, designed leaflets, brochures for providing relevant information
about company product. Moreover, managers are engaged in healthy conversation with
clients for making them feel more comfortable in order to attract towards certain products
(Babin and Zikmund, 2015). Sales support:- Most indispensable liability of marketing department is to maximize the
sales of an organization by implementing various useful promotional activities such as;
implementing of campaign, analyse changes in micro or macro factors hence forth.
Proper coordination between sales and merchandising team aids in enhancing the sales of
an enterprise as well as maximize the growth of business. Additionally, they are also
responsible for preparing presentations for entire sales group and supplies them with
useful materials to attain set targets. Campaigning:- Marketing department are engaged in establishing various promotional
advertisement in order to obtain minds of distinct clients for enforcing them to buy
specific products. Along with this, by accomplishing this business activities managers of
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company is trying to establish an organization image at marketplace (Baines, Fill and
Page, 2013). Observing and Controlling of Marketing Environment : Marketing division is liable to
monitor marketplace in order to analyse the fluctuation in consumer demand or need. In
fact, it helps an organization in gaining their competitive advantage for attaining set
targets. To defeat this contention, new open doors for the end client ought to be
incorporate, as less travel cost, that is frequently requested by riders. When it is ascend in
necessities, at that point supply must occur on time, generally selected firm can free its
business, make its going be hurt its picture. Checking is identified with controlling, as
need of client's should be satisfy by the firm, if there is more request to movement at that
point, there is need of more vehicles, so the client won't get disillusion, making glad
clients are constantly useful for business.
 Promoting Segmentation : Division of marketing has three sorts of market such as;
socio demographic, psychological, behavioural and so on. Thus, Socio – demographic
division depends on gathering of individuals, which is partitioned on the behalf of their
image like working class, upper status, way of life, marital status, number of kids,
number of relatives. In psychological factor, it is distinguish nature, conduct, trait,
attributes, and so forth., that are effectively settled to perceive requests of clients, and
their way of life is more subject to mark (Baker and Saren, 2016).
Hence, it has been understood that marketing department is playing a very eminent role
in improving the sales of an enterprise by using various advertisement tools or techniques such
as; social media, internet sources, circulation of several attractive brochures and so on.
P2 Roles and responsibilities of marketing relate to wider organization context
Marketing department have a major connection with all the other sections by assisting
them towards corrective path or goals. In fact, entire association are interrelated with each other
because assessment of marketing is useful for understanding the need of clients. ALDI is trying
to assist their employees to make a coordinative connection with other departments in order to
attain similar objectives by accomplishing several job role in much better way. Additionally,
selected firm is trying to expand their business at international marketplace for building their
image by promoting company products (Banerjee, 2013). Thus, an effective connection between
marketing team with various other team of an enterprise is highlighted as follows:-
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 Research and development:- According to this element company needs to accumulate
necessary information or data for accomplishing various business activities in appropriate
manner. Therefore, marketing team needs helps of investigation team for gathering
information about consumer need, preferences, current market situation and so on. Along
with this, it also aids an enterprise while making final decision. Administration:- Higher authority falls under this sections as they are responsible for
guiding employees towards their set objectives or goals. Moreover, liable to guide
enterprise towards corrective path for accomplishing business activities in more suitable
manner. For example; they are responsible for designing strategy, policies, schemes,
norms, rules and regulations in order to apply it on whole workplace which is followed
by staff members while doing several job role (Beatty and Samuelson, 2014). Finance:- Capital is seen as a lifeblood for an enterprise because resources are acquired
in place of money which means an organisation need to focussed on acquiring sufficient
money. In fact, ALDI is very focussed towards their accounting department because
entire business operations are based on this only as it helps in performing it more
appropriately.
 Production:- Manufacturing department is liable to design qualitative items for satisfying
needs or demands of consumers at marketplace. In fact, marketing department and
production are interrelated with each other in various manner. For example; promotional
team is involved in offering necessary information about consumer taste, preferences,
current merchandising situations and so on. Therefore, it helps in assisting production
department by providing necessary facts or figures in order to design an effective goods
or services for satisfying needs or demands of clients (Braslow, 2015).
At last, it has been identified that company is focussing on their marketing department for
attaining company objectives and targets in a defined time frame. Along with this, it also
supports at various complicated situations such as; resolve conflicts between customers and
employees by creating a positive relations with domestic as well as foreign customers. Hence,
ALDI is considering necessary facts or figures for attaining set targets in a defined time frame.
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TASK 2
P3 Comparison between two organization on the basis of marketing mix
It consists of different factors that are controlled by an organization in order to achieve
the desired goals and objectives. It is an effective tool that helps in decision making so that right
judgment is taken against the crucial areas of business. Earlier there were 4ps under this concept
but later with the demand of same in the market 3 more were added to the same which further
raises the scope of marketing mix. It consists of various tactics that help company in achieving
the competitive advantage. In order to do well in the market, it is important that every enterprise
do proper market research so that it can reach to best decision regarding various factors of
marketing mix. The marketing mix of Aldi is given below in comparison to IKEA which will
help in understanding how both of them are using the same concept in distinct manner:
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Marketi
ng mix
ALDI IKEA
Product Aldi focus on producing economical goods so
that it can capture greater market share. Thera re
a variety of products which a customer can get
under the same roof which helps in attracting
more and more customers. It believes in keeping
the product at easy access so that maximum
people can take the advantage of same. This
brand is very specific in selecting the suppliers
as they have major impact on the quality of
products sold by them in their retail store.
Products offered by this enterprise are
of wide range. The core products of
this enterprise are divided into a
number of different variety such as
outdoor and indoor furniture’s. This
helps this brand in raising the total
customers for this brand as it is serving
products for range of customers.
Though the products of both the brands
are almost similar but variations are
maintained in order to maintain
innovation in the same so that it can
attract more customers. The kitchen
appliances produced by this brand are
unique that makes it better than other in
the same field.
Price If the price strategy of this brand is compared in
the market it is identified that they’re
competitive for both global and local market.
All the non-food items are sold at the minimum
prices using different strategies so that it can
reach to maximum customers.
This brand faces competition from
various competitors as there are a
number of local companies which are
dealing in the same field. The strategy
of establishing prises directly reflects
the vision and mission of the
enterprises as it believes in capturing
the different segments of the market.
Since 2010 it is known for its effective
strategies through which it attracts its
customers and control its operations so
that the same level of price is
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maintained throughout.
Place Company establish more than 8000 outlets in 18
countries. Further they purchased goods and
services in bulk from different stores and then
delivered it to various warehouses (Caporaso
and et. al., 2010). Association wants to maintain
their regional occurrence and hence name its
shop as per like Switzerland which is called as
ALDI Suisse.
IKEA got an excellent place and
effective distribution strategy as an part
of marketing mix. Distribution of
company based on various principles
and enlarge its distribution network
globally. Further company having high
volume on manufacturing side and flat
packages. IKEA has more than 25
distribution centre and has business
operation in more than 50 countries.
Apart from it proper arrangement in
logistic department in order to
delivered the goods on time to
customers which help in reducing cost
of production (Chamorro-Mera,
Miranda and Rubio, 2014). Also
warehouses attached to these stores.
Promoti
on
It is consider as major element in marketing mix
under which different marketing tools has been
utilised like advertising, social sites, exhibition,
roadshows and various internet networking
through which they aware customer about their
recent goods and services. In Australian, US and
UK market company establish various digital
mode like electronic display media and print
media for advertising. Further they also use
Email marketing in order to inform clients about
their daily products and services (Clow and
James, 2013).
IKEA marketing team concentrate on
different marketing activities and uses
various promotional tools like online
ads, roadshows, exhibition and
billboards. They also launched UK
based advertising campaign and also
use sign like Not for sale as part of
their campaign. The idea behind it is to
reduce the conflicts which arises
because of social clutter. Online
advertisements promoted various IKEA
products that describe various problems
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and solutions for it.
People Company comprises of large customer base but
does not provide after sale services to them
which is the biggest challenge for them.
Therefore they need to concentrate on quality
which attract more target audiences for better
productivity and efficiency. Further divide the
product at different department according to
their category which helps customer to easily
avail facility of different goods (Cohen and et.
al., 2010).
IKEA give more importance to their
customers and employees. Employees
at IKEA believe in the idea that they
are open-minded people with passion
for home furnishing. The employee
culture is based on togetherness,
enthusiasm and fun. Customer
satisfaction is at the core of the values.
There are 116000 employees in retail,
18000 in supply 21000 in production as
of 2015.It does not discriminate on the
basis of race, ethnicity and religion. In
2016 the employee base of IKEA has
increased to 183,000.
Physica
l
evidenc
es
It is identify as an effective activity which is
important for the organisation in order to
maintain their product quality all over the world.
In its stores approx 85% stock and inventory of
home brand and rest are recognised products.
IKEA has more than 350 stores in more
than 50 countries. In stores different
restaurants has been opened for
refreshment of people. Large parking
space is also available for convenience
of audiences (Cua, Reamesand Chai,
2013).
TASK 3
P4 Marketing plan
Marketing plan has vital importance in an organization, it renders all strategies that
presents products for people in efficient way, that make an unforgettable impression on them.
Marketing means to maintain communication to manage entire process from manufacturing,
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development of product, finance, brand, packaging, delivering to the end user. It has a lot of
things to do, which makes availability of goods and services within an effective time. ALDI is a
supermarket in Germany, and it is putting efforts to bring more customers, that yield to benefits.
Overview of company: ALDI is a discount supermarket, inception in Germany. Now, it
has a successful business running over twenty countries almost ten thousand stores. This is a
supermarket, which is giving a steady rock competition to other supermarkets like TESCO,
LIDL, MORISSONS, etc., it is delivering high standard quality products and services such as
food; beverage; sanitary, household goods and services, across Australia, Austria, Belgium,
China, Denmark, France, Germany, Hungary, Ireland, Italy, Luxembourg, Netherlands,
Poland,United Kingdom, United States (Dioko, 2016).
Vision and mission of company : ALDI inaugurated to offer a huge range of goods and services
to people with reasonable price, at minimal costing efforts. Its vision was to establish its more
branches across the globe with prosperity within few years.
Situational analysis : Situational analysis examines external and internal factors, which
impacts positive and negative. But, both of these are crucial to know for a business, in order to
enhance possibilities and reduce threats, all these helps to carry out strategies and policies, that
necessary for business.
Internal analysis: Every firm has some internal environment, that influences its state, in
terms of operations, selling, productions, development, etc. Its assets, revenue, staff member,
funds, strategies and policies, that is reason for strength, weaknesses, opportunities and threats.
To evaluate these things SWOT model is used to analyse the situations (Harris, Schwartzand
Brownell, 2010).
SWOT analysis
SWOT analysis refers to study about ALDI's strength, weaknesses, opportunities and threats, that
are described as below:
Strength Weaknesses Opportunities Threats
ALDI serves top
quality products,
against Asda, Tesco,
Morrisons and
Sainsbury.
Although ALDI is a
discount retailer, but
they still increases
prices for some
products like milk, and
Recently, numerous
products are renowned
as best products in the
world.
Aldi is not an only
grocery supermarket in
the UK, Lidl is also
sharing same
marketplace, with 5%
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other grocery items,
that is just a pence
down from Tesco and
Morrisons, and equal
to Asda.
share in market
(Hoványi, 2013).
It got a hike with
comparison of notable
brands, and its rapid
growth can be clearly
measured by 1.1
millions of customers
visited to its store.
Aldi made an excellent
growth in the year
2017, but still it is far
apart from big four
British supermarkets,
in terms of trading in
share market.
It is planning to create
four thousand
recruitment in the UK,
as sales is increasing,
and stores numbers are
going to expand more.
July 2017, reports
stated that Asda
takeover a bid on
British discounts chain
B&M. Asda is a
currently a third
biggest chain in
supermarkets.
It is providing lower
price than other,
which has most
significance for
people.
Sometimes assert
regarded as a store for
cheap and low quality
goods (JainAhuja and
Medury, 2013).
It needs to spend more
budget in advertising
to beat competition.
It cannot cater
shoppers as one stop
destination.
External analysis: In external analysis factors that are exist outside a firm, but have a
touch on organisational activities. Factors that impacts ALDI are political, environment, social,
technological, economical and legal.
Political : Political factor refers to define political conditions of a country, the
government policies about foreign trade and investments.
Environment :Environment refers to the surroundings at particular locations, though
government prepare some rules that prevent environment from harmful affects of any business.
Social : The public must be aware about an organization. Aldi presently highest paying
supermarket in the UK. As much the higher level of payments, living standard is will also rise,
and that made efficient workers to afford basic needs very nicely (Business Essentials
Information Session. 2017).
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Technological : Technology made easy payments, in terms of less queues to making bill,
that satisfies a customers who just wanted to shop for some products.
Economical : As Brexit prices rises in the UK, the pound has dropped and this pushes
buyers to Aldi's door, where other supermarkets are increasing in price, whereas Aldi discount
policy plays it game to pull shoppers towards it.
Legal : Legal factors are prepare to govern rules and regulations, which have to
followed by every organization, if at any piece of time an organization finds guilty, then its
license may be cancelled by the authorities. This happened to Aldi, it involved in conspiracy for
sales of herbs, with watchdogs found in olive leaves in oregano products.
Competitive analysis- Competitive analysis is defined by porter's five force model that
is as followed:
Threat of competition: In existing marketing scenario, there is a huge competition,
numerous firms are serving in the same field with a thin line of differentiation, Aldi needed to
make prodigy modification that can survive in the rival situations.
Threat of new entry: New organizations are the most appreciable threats for old ones,
because they are more creative and innovative from others, with a vision to capture market from
existing players, if ones they owes market then it will become a tough job to gain that position
again.
Bargaining power of buyers: The availability of various brand enhances the buyer's
power to purchase an item, to overcome this , a Aldi needs to introduce something more
innovative.
Bargaining power of suppliers: The suppliers has more bargaining power when they
have a versatility in market, to avail their products, they can opt whatever they want, in case Aldi
doesn't fulfil their demands (Basic elements of the marketing function, 2012).
Threat of substitute: A huge variety of substitute is easily accessible in market, then a
customer has a right to compare products in terms of manufacturing and price. They can prefers
according to their choice, and this make a whole in popular brand and also be a reason for its
losing goodwill.
Formulation of marketing budget: Formulating a budget is important, it divides a
money according to every process to bring a product in existence, initially to start a business
capital is required to purchase some assets and investment that are essential for further
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procedure, financial management is necessary, so that business can render all resources to
formulate a business. Every operation needs some certain amount like marketing expenditure,
promotion, sales, marketing, advertisements, etc. financial budget is allotted according to
requirements, and it may extend if needed so that the process will not stop, and that is the most
crucial thing to run a business, here Aldi budget is given below:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Capital 85615 46616 545654 45646 4856
Investments 45625 15568 45461 46442 5456
Total 131240 62184 591115 92088 10312
Marketing
expenditures
Promotion 44662 16554 6584 46854 4544
Sales 8000 16113 56654 22626 1646
Marketing 5000 15648 1300 25122 4695
Internet
Marketing 16542 4864 54644 12355 9794
Networking 16620 5646 48611 12641 1800
Printing 81200 4255 54651 2225 7846
Advertising 15646 5499 16643 22563 26858
Total 60308 22053 23227 69417 31402
Control :Budget needs to b managed and controlled by finance department, although it is
only authority to approve, and control is necessary to reduce wastage, overstocking because
money and stuff both are valuable, to utilize it somewhere else.
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CONCLUSION
From the above report it has been summarized that marketing department is playing very
eminent role in overcoming various success barriers of an organization by taking useful
measures. Main objective of this report is to focus on promotional department for understanding
the choice or preferences of distinct clients by classifying the market into different segments.
However, number of activities are identified which are involved in promoting goods across
international boundaries such as; conduct campaigning, advertisement activities, internet sources,
capture minds of customers and so on. Basically, previous report was based on ALDI as well as
its comparison with competitors was also described in this report. Along with this, their main
aim is to understand the need of marketing mix at workplace and major role in development of
particular products. Moreover, marketing plan was also designed for assisting the employees
towards corrective path for attaining their set objectives or goals in a defined time frame. Hence,
overall assignment is guiding to conduct useful marketing role for establishing the image of an
organization at marketplace by gaining consumer trust or loyalty.
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Business Essentials Information Session. 2017. [Online]. Available through:
<https://haskayne.ucalgary.ca/executive/BEInfo>.
Basic elements of the marketing function. 2012. [Online]. Available through:
<http://steinvox.com/blog/five-core-marketing-functions-a-business-organization-
blueprint/>.
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