Marketing Strategies and Interdepartmental Influence Report

This report delves into the core concepts of marketing, exploring various marketing processes and strategies employed by organizations. It examines the role and responsibilities of a marketing manager, highlighting how marketing interrelates with other functional departments like finance and human resources. The report uses ALDI as a case study, analyzing its marketing plan, the 7Ps of the marketing mix, and the application of the SOSTAC strategy. It covers current and future marketing trends, such as a focus on customer experience and the importance of digital transformation. The report emphasizes the significance of effective interdepartmental relationships and their impact on achieving organizational goals. The report provides an in-depth analysis of marketing, its importance, and its practical application within a business setting.

Marketing Essential

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
1. Introduction to the concept of marketing...........................................................................1
2. Overview of different marketing processes........................................................................2
3. Role and responsibility of marketing manager in the context of an organisation..............3
4. How marketing influence and interrelate with another functional department of the
organisation............................................................................................................................4
5. Value and importance of marketing role in the context organisation................................5
6. Conclusion which emphasise the significance of having effective interrelationship between
different functional department..............................................................................................6
7Ps of marketing mix as compared with different organisation.............................................6
Develop and evaluate a Marketing Plan...............................................................................11
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is the vital tool and technique in the modern time business organisation which
involves understanding of marketplace, need of customers, driving market strategy and provide
quality among buyers. The modern organisations understand the significance of customer
relationship and they are trying to acquire an innovative approach for developing effective
marketing strategy in the business (Baack, Harris and Baack, 2013). The report is based on ALDI
which is multinational company and there are around 10,000 stores in all over 20 countries. They
are offer variety of goods and services to their customers in order to satisfy their needs and wants
in proper manner. The main purpose of this assignment is to analyse the roles and responsibilities
of marketing process and it can be used for reaching with desired goals and targets. Along with
this, it is described the importance of marketing role in the context of respective company
effectively.
1. Introduction to the concept of marketing
Marketing concept is the strategy which firm can be executed in order to satisfy
customer’s needs, enhancing in sales, maximising the profitability and beat their competitors.
The concept of marketing is the value and belief which must be assess needs of their customers
firstly.
There are five major marketing concept which includes production concept, product
concept, selling concept, marketing and societal marketing concept. In production concept, the
company is mainly focus on such products which could produce most efficient products. Selling
concept is the idea where consumer will not buy enough of firm's products unless it will
undertake a large scale selling and promotion efforts. Recently, customers are easily shift
towards one seller from another in order to gain lower price products in better manner. Product
concept holds the customers in favour of goods which offer quality, effective performance and
innovative goods (Baker and Saren, 2016).
In marketing concept, the company are used this for analysing customers’ needs and try to
satisfy in better manner. Societal marketing concept is the marketing strategy which can deliver
the value to the customers in way where they can maintain and improve consumers as well as
society. All these concepts of marketing are helpful in identify current and future trends which
includes company require to increase focus on customers experience by offer them best quality
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based services or products. Such trends assist firm in analysing customers’ needs and as per this
they can make decision to beat their competitors in order to satisfy their demand. There are
different marketing concepts of current and future trends which are described as under:
Increased focus on customer experience – In current time, market help in enhancing focus
on customers experience which assist them in analysing current trends as per their customers
requirements. This will help ALDI in enhancing and increasing their business operations and its
functions in better way.
Engaged and effective measuring – It is required for company manager is to engaged with
effectively measure all customers needs and wants in better manner. As per the current
marketing trends, ALDI required to measure customers demand and needs in proper way which
assist them in reaching with potential targets.
Right time marketing instead of real time marketing – As per the current and future
trends, right time marketing is not very effective as compare of real time marketing which assist
in determining specific customers at given time and place. It is the form of market research
inbound marketing which seeks the most appropriate offer for a given buyers sales opportunities.
ALDI can use this method of marketing which help them in boosting sales volume in order to
gain attention of large number of buyers.
Prepare for marketing to own digital transformation campaigns – The current trend of
marketing is to develop effective marketing campaign regarding transformation in digital
technology which can be used for promoting desired goods. ALDI prepare marketing in order to
own digital transformation campaigns and events that are required for gaining attention of large
number of customers.
2. Overview of different marketing processes
Marketing process includes different ways where value can be developed and created for
the customers in order to satisfy their requirements and needs. It is related to action and reaction
among customers and organisation for making attempt to create value and satisfy demand of
users. In the marketing process, the condition and situation are analysed for identify
opportunities, the strategy is developed for value proposition, strategic decisions which are taken
for execute plan and results are monitored. In this report, the main aim of ALDI is to take
position and also improve its brand image as well as quality in the competitive business
environment. Along with this, it will help an organisation in order to convince their large number
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of target customers to purchase specific goods and services (Lovelock, 2011). For example,
ALDI develop appropriate strategies and policies which are helpful in gaining desired goals and
targets in better manner. They are managing and maintaining business marketing procedure
which assist them in analysing customers needs and wants. In the context of ALDI, company can
easily gain attention of large number of buyers towards products and services.
SOSTAC strategy:
 Situation – It is the first step which help in identify current situation of the company.
ALDI is offer affordable price products and services and develop strong connection in
supply chain. On the other hand, there is lack of local community relation.
 Objectives – The main objective of this company is to reach with desired customers in
order to deliver new products and services. ALDI required to sale new goods for
increasing its selling with 20%.
 Strategy – The main strategy of ALDI is to developing strong connection with desired
customers and also offer them affordable price of goods and services in the large market
place. Also, they can organise and manage a media relation campaign for promoting their
products and enhancement in selling volume. Marketing strategies for firm assist ALDI
in managing and obtaining market information for fast decision making.
 Tactics – It is required for ALDI is to analyse all desired customers’ needs and want and
according to their requirements they need to make modifications in current products and
facilities effectively. In this company adopts use of marketing mix tools to develop
understanding over products and services.
 Action – By analysing whole market place, ALDI company need to use various
promotional channels which help them in gaining attention of large number of customers
towards innovative goods and services.
 Control – This is necessary for respective firm is to manage and control all strategies and
policies which are developed for gaining attention of large number of customers. For this
firm focuses on comparing standard and actual performance of plans to derive gap.
3. Role and responsibility of marketing manager in the context of an organisation
There are various roles and responsibilities of business organisation which assist in
identify and source potentially in successful products for market and it will help in promoting
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desired goods and services. In ALDI, there are different roles and responsibilities which are
performed by marketing manager that are described as under:
 Marketing analysis – This is one of the foremost roles and responsibility of marketing
manager where they are analysing market situation according to changing consumer
buying trends. Along with this, ALDI focus on market analysis for products and services
in order to satisfying their needs or demand in better manner. This will assist them in
identify current and future issues which create problem for an organisation. With the help
of this, they are analysed customers’ needs as per this they are develop desired goods and
services.
 Marketing Plan – It is one of the major roles of marketing manager of ALDI company
assist organisation in order to promote their goods and services and in allocation of
resources effectively. An appropriate marketing strategy will help company to analyse its
customers’ needs and demand as per this they are develop accurate products. This will
also aid an enterprise in identifying major growth opportunities along with arising threats
which are create major issue for an organisation (Babin and Zikmund, 2015).
 Implementation of Plan – It is important for marketing manager is to implement plan
which help company in reaching with desired goals and targets in better manner.
Implementation is the procedure which turns the strategies and plans into actions in order
to achieving strategic objectives and main goals effectively. ALDI use various strategies
and policies which assist them in executing appropriate plan in better way and it will aid
in reaching potential goals.
 Managing customer support – This is another main role of marketing manager is to
make good customer support which help buyers in solving major issues and problems. In
this regard, it will help ALDI workers to perform work as a team for solving various
complex situations which occurs in front of buyers.
4. How marketing influence and interrelate with another functional department of the
organisation
Marketing is the procedure which help them in developing and formulating effective
relationship among buyers and sellers. It is the process of creating, developing, processing and
communicating while delivering of required goods and services for satisfying potential buyer’s
needs (Rossi, Allenby and McCulloch, 2012). Marketing play a vital role in an organisation in
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order to reach with desired profitability and income level. In the context of ALDI, it is
multinational company which offer variety of products and facilities to their potential users and it
is situated in UK. Its marketing team assist in promoting business operations and functions in all
over the world. They support other department in regulating and operating their functions in
more appropriate manner.
Finance department – It is one of the essential pillars of any organisation which help in
maintaining and managing all business operations and its functions. Finance department mainly
concerned with financial aspects which includes costs, profit, budget and financial performance
of an organisation. Apart from this, marketing is mainly concerned with sales, advertising,
publicity and so more. Marketing department analyse whole market place as well as customers
needs, according to this financial department set appropriate budget for manufacturing of
products. In the context of ALDI, marketing and finance team work together for getting accurate
results and outcomes by delivering required goods to the buyers. For example, ALDI's finance
department main role is to manage and maintain budget which are used for developing buyers
desired goods and services. With the help of this, they are easily gain attention of large number
of customers towards products. The role of finance team is to prepare budget as per the
requirements of customers and try to satisfying their all wants in better manner.
Human resource department – In this, marketing mainly involves with branding and
interacting with buyers in order to generate required income and profitability. On the other hand,
human resource main role is to recruit and hire an individual as per their skills and qualification.
Marketing and HR both are interrelated with each other because they are gaining attention of
skilled and qualified employees who aid company in reaching with desired goals. For instance,
the main role of human resource department is to appoint such candidate who have ability and
capability to handle all major issues within an organisation. With the assistance of this, they are
hire skilled and qualified employees who are able to reach with organisational goals and
objectives.
Marketing and Research & Development – It is that division which mainly deals with
investigating activities and functions in order to develop current goods and facilities. In current
time period, there are various things which are get change frequently as it is important for a firm
is to adopt such things in order to attain with success. Marketing is mainly consisting with
adverting and branding of new or innovative type of goods and services. With the help of
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Research and Development department, marketing team can easily analyse each and every
customer potential need and wants. For example, research and development department main
role is to analyse and examine whole market place which help them in developing desired goals
and targets effectively.
5. Value and importance of marketing role in the context organisation
In this, marketing plays an important role in an organisation for developing smooth
relationship between customers as well as company. It will assist them in satisfying all buyers
and also build customer loyalty as results in generating goodwill and productivity of an
enterprise (Silver and et. al., 2012). This team will coordinate with another organisation's team
which assist in developing or generating best possible outcomes for ALDI. An organisation
marketing team member work for managing and maintaining all business operations in effective
manner. In ALDI, marketing is valuable because this will help them in promoting different types
of goods and services among customers and also satisfy their needs and demand in proper
manner.
6. Conclusion which emphasise the significance of having effective interrelationship between
different functional department
On the basis of above described report, it can be concluded that it is important for an
organisation is to develop relationship with various department in order to reach with desired
goals and targets. The interrelationship between different functional department help them
company in increasing productivity, gain high profitability managing coordination and
cooperation in different functional units. With the help of this, they are easily analysing different
roles and responsibilities of the firm to satisfy their customers’ needs and demand. Coordination
of marketing with finance is significant as it helps the business sin outlining areas of maximizing
profits and generating revenue.
7Ps of marketing mix as compared with different organisation
Marketing Mix - Marketing mix, facilitates or to coordinate with the most effective
actions in the market on which a company works to get a place among consumers to promote its
products and forms a goodwill in the eye of the customers. It plays a vital role in an organization
as to compare their merchandise to get the value of their inventory in the market with respect to
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its brand, goodwill, etc. Dimensions are many when it talks about the market that is Product,
price, place, promotion, process, people and physical evidence (Clow and James, 2013).
ALDI a big brand chain of supermarkets scattered its business in twenty different
countries, owned by two German families with an estimated turnover of 60 billion. Sainsbury a
London based company with the second largest supermarket chain and earning revenue up-to
2845 corers, founded by John James Sainsbury. Companies like ALDI (Albrecht-DIscount) and
Sainsbury (chain of supermarket) facilitates different merchandise and forming stability in the
market. These companies play a unique and distinct role in every aspect which is as follows: -
 Product - It refers to an item being sold of different product category, such as Choco
rice, Biscuits, Milk, Little journey, Fresh Meats, fish, vegetable, fruits, wines, beer etc.
ALDI is multinational company which deliver best services to their buyers in order to
fulfil their all needs and demand in proper manner. For example, ALDI effectively
promote their services and goods with the help of different sources such as social media,
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Illustration 1: 7Ps of Marketing mix, 2019
(Source: 7Ps of Marketing mix, 2019)

internet, Instagram and YouTube. On the other hand, Sainsbury offer products which are
fulfil their desired customers needs and wants in better manner. Public limited company
deals in very distinct product category style, retail industries. Products like Fruits and
Vegetable, Fish and Meat, Chilled,Dairy, Bakery, Beer, Wine and Spirits, Health and
Beauty, Baby Product, Household, Pet care etc. In this, Sainsbury provide quality based
goods which are best suitable for company potential buyers in proper manner.
 Place - Place which fixes a market segmentation on the basis of geographical perspective,
ALDI has spread over 10366 outlets in twenty different countries. Such as China,
Hungary, Germany, France, Poland, Austria and Australia (Aldi Nord & Aldi Sud),
Denmark etc. ALDI spread their business operations and its functions in another country
so that they can easily gain attention of number of customers. Sainsbury has the largest
retail store in London, United Kingdom. It started its manufacturing at DruryLane in
United Kingdom. It has 608 chain of supermarkets with 806 convenience shops
(Armstrong and et al, 2015). The company has spread its business in many areas such as
Wolverhampton, Enfield, Torquay, United Kingdom-London, Guildford, Dartford. These
supermarket shop facilitates unique facilities to their customers like Convenience kiosk,
Several counters to easy billing. Company also deal in City-petrol, Diesel which has
started in Croydon SavaCentre Hypermarket. As similar to ALDI, Sainsbury also spread
their business functions and its activities in order to reach with desired goals and targets.
 Price- Due to increase in the competition, markets are more focused on pricing strategies
as to attract their customers. ALDI focuses on their customer's need, so to fulfil their
demands by the appropriate pricing strategies. ALDI is moving forward by adopting
competitive pricing method, which help in finding the specific prices after completing its
customer segmentation. It's market segmentation defines to the middle and lower middle
class society which get changed their brand preference on price sensitivity (Huang and
Sarigöllü, 2014). ALDI is adopt premium pricing method which help them in attracting
every class of people by offering them reasonable price of goods. As day by day markets
are more focused on their customer's need and wants, so to get them the exact
merchandise, matching to their demand on an appropriate pricing should become the
prior responsibility of Sainsbury. The Company works on price discrimination policy as
it doesn't depend on the price - cutting strategy. It regulates its product and services with
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the highest quality, so to retain customers for a long time and maintain a goodwill in the
market. The Company has its market segmentation to the households and families who
love shopping from both platforms either it is offline and online. Sainsbury also serve
affordable price of products in order to gain high income and profitability. Sometime,
they are give discounts and coupons which attract domestic as well as international
customers.
 Promotion - Communication or the customer relationship is much more important these
days in market. ALDI is very conscious while its talks of branding or promotion as it
targets the mass audience. Using or adopting both the strategies above-the-line and
below-the-line in their targeted customers by promoting like Swap and save and like
Brands. It uses pyramid profit model where the company put a benchmark to a single
product and offer perceived value on low price. ALDI mainly use social media
promotional channels which can be used for reaching with desired customers. For
promoting variety of goods, ALDI is used different sources such as television, radio,
internet, websites, etc. Building brand is the main focus here with an appropriate quality,
company like Sainsbury uses both the strategies below-the-line and above-the-line. Some
unique channels like radio, television, leaflets, billboards help the company in boosting
its goodwill in the market. Uses of IT sector by promoting its product with perfect
information on its website is also a main tool of the company. Customers are keen of
discounts, so Sainsbury has launched a Nectar Reward Card which collects points and
increase the retention of customers in the company. Vouchers, active kids, are also a part
of its promotional strategy. The Company focuses on Corporate social responsibility to
create an image in the market. Sainsbury also promote their products and services with
the help of different promotional channels such as social media, YouTube, Instagram and
so more.
 Process- ALDI has scattered in many different countries, so it focuses on different
market plan according to its suitability such as Execution plan, determine market
position, analyse competition etc. ALDI main procedure is to manage and maintain all
business operations and its functions in order to reach with potential customers towards
their goods and services. Sainsbury holds a vale of quality so its process covered
Interactive planning, data analytics, data management etc. In this, company are distribute
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