Marketing Report: Analysis of ALDI's Strategies and Functions

This report provides a comprehensive analysis of ALDI's marketing strategies and functions. It begins with an introduction to the importance of marketing for organizations, particularly within the context of ALDI, a UK supermarket chain. The report details the roles and responsibilities of the marketing function, including product development, pricing, selling, promotion, and distribution, as well as the importance of management information systems (MIS) and financing. The report further explores the interconnectedness of the marketing department with other departments within the enterprise, such as operations, finance, sales, research and development, human resources, and IT. The report then examines the importance of interrelationships between marketing and various functions within a business. The report provides a comparison of the application of various elements of the marketing mix and also provides an analysis of strategic marketing plans. Finally, a marketing plan is presented. The report concludes by emphasizing the essential nature of effective marketing for business success and competitiveness.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing function...................................................................1
P2 Roles and responsibilities of marketing relate to wider enterprise........................................3
M1 Roles and responsibilities of marketing................................................................................5
M2 Importance of interrelationship between marketing and various function of enterprise......5
D1 Analyse and evaluate the key factors of marketing function................................................5
TASK 2............................................................................................................................................5
P3 Comparison of application of various elements marketing mix............................................5
M3 Evaluation of various tactics apply by enterprise.................................................................9
D2 Strategic marketing plan........................................................................................................9
TASK 4............................................................................................................................................9
P4 & M4 Marketing plan............................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is essential for each and every type of organisation because it aids to gain
attention of numerous people towards them. It is must for an enterprise to produce qualitative
goods and services for customers (Pike, 2015). It will assist them in improvisation of profits and
market share effectively and efficiently. Present assignment is based on ALDI which is a
supermarket chain in UK and providing variety of goods and services to people. There are many
kinds of roles and responsibilities which are associated with marketing function. Each unit in
company are interconnected with others; therefore, an enterprise will attain targets and objectives
timely. This report is going to highlight about comparison amongst two association's marketing
mix. Along with, marketing plan is formulated by higher authority to achieve desired goals
significantly.
TASK 1
P1 Roles and responsibilities of marketing function
Marketing is considered as a concept which assist an organisation to perform promotional
activities in an effective manner so that they will influence people to buy goods and services.
Fundamental target of marketing is to develop requirement of products of firm amongst
numerous persons. It enables association to enhance their revenues and market share; as a result,
they will be able to take benefits from competitors effectually (Malhotra, 2015). For above stated
aim, there are many kinds of tools and techniques will be used by superior of ALDI, which will
comprise newspaper, magazine, social sites, advertisement, radio and many others. It is
fundamental for marketing unit of an enterprise to fulfil their responsibilities as well as duties
properly. Therefore, they will capture attention of numerous people towards their goods and
services (Functions of marketing, 2018). Hence, there are several roles and responsibilities which
are associated with ALDI's marketing division, these are stated as beneath: Product: This is an item which is offer by an organisation to their target clients so that
they will accomplish needs and demands of individuals properly. It is required for them
to produce innovative items for customers as it enables them to gain attention of many
people towards them. For above stated aim, superior will conduct research; hence, they
will easily know about needs and wants of individuals. As a result, company will attain
coveted targets and goals within limited period of time. Along with, they will acquire
success and development at marketplace (Hugos, 2018).
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 Price: It is like an amount which is charged by an association from their clients by selling
goods and services to them. It has been examined that final value of any product will
highly provide impact to success of an enterprise. Thus, it is required for an association to
set the value of an item in an effective manner so that they will easily gain revenues as
well. Marketing manager has to set the price of items which has to be affordable for an
individual. Additionally, they will take an idea from clients that what amount will be pain
by them willingly, but it is must for an association to maintain quality of goods and
services. Selling: It is considered as a procedure which is finally provided to clients. It is required
for an organisation to make process much convenient so that they will easily influence
buyers to purchase items and services of company. For above stated aim, manager has to
cater goods to people at nearby outlets; therefore, clients will buy them without any
difficulty (Lane, 2016). It is needed for marketing manager to select best distribution
channel so that they will sell products and services to individuals in an effective and
efficient manner. Promotion: It is considered as foremost duty or responsibility which is associated with
marketing unit. As per this, it is must for superior to utilize many kind of communication
methods; thus, they will easily maintain interaction with clients and offer them goods and
services as per their requirement. As a result, ALDI will easily enhance their market
share and in addition profits. They will gain attention of numerous individuals towards
them. It enables them to take benefits from rivals at marketplace. For promotion, many
kind of methods will be used by an enterprise, such as social sites, print media and so
forth. MIS (Management information system): It has been analysed that, marketing division is
considered as foremost part for any kind of enterprise, as they gather data and
information regarding needs and wants of people by conducting research. Therefore, they
will fulfil their demands their within limited period of time. For above stated aim, several
sorts of methods will be utilized by firm to gather, examine and store info which is
connected with forthcoming time (Baker and Magnini, 2016). This kind of data will
support manager of an enterprise to take judgement regarding enlargement of business.
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 Financing: To attain coveted targets and aim within limited period of time, it is must for
an enterprise to have sufficient fund. If they are not having finance in a proper manner
then they will not be able to complete operational activities in an effective and efficient
way. As position of ALDI is much appropriate at marketplace; thus, they will easily take
assistance of some banks, financial institutions and many others. Henceforth, they will
easily attained coveted targets and objectives within certain time duration.
 Distribution: There are many kinds of methods will be utilized by an enterprise to
provide goods and services to people. They will take support of stores, online sites and so
on. As a result, they will easily fulfil needs and demands of people by providing items to
them as per their requirement. Additionally, it is must for company to examine channel of
distribution which is using by rivals so that they will compete them at marketplace
(Griffitts, 2016).
Therefore, it has been examined that marketing department needs to fulfil entire roles and
responsibilities which are described above. Along with, organisation needs to render qualitative
products and services to people at reasonable price; thus, they will accomplish their desires. It
enables them to improve profits and in addition, they will survive at marketplace for maximum
period of time. It is must for an enterprise to perform operational activities in an effective way to
gain long term advantages. The fundamental duty of marketing department is to examine policies
and strategies of competitors so that they will done their work effectively and capture attention
of numerous people towards them.
P2 Roles and responsibilities of marketing relate to wider enterprise
In modern era, to take competitive advantage from rivals it is required for company to
provide qualitative goods and services to people at reasonable value (Pappas, 2017). It is
required for firm to produce innovative items for customers; thus, they will gain attention of
many people towards them. If an association wants to enlarge their business activities then
during that time marketing plays an eminent part to analyse market conditions. Hence, it has
been evaluated that roles and duties of marketing division is much connected with others and this
will be comprehend by below mentioned description:
Marketing function with operation department: It has been assessed that, they both
divisions are much connected with others. It is required for an enterprise to improve their
production procedure timely; therefore, they will execute operational activities in a significant
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manner. It enables them to enhance quality of items as well as services. It is required to keep up
coordination amongst both departments, such as operation and marketing. Manager will tell staff
members of operational unit about the requirements of people so that they will make necessary
improvements. As a result, they will gain attention of numerous individuals towards them. It will
be help them to take benefits from competitors at competitive world (Wang, Chen and Chen,
2016).
Finance department with marketing function: Finance is essential for each kind of
company to accomplish entire task or activity in an effective manner. If they are not having
requisite fund then they will complete work effectively. Shortage of fund will hamper their
working and they will not be able to complete their operations within limited period of time. To
gain positive outcomes, it is must for marketing department to fulfil their work adequately. As a
result, ALDI will gain success and growth at marketplace. It is require for firm to maintain
proper conversation amongst both units. Main duty of finance division is to formulate budget for
each department and then circulate it to them. Therefore, they will complete their work within
provided fund; it enables them to reduce wastage or unwanted cost from business procedure.
Sales and marketing function: They both are interconnected with each other, like
manager of marketing needs to conduct research to know about their needs and wants so that
they will sale them product accordingly. It enables them to improve sales and production and as
a result, they will take benefits from competitors at marketplace (Rudden, 2016).
Research and development department and marketing function: In recent era,
requirements of people are changing on continuous basis; thus, it is required for R & D unit to
conduct research timely to know about their demands. Therefore, they will provide goods and
services to them as per market trend. It is needed for manager of marketing to gather sufficient
data as well as information; thus, they will introduce necessary alterations in items.
Marketing department with human resource management function: Staff members are
considered as foremost part of each company because they help them to produce goods and
services in an effective way. They need to maintain proper relationship with clients to retain
them for maximum time span. Superior has to appoint individual as per their skills and
capabilities; therefore, he will be able to perform his task within requisite period of time. They
need to be trained as it will help them to maintain quality of products (Moll, 2016).
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IT department and marketing function: It is required for marketer to conduct research
so that they will gather data and information about the needs and wants of people. For this, they
will take assistance of some tools and techniques, such as social sites, website and many others.
If it is done significantly then, they will be able to take corrective judgement for enterprise which
will assist them to survive at marketplace for maximum period of time. Along with, they will
take decision regarding business expansion in a proficient manner.
M1 Roles and responsibilities of marketing
Marketing department is much essential for each and every kind of organisation. They
provide requisite data and information to company so that they will take opportunities which are
accessible for them at marketplace and influence people to purchase goods and services. There
are fundamental roles and responsibilities which need to be accomplish by marketing division of
an enterprise, such as price, product, selling, distribution, promotion, MIS and many others. This
needs to be perform effectively; thus, ALDI will take competitive benefits from rivals in market
(Wu, Kirkole and Huang, 2016).
M2 Importance of interrelationship between marketing and various function of enterprise
Each department in company is connected with each others so that they will easily
perform their task in an effective and efficient manner without affecting others. They have to
maintain proper coordination as well as cooperation as it enables them to use available resources
in a significant manner. Along with, it assists an enterprise to maintain effectiveness of goods
and services which are providing by firm to clients (Muralidharan and Neha, 2013).
D1 Analyse and evaluate the key factors of marketing function
There are certain factors which are associated with marketing function and will comprise,
human resource management, production, operation and so on. These components will assist an
association into their success and growth and entire business activities will get accomplished
within sufficient period of time (Askeland and Wright, 2013).
TASK 2
P3 Comparison of application of various elements marketing mix
There are four components which will include into marketing mix, like product, price,
place and promotion. These elements will assist firm to attain coveted targets and objectives
within set time span. It is required for an enterprise to fulfil demands and requirements of clients
as per their needs. Along with, by knowing it they need to do promotion of products and services
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as it enables them to influence people to buy that item. Organisation will take support of online
sites to conduct promotional activities in an appropriate manner. With assistance of this, they
will gain attention of numerous individuals towards them (Desai, 2013).
Henceforth, there are some comparison among marketing mix in context of two different
associations. These are stated as below:
Basis ALDI LIDL
Product Quality of goods of company is
much effective which help them to
take benefits from rivals at
competitive place. They are
providing products to people at
affordable price which help them to
influence people to buy items. They
purchase crude material in bulk
which will help them to reduce
unwanted cost and gain attention of
numerous persons.
This organisation is known for their
cheap quality products. They are not
having distinctive type of items so
that they are offering similar kinds of
goods to people. As quality of items
are not much appropriate; therefore,
they are having great customer base.
Along with prices are also low which
will affect choice or preferences of
individuals. Hence, this is providing
negative image to company in huge
manner.
Price Customer base of ALDI is much
efficient as they are providing
quality items to them at affordable
prices. It enables them to take
benefits from contenders. Manager
is using many kinds of strategies,
such as market penetration, pricing
strategy and so on. It will help them
to survive at marketplace for
maximum period of time.
Less prices of items and services will
aid to capture attention of numerous
individuals. But there are many
people who are not having positive
thought about them because they
think because of low value they are
not able to maintain quality of items.
Thus, it is required for an enterprise
to use pricing strategy so that they
will compete rivals at marketplace.
Place They are operating their business in
more than 15 nations. They are
LIDL is having numerous outlets in
United Kingdom. They place
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continuously enlarging their
business activities in distinctive
countries so that they will enhance
market share. Crude material is
purchased by them in bulk;
therefore, they will produce goods
and services for people on time and
fulfil their requirements. ALDI is
using environment friendly
machines which help them to
diminish wastage from business
procedure. It is required for
manager of company to place goods
to stores in a proper manner so that
people will find out them without
facing any issues or obstructions.
products at store as per their sector so
that people will purchase them as per
their requirements. Fundamental aim
of this affiliation is to improve their
sales and production rapidly so that
they will enhance their profits. As a
result, they will achieve coveted
targets and goals within limited
period of time.
Promotion This organisation is not spend too
much amount on promotional
activities of products and services.
They send mails to their regular
customers on regular basis so that
they will convey to them about
recent offers and discounts. Along
with, they print newsletter on each
Sunday. Therefore, they will
capture attention of numerous
people towards them and will
enhance their customer base.
Instead of, they are using social
sites to make interaction with large
Company is concentrating on pricing
strategy; thus, they will gain
attention of numerous persons
towards them. Along with, there are
some loyalty schemes are using by
them to acquire trust of persons.
They are using many tools and
techniques to promote their products
and services, such as social media,
advertisement, print media and so on.
They are not giving discount to
people as prices of goods of firm is
already less.
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number of buyers.
People Staff members of ALDI are not
cooperating with clients as they are
helping them during their purchase.
Store of company is much large and
divide into various number of
sections. Therefore, there is no
much need of maximum employees
at outlets. Along with, they make
bills of products by scanning them
which assist to make this procedure
much easy and reliable.
Additionally, they are providing
training sessions to staff members
which assist to improve their
working performance. It enables
them to improve skills and abilities
and in addition, they will take
benefits from contenders at
marketplace.
Company needs to motivate workers
so that they will accomplish their
task and activities within limited time
period. For above stated aim, they
cater them attractive salaries. It has
been analysed by clients that,
workers of firm are not supporting
them while they buy goods and
services from them. It leads
dissatisfaction amongst consumers.
Henceforth, it is require for an
association to develop some training
programmes for staff members as it
works as a motivation for them. As a
result, production and profits of firm
will easily get enhanced.
Process Procedure of company is much
easy, as many layouts are designed
by manager of organisation so that
people will easily purchase goods
and services from them. There is no
need for staff members to assist
clients. It aids to save extra time of
people and they will buy items from
outlets effectively. Along with, as
barcodes of products are much large
LIDL is offering numerous brand
items to people at reasonable price so
that many time individuals are not
ready to buy products from their
store. Because there is no specific
brand which is printed on it. It will
decrease their profits and in addition
market share; thus, they will not be
able to take benefits from
competitors at marketplace.
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which aid in quick identification of
goods and services. It helps to make
billing system more easy and
efficient.
Physical evidence It has been evaluated that almost
85% goods are providing by ALDI
which are from home product and
another items are associated with
other recognized brand.
Approximately 30% items are of
cheap which concentrate on less
value. In United Kingdom, ALDI is
the only company which is
providing grocery items at similar
value. This enables them to gain
maximum benefits from rivals at
competitive marketplace.
Goods are displayed in the store of
LIDL as per traditional way. There
are many kinds of colour is using by
association so that they will exhibit
distinctive brand items.
M3 Evaluation of various tactics apply by enterprise
ALDI will formulate some kinds of strategies and policies to attain coveted targets and
objectives. For instance, if they want to improve customer base then, it is fundamental for an
enterprise to utilize best quality of raw material. Along with, they will provide training sessions
to workers as it enables them to enhance their working performance; therefore, they will
accomplish targets within limited period of time (Mittal, 2014).
D2 Strategic marketing plan
ALDI is a supermarket chain which is providing variety of goods and services to clients.
Strategic plan will be formulated by manager to satisfy requirements of clients and for this they
will take assistance of marketing mix. Henceforth, they will decide price of items in an
appropriate manner and will fulfil requirements of people (Yee and Yazdanifard, 2013).
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TASK 4
P4 & M4 Marketing plan
Marketing plan is considered as a written document of an organisation which is created
by higher authority. This will include marketing activities which is going to be perform by an
association in future. It is working as a guidance for staff members; therefore, they will be able
to use available resources in an effective manner. To make marketing plan more efficient, there
are some elements which will be taken into under consideration by superior (Smith, 2014). These
are stated as beneath:
Vision: Company wants to lead at marketing place in the sector of grocery and for this, it
is fundamental for them to render qualitative goods and services to consumers at reasonable
value.
Mission: Organisation wants to provide products to individuals as per their needs and
requirements; therefore, they will take benefits from competitors at marketplace. This enables
them in improvisation of profits and market share.
SWOT analysis: It is described as below: Strengths: Operational activities of an enterprise is much effective which aid them into
their development and success. Along with, ALDI is providing qualitative products and
services to customers which enable them to gain attention of numerous individuals
towards them. As a result, profits and market share of affiliation easily get enhanced.
They are operating their business in more than 15 countries so that client base of
enterprise is much wide (Swenson, Rhoads and Whitlark, 2014).
 Weaknesses: Company's size is less as comparison to their competitors. Prices of goods
and services are much less which will provide impact to their image at international level.
As many time persons will think that quality of items are not appropriate because of less
value of them. Opportunities: It has been analysed that both, Africa and Asia is considered as a
developing nations; therefore, ALDI is having an opportunity to expand their market over
there. It will help them to increase revenues and in addition production. Additionally,
they will conduct some promotional activities to capture attention of numerous people
towards them.
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