Marketing Essentials: Roles, Responsibilities, and ALDI's Strategy

This report provides a comprehensive analysis of ALDI's marketing strategies, focusing on the key roles and responsibilities of the marketing department. It begins with an introduction to the importance of marketing and its contribution to a business's success, using ALDI as a case study. The report delves into the background of ALDI, highlighting its global presence and revenue. Task 1 explores the pivotal roles and responsibilities of the marketing function, including market research, production, distribution, product-service management, pricing, promotion, selling, and financing. It then examines these roles specifically within ALDI, emphasizing the importance of understanding customer needs, identifying trends, creating a strong brand, coordinating with marketing partners, innovating, communicating effectively, and preparing budgets. The report covers the importance of defining brand names, conducting campaigns, promoting products, creating websites, maintaining social media presence, and ensuring proper communication. The conclusion offers recommendations based on the findings, underscoring the significance of a well-defined marketing plan for achieving long-term success. The report concludes with a reference list.

MARKETING
ESSENTIALS

Table of Contents
Introduction.........................................................................................................................................3
Task 1...................................................................................................................................................3
Task 2...................................................................................................................................................8
Task 3.................................................................................................................................................10
Conclusion and Recommendation....................................................................................................12
REFERENCES..................................................................................................................................13

Introduction
Marketing essential is too significant for every business unit because its contribute in create
awareness of products and services and gain competitive advantage. The role of marketing
department is relating to producing high quality goods and transfer to end user at the right
time and right price. The report will be explaining about the marketing plan and marketing
mix which helps to meet long term goals and target. This report based on ALDI which is one
of the most valuable brand in the UK (Akturan and Tezcan, 2012). They provide a wide range
of products and services to its customer. the main purpose of this report is to identity roles
and responsibility of marketing department and design an appropriate market plan which
provide long term success.
Marketing: It is a systematic process of creating awareness of firm’s products and services
to their customer. it is the way of communication where company tries to provide relevant
information regarding their products, price specification, offer and so on. There is various
function which performed by marketing department and provide long term success to their
business.
Background of the company: ALDI is a retail business corporation and conduct their
operation in UK and other parts of the world. It is one of the well-known brand in the UK and
other European market which market share is 5.1 percent which is quite goods as compare to
other counties. This company was state in early 1900’s and become the moot growing in
1960’s. In 1962 the higher authorities of the business organization owned more than 300
stores. Today, ALDI having more than 10000 stores across the world and operate their
business in 1800 counties (Albayrak, Aksoy and Caber, 2013). The total revenue of the firm
is €53 billion which is quite large from different sectors such as food, clothing, household
goods, beverage etc. there are three subsidiaries of ALDI, ALDI talk relating to mobile
network, ALDI liquor and Diskont.
Task 1
P1 Key roles and responsibility of marketing function
Marketing department plays a prominent role in attaining organizational goals and objectives
in an effective manner. There is various function of marketing department from distribution
to financing and each element provide unique strength to the company. It helps to increase
revenue and market share by offering high quality goods and services to its customer and

enhanced customer loyalty. Therefore, every business entity tries to use these function in a
manner which gain competitive advantage in the market over its rival corporations. In the
context of ALDI, there are various element in the marketing and use in an appropriate manner
in order to meet its short and long term targets. These are:
Market research: This is one of the most significant function of marketing department
which related with the collecting information. These data can be related with the customer,
competitors’ products, and other aspects of their goods and services. The main aim of this
function to get updated information from the market at the right time (Annie Jin, 2012).
ALDI required that to conduct market survey on regular basis so that they can knowing the
current need and produce its products accordingly. Apart from that they also gather
information about their existing product so that they can improve its performance in the near
future.
Production function: This is another major function where a company can get the design of
its product from the marketing research department and develop it. This is one of the most
crucial function of marketing which can help to increase the satisfaction level of its customers
in an effective manner and create competitive position in the market.
Distribution: It is essential for a company is to use appropriate distribution strategy, so that
they can offer these products in an effective manner. Today, every corporation is try to locate
these channels in strategic location where customer footy prints is too high. In the context of
ALDI, marketing department required that to select its store location at the best place where
the potential of selling is more. The cited firm can use three types of store in their strategy,
urban store, semi-urban and hyper market for different types of target customers.
Product-service management: This is another most critical and competitive function where
a business organization required that to focus on product and service management. According
to ALDI, they need to conduct survey which helps to get the right information of their
choices (Burke, 2010). For example, the cited unit wants to launch food items, they can
distribute free to the customers at their store and gather feedback regarding improvement. It
helps to attain long term success and increase customer loyalty and profitability which is
common goal a business unit.
Pricing: One of the most difficult task is to setting right price of their product and services. If
product price is high nobody can buy it, on the other hand product price is lower it may affect
revenue of the business. Therefore, marketing department helps to calculate right price which

increase their customer base and increase sales. There are various tools and approaches which
can be used by ALDI such as competitive pricing, premium pricing, discount pricing etc. For
example, they can set the price according to their target market in to different segment which
increase the profit and provide competitive position in the market.
Promotion: It is significant for a business enterprise is to communicate their product and
services to its customer (Cheah and Phau, 2011). The key role of this function is to promote
firm’s goods and create awareness so that customer to know about these products. There are
various communication tools which can be used by ALDI in an effective manner. for
example, if company wants to launch a new furniture items in the market, now they need an
integrated marketing campaign which promote their product effectively. These involves print
media- newspaper, magazines, electronic media- TV and radio, social Media-Facebook,
Instagram, You Tube and so on.
Selling: This is another complementary function of marketing department which support
various selling activities. It helps to sales representatives and other sales personal to sell more
product in the market. marketing department required that to forecast sales for a period of
time. There are various methods which can be used by them such as analysing historical data
and generating sales leads for the future. The main aim of such actives is to increase market
share and generate revenue out if them. so that a business corporation increase meets its
target for a given period of time.
Financing: The main function of marketing is to provide regular cash flow for the company.
This is the responsibility of marketing manager to arrange capital to running a business from
different sources. There are two types of sources such as internal and external according to
their requirements (Gabrielli and Balboni, 2010). ALDI needs to design appropriate strategies
so that they can maintain cash flow in the long and make their business profitable. It helps to
maintain a healthy relationship with different stakeholders such as investors, suppliers,
financial institutions and so on. They also responsible to manage their revenue by using
approx. pirate methods and tries to develop competitive position in the market.
P2 Key roles and responsibility of marketing function related to ALDI
In every kind of organisation marketing department is very specially for which organisation
produce many kinds of goods and services. Without this department a company cannot attract
the customers towards their goods and services and its directly affect the revenue of the

organisation. Marketing of products is very important because it helps to increases the sales
of different product and goods. There is some responsibility of marketing mentioned below:
1. Listening to customer’s needs: First responsibility of the marketing departing is to
identify needs of the customer and after that produce the goods and services according
to need of clients. For example, if talk about ALDI they have to gain information
about the choices and trends of market so they can deliver their best products to
clients (Gök and Hacioglu, 2010). For this purpose, an organisation can use internal
and external channels of the company. Internal channels include survey or capture
information of different customers’ requirements.
2. Identify trends and competition: It includes to identify position of company in the
market and identify its competitors. Given company have to identify other company's
policy and trend which affect the operations of organisation.
3. Create brand name: Brand name is very important to create image of particular in
the mind if different customers. There is responsibility of marketing department give
new ideas and messages so that best communicate the value of brand.
4. Coordinate with marketing partners: There are many partners are available inh the
market such as journalist, publishers, consultants and designers. Company have to
coordinate with theses partners to full fill their objectives.
5. Innovate: With the change in fashion and preferences of different customers,
organisation have to innovate new products and services according to the
requirements of different clients. ALDI has to focuses on their products, promotions
and improve techniques of production (Hudson, 2010).
6. Communication: It is very important for the company to communicate with rest of
department because there is chain in the company which are inter connected. For
example, if production department are not produce quality goods than it directly
affects the marketing department. So it is very important proper communication
various department of enterprises.
7. Help increases sales process: Sales are increased when company is properly
understanding requirements of the customers. For this purpose, company have to
direct connect with the clients so they provide their best products and services to
them.
8. Prepare budget: This is another responsibility of marketing department to prepare
budget of every marketing project. It will help to complete target in time and with
appropriate resources.

9. Calculate ROI: Every organisation is engaged in their marketing activities which is
investment of money, time and efforts. Every activity should be measured to check
that they meet organisational objectives or not. For this purpose, company is
calculating its return on investment.
10. Define strategies of marketing: Another responsibility of given organisation is to
make strategies for long term (Johns and Van Doren, 2010). For this purpose,
department have to prepare list objectives and goals which have to be achieved in
specified time. It will helps sustain for long time in the market by producing quality
products.
There is some role of marketing given below:
1. Defining brand name: It includes defining core activities and functions of the
organisation. ALDI have to define their core products, services, terms and conditions to
customers so clients can properly understand the objects of the company.
2. Conducting campaign: It includes that campaign of products is play key role to attract the
customers towards different products of the company. It will help to identify needs and
preferences of people so enterprise can arrange product material for productions of that
goods.
3. Promotion and marketing of products: This is another role of marketing department to
explain core products and services of the company and for this purpose they have to arrange
promotional material. It will help to enterprises keep up to date as those services and product
evolve.
4. Creating website: This is major component which helps to attract the customers by giving
them proper online information about new and existing products and services. Marketing
department is responsible top give current online information and content so everybody can
easily search easily content of business.
5. Maintain social media: Marketing department is also managing social media accounts
and pages and also monitor what's online posted about company.
6. Proper communication: It is very important for company proper communication between
employees and their subordinates (Jones and Rowley, 2011). It includes that workers need to
understand policies and values of the organisation so they can better contribute to full fill of
organisational objectives.
7. Market research: According to this organisation have to research of market to identify
different trends, fashion, preferences of customers and change in technology so they can
produce quality products for different kinds of consumers. When talk about ALDI than they

need to understand expectation of consumers and after that they can arrange production and
promotional material. Market research is also including rules and regulations which opposed
by the government in different kinds of industry which existing in the market.
8. Outside agencies and vendors: Some agencies and vendors available in the market which
are directly connected with operations of the organisation. Marketing department is
responsible for selecting appropriate vendors and agencies because these are arranging
marketing material for products. Agencies are including web providers, PR agencies and print
vendors. They are play crucial role when an organisation wants marketing of their products.
9. Media liaison: If organisation is set in media so there should be spokesperson who
responsible for media queries.
Task 2
P3 Marketing mix in the marketing planning process
Every business unit required that to develop marketing mix in order to meet its long term
targets and provide competitive advantage. There are four elements which interlinked with
each other such as price, product, place and promotion. Very element also having different
components which can by the business entity. UK is one of the competitive market in retail
industry influenced revenue and profitability of ALDI. Therefore, this is the responsibility of
marketing department is to design such strategies in an appropriate manner. These are:
Product: A product or services is designed and produced for satisfy an individual or group of
people needs. It can be tangible or intangible asset and offer to the customer as a certain
price. This is one of the most significant element of marketing mix where business
organization required that to provide high quality goods to their consumer (Li and Li, 2011).
In the context of ALDI, marketing department required that to produce goods and services at
the which is unique in terms of quality, features, innovation etc. They provide a wide range of
products such as grocery, electronic products, furniture items, fashionable products like
men’s wear, women’s wear, child wear etc. The quality of these product is too high which
provide competitive advantage over other competitors such as Primark, Sainsbury and so on.
Price: The price of the product and services is related with the consumer paid for to entertain
it. This is one of the most critical element of marketing mix which helps to set a reasonable
price of their product and satisfy customer in an effective manner. This is the role of
marketing manager of ALDI is to sue various pricing strategies and tactics which gain
competitive position in the market. These strategies can be premium pricing, discount

pricing, competitive pricing etc. For example, ALDI can offer their product at lower price as
compare to rival business entity. Apart from that, they can also offer premium product at
higher to niche market. the main aim of this strategy is to increase market share and revenue
in an appropriate manner. Further, they can also offer their products at lower price in the
festive season. It helps to meet its short and long term targets in an effective manner.
Place: It is related with distribution centre and supply chain of the company which create
competitive dominance in the market. Every enterprise is ties to focus on location of their
store. This is needs an appropriate strategy and location in crowded area. For example, ALDI
divide its store in to three categories-urban store, semi urban and hyper market. As per the
given information there are more than 10000 store across the world which provide more
depth in the market. The supply chain system of the company is unique which interlinked
with another store. The advantage of such system is to update information regarding goods
and services on the right time. So that distribution department can deliver goods and services
at the right time. Apart from that, ALDI also need an online website to their customer where
they can buy goods and services without travelling in to the store.
Promotion: It is one of the essential aspects which is related with the promotional activities
and helps to provide various information to the end customers. There are following element
can be including:
Sales promotion: In this mix a business entity is tries to use various tactics in order to
increase sales and in an appropriate manner (Mitic and Kapoulas, 2012). for example, ALDI
can offer discount for their products and services which helps to meet its sales target.
Public relation: There are various stakeholders such as investors, suppliers, distributors,
customers, employees etc. This is the responsibility of marketing department is to provide
relevant information to these stakeholders. for example, ALDI can conduct annual meeting
on regular basis and invites shareholder to make various decisions. Apart from that they can
also arrange media conferencing and provide various information. It helps to develop
stakeholder’s loyalty and create harmonious relationship with them on regular basis.
Advertising: Every company required that to build brand image of the company in the
market. they required that to use various communication tools such as print media, social
media and electronic media in order to promote their goods and services. ALDI spending
billions of dollars in communication mix which provide competitive superiority in the
market.

Physical evidence: This element is relating with the physical environment in the context of
customer. ALDI having talented staff and attractive websites where customer feel good
experience. They having its own online portal where buyers can buy their goods and services
and increase sales and profitability which is a common goal.
Process: It is related with the overall system of the company which support supply china and
distribution. The main aim of this element is to provide goods and services at the right time to
the end consumers. ALDI having an integrated supply chain where they can share various
information regarding stock and supply at the right time.
People: Human resource are the valuable asset for a business organization because it helps to
contribute in achieving their long term goals. Therefore, it is the responsibility of a
corporation is to recruit and select highly skilled work force in order to meet its long term
targets. AS per the case of ALDI, they having more than 30000 employees which are highly
skilled and talented.
Therefore, it is the role of marketing department to design their strategies and also
communicate with various functional department such as finance, marketing, HR etc. Apart
from that, they can also make suggestion form marketing experts and gain competitive
advantage over other firms.
Comparison of marketing function of Aldi with Primark
Marketing function ALDI Primark
Finance The finance department of
Aldi is actively involving in
the various decision making
which is very significant and
helps to meet their short and
long term targets.
Primark is only make budget
and sending to the top
management.
Promotion The marketing department is
responsible to design and
develop strategies and
promote firm product and
services in an effective
manner. For example, Aldi is
On the other, Primark is
primarily using digital media
communication channels to
promote their products and
services.

using social media tools to
create awareness of their
products and services.
Task 3
P4 Marketing plan for the ALDI
Marketing plan is a systematic process where a company design blueprint of their proposed
plan by supported by different strategies and tactics. ALDI required that to make their
proposed plan more effective so that they can meet its long term targets. There are various
stages involves which given mentioned below: Stages of marketing planning: Marketing is
very important for any kind of organisation to incensing sales of goods and services of the
company. There are five stages of marketing planning of ALDI are given below:
Organisation mission: This is the initial stage of marketing planning which have to followed
by every organisation. It includes objectives, goals, needs and wants of the company which
they have to achieve. Determination of company's core objectives is basic and foundation of
marketing planning. It includes that what an organisation expect from their clients or
customers.
Marketing plan objectives:
 To increase market, share 2 percent in the next 3-4 years.
 To increase revenue and profitability by increase store in other countries.
 To increase customer satisfaction level in the next upcoming years.
Situational analysis: Business environment is too complex and competitive which required
that to analyse in an effective manner. because there are various internal and external factors.
there is various risk associated with business which helps to minimise in an effective manner.
external factors can be involving political factors, economic factors, legal factors and so on.
These factors can be controlled by the management. On the other hand, internal environment
involves such as employees, customer, suppliers, distributors government and society.
In this step of marketing planning their SWOT analysis is important which a
company have to be considered when they prepare marketing plan.
SWOT is stands for strength, weakness, opportunity and threats.

1) strength: It includes positive feature of an organisation such as what a company have by
which a enterprises increases its revenue, what its unique selling prospective and what
qualities a company have for sustain in the market.
2) weaknesses: This component is including negative points of a company. It includes such as
what things should avoid by an organisation, what are drawbacks which company and
overcome these weaknesses for better fulfilment of organisational objectives.
3) Opportunity: According to this it includes asses the opportunity which available in the
market by which a enterprises can attract more people of society. It is also including chances
in the market which are easily adopted by a company to create brand image in the mind of
peoples.
4) Threats: It includes fear of organisation which arises from competitors. It also includes
strategies and trends of other competitors who are producing same kinds of goods.
Budget: The budget of proposed plan is mentioned below:
Activity October £ November £ December £
Marketing research 2000 14800 1400
Print media 2500 1500 1800
Social media 8500 4500 4810
Total 13000 20800 8010
Income source: ALDI is a large corporation which having a huge capital to implement their
marketing proposed plan in an effective manner. there are two major sources which can be
used by the firm:
Internal source: ALDI can launch IPO for their new plan where they can collect money
from primary market. The brand image of the cited firm is quite good which can help to
generate income from these sources.
External source: There are various sources such as band and other financial institution
where ALDI can arrange their capital. They make sure that cost of capital is minimum which
leads to increase their profit.
Marketing objectives: This is third stage of marketing planning process of an organisation.
After setting organisational goals and objectives company have to focus on marketing
objectives. It includes determination of promotional tools, methods of advertising of products
and strategies which have to be followed by an enterprise.