Marketing Plan: Roles, Responsibilities, and Planning for ALDI

This report provides a comprehensive analysis of marketing essentials, focusing on the roles and responsibilities within the marketing function, particularly in the context of ALDI, a prominent retail company. It delves into key areas such as marketing research, expense planning, brand identity, market expansion, and customer service. The report also examines the organizational structure of a marketing department and its interrelationship with other functions like human resources, finance, R&D, and IT. Furthermore, it explores the application of the marketing mix (7Ps) in the marketing planning process, comparing ALDI's strategies with those of competitors like TESCO. The analysis covers both B2B and B2C marketing contexts, highlighting the differences in decision-making processes, focus, orientation, methods, and goals. The report concludes by evaluating a basic marketing plan, emphasizing the importance of adapting marketing strategies to the dynamic market environment to maximize profitability and maintain a competitive edge. Desklib offers this assignment solution along with numerous other resources for students.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1.Key roles and responsibilities of the marketing function for ALDI.................................3
P2.Roles and responsibilities of marketing............................................................................5
TASK 2............................................................................................................................................9
P3 Application of marketing mix in marketing planning process..........................................9
TASK 3..........................................................................................................................................10
P4. Develop and evaluate a basic marketing plan................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is most important factor that allow the company to promote the products and
services in the whole market so that they aware the customers regarding all the innovative and
new features they want to make implement in their product segment in order to increase the sales
and profitability of business also. Further, there are different factors and elements which need to
be consider at the time of making plans and procedures company require to understand the
present demand and wants on the basis of which modification has been made in whole
organisation structure (Clow and James ,2013). Under this assignment the company which is
preferred I.e. ALDI which is famous retail company and combination of two discount retail
stores. There are 10000 stores of ALDI in all over 20 countries. In this report there is discussion
about marketing process, marketing mix, relations of marketing department with other
departments and marketing plans. There are some roles and responsibilities of roles and
responsibilities of marketing manager, importance of marketing department, etc. are discussed in
this report.
TASK 1
P1.Key roles and responsibilities of the marketing function for ALDI
There are different types of role and responsibilities that need to perform by organisation
at the time of accomplishing objectives of business. Further marketing can define as such process
under which tools and methods has been used in order to maintain effective communication and
for the purpose of delivering the value to the customers in respect of various products and
services (Cooper and et. al., 2014). Further providing standard quality of goods and services
allow them to establish long term relationship with their customers that allow them to build
brand image and goodwill with that business.
Following are the responsibilities of marketing manager of ALDI that need to be performed by
them and different operation that operated under it are describe below:- Marketing research:- It is consider as important responsibility of marketing manager
under which different data and information has been collected from research and
investigation and they can mix all the ingredients in their products and services according
to the choices and preferences of customers in retail segment. Apart from it they need to
analyse or observe the information in such manner that leads to effective plan in future
period.

 Planning expenses: It is the utmost responsibility of marketing manager to develop plans
of marketing while keeping all the cost that will be incurred in whole marketing project.
Further different promotional cost will also increase the efficiency and effectiveness of
product. If the actual cost will increased, then it will impact company overall margins. Brand identity: It relies upon different types of elements like value, quality, generosity of
organization, advancements. As a promoting officer it’s his duties to make a constructive
brand picture in people's mind towards the retail product and services in which they
currently dealing. Through this marketing manager even be required to control its
perceived or retain image to expand the benefit for firm. Expansion of market:- Diversification and expansion of market is possible only when
marketing department of organisation conduct and organise different marketing campaign
in order to boost up the overall sales and productivity of products and services and plan to
expand the market at various places for the purpose of gaining large market share.
 Customer service:- It is utmost responsibility of marketing manager to provide standard
quality of services to their customers so that they get the utmost satisfaction and in case if
any issues arises to customers in respect of goods and services then take the corrective
steps in order to remove all type of shortcoming in business.
Marketing Organisational Structure
Whole structure of marketing department is distinct in every organisation and in case of
small companies employees comprises are less in number but for big organisation number of
workforce are large in size therefore it is essential for them to design systematic organisation
structure because of creating systematic organisation structure allow them to allot the whole
work to different workforce according to their specialisation and the sample of organisation
structure are described below:-

Benefits of organisation structure are described below:-
 It is the best way of assigning the whole work to different employees according to their
specialisation (Crain and et. al., 2014).
 Under this duties and responsibilities are delegated to workers on the basis of skill and
capabilities and same will monitor by manager also.
 Authority and responsibility are clearly and properly explained to each and every
employees so that at the time of accomplishment of task the same report to right
authority.
 This division is known as cost centre and revenue centre so people involved in this is as
per these roles only for accomplishment of task.
P2.Roles and responsibilities of marketing
Marketing department assumes an essential part in advancing the business. It goes about as face
of organization and aides in delivering and planning all the work going ahead in association. It is

the obligation of showcasing office to bring new financial specialists, making new client and
make a picture of organization through which organization will be spoken to in advertise. The
parts and duties of advertising office are as per the following:-
Characterizing and overseeing Brand:- They are in charge of characterizing what the brand is
about and encounter that clients ought to have when they utilize the particular brand is
incorporated.
Directing effort administration for advertising activities:- Marketing efforts are led by
showcasing division with the goal that item is acquainted with the clients and deals are
expanded.
Creating Marketing and Promotional materials:- Marketing division should deliver those items
that depict and advance its centre item or administrations (Everett ,2014).
Overseeing web-based social networking:- When organization is accessible in different internet
based life, it goes about as a limited time medium for them on the grounds that in this day and
age every last individual is utilizing web based life and if showcasing is done online then more
clients can be separated.
Role of marketing in B2B and B2C context which describe below:-
Source B2B Marketing B2C Marketing
Process of decision
making
It is complex procedure and
consist of huge risk
Convenient and low risk
Main focus Better relationship management
and leads to generation
It is best way of building brand in
the whole corporate market.
Orientation based Product oriented Relationship oriented
Method used Helpful in establishing better
customer relationship
Improving better marketing plan in
order to maintain good customer
plans and policies.
Goals and objectives Increasing the sale and overall
productivity in order to sold best
in market place.
Brand recall is the best way for
enhancing sale of business.

Marketing as a Business Function
Marketing is considered as a standout amongst the most essential office in an association. It
helps organization in recognizing possibly effective items and advance them by recognizing then
from other comparative items accessible in advertisement. Since ALDI is a major retail based
organisation, so showcasing capacities will lead to item improvement and furthermore advancing
, promoting, keeping up advertising in respect of retail products services and so on. Five centre
advertising capacities that should be directed in association are:-
Corporate Marketing
Key Marketing
Item Marketing
Field Marketing
Goods Management
These advertising capacities are examined in detail underneath:-
Corporate Marketing:- This capacity of advertising enables item in setting it in worldwide to
showcase, helps in expanding speculator relations with organization, overseeing corporate
correspondence with organization. A yearly corporate promoting plan is set by showcasing group
and is taken after to do all examination (Ferreira , Kostakos and Dey ,2012).
Key Marketing- It helps in setting methodologies for association which is identified with its
development and creating programs and keeping up critical relations of organization. These are
the methodologies which are connected at whatever point organization sees any open doors in
advertise.
Field Marketing- This kind of advertising is done to advance item utilizing outer advancement
strategies. Way to entryway offering technique is received by organizations so that if any client
doesn't know about item then they will be acquainted with the item through this. In ADI
organization, all together advance its administrations in new urban areas they will advise their
salesman to keep their advantages like availability of retail products and services on field so
clients can utilize at that point and experience it.
Product Marketing:- Here, the point by point steps with respect to how showcasing of item will
be done is talked about and by what method will the item will be offered in the market to clients
is likewise included.

Item Management- In this, insights in regards to evaluating methodologies, Competitive
systems, advertise procedures, correspondence techniques is examined and how item will be
overseen by organization is incorporated.
Interrelationship of marketing function with other function of management are described below:-
Functions Marketing
Human resource It is important part in organisation under which main objective of
human resource department is to hire the adequate and
professional employees according to the current market trends
and demands and information is giving by marketing manager
only for adequate supply of workforce.
Finance Function Overall marketing plan has made by marketing department after
considering the overall limit of budget that made by finance
department regarding the expenses that incurred at the time of
whole marketing promotion.
R&D Function Research department is fully interrelated with marketing
department because this division provide all the data and
information has been collected regarding the recent and
innovative changes made in respect of their products and services
which will further given to marketing division for beating all the
challenges of rivalry.
IT Function IT department assist companies in gaining competitive advantage
in overall market. They assist organisation in getting digitalized
services which increases efficiency and effectiveness of
companies and competency of employees. It brings new
techniques in organisation because of which marketing function
is performed easily.

TASK 2
P3 Application of marketing mix in marketing planning process
7P's of ALDI:
Marketing is not concept which is small but it is wider in nature and in today dynamic
environment service sector become one of the major instrument which need to regularly
scanning regarding different changes which were coming in different marketing sector in order
to know what modification they need to made in their organisation structure for better
productivity. Further various elements need to take into account by the company in order to take
appropriate decision that help in maximising profitability of business (Hendriks ,2014). ALDI is
one the best retail based company which engaged in retail business of clothing and grocery items
which they offer to large number of customers with superior quality. Apart it every organisation
has their own competitors who affect the sale of other business and TESCO consider as another
rivalry and for the purpose of knowing actual position in market the differences between ALDI
and TESCO has been evaluated in aspect of 7 P'S which has been described below:- Product: This company engaged in different varieties of products and services which
include Choco, biscuits, Choco rice and different grocery products which have standard
quality and of product which allow them to satisfy customer needs and requirement. Price: ALDI regulate their business in various places in order to create brand awareness
among customers. Further company operate their business in almost 20 countries which
include UK, Poland, Portugal etc. Moreover, they need to work according to culture,
tradition and taste of person which need to analysed properly. Place: It is an consideration which is given by customer in respect of products and
services given by particular organisation. Cost of item should be lower, so this expands
offers of organization. Item can be dropped down when showcasing administrator utilize
assets which are modest. Promotion: ALDI utilize procedures, for example, brands, swap, spare which responds
mindfulness in the public arena about item and administrations. They utilize methods
which are shoddy and covers more individuals. People: ALDI trusts that representatives are most essential segment which assist them
with making great and long connection which are viable for development of organization.
It is viable for raising outlet and give fulfilment to clients.

 Process: ALDI utilize procedure which is gives fulfilment to society through choosing
conveyance process straightforward. They utilize procedures which helps in trading
products as often as possible, so this enhances great picture. Physical Evidence: Physical confirmation implies condition inside affiliation. They don't
grow much on costly commercial yet they utilize systems which are vital making their
outlets alluring from where merchandise can be gathered on fast premise.
TASK 3
P4. Develop and evaluate a basic marketing plan
Every company require to prepare their own marketing plan under which different tools
and techniques has been used by association of people in order to know all the changes they are
required to made in their organisation structure through which they easily accomplish all the
goals and objectives of business. Further, there is need to make proper arrangement for better
analysis that help in providing better direction to employees (Hofmann ,2015). This is the best
way of awareing the customer regarding all the role responsibilities they need to accomplish in
respect of their various business activities and formulate futuristic planning that perform by
organisation to ascertain what can be done through which they achieve their goals.
ALDI Explanation:-
ALDI is mix of two markdown market stores in 20 nations with 10000 stores. This is the
retail part organization and set up in 1913. later on this association was spit into two sections:
Aldi Nord and Aldi Sud. In 2017, there are 1600 stores all finished nation.
MISSION
Mission of ALDI is that they should remain in moral positions which encourages them to make
great picture in industry. Statement of purpose of ALDI is Spend a little, Live uninhibitedly.
VISION
ALDI needs to grow business and this development must accord to which they need to perform
business goals fittingly.
Marketing objectives:
 Marketing objective of ALDI is to increase number of its profits by 10% in coming year
 Firm wants to increase its customer share by 12% for generate more number of profits.
STP of ALDI

 Segmentation: Main focus of ALDI is to offer best possible quality at affordable prices.
Criteria of firm for segmentation is that it should be viable, marketable, identifiable and
stable. Company do segmentation on the basis of demographic, geographic, behavioural
and psychographic.
 Targeting: In this enterprise examine the segments in order to identify which segment
hold the greatest value and has high potential of growth. It should be measurable,
actionable, substantial, accessible and sustainable. In this SWOT and PESTLE are the
major tools that utilise by manager of firm. Target of ALDI is those individuals who want
quality products at reasonable prices.
 Positioning: This aspect highlights the way all marketing activities of firm are perceived
by its target customers with the regard of marketing strategies use by its competitors. In
this company formulate a detailed product positioning for its selected segments and
develop marketing mix for each segment. Today, ALDI is one of the major player in
retail market of UK and it is known for its quality products.
SWOT analysis
Strength
 Company able to maintain better brand
image at global level. Establish around more than 2500 stores
all around the world which also help in
reducing their cost.
Weaknesses
 Their are different outlets available
which are small in size as compare to
their competitors.
 Provide low standard and poor quality
of goods services in that particular
industry.
Opportunities
They require to formulate plan for their
different type of promotional events through
which they can fight for vast competition and
expand their business in different economies
like Africa, Asia and America etc.
Threats
ALDI require to renovate and reconstruct their
stores in order to attract large audiences and
due to huge competition in market customer
switching their brand from one company to
another.
COMPETITIVE ANALYSIS

As there are many rivalry which are taken their brand position in retail sector. As it is
vital that company need to perform their business goals so they have to analyse strategies of
competitors .
MARKETING BUDGET
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 65000 34500 42500 44200 36500
Investment 22500 16500 14000 17100
Total 65000 57000 59000 58200 53600
Promotional
expenditures
Advertisement 10000 5500 6500 7500 7400
Sales promotion 2500 2500 5400 1500 9500
Direct marketing 7500 6400 1000 7500 3000
Total 20000 14400 12900 16500 19900
Available balance 45000 42600 45600 41700 33200