Marketing Plan: Strategic Marketing Mix Application to Achieve Goals

This report provides a comparative analysis of the marketing strategies employed by Aldi and Tesco, focusing on the application of the marketing mix to achieve business objectives. It evaluates the different tactics used by organizations to demonstrate how business objectives are met, including creating visions for employees, measuring performance, communicating objectives, and monitoring progress. The report further produces and evaluates a basic marketing plan for an organization like Aldi, detailing objectives, target customers, competitors, positioning, pricing, promotion, and budget. A detailed, coherent, and evidence-based marketing plan is then developed, including an executive summary and company overview, culminating in the design of a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives.

Marketing Strategy and Application
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Contents
Introduction......................................................................................................................................3
PART A...........................................................................................................................................4
P3: Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives........................................................4
M3: Evaluate different tactics applied by organisations to demonstrate how business
objectives have been achieved.....................................................................................................7
PART B...........................................................................................................................................8
P4: Produce and evaluate a basic marketing plan for an organisation........................................8
M4: Produce a detailed, coherent evidence-based marketing plan for an organisation............12
D2: Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve
overall marketing objectives......................................................................................................19
Conclusion.....................................................................................................................................22
References......................................................................................................................................23
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Introduction
Marketing refers to the process of promoting and advertising the products of the company. This
enables the company to increase the sales of the products to a large extent and build an image in
the market. The success of the company depends on the effectiveness of the marketing plan
designed by the marketing manager of the company. Different companies follow different
marketing process and use different marketing mix strategies for attaining the set goals and
objectives of the business. In this report, comparison of the marketing process and marketing mix
of Aldi and Tesco plc will be made. Both the companies deal in the retail market and are situated
in UK. The marketing manager of Aldi needs to formulate an effective marketing plan which
covers all the aspects and would help the company to grow and develop in the market.
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PART A
P3: Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.
The marketing mix is the strategy adopted by every organisation for meeting the needs of the
customers and achieves the target goals and objectives. It is a process of identifying and
assessing the needs of the customers so that it can make the availability of those can be
effectively implemented in the organisation with the adoption of marketing mix strategy to
satisfy the customers and earn high revenue.
Elements of Marketing
Mix
ALDI TESCO
Product The products of the Aldi are
made in accordance with the
needs of the customers as the
desires of the customers are
fulfilled under this. The
products and its specification
are as per the needs of the
customers so that utmost
satisfaction is provided to the
customers (Blythe, 2012).
Tesco provides the customers with
those products that provide the
customers with those services that
provide them with utmost
satisfaction. The main motive of
the organisation is to avail high
profits in the organisation.
Price The prices of the products are
set as per the affordability of
the customers in the
organisation. The prices of the
products are fixed according to
the needs of the customers.
The price of the products of Tesco
is very high and no discount is
assured to the customers as it
[refers to earn high profits and
attracts those customers those who
can afford to purchase the products
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Discount is also provided to the
customers to make the
customers get attracted to the
services and products.
and services of the organisation.
Place Aldi produces it products at
those place where the
requirements of customers is
high. This leads to attraction of
the customers and make the
high level of production in the
market.
It produces and sells its products
mostly in the UK with the help of
local suppliers. This also makes
the local suppliers make the
customers get influenced by the
services that have been provided
by the organisation.
Promotion The promotion of the products
is made with the adoption of
advertisement techniques. The
promotion of the products is
made to make the customers get
attracted to the products and
services. This reduces the cost
of the products and services.
The promotion of products is made
with the adoption of new
technologies in the market. It helps
in attracting the customers those
who can afford the products at
high price. The promotion of the
products is made with the
development of advertisement
programs so that it can attract the
customers and earn high profits in
the organisation (Armstrong, et.
al., 2015).
Physical Evidence The records of the sales and
purchases have been made in
the organisation to meet the
requirements of the
This organisation keeps the records
of the customers to resolve the
issue that can take place in future.
The records of the customers and
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organisation. This help in
keeping the record of the
organisation that can be used
for the further acquaintance.
This also makes help in
increasing the number of
customers as their data and
information have been kept in
safety by the organisation.
purchase or sale of products and
services are saved online so that
the information and data of the
customers do not get lost and
loyalty of the customers to the
brand could be maintained.
People The people in the organisation
are made to be provided with
training so that it can identify
the requirements of the
customers that help in
production of the required
products and services that are
demanded by the customers. the
organisation consider the
human resources at its pivotal
part.
The organisation makes the
manpower of the organisation to
be provided with healthy
environment so that it can increase
the productivity in the
organisation. This help in
attracting the customers by the
employees.
Process The process adopted by the
organisation needs to be cost
effective so that it can attract
the customers and lead to
improve the production in the
organisation.
The process of the organisation is
made accordance to the customers
so that they ar provide with high
level of gratification with its
products and services in the
organisation (Babin and Zikmund,
2015).
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M3: Evaluate different tactics applied by organisations to demonstrate how business
objectives have been achieved
Various tactics and strategies have been developed by the organisation for achieving the
objectives of the organisation and make it attain high profits. The tactics are-
Creating visions for the employees- The objectives and mission of the organisation need to be
made clear to the employees in the organisation. This help in creating a vision for employees in
the organisation. The production of the organisation gets increased with the involvement of
employees in the organisation (Bartlett, 2017).
Measuring the performance and progress- The performance of employees needs to be
evaluated on a daily basis so that it can develop the strategies that help in meeting the needs of
the customers. the employees are to be provided with training and development so that they can
make the effective utilization of their skills for improving their performance and its standard in
the organisation.
Communicating the objectives- Each and every employee in the organisation needs to
communicate to each other and they should be made known for the objectives they are
responsible to achieve in the organisation. This help in reducing the communication gap among
the employees and the needs of the customers can be easily evaluated. This achieves the targets
of the organisation and objectives can be easily communicated.
Monitoring the progress- The progress of the organisation and employees in the organisation
needs to be assessed timely so that it can make identify the areas that need to be developed for
achieving target goals in the organisation. The strengths and weakness of the employees are
evaluated so that they can be provided with the motivation that helps in reducing their weakness
and improve their efficiency. This increases the productivity of Aldi and leads to triumph its
target objectives (Rossi, et. al., 2012).
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PART B
P4: Produce and evaluate a basic marketing plan for an organisation.
A marketing plan is a written document designed by the company to outline the marketing
strategies as well as tactics. The marketing plan is designed for a particular and specific period of
time. It is a plan which includes all the aspects relating to marketing. The business becomes more
effective when an appropriate marketing plan is prepared and implemented by the company.
Marketing plan makes the entire marketing process easier for the company (Bayer, 2017). It can
also be defined as the roadmap which enables the company to successfully meet out the aims and
objectives of the business.
(Source: Bayer, K., 2017)
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Importance of marketing plan
Marketing is an important function of the business which requires being highly focused on
getting effective results. A marketing plan gives all the details related to the marketing and is
important for the business in following ways:
 Marketing plan enables the manager to formulate new ideas and concepts for the business
and explains the ways in which productivity of the business can be increased.
 It helps the management to effectively achieve the desired goals and objectives of the
business.
 Marketing plan enables the company to analyse the market and identify the needs as well
as preferences of the customers and formulate strategies to meet them.
 It also enables the management to integrate and interlink all the activities as well as
functions within the organisation (Engelen and Brettel, 2011).
 The needs of the different target market are met with the help of the marketing plan.
 Effective marketing plan enhances the operations of the business and provides a
competitive edge to the company in the market.
 It enables the management to forecast the results of the operations and activities.
 It helps the company to set the prices of the products according to the prevailing
competition in the market.
 Marketing plan acts as a guide for the business.
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Marketing Plan
Objectives The main objective of the company is to
promote and advertise the high-quality
products of the company in the market. It aims
at maximising its share in the market and
competes in the highly competitive business
environment.
Products Aldi Company provides products dealing in the
retail industry. It provides products of different
brands and of high quality which is the positive
point for the company.
Customers The target audience of the company are the
households which want the grocery products
and items (Garoufallou, et. al., 2013).
Competitors There is a high competition level in the retail
market. The main competitors of the Aldi
Company are Tesco, Asda, etc.
Positioning The company positions itself in the market by
creating a brand image in terms of providing
high-quality products at reasonable prices.
Pricing The prices of the products of the company are
set in accordance with the competitive prices
prevailing in the market. The prices of the
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competitor companies are analysed and the
prices are set accordingly.
Promotion Various promotional techniques and methods
are used by the company to promote and
advertise its products in the market. Example:
discount offers and other promotional tools are
adopted by the company.
Budget The budget of the marketing plan is set so that
all the activities and tasks are carried out
within the set limit. The approximate budget
for the marketing plan is around £ 40 m which
is set by the company.
Action plan The main activity to be performed by the
management will be mentioned so that
activities are planned and performed
accordingly. Action plan decides the timeframe
within the activities will be performed to attain
the actual goals and objectives (Akdeniz, et.
al., 2013).
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