Marketing is process in which items are sold by seller to buyer. This helps them in attracting attention of various users. They can also maintain good reputation in the market as well as in front of buyers. Thus as a result they can generate more revenues. Hence they can also increase the market share. Report discusses about the ALDI Company which is retail firm. It was found in 1939 in U.K. Assignment describes about the role of marketing in the company and it relation with other functions of marketing. It also describes about comparison of ways of marketing mix of two firms to accomplish the goals (Baker and Saren, 2016). It further describes about the creation of marketing plan and it include SWOT analysis and Porter’s five forces model which are used by marketing unit to have complete and accurate information about market conditions and system abilities. This also helps management to frame appropriate strategies and use tools and techniques which benefits them to provide items and services in according to needs and wants of people. Hence, as a result company is able to enhance sales and can earn more revenues.
P1 Key roles and responsibilities of the marketing function
Marketing includes activities which are executed by members to sell items to consumers. Advertising, sales promotion, personal selling, online marketing and social media are various techniques that are used by firms to grab attention of large number of people. These tools help management to inform public about products, its features and benefits. This helps ALDI to attract people by establishing good image in market. Along this, company is able to establish competitive advantage and position system higher than rival firms. Henceforth, management is able to attract people and increase sales and profitability. These are various activities that are performed by marketing unit are described below (7 Functions of Marketing, 2017):
Product or service management: Organization provides things to fulfill needs and wants of public; thereby make adequate revenue. It is essential that items and services are manufactured in respect to taste and preference of consumers. For this, management requires to formulate strategies and tactics to make system function in according to demands of people. In ALDI, marketing unit work with research segment which benefits operation members to design products and provide things in respect to requirements of consumers. Along this, 24 hours customer service facility through online tactic is provided by seniors to clients. This advantage firms to have large number of customers; thereby enhance sales and revenue. Administration design items and provide quality things to consumers which help firm to sustain them for longer period (Brassington, and Pettitt, 2013).
Marketing information system (MIS): This defines activities executed by management to conduct market research to anticipate needs and wants of people. It is necessary that organization have complete and accurate information about demands and requirements of public. Along this, they even require determining market reputation and image of ALDI; thereby position system higher than competitors. Management even adds funds to expand business and set up numerous branches in different nations to have large customer base (Desai, 2013).
Financing: Marketing department require having adequate money to implement new and unique technologies and tools to execute activities effectively. Information technology (IT) unit formulate appropriate online platform and manage websites of ALDI to establish good market position. These activities needed proper support from finance segment to provide adequate money to marketing team. This helps them to organize activities and use promotional techniques such as social media and online advertising to attract people by informing them about items and services.
Marketing planning: This concept includes activities that are executed by marketing unit to formulate appropriate program and tactics to make system function in according to needs and wants of people. It is necessary that management frame adequate strategies and plan which includes information about marketing mix, budget and standards that are specified by administration. Product, price, place, promotion, people, process and physical evidence are various components which are specified by marketing team of ALDI in respect to demands of consumers (Desselle, Zgarrick and Alston, 2016).
Market research: Administration requires having complete information about needs and wants of public. This helps them to design system and use appropriate tools and techniques which benefits ALDI to provide things in according to demands of consumers. Market survey is adequate tactic which helps marketing department to acknowledge constraints required by them to attract people. Along this, it also benefits members to use appropriate promotional techniques in respect to competitors.
Promotion: This tactic includes activities executed by management to inform public about items, its features and benefits. Print media such as newspapers and magazines, electronic techniques such as radio and Television are various traditional tools that were used by organization to grab attention of people. Besides these, social media, personal selling, sales promotion and e-marketing are various other devices that are used by marketing unit of ALDI to attract buyers. This helps management to design attractive message and videos which provide accurate data to public about variety of items, benefits and features (Dibb and Simkin, 2013).
Pricing: Business person even require setting appropriate rates of items and services in according to needs and wants of people. It is essential that adequate pricing strategies are used by firms in respect to enhance market position. ALDI provide variety of products and which are of different price ranges. This helps seniors to increase customer base; thereby enhance sales and profitability. Along this, company is able to attract people from rival firms as they provide things at adequate prices.
M1 Roles and responsibilities of marketing in context of marketing environment
Marketing department duty is to use appropriate promotional techniques such as online marketing, sales promotion, personal selling and social media to provide accurate and complete information to people about items and services. This helps management to create strong market position and goodwill. In ALDI, marketing unit responsibility is to grab attention of people by informing them about variety of items and services. Promotional is important activity which benefits company to attract consumers by providing them information about features and benefits of products. This also helps seniors to easily compete with competitors and enhance sales and profitability.
P.2 Evaluate roles and responsibility are interrelated with marketing in organizational context
Marketing helps other departments so that they can function well and their activities can run smoothly and successfully. Thus they can work in proper and effective manner. Hence as a result they can earn more revenues and it can lead to increase in market share. Thus it leads to enhancing the market share (Hauer, 2011). Marketing helps other departments such as finance, HR etc. So the role and responsibilities towards in Aldi are-
Marketing and Human resource department: Marketing helps other departments to function smoothly. Marketing gives necessary details and other information related to various needs and wants of various employees. Through this it can easily capture many users. Through proper evaluating different information and data related to various existing employees. Thus HR manager can create different strategies and policies so that they can create goods and services. Thus as a result they can recruit many educated and competent employees within the firm. This leads to effective and efficient functioning of various activities and tasks. Hence HR department can give training according to their needs. They can also take decisions related to the recruiting of various new people.
Marketing and finance: Marketing helps finance department in choosing different sources of finance. Hence as a result they can select various sources of finance. Through this they can choose various sources of finance. They can select various sources such as bank and other intermediaries. Through tis they can choose cheapest source of finance. Thy can put their money in profitable products and hence they can generate more profits. They can reduce the extra expenses in all products. Hence as a result they can increase their profits and can expand their tasks in various nations. Through this they can increase their sales. This helps them in maintain good and strong position in the market (Jones and Rowley, 2011).
Marketing and production: Marketing helps the production department in various ways. They can generate more revenues through investing in production department. Marketing gives the full information related to customer needs and wants. Hence they can create products and items according to choices and preferences of various users. Thus as a result they can invest in various products and they can deliver to various users. Hebe as a result it can lead to increase in revenues. Through this they can easily expand their task and operations in many parts of world. Thus as a result they can maintain good and positive image in market as well as in front of all consumers. Hence they can easily diversify their activities.
Marketing and sales: Marketing helps sales department to so that they can effectively sell products. Marketing department helps in monitoring various data and information and they can easily sell goods. Marketing after monitoring data and information can tell sales department about creation of different unique plans and policies to sell various o0rdicts which can be delivered to users. Thus as a result they can easily sell the goods. Marketing department helps in evaluating the customer behavior and they can tell this data to sales department. Through this it can make changes in existing products and can create different and unique products. Hence Aldi can maintain unique and positive image in front of all buyers. Through this they can maintain good and strong position in minds of all buyers (Lamb, Hair and McDaniel, 2011).
Marketing and research and development: Marketing helps in monitoring of various tools and techniques so that they can produce goods using advanced tools. Hence marketing manager gives full information related to advanced tools and techniques so that they can produce good quality of goods. Market survey is appropriate tool which is used by R&D to have complete information about needs and wants of consumers. This helps management to execute business operations and design items and services in according to taste and preference of people (Malhotra, Birks and Wills, 2013).
Marketing and procurement department: Marketing helps the procurement department so that they can choose best sources of suppliers. Hence marketing department can give full information and data regarding selection of best suppliers and hence they can choose cheapest supplier who can give good suppliers and other resources at less costs. Thus they can select any supplier and they can take raw material and other necessary resources which is crucial for every company. Thus they can procure various resources and they can easily other various goods according to the consumers.
Marketing and customer service department: Marketing helps other departments including the customer service department. Marketing gives full information and data regarding various customers. Hence customer service department can solve all problems and issues of different customers. Through this they can easily convince users by interacting with them and solving all issues. Marketing gives full data regarding their behavior and thus they can easily solve different issues and problems etc. Hence as a result they can attract and capture many users in minimum time (Mihart, 2012).
M.2 Importance of interrelationship of marketing and other function
Marketing is very important and it has a good relationship with other functions of marketing. Marketing helps in finance, HR and others. Through this all departments can give good results and they can produce good quality of goods to various users. Through good and efficient functioning of other departments it can distribute gives in less time to various users. Hence as a result they can generate more revenues and they can easily increase the market share. Thus they can maintain strong position in the market and they can also diversify the business in many nations. Hence they can easily diversify the business.
D.1 Evaluate elements of marketing function
There are different elements of marketing function. Various elements such as finance, HR and production and procurement etc. Marketing assists in all these departments and thus they can generate more revenues. Through this it can also enhance market share. Hence as a result they can diversify and expand business. This also helps in maintaining of good and strong image in market. Hence through marketing all departments can give superior results and thus they can satisfy all users.
P3 Application of marketing mix in planning process to achieve objectives
Marketing plan which includes information about marketing mix used by management to deliver appropriate things to consumers. Product, price, place, promotion, people, process and physical evidence are various components which are specified by seniors in respect to provide adequate products and services to clients. This help organisation to enhance market position and accomplish goals and objectives within specifies time (Novak, 2011).
ALDI provide different variety of items and services in respect to needs and wants of people. Firm have variety of things in their portfolio which includes food products and other various things. This helps management to have large customer base which help them to generate adequate profit and enhance sales.
Fish, bakery items, healthy products are various variants that are provided by firm. British farmers and suppliers are used by LIDL to deliver quality items to consumers. They even require to provide things which help them to compete with rival firms and attract people from competitor brand.
ALDI have good market position which is set up by management as they uses penetration pricing tactic. This strategy determines that items are provided at reasonable rates which help firm to attract large number of people; thereby enhance sales and revenue.
Company uses skimming pricing strategy which specifies that LIDL have set high prices. This impacts on sales as people prefer to purchase quality things at reasonable rates.
Administration has established branches in different nations which help ALDI to have large customer base. This helps enterprise to increase market reach and enhance sales volume. Online applications are also taken by public which benefits firm to deliver things by using various transportation channels.
Different distribution channels are used by firm to provide items and services to consumers in respect to their requirements. LIDL have outlets in limited countries which impacts on sales number.
Online marketing, social media and sales promotion are various techniques used by marketing unit of ALDI. These tools help firm to provide appropriate information to public about items, its features and benefits.
In LIDL marketing members organise campaigns and use personal selling, electronic devices and online marketing tactics. This help management to construct good image in market and influence people.
ALDI have skilled and competent manpower which help management to provide quality things to consumers. Training and development programs are organised by firm to enhance skills and abilities of members; thereby make them capable to deliver quick services to clients.
Company provide items and services in according to needs and wants of people. With help of market research, management have accurate information about taste and preference of consumers. This helps ALDI to provide things accordingly and retain members and customers for longer period.
Administration of LIDL provide duties and tasks to members in respect to their skills and capabilities which benefit firm to provide things in according to needs and wants of people.
Along this, survey and feedback are taken from clients who help marketing team and seniors to design system and deliver appropriate items and services to consumers.
In ALDI, management have implemented latest tools and techniques in system which benefits firm to provide quality items and services to consumers. Along this, quality products and quick services are provided by enterprise.
Marketing team and IT department both keep updating technologies and modifying system to make it function efficiently; thereby provide effective things to consumers.
LIDL system has appropriate technologies used by administration which helps firm to provide adequate things to consumers.
Apart from this, changes in tools and techniques are made by seniors to make system function in according to market conditions.
This helps firm to attract people and to make organisation superior in respect to rival firms.
ALDI constitutes simple infrastructure which helps customers get quality experience. Along this appropriate tools and techniques are implemented in system which helps management to give quality and quick services to customers.
Company uses traditional techniques to organise business activities in according to use resources and generate adequate revenue from business. Besides this, marketing team provide appropriate things to consumers and after sales services.
M3 Different tactics used by organization to achieve objectives
Marketing unit formulate appropriate strategies in respect to pricing and promotion to establish adequate position and reputation in market. It is necessary that items and services are provided by organization in respect to needs and wants of people. Along this, management need to utilize resources that is funds, material and manpower efficiently; thereby make system function effectively. Marketing plan which constitutes information about marketing mix and various techniques such as SWOT and porter’s five forces model used by members to acknowledge market situation of firm in respect to competitors.
P4 Marketing Plan of ALDI
Marketing plan helps management to have complete information about market situations. This benefit them to formulate appropriate strategies and use adequate tools and techniques in system which helps them to provide items and services in according to needs and wants of people. This also advantage seniors to direct and make team members function in proficient manner; thereby make them accomplish goals and objectives (Ormrod, 2014).
Overview of the company: The company creates dairy free frozen products varying in 24 different flavors. ALDI is a retail organization which has its headquarters in England. The company operates its business with workers that are earning over $ 6,00,000 annually for the organization. ALDI also takes help of social media to advertise its products to specific buyers (How to Create a Marketing Plan, 2017).
Vision and mission statement: The Company has a vision to become the most sought after premium seller of frozen dairy products (Papasolomou and Melanthiou, 2012).
Mission: Availability of essence of flavours that interests the customer so as to increase the company’s position in the market.
SWOT Analysis: SWOT tool is used by the company for keeping track of the external and internal environment on its business operations. SWOT analysis of Aldi are-
· It produces superior quality of products. Hence as a result they can capture many users. Hence it leads to increasing of more profits and can enhance market share. It charges low price for all items. Through this many buyers can purchase the products. Thus it helps in attracting of many users.
· Through charging of lower prices many consumers can easily purchase the products. Hence as a result they can purchase the products.
· There are many other rival which are available in the market who can produce various goods. Thus it cannot create good and strong position in many countries. Hence as a result it cannot create products and services. Thus it cannot increase people upto that manner.
· It has small market share as compared to other rivals. Thus it cannot maintain unique position in the market as well in front of all users.
· It has different opportunities. Aldi put emphasis on different promotional activities such as advertising and thus they can capture many users. Thus it can give string competition to other competitors.
· Company is started operating different activities in various countries. Thus as a result it can operate in various other nations such as Africa and Asia.
· It cannot satisfy demands and preferences of all people. Thus as a result it cannot attract many users as they only increase shopping products from the stores. Hence it is biggest threat for firm.
· It private label brand cannot maintain good and strong position in the market. As it has various competitors in the market hence it cannot maintain good position in the market.
STP (Segmentation, targeting and positioning)
Segmentation: It is done on different criteria such as behavioral, geographical and psychographic basis etc. It can segment population on basis of various age of population such as income, sex and other factors. Through this they can create various strategies and policies so that they can target the population. Hence as a result they can increase their revenues.
Targeting: It is targeted to households who can purchase grocery items in less cost. It has targeted to women households so that they can create different positioning strategies to target a particular section of population. Hence as a result they can increase the satisfaction level of all buyers and thus they can attract many users. Through this they can increase their sales and can maintain good image in minds of all people (Perreault, 2010).
Positioning strategies: It has a strong position in Germany. So it has created different policies and plans to widen different policies. Hence as a result they can generate more revenues and can enhance market share. It can position through lower price and by creating superior and advanced quality of products which can be delivered to various users. Hence as a result they can capture many users. Thus they can create different and unique positioning strategies so that they can earn more revenues.
Porter’s five forces model: This include 5 factors. They are:
Threat of new entry: It is low. Threat from competitors are very low as there are less rivals.
Threat of substitutes: It is very high. Aldi has different stores so hence it faces big threat for all competitors. Through this it has to create various policies to survive in the market (Pike, 2015).
Bargaining power of buyers: Aldi can create different variety of products. It is high as they can shift to another brand if there are low prices.
Rivalry among existing firms: It is high. All existing firms charge less prices from users. Thus as a result they cannot give huge competition to other firms. Hence it has to create unique policies to beat the rivals.
Bargaining power of suppliers: Manager have power to control over various suppliers so thus they can purchase different materials from the supplier. Thus they can purchase goods in bulk from supplier.
Competitor’s analysis: Companies face major competition from their rivals as they limit the number of workers. Rivals of Aldi includes Tesco, Alsa, Walmart etc. All these competitors operate at a large level unlike Aldi (Rossi, Allenby and McCulloch, 2012 .
Marketing budget: Aldi is required to make an effective marketing budget that will help the company to achieve its final goal effectively and to run the business in systematic manner. It has spend 40000 pounds in production, 50000 in operational tasks and 80000 in promotion function. It is crucial to create a good marketing budget so that firm can reduce extra expenses and can enhance profits.
Control and monitoring: Company manager has to keep track of all the essential functions and take all corrective measures to avoid any future hindrance and obstacles. This is done after the implementation of the plan (Silver and et. al., 2012) .
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Marketing plan is very important in firm. Through this firm can easily identify the SWOT analysis, competitor’s analysis etc. They have also applied Porter’s five forces model. Through this they can also create various opportunities and remove threats. Thus as a result they can easily accomplish different objectives and can earn more profits. Through this it can also maintain good position in industry and in front of people (Swenson, Rhoads and Whitlark, 2014).
From the above report, it can be concluded that marketing concept plays essential part in each and every form of organization. It is necessary that firms have good market position and reputation which is created by informing public about items and services. Marketing unit functions include executing research to acknowledge needs and wants of people; thereby providing support and guidance to other departments. Human resource provides duties to members and take care that marketing segment have skilled and competent workforce. This helps enterprise to design attractive messages and use appropriate promotional techniques to influence and persuade buyers. Finance, production, sales, research and development are various other units which get help form marketing department. Management uses adequate promotional, pricing and distribution tactics which benefit organization to have large customer base. This benefits seniors to enhance sales and generate adequate profit from business.
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Brassington, F. and Pettitt, S., 2013. Essential of marketing.
Desai, S. S., 2013. An analysis of the competitive marketing strategies of the hospitality industry in UAE. IUP Journal of Management Research. 12(1). p.22.
Desselle, S., Zgarrick, D. and Alston, G., 2016. Pharmacy Management: Essentials for all practice settings. McGraw Hill Professional.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
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