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Role of Marketing - ALDI

University: Regent College London

  • Unit No: 2
  • Level: Undergraduate/College
  • Pages: 16 / Words 4102
  • Paper Type: Assignment
  • Course Code:
  • Downloads: 623
Organization Selected : ALDI


Marketing essential plays an very important role in overall operation of business. Further, it is a way through which organization made their marketing strategies in order to run their business smoothly and to aware the customers regarding all the products and services on the basis of which they can their business for longer period of time (Baker and et. al., 2016). Apart from it in changing dynamic environment modification has been made in the technology and innovative ideas that coming in the form of products and services that attract the target audiences towards that items therefore it is important for all corporate to establish strong tactics for business. Under this assignment the company which is preferred i.e. ALDI which is UK based retail store engaged in grocery and clothes items. Further it discusses about the role of marketing and its interrelationship with other functional units, marketing mix 7 P’S and marketing plan in order to evaluate the overall performance of company.

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Role of marketing and its inter-relation with other functional units


Marketing means to perform business operations in effective and efficient way. There are possibilities that due to change in demand of costumer, manager does not have to make changes in plans and policies (Bastable ,2016). There is requirement of changes in plans and this helps to make changes in operations of plans and policies. Marketing is processes actions which has to be performed by managers through which they can increase sales and profits. There are many changes taking place in product of ALDI, so it is essential to convey this to society, this is responsibility of marketing department. There is requirement of proper process through which they can apply a change in their actions, so it is essential to know what has to be done through which company can give knowledge to society. Marketing manager of ALDI follows following process through which they can apply make aware society about product and services.

Mission identification- ALDI wants to perform business operations in way through which they can achieve targets i.e. to make workers aware. Then this helps to make changes in their plans and policies. It is important to know what has to be done through which targets can be achieved. When some new product is launched in market, then this helps to convey product to society.

Situational Analysis- After knowing mission, company has to make changes in their actions ton know what has to be done and this helps to work according to requirement of society. There are factors which affect business operations, hence manager has to select sources through which they can achieve targets. Further actions taken by manager will be done according to situation.

Marketing objectives- Market is the place from where ALDI can achieve targets. It is essential to know what requirement of society is and then take actions through which they can perform business operations. As per market need Marketing manager of ALDI will plan promotional action.

Strategy Implementation- Strategiesare made by company to know that has to be done through which they can apply changes in market. It is essential to know demand of customer and then use policies to satisfy them. It is essential to know what can be done through which company can apply policies and this helps to make changes in efficient way.

Evaluation and Feedback- At last step of marketing department, then there is requirement of evaluation and feedback from customers, so it is essential to know what improvement e can done through which ALDI can improve their image. It is effective with use of factors which are efficient in development and growth f Production and profits.


Producing marketing and promotional material- Marketing manager basically deals with society to know what requirement of society is and then provide it. They deal with managers ton know what has to be done through which they can apply changes in proper way.

Defining and managing brand- ALDI is a brand which is famous among people who promote and enhances sales and profits. So, it is essential to know what can be done through which they can apply good image In market.

Producing internal communication- There are many departments in ALDI such as sales, production, research and development, etc. which works to promote profits, so it is responsibility of marketing manager to promote good communication with each department and convey them correct information.

Customer and marketing research- Marketing department works to perform business with which they can know about demand of society. When some new product is initiated in market. In this case manager has to adopt approaches which helps in achieving targets. Get the best online assignment help with chat support.


Marketing and Human Resource- Marketing and human resource department are not directly related, but when there is need of workers in marketing department, then HR manager is only person which helps to perform business. Marketing manager has to conduct knowledge to HR manager and this helps to get best candidate among them.

Marketing and Finance- Finance is the department which plays vital role in business. Due to change in business policies marketing manager has to select alternative which is best. There are factors which are efficient to know what has to be done through which ALDI. Marketing manager of ALDI select source of finance which is efficient and cheap for company.

Marketing and Operations- There are many activities which has to be performed by managers, through which goals can be achieved. As in case of ALDI there are many actions which are required to be followed by managers through use of actions in efficient way. Operations department has to make policies for promoting product and then this helps to perform operations in effective way.

Marketing and production- ALDI is the department which is working to perform business operations in effective way. It is effective for knowing production and this assist to know what has to make changes in appropriate way. Thee is requirement of raw material to produce product and then this helps to apply production in efficient way.

Related Services: Innovation Performance and Capabilities

Marketing and sales- These two department are important department whose aim is to make good profits. When marketing manager of ALDI came to know about some bad review of product or improper sales services, then this is delivered to sales department. Marketing manager is responsible for delivering knowledge of product or offers which are running inn ALDI, this helps to achieve profits.


Marketing mix (7Ps) to achieve overall business objectives

Significance of marketing

ALDI one of the prestigious organization in retail sector which offer products according to needs demand of customers. Apart from it there are different type of modification which has been made in business which is important for effective growth of business. Therefore, in order to implement all the changes which are more important for business can be applied in every business in order to perform all the activities in better and accurate manner. Marketing division has to make modification in their department at the time of making changes in their organization structure. Applicability of changes is possible when policies and strategies are made in order to accomplish all the targets of company. Importance of marketing for ALDI are stated below: -

Making mindfulness about brand: Marketing division works for giving information to society and this s compelling for organization to know what should be possible through which they can apply to society. It is successful as this uses strategies through which they can utilize powerful methods. In the event that brand is well known at that point there will augment in deals and benefits (Hoffman and Turley ,2015).

Innovative products: There are different items which are offered by ALDI, so they able to keep eyes on all items or administrations (Pappas, 2017). Advertising office manages client and after that

This is powerful to make changes in item. Through advancement ALDI can contend with outside variables.

Effective communication: There is prerequisite of legitimate correspondence through which organization can utilize viable systems which are proficient for performing business tasks. Advertising work force needs to be in contact of different divisions, so for this situation they should impart viably through which is powerful for development of affiliation and activities can be performed in productive way.

Relationship building: Relations are the critical segment which help to make business tasks successful (Hoffman and Turley, 2015). It is imperative to fill in according to necessity of society, to accomplish great picture. There are numerous gatherings which are identified with each other, so advertising division makes great relations with outside gatherings.

Rivalry: There is much rivalry in retail; segment. Principle contenders of ALDI are-Tesco, Waitrose, ASDA, LIDL, and so on so it is fundamental to outline approaches which are present and stylish. However, at a similar they need to choose approach which are fetched effective.

Keeping up organization's Goodwill: Goodwill of ALDI is great in showcase. This is on the grounds that advertising office needs to embrace sources which are effective for development of organization. Generosity can be kept up when they deal with purchaser need and request. There are different publicizing approaches advertising chief must be utilized as a part of request to pass on what is request of society and give it.

Diversification of products: Through using different tools and techniques of marketing components allow organization to know the needs and desire of different people belonging to different background through which new feature add on different products and services on the basis of which ALDI make diversified their goods services at different countries which enhance their sales and productivity.

Marketing mix

The term marketing mix means alludes to the arrangement of activities, or strategies, that an organization uses to advance its image or item in the market. The 4Ps make up an average showcasing blend - Price, Product, Promotion and Place. In any case, these days, the showcasing blend progressively incorporates a few different Ps like Packaging, Positioning, People and even Politics as indispensable blend components. Marketing manager require to perform various marketing task that help in attracting millions of customers from various countries and it is way that guide marketing manager that what action they need to made in order to make their marketing effective.





ALDI serves assortment of item, for example, rolls, Choco Rice, Little Journey, and so forth. They have load of astounding which serves to fulfillment of client. These items are up and coming which assist organization with competing

Tesco gives an extensive variety of items that incorporate nourishment, attire, gadgets, budgetary administrations and so forth. This consistently growing, product offering takes into account each conceivable need of its buyers and has along these lines ventured into the internet promoting division as well! It offers staple conveyance administration and free music downloads other than the other at least 40,000 product offerings that its retail locations show.


ALDI works in different parts of organization which is successful for making mindfulness about brands. This organization works in 28 nations, for example, UK, Ireland, Poland, Portugal, and so on. As there is contrast sought after of clients as a result of taste, culture, and so on so it is Important to break down them and afterward take activities.

TESCO distribute its place of operation into two parts I.e. online and offline through which they distribute their products and services both Its disconnected gathering has stores of six various types – Tesco Express, Tesco Extra, Tesco Metro, Tesco Compact, Tesco Home plus and Tesco Superstore. Tesco's examinations demonstrate that all clients are not happy with enormous stores like Tesco additional items nor is it conceivable to set up such a significant number of them. Along these lines, it makes utilization of littler stores for less demanding availability. Its online discussion Tesco Direct involves its official site.


It is an consideration which is given in respect of goods and services provided by company. Therefore, ALDI uses different kind of pricing strategy which are as follows: Unit valuing Strategy: ALDI utilizes unit estimating system for basic needs with the goal that the clients can without much of a stretch think about.

Market Penetration: It charges low costs for the new items with the goal that they can enter the market and pick up share rapidly.

Competitive Pricing: if there should arise an occurrence of high rivalry, it costs its items underneath the competitor's, making utilization of its economies of scale buy where it purchases in mass at a dealt cost empowering it to pass the advantage to the clients

Cost of result of Tesco is low as they have learning that purchaser will be a piece of organization. Troughs of Tesco attempts to organization with systems which keeps value low. Tesco appreciates economies of scale. What's more, Tesco utilizes a club card framework to enable its clients to accumulate focuses for its buys, which can be changed over, to cash at a later stage. This fills in as a phenomenal cost limited time methodology of giving faithful clients additional rebates. This sort of valuing procedure lessens costs further, in this manner expanding deals without influencing benefits much.


ALDI advancement exercises under its showcasing blend procedure is far reaching. Guaranteeing it to be a cost-sparing procedure ALDI contributes irrelevant sum for advancement and does not keep an advertising division in Germany.

Tesco has their item requiring little to no effort, this is there a standout amongst other Benedict. Tesco has commercial which centers around quality items. They have advancement coupons, season end deal, and so on. They utilize procedure to advance new item, for example, ''Buy one get one free'', ''Half value'' these are compelling in their development


This company uses such type of techniques that help them in providing utmost satisfaction to customers or society through which delivery system is very simple. Apart from it they uses such strategies through which goods easily transfer without huge cost.

Process causes organization to make accessibility of assets simple. There is prerequisite of changes which must be dealt with chiefs so they utilize methods which are effective for development of organization. They utilize fast charging, preparing of workers, and so forth.


ALDI trusts that representatives are most critical segment which assist them with making great and long connection which are viable for development of organization. It is powerful to raise outlet and give fulfillment to clients.

Individuals are essential source in showcasing. There are numerous progressions which must be taken by chiefs. There is need of competitors which assist relationship with achieving targets. There are numerous strategies which are cultivated by individuals related with association, for example, provider, client, and so forth.

Physical evidence

Physical proof means condition inside affiliation. They don't grow much on costly ad yet they utilize procedures which are imperative making their outlets alluring from where merchandise can be gathered on speedy premise.

The Tesco stores are not excessively expand like those of Sainsbury and other supermarkets. This is on account of Tesco doesn't see the point in spending more than the important measure of cash on renewing its stores. Having said this, every one of its stores are perfect alluring.


Develop and evaluate a basic marketing plan

Marketing plan in identify as an effective tool which support people of organization in order to understand regarding variation which are executed by managers. It is also important and essential for them to evaluate entire process in an effective and appropriate manner. This plan consists different aspects which are determined as below:


ALDI is a retail store in the United Kingdom that deals in different kind of grocery products and services to the potentials and target clients at affordable cost. They are the combination of 2 discount supermarket outlet in 20 countries with thousands stores. This is the retail or grocery sector and implanted in 1913 (Hoeffler , Herzenstein, and Ginzburg ,2015).


It is important part for the company which is mainly related with short term goals and objectives of the company. In order to accomplish predetermined objectives and targets company provide quality in their products and services “Mission statement of ALDI is Spend a little, Live freely”.


ALDI neediness to grow concern and this enlargement must be accordant to which they have to execute enterprise objectives appropriately. It is essential for the business entity to accomplish their long-term goals within predetermined period of time.



ALDI is the company which has good image in market, so they have good loyalty in market. They have 2500 store around all over the country. It is effective for profits o

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