The scenario of this report is based on evaluation of marketing activities that can assist an organisation to build a direct relationship with target customers. In this regard firm an initiate value creating marketing strategies to integrate different marketing programs.
- Evaluate the role of marketing in ALDI as well as identify its interrelationship with other departments.
- Provide a comparison between two different organisation on the basis of 7P’s of marketing mix.
- Design strategic marketing plan of ALDI.
Today's business environment is full of competitions so for gaining place in market it is necessary to do marketing. It help in achieving goals and objectives of particular enterprise that can be small or large scale. Along with this it help in generating more and more revenue as well profit maximisation (Dibb and Simkin, 2013). Marketing essentials includes those activities which help in promotion of goods and services. It includes advertising, promotion techniques and several other distribution techniques. This entire process is dependent on research part because before doing this there is requirement of identifying needs and wants of customers. Research is done by marketing manager of the company with the motive of satisfying customers. This assignment is based on ALDI which is retail sector organisation founded in 1913 by Karl Albrecht and Theo Albrecht. Products serving by them are foods, beverages, sanitary articles, households and several other. Apart from this, report explain roles and responsibilities of marketing essentials and how they are related with working of company. Moreover the same project will discuss about marketing mix within business. Generally marketing plan is that which should be formed in proper manner by using marketing strategies.
P1 Key roles and responsibilities of marketing functions.
In an organisation different departments have their own significance. It is important that each unit performs their duties in an appropriate manner as only than the goals and objectives of an enterprise can be achieved. Aldi is an economic retail outlet which is known for delivering quality products at reduced price to its customers (Wirtz, 2012). its whole enterprise is further divided into various sections among which the marketing department plays the most crucial role. It performs a range of functions which helps in achieving the targets and also leads to the benefit of receiving competitive advantage in the retail industry. On broader concept the responsibilities of marketing department along with its operation are discussed below:
Selling – This is crucial function of marketing with which revenue is generated. Through marketing function, it is ensured that the product is introduced to the market in in a way that maximum sales are made using the provided resources. Defining of product and service particulars is essential as it assist in encouraging people to buy same. There are a number of options that are present in the market through which the process of promotion can be carried out and hence this department by doing proper auditing selects the best suitable option. The profitability of firm depends much on which marketing tool has been adopted as it is important that such tool is used which has the capacity of covering maximum market share. Aldi marketing department helps the management to achieve its goals by delivering the best tool to maximise sales (Pike, 2015).
Communicates with other business in market – In order to remain updated in the business activities it is required that there is a continuous interaction of Aldi management with its other associates who are present outside the business boundaries. Marketing department in this case plays an efficient and crucial role by representing the brand to world. It communicates with other in the industry and gather the required information so that same can be implemented in own business scenario. This way the decisions taken are more effective and are capable of delivering potential results to business.
Market research – In order to take profitable judgments for business it is required that the best option for business to deal with is chosen. The officials of marketing section do the investigation of market and identifies the potential opportunities. It helps in reducing the gap between actual and expected results which is crucial to substitute the risk. Under this the marketing manager also identifies the expected change that may take place in future and can affect the function of business. It further helps in making arrangements well in advance through which the risk of change that may take place can be reduced.
Product development – It is another important responsibility which is performed by the marketing manager. In order to generate revenues, it is important that product is developed to an extent that it delivers maximum satisfaction on its usage. By marketing function, it is examined that what all features must be there in a particular commodity so that it can be examined that how product will be competitive for other which are already existing in this field (Lamb, Hair and McDaniel, 2011). Apart from this it is also necessary that new features are added to the existing products so that the interest level of customers is maintained and brand value is developed over a period of time. To promote a particular commodity, it is important that it is innovated using the best option which is made available through using the marketing function.
Manage marketing budgets – To maintain the total cost of firm this is crucial that the activities that are associated with the marketing are carried out with great care so that the limits are maintained (Berkowitz, 2016). In this context the promotional team plays an important role as they maintain balance in their expense and do proper planning before implementing the marketing activities. Limits are set for every step that would be taken towards accomplishment of marketing activity.
Monitoring and managing social media – In order to market the products, use of multimedia is taken in which there are number of options such as using Facebook, advertisement on television etc. Marketing department officials perform this function too so that maximum customers can be reached using a medium supported with cost control techniques. Net is an important medium to use for the promotion purpose and hence the marketing managers of Aldi takes care that they take such decisions which can deliver the expected results to the firm.
Arrangements of events – During the course of action in business events take place in fix intervals of time for which a series of measures needs to be taken. Marketing department employees are responsible for the successful conduction of a promotional activity.
Listening to customer grievance – In an enterprise it is important that the different complains and demands of clients are listen and accordingly respond is given to same. In this context the marketing department work much and ensures that they reach to each client so that his/her desires are fulfilled which further assist in maintaining long term connection with the brand users.
The above discussion shows that there are a number of roles and responsibilities that are performed by the marketing department of Aldi and by doing same
Marketing department - In a ALDI LTD company structure each person of marketing department company structure plays a vital role which are explained below
- Vice president of marketing: The person who is the vice president of marketing department , involved in planning and generating the marketing strategy for the ALDI LTD company.
- Marketing manager: This person implement those strategy which were generated by vice president like creating marketing programs , choosing medium for advertising etc. He reports to the vice president and control rest of the marketing employees of a company.
- Market researcher: For the ALDI LTD company , market researcher find out the detail about the company competitors and information about the target audience. Such information are used by the marketing manager to create programs.
- Public relation and creative service : The major breed of the marketing structure is the public relation which help to promote the business. Whereas creative service team of an ALDI LTD company helps in building up the image and brand in the mind of the public. Additionally he also help the marketing manager to create a design , layout for the product and services of a company.