Strategic Marketing Plan - Aldi
University: Regent College London
Question :
This report determines marketing activities and practices in an organizational context. The main objectives of this report is to identify how marketing assist in developing a positive relationship with target customers.
- Identify the role of marketing as well as its interrelationship with other functional departments in Aldi.
- Discuss the implementation of the marketing mix in a business context.
- Construct a strategic marketing plan for Aldi.
Answer :
INTRODUCTION
Marketing is referred to be an approach through which a business promotes its products and services in the target market. The marketing function is not confined to promotion of products as it also includes market research and advertising (Aaboud and et. al., 2017). The marketing has become crucial function in an organisation as it is identified to be an approach through which communication with consumers can be established. The managers and leaders in an organisation have been directing their efforts to launch a successful business campaign which will helps an organisation in reaching unmatchable position in the market. Aldi is the common brand of two discount supermarket chains with over 10,000 stores in 20 countries, and an estimated combined turnover of more than €50 billion. In order to achieve growth, it needs to innovate its present working system. This assignment focuses on marketing activities which have been carried out by the Aldi. It is a supermarket chain operating in the market of the United Kingdom. The marketing function will be explained along with its interrelation with various other functions of an organisation. The use of marketing mix in context of organisation will be carried out along with identification of right strategy for the business.
TASK 1
P1 Roles and responsibilities of the marketing function
The concept of marketing is defined to be performance of business which results in transfer of ownership of goods and services of an organisation. It can also be defined to be primary function of an organisation which is assures that there is ideal fulfilment of needs and expectations of customers in the ideal manner. This definition focuses on the social and economic aspects of marketing and makes sure that consumption needs of prospects are supplied. The major roles and responsibilities which are being carried out by the marketing function are as follows:
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Unit 15 Cadbury BTEC Level 4
Marketing Strategy for an Organization
Customer: The primary role which has been catered by the marketing function is to make sure that needs and demands of the customers are being fulfilled (Aad and et. al., 2012). The marketing manager in this feature plays a crucial role and makes sure that suitable market research is conducted and leads to identify distinct expectations of consumers which are not yet being served by the company. The marketing efforts which are undertaken by an organisation assures that value offering are being supplied to consumers which is being rewarded with customer loyalty and repetition of sales.
Finance: The marketing activities which are undertaken in an organisation helps in enhancing the financial capacity of the firm. Through the process of marketing the referred enterprise identifies the future demand of cash and communicate same to the concern department. This way the finance section takes it decisions accordingly and smooth functioning at the work place.
Human Resources: To carry out the day to day operations of Aldi in effective manner it is important that the work force which is employed by the enterprise is efficient. For same marketing is of great help. Management concern for this division ensures that it uses appropriate mode of advertisements to attract the capable candidates to apply for vacancies in business (Babin and Zikmund, 2015).
Producing marketing and promotional materials – this is one of the most important role performed by the marketing department in Aldi. It ensures that the strategies of promotion are constructed in a manner that it can highlight the core products of the firm in which Aldi is dealing in. apart from this the latest process are produced which can have competed with others and can help enterprise in achieving competitive advantage.
Monitoring and managing social media – These days to bring improvements in own products it is important that customers feedbacks are recorded as they are relevant and help much in growing. The marketing department takes care of this and does timely audit of the comments that are posted on the networking sites about the brand and its various services. Reaction to same are given by solving quarries if there is any and adopts the advice if found to be productive for business.
Produce inside organisation interaction – To keep the employees happy and informed it is required that they are delivered with the quality information about company’s profile, vision mission etc. For this purpose, again marketing department plays an important role as it communicates with the work force through different medium like newsletter and marinating the work force updated (Baines, Fill and Page, 2013).
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