The roles and functions of marketing are the major functions of any organization. For the better understanding of all the functions of marketing Aldi is selected. It is a private company that operates its business activities more than 18 countries. It has more than 10000 stores all over the world. Aldi sells its goods at their own retail shop and for this reason, direct sales are also applied to their marketing functions. The founder of this organization wasKarAlbrecht and Theo Albrecht. Its estimated turn over more than €50. Aldi spends a large number of funds for its marketing side and also commit regular market research for finding the likings of business. Marketing manager of Aldi prepares plans for the marketing of its products. They also give much importance to all the parties relating to the functions of marketing. From the side of marketing regular and actual information is passed to the other units of Aldi(Singh, 2014).
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Subject: Report on the overall marketing system and applications of marketing.
Marketing is the basic and core function of an organization. It is also the heart of a business. Profits and sales also depend on the marketing functions. All these factors and the applications of marketing within an organization will be discussed in this report.
Roles and responsibilities of marketing functions are closely related to all the functional units of Aldi. They also play a major role in the smooth and efficient flow of activities.
Marketing is a function of an organization by which the sales of goods are ensured. All the activities relating to the sales of goods is called marketing. The goods and services are also passed to the target consumers by the process of marketing(Hair, 2013).
Marketing roles of Aldi
The sales volume of Aldi depends on the roles of marketing. It also affects the profit margin of Aldi. the key roles of marketing of Aldi are described below.
· Managing the brand
Aldi is a famous brand all over the world. This name also depends on the marketing functions of Aldi. A large amount of money is also spent by this organization to maintaining the brand. The sales rate also increased for the good and efficient marketing policy.
· Producing marketing
It also markets its product in various ways. The sales volume is also increased for the proper marketing function. More than 10000 stores are used to sell the products of Aldi. it is sold directly to the target consumers of Aldi.
· Creating internal communication
Marketing functions of Aldi provide valuable information to the internal parties of Aldi and for this reason, proper decisions are ensured. Internally much information is also given by the marketing manager of Aldi(Singh, 2014).
· Monitoring and managing market
Marketing mainly properly monitors the market of Aldi and manage carefully the market. It also increases the efficiency of marketing functions of Aldi. All the stores of Aldi are carefully monitored by the marketing manager of Aldi.
Functions of marketing of Aldi
The functions of marketing within that organization largely affect the policies of Aldi. It also plays a vital role in its development.
Figure:Functions of marketing(Keegan, 2016).
· Achieving and evaluating the marketing information
Aldi spends a large amount for the smooth market research. All the information of marketing research is analyzed by the marketing manager of Aldi and it is the major function of marketing. The success of marketing also depends on the information of marketing(Keegan, 2016).
· Marketing plan
Another function of marketing is to prepare the plans for the marketing of goods. The policy of marketing also depends on the marketing plan. The manager of Aldi prepares the plan for the marketing of its products.
· Product design and development
All the products of Aldi are also designed by the information of marketing department. The sales volume of Aldi also depends on the products. The target customer also like all the products of Aldi and these design activities are also committed by the marketing manager of this organization(Brassington and Pettitt, 2013).
· Customer support service
The goals of marketing also depend on the customer services. The satisfaction of the customers also depends on the proper services that are provided by this organization. All these things are maintained by the marketing department of Aldi.
Different techniques and tools of marketing
For gaining the goals of marketing there are the different type of tools and techniques are used by this organization.
Marketing of Aldi is accelerated by the proper advertisement process of Aldi. Every year a large amount of money is also spent on the advertisement process(Hair, 2013).
· Attractive discount
Sometimes discounts are also offered by this organization to increase the volume of sales. By this way, they also attract the target customers of this business. The sales rate also increases by this way.
· Referral networks
Some networking systems are also followed by this organization for increasing the area of this business. Aldi operates its business activities more than 18 countries.
The way by which the functions of marketing that relate to other functional units of Aldi
Marketing functions are the major part of this business. All other units of Aldi are also closely related to the marketing functions. All the important information is also provided by the manager of marketing and based on this information the policy of Aldi is prepared. The customer related information is also provided by the marketing manager. Sales units of Aldi also depends on the information of marketing department. All other units also need the information of marketing unit of Aldi. For the setting of the price of products of Aldi much information is also needed that is provided by the marketing side of Aldi(Genadinik, 2015).
Roles and responsibilities are surely related to a large organizational context. The key functions of this organization are also depending on the marketing functions of Aldi.
Roles of marketing within Aldi
Marketing of Aldi is very effective for the development of this organization. The marketing manager of Aldi tries hard to gain the goal of marketing.
Figure:Roles of marketing(Hair, 2013).
· Developing the products
All the products of Aldi are developed by the best efforts of Aldi. These products are also popular with the customers of Aldi. They sell them at their own supermarkets. All over the world, these products are popular.
· Creating a competitive environment
Marketing system of Aldi also creates a competitive environment. All other competitors also affect the marketing policy of Aldi. Better services are also offered to the target customers to gain the goals of marketing(Davis, 2012).
· Creating demand
Marketing system also increases the demand for any products. The customers are also affected by the better marketing system of Aldi. By this way, the demand for the products of Aldi also increases.
· Offering techniques
Marketing also offers better techniques for the marketing manager of this organization. It is also very essential for this organization to gain the volume of sales level. Proper techniques of Aldi increase the efficiency of this business.
· Increase the volume of sales
The sales level of Aldi increases by the marketing policy of this organization. Every year the amount of sales is increased by the best efforts of marketing. For this reason, every year Aldi is able to open a new supermarket in various part of the world(Brassington and Pettitt, 2013).
Responsibilities of marketing
Marketing also contributes to the long run development of this organization. marketing system of Aldi also helps this organization to gain the goals of this organization. Main responsibilities of marketing are described below.
· Marketing provided valuable information to the other functional units of Aldi.
· Decision-making process also depends on the marketing function of Aldi.
· Sometimes sales volume decrease and that time the marketing manager of this business prepress plans and policies to increase the volume of sales.
· Marketing also increases the efficiency of Aldi.
· It also increases the popularity of this business.
· Proper planning for the enhancement of sales and business are also related to the function of marketing.
The marketing roles of Aldi is very effective for it. All the units of it are also affected by the proper and right decisions of marketing manager of this business. Sales volume of Aldi also increases by the best efforts of this organization(Genadinik, 2015).
The marketing mix is the combination of such factors by which an organization can collect necessary information about the goods and services and about the organization. Product-related all the information can be gained by the analysis of marketing mix(Keegan, 2016).
Marketing mix of Aldi to gain the objectives of business
Figure: Marketing mix(Baines, Fill and Page, 2013).
The main factor of Aldi is the product of this business. The success of this business also depends on the products quality of Aldi. Marketing manager of Aldi evaluates properly the products of this business. Every year the sales volume increase by the best product quality of this business(Media, 2012).
The price of products also very important factor for the marketing policy. Customer satisfaction is also closely related to the price of the products. If the price of goods is remaining at a very low level, the sales volume increase at a very high rate.
The place of selling the products is also a very important factor. Aldi sells its products at their own supermarket and all the market of this organization are placed in the effective position. So, the place is also effective for the sales and marketing of this organization(Davis, 2012).
Promotional activities are also taken by the marketing manager. Every year promotional activities are done to increase the standard of the business system. By this way sales volume of Aldi is increased. It also increases the efficiency of this organization(Pradeep Kumar, Anitha and Krishna Moorthy, 2013).
People are the key parts of Aldi. they give much importance to the satisfaction of customers. They mainly produce all the products for the welfare of the general people. They are the main consumers of Aldi. According to the target people, all the products are produced.
At the time of collecting information researchers physically attends the place. They collect all the necessary information from the public and they give much preference to the choice of general people.
Aldi sells its goods at the right process and for this reason profits of this organization is an increasing trans. A process of selling for the enhancement of sales is also very effective for this business. So, marketing manager of Aldi chooses the right process for the sales of its products.
Marketing plan of Aldi that applies to the 7p’s to achieve marketing objectives
Marketing pans of Aldi are prepared according to the information of marketing mix. It is very effective tools for gaining the goal of marketing. Business objectives of Aldi are closely related to the marketing functions and marketing mix of it(Cant, 2013).
· Customers related information is collected by the marketing manager and this information is very effective for taking correct decisions about the business.
· Proper actions are also taken by the information of marketing mix.
· Current market information is also collected by the information of marketing.
· The level of customer satisfaction is also gained by the right process of a marketing mix.
· Marketing mix mainly shows the current and future position of Aldi and for this reason, the manager of this organization may take proper decision.
· Objectives of this business are also related to the marketing system and these marketing policies are related to the marketing mix.
· Cooperation and combination are also organized by the marketing mix information.
Aldi is different from other organizations
Marketing policy of Aldi is quite different from other organizations and for this reason goals of marketing is gained easily.
For example, Aldi sells its products at their own shops and they also give for the satisfaction of the target customers. The main marketing system of Aldi is that that organization always tries to capture some fixed customers for its products they do not try to capture the whole market and for this reason they are able to gain the satisfaction of the target customers(Media, 2012).
From the above scenario, it is very clear that the marketing policy of Aldi is operated for the satisfaction of few customers. It is the main differences that differ Aldi from other organization. It always gives for the proper and correct satisfaction of the target customers. They are the main part of this business. Other organizations try to capture the whole market and it is not possible to capture the whole market and for this reason, the goal of marketing is vain.
Marketing goals of Aldi are filled with the best efforts of marketing. It is also related to the marketing plan of Aldi. Marketing manager of this business prepares a plan to gain the marketing goals.
The marketing plan is a plan by which an organization prepress the policy of marketing and produce the ways by which it confuses the functions of marketing(Pradeep Kumar, Anitha and Krishna Moorthy, 2013).
Basic marketing plan of Aldi
Marketing manager of Aldi prepress the marketing plan. It also increases the efficiency of this organization.
Figure:marketing plan(Genadinik, 2015).
· Situational analysis
Aldi firstly analyzes the basic situation of this business. Where the business operates its activities, all these parts are discussed by the manager of Aldi. It is the main decisions of marketing manager. It is directly related to the sales and the success of Aldi.
· Marketing goals
Marketing manager sets the goals of marketing. The main target of a market is to increase the sales volume and to increase the profit of a business. Marketing goals affect the policy of Aldi. At the time of opening a new outlet, marketing manager of Aldi evaluates the goal of marketing. When new products are also launched, then the goals of marketing are also set by the marketing manager of this organization(Cant, 2013).
· Marketing strategy
The success of marketing is also gained by the proper applications of marketing strategy. Objectives of marketing are also gained by the best efforts of marketing strategy. Marketing manager of Aldi selects some strategy by which marketing of Aldi will be conducted. There are also some other ways by which marketing strategy can be prepared. At the time of setting the strategy of marketing manager of Aldi critically evaluate the marketing strategy of Aldi.
· Budget and plan
Marketing manager of Aldi prepares a budget for the marketing plan. It is related to the costs of marketing and according to that information, a budget is prepared by the marketing manager of this organization. Based on the budget all the marketing costs of Aldi is incurred.
· Matrices and adjusted
Marketing plans are also evaluated with the actual output. Aldi is also able to increase the sales volume by the proper marketing plans and policies. If any lacking is founded, then proper actions are also taken by the marketing manager of Aldi.
Marketing plan of Aldi with SWOT analysis
There are also some other strengths for the long run prosperity of this organization. The main strengths of this business are that it is a popular organization and the sales volume of this business is a very considerable side compared to other organizations. Another strength of this organization is that it also sells all the products at their own markets and for this reason a directs sells is possible and the rate of profits also increases(Baack, Baack and Harris, 2013).
Another weakness of Aldi is the other competitors. Same products are also sold by the other competitors. They also offer to the customers all these products with a low price and this also affects the sales volume of Aldi. Sometimes economic and political factors also affect the system of marketing negatively and for this reason, the sales volume also decrease(Pradeep Kumar, Anitha and Krishna Moorthy, 2013).