Marketing Essentials: Role, Responsibilities, and Marketing Approach of the Marketing Manager of EE Limited

This paper discusses the role, responsibility, and marketing approach of the marketing manager of EE Limited, a UK-based mobile company. It also explores the 7Ps of marketing mix and various strategies and marketing techniques related to the UK mobile industry.

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MARKETING ESSENTIALS
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MARKETING ESSENTIALS
Contents
Introduction.................................................................................................................................................3
Task 1..........................................................................................................................................................3
The concept of marketing............................................................................................................................3
Different marketing process........................................................................................................................4
Role and responsibilities of the marketing manager....................................................................................4
The interrelation of the marketing manager with other functional departments of EE Limited...................5
Value and importance of the marketing role................................................................................................5
Significance of effective interrelationship between different functional departments of EE Limited..........6
Task 2..........................................................................................................................................................6
2a) 7Ps of marketing mix.............................................................................................................................6
Product....................................................................................................................................................7
Price........................................................................................................................................................7
Promotion................................................................................................................................................8
Place........................................................................................................................................................9
People......................................................................................................................................................9
Process.....................................................................................................................................................9
Physical evidence..................................................................................................................................10
2b. Marketing Plan................................................................................................................................11
Executive...........................................................................................................................................11
Overview of the Company.................................................................................................................11
Analysis of Current Marketing Situation...........................................................................................12
Objectives..........................................................................................................................................16
Segmentation, targeting, and positioning (STP)................................................................................16
Strategy..............................................................................................................................................17
Budget and Control............................................................................................................................18
Conclusion.........................................................................................................................................19
References.................................................................................................................................................20
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Introduction
This paper is based on the role, responsibility, and marketing approach of the marketing manager
of EE Limited which is a UK-based mobile company. Also, 7P’s of marketing mix will also be
discussed in this assignment. Moreover, various types of strategies and marketing techniques
related to UK mobile industry will be explained in this paper through proper arguments and
justifications.
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Task 1
The concept of marketing
The EE Limited which is a well-known UK based mobile manufacturing organization and the
mobile phone industry positively relies on upon the consumer loyalty and customer satisfaction.
Android is one of the critical and popular operating systems which has been executed by
numerous mobile companies including EE Limited. The industry of mobile phone has
experienced development, and the general marketing concept is partitioned into a few elements,
for example, requirements of clients, cost of products and market opportunity (Curwen and
Whalley, 2010). In order to meet customer’s expectation, the management of EE Limited needs
to give an innovative with exclusive gestures mobile handsets to their clients. Every single
section of the marketing concept has its individual significance and demands of the consumers
play an unprecedented part in the marketing concept (Ford, Perry and McNair, 2007). With the
assistance of this marketing strategy, the management of EE Limited can develop rate of their
potential clients. At the end of the day, the greater part of the clients requires latest mobiles in the
least rate. Besides that, the cost of mobile is one of the delicate issues from the side of the client's
end. Subsequently, the management of EE needs to concentrate on customer purchase behavior
for a better concept of marketing.
Different marketing process
Then again, the mobile phone industry includes different kinds of the marketing process, for
example, order collection, conveyance, feedback gathering and client's review. On the other side,
the management of EE Limited needs to notice marketing process to increase the income. Every
single part of the marketing process has its individual significance. Other than that, EE Limited
has distinctive stores around the UK, and every single outlet comprises latest and popular
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mobiles. Aside from that, in the process of conveyance, a transportation system conducts the
process by the management of EE Limited. At the end of the day, through a different vehicle
sorts of mobile handsets have been conveyed to various outlets of the EE Limited. As indicated
by sales revenue, headquarter proficient measure of mobiles to particular stores and the last
process is client's audit gathering, and in this process, the management of EE Limited can
analyze and determine to assemble deficiencies which done during the manufacturing
process(Faulkner, 2003).
Role and responsibilities of the marketing manager
The marketing manager plans and arranges dissimilar marketing activities, for example,
distinguishing the potential clients, creating the marketing campaign and concentrating on the
exercises of various groups. Besides that, different sorts of roles of the marketing manager have
been used for the diverse reasons. As such, the marketing division is operational under the
perception of the marketing manager. Some notable parts of the marketing managers are that,
execute current market opportunities, distinguish the market destinations, implement the
strategy, control the exercises of colleagues and set up an activity anticipate future patterns. In
addition, the marketing manager also prepares a business plan keeping in mind the end goal to
execute different marketing practices to build the advantage of the association(Piercy and Lane,
2009).
The interrelation of the marketing manager with other functional departments of EE Limited
As early said, the marketing manager finishes proper strategies for success which incorporate
different practices and techniques to expand the income of the association. Other than that, the
production department needs to locate changes along with the strategy for success proposed by
the marketing manager (Managing an HR department of one, 2013). The HR department is
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impacted by the business plan of the marketing manager in light of the fact that the HR manager
has to know the modification related knowledge for the recruitment and selection process.
Besides that, the CEO of the EE Limited has to support the business plan for of strategy
implementation of the marketing manager. Therefore, client service strategies likewise improved
by the plan for the success of the marketing manager of the EE Limited.
Value and importance of the marketing role
The EE Limited is an ingrained mobile company of the UK and clients want full touch screen
android or windows based mobiles in low costs which are offered by this company. On the
opposite side, numerous critical reviews clarified the centrality of the development which
happens in the mobile industry in a recent couple of years (Solomon, 2003). Along these lines,
the management of EE Limited perceives the demand for their potential clients and present
creative mobile handsets with the assistance of market research. In addition, the marketing role
incorporates different kinds of values and significance such as analyze client's desire, gathering
sufficient info identified with new mobiles and assessing the cost for new mobiles.
Significance of effective interrelationship between different functional departments of EE
Limited
Every single functional department is interrelated with each other and individually affects the
organizational performance. Although, EE Limited incorporates different categories of
functional departments, for example, production department, service center, conveyance
department and human resource department. On the other hand, after determining the
requirements of the clients, EE Limited can influence each functional department to plan and
convey viable mobiles for their clients. In addition, with the assistance of helpful collaboration,
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the management of EE Limited can concentrate on the present market pattern to perceive the
necessities of the clients (Marques, 2006).
Task 2
2a) 7Ps of marketing mix
In this paper, the importance and effectiveness of 7Ps of the marketing mix on EE Limited will
be assessed, and the implications of the process are furthermore arranged. The marketing mix
contains seven imperative segments which considered as basic parts to comprehend the present
market circumstance. Besides that, seven sorts of factors of the 7-Ps marketing mix will be
talked about. Aside from that, the marketing mix contains the whole marketing process of an
association, and the EE Limited is one of the outstanding a mobile phone company in the UK,
which is focusing on the present marketing example to draw the consideration of more customers
(THE MARKETING MIX: A REVIEW, 2014). Other than that, the use of 7P's can update the
arranging and execution of different sorts of the marketing strategy of the management. Thus, the
EE Limited is the UK-based mobile phone company which gives quality products and service to
their clients. Also, the marketing process of the association and online client service will be
depicted in this paper.
Product
There are two classes of product perspectives are analyzed in many reviews, for instance,
tangible and intangible. Along with that, the tangible products are considered as physical which
is made. However, the intangible products incorporate the non-clear things, for a case service or
average sorts of the plan. Additionally, according to the point of view of the management of the
EE Limited, it has been conveyed a quick and effective product as mobile which can draw the
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consideration of many customer's minds. Also, they furthermore offer LCD displays, remote
speakers in a sensible value which a client can undoubtedly buy. As for, they have stunning
models or handsets which include Android, Windows, Java, and Linux operating systems.
Similarly, most of the multipurpose models which indicated in above is accessible in the stores
of EE Limited. On the inverse part, Telefonica is an opponent organization of EE Limited with
low stocks and low performed mobiles handsets (THE MARKETING MIX: A REVIEW, 2014).
Price
Essentially, the price variable is one of the fundamental components of the marketing mix which
accept a noteworthy part in the service business. Keeping in mind the end goal to close the price
of the product is one of the fundamental decisions which are finished by the management of the
association. Despite the fact that the management needs to redress various types of issues, for
instance, the outer way of the customer, the particular sum spread by the customer, the necessity
of customer, etc. These elements make weight to settle a complete price of the product. In other
sense, the flow market research is assuming an essential part of executing the price
strategy(Aaker, 2003). Talking about the mobile price of the EE restricted which engaging and
less costly than Telefonica which is a mobile phone organization in the UK.
Promotion
In order to extend the mindfulness and acclaim of the affiliation, the promotion is one of the
essential components which is used by the EE Limited. Toward the day's end, a consumer can
get insistence about the latest products and service of a particular association. In addition, the
promotional activities improve the awareness and demand about a particular products or services
in the customer's solo mind. However, with the assistance of promotional activity, the
management of the EE Limited can spread awareness among existing and potential clients about
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the updates in the scope of mobile handsets. For a case, an outstanding automobile organization
progresses a product like a car in the market with low price offer, and it is exceptionally ordinary
that individuals can express the excitement on that particular car. In other words, EE Limited
gives existing offers, which incorporates 10% discount on every mobile set from 25th December
to first January as a restricted period offer. Besides that, in the mobile sector, the promotional
development is not so much costly but instead all the more convincing. Subsequently, it can be
told that the promotional program of EE Limited is a kind direct and fruitful strategy which can
draw the impression of client's sole (Moorman and Halloran, 2006). Other than that, the
management can spread products and service related data through different sorts of media, for
instance, web, TV, radio, daily paper. Thus, the advertisement is the primary part which is
utilized by the regular association. Additionally, Telefonica does not have enough ubiquity
contrasting with EE Limited in web-based social networking and other promoting media.
Place
The place is a significant variable of the 7Ps marketing mix, and it strikingly makes an effect on
the present marketing condition to check current place is appropriate for the association or not.
Thus, it is analyzed that the UK contains bunches of people who visit mobile phone stores
constantly. In other sense, EE Limited is presently settled as a striking mobile phone company in
the UK, and there is enormous demand about the notoriety of this association. The aggressive
market of the UK includes various giant mobile phone companies, for example, Vodafone,
Telefonica et cetera. However, the place of marketing should be appropriate for the expansion of
the association. Along these lines, to shape the rate of clients and productivity of the association,
they have to make advanced and predominant mobiles handsets (Moorman and Halloran, 2006).
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People
The customer satisfaction is the most basic fundamental issue to achieve the success of the
association. In a manner of speaking, in the service industry, the nature of appearance is a direct
area which can regard any clients(Gellerman, 2006). To the extent mobile phone industry, the
principle representatives are technical and IT experts who produce the mobile phones for the
essential clients to use. In other sense, with the help of positive contributions to clients, the
management of EE Limited can rouse and gives central preparing to workers to improve delegate
performance.
Process
In the area of mobile phone industry, the essential process is that, production process and
customer service process. Two processes are likewise huge according to the management of EE
Limited. The processing structure is the impression of the marketing arrangement that
incorporates the mission, vision and attractive objectives. The production process incorporates
some place in the scope of a couple of stages, hardware accumulation, and software or operating
system installation. Besides that, an accomplishment of the entire process, some portion of client
service process begins(Gellerman, 2006).
Physical evidence
In any case, it is to a great degree difficult to appreciate in the mobile phone industry in light of
the fact that there are no unmistakable products offered to the clients. The physical evidence is a
suitable segment, and moreover, EE Limited offers various workplaces to express the physical
evidence. Thus, in the service center, the physical evidence of EE constrained is communicated
all the more viable. Aside from that, Telefonica does not have enough service focuses in the UK,
and the client mind administrators of Telefonica are not all around carried on(Crawford, 2007).
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2b. Marketing Plan
Executive
A marketing plan is concerned with a written document that provides a comprehensive action
which is essential to achieve more than one specified objectives and aims of an organization to
sell a product, service or brand to the customers as a whole(Westwood, 2011). For meeting the
goals and objectives of an organization, a marketing plan is essential for operating the business.
A marketing plan and a strategic plan is different from each other. On the other hand, a strategic
plan is related to the strategic of an organization, and it is a part of the marketing plan. In this
report format, the marketing plan is shown, and it is applied to an organization. The program
includes marketing analysis and strategies for the current market situation. Besides that, it also
includes positioning, targeting, and segmentation. Budget and control are also included here. The
marketing plan also consists of SWOT analysis along with the external and internal analysis of
the business. The company will be able to make a profit in future by using these marketing plans.
Overview of the Company
Here, EE Limited is the chosen organization (Bleicher, 2014). The full form of the company is
Everything Everywhere Limited. Besides that, the association is settled in the United Kingdom.
It is a network operator of mobiles along with ISP or Internet Service Provider. The company is
headquartered in Hatfield, United Kingdom. Moreover, Darlington, Leeds, Bristol, London and
North Tyneside are the places where the main offices are located. In 2016, 30th September, the
association started to give a 4G framework to more than ninety-eight percent people of United
Kingdom. EE Limited was developed in the year 2010 with the guide of the merger of their
different T-Mobile and Orange business in the United Kingdom. The captivating information is
that Virgin Mobile UK, Asda Mobile and furthermore The Co-Operative Mobile work on the
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framework of the company under the arrangement of MVNO. Also, the affiliation has more than
five hundred and seventy-four stores. It also delivers services with the help of websites.
Analysis of Current Marketing Situation
The United Kingdom has progressed a lot from the financial side. Moreover, it is easier for
mobile network companies to retail their services and products at a very fast rate. Subsequently,
the company makes quick profits, and because of this, they can make the rapid advancement of
the economic position of the country. The customers of the United Kingdom in 2008-2009 felt
cautious about their expenses because at that time the economy of the nation came to a period of
deterioration. Consequently, the householders got affected by the action plan of the government.
It includes augmentation of VAT to twenty percent and the reductions of the country’s benefit
(Ferrell and Hartline, 2005).
Internal Analysis
Competitive Advantage and Core Competencies: There is more progress, where there is not
dismissive competition. The contenders EE Limited are Telefonica UK Limited, Vodafone
Group PLC as well as Hutchison 3G UK Limited. EE Limited has achieved competitive
advantage due to the utilization of 4G framework by EE confined. Today's flexible advancement
of United Kingdom is incredibly best in class on account of the vicinity of some mainstream
organizations (Drejer, 2014). In this way, the adaptable and IT associations encounter an
exceptional warmth of contention. Since the organization is tackling a joint meander with
Deutsche and Orange and in this way, competitive advantage is grown.
External Analysis
PEST Analysis
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Source: https://thumbnails-visually.netdna-ssl.com/pest-
analysis_54294348c3daa_w1500.jpg
Social Factors: An essential social components that have affected the telecom business are
the utilization of digital technologies and increased investments, especially among youths and
adolescents. As a result, it makes a tetchy change of mobile phones and handsets into general
client day by day presences. Due to this person use and rely on upon cultural framework
correspondence, listening music and watching recordings (Kampanje, 2017). Besides that, the
addition of internet use on phones has changed the method for social contact into new techno-
social conditions where unique ways are open. Such changes increase the demand of flexible
organizations, for instance, 3G and 3G in particular among the youngsters.
Economic Factors: The current financial situation of United Kingdom is useful for flexible
mobile operators due to recovery after the subsidence time of the 2008-2010 year. In any case,
unemployment remains essentially high and antagonistically influence on how customers client
advantage. According to BBC News in 2014, GDP increased by 1.9 percent in 2013. Moreover,
it is expected that it would continue to develop in the next years. Consequently, the disposable
income of household rises that prompts to the expansion of convenient organizations use.
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Political Factors: The political factors do not widely impact the adaptable
telecommunication industry as it controlled by Ofcom. Ofcom is a competition master and self-
sufficient controller for the United Kingdom exchanges organizations (Yüksel, 2012). However,
the government of Scotland has announced recently that the stroll of one hundred and twenty
million Euro for the advancement of broadband networks in nation domains that looks good
forbearers to place assets into 4G.
Technological Factors: Telecommunication mobile industry is dependent on technology,
and it is a strong industry. Along these lines, the ascent of new advances, for instance, 4G LTE
organizations has a critical impact on the compact directors as people eat up more web data as a
result of forefront parts and fast. With the fast generation of new models of phones and real
devices, overseers must have the coolest phones available. Next, with the extended use of
Internet on mobile phones, the customers have experienced adaptable virus, and cybercrime
attracts. As a final point, the increasing demand of mobiles has resulted in declination of fixed-
line benefits by 13.4%.
SWOT Analysis
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Source:
http://www.andrewcussons.com/wp-content/uploads/2015/08/swot
-analysis_54534e77d19ce_w1500.jpg
The SWOT analysis of EE limited is described below:
Threats: The increasing number of strikes in the field of IT at mobile phones can diminish the
customers to use data limits on their handsets that will be anticipated on the edge of the
company. The increasing number of 4G technology can give rise to threats for EE limited
(Dahlman, Parkvall and Sköld, 2011) .
Opportunities: In UK, the industry of mobile telecommunications has logically grown, and it
had encountered one hundred and twenty-four companies. So it is an opportunity for EE Limited
to expand their market according to the demands of the customers. On the other hand, the
opportunity can give rise to a fantastic segment of B2B business improvements for EE limited
specifically when the company will utilize 4G technology.
Weakness: The chosen company has some fundamental flaw that conflictingly impacts its profit,
picture, and operations (Plesničar and Zaletel-Kragelj, 2015) . The company is going through
some various customer experience issues like lost banner, put off message as well as cynicisms
to make calls. Therefore, EE limited should look after the issues to remove the weakness and
gain competitive advantage.
Strengths: EE Limited is the only organization in the UK who can provide the most prominent
3G network. It is the central power of the organization (Balasubramanian, 2014). The strength is
due to the free roaming between the two operators. Moreover, the company comprises of 574
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retail stores which are their main profit zones. The stores are established on high streets and
shopping malls.
Objectives
The proposed strategies and goals of EE Limited is discussed here. According to the marketing
director of the company, the main aim is to enhance the amount the satisfied customers in the
next year (i.e. 2018) by 30 percent (Wise, 2014). Consequently, the organization can gain a huge
number of customer loyalty. As a result, trust and confidence will be built leading to the
retaining of real clients. Thus, EE Limited can establish a good B2C or business-to-customer
relationship. Moreover, the company must focus on increasing 4G services to the customers
which will lead to more competitive advantage and an increase in brand value.
Segmentation, targeting, and positioning (STP)
The market segmentation is divided into four parts such as demographic, geographic,
psychographic and behavioral segmentation. According to these divisions, the customers are
divided. Market segmentation is done by observing the characteristics of the customers at various
places. For example, EE limited targets young clients with a considerable amount of salaries per
month so that the organization can sell their products at a reasonable rate (Jain, 2015). The
buying of the goods and services depends on the age and lifestyle of the people. Thus, the
company should target such people and place where 4G services have high demand. In this way,
they can gain competitive advantage from Vodafone Group PLC and Hutchinson 3G UK
Limited. The company can reach new customers by introducing new and innovative technology
in the telecommunication market.
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Strategy
The marketing strategy of the business joins all the publicizing destinations into one complete
plan. Also, the marketing mix improves the client assumptions with the operator. It moreover
develops the relationship between the customers and EE Limited. Also, an extraordinary
promoting strategy can be drawn exactly when there is an examination method. The business
destinations of the company can be recognized by the utilization of SMART method.
Process: Process is very crucial for the association to offer information to the customers about
the methodology behind the transport of products to them (Shapiro, 2013).
Product: EE Limited gives 4G services to the customers. Their original product is the voice
trade of assurance. Purchase of sim cards is another service provided by the company. These
services are major for the customer to communicate fast with people as to work and distinctive
purposes.
People: The leaders, specialist, and boss expect a massive part in the accomplishment of the
company. Within accomplices should be conceded remunerates behind an astonishing customer
advantage.
Promotion: Promotion is a fundamental part of the marketing mix framework. The particular
strategy helps in making an impact on the customers about the objectivity of EE Limited
(Richter, 2013). The company is compelled do improvement by advancing in media, for
instance, TV, Instagram, Facebook, and YouTube.
Place: Place is such an area where the company can sell their products more by using different
types of strategies. London is the best place where they can offer their services and attract more
customer since the place is busy with communication.
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Physical Evidence: The customers are given each one of the simple details of the product during
purchase time as a shred of evidence so that the clients can't quarrel with the association after the
use of service (Choi and Kim, 2015).
Price: It is concerned with the affirmation of customer choice. Unique expenses have been set by
the relationship to various organizations given to the clients. Also, the associations should be to a
significant degree careful in price setting system with the objective that they can fulfill customer
demands.
Budget and Control
The budget of the company became thirty-one Euro per month when EE Limited launched the
first 4G LITE service in the United Kingdom (Wahyudi, 2013). Additionally, the company
announced that they would introduce new superfast 4GEE price plans. The particular service has
a high budget. Besides that, the new 20GB superfast 4GEE plan is also included in the budget
plan. The customer needs to pay 46 euros per month for only one SIM to utilize the new 20GB
plan. The customers can also take unlimited calls as well as text others for two years.
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Conclusion
EE Limited is a new organization that has a great potential in keeping the principle position in
compact media transmission exhibit. After an analysis of marketing strategies, the company will
be able to make profits in future by following SWOT and PEST analysis. By driving new
organization of video calls with giving the superfast 4G services, the company needs to pass on
this benefit to the potential customers using social and propelled media. By the end of 2018, the
market is expected to advance steadily with an increase of 7 percent. It helps to ensure that the
organization will be before its adversaries, extending the advantage and attracting new
customers. Besides that, today, technology has advanced a lot, and it is recommended for every
company to use 4G services for better communication. 4G services had overcome the problems
of 3G facilities.
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