Marketing Essentials for Success

This assignment delves into the fundamentals of marketing, exploring key concepts such as product launches, integrated marketing communication, and consumer behavior. It utilizes a range of sources, including academic journals and textbooks, to provide a comprehensive understanding of essential marketing principles and practices.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 2a..........................................................................................................................................1
TASK 2b..........................................................................................................................................3
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is necessary so that company can sell products and also purchase product in
the market. Marketing includes the different techniques that is promotion, selling and distributing
of the products and services so that firm can attain the success in the competitive market. The
company has to set the targets so that planning should be done by different process for create and
communication, delivering that have the values for the consumers and society. The present report
is based on EE Limited which is the operator of mobile network in UK (Stone and Jacobs, 2008).
The vision of the entity they have to provide the best services and network to consumers and also
maintain trust so that customer use the network of EE Limited. In the present scenario, report
contains the concept of marketing in present and future trends and process of different marketing
is to be discussed. Tesco has to achieve the goals and objectives by using 7P's marketing mix.
Along with this different roles and responsibilities of marketing manager which is interrelated
with functional department of entity.
TASK 2a
Marketing mix is tool or instrument which includes 7P's that is price, place, product,
promotion, process, people and physical evidence and in theory of marketing mix there are 4C's
which are included (Peter and Donnelly, 2011). These tools which is used by the business and
also by marketers through this, they can easily determine product and brand offerings. Moreover,
comparison between EE limited and Tesco are as follows:-
Product – A product is an item which satisfy the demands of the different person. The
product which which satisfy the need of the consumer that is tangible or intangible in the form of
goods and services. Goods manufactured by Tesco for the end-users are called products and they
are heterogeneous and can not be owned (Lancaster and Massingham, 2010). A product which is
operated by entity in which the sellers sells to the buyers in exchange of money and the company
has to provide service of product has to be designed with care. Tesco have to provide the better
services and good quality product so that they can attain the targets in the competitive market.
In contradictory EE limited provide voice transfer services which help in connecting of
more people. In addition to this, they also provide of internet services like 3G and 4G services
which help in video calling to their customer. Organization provides mobile phones with latest
technology through this, they keep track with customer preferences. Moreover, 4G phones help
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in consumption of new services which leads to fast adoption of EE limited phones. It offers new
and upgraded mobiles to customers which help in attraction by tariff features and some special
offers. Thus, it lead to long term relation with customers and also help in building of customer
loyalty.
Price – Price is the very important component which are included in marketing mix. It is
very important component which included in marketing plan as they determine profit and
survival of firm. Price always help in perception of product in the eyes of consumers (Baines,
Fill and Page, 2013). The company has to keep the price low which helps in attaining success in
competition. If prices of the products or services of Tesco is too high that will help in attaining
the benefits in products. They have to examine competitors which help in deciding the price of
the product. Pricing in case of providing the services is rather more difficult than in the case of
products (Joshi, 2014). Major considerations in pricing is cost of product, advertise and also
expenses of marketing, any price fluctuations in the factors so that these factors can change
separately.
Whereas, EE limited provides latest technology therefore, they charged high price on
those product which they are offering to customers. Before, they where providing 3G services
which contains price slightly lower because 4G service has introduced which contain price high.
However, here, competition rise on 4G services therefore, demand is price elastic. In addition to
this, company has adopt penetration pricing strategies because through this, they can quickly set
in market. Moreover, by using this strategy they rise in market share and also gaining
competitive advantage from their rivalries. Thus, price of service is low then greater demand and
buyer behaviour also changes.
Place – The product shall be available from where Tesco target consumer so that it is
easy to shop. Place refers to location where products are easily available and can be sold or
purchased. Consumer can purchase product from physical market or virtual market. A company
which is expert in making software which will better placed in business hub with many firms
(Baker and Saren, 2016). If product is of high quality then the consumer will easily purchase the
product and that will available only in limited stores. Along with this the place where product is
to b distributed depends on product and pricing decisions taken by Tesco.
In contradictory, EE limited consist of three option that are direct, sales staff and
intermediary in order to reach market coverage by satisfying customers wants.
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Direct Sales staff Intermediary
 Websites  Own workers  Partners
 Electronic mail  Through another firm's.  Organization agents.
 Price catalogue  By involving of
contract.
 Firm outlets and
franchise.
 Consisting of own
channels.
However, due to rise in internet usage organizational website supply to buyers because it
includes of some distribution channels that are time, search and transaction. Therefore, in
achieving of this organization website is user friendly and well designed. Thus, this lead to
convenience and rise in customer satisfaction and loyalty because proper distribution and image
of service are maintained in firm. They sell their product from their own outlets this result in
development of brand. Thus, it results in incoming of more customers for purchasing of product.
Promotion – There are many communication tools which are used by Tesco that is
personal selling, social media. These tools helps in sending proper message or information to the
members of company which is appealing to their emotions. This is the important or critical factor
which helps in the services of marketing mix (Afridi, 2009). Tesco is providing the services in
operating in mobile network in UK and in this sector competition is very high and promotion is
also important for the survival of entity in competitive market. Banks, IT companies also do the
the promotions or advertisements to remain in the market.
Whereas, for reaching to customer EE limited use mix traditional techniques for
promotion that are T.V., radio, newspaper, magazines and some media sites. In order to,
company introduce video calling services for customers by promoting through campaign because
this, results in better fulfil of desires. In today's times promotional mix main component is
internet because through this, large number of target people are reached. Thus, consumer get
chance in expressing their view which help in supporting for creativity. Moreover, EE limited do
promotion through social and digital media which help in pushing up brand forward.
Process – Tesco has to follow the process in providing the better services to their
consumer because customer is paying for that services. Service process is the way in which a
service is delivered to the end consumer. Company have to remain the confidence on their
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process and demand to these process so that they deliver the better services without a loss in
quality (Mohr, Sengupta and Slater, 2009). So the process of a service company in delivering the
product is of utmost importance. Process is critical and important component in providing the
services and it is to used before establishing services in Tesco. Along with this it exactly defines
that what is to be included in the process of service by which product reach to the end user.
However on other side, EE limited consumers are not interested in purchasing of their
product and services because they are interested in how they receive. Moreover, backbone of EE
consist of differentiated mobile and services which they are offering to consumer for earning
profits. Thus, from this, consumer can access effectively and easily.
People – All the companies are dependant on the people who run business from sales
staff to director of entity so that all work managed by him. It is a one and important element of
marketing mix. People defines the services and also can make or break of company. Many
companies like Tesco involved into specially getting their staff which is to be trained in
interpersonal skill and consumer with the proper focus which helps in consumer satisfaction
(Papasolomou and Melanthiou, 2012). All the staff members which are involved in the sales and
purchase of product these all things included in the people.
Whereas, in EE limited consist of managers, leaders and workers are playing crucial role
for success of organization. Therefore, service of organization are well planned and organized
because consumer does not faces any problem. Moreover, organizational employees try to
resolve issues efficiently and effectively so that they provide product and services by
maintaining them on time to time. In addition to this, EE limited employees provide some
rewards and incentives for their work and thus, they get motivated by this.
Physical evidence – All the services which include physical elements that what the
consumer is pay for attaining the services (Perrault Jr, Cannon and McCarthy, 2008). It is last
and important element of marketing mix. The staff member have to create better experience of
consumer so that tangible elements are delivered to consumer with the services which are of
better quality.
Tesco is providing the better services so that they have to create the brand awareness, so
that they have to need better pricing and more promotions. The marketing mix can result the
consumer based for the improvement in the product and same can be launched as the upgraded
product (Boachie-Mensah, 2009). The decisions which are taken by the manager of Tesco that
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also affect segmentation, targeting and positioning. Along with this they are based on price and
positioning can be decided so that they can attain the success in the entity.
In contradictory to this, EE limited consist of more risk during time of decision making
because they think that customer use this product and service or not. However, service cannot be
experienced because delivering of goods to consumer so they only measure by considering from
various points whether it relates to quality of service and improve product quality which they are
offering to consumers.
TASK 2b
Executive Summary
Marketing refers to the process of management of transaction of goods and services on
behalf of customer satisfaction. It is based on ideas and views about organization development to
achieve profit maximization and increasing quantity of customer demand for company's
products. The technique of marketing includes selecting the target market by market analysis and
segmentation of market also includes the tools to understand consumer behaviour effects (Chen,
Shen and Chiu, 2007). . It is useful to satisfy needs and desires of customers by improving in
exchange process of goods and services business supplies and also remains helpful to maintain
long term relationship between firm and its customers. Therefore, marketing is a new approach
aims to gain maximum profit with customer satisfaction.
Company Overview
EE limited is well known global telecommunications industry in UK established in 2010.
It provides facilities of mobile network operator, internet service provider, company is a division
of BT Group. EE limited is one of the largest mobile and network operator company which
provides facilities of mobile operator and 4G services to its million customers in effective
manner and also facilitates to retail and other business customers as well (Pichop and Mndiga,
2007). It also sells handsets and offers services such as mobile services involves messaging,
voice and data services, fixed voice, TV and broadband services by various telecommunication
technologies.
Current marketing situational analysisInternal analysis- Management of exchange of goods and services of EE limited remains in
proper effective and systematic manner. As company aims to achieve profit maximization
with fulfilling the needs and demands of its customers, firm sets goal in efficient way like at
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first, it identify the customer needs and analyses the manner to fulfill that how company can
be helpful to provide facilities and gain more. After that, it makes planning structure and
decision making process then organizes the activity by supplying goods and services
regarding mobile and network operating services. Further, it evaluates and control over
activities, if needed to develop business and makes position in global market in wide range
(Mihart, 2012). Therefore, EE limited manages service provided by company to satisfy its
customers' with unique and great ideas to implement services for gain more and more. Firm
also employees skilled and experienced employees to organize planning framework in proper
manner, therefore customer would like to take advantages to EE limited's services. It is also
beneficial to make healthy and peaceful environment through making relationship among
customers and organisation's employees. Company provides benefits to its employees so they
can give their best of abilities to meet target (Spanjaard and Vonk, 2015). Thus, internal
management of EE limited is systematic to meet targets and satisfy its customers with
effective services.External analysis – To analyse EE limited externally, some external factors affects
company's expansion and reputation in the global market. It includes factors such as social,
economic, political, legal and technological. Organization's external environment affects its
achievement and market position. These are factors, which are beyond control, considers
difficult task to sustain position in competitive era. To pull consumers towards facilities
produces by EE limited is not an easy cake. EE limited tries to fascinate customer for using
telecommunication services in an order. Some environmental factors affects as technologies
company uses includes new technologies and innovations for services with unique techniques
(KAUR, 2015). At present political environment of company is balanced and helps EE
limited to supply facilities to consumers. Regarding social environment, a group or
organization affects its luxuries demand. People choice and interest affects organisation's
service production. As EE limited is wide spread telecommunication service provider, gives
opportunity to take advantages of mobile operations and network operations service in wide
range. So, it looks like social environment affects the company positively. Legal environment
is a kind of atmosphere which affects EE limited position in UK market validity. Therefore,
external analysis of EE limited is good and efficient enough to sustain its high position in UK
market.
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SWOTStrength Weakness 4G customer base in wide range.Possesses leader position in UK market.Qualitative performance level regarding speed and operator facilities of both mobile and
network.Large amount of customer demand towards company's services.Except customers, provides facilities to retailers and other telecommunication businesses.Its brand considers as low value according to monetary structure (Rowley, 2016).As compared to other network providers, its network poorly rated to customer services.Unsolved and switching problems occurs due to high level customers' complaints. Opportunity
Threats Increasing services' demand to grow market.To introduce new products or brands of smartphones.Large platform of B2B improvement specifically with 4G services. Due to increasing IT
attacks, customers can be uninterested related to mobile phones.Cut throat competition with other telecommunication services.
Fluctuation of profit-loss can affects sustainability of EE limited position in UK market.(Boag,
2013). Cost effective source of finance which are assessed to prepare the effective budget and
also control the cost of production. The company has to monitor every aspect to reduce the gap
between actual and standard results for the business.
Objectives
EE Limited has focused on customer satisfaction which lead to success in loyalty and
superiority within telecommunication industry. Main objective of EE limited are as follows:
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 To maximise number of satisfied customer by 50% in next year.
 To increase of 4G subscribers by 35% in upcoming year (Blythe, 2008).
 To maximise revenue of organization by 30% in next year.
 To invest revenue in research and development operation by 20%.
 To maximise on return on investment by 7% in next year.
 To maximise in expanding of business by 10% every year because this will lead in doing
business internationally.
 To rise in market share will attract customer by 20% for upcoming year.
Strategy
Strategy in EE limited refers to making of plan so that they can achieve long term goals
easily. Therefore, EE limited strategy plays crucial role because it help in identifying of activities
which are taking place in organization. However, it consist of external and internal factors which
influence them in working at workplace. EE limited consider Ansoff's matrix for growth in
business therefore, it involves of 4 strategy that are market development, product development,
diversification and market penetration. They need to brand product at right position because this
create in brand awareness among country. Moreover, due to this, organization can expand their
business in new market for more customers (Lovelock, Wirtz and Chew, 2009).
Segmentation, targeting and positioning (STP)
Segmentation is a method to divide group of purchasers into different segments on the
basis of customer behavior such as geographical, gender, social and other categories. EE limited
will segment group of buyers on various basis for example, geographic (city, region, state areas),
gender (male, female), economic position of customers also includes other demographic factors.
During segmentation process, EE limited will divide customer demand and purchasing style in
different categories of UK consumer population. After that, company will set goals and
recognize the most beneficial mobile operator and network operator services, which can pull
customers for increasing in demand. Thus, targeting is a process to set target to fulfil consumer
desires in effective and efficient manner (Shoemaker and Shaw, 2008). After targeting process, it
will be needed for EE limited to make plans and convert plans into actions. Therefore, by
providing high facilities to customers, to efforts for facilitate smooth facilities will remain
helpful to make company's position at high level even in competitive market. It considers tough
task to sustain and maintain position by effective producing of goods and services in UK
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competitive market in the field of mobile operating and broadband services. STP approach is
great to achieve target of revenue maximization in market with customer satisfaction. It is useful
method to provide facilities to EE limited customer by segment in various fields and make plans
for best implementation and to make its own position in UK market with 4G range network and
spread wide area to attract customers for mobile and network facilities.
Tactics and Action
EE limited can increase sale by selling of its product in international market because they
need to take actions in positive way. Therefore, company need to provide discounts coupons and
provide product at low cost in addition to this, they can provide free service to customers within
country so that they can sustain for in competitive market (Brassington and Pettitt, 2007).
Therefore, organization need to attract more of its customers because through this, they can
increase in sale. However, employees of EE limited need to research and make survey properly
through this, they can design product accordingly to demand of customers.
Budget
Marketing budget
particulars
1st
year
2nd
year
3rd
year 4th year 5th year
Initial money 30000 11600 14600 11900 11200
Investment 18400 15400 18100 18800
Total 30000 30000 30000 30000 30000
Marketing
expenditures
Advertisement 7000 6000 8000 8000 8800
sales promotion 1400 1100 1200 1300 1400
Direct marketing 2000 1500 2000 2200 2300
digital marketing 1200 1500 1500 1500 1600
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Social media 1300 1700 1700 1800 2000
printing 3000 1100 1200 1300 1500
Events 2500 2500 2500 2700 2500
Total 18400 15400 18100 18800 20100
Available balance 11600 14600 11900 11200 9900
Control
Control is one of the significant function of management of EE limited, which will useful
to evaluate mistakes and to make planning strategy for handle over activities of the company. It
is useful tool to provide quality of goods and services effectively. By regular production of
facilities and activities of quality products, company will make its high position in UK market.
EE limited will recognize errors and activities of the organization that it is profitable for its
customers or not. During flexible time, this tool plays great role for implement objectives.
Management of overall planning and objective of essential products will be in systematic
manner. Hence, controlling and regulating method remains as useful techniques to increase in
quantity of products and accomplishment of set targets with customer satisfaction.
CONCLUSION
From the carried out analysis it has been observed that marketing and advertisement play
an important role in growth of business. There are different marketing strategies which are used
by the entity for attain the long term growth and also for log period. The company has to
evaluate marketing plan to attain the success. It is concluded that the marketing and its
application has an impact on the different functions of the business entity.
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