Marketing Strategies for EE Limited

This assignment analyzes the marketing strategies employed by EE Limited, a company that relies heavily on effective marketing to achieve its goals. The report highlights the importance of social media marketing in the modern business landscape and provides specific recommendations for EE Limited to enhance its use of these tools. The analysis also delves into the broader context of marketing, emphasizing its essential role in business operations and success.

Marketing Essential

Contents
Introduction.................................................................................................................................................3
Part 1...........................................................................................................................................................3
Part 2...........................................................................................................................................................8
Task 2 A Comparison of EE limited with other competitors.....................................................................8
Task 2B: marketing Plan.........................................................................................................................11
Conclusion.................................................................................................................................................14
References.................................................................................................................................................16

Introduction
Marketing is the life blood of modern business units that emphasis more on selling the
product to right customers. It is differed from selling and focuses more on long term goal of the
firms. Marketing includes several activities such as advertisement, promotion etc so that right
product can reached to the right buyers. That can help in influencing the target market and
gaining competitive advantage to the entity. Present report is based on the EE limited which is
the British telecommute firm that provides mobile network and internet services across the
world. Cited firm has strong brand reputation in the United market and people trust on the entity
and its quality services (Hollon, 2004). Present report will discuss the concepts of marketing in
current business world and future trends. Overview of different marketing process will be
illustrated in this study in order to identify the marketing importance in present scenario.
Interrelationship between several functional departments and its impact on business performance
will be described in this assignment. The second part of the report will compare the activities of
EE Limited with its competitor brand. Marketing plan of cited firm will be formulated so that
company can accomplish its goal (Hong-sheng, 2009).
Part 1
Concept of marketing including current and future trends
In the modern business world marketing has become essential part of business life.
Without having good marketing strategies firms can not survive in the market for longer
duration. Marketing can be termed as market the products in such manner that can support in
reaching to the target consumers. It exchanges good and services and make them aware with the
benefits of the products for the end users. It is the activities that support in influence the buyers
and make them positive towards the brand (Kotler, 2011).
It works in such direction so that needs of the consumers can be analyzed and company
can offer them products as per their requirements. Traditionally firms were not using marketing
concept, they were working on the principal of selling. But now a days organizations work on the

principals and focus customer centric approach. This approach supports the entity in attracting
more users towards the brand.
In the present era competition is high and people expect a lot from the telecom firms. To
meet with the requirement of mobile users EE limited use retail marketing concepts in which it
opens more physical outlets in order to be more visible in front of target audience. In addition to
this currently cited firm uses social media marketing as well so that it can make connection with
the mass audience and can make them aware with the extremely well services. In the current era
EE limited market its products through promotional camps (Lamb, Hair and McDaniel, 2011).
Mainly current trends of marketing of the cited firm are retail stores, promotional campaigns and
social media marketing. Its social media strategies are not that much power full that is required
for gaining the competitive advantage.
When it comes to future trends then EE limited will use the online platform to market its
internet services across the world. Apart from this it will use before launching marketing
techniques in future. Both these are powerful tools and support the firm in achieving its goal
significantly. Online platform is the biggest element. Youngsters use online sites, websites, mails
frequently. If company advertise its products through emails and online sites then it will attract
more people and they will defiantly buy the services of cited firm. In addition to this before
launching too is another quality strategy in which EE limited can test the market whether product
will be liked by the consumers or not. It can offer the mobile and internet services for small
duration at small scale in the market. If responses are positive then it means company is capable
to satisfy them that will help in gaining success, and then it can launch the product significantly
(Winston, 2012).
Overview of different marketing process
Marketing process is the activity of the entity that support in identifying the needs and
desires of the consumers’ and help in meeting with their requirements. Through this organization
can target the right consumers and can achieve its objective soon. Marketing process includes
mission of the firm. EE limited wants to provide satisfactory services to clients and want to gain
profit. For achieving this objective company will adopt marketing process that would help in
accomplishing its targets (Grigoriou and Veloutsou, 2014). In the next phase of process cited

firm needs to evaluate the situation. In includes internal and external environment analyses. EE
limited has to analyses its strength and weakness. So that it can use its strong points well and can
perform well in the market. Apart from this weakness will help in making new plans so that
company can overcome its drawbacks. In the next phase EE limited needs to target the potential
buyers those who have interest in the products and have capability to purchase it. EE limited is
working in the telecommunication industry. Younger like to use 4G internet services, android
phone so cited firm can target the younger’s. In the next phase of marketing process cited firm
has to make marketing strategy so that it can target the right consumers. Correct strategy will
support in gaining success to the entity. At the end of process company needs to evaluate it so
that desired objective of the organization can be accomplished (Bello, Adeogun and Oke, 2016).
Role and responsibility of marketing manager
Marketing manager is the person who carries out the entire activities. Responsibilities
and role of marketing manager in the EE limited are as below maintained:
Marketing manager plays role of monitor (Truong and Hall, 2016). Individual supervise the
activities of sales person whether they are performing well or not. It is the responsibility of the
manager that to analyses the strength of employees and push them so that individual can perform
well. By this way information related to needs, wants, current trends etc. Will be gathered by the
manager effectively.
Formulating strategy is another function of marketing manager. To sustain in the market
is very difficult due to high completion. For that it is the duty of marketing manager that to make
such strategy that can help in increasing sustainability of the EE limited . Effective strategies will
assist in improving brand image of the organization significantly (Fuchs and Unger, 2013).
Marketing manager of EE limited is responsible for maintaining relationship with
consumers. Individual has to look upon the quarries of clients has to solve them immediately so
that trust of users can get increased. It will help in making good communication with them and it
will develop strong relationship with the customers. By this way cited firm will be able to gain
success and its profitability will get increased to great extent (Yu-Jia, 2012).

Marketing manager is responsible for identifying the future threats of the entity so that it
can work to minimize its risk in future. By this way cited firm will be able to accomplish its
objective soon and it will create positive brand image of the firm in the telecommunication
industry.
Responsibilities of marketing in influencing the consumers and interrelationship with other
departments
Marketing is the function that supports in improving quality of performance of other
departments too. It is inter linked with other departments as well. It is the duty of marketing
department that to conduct effective research so that needs of users can be identified. Once
demands and desires of the consumers is identified then production department of EE limited
will be able to products as per the needs of customers. If there is poor market research and
company is not having complete information then it may harm the overall production
departments. Thus both these sections are inter related and impact on one departments affect the
others as well. Marketing is also related with the finance department. Finance department is the
section which allocate funds and make financial planning so that companies can enhance its cash
flow. If cited firm is having sufficient funds then it will be able to allocate funds for the market
research. But if there are shortage of funds then good research will not be conducted thus, overall
sales will get affected (Parente and Strausbaugh-Hutchinson, 2014).
If marketing department is working well and it is satisfying the needs of customers then
more clients will buy the internet and mobile services of EE limited. That will support in
increasing cash inflow in the cited firm. Thus proper funds will be allotted for further
development. Marketing department is also interrelated with the customer service department. If
sales persons are convincing the audience well and handling the consumers effectively. Then it
will reduce consumer complains that will support in increasing trust of the buyers of the
organization and they will spend much amount for buying the mobile services of the
organization. So it can be said that all department are interrelated. Drawback in any one affects
the functional capability of others (Allyson Dooley, Jones and Iverson, 2012).
Significance of role of marketing

Marketing is the essential function , it plays significant role in the success of the entity. It
helps in informing the customers about quality of products and services. EE limited has wide
range of mobile products for the consumers. Apart from this its internet services are worldwide
famous. Through marketing EE limited attract more consumers and can make them loyal towards
the brand. By this way sales and profitability of the organization can get improved significantly.
Marketing supports in fulfilling the expectation of the users to great extent. Through
market research managers get to know about needs and desires of users and they offer such
services that can meet with their needs. It develops long term relationship with mobile users thus
company can be able to increase sustainability and gaining loyalty of the clients (Armstrong and
et.al, 2014).
Marketing enhances satisfaction level of consumers and helps in achieving long term goal
of the organization soon. That creates optimistic image of the EE limited I n front of service
users.
Importance of interrelationship between functional departments
EE limited has many departments such as manufacturing, production, operational,
finance, marketing etc. All these departments are interrelated and helps in achieving goal of the
firm soon. This interrelationship enhances communication between several departments thus no
confusion will be taken place. Thus company will be able to produce the right product and it will
be sold by the sales person to right end users. That would develop good trust among consumers.
This interrelation is very important and assist in improving the efficiency level of the workers
and performance of the organization (Fuchs and Unger, 2013). This link will be beneficial for the
EE limited because through this it will be able to reduce uncertainties of the business and it will
sustain in the market for longer duration.
This interrelationship between different functional departments will be beneficial for the
organization because relationship will develop trust thus no conflicts will get raised and it will
help in providing satisfactory services to the consumers.

Part 2
Task 2 A Comparison of EE limited with other competitors
EE limited has made strong brand reputation in the field of telecommunication. It offers
internet services and mobile networks across the world. It provides products and services as per
needs and demands of users. EE limited has become the leading mobile operator which serves
more than 28 million consumers in the UK nation. It offers 4G internet services in European
region, apart from this it has wide range of mobile networks such as 2G, 3G etc. Cited firm has
opened more tan 700 physical stores in different location in the UK that help the entity in
increasing the number of consumers (Bello, Adeogun and Oke, 2016). All these retail outlets are
in the visible locations so that consumers can easily make connection with the entity.
One of the biggest competitor of EE limited is Vodafone group. Apart from this there are
many other competitors of the entity are such as O2 etc. Vodafon has strong brand image and its
overall number of consumers are too high. It operates in 26 several countries where it provides
product and services as per the need of target audience. It has strong presence in the global
market and provides telecommute services and internet services in the international market
(Lamb, Hair and McDaniel, 2011).
To sustain in the market for longer duration both these firms out their bes6 efforts and
adopt effective marketing strategies so that it can achieve its goal. The main aim of the EE
limited is become the leading multinational mobile network in the world and provides new
advanced digital services to mass audience across the world. The objective of the cited firm is to
expand its business and deliver network and broadband services to consumers. It wants to
enhance its number of customers till 2018 by 25%. For achieving the marketing objective of the
EE limited, marketing manager of cited firm has focused on marketing mix activities.
Products
It is the essential part of the marketing mix, if products and services of any firm is
satisfactory then company can achieve its goal significantly. EE limited generally targets to the
young generation because they have high interest in mobile and internet. For making them
satisfied cited firm identify their needs and demands and accordingly provides them wide range
of products and internet services so that they be attached with the entity for longer duration. Its

main focus is to provide pre-paid services to consumers those who are between age 18-28 years
(Hollon, 2004).
Promotions
It is another essential element of marketing mix strategy. In this EE limited marketing
manager of cited firm takes support of press conferences and TV advertisement. Through this
medium cited firm make people aware about the wide range of products, internet and prepaid
services.
Place
It is considered as most important part of marketing mix. That includes sever delivery
channels that supports in delivering the right products on time to users. EE limited is
concentrating more on taking support of online platform. Through online website and channels it
provides services to the consumers. Apart from this it opens retail stores on visible locations so
that consumers can come in the place easily.
Price
It is the essential factor and influences the consumers to great extent. If prices are not
affordable then target audience will not buy it that will affect the overall working performance of
the organization. EE limited has dominant position in the UK , it concentrates more on price
skimming policy. It keeps its products price low so that number of consumers of the entity can
get increased.
Physical evidence
Company includes attractive punch line in order to create unique brand image in the mind
of consumers. It takes support of unique images and strong lines so that people take interest in
buy the mobile network services of the EE limited (Bello, Adeogun and Oke, 2016).
Process
Process of the EE limited is very simple, cited firm treats clients in friendly way so that
people do not feel irritated and can buy the products as per its own needs.

People
It is another factor that involve in the extended marketing mix in which cited firm focuses
more on hiring skilled employees those who can perform their duties well and can serve better to
consumers. Employees are highly talented and can interact well with the target audience.
Vodafone is also using the extended marketing mix strategy in which cited firm focuses
more on satisfying its consumers so that they be loyal towards the brand. Marketing mix strategy
of Vodafone are described as below:’
 Products: It is one of the important tool for the Vodafone in which cited firm concentrates
more on providing satisfactory services to the clients. It offers networking and internet
services , messaging services to the target audience so that they get attracted towards the
brand. Apart from this it has identified that people have more interest in broadband so it
offer them these services too. When it compares with EE limited then Vodafone provides
4G internet services, branded phones and smart phones that can help in meeting with the
requirement of target audience (Lamb, Hair and McDaniel, 2011).
 Place: Vodafone is working in many geographical locations , in UK it has more than 300
retail stores and all are in high street locations so that people can easily come here. Apart
from this cited firm offers the products through Carphone warehouse which is in
depended retailer. It has cover 75% operational area in order to make strong presence.
 Promotion: Vodafone uses above and below the line promotion technique in its marketing
process. As compare to EE limited, Vodafone uses magazines and online platform such
as social networking sites in order to promote its products and services across the world.
It gives advertisement in Face Book and Twitter so that maximum people can get to
know about the company and buy its products. It gives attractive offers and discounts in
its promotional activities so that maximum people can get attracted towards the brand.
 Price: EE limited uses price skimming policy, as compare to EE limited Vodafone uses
competitive pricing strategies. This is effective method through which cited firm is
reaching to young, business executives and other senior users. Apart from this Vodafone
offers then NECTAR reward points that attract more people towards the brand.

 Process: Vodafone has made its process very simple and systematic there are different
departments so that consumer can go to the section as per its needs. If person is having
complain then there is customer service department. This process attracts more people
because it make them happy because they are not getting any trouble. It provides after
sales service to in order to satisfy its target audience (Bello, Adeogun and Oke, 2016).
 Physical evidence: It is considered as evidence that show whether customer of the
company are satisfied or not. Consumers of Vodafone are satisfied and like to use
products of the cited firm.
 People: Employees of Vodafone are skilled and experienced. Company train its staff
members so that they can deal with the target audience well an can satisfy them
Task 2B: marketing Plan
Executive
Marketing plan is very important part of marketing activities. If plan is good then
organizations can achieve their targets soon. With the help of this managers of marketing can
plan the activities well and can schedule them that would help in achieving the goal of the
company within stipulated time duration. Good marketing plan assist in making people aware
and reaching to the mass audience.
Company overview
EE limited has string brand reputation in the UK country and it has dominant position in
this region. Earlier there were two major firms Orange and T-Mobile and they both club and
formed a new entity that is EE limited in the year of 2010 (Armstrong and et.al, 2014). EE
limited is the first brand which has offered 4G internet services in the British market. Its
revenues are too high and company invest a lot so that profitability of the organization can get
increased soon. Within four financial years EE limited has covered 98% of UK market. It has
700 retail stores which services more than 28 million customers. It offers IPTV services and
other internet services to consumers in order to make them satisfy towards the brand.
Current market situation analyses
Internal analyses

EE limited takes support of value chain analyses in order to identify the internal working
of the cited firm.
Primary activities
 Inbound logistics: It includes mobile devices, PDA services
 Operations: Networking operations
 Outbound logistics: For distributing the services cited firm has more than 700 physical
stores and it make connection through online platform as well. So that right product can
be offered to right consumer.
 Marketing and sales: EE limited has marketing department where skilled people works
and they serve better to the organization by fulfilling their duties well (Allyson Dooley,
Jones and Iverson, 2012).
 Customer service: EE limited has six centers for providing consumer services, apart from
this cited firm resolve problems through online platform as well.
Supporting activities
 Infrastructure: IT infrastructure is sophisticated
 HRM: Skilled employees
 Technologies: Highly advanced technologies 2G,3G,4G services
 Purchasing: Procure Central advertising
External analyses
PEST is the best tool that can help in identifying the external market situation. Strong
roaming regulations, affect the working of EE limited due to this it has to increase products
prices. Apart from this government is planning to make connection with the Ofcome, by this way
there will be availability of network in rural area so cited firm will be able to offer its services I n
other areas as well. Economic factor is another element that impact on the business activities of
EE limited. In the year of 2007-2010 UK was suffering from inflation and due to this overall

sales of the products has been down to great extent. In the situation of recession people will not
like to spend amount in internet services thus it may affect the business of the EE limited
(Parente and Strausbaugh-Hutchinson, 2014). Technological factor is another major element that
can affect the overall working of the cited firm. If company do not use advanced technique then
it can affect the business and can harm its growth. Social factor is another external component
that influence the overall working of the organization. People are positive towards 4G services
and smart phones are their preferences. So EE limited has good option to expand and through
which it can achieve its target soon (Fuchs and Unger, 2013).
SWOT analyses
Strength:
 Strong brand reputation
 100 franchised stores in malls
 4G internet services
Weakness:
 Weak brand recall
 Lack of innovation
Opportunity
 Online platform
 Favorable government regulation
Threats
 High competition
 IT attacks
Objectives
To enhance sales and gain high profit is the main objective of EE limited. It wants to
increase number of customers by 25% till end of 2018. It wants to enhance number of 4G
subscriber by 30% till 2018 Truong and Hall, 2016).
Strategies
Marketing manager of EE limited is focusing on using social media networking sites so
that it can reach to mass audience and can make them aware with the products and services by
this way objective of increasing number of customers by 25% will be achieved soon. Apart from
this for increasing 4G subscriber cited firm is enhancing its promotional activities By this way
more people will get to know about products and services thus 4G subscribed will be increased.
Segmentation, targeting and positioning
STP is the great tool that support in making connection with the audience and satisfying
them. EE limited is using this approach in which it is focusing on demographic segmentation. It

offers 4G internet services to young generation and smart phones to business executives because
they afford it (Grigoriou and Veloutsou, 2014). It segment the market on the bases of age,
income, status, education etc. By this way cited firm provide them products what they like most.
It targets the potential buyers those who can buy the product and services of the company. And
then it develops its unique position in the market. That helps the cited firm in achieving its goal
soon.
Tactics and actions
EE limited uses social media marketing tactics in which cited firm targets the consumers
through online platform. It gives advertisement through social networking sites so that mass
number of audience can get to know about the products and services.
EE limited also advertise its 4G services in newspaper, so that maximum people can get
to know about its product and services and enhance interest to buy it (Bello, Adeogun and Oke,
2016).
Budget
Marketing manager of EE limited has set the budget of 1 Million. This would be enough
to conduct marketing operations. Cited firm has sufficient financial resources that can support in
reaching to the mass audience soon.
Control
Marketing manager needs to monitor the activities so that no mistakes take place.
Individual has to review time to time so that drawback can be identified and immediate action
can be taken by the manger in order to improve the mistakes (Hollon, 2004).
Conclusion
From the above report it can be concluded that marketing has become the essential part of
business operation. That supports in achieving the goal of the organization soon. EE limited is
working well and it has to take support of social media marketing tools that would help in
accomplishing its goal soon. Through this cited firm will be able to make connection with mass
audience and it will help in gaining success to the entity .

References
Books and Journals
Allyson Dooley, J., C. Jones, S. and Iverson, D., 2012. Web 2.0: an assessment of social marketing
principles. Journal of Social Marketing. 2(3). pp. 207-221.
Armstrong, G. and et.al., 2014. Principles of marketing. Pearson Australia.
Bello, M. O., Adeogun, A. O. and Oke, K., 2016. Social marketing strategies as motivator for family
planning practicesamong female public primary school teachers.
Fuchs, W. and Unger, F., 2013. Verkaufsförderung: Konzepte und Instrumente im Marketing-
Mix. Springer-Verlag.
Grigoriou, N. and Veloutsou, C., 2014. Theoretical and Empirical Reflections in Marketing.
Hollon, M. F., 2004. Direct-to-consumer marketing of prescription drugs. CNS Drugs. 18(2). pp.69-77.
Hong-sheng, G. U. O., 2009. On Lateral Marketing of Geographical Indication Agricultural Brand [J].
Commercial Research. 1. pp.052.
Kotler, P., 2011. Reinventing marketing to manage the environmental imperative. Journal of
Marketing. 75(4). pp.132-135.
Lamb, C.W., Hair, J.F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide to
marketing communication plans. Cengage Learning.
Shankar, V. and et. al., 2011. Innovations in shopper marketing: current insights and future research
issues. Journal of Retailing. 87. pp.S29-S42.
Truong, V. D. and Hall, C. M., 2016. Corporate social marketing in tourism: to sleep or not to
sleep with the enemy?. Journal of Sustainable Tourism. pp.1-19.
Winston, W., 2012. How to Write a Marketing Plan for Health Care Organizations. Routledge.
Yu-Jia, H., 2012. The moderating effect of brand equity and the mediating effect of marketing
mix strategy on the relationship between service quality and customer loyalty: The case of
retail chain stores in Taiwan. International Journal of Organizational Innovation
(Online). 5(1). pp.155.