Market Segmentation and Targeting Strategies

This assignment delves into the crucial aspects of market segmentation and targeting within marketing strategies. It requires students to analyze various segmentation methods, identify target markets, and evaluate the effectiveness of different targeting approaches. The assignment likely involves case study analysis and application of relevant marketing frameworks to demonstrate a comprehensive understanding of this core marketing concept.

MARKETING ESSENTIALS

Table of Contents
Task 1: PowerPoint Presentation...............................................................................................3
Concept of Marketing................................................................................................................3
Overview of various marking processes within.........................................................................3
Explanation regarding roles and responsibilities of marketing manager in EE Limited...........3
Interrelation of marketing department roles with another functional department of EE Limited
....................................................................................................................................................4
Values and importance regarding role of marketing in EE Limited..........................................4
Significance of interrelations between functional department in EE Limited...........................5
Conclusion..................................................................................................................................5
Task 2a.......................................................................................................................................5
Task 2b.......................................................................................................................................7
Executive Summary...................................................................................................................7
Company Overview...................................................................................................................7
Current Marketing Situation Analysis.......................................................................................8
Internal Analysis........................................................................................................................8
External analysis........................................................................................................................9
SWOT Analysis.........................................................................................................................9
Objectives.................................................................................................................................10
Strategy....................................................................................................................................10
Segmentation, Targeting and Positioning................................................................................11
Tactics and Budget...................................................................................................................12
Control......................................................................................................................................12
Conclusion................................................................................................................................12
References................................................................................................................................13

Task 1: PowerPoint Presentation
Concept of Marketing
In the present world, marketing is regarded as very important philosophy or mechanism for a
particular company. As commented by Vinerean et al. (2013, p.66), the concept of marketing
established the mechanism of analysis regarding customer needs and expectation for products
and services within the market. The marketing is the concept of different analysis and
prediction of market segmentations by an organisation. There are different market trends,
which can be used in facilitating marketing techniques within the organisation. Two types of
trends can be established such as current trends and future trends. As stated by Martinez-
Lopez et al. (2013, p.117), the current trends of marketing facilitating with the involvement
of digital marketing process by the company. The future trends can be segregated as
maintenance of transparency among customers and company. The mobile strategy of
marketing can also depict as future trend of marketing within the business. Hence, these
trends can help to initiate the stages of marketing improvements within the company.
Overview of various marking processes
Marketing process involves various steps and stages created in the business. As commented
by Wang et al. (2016, p.125), the marketing process deals with mission identification of the
organisation to recollect the segment of different tasks and mechanisms. The identification of
mission is that part of the different process of marketing to establish the proper set of
framework for customer satisfaction. The marketing processes also involve situation
analysis. With the help of situation analysis, the markets situation regarding particular
products and services can be structured by the company. The development of organisational
objectives cares also includes within the process of marketing. The objectives are associated
with the customer retention, increasing of market reputation, increasing profitability and
increasing the revenue of business by the company. As suggested by Durki et al. (2016,
p.359), the developments of marketing strategies are one of the processes of marketing to
assure the better presentation of business products in front of customers. Planning and
evaluation for achieving objectives in the market are essential for an organisation. In order to
grab the attraction of customers, EE Limited must follow above marketing process within the
business mechanisms. Hence, the marketing process is an essential task of an organisation to
hold market reputation.
Explanation regarding roles and responsibilities of marketing manager in EE Limited
Marketing is very effective and essential process for each organisation. As commented by
Holmlund et al. (2016, p.2460), the proper marketing mechanisms can help the organisation

to stand its reputation within the market. In order to facilitate proper market segmentation,
the roles and responsibilities of marketing managers are very important. There are different
roles and responsibilities of the marketing managers. The main role of the marketing manager
is to develop the strategy and plan for the establishment of proper marketing process within
the business. In the context of EE Limited, the marketing managers opt better strategies for
enabling a set of process to hold the market (ee.co.uk, 2017). The budget forecasting for the
different association of marketing works and the customer needs is the responsibility of
marketing managers within EE Limited. The managers are about to forecast the budget by
ensuring the probable state of association for recollecting proper set of customer needs from
the market. It is the responsibility of marketing managers is to ensure the delivery process in
time to the market. The products delivery segments of business also considered by the
marketing managers in EE Limited. Hence, these roles and responsibilities of marketing
managers can enable EE limited to perform efficiently.
Interrelation of marketing department roles with another functional department of EE
Limited
The marketing department is interrelated with other departments with a particular
organisation. As stated by Lafferty and Edmondson (2014, p.1458), the marketing department
process can able to influence the overall departments of the company. This can be interrelated
with other functional departments because the marketing department collects the future
expectancy of a company by confirmation of market responses regarding products and
services. In the context of EE Limited, associated with marketing plans and procedures other
functional departments are also influenced. As commented by Pepe and Bournique (2016,
p.130), the role of initiating proper marketing mix by the marketing department enable the
different functions of other departments can be associated with the structure of the business.
In EE Limited, the marketing department established the proper connection of different
customer's mind and concept to the other department so that other functional departments can
help to process with the production process.
Values and importance regarding role of marketing in EE Limited
The role of the marketing department is very important for every set of work within the
company. As asserted by Finch et al. (2013, p.63), the marketing department develops the
effective services as per the requirement of customers within the market. In the context of EE
Limited, the values and importance of marketing role can be associated with the proper
distribution of channels in the market. EE Limited also considers the values regarding
satisfaction of customer's need by providing them proper services. The importance of

marketing roles is to create a valid competitive environment for the company in the market.
Different techniques and procedures are also created by the marketing department to assure
the social behaviour of the customers within the market. Therefore, it can be said that there is
huge importance of marketing role can enable to structure of business reputations in the
market for a particular company.
Significance of interrelations between functional department in EE Limited
The main significance of interrelations between functional departments in EE Limited is to
create trust and respect in order to collect the information regarding customers. As
commented by Eid and El-Gohary (2013, p.44), the significance of interrelationship for the
department is to create effectiveness to provide customer services to the customers.
Therefore, the proper relationship between departments in a company is very important for
business growth.
Conclusion
From the above discussion, it can be concluded that the marketing department plays very
important roles in ensuring the customer services. It can help to create customer satisfaction
for providing products for the customers.
Task 2a
The business companies employee a number of strategies in order to improve its business
methods and policies in the context of the present business environment. The company is
therefore preferred the methods of analysis of the 7 P’s of marketing mix that includes the
product, price, place, promotion, people, process, and physical. All these aspects of the
marketing mix allow the company to establish its dominance in the present market status of
the UK.
Product is referred to as the first P of the marketing mix. This context the primary area of
focus for the business company relies on the products goods are the services that are provided
by the company to the general customers. Since the desirable aspect of the company is based
on the products and services that are offered, therefore the basic aim of the company is based
on the quality of the products and services that are offered to the customers by the company
in the modern business markets (Cooke, 2015, p.131).
In this aspect, it has been seen that the company has been established in 2010 and has since
then been providing superior quality of Internet and broadband services to the general people
of the UK. Therefore it may be stated that the company has been providing superior quality
of services and products for the targeted youth and the business profile customers in the
modern trends in UK. On the other hand the rival company, the Vodafone provided for more

convenient and reliable services and products for the general people within the UK through
the advent of the highly durable Vodafone mobile phones and the autonomous dongle
services provided a number of opportunity for them to boost the highest position in the
telecommunications and broadband sector in the UK.
Price is another important factor that determines the total aspects of the acceptance by the
customers. It has been seen that UK comprises of a number of people belonging to different
cultural and economic backgrounds. It has been seen that the people of higher classes
especially the business classes preferred the use of the high speed Internet facilities in their
mobile phones, at the same time the people with the lowered economic stability prefer the use
of the durable cheap mobile phones and comparatively slow Internet connectivity speed
(Andaleeb, 2016, p.202). In this context it has been seen that the prices for the services that
are offered by the EE Limited are of comparatively lower value as compared to the pricing of
the Vodafone services.
It has their food been seen that the services offered by the Vodafone include the high speed
Internet that have accepted at very high rates for the unlimited connectivity and usage. On the
other hand, the unlimited connectivity but with slower speed have been provided by the EE
Limited (ee.co.uk, 2017).
The place is another important factor that determines the overall status of the business
transactions and its successful implications on the company. This context it has been seen
that the Vodafone employees a much more comprehensive and the customer oriented
approach in placing their service centres and product offices. This has been less clearly
evident in the case of the EE Limited. It has been seen that the customer services and the
levels of distribution are comparatively poor for the company with respect to the Vodafone
services and its positioning and placing of these services and offices (Pyo, 2015, p.278).
It has been seen that the present company employees crisp network of promotional strategies
in order to increase the awareness of the general people and to retain the increased number of
customers within a short period of time. The promotional activities are dependent on the
Persuasion of the customers and their food is directly ring linked according to the intensity
and the quality of the promotion and the advertisements that are enforced by the company.
This context analyses that the present company and forces increased quality of promotion as
compared to the Vodafone due to the comparatively lower quality of customer loyalty
(Gengler and Mulvey, 2017, p.18).
It is important for the company to establish a wide network of efficient Customer services for
the customers. It has been seen that the increase number of customer services allows the

customers to be in direct contact with the company and the officials there by allowing the
people to be more loyal to the services and products that are offered by the company. It has
been seen that the customer services of the Vodafone is very high and efficient as compared
to the customer services that are offered by the present company. Therefore in this respect it
may be analysed that the Vodafone implements strategies that may improve the scope of the
customers to contact the company which which is not this efficient with respect to the EE
Limited (ee.co.uk, 2017).
It maybe analyse that the increased number of environmental concern in other activities may
increase the customer bases and the loyalty of the customers may increase. In this aspect,
it maybe analyse that the Vodafone implements much more comprehensible functions as
compared to the present company (van der Zanden et al. 2014, p.165). Therefore it may be
stated that the charitable works for the EE Limited may be greased in order to increase the
customer places within a short period of time.
Physical trails allow the customers to be retained for the company. This may be augmented
by implementing the posters or advertisements on the public surface transports or the railway
transports. It has been analysed that as these activities for the company continuous to
increase, increased number of customers are attracted towards the company. The EE Limited
employees more of these physical objects that may be visible to the customers as compared to
the Vodafone.
Task 2b
Executive Summary
This study provides the marketing plan that may allow the company to perform their business
according to the objectives and aims that have been set forward by the human resource
management and the executives within the company. A brief overview of the company has
been provided and this has been reflected and linked with the current market situation
analysis for the company. The marketing analysis has been performed according to the
internal analysis and the external analysis. The swot analysis has been performed in order to
identify the core areas of strength weakness opportunities and threats for the company. The
segmentation, targeting and positioning for the company including the tactics and the budget
for this operation has been initiated. Finally, the control and the conclusion has been provided
with respect to the marketing plan for the EE Limited.
Company Overview
The EE stands for everything everywhere is a mobile network operator and service provider
for the Internet services based in the UK. It stands for everything everywhere and has

established a joint venture between orange and Deutsche Telecom. It was established in 2010
and since then has been able to provide a superior network to the people of the UK under the
operating division of the BT group. In the modern times the company has been seen to be
providing the people with the superior network of 2G and the 4G services and a moderate
level of the 3G services. The company has provided superior levels of employment to more
than 15000 employees all around the country and have gathered the utmost trust and loyalty
among the customers as well as the employees within the EE (ee.co.uk, 2017).
Current Marketing Situation Analysis
In the modern aspects of the business environment especially in the UK it has been seen that
the marketing situation analysis play an important role in the overall establishment of the
company and its business realms all over the country. These include the internal analysis,
SWOT analysis and external analysis.
Internal Analysis
The internal analysis provides the basic idea to the company about the different parameters
and aspects of the company including their internal structures and their frameworks.
Therefore, in this concept in marketing plan has to be made after the careful analysis of the
internal frame works within the EE Limited.
It has to be seen that the economical condition of the company is table so that the new
marketing plan on new ventures that are to be initiated by the company are stable enforced
within a particular area in an efficient manner (Venter et al. 2015, p.81). The economic
conditions also determine the ability of the company to add up to different crisis situations or
any other situations that determine the suitability of the company.
The ability and the skills of the employees are another additional resources that
may needed to be maintained by the company in order to maintain a stable marketing
environment in a particular area of their establishment (www.vodafone.co.uk, 2017). This
may allow the company to improvise additional training to enhance the skills of the
employees so that the products and services that are offered by the company are of superior
quality and may have a comparative advantage over the other rivals in a particular area of
their service.
The cultures within the work area also play dominant role in allowing the company to have
the different aspects of the marketing environment and their positive influence on the workers
and the employees within the company (Khoo-Lattimore and Prayag, 2015, p.102). If the
present company may adopt a strategy that may allow the employees to maintenance table
cultural communication so that the disputes among them are considerable reduced, they may

be able to work efficiently in groups and accomplish large tasks within a very short span of
time.
The resources also play an important role that includes the availability of the supplier that
may allow the company to deliver their products to the people of their service area. The
ability of the company to enforce a stable marketing plan also depends on the innovative
ability of the company.
External analysis
The external analysis allows the company to have the idea about the different aspects of the
company will be established in its business. The external analysis may be completed by the
careful study of the PEST analysis (www.vodafone.co.uk, 2017).
The political factors play a dominant role in establishing the overall essence of the business
competencies that may be developed or established by the company. In this context it may
be analysed that the subjected company may enforce stability in their environment within
the UK, if the political factors contribute stability to the company. Different political factors
including the political unrest and the differences in the democracy and cultures within the
area main effectively hinder the overall lessons at the objectives that have been set by the
company (Ananda et al. 2014, p.11).
The economic factors play an important role in determining the stability of the company in a
particular area of their establishment. In this context, the EE Limited may be significantly
hindered by the Brexit elections; however the result has not been so as the company had set
its roots of establishment in 2010 by involving a new set of partnerships and a surplus
economic stability (ee.co.uk, 2017).
The socio-cultural factors play an important role in establishing the overall lessons of the
business transactions that are enforced by the company. In this context it has been analyse
that the EE Limited producers different schemes of Internet facilities that may be accepted by
the people of different cultural backgrounds. The slow Internet connection for the economic
and culturally backward people and the faster connections for the business professionals and
the higher grade students are provided by the company (ee.co.uk, 2017).
The technological factors are one of the most important factors that may be analysed in the
context of the telecommunications and broadband network that are included in the business
platforms of the EE Limited. The advanced technological networks including the spectrum
that have been and forced and established by the company may allow the people of different
areas to access their services at moderate cost (Bo Liu et al. 2014, p.461). The different
networking platforms offered for the mobile services and the broadband services have

transformed the way of living of a number of individuals that are currently under the services
of the EE Limited.
SWOT Analysis
Strengths Weaknesses
 Brand new company with the newest
platforms according to the latest
environment
 Phones with newer models are made
available to the people of the UK, that
may allow a newer platform for the
EE Limited
 Newer company with limited trusts
and loyalty for the customers all
across the UK
 Some amount of customers have been
faced with dissatisfaction and they
continued to forge their complaints
through the social media platforms
Opportunities Threats
 Comprehensive network availability
for all the 2G, 3G and 4G services
 Extra 5 GB of data, provided after the
monthly plan at free charges, that are
made available to the customers
 The customer service services are
very compromised for the company,
and the customers are unable to
effectively obtain their satisfaction
from the company helpline
 The improved customer services by
Vodafone and Hutchinson provide the
threats to the company at significant
levels
Table 1: SWOT Analysis of EE Limited
(Source: Wurster and Scarlat, 2014, p.369)
Objectives
The basic objectives of the company are as follows:
 To ensure that the services provided by the EE Limited are different from the other
networks within the UK
 To ensure that the company provides the internet speeds at the cheapest rates in the
UK
 To provide the services that is hassle free and free from errors
 To provide extra free internet usage services for the satisfaction of the customers
Strategy

A number of strategies may be followed by the company to enforce these stipulated
objectives, in the markets of the UK. The improved customer services may be one of the
processes that may analyse the intentions and the expectations of the customers.
Increased level of advertisements may be practiced by the EE Limited to ensure that the
people in the informed about their services and offers. Celebrities may be enforced for the
advertisements in order to increase the awareness and the retention of the customers within
the UK.
Segmentation, Targeting and Positioning
The different business aspects may be answered by the correct improvisation of the strategies
involving the segmentation, targeting and Positioning. It has been seen that the companies
provide the services irrespective of the different availability of the different areas of
segmentation, targeting and positioning. In this context the EE Limited my face difficulty if
they wish to pursue their business in a random way. Therefore in this dilemma, the company
may adopt the method of the STP (ee.co.uk, 2017). In order to achieve the highest levels of
business efficiency across the different areas of their services the company may improvise the
strategy of segmentation, targeting and positioning (Erragcha and Romdhane, 2014, p.141).
The segmentation is the process where the company may implement the strategy of
differentiating their areas of services according to the different parameters and platforms. In
this aspect it may be analysed that segmentation allow the company to distribute the desired
product to be desirable people at the desired time. In this scenario the segmentation may be
based on the basis of culture, religion and the ethnicity of the customers. In the context of the
culture the different services and the availability of the different websites may be analysed
accordingly (ee.co.uk, 2017).
Targeting involves the customers; especially the specific customers may be attracted or
targeted for the provision of the services. This aspect it may be analysed that the customers
and their area of establishment vary greatly. In this procedure the EE Limited may target their
provision of 2G services at lower cost for the people with blower economic stability. The
other hand the superior networks of 3G and 4G may be available for the business customers
especially in the areas of business establishments or offices (www.vodafone.co.uk, 2017). In
this context the customers with the business tactics may be provided with the additional
services of post-paid Internet where the usage is unlimited. The office areas wireless Internet
connection may be employed that may involve the application of the high speed wireless
transmitters and dongles (ee.co.uk, 2017).

The positioning of the company may be determined by the availability of the different
services in contrast to the services that are offered by the different companies, especially the
rival companies in a particular area. The positioning may be improved by the company by the
application of the different services including the additional data offers additional low cost
call offers on incoming and outgoing STD and local calls (www.vodafone.co.uk, 2017).
During the certain periods of the day free Internet users may be provided for the premium
customers depending on the bandwidth and the internet usage of the specific customers. In
this case is superior position may be achieved by the EE Limited, and mention and increase
trust and loyalty among the other rival companies within the particular area of service as the
present company.
Tactics and Budget
A high budget may be required to be enforced by the company, as an initiative for a strong
financial investment, as the future years may be well established as a result of their present
mode of action. The main tactics underlying the business development of the business for the
EE Limited has to be entirely based on the customer satisfaction and the development of the
brand loyalty for the customers within the UK (ee.co.uk, 2017).
Control
The business platforms are maintained and controlled by the headquarters in Hatfield, UK.
The different decisions and the business objectives of the company are maintained and
controlled by the governing officials and the Human Resource Management of the company.
Conclusion
From the above studies, it may be concluded that the different aspects of the business
platforms of the EE Limited are maintained after the careful analysis of the internal and the
external forces of the company. The SWOT analysis revealed that the improvement in the
customer services may add an extra boon for the company, in a sense that the satisfactions of
the customers may be possible at an increased level. It has also been analysed that the overall
aspects of the STP in marketing allowed the company to establish their areas of dominance in
the UK and this may allow the company to establish their areas of services across different
other nations in the world.

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