Marketing Strategies for EE Limited

This assignment delves into the marketing strategies employed by EE Limited, a telecommunications company. It examines the influence of various marketing concepts like production and sales on EE's product development and market research efforts. The analysis covers key roles and responsibilities of the marketing manager, highlighting their role in maintaining customer relationships and implementing marketing strategies. Furthermore, it explores the interconnectedness between marketing and other functional departments within EE Limited, emphasizing the importance of collaboration for operational success.

Contents
Introduction .....................................................................................................................................4
Task 2a: ...........................................................................................................................................5
Compare how EE Limited and another competitor of your choice apply the various elements
of the extended marketing mix to the marketing planning process to achieve business
objectives.....................................................................................................................................5
Task 2b:............................................................................................................................................8
Produce a marketing plan to meet EE’s marketing goals and objectives....................................8
Executive summary: ....................................................................................................................8
Company overview: ....................................................................................................................8
Current market analysis: .............................................................................................................8
Objectives: ................................................................................................................................11
Strategy .....................................................................................................................................11
Segmentation, target and positioning (STP)..............................................................................12
Tactic and action .......................................................................................................................13
Budget: ......................................................................................................................................14
Control: .....................................................................................................................................14
Conclusion ....................................................................................................................................15
Reference ......................................................................................................................................16
Task 1 (Power Point presentation plus Speaker Notes).................................................................17
........................................................................................................................................................17
........................................................................................................................................................18
Concept of marketing, including current and future trends.......................................................18
Overview of the different marketing processes.........................................................................20
Key roles and responsibilities of the marketing manager at EE Limited..................................20
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Marketing influence and interrelates with other functional departments of EE Limited..........22
The values and importance of the marketing role in the context of EE Limited.......................22
The significance of having effective interrelationships between different functional
departments of EE Limited........................................................................................................23
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Introduction
EE limited and related essential marketing strategy and concepts are discussed through this
report. Current market strategy of EE has been evaluated through the extended marketing mix.
Better marketing strategies and tactics are recommended through the extended marketing mix
tool and its components. The current market situational analysis has been done over EE limited
through PESTLE analysis and SWOT analysis. Internal analysis of the organisation is also
conducted. Marketing objectives and related goals of EE limited are discussed through this
document. Segmentation, target and positioning (STP) strategy has been conducted over EE
limited.
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Task 2a:
Compare how EE Limited and another competitor of your choice apply the various
elements of the extended marketing mix to the marketing planning process to
achieve business objectives.
Within the marketing planning the extended marketing mix has been an essential for the
marketing planning and its success. The marketing mix has been an important factor within the
marketing planning process. The combination of the marketing activities is dependent on the
tools of the marketing. In the first stage of the development of marketing mix it has been
conducted on four Ps. The four Ps of the marketing mix were used to define the tools which are
related with the product. Later with the increasing demand of the service sector the marketing
mix has been developed with other Ps which are related to the services. These Ps are called as
the extended marketing mix. With the marketing mix organisations can review and define the
main issues within the marketing planning. The tools and components within the marketing mix
used for identify these issues which can be effective for the marketing planning. (Worley, and
Lawler, 2010)
Marketing planning of EE limited:
Services/Product: product has been referred as the set and the combination of different products
which are purchased by customers. The products or the services are used to attain the satisfaction
degree of customers. The EE limited has been a service provider of the voice transfer. The
product has been used for connecting the people with each. Another service delivered by EE
Limited is the internet service. In form of 4G and 3G the internet connection is being provided
by the service provider. The customers purchase a contract plan for the internet service or sim
card over the voice call services. (Murphy, 2010)
Price: it has been the main thing in the determination for buying. The 4G plans have more prices
than the 3G plans. The premium is demanded for the premium services.
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Place: the place is the methods which are used for delivering the product or services to the
customers. There are three methods which are used by the EE limited to make the marketing of
the products – through intermediary, sales staffs, and direct methods. The organisation has been
using the company websites for making the services available to the customers. The customers
can choose their preferred services and products like phones, other mobile and internet hardware
accessories through the website. (Worley, and Lawler, 2010)
People: the personnel and their skills are important for the success of EE limited. The managers,
staffs, technical staffs etc. are the people within the EE limited. The skills and the competencies
of these staffs are the representation of the services and products of EE limited.
Process: process is the steps which are followed in providing the services. EE limited maintains
their processes and monitor the services for making easier access of customers.
Physical evidence: the physical evidence creates an image of the organisation and its products in
the mind of the customers. Through the constant flow of the services EE limited make better
access of the services. (Murphy, 2010)
Promotion: through the promotional tools the organisation maintains the customers relationship.
EE limited uses internet tools for their promotional activities.
The marketing mix of Virgin Group:
Virgin Group is doing business in the similar sector like EE Limited.
Product: different features of phones are offered by the Virgin Group. The organisation also
offers communications plans for mobiles to the customers. There are wide range of products
apart from the mobile communications which are placed by Virgin Group. (Wilson, Zeithaml,
Bitner, and Gremler, 2012)
Prices: the prices of the virgin mobile are of medium price. The prices of the plans are dependent
on the services and quality offered.
Promotions: Virgin Mobile makes different approaches in their promotions. Through the
internet, T.V., magazines, etc. they place their products to the customers and markets.
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Place: in order to make their presence Virgin mobile makes their presence within the internet
websites. They have official websites and stores. (Wilson, Zeithaml, Bitner, and Gremler, 2012)
People: Virgin Group has been employed the personnel with higher skills and potentialities. The
personnel and the staffs of the Virgin are trained with higher skills to provide better services to
the customers and clients. The organisation has been offering rewards and incentives to the staffs
to maintain the customers satisfy. (Murphy, 2010)
Process: the processes of providing services are monitored by the Virgin management. As the
organisation is operating in different sectors the process of the service is complex.
Physical evidence: the physical evidence of Virgin mobile has been developed by including
skilled staffs for attracting the customers and convincing them to buying the services. (Wilson,
Zeithaml, Bitner, and Gremler, 2012)
Through the marketing mix both the organisations Virgin Group and EE limited consider their
drawbacks as well as strengths within the marketing mix components. On analysing the
requirements for improvements in the products, services, promotional activities etc. the
marketing mix components are developed. The marketing mix tool is useful for the having better
analysis over the activities which can be taken into accounts in order to achieve the marketing
objectives. EE limited conducts the marketing mix to include proper strategies within the
marketing planning processes. Through this analysis the organisation can have better ideas over
the marketing of the services such as making convenient approaches in the internet portals for
placing the products into customer’s intellectual. (Wilson, Zeithaml, Bitner, and Gremler, 2012)
Through the enhanced technical implementations within the websites the organisation have
provide better access to the customers or easier navigation. Virgin Group has been organising the
better promotional activities through adding current technical tools in their marketing planning to
obtain the organisational objectives.
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Task 2b:
Produce a marketing plan to meet EE’s marketing goals and objectives
Executive summary:
Through this report the marketing environment are discussed. With the analysis of the internal
and external environment EE limited can have better identification over the current market
situation along with current market opportunities and future market strengths. EE limited has
introduced the 4G technology within internet services by evaluating the slower market growth of
3G technology and the demand of it and the rising demand of the 4G network services.
Successful implementation of the 4G network and providing high speed services in different
remote areas as well as improving coverage area service will be efficient for EE limited current
market strategy.
Company overview:
EE limited was established on April in the year 2010. In Britain the organisation was the first
digital communication organisation which was providing the advanced technology 4G services
than the 3G. The organisation was the result of the two main players of the telecommunication
industry. One is T-mobile and other one is Orange. With the merger of these two organisations
the EE was formed. The organisation has more than 575 stores for delivering their services and
products. The main motto of the organisation is Everything Everywhere. Within these four years
EE limited has made investment over £1.5bn. It has been estimated as the largest provider of the
telecommunication within UK.
Current market analysis:
Internal environment analysis:
Financial analysis: in the year of 2013 EE had the revenue of £6.5 million which was decreasing
than the 2012. With the investments in the 4G and 3G later help the organisation to increase their
revenues.
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Value chain analysis: in current situation EE Limited has more than 700 retail stores and also
official website. Within UK it has been considered as the biggest telecommunication
organisation. The high-tech retail stores are attracting the customers.
Product portfolio analysis: the BCG matrix of the organization has been considered as the
analysis tool for the product portfolio of the organisation. The 4G services and products of EE
are the stars as these has help the organisation to bring new customers in the 2013. It indicates
the increasing market growth of the organisation. Within total 4G market the number of 4G
subscriber are more than 4.2 million which is considered as the 46%. In order to maintain the
position the organisation has to consider the sufficient cash flow which can support the 4G
technology through proper investment. With the slow market growth of 3G services the 3G
technology of EE can be referred as cash cow. Without making greater amount of investments on
3G the organisation can have stable amount of revenues from the 3G. (Wilson, Zeithaml, Bitner,
and Gremler, 2012)
External analysis:
PESTLE analysis:
Political factors: there are different issues which are related to the services of the
telecommunications in the urban areas of UK. The surveys of the UK government has been
showing that the though the 76% satisfaction has been shown over the coverage, the organisation
has been facing diminishing of the customer satisfaction of 67% in the rural areas. The UK
government has been investing over the coverage providers of telecommunication in
collaboration with Ofcom to helping them in providing coverage in urban areas. (Morgan,
Katsikeas, and Vorhies, 2012)
Economical factors: after the recession in the 2009 within UK, the government has taken action
plan with including VAT for forcing the organisations contributing in the national economy. It
also makes significant impact over the customer’s spending on a service. After the recovery from
the recession period the telecommunication industry has been flourishing within UK as the GDP
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has increased in 1.9% in 2013. (Morgan, Katsikeas, and Vorhies, 2012) As the household income
has been increased the consumption of the mobile services are also increased.
Social factors: with the increase in the young generation and their usages in the Smartphone as
well as social networks and other parts of the internet like streaming websites, text messages,
different types of online applications for sharing large files the telecommunication industry is
having greater benefits for approaching these customers.
Technological factors: as the goal of EE limited is to provide better services to the customers in
the telecommunication field the organisation has been greatly impacted with the current
technological factors within UK. (Morgan, Katsikeas, and Vorhies, 2012) The objectives of the
organisation are the enhancement in the network coverage within UK through network services.
By analysing the requirements in the current market the organisation launched LTE 4G network
at reduced cost.
Legal factors: the UK government and Ofcom have set rules in the telecommunication by giving
the empowerment to the customers on withdrawing the contract without giving any penalty.
Ecological factors: within the industry of telecommunications there are noticeable
environmental impacts and constraints. The usages of the services, infrastructure development
for better services are the related constraints within the field. (Morgan, Katsikeas, and Vorhies,
2012
SWOT analysis:
Strength: the main strength of EE limited has been their great coverage of network. It has been
the biggest network access within UK as having free roaming within two operators. The largest
numbers of retails are operated by the organisation within UK. 4G LTE services are also
effective for the growth. Then 4G has been providing better market growth by targeting the huge
population growth of UK. (Berthon, Pitt, Plangger, and Shapiro, 2012)
Weakness: different technical faults are impacting over the brand images and customers
perception over the brand. The customer satisfaction has been negatively impacted by the
customer satisfaction. It is negatively impacting over the revenue generation.
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Opportunities: the telecommunication industry is facing greater amount of market growth in the
UK. The establishment of MVNOs has been giving greater platform within the business growth
and opportunities in business to business market (B2B). Apart from these the growth of the
Smartphone owners and increasing use of the internet as well as subscribers are providing
opportunities. (Berthon, Pitt, Plangger, and Shapiro, 2012)
Threats: the future growth of the 4G is leading to the better market competition and increasing
the number of the market competitors. This has been imposing as threat for EE. The threats are
also increasing within the increasing incidents of hacking and other illegal internet activities.
Objectives:
By analysing the internal and external marketing situations the organisation has developed their
objectives. They are determined to provide better services through implementing modern IT
technologies and enhance the customer experience with the brand. Through SMART
technologies the organisation can set further goals and objectives. They can increase their
customer base for increasing the profits. (Berthon, Pitt, Plangger, and Shapiro, 2012)
Strategy
In the marketing strategy, the organisation has used the differentiation strategy for placing
unique image of the brand through its brand name. The brand partnerships with the Wembley
Stadium are also an effecting branding strategy made by EE limited. The stadium has been
covering the EE advertisements. Apart from these brand can better approach to the different
marketing tools for better marketing strategies. (Kotler, Burton, Deans, Brown and Armstrong,
2015) Through direct selling the brand can approach to different households as well as broader
market of B2B. On having better approaches to the B2B market the organisation can enhance
their coverage. They can promote consumer friendly plan and business plan for attract clients
from both the market segments. Collaboration with the social media channels is also effective to
place the brand image within a wider customer base.
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Segmentation, target and positioning (STP)
Segmentation: it is the process of dividing the wider market within smaller segments for
identifying the specific characteristics and the buying behaviours of the buyers in particular
segments. There are different criteria of segmentation such as behavioural, geographic,
demographic, psychographic. By analysing the social status, income level, economic status the
demographic criteria are mostly used for segmenting the consumer market. With these criteria
EE can have better acknowledge over the buyer’s capability in buying the plans. (Kotler, Burton,
Deans, Brown and Armstrong, 2015) Behavioural segments can evaluate the customer’s
perception over the benefits in the plans like STD, text message etc and the network speed in
internet plans.
Target: for gaining proper position within the market of telecommunication the EE organisation
have to target the market through making proper marketing mix for that particular market. On
targeting the consumer market EE can target the consumers from age 20-45 ages who are mostly
interested in the internet and voice services. In the business market the banks and other similar
corporate business field can be targeted by EE. (Sarkar, and Singh, 2010)
Position: creating mental image is the main feature of positioning strategy. Through the
positioning strategy the organisation can differentiate them from the competitors and place them
in the leading position within telecommunication field. Through perpetual mapping the
positioning strategy can be developed by EE. (Stark, 2015). In order to have better positioning of
key aspects the business firm can have effective development of promotional activities. In this
respect, digital methods of promotion like television and social media tools application need to
be referred effectively so that better opportunities can be attained effectively.
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Tactic and action
The customers can be attracted through proper tactics and actions through marketing mix. The
organisation should provide plans that are more flexible for the customers. Through flexible
services and plans, the mass consumption can be increased. The organisation should provide
facilities over video calling for gaining more profit through 4G connections. Long termed
beneficial relationships can be encouraged through better services and wider connectivity.
Penetration pricing approach would be significant for the 4G plans and handsets. Through this
strategy of pricing the organisation can set lowest price for penetrating the product in the market.
This will impact on the buyers behaviours and greater impact on the demand. (Casadesus and
Ricart, 2010)
Direct and quick access through internet must be given by EE to the customers for increasing the
convenience. Increase of the retail stores are also effect for approaching wider market and
increasing the availability of the products. Through retail stores EE can gain attention of local
customers.
In addition to this, it can be stated that by having an application of research and development
activities the company can easily evaluate number of beneficial aspects. Along with this,
improvement in communication process also need to be referred effectively so that long term
opportunities can be attained in desired manner. Moreover, training can be offered to the
employees for improvement in the skills and services. With an assistance of organisation
competency can be advanced in order to lead business firm to impressive level of success.
Promotion activities are essential in the marketing strategy. Surveys and interviews with the
customers are needed for gaining the perception and further requirements of the customers.
Social media interactions are essential in current situation with the gaining importance of internet
usages. Direct sales through sales representatives can increase customer values. Sales promotions
can also be done through support campaigns. Through sample plans or discounts in new plans
the customers can be attracted. (Stark, 2015)
The people and the staffs who are involved within the technical department of EE must be
trained with the advance technology knowledge for the advancing the service quality and
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implementing greater machines for increasing the coverage area. The management staffs should
be trained for improving the management systems. Incentives and rewards must be provided to
improve their motivation.
Processes of internet connection can be improved through providing easier access to the
customers. (Stark, 2015) The easier way to deliver their services can increase the customer
attention.
Budget:
For establishing the marketing strategies, the organisation should develop their budget over the
plans. Before calculating the budget the organisation should make analysis over internal
environment to have better acknowledgement over the financial capabilities of the organisation
in order to implement the tactics. For having better results through marketing the services and
products EE should involve the shareholders within the budget planning process. Budget of
marketing strategy can be developed through using the ROI. (Casadesus and Ricart, 2010)
Action Estimated cost (in GBP)
Research and development 220
Database system development 300
Recruitment and Selection activities 400
Employee relations 200
Training and development activities 70
Advertisement, promotions and CRM 250
Miscellaneous expenditures (maintenace and
other related expenses)
80
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Total 1520
Control:
In order to maintain the marketing strategy EE should place control of the budget and the tactics
over the achievement criteria of the organisation. Through minimising the costs in specific areas
would helpful for minimising the expenses. Monitoring, controlling, recording all the financial
information would be needed to have better control over the budget. The problematic areas
where the costs can be reduced should be identified. The income and the expenditure should be
monitored. The quality of the services including both 3G and 4G must be monitored for
sufficient amount of financial support. (Sarkar, and Singh, 2010)
EE need to analyse diverse aspects in order to have sustainable development. In addition to this,
process is the steps which are followed in providing the services. EE limited maintains their
processes and monitor the services for making easier access of customers. It means company can
focus on monitoring of process to have better control over activities.
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Conclusion
Though EE limited has been a reputed brand and has made its presence within the UK there are
different constraints which are negatively impacting on the services quality of EE. As a result the
brand image of EE limited has been negatively influencing in worldwide measures. Marketing
strategies are needed for EE limited in order to increase the current marketing position. With the
increase use of the mobile and technology evaluation EE limited has different potentialities in the
current market to make itself in the leading position in worldwide market. Different issues which
are associated with the coverage and services of EE limited must be reduced by proper
evaluation of the marketing mix.
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Reference
Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D., 2012. Marketing meets Web 2.0, social
media, and creative consumers: Implications for international marketing strategy. Business
horizons, 55(3), pp.261-271.
Casadesus-Masanell, R. and Ricart, J.E., 2010. From strategy to business models and onto
tactics. Long range planning, 43(2), pp.195-215.
Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G., 2015. Marketing. Pearson
Higher Education AU.
Morgan, N.A., Katsikeas, C.S. and Vorhies, D.W., 2012. Export marketing strategy
implementation, export marketing capabilities, and export venture performance. Journal of the
Academy of Marketing Science, 40(2), pp.271-289.
Murphy, P.E., 2010. Marketing, Ethics of. Wiley Encyclopedia of Management
Sarkar, A. and Singh, J., 2010. Financing energy efficiency in developing countries—lessons
learned and remaining challenges. Energy Policy, 38(10), pp.5560-5571.
Stark, J., 2015. Product lifecycle management. In Product Lifecycle Management (pp. 1-29).
Springer International Publishing.
Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., 2012. Services marketing:
Integrating customer focus across the firm. McGraw Hill.
Worley, C.G. and Lawler, E.E., 2010. Agility and Organization Design: A Diagnostic
Framework. Organizational Dynamics, 39(2), pp.194-204.
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Task 1 (Power Point presentation plus Speaker Notes)
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Concept of marketing, including current and future trends
The marketing has been a revolutionary term for the current organisations. The organisation EE
limited must have better marketing strategies for satisfying their customers. Within the
marketing concept the production concept defines the needs of the marketing research for
developing proper product. The sales concept is related with marketing concept as through sales
EE limited can make better market research. marketing strategies and actions are influenced
through different trends such as the increase use of the internet usages would impact the
marketing of EE limited.
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Overview of the different marketing processes
The marketing process is divided within different stages. Through the situational analysis, EE
limited can have better identification over the market factors and their impacts. The marketing
strategy and their relations with the products and services are important to identify for EE to
develop proper marketing strategy. With the marketing mix tools, the required improvements in
product, promotion, place and price strategies can be evaluated.
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Key roles and responsibilities of the marketing manager at EE Limited
The manager of the EE limited have greater responsibilities as they have to maintain the
customer relationship as well as employee satisfaction measures. The control and
implementation of the marketing strategies are done by the efforts of managers at EE limited.
The success of the current marketing related to 4G connections, needed enhancements in the
services of internet and voice connections are identified by managers of EE limited to improve
the marketing mix strategies.
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Marketing influence and interrelates with other functional departments of EE
Limited
The marketing roles and responsibilities are greatly related to other functional departments of EE
limited. The strategies and the actions taken in other operational measures are also impacted over
the marketing activities. The operations and functional which are related to the services and
products of EE limited are interrelated to the marketing strategy.
The values and importance of the marketing role in the context of EE Limited
through marketing research the organisation EE limited can have better knowledge over the
current demands and requirements of the customers. Through the situational analysis within
marketing processes EE limited have analysed the current driving trends of the 4G network
connection which leads the organisation to introduce their 4G technology in market.
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The significance of having effective interrelationships between different
functional departments of EE Limited
Effective interrelationships between different operational departments within EE limited would
encourage unity within the culture of EE limited as well as trust among different departments.
Through the interrelationships in EE limited the departments can evaluate the marketing
strategies with efficient measures and make the operations successful through interrelated efforts
such as providing trusted services and better plans, promoting plans in accordance with the
services etc.
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