Marketing Research & Analysis

This assignment delves into the field of marketing research and analysis. It presents a collection of diverse marketing case studies, each accompanied by in-depth analyses utilizing frameworks such as SWOT, PESTEL, and Porter's Five Forces. The cases cover various industries and marketing challenges, providing insights into strategic decision-making and effective marketing practices.

Marketing Essentials
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Covered in ppt.............................................................................................................................3
TASK 2............................................................................................................................................3
2a.) Comparison between EE limited and another competitor and the various element of
marketing mix. 3
2b.) Produce a marketing plan to meet the marketing goal and objectives................................7
Conclusion.....................................................................................................................................13
REFERENCE.................................................................................................................................14
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INTRODUCTION
Marketing is an integrated process of any business organisation to fulfil customer needs
and achieving profitability in the wide range. It is the recent concept to reach out high earning by
maintaining good relations with consumers. The present report represents marketing concepts of
EE limited, one the well-known mobile operator and Internet service provider of UK. It is large
spread telecommunication organisation activates business activity to million users. Further, the
company also provide broadband facilities and 4G speed network to satisfy buyers in an effective
way. In addition to this, the report can understand environmental factors impact on marketing
and manner in which marketing manager of the entity plays roles to gain targets effectively.
Various functional departments and their coordination can express here. Including this, through
this report, different marketing mix elements and marketing plans can be understood.
TASK 1
Covered in ppt
TASK 2
2a.) Comparison between EE limited and another competitor and the various element of
marketing mix
Marketing is a process through which organization creates customer’s interest in its
offered products and services so that they would be ready to buy the same and get satisfied
(Bhattacharya, 2016). Through this company build a strong relationship and create value for its
customer. The Everything Everywhere (EE) limited company is a mobile communication
services in United Kingdom. It offers various mobile services including messaging voice. TV
and broadband services with the help of various telecommunication technologies. It has many
competitors such as Vodafone UK, Telefonica, etc. it gives though competition to its competitor
in many services. It has an official network which is faster than the other. The comparison
between both Vodafone UK and EE limited is that this both are the famous brand in all over the
world. One of the best things of the EE limited is that if any customer face issues then they
resolve it on time without dissatisfying the customer. On the other hand Vodafone UK not focus
much on making a relationship with its customer thy only want a high sale. EE limited focusing
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on the expanding its business in another country by providing best services to all people. Both
the companies used the different strategy for pulling it customer towards products. But a
Vodafone company is using a Push strategy in which company is trying to grab an attention of
different type of customer. EE is regularly innovative its products so that customer not switch to
the other brand product (Sriram, 2016). In addition to this, it focuses on satisfying the customer
instead of selling the product. While Vodafone UK focuses on selling a product and to increase a
sale of the company.
There are four elements of marketing mix which help the company in developing a product
quality and maintaining position in the market. The
There are different ways in which EE Limited apply a marketing mix elements are as follow.
Product; There is a different type of goods which are made by a company for satisfying
the needs of the customer. There are the different type of product it may be tangible and
intangible which is in form goods. EE Limited is providing the different type of services to its
customer in that are mobile services which include messaging, data services, etc. this services are
for certain period in this time it covers growth phase, the maturity phase and sales decline.
Company innovate this services so that people do not get bored from this services (Grover,
2016). While Vodafone UK limited company is making a product which is different not much
different from its competitor.
Price: The price of a product is that which customer pay for buying purpose. It is the
very important element of marketing mix which affects company profitability. EE Limited can
adjust its price products by using a pricing strategy method. There is a different type of pricing
strategy that are market penetration pricing, neutral pricing and market skimming pricing. EE
Limited can use a skimming pricing method in which is set a higher price of the services and
after some time it lower the price (McDonald and Meldrum, 2013). On the other hand, Vodafone
UK is using a penetration pricing strategy in which for increasing the sale in this method
company can set a lower price for gaining a market share then it can increase the price.
Place: Place is also very important element because in this EE limited need to target the
market in which are selling its products and services (McDonald, 2013). The company is selling
products to a group of people who came younger age because in them demand is high. In a
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Vodafone UK is used many distribution strategies that are intensive distribution and selective
distribution for selling the products.
Promotion: Promotion is very important for the increasing the sale of the products it can
boost the brand recognition and sale. EE Limited used different promotional tools so that people
came to know about its products and services. It mainly uses the social networking site for
promoting its products and services. It is, so people in all over the world is connected with social
sites that are Facebook, Twitter, etc. or company websites. Through this sites, a company can
give a detail information of the products to its customer and also share it on Facebook group and
pages (Xingang, Jiaoli and Bei, 2013). It is a very effective method because to consume less time
and cost. In addition to this, it also used a word of mouth promotion method because it can be
circulated on the internet. However, Vodafone UK company promote its products and services is
using a television or newspaper. It is the best method for creating an awareness of the product
among people but it is time and cost consuming method.
There is the expansion from the 4 Ps to the 7 Ps marketing model:
People; for the EE limited company it is necessary to hire a right people for a working.
After hiring an employee, it is necessary to train them so that they can provide the best type of
services to its customer. By hiring and given training it helps in delivering superior services to
the clients. E employee is multi-talent which can work in the absence of another employee place.
But in Vodafone UK company their employee are less trained and not much able to deliver the
best services.
Process: The system and process of the EE limited affects the execution of the services
(Hollensen, 2015). This company is focusing on a well-tailored process at a less cost. For
example of EE Limited is delivering services to its customer in a systematic process .in the
starting giving an offer to its customer on end its package so that customer does not face any
trouble. While Vodafone UK is used to call its customer and make them aware of the services
not trouble them to move the on shop.
Physical evidence; in a physical evidence there is a physical evidence which is surrounded at
the time of consuming a service (Zakharova, 2013). EE Limited to have physical evidence for
delivering the services. For example, when a customer thinks to buy a mobile then it needs to
know its physical store's form where it can buy it. A company retail should be situated on that
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pace where people easily came and transportation facility available. On the other hand, Vodafone
UK company have a store located on that place where people are less attracted
Hence, these marketing elements it stated that EE limited company could easily achieve its
objective by focusing on these elements of the marketing mix. This 7ps are the useful framework
which helps in deciding that way through which company resources are used for achieving the
objectives. The focus of this strategy is to be achieved objective not the processing of planning
itself.
Marketing planning process include the following element
Analysis: in this marketing environment is analysis so that company can make a product by it.
Through analysing an environment, a company came to know about the weakness and strength
of its product. Which help in implementing a strategy.
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Planning: there is proper planning need to be done so that EE company can launch its product in
a systematic manner.
Implementation: after making a plan EE company need to implement it so that its result can be
the judge. By a proper planning implementing can be done in a proper manner.
Control: when the plan is implemented it need to be monitor regularly so that if any problem
finds out in a plan, it can be reviewed (Zakharova, 2013).
2b.) Produce a marketing plan to meet the marketing goal and objectives
Company Overview:
EE Limited is a part of BT group, which is the largest and mobile network operation and
internet services provider. It is an official, and its network is faster than any other organisation. It
also launched a UK's first superfast 4g network. Further EE brought an orange and T-mobile for
its customer. It so those who are T-mobile and Orange plan then can easily use a 3g and 2g
network which cover 99%. while super fast which covers more than 95% of the population. This
company have many services which include messaging, data services, voice, etc. EE serves its
services to the business customer and retail under orange and T-mobile brands. EE is an
innovative company always makes new creative products. It always focuses on expanding a
business and to services the best quality of products and services to its customer.
Current marketing situation analysis
Internal Analysis: There are some internal factor which is as follow
Company resources: EE limited company need to identify its internal resources which are
tangible resources and intangible resources. In a tangible resource, it includes financial resources
and physical assets. If a company have enough resources for making a product of high quality.
This all resources valued the firm and help in achieving the profit (Rachet, 2014.). While there
are some intangible resources that are the brand of the company which cannot be touch but can
be felt.
People: Company needs to hire a skilled employee and need to provide training to its employee
so that it can become more productive. If an employee is skilled, then they help the company in
making innovative products for achieving an organisational goal. EE limited hired a right people
so that it can easily gain a competitive advantage.
Skills:
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External analysis: - Environmental factors impact on EE Limited, which are beyond control
involves political, economical, social, technological, ecological and legal factors. These factors
cannot be monitored but influences company's performance and position in the market. Further,
identification of these factors reflects industry's position in the competitive market in positive
and negative manner. Political factors: - Environmental factors like government policy and political structure
of nation affects mobile and internet operator services (Marques, 2014). It involves
interest rates and tax rates decides by the government to analyse financial position of EE
limited in the market. Thus, flexibility in rates influences industry's performance.
Increasing in interest rates as well tax rate imbalanced economic stability of the
organisation. Factors like political environment impact positively and negatively affect
telecommunication services value in the international market. Socio-economic, environmental factors: - EE Limited focuses on customer satisfaction
production and supplement of mobile and internet operator. Therefore, social factors like
people choice, interests, lifestyles and cultural choices effects atmosphere of the
telecommunication services. In addition to this, the economic condition of customers
involves buyer behaviour on behalf of which industry offers and develops quality in
communication. It impacts in both manner positive same as adverse effects. Technological factors: - Adoption of new techniques involves tools and machines to
provide services more effectively. Thus, production of unique mobile and internet
services either attracts or repulses customers for dynamics (Yang, and et.al., 2014). EE
limited adopts challenges of flexibility in technologies on behalf of market demand and
further implements action plans. Hence, technologies and new equipment are beyond
control results positive and adverse result for evaluation and further market activities
globally. Ecological, environmental factors: - It involves climate factors including natural
resources. Sometimes sudden changes in climate as natural disaster reduces performance
and value of EE limited. These factors remain beyond control on which company cannot
control over. Including this, sudden changes in climate or natural disaster result
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downwards in global market position. Furthermore, these dynamics effect the balance of
export and import position during international trade.
 Legal factors: - EE Limited is public sector organisation for mobile and internet service
production. Thus, the government decides plans and policies for limitations of quantity
and distribution. Legal factors for the industry are beyond control due to changes in plans
for regulation and economic stability of the country. Hence, as per changes in plans and
policies from government, the company faces issues to make strategic planning (Morris,
and et.al., 2013). It results in flexibility in position and performance of service producing
for communication sectors.
Hence, external environmental factors influence EE limited position inefficient as well adverse
effect on company's position in the international market.
SWOT analysis
SWOT stands for strength, weakness, opportunity and threats of any organisation.
Therefore, SWOT analysis leads to present potential and weakness of EE limited in the
telecommunication sector. Further, it shows the position of the company in market effectively to
increase the strength of company same as provides opportunities and solutions to overcome
weaknesses.
Strength: - EE Limited is widespread well-known telecommunication service provider of
the company (Caliò, Marletta, and Pantò, 2012). It seems like the industry is to be growing at
large scale in expansion and profitability accordance.
 It provides mobile and the internet, broadband services to million customers involving
agents and other businesses in other countries of the world.
 It facilitates export-import activity to expand business at a high level.
 EE Limited provides 4G network speed to satisfy buyers at maximum level.
 Systematic strategic planning is conducted to adopt flexibility in technologies. Proper marketing research and recognition helps to achieve a high quality performance of
communication services.
Weaknesses: - Although EE was limited has potential to perform better in the market, but
it also possesses weakness, which fluctuates EE limited position and performance to gain
efficiency.
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 Brand development of mobile, tablet and communication services remains difficult to
attract consumers in a wide range due to competition with other brand products.
 Mismanagement in business targeting activity considers as a weakness of EE limited.
 Imbalanced planning strategy for production and distribution activity occurs due to
customer demand changes.
 Imperfect recognition of marketing research disturbs rest marketing process.
Opportunities: - EE limited grab opportunities for better performance and effective
marketing activities in information technology sector (Axelsson, 2012). Therefore, utilisation of
strategic planning in an effective manner leads to the efficiency of high reputation in
international market.
 Providing 4G speed services in more qualitative manner.
 Adoption of technologies to satisfy customers in highly effective ways.
 Advertisement for IT products on social networking sites and gets feedback through
comments and people attitude and perception towards service quality.
 Expand business activity in the global market to increase the effectiveness of the
organization.
Threats: - Analysis of EE Limited includes threats on which company requires to be
focused upon. Therefore, threats indicate the fear of service production as well its supplement.
 The threat to survive in a cut-throat market to achieve customer satisfaction.
 There is a fear remains to maintain and sustain product value in the market.
 Due to a competitive market, EE Limited feels confusion to attract or repulse customer
satisfaction.
Thus, above explains strength, weakness, opportunities and threats show EE Limited position in
the domestic as well global market.
Competitive review:
EE limited need to identify which type of product its competitor are selling at what price.
Then EE limited need to make product which are different from its competitor so that sale of
company can increase.
Objectives:
 To increase a sale of the company by 20% at the end of 2016
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 To achieve a profit up to 10% within a 15 month
 To increase the customer base up to 55% within a one year
EE Limited is making a strategy so that it can achieve all its objective within a given
period. There are many attractive way to position the product in a market so that customer base
can increase.
 Strategy: EE Limited is launching a 4G kid tablet. This table is designed for children in
which it covers Hoster, a digital playroom aimed at the under-sixes, this company is also
making free available on pay monthly plans starting at GBP on first purchase and also a
3 month ad-free entertainment and educational content through hipster app (Amin, and
et.al., 2015).
 Segmentation: Segmentation is launching a kid tablet so segmentation can be done by
demographic segmentation. It mainly targets by age and income of people. People who're
income is high can easily buy this product, and it is very benefited for kids for learning
new things. It has 4g speed which an every customer want nowadays.
 Targeting: EE Limited will use a differentiation targeting strategy for selling it's to the
products to its customer. The company is using a differentiation targeting method
because its new product have the unique feature and in a market, no other competitor yet
launched it. In this market EE limited target to the potential customer to whom they want
to sell the product
 Positioning: Positioning is done by this unique features and also EE limited launching
this product first time in a market. EE valued its customer, and this company image is
already built in market. It always set a premium price of its products because it has
unique features which are different from its competitor. EE limited company is
advertising its products on social media sites because it used by people in all over the
world. So it is an easy way to create an awareness of products among a customer mind.
 Tactics and action: all the objective which is set by the company and strategy made can
be easily implemented by action (Alberti, and et.al., 2016). Company decide a market for
launching its products so it needs to focus on a way through which it can take action. For
selling a new product it can use its online websites because it is the easiest way to get full
knowledge of the customer. Further thorough review of the customer company came to
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know how much it's product are liked by a customer. The company is providing a free
data service on first purchase, so it grabs an attention of many customers and increases
the sale of the product. The further company can advertise its product by television and
Facebook. Further, it can listen to the query of the customer and make improvement in
products it help in avoiding a wrong image of products which is created in a mind of the
customer
Strategies; Company can used different promotional technique for expanding its
business. In this EE limited can advertise its product on social networking sites. There are many
people using Facebook, twitter. So it is a best method for creating awareness among the people
related to product and for grabbing attention of people.
In marketing strategy company need to set the price of product lower so that it can
increase the customer base and capture market share.
Budget
There is some expenditure which is incurred a the time of launching a product.
Expenditure can occur on advertisement and marketing campaign etc.
Expenses Amount
Advertisement in television 5000
Marketing campaign 2000
Other expenses 3000
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From the above table, it can be clearly stated that there is large cost is charged on an
advertisement in which awareness of the product needs to be created. On the another hand in a
marketing camping some less cost is charged, and it is an effective method
Timing
Control
The whole plan is implemented so that all the objective which is set by the EE Limited is
achieved on given time. The company need to make sure that a palm which the made is
implemented in a systematic way so that positive result can come (Addessi, Mastrandrea, and
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Sacco, 2014). Further, it is necessary to review the plan regularly to see that no problem occur. If
any problem occurs then, it needs to review the plan and again implemented it for a proper result.
CONCLUSION
Market segmentation can be done by targeting a specific consumer base. Demographic
segmentation can be done, and consumers can be attracted by age, income, education
background and financial position in the market. In addition to this, it is required that a strategic
approach should be used for targeting a specific group of consumers. The positioning of a new
product can be done by describing consumers about unique attributes and features carried by a
product. It supports in creating brand awareness and making clients aware of specific qualities of
products that are offered by the enterprise. Moreover, use of social media platform can also be
taken for providing consumers information about quality and attributes of the product. It is
assertive that strategies in the enterprise should be formed after conducting the detailed analysis
of external and internal business environment. SWOT analysis can be conducted for finding
opportunities and threats that are available for enterprise in the market. It is also needed that
proper monitoring should be done of all the strategies that are implemented in the company.
The report considers marketing elements and process of EE limited. Therefore, entire
knowledge about telecommunication services of mobile, tablet and internet services are
understood. Further, complete evaluation and environmental factors and their effects are
considered here. Including this, various marketing elements and marketing manager role to
prepare strategic planning analyses the manner to activate marketing approach in a systematic
manner. In addition to this, strategies involving pricing, product determinations, qualifications
and several facilities are understood through the report. Objectives and manner to achieve the
target by segmentation and positioning provides knowledge to achieve targets in an efficient
manner and leads to sustain a high position in the tough competitive market.
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