Marketing Strategies for Craft Producers

This assignment delves into the marketing strategies adopted by small craft producers operating in South Africa. It analyzes their practical approaches, highlights the challenges they face, and investigates the impact of e-marketing on their success. The document draws upon various academic sources to provide a comprehensive understanding of this important topic.

MARKETING
ESSENTIALS
1

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................2
TASK 2 a........................................................................................................................................14
Comparison of how EE Limited and its competitors have used various elements of the
extended marketing...................................................................................................................14
TASK 2b........................................................................................................................................17
Producing a marketing plan to meet EE’s marketing goals and objectives..............................17
CONCLUSION..............................................................................................................................22
RECOMMENDATION..................................................................................................................22
SELF EVALUATION....................................................................................................................22
REFERENCES..............................................................................................................................23

INTRODUCTION
Marketing defines as a creating, promoting and delivering of products and services to the
customers and other business consumers. Scope of its do not limit to influence the end users to
buy goods from store. There are many other areas where marketing apply such as organizations,
places, people, events, information, ideas etc. American Marketing Association states that
marketing is the activity of different processes that use in creating, communicating, distributing
and swapping various offers that have value for service users. It is very useful in transferring and
movement of products from firm to the end users (Asaduzzaman, Hossain and Rahman, 2014).
This helps in rising and maintaining the standard of living of the community. Marketing
generates employment opportunities for local and national community. The present research is
based on marketing essential and to understand its importance, EE Limited organization case
study is taking into the consideration. It’s newly appointed marketing manager has noticed about
the poor cross functional communication and lack of marketing orientation in the firm. Objective
that will highlight under the current study are explain principles of marketing, develop a basic
marketing plan and elements of marketing mix to attain outcomes.
TASK 1
Slide 1
Maximum 10 slides please arrange the assignment into the page, each page one slide, if you can’t
fit two slides in one page
2

Slide 2
3

Slide 3
4

In the present times, EE Ltd places high level of emphasis on building and
maintaining effectual relationship with the customers. By considering such aspects, now
company gives advertisement about their services on social sites. Through this, company can
develop awareness among the customers about latest plan and promotional offers.
Further, now company gives more preference to CRM strategy which in turn helps
company in building the long lasting with customers. In this way, by resolving all the queries of
customers business unit can develop high level of satisfaction among them and thereby
generates high loyalty.
Slide 4
5

Situational analysis: EE ltd conducts situational analysis with the aim to make
assessment of market trend and competitor’s position or strategy. In this, by making evaluation
company can develop highly suitable and competent framework.
Marketing strategy: At this stage, business unit develops segmentation, targeting and
positioning strategy. Hence, by identifying and serving suitable target market EE Ltd can
maximize both productivity and profitability.
Marketing mix: At this stage, EE Ltd develops marketing mix by taking into
consideration the customer needs and requirements. Further, EE Ltd operates in service industry.
Hence, it needs to consider product, price, place, promotion, people, process and physical
evidence while determining the marketing mix.
Implementation and control: In the last stage, manager implements marketing plan
and make continuous monitoring of it with the aim to assess deviations. In this way, by taking
corrective action within the suitable time frame company can attain success to the great extent.
Slide 5
6

In EE Limited, marketing manager has some roles and responsibilities which are as follows:
Market research: Marketing manager of EE Limited responsible for having a good knowledge of
the customers demand and requirements. With the help of good marketing research skills, he able
to develops an accurate picture of target market by using existing resources. Marketing manager
considers personal opinion of the consumers by conducting surveys such as via questionnaire,
internet interviews, analysing buying patterns etc.
Personnel management: Every good marketing manager responsible to motivate employees so
that they can inspire to given their best. EE Limited marketing manager arranges additional
training for department employees with the aim of providing them growth opportunities. At the
time of hiring of new personnel for department, marketing manager takes a part in interview and
other selection processes.
Slide 6
7

Planning: Every marketing department of organizations requires a plan so that they can know
about what they want to attain and how to achieve it. In EE Limited, marketing manager
responsible for develops plan for various marketing activities to accomplish the busine4ss
objectives. He is also accountable for the implementation of that plan by giving huge efforts.
Along with this, marketing manager of cited organization determines strengths and weaknesses
of the business to set marketing goals and develop the strategies to reach at those objectives.
Further, he also builds up success metrics to track on marketing activities.
Budgeting: Marketing manager of EE Limited responsible for development of workable budge
and send it to top management for approval. In this, budget divides into different type of
expenses for marketing activities such as promotional, advertising, market research etc. Along
with this, marketing manager of cited organization develops budget for salaries and other
additional incentives for whole marketing department.
Developing pricing strategies: This is another marketing manager responsibility in EE Limited.
Under this, he has to study price charge by competitors on services and products. After that, a
survey related to determine price elasticity for the end users carry out. This helps in find out
8

whether consumers are sensitive towards the price changes or not. By doing this, marketing
manager of EE Limited able to identify prices of goods by calculating raw materials, costs of
production by adding some profit percentage. So, with the help of following process, marketing
manager of cited organization determine products prices for various purpose.
Slide 7
Marketing is considering as a good communicator medium between the organization and its
business world. It keeps its focus over deliver the information to the customers. This establish the
interaction of marketing department with other departments with the aim of attain the business
goals. In the case of EE Limited, there are different types of roles and responsibilities of
marketing that influence and interrelate with other functional departments of company. On the
basis of this, most essential business functions which marketing function influence them are as
discussed in the slide.
Finance: Marketing plans of EE Limited has included financial information. In this situation, it
has helped finance department to take the investment decisions on the basis of developed plan. It
has also given inputs on forecasting of sales of new and existing products and services under
9

various marketing strategies cases. The below figure shows the link between marketing and
finance activities.
Production or operational: Marketing activities of EE Limited has assisted production and
operational department to estimate the number and types of goods needed to be produced.
Several develop marketing strategies have helped in collected responses from markets in order to
determine the actual demand of particular goods. The gather information from marketing
activities have assisted production department of EE Limited to produce the services and
products as per the demand. Below figure clearly demonstrate the interrelation between
marketing and production activities of cited firm.
Research and development: Numerous marketing activities of EE Limited has assisted research
and development department to work on development of new products and services to stay
remain in the competition. The generated information has aided research department to
understand which kind of goods are likely to be most marketable and which type of features in
the products like most by the end users. On the basis of this, it has become easy for R&S
department of EE Limited to take decisions either includes new designs in existing services or
develop a new one to meet the needs of the customers. Link and interrelation between marketing
and research and development of cited organization is as follows:
Procurement: This is the most important functional area of EE Limited. Company has used
various methods of procuring materials and maintain the stock of it. Marketing research provides
information regarding acceptance of customers of offer products of organization. This thing has
worked as an input for effective planning of procurement of materials. With the help of collected
information from marketing activities, procurement department of EE Limited has able to
changed production activities or plan to purchase new materials to introduce new kinds of
products in market to meet the demand. Interrelationship between marketing and procurement
activities of cited organization is as follows:
Human resource management: Marketing department of EE Limited has closely worked with
HRM to make sure that hire employees must be skilled and efficient. It has assisted the HR
manager to develop various job descriptions, designing training programs, screening of
applicants, developing incentive systems etc. The below mention figure will clear demonstrate
link and interrelation between marketing activities and HRM activities of EE Limited.
Slide 13
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Key objective of marketing is to develop satisfying relationship with the consumer
that can able to deliver benefits to both organization and end users. At organizational level of EE
Limited, it is a huge business functions which essential to operate the business for generating
profits. This facilitates the firm to establish and increase the interaction with the target
customers. In this context, values and importance of marketing role in the context of cited
organization is as follows:
 Manage and change architect: Marketing activities of EE Limited has supported in the
redefining the strategic guidelines of the organization as per the change in the market.
During this process, needs and requirements of internal and external customer have taken
into the consideration.
 Communication facilitator: Marketing of EE Limited has defined the features and
characteristics of the products and services in more effective manner to target customers.
This has allowed the management to deliver the right information about the goods to
consumers by creating value for them. Along with this, cited company has gained the
recent trend information and demand of the products. From this data, marketing
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department of EE Limited has taken different decisions about how to differently and
uniquely market commodities among the customers.
 Build up company image: It is very important for every organization to get the success in
the market place. Transmission of trust generates a good brand image of the company. IN
the case of EE Limited, marketing activities have the major reason of survival of the firm
in high level of competition. Deliver information from this method has built a trust of
customers on the firm and its offer services. So it can be said that marketing activities of
EE Limited has responsible for creating a good corporate image in the industry.
 Increasing sales: It has primary function and role of marketing in EE Limited context. To
increase the sales of the goods, it has become important for the organization to create
awareness in target customers by various marketing strategies. This is the point where
consumers have started to share the information and good thing of the products with the
others. Due to this, it has leaded the sales of the firm at high level.
Slide 14
Slide 15
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TASK 2 A
Comparison of how EE Limited and its competitors have used various elements of the extended
marketing
From the given case study, it has determined that EE Limited has deal with poor cross
functional communication and a lack of marketing orientation issues in the present time.
Company has used extended marketing mix elements to the marketing planning process with the
aim of attain business objectives. On the other hand, Vodafone Group Public Limited Company
has also used extended marketing mix to create marketing plan to accomplished business
objectives (Daft, 2015). In this context, comparison of extended marketing mix elements for both
of the companies to prepare marketing plan is as follows:
Extended marketing mix for EE Limited
There are various marketing objectives set by EE Limited marketing department such as
increase the number of satisfied customers by 20% in next year, increase 4G subscribers by 30%
by end of the year etc. With this regards, application of extended marketing mix to attain these
objectives are as follows:
Product: As a network operator, EE Limited has used various channels such as call centres;
complain management, stores, social media, official websites etc. Through these areas,
customers have easily interacted with company representative members and solve their various
issues and complaints (Feldman, 2013). These channels have used by the organization to
promote new and existing telecommunication services in more effective way. Basically, EE
Limited is a service provider where the major focus of the company is to transfer of voice of
service users by connecting them with each other. Second product of cited organization is 3G and
4G internet. Third product of firm is mobile phones where EE Limited has provided 4G enable
phones to the customers. These services and products of the company have made the business
remarkable and competitive (Ramaseshan, Ishak and Rabbanee, 2013).
Place: EE Limited has used wide number of channels to provide telecommunication services to
its customers. To meet the needs of them, company has improved featured of its channel so that
consumers can quick and direct access of services. Along with this, with the time, uses of
internet by the end users have increased and it has delivered the opportunities to the firm to
develop a profitable online channel of communication (Saranya and Santhi, 2016). In this
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context, EE Limited has expanded its catchment area from retail outlets to the commercial and
small shops so that more and more people can attract towards telecommunication services.
Price: To stay in competition, EE Limited has maintained its present pricing structure and
continuously follows price skimming strategy in order to save position in 4G UK
telecommunication market. To compete the rivals, it has not important for the organization to just
lower down the prices but also offer that services that can added value for money to the
customers. In order to attain marketing objectives, EE Limited has not charged the extra cost or
hidden costs on 4G services (Blakemen, 2014).
Promotion: It is the main aspect of attracting the customers and influences them to buy the
products and services. For this, companies have used various advertising and marketing
campaigns. In the case of EE Limited, different promotional activities have used by the
organization to raise the awareness in the services users about 4G benefits. For this, various
posterns and booklets have prepared and place in stores to gain the attention of the end users. Via
this process, it has delivered the various information about 4G services to store visitors and
existing service users (Makhitha, 2016). For example, by giving 2 months extra 500MB 4G trial
to the new users, EE Limited has promoted its services among target customers. Along with this,
every Friday, organization has given unlimited data to student users.
People: In EE Limited, managers, employees and leaders have played an important role in the
success of the business. Company has delivered telecommunication services to the customers in
organized and planed manner. In the firm, there have some representative present who resolves
various problems of the service users in effective manner by quick response. They have offered
excellent technical maintenance to make sure that end users are getting good telecommunication
services (Brandell, 2014).
Process: Customers of EE Limited has not only interested in to know or just use the services but
also they are interested to concern how they are receiving telecommunication services. Whole
process of delivering the services have effective and the end users can access them.
Physical evidence: There is a problematic situation for the customers to take decision either they
have used EE Limited service or not. As telecommunication service cannot be experienced
before its delivery. So, for this, company has delivered various trail offers where end users can
access the services and judge the quality of services. By doing this, cited firm has easily
determined the popularity of particular services and make it more effective by bring
15

improvement (Ovwigho, Isiorhovoja and Idoge, 2014).
Extended marketing mix of Vodafone Group Public Limited Company
Vodafone is a world leading huge telecommunication company and there are more than
65000 employees employ worldwide. Company has offered its service more than 130 billion
service users at international level. It has run its business in 31 nations at worldwide level.
Vodafone has used extended marketing mix elements to marking planning process and attain
business objectives:
Product: Vodafone has offered wide range of telecommunication services to its customers
including internet data, voice call, text messages and fixed line solutions (Extended Marketing
Mix: The 7 Ps of Marketing. 2014). These all have meet the end users needs in effective and
efficient manner. To use internet data, it has required a good handset with good network along
with excellent quality. These all have delivered by Vodafone over the time. The major products
and services of the cited company are Vodafone brand cell phones, voice and message services,
value added services and internet services (Asaduzzaman, Hossain and Rahman, 2014).
Price: Prices of service and products of Vodafone have competitively lower and easily accessible
for the customers. In order to beat the competition, organization has focused over providing
improved quality of telecommunication services. In this context, firm has offered high speed data
and good network range as compare to its competitors such as EE Limited. Vodafone has
developed various price structures for different service users needs. For example, small prepaid
and post-paid recharge plan has offered by the company its customers who do not want to spend
too much money on recharge (Japutra, Ekinci and Nguyen, 2014).
Place: Vodafone is one of the leading telecommunication organizations in the world. It has
shown its presence at remote areas. For distributing services, company has moved from retail
outlets to the small shops, grocery stores etc. These have increased the accessibility of the users
towards the services.
Promotion: Within small duration, Vodafone has recognized at worldwide level and has
maintained the trust of the customers. For promotions, company has used different promotion
strategies that can easily touch the emotions of the service users. For example, by making TV
ads, organization has tried to increase its reach to a large number of people with in short time
duration. Another side, strongest point for Vodafone has Vodafone Zoo Zoos and these have
easily recognized by every customers worldwide (Dewar, 2015). Along with this, with the time,
16

cite firm has released frequent press releases with the aim of to keep inform to services users
about the new services, offers and other information.
Physical evidence: Same like EE Limited, it has not easy to made a perception towards the
services of Vodafone without using it because service are intangible. To overcome this problem,
organization has introduced some physical evidence of telecommunication services in the market
such as SIM Cards, Recharge vouchers, digital services, service outlets etc (Vos, 2014).
People: Success of Vodafone has depended on its employees who are dedicated and passionate
towards their work and responsibilities. These have solved the various issues of the customer
within the short duration. This thing has created a good image in the end users mind regarding
the services of the firm.
Processes: Process of avail telecommunication services have easy for the customers of Vodafone.
Organization has provided a customer support number all over the world where the service users
can get the solution of their problem and other information about new services (von der Heidt,
2015).
TASK 2B
Producing a marketing plan to meet EE’s marketing goals and objectives
Executive summary
This marketing plan has helped EE Limited to determine marketing environment for the
organization where the firm is current running its business. The examination of external
environment has carried out in the following plan with the application of SWOT, internal and
external analysis. Along with this, some objectives related to new marketing plan for EE Limited
has developed including strategies to attain them. Further, segmentation, targeting and
positioning has set so that developed plan can be effectively implemented.
Company overview
EE Limited was established in 2010 April and it was the one of the first companies in
telecommunication industry which launches 4G mobile services in Britain. This services has
become more faster as compare to 3G. After merger with Orange and T-Mobile, the cited
organization was come under the existence. In the present time, company is providing its
network services to 29 MVNOs such as Virgin Mobile, ASDA Mobile etc which are serving
more than 4.5 million customers. Along with this, there are 574 stores of EE Limited at
17

worldwide level which are responsible for delivering quality services to the end users. Major
competitors of firm have O2, Vodafone and 3 (EE limited. 2016).
Current marketing situation analysis Internal analysis
Overall, EE Limited has contained an effective organizational structure along with skilled
and expert employees. To determine the current marketing situation analysis, of the cited firm,
internal analysis can be carried out which is as follows:
Areas Description
Financial
performance
Revenue of EE Limited in 2012 was 6.7 billion pounds but in 2013, it
was become 6.5 billion pounds. Total net assets value of the company in
2012 was 10317 million pounds and in 2013, it was 9733 million pounds.
Along with this net cash providing by operational activities in 2012 was
1051 million pounds and in 2013, it was 1201 million pounds. These both
years’ financial data have shown that financial performance of EE
Limited has decreased with the time (Asaduzzaman, Hossain and
Rahman, 2014).
Value chain analysis As a biggest digital communication company, EE Limited has used omni
channels to transform high street retail store to online stores. In inbound
logistic, network and IT equipments as well as mobile and tablet devices
have added value in the offered telecommunication services. Along with
this, company has performed network operations. There six customer
contact centres of the firm which has supported online services to the
customers (Feldman, 2013).
Product portfolio
analysis
EE Limited has situated at Star position where its 4G services grab
816000 new customers at the end of 4th quarter of 2013. Due to this,
company has occupied 46% of total 4G market share.
 External analysis
Factors Description
Political factor UK political factor does not affect EE Limited operational activities. In
the recent time, Scottish Government has announced the investment of
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£120 million with the aim of improving broadband connections in rural
areas. This has delivered a good opportunity to company to increase 4G
customer base in that area (Japutra, Ekinci and Nguyen, 2014).
Economic factor In 2013, GDP of UK has increased by 1.9% and it has expected that it
will grow in the future. Household incomes of people have also grown
which has leaded to enhance the consumptions of mobile services.
Social In the present time, people of the UK have increased their investment
digital technologies. Rapid adaption of smart mobile phones into
customers especially in teenagers and young people is increasing over
the time. This has increased the consumption of 4G internet services
and this has beneficial for EE Limited to increase customer base
(Dewar, 2015).
Technological With the emergence of new technologies such as 4G LTE services,
people have used more internets because of high speed and advance
features. Due to this, EE Limited has increased its 4G services quality
with various initial offers.
Environmental EE Limited has still not faced any kind of environmental issues during
its operational activities (Saranya and Santhi, 2016).
Legal EE Limited has followed various laws to operate its business in
different nations with the aim of minimize the chances of conflicts
situations.
 SWOT analysis
Parameters Description
Strengths Market leader in telecommunication industry.
Gain huge market share in 4G services in the UK.
Provide the wide coverage of network to different locations.
Good security of devices and data.
First UK operator that install Lookout Mobile Security Application for
the smartphones (Ramaseshan, Ishak and Rabbanee, 2013).
Weaknesses Low brand recognition because 77% customers of EE Limited are still
19

using Orange and T Mobile networks.
Known as a brand which has low value for money proposition
No 4G roaming facility available for the customers when they are
travelling other nations (von der Heidt, 2015).
Huge customers’ complaints related to billing issues.
Opportunities Chance to improve the products and services features.
Opportunity to introduce new own brands phones.
Threats Increase the number of competitors in telecommunication field.
Increase popularity of free applications which contain not costs during
the communication (Daft, 2015).
Objectives
There are three objectives set for the current marketing plan of EE Limited which are as
follows:
 Increase the number of satisfied customers by 20% at the end of 2017
 Increase the number of 4G subscribers by 30% by the end of 2017.
 Increase the profit level by 15% at the ending of 2017.
Strategy
To attain the above objectives of new marketing plan, EE Limited uses 7P’s marketing
mix as a strategy. This will help in attain all these objectives in an effective manner.
Marketing mix
elements
Description
Products By offering various services such as 4G network, handsets, video calling
service etc to the customers.
Prices By adopting the price skimming strategy, company will add value in
telecommunication services.
Place For distribution, EE Limited will use direct, intermediary and sales staff
methods for offering the services.
Promotions For the promotion, EE Limited will use social media, campaigning,
uploading videos on YouTube etc.
People By appointing skilled personnel to solve technical and other issues of the
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customers.
Physical evidence By offering trail service for limited time duration at low prices to one
time users.
Process By providing Customer Support Centre numbers to customers.
Segmentation, targeting and positioning (STP)
Before execution of marketing plan, EEE Limited needs to select new customers for the
future growth. In this case, demographic and psychographic segments need to be selection. In
demographic aspect, target customers will divide into income, age and nature of their purchasing.
Along with this, in psychographic segment, lifestyle and personality of the services users will be
taken to the consideration (Brandell, 2014). On the other hand, EE Limited will chose
differentiation targeting strategy to target its different segments. It will include city-based
business such as bank and financial organizations which have needed fast service networks to
perform the business operations via internet. Further, positioning strategy will be selected by the
cited firm to attain the set marketing objectives. In this context, product characteristics i.e.
customer benefits will be considered as a positioning strategy because the different services of
telecommunication will deliver various benefits to the end users (Vos, 2014).
Tactics & Action
To attain the marketing objectives, EE Limited will use various tactics and actions. In this
context, one of the methods will be social media marketing in which organization will use this to
increase the reach towards the customers. For this, company will create one official website on
different social media platform to promote 4G services in an effective manner. On the other
hand, by giving ads in newspapers, cited firm will target its selected customer.
Budget
To carry out the whole marketing plan, EE Limited needs to develop budget. The entire
plan will take approximate 6, 00,000 pounds where every activity of marketing plan will contain
different costs.
Control
To keep control over the plan, EE Limited will use some control activities. In this
process, marketing manager of company will compare actual outcome to expected results to
determine deviations in perform the work.
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CONCLUSION
From the above marketing plan, it has concluded that for effective marketing plan
execution has required some aspects such as budget, marketing objectives, segmentation,
positioning, targeting etc. These have assisted in how to plan and organize the marketing
activities in an effective manner. Marketing manager of EE Limited responsible for having a
good knowledge of the customers demand and requirements. With the help of good marketing
research skills, he able to develops an accurate picture of target market by using existing
resources. EE Limited marketing manager arranges additional training for department employees
with the aim of providing them growth opportunities. He has to study price charge by
competitors on services and products. After that, a survey related to determine price elasticity for
the end users carry out. This helps in find out whether consumers are sensitive towards the price
changes or not. Marketing plans of EE Limited has included financial information. In this
situation, it has helped finance department to take the investment decisions on the basis of
developed plan. Several develop marketing strategies have helped in collected responses from
markets in order to determine the actual demand of particular goods. Marketing activities of EE
Limited has supported in the redefining the strategic guidelines of the organization as per the
change in the market. During this process, needs and requirements of internal and external
customer have taken into the consideration. In the case of EE Limited, marketing activities have
the major reason of survival of the firm in high level of competition. EE Limited has deal with
poor cross functional communication and a lack of marketing orientation issues in the present
time. Company has used extended marketing mix elements to the marketing planning process
with the aim of attain business objectives. On the other hand, Vodafone Group Public Limited
Company has also used extended marketing mix to create marketing plan to accomplished
business objectives.
RECOMMENDATION
From the above research, it has been concluded that marketing has an essential part of
every organization. In this respect, some recommendations for EE Limited are as follows:
Firm should deliver the right information about the products and services to the customers.
With the application of various marketing activities, it becomes easy for the companies to keep
the service users engage them and influence them to buy the services.
EE Limited should use many types of marketing activities to promote its current
22

telecommunication services among target market.
By using marketing plan and setting some objectives, company should accomplish its goals.
SELF EVALUATION
From the above research, I have learned the various things which have enhanced my
knowledge and skills. I have gained the knowledge about how a company can use marketing mix
elements to promote the products and services. Along with this, I have learnt that with the help of
marketing planning and its various stages, a company has able to attain its business objectives.
This research has increased my understanding regarding different concept of marketing along
with this its benefits and applications.
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