EE Limited Marketing Strategies and Budget Profile

This assignment details the marketing strategies, objectives, and budget profile of EE Limited company. The company aims to increase product availability, network availability, and number of customers. It plans to achieve this through various marketing methods such as radio, newspaper, email marketing, magazines, web promotion, recruitment of sales persons, production of pamphlets, and management of all marketing functions. The budget for these strategies is £120, £300, £450, and £135 respectively. This assignment helps students understand the importance of marketing in a business and how to create effective marketing plans.

Marketing Essential

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
P1. And P2..............................................................................................................................3
P3 Comparison of marketing mix of EE with Hutchison 3G UK limited............................11
P4 Basic marketing plan with objectives of EE limited.......................................................14
CONCLUSION .............................................................................................................................16
REFERENCES..............................................................................................................................17
Books and journal.................................................................................................................17

INTRODUCTION
EE (Everything Everywhere) is a British internet service provider, mobile network provider
and IPTV provider. It has the largest mobile network operator in the UK, with 29.3 million
customers and the largest 4G operator services in Europe. EE is Headquartered in HATFIELD in
the United Kingdom and main offices in Bristol, Darlington, Greenock, North Tyneside,
Plymouth, Leeds and London. In this introduction we are going to study the concept of
marketing, including current and future trends for EE. The different marketing processes with
key roles and responsibilities of the marketing manager (Dibb., 2013).
P1. And P2
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Notes: Advertisements and promotional activities are carried out and on the basis of that
consumers are made aware about the products and services that are offered by the entity.
2

Notes: Production concept: Production has its own importance because the reason of “Says
law” which stated that Supply creates its own Demand.
Product Concept- It's the most important part of marketing strategies.
3

Notes: Selling Concept- Customers will buy products only if they get attention and information
about products.
4

Notes: The EE is the largest mobile network operator in the UK. Currently dealing with 29.3
million customers for a better experience with them in future EE can focus on customers'
satisfaction. At present the company providing 4G network to the customers and doing well as a
network operator. To provide some better services in the future the company can telly the
reviews & problems noted by the customers
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Notes: Marketing mix decisions:- When the market changes, marketing mix can be adjusted to
suitable changes in advertising or may be redesign the whole product.
Situation analysis: -The strategic marketing process helps to find resources to managers that they
can build on and the challenges they face.
6

Notes: When configuring such tech for your app or site make sure you don't over-do the prompts.
7

Notes:
Staff management: Marketing manager knows how to motivate employees to work hard and
they know when to provide training and opportunities to encourage employee work growth.
Budgeting: As in all business money matters a lot. A successfully marketing manager must
develop a reasonable budget for his company and also approved by the upper management or
board of directors.
8

Notes:
Planning: Every marketing department make a plan so that it knows what to achieve and how to
be there. Marketing manager is responsible for all aspects from planning through execution.
Daily duties: Duties depend on the size of the department and the company this might be include
brochures, motion photography, ads and websites.
9

Notes:
CRM: In many areas and environment, a marketing manager represent his employer in media.
10

Notes: EE company has different other department that controls its business. All the department
are unfortunately interrelated to marketing function. In the organization each function has an
impact on customer's need and their satisfaction.
11

Notes: Responsibilities of HR management includes recruitment and selections of candidates,
training of employees and selected candidate etc.
12

Notes:
 Evaluate the performance of the promotional campaigns.
 Marketing managers look for new markets that may want the company’s products or
services.
Notes:
Marketing & Finance Department: Making investment decision, Understanding market
response, Sales forecasting.
Marketing & sales department: Increase sales by promotion, increase brand value by
providing good experience while selling the product.
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P3 Comparison of marketing mix of EE with Hutchison 3G UK limited
EE limited company have many effective marketing plans relating to achieve its business
goal. The focus of its plan is to fulfil objectives with a measurable and realistic plan. Hutchison
3G UK limited company is a competitor of EE limited company. There are some comparison
relating to their marketing plans.
Marketing mix EE limited Hutchison 3G UK limited
Product The main services of EE
limited company is voice
services and internet services
to customers. Objective of the
EE limited is to develop new
mobile phones with some
attractive features within 2
years.
The company operates under
three brand that offers mobile
product to the customers. The
focus of this company is to
produce that buyer can satisfy
our needs. Hutchison 3G UK
limited provide OTT mobile
services to customers.
Price EE have need a slight premium
price of its upcoming product.
Relating to 4G network there
are many competitors in the
market (Malhotra., 2015).
It use the market skimming
strategy to increase overall
firm performance in the world.
In this approach company
charges the initial price that
the customers will have pay.
Pricing plan will not take more
changes for its strategy
because it will be minor
changes in the price of
product.
It follows the market
penetration approach that gives
higher performance to a firm in
the world. In this approach
company gives the products at
lower price to the client.
Promotion Promotion is an important part
of the company that includes a
strategy of giving information
Promotional plan of this
company is to promote our
products and services through
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of company's product through
message to the costumers. The
company will use a traditional
technique for the promotion of
its product such as TV
advancement, social media,
cinemas and through internet.
advance techniques such as
directly targeting customers
and online promotion(Lovelock.,
2011).
It uses social media and
internet to promote their items
and services to the customers
in the world.
Place Place can be determined by
distribution method using by
the company from which
customer can reach there to
buy product.
It uses extensive strategy to
promote their company
products in the world.
The strategy of marketing plan
of this company is to distribute
its product through hybrid
marketing channel, retailers
and carphone Warehouses.
It follows different types of
strategy such as distributional.
In this strategy firm promotes
the product and services in the
market to enhance their
performance in the world.
People For the marketing plan of the
company employees, leaders
and managers are plays vital
role for the organisation.
There are many employees in
the company who have the
ability to promote items to in
crease overall performance in
the world and also they have
appropriate communication
and leadership skills.
Marketing strategy of this
company relating to people is
based on staff members of the
organisation. Customer will
play an important role for this
company.
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Process This strategy of the company
is all about the process of
receiving product and services
by customers. The company
will use linchpin network
services for it(Malhotra., 2015).
It uses distribution and
production life cycle system to
increase the efficiency of the
work in the firm.
Process of this company will
define the interest of customers
toward its product. Marketing
plan of this company is to
deliver products and services
to the customer wit less trouble
and delay.
This firm uses pay system and
sales funnel to increase work
efficiency in the firm.
Physical evidence The company will take a risk
and decides to delivering
goods and services before its
sale.
It has good brand image
because it provides good
quality products and
innovative items based on the
client needs.
Marketing strategy of this
company is to provide goods
and services with a positive
feedback.
It collects the feedback from
the consumers and based on
that they give products and
services to the client in the
world.
P4 Basic marketing plan with objectives of EE limited
Marketing goals
Main objective of the firm is to get higher performance and maintain the brand image in a
world. Some of the objective of the EE limited as follows:
 Increment in sales revenue by 5%.
 Increase the consumer base by 10%
 Increment in brand awareness by 10%
Executive- EE limited company is a mobile technology or communication company
situated in UK that provides mobile phones and internet services. The company has more than 25
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million customers. The company makes plan on the basis of a report of marketing objectives.
That report includes strategies, SWOT and PESTLE analyses.
Company overview- Everything Everywhere is a digital communication company that
was established in the year 2010. It was the first company who have launched 4G services in
UK. The company was come to existence when Orange and T mobile company merged.
Currently the company is providing a network to 4.5 million customers(Lovelock., 2011).
Current Marketing Situation Analysis-
Internal analysis- Internal analysis can be understand by internal affairs of EE. It
defines strength and weaknesses of the company. The company focus on profitability with higher
quality products.
SWOT analysis- SWOT analysis is a technique that helps to identify marketing
strategies of EE limited. It includes strengths, weaknesses, opportunities and threats.
Strengths- EE have 3 biggest networks in UK which have the largest coverage. It has 574
retail stores located in shopping malls and local streets that is a strength of this company.
Weaknesses- Operations, profitability and brand image are weaknesses of EE company
that affects its business. The brand of this company is very week. There are some technical
problems arises like delay in messages, calls fail and low signal that affects negatively.
Opportunities- this industry is growing through MVNOs counted in 123 companies. It is
a platform that promotes B to B business growth. It also provides opportunities to catch
customers(Malhotra., 2015).
Threats- EE company has competitor in the market that creates threats of the future
growth. There are many IT attacks increasing in the market using mobile data which is a threat
for the company(Blythe., 2012).
External analysis- External analyses includes PESTLE analysis of macro environment
from which the company affects. Factors are political, economical, social, technological,
environmental and legal factor.
To analyse the external market conditions prevailing for EE ltd. PESZTLE analysis can
be preformed in the following manner:
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Political: There are various political issues that are prevailing in the environment of UK such as
corruption, bribe, national coverage etc. It has significant impact on the functioning of EE Ltd.
Economic: It has been analysed that the current economic condition of UK is not very
favourable to opt for mobile operators and telecommunication services. It is due to Brexit
adoption by the country. Other relevant economic factors include, political and financial
conventions, rate of inflation and deflation, currency exchange rate etc.
Social: Changing preferences of the customers required EE ltd to bring changes in the current
specifications. By adopting the taste and preference sof the customers, it can help in bringing
something new in the market.
Technological: Constant upgradation in technological factors requires upgradation in EE ltd as
well. It leads to add up to the cost of the company.
Legal: Since, the company is involved in providing telecommunication services, there are
various laws, rules and regulations that has been issued by the government which are required to
b abide by EE ltd. The company has to frame health and safety policies so that the employees
can be protected from any injury at the work place.
Environmental: There are various environmental factors that are required to be considered by
telecom industry. Since, the radiation from the mobile phones can harm people as well as
environment, manufacturing techniques are required to be changed accordingly.
Objectives- The main objective of this company is to maintain premium image of its
brand towards the customers. It is an aim of this company to provide voice and internet services
with 4G network. The company want to make mobile phones and data that will available in more
than 1500 communities. It is aim to increase voice coverage of its mobile more than 90% of UK
by 2017. The company also wants to develop 4G voice and achieve a position of global leaders.
Objectives for the plan can be framed in following manner:
 To increase the revenue of the company by 6% in comparison to previous year.
 To organize training sessions for the employees so as to get maximum amount of
sales leads
 To improve current market strategies being followed by EE ltd to increase profits by
10%.
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 To increase the customer base of the organization by 15% by adoption of skilful
promotional campaigns
Strategy- Strategy of this company is to use linchpin network services for distribution of
products. Promotion strategy is from TV, radio and other online advertisement. The strategy is to
promote the products and services through various medias such as TV, Newspaper, Billboard,
social media marketing etc.
Segmentation, targeting and positioning (STP)- Segmentation of EE company includes
city based business like bank and other organisation in cities. Targeting of the company is to gain
tag of mobile communication. After targeting the company can decide strategy of positioning.
EE wants to create a premium image in the market.
Tactics & Action of the company is based on its goal and mission. The company has
created a strategy of promotion that is helpful to achieve objectives like online strategy of
marketing. EE has a potential to become leading position in the market. The company should
control the price elasticity of the products. Its product connects people through internet access.
The company produces mobile phones with the latest models to create good relationship with
customers (Lovelock., 2011). It can be assessed that whether the company is able to achieve its
goals and objectives of marketing or not. Following key performance indicators can be used for
the same:
 Performance of service
 Number people covered
 Increase in percent sales leads
 Network availability
 Increase in number of customers
 Increase in number of potential customers.
Budget profile
Strategies Budget (in pounds)
Advertisement through Radio, Newspaper, e
mail marketing, magazines, web promotion
120
Recruitment of sales person and marketing 300
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strategy manager
Production of pamphlets, Advertisement
billboards
450
Management of all the marketing functions 135
CONCLUSION
From this strategy the company needs to know about method of product availability to
decided areas. These are the main roles and responsibilities of a marketing manager which are
used within the company EE Limited. Further, on the basis of these all, the cited firm easily able
to achieve its goals and purposes properly. Therefore, it can become on top organisation in the
communication industry. From the above project, the readers can understand about the strategies,
objectives and budget profile of EE limited company(Lovelock., 2011).
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REFERENCES
Books and journal
Dibb, S. and Simkin, L., 2013 Marketing essentials Cengage Learning.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Lamb, C.W., Hair J.F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Berkowitz, E.N., 2016. Essentials of health care marketing Jones & Bartlett Publishers.
Malhotra, N.K., Birks, D.F. and Wills, P. 2013. Essentials of marketing research. Pearson.
Blythe, J., 2012. CIM Coursebook Marketing Essentials. Routledge.
Lancaster, G. and Massingham, L., 2010. Essentials of marketing management. Routledge.
Peter, J.P. and Donnelly, J.H., 2011. Marketing management: knowledge and skills: text,
analysis, cases, plans. Plano: Business pub., INC.
Baines, P., Fill, C. and Page, K., 2013. Essentials of marketing. Oxford University Press.
Brassington, F. and Pettitt, S., 2013. Essential of marketing.
McDaniel, C. and Gates, R., 2012. Marketing research essentials. Wiley Global Education.
Silver, L., Stevens, R.E., Wrenn, B. and Loudon, D.L., 2012. The essentials of marketing
research. Routledge.
Cant, M., 2010. Essentials of marketing. Juta and Company Ltd.
Kongstvedt, P.R., 2012. Essentials of managed health care. Jones & Bartlett Publishers.
Malhotra, N.K., 2015. Essentials of marketing research: A hands-on orientation. Essex: Pearson.
Perreault, W.D., 2010. Essentials of marketing: A marketing strategy planning approach.
Lovelock, C., 2011 Services Marketing, 7/e. Pearson Education India.
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