Roles and Responsibilities of Marketing in EE Limited

This report discusses the key roles and responsibilities of marketing in EE Limited, a British mobile network operator and internet service provider. It covers functions such as gathering and analyzing information, market planning, standardization and grading, customer support service, pricing of products, and promotion. The report also explores the interrelationship between marketing and other functional units in the organization. Additionally, it compares the marketing mix strategies of EE Limited with other organizations in the telecommunication sector. Finally, it presents a marketing plan for EE Limited.

Marketing
Essential

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
P1 Key roles and responsibilities of marketing function ............................................................3
P2 Roles and responsibilities of marketing related to organisational context ............................4
M1 Roles and responsibilities of marketing in context to marketing environment ....................5
M2 Significance of interrelationship between marketing and other functional units .................6
Task 2...............................................................................................................................................6
P3 Comparison of way that apply by organisation to the marketing mix ...................................6
M3 Different tactics which are applied by organisation states how to achieve business
objectives.....................................................................................................................................8
Task 3...............................................................................................................................................8
P4 Produce a marketing plan for organisation.............................................................................8
M4 Detailed of marketing plan .................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
An activities and study of exchanging relationship is consider as marketing which is
important for organisation to use and increase the organisational productivity. In company,
marketing manager is playing different roles and responsibilities which can help to manage the
functions and external activities for the purpose of increasing organisational performance. In
other term, marketing is the process of finding, anticipating and satisfying the customers needs
which can help to increase the business performance and maintaining the activities (Akbar, Omar
and Wadood, 2017). To evaluating the importance and value of marketing EE Limited has been
taken that is British mobile network operator and internet service provider that can attracts the
customers and manage the organisational performance. This organisation was founded 1 April
2010, headquarter in Hatfield, England UK. The marketing manager of such organisation make
plans and bring new products and services which attracts more to customers and increases the
sales. This report covers roles and responsibilities of marketing functions, relation of roles and
responsibilities with marketing, comparison of ways in which organisation apply marketing mix
and then it also involves basic marketing plan for organisation.
Task 1
P1 Key roles and responsibilities of marketing function
Marketing means to use different sources and activities in relation to business that can
use to attract the customers and increases the organisational productivity. In organisation number
of people are working out of them marketing manager is controlling all marketing and selling
activities which can help to improve the brand image in competitive business environment
(Baker and Magnini, 2016). In context to EE Limited, marketing manager is playing important
role who analysis the market and get information about what people wants then make efforts to
provide telecommunication services accordingly. The functions in relation to marketing are as
defined:
Gathering and analysing the information – The important function of marketing is
gathering of information and analysis them that is not easy for all and helps to increase the sales
of organisation. In this, managers is needed to visit and interact with people so what they wants,
products can be provided accordingly. In EE Limited, marketing manager is playing role and

responsibilities by analysing market and current trend in telecommunication sector that can help
to bring the new products and services which might be help to increase the performance.
Market planning – For attaining the organisation's objectives and increasing
profitability marketers chalks out their marketing plan which outline what need to do and how it
can run business effectively. In EE Limited marketing manager are playing their roles by making
plans of increasing market share by 40%. Therefore planning can help to manage the
organisational activities by making plans and strategies that uses to run the business by attracting
customers (Brychkov and Domegan, 2017).
Standardisation and grading – This meaning maintaining standard regarding a product
by considering quality, size, design, weight, colour etc. that may create a difference between
products and other organisation's product. The marketing manager of EE Limited plays their role
and responsibilities by maintaining a good standard of telecommunication service which are
different from other and helps to attract the customers.
Customer support service – This is important function in changing market where
organisations are adopting different customer support services which can help to manage and
control the organisational functions. The manager of EE Limited is one who is playing a crucial
role as marketing as well as customer support services in which its responsibilities are to solve
the customer's query and provide them better solution which can help to manage the functions
and increase performance.
Pricing of products – For customers price is consideration which they need to pay for
buying products and services. The manager in relation to EE Limited marketing, playing role by
setting the price of their telecommunication services and network operating which attracts the
customers and increase the business performance in changing environment.
Promotion – This is another function which is performing by EE Limited'a marketing
manager by using different sources of promotion such as television, radio, newspapers, print
media etc. that can help to promote their telecommunication services and increases the business
performance by introducing new services which helps to run business (Eletxigerra, Barrutia and
Echebarria, 2018).
P2 Roles and responsibilities of marketing related to organisational context
In organisation different type of people are working by understanding their roles and
responsibilities which can help to manage the functions and productivity. Marketing is relative

term that uses by management for introducing new, increasing customers and maintaining the
distribution for increasing the performance. In EE Limited, telecommunication company
different functions are performing by management which are interrelated to marketing and helps
to attain the business goals. The interrelationship between different functions are as defined:
Marketing with HR – HRM means to male plans, organise, directing and controlling the
functions which are important to run the business and increase organisational performance.
Marketing function is uses to provide information and messages of company in market which fill
the gaps. In EE Limited, marketing function and HRM function are interrelated as having
vacancy in any department is filled by HRM department where marketing department provide
information and messages to public. In other words, marketing manager fill the gaps between
direct contact of organisation with public as they provide all information and job description
which helps to manage the activities.
Finance with Marketing – Finance is those function which is required in every stage
and helps to manage the organisational performance. For buying any products and marketing
activities there is need of finance which is fulfilled by finance department and helps to organise
all functions effectively. In EE Limited, marketing function is interrelated with finance function
which can help to run business and increase the profitability by providing the finance to all
activities and functions (Hisrich and Ramadani, 2017).
Marketing with IT – IT is related to those function which states the new technology and
innovation in their organisation so all customers be attracted and make right business decision
which increases performance and maintain effectiveness. In EE Limited, marketing manager is
analysis the market about trend and new technology then share with IT function which brining
new telecommunication services in their company and helps to maintain the good performance.
This can help to increase number of customers by delivering right information and introducing
new services.
M1 Roles and responsibilities of marketing in context to marketing environment
In environment, marketing is important function that plays vital role and responsibilities
in changing environment and manage the organisational performance. In EE Limited, manager is
playing role and responsibilities in functions of marketing such as gathering information,
planning, price setting, standardisation, distribution, customer services and controlling the
activities which attracts customers and helps to increase the selling activities (Ivanov, 2019).

M2 Significance of interrelationship between marketing and other functional units
Relationship between functions in organisation is important which supports to each other
for completion of task and maintaining the profits. In changing business environment it has
descried that HR, Finance and IT function of organisation are interrelated with marketing which
can help to manage all activities and profitability by performing functions effectively. In EE
limited, HR function is working with marketing by providing information regarding vacancy and
hire the candidates, finance function provide finance to marketing for informing and running
campaigns that helps to manage the organisational performance. Moreover, IT function of
chosen organisation is related with marketing where new technology and services are informed
by marketing which can help to manage the performance and profitability (Pappas, 2017).
Task 2
P3 Comparison of way that apply by organisation to the marketing mix
Marketing mix is defined as process of combining various factors in relation to a business
that are controlling by an organisation and influences customers to purchase the products and
services. This is important for organisation to focus on all factors which are important to run
business and maintain a effectiveness so a brand image can be maintain properly. In other words,
marketing mix is the main factor for organisation which uses to deliver the right products and
services by comparing with other and attain the higher profits which fulfil organisational
objectives. In context to EE Limited, marketing managers are comparing their marketing mix
with other organisation that are as following :-
Basis EE Limited Vodafone
Product This organisation is dealing in
telecommunication sector where it offers
many services financial as well telecom.
The products of EE Limited are Mobile
telephony, Fixed line telephony, digital
television and broadband internet that
attracts customers and increases business
performance.
The aim of Vodafone is to fill the
customer's needs by offering
number of telecommunication
services. The products of
organisation are fixed line
telephone, broadband, IPTV,
Digital television, Mobile phone
etc. that are provided to customers
and increases the sales in

challenging environment.
Price For organisation it is difficult to set the
prices of products and services as
customers are demand products on
reasonable prices which can help to
increase sales. Economical pricing
strategy is adopted by manager who
provides telecommunication services
effectively.
This is using effective pricing
strategy that make sure
organisation is providing best
quality of telecommunication
services which can be affordable
easily by customers. It also offer
post and prepaid services which can
help to increase the sales and add
new one.
Place This is British mobile network operator
that has largest mobile network in UK
with a 29.2 million customers who are
availing network services. This
organisation has headquarter in Hatfield,
England and main offices are situated in
London, Darlington, Doxford, Greenock,
Merthyr, Bristol, Tydfil, Plymouth, and
Leeds.
The products and services are
providing at different places such
as London, England, New bury,
Berkshire, etc. that are uses to sale
the products and services which
improve the organisational
profitability by increases places of
services.
Promotion Promotion is main factor that should be
uses by organisation for promoting their
services. This organisation is using
rebranding and repositioning campaigns
for promotion. This also uses social
media that supports to reach the potential
customers, business man and other
people for running their business
smoothly by using faster network. At
cheap prices, EE Ltd campaigns that “No
other network is bigger, faster and more
This organisation is using social
media, websites, print media,
newspapers, development
programme and other functions
which can help to promote their
telecommunication services in
changing environment and manage
all activities by delivering the
telecommunication services which
maintain the high performance.

than reliable” that increases sales.
Process This offers its products and services
online and offline methods by opening
number of stores which can help to
attracts the customers and manage the
performance.
The manager are using online and
offline ways to reach the potential
customers, deliver them
telecommunication services and
managing the business activities
which maintain efficiency.
People People are the assets of organisation who
are performing different roles in
organisation and manage the functions.
Technical staff, marketing manager, sales
manager. Finance, HR managers and
other employees are working (Pike,
2016).
It may be difficult for all companies
to run their business without staff
which is not possible. In chosen
organisation marketing, finance,
sales, IT, HRM, and many more
people are working who understand
their roles and completion the task
efficiently.
Physical
evidence
EE Limited is having proper
infrastructure which influence to run the
business. Moreover, new marketing plans
are made by marketing managers which
helps to improve the business
effectiveness.
This issues Sim cards to customers,
recharge, vouchers, services,
outlets, stores, digital services etc.
are the part of physical evidence
that make right decision and
maintain the good performance.
M3 Different tactics which are applied by organisation states how to achieve business objectives
For achieving the business goals the management should be apply strategies and tactics
which are important to run business and increase the organisational performance. Tactics such as
marketing mix and planning are uses by EE Limited company for the purpose of getting the
competitive advantages and delivering right productivity.

Task 3
P4 Produce a marketing plan for organisation.
Marketing planning is the process of making right business decision by evaluating
different plans and objectives which are important for organisation and helps to manage the
activities. Every organisation should have proper planning and strategies which helps to manage
the work and control the functions. In context to EE Limited managers are making plan that are
as explained:
Analysis: This is main step which is required to be done first before making plans. In EE
Limited, marketing manager analysis the market for the purpose of getting information about
innovation and needs of customers in telecommunication and network so business can be
maintain effectively (Piñeiro-Otero and Martínez-Rolán, 2016).
Planning: This stage is uses to make plans after analysing market and getting
information. Such as manager of EE Limited are planning to introduce the plans and innovation
in their existing product and services which may attracts the customers.
Implementation: This process is related to managing and implementing the changes in
organisation which help to deliver right products and services to customers. In EE Limited,
marketing manager are those people who has implemented the plans and strategies that can help
to run business and increases the sales.
Control: This is defined as ending stage that uses by EE Limited for implementing and
controlling the organisational plans and manage the organisational productivity in challenging
environment.
A marketing plan for introducing new launching phone with 5 G network:
Executive Summary Everything Everywhere Limited is a telecommunication company
that is operating business by operating the mobile network and
providing internet services which attracts the customers and increases
performance. The manager of organisation brining innovation by
launching new smart phone with 5G network. This will help to attract
the customers because all companies are providing 4G network
which is running slow. This innovation will help to run the business
and attain business goals.

Vision and Mission 'To provide best network and best services so customers maintain
trust with digital lives.'
Objectives  To introduce new products and services every year by using
new technology.
 To increase the market share up to 60% within 2022.
 Dealing with customer's queries and deliver them best
telecommunication services.
 To increase the percentage of profits by increasing the
number of customers.
 To analysis the market and attain organisational objectives.
STP approach This approach is uses by organisation for acquiring the customers and
and maintaining the future development by attracting people. This
involves:
 Segmentation: In demographic segmentation managers are
focusing on income, age and customer's nature. Psycho
graphic segmentation done the classification by considering
standard of living and personality. Moreover, behavioural
segmentation consider local call, STD call and ISD call.
 Targeting: This is targeting mobile telecom market which
helps to increase the presence by selling the products to
customers (Purvis, 2016).
 Positioning: This positioned well and targeting to be more
profitable company.
Situational analysis Strength Weakness
EE Limited is having above than
27 million customers.
IT has largest network across
UK.
Operating larger rates of stores.
Existence of many organisation
which are providing high quality
of data and services.
Not acquire individual
customers.
Changes in needs and wants of

This attracts customers by
providing best quality of network
services.
people.
Opportunities Threats
This has great platform in regard
of B2B growth.
Boost of revenues by increasing
sales opportunities.
Highly focuses on technology
and innovation which influenced
customers.
Slow speed of internet
Losing of market share due to
having competition.
Mainly focus on B2B growth that
reduces customer interaction.
Marketing strategies The manager of EE Limited organisation are using different
strategies such as:
Pricing strategy: The management of such organisation should be
uses reasonable prices for their new product and data services which
can attracts the customers and help to increase the organisational
sales (Rancati, Gordini and Capatina, 2016).
Promotional strategy: For promoting its new launching phone with
5G network, manager will promote product by using print media,
social media, advertisement, websites and shopping apps that provide
the information regarding products.
Planning – In this strategy EE Limited will provide mobile network
in three plans orange, T-mobile plans and EE plans which helps to
increase sales as per customer choice.
Budget For launching new phone and 5 G network services the management
has prepared a budget that covers all financial information such as:
Particulars Amount (£)
Operating activities 2000

Investment activities 10000
Financial activities 12000
Total 24000
Cost The cost of launching new phone with 5G network is 25000⟨£ .⟩
Evaluation of
marketing plan
Sales analysis is best tool to evaluate the organisational performance
and measuring the marketing plan. With the help of this tool manager
of EE Limited analysis the sale ratio that how many pieces of phone
are sold and will help to increase the organisational brand image in
changing changing environment.
Control All the marketing plan and marketing strategies will be control by
managers by performing functions effectively and launching new
product successfully (Uncles, 2018).
M4 Detailed of marketing plan
Marketing plan is important for organisation that helps to attain the business goals by
applying marketing strategies and planning which are important for organisation and helps to
perform all functions effectively. In context to EE Limited, marketing manager wants to launch
new phone with 5G network that will give high speed of data and maintaining all activities
effectively. The activities and strategies will be evaluated by using sales analysis tool that can
help to manage work and implement tactics successfully for attaining goals.
CONCLUSION
From the above report it can be concluded that marketing is important term that uses by
organisation to introducing new products and services for the purpose of increasing
organisational performance. The functions of marketing are gathering and analysing information,
price determination, standardisation, distribution, customer support service, planning etc. that
attracts customers. Marketing mix is combining number of factors for running business on the
basis of comparison. And marketing plan is considering all information about market and making
right business decision in changing environment that helps to increase profitability also.

REFERENCES
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Online
Marketing mix of Vodafone. 2020. [Online]. Available through:
<https://www.essay48.com/term-paper/13626-Vodafone-Marketing-Mix>
(Akbar, Omar and Wadood, 2017) (Baker and Magnini, 2016) (Brychkov and Domegan, 2017)
(Eletxigerra, Barrutia and Echebarria, 2018) (Hisrich and Ramadani, 2017) (Ivanov,
2019) (Pappas, 2017) (Pike, 2016) (Piñeiro-Otero and Martínez-Rolán, 2016) (Purvis,
2016) (Rancati, Gordini and Capatina, 2016) (Uncles, 2018)
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