Analysis of Marketing Concepts and SWOT Analysis

The provided assignment is an in-depth analysis of marketing concepts, including the selling concept, product concept, sales concept, advertising concept, and marketing concept. It compares and contrasts these different approaches to marketing and highlights their strengths and weaknesses. Additionally, the assignment applies a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to various companies, providing insights into their competitive positions and potential for growth. The references provided include academic papers, online resources, and websites such as Desklib, which offers past papers and solved assignments for students.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1and M1 What is marketing and nature of marketing..........................................................1
P2 and M2 Role of marketing manager in the EE telecommunication organisation. ...........7
TASK 2 ...........................................................................................................................................9
P3 and M3 Extended marketing Mix of EE telecommunication with the Vodafone.............9
TASK 3..........................................................................................................................................11
P4 and M4 Marketing plan of the EE telecommunication organisation..............................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is the function of the organisation and the set of processes for making,
communicating and delivering the value to the target market as well as managing the
relationship with the customers so that company can generate the different benefits for their
various stakeholders. The report includes the marking mix and marketing plan which help
organisation to promote their product effectively. For this report EE have been selected and
Vodafone is taken for comparison
TASK 1
P1and M1 What is marketing and nature of marketing
It is the societal process by which the group or individual obtain what they need and want
by creating, offering and freely exchange the products and services of value with others. It is the
process by which organisation plan and execute the concept of production, pricing, promotion
and distribution of goods, services, ideas and information in order to create the exchange so that
organisational and individual objective has been satisfied (Alberti and et.al., 2016). The
marketing management is responsible for identifying, interpreting and satisfying the customer's
needs and wants. Marketing of the procedure of exchanging goods and services between the
buyers and sellers so that value is determined with the help of money. As per the American
marketing association, marketing is the different activities which is linked with the purchasing
and selling of goods and services as well as it includes different types of activities such as
selling, advertisement, promotion and delivering the products and services to the customers.
Marketing plan is always decided on the basis of the company's objective such as objective of
company is delivering the excellence services to the customers, in order to achieve that objective
organisation set their marketing plan and mix so that it serve best experience to their target
market (Amin and et.al., 2015).
As per the current trend in the marketing, the key objective of marketing department is to
identify the needs and wants of the customers as satisfy the requirements of the target market by
delivering the goods and services as per their needs. The current trend in the marketing concept
is to identify the real customer's requirements for the different products and services and deliver
them accordingly.
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Marketing concept
EE is the renown telecommunication company in the UK who offers the different mobile
services which includes 4G, 3G, data services, voice messages and video games. The key
objective of the organisation is to serve the best quality of services related to the
telecommunication and grab the large market share. In order to achieve their objective, they need
to focus on the different marketing activities so that they can gain the attention of the target
market as well as they need to execute their different marketing functions and plans (Axelsson,
2012). There are some marketing concepts which is related to the marketing activities, these are
as follows:
Illustration 1: Marketing concept
(Source: Five Marketing concept, 2016)
Production concept: In this concept the customer will always to buy those products and
services which is highly affordable. It is the oldest concept of marketing where organisation
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perceive that target market will always try to buy the products which have low prices. They start
focusing on producing high quantity of products and reduce the cost of products, automatically
the price of products and services decreases and consumer start buying the goods (Hollensen,
2015). This concept is mostly applicable to the to those organisation which are hight involved in
the production of goods and services. Other than that it can be adopted by the those organisation
who sell their products and services in bulk.
Product concept: The organisation focus on the quality of the products and services,
they think that customer will always prefer those products which serve them high expectation
and that can be gained with the best quality products. Target market will always desire to acquire
high quality and innovative products and services. In order to serve high level of satisfaction to
the customer, EE need to produce high quality products as compare to their competitors. The
organisation which are serving very high quality products and services will always adopt the
product concept.
Selling concept: In this concept the company this that the customer will not buy the
products and service of the organisation until unless the firm will not put huge efforts on the
marketing and distribution. Here the company try to create large sales rather than marking
relationship with the customers (Marqs, 2014) In simple words it is said that company focus on
selling the products and services they make. Mainly this concept is applicable at the unsought
goods, it is the products which buyers does not think normally to buy such as insurance etc. The
organisation which is specialised in the selling their products and services will adopt this
concept.
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Illustration 2: Difference between Selling Concept and Marketing Concept
(Source: Five Marketing Concepts, 2016)
Marketing concept: It is the concept where the organisation focus on identifying the
needs and wants of the customers and then producing those goods which cater the needs and
wants of their target market. The key objective of this concept is to focus on the customers, they
always try keep their target market first and then do all the marketing activities. If EE wants to
have effective growth and success in their business, they need to know the importance of
marketing concept and keep the customer first (McDonald, 2013).
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Illustration 3: Social marketing concept
(Source: Social marketing concept, 2016)
Social marketing concept: They objective of this concept is to focus on the social
welfare of the target market. It is the marketing strategy where the organisation deliver the value
to the consumer in the way that it improves and maintains the society's and customer's well
being. It is called as the most appropriate concept of the marketing where the company is
responsible for both the customers and social or environmental well being . They try to enhance
and preserve the capability of coming generation in order to meet their wants and needs. They
try to keep the human and environmental welfare on the top before the profits as well as
satisfying the needs of the customers (Five Marketing Concepts, 2016).
Roles of marketing
Attract the customers: With the help of marketing, customer behaviour can be
influenced and attract to purchase the goods and services.
Introduce the goods and services: Marketing have major significance in the marketing
environment that is to introduce the goods and services in the market
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 Identify the needs and wants of customer: It is very important for the marketing
manager to identity the needs and wants of the customers so that they can attract and
retain them.
 Customer relationship management: It is very important task for the marketing
manager, it is because when organisation and customer can relationship then organisation
can retain customer and find relevant information about the customers.
Different responsibilities of the marketing manager
 Market analysis: Marketing manager need to analyse the market which includes the
customers, competitors and other stakeholders. The company actually identify the wants
and needs of the customers which is related to the mobile and telecommunication
services. Situation analysis can be analysed with the help of evaluating the internal and
external environment of the company (Sriram, 2016). With the help of this evaluation,
manager can actually identify their capabilities and understand the market situation. It
helps them to be ready to put the efforts so that they can work according to the market
situation. In this stage the company can use different tools such as SWOT analysis,
PESTLE analysis, Porter's Five stage model etc.
 Analysis of customer needs and wants: Marketing manager need to analyse the needs
and wants of the customers that what products and services the clients wants and how the
company will deliver the accurate products and services as per the requirement of target
market. The Key aim of EE telecommunication is to deliver the quality products and
services to the customers so it is very significant for the organisation to identify the
actual needs and wants of the clients and serve the same products and services.
P2 and M2 Role of marketing manager in the EE telecommunication organisation.
There are several duties that need to be fulfilled by the marketing manager of the
organisation. He or she is responsible and accountable for whole marketing department of the
company as well as he is responsible to handle internal and external factors that have large
impact on the marketing or firm. The different role and responsibilities of marketing manager in
the EE telecommunication company are as follows:
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Marketing strategies: Once the department have effectively analysed and understood the
market and company's situation as well as needs and wants of the customers. In this stage the
firm develop different marketing strategies in order to cope up with the internal and external
situation (Xingang and Bei 2013). There are various strategies that are available for the market
such as differentiation, niche marketing, focus marketing etc. Differentiation is the process by
which company produce different products and services from their competitors and charge high
prices for the customers. Niche marketing is the strategy where organisation select some target
market and produce goods for those target market and focus is when the firm focus on the
particular segment and produce goods accordingly. Whereas marketing strategies also includes
targeting, positioning and segmentation. EE needs to focus on the different marketing strategies
according to their aim and objective so that they can beat with the different market situations.
Marketing Mix decision: It is very crucial stage in the marketing department where the
organisation need to focus on the marketing P's that is product price, place and promotion (Yang
and et.al 2014). These all variable together called as the mix of marketing. Organisation need to
make the decision related to this four P. Product Is the goods and services which is offered by
the company to customer in order to satisfy their needs, price is the money paid by the buyer
when they procure goods and services of the firm. Place is the efforts made by the seller or
distributor in order to provide goods and services to the customers. Promotion is the efforts made
by the organisation on different promotional activities in order to ensure that they can sale their
products and services to the clients. It is done with the help of communication of information to
the customers about the organisation's products and services.
Research and development department : The first and foremost role of the Research and
development manager is to identify the different opportunities and threat in the market. They
need to find needs and wants of the customers and produce goods and services accordingly.
Research and development manager have perfect knowledge about the customers and their needs
(Alberti and et.al., 2016). They need to build accurate picture of resources which need to use in
order to cater the needs of environment. They need to take decision on the basis of their own
opinion as well as the research made by him. The manager need to collect the information about
the market which can be done with the help of several ways such as survey, personal interview,
buying habits, internet etc. it is very significance for the marketers to analysis the data in the
proper way so that the data which is collected be useful for marketing the products and services.
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Research and development planning is the core function of ant organisation which can be
presented in the written marketing plan for the EE marketing manager. As per the consultant
Paul Smith, marketing plan have been developed in the particular process that is called as
SOSTAC which is utilised as the model in order to make marketing plan. It is the acronym for 6
different elements that is situation analysis, objectives, strategies, tactics, actions and controls
(Amin and et.al., 2015). In the situation analysis, marketing manager of EE telecommunication
find that where the company currently is at, then different objectives is decided where the
company make goals related that what they want to do, Further strategies are made that how they
are going to achieve the objectives. After that tactics are made which includes the details about
the strategies, then actions are made that how they are going to do the tactics and at last
controlling is done where they decide that how they are going to measure the success of plan.
Marketing department : It includes different intangible assets such as social media marketing
digital advertisement which help the marketing manager of EE to market their products and
services. It consists of different facilities, marketing department employees, the product itself,
the pricing strategy, the procedure of selling, and how the marketing manager promote and
advertise (Axelsson, 2012).
Sales department: It is department by which organisation or sales manager have effective
communication with the customers with the different stages in the purchasing procedure. It is
easy for the marketing manager of EE to attract new customer but it is very hard for them to
retain old customer. In order to retain existing client, marketing manager need to build effective
relationship with their target market.
Implementation and control: All the developed plans and strategies are executed to the
organisation so that they can achieve all the marketing objectives of the company. Controlling is
very important in the organisation weather it is marketing department, finance or human
resources (Zakharova, 2013). With the help of controlling, organisation or marketing department
identify that their performance is according to the plans and objectives or not? It is very
significant step in the marketing process which ensure the accomplishment of all the marketing
objectives of the firm. At the end EE, should give special emphasis on the controlling so that
they can identify that their marketing objective have been achieved or not?
Significance of marketing and its role in EE telecommunication organisation
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In the context of EE telecommunication company, marketing plays very significant role
and it helps the marketing manager to attain their objectives. As EE is the telecommunication
company which deliver different mobile and telecommunication services in the UK, their key
objective is to serve high quality services so that they can gain competitive advantage and grab
large market share. For this purpose marketing can largely aid to the EE telecommunication are
as follows:
Create employment : There are several activities which is included in the marketing such as ,
risk bearing, warehousing, transportation and standardisation etc. which create great employment
for the people in the country (Hollensen, 2015).
Exchange of goods and services: With the help of marketing, the buyer and seller exchange
good and services which is related to the telecommunication services, this have enhanced the
living standard of the people in the world (Marqs, 2014).
Significance of relationship between the different departments
In every organisation, there are several departments such as marketing, human resources,
selling, finance etc. these all departments are inter-related with each other in such way that if one
department will not work properly, it will reduce the performance of other departments. In EE
telecommunication, all the departments of the organisation are inter-related with each other. The
relationship are as follows:
Finance department: It is the department which is responsible to keep records of all the
transaction which are taking place in the firm as well as they are also accountable to create
budget. So this department help the marketing to maintain and reduce the expenses by creating
promotion and marketing research budget (McDonald, 2013).
Production department: The key role of production department is to manufacture the goods
and services which help them to cater the needs and wants of the customers, this department give
the quality products which help them to attract and retain customers.
Research and development: This department helps the marketing to do internal and external
environmental analysis and well as helps them to serve innovative ideas, information, products
and services which help marketing manager to build relationship with the customers.
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TASK 2
P3 and M3 Extended marketing Mix of EE telecommunication with the Vodafone
Marketing mix of EE telecommunication
Product: EE is the most renown telecommunication organisation in the UK which serve
different services related to the mobile and telecommunication to their customers. Their current
marketing strategies is to compete with the Vodafone who is going to launch 4G in the market.
The services the EE is going to serve will be faster and have better speed as compare to the
Vodafone (Sriram, 2016). It can be said that the organisation is being serving the different
products and services according the needs and wants of the different customers.
Price: The pricing strategies used by the EE telecommunication is skimming, where they charge
high price when they launch new products, as the customers are satisfied and entrance of new
competitors they reduce their prices in order to beat with competitors. Cited firm services is
spread in vast areas as well as their serve high speed services, this is the reason they are most
preferable by the consumer as compare to other organisations (Xingang and Bei 2013). Different
channels have been used by the EE such as call centre, shops, complaints, management,
customer services, websites and social media in order to serve their services the major products
of EE telecommunication are cell phone, SIM card, broadband connection, Wi-Fi tablets etc.
Place: EE telecommunication are available at both online and offline distribution in order to
serve their best services. They have many physical stores at which customer can direct approach
to buy their services. As well as they are also available at the online where target market have
facility of shopping. They also have guide page which can be access by the customers in order to
have guidance and this service is very much effective and convenient for the customers. It can be
said that the firm is being serving their products and services online as well as offline.
Promotion: It is the activities by which organisation can promote their products and services,
attract and retain customer and create relationship with their target market. EE have organised
different marketing campaign for their different services, they also use social media and physical
marketing such as TV add, billboards etc. The venture is using very much attractive promotion
strategies which helps them yo attract and retain large number of customers
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Physical evidence: The stores of the UK is very attractive and innovative as well as it is located
in the commercial area of UK where every customer can easily reach and access. With that the
sales team is very efficient that customer have attached with them.
Process: It is the entire process of customer relationship which start with when the client enter
into the organisation till they take exit. EE is using the traditional customer relationship system,
they need to implement modern system by which they can cater the needs and wants of customer
and solve their complains. (Zakharova, 2013).
People: The key focus of EE telecommunication is on the customers, they always try to satisfy
the needs and wants of customers. Hence, they serve full satisfaction to their target market but
they do not focus on the people that are doing work in the organisation. In order to be effective
and efficient, they should focus on both customer and employees need.
Marketing mix of Vodafone
Product: Vodafone serve different services such as Vodafone live which includes chat,
messaging, social media apps etc. thus, there is no large difference between the EE
telecommunication and Vodafone, but Vodafone is much faster than EE
Price: Whereas Vodafone keep the prices high as well as target all the types of customers
whether they are old, young, male, female, business individuals etc. Thus, it can be said that EE
telecommunication is cheaper than Vodafone.
Place: Vodafone is also available online and offline where they have more than 300 physical
store and different websites where customer can buy their services. Thus, it can be said that
Vodafone and EE telecommunication is using same type of distribution strategies.
Promotion: Vodafone uses the environmental friendly production such adds in Newspaper,
Magazine etc (Yang and et.al 2014). There is huge difference between the promotion strategies
of Vodafone and EE telecommunication. EE use mass media marketing and Vodafone use
environmental friendly promotional techniques.
Physical evidence: On the other side, the logo of the Vodafone is so attractive and innovative
that have attracted the customers as well as the sales force is so skilled that they influence the
behaviour of customer and sell them products. This can be said that logo plays very significant
role in attracting different people for the products and services of the venture. Physical evidence
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is the additional feature which support the product, price, place and promotion of the
organisation, thus it can be said that logo is the additional feature which helps the venture to
attract the customers.
Process: Vodafone's use the operational customer relationship management system by which
they can computerise, change and enhance their services. Customer relationship management is
the way by which organisation identity the needs and wants of the customer and then serve them
products and services accordingly. This is the way by which they can attract more customer
base.
People: On the other hand Vodafone is successful in catering the needs and wants of both clients
and workers. Employees plays very significant role in the organisation which they can cater the
services in such a way that customer needs and wants can be attained. With that they also keep
huge focus on the customer needs and wants, so that they can large amount of services.
TASK 3
P4 and M4 Marketing plan of the EE telecommunication organisation
Company Overview
EE is the telecommunication organisation of British which deals in the mobile network, mobile
services, internet services etc. other than that they also serve text messaging, voice messaging,
TV and broadband services, data services and fixed voice. The other vendor which deal under
the EE telecommunication are orange and T-mobile brands. They also deal in the handset with
the different affiliated as well as render management support, finance services and pension
trustee. They are the result of two organisation's collaboration that is Orange and T-mobile
(Alberti and et.al., 2016).
P4 Marketing plan of EE Limited
It is necessary to manage and control all over company's activities in systematic way.
This is a blueprint of all marketing works or operations. There are involved various stages, by
which easy to determine and evaluate all factors that may be affecting on marketing process.
Mission and Vision: These are decided by the manager of company, there are set a
benchmark which wants to achieve in the future. It is helps to develop business in appropriate
way. The major objective of all companies is to attract customers and improve sales, that's why
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these are focuses on product quality also provide after sale services to them. Vision and mission
includes various elements (Amin and et.al., 2015).
 To develop business with more chances
 To apply strategies and methods at national and international level
 Innovating existing products with innovative ideas
 Focuses on customers demand and make loyalty in market.
Current marketing situation analysis
Internal analysis (Swot analysis )
Strengths
 They serve high quality products and services so they have large market share
 They have innovative and high skilled employees which work effectively and efficient
for the organisation and serve positive and fruitful result to the company.
Weakness
 They have low brand recognition
 They have high level of competitors such as Vodafone
Opportunities
 They have expanded their organisation in developing countries such as China and India
 They have opportunity to offer advanced products and services (Axelsson, 2012).
Threats
 They have great competition in the market
 There is great increase in the free apps such as Skype, What's app etc.
External analysis (PESTLE)
The political factors have large impact over the organisation in UK, the government have
said them to very large national area where they were facing lots of problems in covering rural
areas. Prices have huge impact over the cost of production on the organ which is economic
factors. Social and cultural factors which includes taste, preference and culture of people, EE
have developed such strategies which match to the social and cultural factors of the country.
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Environment factors which includes natural things, so the organisation need to products their
goods and services which does not harm the environment (Hollensen, 2015). Technological
factors which includes different techniques so organisation have to adopt different technology
which help them to gain competitive advantage and legal factors includes laws and regulation in
order to protect environment and customer's interest, so company need to follow all regulation
made by government.
Targeting and Positioning
Target market: For improve sales should properly analyse and evaluate the market and their
location as well, because it is impacting on company's image which may be negative or positive
in nature. There are divided all market in various segmentation by which easy to provide
services to customers as per their order (Marqs, 2014). It is very essential to properly determine
the market trends also consumer's needs on that basis company will easy to produce products for
them.
 Demographic: Age, gender, education, family, income level, occupation and so more.
 Geographic: Country, regions and density
 Psychological: Personalty of person, lifestyle, culture etc (McDonald, 2013). Behavioural: Status, occasion, attitude
Targeting: This company decide some target, which tries to achieve in the future. It is
focusing on different group of persons in different market, by which provide services to their as
per their order. It is helps to increase customer satisfaction level in appropriate way.
Positioning: This company provide various attractive offers for customers in the target
market. The aim of the organisation is to set a strand image in market as well as consumers
mind, which helps to increase sales and revenue of particular firm (Jones and Rowley, 2011)
EE telecommunication Strategies
Product and services: This company provide various kind of communicative devices to
customers, by which they can easy to communicate with persons as well as transfer information
one place to another place. It is only focuses on product quality, because its impacting on firm's
image. There are all devices are categorised as per their features, model number, quality, price
(Sriram, 2016).
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Marketing and promotional strategies: For promoting and distributing products and
services to customers in market so they are using various methods and techniques like
advertisement in newspapers, magazines, online, TV, banners, pamphlets, holdings and so more
(Kennedy and Parsons, 2014). There are includes 7 elements of marketing mix such as product,
price, place, promotion, physical evidence, process and people. All these elements are play an
important role in marketing plan as per that easy to choose appropriate marketing strategies and
methods, which can be apply in action to achieve goals and objectives.
Identify competitors: Before entering also launching new products in market should
properly analyse and evaluate the market trends and customers, as per that take correction action.
Competition is the good opportunity for developing business, by which all competitors are tries
to compete each other for set a brand image in customers mind (Xingang and Bei 2013).
Monitor result: After Identifying all competitors or challenges in market should
properly analyse and determine the customers review about company and their products. If there
is having any issues and problems should resolve with suitable solution and give the satisfaction.
For collect actual and reliable information so can conduct a survey in market, this is the best
method to know customers review
Budget
CONCLUSION
As per this research project, marketing is the essentials process for all over company's to
promote goods and services in market, which helps to full fill customer's requirements in
appropriate manner. There were discussed role and responsibilities in the context of market
function as well as in the organisation. In the marketing mix include 7 elements such as product,
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price, place, promotion, physical evidence, process and people. EE Limited company's of major
objective is to give proper satisfaction to customers also develop business in effective way. This
company use marketing plan to manage and control all over activities and works, which helps to
achieve goals and objectives of company.
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