Marketing Strategy Analysis and Application

This assignment delves into various aspects of marketing strategy. It requires students to analyze concepts such as social marketing in a changing environment, market segmentation success, international marketing strategies, relationship banking, brand positioning, and the influence of value conflicts on professional practice. Students are also expected to demonstrate their understanding through case studies and the application of marketing mix elements.

Marketing Essentials
1

INTRODUCTION
Marketing is a process which provide significant feature to every business firm. It helps
in meeting the key needs of sustainable development. Marketing allows to have operative
promotion of services can be attained in suitable way. With an assistance of this, business can
create better awareness among customers. It also leads business firm to impressive level of
success in meeting objectives (Boone and Kurtz, 2013). The marketing procedure provides
evidence to its consumers which is beneficial in purchase decision making aspects. Marketing
essentials include diverse factors which are essential for every business such as marketing
activities.
In present report, work culture of EE is being evaluated in appropriate manner so that
better understanding of marketing essentials can be accomplished. It has sharing of information
in respect to roles and responsibilities that marketing manager of EE limited need to consider to
meet job profile sustainability. Along with this, it will also make understand about the
significance of marketing role in context to EE limited. Moreover, key aspects of marketing plan
will also be evaluated in diverse manner. In this, learning about situational analysis will be taken
into account effectively.
2

TASK 1
Slide 1
Slide 2
3

Moreover, marketing concept also plays a critical role in identification of customer needs
and wants. It also allows to frame more effective and efficient strategies which is beneficial to
have continuous improvement in process. By having consideration of marketing aspects the
business firm can have improvement in the market share. It also allows to attain better
opportunities and ensure to meet objectives. Companies has started using their social welfare
activities as a marketing strategy. It helps in sustainable development of brand image and ensure
to meet sustainable values.
Slide 3
4

Moreover, diverse implements and techniques are being used by the administration of EE
in order to enhance the product presence in the market. Through having application of measures,
long term opportunities can be identified effectively and improve the overall performance of
business. Market research tool allows to understand the trends and motivate to frame strategies
effectively. It will allow to increase the market presence and provide better competition to other
firms. It allows to focus on better future so that companies can gain competitive advantage.
Slide 4
5

Marketing strategy is referred as aspect which allows to target threat and weakness. By
having an appropriate reflection of strength and weakness the better strategically can be framed
in order to have sustainable development of business entity. Marketing mix is a critical step for
EE Ltd because it assists in decision making process. It is a stage where most essential decisions
are made by the management in order to accomplish better opportunities so that long term values
can be well maintained. Marketing mix allows to target key success features of company such as
product, price, place and promotion. Distribution and promotion of products can be advanced
effectively in marketing mix decisions. At last the application and controlling is also necessary to
refer so that better opportunities can be attained in desired manner.
Slide 5
6

Slide 6
7

Slide 7
8

In addition to this, sales team of EE Ltd also need to consider collective working as
critical aspect. If coordination between marketing and sales department is not appropriate then it
will create issue in generating sales. It is significant for marketing manager to provide actual
information about product and services to the sales manager. It will allow sales team to
understand actual situation and motivate to take actions in respect to improvement. It also
delivers a provision to organisation operational values and assist in handling the customers more
effectively. Through consideration of such values, goals and objectives can be accomplished in
desired way. It also allows to have continuous development of key values and meet success
criteria. Moreover, coordination between research team and marketing is essential because it
allows to frame strategies in significant manner. The significant roles are being referred through
effective researches hence research department have to ensure about information sharing.
9

Slide 8
Along with this, there are various other benefits that a business firm can attain through
application of marketing principles. With an assistance of marketing the company can create
better awareness in the market in regard to brand as well as product line. It makes customers feel
valuable to have purchase of products and services. In directly reflects that application of
marketing is advantageous for improvement in sales. Advancement in sales means the company
can gain better advantage over its competitors. Along with this, customer relationship aspects are
also significant because it allows to make sure that customers are being identified effectively. By
using such values, overall outcome might be improved and ensure that business is having better
opportunities. By maintaining better relationship with customers the problems can be resolved
for sustainable development. Development of brand in the market must be first priority of
marketing manager to meet the work standards.
10

Slide 9
Other than this, it can be said that coordination among marketing manager and finance
department provides a better funds allocation. With an application of collective working the
work standards can be advanced. It also assist in ensure that business is having continuous
process. If fund allocation is not according to marketing need then overall cost of marketing
process can be advanced. It is because the marketing team will require changes in marketing plan
as per newly allocated funds. Moreover, the pricing and advertising decisions can also be get
influenced if marketing and finance department does not work collectively. As same the
production, customer relation and research team of EE Ltd also need to focus on improvement in
interrelationship between departments so that positive work culture can be created. Distribution
and sales of goods can also be advanced effectively by the management for better opportunities
11

in the market. It reflects that coordination among all members is necessary for continuous
improvement in work environment for better opportunities.
12

Slide 10
13

TASK 2 MARKETING MIX OF TWO COMPANIES
For better aspects in the business environment the entity must have effective
consideration of marketing mix. It also helps in meeting designed goals and objectives for better
opportunities. It has been noticed that EE Ltd and Vodafone also need to be focused towards
application of marketing mix for sustainable aspects (Brooksbank, 2009). Marketing mix can be
classified in diverse manner such as product, price, place and promotion. However, there are few
additional mix which need to be refereed effectively from the management of both organisations.
Classification of additional marketing mix can be as procedure, individuals and physical
evidence.
Marketing mix of EE ltd
Product: Company is referred as foremost telecom sector participant and offer wide
range of services as per customer needs. Any institution who can right determine its consumer's
of necessity can simply acquiring leading part of market (Cox and Yang, 2007). It is one of main
reason that EE Ltd is also well centred towards identification of customer needs. In addition to
this, it can be said that broadband and SIM card services are also being provided according to the
customer needs. Along with this, introduction of services like 3G and 4G is also dependent over
customer expectations so that goals and objectives. It is necessary for company to have
improvement in network system so that telecommunication services can be accomplished
effectively (Dibb and Carrigan, 2013).
Price: In add-on to this, it can be same that it is also important for business organization
firm to make sure that rating scheme is being premeditated in proper way. It has been detected
that if pricing of product and employment is not accordant to customer necessarily then business
organization firm can look quibbling issues. It is significant to form certain that pricing decision
is being seized into report according to market needs so that score and subjective can be
completed (Dibb and Simkin, 2013). Company can focus on economic pricing strategy in order
to attract more and more customers. It helps in meeting the work standards and make sure that
sustainable opportunities are being promoted for EE Ltd. Along with this, analysis of competitors
pricing strategy is also important to make sure that goals and objectives are being attained
effectively.
14

Place: It has been witnessed that place mix is considered as a critical aspect so that sales
of products and services can be advanced. It has been noticed that there are various distribution
channels which need to be referred effectively from management. EE Ltd can have distribution
of its products and services according to different aspects and market conditions. Company can
have alliance with local telecom service suppliers in order to raise the gross sales and track
business organization firm to amazing plane of success (Doole and Lowe, 2008). Online
distribution of services is also beneficial which might be considered by the management because
it helps in advancing the sales and track business organization to sustainable development. It will
give a improved comfortableness to the customers so that distribution can be promoted
effectively. It has been noticed that if level of customer convenience is appropriate then
distribution objectives can be accomplished effectively. It also helps in promotion of easy
payment system to improve opportunities (Ferguson and Hlavinka, 2007).
Promotion:In add-on to this, it can be stated that there are number of promotional
activities which want to be mention efficaciously. Television, newspapers, magazines and online
ads need to be considered as critical aspect in order to have better promotion of services. It helps
in improving the brand image and track business organization firm to amazing level of success
(Ferrell and Hartline, 2012). Along with this, customer base can be advanced through
application of promotion strategies.
People: Employees are also critical aspect for every organisation as same the EE Ltd also
need to consider betterment of employees. By having an effective application of work standards
professional and personal lifestyle need to be improved. It improves the employee satisfaction
and allows to meet objectives in desired manner. Organisational structure need to be consider as
critical aspect as it helps in meeting objectives (Freytag and Munksgaard, 2011).
Process: Customer service, sales and network maintenance are key processing elements
of EE Ltd. It means administration demand to consider such aspect in proper manner for property
improvement and track business organization to amazing level of success. It is necessary for
executives to advance the customer satisfaction level.
Physical evidence: It mention to different elements like publicity of products, display of
physical stores and outlets of the firm etc. In this respect, it is significant for company to ensure
15

about website present ion so that services can be promoted effectively (Fuchs and
Diamantopoulos, 2010).
Marketing mix of Vodafone
Product: Vodafone is referred as one of leading telecommunication sector and offers
wide range of services. It has been noticed that company offers products like SIM cards, data
service and handsets. Along with this, company also offers services like 3G and 4G in command
to fitting the of necessity of customers. By having a continuous improvement in the networking
system the business firm is allows to centering on its target audience so that goals and objectives
can be earned(Quintal and Phau, 2014).
Price: In add-on to this, it can be stated that pricing is considered as a key aspect which is
being referred by management of Vodafone. It has been noticed that pricing of Vodafone is
dependent over two aspects like discount rate model and premium pricing. It means company
offer discount on prices and also demands a high prices as compared to other competitors in the
market. In order to attract customers various schemes are being developed by firm (Rad and
Anantatmula, 2005).
Place: Vodafone focus on effective distribution of its products and services in order to
meet the needs of customers. Company has its own stores where they try to assist customers and
improve the sales in diverse manner. Along with this, services are also available through online
platform. It assist in rising the dispersion and aid in gathering subjective effectively.
Promotion: Large number of encouragement tools are used by the company to make its
products best-selling. It makes promotion of its products through famed role player and sports
celebrity which indicate high friendliness of firm. By having an appropriate use of diverse tools
of advertising the issue can be resolved in appropriate manner (Siebert and Costley, 2013).
Moreover, social media tools can also be taken into account for promotion of services.
People: In addition to this, it can be said that company is well focused towards effective
development of employees. In this respect, training and development programs are being
introduced so that better objectives can be attained. It allows to improve the skills and ensure that
workforce is satisfied within organisation. Company also offers incentives to the members for
continuous improvement in morale.
16

Process: It has been detected that process is also being seized into account by company
in order to fitting the necessarily of customers. Merchandising and other physical process is also
been taken into making known so that goals and objectives can be earned in desirable mode.
Along with this, operations in regard to customer relationship management is also significant to
consider in appropriate manner (Tadajewski, 2012).
Physical evidence: In addition to this, it can be said that physical evidence is considered
as an activity which provide an experience to the customers. It means management of Vodafone
also need to be refer the physical evidence as critical aspect. If company is having a better
delivery of services then it will improve the work performance and track business enterprise
towards amazing level of success. By having a delivery of services effectively the issues can be
obdurate efficaciously so that goals and objectives can be completed
MARKETING PLAN FOR EE LIMITED COMPANY
Executive summary
In present section, the marketing activities of EE Ltd will be discussed so that better
understanding can be developed. By having an reinforced focus on the environmental aspects the
business firm can design effective marketing strategies in order to overcome the issue. Along
with this, marketing plan also provide information in regard to strategical values which helps in
gathering objectives and track business firm to amazing level of success.
Company overview
EE Ltd is one of leading telecommunication service provider which operate business
mainly in UK. It has been detected that by having an effective understanding of key aspects the
issue can be resolute effectively (Teare, 2011). Services like 3G and 4G is also being promoted
effectively from the company in the competitive market. Company is continuously focused
towards improvement in its networking and satellite system so that effectiveness of services can
be advanced in critical manner.
Internal analysis
Threat of substitutes: Company is having a slight threat from substitute products because
the email and other mediums of communication are present in the market. For effective
improvement of company, administration need to have incorporate featurein its service. It will
aid in handling with issue and improve execution.
17

Threat of competitors: It is very high because there are various competitors in the market
who provide same kind of services at better scale. Customer service network of competitors is
also advanced which might create an issue for organisation. It is significant for EE Ltd to ensure
about it in desired way (Giannini, 2010).
Bargaining power of buyers: It is very high because ratio of competitors in the market is
high. If company does not meet the needs of customers then they can switch to another firm
which might affect the overall outcome. It means customer satisfaction need to be improved so
that goals and objectives can be complete efficaciously.
Bargaining power of suppliers: Power of supplier is low-level because number of
provider are there in the market. Company can take services from any of supplier in order to
meet the objectives. It does not depend on any provider which makes place of company in this
respect.
Threat of new entrants: It is very low because the investment in the sector is very high.
It is not easy for new company to invest on very high scale which indicates that threat is low.
Permission are required from government which is also a critical task (Thompson, 2003).
External analysis
Political: UK political aspects are stable which provides a better support to working of
EE Ltd. It reflects that positive environment can be created by having an effective relation with
diverse nation. Any kind of change in politics might affect overall outcome.
Economic: The economic status of country has developed a lot after the recovery from
period of time of concavity. In addition to this, UK GDP is having boost that reflects that
company can also take better pricing decisions which might improve overall outcome. If
recession is there company need to change pricing policy (Griseri, 2013).
Social: It has been noticed that social values are well maintained and people are getting
techno savvy. It means the use of internet and further services is also increasing which might be
critical aspect for company. If customer needs are not achieved then issue might be faced by
company. Use of internet in uploading music, songs, movies etc. have increased demands of
accelerated network. It also reflects about the growth opportunities for the sector.
Technological: In addition to this, it can be said that technology is being referred as
critical aspect which effectively need to be consider by EE Ltd. It is because the change in
18

technology is significant task which impact overall working (Boone and Kurtz, 2013). For
example, company has invested on network system but after some time the technology changes.
In such condition, company need to change the technology as per market demand so that
working can be improved as per standards.
Objectives
Key objective of the current marketing plan is to have improvement in customer base so
that improved opportunities can be supply to the firm. Along with this, company is also having
an effective consideration of improvement in market share. It means EE Ltd is also looking for
progression in market value so that goals and objectives can be attained effectively. Another
objective of marketing plan is to increase the sales and profit margin ratio by 5 percent by the
end of year 2017.
Strategy
There are amount of scheme which need to be consider effectively from the managers of
EE Ltd. It means by having improvement in customer relation the business firm can improve
customer base in appropriate manner. Along with this, application of effective communication
system with customers is also a critical aspect which might help business firm in diverse manner.
Data base system information can also be used by company in order to offer schemes on special
occasions so that goals and objectives can be completed. It also impacts the brand value and
advances the customer base (Brooksbank, 2009). Other than this, ECRM is also a factor which
aid in gathering objectives and track business organization to amazing level of success. In
addition to this, it can be said that ECRM allows company to have direct communication with
customers. With an assistance of this, issues can be identified effectively. Moreover, corrective
measures like changes in policies and schemes might improve the customer satisfaction. It will
have direct impact on the market share of company need to be referred effectively from the
management. Along with this, personal selling and direct sales marketing strategies are also
beneficial for organisation because it assists in target the audience (Dibb and Carrigan, 2013). It
helps in improving the sales so that goals and objectives can be completed in desired manner.
Company must design strategies in order to meet the customer needs.
19

Segmentation, targeting and positioning
Segmentation is referred as one of most critical element which allows business firm to
ensure that they are targeting right audience in the market. In addition to have effective
operations the business firm need to focus on demographic and geographic segmentation. It has
been noticed that age, gender and other feature will be reviewer by the administration in order to
assure that mark customers are well aware of products and services. It means students within
London will be targeted so that goals and objectives can be accomplished in desired manner. It
will allow business firm to have amazing level of success (Dibb and Simkin, 2013).
In addition to this, it can be said that targeting is also significant for management to
consider so that goals and objectives can be completed efficaciously. It has been noticed that for
better opportunities in the market the EE Ltd can focus on differentiated targeting strategy. It
means company will existing its services in the specific way. It will pull more and more
customers and insure that company is having property possibility (Doole and Lowe, 2008). By
having an application of diverse advertising tools the promotion of products and services can be
advanced effectively. Use of television, online platform and other mediums will be referred to
promote the services in market.
Tactics
In order to have effective application of strategies, company need to consider application
of tactics. It means management of EE Ltd need to focus on development of services at the local
area so that subjective can be completed in wanted way. In order to mange communication
internally at all levels of organisation. Moreover, cited undertaking should create communication
externally as well. By having improvement in the communication process the needs of customers
can be identified. It will allow to enhance the overall performance and make sure that goals and
objectives are being achieved (Boone and Kurtz, 2013). Moreover, training can be offered to the
employees for improvement in the skills and services. It also assists in leading business towards
impressive level of success.
Budget
Activities Estimated cost (in GBP)
Research and development 220
Database system development 300
20

Recruitment and Selection activities 400
Employee relations 200
Training and development activities 70
Advertisement, promotions and CRM 250
Miscellaneous expenditures (maintenace and
other related expenses)
80
Total 1520
Control
It is important to centring on the valuation procedure so that goals and objectives can be
completed in wanted way. It has been detected that by having use of 360 degree answer system
the action can be measured. Along with this, setting out a standard is also a important method
which assist in rising the control. Review of system is also essential so that goals and objectives
can be completed in wanted way.
21

CONCLUSION
As per detailed study, it can be finished that Marketing is a combination of diverse
activities which assist in influencing the customer behaviour. EE Limited is also well focused
towards marketing activities so that services offered by them can be promoted effectively in the
market. Marketing concept also plays a critical role in identification of customer needs and
wants. It also allows to frame more effective and efficient strategies so that sustainable
opportunities can be attained effectively. Without consideration of planning activities the
application of marketing process can be improved in desired manner. Marketing mix is a critical
step for EE Ltd because it assists in decision making process. It is a stage where most essential
decisions are made by the management in order to insure that long term sustainability can be
completed efficaciously.
In order to have effectual sustainability, every business firm need to focus on different
marketing mix so that goals and objectives can be completed in wanted manner. Along with this,
introduction of services like 3G and 4G is also dependent over customer expectations so that
goals and objectives. It is necessary for company to have improvement in network system so that
telecommunication services can be accomplished effectively. Television, newspapers, magazines
and online ads need to be considered as critical aspect in order to have better promotion of
services.
22

REFERENCES
Books and Journals
Boone, L. and Kurtz, D., 2013. Contemporary marketing. Cengage learning publishes.
Brooksbank, W. R., 2009. Marketing Planning: A Seven-stage Process. Marketing Intelligence &
Planning. 8(7). pp.21 – 28.
Cox, A. and Yang, T., 2007. The proactive alignment of sourcing with marketing and branding
strategies: a food service case. Supply Chain Management: An International
Journal. 12(5). pp.321 - 333
Dibb, S. and Carrigan, M., 2013. Social marketing transformed: Kotler, Polonsky and
Hastings reflect on social marketing in a period of social change. European Journal of
Marketing. 47(9). pp. 1376–1398.
Dibb, S. and Simkin, L., 2013. Market Segmentation Success: Making It Happen. Routledge
publishes.
Doole, I. and Lowe, R., 2008. International Marketing Strategy: Analysis, Development and
Implementation. 5 ed. Cengage Learning EMEA.
Ferguson, R. and Hlavinka, K., 2007. Choosing the right tools for your relationship banking
strategy. Journal of Consumer Marketing. 24(2). pp.110-117.
Ferrell, O. C. and Hartline, M., 2012. Marketing Strategy. Cengage Learning.
Freytag, V. P. and Munksgaard, B. K., 2011. Complementor involvement in product
development. Journal of Business & Industrial Marketing. 26(4). pp.286 – 298
Fuchs, C. and Diamantopoulos, A., 2010. Evaluating the effectiveness of brand-positioning
strategies from a consumer perspective. European Journal of Marketing. 44(11/12)
pp.1763 – 1786.
Giannini, G., 2010. Marketing Public Relations. Pearson Education India.
Griseri, P., 2013. An Introduction to the Philosophy of Management. SAGE.
Quintal, V., Phau, I. 2014. Students’ perceptions of an internationalised learning environment.
Marketing Intelligence & Planning. 32 (1). pp.89 – 106.
Rad, P. and Anantatmula, V., 2005. Project Planning Techniques. Management concepts
publishes.
Siebert, S. and Costley, C., 2013. Conflicting values in reflection on professional practice.
Higher Education, Skills and Work-based Learning. 3 (3). pp.156 – 167.
Tadajewski, M., 2012. History and critical marketing studies. Journal of Historical Research in
Marketing. 4 (3). pp.440 – 452.
Teare, R., 2011. The role of action learning in personal, professional and business development.
Worldwide Hospitality and Tourism Themes. 3 (1). pp.60 – 65.
Thompson, K., 2003. The Philosophy of Management. Psychology Press.
Online
Agarwal, S., 2009. Marketing applications & practices. [Online]. Available through: <
http://www.scribd.com/doc/18645021/Market-Plan-For-Consumer-Durable-Goods>.
[Accessed on 21 January, 2016].
23

Bhumik, 2012. Marketing Mix. [Online]. Available through:
<http://www.casestudy.co.in/tag/marketing-mix/>. [Accessed on 21 January, 2016]
24