Marketing Mix and SWOT Analysis

The assignment provides a comprehensive overview of marketing, including the roles and responsibilities of marketing, basic marketing plans, and the marketing mix. It also covers SWOT analysis, its importance in business, and how it can be applied in different scenarios.

MARKETING
ESSENTIALS

TABLE OF CONTENTS
INTODUCTION..............................................................................................................................3
PART A...........................................................................................................................................3
P1. Assess the key roles and responsibilities of marketing function......................................3
P2. How roles and responsibility of the marketing relates to the wider organizational context
................................................................................................................................................4
P3. Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve
overall business objectives.....................................................................................................4
P4 Evaluating basic marketing plan of EE.............................................................................9
Producing detailed coherent evidence based marketing plan...............................................13
Designing strategic marketing plan......................................................................................14
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17
Online...................................................................................................................................18

INTODUCTION
Marketing plays an important role in assessing the objective of the organization.
Marketing considers various activity at it is related with the selling of the product and services.
Marketing not only encompasses the consumer needs but also helps in the creating the consumer
need. It is very helpful in transferring , exchange and movements of goods and services. Market
not only fulfils the consumer needs but also enhances the standard of living. EE is a mobile
network operator of British . It has its headquarters in Hatfield in UK and has its main offices
situated in BT centre in London. It also provides service of internet and division of BT group. EE
is the largest mobile network operator in UK having large volume of customers as 29.6 million.
Thus, it is also the largest operator of 4G services in Europe. Report has explained the roles and
responsibility of the market function.
The assignment will provide the information about the roles and responsibility of
marketing with related to the organization. Report will provide the basic marketing plan for the
organization. Assignment will cover the various ways in which organization uses the elements
of the marketing mix to achieve the over all objective of the business. Assignment will cover the
differences between two organization 's seven P's and how it will help in achieving the
objectives.
PART A
P1. Assess the key roles and responsibilities of marketing function
ENCLOSED IN PPT.
P2. How roles and responsibility of the marketing relates to the wider organizational context
ENCLOSED IN PPT.

P3. Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve
overall business objectives.
The operational functions of the organisation that handles the activities that are regularly
practised to make the people people aware about the products and services is termed as
marketing (Ali, Mazen and Hassanein, 2018). The market is a location where the buyers and
sellers meet together in order exchange the goods and services. Sellers requires the use of
various advertising and marketing strategies to make people aware about the goods and services
in the market in order to increase the sales.
The very important part of marketing plan is the marketing mix. It plays an essential role
in the marketing of goods and services. It consist of some products which are essential for an
organization from the manicuring to the sale of the product. To generate the response in the
market , marketing mix is the tool that blends together (White Jr and et.al., 2015).. To
implement the marketing plan every organization uses the marketing mix. Primarily, it includes
the 4 P's but know it is extended to 7 P's.
Shifts from 4 Ps to 7 Ps
In order to generate the marketing plan there are many decisions that organization have to
make for the product and services (Babin and Zikmund, 2015). In order to make the decision,
marketers uses the tools that permit them to analyse the factors associated with the product. The
old concept of marketing mix involves the product price place and promotion as its main
element. It has been seen that there are not only these four P s which analyse the product in
order to make the marketing plan but there are three more elements which includes process ,
people, physical evidence.
7 P's of EE
 Product: product includes the goods and services, or the mixture of both that
company offers to the target market. The features or product includes the tangible and
intangible i.e. the goods either will be tangible or intangible (Romero-Gutierrez, Jimenez-
Liso and Martinez-Chico, 2016).
. The nature of product is being classifies into three categories which include the core products,
actual products and augmented products. The company provides the services to the networks to
the customers. Voice transfer service is the core product of the company. The another services

provided by the EE limited is internet access through 3Gand 4G plan. The organization also
provides the tangible product that includes mobile phones and SIM cards for the use of services.
Price: The amount that is exchanges by the buyers and sellers for buying the products.
The calculation of price can be done by adding of the cost and the intermediaries involved in the
delivery of the product to the end consumers (Brady., 2014). The organization utilizes the price
penetration pricing strategy in order to penetrate the market. Therefore, the EE limited was the
first mover to the 4G services so they kept the prices high and utilizes the premium pricing
strategy to obtain early profit.
Place: Place pertain all the activities required in making the product available to the
target customers. It consisted of the distribution channels, intermediaries etc. It also includes the
location where the product is available. Place includes the methods of delivery, that make the
product available. To do the direct marketing EE limited uses the catalogues and internet. To
deal with the intermediaries the sale staff is used. The used of intermediaries are taken for the
franchise, partners and agents.
Promotions : Promotion includes the advertising and promotion (Baker and Saren eds.,
2016). It consisted of various activities that deals with advertising of various products. Various
promotional tools is being used by the organization in order to create the awareness of that
product in the market. Public relation is the major tool, that EE limited adopts. This tool assist
the organization in achieving its objective of accelerative sales and fetching trust of stakeholders.
Sales and customer service representative uses the direct marketing also in order to do the
promotion of the new product in the market.
People : From manufacturing the products to its sale the entire process require the
human factors directly and indirectly in this element. It is the most crucial instrument of
marketing mix as all processes from origin to the end can be accomplished only with the
assistance of the relevant people. To increase the sales and market coverage is the main objective
of the company. The important people that are required to achieve this objective are managers,
employees and intermediaries that aids the organization to reach masses
Process : Process can be stated as all the acts and the exercises that are concerned in
devising the merchandise accessible to the market. This instrument mainly concentrates on flow
of these activities in order to get best results. It is not only the product that fascinates the
customers but the process that makes the product available is also very important.

Physical evidence: Physical evidence is the physical part related with the trade goods. It
is the indicant of the existence and being of the product in the market. The associated material
can be logos, signs, packaging of the product that makes the customers rely on them. EE limited
does not make use of the power of physical evidence to attract the customers. The physical
evidence of the company involves the logo of the company.
Seven P's of Apple
Product
The apple serves its customer with various products. The product includes the iPad,
iPhone, Mac, iWatch, software etc. the firm comes up with innovation in their product and
services. The iPhone act as a status symbol for the customers among all its customer range.
Price
The organization follows the premium pricing strategy n order to maintain its status
symbol for its customers. This pricing strategy helps the company to target the small sectors of
middle and upper class ad it also results in making higher profit margins for the company
(Brady., 2014).
Place
 To reach the market, Apple has uses the holistic approaches for the distribution.
The company choose for the selective distribution strategy , that consisted of apple
storys. Online apple stores and authorizes dealers (Romero-Gutierrez, Jimenez-Liso and
Martinez-Chico, 2016).
Promotion
Advertising, public relation, sales promotion, and personal selling are four major
strategies that have been used by the apple for the promotion. To make the public relation strong
the firm uses some techniques of making public relation by observing the response of the
people.
People
Generally, people included the the members involved or who are associated with the
product (Brady., 2014). But in apple's case the essential part of the elements are employees.
Behind the innovation of the company employees are the most important factors in this
organization.

Process
The apple beliefs in the simpleness and sophism. That is why apple is known for the
simplified process and the function. Apple is the owner of the many factories. In its all process
the organisation follows the systematic approaches(White Jr and et.al., 2015).
Physical Evidence
The pleasant ambience of the stores and the company's logo is the main physical
evidence. The customers are provided with the premium experiences by the branch and helps in
maintaining the brand image with sophistication.
Therefore, every organization requires the planning process to achieve its objective.
The planning process requires the systematic approach which to be followed (Brady., 2014). To
reach the customer with right approach the marketing plan is very important. An effective market
plan needs the careful analysis of the strategies which involves the following.
Analysis: the very first step in the process to implement the marketing plan is analysis.
The process must be implement by the marketers. The analysis includes the investigation of
business environment with respect to the marketing or the current situation of the business in the
industry.
Planning: Planning is the second very essential step. After doing the internal and
external analysis of the market , marketers are required to make the design or a blue print that
act as a guide in order to implement all the action in orderly basis. Planning consisted of all the
activities that requires to be perform in the marketing plan. It includes the tools of marketing
such as pricing strategies , methods of marketing and time of marketing, budget etc.
Implementation : the implementation is the stage which brings planning into actions. At
this stage , all the planning tools are start working and performing accordingly the plan drafted
Implementation of the plan requires a continuous flow of activities one by one.
Control: This is besides an crucial part which is to be followed, this step starts as and
when the plan is executed. Controlling is concern with keeping an eye on activities of
marketing. Any fluctuation from the design required to be checked and corrective measures
should be used to reduce the deviation gap from the original plan.
Marketing strategies: In order to execute the marketing plan there are some marketing
strategies involves which required to be opted. Strategies like pricing strategies, promotional
strategies, distribution strategies etc. are involves in the Marketing plan (Demir, Esbah and

AKGÜN, 2016). The criteria that are followed in calculating the price of the product is
determined by the pricing strategy. Method used to distribute the products to the market is deal
by the distribution strategies.
In order to achieve the business objective the organization with various culture apply
tactics . The planning process of the EE limited consisted of seven Ps of marketing mix to
achieve the desired objectives (White Jr and et.al., 2015). Tactics are those short term strategies
which delivers the long term outcomes. These tactics includes -
Promotion
One of the important tactics which EE limited uses is Promotion in order to achieve the
business objective. Total working of the EE limited is based on the promotion. It is a tactics
which EE limited uses to achieve its objective. Objectives of the business includes profitability,
productivity, customer services, employee retention, business growth are some objectives of
every business. These objectives should be achieved by doing excellent promotion of the
products and services which the organization offering. There are various promotional activities
such as advertising, personal selling or telemarketing, publicity, short term sale promotions,
direct marketing, point of purchase display, direct mail public relation which can be used by the
organization in order to achieve their objectives.
Customer feedback
Customer feedback is the the information which the customer's provides whether they
are satisfied or unsatisfied with the product, services or general experience they have obtained
with a a company (Haryadi, 2018). Customer are the king of market. Entire productivity or other
objectives of the EE limited are depends upon the customers. For improving customer's
experience and adjusting actions according to the customer's needs the best resource is the
opinion. To achieve the objective of the EE limited can be achieved by knowing needs and wants
of the customer's. Apart from the market research, the customer's feedback plays an important
role. Taking customer's feedback in order to achieve the objective of the business have various
importance which are discussed under-
Customer's helps in improvement of product and services
Objectives of the businesses can be achieved with the improvement in product and
services. When the organization introduces the new product , brand and services to market they

have an idea about the need of the customers. The customer feedback provides the insight about
the well working of the product and services.
Customer's feedback helps in measuring the customers satisfaction
Satisfy customer is the key of an organization. For EE limited it is very important to
know about the satisfaction of the customers . For that they will use the tactics of the customer
feedback so that they can identify that how far there customers are satisfied with their product or
services.
Customer's feedback improves the customer's retention
Taking feedback from the customer's helps in retaining the customer's which helps EE
limited in increasing its customer's base. This increase in customer's base helps EE limited in
achieving their objective.
So theses are some techniques which EE limited uses in order to achieve their objectives
effectively.
P4 Evaluating basic marketing plan of EE.
EE is a mobile network operator of British (Kim, Jun and Lee, 2014). It also provides
service of internet and division of BT group. EE is the largest mobile network operator in UK
having large volume of customers as 29.6 million. Thus, it is also the largest operator of 4G
services in Europe. Thus, the basic marketing plan of EE has been discussed as per below
context-
EXECUTIVE SUMMARY
In this assignment, it has been discussed about the evaluation of marketing environment
of the largest network provider of UK EE limited. It has been considered as the leader of market
in UK. It faces many obstacles and there are many factors that affects EE limited to a large
extent which has been discussed in this plan.
COMPANY OVERVIEW
EE is a leading network provider of UK and is acquired by BT in January 2016. it
provides mobile and fixed communication services and offers mobile, TV and broadband
services. It has its headquarters in Hatfield in UK and has its main offices situated in BT centre
in London. The 4G and 2G networks of EE combined coverage has reached more than 995

population of UK. Where, 4G network reaches 80% population and 3G networks reach 98% of
the whole population. The company also sells accessories that includes handsets, earphones, and
various other things along with these services. Thus, it operates as a subsidiary of BT group plc.
MARKETING GOALS AND OBJECTIVES
The objectives that has to be achieved includes the following-
 Increase in customer base
 Increase in number of satisfied customers
 Increase the users of 4G network.
 The another objective involves to increase 4G subscribes by 30% in the upcoming year.
Vision/ mission statement
Thus, vision and mission of the cited company has been discussed in following context-
The main vision of EE limited is to provide best network and best services in whole world
(Malhotra, 2015). This will help customers in trusting them with their digital lives. For this, they
will have to build a new digital des the backbone for Britain also deliver outstanding service to
customers through online. The main mission is to have great knowledge and skilled employees
that leads in achieving high profitability.
SITUATIONAL ANALYSIS
Situational analysis includes the examining of internal and external analysis of the
business. The internal analysis is done for insides the organization which includes the SWOT
analysis that involves the strength, weaknesses, opportunity and threats. Which helps
organization to identify its strength and weaknesses opportunities and threats. While external
analysis is done to identify the factors from outside the business organization that can affect the
business. It involves PESTLE analysis which includes political, economic, social, technical, legal
and environmental factors.
INTERNAL ANALYSIS
SWOT ANALYSIS
Strengths-
EE limited is the leading brand of UK so it has numerous strengths. This includes
following-
 EE has strong base of reliable supplier of raw materials(EE SWOT Analysis / Matrix,
2012).

 They experienced superb performance in new markets and build expertise.
 They have successful track record of innovating products and making company to reach
boost.
 They have strong brand portfolio as EE has invested huge in order to build brand that
may lead in expanding their business in the future.
 They also enjoy high level of customer satisfaction among present customers and also
builds brand equity among potential customers.
Weakness-
 EE has higher attrition rate as compared to other organisation. Thus, they have tgo spend
more on training and development of employees involved (Martensen and Mouritsen,
2017).
 The structure of organisation is limited in the present model of business so they lack
expansion in adjacent segments of products.
 EE is not highly successful at integrating firms with different work culture.
Opportunities-
 New trends are rising in market, which acts as a opportunity for EE in order to build
revenue stream and diversify their products.
 The updated technology provides opportunities in order to practice different strategy of
pricing (McDonald and Wilson, 2016).
 The adoption of new technology standard and government free trade agreement has
provided opportunity in entering into new market.
 There is decrease in transportation cost because of lower shipping prices which can bring
the cost of product manufactured in EE, so they can boost their profitability or benefits
can be gained by customers to enjoy market share.
Threats-
 EE faces serious threat of new technology developed by competitors or market disruptor
in medium to long term future.
 There are shortage of skilled labours in certain global market that affects the profit of the
cited company.
 The local distributors are also growing their strengths that presents the threat in some
markets as competition is paying higher margins to local distributors.

EXTERNAL ANALYSIS
PESTLE Analysis
Pestle analysis helps in analysing the external factors that affect the business. It includes
outside factors that affects internal functions of business. It has been explained as per below
context-
 Political factor- as issues of regulations comes up frequently. This is the major factor that
affects business. Thus, Wi-Fi and internet has become daily and basic part of people
today. So customers wishing to have Governments acknowledgement for internet as basic
human right because it is required for purpose of education and many careers. They
require internet in order to apply for a job. Thus, customers want net neutrality to prevent
throttling speeds of data (What is a PESTEL analysis?, 2015).
 Economic factors- this factors mainly include inflation, interest rates and taxes which
affects EE to great extent. Thus, growth is depended on market and technological
advancements. Business are using internet and mobile phones for promotion of their
products. Representatives of customer service are hired to solve problems via website or
live chats.
 Social factors- As telecommunication has become an important part of daily life of
average person, EE has to take care about the taste and preferences of society in order to
earn high level of profit and expansion of market. Further, there is an increase in young
generation and their usages in smart phone and social networks and also in other parts of
internet that includes streaming of websites, text messages, various applications that are
available online that is used in case of sharing long files. Thus, EE has to undertake all
these situations and accordingly expand its business so that it attracts large number of
customers towards the brand.
 Technological factors- the main goal and aim of EE limited is to fulfil the basic and
necessary requirements of customers by providing them with better and up to date
services to them. Thus, this factors greatly affect the business environment. To overcome
this, factor, the cited company has to enhance in network coverage within UK by network
services. Therefore, finding out the requirements in market area, the company launched
LTE 4G network at reduced cost.

 Legal factors- EE limited is mainly affected by legislation issues. This issues includes,
rules and regulations of government, monopolies and customers. Thus, UK government
has set the rules by giving empowerment to customers that they can withdraw contract
without suffering with any type of penalties.
 Environmental factors- the products of EE limited is mainly affected due to technological
change in climate. Thus, the employees or company has to adapt the changes in order to
succeed. Customers demand changes as per the season or environmental changes. So the
cited company has to become flexible and make changes as and when need arises in order
to attract large volume of customers.
MARKETING STRATEGY
EE adopts social media marketing strategy as part of their marketing mix. This helps
them to communicate with customers in new ways and to larger or wider audience.
STP PROCESS
Segmenting means dividing whole market into small segments or groups. This division is
done as per the common characteristics. There are different criteria that is involved in
segmentation that includes behavioural, geographic, demographic, psycho-graphic. Thus, with
help of these criteria, the cited company will have better knowledge about capabilities of buyer
in buying plans.
Targeting helps in gaining proper segment of the market. Thus, it will help EE in target a
particular segment like 20-45 ages who are interested in using internet services. This will help
them in achieving high consumer base and heavy profitability. Targeting helps in choosing the
best segment that can lead to success.
Positioning helps in differentiating from competitors of and place into the position that is
leading within the field of telecommunication (White Jr and et.al., 2015). This strategy can be
developed with the help of perpetual mapping by EE.
Marketing budget
It has been estimated that around 15 million Euros require enhancing this project and this
includes more 5 million Euros to be remained in contingent account that can be required in case
of emergency.
Marketing Control

This all are the basic requirements of marketing plan. Thus, EE limited must do
controlling by analysing or monitoring the objectives with help of the results. Thus, activities
that are drafted must be considered in order to check the processes because if any deviation is
found, corrective measure are being used by them.
Producing detailed coherent evidence based marketing plan.
The detailed, coherent, evidence-based marketing plan are discussed as per following
context-
 Product- Product includes the they must offer high quality products to customers.
Customers attract to innovative and creative products, so EE limited must analyse all the
requirements and desires of customers and accordingly produce the product, so that it
attracts large number of customers towards the brand (Philip, 2014).
 Price- Price acts as most essential ingredients in every business plan. EE limited must
adopt unique pricing strategy. They must sell high quality products at low or reasonable
cost. This will help the target customers to buy product of EE limited and enjoy it with
enthusiasm. Thus, this will lead in achieving high profitability.
 Promotion- EE limited must also adopt unique promotion strategy in order to attract large
customers. They must use innovative ideas to advertise their product. They must also
provide true and real information about products and services provided by them. This will
help them to raise their brand image.
 Place- EE must cover various areas in terms of stores. Thus, by situating in different
areas, they will come closer to their target customers. Consumers will find it easy to
reach the brand. This will help in attracting large number of customers as people mostly
choose domestic brands so that they can enjoy their services early and easily (Romero-
Gutierrez, Jimenez-Liso and Martinez-Chico, 2016).
 Process- EE must have customer focused business operation process. This will help
company to provide customer focused effort. Thus, this leads in reaching the success of
business to a boost.
 People- People means employees involved in EE. They play important role in increasing
productivity of business. They pull customers towards the brand. For that they have to
build good and strong relationship with customers so that they achieve high profitability.

 Physical evidence- People or customers mainly gain attraction of customers to this
feature of physical evidence. EE has to maintain this feature so that it will help in
encouraging large number of customers (Purvis, 2015).
Designing strategic marketing plan.
Business
Objective
Marketing Mix &
Strategy
Tactics Monitoring & Evaluation
Broadcasting
internet
technology
among public
Promotion They must
broadcast the
products offered
by them in
market in
innovative way
so that it helps
in attracting
large number of
customers.
For success, they must
monitor on each elements
that is included in
fulfilling task of
promotion.
To make
products
available
worldwide.
Place They have to
make stores
available in
every segments
or areas in the
world, so that
customers gets
easily connected
to the selected
brand.
For this, they have to
monitor the climate that
can change randomly of
that particular place
where EE has been
located.
Providing high
quality products
at affordable
price
Price They have to
produce high
quality products
and reduce
wastage that
The stated company must
monitor on discounts and
various offers so that
they don't face any

will help them
in maintaining
price of a
particular
product.
financial crisis.
Attract large
number of
customers
Product The cited
company must
produce high
quality products
at low price.
As people have become
very much health
conscious, EE must
monitor on the materials
that are used in
producing product.
CONCLUSION
From the above report it can be concluded that marketing plays an important role in the
success of the organization. The success of the organization is depending upon the marketing. It
not only the satisfy the consumers’ needs and wants but also helps in generating the needs of the
customer's. The above assignment has covered all the major aspects of the organization. Report
has explained the roles and responsibility of the market function.
The assignment has provided the information about the roles and responsibility of
marketing with related to the organization. Report has provided the basic marketing plan for the
organization. Assignment has covered the various ways in which organization uses the elements
of the marketing mix to achieve the overall objective of the business. Assignment has cover the
differences between two organization 's seven P's and how it will help in achieving the
objectives.

REFERENCES
Books and Journal
Haryadi, S., 2018. Applied Statistics for Assessment of the Regulation and Policy: case study in
Telecommunication Industry. DOI10, 13140.
Kim, K., Jun, C.H. and Lee, J., 2014. Improved churn prediction in telecommunication industry
by analyzing a large network. Expert Systems with Applications. 41(15). pp.6575-6584.
Malhotra, N.K., 2015. Essentials of marketing research: A hands-on orientation. Essex: Pearson.
Martensen, A. and Mouritsen, J., 2017. Prioritising marketing activities in different types of
marketing functions. Total Quality Management & Business Excellence. 28(11-12).
pp.1264-1284.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Philip, K., 2014. Marketing Essentials. A brief course: Translated from
English. Moscow:“Williams” Publishing House. 496.
Purvis, J., 2015. Human resources marketing and recruiting: Essentials of digital
recruiting. Handbook of Human Resources Management, pp.1-19.
Romero-Gutierrez, M., Jimenez-Liso, M.R. and Martinez-Chico, M., 2016. SWOT analysis to
evaluate the programme of a joint online/onsite master's degree in environmental education
through the students’ perceptions. Evaluation and program planning. 54. pp.41-49.
White Jr, T.H., de Melo Barros, Y., Develey, P.F., Llerandi-Román, I.C., Monsegur-Rivera, O.A.
and Trujillo-Pinto, A.M., 2015. Improving reintroduction planning and implementation
through quantitative SWOT analysis. Journal for nature conservation. 28. pp.149-159.
Online
EE SWOT Analysis / Matrix. 2012. [Online] Available through:
<http://fernfortuniversity.com/term-papers/swot/1433/1182-ee.php>
What is a PESTEL analysis?. 2015. [Online] Available through:
<https://blog.oxfordcollegeofmarketing.com/2016/06/30/pestel-analysis/>